Tuesday, June 24, 2008

Fight Tooth and Nail

You have everything that it takes to fight tooth and nail to get what you want, you’re a case study of strength, endurance and perseverance, and yet, after innumerable number of years, and innumerably more strategic manoeuvres, you still lag much behind the undoubtedly market leader (in AMD’s case, Intel). Here we come to one of the biggest paradoxes of the Indian business world – the behemoth called HDFC. A look at HDFC and its businesses and one will find that it’s wearing the same badge of having everything that it takes to be a leader, but still falling short, still failing to be considered the un-challengeable leader, the numero uno! And that’s what we decided to investigate. What is it really that’s holding HDFC high and yet back? Why is HDFC, despite years of cutting edge progress, still not considered the true leader of the industries in which its group businesses operate? Is HDFC simply resigned to its fate? But first the good news.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

HDFC

It’s playing by its own rules. If they choose to join the rat race, they will not only stand a chance to better themselves but also to better everyone else in the business... But the big question is,will they even join the race?

South Africa, England, Rafael Nadal, Toyota...! Shoot, what’s common between all of them and sports? The answer is actually quite easy; so dig this – Everyone knows about the professionalism of South Africa in cricket, the star power of the English soccer team, the force called Nadal in a tennis court and the brilliance on four wheels of Toyota. But the fact is that if one wanted to know the definition of what is a nano millimetre, perhaps no one else would be able to describe that better than these entities, as for them, that millimeter has been the difference between being a thundering success and an also-ran. Consider this – despite being considered favourites, South Africa has never won the cricket World Cup; despite being home to one of the most successful domestic soccer leagues and having a galaxy of stars, the English soccer team has never shone at the top since 1966; Rafael Nadal, despite being the most promising player, almost always hits a wall called Roger Federer at Wimbledon; and Toyota, despite being the largest automobile manufacturer in the world, is yet to win even one Grand Prix in Formula One. Cut to the business world; and it’s called the AMD Syndrome.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Monday, June 23, 2008

Cartoon characters as ‘bad food’ endorsers

What happens when kids see Shrek plastered on packs of Kellogg’s Frosties? Or, what about a nice, cute penguin from the hit film Happy Feet strutting on a pack of high-sugar (therefore unhealthy) chocolate flavoured Weetos? Kids are likely to want to ‘consume’ more of these kinds of foods – that are not exactly very healthy. Which?, the UK-based magazine that engages in advocacy campaigns on various consumer protection issues has come out with a report called the Cartoon Heroes and Villains report. According to a Guardian report, “Three-quarters of parents interviewed by Which? said they thought it was irresponsible for companies to feature cartoon characters on unhealthy foods and wanted the practice to be stopped.” The paper also quotes the chief policy adviser of Which? as saying, “Our research shows that the majority are being used to encourage children to eat fatty, sugary and salty foods. We are calling on companies to follow the example of Warner Bros and Disney, and no longer use cartoons to promote unhealthy foods.” Will affirmative action be taken by the companies -- and those that own the characters – be taken? Watch this space!

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Source : IIPM Editorial, 2008


Wednesday, June 18, 2008

Silvery splendour

At times metals like silver can also outshine the invaluable gold and diamonds, and these exquisite pieces are a perfect example. Adarsh Gill’s designs on sterling silver home-ware and furniture is a collection deeply reminiscent of the laid back days of the Raj, especially due to their delicate and intricate craftsmanship. Decorate your living room with this splendid collection tagged at above Rs.1,00,000.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Tuesday, June 10, 2008

AIR INDIA

Scaling heights beyond the blue sky and making it to the top 100
‘Your palace in the sky’ – Air India! Reaching high in the sky was not easy for an Indian planning to go abroad without India’s first international airline – Air India. It acted as a stepping stone for many other international airlines that came quite later in the nation. The ever-smiling Maharajah, the popular mascot of the airline, communicates impressively the endearing symbol of Indian hospitality and has been the most successful brand icon of all the times. According to Veera Khambatta, Dy. Commercial Manager, Advertising and Special Promotions: “This is our 75th year of operation as the flag carrier of our nation, most of it as an international airline, we are justifiably proud of the long and glorious history of brand Air India.” Furthermore, Air India has been adorned with the Best International West Bound Airline out of India for the second consecutive year by Galileo Express Travel Awards 2006. The Special Category Award recognises the most significant CSR initiative taken by an organisation. The recent merger of Air India with Indian Airlines was a strategic move to create an internationally competitive carrier. In the process, the airline also got a much-needed facelift and brand equity of the merged entity soared!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Monday, June 09, 2008

HPCL

HPCL continues to be an exception but seems to be losing its grip ...
The cooking gas industry in India continues to be plagued by shortages, delays, poor services and sloppily run by state-owned firms. Amidst all these Hindustan Petroleum Corporation Limited (HPCL) is a brand that stands as an true exception. A Fortune 500 company and India’s second largest oil refiner and distributor, it stands out asan efficient example. The corporation over the years has changed a lot and to customers, the most visible proof of HPCL’s new face is the spruced-up gas stations with convenience stores on their premises, mini supermarkets stocked with an array of goods and equipped with internet kiosks. It has successfully built a profitable non-fuel business through a wide range of value-added facilities, including ATMs, take-away food counters and vehicle accessories among others. HPCL was among the first in the country to introduce a co branded card (HPCL and ICICI) and had even roped in tennis sensation Sania Mirza to endorse an otherwise serious product. To build a retail brand HPCL has even introduced exclusive mobile laboratories and retail automation at select outlets. Yet, intense competition with BPCL and IOC in branded petrol segment, has somehow taken the sheen off HPCL’s face, as BPCL’s ‘Speed’ has walked away with a major market share in the category. Adding to its woes are the new private players in the category. Is Reliance all ears?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Friday, June 06, 2008

MADURA GARMENTS

In India, amidst most successful apparel brands, Madura Garments stands tall
First things first! Madura Garments is the market leader in Branded Apparel in India. Some of the famous brands that come under the umbrella of this company include Louis Philippe, Allen Solly, Van Heusen, SF Jeans and Peter England – all of which have achieved considerable success in their segments. In recent times, the company was instrumental in launching the international brand “Esprit” in India. They are also planning to bring Giorgio Armani to Indian shores. Over the last year, the company undertook an initiative to move from being a ‘wardrobe brand’ to a ‘lifestyle brand’. In line with this strategy, they have forayed into footwear and men’s innerwear for brands like Van Heusen, Peter England, Louis Philippe and Allen Solly (which also offers women’s wear). They have extended two of their brands – Peter England and Allen Solly into jeans wear, besides launching a range of‘ Luxury Linen’ semi-formal wear under Louis Philippe. Moreover, the company has grown at astaggering 20% in recent years and has clocked a revenue figure of Rs.650 crores (FY07). Sufficient to put them in our list!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Thursday, June 05, 2008

BOURNVITA

Let vigour and vitality prevail!
Brand Bournvita has survived the onslaught of myriad next generation nourishment products over the years. Needless to say, the brand acquired a life of its own and became so powerful that growing-kids have almost become synonymous with it. In fact, the Cadbury Bournvita Quiz Contest, which went on-air in April 1972, is India’s longest running national school quiz contest. With a lineage like that in the country, small wonder that the brown energy drink continues to be immensely popular, despite stiff competition from Horlicks in the category. By far one of the most successful products of Cadbury in the county, Bournvita, can easily make it to the list of one the most trusted brands in India. Consequently, the brand has jumped to better its last years ranking of 87 and find a place at 79 amongst the list of India’s 100 most valuable brands. Once positioned as a child care drink, Bournvita changed tack with changing market dynamics and Cadbury has now positioned it as an everyday energy drink for hard working and active people. Established as a ‘chocolate drink’, Bournvita is more popular among children and young adults (prospective target audiences). Competition in the form of GSK Horlicks as well as Boost have been able to take some market share away from the product, however Bournvita still enjoys a niche in the milk beverage market.

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Source : IIPM Editorial, 2008


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative


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Tuesday, June 03, 2008

PEOPLE’S CHOICE OF MOST HYPED BRAND 2006-07

• Airtel
• Pepsi
• Hutch
Operators might be able to woo the market with stunning commercials, promising connectivity wherever we go;but can they fool consumers who hear “the number is not reachable!” so frequently? And what’s so new from brands like Airtel and Hutch? Well, for the uninitiated, 3G is still a dream far far away for Indians! Then there’s Pepsi who despite its controversial pesticide debacle has managed to sell volumes, not to forget its gargantuan spending on advertising. Hyped? You might ask. And our answer remains solid as the listing – Yes, hyped!

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Source : IIPM Editorial, 2008


Friday, May 23, 2008

Myriad brands

And the feeling is judiciously reciprocated by myriad brands aiming to nestle down forever in the hearts of consumers. Remember Cadbury’s – A gift for someone you love; ‘There are some things money can’t buy, for everything else there’s MasterCard’; Hutch’s ‘wherever you go our network follows’; or more recently, Citibank’s new enabling campaign that harps on the ‘Let’s Get it Done’ tagline? Once, there were just a handful of brands in India, but the tide is swinging the other way now, with the brand wave threatening to engulf and envelope everything and everyone that comes in the way. From Italian fashion to Japanese technological passion; from German engineering to American flamboyance, the brands are all there and more than a few of them are showing double-digit growth charts, in blaring testimony of their increasing acceptance within the masses and classes in the country. Even figuratively speaking, brands in India are on a roll, especially keeping in mind the startling rise and rise of the retail evolution in the country. India has topped the 2006 AT Kearney Global Retail Development Index, which indicates a sharp rise in spending across consumer durables, wireless communication, apparel, entertainment, vacations and lifestyle products.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Thursday, May 22, 2008

Represent Hutch

This is because there is no service and there are no people that represent Hutch. I mean how many of us have ever visited a Hutch Shop? Virtually none! For a Hutch customer, there are just voices on the telephone at best. And that too, we do not always get to hear them! Hutch is a purely impersonal and intangible brand and therefore to create a brand out of that is extremely difficult, and yet Hutch has managed to do it in style. This is so because they have connected beautifully to that something that is fundamental to the human needs. Especially when it comes to technology, consumers want technology to be taught to them in a human language rather than in a technical language, and therefore Hutch has focused on that extremely stripped down form of simplicity in their communication to the consumers. And in the course of time, with the kind of advertising Hutch has done, the kind of art and graphics they have used, in the kind of messages they have chosen to deliver, in what content they have chosen to highlight as messages – all that has created a solid impact with the Hutch consumers.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Tuesday, May 20, 2008

This Stickiness doesn’t hurt

...and look how brands follow Spidey!
He weaves a web, crawls on walls, fights villains along with his alter ego and in the end... (the usual!) gets the girl! That is Spider-Man 3, the most publicised movie this summer. So, who do you think spent all the money, creating the hoopla? The producers alone, you say? Nah, wrong! Special offers and contests, product launches, ads with teasers and much more. Officially, Sony, Hutch, Horlicks, Yamaha, Rediff. com, Travelguru.com and Diptrix, all have been part of the Spider- Man 3 branding mayhem. So, what’s new? Nowadays, every second film that tumbles out of Bollywood, sees such kind of promotions! Hang on guys, this is noKrrish. It is the first time ever that Indian marketers have unleashed such high-pitched action around a phoreign phillum. The complete Sony family came together to promote Spider-Man 3, and how! If Sony Ericsson launched limited Spider-Man 3 handsets, then its television channels weaved the release of the filmwithin their content. Even Radio City tied-up with Sony Pictures (the producer of the film) and went about giving free tickets and airing trivia... all in a bid to get somemore eardrums.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative


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Friday, May 09, 2008

BRAND : HCL

AGENCY : FCB Ulka
BASELINE : Accepted wherever ...take you
DESCRIPTION: A man gives lift to a young guy who turns on his laptop and makes the man think he’s a ‘computer guy’. The guy actually works for HCL and keeps informing the investment banker that HCL’s technology connects him to the stock-exchange and that its software makes cars safer after he loses control of his car on hearing that the stock market has just crashed. The guy keeps informing him about HCL’s prowess through a gas station, a bank and the country side view. In the end, the guy gets off and points at a chopper which will take him overseas for an international project.
4Ps TAKE: Now, that’s an intelligent ad which is simple, enjoyable and clearly brings out the message – ‘India to across the world, HCL’s technology touches lives everywhere!’ This corporate ad from HCL stands out for its sheer style which is not run-of-the-mill and talks about the various aspects of HCL in a lay man language, something that many technology brands’ communication gives a miss as they can’t resist details. The ad informs about the clinching benefits to the brand with ease and through an employee who can’t stop raving about HCL’s advanced technologies. The personality of the brand HCL is visible through and through. The ad requires attention for the message to sink in but is worth it!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative


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Thursday, May 08, 2008

So Far, So Good...

IIPM-International

When it comes to ensuring that your brand shines amidst the clutter of automotive foreign and indigenous auto brands, high on octane, and grossly involved in the blood-bath on Indian highways, there remains only two choices before the players – ‘to kill’ or ‘to perish’. Rajeev Chaba, CMD, General Motors India, speaks exclusively to 4Ps B&M on how GM India has rightfully chosen the former...

4Ps B&M: How did the GM brand building start and where does it stand as of date?
R.C.: When we started our operations in India in 1995, GM’s strategy was to position Opel as a global brand. In that context we started with Opel products. Opel Astra was the first and Opel Corsa came second. Then, Opel was a German niche, premium brand, with perhaps Opel Astra being the next best car after Mercedes. In time, we realised that we had to get into the mass segment. Thus we needed a mainstream brand for a mainstream segment. Also, we realised that a European sourced product for a mainstream segment will not be of right value for Indian consumers. So it was decided that Chevy would be the mainstream brand for this country. But with Opel, we had already got an insight into Indian consumer psyche, a good customer base and a strong dealer-network right value for Indian consumers.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Monday, May 05, 2008

Just a question of a few questions!

While taking up a new job, one has to be very careful about the pros and cons
Q: I have two job offers: one from a respected company offering me employment, which involves the work I’m completely passionate about, but with terribly unpleasant co-workers who have no team spirit. The other is from a so-so company offering a job I somewhat like, but with people I thoroughly enjoy. The compensation is about the same, so what do I do?
– Name withheld, Luxembourg

A: You ask yourself five simple questions and see where the answers take you. At least, that’s what we suggest whenever someone writes and, like you, basically says, “With all the choices out there, how in the world do I possibly figure out what job is right for me?” Now, we’re not claiming this process will make your decision easier – you face a common, but undeniably difficult, quandary that can strike at almost any stage of a career. But whatever you decide using this exercise, you should have aclearer sense of why. The questions that follow, incidentally, are in no particular order. They all count to somewhat equal degrees. To our minds, success and happiness at work start with your team, so we’ll begin with the question that concerns a factor you’ve already mentioned: people. It asks, “Will the new job be filled with co-workers who share my sensibilities or will I have to actually zone out or fake it to get along?”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative



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Along came HBO!
BRAND : Real Twist
BRAND: Nokia
Don makes a ‘fair’ deal…
RCOM rings in the fabricating tone!!
The Noodle House comes to India
Re-cycle...
Cricket isn’t just cricket
Puravankara gets stuck in bad weather
Harry Potter strikes a million!

Friday, May 02, 2008

Ritz-Carlton to soon check in to India

Recognising the potential in India – with the luxury segment booming and more and more people eager to live in style – the Ritz-Carlton Hotel Company has decided to check in and make an entry into the Indian market. The luxury hotel chain’s first property is going to be developed in India’s Silicon Valley, that is Bangalore, where business opportunities have been hotting up for a long time now. This hotel will be a 250-room, luxury five-star property and the total project’s cost is estimated to be around $100 million. Wimberly Allison Tong & Goo, the world’s leadingdesign consultant for the hospitality, leisure and entertainment industries, that has worked in over 130 countries and territories across all the six continents, and has designed more of the world’s great hotels and resorts than any other firm on the planet, will be the architect. The leading international interior designer, Peter Silling, will be taking care of the interiors of the proposed hotel. To develop it, Nitesh Estates – the Bangalore-based realtor that is engaged in the development of all the high-end residential apartments, the office buildings, the gated townships and the retail malls – has been roped in. So what different can guests at the Ritz-Carlton Bangalore look forward to? It is too early to say though, but one piece of information is doing rounds, which is that a few of the world’s ultra premium brands will be housed here, among them are Cartier, Gucci and Louis Vuitton, who will all have their own boutiques within the hotel premises.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Monday, April 28, 2008

General Electric hives off Plastic coat…

General Electric the world’s No. 2 company, with a market value of $380.25 billion (behind Exxon Mobil) has transformed its business portfolio through smart disposition and investment in higher growth, higher technology businesses. It has signed a definitive agreement to sell GE Plastics, a $6.645 billion global supplier of plastic resins, to Saudi Basic Industries Corporation (SABIC) – one of the world’s 10 largest petrochemicals manufacturers ranked by market capitalization (currently US$80 billion). The deal, which is also is the largest acquisition ever made by a Gulf investor, is expected to close in the third quarter subject to customary conditions and receipt of regulatory approvals. The transaction valued at $11.6 billion will be in all cash plus assumption of liabilities; and is bound to transform the plastic industry as it combines SABIC’s low cost material position and GE Plastic’s strong marketing and technological capabilities. The proceeds of the transaction will be used to fund the stock buyback and to strengthen GE through restructuring.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Friday, April 11, 2008

Raise a toast to...

Here are two sparkling glasses for you and your beau to enjoy your sparkling wine in. These wine glasses are made out of pure silver and are offered by Central Cottage Industries Corporation. They have detailed designs of olive leaves and roses on their edges. With the makers labelling them as 100% stain free, these glasses are easy to maintain and of course perfect for those special moments.

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Source : IIPM Editorial, 2008


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Thursday, April 10, 2008

Bittersweet reality

Caustic reality turns towards spirituality
Remember Abhijeet Sawant? Sandeep Acharya? Debojit? Yes… the same names that took the nation by storm and vanished just as fast. It was only a month ago that the sixth edition of the American Idol crowned its winner Jordin Sparks, and considering how her debut album is rising up the charts, one can easily predict her high flying career ahead! In fact, most of the winners – and even participants – of the talent shows abroad have become successful in their respective fields but the same cannot be said about their Indian counterparts. Only a chosen few like Sarwar Ahuja and Aditi Sharma, the winners of the first Zee Cine Stars Ki Khoj made it to the doors of success. Actor Archana Puran Singh, who is currently judging the comedy show Comedy Circus, opines, “The basic difference between the talent shows abroad and those in India is that transparency is evident in the former while the shows here lack credibility, especially if you consider the almost-dramatised quarrels between the judges or between the contestants!” While the theatrical skills of the judges, when they lash out at each other, and behind-the-scenes back biting of the contestants makes the TRPs reach unprecedented heights, the hunt for talent seems to take a back seat. Says Archana, “People are losing interest in such reality shows because the judges’ zabardasti ke fights have become a regular feature in almost all of them!”

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Wednesday, April 09, 2008

UTI Mutual Fund

Interestingly, all fund houses seem to have suddenly found the strategy of having products to encourage investments abroad. Sandesh Kirkire, Chief Executive, Kotak AMC, affirms, “These are new asset class looking at different economies, so that your returns and your assets are not exposed to only one economy. You get different exposures to different economies of the world now. You can buy equity in India; you can also buy equity in Russia and also in Brazil. Returns of different markets differ. These are steps in the direction of capital account convertibility.” R. Raja, Senior Vice President, UTI AMC, holds similar views, “An Indian investor gets an opportunity to access global markets, especially equity markets by investing in these funds. He can diversify across countries thereby reducing the country risk of his investments.” Mr. Raja, it all seems so far so good. But did you not forget a sweet little point? Till now, we had to simply worry about the travails being suffered in one economy. Now, there’ll be many more, too many more!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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Tuesday, April 08, 2008

Mall’adroit goals... and lost causes?

They say the mall bubble will last forever; we say the bubble is a myth. It’s no more about ‘Who dares, wins’... it’s ‘Who dares, sins’!
The year was 2002. The city centre and MGF malls had just begun to shape up Gurgaon as the next millennium city. From being just another metro suburb, Gurgaon was gearing up and digging hard to register itself on India’s map, and malls were becoming the face of this transition. The youth discovered a new ‘time-pass’ place to chill out. Businessmen and the working class got more options to have their meetings. And ladies were happy to find a new destination to head to, far better than their tacky downtown joints. For all of them, it was a completely new experience. A new experience of watching movies at multiplex movie halls, dining at uber restaurants, spending time at coffee shops, and of course, a new experience of shopping! Well, at first developers were just thrilled to see consumers – who were waiting for a change in their lifestyles – barging into their mega-stores. The crowds increased, parking spaces vanished, approach roads to the malls had the mothers of traffic jams, and what not. Weekends saw more security being employed to handle mob-like sizes of shop revellers.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Friday, April 04, 2008

Not-so-'airy'

Moreover, one might need an aircraft for only certain days, and the remaining time of the year, it might be sitting idle. So to manage all these issues, we introduced the concept of fractional ownership,” reminisces Manav Singh, Managing Director and the man behind Club One Air. After a not-so-‘airy’ beginning, Club One roped in premium aircraft models like Citation Jets from the world-class Cessna family. Club One further diversified into offering even helicopter services. “To sustain our position, it becomes necessary to add value to our services; (and) rendering our services ‘in time’ has enabled us to create a loyal customer,” shares Manav. But as infrastructure improves and more and more private aircraft players come in, will commercial air passenger traffic be adequate to address Club One’s profitability objectives? Manav acknowledges, though with debate, “There are 7000 commercial aircrafts in the US; but customized aircraft services still constitute a popular market.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Thursday, April 03, 2008

To die and be born again!

Deaths in soaps are common, so are comebacks. So, who's bigger, the character or the star? The jury is out...
Only a few days have passed since Tulsi or Smriti Irani kissed goodbye to one of the most popular shows of the country – Kyunki Saas Bhi Kabhi Bahu Thi. The latest buzz to hit the TV circuits is that Rajveer Sir aka Rajeev Khandelwal is all set to quit SAB TV’s popular soap – Left Right Left. Also, Rohit Roy has walked out of Virasaat (Star One). The business of entertainment, Especially soap operas ensure that addressing actors by their character names becomes commonplace. Tulsi seems to have become Smriti's second name and very few might be aware that the Baa's (Kyunki) real name is Sudha Shivpuri. And with so many farewell parties hitting small screen, the debate has again caught fire – whose bigger, the character or the stars? While talking to 4Ps B&M, Rajeev Khandelwal says, “In case of serials, it is the totality that works and if the package would not have been good, they (audiences) would not have appreciated me as much.” Rewind some years back, when Amar Upadhyay's character (Mihir) in Kyunki died, the whole nation mourned.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Wednesday, April 02, 2008

And the Bakwaas ads...

After you have gushed over the blockbuster ads of this fortnight, here are some, which – we are absolutely sure – will never make it. 4Ps B&M lists the three worst ads of the fortnight... Ads that almost made you swear that you won’t ever buy the advertised brand. And even if you managed a peek at it, you were left with a bad taste in the mouth. Medium error, complex message, vulgar (recently added) or just plain bakwaas communication!

BRAND : Zapakmail.com
BASELINE : As simple as 123
4Ps TAKE : A piece of advice: please apply some intelligence before giving an okay to any concept! In this ad, a couple is lying in the bedroom; the husband kisses the wife and suddenly her stomach bloats (making her seem pregnant). Isn’t that kind of sick and vulgar? Then the VO says (in the hope of explaining the senseless ad probably) “Fast and simple, log on to Zapakmail.com: 1. Log in 2. Compose 3. Send, as simple as 123.” What are viewers supposed to deduce: sending a mail through zapakmail. com is as simple as making your wife pregnant by kissing her? Absolute trash we must say. If the creators of this ad were hoping to grab eyeballs by making this cheap effort, then probably they have managed to get noticed somehow. But there’s no way that this ad is going to have any impact with this kind of warped implementation. After all, there’s no fast and simple solution for creativity, is there?

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative


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Tuesday, April 01, 2008

BRAND : Hutch

AGENCY : O&M
BASELINE: NA
DESCRIPTION: Irrfan Khan is sitting in a small restaurant sipping tea; he talks to himself, saying that money doesn’t grow on trees – yet how expensive everything is: it costs Rs.200 for a movie ticket, petrol prices have sky-rocketed… there is nothing you get for Rs.100 any more. Then, he thinks for a moment and says: “Hota hai, Hutch ka naya recharge-only Rs.99, aur wahi validity pure 30 din, kya samjhe?” In the end, Irrfan asks for the bill and realising that it’s Rs.155, he asks the cashier to add it to his list of credits.
4Ps TAKE: No pugs and no pink colour, but Irrfan Khan – the hot name in Bollywood is associated with Hutch this time. The idea is to promote the latest recharge scheme of Rs.99 with a validity for a month. Targeting the low-budget group, the USP offered by Hutch is the low-cost recharge coupon that is a bonus in this age of inflation. The communication is in the form of effective dialogue, through a man who has impressed many with his acting as well as vocal talent and grabs eyeballs here too.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


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