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Marketing

Advertising Express

July' 04
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Floor Advertising: The In-Store Clincher

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Bluetooth: A Paradigm Shift in the Way We Live, Play and Do Business

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Branding India: Strategic Challenges and Possible Approaches

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Comparative Advertising: The Ethical Dimensions

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COVER STORY

Floor Advertising: The In-Store Clincher

-- Kanugovi Sreenath

As 70% of buying decisions are made in the `purchasing context', marketers have to move from `at large' to `at the moment' to woo the customer. Floor advertising is one such channel aimed to influence the customer `in the context' when he is about to buy a product.

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MEDIA CONVERGENCE

Bluetooth: A Paradigm Shift in the Way We Live, Play and Do Business

-- Tathagata Dasgupta

Imagine a world where there will be no more array of cables littering the floor making you trip at times or cables gathering dust behind your PCs. Picture yourself connecting to the Internet from your laptop via your mobile phone, without taking it out of your bag or briefcase.

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BRAND MANAGEMENT

Al Ries vs. Dan Herman

-- Dan Herman

Psychological and social instrumentalities question conventional common sense used in branding. The tussle between Dan Herman and Al Ries is on... Only time will prove who is right!

COUNTRY BRANDING

Branding India: Strategic Challenges and Possible Approaches

-- Tapan Panda

This paper is an attempt to understand the psyche of nation branding and takes a systematic look at all the elements that go into the making of "Brand India". Taking cues from product marketing, it proposes a step-by-step algorithm for creating and sustaining the concept of "Brand India". Finally, the effectiveness of any campaign has to be measured for the value that it brings to the table. For this the author has proposed a Brand Scorecard, which will over a period of time appraise how "Brand India" fares in the international arena.

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ADVERTISING ETHICS

Comparative Advertising: The Ethical Dimensions

-- Deepak

`Selling the ware at other's cost' does not constitute ethical marketing. While combating competitors through commercials, today's advertisers have to imbibe the maxim `your freedom ends where my nose begins,' opines Deepak.

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CONSUMER BEHAVIOUR

Mobile Mindset

-- A. T. Kearney

How does a consumer use his/her mobile phone? What are his/her aspirations and apprehensions? Are all the consumers across the world adopting mobile phones identically? Who are initiators, innovators and who are the laggards? Why do adoption rates vary across the world? With which mobile data services are they adept? What is the role of SMS? Where will it stand in the host of data services that would emerge in the near future? How a mobile user perceives SMS Marketing, and many more such questions are addressed in this study conducted by A T Kearney and Cambridge University's Judge Institute of Management. After interviewing more than 5,600 mobile phone users across 15 countries, this multi-country, multi-user joint study provides insights about the mobile user and his changing attitude, and plausible strategies for marketers. The study enlightens the fact that, `before embracing any form of mobile marketing, companies should comprehend `mobile mindset' if they wish to become market leaders in this century's emerging mobile society'.

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management

Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.

International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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