E-MARKETING
Online Shopping in India : Findings from a Consumer Research
-- T Sai Vijay and M S Balaji
Consumers, all over the world, are increasingly shifting from the crowded stores to the one-click
online shopping format. However, in spite of the convenience offered, online shopping is far from being
the most preferred form of shopping in India. A survey among 150 internet users, including both users
and non-users of online shopping, was carried out to understand why some purchase online while
others do not. The results suggest that convenience and saving of time drive Indian consumers to
shop online; while security and privacy concerns dissuade them from doing so.
© 2009 IUP. All Rights Reserved.
E-MARKETING
Virtual Socialization Services : Cyber Currency of the Future
-- K P Naachimuthu
In the current digital era, most of us are members of at least one online community for
sharing information and common interests. This article talks about the exponential growth and
business prospects of virtual social networking sites, the constructive uses of these virtual communities
in various aspects of our life, and also the possible threats. Further, it tries to bring in
various viewpoints about different forms of digital socialization and membership life cycle of
virtual communities.
© 2009 IUP. All Rights Reserved.
COVER STORY
From Mass to Niche : The Changing Marketing Paradigm
-- Tripti P Dhote
The Indian middle class has always been a marketer's delight. While most marketing strategies
have seemed to be spinning around them, catering to their basic needs had always been the
primary focus. But not anymore! Marketers appear to have left their mass-oriented middle-class
dreams behind and moved beyond conventional clichés in almost every aspect. Changing
customer demographics and cultural shifts have led to this transformation of market dynamics. The
marketer seems to have donned an all-new `avatar', experimenting with product as well as
customer categories, all set to explore new niches.
© 2009 IUP. All Rights Reserved.
TOURISM MARKETING
Emerging Trends and Strategies in
Tourism Marketing
-- T R Nagesh and Srikanta Kumar Padhi
Over the last few decades, tourism has evolved into a full-fledged industry. In many
countries, tourism is the major driver of economic growth. It is considered to be one of the significant
sectors of the economy for attracting investment and generating employment. Hence, reasons, efforts
are being made by the governments, tourism boards and other stakeholders to promote tourism
with the adoption of innovative strategies. This article highlights the issues and challenges faced by
the tourism sector. It discusses the emerging trends in tourism marketing and focuses on some of
the initiatives taken by India and Thailand to promote tourism.
© 2009 IUP. All Rights Reserved.
RURAL MARKETING
Marketing to the Indian Rural Consumers
-- Annapurna M Y
Rural India offers a huge untapped potential for marketers. This article presents the facts
and outlines the characteristics pertaining to the Indian rural market. It also focuses on the reasons
for rural marketing being an attractive proposition. It delineates some of the initiatives taken
by companies for reaching the Indian rural consumers.
© 2009 IUP. All Rights Reserved.
RETAILING
The New Face of Unorganized Retailers in India : From Convenience to Category Killer
-- V Ramanathan
Traditionally, Indian retail can be traced back to weekly markets, melas and village fairs in the
rural areas to kirana stores, public distribution outlets, khadi bhandars and cooperative stores in
the urban areas. However, big format organized retail stores are expected to garner about 16-18%
of the total retail market in the next five years. Due to the growth of organized retail outlets,
the unorganized retailers are prompted to change their method of operation. This article describes
and analyzes the new emerging face of unorganized retailers, and the strategies employed by them
to meet the emerging competition.
© 2009 IUP. All Rights Reserved.
INDUSTRY FOCUS
Engineering Services Outsourcing : The New Frontier Market
-- A Lakshminarasimha and Yogeshvaran G
This article looks at the scenario of the Indian engineering services and explains the advantage
that India has in this business space. A SWOT analysis is carried out to enable a deeper understanding
of this sector. The article also attempts a projection into the future based on the opinions of leaders
in this industry and provides a few pointers/key insights based on the same.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Dabur : Repositioning its `Real Activ'
-- K Shivale and Bharathi S Gopal
Dabur India Limited (DIL) is the fourth largest FMCG Company operating in India with a turnover
of Rs. 21,113 mn during the year ending March 31, 2008. It operates under three major
business categories namely Consumer Care Division, Consumer Healthcare Division and Foods Division
(Dabur Foods Limited was merged with DIL in July 2007). Many of the company's products are based
on traditional medicine - `ayurveda'. Dabur's flagship fruit juice brand - Real, launched in 1996,
carved out a niche for itself amid mainstream players like Coca-Cola, Pepsi, Godrej, and Parle Agro
by claiming to be the only fruit juice in packaged form that is 100% preservative free.
© 2008 IRC , Bangalore. All Rights reserved.
COMPANY FOCUS
Pantaloon Retail (India) Limited
-- R Harish
The Future Group and its flagship company - Pantaloon Retail (India) Limited - needs no
introduction. The many retail formats of Pantaloon Retail such as Pantaloon, Big Bazaar, Food Bazaar,
Central, etc., are household names in India, and most of us have been customers of at least one of
these stores some time or the other. However, the amazing array of companies, retail formats and
brands belonging to the Future Group is not well-understood. Given this situation, this article provides
a structured summarization of the companies and businesses of the Future Group, followed by a
more detailed exposition of the retail formats and brands operated by Pantaloon Retail and
its subsidiaries.
© 2008 IRC , Bangalore. All Rights reserved.
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