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Leadership Strategies of Market Sustainability
Through Competitive Intelligence
-- Arun Bhatia and Rashmi Bhatia
Winning is all about staying ahead. The world recognizes only the winners. In
this era of globalization, firms are striving hard to sustain and maintain their
position. Today, if the leaders of the organizations have to sustain, they need to
compete with their rivals. And to compete, they need to outline strategies based
on the competitor’s actions and reactions and plan in a futuristic style taking
into account all the favorable and unfavorable conditions: political, social, economical
and environmental considerations.
© 2011 IUP. All Rights Reserved.
College Marketing:
Focusing on Youth in Selling Mobile Phones for Sustainable Development
-- Kavitha R Gowda and K S Gopalakrishna
College marketing (a part of youth marketing) refers to the activities of the
marketers focused on college students falling in the age group of 18-23 years to
increase the sales of products like mobile phones, shoes, T-shirts, cosmetics, computers,
etc. There has been a considerable rise in household income in urban
India, due to the rise in the number of working women. The resultant increase in
the disposable income has thus made it easy for children to have what they want
from their parents. This has attracted the marketers to device strategies in college
marketing to increase their market share. This article attempts to understand
if the marketing strategies focused on the college segment to sell products
like mobile phones can help sustainable development.
© 2011 IUP. All Rights Reserved.
Green Marketing:
Recalibration and Disposal of Exhausted Product Earns for Itself
-- Andrew Franklin Prince, Reuban Jacob
and Jerrin M Philipose
In this era of technologically-advanced educated world, products developed
considering ecological aspects have more mileage than the regular products.
Consumers’ awareness of proper disposal of exhausted products is the need of
the hour. The products demanded by the customers could be recalibrated to be
used further as homogenous or differentiated products. Meanwhile, the
products which cross the bar of recalibration could be disposed by the
manufacturer. However, product disposal, is yet to find a prominent ground in
India. The culture of corporate organizations trying to bag the sensible
customers by providing the right kind of product with a tag line of ‘eco-friendly’,
has just kick started. At this juncture one may think, is Corporate Social
Responsibility (CSR) a good initiative only in papers?
© 2011 IUP. All Rights Reserved.
Emotional Branding
-- Namita Shrivastava
The article highlights the emotional quotient that drives a person to purchase,
repurchase and become a regular and therefore a loyal customer towards a
particular brand. It emphasizes on the emotional factor which can be used
efficiently, effectively and optimally to stimulate the customers to not only
purchase a product but also become brand loyal. The article puts forth relevant
examples of marketers and brands that are already using this strategy. It is
working wonders for them. Lastly, this article sheds light on areas that
marketers are still opinionated to tread on. It focuses on the importance of using
emotional branding as a tool to create and maintain loyal customers, thus
ensuring a company’s success.
© 2011 IUP. All Rights Reserved.
Building Ethical Brands to Generate Customer Loyalty
-- Priyank Azad
In an intensely competitive environment, it becomes very crucial for any organization
to maintain and enhance professional relations with its customers. This
will help the organization in retaining and generating loyalty amongst its customers.
However, considering the number of competitors and the huge product
assortment, it is very difficult to create loyal customers in today’s time. One good
strategy to gain a set of loyal customers is by building a brand that is perceived
as ethical by the customers. An ethical brand can assist an organization to gain
the trust, love and confidence of the customers which in turn will make the latter
more loyal towards the brand and will also help the organization in earning
higher profits.
© 2011 IUP. All Rights Reserved.
Indian Retail Industry: Recent Trends
--Priyanka
Since the last few years, retailing is the most dynamic and attractive sector of
India. Retailing industry is not new to India; it was there since ancient times.
Things have changed in the recent past as new, big and world players are entering
India’s retail sector. The expansion of retail sector in India is due to the
growing purchasing power. Mostly, post-liberalization, there was a vast inflow of
a range of goods and newer distribution and supply systems. The current retailing
arrangement has gained thrust from diverse sources.
© 2011 IUP. All Rights Reserved.
Rising Aspirations of Indian Consumers: A Booster for Modern Retail
-- Deepali Moghe
The face of Indian consumer is rapidly changing. Global meltdown is history now
and market scenario looks quite promising despite inflationary trends. More
than half of the population has grown in post-liberalization era and has been
exposed to western lifestyle from an early age through television, Internet and
other media. There is heavy increase in disposable income, especially in service
sector which is acting as the single largest driver for consumption. This maturing
market scenario is fueling the prospects of modern retailing further. Global
economic crisis has made this sector wiser and with paradigm shift observed in
the consumer behavior, modern retail sector seems to be all set again to ride on
the wave of shoppertainment. An attempt is made by the researcher in this
article to systematically study and analyze the changing profile of urban Indian
consumers and its likely impact on modern retail sector.
© 2011 IUP. All Rights Reserved.
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