IIPM- News Articles: April 2008

Monday, April 28, 2008

Lord Paul to the rescue, yet again!

In the 1990s, he saved the London Zoo

from closing down by giving the zoo a donation of 1 million pounds. Now NRI industrialist Lord Swraj Paul has donated $500,000 to the Carnegie Mellon University in Pittsburgh, Pennsylvania, to develop an infant lab suite. Like the London Zoo donation, this one too is in the memory of his daughter Ambika (who tragically died of leukaemia, but she used to love the London Zoo, and Paul couldn’t bear to see the place, his daughter loved so much, close down). The Carnegie Mellon donation was made through the Ambika Paul Foundation. The infant lab suite will design interventions that will help children suffering from developmental disabilities like autism and specific language impairment. The research for this project will primarily focus on understanding how infants achieve cognitive and linguistic milestones. Another show of strength from Lord Swraj Paul – who, in 1996, became a life peer (a member of the House of Lords), and has taken on the title Baron Paul of Marylebone in the City of Westminster.

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Source : IIPM Editorial, 2008

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

Monday, April 21, 2008

Reuters getting a new owner

International wire agency Reuters is being sold to Th

omson Corp., the Canadian publisher, for around $17.2 billion. While the Thomson and Reuters news and financial businesses will be called Reuters, the other Thomson businesses are going to be renamed Thomson-Reuters Professional. This signals the formation of the world’s biggest financial news and data service. Thomson-Reuters will have revenues of a whopping $12 billion and close to 50,0000 employees worldwide. This entity will command around 34% of the financial information market; Bloomberg LP, that has 33%, will soon slip to second place. Tom Glocer, the Reuters Group Chief Executive, will now become the Chief Executive Officer of Thomson- Reuters “The combination of these two great businesses will create an exceptional global information company guided by the Reuters Trust Principles,” Tom Glocer said in the statement

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

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Friday, April 11, 2008

Tangible interaction

Packaging is the first tangible interaction a

consumer has with your brand. If it’s powerful and creates an impact, then it’s the best way to differentiate your product from competition and even beat it. No wonder Coors Brewing Co. is relying on packaging to help boost its sales. The have introduced “Cold Wrap” bottles. A wraparound label on the beer bottle keeps the brew cold longer by reflecting heat from the consumer’s hand. Not just this, they even have an agreement with the packers, whereby, the Cold Wrap bottle will remain exclusive to Coors for “at least one year”. What a way to beat the heat and the competition! New and innovative packaging always helps to create a buzz. Last year, Pepsi Co’s soft drink 7UP decided to get the excitement going high by introducing its drink in a new packaging and using Mallika Sherawat’s curves to up the enticement quotient. It suddenly made the brand both hot and cool. Coca-Cola too had to change the shape of its soft drink Limca if it wanted to remain in the race. This year it made its bottle curvier and called it the Limca splash bottle. They said, it gave consumers a better grip. It might even help Coca-Cola to retain its grip over the market!

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Wednesday, April 09, 2008

Safety to IT services

Three years since the

n and TCS finds itself working with the Italians right across the continuum of services – from safety to IT solutions – from pole to finish. Toeing the line with its Indian counterpart was Antonio Calabrese, spokesperson for Ferrari as he expressed the Italian carmaker’ willingness to “enhancerelationships” with Tata Consultancy Services. While speaking on the expansion plans, TCS Chief S. Ramadorai did mention implementing the ‘offshoring’ model to provide software to Ferrari due to the nano-precision that the job requires and also a fact that TCS has deployed a team of “40 specialists to continuously monitor the project in Italy.” For Ramadorai and his men there definitely lurks a ‘prestige issue’ when associating themselves with the prancing horse. However ,what one fails to notice is that TCS in itself is no puny varmint. It is the 23rd largest software company in the world and is amongst the ten most profitable. So the next time you cheer for your favourite Formula One Team, scream a bit louder for Ferrari. For who knows there’s a rookie waiting to break free on the streets of Madras… oops Chennai.

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

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Tuesday, April 08, 2008

Biggest Shock

Uhh ohh... Is that a stunned silence we hear on the other side of the answer tube? Recent t

imes have clearly been a reality shock for many of the entrepreneurs and shop owners who have invested in malls. And the biggest shock has been more a cultural one, what with industry players belatedly realising that a humungous majority of mall visitors enter malls simply for the entertainment experience of it all, rather than to go about purchasing goods and services. Think about it. What’s the cheapest ‘outing’ option for a wholesome handful family on a weekend afternoon in the heat of a killing summer? Let’s go rock the air conditioned malls baby! Clearly, the mall mania was restricted to playing host to hordes of ‘junta’ visitors and was never on a mode to churn out real moolah, and today, even small towns are going through the same cyclical theory titled mallmania- gone-bust!

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Source : IIPM Editorial, 2008

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

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Wednesday, April 02, 2008

Bitten by the bug

SMS, blogs are the latest phenomenon
Marketers have tried to reach consumers through e

very way possible. With SMS fast becoming a way of life, this avenue too has not remained far from their reach. However, given India’s increasing subscriber base, the SMS route has not been very well exploited by them. “In the name of advertising, these marketers literally trouble their customers with unwanted and unnecessary messages that show these people in poor light in the eye of the customer,” retorts an advertising executive in Lowe who wished anonymity. Such has been the furore against these unwanted messages from the best of the brands in the country that customers virtually shun them. The industry recently saw the example of mGinger, a portal which ‘pays’ consumers to read ads on their mobile. Airtel too seems to have found a smart alternative to harness this channel without being intrusive. The service provider has tied up with Affle; a Britain based mobile media enterprise to launch SMS 2.0. Through this service, Airtel will subtly integrate ads with the content. “SMS 2.0 is a media for which leading content partners and advertisers are already creating customized campaigns,” offers Anuj Kumar, Executive Director (South Asia), Effle. This SMS application will also make customising text messages simpler. While speaking to 4Ps B&M, Charudatta Naik, COO of GTL stated, “This is good news for the mobile users.

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:-
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Tuesday, April 01, 2008

BRAND: Bajaj

Now over to the idiot box!
The following points are the governing criteria for selecting and short-listing the winning TVC ads: clarity in positioning products; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of a message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended July 2, 2007. Ready to groove?

BRAND: Bajaj
AGENCY: Lowe, Lintas
BASELINE: Distinctly Ahead
DESCRIPTION: A guy is riding a Bajaj bike on a highway; he spee

ds ahead of all the other vehicles, while the jingle ‘Aaage nikal rahe hain hum…hamara Bajaj’ plays in the background. Suddenly, a machine like structure pops out of the bike, and another bike metamorphoses (remember the amazing special effects in the Terminator series?), which is being ridden by the same guy. Both start racing through a rocky terrain. After a while, a third Bajaj bike is formed. All three race, finally stopping to form a circle, where a fourth Bajaj bike emerges. All four ride in a line. The last one overtakes the other three and stops after going a little ahead. In the end, the other three enter the fourth one and finally one biker stands on the rock. But it’s not over yet: a Bajaj bike appears from under the water and the VO says, “Aage alag andaaz se.”

4Ps TAKE: In this world of racing and speed worshippers, Bajaj has come out with a killer concept: playing on the racing pulse of bikers. The power idea is to focus on the USP of the product: speed. The reward to the prospect is the trusted Indian brand name, Bajaj. The visual is mind-blowing, with the creativeness borrowed generously fro Terminator and other ‘fast and furious’ movies. The strategy is to position Bajaj bikes as modern and trendy; other than the fact that it can take on any type of terrain, rough or otherwise. The ad also plays on the aspect that even though there may be different strokes for different folks, in the end, speedsters of the world have Bajaj. That, quite clearly, is the last word.

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

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