COVER STORY
Catch Them Young : Targeting Children as a
Consumer Segment
-- Rachna Gandhi
Marketers are increasingly targeting children for selling their products. This cuts across products meant for children
and also those meant for the family in general. This article takes us through research findings on targeting children as
a distinct consumer segment.
© 2010 IUP. All Rights Reserved.
DISTRIBUTION MANAGEMENT
Car Supermarket in India : One-Stop Shop for All Brands
-- Shailendra Dasari and Raman Kumar Sharma
The concept of multi-brand dealership for cars may be relatively new to India and face some constraints in adapting to
the Indian market. Notwithstanding this, it does promise a number of benefits to both customers as well as dealers.
By proposing multi-brand car dealerships, the former Managing Director of Maruti Suzuki, Jagdish Khattar, has already
given an indication that we may see a car supermarket in India very soon.
© 2010 IUP. All Rights Reserved.
NEW PRODUCT DEVELOPMENT
The Process of Product Innovation : Route to Success in the Market
-- A Lakshminarasimha
This article studies the various approaches followed in the area of product innovation and tries to draw out a
product innovation process map, which could succeed while minimizing the heartburns and tempers within the organization.
It draws upon the author's experience in the Indian industry and also includes some current developments. Considering
the subject of R&D budget as it is popularly known, the budget is not utilized systematically and effectively in
many organizations. This is where Managed R&D might achieve a better hit rate, thus making a case for Managed R&D -
read on..
© 2010 IUP. All Rights Reserved.
RURAL MARKETING
Go Rural : Marketing Mantra for the Competitive Era
-- Priyank Azad
Go Ruralis the marketing mantra of many organizations today. However, until a few years back, the rural
markets were mostly ignored and were not considered profitable. But with many Indian brands entering into the rural
markets, this myth has now been completely removed. Nonetheless, operating in a rural area is not an easy task and
requires serious efforts. Many companies have failed to target their strategies in the correct direction, and have hence
faced tough times. This article aims to highlight the significance of rural markets and strategies to overcome the obstacles
and operate profitably.
© 2010 IUP. All Rights Reserved.
SERVICES MARKETING
Innovation: The Key to Success in the Services Sector
-- Pooja D Kunwar
This article throws light on some recent innovative strategies adopted by successful services marketers to face
and overcome competition. It covers significant marketing issues like managing services differentiation, services
quality, customer segmentation, customer loyalty and distribution.
© 2010 IUP. All Rights Reserved.
GREEN MARKETING
Green Marketing : Developments in the Indian Automobile Sector
-- Anurag Singh and Ranjit Singh
`Green marketing' encompasses activities designed to generate and facilitate human needs so that the satiation of
these needs would leave minimal negative impact on the natural environment. With the growing awareness on
global warming, pollution, and other environmental issues, companies and consumers are increasingly switching to
green products and services, thereby, creating a platform for sustainable development. The present article unfolds some
of the green marketing initiatives undertaken by ten companies in the Indian automobile sector. The article concludes
with a call to the other sectors as well to pursue eco-friendly initiatives to foster long-term growth in the economy.
© 2010 IUP. All Rights Reserved.
INDUSTRIAL MARKETING
Growth Prospects for the Automation Industry in India : An Exploration
-- Amalendu Jyotishi and Vikas Kumar
This article provides an overview of the Indian automation industry and tries to estimate the market size based
on available information and leads. It also identifies the potential market segments for this business and
quantifies probable market shares.
© 2010 IUP. All Rights Reserved.
BRAND MANAGEMENT
Holistic Marketing Approach for Brand Building
-- C Senthil Nathan
This article assesses the possibility of building brands using the holistic marketing approaches of personalization
and integration.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
Microfinance Industry
-- Jacob Chandy
Microfinance has the potential to lift vast sections of the underprivileged out of poverty through
the process of financial inclusion. This article takes a look at the method of working and advantages
of microfinance, and also the limitations faced by this industry in achieving its objective.
© 2010 IUP. All Rights Reserved.
BOOK REVIEW
Retail Management : Managing Retail Stores
Author: Kisholoy Roy
Reviewed by Payal Deol
"Retail Management - Managing Retail
Stores" by Kisholoy Roy presents a comprehensive view of retail
management from the Indian perspective, with a healthy blend of both theory and application. Though structured in the format of
a textbook, the practical and contemporary orientation, examples and cases, along with insightful illustrations make
the book quite interesting and appealing for the retail professionals.
© 2010 Kisholoy Roy. All Rights Reserved. IUP holds the copyright for the review.
Global
Executive Summaries |
|
|
