Bring out the colours of shadows

IIPM PUBLICATION

BRAND: Olympus
HEADLINE: Bring out the colours of shadows
BASELINE : Your Vision, Our Future
AGENCY : Mudra

4Ps TAKE : Here’s a camera that can easily differentiate between a horse and a zebra – intrigued? That’s precisely what the headline of this ad does, intrigues one to read on... Peddling its new 7.1 megapixel camera, Olympus puts forward its Shadow Adjustment Technology (SAT) which enables the camera to detect and brighten shadows instantly... The ad goes into the details of how and in short the product assures a true to life picture every time. The ad is detailed, brings out the product attributes with ease and even mentions the prices. The visual is appealing with the lush-green scenery in the backdrop and a zebra which brings out the USP. The catchy and powerful headline instantly grabs eyeballs. So, stop living in shadows, here’s a chance to be a ‘real-life’ photographer!

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Source : IIPM Editorial, 2007

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

Indian PC industry is at a crossroads and the key lies in maintaining a balance between style and affordability

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Just over half a decade ago, Indian PC industry was in doldrums. Stagnating sales, signs of negative growth and a seemingly unending quest for growth drivers ruled the industry. Back then, home-grown PC brands like HCL were struggling to survive as MNC behemoths like HP, Compaq and IBM dominated the industry. Even when a series of negative quarters rocked the industry, these giants exhibited tremendous growth rates (to the tune of 44% in 2000-01), along with boasting a whopping combined market share (comprising nearly 50% of the total market).

Then began the advent of IT into banking, financial services, insurance, et al, and so began the resurgence of IT and telecom sectors. Also government aided projects provided a major boost to the commercial segment of the computing industry. Meanwhile, there was another revolution taking place side by side – the rise and rise of the great Indian middle class. All these factors clubbed together to give rise to an age when the computer would become very very ‘personal’. And the rest, as they say is history.

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Source : IIPM Editorial, 2007

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

Wide enough to drive a truck through

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But phenomenally, the arguments that dollar opposers hold stems from one logic – head to head, the euro wins hands down! For one, the global debt markets today are now swamped with more and more of euro denominated bonds. By the 2nd quarter of 2005, while there was a yoy decline of 0.7% in the amount of dollar denominated bonds, the amount of euro denominated bonds increased by an impressive 1.1%. The case is the same even in forex rates! April 27, 2007, was one of the overwhelmingly historic days since the birth of euro, when it skyrocketed to an all-time high value of $1.3688. And as if that weren’t enough, today, more and more countries are diversifying their reserve holdings into euros. As per IMF’s COFER (Currency Composition of Official Foreign Exchange Reserves) data, the share of euro in the foreign exchange reserves of all countries, over the past few years, is increasing to historical highs. Data reveals that while the share of euro has increased from 14% during the 1st quarter of 1999 to 17.08% during the 4th quarter 2006, the share of dollar has significantly dropped from 54% to 42.88% during the same period. Evidently, despite the ‘dollar dolls’ continuing to root for a cause that doesn’t seem completely lost still, there is a huge looming danger that the ‘euro heroes’ might just end up swamping away the yankee currency in many more ways than one. If all that doesn’t seem like someone’s ear being bitten off , Sir, what gives?!?

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Source : IIPM Editorial, 2007

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