IIPM- INSTITUE PRESS: May 2008

Tuesday, May 27, 2008

BRAND AWARENESS

Despite the fact that the flagship Star Plus

has been branded as boring in most recent surveys, and despite the fact that it hasn’t done anything extraordinary in the past one year, except Star Parivar Awards, it is the Star Network which reigns in the Brand Awareness Category. Apart from Star Network, other brands that have made to this list are Airtel, Pepsi, ICICI, Microsoft, Infosys and Mercedes. While most of these brands have made it to the list due to their aggressive and comprehensive marketing strategies during the past one year, it is Infosys and Mercedes (to a certain extent) which have entered solely on the basis of their operational efficiency, strong brand legacy and word of mouth publicity. Interestingly, only 5 of these 10 brands depend on star power or celeb ambassadors to boost their brand awareness.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Monday, May 19, 2008

BRAND : KFC

AGENCY: FCB Ulka
BASELINE : Finger lickin’ good
DESCRIPTION: A Sikh couple comes to dine at a KFC outlet and the boy asks his girlfriend to close her eyes as he prepares his surprise. Meanwhile, the waiter serves the hot and crispy Kentucky’s fried chickens, which the boy is not able to resist. Tired of closing her eyes, the girl peeps out and finds her boyfriend enjoying the food. Embarrassed, the boy quickly slides over the ring to her.

4Ps TAKE: It was in 1995 that KFC set foot on

Indian soil, but did not taste success. After its re-launch in 2004, this ad marks the fast food chain’s first Indian campaign. An average idea, presented in a humorous fashion (don’t we know of fast food chains and their affinity towards humour) brings out KFC’sUSP to a large extent, that is its delicious fried chickens which are crispy from outside and juicy from inside. However, the ad does little to establish KFC’s brand personality. As one of the first ads, it is not something which will stay with a lot of people.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-The Sunday Indian - Greatest News weekly
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http://pankajnegiz.spaces.live.com/
http://iipminternational.spaces.live.com/
http://iipm-iipmschool.spaces.live.com/

Wednesday, May 14, 2008

BRAND : Zapakmail.com

AGENCY : Cyrus Oshidhar
BASELINE: NA
DESCRIPTION: Meet Vishnu who is popularly known as Tubelightwa in the village. The reason: he builds his body day and night and even though he has an awesome body, he is dumb. Tubelighwa gets jitters when anyone talks about computers or e-mail. Wherever he would go, he would spread ‘andhiayara’ and the doctor also confirmed that he is a pahalwan but not buddhimaan. Enter Zapakmail.com which is as simple to use as 1,2,3 and pahalwan becomes buddhimaan too.

4Ps TAKE: This fortnight, it’s Reliance all the way in TVC rank

ings. At No.1 is Reliance Web Connect, at No.3 is Reliance Mobiles and now its Zapakmail.com – Reliance’s gaming portal which is launching its e-mail facility. Call it the tubelight effect, the ad is funny to the core, every shot leaves one in splits and brings out the core message with finesse. The ad’s power idea is clear – Zapakmail.com is simple to use and any Joe can operate it, even someone as dumb as Tubelightwa. The rural setting defines its target audience, the pace of the ad is racy and the use of village lingo ups the humour factor.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Friday, May 09, 2008

BRAND: Titan Aviator Series

HEADLINE: Runs on pure
courage
BASELINE : Inspired by World War 2 Aircraft
AGENCY : O&M
4Ps TAKE : Here comes an exclusive offering from

Titan – Aviator series for those crazy about war movies, fighter planes and of course, history! A headline that says ‘Runs on pure courage’ immediately imparts both, an inspirational and aspirational touch to the brand and successfully builds a powerful connect. The single-minded focus is to present the aviator series as a niche launch, linking it to history. And what’s the range of inspiration for this range? It’s the World War II aircrafts! The body copy gives little info about the product, but that’s only for those who can’t read between the lines. The copy talks about hardened bodies and the die-hard souls and just a bit of thinking is enough to understand that the lines are also describing the product. If the sepia background with the clippings of World War II set the tone, the watch (which is truly breathtaking!) stands out. All aspects bundled together and the ad of this ‘fleet of watch’ surely “relives the rush of flying”! No, we are not missing Aamir this time!

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Thursday, May 08, 2008

The masters of Visa power!

With sound branding strategies and robust profits, Master- Card & Visa look poised for better days ahead...
Plastic may not be good for the environment

but it’s surely driving the money market and how! With 59% consumers worldwide nodding with approval to credit cards as a primary means of payment, one can well expect the bonanza of profits that credit card companies are enjoying of late. Indeed, both MasterCard and Visa are having a ball. An unprecedented gain in profits of 70% for MasterCard in the current quarter has enthralled shareholders. Robert Selander, the company’s president and CEO, stated, “These results continue to demonstrate the strength of our business model and growth in electronic forms of payment.” The boost in this hike comes more from markets like India, China and Brazil. The two companies have also built a phenomenal branding strength over the years. Talking about branding power of Visa, Michael Beindorff, Executive VP, Visa USA, said, “Rather than promoting their own brand name, banks want to build their house on the foundation of Visa, which is already so powerful and strong”. The positive traits attached to the brand name Visa, are confidence, comfort, high acceptance and reliability. However, with a decline of 56 points in market share for 2006, Visa (market share of 60.29%) announced the launch of “Life Takes Visa” brand campaign (for the first time in 20 years) and talks about evolution of Visa from a top credit card company to leader in electronic payments.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist)

Initiative Read More:-

The Sunday Indian - Greatest News weekly
http://iipm-news.spaces.live.com/
http://pankajnegiz.spaces.live.com/
http://iipminternational.spaces.live.com/
http://iipm-iipmschool.spaces.live.com/
Along came HBO!
BRAND : Real Twist
BRAND: Nokia
Don makes a ‘fair’ deal…
RCOM rings in the fabricating tone!!
The Noodle House comes to India
Re-cycle...
Cricket isn’t just cricket
Puravankara gets stuck in bad weather
Harry Potter strikes a million!

Wednesday, May 07, 2008

“The first A3 car has tremendous aspirational value for a customer...”

In the Rs.5-8 lakh range, there is an int

ense battle going on between Maruti Esteem, Tata Indigo, Honda City, Hyundai Accent And Verna, Ford Ikon and Fiesta and GM’s Chevrolet Aveo. Ford has captured much of the windfall last year, as it registered a gain in domestic sales by over 47% to reach 39,822 units for the year ending March 2007 and is now literally Breathing down the leader Honda’s (sales of 40,464 units) neck. Even traditional laggard GM has shown some bite with sales increasing by a huge 128% to reach 10,726 units. The main losers were Maruti Udyog and Tata Motors (of Rs.1 lakh fame!) with sales decline of 7% and 12.8% respectively. The players look upbeat for the future as well. From the fifty car launches scheduled for this year, over half are anticipated from the A3 segment. The Suzuki SX4 and Mahindra Logan have already made a mark in the industry. The SX4 has specially been designed for upcoming markets like India, Eastern Europe and Turkey.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-

Monday, May 05, 2008

The Oomph factor...

Circa 2007 and IT majors are

storming Indian market with hordes of launches every quarter, marketing budgets have gone through the roof and Bollywood it seems is falling short of stars these days, as every PC player wants a glamourous ambassad or to do the selling for it. Given the diversity of Indian PC mart and its price consciousness, players segmented their offerings in the value computing and lifestyle computing segments, respectively. While the value segment is still a priority, with PCs becoming a ubiquitous part and parcel of the urban Indian’s life, it isthe lifestyle segment that is gaining strategic importance in portfolio of major PC brands now. Remember the first of the ads of Lenovo with Saif Ali Khan in it which proclaimed that now you can shift from movies to music to television, all at the turn of a dial? “PCs today are integral to our lifestyle, so they need to be easy-to-use and feature rich,” offers Ajay Mittal, VP – Brand and Marketing, Lenovo India. Be it HCL, HP Compaq, Toshiba, Sony, Lenovo or Dell, all are putting in their best efforts to cash in on the style quotient, as they peddle them as complete entertainment devices. In the process, the focus is fast shifting from being typically staid and product centric. “Today, the computer is an extension of an individual whether it’s about watching a movie or working on a confidential document.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-

Friday, May 02, 2008

‘Reliance’ evokes ‘fresh’ controversy!

Reliance Industries have established their Reliance Fresh fast enough, but looks like t

hey have caused a lot of havoc as well. Their retail stores have been facing much opposition from local vegetable vendors, who (fearful of a loss to their business) looted outlets in Ranchi and led demonstrations in Indore against their opening. Reliance Fresh is a Reliance Industries retail initiative which sells fruits and vegetables. In places like Tamil Nadu and West Bengal, even political parties are protesting against their operations. Working on a large scale, these stores benefit from economies of scale and are able to offer cheaper prices to customers and better prices to farmers, which have resulted in them becoming very popular. This has caused apprehension Amongst the millions who work in the largely unorganised retail market. Well, what is good for one, is not always good for another. Looks like this western- style set-up of supermarkets will take time to settle in India.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-