You wanna test my confidence?!

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Indo-US Civilian Nuclear Agreement
The Nuke Deal, on one hand, overturned decades of India’s nuclear apartheid, significantly enhancing India’s global brand image, and on the other, made heroes of PM Manmohan Singh & UPA Chairperson Sonia Gandhi within India, adding oodles to their political charisma and clout. Uncle Sam’s one-time exception for India to keep its nuclear weapons (without signing the Non-Proliferation Treaty), overnight gave credence to India’s positioning from a slumbering elephant to the hungry tiger. In one fell swoop, years of mutual suspicion & distrust between the world’s largest and oldest democracies were swept away. On the flip side, the deal encouraged India’s blinkered Left Front to withdraw support from the incumbent UPA government, but the UPA’s unquestionable win in the subsequent Election went a long way in underlining the positive brand aura of the Civilian Nuclear Agreement. As for our economist turned politician PM, he’s still getting used to the Yankee ‘you’re with us or against us’ ideology!

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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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
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IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM: An intriguing story of growth and envy
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The movers...

IIPM: An intriguing story of growth and envy

• Reliance Big Pictures, the motion pictures arm of Reliance Big Entertainment has roped in Sanjeev Lamba as its CEO. Prior to this, Lamba was the COO of Zee Motion Pictures. An industry veteran, Lamba brings with him 25 years experience in advertising, consumer products licensing, movies, video games, et al. Lamba has been previously associated with companies like Ogilvy & Mather, Walt Disney and Weinstein.

•Anil Srivatsa, ex-COO of India Today Group-owned radio, Meow FM, is all set to join Kings XI Punjab, the IPL team jointly owned by Preity Zinta and Ness Wadia as its CEO. After having started as a RJ, Srivatsa tried his hands at different verticals of television including production and management, besides DTH and IPTV. At Kings XI Punjab, Srivatsa will take control of the management of the company and revenues.

•Ending her stint with Dentsu Communications, Vijaya Sriram has joined Bates 141 as VP, Chennai branch. Sriram has an experience of 18 years and has worked with agencies like RK Swamy BBDO and JWT and handled accounts of P&G, Aircel, MRF, et al.

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
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Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Redemption for the titans!

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Its campaign – Diwali hogi cup wali, rightfully mixes the two biggest celebrated events in the country – Diwali and cricket. The campaign includes television commercials (of varying durations), as well as strategic tie-ups with news channels, radio stations and coffee houses to reach viewers. In fact, after India crashed out early from the T20 tournament, the channel had to ensure that the value of the channel was not eroded. “The efforts went in consoling the viewer that a lot more cricket is coming up and hence we felt a serious need for aggressive marketing,” avers Dayani. When it comes to aggressive marketing, 2009 is being considered a watershed year for ESS; but as Dayani claims, ESS had not been dormant even last year.

“We made huge investments last year also. As far as investments during 2009 is concerned, the efforts are on to make the Champions League a unique property in itself,” claims Dayani. In September last year, ESS had paid $975 million for commercial rights of the T20 Champions League for 10 years – the most expensive deal in the history of the channel. But can it become as big as the IPL, especially considering that the club format has never been tried before in cricket atleast? There is a debate brewing there, but many experts opine that it will take a season or two to reach the IPL platform. “After watching tournaments like IPL and T20 World Cup, people can easily relate to the format. However, it may take some time to get familiar with the international club team format that is not known to the sport. But we are confident that it has the potential to become a unique cricket property for us,” forecasts an optimistic Dayani. While that was the sentiment about the modern shorter version of the game, surprisingly, ESS continues its bullish approach to the 50-over format as well. And this is despite the fact that the recently ended Champions Trophy (which was a 50-over format) wasn’t able to garner as high TRPs as the recently concluded T20 tournament did. Experts also believe that increasing competition from channels like SET Max (which owns rights for IPL) and Neo Sports have been a party spoiler for ESS. Then there is an added threat from BCCI, which plans to launch its captive sports channel. But Dayani chooses to differ as he notes, “Competition is always good for the industry, as it makes you proactive.” And the worries seem to fade further with ESS’ plan to launch a round-the clock sports news channel. So for now, with little differentiation in content, the only salvation for the sports channel gods is marketing, in other words, advertise shamelessly! Remember, it’s always the last over in a competitive market!

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.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter

Burning the tracks, in time!

IIPM 3-year full-time Integrated (MBA BBA) Programme

Then the growth story was jolted to a halt; the smooth run fast becoming a tale of the past. Reason? Although the brand won great recognition amongst youngsters, the price was found to be a significant dampener as research proved how the target group, which consisted of college students could not yet afford this brand. Added to this was its eccentric act to extend its reach from the early jobbers to executive segment. Result – a decline in annual sales by Rs.23 crore for the year ended 2003. The group needed cushion there, to ease the heartache and bounce back. A consumer research followed, which advocated how mobiles/deodorants and sunglasses were the most popular accessories in the purchase list of youngsters. The next cash cow for Fastrack was born in the form of sunglasses. The product fit the bill perfectly as there was no Indian brand presence in this category and Ray-Ban served a relatively premium segment. So as a brand extension strategy, Fastrack ventured into the sunglasses category and again with its time-honoured strategy of economical pricing, it stole the show from unbranded players in this category.

In 2005, the brand went for another repositioning exercise with a new logo. Supported by a new campaign – ‘How many do you have?’, the brand sales increased by Rs.35 crore during 2007. That was another fresh start. Through massive product proliferation & innovative pricing strategy, Fastrack succeeded in maintaining an average y-o-y growth of 30% and has thus become the fastest growing brand under the Titan umbrella in the past four years. With an annual turnover of Rs.300 crore for FY2008-09 and an annual sales of 1.5 million watches, Fastrack is mulling over plans to clock a turnover of Rs.500 crore by FY2011-12; the brand focus shifting from being just a ‘watch’ brand to an ‘accessory’ brand.

So, what is Fastrack exactly doing to facilitate this shift in brand focus? Starting from brand new launches (like bags, wallets and belts) to venturing into new areas (like sports shoes), Fastrack has big plans. “Our mission is to completely envelope the new Indian youth,” announces a beaming Simeran Bhasin, Marketing Head, Fastrack & New Brands.

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...
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!

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