IIPM Beyond Imagination: August 2010

Friday, August 27, 2010

IIPM Sports News - Pool Championship - IIPM Lucknow

“Time to check your pool skills …. If you are smart enough take a chance”

Some kind of change and physical fitness is needed for students after the rigorous class schedules and mental exercise, thus this time the Torque club of IIPM, Lucknow organized the POOL CHAMPIONSHIP in the
campus on 20th July 2010. Teams from various sections across batches participated to win the title.

The event started with an environment of enthusiasm. As the energy levels increased and all the participants were ready to swing, they formulated various strategies in order to defend themselves and rise up as a winner all through out. This event was very engaging for the participants as well as the viewers as everyone was engrossed in the game. Event started with knockout round.

Among all the participants Om Pandey from PGP/SS/10-12 and Bhawani Singh from UGP/FW/09-12 were amongst the finalist. At the End, Bhawani Singh emerged as the winner and claimed the title.

Thursday, August 26, 2010

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

B. O. Mehta

President, Pidilite Industries Ltd.

Creativity is the art of good agency and working with Ogilvy for Fevicol has always given us out of the box memorable moments. In fact, that’s the reason why all Fevicol ads have not only been outstanding, but have also always clearly established the brand. But I remember the ad where a hen was eating Fevicol. And that’s when Piyush really had a tough time to convince us as I somehow felt that it will not promote the brand properly. But when the ad came, it was a huge success as it established the brand message very innovatively. I think it was a great and memorable marketing moment for me as it taught me the importance of intellectuality in advertising and marketing.

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

Wednesday, August 25, 2010

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

Lutz Kothe

CGM-Marketing, Volkswagen India

I came to India last year June 2009 and aired (together with my team) the Volkswagen Brand Campaign consisting of a 360 degree approach from TOI roadblock via outstanding OOH innovations, Brand and Product TVC’s and Print, Digital innovations, Events and PR. Truly, the best moment was the morning of the TOI roadblock, made more special when I saw the pride and enjoyment of my whole team. It was so special because it was the proof that the Indian slogan “Incredible India” is also relevant for all marketing activities and gives room for new, unseen ideas.

Monday, August 23, 2010

Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Sudipta Sengupta

Head-Marketing, Del Monte Foods Business, FieldFresh Foods Pvt. Ltd.

Brand Del Monte, an iconic brand revered by people all across the globe, is a fairly new entrant to the Indian market, being launched early last year. It was brought to India recently through a JV between Bharti Enterprises and Manila-based Del Monte Pacific Limited. So imagine my delight when I met a strong advocate of the brand, specifically its fruit drinks range, in a fresh-faced young cashier in a self-serve restaurant in Mumbai. He noticed the logo on my backpack and informed me that a brand that offers “Four Seasons” when everyone else is offering a Mixed Fruit Drink will surely go places.

Friday, August 20, 2010

A Bloody Battle Over Milk

The taste of India is turning spicy with the fight in the branded packaged milk segment intensifying in the heart of India, Delhi and the National Capital Region (NCR). Mother Dairy recently trashed Amul’s claim that the latter is the new leader here. Mother Dairy hit back with vengeance stating that it sells 2.8 million litres per day and not 1.45 million litres per day, as indicated by Amul. Amul had roared a day earlier that it was leading in the branded packaged or pouch milk segment in Delhi/NCR with sales in excess of 1.5 million litres per day. The liquid milk market in the capital is currently above six million litres per day. This includes both packaged milk and loose milk. Amul is not present in the loose milk segment, which also stands at 2.5 million litres in Delhi. Amul still has a long way to go against Mother Dairy since Amul does not have its own milk booths here and it relies on 9,000 retail outlets in the region to push sales. Mother Dairy holds the upper hand with14,000 retail outlets and 845 exclusive stores. However, Amul entered the Delhi market formally in 2005 while Mother Dairy has been present for over 35 years now. The quality at comparatively lower pricing is the factor that makes Mother Dairy beat all other brands that have ever tried to penetrate the heart of India. However, with Amul having a treasure chest far bigger than Mother Dairy, this battle will go right down to the wire.

Anchal Gupta

Thursday, August 19, 2010

SEVEN BIG THOUGHTS FOR RURAL MARKETS

The way rural markets are growing, it won’t be long before they start contributing substantially to profits of companies. A proactive approach is the best available tool

INNOVATIVE RURAL DISTRIBUTION: The biggest challenge in rural India remains reaching your product to 600,000 villages compared to 5,000 towns in the urban areas. A few new rural distribution and procurement models have been innovated by ITC e-choupal and HUL project, Shakti. But much more needs to be done in this area. One possibility is the use of the social infrastructure being created by the government. For example, there are 5 million women’s micro-finance groups in existence and by the year 2011 the number of such groups is expected to jump to 15 million. Thus, 150 million rural women or 150 million of the 200 million total households in the rural would be linked to self-help groups. Can this channel be used innovatively to reach products and services to rural homes?

DEDICATED RURAL TEAMS: Companies need to shift power to where growth is by dedicating empowered teams for the rural markets so that they can develop their own strategies and products. A separate sales force is also desirable as the regular force will avoid covering the more difficult and small off-take rural markets. MBAs from B-grade small town institutes should be hired. They will not only work at much lower salaries but will also stick around.

INCLUSIVE MARKETING: This is a new concept I have created which goes much beyond BoP. Inclusive marketing looks at poor not only as consumers but also as producers/ suppliers of products contributed by the poor. It can therefore impact poverty positively. ITC’s e-Choupal is a perfect example of inclusive marketing. The business model ensures that farmers as producers get better value for their produce. Once their income is enhanced the model then uses the same channel that was created to procure produce to push relevant products needed by the farmers as consumers. Government and private sector need to work together to promote inclusive marketing and grow the size of the rural pie through the development of reverse distribution channels rather than fighting amongst themselves.

NEW OPPORTUNITIES: Rural markets now offer a number of new opportunities.

Healthcare: Total rural spending on health care currently is Rs.700 billion and expected to reach Rs.3.5 trillion by 2025, an impressive five-fold increase. Despite the launch of the National Rural Health Mission, 80% of health spending will be in the private sector.

Durables consumer financing: In the 90s’, consumer finance became available easily which led to high growth in sale of durables. Rural consumer finance has become a big opportunity only now with rapid electrification of rural households.

Banking: According to a World Bank study, bankable people in rural India is 185 million.

Construction and Housing: Currently, there is shortage of 40 million houses in rural India.

In conclusion, I would say the next growth will come from rural market and companies that ignore this segment will do so at their own peril.

Wednesday, August 18, 2010

IT’S TIME FOR SOME NIMBU PAANI

Moving beyond the most clichéd war of the season (the cola wars, of course!), beverage companies are thriving on their new product offerings in the lemon drink segment. While PepsiCo and Parle Agro launched their lemon-based drinks, Nimbooz and LMN, respectively, last year; Coca Cola India too joined the fray by coming out with Nimbu Fresh under its Minute Maid brand. But what makes the lemon drink market such an alluring territory for marketers? The total size of the Indian beverages industry (including both carbonated & non-carbonated drinks) is Rs.7,500 crore. While a majority share of Rs.6,000 crore is dominated by the carbonated drinks segment with fruit-based drinks being worth Rs.1,000 crore; the remaining Rs.1,500 crore is accounted for by the non-carbonated segment. Alpana Titus, EVP-Flavours, PepsiCo India says, “The market for the fruit beverages market is too under developed with not many players. If volumes go up, investment will automatically drive in the segment.” A late entrant in the category, Coca Cola India is playing smart with its pricing strategy. The price of a 400ml SKU of Nimbu Fresh is Rs.15, which is equal to that of a 350ml SKU of Nimbooz. “Since the positioning of all drinks in this segment is almost the same, pricing will be a key differentiator,” says Neeta Walia, Director, Brand Talk.

Tuesday, August 17, 2010

HAVE YOU EVER THOUGHT OF THE CONSUMER?

Marketers need to radically change the old rules of Integrated Marketing if they want to stay connected with consumers whose preferences are changing at a fast pace

Further, the consumers are shunning authority. We no longer live in a world where people instinctively trust authority. As much social research shows, we’d rather trust our own instincts and the information we learn from our friends. For the brands, it’s better to be talked about by consumers than to try to out-shout the crowd.

These are fundamental changes that will make every theory of Integrated Marketing stand on its head. The new world then is not about dominating, but is about engagement. It can sound chaotic and scary, but it needn’t be either. So what is it that the brands need to do to engage consumers?

Make the consumer look good: It’s not about giving the shine to brand, but to the consumer. The Coke Mentos videos on YouTube made the consumers into heroes for the brand. Give consumers a platform: Learn from them, see how they interact with the brand and make them central to your brand. This is different from the existing thought of being idea central. The idea has to take a back seat.

Let them have fun with the brand: Let them customise it, use it the way they want to use it, and allow them to tell the world that they have found their own way of using it. Speak to them in their language: For a very long time, brands have spoken to consumers in their own vocabulary. In the decontrolled world brands will need to speak with consumers in consumers’ own language.

What it means is that the old rules of Integrated Marketing have to undergo a change. The centrality of TV is no longer enough. The consumer is finding a voice, and their own voice, and the brands will have to put them in centre. It’s no longer about surrounding the consumer. It’s about engaging the consumer. May be there are no rules in the new reality.

Monday, August 16, 2010

A WAKE UP CALL IN HINDI; AND IT ROCKS!

Tata Tea’s new communication strategy shifted the category codes from waking up to ‘awakening’ and in the bargain demolished the leadership of Hindustan Unilever

TATA TEA

CAMPAIGN: Jaago Re

AGENCY: Lowe Lintas

OBJECTIVE: There were three major objectives for the brand, which included creating a favourable image of Tata Tea amongst at least 50% of the non-users. The second objective was to increase the volumes for all Tata Tea brands. And finally to engage youth and attract over 2 million unique visits to Jaagore.com and convert at least 20%.

STRATEGIC CHALLENGE: Hindustan Unilever (with brands like Brooke Bond, Taj Mahal & Taaza) had always been like a tiger in the tea category. Been there in the market for decades, they owned the category codes of bonding, belonging, family-time & get-togethers. The challenge was to create a communication that was sharp enough to puncture the suffocating scale of Levers.

BIG IDEA: The insight, “I don’t seek change, I am the change,” helped to develop a strategy to target the awakened generation . The codes were shifted from nurturing, bonding, rejuvenating (tea has always been seen as a wake-up drink) to jolting, provoking and awakening. This led to the big idea that ‘While other tea wakes you up, Tata Tea awakens you.’

COMMUNICATION TOUCH POINTS: The integrated campaign strategy was to outsmart competition’s high spending and thrive on the competitive media-gaps. The attention of I-Gen tea lovers was arrested by harnessing the characteristic or role of each media (be it TV, radio, rock concert, et al) in ‘Awakening India’. The tone and manner of the message was provoking, spirited and young to facilitate the positioning, Har subah sirf utho mat jaago re! Moreover, a website Jaagore.com was created to engage ‘the awakened generation’ to register for voting, know everything about voting, besides giving info on credentials of the candidates, et al.

EFFECTIVENESS: The campaign exceeded set objectives for achieving favorable brand disposition among 50% of non-users across Tata Tea portfolio (Source: IMRB). Volume share grew by 2.5% over the HUL’s entire tea portfolio (Source: AC Neilson Retail Audit) and the campaign was able to generate 2.5 million unique visits at Jaagore.com website, along with 600,000 registered users, with a conversion rate of 25%.

Friday, August 13, 2010

Will the lion roar again?

Slowdown had a sobering effect on DLF’s meteoric rise in the early years of this decade. With a new look and renewed vigour, the company attempts to claw its way back to its glory days. by Virat Bahri

“it’s only mumbai”

G. P. Savlani
Resident Director CREDAI

B&E: Is the exuberance back in realty?
GP: After meltdown, realtors realised that it is not possible to focus only on luxury flats. And luxury supply was just about enough. So they diverted their attention to small flats. Now with GDP and manufacturing sector and exports improvement, there was a sort of revival and the government also gave some kind of stimulus. So they again feel that there is scope in luxury. But exuberance in my view is constrained to Mumbai region only. Even in NCR region, prices have not gone up like they have gone up in Mumbai. Lot of new developers have come up who are investing in this. There is an interest in industry houses who have land and money and the expertise to construct.

B&E: Where are the investments going to be now focussed on?
GPS: At least no one will talk about SEZ after implementation of DTC. All those SEZs aren’t fully occupied so units also won’t come. It will be a dead investment. Now they are investing in residential. Those who have capacity or clientele are going for luxury flats, and those who don’t are building small flats.

B&E: Does risk of speculation in Indian realty still persist?
GPS: Those who speculated have burnt their fingers and are cautious. Developers also say now that it’s better to give to actual users rather than to speculators. But not all developers are the same.

Thursday, August 12, 2010

Doomsday prophets – eat this!

Post Glacier-gate, it’s time to weigh the truth and open the gates of reason

Other water shortages, such as in the case of Punjab and neighbouring states, have also been blamed on lesser rainfalls or the depths of bore wells. Climate change skeptics have speculated that global warming and the rising temperatures are drying the earth due to the accentuated rate of decline of glaciers. Most of us are aware of the evident global warming and accept this truth, but the blunder of the so-called vanishing Himalayas of 2350, which were wrongly predicted to disappear by 2035, has left us with little faith on such studies and motivated us to take control of our lives, take informed decisions, and to stand our ground. Additionally, in order to pacify and reassure the multitudes, an official at the Food Corporation of India (FCI) stated, “There is no food shortage. Had there been a shortage, the Government of India would not have issued schemes (Open Market Sale Scheme) of wheat and rice in the market. As on 1st April 2010, the quantity of rice we had was 26.7 million tonnes against the required norm of 14.2 million tonnes and wheat we had around 16.1 million tonnes against the required quantity of 7 million tonnes. So, in total we have around 42.8 million tonnes against the required quantity of 21.2 million tonnes, which clearly is double and hence there shall be no shortage.”

In a dynamic world, where tables turn in a split second, an assurance that our basic needs like food will be met in the coming years is comforting. Basing life around alarming predictions for the decades ahead is only a short-cut to needlessly pile on stress. We advise you to freeze the thoughts about glaciers and chew on more pleasant thoughts, such as that there is ample grub for all!

Ravi Inder Singh

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

Wednesday, August 11, 2010

There are many problems facing our country today. The Most Important issue : First Choice

Most of the respondents feel that terror strikes, rising unemployment, escalating prices, lack of facilites and basic infrastructure and, of course, the perennial problem of corruption need to be tackled. Surprisingly the Maoist problem found no takers. Even the education system drew minimal flak.

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

Tuesday, August 10, 2010

New pills for your technology ills

While its utility is still questionable, Apple’s iPad has unleashed a new, internecine battle on the tablet front, which will involve both device manufacturers and OS providers

Back in January 2010, when Steve Jobs had showcased the iPad for the first time and dubbed it to be a magical device, his critics had scoffed and mocked him. “After all, it’s just a giant iPhone,” was what most analysts had said. But now that the iPad has been around for about two months and managed to sell more than two million devices already (and that too mostly in the US as it was not available in other parts of the world before May 28, 2010), they could well consider enrolling for Jobs’ marketing lessons.

Some other technology giants could also add their names to the list. For the first time in the history of technology, we have a device that has become a runaway hit and yet the purpose of its existence is still unknown! Most people would agree that an Apple iPad will not replace their existing desktop or notebook or even probably a net book in terms of usability. No matter how much one may claim to love this device, typing on it is not as breezy as doing it with a physical keyboard. So, does that mean that the only usability it has is in consuming media? Even in that case, the absence of Flash (refer to the heated debate between Adobe and Apple) would hurt the web browsing as well as media consumption experience for many. However, unfettered by all these ‘minor details’, Apple lovers were ready to queue up several hours in advance to order this gadget without physically holding it. Well, in that sense, we agree with Jobs that iPad is magical, even if it is owing largely to the Apple aura. And now this magic has made people sit up and take notice of the emerging demand for a product like tablet computers.

Already basking in the success of Apple iPad and the third generation iPhone, Apple has become the most notable technology company overtaking Microsoft in market valuation. On May 26, on NASDAQ Stock Market trading, Apple’s market value stood at an astounding $222.1 billion, which was a notch higher than Microsoft’s $219.2 billion. This is said to be just a build up to a new crescendo that will be visible post the launch of the new iPhone, which has just been launched on June 7, 2010. The company will start preorders for the same from June 15. The competitors of Apple may have been feeling left out for now, but they are not in any way looking at making things easy for the Apple iPad. As already discussed, this gadget’s utility is still not known clearly but it has already forced some big names (and some not so big names) in the industry to go back to their drawing boards and attempt to bring out similar devices to offer in the market. And it looks like those will be the not-so-notable names that will be the first to jump into this market. The two Taiwanese majors – MSI and Asus have both showcased their Windows-based tablet computers and are expected to launch the same in the market shortly. However, it’s the entry of names like Sony, HP, Microsoft and not to forget Google that will add the spark in this tablet market.