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COVER STORY
Below-the-line Marketing : The Marketers' New Mantra
-- Sukhmani Bhardwaj Today "Below-The-Line" marketing is becoming increasingly attractive to both marketers and customers, as it has the power of understanding and responding to customers' needs. Besides this, it also facilitates two-way communication with the customer. Therefore, an integrated below-the-line campaign aggressively captures and uses an extensive amount of customer information to help set, track and implement the company's marketing strategy. This ensures that marketing delivers on its promise across all customer touch points.
© 2008 IUP . All Rights Reserved
GREEN MARKETING
Green Marketing : A Perspective
-- Vikas Shrotriya Ecological imbalance is a major issue facing the world today. This is due to two basic reasons: firstly, the depleting natural resources and, secondly, rapid increase in the use of products that are environmentally harmful. Ecology is also getting imbalanced because of the increasing generation of waste in one or the other form. Use of herbal products, stationery items from recycled paper, etc., is one of the steps companies have taken towards conserving the environment. Green marketing is the process of marketing with the focus on a balanced ecology. This article discusses some aspects of green marketing.
© 2008 IUP . All Rights Reserved
CRM
Customer Retention : A Paradigm Shift from Customer Relationship Management to Total Customer Experience Management
-- Sreekumar P The industrywide interest in Customer Relationship Management (CRM) is created out of a need to curb alarming customer attrition. Retaining a customer is far less costly than acquiring a new one or gaining one from a competitor by offering very attractive (and hence costly) switching options. Customer experience refers to the customer's perception of various interactions with a brand through the sales and service processes and product usage. Customer Experience Management (CEM) means managing customer interactions to build brand equity and long-term profitability. If CRM is about processes and satisfying customers, CEM tries to integrate and address all customer contacts that will lead to long-lasting positive perception towards the brand and the company.
© 2008 IUP . All Rights Reserved
CRM
Effective Role of CRM in the Indian Retail Market
-- V Ramanathan, K P V Ramanakumar, K Hari and B Balaji Srinivasan The retailing industry today has knowledgeable and demanding customers. Since business exists to satisfy the needs, demands and expectations of the customers, retailers are obligated to change the formats of their retail outlets and product offerings according to customer requirements. In this age of insightful competition, a retail organization, big or small, is concerned with the image that it creates and retains in the minds of customers. This image is largely determined by the service provided through Customer Relationship Management (CRM).
© 2008 IUP . All Rights Reserved
ADVERTISING
PepsiCo's `Youngistaan' Advertisement : Another Trendsetter in the Youth Marketing Arena
-- Kisholoy Roy With the launch of the Youngistaan advertisement in early 2008, PepsiCo has proved once again its strong orientation towards the Indian youth. Since its first television commercial in 1989, PepsiCo has come up with innovative advertising campaigns that have gone on to become trendsetters. Its slogans have become much-sought-after catchphrases among the Indian youth. Over the years, PepsiCo has used in its advertisements, a galaxy of celebrities, having a huge fan following among the youth. Thus, we have had celebrities like Shah Rukh Khan, Juhi Chawla, Sachin Tendulkar and even Amitabh Bachchan endorsing the Cola brand. From `Yehi Hai Right Choice Baby' to `Yeh Hai Youngistaan Meri Jaan', PepsiCo has been spot on with its youth marketing endeavors.
© 2008 IUP . All Rights Reserved
MARKETING MIX
Revisiting the Marketing Mix in the Changed Paradigm
-- Manishankar Chakraborty The marketing mix elements are fundamental to any marketing strategy formulation and implementation. In the changed paradigm, when business is undergoing transformation owing to changes in the environment, there is a definite need to revisit the marketing mix and consider new elements, which till now were considered subsets of the existing elements or as parts of the overall context or situation. This article tries to explore the impact of new changes that have taken place and thereby identifies a few more variables which should be considered as part of the marketing mix, for more effective and successful marketing.
© 2008 IUP . All Rights Reserved
PERSONAL SELLING
The Reminiscences of a Sales Veteran
-- Rajan Mani and Mohandas J Menon A sales job is definitely not a cushy one, though there is an aura of glamour attached to it -at least in the eyes of those outside this profession! In this piece, through the eyes of a fictional veteran in this line, the authors have tried to take a slightly tongue-in-cheek look at the trials and tribulations of this profession.
© 2008 IUP . All Rights Reserved
MARKETING STRATEGY
Market Creation Through Customer Positioning
-- Frank Sunil Justus and Srinivas PU This article presents a fictional narrative set in a real context, to drive home the concepts and applications of marketing strategy from a positioning perspective. It explains the various steps taken by a young woman entrepreneur to develop her business. She planned her strategy along three lines: customer development, customer benefit and customer relationship management. It focuses on her ambitious plans to satisfy the customers by making them understand the perceived value of pets.
© 2008 IUP . All Rights Reserved
VALUE CHAIN MANAGEMENT
Fortune at the Middle of the Pyramid
-- A Lakshminarasimha, R Guhan, Swetha Dandamudi Value chain management is an emerging concept whose sole objective is to create value for the customer. This article introduces the basic concepts of supply chain management and value chain management and discusses, in the light of the changing success factors, whether value chain management will supersede supply chain management. A case study is also presented to illustrate and support the conclusions arrived at. This article presents arguments on how value can be unleashed from the middle of the pyramid to open up new doors to fortune.
© 2008 IUP . All Rights Reserved
NEW HORIZONS
REVA Electric Car : Opportunities and Challenges
-- B Shafiulla The increasing cost of petroleum and the growing concern about pollution and global warming have made it imperative to seriously explore alternatives to the conventional automobile, which are cost-effective, environment- friendly and also practically usable by way of operational convenience and technical performance. In this context, it is encouraging to note that an Indian organization - The REVA Electric Car Company - has achieved considerable progress, both technologically and commercially, in its venture into this new business horizon.
© 2008 IUP . All Rights Reserved
INDUSTRY OPPORTUNITY
Rural Tourism in India
-- Sudhir Rajguru Rural tourism can bring a lot of benefit to our society if backed by a proper marketing plan. It can be a sustainable revenue-generating opportunity for the rural people and a component of developmental activity for the government. It can help the inflow of resources from the urban to the rural economy. Environment management, local involvement, government role, sustainable marketing and realistic planning are crucial for the development of rural tourism.
© 2008 IUP . All Rights Reserved
COMPANY FOCUS
Ford & Toyota : A Comparison of Brand Architecture and Brand Portfolio
-- R Harish The author presents an overview and comparative analysis of the brand architecture and brand portfolio of two leading global automobile giants - Ford Motor Company and Toyota Motor Corporation. The content and analysis are based on available secondary information, and pertain to the brands/models that are currently marketed in the US. It is found that both the companies have very similar brand architectures, with three master brands - one corporate brand covering a wide range of automobiles for the general market and two niche brands for luxury/premium automobiles. Both Ford and Toyota have multiple sub-brands and numerous variants under several automobile categories such as cars, crossovers, SUVs and trucks.
© 2008 IUP . All Rights Reserved
CASE STUDY
Guerilla Advertisements : Big Firms Going Guerilla?
-- Bharathi Gopal and Manu Krishna From being a marketing and advertising strategy that was mainly developed for small startups with little or no marketing budgets, guerilla marketing had outgrown itself into a technique that was pursued by companies that had billions in sales and millions as marketing and advertising budgets. By 2006 big companies like Microsoft, IBM, Adidas and many more companies viewed guerilla tactics as a main strategy to gain publicity. Many companies also went to the level of dirtying and vandalizing public roads and properties. This case details the basic concepts of guerilla marketing, the techniques and methods used by companies with pictorial illustration. The case also discusses whether guerilla marketing is going haywire and where the line of restriction can be drawn.
© 2007 IRC, Bangalore. All Rights Reserved. | 
