MADE FOR EACH OTHER

Mehndiwalis, caterers, photographers, decorators, designers, dancers and of course those harried wedding planners...phew! The Great Indian Wedding has inspired a whole new breed of businesses...

What’s common between Subrata Roy, L.N. Mittal, Laloo Prasad Yadav and Sant Chatwal? They organised weddings for their children in a manner which left the world gasping! Not just business tycoons, even ordinary folk today want the moon for the wedding of their young ones. Right from the wedding card to the ‘thank you card’ everything is done in a lavish manner – opening the doors for many business activities.

The Indian wedding today is turning into a big industry. It’s currently estimated at Rs.50000 crore, and is all set to grow by approximately 25% annually. If you are a creative entrepreneur, this is one industry which is very lucrative to work in. The customer is in a spending mood. You could charge a ridiculously large amount – if you have something unique to offer. The wedding ceremony is one day when no one is bothered about ‘return on investments’. According to some, it is the only ‘recession-free’ industry in India, spawning a gamut of new businesses and new entrepreneurs. In fact, almost every industry is today looking at weddings to give a boost to their business. Be it hotels, tent wallahs, dress designers or caterers, every one is doing their best and growing and gaining from the ubiquitous wedding. Considering the fact that around 1 crore couples get married every year, there is a huge demand for all marriage related services, and a huge opportunity for one to churn out a great career. Let’s look at how so many varied businesses are booming as we go about tying the nuptial knot.

Online and marriages

Today it’s no more astrologers or priests or your aunty in Canada who are fixing up marriages. A lot is happening on matrimonial websites. Today matrimonial websites have become the best way to find that perfect match. Shaadi.com has 7 million members and gets 8 million page views a day. No wonder advertisers are flocking in to promote their goods on these sites. The users of these sites are highly focused – their specific purpose is to start a family and they are looking for information that will help them do it. Maruti Alto, IFB, LG and ORRA jewellery found how profitable it was advertising and promoting their goods on these websites. Not just Indians one can reach out to a large chunk of NRI’s through these sites (since around 30% of the users are NRI’s). So, in effect, it is profitable to start a matrimonial website and also to advertise on it!

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Where the Bali Hell are you?

We’ve poured you a beer, we’ve had the camels shampooed, we’ve saved you a spot on the beach, we’ve even got the sharks out of the pool! So mate...

“A journey of a thousand miles must begin with a single step,” said Lao Tzu many years back. If I may be allowed to re-word it, I’d say a journey of a thousand miles sometimes begins with a single advertisement! An exciting photograph, a catchy by-line, or maybe exciting folklore sometimes, is enough to make you want to visit a particular place. We all dream of far-off places which we want to visit, and if we come across a photograph or a write-up that matches our dream, the chances of going there are increased.

Tourism today is a big industry and countries need to seriously look into the way their nations are promoted and how they are viewed by the outside world. A clever marketing strategy can reap in rich dividends for an economy, and many countries have realised this. Hong Kong has shown how a small island can become a popular tourist destination through sustained advertising. Tourism is a big money-spinner and they are leaving no stone unturned to attract people. This year, till September, 15.7 million people had already visited Hong Kong – and this was the total number of visitors for the whole of 2003. Singapore now plans to rope in 21 million visitors next year. San Diego says tourism is their third largest industry. It gives them foreign exchange, provides jobs to the locals – they earned $6 billion through these visitors. They have come out with a campaign which goes, “365 days of Ahhhhhh!” and they are planning to spend $2.9 million on this campaign.

People who see an ad are twice as likely to visit the state website and twice as likely to call the toll-free number and request information. Kerala, with its sustained advertising, saw a 30% increase in traffic to the South. About 40% of the total tourists, that India gets, head straight to Goa or Kerala.

They are most aware about these places. North India has actually seen a drop in tourists since no good campaign has excited people in a long time. One could just look at the way ‘Truly Asia’ Malaysia and ‘Uniquely Singapore’ have advertised themselves. They have events lined up all the year round, which keep attracting different kinds of tourists and giving them reasons to stay longer. Even a burning desert like Dubai attracts visitors in large numbers. People need a reason to visit, but they also fear the unknown. That’s where the ad steps in! If it’s a famous city, the ad helps to highlight some more unique things about the destination. If it’s a little known place, the ad provides information about the weather, the people and culture – something that Ogilvy did years ago, when he made an ad for Singapore. Back then, no one had any clue what Singapore was like. His ad ran a headline, which stated, “Singapore is fantastic,” and then gave a detailed description of the place.

Not just this, but you must know what to sell to whom. Selling snow to a penguin won’t work, just as selling ski resorts to a Swiss won’t; they have the best ski resorts in the world. Similarly, the French will not be lured by American cuisine to come to America. So you need to be sensitive to the cultural likes and dislikes and tastes of the people. You need to research well to understand what they like and then show your country from that perspective. There is a lot that a well-planned campaign can do for a country. Just keep a few things in mind.

Give a reason, why?

“We’ve poured you a beer and we’ve had the camels shampooed, we’ve saved you a spot on the beach. We’ve even got the sharks out of the pool. So where the bawly hell are you.” What if a beautiful bikini-clad blonde were to invite you like this. It would be irresistible. So it’s proving to be for many as they are packing their bags and rushing to Australia. This was an ad campaign for promoting tourism in Australia and bookings have already started, and they are being flooded with phone enquiries. This new campaign, which would run for over two-and-a-half years, would cost the Australian government $180 million, but it’s worth it, for it’s a $73 billion industry.

You need to give a solid reason why someone should come to your country – a unique position, a unique experience, to encourage the traveller to include your country in his travel plans. After all, people would not go half way around the world to see things they could very well see at home.

Years ago, when Jamaica was a little known country, Doyle Dane Bernbach created a campaign for it. It went like this, “In Jamaica, we treat our country as though it were one enormous living room. Be our guest.” The ad showed two men sitting on beach chairs, with sea waves lapping at their feet, playing chess. It was a classic, when it came to travel advertising. People came to see this beautiful and hospitable country. Today, Jamaica has found a new way to attract visitors. You get a once-in-a-lifetime experience to swim with dolphins at the Dolphin Cove.

One reason that never fails to attract people is celebrity endorsement. Nothing gets a destination more attention than when celebrities visit it, or when celebrities promote it. After hurricane Katrina hit Louisiana, not many were sure if they could still holiday there. Nobody convinces people better than a celebrity. So New Orleans came out with an ad campaign, which used all celebrities – who had some or the other Louisiana connections – appear on television asking people to return to enjoy the state’s unique culture, arts, food and music. The campaign was named “Fall in love with Louisiana all over again.” Likewise, New Jersey got help from its celebrity native Jon Bon Jovi and his hit single, Who says you can’t go home! The song rode high on the Billboard list and so did the number of tourists to New Jersey.

India too has found its bevy of famous faces. ITDC has decided to rope in Bollywood stars to promote India as an attractive tourist destination. Amitabh, Rani, Preity would all be used to sell India abroad. Not just this, India seems to have given the world a reason – why they should come here. Kerala, with its wonderful campaign titled “God’s own country,” showed the world the serene backwaters of Kerala. Not just this, Ayurveda and Yoga seem to be the two things that India has to offer, which are capable of transforming people’s lives. The Incredible India campaign too has helped to show how different and unique India is. Tourists are slowly including India in their travel plans too.

Just as a brand needs a unique benefit for people to buy it, a country needs a unique image to differentiate it from others. It needs to offer something unique for people to travel to it.

Change Perceptions

Not many would consider Israel as their idea of a fun-filled holiday. Everyone has a certain not-so-happy perception of Israel. This is exactly what the ad agency targetted, promoting Israel as a fun-filled tourist destination. The 30-second commercial, which appeared on TV in New York, Florida and Los Angeles, showed scenes, touristic images and activities that people did not normally relate to with Israel. The ad ended with a punch line – “Israel. Who knew?” After these ads, people suddenly realised that this was not a place where bullets whizzed over your head as you walked down the streets. It was very much a regular town. Tourism from the United States increased by 31%. Not surprisingly that this year, they are planning to increase their advertising budget to $150 million. Everyone knows Israel is a Holy Land, but not many know it’s a happening land too. Israel has learnt – it pays to advertise, and damn well!

Puerto Rico, everyone believed was dirty, ugly and squalid, till David Ogilvy drew up an advertisement for them. People suddenly realised that it was not a dirty, poor island, but a beautiful holiday destination. Ogilvy’s ad, “Girl by a gate-in old San Juan,” was a master piece. It changed the fortunes of the country as visitors flocked in droves to enjoy the pleasures of this destination.

After 9/11, US saw a drop in the number of the tourists. The one city that rebounded faster than any other city was Philadelphia. This was primarily because of its $2 million summer tourism campaign. The commercial was entitled “Philly: The Musical.” It came with a tagline that went like this, “Philly’s more fun when you sleep over... and over again.” It was a novel way of promoting the “Philly Overnight Hotel Package.” The ad showed a guy who wakes up and is inspired to explore Philadelphia – not realising he is in his pyjamas! The Pyjama Man was liked by all and the advertisement grew to be a huge success.

Think of Japan and you think of two things – the Sumo wrestler and the Geisha. Japan’s major chunk of tourists belonged to the over-50 age group, who were interested in seeing its temples, gardens and Mt. Fuji. The Japan National Tourist Organisation wanted people to change their opinions about Japan being nothing but full of generations old traditions. They wanted people to know that Tokyo was throbbing and pulsating with excitement, much like New York, Paris and London. The ads were titled, “Cool Japan – Fusion with Tradition.” They showed how you could see the Geisha along with the latest modern fashion, the Sumo wrestlers and Buddhist retreats, along with their latest high-tech gadgets, neon lights and manga art. All this at an economical price of £689 for six days. What more can a tourist ask for? So much of fun and variety – all at a reasonable price. Japan should open its gates wide, for tourists are bound to come, and that too, in very large numbers.

The advertisements play a major role in building an image of a country. They can convince you that thousands of miles away is a destination that has everything you are looking for. Tourism ads work like invitation cards to a happening party. We all need a break, and ads give a small preview of the pleasures to be found on the promised land. So, after the deadly Tsunami struck the tourist town of Bali, tourism fell pathetically low. Bali was particularly worried about the fact that Australians were not coming back. They were too scared to return, while the rest of the world had already started to flock back. Only intelligent advertising could help build back the faith. Nothing relaxes you more than a good laugh and that is exactly what the advertising campaigns did. The ad said, “Aussie...look what you’re missing,” and went on to show how the rest of the world was enjoying Bali, and asked Aussies, “Where the Bali hell are you?” The concept clicked and people saw that Bali was back to normal and they could return to it. Depending on place, the ads lure people to pack their bags & sit on a plane, heading straight to your country. The ads show how vibrant & exciting the country is, how everyone is having a good time... Guys, where the “Bali hell” are you?!

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Look Left For Leadership

If you thought embracing capitalism was ‘the’ sure-shot way to any nation’s success, allow us to whisper sweetly that you couldn’t have been far from being magnanimously... wrong!

More than three decades ago, the Vietnam War ended and US troops went home. Yet, ‘Nam still haunts the psyche of many Americans. After all, the US had done then to Vietnam, exactly what it did to Iraq a few years ago. Even today, the grey images of the Vietnam War are fresh in people’s minds. Images of a girl running in terror, her body scorched by napalm; images of people fighting to board a helicopter, as it took off from the roof of the US embassy; images of a nation destroyed and devastated by the US of A. Yet, a few months ago, when George Bush arrived in Hanoi for a trade summit, he saw a country that was booming. Most interestingly, today, America has become Vietnam’s biggest trading partner.

Vietnam, which is known as ‘the Paris of the East’, with its beautiful lakes and lush green parks, is today glistening. Vietnam is today the fastest growing economy in South-East Asia. The war, which had scared the nation years ago, today has turned into a big tourist attraction. You would find war memorabilia being traded like hot cakes in the market place. Hawkers jostle to sell dog tags and Zippo lighters that supposedly belonged to American Pilots! The war is over, today Vietnam is racing ahead. It promises to become a developed nation by 2020. Vietnam’s growth rate of 8.4% has exceeded that of Thailand, Malyasia, Taiwan, South Korea and even India in some quarters. In fact, American companies like Intel and Nike are pouring in billions of dollars into Vietnam. In 1990, 51% of the people of Vietnam were living in abject poverty. Today, only 8% of its people earn less than $1 a day. Vietnam is the latest Asian economic tiger and it’s roaring real loud. This time, it’s truly – good morning Vietnam!

Vietnam may have opened its gates to the outside world, yet it’s a communist country and has an authoritarian one-party state. Freedom of speech and democracy may be an alien concept, and still no one seems to be complaining. To top it all, the pace of its exports to the United States is rising faster than even China’s. The new middle class wealth is visible in the swarm of motorcycles that have filled the city streets. In fact, Brad Pitt and Angelina Jolie could not resist a ride in one of them when they visited Vietnam sometime back. Researchers predict that it won’t be long before people start switching form bikes to cars – after all, the country is really doing well for itself. Life expectancy has increased, infant mortality has decreased. Most of the children in Vietnam are enrolled in schools.

Vietnam leaders have promised to make Vietnam a modern industrial nation by 2020. Of course, many nations, including ours, have promised this to their people; the only difference being – Vietnam means it!

If the Vietnam saga sounds great, China perhaps would be nothing short of brilliant. Take a look at a few numbers and statistics and then decide for yourself. Between 1979 and 1997, China’s GDP grew by 9.8% annually, about three times greater than the world average. Some 170 million people were lifted out of poverty. Even the United Nations had to admit that never in the history of the world have so many people made such economic progress in a single generation.

In the 1970s, China was an insignificant participant in the international market. Reforms started in 1978; and since then, China has recorded one of the world’s highest growth rates. Today, China is unarguably one of the most dominant players in the international arena.

Even the Tiananmen Square massacre in 1989 did not halt the wheels of growth of China. At that time, when the West and Japan stopped investing in China, the Chinese living outside the mainland put in huge investments and provided the much needed funds to China. In three years, China’s growth went upto 12% per annum. The world was startled and soon the Americans, Europeans & Japanese were once again interested in China. After all, a little repression, a little violation of human rights, are not reasons enough to stop a good investor. Bill Clinton soon granted China the MFN (most favoured nation) status and the World Bank once again resumed lending to China.

Today, China is booming. China’s GDP rose from $150 billion in 1978 to more than $1.6 trillion in 2004. And to say China’s exports are booming, is a very huge understatement.Deng Xiaoping had said, “To get rich is glorious;” and China has shown this to the world. The ideological debate of whether capitalism or socialism is better has come to a conclusion. You see China and you realise that communism is not only relevant, but potentially the key to deciding the shape of the country’s future

Notably, the socialism of the 21st century seems to be different. It’s more of a planned economy than a bureaucratic totalitarian state that existed in Stalinist Russia. Many countries, especially the Latin American ones, have realised that prosperity and happiness can be achieved by supporting and promoting this 21st century socialism.

And if there is one country that has shown what a socialist government can do, that is Chile. From 1973 to 1990, the country dwindled and withered away under the nasty dictator General Augusto Pinochet. Then came Ricardo Lagos whose socialist party changed things, and how. Today, the reigns have been taken over by Michelle Bachelet and Chile seems to be doing very well. Lagos was a genius, whose thesis (written in 1960) earned him the title, “The Mozart of the Economy.” Creditably, he helped reduce the inflation in his economy. In 2005, Chile grew at an impressive rate of 6.5%. Poverty has fallen sharply in Chile, from 39% in 1990 to about 19% today. The Chileans are realising that their economy is looking up and what seemed like a distant dream – of becoming a prosperous and developed country – seems to be well within their grasp. Chile has shown that you don’t have to kowtow the US to be successful. It is firmly against Washington, but with the right kind of leadership it has nothing to fear.

There seems to be yet another socialist who minces no words when it comes to expressing his feelings about USA. It’s the Venezuelan President Hugo Chavéz (above top). He is totally anti-capitalist and knows that the only way to reach promised objectives of a better life and the end of exploitation is through a socialist form of government. Not surprising that 82% of Venezuelans think Chavéz is doing a good job. Come to think of it, it’s more than twice the approval rating by Americans of Bush. Chavéz has used Venezuela’s oil profits to lift the poor out of poverty. Bush used oil to destroy a whole nation and kill its leader (Saddam). The poor love Chavéz, for they see their lives improving under him. Is he the next Fidel Castro? Perhaps, but he is surely a hero. Cheers once again to his leadership – for Venezuela is today the fastest growing economy in the hemisphere

There’s definitely something about socialism. From Hugo Chavéz to Evo Morales of Bolivia, it seems like a wave of “leftism” has swept over Latin America. There is Lula and his Worker’s Party in Brazil, there’s Nestor Kirchner in Argentina and Vazques in Uruguay. They have probably seen that democracy did little to eradicate poverty and corruption or reduce inequalities. The “Left” is returning. And this time, it’s making sure it does not commit the mistakes it made in Soviet Union. This “new Left” is more viable, more sensitive and sensible; and definitely very effective. It would not be long before this region becomes a force to reckon with. Vietnam and China have shown the way and many are following them.

“Revolution is not a dinner party,” wrote Mao Tse-tung when he was a young Communist leader. It required grit, determination, and most of all, compassion towards the poor. Only then can a nation truly progress and become a force to reckon with. Socialism is a very young system. Capitalism could not achieve what socialism has done to Latin America or Asia. Socialism has shown what it can do. Look at USSR and Cuba. It’s probably worth putting our faith in the system and giving it a chance

India has the best natural resources, the best brains, the best people, the best culture and yet it’s not growing the way it should. What it lacks is a proper ideology and a strong leader. Isn’t it time we learn from others? Isn’t it time to look Left for leadership.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Kapil Dev speaks to Planman Media…

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Your reaction to BCCI’s treatment with you?

I’m not angry at all. I have always believed that people associated with these boards must have respect for the sportsman and I am glad that my country can see that too. We don’t need Businessmen and politicians on our boards, but unfortunately our system does not run without them. And if today I want to change that, what’s the issue? The board says that one cannot work for two organisations, but we have created only a small league to have tournaments. What’s wrong with that?

How did you get involved with the ICL?

To be honest, it was great for cricketers! Mr. Chandra looked at it as a business opportunity and as long as it is benefiting sports and the sportsmen, I have no problem. Financially sound individuals are behind the plan and they will see it through.

Will your involvement with ICL make any difference to fans and players?

It’s difficult to say. I hope it all remains positive. But you try to do a 100 positive things and 20 do not work. I just want to see sportsmen in our country ready to take up challenges. We want to do well in sports, but our culture isn’t geared toward sports. ICL has done something that I never thought could happen.

As told to Megha Jaitley

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Source : IIPM Editorial, 2008

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

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The Road Ahead!

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Rahul Mehra, Advocate, Supreme Court speaks to 4Ps B&M

MRTPC says that no individual organization should have a monopoly. BCCI threatening to take away the benefi ts from players, who join ICL will have a major impact in court. BCCI has been pulled up by the MRTPC even in the 1990’s. This is going to be a battle of egos and it will be very interesting to watch how the court handles it. For BCCI and ICL, there are three routes open: a merger, an acquisition or battling it out in court. I personally believe that there’s enough space for both of them to co-exist. There is a huge vacuum in India’s cricketing domain and many can share the pie. Look at the television industry, NDTV, CNN, CNBC, AAJ TAK and hordes of other news channel co-exist peacefully. I know from sources that BCCI had been in talks about opening a parallel league for months, but the question is why did they had to wait for ICL to wake them from their slumber and announce a league after them. All said and done, we should not forget that BCCI is very politically driven and in politics, you don’t (cannot?) stay enemies for long. BCCI will do whatever is benefi cial for them first, and then whatever is benefi cial for the game. The 75-year old cricketing body may well come up with a business proposition for Chandra, which the businessman in the Zee supremo, will find tough to ignore!

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

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FORD...

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FORD... The innovation with the diesel engines have helped Ford to conquer the Indian psyche, and of course, Indian roads...

In what is a clear signal that the Blue Oval can no longer ignore the booming Indian auto mart, Ford has climbed the innovative band wagon big time in India! You only have to take a peek at the new Fiesta, designed and built with state-of-the-art automotive technology, including the innovative 1.0-liter supercharger engine and the facts will stand clearly in front of you. Fiesta Supercharger is the first application of this technology in a compact car, and its 1.0-liter engine has power equivalent to that of a 1.6-liter unit.

Ever since launching the Fiesta in 2005, there is no looking back for Ford India. The car has been so successful that it has created its own niche in the Indian auto bazaar. Piggybacking this success, the year 2007 has been special for Ford India. Ford now understands that the secret behind its unprecedented success in India is undoubtedly its common rail armed diesel engine range. For starters, Ford has installed a larger capacity engine in its up market SUV – Endeavour, which needed to get rid of its legendry power deficit. Talking to 4Ps B&M, Arvind Mathew CEO Ford India said, “I want a presence in all the segments. I never said no to any small car.” With the prospective entry of Honda and Toyota in the small car segment, Ford too has big ‘small car’ aspirations. After this momentous year in Ford’s kitty there will be more innovations on the horizon. Ford’s international crisis remains the only continuing problem.

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Source : IIPM Editorial, 2008

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

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TOYOTA...

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TOYOTA... Customer satisfaction & retention tops Toyota’s priority list. From ingenious products to servicing, Toyota is looking ahead as always...

Here’s a company that lives, breathes and eats innovation, globally, and in India too. Last year, it launched its unique Express Maintenance facility (an onehour periodic maintenance service) in India. Available at select outlets, the facility utilizes the Toyota production system & Kaizen methodologies to deliver the service, and hopes to increase customer satisfaction & retention. Toyota customers who otherwise would have had to wait for 14 hours for servicing, can do the same in an hour now.

In terms of product innovation per se, after making the ugly, but practical, Qualis super successful (now discontinued) in India, it did not do anything of much magnitude. But, the company is presently engaged in figuring out the perfect version of the ready to be refreshed Corolla, a product which has been hit hard by the revolutionary Honda Civic. They also plan to launch a new small car in the high potential B+ segment, which will compete with the likes of Swift & Getz.

Toyota is known for its extensive market research led strategy. The successes of the multi-utility vehicle Innova and the radically styled Camry can be atributed to the fact that Toyota anticipated their demand well in advance. KK Swami DMD, Toyota Kirlosker told 4Ps B&M, “We focus on the study of the consumers’ changing preferences and therefore getting the right cost price is important. We target a 10% market share by 2010.”

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Is media’s latest obsession with women & lifestyle publications misplaced?

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And if trends are anything to go by, print media in India is biting the ‘specialised content’ bug with aplomb, exploring readers with unique tastes and preferences. In this context, the rise in publications in two categories in particular - women & lifestyle, merit special mention. The India Today Group has, for instance, magazines like Cosmopolitan, Good Housekeeping & Golf Digest in its kitty. Similarly, Marie Claire (from the Outlook stable), Elle India & Verve have already marked their presence in the country in a short span of time, giving well entrenched players in India like Savvy, Woman’s Era and Femina some much needed competition.

With the upcoming launch of Vogue in India, which is literally considered to be the ‘Bible of fashion’, one can well expect much more cutthroat competition in this space. It’s women’s liberation at its best, for sure, and far beyond what the daily saas bahu soap operas on prime time TV could perhaps ever achieve!

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LG - Life’s Good

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BRAND: LG
HEADLINE: Born to shine
BASELINE : Life’s Good
AGENCY : Innocean

4Ps TAKE : All that glitters is not gold but all that shines is LG – this is what LG is claiming through its Shine Black Label GSM handset series. The idea is to introduce this shiny range in the Indian mart positioning it as a high-end product. Targeting classy Indians who like to live in style & make ‘fashion’ (and power!) statements through their accessories, the body copy lures potential customers via a flashy communication using words such as ‘dazzle’, ‘chic sparkle’ & ‘shine’ while describing its full metal body, wide mirror LCD, multifunctional scroll key & 2MP auto focus camera. Visual is appealing with a sparkling silver handset; the black backdrop is also extremely appealing. Though LG has not been able to make the right connect in the handsets market (not as much as, say, Nokia, Motorola or even Samsung!), the reward to the prospect is the trusted ‘Life’s Good’ LG tag name in this case. The USP: this range’s glamorous looks. Guess after LG’s chocolate range, this Shine Black Label series is going get the brand shiny new prospects!

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

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Could China’s Olympic preparations lead it to an unrelenting quagmire?

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If the glitzy show at Tiananmen Square is any thing to go by, then come August 2008, the dragon is all set to spew fire, this time not a fire of er... lead laden toys, but a fire of publicity. The world’s largest authoritarian state has pushed forward its infrastructural preparations with incredible speed and resolve. The countdown to the Beijing Olympics aptly marks China’s readiness for “One World; One Dream.” It can be easily judged by the impressive collection of new as well as renovated sports venues, newly built roads, railways, metros and the draconian measures undertaken to restrict traffic & industrial activity. Ever since 2001, when Beijing was elected to host the Olympics of 2008, things have changed for the better at a furious rate. Former venues like Los Angeles, Seoul & Athens have been finally outpaced. Construction & pollution control are scheduled to be completed by the year end, so is work in 36 out of the 37 venues.

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Source : IIPM Editorial, 2008

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

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IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES IIPM, GURGAON

How do you think Coca Cola is placed?

IIPM, GURGAON

Compared to other players in the market, how do you think Coca Cola is placed?

The beauty of our product is that you get all the functional benefits of energy, refreshment with all the emotional benefits for just Rs.8 a bottle. No products can claim to offer such benefits at such a price.

And what about allegations related to ground-water depletion, pesticides, et al?

We are opening our doors to the public to see the facts for themselves. We are inviting media to come visit our plants and see for themselves, talk to the local neighbouring communities to see how we are doing because it is easy to make allegations as anyone making allegations gets media coverage. And when you make allegations against an iconic company and a brand like Coca Cola you get much more media coverage.

What are your company’s future promotion plans? Our brand ambassadors like Aamir Khan for Coke and Akshay Kumar for Thums Up will remain the same. We plan to come out with new ad campaigns. And it will be a 360 degree promotional exercise including print, TV, and a new look website. We will also have a plant visit programme wherein we will invite media which will be a ‘little trip of joy’.

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Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
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Horror Ranking Scale

When IIPM comes to education, never compromise

Just one look at the top ten in the survey is enough to throw open the can of comical findings! An institute from Hyderabad, currently embroiled in court cases with American organizations who have accused it of stealing their trademarks, gleefully gets ranked at a cherubic number 9! Worse, an institute from Pune, an obvious also-ran, is laughably ranked at number 4, above IIM Indore (ranked 6th), IIM Lucknow (5th), FMS (12th), IIM Kozhikode (13th) and even above XLRI (8th), considered in some surveys to be amongst the top three! When 4Ps B&M contacted this Pune based institute, a full time faculty boasted, “The better man on that day wins!” Better man? Professor Sunil Kumar of IIM Lucknow blasted this ‘better man’ logic, “How can this Pune based institute be better than us? Not at all! It has only 12 permanent faculty and all they do is liaisoning!” K. R. Narendra Babu of IIM Indore was worse with his cutting words, “Our IT infrastructure, faculty standards and physical infrastructure are better than this Pune institute’s! This institute and even the Hyderabad based institute can surely not be better than IIM Indore!”

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Source : IIPM Editorial, 2008

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

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IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!

Don’t Ask, Don’t Tell

Why Study Abroad When IIPM Gives You 3 global Advantages!

When 4Ps B&M requested ACNielsen to answer all these accusations about the ranking being unbelievably preposterous, the reply was straight out of an operations manual, “We have a special unit called ‘Measurement Science’ and everything we do is statistically measurable! We make sure that the business we do touches our client’s lives!” That was a sweet reply surely. But reality be damned, ACNielsen’s “proprietary” Winning Brands Model seems to be churning out results more farcical than Enron’s accounting tricks.

Even Father N, Casimir Raj, Director, XLRI, known to be extremely soft-spoken, talked strongly in a frank discussion with 4Ps B&M ridiculing the survey, “I have my doubts on how a perception based survey can actually be used to judge the true quality of b-schools. It is all a top-ofthe- mind ‘thing’, and ACNielsen is actually misleading the students by making them decide through only a perception based survey. Look at the institutes that lie ahead of us. Can anyone believe such a survey?” Sir, we surely don’t; and we assure you, once this article gets published, neither will the management world!

Going through the investigations were the hardest part for us, because we could not believe how such fraudulent surveys were legally allowed to get printed! But then, walking out of the campuses of one of the leading b-schools in India, the words of IIM Lucknow’s Professor Sushil Kumar, which best described the management world’s sentiments towards ACNielsen – the modern day half Nelson – resonated in our minds, “The people who test us should be the ones to be evaluated first!” Can we add Sir, “Perceptually!”

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Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON

Defying logic... defying common sense!

IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES

When we analysed the 27 parameters used to rate the b-schools, we couldn’t even imagine the heights of being zany! How can a respondent who has never visited a particular b-school campus (and we’re talking about 1,250 of them!) rank that b-school on parameters like whether the institute has “a thorough knowledge of the subject” (without mentioning which subject), or an “excellent infrastructure,” or has “a high standard hostel and mess facility,” “well trained faculty,” “very good counseling by teachers,” “excellent teaching methodology,” and so on so forth! Hilariously, while ACNielsen most dubiously claims that they “don’t try to quantify debatable parameters such as the number of academic papers written by the b-school’s faculty,” the same parameter (namely, “high quality research papers from b-school’s faculty”) hilariously finds its way in the complicated response sheet as one of the parameters. Talk about hypocrisy and double speak!

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Source : IIPM Editorial, 2008

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

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IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review

SONY

IIPM is A World of Career

Having risen from the rubble of Japan post-World War II, Sony is a part of millions of living rooms in India...

Flaunt your Bravia with arrogance, feel your pulse with Xplod, and work in style on your VAIO... India is no exception to the manner in which Sony has tickled the imagination of dreamers across the world. But the previous year was not ‘all’ smiles for the Japanese giant as it got engulfed in a global battery recall exercise following complaints of overheating. Unfazed, Sony still stands tall in Indian landscape, bagging the 46th rank, climbing a whopping 22 positions. While the consumer electronics space has always seen intense competition, Sony has nevertheless managed to create its own niche market with a set of loyalists. “Exclusive brand stores such as Sony World, located in high street and residential markets, rather than in conventional electronics markets, provides customers the opportunity to visit the showrooms at leisure. Sony has opened similar smaller brand stores viz. digital kiosks, Sony Shop or Sony Ericsson stores,” a company spokesperson told us. The Walkman is a manifestation of the same and the brand is banking upon on the same to promote its range of MP3 players, as also its latest range of mobile phones. It’s a Sony, after all!

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Source : IIPM Editorial, 2008

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

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