COVER STORY
Indian Premier League: Successful Marketing of a Sports Event
-- Daxay Soni
Cricket as a recreational and entertainment sports product has undergone a sea change. This article discusses the innovative moves of Board of Control for Cricket in India to increase the visibility, availability and affordability of cricket through the Indian Premier League. The value additions and attempts at consumer engagement have been so appealing to the sports consumer that the game has crossed the limited boundaries of traditional cricketing nations like India, Pakistan, Sri Lanka, England and Australia and has attracted the attention of soccer-oriented European countries and the basket ball playing United States.
© 2009 IUP. All Rights Reserved.
MEDIA & ENTERTAINMENT
Direct-To-Home Television: Competition in the Skies
-- Kiran Raveendran and Sujata Sankaran
Direct-To-Home (DTH) aims to deliver television content in a wireless mode directly to the homes of subscribers. There are currently six players operating in the Indian DTH market. All of them are in their own way competing to provide the best services to subscribers. This article takes a comparative look at the offerings provided by the existing players, the scope for DTH in India and what lies in store for viewers in the future.
© 2009 IUP. All Rights Reserved.
BRAND MANAGEMENT
Branding Perspectives
-- Chaitra Hiremath
Branding is more than just a business catchphrase. It has become the bottom line of selling in the new millennium. Creating a strong brand identity builds mind share - one of the strongest competitive advantages that one can imagine. Hence, creating brand equity with high brand value means a lot to the marketer. At the same time, building a brand involves a series of basic decisions to be made. This article focuses on various perspectives of branding and its role in gaining competitive advantage in the long run.
© 2009 IUP. All Rights Reserved.
TECHNOLOGY IN MARKETING
Bluetooth: An Emerging Marketing Tool
-- Puja Mehra, Momota Sameddar and Debapriya Chakraborty
Bluetooth marketing, also called proximity marketing, is comparatively new in our country, but has been in use for quite sometime in places like the US and Europe. Bluetooth successfully brings together technology and marketing, to reach out to a large number of customers. It is economic and has successfully opened new avenues for marketers to create a better impression about the products and establish a good brand image.
© 2009 IUP. All Rights Reserved.
RETAIL MANAGEMENT
Changing Consumer Behavior: Its Influence on Organized Retailing in India
-- Nitu Saxena
Traditional demographic variables cannot clearly identify the complete characteristics of an evolutionary retail market, as consumers in the same demographic group have diverse psychographic makeups. Therefore, psychographic factors influencing consumer behavior have to be understood more closely by organized retailers. Further, organized retailing itself has a tremendous influence on consumer behavior. Thus, consumer behavior and organized retailing have reciprocal influences on each other.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Colors Channel: New Product Development and Promotion
-- Mohit A Parekh
There are very few examples in the history of business, where a new player enters a highly competitive market and defeats the established players. Winning against established players can be possible only if the new player is innovative in both concept and implementation. To win against established players, the new entrant has to change the rules of the game and do something unconventional. This article throws light on this point with the example of Colors Channel, which was able to attain a leadership position among Hindi general entertainment channels within a short period of its launch.
© 2009 IUP. All Rights Reserved.
MARKETING COMMUNICATIONS
Innovations in Advertising: Creating Added Values in Advertising
-- S N Ghosal
It is becoming increasingly important for advertising to target community welfare, instead of focusing exclusively on the benefits to individual customers. This change has almost become mandatory as the use of modern technology has reduced the scope for product differentiation as well as service distinction. This article highlights the growing need for a paradigm change in advertising strategy and explains why certain changes have become imperative in advertising in today's world.
© 2009 IUP. All Rights Reserved.
CRM
Customer Profiling: A Better Way to Understand Customers
-- R Tamilarasan
Customer profiling is a method by which organizations can understand their customers better. It helps in segmenting, targeting and positioning, focusing on specific customers, so as to earn better returns on investment. It is a customer-centric approach where the customer is the cornerstone of business success. Information technology helps to leverage the process of customer identification and profiling. Customer profiling also enables firms to analyze and understand customers' changing profiles continuously and to adopt alternative marketing strategies when needed.
© 2009 IUP. All Rights Reserved.
BOOK REVIEW
Jeff Immelt and the New GE Way: Innovation, Transformation, and Winning in the 21st Century
-- Author: David Magee Reviewed by Shailendra Dasari
The book presents a comprehensive narration of a seven year tryst, starting from 2001, when Jeff Immelt took on the leadership of GE from the legendary Jack Welch in difficult times. Jeff successfully met the challenge of sustaining growth in GE's business and also matched up as a strong leader, comparable to Jack Welch. And all this, he achieved in his own distinct way, which was different from the approach adopted by Jack.
© 2009 David Magee. All Rights Reserved. IUP holds the copyright for the review.
INDUSTRY FOCUS
Viewers' Perception Regarding Surrogate Advertisements for Seagram's Products in North Goa: An Empirical Study
-- Chetan V Hiremath
The abuse of alcohol and its addictive nature has led to its production, promotion and consumption being regulated in many countries. In a highly regulated market, alcohol manufacturers have adopted surrogate advertisements as a tool to promote their products. An empirical study was conducted in North Goa to understand consumers' perception towards liquor advertisements using surrogates. Majority of the respondents did not approve of the ban on surrogate advertisements even though they perceived such advertisements as unethical. However, they expressed concern about the negative impact of the telecast of such advertisements.
© 2009 IUP. All Rights Reserved.
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