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Saturday, July 25, 2009

Brand: Kargil Donations


IIPM 4Ps Quiz

Agency: Lintas India
A salute to Kargil martyrs, with a message to support injured & war widows. Still want to measure effectiveness?

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

For More IIPM Info, Visit below mentioned IIPM articles.
2300 IIPM students get jobs
Detail of all IIPM branches
IIPM Admission Detail
IIPM - Admission Procedure
IIPM, GURGAON


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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

Tuesday, July 21, 2009

With tough economic times, marketers are turning to planet Venus for help. Why and how are they luring the eve populace? 4Ps B&M explores...


IIPM 4Ps Quiz
To beat the ongoing recession in the US economy, marketers are turning towards planet Venus for help. Uh... it’s not exactly a ride along the Milky Way, instead they are looking toward the Eves on earth to bring them salvation. Women folk are getting more and more attention from marketers as fresh campaigns and new products are being launched almost everyday to entice the fairer sex. What is making marketers woo the power of Venus? More importantly, can the strategy actually work to save brands in these bad times?

Sample this: In US, female consumers make more than 80% of discretionary purchases. They make 92% of all decisions regarding home and family. They buy 90% of food, 55% of consumer electronics and end up doing 85% of all brand purchases (source: Industry reports). Thus a major chunk of overall consumer spending comes from the pink purses of these residents of Venus. This gives the female consumers a natural purchasing clout over their male counterparts. Moreover, the recent wave of lay-offs in US (that has majorly hit the consumer spending) have been mostly in male dominated sectors, so lesser women have been affected by these job cuts. Thus they have more income at their disposal than men, in these gloomy days. So the marketers have a very strong reason to lure the female populace. And if these were not reason enough, the increasing feeling of being neglected (among women consumers )by marketers has rung the alarm bell for them. Gulp this: 91% of women feel advertisers don’t understand them. As per a research by HPI (a UK based research firm) 28% of Women (compared to only 15% of men) accept that they feel squeezed by the economic climate and more than half (51%) of females say they are buying cheaper brands and products than they used to. So, it becomes all the more important for marketers to focus on women because women are the biggest shoppers overall, the end impact on companies is greater.

Apart from being a huge consumer base, there are some other reasons why the marketers need to focus increasingly on the female populace. Firstly, loyalty is more a characteristic of a woman as compared to her male counterpart. Thus, if a brand can please women consumers with its products, communication and after sales service; chances of repeat purchase of the brand increases.

Secondly, women believe a lot in word-of-mouth publicity. So if they like a product they are more likely to spread the word about it to other fellow women. But here is a word of caution for the marketers: these Venus creatures spread any negative thing about a brand with an equal enthusiasm. So make sure that as a marketer you never offend the female folks.

Now comes the question of how to target the women folks? Well, it’s surely not just about pink packaging and being fluffy. A more strategic and thoughtful move in the direction is the demand of the time. Actions that show that marketers are more serious about women are the need of the hour. For instance: Frito Lays has launched a new product range chips with just 100 calories per packet, keeping women consumers in mind. Also dried vegetables and spices are launched as crispy chips to suit the taste buds of women without the guilt of extra calories as these chips are fat free. Frito Lays has also devised a brand new campaign ‘Only in a Woman’s World’ to market this new offering. Becky Frankiewicz, VP- Portfolio Marketing, Frito Lays says “When it comes to snacking, we want women to know that they don’t have to compromise – they can have their snacks and eat them, too.” The ‘Only in a Woman’s World’ campaign features four friends – Nikki, Anna, Cheryl and Maya – who humorously experience the various moments in a women’s life. It’s a 360 degree campaign including comic strips, short webisodes, interactive online games and sharable e-cards, as well as traditional print and television ads. “Our efforts to connect with women are holistic – from the products we develop, to the packaging, to where women find them in-store, and to the way we talk about the products,” explains Gannon Jones, Vice President-Marketing, Frito-Lay North America. The idea behind the campaign is to develop a dialogue with women about relevant issues. Not just on food guilt, but topics like beauty, exercise and self esteem to show women they are not alone in these feelings and we can be okay with them.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

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

For More IIPM Info, Visit below mentioned IIPM articles.
2300 IIPM students get jobs
The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School
Detail of all IIPM branches
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IIPM Admission Detail
IIPM - Admission Procedure
IIPM, GURGAON


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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

Monday, July 06, 2009

“Telecom would be the last one to get affected”


IIPM : One of the leading and most respected business schools

While the slowdown has forced many to take a backseat, Sandip Das, CEO, Maxis has gone a step forward by announcing huge expansion plans. So, what’s in his mind?

4Ps B&M: What is India’s contribution to Maxis’s total revenues?

SD: India currently constitutes about 18% of the total revenues for the entire group. Moreover, there are currently 17 million subscribers in India out of the total 30 million subscribers that we have. But as we have a large stream of data services in Malaysia, therefore the ARPUs there are better. In fact, about 29% revenues of the Malaysian operations come from non-voice services.

4Ps B&M: 3G bidding might take place anytime soon. So, what plans have you drawn in this regard?

SD: As a company we are very serious with regards to the 3G bidding in India. Moreover, we have a very good track record in terms of 3G, as we are already providing these services in countries like Malaysia, Indonesia and Sri Lanka. Thus, we are very excited about the opportunities that lie in the 3G sphere in India. In fact, there are a host of services that we can provide with the help of 3G spectrum and these services are actually needed in the Indian hinterlands. I would like to give you an example which may sound very exciting. Our Sri Lankan operations Mobitel, has just launched a distant learning course, which awards an MBA degree, certified by the University of Colombo – all on the phone using the 3G network. This is something that brings alive everything that we have till now only dreamt of. Besides, there are many other opportunities, like in the sphere of medical health that we wish to provide to our Indian customers.

4Ps B&M: Till now, nothing much seems to have happened on the handset bundling front. Are there any plans to rekindle that area?

SD: I think handset bundling is related to 3G itself and yes there is definitely an opportunity lying untapped. Traditionally, the reason that it has not taken off in India is that the recoveries here are very poor and as such the operators find it very hard to subsidise the handset. But now, as we see a host of handsets coming into the market, there is certainly a need to put a data recipient device in the hands of the consumer. I think people can look at getting into strong one to two years contract. Even the operators would be willing to provide bundles. Moreover, I think that opening up of the 3G licence in India and China will also change the 3G model across the globe. The prices of handsets with 3G would collapse and bundling would become popular.

4Ps B&M: Has there been any impact of the slowdown on the telecom business?

SD: Well, a lot was being said that the enterprise segment will have to cut down on cost, particularly the variable costs like travelling expenses, advertising, et al. Although people have started travelling less, they have actually started talking more on the phone, which is good. But, at the same time it has also impacted revenues that used to come from roaming. However, one thing is sure, telecom industry would be the last to get affected by the ongoing economic slowdown.

4Ps B&M: Are you taking any steps to further safeguard yourself from the ongoing crisis?

SD:
Yes absolutely. In fact, we are watching our costs. Costs are your only insurance at this time given the fact that revenues are going down. Further, more than anything else we see the client businesses also going down and if they watch their costs and look at cutting expenses, then in a way our business is bound to get affected. But, I also think that this is a great time for organisations to detox themselves because it asks you to go back to the basic every time. You have to make your money last longer, don’t make unnecessary hiring and more importantly, do things that are closer to the consumer than ever before. The more you will look inwardly and less towards the customer, the chances are more that you might get punished in this market.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

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

For More IIPM Info, Visit below mentioned IIPM articles.
Why has IIPM always been opposed to B-school rankings?
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Four Phase of IIPM Global Plans
Professor Arindam Chaudhuri says
30 professors of international repute to IIPM

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.