Manufacturers of one of the oldest and largest telecommunication

Continued...In 2009 beginning, Suparshwa further introduced the concept of Key Results Area (KRA) for each functions of the firm, those were in line with the MBO. To implement KRA, he listed out the basic strength of the MTC.The illustrative list of strength submitted by him to Mrugesh indicated the product reliability, dealer network, engineering designs, timely adherence to the delivery schedule, and capability to support new design development.

Suparshwa realised that in spite of all these, MTC lacked clarity of purpose and strategic direction itself. Even though, MTC was established as a company involved in the manufacturing of products, the demand of level of products and outsourcing was sluggish. Though the turnover increased, profit percentages were not attractive. (Refer Exhibit: a and b).

In fact, over the years, several changes had been made in the organisational structure of MTC, to suit the changing requirements. The foremost change made at MTC was the implementation of Strategic Business Units (SBUs) concept in 2003. It was done to get the business focus.

As part of SBU strategy product management concept was introduced. The idea was to centralise the support mechanism required by the front-line staff in marketing and manufacturing. Thus, Marketing Service Department (MSD) was created with 10 coordinating managers and all orders were routed through them, since they co-ordinated the critical functions of production, planning, engineering, design and despatch. This exercise brought to light many things – there was no specialisation, direct sales were taking over dealers’ sales, each salesman was selling several products and versions convincing the outsourcer by selling several product processes, with neither due care about costs nor delivery schedule commitment in a scientific way. The convincing salesman had no authority to negotiate prices. The coordinating managers were providing a buffer. This awareness did help combat recession trends. Click here to read more...

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how does one assess a candidate’s job-related competencies?

Structured questions can serve as guidelines for conducting your interview and understanding a candidate’s suitability to the job’s specific needs. For example, a branch head for one of your sales offices may require certain skill sets different from those required by his counterparts at other locations. The reasons for this may be cultural or historical (factors that contributed to the success or failure of the previous incumbent), and understood only by you, your boss and your HR manager; in this case it will be useful to factor them into your interview plan.

The challenge for all recruiters is how to establish with a reasonable degree of certainty that they are making the correct choice. No recruitment system is failure-proof. Each individual is unique, but by focusing our efforts on looking for competencies relevant for the job, we can minimise the probability of making the wrong choice in selection.

Like all management decisions, judgement plays an important role in selection and the probability of decisions going right or wrong exists equally. The role of systems and practices is to improve the strike rate of correct decisions, which is the purpose of competency-based interviewing. Eliminate the temptation to make hiring decisions based on ‘gut feel’ or the apparent ability of a candidate to perform based on superficial criteria such as ‘personality’, an impressive résumé, or other criteria based on impression and personal liking. Read More...

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POWER BRANDS 2010-11 UNVEILED

Planman Marcom unveiled Power Brands 2010-11, a research driven brand book of India’s most powerful brands on February 4, 2011 at Hotel Intercontinental Eros, Nehru Place, New Delhi. The biggest brand book of India featuring the most powerful brands across the categories is a first of its kind initiative that will act as a strategic tool in reinforcing the supremacy, legacy and credibility of brands, thereby bridging the gap between perception of consumers and the brand. The first book in two different avatars, Power Brands offers its readers a never before experienced interpretation about the brands on the most exhilarating writing and an extra-ordinary style of design and production complimenting the theme of the book, Evolution to Revolution.

The grand evening opened with a classic performance by Australia’s leading strings sensation ‘MASKE’ followed by a Power speech from Prof. Arindam Chaudhuri and famous Ad Guru Alyque Padamsee. The highlight of the evening was the unveiling of the much-awaited book, Power Brands 2010-2011, which was followed by felicitations for all Power Brands of India in their respective categories. The mega launch was attended by the who’s who of the corporate world making it a complete powerful evening.

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.

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Managing The Retail Return Nightmare

Product life cycles have been crashing, while product variety has been increasing, making markets harder to predict

Most retailers consider product returns to be a costly but natural consequence of doing business. Consumers will inevitably return unwanted or faulty products. However, over the past few years the levels of retail returns have been increasing dramatically. Research undertaken at Cranfield indicates that the value of retail returns in the United Kingdom is currently running at £6 billion annually, while some estimates in the United States put the value at around $100 billion. With costs spiralling, retailers and manufacturers need to take an integrated and holistic approach to managing the problem.

The reasons for this dramatic growth can be explained by a number of factors. Liberal return policies have often been associated with high returns and although some companies have tried to be more restrictive, for many, it is central to their value proposition and hard to change. Marks & Spencer (a British retailer headquartered in the City of Westminster, London), for example, used to offer a 90 day return policy, but conceded that they needed to reduce it.

They still offer a very generous 35 days. The most significant factor has been the increasing number of channels to market, notably, online sales. Originally, retailers plied their trade through their stores. Customers could see the product before they bought and staff were on hand to provide product information. Internet retailing does not allow this and so customers will often ‘try before they buy’ by ordering a number of items to be delivered. Once the right product has been selected they will return the surplus – often at no cost to themselves. The result means that online retailers can expect return levels as high as 30%.

However, liberal return policies and the changing channels to market do not tell the whole story. In fact, much of the retur

ns problem is the result of poor planning and decision making in the supply chain. To understand the problem we need to look at the revolution that has been taking place in our supply chains. Much of what is sold on the high street today has been outsourced and off-shored to contract manufacturers in low cost economies. This has extended the lead time for supply. In addition, product life cycles have been crashing, while product variety has been increasing, making markets harder to predict. Traditional theory will tell you that in order to provide high service levels in unpredictable markets, over longer lead-times, you need to hold a lot of safety stock. But then, the problem with holding lots of stock with a short shelf life is the risk of obsolescence. The cost of obsolete stock not only includes the costs of reverse logistics, but also the loss in asset value.

Effective management of retail returns certainly calls for a holistic approach, which extends well beyond supply chain operations, and normally requires integration of financial, product design, marketing, commercial and purchasing functions. It may also need to look outside the business at suppliers and customers. In our experience, very few companies know the full cost of reverse logistics.

Therefore, the first thing to establish is the size of the prize and develop a clear business case for change. It is not uncommon to find more staff dedicated to reverse logistics operations than forward logistics, when you take into account staff in call centres, customer service and repair centres.

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.

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KARBONN’S RURAL TO URBAN SAGA

KARBONN HAS MADE WAVES IN SEMI-URBAN AND RURAL MOBILE HANDSET MARKET. HERE, SHASHIN DEVSARE TALKS TO SURBHI CHAWLA ON HIS PLANS TO SCORE IN URBAN INDIA

He started late in the telecom revolution in India entering the mobile handset market in 2009 only. But within the first year, Shashin Devsare, Executive Director, Karbonn Mobiles has taken quantum leaps to make his company a major player in the semi-urban and rural market. With over 5 million mobiles sold till date, Shashin aims to take on urban India replete with confidence.

You have a very aggressive marketing strategy; what can we expect from Karbonn Mobiles in terms of the entire 360 degree plan?
I think that the high impact activities are going to continue. The important thing is that we have seen a lot of clutter being created, so, obviously we would be looking at clutter breaking activities. The approach is going to be in terms of defining ATL and BTL activities in such a way that there is a high impact that is created at market place and consumer segments, whether it is semi-urban, rural or urban. Initially we were only looking at semi-urban and rural markets but now we are also looking at urban customers.

What marketing strategies are you adopting for the urban market?
Obviously the marketing mix has to undergo a change once your target audience definition becomes broader. Media mix will undergo a change. What we are going to look at is similar high impact activities like IPL.

Now that you have a fair brand presence, will you focus entirely on BTL marketing activities?
There are two strategies. One is that we have a very interesting array of products that are going to be unleashed in the second half of this year, so we are going to be looking at specific product messaging. Secondly, it is going to be through BTL which is the product experience itself.

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.

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One-Eyed Monsters or Design Calamity?

After 18 months, 40 focus groups and a secret operation worthy of Mission Possible-IV, London has finally unveiled the the mascots for Olympcs 2012. The one-eyed figures, called Wenlock and Mandeville (created by London-based creative agency Iris) are intended to capture the imagination of children and work as well in the digital world as they will in costume form at trackside in 2012. “Our brief was to create mascots that would excite and inspire young people and encourage them to get involved in sport,” said Grant Hunter, Creative Director, Iris London to the media. The mascots apparently pay homage to London taxis, by sporting a yellow light on top of their head, with an initial in the middle. While Wenlock is named after the Shropshire town of Much Wenlock (where, in the mid-19th century, the Wenlock Games became the inspiration for the modern Olympic movement), Mandeville’s name is derived from Stoke Mandeville hospital, in Buckinghamshire, (the birthplace of the Paralympic Games).

Design critics the world over are calling the mascots a “design calamity” and feel that thousands of pounds have simply been wasted on their creation. The controversy follows a similar row over the 2012 logo, which was unveiled in 2007 after organisers spent £400,000 on its design. Sebastian Coe, Chairman, London Oganising Committee, however, defended in public, “We’ve created our mascots for children. By linking young people to the values of sport, Wenlock and Mandeville will help inspire kids...” Really?

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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The journey has surely been very exciting so far, but going forward, the times may turn challenging. Amit Nandi, Head - Probiking, Bajaj Auto shares

Are you also planning to take the format overseas also?
As of now, there are no plans to take the format overseas. We will be limiting ourselves into the Indian market only.

With the KTM bikes making their inroads into the Indian market in the coming time, how will you be able to make the showroom as a distinctive place for the three – Bajaj, Kawasaki and KTMs?
The KTMs will be available in the Indian market by next year. In fact, all the bikes that are meant for performance from Bajaj will find a place in the Bajaj’s Probiking showrooms. We will have a separate section for Bajaj products as well as the Kawasakis and KTMs.

How different will be the marketing strategy in the case of the Kawasaki products?
In case of premium bikes, the marketing strategy focuses more on interacting with the consumers and to give him an experience wherein he gets to touch feel and ride the product. That’s how the prospective consumer converts into a loyal consumer.

What are the other plans for the format in the current year?
According to the plan outlined, we shall be standing at 35-40 Probiking showrooms wherein the figure currently stands at 32 showrooms.

How has the role changed for the Probiking showrooms after the launch of Kawasaki products in the Indian market?
The importance has certainly gone up as now we have almost 80-90% market share in the above 250cc market and there is a market for superbikes that will grow with the time.

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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THE (DIS)LOYALTY MARKET UNVEILED

The need for a greater customer intimacy is getting amplified by the changing trends in consumer behaviour

The need for a greater customer intimacy is further getting amplified by the changing trends in consumer behaviour, which are engineering a shift from Customer Relationship Management to Customer Managed Relationships, where customers want organisations to be more transparent with the information they have on them and give them the choice to define how that information should be used to make the consumption of products and services more convenient for them. Organisations need to start thinking on these lines and ready themselves for this shift in the balance of power or they will find themselves increasingly irrelevant to their customers. Perhaps its not too late for everyone to consider seriously what Robert Lauterborn proposed (in as early as 1990) to do away with the product oriented 4Ps of marketing, which was the bedrock of all marketing strategies for several decades, to the customer oriented 4Cs – Consumer wants and needs, Cost to satisfy, Convenience to buy & Communication for our times.

Loyalty practitioners have hailed this approach all along and brought to market many strategies that resulted in organisations coming closer to their customers. The early adopters – airlines, hotels & retail companies have led from the front and now almost every business is thinking about it to build sustainable & profitable relationships with customers. It therefore comes as no major surprise that all forms of loyalty marketing have seen an unprecedented growth in the last decade. An estimate on the spending through loyalty marketing in India is an impressive Rs.3,500-4,000 crore, and with the advent of technology in mobile marketing & social networking giving marketers the power to reach & build a relationship with every customer, the marketing budget will continue to split in favour of such programs. Ultimately, the consumer marketer relationship will have to tread on carefully with its ear to the ground in these times where change is the only constant but for the fact that the consumer is driving 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.

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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domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

THE FRENCH CONNECTION

The french lass Kalki Koechlin aka Chanda of Dev D gets candid about her future projects, love for handsets and the Alps with 4Ps B&M

If there were a role reversal in Dev D and you were offered the role of Paro, what would have been your reaction to it?
Ah…I think Paro is a beautifully written role. It is an ideal role for kick-starting the career of any actor. It’s one of the strongest characters of the film; so obviously, I would have been very excited. That’s not to say that Chanda was not a good role. All in all, the concept of the film truly shows the woman power.

What’s your idea of a perfect holiday?
I love to go to the mountains. I would like to go to a place where there is no connection with the outer world and no one can disturb me.

Have you ever done that?
I do that all the time… I put my phone on a switch-off mode and go to the mountains. In fact, recently I went to Kashmir. I grew up in the mountains and would love to go to Alps sometime.

They say you are in love with gadgets...
I really find phone gadgets very useful because of the kind of life that I live. I am always on the go and multi tasking. Currently, I am using an Asus phone, because it has all sorts of connectivity.

Are you there on any social networking portal?
I am on Facebook and Twitter. Facebook is closer to me as I use it for being in contact with my friends. It is a little private, hence I answer messages from fans on Facebook; but then I don’t add all the fans on that site. I keep in touch with them through Twitter.

What are your future projects?
Currently, I am working in a film titled Zindagi Milegi Na Dobara.

Neha Saraiya

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 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 Delhi - Guest Lecture by Mr. Azzar Abbas Abidi

Mr. Abbas Abidi who has worked with prestigious organizations like Hewitt associates, WNS Global Services, Wipro, visited IIPM Delhi campus to deliver a lecture on Resource Retention. Retaining the right talent has always been a challenge for most companies. The investment that goes into recruiting, training and honing on-the-job skills can cause both tangible and intangible loss when a productive resource leaves the organization. Mr Abidi explained the various strategies used by the industries these days to retain its employees. After the lecture, the session was opened for Q&A, which he answered with great interest.

The IIPM Fest - AAGMAN - 26th July 2010 - IIPM Delhi/Noida

What began as carefree get-togethers for auditions, long practices, and competition, ended as one of the better experiences ! Aagman for the batch SS/ 2010-12 was conducted on 26th July 2010 at Kamani Auditorium. The journey of aagman preperations was almost for a month. It seemed no less than a scene fresh out of a bollywood movie. There was action, drama, comedy (very sad one at that ), dance, music, forgetfull fights, fresh couples (Err… Best friends) and a lot more.

After the traditional lighting of the lamp by Prof A. Sandeep (Dean, All India, IIPM) the night proceeded with an enthralling performance by the IIPM band, comprising of Samuel David Dennis and Gurusharan Randhawa.

IIPM choreography teams set the stage ablaze as they performed on the latest chartbusters. There was a live bull fight, beautifully depicted in the form of a choreography act presented by Nishita Mahajan and Allen Robertson. Students from IIPM Noida went the balle balle way and the crowd cheered on. Simranjeet singh and Akhilesh Rana got all the applause as they performed their comic acts to whet the crowds appetite.

Then came the most awaited event for the evening. The fashion show! This year, the fashion police at IIPM went beyond the usual as they took us to the streets of Chicago where men paid the price of disloyalty , took us to the glitz and glamour of bollywood and had us rejoice in a FIFA carnival.

Aagman 2010 had all the ingredients of a perfect show. Flawless emcees, terrific performances viewed by a wonderful audience.

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Tarun Jha

Head – Marketing, Skoda India

Skoda has been stepping up the ladder of success in the Indian market with outstanding contributions from its people like Tarun Jha. Though the Fabia is still to deliver the desired, other products like Octavia, Laura and Superb have made brand Skoda a synonym for luxury in the Indian market. The Superb, in particular, has been the driving force for the company during the year gone by along with volume-puller Skoda Octavia. In fact, the concept of boutique showrooms – which was initiated by Tarun Jha – coupled with its marketing strategy has managed to lure consumers towards the Skoda brand apart from adding a grace to the automaker that is matched by few.

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
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TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
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Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Lloyd Mathias

CMO, TTSL

The most defining marketing moment for me was to launch the Mountain Dew brand in the country as it involved creating a whole new category that prior to its launch did not exist in the country. The second thing that is really close to my heart is the entire episode of turning Motorola around from a 1% market share to all the way through. I think that was really something.

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Milind Bade

Head-Marketing, Bajaj Auto

At Bajaj, Pulsar has been our identity for the youth in the country. We had been spending a lot of money on conventional advertising by the mediums of TV and Print to make the Pulsar brand a success in the country and similar was the trend for the other products. But investments into creative mediums like MTV Stunt Mania have resulted in immense popularity for both the Pulsar and the Bajaj brand among the target audience. That particular moment is very close to my heart. In fact, we are still looking for such creative mediums to generate higher following for the Pulsar brand.

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

WHY HUMOUR PAYS IN AD LAND

In the stressful times we live in, laughter – well packaged – can be a huge high and the ultimate bridge between a brand and its consumer

Once upon a time, the staid, starched and propah’ Ad-Gurus believed that advertising was deadly serious business and people don’t buy from clowns! But over the last decade, this thinking has been buried amidst wild laughter with humour taking on a superstar’s role! Why? Because humour and fun have become the breath of life in a lot of the advertising we see and advertainment is pretty much the new lingua franca in the communication delivery mode. Why? “Because humour disarms and makes one more accepting of certain thoughts and images that could be hard to take in a serious discourse,” says adman George Louis. He has constantly hit out at “scientific fools, marketing windbags stiffass bureaucrats, research fascists and pompous biggies” because he believes a lack of humanity (read: humour) kills great communication. People don’t respond as target consumers or demographic cross-sections. They respond as ‘him’ or ‘her’. You and me.

Louis says he finds a huge ra-ra constituency totally rooting for the Ha-Ha factor to attract, interest, provoke, desire and trigger the purchase intent in the consumer universe targeted. Ad film-maker Prahlad Kakkar, who began his foray into ad films by providing (at that time) a total break from conventional reason with audacious tongue-in–cheek, whacko stuff [It’s different, Boss!] believes humour is a great leveler because it breaks down barriers and distances in one fell swoop. Prasoon Joshi (whose Thanda Matlab & Happydent white ads plug humour with all cylinders firing) defines humour as a social lubricant that’s easy to catch and hang on to because it’s the most basic emotion. It comes easier than sorrow or grief. Successful recent TVCs that have hit the humour button include Centre Shock, Zoozoo, Fevicol, Naukri.com, Fastrack among others.

People around the world often find “compression” a good way of getting the point across in an effective manner. Arnold Schwarzenegger was once famously described as a guy “looking like a bunch of walnuts wrapped in a condom!” The writer confessed that he wasn’t consciously trying to be funny – only endeavouring enough to convey something in the least number of words. If compression leads to humour, then humour lead to a smile. Legend has it that a Chinese hospital reported a dramatic drop in the number of complaints after instructing their staff to show at least eight teeth while smiling at patients!

On a serious note, the reason why humour is so powerful in advertising is really very basic: it’s a bridge that links the brand to the consumer, because laughter is still the shortest distance between two people… and a smile, really, is that amazing meeting of minds. It signifies a positive and physical feedback from your audience. Wit invites participation. Humour ensures higher recall and memorability, and triggers word-of-mouth communication as no other mode can. Incidentally the best jokes aren’t based on imagination, but on observation of real people. See how they speak, gesture, react, joke, even kiss, and oh, how they never look at each other in a lift. Anything’s really funny as long as you know how to use the situation!

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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IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

ORANGE ALERT, BROWNIE POINTS & GREEN BEHAVIOUR

Consumers will be willing to pay premium for a direct tangible benefit of a green product, if it reduces exposure to potentially hazardous chemicals at home

But why does human mind not think consciously and urgently about global warming, compared with, say, terrorism? Human psychology attempts to address the baffling puzzle. First, we, the social mammals, think about living beings and their evil designs; if global warming had been unleashed on us by a ruthless despot, we would have been more concerned. Second, if a violation fails to transgress moral boundaries, it may not put our brain on orange alert. No human society has moral rules about atmospheric chemistry. Global warming is bad. Yet it does not make us feel nauseated, angry, or disgraced. So we don’t feel compelled to react against it. Third, the threat in any case is still lurking somewhere in future. We get alarmed by clear and contemporary attack, not to something which is not even in our line of vision. Finally, a stimulus must break the threshold barrier in order to get noticed. The rate of change for environmental degradation is so gradual that it goes unnoticed; it fails to cross the threshold for the common man.

MAKE THEM GREEN INCLINED

But precisely due to this reason – because it fails to trip the brain’s alarm – global warming is a deadly threat. There is a need to address the problem through 6 A’s: Customer’s attention needs to be drawn towards the issue of environmental depredation; he has to be made aware about the problem and the possible solutions; he has to assimilate the details of what is at stake and what can be done to mitigate the situation; he must accept his roles and responsibilities in saving the planet; he must actually take action to do so; and, finally, he must adopt the green values to the extent that they are deeply embedded in the recess of his mind. Attention, awareness, assimilation, acceptance, action, and adoption together should produce green citizens.

Often customers lack the information that would enable them to make positive choice. Three things could help. One, knowing why I should care; two, I should get easy cues for making better choices; and, three I must have accessibility to a right decision as easily as a wrong one. If any of these components is missing from green marketing it will fail. In Netherlands, a night club, WATT, serves drinks in recyclable cups, while the toilets flush with rain water. And, power is generated for lighting the dance floor when dancers prance on it. A meter shows how much power is being generated, making revelers want to go even wilder. The visitors also get a ‘pee experience’ when they watch rain water from the roof travel through transparent pipes, which they flush.

This news surely needs something better than a smirk when we are told that there is a new Indian organic underwear brand containing extracts from the neem tree, basil leaves, and flecks of silver to keep the user safe from bacterial infection. The range of sexy (company’s usage, not ours!) panties are supposed to prevent wrinkling and clear all infections. SEWA has launched a high end, eco friendly collection of fashion garments, made from biodegradable material dyes, and organic cotton fabric.

Reva did not prove to be tempting enough for most Indians, despite its almost non-existent carbon footprint. Because Indians believe in more space for less money. Had its looks compensated for the lack of room, the car still would have perhaps caught the fancy of youth. In 2010, now, Reva NXR will be launched. It will be powered by a futuristic lithium-ion battery, which the company plans to recycle. This will on one hand reduce the cost of ownership and on the other it will increase the car’s eco friendliness. To add to the acceptance of an zero emission product the company has also provided for advanced telematics which will support remote diagnostics, healing, and even infuse a reserve amount of charging.

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

CLUTTER CLUTTER EVERYWHERE

K S. Chakravarthy, NCD of Draft FCB Ulka (who had been associated with Airtel’s border commercial and is now working on the brand communication of Tata DOCOMO) disagrees that the telecom service brands have managed to keep themselves de-cluttered and have been able to make a distinct brand positioning in the minds of the Indian masses. He argues that, “all the telecom brands have tried everything at some given time or the other. One can look at Airtel, they have been talking about everything in one way or the other or at some point of time or the other and basically gone all over the place. The only telecom service provider that has been pretty consistent in terms of its communications has been Vodafone. Even when it was Hutch, then too, it was talking about similar things and now when the brand name has been changed to Vodafone it’s still talking about the same things. So, when we had to launch a new brand in the form of Tata DOCOMO, we saw it as an open field and a great opportunity to have a very clear positioning for our brand. We realised that there was a clear dissatisfaction in the minds of the end consumer, wherein subscribers thought that they are being taken for a ride by their service operators. Hence, we came in as a brand that would be transparent in its dealing and would be youthful, credible and fresh. We have made our mark and not as a price brand”.

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

IT’S GOING TO BE A HAPPY NEW YEAR!

‘When times are good, you should advertise. When times are bad, you must advertise.’ Though some marketers were not swayed by the logic then, they have now realised that the fastest way to set things right is with a powerful dose of a great advertisement

If you thought this was all, think again, for there is somebody else who is out with a new advertising campaign to showcase the world its new image. Taliban is softening their stance in Afghanistan and are making full-on attempts to change their image. Believe it or not, but their new policy of cutting off ears, nose or tongues is finding its way in a new ad campaign. Do not try to access it on YouTube for this commercial is banned from being viewed in our country, but this is one smart organisation that has learnt its marketing lessons well and understood the power of a good ad campaign.

This next one that I am going to talk about is still reeling under the hit it got last year – from a golf club I bet! Post Tiger Woods, Accenture is still struggling to get its act together. It’s also out with a new ad campaign. It would be spending between $40-50 million bucks on this one, which shows different animals doing things they normally wouldn’t do. An elephant surfing, a frog leapfrogging other frogs, et al, with the punch line ‘Who says you can’t be big and nimble?’ God knows how the ads would fare. But one thing is sure: this one would have all animals except the tiger! Of course, the fastest way for Tiger Woods to rebuild his image would be to stay away from commercials this year. But for others, it’s time to put in a spring in your walk, a cherry smile and try to win back customers and lost market share with advertisements that sell ‘Hope’ and ‘Happiness.’

This time, creativity will count the most. Remember, you can’t out-spend the competitor every time, and more so not in today’s times with very tight budgets. However, you sure can out-think them.

Choose a theme that gels with the feelings of today’s consumer and you can bet that this time things will get better, and it’s sure going to be a Happy New Year!

Rajita Chaudhuri

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

THE PACK LEADERS

There’s nothing more lethal than the mighty combination of creativity and effectiveness in the ad world. Veterans say that any ad campaign worth its weight in pure gold is not complete without a potent mixture of these two ingredients. In 2006-07, when Hewlett Packard (HP) launched a global integrated communication campaign – Computers are personal again – a first of its kind creative positioning for a PC, Goodby, Silverstein & Partners (its then ad agency) used all forms of traditional media (TV, print, online), which was created for the North American, European and APAC markets. By 2008, not only had brand HP gained 9% in terms of brand value (as per Interbrand), it had also recorded an increase of 15% in net revenues in the quarter-ending January 2008. Despite financial turmoil, year 2009 saw India churn out numerous creative campaigns – Idea’s Walk & Talk, Cadbury’s Pehli Tarikh, Vodafone’s egg-heads, Tata Tea’s Jaago Re, et al – certainly creative campaigns, but were they equally effective? Taking the global benchmark of effectiveness – Effies 2009 – as a selection criterion, 4Ps B&M presents India’s Most Effective Integrated Advertising Campaigns for the year passed by...

Surbhi Chawla & Savreen Gadhoke

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

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

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
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎