Monday, February 26, 2007

Consumers hated the changed taste and it had to be replaced with the Classic Coke


IIPM PUBLICATION
The aftermath is history now – consumers hated the changed taste and it had to be replaced with the Classic Coke. So did their brand value help them in any way? Did brand loyalty come to their aid? Certainly not! Yes, there are many other examples which stand strong testimony to the fact that sheer reliance on brand value or brand loyalty has caused shareholders to lose their money! And while experts talk about strong brands, building a safety net for the companies, the truth is – the only way to build that safety net is by rolling out products and innovations at the same time, which will, in turn, also ensure that the brand remains alive! In short, keep the consumers smiling! And for this, companies cannot rely on just one single powerful brand and must learn to distribute faith on a portfolio of brands, just as Meera Mullick- Kanwar, Director, Interbrand asserts strongly, “Some brands don’t have the flexibility to maintain the relevance of a constantly evolving target market...”

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Source :
IIPM Editorial, 2007

An
IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

Wednesday, February 14, 2007

IIPM Publication :- Czar turns into an oil ‘Don’


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Putin, on the other hand, wants to restore the lost Russian pride. He is well aware that Russia has the wherewithal to be at the centre stage of global political economy. And to achieve these objectives, Putin has maintained a tight grip on Russian oil oligarchs and is hell bent upon renationalising oil assets. Gazprom, the state-controlled oil major in Russia, holds 25% of the total known reserves of oil in the world, and supplies almost all the oil to Central Europe. "And Putin is not refraining from using oil price mechanism as a tool to teach Russia's 'Near Abroad' and drawing them away from the Western fold," says Dr. Nivedita Das Kundu, author of Russia and its 'Near Abroad', in an exclusive interview to B&E. Putin knows that his energy policies will attract friends and foes alike. He's ready to pamper the friends with an oil bath & treat his detractors with a strong gush of 'gas'.

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Source : IIPM Editorial, 2007

An
IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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Friday, February 09, 2007

IIPM & 4Ps Release :- Search me if you can, lazy bones!


IIPM PUBLICATION

A unique alarm clock demonstrates the power of a simple idea

As if we weren’t sick and tired of our Google searches already! MIT graduate Gauri Nanda’s popular invention – the Clocky alarm clock, now available for sale online (for around $50) since the second half of December 2006, promises to make search an integral part of your daily morning activities as well. Just press the snooze button of this little ‘monster’ early in the morning, and you’ll know exactly what we are talking about mean! As that’s when this clock runs away and hides, while persisting with its annoying sounds. So there’s the catch – to turn the darn thing off , you must first be able to seek it, and in the process, you end up bidding your bed Good Bye.

This technology was invented by Gauri Nanda in 2005, an invention which won her the Ig Nobel Award for Economics (as this could, at least theoretically, increase productivity of the population!) the same year. These awards honour improbable research projects that first ‘make people laugh and then make them think’. Stated Nanda on the impetus for her invention. ‘’I like my sleep... I’ve been known to hit the snooze button for two hours, or even accidentally turn off the alarm.” Now 27, Nanda has turned entrepreneur, and plans to launch more innovative products which she hopes will become an indispensable part of people’s lives.

Once the snooze alarm button is hit, the clock, which is embedded with shock absorbing materials and rubber wheels tumbles down from the table and rattles away to some isolated place, where it would ring for another 10 minutes before going off . An in-built microprocessor, which controls its speed and direction, enables Clocky to find its own routes, which means it also changes its place of hiding every day.

Clocky stands out amongst most technological inventions today in that it does not signify a fantabulous technological breakthrough, rather it represents the power of a simple, yet thoughtful idea on the part of its inventor. You could consider it like a family member, who cares if you do not make it to your appointments in time. Technology can be human too!

Edit bureau: Shashank Tripathi

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Source :
IIPM Editorial, 2007

An
IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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