Affordable Handsets

The new way of connecting people: Year 2009 saw a slew of ‘cheap’ handsets being rolled out in the country. Be it the relatively new entrants like Micromax, Karbonn or the established players like Intex and Fly, all of them showed immense interest in this segment of the market. By launching QWERTY handsets in a range of around Rs.4,000-5,000, these mobile phones sold like hot cakes and gained the much-desired acceptability in no time. Moreover, as the customers have been rested at great advantage to possess the most high-tech mobile models without shedding big bucks, these handset makers are expected to give a tight fight to bigwigs like Nokia and Samsung in the long-run. As someone rightly said ‘Change is what makes the present generation click’, this change in the handset market has surely empowered these companies to click in 2009 but there is still a long way ahead to be covered before these companies can reach to the top.

Pawan Chabra

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 enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

IIPM: An intriguing story of growth and envy
IIPM Related Links
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM fights meltdown, places 2300 students By Education Mail Bureau
Detail of all IIPM branches
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Double or Quit

IIPM enters into media education

Experts believe that the firmly entrenched popularity of cruisers in targeted developed markets have contributed to Enfield’s success overseas, but volume play on the home turf may require some mass marketing measures from the niche bike maker. Not that the core team at Royal Enfield have been twiddling their thumbs. They are already expanding their target segment from the present 25+ age group to bring more of youngistan into their brand franchise. Analysts say that Bullet’s club activities, which will give the youth a sense of belonging, are set to play a significant role in expanding the Enfield brand promise for India’s youthful demographic. Proactive marketers at Enfield have already started capitalising on this asset. Their latest activities like ‘Log Out’ (focused on corporate sales) and ‘Keep Riding’ (wherein Bullet riders go on a small tour together) are specifically designed to bring a new set of young consumers under the Royal Enfield umbrella. So is there a plan to launch a two-wheeler version of Maruti’s Raid-de-Himalaya?

“Not really. Our intention is to promote Enfield riders riding together, rather than competing with each other,” clarifies Chavan.

Apart from expanding its consumer base, Enfield also has a portfolio line up to achieve the proposed doubling of its sales turnover. The company that has recently rolled out its Classic 350 and Classic 500 models (with single spring-saddle seats and vintage body coloured bumpers), will soon be launching its new and much-awaited Machismo in the Indian market. With its latest UCE technology (introduced in the Classic range), Enfield has narrowed the space for its critics to crib about Bullet’s engine issues. The new technology offers a host of advantages to the consumer namely, engine oil change after 6,000 kms instead of the earlier 3,000 kms; little or no engine adjustments, et al – changes introduced to make more heads turn in Bullet’s direction. “The company will also be launching concept models and variants at the Auto Expo next year which will make consumers more familiar about benefits of UCE technology,” avers Ravichandran.

Despite these subtle overtures to woo new target segments, Enfield is careful about not over stepping the mark in any way that could hurt its intrinsic brand association with cruise biking. Little surprise that they are sticking with their traditional media plan and continue to opt for their regular niche marketing channels. “We have no plans to turn our products into mass appealing ones. Enfield will continue marketing activities via niche media channels only,” explains Ravichandran, emphasising the company’s need to not upset the brand’s apple cart anytime soon.

Our Take: Royal Enfield’s efforts to net in India’s youngistan franchise via its clubs may fetch long-term returns. Their short term plan of netting 60,000 unit sales in 2010 are also well in sight. But, with every bike maker in India hungering to expand their target segment, doubling Bullet sales by 2013, without any major tweaking of marketing strategies, may not be the best bet for this niche player.

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 makes record 10,000 placements in five years

TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here

Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
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IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Repositioning & beyond...

Anuj Sungh,
National Marketing Head, Red FM


4Ps B&M: Why is the repositioning exercise only limited to Delhi?
AS: Listeners in different markets have varied preferences and it would be unwise to assume that what works in one market will work just as well as well in another. For instance, listeners in Kolkata show a stronger affinity for songs belonging to the older era than listeners in Mumbai or Delhi and hence in Kolkata our playlist includes songs from the late ‘90s as well.

4Ps B&M: How has been the initial reponse of the listeners to the new Red FM?
AS: The response has been great so far. listeners are appreciating our revamped playlist and all the innovation we have done so far. A 50 year old man called us up saying he feels 20 years younger listening to the new Red FM. Testimonials are being aired on the station where people have confessed how exciting and refreshing the new Red FM is also vouching they would never want to go back listening to other boring radio stations in the city.

4Ps B&M: Will you also be looking at repositioning your channels with the same positioning (‘Aaj ke Zamane ka channel’) in other regions as well?
AS: With the recent rebranding exercise (38 SFM stations were rebranded to Red FM in August ’09) we have extended our funda of playing superhit music throughout the day to 41 cities now. Radio is a local medium and audiences in different parts of the country. For instance, the difference between the audience in North East India and the audience in Andhra Pradesh is same as the difference between chalk and cheese. So while the repositioning will work with listeners in Delhi, it may not achieve the same amount of success in other markets. However, if our research leads us to believe that such a repositioning may work in other markets we may revisit our strategy.

4Ps B&M: What are the other initiatives the company is taking to ensure growth in the listenership?
AS: We have couple of more programming initiatives lined up for the near future but it will be a little premature to talk about it

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.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here

Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

AT YOUR SERVICE, SIR!

For M&M and Dabur, it’s not only about selling their products in rural India but also building a positive image around their brand

When it comes to brand building, customer service is often the last and most-ignored piece of the puzzle. This is a big mistake and a big missed opportunity. And not wanting to miss this opportunity, Mahindra &Mahindra (M&M) embarked on a brand-aligned human-assisted service through Project Bhoomi. M&M partnered with experiential marketing company, RC&M with an objective to facilitate farmer’s return to profession with the promise of prosperity, and thereby reap the benefits in the form of customer retention. Says Priya Monga, Business Head, RC&M, “The need of the farmer is to know the condition of his soil and get counseling on various inputs whereby he can enhance soil productivity. Mahindra Bhoomi offered technology based solutions, at the farmer’s doorstep, to assess his soil condition and offer specific solutions to restore/enhance the productivity of the soil.” A fully-equipped, real time, Mobile Soil Testing Laboratory landed at the farmer’s doorstep. Static soil testing laboratories, affiliated to Mahindra Tractor Dealerships, offered its services round the year. More than 30,000 farmers were contacted and briefed on the importance of soil test for their land holding and more than 1,860 soil samples were done along with report generation and counseling the same day. Project Bhoomi in a very short span of time managed to create a lot of buzz around brand M&M. The activity created a strong brand recall in the mind of the consumers as footfalls increased by 4-5% at the dealership. What’s more, 600+ enquires were generated for brand M&M.

This innovative value offering has helped M&M to foster a lasting emotional bond between the brand and its customers. While M&M took the emotional route to connect with the consumers, FMCG major Dabur moved beyond traditional media options like radio, TV and cinema, and entered into a direct engagement with the rural consumer with special initiatives like the rural beauty & talent contest with Dabur Amla Hair Oil. Christened Dabur Amla ‘Banke Dikhao Rani’, this rural beauty & talent hunt recognises and rewards facets such as sundarta, susheelta and yogyata amongst young girls. The contest will be held across 52 districts in three states – UP, Madhya Pradesh & Bihar – covering 2,000 villages. “The aspirations of women across India, particularly in rural India, are changing. They are increasingly seeking tools to enhance their beauty and confidence. Dabur Amla, we feel, offers these consumers the ideal tool to enhance their beauty and confidence. With this initiative, we will generate beauty awareness among rural women, educate them about the benefits of Dabur Amla Hair Oil vis-à-vis loose mustard oil, and offer the rural women a platform to showcase their beauty & talent. We are now taking Dabur Amla’s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India,” reveals a Dabur insider.

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.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
IIPM ISBE Programmes
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

INDIA’S HOTTEST POLTICAL BRANDS

IIPM: An intriguing story of growth and envy

Barack Obama was not a man. He was a package – crafted to take on the all white prejudice of American politics. His branding strategy ensured that right till D-day, hardly anyone was talking about his policies or opinions, instead Obama’s ‘charisma’ and the ‘hope’ he offered America’s terror-scarred public, were the focal points of any Obama discussion. He was sworn in as the 44th President of the United States. Obama’s Indian counterparts are not far behind. Getting their branding right is the perfect armor for India’s new age politicians, faced with a demanding electorate, 24X7 media attention and personal digital engagement with their target audiences. If Rahul Gandhi’s image is perfectly crafted as the silent but smart worker who delivers on his promises; Lalu Yadav has laughed and joked his way into his voters’ hearts. In fact, behind-the-scenes pR and communication tools have ensured that not just individuals, even issues, policies and schemes are now becoming hot-selling political brands. 4Ps B&M consulted with some of India’s noted brand gurus, columnists, social and political commentators to get this list of India’s 20 hottest political brands in place. Read on to find out what makes em’ tick…

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

It’s a girls’ Night out

IIPM: An intriguing story of growth and envy

Hard Rock Café joined hands with popular men’s magazine Maxim to launched its Wednesday Ladies Rock Nite, celebrating the spirit of women. Sizzling Bollywood beauty Amrita Arora, announced this caffeine induced rocking nights especially for women. Hard Rock Cafe has partnered with many marketers for exclusive promotions at the cafe on these ladies night. A chance to be Maxim & Hard Rock’s Hottie of the Month will be another compelling attraction of these ladies nights.

Pallavi Srivastava

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

WHEN WINNING MATTERS

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Everything requires planning, especially when the stakes run into the multi millions that goes into making a marketing programme succeed. Starting this issue, 4Ps B&M bring you some of the hottest media strategies that have pushed brands to another high altogether. It’s all in the plan, you see!

No slick 30-second TV spots; hardly any print adverts and neither are Tata Nano billboards splayed across cities. Yet, Ratan Tata’s Nano dominated public discussion and discourse around its launch last year. Given the cluttered market, where car makers spend tens of million to ensure that their new model is noted and recalled, wouldn’t you call that a bit of a dichotomy? Sure the tag of ‘the world’s cheapest car’ speaks for itself, but surely the Nano needed an extra something to nudge public response? You bet! And that’s where media agencies come in – to provide a solution to any marketing problem. Marketing honchos talk for hours about their big idea, great creative and how it enhanced their brand’s personality. Yet, without an effective media plan, it would all have come to a naught. Good creatives rock. But a bad media plan can destroy the best creative messages. While a good plan can overcome even a bad message. Starting this issue, our new series celebrates those smart media insights that have contributed to sales, market share or the buzz around brands. To flag off the series, aditi prasad and savreen gadhoke bring you some intelligent innovations from Madison Media, Lodestar Universal and Mediacom. Here’s hoping you learn as much from this new series as we hope to do…

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
B-schools expect higher rate of campus placements this year

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

...and the shakers

IIPM 3-year full-time Integrated (MBA BBA) Programme

l Crayons Advertising, one of the 15-empanelled agencies of the Incredible India account has been awarded the creative duties of the domestic campaign (in print media), earlier handled by Span Communications. As per Ranjan Bargotra, President, Crayons Advertising, the campaign will continue till year-end and will highlight the rich heritage of India. A budget of Rs.60 crore has been earmarked by MoT for the domestic campaign covering all forms of media.

l The Delhi wing of ZenithOptimedia has bagged the media duties of Unitech wireless (JV between real estate giant, Unitech Ltd. and Norway-based mobile services provider, Telenor Group), in a multi-agency pitch. The campaign will break pan-India using the traditional media to communicate the salient features of the brand. Leo Burnett will handle the creatives of the account. l Harley Davidson Motor Co. India Pvt. Ltd. has roped in The Republic as its advertising partner, following a multi-agency pitch. Harley-Davidson plans to launch its bikes in the Indian market by 2010.

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.

“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
For Exclusive Footage by Sunday Indian Click Here

Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
1 lakh copies sold in less than 10 days of Arindam Chaudhuri’s “Discover The Diamond In you”

IIPM - Admission Procedure
IIPM, GURGAON
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Indian entrepreneurs still seem to be laggards when it comes to create a pan-India standalone restaurant brand.

But, is there a trick that could work for them?

Jiggs Kalra
Gourment Hall of Fame, The International Food & Beverage Forum

India is a country where on an average consumers spend about 51% of their total personal expenditure on eating out, but still we can see only a few standalone restaurant brands creating the real buzz. So, why can’t we create a brand like McDonald’s in India? There’s no answer to this question as there are actually very few who have tried to create a standalone restaurant chain across the country. I have consulted and worked with about 68 restaurant brands across the globe and that makes me say that in India no entrepreneur has ever thought of creating a standalone brand in the restaurant industry. Either it was a part of their brand extension strategy or they looked it as a short way to make money.

Walking with chefs and restaurant-owners across the globe I have realised that most of the Indian entrepreneurs fail to have an in-depth understanding of the target audience. Like in any other business, marketing in the restaurant industry too has to be targeted on the right audience. You might be a great chef like Sanjeev Kapoor, but if you are launching a brand you have to be very clear on whom are you targeting it. For instance, McDonald’s targets family. In fact, when I was working with Oberoi Group of Hotels, I made sure that their restaurants precisely targeted the global leisure tourist.

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You

IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Most Innovative brands

• Tata Nano
• Tata Sky
• IPL
• Hero Honda
• Microsoft

“A promise is a promise,” is what Ratan Tata had said when he launched the Tata Nano. And despite encountering problems (read Singur), he did manage to launch the Tata Nano last month. This Rs.1 lakh car is all set to fulfill the dream of millions of Indians of owning a four-wheeler. The Indian Premier League (IPL) is another name for innovation. From contests to computer and mobile games, from a break of 7½ minutes after ten overs of every innings to various other promotional activities, the second edition of the IPL has seen the introduction of several innovative initiatives to keep viewers engaged with the tournament.

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)

Your real ‘company’ion

Why Study Abroad When IIPM Gives You 3 global Advantages!

It’s companies that allowed you to participate in their growth stories

It took us some time to make Bhuvnesh Joshi, a dhaaba owner in New Delhi’s Ghazipur, understand what ‘admirable’ stands for. After going back and forth in English and Hindi, Bhuvnesh quickly identified his own admirable company. Surprisingly, the company he named wasn’t from the house of Tatas, Birlas, or the much-sought-after Ambanis. It was BAG Films, an integrated media house. “Whosoever creates money, is admirable for me, it’s simple,” was Joshi’s prompt reply. He works hard for his income, and he wants his investments to work even harder. Just to answer your query, as to what’s so special about BAG Films, the stock was quoted at Rs.9 in the beginning of 2007, and is now trading at Rs.90, providing a swashbuckling 900% return on Joshi’s investment of Rs.25,000. The dhaaba owner says his portfolio is now close to Rs.3 lakhs.

Sustained wealth creation despite the crests and troughs of business cycles is a trait of a fundamentally sound company. And allowing all stakeholders to participate in the process is the hallmark of a true wealth creator. Surely, none other than Warren Buffet can make one understand what wealth creation means in the true sense. This legendary investor believes in a simple philosophy, “We eat our cooking.” Therefore, 99% of Buffet’s personal wealth is invested in his own company, Berkshire Hathaway. So, whenever he makes a profitable decision, his shareholders benefit. And whenever he does something dumb, his shareholders derive some solace from the fact that Buffet’s financial suffering is proportional to theirs.

However, Indian promoters – business families or professionals – have yet to reach those standards. Even today, several promoters make money at the expense of gullible shareholders and investors. Unlike the developed nations, Indian shareholders don’t have a voice to checkmate owners, who don’t give them adequate returns or fail to create wealth for the stakeholders. But the times are changing fast.

At a time, when Indian capital markets are turning into a modern day El Dorado for investors, Indian corporate houses do have a story to tell. “Houses like those of the Tatas, Ambanis, and Birlas have withstood the ups & downs of economic cycles and this is what makes them and their flagship brands the most admired companies,” says Mehul Tyagi, Senior Analyst, Karvy Stock Broking Research. Apart from governance issues that have plagued several business houses, the fact is that family-owned companies have dominated the Indian business turf and have been among the biggest value, and wealth creators.

Take the case of Mukesh Ambani’s Reliance Industries Ltd. (RIL). The late patriarch, Dhirubhai, made his investors rich. Remember the movie, Guru, which was based on the life and times of Dhirubhai, where a taxi driver tells Guru Kant Desai that he got his daughters married by investing in shares of Shakti Group. Many a pensioners, schoolteachers, cab drivers, and peons earned huge sums by investing in RIL in those heady 1980s and early 1990s. The same promise is reflected in RIL’s ongoing Greenfield project, Reliance Petroleum, which will be the world’s largest grassroots refinery and is expected to commence operations by mid-2008.


Like RIL, Reliance Petroleum has 16 lakh shareholders. Like in the case of several projects set up by RIL, RPL shareholders are expecting the best. The investors are expecting similar track records and, hence, similar returns. Although Reliance Petroleum is still in the set-up stage, the stock has already appreciated from Rs.60 to a high of Rs.290. The current mcap of this company is now bigger than the combined mcap of all its peers. Now, that’s what is called wealth creation.

“RIL has been by far the biggest value creator, be it in the era of Dhirubhai Ambani or after the split between brothers Anil and Mukesh. But apart from stock appreciation, has RIL done anything? I don’t think so,” says a broker with Indiabulls. The reason is that in recent times, RIL hasn’t helped investors through stocks splits, bonus & rights, or even high dividends. In the Dhirubhai era, investors gained in various forms – through rights, bonus, and the innovative conversion of debentures into shares. The same has not happened now. But how can one deny the fact RIL’s scrip price has zoomed several times in the past two years, and there was negligible impact even when the Ambani brothers were warring publicly.

“The idea is to create wealth so that small investors benefit. This attitude also shows the prospecting growth, sustainability, and the confidence of a company to take this decision. It is a good signal about the shape of things to come,” said Jigar Shah, KR Choksey, while commenting on the possibility of an announcement of a split or bonus at RIL’s AGM, which was held on October 12 this year. But there was no such announcement. However, the stock kept appreciating almost every day.

If it’s stock appreciation, then there are others like GMR, Punj Lloyd, Suzlon, Siemens, & ABB that aren’t members of the power pack, yet delivered a power-packed performance. For example, the debt-ridden and state-owned IFCI, is on the resurrection path after government’s intervention. The stock was trading at Rs.13 in January 2007. Thanks to government’s decision to sell a part of its stake in the company, and the scrip price leapfrogged to Rs.100. Investors made serious money.

There are stocks like BAG Films, Bihar Sponge, HFCL Infotel, TTML MRPL, and Gitanjali Gems, whose prices have gone up even though their financials are not exceedingly good. HFCL Infotel and Bihar Sponge, for instance, have negative Earnings per Share, yet the scrips rose by over 100% in no time. The flip side is that investors in these companies are looking at future earnings, and they realise that these firms have the potential to carve out a niche for themselves in their respective sectors.

Still, is it justified to place a Bihar Sponge and RIL on the same platter, just because they gave similar returns to their shareholders? The answer is a clear-cut ‘No’. The former category of companies have only seen the good times, as they have charted out their new growth paths in the past few years, but names like Reliance, Tata, Bajaj, and Birla have seen misses and hits, successes and failures, and yet have emerged as winners. So, have the New Economy and IT majors created better and more all-round wealth than the old economy giants? Yes, because they have driven value through several means – stock splits and higher dividends. But then the IT firms have been driven by other logic, apart from shareholders’ interests. They have been scared of any hit on their scrip prices in case they bloated their equity capital and, hence, opted for stock splits. Their margins are much higher and, hence, they can afford to give higher dividends. And if they don’t operate with an eye on their shareholders, their paper dreams can crash in no time as has happened with low-rung software companies. In the end, it’s both internal and external mindsets that decide how much wealth and value is created by a promoter. The investors have to make the right bets.

Source : IIPM Editorial, 2008

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

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Just ‘ONE’ step more...

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HDFC struggles to keep pace with SBI & ICICI, though the sector is set to boom

“The good retail penetration achieved by the bank in a short span of time speaks for itself,” asserts Rajesh Mokashi, Executive Director, Credit Analysis & Research Ltd, India on the road map for HDFC Bank. Despite such a context, it would be worthwhile to delve on the agony of being HDFC bank, which is in fact the agony of being an also- ran in the Indian retail banking space.

Let’s take a look at what numbers have to say in terms of retail advances (retail banking segment). On the face of it, one can easily predict ICICI bank as the leader, but one has to ultimately fall back on numbers in order to get a grasp of the yawning gap that exists in the retail banking space. While ICICI has a super colossal Rs.1276.89 billion, the second largest player in terms of retail advances, State Bank of India (SBI) bank stands at Rs.735.96 billion. Then we have HDFC Bank, with retail advances worth Rs.283.2 billon. A similar situation is with respect to the ATMs set up to serve the customers. While ICICI has 3300 ATMs, SBI has a mind boggling 6,473 ATMs (an anomaly, but that’s an offshoot of its 200-year old legacy), HDFC Bank is again the laggard with just 1605 ATMs across India. Quite palpably, the numbers show a huge gap, but they only tell one part of the story.

HDFC bank is today seen as one of the most aggressive players in the retail banking milieu. As Mokashi goes on to add, “HDFC Bank is amongst the new set of private sector banks which started operations in the early 90’s. It is a technology savvy bank and is a fairly aggressive player in the retail banking space.” For FY’ 2007, the banks retail advances grew at 33.4 % as compared to ICICI Bank’s 39% and SBI’s 20.53% growth. HDFC Bank’s core strategy speaks the same. According to Neeraj Jha, Head, Corporate Communication, “Our core strategy has been our focus on multi-product branch model, drive customer acquisition and cross-sell…”

Even if one takes a look at the Indian retail banking space as a whole, one could realise that HDFC Bank’s position is not that bad, as the segment has pretty much to offer more to every player. The Indian retail banking space is in fact quite huge and penetration levels are quite low. Indeed, therefore, when it comes to making moolah, HDFC can sit pretty comfortably at the number three position. But with regard to making it to the number 1 or number 2 position, the number 3, yet again, faces an uphill battle...
Edit bureau: Bikram Keshari Jena


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Source : IIPM Editorial, 2008

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

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Log onto triple play

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CAS and DTH are picking up fast; but will the real ‘viewing hero’ please stand up?

Akin to an arms manufacturer landing a prized license to produce a new range of .22 long rifle load (which would provide a big boost to his business), Indian biggies like MTNL, Tata, VSNL, Reliance and Bharti are rubbing their hands in glee, while busy fine tuning their IPTV plans. Even as television viewers in Indiaare getting used to (albeit in bits and pieces), new concepts like Direct To Home (DTH) and Conditional Access System (CAS), IPTV is the next path breaking technology that is arming the telecommunication giants to take on future demand.

IPTV will come with features like high-speed internet access, recording facility for later viewing, video on demand and a host of other features. Branded as the next big thing to happen to the entertainment industry, MTNL has already given IPTV a soft launch in October 2006, and now (in collaboration with Aksh Optifibers) has even made the technology commercially available to all MTNL subscribers. “The quality would be similar to that offered through DTH but it comes with features like instant Video-on Demand (giving access to a library of movies at a push of a button) and VOIP,” says K. S. Choudhari, MD, Aksh Optifibers.

BSNL is also planning to roll out its services by the year end in some metros. The technology which transfers video signals via internet, is expected to contribute heavily to the changing dynamics of the industry by bringing more transparency in terms of subscribers and revenues.

Though, MNTL has done their bit in pricing their IPTV service as attractively as possible, what’s intriguing is the fact that the expected buzz around IPTV is missing. Only a tiny number are aware of the new technology and even a lesser lot actually understands the technology. Well, wait till the private players officially launch and join the fray... the ensuing marketing wars will ensure that you’ll become an IPTV know-all!
Research bureau: Surbhi Chawla

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Source : IIPM Editorial, 2008

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

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‘Names’ people play!

When IIPM comes to education, never compromise

And here’s another re-christening saga! Now the Clinic Plus bottle, and the Pepsodent toothpaste in your bathroom cabinet have a different parent identity. Nearly 51 years down the line, Hindustan Lever Limited (HLL) has rechristened itself as Hindustan Unilever Limited (HUL), bringing its global name into play in the Indian market (ostensibly to reap synergies of its global alignments). Further, following its global identity, HLL’s famous green leaf logo is also soon to be totally replaced by the symbolic ‘U’ – Unilever’s global corporate logo. The only thing they’ve retained is the word Hindustan.

So how are they communicating this change to the junta? Yes! By flashing the new logo alongside the old HLL logo, after every ad for its myriad products. The strategy seems quite interesting, slowly and steadily nailing the new name into the Indian consumers minds as the previous one (which after 51 long years), won’t fade away overnight for sure. Unlike the name change of its subbrand Rin, when HLL made a bold announcement of ‘Now Rin is Surf Excel’, this time HLL has kept a low profile and why? According to Titus Upputuru, Creative director, O&M, “All brands evolve over a period of time; and now such a big brand like HLL is undergoing a makeover. HUL’s advertising is also evolving and for the better.” All in all, a good attempt with a fresh (albeit subtle) strategy. The idea: Consumers should not be affected and HLLbrand loyalty should simply transfer seamlessly onto HUL. Who said, screaming it out from roof-tops was the only good alternative?

Edit bureau: Romsha Singh

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Source : IIPM Editorial, 2008

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

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And Vodafone’s closely guarding it!

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Vodafone-Hutch is already in party gear, on the back of its recent success at dethroning BSNL to occupy the number two position in the GSM space. But things are all not happy! While Hutch has been busy with its glam makeover; rival Airtel has considerably widened the gap between itself and its closest rival. In FY 06, the gap between number one and two in the wireless market was only about 6 million; while the figure today stands at over 11 million.

Even though Vodafone boss Arun Sarin has publicly stated that Vodafone will mull long and hard before changing the Hutch brand name (there were also murmurs about having a dual brand strategy for some time), a company spokesperson told 4Ps B&M that “India would see a sudden brand change to Vodafone- Essar.” Vodafone is trying real hard to guard news of this change, but it is as well-kept a secret as that of the ‘Holy Grail.’ For the ‘seeing is believing’ lot, the only official word is that there would be a change and that O&M would be devising the communications for these changes. For the rest, just wait till... errr… October, will you?
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Source : IIPM Editorial, 2008

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

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More beauty to slap on!

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Remember Oil of Remember Oil of Olay, that beauty fluid? That later went on to become a full range of hypoallergenic variants, cleansers and creams (with the aim of meeting the full range of skincare needs, whatever the user’s age or skin type), soap and body wash? And that finally became just Olay? Well, reports are out that the brand’s owner – FMCG giant, Procter and Gamble (that acquired the brand in 1985) – has launched $1 billion-plus beauty brand, Olay, in the Indian market. Although Olay is available in over 55 countries, P&G had never earlier, distributedthe brand in India (it was distributed here by Universal Corporation, a company based in Kolkata); now P&G plans to market Olay. Sushmita Sen has been roped in as the brand ambassador for the brand. In1999, P&G had unified the brand under a global name. It’s only in German- speaking regions that it is called Oil of Olaz (while in the Netherlands, it has been renamed Olaz). Going by market reports, Olay will be positioned as a premium brand in India, and the company plans to retail it aggressively across India’s top cities. This is good news for both consumers and the company! The skincare and anti-ageing markets in India are growing at an impressive speed, and everyone would love to slap on the beauty fluids called Olay, right?!

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Source : IIPM Editorial, 2008

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

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Om Shanti Om: It’s the biggest of ‘em all!

When IIPM comes to education, never compromise

So you thought that Rajnikant’s superhit Sivaji – the rights of which were sold for an incredibly, mindboggling Rs.65 crore – was in a league of its own? Think again buddy! Word is out that King Khan is not going to let anyone steal this thunder! Shah Rukh has managed to sell the rights of his forthcoming production Om Shanti Om (produced by Red Chillies Entertainment, his home production company, and directed by Farah Khan) to Eros International for – hold your breath! – anything between Rs.72-75 crore, which is the highest-ever for any Indian film. For this amount of money, Eros will have the exclusive right to distribute Om Shanti Om in India and abroad, and will also have the movie’s satellite, DVD and new media rights. Not just this, Eros has got access to the film’s intellectual property rights for 15 years (instead of the usual 10 years). For both sides, it’s been a profitable exchange. As we’ve heard, Om Shanti Om – that stars King Khan and former badminton star Prakash Padukone’s daughter Deepika Padukone – is aboutreincarnation, murder, intrigue, mystery et al. It promises to be one helluva ride on celluloid, and is slated for a November release. It better be – after this kind of money having been spent on it! And yes,we are all dying to catch Om Shanti Om on silver screen!

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Source : IIPM Editorial, 2008

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

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Britannia goes for yoghurt now!

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Now, hasn’t Britannia Industries Ltd. come a long way! There was a time, when the moment someone said Britannia, you’d think biscuits. After foraying to cakes, bread, butter and cheese, the company is now test marketing yoghurt in Bangalore; and if all goes according to plan – and we are sure it will – the company’s yoghurt will be launched across India. With competition hotting up in the biscuit and dairy segments, Britannia can no longer afford to be content with status quo: Upgrading and innovating its products portfolio is going to be the key. And it seems to have realised all this in good time! Already, it has an arrangement with the New Zealand based Fonterra for its dairy products. So can we now look forward to some Kiwi-style yoghurt?!

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Source : IIPM Editorial, 2008

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

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Warmth

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A good idea with a dash of humour is a lethal combination. The Chloromint ads have made it very clear what a good laugh can do for your brand. Dubaara mat poochhna!

The bottom line is: The ad should not just sell the product, it should also be enjoyable to watch again and again. You could make it interesting by using cute faces, good music, funny situations, or even emotions. In the Cadbury chocolate advertisement, the impromptu jig done by the girl on the cricket stadium after her boyfriend scores a six, made many smile and feel good. The little Hutch boy and his cute dog made you want the ad to go on forever. The fun and carefree lives of young boys and girls, and also the music in Bacardi advertisements make you want to dance with them, too. The advertisements for Titan watches filled many eyes with tears.

When you can strike a chord with the audience, they not just love your advertisement, but also your product. Some images and icons are just instant successes because they are quickly endeared by all. Take the case of the Air India Maharaja – who was the loving mascot of our national carrier. The Pillsbury dough boy was loved by adults and children alike. Ronald McDonald is an integral part of McDonald’s advertising campaign. Charlie Chaplin became synonymous with Cherry Blossom. He brought about an added dimension of fun to the product. Sometimes, the success of an advertising campaign is simply determined by the jingles used, or even by the characters that we use – real, fictional or cartoon. The viewer then surely connects more easily to the respective brand.

It’s only when you enjoy something and it touches your heart, do you want to watch it again & again. No wonder, even today you enjoy the moves of The Sound of Music. It has no special effects, no item numbers, but just a good story told well. When you create an advertisement, remember to take a look at what the gurus had done in the past. You would know immediately what works & will sustain and what will not.

Times may have changed, but our basic feelings have not changed much. We still cry a laugh at the same things today as our ancestors did yesterday. Some success mantras just never fail to work. So go down the memory lane and take a look at the ad campaigns gone by, and you can get your own winning idea. Many of the ad campaigns are not running anymore, however, they have left an indelible mark on us. They are valuable sources of ideas. They will always teach us a lot. So don’t forget them. It’s true that we will always learn a lot from history. So don’t say goodbye to yesterday.

Copyright © : Rajita Chaudhuri and Planman Media.

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

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DON’T SAY GOODBYE TO YESTERDAY

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If you really wish to recreate the wheel, go ahead, give it your best shot... Or better, learn world class ad-making from history books

All of us remember the good old memories of how we used to curl up in bed at night and mom used to read out amazing stories, transporting us instantly into a different magical world every night. It’s said the learning process of a child starts when he hears the world-famous words “Once upon a time...” from his grandmother/father. “Once upon a time...” is actually a simplistic way of narrating history to children and everyone knows the study of history is important. It teaches us a lot!

History gives us our “Today”. It is a collection of experiences and perceptions. Time waits for none, moments keep passing and there is absolutely no way of going back. Once time has passed, all that remains are our perceptions. History itself is our collective perception of the past. It helps to keep in mind our past. Not just do we learn from others’ mistakes, we learn from their achievements too. As in other fields, so too in advertising, it always pays to pause and look back to see what we can learn from the campaigns of yesteryears. If history is a collection of perceptions, then creativity is the ability to grasp, to perceive emotions and thoughts, and to communicate this perception successfully.

The best gems of advertising excellence can be found in our backyards itself. From Leela Chitnis – India’s first brand ambassador – to Shah Rukh Khan – India’s current heartthrob – Lux has managed to remain a household name and outlasted many soaps. Great brands are built through great advertising campaigns. As each Bollywood beauty queen disclosed her “khubsuratee ka raaz” (her beauty secret), advertisers discovered a few secrets of making successful long-lasting campaigns.

Lalitaji showed her “samajhdari” in buying Surf and Surf has continued to benefit from her wisdom. She may no more be there, on our TV screens, but just as the then housewives used to identify with her and Surf, the modern homemaker continues to identify with the brand and says confidently “Daag achche hai.” Surf has continued to win all kinds of brand wars, price wars and still managed to hold its turf. Afterall, “Campaign achcha hai”!! In 2002 “India” was repackaged and relaunched in the world market. Through the “Incredible India” campaign, travellers once again started trotting back to India to discover the different aspects of Indian culture, yoga and spirituality – as was portrayed in the advertisements. The efforts were good and incredibly rewarding. Thumbelina, princess of Indian advertising – the girl in the polka dotted frock – needs no introduction. Amul has a masterpiece of a campaign, which has ensured that the only brand to be consistently found on almost every Indian’s breakfast table is Amul Butter. The ad agency sure knows which side of the bread is buttered!!

It was the itsy... bitsy...teeny... weenie green bikini, which raked in the moolah for Liril. From Karen Lunel to Preity Zinta, all have been Liril girls helping to make it the strongest brand.

And who could have thought that devils could be used as brand ambassadors! However, it’s the green horned devil who made Onida TV a neighbour’s envy and owner’s pride. Today, the devil is back, albeit in a new avatar, but has managed to make people take notice of him and his product once again.

“There are three things in the world every person can do better than anyone else. One is to coach football; second is to judge a beauty contest. And the third, is to write advertising,” said someone a long time ago. However, what is it that makes some campaigns so successful and others totally forgettable? Why are there some ads that make a whole nation hum their tune (remember the Lifebuoy jingle, “Tandurusti ki raksha karta hai Lifebuoy”)? What is it that made us smile for years every time the little girl came on our TV screens and said, “I love you Rasna.”

Simplicity

K.I.S.S. Keep it Short and Simple. Yes, kiss-n-tell seems to be the magic mantra, which has kept so many campaigns going on and on for years. A message that is simple to understand.

On November 19, 1863, President Abraham Lincoln was invited to make a speech at Gettysburg to honour all those who had given their lives in the war. There are very few speeches that are as loved as the prose poem Abraham Lincoln delivered that day. What’s important to note is that on that day, Edward Everett, the nation’s foremost rhetorician, too spoke for two hours. His speech was long forgotten. Lincoln’s speech is the pristine example of simplicity and clarity. It is the best example of what clear and concise writing can do for you. Complicated messages confuse people and they ignore your whole message. A simple punchline, a simple jingle, is more effective and memorable and likeable.

Continuity

A good campaign is one that can go on and on. Cigarette advertising is banned, but we still remember the “Made for each other” campaign of Wills. The illustration has remained almost unchanged, still it’s managed to retain its freshness.

The advertisements of Absolut Vodka can go on and on forever. It is this campaign which changed the face of magazine advertising almost single-handedly. The campaign ran for 25 years. There were 1,500 versions of print ads built around the shape of its bottle. Now, that’s a lot! The idea behind the campaign was such that its creators could go on and on with innumerable innovations. Hence, while working on an advertising campaign, the most critical part is deciding the campaign theme. An interesting yet, simple theme is what will guarantee the longevity of the campaign.

Copyright © : Rajita Chaudhuri and Planman Media.

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

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

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
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