BLACK IS BEAUTIFUL... EVEN FOR WHITES!

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Obama now walks the road to the White House... Ruchika Chawla of 4Ps B&M analyses the campaigns of Obama and McCain through the marketing lens

It is a genuine case of changing colours. And the transformation of the “White” House into “Black” isn’t the only historic development which made the 2008 US Presidential Elections memorable. The path, which led to this unforgettable conversion, brought about many firsts in this race, which have also changed the modus operandi of campaigning forever.

While Barack Obama relied on noveau marketing tactics such as online contributions on his very savvy website, to Mobile Marketing to send across his message to voters; McCain stuck to tried and tested TV advertisements and print campaigning. Moreover, Obama packaged himself as a product very well; selling hope and change to Americans, which made him look like a veritable saviour for them. Here is a quick look at how and where the two candidates succeeded and floundered on the campaign trail...


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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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Even Sony India, as part of their special festive season unveiled its ‘Bond with Sony’ global marketing plan as a prelude to the power-packed....

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Well the answer for this by some companies is a perfect ‘No’. As Sabiha Kidwai - General Manager Marketing, Panasonic confidently replies, “Our Strategy is crisp and clear that we will offer consumer best line up and best features through out the year. So, I don’t think there will be any change in the strategy. Only, we will have one more strategy which is penetration. So we will have more promotional offers for non metro consumers.” But a flip side of the coin is despite the majority of consumer durables chunk adopting the ‘No freebie’ route there are some fishes in the pond who still believe in the same old tradition of giving a MP3 player with a purchase of a refrigerator.

Chinese multinational Haier, for that matter, has rolled out mega festive promotional package named ‘Haier 6,000 guaranteed offer’ which guarantees every customer a minimum gift worth Rs.6,000 or more on every purchase. “Our positioning is to provide quality service and our aim will be to invest and build Haier as a reliable, high-tech brand with an efficient customer care service,” says R. T. Rajan, Director – Sales & Marketing, Haier Appliances India. Even Sony India, as part of their special festive season unveiled its ‘Bond with Sony’ global marketing plan as a prelude to the power-packed thriller Quantum of Solace. Not only this, the key promotional offer also includes Lucky Draw Coupons for all customers buying select Sony products. “Our double-digit growth is just a reflection of the changing trends, wherein people are slowly moving away from traditional to youthful contemporary gifting and more ready to pick up such items as gifts,” explains Cyril Mani, Head, Marketing Communication, Sony India. On the same lines, even the Indian home grown consumer majors like Videocon and Godrej are also promoting the discounts and freebies in a major way. “Overall our promotional campaign budget for this festive season is Rs.400 million and this includes freebies like dinner sets, cookware, discounts, et al,” avers Kamal Nandi, VP – Sales & Marketing, Godrej Appliances.

However, one cannot ignore the fact that despite recent price hikes made by companies to offset rising costs, consumer preference for high-end quality products is what that has driven growth in the industry and that too across all segments. In fact the major reason behind this growth is the competitive strategies adopted by durables major that revolve around strong brand differentiation and not freebies or discounts. Even analysts feel that the companies should not change their strategy for the rest of the festive season which includes Christmas and New Year. As Tushar Bhattacharya, industry analyst, FICCI explains, “Gifts and discounts are old stories now. Most of the consumers are second time buyers and are replacing the product therefore the demand is always there. At least 10-12% average growth is always there and this festive season too the average growth is about 16-17%.”

So companies who follow the old adage of discounts now certainly need to rethink their strategies to lure customers. It’s favourable factors like young and amenable population profile, increasing income levels, new homes, under penetration levels and growing modern retail that will now drive the growth engines of the industry. As Anil Rajpal, Vice President, Technopak Advisors says, “Indian consumer’s offers promising prospects for the industry. Even if the GDP growth slows down to say 6% -7% levels, the growth shall continue to be there.”


Neha Saraiya


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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B-schooled in India, Placed Abroad (Print Version)
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Over there, the industry is more structured with well trained people to assist the designers in all possible ways – be it in promoting a brand...

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Wasn’t it also difficult to get a brand like Lakme (from HUL’s stable) as the key sponsor?

No, not exactly. Lakme at that point in time needed to promote itself big time, as a fashionable brand and India Fashion Week fitted the bill perfectly. Hence the name became Lakme India Fashion Week. But it was really difficult to get a good event management company. In fact, it was just the day before the fashion week, that we tied up with Images as our event manager.

Are Indian fashion shows successful in beckoning global buyers?

Oh yes, the response is fabulous. Specially, we are getting good response from countries like France, Germany, Middle East, UK and Spain. Globally, fashion buyers can be segregated into three categories – Boutiques, Superior Departmental Store and Sales agents and in all these three segments, India is generating good buyer crowd. Like in the Delhi Fashion Week , there were 165 buyers which included names like Dar-Usha (boutique category), Isetan (departmental store in Japan) and MC2 (biggest sales agent in Paris).

Compared to global designers, don’t you think Indian designers have missed out big time in creating a brand?

See, compared to the fashion industry in Europe, Indian fashion industry is relatively very new. Over there, the industry is more structured with well trained people to assist the designers in all possible ways – be it in promoting a brand or in creating a sales invoice. But here the designer has to take care of everything. The designer might be an extremely talented person in terms of designing, but he/she might not be good at handling media or public relations. So these minor issues matter a lot when it comes to creating a brand. What more do you want to do with with FFI? I wand to address all issues that are preventing the Indian fashion industry from becoming more structured and organised. In fact, we have already started educating many designers with small professional codes like preparing order form etc. We need to change the pattern we are following in the Indian fashion industry.


Angshuman Paul


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

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1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
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What’s the Sapient way? Sapient Interactive is an interactive marketing agency

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By integrating its Interactive & Consulting business, sapient India wants to get the best of both the worlds. Vareen Ray & Surbhi Chawla explore

Sapient Corporation is a global services firm that markets its services through two primary areas of focus – Sapient Interactive & Sapient Consulting. Sapient Interactive is an interactive marketing agency, which functions like any other ad agency providing branding & marketing strategies, web design & development and emerging media expertise to its clients. Sapient Consulting, on the other hand, provides business & IT strategy, system design, programme management, custom development, systems integration & outsourced services.

It was in the year 1999 that Sapient decided to enter India. This was not the best of times as most IT companies in US at that time were either recovering from the dot com bubble burst or were chalking out strategies to deal with the Y2K bug. However, for Sapient this was an opportunity they wanted to grab at once. That decision has been vindicated, for Sapient today has three offices in India, an employee roster of over 6,000 employees and they see the current slowdown as a big opportunity. 4Ps B&M caught up with Prashant Bhatnagar, VP, Sapient India to ascertain what makes Sapient an Employer of Choice. Excerpts from the interview.


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
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IIPM Campus

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For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
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IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
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While the cascading impacts of global events on the local economy are yet to be felt in a noticeable manner, banks are seemingly adopting ‘wait and wa

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Thus its well established that the suppliers of various consumer goods and the targeted buyers need the support of banks and similar institutions to take a bet on continued growth plans of such sectors and moderately impaired cash flows of individual borrowers (due to recessionary trends in the general environment). The last 4-5 years have seen Indian banks increasing the share of retail banking in their portfolio substantially, with much better margins (profits) as compared to corporate banking. Besides, investments in the infrastructure sector can only be expected if downstream sectors like housing (mortgage loans) continue to be supported by banks and housing loan companies. Recent directives originating from RBI and the government would indicate that while capital requirements and liquidity issues affecting banks would be looked at seriously by them, banks are expected to continue to help support the real economy, without compromising on credit quality. This would indicate that while loans may be a trifle tougher to get, they certainly are not going to be brought to a grinding halt.


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

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For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
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The Hindu : Education Plus : Honour for IIPM
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Damn you Saddam! who needs a dodo like Saddam, eh!

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If war could kill hatred, war doctrines should have received Nobel prizes; but perhaps one wouldn’t have to wait for even that to happen...

If mankind evolved from ‘Homo habilis’ to ‘Homo sapiens’ and if with each generation the complexity, intelligence and power redefined itself, the same can be attributed to the evolution of war. With passing time, the doctrine of war has redefined itself. And we found this special B&E double issue [on how to save capitalism through social responsibility] perhaps the rightmost forum to lament as usual on why war is the perfectly correct solution for peace... You actually believed that for a moment, did you? Well, insanely, so have some billions of the global population at one point of time or the other. But back to our laments...

The doctrines of war are jut not about war strategies but are like the eyes that saw and experienced changes in international societal system. When man was not even man and was more of an ape, he had to fight it out to survive. Being the weakest of the lot, [without any kind of expertise] it was only his shrewd mind that saw him through. Yet, that was perhaps the last time ‘men’ united to fight for their own survival, realising very soon that their biggest nemesis for all times would not be anyone else but their own brethren. That was when George Bush was born... Er, alright, we jumped the gun. He comes in much later [in our fourth story, actually. Pardon our impetuous nature.]

Fighting other species was perhaps far easier, it was fighting one’s own brethren that took the goat as that required constant upgradation of skills, and the realisation that ways and means would have to constantly evolve to kill that damn Saddam.


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

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For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...

Shopper’s Stop started way back in 1991

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The B&W imagery has been instrumental in etching the leadership status and a niche player in the retail world that Shopper’s Stop enjoys

TV campaigns, print ads, billboards, direct mail, you name the media vehicle, and you’ll find that Shopper’s Stop had latched on to it to promote their recent change in brand identity. What’s more? The retail giant has spent an unbelievable Rs.200 million on just the logo change of Shopper’s Stop. So even the poly-bags that you carry with the goodies from Shopper’s Stop sport the new logo. The in-the face campaign has left many wondering what was the need to use such extravagant steps and that too for just a logo change. Well, what most of us don’t know is that the logo change is just a miniscule first step to the massive restructuring exercise that the retail group is planning. Surely in the months to come the Rs.10 billion Shopper’s Stop will ramp up its act and announce more promotional activities and ad campaigns.

Shopper’s Stop started way back in 1991. However, lack of funds, which forced the company to adopt a black & white (B&W) logo, in fact did wonders to the retailers’ brand image. States Raj Nair, VP & ECD, Contract Advertising, “By using the B&W imagery we were in step with trends being employed in fashion advertising the world over. B&W imagery lends a high fashion quotient, sophisticated, cutting edge international imagery. The B&W execution has further helped the work stand out and embellished the cause.” The B&W logo was accepted well with the consumers and catapulted Shopper’s Stop to the league of a niche player in the Indian retail sector. Plus the company’s presence in the metros added oodles of class to the brand. “In a business specially like ours, which deals with fashion & lifestyle, it becomes necessary that the ads convey how we (Shopper’s Stop) can make a customer look more elegant. At the same time its necessary to make people understand the stylish side of life,” explains Govind Shrikhande, CCA & CEO, Shopper’s Stop.

Come 21st century and India Inc. was in the throes of a retail revolution. Players like Tatas (Westside), Biyanis (Pantaloon), et al, were ramping up their act and others like Lifestyle had also jumped on to the retail bandwagon, giving some serious competition to Shopper’s Stop. So in 2006, Shopper’s Stop decided to chalk out some new re-structuring plans and changing its promotional activities. “We didn’t want to compromise with the brand image as we were for the premium fashionable ones. But we wanted to change our class of audience,” elaborates Shrikhande.

At this juncture, the focus of the company shifted to GenNext. The new campaign focused on a simple and gentle exhortation to make of the reader, which is, to ‘Start Something New’. “Given the lives we lead on a daily basis, which are so caught up in the daily humdrum routine, we very rarely take out time for ourselves. Films do a wonderful job of reminding people what life is really all about without any hard sell about merchandise available at Shopper’s Stop. In print we go a bit harder, where we actually use merchandise to make the statements such as ‘wear lingerie to conserve electricity’ but with an underlying wit that only a leader would display,” asserts Nair. Clearly, the retailer believes in following ritzy players like JC Penny, Marks & Spencer and its penchant for green & society matches the Bentonville Beast. And surely the B&W strategy will add oodles of colour to the shoppers experience.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri

(Renowned Management Guru and Economist).

Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

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For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...

Surprised with such a statement when all you get is hysterically bad news from media vehicles?

IIPM Ranked No. 1 B-School In Global Exposre - Zee...

FDI: China habitually gets more than $150 billion in foreign direct investments every year. As a percentage of GDP, it hovers between 7% to 10%. In sharp contrast, Indian policy makers start whooping with joy when FDI crosses $20 billion. Not to mention that FDI has almost never exceeded even 0.5% of GDP. Now, we all know that foreign investments will dry up. But since most of India’s GDP growth has been driven by domestic investment, we will be the least adversely affected. Let’s say FDI inflow declines by a whopping 50% or about $10 billion. That works out to one-tenth of one percent of GDP. Do your own maths!

EXPORTS: There are horror stories floating around of how hundreds of thousands of jobs are being lost because exports are slowing down and declining. A recent government survey says that half a million jobs were lost in the last quarter of 2008 because of contracting exports. Half a million jobs gone is bad news indeed. But compare that with an admission by the Chinese government (A government that is loathe to admit anything!) that 20 million jobs were lost in the same period and you suddenly get a fresh perspective on where India stands compared to other nations. Also remember, exports from India still hover around 15% of GDP, one of the lowest figures among major economies in the world.

CONSUMPTION: The Indian economy resembles that of the United States in many unique ways. One of the most striking similarities is that related to consumption. Consumption accounts for just about 35% of GDP in China while it constitutes about 65% of GDP in India. One reason why GDP growth in China kept racing ahead of India was huge increase in investments year after year while consumption expenditure can really grow at more modest levels. When bad times come, consumption might stagnate in India while investment is bound to plunge in China. No wonder, the Indian GDP growth rate will moderate from about 9% to about 7% in 2008-09 while it is poised to crash from 13% to 6% in China. Slow and steady is often better!


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

ZEE BUSINESS BEST B SCHOOL SURVEY


For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...

A lot of today’s political problems are very much a contribution of Britain's imperialist past.

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Imperialistic past

Hats off to you, Prasoon, for your write up on imperialism. You are indeed right to state that irrespective of so many diversities, there exists one commonality that they are all an expression of British imperial design. A lot of today’s political problems are very much a contribution of Britain's imperialist past. The entire world is burning under the evil of religious fundamentalism. And its an established fact that no one has been able to recover from its perils. Whether it was movement of people from India to Pakistan (or vice versa) or from Iran to Palestine – the division was, on paper, geographic in nature, but in reality had its ground in religion. Today’s terrorism is its outcome. Behind every bomb is a terrorist and this terrorist has emerged from either of the implications of the imperialist past.

Mayank Aggarwal


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus


For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...