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COVER
STORY
The
Anatomy of Rebranding
-- Harish B
Of
late, rebranding has become a popular concept in the Indian
market. Brands across various domains are in the mood for
rebranding and repositioning. From a change of logo like that
of Tata to a high profile Hutch-to-Vodafone transformation,
the Indian market has seen them all. This article explores
the theoretical and practical dimensions of rebranding. It
explains the reasons, issues and traps of rebranding and cites
two case studies - those of Canara Bank and Accenture.
© 2008 The Icfai University Press. All Rights Reserved
PRINT
MEDIA
Marketing
Strategies in the Print Media
-- R Venkatesh
Newspapers
all over the world are sparing no efforts to improve their
content and also the quality of printing. This must be viewed
against the backdrop of shrinking sales, especially in the
US, due to severe competition from the electronic media, apart
from peer newspapers. New business models and induction of
high quality printing machines are very much in existence
in several countries, including India. The industry is adopting
various marketing strategies for both survival and growth.
Major newspapers are foraying into new regions, far from their
traditional strongholds. The content is also being honed for
appealing to a wider cross-section of readers.
© 2008 The Icfai University Press. All Rights Reserved
CRM
CRM
in Financial Services Marketing
-- Bholanath Dutta
Globalization,
technology, deregulation and intensive competition are changing
the pattern of the financial services industry in terms of
market geography, product offerings and distribution channels.
The success of a financial services primarily depends on how
effectively customers' orders are recorded and carried out.
The article focuses on the changing pattern of financial services
industry and outlines the way in which solutions like Customer
Relationship Management (CRM) can help financial organizations
to acquire new customers and retain them, and in the process,
increase profitability and market share.
© 2008 The Icfai University Press. All Rights Reserved
RETAILING
Retail
Malls in India : Ready to Get a Makeover
-- Kisholoy Roy
Since the dawn of the organized retail revolution in India,
malls have been found to be perfect destinations for shopping,
eating and entertainment; in short, `Shoppertainment'. However,
lately, mall developers have been toying with the idea of
such malls where office accommodation and hotel services are
being provided apart from the above-mentioned services. Such
malls have been termed as `mixed-use malls'. Also, efforts
are on to develop open malls that double up as picnic spots
for customers. These are aimed at offering more variety to
customers, better parking facilities and more exciting shopping
experience. Looking at these developments, it can be safely
said that innovation will drive the growth and sustainability
of malls in India.
© 2008 The Icfai University Press. All Rights Reserved
REPOSITIONING
Wal-Mart's
New Tagline for Recessionary Times : `Save Money, Live Better.'
-- G P Mrudhula
Wal-Mart's
new rebranding exercise has reinstated the old wine in the
new bottle. With its new campaign - "Save money, Live better."
the retailer has managed to survive and thrive, even as the
US economy faces a recessionary phase.
© 2008 The Icfai University Press. All Rights Reserved
ADVERTISING
Marketing
and Advertising of Gearless Scooters in India : Targeting
Female Riders
-- R Harish and Akshat Jain
There
was a time when geared scooters dominated the Indian two-wheeler
market. However, with the advent of fuel-efficient and easy-to-ride
motorcycles, the geared scooter (and indeed the scooters segment
itself) was headed towards oblivion. The introduction of the
gearless version redeemed the situation and revived the market
for scooters. These scooters were lighter in weight and easier
to handle; they could be started with an electric push-button
switch and did not need changing of gears. Though not initially
planned as such, it was found that a growing number of women
riders took to gearless scooters. Marketers were quick to
respond by offering products and services to meet their needs.
A number of scooters such as Scooty Pep+, Pleasure, Flyte,
etc., are now aggressively focusing on the female segment
and are adopting innovative marketing and advertising strategies
to attract them.
© 2008 The Icfai University Press. All Rights Reserved
ADVERTISING
Informational
vs. Transformational Ads : An Analytical Approach
-- Bedabal Ray
Communication of brands has been through a major change.
And the essence of marketing, i.e., conation, has been imbibed
by all. Now, we are about to debate whether we should go for
informational ads or transformational ads - and the answer
is very simple. It has to be transformational ads. In the
world of parity, transformational ads are more effective and
provide the right path for getting into the consumer's mind.
© 2008 The Icfai University Press. All Rights Reserved
ADVERTISING
The
New Humor in Advertising
-- Subhadip Roy and Seema Lall
Humor
has been one of the most popular and most used appeals in
advertising. Humor serves the purpose of putting across the
message of the advertisements without irritating the audience
because of the amusement factor in it. However, in the present
scenario, in India new dimensions of humor are being used
by the advertisers. This article talks about the various aspects
of the new humor appeal in advertising in the Indian context.
It also discusses the dos and don'ts of using humor appeal
in advertising.
© 2008 The Icfai University Press. All Rights Reserved
CUSTOMER
SERVICE
Significance
of Customer Service : in the Airline Industry
-- Amitabha Ghose
This
article provides an overview of the diverse aspects of customer
service in the airline industry. Effective customer service
by an airline depends on how the service is planned - the
pricing, means of delivering the service and how the service
is promoted to the customer through advertising, branding,
promotional strategies, etc. Further, effective customer service
also hinges on factors like the people delivering the service,
the process of delivering the service, technology and physical
evidence. The article draws examples from two of the best
airlines in the global market.
© 2008 The Icfai University Press. All Rights Reserved
CONSUMER
BEHAVIOR
Non-durable
Goods : Rural Consumer Behavior
-- A Sarangapani and T Mamatha
Rural
India is undergoing a sea change as a result of multi-pronged
activities undertaken for overall development of the villages.
There is a clear indication of increasing prosperity in rural
India. This prosperity has led to an increase in the demand
for durable and non-durable goods. This article examines rural
consumer perception towards non-durables, based on a survey
conducted in selected districts of Andhra Pradesh. It identifies
the important factors influencing rural consumer behavior,
the awareness level of rural consumers regarding non-durables,
level of satisfaction with non-durable products and the problems
faced.
© 2008 The Icfai University Press. All Rights Reserved
INDUSTRY
FOCUS
The
Phenomenal Growth of Pharma Industry in India
-- A Lakshminarasimha and Shrishti Neogi
The
Indian pharmaceutical industry is the second-fastest growing
industry in the country after IT. It currently ranks high
among India's technology-based industries with a wide-ranging
capability in the composite field of drug development and
manufacturing. It is a highly organized sector and is estimated
to be worth $7.8 bn, growing at about 8-9% annually. It ranks
very high in terms of technology, quality and in the range
of medicines manufactured. From simple drugs to sophisticated
antibiotics and composite cardiac compounds, almost each and
every type of medicine is now produced indigenously. This
paper studies the Indian pharmaceutical industry and predicts
a very robust growth based on its inherent strengths.
© 2008 The Icfai University Press. All Rights Reserved
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