RAHUL JINDAL REALLY BEEN WEAVING AT LOOM CRAFT

You infused new life into an ancient weaving technique, whose origins can be traced back to ancient Egyptian civilisation. It is fast becoming a fashion now. But do you think you are betting on a sustainable future demand as well?
We have been in the furniture business for decades now and Loom Crafts was born just five years back. The demand for wicker furniture is surely on a rise and the trend is sustainable and in complete sync with our targets. Today, we are catering to some niches like 5-star hotels, farm house owners et al. But given the fact that demand for wicker furniture is rising amongst the masses, we are also coming up with a special product line to fill the supply-demand gap. We want to give great value products to our consumers, and outperform our Chinese industry peers by miles in terms of quality!

What are the marketing and advertising initiatives that you are undertaking at present?
We have been heavily advertising in hospitality magazines and other print vehicles. On one hand, while we keep launching new marketing and advertising campaigns with a high frequency, on the other, we also keep innovating our products, once every two months. That further gives us an opportunity to advertise more. We also participate in exhibitions where we can directly interact with our customers.

What is the USP of your brand?
We provide outdoor furniture that lasts for years in a 100% eco-friendly manner. Plus, we provide a lifetime guarantee with great after-sales services.

What are your expansion plans?
We want to expand globally and increase our exports. Five years from now we want to make the name Loom Crafts a synonym for “outdoor furniture”, and grow manyfolds!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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IIPM Proves Its Mettle Once Again....

NARESH GUPTA, DIRECTOR – STRATEGIC PLANNING, DENTSU MARCOM

In fact, this version 2.0 of Internet may spark off four dominant trends, here’s a look at all four of them

Go out often: Technology has made finding interesting places around the cities easier than ever. Places can not only be discovered, but also commented upon. This will encourage people to explore their world more.

Get bitten by wanderlust: The constant feed of holiday pictures from a variety of locations will encourage people to pack their bags and discover their world more often. The normal holiday hotspots will make way for newer, more exotic destinations. Maybe tourism boards need to revisit the very motivations of travel.

Niche will get powered by mainstream: The niche performers, products, brands will increasingly get access to mainstream audiences as customers will become patrons and interest groups will broadcast their approval to a wider set of audience.

The world will become large: The world instead of becoming a global village will actually become a very large thriving vibrant mega polis. This will mean more people to meet, more things to do, more smells to savour, more connections to be made.

This is a very interesting transformation that we will see all around us. A generation that was supposed to be socially challenged will challenge the norms of social connectivity.

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.

IIPM B-School Detail
IIPM makes business education truly global
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Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
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Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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Planman Consulting

IIPM Proves Its Mettle Once Again....

PLAYING IT ON CELEBRITIES

Gone are the days when only Nokia, Samsung or Motorola had celebrities talking for them. The new age Indian handset makers too now have celebrities on their side to announce their arrival. But will the strategy help them to move on to the next level?

Neither Nokia, nor Samsung would have ever thought this. But as noticed over the past couple of years, the global handset giants are being challenged massively in India by a flurry of numerous affordable indigenous handset makers. Their strategy of offering look-alike models of existing popular handsets, at one third the price, has allowed them to eat into market shares of their established counterparts. In the process they [the new brands] have also established themselves as the ones that offer maximum value for money. And with their latest initiatives, they have entered into an arena where only the big guys were seen earlier – having high profile celebrity brand ambassadors.

So far, Indian consumers had only seen Shahrukh Khan flaunting a Nokia handset, Abhishek Bachchan going gaga over a Motorola, Aamir Khan adding a little of his perfectionist touch to Samsung and John Abraham portraying LG handsets as peppy as youth with Abhay Deol and Genilia D’Souza. Over the past few months, the new indigenous handset players too have joined the bandwagon giving these stalwarts some dose of their own medicine.

Micromax was the first one to follow the formula bringing Akshay Kumar on board, followed by Maxx Mobiles getting Dhoni to talk about their latest offerings. Later, SAR Group’s Wynn Telecom launched its handsets with Saif Ali Khan and Bipasha Basu doing the honours. And Zen Mobile became the latest brand to join the league when it roped in none other than Amitabh Bachchan to be the face of the company. But how will the brand ambassadors help these handset makers in their venture? Answers Deepesh Gupta, MD, Zen Mobile, “India is a critical market and the competition in mobile handset technologies is growing fast. Mr. Bachchan will help render sheen to our brand with his grandeur. Nothing compares with the legendary Big B, a style icon, who is admired as an aspirational figure and Zen Mobiles is placing its bet exactly on that.”

Another critical aspect where these celebrities are proving handy for the Indian handset makers is building the trust factor. Most of these new players are viewed skeptically by the consumers. The general perception is that they are just fly-by-the-night operators. In such a scenario, association of a big celebrity with the brand helps it in bringing in the assurance that the company is in for a long term play.

Nevertheless, benefits of using a celebrity brand ambassador certainly depends on where the brand stands it in its life cycle and what are their needs. For example, the need for Micromax – which has been around for about two years now and after building its brand in rural India is now getting aggressive in the metros – is very different from the players like Zen or Wynn who are just starting. For Micromax, the idea behind having Akshay on board is to be able to connect with their target customers and take the brand to the next level. Vikas Jain, Business Director, Micromax shares, “People may forget the name of the brand, but they would come to the shop asking yaar woh Akshaywala phone dikhana.” And one would have to admit that the company has so far managed to create the noise it intended to. As a result, today Micromax is the number three handset player in the country surpassing MNCs like Motorola, LG and Sony Ericsson.

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.

IIPM B-School Detail
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IIPM’s Management Consulting Arm - Planman Consulting
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Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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LOWEST EVER CANNES WINS BY INDIA!

After an eventful week buzzing the ad world around the world, the 57th Cannes Lions (2010) International Advertising Festival has finally come to an end. The festival is the world’s only truly global meeting place for professionals in the communications and advertising industry that is held every year. Unfortunately for India, this year, it could not bag a lot of awards with just seventeen medals in its pocket, which regrettably are the lowest ever in the last two years with India winning 25 medals in 2009 and 23 in 2008

Looking at the brighter side, we still had some reasons to smile though; Ogilvy & Mather’s (Mumbai) work on domestic violence Bell Bajao for Breakthrough Trust won the lone Silver out of the five shortlisted entries. India managed to get just a medal each in Radio and Media Lions. Maximum cheer for the country came only from Outdoors, where it won two Silver Lions and two Bronze Lions. While Mudra DDB Group (Bangalore Traffic Police) and Ogilvy & Mather (The Economist) got a Silver Lion and a Bronze Lion respectively, Creativeland Asia bagged two medals – a Silver Lion for Parle Agro’s Frooti campaign and a Bronze Lion for Cholayil (Medimix). It was great show for India in Outdoors Lions, considering only seven broad entries had got shortlisted. All in all, clearly not the best show by Indian agencies – India sure needs to buck up, especially in the television and internet categories to carve out a niche in the global communications and advertising space and to cut through the ever increasing competition.

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.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

The ‘One Make’ Flag Off!

Yamaha has been known as a brand that stands for performance, innovation & design; and the two-wheeler major has always promoted motor sports along with safe biking, globally as well as in India. The ‘Yamaha R15 One Make Race Championship’ held on June 5 and 6, 2010, added a few more credits to Yamaha’s India standing. While the event was open for both Yamaha and non-Yamaha customers, the venue was the Madras Motor Race Track in Sriperumbudur. The event gave an opportunity to the company to come closer to the consumers as avid bikers got a chance to experience the true racing instinct of the R15.

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.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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