2011 ADVERTISING FORECAST

AS ECONOMIES STARTED RECOVERING FROM THE RECENT BUBBLE BUST,IT WAS EXPECTED THAT THE ADVERTISING INDUSTRY WOULD WITNESS A MODEST GROWTH IN THE COMING YEARS. BUT THE RISING FEAR OF DOUBLE -DIP RECESSION HAS FORCED SEVERAL ADVERTISERS TO TRIM BUDGET INCREMENTS PLANNED FOR 2011. FROM A LONGER TERM PERSPECTIVE, TOTAL MEDIA ADVERTISING FORECAST FOR THE YEAR 2016 ARE ESTIMATED TO CROSS $558.4 BILLION, FOR WHICH THE INTERNET WILL BE THE MAIN DRIVING FORCE.

Touching New Heights

In the post-recession era, developing markets continue to expand much faster than developed markets in terms of ad spends. Growth in the total media advertising industry is estimated at an average annual rate of 7% from 2011-2016. But Western Europe market analysts are of the opinion that the continuing debt crisis in the peripheral Eurozone has damaged advertisers’ confidence in the region’s long-term growth prospects. While political turmoil in MENA caused the ad market to go down by 14.2% this year, the market is expected to return to growth in 2012.

Still the most popular

Although marketers continued to pour more dollars into TV campaigns as compared to other media, the intensity was found missing as six out of the top 10 advertisers spent lesser than last year. The top 10 TV advertisers spent a total sum of $5.16 billion in H1, down by 1.7% yoy. The industry is expected to escalate at an average rate of 7.5% to around $243 billion by 2016. US, Japan, China, Italy and Brazil are the five largest markets today. It is noteworthy that TV, which is expected to captures 41% of global advertising in 2011, will actually increase its share to 44% by 2016.

Internet, what else?

Online advertising spends have gained a lot of traction over the past few years. This space is expected to grow by 10.6% each year through 2016 after rising by 12.5% in 2011. The medium is also expected to account for $70.9 billion in global advertising in 2011 and touch $117.5 billion by 2016. Its share of the global pie should increase from 17% in 2011 to 21% in 2016. However, the largest online advertising markets will remain the same with the United States leading the herd, followed by Japan & Germany. China will ultimately dominate with its rising growth rates in the coming years.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Proves Its Mettle Once Again.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies

“My focus is to drive ROI from my investments”

Staying up-to-date with the happenings in the industry and one’s professional knowledge is key to a good marketing career, says Gupta.

Most marketers say it has been a year of mixed fortunes so far. What has been your experience in this regard? Any new strategy you adopted this year?
The year has been good for us so far, though the effects of the slowdown have lately become apparent. But we are hoping that the exuberance of the festive season will help push sales. So far, the results from the Onam sales in Kerala have been very promising, and we are expecting good sales during the Diwali period. On the strategy front, we are getting more and more active in the digital and social media space. As more and more youth are frequenting these channels, we want to tap them. An added advantage of the digital platform is that you can measure the number of visitors to your sites.

High raw material and other input prices are squeezing the margins of marketers while tight competition forestalls the possibility of raising prices. What challenges do you see in such an environment?
The biggest challenge for me as a marketer is “how to drive ROI from my marketing investments”. This is my core focus, which I am asking all my team members to work on.

What is your leadership style? What do you think works best for you?
My style is situational. I am quite hands-on when it comes to new initiatives like making our presence felt in social media, stepping up online marketing initiatives, etc. I love and enjoy being active on this platform, and use it to keep bouncing ideas to my team and discuss the broad contours of our marketing strategy. Otherwise, I am more hands-off with the team, I trust their work, and just keep a bird’s eye view on the situation, rather than trying to micro-manage things.

How does the marketer inside you function differently ‘at work’ and ‘away from work’? Is it easy to switch gears between the different environments?
I don’t carry work home. It’s quite easy for me to switch off from work at home. I like spending time with my family, especially my two kids whose company I enjoy the most. Sometimes, I have to work on Saturdays as well, but that comes with the territory. In the office I get along very well with my peers and juniors. I like cracking jokes and having a good time with them. It’s critical to have a good work-life balance as a good family life propels you to give your best on the job front. So, I think one should never ignore one’s personal life at the altar of professional career.

What do you think was the major turning point in your career? What lessons did you learn from it?
It was while I was working with Gillette and was posted in the Middle East. I was on the strategy side of the business. Around 2003, I made a shift to the front-end side or the marketing side of the business. It was a real learning curve, and I got to apply the marketing strategies and insights, and it gave a great boost to both my confidence and career.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Proves Its Mettle Once Again.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies

Now, The Best Ads in other Categories!

The criteria for shortlisting ads that have an edge over others are as follows: product positioning clarity; clinching benefit to the brand; presence of a Power Idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our Print, Outdoor, Viral and BTL verdict for the fortnight ending February 19, 2011

HappyDent
Baseline: Giving millions a reason to smile
Category: Print

4Ps B&M TAKE: History fascinates; historic revolutionaries are even more fascinating. HappyDent, from the stable of Perfetti, well known for its distinctly humorous TVCs, has come out with something different this time and is all set to create an impact on consumers through the print medium as well. With the latest creatives built around personalities such as Mahatma Gandhi, Nelson Mandela and Mother Teresa (the faces of these people have been reconstructed using HappyDent gum tablets) and set in a black backdrop, this one makes for an admirable piece of artwork and sets a benchmark for similar brands in the category. The punchline “Giving millions a reason to smile” is again inspiring making this creative a clear winner this fortnight.

Times Of India

Baseline: The Great Indian Circus
Category: Print

4Ps B&M TAKE: The latest print commercial conceptualised by Taproot for The Times of India titled ‘The Great Indian Circus’ aims to capture a day in the life of India. This campaign is part of a contest which involves uploading pictures, videos and jokes to sketch the quirky reality of the world’s largest democracy. The ad that showcases everything right from Baba Ramdev’s aasans, to a whacky circus, from a child playing cricket to God men, gives you a chance to win great prizes and goodies. The concept of banking on every Indian’s perspective of his country hits the bull’s eye and is bound to generate the response expected out of it. Great idea & smart execution, we would say!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Proves Its Mettle Once Again.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS

Discovering the soul of a life-product

Manish k Pandey and Steven Philip Warner discuss the nuances and intricacies of branding with the lady who holds Max New York Life’s marketing torch

Anisha Motwani, Director & Chief Marketing Officer, Max New York Life Insurance

It’s said that insurance is always sold and never bought. But Anisha Motwani, Director & Chief Marketing Officer at Max New York Life Insurance (MNYL) has proven this doctrine wrong on several occasions. She firmly believes that brands are not formed just by communications, but it’s a cumulative consumer experience through various touch points. “The consumer is not as complicated as you think. You need to always see yourself as a consumer, as if you were not part of that industry,” says Anisha who firmly believes in “need-based” selling.

In fact, this was the reason that within just three months of joining MNYL in the fall of 2007, the former veteran marketer at General Motors, changed Max’s tagline from “Your Partner for Life” to “Karo Zyada Ka Irada”, to ensure a greater emotional connect with the consumers. And it worked, especially to create a more customer-centric focus and to drive a greater value for the consumer. “When I joined MNYL we had a brand positioning that was Your Partner for Life. It was certainly a very insurance positioning. But, there was something in it that didn’t gel with my creative mind and I wasn’t convinced with the idea. If my challenge was to build this brand then this whole thing of trying to play the same game and trying to get better than others was not the fastest possible way for me to achieve my objective,” explains Anisha.

It’s actually this insight that has helped the brand MNYL climb the success ladder in a short span of time. From a brand awareness score of 58 with “Your Partner for life” in 2008 (ref: ICMR-4Ps B&M survey), MNYL has today reached a point where it can boast of being among the industry leaders when it comes to recall (brand awareness score of 93 in 2010). What’s more? It was the only insurance company to be a part of prestigious Superbrands list for 2009.

But then, there are a host of private life insurance players in India, which offer products under different brand names. So how has Anisha managed to make MNYL stand out in the clutter? “If you have a product which emanates from a consumer’s need, you have your differentiation done,” says Anisha. In fact, her favourite case in point is MNYL’s Shiksha Plus product. She feels that if people are buying child insurance policies, they are not looking at merely insurance. They are looking at grooming their children as all-rounders and not just academic super-achievers; and as such are in search of a “talent development” kitty and not just a lump-sum for their child’s education. It is this very insight that led to forming the contours of MNYL’s leading child insurance product – Shiksha Plus.

She believes that marketing has moved way beyond creating just awareness to building relationship, particularly in a product category like insurance. As such she has taken several bold and rapid steps in customer relationship management. The newest weapon she has made available in MNYL’s communications armoury is a technology platform that uses digital marketing in reaching customers and agents, faster and more effectively. Supporting this aggressive growth agenda is a multi-channel distribution network comprising over 94,000 agents & 12,500employees.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Proves Its Mettle Once Again.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

Nobel peace laureate Suu Kyi ready to shun non-violence

Myanmar's opposition leader and Nobel peace laureate Aung San Suu Kyi could alter her policy of non-violence. She gave this indication while speaking from a secret location in Yangon to a select audience at a BBC studio in central London on Monday afternoon.

Responding to a question, Suu Kyi said just as Nelson Mandela had changed his stance on political unrest, "it's possible" she might change her long-standing commitment to non-violence. Expanding on her new position, she added: "I have said in the lectures I do not hold to non-violence for moral reasons but practical and political reasons.'' She described Mahatma Gandhi as the father of non-violence and noted that he had said that between cowardice and violence, he would choose violence any time. BBC clandestinely recorded Suu Kyi's two lectures. The first of these was played out to a private gathering and will be broadcast on June 28.

She said widespread availability of internet-based technology in the Arab world – which is not the case in Myanmar – had been a crucial factor in the success of uprisings in the region.

Suu Kyi said the Myanmarese people wished to emulate success of Arab democratic movements. "The similarities between Tunisia and Burma are the similarities that bind people all over the world who yearn for freedom."

She said her defiance of Myanmar's military junta by making her broadcasts amounted to "exercising my right to freedom of communication". The National League for Democracy, under her leadership, won elections in 1990, but the junta annulled the outcome. Suu Kyi has either been under detention or some other form of restriction ever since.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

Indian Rupee Strengthens Against US Dollar

Continuing on its gaining streak for the fifth straight day, the Indian rupee strengthened by another 9 paise to Rs 44.97 against the US dollar in early trade on the Interbank foreign exchange today.

The rupee appreciation was largely in line with stronger Asian currencies overseas and a positive opening in the stock market. The rupee had appreciated by 2 paise to close at Rs 45.06/07 against the US dollar in the previous session on sustained dollar-selling by some banks and exporters. Forex dealers said dollar weakness against other Asian currencies and the higher opening in the stock market mainly kept the rupee sentiment firm.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

US court sets date for pre-trial in ‘84 riots case

A US Federal Court has set Sep 21 for pre-trial oral arguments in a case against Indian Urban Development Minister Kamal Nath and India's Congress party for their alleged role in the November 1984 anti-Sikh riots. Judge Robert W Sweet of US Federal Court of the Southern District of New York ordered serving of all motion papers in accordance with the stipulated briefing schedule of March 29.

The court had on March 1 issued summons against Nath and Congress Party in a case filed by Sikhs For Justice (SFJ), a US based human rights advocacy group, and some victims of the 1984 riots under Alien Tort Claims Act (ATCA) and Torture Victim Protection Act (TVPA). The class action lawsuit charges Congress party with "conspiring, aiding, abetting and carrying out organized attacks on Sikh population of India in November 1984," according to SFJ legal advisor Gurpatwant Singh Pannun.

Plaintiffs will present evidence showing how Congress party planned and organized killing of Sikhs throughout India in November 1984, how it covered the organized and systematic violence as anti-Sikh riots of Delhi; and how it's protecting the killers of Sikhs for the last 26 years, he said.
The plaintiffs will also present an affidavit from a witness who was present at an Oct 31, 1984 Congress Party meeting in which the alleged conspiracy and plans to kill Sikhs throughout India were hatched, Pannun said.

The meeting, according to the witness statement, was attended by several prominent leaders of Congress party and Chief Ministers of different states, he said.

The evidence relating to killing of Sikhs throughout India consists of official figures obtained through the Right to Information Act 2005 (RTI) showing that Sikhs were killed in the states where Congress was in power in November 1984, he said.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
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Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

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Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
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Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

IPL final highest-rated match of tournament

Saturday's final between (CSK) and Royal Challengers Bangalore (RCB) clocked a television rating of 5.8 which is higher than last year's final, said aMap, an overnight television audience measurement agency. This is also the highest-rated match of the entire tournament which started on April 8. The final, which was won by Dhoni's CSK men for the second year running, recorded a 123% jump on the average ratings of the entire tournament which stood at 2.6. aMap also said in a statement that the average reach and time spent by audiences also increased substantially for the final when compared to the overall tournament.

"Normally the ratings rebound towards the final. It is typically a U-shaped trend in all the previous editions of the IPL as well. This was an expected rating from an IPL Final. In fact, it would have been higher had it been a close finish. The ratings of the final will be comparable to the World Cup finals," said R Gowthaman leader, South-Asia, Mindshare, the country's largest media agency.
The ratings of the IPL-4 final from TAM Sports, which is subscribed by most media planners and advertisers are expected next week.

"The match enjoyed a net reach of 19.12% which is a jump of 36% compared to an average net reach of 14% throughout the tournament this year," said Jiniti Shah VP, aMap.

aMap also said with 55 minutes of time spent per viewer in the final, it was 40% higher than the average time spent of 33 minutes per viewer during the course of the IPL-4.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

Pakistan Allows CIA to raid Bin Laden's Home

The Unites States' premier intelligence agency, the CIA has been granted permission by Pakistan to examine the compound where Osama bin Laden was killed. The CIA will now be able to examine the complex up close as opposed to using satellites, stealth drones and spies operating from a nearby safe house that was shuttered when bin Laden was killed.

US officials said the CIA team will scour the site for information and objects that may have been overlooked by American commandos during the raid or Pakistani security forces who secured the facility in the aftermath. "The assault team was there for only 40 minutes," a US official said.
CIA Deputy Director Michael Morell negotiated access to the Abbottabad site during a trip to Islamabad last week, when he met with the head of Pakistan's main intelligence service, Lt. Gen. Ahmed Shuja Pasha, officials said.

The agreement is being viewed as a return to normalcy of relations between the CIA and ISI, strained since the American operation to kill bin Laden, and a series of recent ruptures between the CIA and its Pakistani counterpart.

Pakistan has also agreed to allow the CIA to examine materials that Pakistan's security forces have recovered from the compound, officials said. The agency has also asked Pakistan's spy agency, known as the Inter-Services Intelligence directorate, for assistance in analyzing some of the records that were seized in the raid and brought to a CIA document exploitation facility in Northern Virginia.

In particular, US officials said that the CIA is seeking help in deciphering references to names of individuals and places. The intelligence gathered from the bin Laden compound is being billed as the the largest stash ever recovered relating to al Qaeda or any other terrorist network.

The data includes dozens of computer storage devices as well as huge piles of notes. Even so, US officials said they want to be sure that other material has not been overlooked. The CIA plans involve the use of infrared cameras and other devices capable of identifying materials embedded behind walls, inside safes or underground.

One reason why Pakistan may have allowed the CIA access is because of lack of such high grade equipmen. The agency also has equipment that could be used to recover information that has been burned or otherwise damaged.
The CIA has already been given access to three of bin Laden's wives who were taken into custody by Pakistan after the raid. But officials said none of them has been cooperative with US interrogators or provided meaningful intelligence.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

Shane Warne's mentor Terry Jenner dies

Former Australian Test cricketer Terry Jenner, who helped turn Shane Warne into one of the world's greatest bowlers, died Wednesday aged 66.

Legspinner Jenner suffered a massive heart attack while coaching in England in April 2010 and never fully regained his health, passing away at his home in Adelaide, Cricket Australia said in a statement.

While he played nine Tests in the 1970s, Jenner was also known as the only Australian Test cricketer to be jailed -- spending two years behind bars for embezzlement.

He turned his life around after meeting Warne, who he started coaching in the early 1990s, and was regularly on hand to refine the Test great's action during his record-breaking career.

"Working with Shane changed everything," Jenner said late last year.

He turned his life around after meeting Warne, who he started coaching in the early 1990s, and was regularly on hand to refine the Test great's action during his record-breaking career.

"Working with Shane changed everything," Jenner said late last year. His most famous involvement in that Test series came when, batting at No.9, he was hit in the head by a John Snow bouncer.

His Test career ended in 1975 with 34 Test victims.

His funeral will be held at the Adelaide Oval at a date to be announced.


An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

LEONID MUSATOV, CMO, SSTL TALKS TO SURBHI CHAWLA ABOUT THE FUTURE OF THE MTS BRAND IN THE INDIAN MARKET

But how would you market your voice services in such a competitive environment?
The major challenge for us is to make sure that the consumers who are using our SIM, they make it their primary SIM. We are seeing a lot of progress, but these things take time. Moreover, people have this mental inertia in switching from one operator to another.

You have licenses to operate in all 22 circles but you are present only in 12. By when do you see MTS becoming a pan-India player?
You are right but we have a roaming agreement with Tata Indicom for both data and voice. So, virtually, we are present everywhere. Actually, we are apprehensive about entering certain circles right now. What we are trying to do is to enter markets where we see substantial business for both voice and data. But as business progresses there would be discussions on that.

Can you throw some light on your distribution strength?
We currently have around 20,000 outlets per circle and the number is constantly growing.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

AKAI PLANS TO REENTER! NO CELEBS STILL...

Japanese consumer appliance and electronics company Akai is making another comeback in the Indian market. Its foray in the 1990s did not work very well in the Indian market largely owing to its offerings based on lack of cost competitiveness and low brand recall. It was browbeaten then by other entrants like LG and Sony. But now, the company is all set to return. Global Brands Enterprise Solutions Pvt Ltd has signed up with Akai to sell its products in India. This resulted in the recent launch of a range of ultra-slim LED, LCD High Definition and CRT televisions. Presumably, to become one of the leading players in the Indian market in the next few years, the company plans to invest around Rs.25 crores towards advertising and marketing. At the same time, the company is not looking to hire any brand ambassador. The positioning of Akai will be done as a mass premium brand and it will be 5-8% cheaper than leading brands like Sony, Samsung and LG. There are other strategies too. This time, Akai will not be focusing only on Tier 2 and Tier 3 cities (like the previous time), but will also target larger cities. Will all this be enough to gain a significant market share? The fact cannot be neglected that Akai had turned the market upside-down in the nineties by playing the pricing game. It was the first one to offer the combo offer (a 14 inch colour TV with every 24 inch TV), which rewrote marketing rules then. But the market space has changed. So have the rules.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM Proves Its Mettle Once Again....

WILFRIED AULBUR, MD, MERCEDES-BENZ INDIA

What kind of expansion plans do you have for this business?
We have announced a rollout across four locations in the Indian market in the first phase, but we are aiming to take this venture to close to twelve locations by the end of December 2010. The company expects that close to 10-15% of its sales volumes will be contributed by second-hand cars by 2011.

Unorganised channel remains the biggest challenge for the industry’s players, who are trying to establish authorised pre-owned car arms in India. How do you plan to tackle that?
Close to 90% of the total sales that take place in the second hand car market happen through the unorganised route. As far as the unauthorised dealers are concerned, a consumer who is investing a huge amount of money to buy a Mercedes, will like to buy it from the authorised channel. But there many one-to-one deals that also happen in the Indian market. However, we will make the consumer aware of the importance of the authorised channel and will try and take some significant amount of business away from the unorganised sector in the domestic market.

But BMW announced its plans to enter the used car business last year itself. So have you lost out on the opportunity to become a first mover?
Truly, I don’t know what BMW had announced. But even if BMW had not launched its second-hand car arm in India so far, we would have! It was just an announcement from BMW, while we have already entered India with a second hand car arm.

BMW even announced its plan to launch a car financing arm. Aren’t you planning something along those lines?
We are planning to open our own car financing arm, but the proposal is still under consideration and it will take some time.

BMW aims to first tap the metros with its finance arm. Are you also looking at Tier I locations?
No. We will announce a national roll-out, but there is still some time left before we actually go ahead with it. 70% of our sales come through the financing route, and therefore it’s a very lucrative opportunity to tap consumers across India.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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ARCH RIVALS STAND UNITED FOR ASSOCIATION

Leading Indian non-alcoholic beverage makers like Coca Cola, PepsiCo and Dabur among others have joined hands to form the Indian Beverage Association (IBA). This move albeit coming late despite the beverage industry forming a huge part of the overall Indian food sector, is aimed at putting up a united stand to the policymakers and government regarding regulatory frameworks and legislation. Above all, the IBA would serve as the platform to market the industry as a manufacturer and marketer of quality products adhering to the highest international standards to be ready for the kind of controversies as those that erupted some years back (related to pesticides present in soft drinks). The Indian Soft drinks Association would also be a part of the IBA. It is being set up on the lines of the American Beverage Association which represents producers, distributors and supporting industries for soft drinks and juice makers. IBA will be leveraged to increase the market share of juice and related products, apart from supporting the framing, development and dissemination of standardized best practices with regards to quality in manufacturing, packaging and other environment and health related issues. Companies that have currently subscribed to the association include Dabur, Red Bull India, Jain Irrigation Systems, Tetra Pak India, Pearl Drinks, Bengal Beverages, Coca-Cola India and PepsiCo India Holdings while companies like Parle Agro, Amul and Godrej are likely to join soon.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

CELEBRITY ENDORSEMENTS

But then, for a starter like Wynn Telecom, the approach had to be and is different from that of Micromax. Explaining Wynn’s reasons for signing not one but two celebrities, Bipasha Basu and Saif Ali Khan, Naved Chaudhary said to 4Ps B&M, “Anybody can have celebrities, but the key lies in how you are utilising the same. We wanted someone who can cut across masses and classes simultaneously and still have a mass appeal. I also need to look at my marketing communication, and ensure that the celebrity should not over shadow the brand.” As per him, the choice was made bearing in mind not just the current product portfolio, but also the future line up.

Shashir Devsane, Executive Director, Karbonn Mobiles, agrees with Naved that the key lies in utlisation of the celebrity and there is nothing to be gained by just being a part of the herd mentality. “At Karbonn, the idea is always to be a market leader and we have demonstrated the same in the past. This may come with periods of silence and we are ok with the same. But when we do something it should be something that we believe whole heartedly and be the trend setter,” he avers.

However, the question that needs to be answered here is that will getting big celebrities alone help these companies lift their brands to the big league of the business or there are other ingredients also?

For most of these players, getting a celebrity is a way to announce their arrival to the notable names at the market place. But then they must understand that once they have entered with a bang, they need to carry on in the same manner. This means they have to continue to build themselves for sometime with help of big events, campaigns and so on to stay alive in consumers’ minds till they establish themselves with a strong foothold. Moreover, as these players are looking forward to the lower segment (Rs.1,500 to Rs.2,000), which represents almost 50% of Indian hadset buyers (Media Tek India survey), to create volumes, association of a celebrity can be a great help in catching eye balls and increase recall value for the brand post the initial phase too.

And as the guide book on marketing for dummies goes, in India, it’s not just promotion that is enough; another equally critically element is to ensure that the product is available till the last mile. In the lower priced end of the market, most of the times, the choice of the consumer can be influenced simply by availability. But all said and done, we come back to the initial question. Would you buy a mobile simply because Bipasha says you should? Umm, for Bipasha, we’d do much more :-)

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

SEQUELS – STIR OR NOT?

The recent HCL ad on television is being taken as another sequel in the series of HCL advertisements that show a ‘know-all’ Mr. HCL and a ‘specy not so geeky’ banker. This puts forth a point to ponder. The trend of making sequels is swiftly passing over from cinema to advertising. But what is it doing to the creative meter of advertisements? Is it the lack of innovation on the part of ad makers that we get to see the same characters and the same plot being taken further. No, is the answer. “It has got nothing to do with losing ideas. In fact, sometimes, they don’t even think of an ad as a series of ideas. Mr. HCL sure wasn’t seen as a sequel. It was made into a sequel because the characters and the plot worked for the brand,” says Amitava Mitra, COO (North), Percept/H. Does that hold true for every ad sequel in the world of advertising? “If you take Maggi Ketchup ads,” says Amitava, “they were meant to be a series of ads on the same plot and with the same characters 15 years ago as well, because it was thought that way. Therefore, it all depends on the company’s strategy. If the company gets a ‘campaignable’ idea, it sure takes it forward.” Viewers like Prashuka Jain, a CA by profession, prefer sitting on the fence, commenting that sequel ads as well as variety are preferred. And our call? Well, we’re incorrigible romantics; we love to love them (read the First Cut story in this issue on the Fevicol sequel ad)

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

“INDIANS WORRY ABOUT SECURITY, BUT DO NOTHING!”

While Indian consumers are still to wake up to their safety needs, Godrej Security Services (GSS) has vowed to establish a name for itself in the security industry of the country. Mehernosh Pithawala, GM, International Business & Marketing Communications, GSS, talks to 4Ps B&M about how the company plans to move up using its marketing initiatives.

Branded security is still at a very nascent stage in India. But Godrej Security Solutions (GSS), a division of Godrej & Boyce, and a part of $2.6 billion Godrej group, is eyeing to build up on its first mover advantage to become a Rs.1,000 crore company in revenue by 2014. In an exclusive interview with 4Ps B&M, Mehernosh Pithawalla, GM, International Business & Marketing Communications, GSS, discusses about how he is planning to make this dream come true.

Do you feel that the Indian consumers are ready for such branded safety that comes with a high cost attached to it?
Indian market is growing and so is the need for security. With the proliferating crime scene, the need for security solutions is also increasing. Moreover, today while consumers are becoming more aspirational and spending heavy amounts on the luxuries like latest TV sets, ACs, Music systems, laptops, mobile phones et al, there is a constant fear in their minds that they are being watched. Thus they need to protect their valuables and loved ones. Talking about their will to pay for the cost attached with such security system, when a consumer doesn’t mind spending Rs.70,000 on a TV set or other such home luxuries, he also would not mind investing another few thousands to protect it. Also I must say that our products are priced to suit the requirements of various security needs and budgets.

You yourself believe that the Indian consumer is worried about safety, but ends up merely expressing anxiety than taking action? What plans do you have to convert that anxiety into action?
Yes. I believe that the Indian consumer is very much worried about the safety, but there is lack of action. Take an example of the Mumbai terror attack. Post attack, we held meetings and rallies, we lighted candles and then went back to our lives normally. No action was taken in terms of personal safety and security. We behave the same way when it’s about a burglary that takes place next door. We see that people remain cautious for a few days and then forget the whole episode without actually taking any action to avoid such a thing from happening in our life. Hence we have initiated this campaign “Musibat bataa ke nahi aati” (Trouble doesn’t come announced) to increase public awareness. The campaign shows trouble in the most unique way, something very unheard of. It provokes the consumers to sit back and think and invites call for action. We are also organising a unique activity called the “Break IN Challenge”. This takes cues and insights from our daily lives and security practices and replicates them in the form of a game. Apart from that, we have been participating in a lot of security conferences and have proposed to set standards in this industry.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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