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COVER STORY
Private Labels in Indian Organized Retail : An Overview
-- Kisholoy Roy
India is considered one among the top five emerging retail destinations in Asia and 11th promising retail destination globally. This is largely due to the expansion strategies adopted by business groups like the Future Group, the Tatas, the Goenkas and the Rahejas. The ever- increasing retail clutter has forced retailers to differentiate themselves-introducing private labels has been one such differentiation strategy. Private labels or store brands have been found to trigger customer loyalty. The basic objective behind introducing private labels is to offer quality products at lower prices compared to the national brands. Retailers basically go for imitating national brands in terms of quality and packaging. Although there are instances where store brands are successfully introduced, there are several challenges involved as far as introducing and sustaining store brands are concerned.
© 2008 IUP . All Rights Reserved
RETAILING
Capturing and Gauging the Impact of In-store Promotion on Consumer Buying Decision : A Conceptual Framework
-- AM Sakkthivel and R Murali
The role of in-store promotion has been rapidly gaining a prominent share in the marketing strategies of retailing organizations. The increasing influx of new players into retail industry has ignited the momentum of competition in order to capture mind and market share of target consumers. This article identifies the key indicators which may influence the buying decision of consumers.
© 2008 IUP . All Rights Reserved
RETAILING
"Catch Them While They Travel!" Retailing in Air : An Emerging Concept
-- P.Banerjee and Aditya P Tripathi
The role of in-store promotion has been rapidly gaining a prominent share in the marketing strategies of retailing organizations. The increasing influx of new players into retail industry has ignited the momentum of competition in order to capture mind and market share of target consumers. This article identifies the key indicators which may influence the buying decision of consumers.
© 2008 IUP . All Rights Reserved
RETAILING
Marketers to Safeguard Consumers : Consumer Protection and Legislative Actions
-- Nandini CP
The growth of online consumers is certainly a boost for e-commerce and no doubt it adds to the economic growth. But the growth has been perplexing, as the legal provisions in this area are not clearly laid down yet. This ambiguity in law is often misused by many unscrupulous sellers/marketers. This article highlights the issues in online marketing in the light of the existing laws for the online contracts and calls for early amendments to extend protection to online consumers.
© 2008 IUP . All Rights Reserved
PERSPECTIVES
Cricketainment = Cricket + Entertainment
-- Subhadip Roy
Cricket has become the new media for marketing communication these days. All credit goes to the new Twenty20 (T20) format of the game introduced by the International Cricket Council (ICC). A lot of new rules such as Free Hit, Bowl Out and a lot of new associations such as the presence of a live Disc Jockey (DJ) and cheerleaders have changed the so-called `Gentleman's Game' into something which not only has a mass appeal but can be considered as entertaining as a movie or a musical concert. This article discusses how brands are riding on the cricket wave to enter into the minds of the consumers.
© 2008 IUP . All Rights Reserved
PERSPECTIVES
Building Customer Loyalty : The CEM Way
-- VU Vinitha
Studies and experiences of organizations have proven that retaining an old and existing customer is more profitable than making a new one and companies are trying out various methods to create and sustain a competitive edge by maintaining good relationship with the existing customers. A new and upcoming concept in this area is Customer Experience Management (CEM) which has become a growing trend as businesses look to improve their current practices to achieve their goals by closely monitoring the experience of the customers. This article examines what the new concept is all about and how it can be used to secure customer loyalty.
© 2008 IUP . All Rights Reserved
ADVERTISING ISSUES
The Portrayal of Women in Lifestyle Advertising
-- MK Padhy and Shyama Kumari
Today, women are the most sought-after endorsers in lifestyle advertising but they are generally portrayed in stereotypical way which shows the biased behavior of advertisers towards them. This article throws light on the portrayal of women in lifestyle advertising and how they have been perceived by the people. In addition, it also explores the psyche of the target consumers and the implications of such advertising on the modern Indian society.
© 2008 IUP . All Rights Reserved
ADVERTISING ISSUES
Internet Advertising : Emerging Issues
-- Nirupama Nagar, Pragya Jaroliya and Deepak Jaroliya
The last decade has witnessed a phenomenal growth in advertising business. Internet is the latest form of mass communication that provides users with a new economy of information distribution and acquisition. Advertising on the Web has become one of the most significant developments in the industry. This article explains the concept of Internet advertising and attempts to identify the issues therein.
© 2008 IUP . All Rights Reserved
ADVERTISING ISSUES
Virtual Reality in Business
-- V Ramprasad
Virtual reality is a technique with high-end user-computer interface that involves real-time simulation of objects and interaction through multiple sensorial channels. These sensorial modalities are visual, auditory and tactile. This article highlights virtual reality concept, its applications in business segments and the software in operation in virtual design.
© 2008 IUP . All Rights Reserved
THE CASES
Tata Nano : A Global Wow ?
-- Sanjukta Sanyal
The unveiling of the `world's cheapest car', on January 10, 2008 at the Indian Auto Show had made debates come alive with issues relating to its quality, safety and global marketability. The vast and still expanding international market of small cars has given rise to an overwhelming demand for Nano. To explore this opportunity, Tata Motors has planned to give licensed manufacturing a try with Nano and to introduce its redesigned version for the US and European markets to eventually expand into the southeast Asian and African markets.
© 2008 IUP . All Rights Reserved
THE CASES
Pepsi Association : Creating Mental Connect
-- Bedabal Ray
Pepsi is considered a classical brand by many marketing pundits and it has an extended life cycle. Even then, the brand must have proper future plans and strategies for its survival and growth. This article analyzes how Pepsi can be associated with different age groups and how the brand can establish different mental connect with the consumers. It also suggests how the company can expand further through brand extension.
© 2008 IUP . All Rights Reserved
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