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Tuesday, January 11, 2011

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).

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Wednesday, December 22, 2010

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.

Monday, November 15, 2010

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.

Tuesday, October 19, 2010

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

Saturday, August 28, 2010

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.