|
COVER STORY
PLC: Relevance in Contemporary Markets
-- Vikas Shrotriya
Contemporary markets are consumer-oriented. Consumers vary in taste and nature. With the increase in size of markets, the needs and wants of the consumers are becoming volatile. Competitive pressures are forcing marketers to identify even micro market segments, develop products and satisfy consumers. Everyday a new brand of certain product is being introduced in the market. With advancement in technology and faster dissemination of information, how long is it possible to create brand loyalty or even product loyalty amongst consumers, is a big challenge being faced by marketers. Today, the market is clustered with various products. In some instances, it is not even possible to analyze all available brands of a particular product. It is difficult for the marketer to forecast the life of his product in today's dynamically changing consumer behavior. This article discusses the relevance of Product Life Cycle (PLC) concept in such contemporary markets.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Business Promotion through Internal Marketing Model
-- Upasna Chandhok and A K Tyagi
Marketing is one of the most important functions of any organization, which contributes directly towards its growth and survival. It is necessary that the employees of the company are trained suitably in order to achieve the goal of providing maximum value for money and satisfaction to the customers better than their competitors. This article tries to study the need for internal marketing with special reference to the insurance sector.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Communication and Corporate Responsibility in the Global Era : Context, Content and Channels
-- Kulveen Trehan
This article attempts to explain the types/forms, choice of communication vehicle, encapsulation of communication message and final presentation to various stakeholders in an integrated manner. Innovative tools and applications are explained in the context of the subject area. Corporate Social Responsibility (CSR) campaigns are analyzed on the basis of message and medium to unify organization and public interest.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Ethics in Advertising : An Endless Dilemma
-- Ravindra K, Manish Kumar Srivastava, and AK Tiwari
In today's challenging market economy, advertising has become an important element of the society. Moreover, advertisements play a powerful constructive role in the economic growth of a country. On the contrary, they can often play a negative role in hurting the sentiments of an individual or the society. Hence, it is important that advertising professionals observe high ethical standards in regard to truthfulness, human dignity and social responsibilities.
© 2010 IUP. All Rights Reserved.
ADVERTISING
3 Idiots and Film Branding
-- Dr. Manjusmita Dash and CV Krishna
Film branding in India has come a long way since its early days, with the entire publicity spend of the films being taken care of, today, by branding activities and brand integrations with corporate companies who want a better placement and visibility for their brands and products. The success story of the brands associated with the Bollywood blockbuster 3 Idiots goes to show that film branding is all set to grow in the coming days.
© 2010 IUP. All Rights Reserved.
ADVERTISING
My Name is Khan : The Name is Brand `Khan'
-- Nidhi Upadhyay
Movie stars are now actively involved in their film promotion, which shows filmmakers and stars have begun to resort to innovative promotional campaigns to ensure that their films should succeed at the box office. This article explore the innovative and interesting promotion and marketing strategies, which have been successfully innovated and implemented by the makers of My Name is Khan (MNIK).
© 2010 IUP. All Rights Reserved.
ADVERTISING
Spoofing an Art or Parody?
-- Dr. Uma Krishna
Advertisers across categories are parodying media content, product, brand, issue, etc. to cut through clutter, infusing campaigns with spoofed ideas creating revolution in the advertisement industry. Quite a lot of brands have resorted to creating spoofs on their rival brands and have been pretty successful in capturing the consumer's interest. Spoof ads need good planning and forecast as it rides on the success of other brands or there is a threat of backfiring as a strategy.
© 2010 IUP. All Rights Reserved.
MEDIA
Outdoor Advertising: An Integral Part of Streetscape Experience
-- Sumanta Deb
Outdoor advertising seeks to persuade the consumers in public places like streets, subways, and airports to try out products and/or services offered by a company. Since outdoor advertising forms an integral part of the urban landscape, it is important to monitor and control how it is done to avoid chaotic composition.
© 2010 IUP. All Rights Reserved.
CASE
Rin vs. Tide : The Soapy Saga
-- Riya Sharma and Rupali Pardasani
Criticizing a rival's products is a high-risk, but increasingly popular marketing strategy. Consumers have historically reacted negatively to direct comparisons between competitors and tended to sympathize with the underdog. Recent debate on the comparative advertising between Rin and Tide has focused on its ethical rather than its effectiveness dimension. The article is an attempt to highlight the importance of the phrase `compare with care'.
© 2010 IUP. All Rights Reserved.
CASE
Hindustan Unilever Limited's Rexona : Repositioning `Rexona' Deodorant
-- Nilosha Sharma and Thadamalla Joel Sarosh
This case discusses the challenges faced by the popular brand, despite creating a market which was virtually non-existent in India. The case also discusses the Indian consumers' perception towards body odor and the challenges for Rexona in changing the consumer outlook towards deodorants. The case inculcates various dimensions of brand positioning and the challenges of repositioning a deodorant brand.
© 2010 IBSCDC. All Rights Reserved. |
