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COVER STORY
Zoozoo: Looking Beyond Advertising
-- Vishwas Kumar Gupta
The Indian advertising industry has often been criticized by the western countries for its dearth
of originality and novel ideas. The industry has been assailed several times for allegedly
copying ideas and storylines from its western counterparts. But, everything has changed with the arrival
of the Zoozoos. Indian ad agencies are, now, being acclaimed for their novel and creative ideas
at international platforms. This new brand ambassador of Vodafone, has created a rage in
the advertising industry and has been successful in giving the company a makeover and
establishing maximum brand presence. During the IPL season, Vodafone created many stories featuring
the Zoozoos in order to promote its value-added services. The following article narrates the
success story written by O&M, with the help of its leading actors, Zoozoos.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Advergaming: A Buzzword for Brand Recall
-- Prabhi G
Due to advancements in technology, advertising has made its way into the world of video
games, through what is known as advergaming. The concept is that, if the game is fun, consumers are
more likely to remember not just the brand or product itself, but also associate specific brand
attributes with that of the game. This article discusses the concept of advergaming and its potential
to promote the products and increase sales. It also throws light on the various other aspects
of advergaming.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Communication in the
Sultanate of Oman
-- Manishankar Chakraborty
The emergence of novel technologies, along with the old channels of communication, has
provided nations a number of options to communicate on various aspects, especially for the purpose
of business promotion. The use of communication platforms is commensurate with the policies of
the governments of the respective countries. The article discusses the modes of
communication, especially those related to business and development, existing in the Sultanate of Oman.
© 2009 IUP. All Rights Reserved.
STRATEGY
Internal Marketing: Way to Sustained Organizational Commitment
-- Riya Sharma and Poonam Chawla
A subject of constant deliberations and interest, the concept of internal marketing was proposed as
an answer to the problem of delivering high service quality always. Viewing the employees also as
valued customers is central to the idea of internal marketing. Though there has been extensive research on
the subject, practical implementation is still in its infancy stage. The paper is an attempt to study
the broadened concept and constructs of internal marketing.
© 2009 IUP. All Rights Reserved.
STRATEGY
Cause-related Marketing: A Powerful Marketing Edge
-- Devi Prasad Mahapatra and Satyanarayana Pattnaik
Today's consumers often want more than just quality, price and service in their purchases; they
want to do business with companies that are socially responsible. Hence, companies are partnering
with non-profit organization in Cause-related Marketing (CRM) strategies. CRM not only satisfies
the consumers, but can also differentiate the company from its competitors and also provide
other tangible benefits, like increased sales, visibility, customer loyalty, enhanced company image, etc.
© 2009 IUP. All Rights Reserved.
STRATEGY
Brand – Should It Stand for Something Specific?: Learn from Spiritual Gurus
-- Kirit Jasani
Today, marketers are busy introducing new products and services and are extending
their established brand names on to these new products and services. In this way, they are trying to
be everything for everyone. This article discusses the practical aspects of extending the brand name
on different products and services. The author has used the analogy of spiritual gurus to make it
easier to understand the process of brand extension.
© 2009 IUP. All Rights Reserved.
STRATEGY
Seven Mantras for Creating Delightful Customer Experience
-- CT Sam Luther
In a highly competitive business environment, new or innovative products or services cannot be
long-term differentiators for organizations. The solution lies in enhancing the customer experience
to create a relationship that goes beyond the loyalty generated by any objective assessment of
a brand's value. This is because ultimately, the power of a brand lies in the minds of the customers,
in what they have experienced and learnt about a brand over a period of time.
© 2009 IUP. All Rights Reserved.
MEDIA
Brand Management with Social Media: Creating a Brand Monitoring Strategy
-- Suresh Sood
Brand management is undergoing a dramatic change with the advent of social media.
Brand managers can no longer execute campaigns in traditional mass media and ignore
conversations taking place in social media. Does the development of social media and the huge volume of
customer interaction data mean that our existing models of brand equity are no longer valid?
© 2009 IUP. All Rights Reserved.
CASE STUDY
Dell in India Targeting SMB Markets: The Differentiation Strategies
-- K Sravani Reddy, CV Chiranjeevi and Dr. Nagendra V Chowdary
This case study primarily initiates a debate on the prospects of Dell Computers'
differentiation strategies in targeting Indian Small and Medium Business (SMB) segment. As a part of its
growth initiative, Dell has targeted the SMB segment, armed with clear positioning,
differentiation strategies and a huge global advertising budget of $4.5 bn. Will this Indian experiment,
considered a big gamble, pay-off? Would Dell achieve its desired success?
© 2009 IUP. All Rights Reserved.
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