Tuesday, April 29, 2008

Bharti’s schools for underprivileged Children

Bharti Foundation – the arm of Bharti Airtel that was established with a vision to help underprivileged children and young people of our country realise their potential – has said that it will open 1,000 primary schools in villages across India. To achieve this, the company has earmarked an investment of Rs.2 billion. The Foundation, at present, is already running 200 pri-mary schools (under the name of Satya Bharti School) in various states of India, including Punjab. Now it wants to take that number to 1,000 schools. The aim of these schools is to help needy children, who drop out of school without completing their formal school education due to family circumstances and poverty. “After five years, about 26 crore children, Between the age of 6-10 years, will be without p r o p e r schooling – so it’s absolutely necessary that this step is to be taken,” disclosed Rakesh Bharti Mittal.

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Source : IIPM Editorial, 2008

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

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Monday, April 21, 2008

The Godfather is the greatest

Recently, there was a survey conducted by Empire, the popular British film magazine. Now, there are surveys, and there are surveys, but this time, it was about which the world’s all-time greatest R-rated films (movies for which the audience has to be over 18 years of age) are. Here we present the top 5 films. Francis Ford Cappola’s ‘The Godfather’ was adjudged the greatest R-rated film of all time. The movie was released 1972, and boasted a star cast that included Marlon Brando, Al Pacino, Robert Duvall and James Caan. Next up is Quentin Tarantino’s ‘Pulp Fiction’ that was released in 1994 and has a star cast comprising Tim Roth, John Travolta, Samuel L Jackson, Uma Thurman and Bruce Willis. Position number three goes to Ridley Scott’s ‘Alien’, that has Tom Skerritt, John Hurt and Sigourney Weaver playing the main characters. Slot number four was bagged by Martin Scorsese’s ‘Goodfellas’, that has Robert De Niro, Joe Pesci, and Ray Liotta in memorable roles. And finally, at the fifth spot is the cult serial killing flick, ‘The Texas Chainsaw Massacre’, directed by To be Hooper and starring Marilyn Burns, Allan Danziger, Paul A Partain and William Vail. Go ahead, enjoy these classics again, but remember you’d have to be over 18!

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Source : IIPM Editorial, 2008

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

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Tuesday, April 15, 2008

Save our planet

With the effect of global warming already being felt, consumers are becoming more conscious and making more ecologically friendly choices. Wal-mart has even announced a rollout of a “green” rating system of the packaging used by its suppliers – in a bid to become more environment-friendly. All suppliers would be required to lower the amount of packaging that the use, by 5% and use more eco-friendly& recyclable products. Those who don’t, might lose their business with Wal-Mart! In today’s world, packaging even makes a statement about your commitment to the planet. Today it is no more packaging... it’s the era of green packaging. Starbucks invented the disposable coffee cups and has shown that it is environmentally responsible too. Today, it is changing that and trying to rework a system, whereby, it would encourage consumers to drink inside the stores. America started the “take-away” culture and gave birth to a whole new style of packaging, while Europe still believes in the “consumer-in-store” culture. Consumers are demanding that companies show their responsibility towards the environment. No wonder Starbucks now serves in non-disposable re-usable containers. So packaging is a powerful medium. It’s a statement! It gives a brand its identity. Use it with caution and you could reap rich dividends. If you have to win, make sure your products are dressed to kill.

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Source : IIPM Editorial, 2008

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

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Friday, April 11, 2008

Brand Reta(i)le

As a retail explosion smothers the horizon, branding will decide who wins…
Venture on a mere drive around your city today, and you see it. Turn on the television or the radio, flip through your favourite magazine, navigate the web, and chances are more often than not, you’ll discover it streaming its already-blazing path into everyday consciousness. Think anything remotely associated with the terms ‘consumer’ and ‘shopping’, and you’re struck by a phrase that is representative of perhaps the largest and most pervasive global corporate movement of our times, the retail revolution. We’re all familiar with the likes of the fabulously successful and popular Pantaloon, Shopper’s Stop, Hypercity, Madura Garments, Food World, Café Coffee Day etc. operating in the country, as we are equally aware of the promise that colossal inroads made by behemoths like Reliance, Aditya Birla Group and the Bharti-Wal-Mart consort into the Indian retail industry hold for the consumer. Add to this the fact that the proportion of the organised retail segment constitutes a minuscule 4.6% of the vastly unorganised US$270 billion Indian retail market (latest AT Kearney estimates), and it’s evident enough that all the activity being reveled in currently forms just the tip of the trading iceberg!

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Source : IIPM Editorial, 2008


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Thursday, April 10, 2008

Crisp writing

The crisp writing makes it a refreshingly simple read, convincing without turning dull or sluggish at any juncture. However, going through the abstracts all in one go could make it a heavy dose, making it difficult to remember every idea all at just one read. The readers could instead benefit by perusing a chapter a day or merely sift through the treatise every now and then and soak in the points that they find most beneficial. On the whole, it will give you an entirely new perspective on presenting yourself, spruced up and perfectly polished. A book for all this collection of practical advice makes for a handy career manual for fresh graduates planning their ‘big’ venture into the business world, while the ‘non-preachy’ tone of the treatise also makes it a refreshing read for ‘old-timers’ in the field. After all, it doesn’t hurt to learn something new, especially when that something is about – You!

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Source : IIPM Editorial, 2008


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Tuesday, April 08, 2008

Indian Malls

Sadly, Indian malls lack the concept of store differentiation and brand building as they have till now focussed only on location and ambience tricks. Consider this. How is a TDI Mall different from an Ansal’s Plaza or a Spencer’s Plaza...? You got it! One is as good, or as bad as the other. To this Analyst Prakhar Sharma of CLSA is vitriolic when he comments to us, “Malls don’t have a positioning strategy like products have.” Jones Lang LaSalle Meghraj’s India Retail Report 2007 blasts out the same concept, “As the market grows and matures...at one end of the scale, the market is seeing growth in large one-stop malls, combining mixed use concepts – eating, multiplexes, entertainment and infotainment...” Will top players – Tatas, Rahejas, Piramals, Goenkas, et al – pave a different positioning route for malls? Creditably, new organised retailers such as Reliance Fresh, Essar Mobile, Subhiksha, US Dollar store, Reliance World, Big Apple etc have set their feet on ground with clearly differentiated positioning strategies and unique business models.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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Wednesday, April 02, 2008

A tale of a dozen Lions

Of hits and misses at Cannes this year
With every passing year, the presence of Indian advertising at Cannes is going up along with the Lions that are brought home. However, the debate still rages on – has Indian advertising made its mark globally? Cannes has proved to be of little help in settling the debate. Nevertheless, here’s a round-up of the Indian story at Cannes this year. A total of 12 awards fell in India’s kitty at Cannes Lions Advertising Festival this year. 7 Indian agencies have won Lions this year, compared to 6 last year. In the Direct Lion category, Everest Brand Solutions (Soundsmiths) and O&M (Hutch) got a bronze, each. “ Winning Cannes is like winning Wimbledon. In that sense, it’s really a great high, both for the individual & the agency,” says Makarand V. Patil, Creative Director, Everest Brand Solutions. JWT’s ‘Nodding Bull’ promo, based on Indian superstitions was awarded the Promo Lion. It is interesting to note, India left its mark even in a relatively new category – Radio Lions with Ambience Publicis (Bullzi) and Leo Burnett (girl child) winning a silver each. K.V. Sridhar, National Creative Director, Leo Burnett, opines, “I was extremely happy with India showing a 360 degree progress by winning in the radio category. A Lion is after all a ‘Lion’, so all mediums are important. It is commendable that India has acquired this leap in just 10 years, visà-vis those countries that are operating since the last 30-40 years.”

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Source : IIPM Editorial, 2008


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Tuesday, April 01, 2008

BRAND: Ford

HEADLINE: Freedom
BASELINE : Make everyday exciting
4Ps TAKE : An iceberg, cute but huge polar bears, a giant blue Ford Endeavour 4x4 (gelling well with the bluish white background) with the ski boards on its carrier: what a cool visual, literally! The communication focuses on the vehicle’s 4 golden USPs: power of 2.5L Duratorq TDCi engine, luxurious new interiors with 6CD MP3 player, engine immobiliser & anti-theft alarm, and easy manoeuvrability across any terrain. The power idea is to attract the target consumers (of course with big families or those interested in adventure sports, mountaineering, et al) through the headline which promises Freedom. The reward to the prospect is the freedom from hassles with the new SUV from Ford and yet make everyday exciting. The visual aptly communicates how one can feel perfectly at home in any ‘tough’ condition. So are you ready to hit the road in this new beauty?

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Source : IIPM Editorial, 2008


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