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An Analytical
Study of Customers' Preference and Satisfaction
in Indian Domestic Aviation Sector
--Neeraj
Kaushik, V K Kaushik and Girish Taneja
Revolutionized
by liberalization, the aviation sector in India has been
marked by fast-paced changes in the past few years. By 2010,
India's fleet strength will stand at 500-550, and the domestic
market size will cross 60 million and international traffic
20 million. In these circumstances it has become imperative
for domestic players to understand the customers' perception
regarding their marketing mix components so that they may
develop appropriate marketing strategies in the emerging
competitive market. The present study is an attempt to ponder
over customers' preference and satisfaction regarding various
issues. Chi-square analysis revealed that the customers
differ significantly on the basis of factors they consider
for choosing airlines as well as the choices for purchasing
the ticket. Multidimensional scaling is used for perceptual
mapping of various components of marketing mix.
2008 IUP . All Rights Reserved.
Conceptual
Framework on Corporate Branding
--M
Prasanna Mohan Raj and Amit Choudhary
Corporate
branding can be described as the process of creating, nurturing
and sustaining a mutually rewarding relationship between
a company and its internal and external stakeholders including
managers and other employees of the company, customers,
investors, suppliers, corporate partners, members of the
local community, and special interests like activists. Corporate
brand is a product of millions of experiences a company
createswith employees, vendors, investors, reporters, communities,
and customersand the emotional feelings these groups develop
as a result. A strong corporate brand creates, manages,
and fulfills high expectations among its many audiences.
In corporate branding, all the products across the businesses
will carry the corporate name. For instance, Sony might
be considered the ultimate corporate endorser with its name
firmly attached to everything from its DVD to the Play Station.
Companies have recognized the power of corporate branding
as a business strategy in India. This study explores the
insights into Concepts of Corporate Branding, focusing on
successful stories of corporate brands in Indian and global
contexts. This study also evaluates the Actual Communicated
Ideal and Desired (ACID) framework for developing corporate
image for marketers.
2008 IUP . All Rights Reserved.
Case
Study
Coca-Cola's
Branding Strategies in India
--
Kaushik
Mukerjee
The
Indian cola industry saw a major change in the early 1990s
with the re-entry of Coca-Cola into the market. The MNCs
had been eyeing the Indian market ever since the economy
was liberalized and the fabled 200 million middle class
customers proved to be a great attraction. However, in the
early 1990s, the Indian cola market was dominated by Indian
brands like Thums Up. When Coca-Cola entered the Indian
market in 1993, the production of soft drink bottles were
about 3000 million. By the turn of the new millennium, the
production had doubled but Coca-Cola was still not seeing
profits in India. Further, its aggressive pricing strategies
have come under flak from various marketing pundits. The
company adopted a number of innovative branding strategies
for gaining penetration into the Indian market. Would these
branding strategies enable Coca-Cola to achieve its objectives?
2008 IUP . All Rights Reserved.
Book
Review
Brand
Simple: How the Best Brands Keep It Simple and
Succeed
-- Author:
Allen P Adamson Reviewed by Rashmi Shashikant
Malapur
Branding
is not just the prerogative of marketing people anymore.
It is the responsibility of every functional area of a corporate
organization. When everyone in the organization gets the
idea on which the brand is based, they can genuinely "be
the brand".
2006 Allen P Adamson. All Rights Reserved. IUP hold the copyright for the reveiw.
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