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COVER
STORY
India,
a Great Tourism Brand : Are We Doing Justice in
Marketing It?
-- V Ganapathy
India
is a fantastic country with plenty of great tourist
spots which attract tourists from all over the
world. Countries with even less attractive tourist
destinations are marketing themselves well and
are enticing visitors to their country. It is
high time we move to the fast gear and exploit
our vast tourist destinations and promote them
abroad as one brand under the `Incredible India'
banner. Tourism is a great foreign exchange earner
for the country and we, with the help of all state
tourism boards, must plan out a winning strategy
to garner a larger pie in the world tourism market.
© 2008 IUP . All Rights Reserved
BRANDING
Brand
Motorola in India : Analyzing Its Growth Strategies
-- Kisholoy Roy
Since
2006, Motorola in India held the No. 2 position
in the mobile handset industry. This was the year
that witnessed a turnaround in the fortunes of
the brand. From being a laggard in the industry,
it rose to become a serious threat to Nokia, the
leader in the mobile handset industry in India.
This article discusses several factors that contributed
to the meteoric rise of the brand in India.
©2008 IUP . All Rights Reserved
BRANDING
Corporate
Rebranding : Old Wine in a New Bottle!
-- Kunal Gaurav
Markets
have become more competitive than ever before
and companies are finding it very difficult to
retain their existing customers and attract new
ones. Against this backdrop, corporate rebranding
has emerged as one of the most powerful tools
for helping companies operate in the desired market
with new brand image and identity. This article
aims to explicate various reasons for rebranding
and offers a conceptual model for effective rebranding.
©2008 IUP . All Rights Reserved
PERSPECTIVE
Marketing
Social Change and Community Development
-- Pradip Kumar Deb
Introduced nearly four decades ago, Social
Marketing intends to influence changes in human
behavior. Its offerings include physical products,
services and intangible ideas. Social marketers
rely primarily on voluntary exchange with focus
on social uplift rather than pursuit of profit.
Social marketing mix elements have four additional
Ps-Public, Partnership, Policy and Purse Strings-for
effective implementation.
©2008 IUP . All Rights Reserved
PERSPECTIVE
Overcoming
Online Prospect's Skepticism
-- Bhishma Kukreti
One
of the hurdles in online sales is prospect's skepticism.
Overcoming online prospect's skepticism requires
correct communication in creating desire and building
trust and confidence in the mind of a prospect.
This article throws light on the customer's skepticism
and describes the reasons for doubts in the mind
of an online prospect. It also deals with various
types of testimonials available for lessening
or checking the paths of prospect's skepticism.
©2008 IUP . All Rights Reserved
ADVERTISING
Indian
Advertisements : A Developmental History
-- Uma Krishna
This
article traces the evolution of Indian advertising
and highlights the changes in the strategies and
the time-honored struggle to ascertain the relationship
between the advertisers and consumers over the
last few decades. Marketing through advertising
helps native businesses to meet the challenges
and competition from global marketing trends.
© 2008 IUP . All Rights Reserved
ADVERTISING
Pester
Power : Emerging New Dimensions
-- Sam Ninan
Parents
these days are more than willing to buy more for
their children. Marketing to these children is
about creating a phenomenon called Pester Power.
The use of kids in commercials and advertising
campaigns has been increasing each day. The corporates
are realizing that the school environment is a
great place to enhance the brand awareness about
their quality products and services.
©2008 IUP . All Rights Reserved
ADVERTISING
Likeability
Matters in Commercials
-- S Saiganesh, N Rajendhiran and P Asha
Advertisements
are the most powerful means for communicating
the marketing message to the target audience.
The presence of likeable attributes in ads has
profound effect on the mindset of the audience
and results in creating a positive image about
the ads and consequently, the brands. This article
focuses on understanding and using likeability
in television commercials.
© 2008 IUP . All Rights Reserved
ADVERTISING
Patriotic
Appeal in Advertising
-- Varsha Jain
Patriotic appeal is the love feeling towards
the country which is used in the advertising to
make it more effective. It is used by different
companies in their advertising campaigns to break
the clutter and to position their brands in the
mind of customer. This article takes a holistic
look at the use of patriotic appeal in advertising.
© 2008 IUP . All Rights Reserved
ADVERTISING
Public
Relations for Better Company Profiles
-- Manu Sharma
Public
relations is a new concept, when compared to its
counterparts like advertising, marketing, publicity,
and promotion, but in recent years, it has gained
ground and has a long way to go. Public relations
as a profession, is no longer considered to be
a press/video release vending machine; neither
is a PRO considered as a technician any more.
He will have to be a strategist, who will contribute
in different phases of PR campaign planning process.
© 2008 IUP . All Rights Reserved
RURAL
Expanding
into Rural Markets : Hype or Fact?
-- CSHN Murthy
Studies
which appeared in the recent past suggesting that
the FMCG products are successfully penetrating
into the rural markets raise a number of questions
about the living standards and the lifestyles
of the people in rural India. They appeared to
be either incomprehensive or lacked serious consideration
about the nature, scope and extent of rural markets.
This article calls for a holistic look at the
income of rural India against the backdrop of
FMCG products expanding into our hinterlands.
©2008 IUP . All Rights Reserved
RURAL
Rural
Marketing : A Perspective
-- Vikas Shrotriya
Indian
rural market with its large population base and
vast market potentials has caught the attention
of marketers. Technological and infrastructural
developments, increasing literacy and brand awareness,
and ever-increasing competition among marketers
are some of the factors responsible for the rapid
growth of markets in the rural areas. This article
discusses some important aspects of rural marketing
and the challenges therein.
©2008 IUP . All Rights Reserved
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