COVER STORY
The `Magic Mirror' in Fashion Retailing : Trial Room of the Future
-- Pooja S Kushwaha
The trial room is an integral part of modern fashion and lifestyle retailing. But there are several problems and
limitations associated with the conventional trial room including the risk of voyeurism. The `Magic Mirror' based on Radio
Frequency Identification technology offers the alternative of trying on clothes virtually without actually wearing them.
The technology is in commercial use in several countries, but the usage is limited because of the high cost. However as
with all new technologies, the cost is expected to reduce drastically in the years to come paving way for its
widespread usage.
© 2009 IUP. All Rights Reserved.
ENTERTAINMENT MARKETING
Bollywood Bonanza : The Multiplex Way
-- Ashwini Sovani
Multiplex theatres have completely transformed the cinema viewing experience in urban India by ushering in a
more comfortable environment together with add-ons such as modern eateries and shopping facilities. They have
also altered the economics of the Indian film industry by ensuring greater flexibility and reduced risks by making it
viable to screen even low budget films. Bollywood and multiplex have now become two sides of the entertainment
coin which have to work in tandem with one another to further the growth and well-being of the Indian film
entertainment industry.
© 2009 IUP. All Rights Reserved.
MARKETING RURAL PRODUCTS
Marketing of Non-Farm Rural Products in India : Problems and Solutions
-- Deepak Khullar
This article explores the practical aspects of marketing non-agricultural rural products in India. The situations faced
by NGOs which are partners in marketing rural products have been touched upon, providing examples of both
successes and failures. The challenges and problems associated with marketing of rural products are explained, and
possible solutions and recommendations are also offered.
© 2009 IUP. All Rights Reserved.
RURAL RETAILING
A Journey to the Interiors : Prospects for Rural Retailing in India
-- Kaberi Bhattacharyya
India is on the threshold of a retail revolution in the rural areas. According to McKinsey and Co., a global consulting
firm, India's rural market will touch $500 bn by 2020. This article examines the current retailing landscape in rural India,
its evolution and various formats, changes in the retail mix, the principal drivers for growth, critical success
factors, challenges and prospects.
© 2009 IUP. All Rights Reserved.
PRICING
Customizing Distributor Margins : The Concept of Unit Rate
-- Makarand Joshi
The margins offered to distributors by most companies are in terms of percentage, directly linked to the price of
the product. In case of an increase or decrease in price, the margins in absolute rupee terms also vary, regardless of
the factors affecting the price change. If the cost of distribution is a factor affecting the price, change in the
distributor's margin is justified. But if the price change is due to other factors, then increase or decrease in the distributor's
margin is difficult to justify, unless the distributor's investment, revenue expenditure and business volume are also
considered. The author, in this article, proposes a comprehensive `Unit Rate' model for calculating customized distributor
margins that takes into account the above factors.
© 2009 IUP. All Rights Reserved.
DISTRIBUTION
Hindustan Unilever's Distribution Network as a Strategic Tool to Counter Competition
-- Mohit A Parekh
Globalization has dramatically changed the business environment in India. Due to the opening up of the economy,
the market place has become fiercely competitive. Even the semi-urban and the rural markets are witnessing
cut-throat competition. In this scenario, there are very few strategic tools available to organizations which are not
immediately copied by competitors. This article throws light on one of the leading consumer goods companies in India,
Hindustan Unilever, which is using distribution as a strategic tool to win in the current market place.
© 2009 IUP. All Rights Reserved.
SALES MANAGEMENT
Factors Influencing the Performance of Frontline Sales Force
-- Siddarth Baliga
Selling has, of late, become "sales target-driven" rather than being "customer-driven". Organizations, today, are
mostly inclined towards raking in money in the short-term. Lavish commissions, gifts and bonuses are showered on
"Top Performing Sales Reps", even though they might have indulged in "over-selling" just to win that "gift".
Non-performing sales reps, on the other hand, are pressurized to somehow sell and bring in revenues. But how far will such
techniques help? Some employees perform extremely well in some situations and not in others. So what affects the productivity
of the sales force? This article analyzes all these aspects.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Brand Kingfisher : Creating a Lifestyle Brand
-- Lekha Ravi
The United Breweries (UB) group today (2008) boasts a diverse portfolio of businesses -
alcoholic beverages, life-sciences, engineering, aviation, agriculture, chemicals, information technology
and leisure. The man behind this potent diversity is none other than India's flamboyant tycoon Vijay
Mallya (Mallya). Mallya's association with the rich, trendy and the luxurious seems to have rubbed off on
his brands. All through his glitzy forays into various fields, Mallya has fastidiously endorsed
Brand `Kingfisher'. His entry into aviation with the glamorous launch of Kingfisher Airlines drew a lot of its
brand equity from Mallya himself. Media reports often analyze how Mallya promotes the `Kingfisher' brand
by associating it with lifestyle events like horse-racing, Formula 1 racing and prestigious
launches. Reflecting on how he contributes enormously to it through his own flamboyant lifestyle, it is pertinent
to probe into the prospects of Kingfisher's brand extension.
© 2008, IRC , Chennai. All Rights Reserved.
BOOK REVIEW
The Indian Consumer : One Billion Myths - One Billion Realities
-- Author: Alam Srinivas Reviewed by Shailendra Dasari
The size of the Indian middle class, both by numbers and purchasing power, has been grossly overestimated by
economists and marketing consultants throughout the
world on account of which the global MNCs have entered the Indian
middle class market in order to lure them through their innovative
techniques. But they are not successful in view of
the overestimations of the economists and the marketing consultants.
Alam Srinivas, an Investigative Journalist, goes to
the root of this issue and attempts to unravel the mystery shrouding the Great Indian Middle Class. His approach is not a
typical marketing one. He tries to find answers to some of the nagging issues pertaining to the Indian education system, and
the political, social and cultural transformation of the Indian middle class over the past two centuries. A must read for
those who wish to have a deeper understanding of Indian consumers.
© 2008 John Wiley & Sons (Asia) Pte. Ltd. All Rights Reserved. IUP holds the copyright for the review.
Global
Executive Summaries |
|
|
