COVER STORY
Visual Merchandising: A Silent Salesman of Retailers
-- Pooja D Kunwar
This article presents an exposition of the importance of visual merchandising in retailing, the tools, methods, and its role in today's scenario from the perspective of the Indian retail industry.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Overcoming Ad Avoidance in Television Commercials
-- Sathyanarayanan R S
With the increasing tendency among consumers to avoid television advertisements, the key question asked to ad agencies by their clients is: How to ensure returns on the money spent on advertisements? De facto ad avoidance is one of the biggest challenges, particularly with regard to television commercials. This article focuses on ad avoidance and the advertising strategies needed to overcome the same.
© 2010 IUP. All Rights Reserved.
BRAND MANAGEMENT
Which Color Should Be Selected for Your Brand?
-- Kirit Jasani
When companies want to launch new brands, they normally select the colors which seem to go with the product category, or a color which is being used by their competitors. By doing so, they underestimate the power of color and miss the opportunity to be a unique brand. Here is a detailed guide on how color selection should be done for a brand, as it forms a very important part of the branding element in the long run.
© 2010 IUP. All Rights Reserved.
CONSUMER BEHAVIOR
Sales Promotions and Their Influence on Consumer Behavior
-- R Harish and K Suchitra
Sales promotions include a variety of marketing tools where a sale is sought to be induced by offering some kind of incentives, such as a price discount, a discount coupon redeemable on the next purchase, a free gift, etc. Sales promotions may be directed at the end-consumers or at the distribution channel members, such as wholesalers and retailers. This article discusses the various types of consumer-focused sales promotions and their impact on consumer behavior.
© 2010 IUP. All Rights Reserved.
CRM
You Can Afford to Lose Key Performers, Not Key Customers!
-- Shailendra Dasari
The sudden departure of important customer-facing key account executives often tends to put customer relationships in jeopardy. This article explains various tactics to obviate such a situation, and ensure that loss of key sales employees does not also lead to loss of key customers.
© 2010 IUP. All Rights Reserved.
TOURISM MARKETING
MICE Tourism: Opportunities and Challenges for India
-- Hitesh Bhatia
Lately, leisure has ceased to be the sole reason for tourist activity, and the competitive world of business is looking to combine business with pleasure, giving birth to the concept of MICE (Meetings, Incentives, Conventions and Exhibitions) tourism. MICE encompasses a wide spectrum of business activities like dealer conferences, business meetings, seminars, incentive trips for marketing personnel, and trade fairs and exhibitions combined with leisure activities. This article attempts to explore the opportunities for India to be recognized as a leading MICE destination in Asia. It highlights the capabilities required for a MICE destination and recommends a public-private partnership (PPP) model.
© 2010 IUP. All Rights Reserved.
CONSUMER RESEARCH
Marketing Communications Through SMS and Phone Calls: Preferences and Perceptions of Young Consumers
-- Chaitanya Vyas
There are various possible reactions from consumers to unwanted marketing communications. When marketing messages are not expected or are unwelcome, marketers should be ready to face the wrath from consumers. Marketers may lose customers or face legal action too. This article explores the young consumers' reactions to marketing communications they receive through live phone calls, prerecorded calls, and SMSs. The results show that the majority find these communications irritating. Having said that, they also find such communications sometimes useful and interesting, and do not favor banning them.
© 2010 IUP. All Rights Reserved.
INTERVIEW
`Go Mobile with Your Money' The Obopay Story
-- Interviewed through e-mail by Saurabh Lunker
We have here an interview with Carol L Realini, Founder and CEO of Obopay. Obopay is a mobile phone payment service company headquartered in the US. It was established in 2005. By creating an Obopay account, one can access one's bank or credit card account using an MPIN (mobile personal identification number) and make instantaneous payment to anyone with a mobile phone number. The recipient would get the amount credited to his/her account and can even withdraw the same immediately from an ATM. Through Obopay, one can also pay cash merchants and service providers, who cannot be paid through credit cards, without the need to use cash. Obopay is now also operational in India.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
Indian Wine: Soaring Up the Market
-- Ashwini Sovani
Indians have been exposed to wine for centuries. However, it is now time for Indian wineries to reinvent the flavor of wine once again. While the Indian wine industry is growing at a rapid rate, the total market size is as yet quite small. Appropriate marketing strategies and awareness campaigns would help the wine companies to ride the growth wave. This article provides insights into the growth indicators for the Indian wine industry, and an effort has been made to explore the strategic pitch for the phenomenally growing wine market.
© 2010 IUP. All Rights Reserved.
CASE STUDY
American Girl Doll: Making History Out of Child's Play
-- Swati Singh
The success of Mattel's Barbie rested on yearnings of little girls to grow up into a Barbie. However, declining market share across the globe forced the company to wake up to the new reality and cast aside chauvinistic blinkers that portrayed women only as pretty playthings and convert challenges into opportunities. Mattel was on a quest for a product that would help it reconnect with customers and project a clear differentiation from the competition. Success came in the form of The American Girl doll, which became a conduit to win back growth, loyalty and market share.
© 2010 IUP. All Rights Reserved.
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