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COVER
STORY
Brand
Wagon : Kurkure Express
-- Vineet Tandon
This
article explores new advertising possibilities
that unfold before the Indian Railways as it realizes
the revenue potential of this opportunity. It
also highlights the challenges that the Indian
Railways is likely to face in exploiting this
opportunity really well.
© 2007 IUP . All Rights
Reserved
BRANDING
Bizarre
Branding : A New Craze in Pharma
-- Jyothsna Priyadarsini K
Neetu purchased a drug with the brand name
`Lona' from a pharmacy. Just before consuming
it she thought of checking the label. She could
find the same brand name. Casually, she looked
at its contents. She wanted Lona, a brand of anti-epilepsy
drug with clonazepam, marketed by Triton Healthcare
Private Limited, Chennai. Neetu was sold Lona
exactly as prescribed, but containing low sodium
salt marketed by Dabur meant for hypertension.
This type of branding is quite common in the pharma
industry. Likewise, there are several other brands
that surprise and confuse people. So, can we expect
medicines or drugs with brand names like Bru,
Tide, Hit, Palio or Onida in the future?
© 2007 IUP . All Rights
Reserved
BRANDING
Creating
Hybrid Retail Brands: Balance between National
and Private Brands
-- A M Sakkthivel
India
is witnessing a massive interest and enormous
influx of funds to the organized retail sector
from leading business houses. The rapid increase
in customer spending power and their adventurism
in shopping and consumption seem to be the vital
factors fuelling this growth, which has lured
not only the domestic business houses but also
the global retail giants to take part in this
retail frenzy. Definitely, it would provide a
bouquet of choices to customers and increase the
power of retailers. With the power vested by the
consumers, the retailers would try to maximize
their earnings through different means.
© 2007 IUP . All Rights
Reserved
MARKETING
Space
Research : Spectrum of Marketing Issues
-- L Shankari and A Vinayagamoorthy
One
would be flabbergasted to know that mind-boggling
work has been going on in the field of space research
and would be inquisitive to know its impact on
different sectors such as space tourism, agriculture,
perfume industry, and pharma industry. This article
touches upon all the above issues in a lucid manner.
© 2007 IUP . All Rights
Reserved
MARKETING
Marketing
: A Major Menace to Society
-- S Franklin John and J Kandaleena Jeba
Today, we live in a world in which market
triumphalism is seemingly the only thing pursued
in society. Recent years have seen a boom in the
marketing industry. Since the 1980s, marketers
have been trying to recognize the feelings, deeds,
thoughts, manners, actions and behaviors of vulnerable
age groups. Marketers are exerting a very big
influence over what the youth eat, how they dress,
and how they behave. They are being trained in
these attitudes and behaviors by multibillion-dollar
industries, where these attitudes are in contrast
to what parents wish to teach their children and
also opposite to the attitudes and values that
make for a healthy living. This article suggests
that marketing contributes to the array of problems
facing the vulnerable consumer groups.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Need
for Effective Advertising
-- K Suresh
While
it is true that every new medium takes away a
chunk of the advertisement (ad) budget from other
media, the total pull of mass media as a whole
is under threat from the innovative basket of
media channels. This is because the adoption rate
of the new media is quite fast. Besides gaining
numbers very quickly, this non-traditional media
has emerged as a cheaper and more effective option
for advertisers.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Search
Engine Optimization : A New Realm in Advertising
-- Jasmin C Padiya
In
today's internationally allied world, merely being
there on a website is not adequate. Organizations
must ensure that the world comes to know of their
presence through search engine optimization. This
article deals with information on the range of
popular search engines that are available and
optimization of these search engines. It also
provides important tips for marketing decision-makers
to optimize their search engines.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Kids
: A Bull's-eye for Advertisers Today Search Engine
Optimization : A New Realm in Advertising
-- Neelam Sheoliha
Indian
marketers are becoming more complex day by day.
But a new phenomenon which is gaining prominence
is advertising to children. Nowadays, children
are becoming very important consumers because
of their increasing influence on the purchasing
decisions of their parents and other family members
directly or indirectly. So, the marketers are
trying to attract children through various advertisements
as most of them spend a greater part of their
time in watching television.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Government
Policies in Outdoor Advertising
-- E Naveen Kumar
This
article goes into the details of the various restrictions
laid out by the government on hoardings and billboards
in all the metro cities. It also highlights various
issues in outdoor advertising such as environmental
issues, taxation issues, illumination effects
and safety issues. The article ends with the note
that the industry needs a close-knit regulatory
body functioning at the apex level to critically
evaluate the issues relating to ethics and the
environment, and carefully tackle the social issues
of visual pollution, thereby structuralizing the
sector.
© 2007 IUP . All Rights
Reserved
CRM
Celebrity
: Characteristics, Selection and Consumer Mindset
-- Bedabal Ray
Celebrities can do wonders if image-connect
and mental-connect can be made properly. Consumers
can be blown away if endorsed by the right celebrity.
Selection of a celebrity requires in-depth understanding
of the consumer mindset. At the outset, a detailed
profiling of the brand has to be made and positioning
strategy has to be outlined. Target consumers
have to be identified and extensive research has
to be carried out to understand consumers' minds
and of course what they stand for. If we can profile
the brand and understand what consumers stand
for, celebrity selection can be made easy. This
article attempts to find out the process through
which one has to select a celebrity to endorse
a brand. All celebrities are brand-specific and
consumer-specific. So, a generalized selection
of a celebrity for all brands irrespective of
the brands' profile and what the consumer stands
for may lead to nothingness.
© 2007 IUP . All Rights
Reserved
CRM
Net
Promoter Score : A Brand New Approach to Measure
Customer Satisfaction
-- Kunal Gaurav
Very
often, customers get frustrated and dissatisfied
with the bunches of questions in customer satisfaction
surveys. As life is becoming faster, marketers
are always trying to search for new tools that
save time and effort to make their marketing more
and more effective. Net Promoter Score (NPS) is
the latest concept that allows marketers to measure
customer satisfaction just by asking the customers
one question. NPS also equips the managers to
create a focused strategy that generates more
promoters for the organization.
© 2007 IUP . All Rights
Reserved
AD
ETHICS
Impact
of Surrogate Advertisements on Consumer Buying
Behavior
-- Chandan A Chavadi, Shilpa Rajesh Ganjali and
Vivek S Kanchan
Though
there is a ban on direct advertisement of liquor
and tobacco products, companies are investing
heavily to promote their products in the form
of surrogate advertisements. This article throws
light on the impact of surrogate advertisements
on the buying behavior of consumers. The study
focuses on four major issues-the perception of
consumers about surrogate advertisements, recall
of the original brands, the most influencing media,
and the extent to which buyers are influenced.
© 2007 IUP . All Rights
Reserved
TRENDS
AND INITIATIVES
New
Ways to Reach Customers Directly
-- Anil Chandhok
Direct
marketing occurs due to the efforts made by organizations
to directly interact with prospective clients
to generate business opportunities. Direct marketing
aims at approaching the prospects with a specific
and clear objective. Today, business organizations
are using various tools to reach the customers
directly without marketing middlemen.
© 2007 IUP . All Rights
Reserved
CASE
STUDY
NBC
Universal Inc. Managing in Troubled Times
-- Sumit Kumar Chaudhuri and Shahnaz
© 2006 IBS Case Development
Center, Hyderabad. All Rights Reserved.
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