IIPM EDITORIAL

Get floored by Tai Ping!

It’s not a magical carpet from Arabian Nights a

nd neither is it a priceless heirloom but you need to see it to believe its irresistible appeal. Famous for its combinations of fine fibres and designed by senior designers like Meenu Bansal, this carpet from Tai Ping is a veritable swirl of earthen shades, which looks contemporary, vibrant and yet regal. Price on request.

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Source : IIPM Editorial, 2008

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

Labels: Arindam Chaudhuri, IIPM, IIPM-Article, iipm-international, IIPM-Publications, Management Guru, news weekly, renowned management guru, the sunday indian

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

CLOSE-UP

Close-Up has dominated the gel segment, but the presence of Colgate still haunts...
Close-Up is positioned in a way in which n

o other toothpaste is positioned. It has broken all the rules and norms of toothpaste advertising ever since its launch in 1975, and taken the brand a leap forward in Indian market. It was the first brand to introduce gel toothpaste to the consumers and has led the gel segment ever since. Such was the power of the Close-Up bright red colour, its intelligent advertising and belligerent promotions that even market leader Colgate was forced to launch a gel variant. Its marketing initiatives include myriad tie ups with high-profile programmes like Close-Up Antakshari, Harsha KiKhoj and even movies, such as Kyun Ho Gaya Na. The highlight was the speed dating contest last year in association with Zoom Television. “Close-Up is a youthful brand and expresses togetherness so it was a perfect partner for the dating contest,” a Zoom spokesperson told 4PsB&M. Not that the brand did not have its share of catfights. The year 2004 was especially tough, when there was a strong contest between Colgate and Pepsodent, with eventually Close-Up losing market share. The same year saw a consecutive bombing of Oxy fresh and Eucalyptus Blue variants, which led HLL to continue with the mother brand, tingly red and lemon mint flavour and drop all other variants. To prove a point and get back into action Close-Up was then re-launched with a three in one benefit of fresher breath, stronger and whiter teeth. The brand has dropped in our rankings, but will hopefully be able to sustain the attention of the youth, by providing complete oral health care.

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Source : IIPM Editorial, 2008

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

Labels: Arindam Chaudhuri, Guru and Economist, IIPM, IIPM-Article, IIPM-Delhi, iipm-international, Management Guru, renowned management guru, the sunday indian

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

BRAND PERFORMANCE

So what exactly is brand performance?
No rocket science really. It’s the consume

r’s perception of how a brand has been able to stand out amidst the clutter, due to various brand building exercises it undertakes, including distribution, word of mouth publicity, ad campaigns, promotional activities and other marketing initiatives, as opposed to close competitors. No surprises then that Pepsi with its strong below the line activities, coupled with a healthy brand portfolio and shout-out loud advertising, has climbed up the ladder of the Brand Performance index. If rival Pepsi is there, Coke cannot be far behind. But Coke lands 7th position, and not surprisingly, with Thums Up being the flagship Indian cola for the Atlanta behemoth. Airtel, with its ever-expanding subscriber base has also joined the club. Godrej, Infosys, Maruti and Tata Group are also no surprises to be a part of this group, as they remain clear market leaders in their respective sectors.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

Labels: Arindam Chaudhuri, IIPM, IIPM-Article, IIPM-Delhi, iipm-international, IIPM-Press Release, IIPM-World, renowned management guru, the sunday indian

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

BRAND : Reliance Mobile

AGENCY : Leo Burnett
BASELINE : Rang Barse
DESCRIPTION: A girl is reading a book when her Reliance phone rings and suddenly drops of coloured water fall on the pages. Sooner than later, it starts raining coloured water. Colour is all over – falling from the tin sheds, on the windscreen of cars, even from the green cricket ball. The ad ends with everyone shaking a leg in the rain as the VO says, ‘Ab barsenge rang, Reliance colour phones ke sang.’
4Ps TAKE: Rarely one gets to see sequels

of ads and this one is truly a true blue sequel, for it easily takes the viewer back to the prequel -‘Baton baton mein rang...’ Peddling the same features, Reliance gets colourful in a bigger way this time. The ad is well executed and grabs eyeballs automatically. The jingle which has been improvised, ups the fun quotient which automatically comes with rain, dance and colour. All set to lure youth, Reliance offers a fresh range of colourful handsets and a fresher feel.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

Labels: Arindam Chaudhuri, IIPM, IIPM-Article, iipm-international, IIPM-World, Management Guru, news weekly, renowned management guru, the sunday indian

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

BRAND BUSTERS

The following points are the prime criterion for selecting,
short-listing and ranking the winning ads in this section:
• Product positioning clarity
• Clinching benefit to the brand
• Presence of a power idea
• Visibility of brand personality
• Expectancy of communication
• Single-minded focus of message
• Reward to the prospect
• Visually arresting
• Painstaking craftsmanship Here’s the 4Ps B&M verdict for the fortnight ended May 22, 2007. First come the print ads, then the TVCs. Ready for a piece of action?

BRAND: Hutch
HEADLINE: “I’m standing at the 107th floor balcony, sipping chai”
BASELINE : Travelling abroad? Tell…………Hutch Home Calling Card.
AGENCY : O&M
4Ps TAKE : It’s summer time, and everyone loves the idea of going on a sum

mer holiday! But, how all of us crave to share the small moments that become stale by the time we are back. Now, Hutch’s Home Calling Cards is cashing in on this very sweet sentiment. The power idea is to lure both business as well as leisure travellers this season into buying Hutch’s recently launched calling card. The USP? This card works with any local phone in 95 countries. The visual is attractive with the Home Calling Card’s picture in black and pink and the white background stands out. The communication is smart and crisp. While the 107th floor denotes a foreign country, the feeling of sipping chai at the balcony is one which needs expression and that’s where these Calling Cards come in handy. The ad tries to draw an emotional connect as its body copy says: Travelling abroad? Tell everyone how it’s going to be with the Hutch Home Calling Card. So, the next time you plan a foreign trip, you know what connects you to home, don’t you?

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

Labels: Arindam Chaudhuri, IIPM, IIPM-Article, IIPM-Delhi, iipm-international, IIPM-World, Management Guru, news weekly, renowned management guru, the sunday indian