COVER STORY
The Anatomy of Rebranding
-- Harish B
Of late, rebranding has become a popular concept in the Indian market. Brands across various domains are in the mood for rebranding and repositioning. From a change of logo like that of Tata to a high profile Hutch-to-Vodafone transformation, the Indian market has seen them all. This article explores the theoretical and practical dimensions of rebranding. It explains the reasons, issues and traps of rebranding and cites two case studies - those of Canara Bank and Accenture.
©2008 IUP . All Rights Reserved
PRINT MEDIA
Marketing Strategies in the Print Media
-- R Venkatesh
Newspapers all over the world are sparing no efforts to improve their content and also the quality of printing. This must be viewed against the backdrop of shrinking sales, especially in the US, due to severe competition from the electronic media, apart from peer newspapers. New business models and induction of high quality printing machines are very much in existence in several countries, including India. The industry is adopting various marketing strategies for both survival and growth. Major newspapers are foraying into new regions, far from their traditional strongholds. The content is also being honed for appealing to a wider cross-section of readers.
© 2008 IUP . All Rights Reserved
CRM
CRM in Financial Services Marketing
-- Bholanath Dutta
Globalization, technology, deregulation and intensive competition are changing the pattern of the financial services industry in terms of market geography, product offerings and distribution channels. The success of a financial services primarily depends on how effectively customers' orders are recorded and carried out. The article focuses on the changing pattern of financial services industry and outlines the way in which solutions like Customer Relationship Management (CRM) can help financial organizations to acquire new customers and retain them, and in the process, increase profitability and market share.
© 2008 IUP . All Rights Reserved
RETAILING
Retail Malls in India : Ready to Get a Makeover
-- Kisholoy Roy
Since the dawn of the organized retail revolution in India, malls have been found to be perfect destinations for shopping, eating and entertainment; in short, `Shoppertainment'. However, lately, mall developers have been toying with the idea of such malls where office accommodation and hotel services are being provided apart from the above-mentioned services. Such malls have been termed as `mixed-use malls'. Also, efforts are on to develop open malls that double up as picnic spots for customers. These are aimed at offering more variety to customers, better parking facilities and more exciting shopping experience. Looking at these developments, it can be safely said that innovation will drive the growth and sustainability of malls in India.
© 2008 IUP . All Rights Reserved
REPOSITIONING
Wal-Mart's New Tagline for Recessionary Times : `Save Money, Live Better.'
-- G P Mrudhula
Wal-Mart's new rebranding exercise has reinstated the old wine in the new bottle. With its new campaign - "Save money, Live better." the retailer has managed to survive and thrive, even as the US economy faces a recessionary phase.
© 2008 IUP . All Rights Reserved
ADVERTISING
Marketing and Advertising of Gearless Scooters in India : Targeting Female Riders
-- R Harish and Akshat Jain
There was a time when geared scooters dominated the Indian two-wheeler market. However, with the advent of fuel-efficient and easy-to-ride motorcycles, the geared scooter (and indeed the scooters segment itself) was headed towards oblivion. The introduction of the gearless version redeemed the situation and revived the market for scooters. These scooters were lighter in weight and easier to handle; they could be started with an electric push-button switch and did not need changing of gears. Though not initially planned as such, it was found that a growing number of women riders took to gearless scooters. Marketers were quick to respond by offering products and services to meet their needs. A number of scooters such as Scooty Pep+, Pleasure, Flyte, etc., are now aggressively focusing on the female segment and are adopting innovative marketing and advertising strategies to attract them.
© 2008 IUP . All Rights Reserved
ADVERTISING
Informational vs. Transformational Ads : An Analytical Approach
-- Bedabal Ray
Communication of brands has been through a major change. And the essence of marketing, i.e., conation, has been imbibed by all. Now, we are about to debate whether we should go for informational ads or transformational ads - and the answer is very simple. It has to be transformational ads. In the world of parity, transformational ads are more effective and provide the right path for getting into the consumer's mind.
©2008 IUP . All Rights Reserved
ADVERTISING
The New Humor in Advertising
-- Subhadip Roy and Seema Lall
Humor has been one of the most popular and most used appeals in advertising. Humor serves the purpose of putting across the message of the advertisements without irritating the audience because of the amusement factor in it. However, in the present scenario, in India new dimensions of humor are being used by the advertisers. This article talks about the various aspects of the new humor appeal in advertising in the Indian context. It also discusses the dos and don'ts of using humor appeal in advertising.
©2008 IUP . All Rights Reserved
CUSTOMER SERVICE
Significance of Customer Service : in the Airline Industry
-- Amitabha Ghose
This article provides an overview of the diverse aspects of customer service in the airline industry. Effective customer service by an airline depends on how the service is planned - the pricing, means of delivering the service and how the service is promoted to the customer through advertising, branding, promotional strategies, etc. Further, effective customer service also hinges on factors like the people delivering the service, the process of delivering the service, technology and physical evidence. The article draws examples from two of the best airlines in the global market.
© 2008 IUP . All Rights Reserved
CONSUMER BEHAVIOR
Non-durable Goods : Rural Consumer Behavior
-- A Sarangapani and T Mamatha
Rural India is undergoing a sea change as a result of multi-pronged activities undertaken for overall development of the villages. There is a clear indication of increasing prosperity in rural India. This prosperity has led to an increase in the demand for durable and non-durable goods. This article examines rural consumer perception towards non-durables, based on a survey conducted in selected districts of Andhra Pradesh. It identifies the important factors influencing rural consumer behavior, the awareness level of rural consumers regarding non-durables, level of satisfaction with non-durable products and the problems faced.
© 2008 IUP . All Rights Reserved
INDUSTRY FOCUS
The Phenomenal Growth of Pharma Industry in India
-- A Lakshminarasimha and Shrishti Neogi
The Indian pharmaceutical industry is the second-fastest growing industry in the country after IT. It currently ranks high among India's technology-based industries with a wide-ranging capability in the composite field of drug development and manufacturing. It is a highly organized sector and is estimated to be worth $7.8 bn, growing at about 8-9% annually. It ranks very high in terms of technology, quality and in the range of medicines manufactured. From simple drugs to sophisticated antibiotics and composite cardiac compounds, almost each and every type of medicine is now produced indigenously. This paper studies the Indian pharmaceutical industry and predicts a very robust growth based on its inherent strengths.
© 2008 IUP . All Rights Reserved
|
