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Walk
Their Walk, and Talk Their Talk: The Mantra of Success in
the Hinterland
--
Mukta Sinha
The
rural marketplace in India is getting more attractive day
by day and the stagnation of sales in the urban markets is
forcing marketers to go rural. While a lot of thrust is being
given to marketing strategies for rural markets, especially
distribution aspects, little is being said about the specific
communication strategies required there. This article intends
to talk about typical communication strategies that one needs
to adopt to cut across the rural psyche. Rural markets have
their own unique features, and the traditional advertising
media generally proves to be unsuccessful in rural areas.
The need of the hour is "Walk their walk, and talk their
talk". The article, therefore, not only talks about various
non-conventional and folk medias which marketers may use to
target rural consumers, but also takes into account the regional
disparity aspect of the hinterland. The article explores that
there is a need for customized communication strategy for
each region. With the help of various live examples and cases,
the article concludes that the products that are offered to
the "bottom of the pyramid" may or may not be different,
but the way these products are marketed ought to be very different.
©
2008 IUP . All Rights Reserved.
Service
Quality Perceptions of Life Insurance Policyholders in Northern
India: Pre-Privatization vs. Post-Privatization
--
Sonia Chawla and Fulbag Singh
The
issues surrounding the measurement and provisions of service
quality in the life insurance sector are becoming increasingly
important. The purpose of the current study is to identify
the service quality factors affecting customer satisfaction
levels of the policyholders. The study is based on responses
of 210 policyholders from northern India. Various statistical
tests, namely, reliability analysis and factor analysis have
been carried out to test data that was collected through survey
method. Findings of the study reveal that the accessibility
factor has a higher mean satisfaction as compared to mean
satisfaction of reliability and assurance factors. Comparison
of overall mean satisfaction based on various factors extracted,
shows that respondents who had purchased insurance policies
before privatization, had a higher mean score as compared
to the respondents who took insurance policies after privatization.
©
2008 IUP . All Rights Reserved.
A
Conceptual Research on the Association Between Celebrity Endorsement,
Brand Image and Brand Equity
--
Anjali Tumkur Jaiprakash
This
paper presents the findings of an exploratory conceptual research
on celebrity endorsement. Literature survey of both theoretical
and empirical research on the subject clearly indicates that
celebrity product endorsement is a form of co-branding, which
influences brand image through meaning transfer from the endorser
to the endorsed brand. Celebrity-product congruence has a
positive impact on brand image, which in turn has a positive
impact on brand equity. While this paper draws up a model
based on a conceptual approach, scope for further research
lies in validating the same through a primary research.
©
2008 IUP . All Rights Reserved.
CASE
STUDY
Intel
Enters Third World Countries: Charity or Business?
--Rashmi
Shashikant Malapur
The
corporates are often engaged in corporate social responsibility
and charity programs. This case discusses the venture of Intel
in providing laptops to Third World countries. In the process,
Intel also had a tussle with the One Laptop Per Child (OLPC)
project. Olpc is a nonprofit project that was conceived by
Professor Nicholas Negroponte of the Massachusetts Institute
of Technology (MIT) that aimed at selling energy efficient
computers at $100 to Third World countries. The case studies
the tussle between the two and questions the Intel initiative
whether it is charity or business?
©
2008 IUP . All Rights Reserved.
BOOK
REVIEW
Primetime
Women How to Win the Hearts, Minds, and Business of Boomer
Big Spenders
-- Author: Marti
Barletta,Reviewed by: Pritee and Saxena Joyce Joseph
©
2008 IUP holds the copyright for the
review. All Rights Reserved.
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