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Pepsi ramps up its act…
Seen PepsiCo India Chief Rajeev Bakshi in his new avatar as brand ambassador in their latest TV commercial? He’s taken over the brand ambassador’s mantle to vindicate the cola drink from the recent pesticide controversy! A few Indian states have already banned the soft drink and the consumers’ confidence in the brand has eroded to some extent, so Pepsi is rolling up its sleeves and countering the allegations. Other than its new ad campaign, Pepsi India is sprucing up its act by adding new variants for its brands and is testing the water to introduce a new brand in India.

Although Pepsi denies that it is doing all this for the sake of a makeover, the market buzz is: It is! One big step will be to target the “health conscious” consumer with new variants. Rabo India Finance has estimated that juices market would be worth Rs.550 billion by 2015, so it’s a good time to go to town with Tropicana, the juice brand from the Pepsi stable. The company recently poured out two new flavours: Litchi & Peach Twirl. “Consumers are becoming increasingly conscious about their diet and we wanted to widen Tropicana’s existing portfolio of 12 flavours,” explains Geetu Verma, Executive Director – New Business of PepsiCo India.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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The Manufacturing MAVEN

IIPM PUBLICATION
Walking into the sprawling and plush office on the 7th floor of a prominent commercial business area in Bangalore, we were warmly greeted by Vikram Kirloskar, scion of the Kirloskar empire – Chairman & Managing Director, Kirloskar Systems Limited and Vice Chairman, Toyota Kirloskar Motor (TKM). But as we were escorted by him to his cabin, it was hard to imagine that under this mild-mannered, smiling and pleasant exterior lies an immensely successful corporate figure who is one of those beacons leading the manufacturing revolution in the country.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

Global acquisitions made by Tata Tea

IIPM Best MBA Institute
According to CEO Percy Siganporia, Tata Tea is confident that the global energy drinks market will be worth $10 billion a year by 2009-10; and that is when Tata Tea will reap the real rewards of this acquisition. Percy champions assertively, “Consumer demand is shifting from carbonated soft drinks to non-carbonated functional beverages. Developed markets show a clear trend in favour of unconventional beverages such as enhanced water, and tea is morphing into a health beverage.” In a clear signal that Ratan Tata is ready to not only hit the US market, but also to develop global competence in this nouveau industry, Tata Tea recently announced that its Ratan himself who’ll personally takeover as Chairman, Energy Brands.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Bollywood ‘moves’ Shakira!

IIPM PUBLICATION
The Colombian belly-dancing rocker Shakira, is reigning at the top of the charts with her single Hips don’t Lie but the real buzz is around our very own expert choreographer Farah Khan, who’s been roped in to train the Latino diva for a Bollywood-inspired rendition of the same track at the MTV Video Music Awards on August 31. So while the entire world is trying to ape the moves of the lovely lass with those long blonde locks, she’s going to be swinging to match steps with Bollywood's gyration guru! Well, while Shakira gets ready for steps spiked liberally with our classic pelvic thrusts, we can look forward to some best-of-both-worlds stuff!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

Why can’t sales and marketing just get along?

IIPM Best MBA Institute
There are two sources of friction between sales and marketing. One is economic, and the other is cultural.

The economic friction is generated by the need to divide the total budget granted by senior management to support sales and marketing. The sales force is apt to criticise how marketing spends money. For instance, take pricing. The marketing group is under pressure to achieve revenue goals and wants the sales force to “sell the price” as opposed to “selling through price.” The salespeople usually favour lower prices because they can sell the product more easily and because low prices give them more room to negotiate. This clearly means more sales.

Also, the two functions attract different types of people. Marketers, who until recently were more likely to have formal education than salespeople, are highly analytical, data-oriented and project-focused. Salespeople, in contrast, are skilled relationship builders.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

Dennis Ritchie

IIPM PUBLICATION
Many believe that for a scientist, there is no parameter of performance measurement because if there was one, Dennis Ritchie would have been sitting atop the ladder. He is the man who created the C programming language which turned out to be a milestone for the history of computer science. Though, according to him, it was a modest achievement, the fact is that if Dennis wouldn’t have created C language, the very famous UNIX would have been a stillborn, and so would have Linux.

Born in Bronxville, New York in 1991, Dennis Ritchie graduated from Harvard in physics and applied mathematics, but his experience at college made him realise that computers could be his destined forte and not physics – a single thought that changed his life completely. Consequently, he joined the Bell Labs Computing Sciences Research Center in the year 1967.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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