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COVER
STORY
Reality
Shows : The New Marketing Tool
-- Debashish Sengupta
Reality
shows have become the latest craze on Indian television.
They are fast replacing the daily soaps as `number
one' in terms of popularity. There have been both
bouquets and brickbats for such type of shows
but surprisingly, controversy seems to fuel their
popularity even more. Marketers have been quick
to cash in on the popularity of these shows and
such shows have opened the floodgates for them.
But the popularity of these shows doesn't appear
to be the only reason why marketers use them as
their new marketing tool. The article discusses
the reasons for the high popularity of reality
shows and the marketing opportunities therein.
© 2008 IUP . All Rights
Reserved
MEDIA
Changing
Media Environment in India
-- Manish Verma According
to the PricewaterhouseCoopers report, the Indian
entertainment and media industry is expected to
reach Rs. 837,400 mn by 2010. By 2009, the total
number of channels on air is expected to reach
700. With the increase in the number of channels,
it will become mandatory for broadcasters to reduce
advertising rates and spend more on improving
technology. This article studies the impact of
these developments on Indian advertising industry.
© 2008 IUP . All Rights
Reserved
STRATEGY
Creativity
: A Strategy to Successful Advertising
-- Anil Chandhok and Upasna Chandhok
India is a fast-growing economy with a highly
competitive environment and knowledge-based, innovative
resources. To tap the opportunities available,
adaptability to the changing environment is a
must and this in turn requires a good strategy
for sustainability and profitability in the long
run. The article emphasizes the importance of
creativity in advertising and explains how it
surpasses the human dimension as a successful
promotional tool.
© 2008 IUP . All Rights
Reserved
STRATEGY
Q-Score
: A Strategic Approach to Celebrity Endorsement
-- Noopur Agarwal and Aditya Prakash Tripathi Across
the world, a variety of brands, big and small,
new and old, have their products endorsed by celebrities.
With liberalization, Indian markets started witnessing
cut-throat competition with global businesses
resorting to 3B policy-Best Quality, Best Design
at Best Price. This article focuses on the strategy
of celebrity endorsement and offers some eye-opening
suggestions to rationalize the selection of celebrities
in the light of universal practices like Q-Score
ratings.
© 2008 IUP . All Rights
Reserved
PERSPECTIVE
Indian
Premier League : The New Breeding Ground for Brands
-- Kisholoy Roy The
first edition of the Indian Premier League (IPL)
held in 2008 not just heralded the T20 format
of cricket in India in a big way, but also showcased
itself as a promising new platform for both celebrity
as well as corporate brands. Corporate entities
found IPL as an exciting new arena for advertising
their brands. In short, the IPL proved to be a
confluence of some of India's most revered celebrity
and corporate brands.
© 2008 IUP . All Rights
Reserved
PERSPECTIVE
Social
Perspective in Disguise : Unhidden Agenda
-- Ashwini Sovani
Commercial advertisements at times tend to
use social messages to promote common products.
Such advertising campaigns gain reasonable popularity
and work positively towards corporate image building.
This article focuses on a few such advertisements
which have used social issues for promoting known
brands. These campaigns remain in recall for longer
duration and are very effective too.
© 2008 IUP . All Rights
Reserved
PERSPECTIVE
Indian
Retail Industry : A Sunrise Sector
-- Mritunjay Kumar Pandey and Anchal Singh Indian
retail industry has been undergoing a rapid transformation
in the past few years. This article provides exhaustive
information regarding Indian retail industry with
special reference to its gradual transformation.
It also identifies the key factors that attract
global retail giants to enter the Indian markets,
although it is still premature to say whether
Indian retail market will imbibe the success of
giants like Wal-Mart.
© 2008 IUP . All Rights
Reserved
PERSPECTIVE
Women-Tise-Ment
-- Garima Gupta and Sanjeet Kaur Many
modern ads portray woman as a sex object who is
financially and emotionally dependent on men.
Until very recently, Indian ads continued portraying
woman in stereotypical image of a homemaker. Later
ads saw her being chauvinistically depicted as
"a machine" by males who forgot her own individual
worth. This article discusses such issues and
their effect on women, and attempts to create
an awareness of the latent potential of women.
© 2008 IUP . All Rights
Reserved
BRANDING
Brand
Positioning : A Contextual Review
-- G Muruganantham and S Kaliyamoorthy Brand
positioning is the strategy that enables a firm
to competitively and distinctively place its brand
in the mind of the target audience such that it
becomes the most preferred brand. The proper positioning
of a brand helps in boosting the brand equity
which results in greater profitability. The article
focuses on the basic aspects of brand positioning
and the strategies followed by the companies for
effective positioning.
© 2008 IUP . All Rights
Reserved
BRANDING
Repositioning
Deccan
-- Shilpa S Kokatnur Air
Deccan started as a low-cost airline and dominated
the airline industry. It provided quality service
at cheaper price to passengers. With the acquisition
of 46% of the company's stake by Vijay Mallya,
Air Deccan became Simplifly Deccan and the airline
moved up the value chain. In 2008, Deccan was
rebranded as Kingfisher Red.
© 2008 IUP . All Rights
Reserved
BRANDING
Marketing
of the Brand Bollywood
-- Madhavi Garikaparthi Movie
marketing in India is steadily reaching the pinnacle.
However, every time it reaches the peak, it seems
to have just reached the bottom of another peak
and there begins another challenge to face. With
the change in time, audience preferences and advancements
in technology, movie marketing is transforming
itself into a multifaceted medium of creativity.
© 2008 IUP . All Rights
Reserved
BRANDING
Brand
Crisis : The Cost of Losing Credibility
-- Fang-Fang Tang For
MNCs, China's main attraction lies in its consumption
potential rather than its low labor costs which
are now on an increasing trend. Particularly for
the protection of the international brand image
of consumption goods, it is totally unwise to
be legally safe but economically stupid. Premium
brands can bring in huge profits, if tapped properly.
However, if consumers lose the confidence in and
the psychological affiliation with the brands,
will the bottom line be hit?
© 2008 IUP . All Rights
Reserved
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November
'08
