|
COVER
STORY
Is
Wal-Mart Good for India? - - Kanugovi Sreenath
At
last, the debate on whether to allow Foreign Direct Investment
in Indian retailing or not seems to be over. Contrary to the
speculations of 100% FDI, the government is contemplating
stipulation to 51% with other riders. Along with several other
MNC retailers, Wal-Mart is a strong contender that soon plans
to commence its operations on Indian soil. The pertinent question
is is Wal-Mart good for India?
© 2005 IUP. All Rights Reserved
RETAIL
MANAGEMENT
Meet
Your Customers All Over Again - - Jamil Satchu, Tyler McPherson and John Phee
Eclipsed
by megastores on one end of the spectrum and niche players
on the other, grocery retailers are struggling to emerge from
the shadows. Their biggest boost won't be from large acquisitions
or a sudden strategic shift; it will come from getting reacquainted
with their customers.
© 2005 A.T. Kearney, Inc. All Rights Reserved. Reprinted with
permission.
BRAND
MANAGEMENT
Brands:
From Positioning to Belonging? - - Arvind Lodaya
With
rapidly increasing urbanization, the forces of modernity are
well and truly sweeping across large parts of the world including
India. As the social fabric gets stretched in the tug-of-war
between tradition and change, new socio-cultural configurations
are emerging. Some of these mimic the processes undergone
by highly industrialized nations at the time of their modernization;
others are unique to our time and place. The author, a branding
consultant-cum-academic, analyzes current trends and proposes
a new and substantially higher-value role that brands can
play in the coming years.
© 2005 IUP. All Rights Reserved
BRAND
MANAGEMENT
Emotional
Appeal...It's All Around Us! - - Nitin Gupta
Today
we see that most of the advertisements are trying to emotionally
appeal to the consumer. This emotional appeal is not limited
to any particular category or class of products, but cuts
across all such product boundaries. This article talks about
how widespread this phenomenon is. It tries to decipher why
companies are trying to use the emotional route to entice
the consumer and to find out if all sorts of emotional appeal
work. Otherwise, what are the precautions that a company should
take while trying to emotionally communicate to the consumer.
© 2005 IUP. All Rights Reserved
BRAND
MANAGEMENT
Brand
Investment Traps: The Proven Antidote is an Integrated Approach
to Brand Management and Brand Science - - Andrew Pierce and Adrian Slywotzky
Brands
have become increasingly fragile and difficult to sustain.
Failure to invest in the right mix of activities at the right
time risks eroding the brand. On the other hand, those companies
that anticipate and avoid the common investment traps can
reap superior growth in brand value over a long period of
time.
© 2005 Mercer Management Consulting, Inc. (www.mercermc.com).
First published in Mercer Management Journal 19. Reprinted
with permission.
COUNTRY
BRANDING
Branding
France - - John Brien and Mathieu Guerville
We
hear a lot about branding a company. We don't hear nearly
as much about branding a country. How does a nation like France,
with a well-established (though not wholly positive) image,
sell itself to American tourists, investors, and corporations?
What issues must be addressed? What hurdles overcome? This
article explores the answers.
© 2005 IUP. All Rights Reserved
CUSTOMER
EXPERIENCE MANAGEMENT
When
Instinct is Not Enough: Using the Right Facts to Shape the
Customer Experience - - Martin Kon, Catherine Kunkemueller and Tom Russell
Attracting
and retaining customers is a continual battle for subscription
businesses, and there are dozens of possible tactics to try.
How does one know which actions will actually shift customer
behavior and do so cost-effectively? Leading companies use
an approach that we call customer experience management to
raise the pay-off of their chosen investments.
© 2005 Mercer Management Consulting, Inc.(www.mercermc.com).
First published in Mercer Management Journal 19. Reprinted
with permission.
MARKETING
STRATEGY
Debunking
the Myths of Marketing Sourcing - - Gary Orosy
Art?
Or science? Marketing is a blendbut that doesn't rule out
strategic sourcing. When creativity and discipline coexist,
the results can be impressive.
© 2004 A.T. Kearney, Inc. All Rights Reserved. Reprinted with
permission.
AD
ETHICS
Advertisements:
Misrepresentation and Remedies - - A V Narsimha Rao
Advertisements,
with their effective designs and statements, influence people
in their decision-making. With the exaggerated information,
advertisments mislead and dissatisfy the consumer, who in
turn becomes a bad advertiser. Due to this, the advertisers
face embarrassing situations and pay a heavy price for their
mistake. So it is essential to formulate a policy for advertising
and make sure they work within the legal framework and in
accordance with the codes created for the purpose of maintaining
advertisement standards.
© 2005 IUP. All Rights Reserved
EXPERT
VIEWS
Wal-Mart
Redefining Indian Retail Landscape - - B A Kodandarama Setty, Kishore Biyani
Industry
veteran Kodandarama Setty and modern retailing connoisseur
Kishore Biyani share their views on the changing landscape
of the Indian Retailing sector.
© 2005 IUP. All Rights Reserved
PERSPECTIVE
Targets
and the Targeted - The Who Woos, Wins Game - - N M Shanthi
Marketing
facilitates movement of goods from the place of production
to its ultimate destination the consumers. In today's hyper-competitive
business environment, the fittest survive. The changing business
scenario is revolutionizing the markets, where marketing is
getting its due importance because of increasing complications
in the selling activity. The reason for this being a constantly
rising need for customer-centric approach since it is no more
the traditional `supply-clearing' activity that marketers
are needed to do, but they are now required to do the `demand-creation'
activity, which is the need of the hour.
© 2005 IUP. All Rights Reserved
INSIGHT
What
Do Customers Think of SMS Marketing? - - Sukanya Ashokkumar and T Kalai Selvi
With
SMS marketing getting popular, research in the area is needed
to aid the industry to gain valuable insights. Customer perceptions
on various aspects relating to SMS constitute the subject
matter of this study. Customer's receptivity to SMS, willingness
to participate, the most suitable media vehicle to launch
SMS campaigns, the benefits which a customer may seek through
these messages, the specific product category for which SMS
marketing is suitable, are a few factors identified for the
study.
© 2005 IUP. All Rights Reserved
CASE
STUDY
Casas
Bahia - Marketing to the Poor - - K Yamini Aparna, Vivek Gupta
If
we stop thinking of the poor as victims or as a burden and
start recognizing them as resilient and creative entrepreneurs
and value-conscious consumers, a whole new world of opportunity
will open up. - C K Prahalad, Professor of Business Administration,
University of Michigan. My talent is trusting the poor and
giving the poor good service. Many poor have a better character
than the rich. I was poor once. - Samuel Klein, Founder of
Cases Bahia. We speak a language that our clients understand-installments.
And we are sparing them a trip to the bank for a loan. - Michael
Klein, Chief Financial Officer, Cases Bahia.
© 2005 ICMR. All
Rights Reserved. For accessing and procuring the case study
log on to www.ecch.cranfield.ac.uk or www.icmrindia.org |
