ETHICS IN MARKETING
Sales and Ethics
Do They Go Hand in Hand?
-- Siddarth Baliga
We all come across salespersons who try to sell us everything from a pair of socks to a high end automobiles. Many
of us tend to get carried away with the salesperson's smooth talk and end up buying the product. But, is the selling
done, keeping in view the customer's interest? This article gives an insight into some common sales gimmicks and the
ethical issues involved.
© 2009 IUP. All Rights Reserved.
MARKETING INSIGHT
Non-Conventional Techniques in Marketing
-- B V Eswaran
In these days of globalization, it is an understatement to say that competition is intense in every business. Local,
national and international units of the same business vie with each other to create a niche for themselves, so that market
share is at least maintained, if not improved. Despite having formal and well-planned marketing strategies and systems
in place, every company struggles to retain its position. Therefore, non-conventional thinking is required to retain
and expand one's market. This article primarily dwells upon marketing related to the banking sector, and the
term `marketing' has been used to mean `efforts at nurturing and increasing one's market and market share.' It draws on
the vast experience of the author in the field of marketing of banking services.
© 2009 IUP. All Rights Reserved.
CRM
CRM is Not a Task: Examples from the Hospitality Sector
-- Rajashri R Chavan and Sarang S Bhola
In today's competitive business environment, attracting, nurturing and retaining customers is really a tall order. It
is often advocated that an IT-enabled Customer Relationship Management (CRM) tool would provide the answer. But
CRM is not just a routine task that can be driven and dictated by a machine, especially in the restaurants and hotels
business, where one deals with sensitive issues like food, accommodation and personal service. More than the quality of
the services rendered, personal empathy and respect for the customer are the most important CRM tools for the
hospitality sector. This article provides several illustrations to drive home this point.
© 2009 IUP. All Rights Reserved.
COVER STORY
The New Feminine Appeal in
Indian Advertising
-- Shyama Kumari and Sadaf Siraj
In recent times, Indian advertising has witnessed a significant transformation in the manner in which women
are portrayed. Earlier, advertisers were charged with depicting women in a stereotypical way; but now there is
a considerable positive change. Many contemporary advertisements portray women as independent, assertive,
enjoying life, and serious about their careers. This article highlights the changing role portrayal of women in
Indian advertisements by analyzing some representative advertisements.
© 2009 IUP. All Rights Reserved.
ADVERTISING
Women in Indian Advertising: From `Lalita' to `Lolita'
-- Manish Kumar Srivastava and Bani Kochar
It has been a very popular and time-tested practice to use women as models and endorsers in advertisements for a
host of products, including those that are not targeted at them. Today, advertising has become one of the most
powerful influences in shaping people's attitudes and beliefs. The use of women in advertisements, in turn, also has a
strong impact on society. At the same time, the way women are depicted in advertisements changes with the times,
reflecting the transformations taking place in society. Thus, society and advertisements mirror each other. This article outlines
the various types of depictions of women in Indian advertisements, from the profound to the profane, i.e., from `Lalita'
to `Lolita'.
© 2009 IUP. All Rights Reserved.
RETAIL MANAGEMENT
Retailing Luxury Products in India: Redefining Lifestyle
-- Pradhumn Kumar
Retailing is the most happening business in India, with huge potential for generating revenues and contributing to
the nation's economy. This article examines the numerous brands available in the luxury category in India and the
market segments for these products. Various international luxury brands have entered India to tap the local market.
Several conducive factors have facilitated the growth of luxury brands in India during the recent past, which would continue
to drive further growth in the years to come.
© 2009 IUP. All Rights Reserved.
RETAIL MANAGEMENT
Non-Fuel Retailing at Petrol Pumps in India: Key Issues and Opportunities
-- Sudhir Rajguru
Retailing, in India, has been growing at a rapid pace over the past decade. More importantly, it has witnessed
significant transformation in terms of retail mix (organized vs. unorganized), the quality and scale of retailing, the varieties of
retail formats, and also change in consumer preferences and shopping habits. This article examines the developments in
non-fuel retailing at fuel stations - opportunities in forecourt retailing, the various non-fuel retail formats and the key
drivers for further growth.
© 2009 IUP. All Rights Reserved.
INDUSTRY FOCUS
Where is the Indian Electrical Equipment Manufacturing Industry Headed?
-- A Lakshminarasimha, Vinay Kaul
The electrical equipment manufacturing industry in India has reached a turning point. The industry covers
power generation, transmission, distribution and utilization equipment. These include: Turbo generators,
transformers, switchgears and allied items. On one hand, there is a huge unfulfilled demand for these products and, on the
other, there is a large inventory with the manufacturers. The stock of finished goods alone is estimated at 45 to 60
days turnover. This article looks at the industry's characteristics from a business perspective and makes recommendations
for remedial action.
© 2009 IUP. All Rights Reserved.
COMPANY FOCUS
Staples Future Office Products Pvt. Ltd.: American Office Supplies Giant in India
-- R Harish and Shashwat J Roberts
Staples Inc., the world's leading office supplies retailer, has entered the Indian market through a joint venture with
the Future Group. The Indian market for stationery and office products is highly fragmented and unorganized - both at
the manufacturer and retailer levels. Adherence to product quality and standardization are comparatively low; and
many customers are used to making a compromise by buying from what is available. Given this context, it would not be
an exaggeration to state that Staples faces the challenge of revolutionizing the office supplies business in India. While it
has had some initial success, only time can tell the shape of its growth trajectory in the Indian market.
© 2009 IUP. All Rights Reserved.
CASE STUDY
Jog Caterers' "Dial for Food" Initiative: The Metamorphosis and Possible Challenges
-- Manishankar Chakraborty
Jog Caterers, established on a small scale in 1993 in Nagpur, has over the years transformed itself into
a modern catering and food delivery business. Its `Dial for Food' initiative was quite novel; and this
helped its business to grow, both in terms of volumes and geographic reach. Jog Caterers has established
a website and takes orders even online. While it has metamorphosed itself quite successfully from a
small-time venture to a well-organized modern business, it is constantly kept on its toes due to
challenges posed by `me too' imitators and impending competition from multinational fast food restaurant chains.
© 2009 IUP. All Rights Reserved.
BRAND MANAGEMENT
Positioning a Recruitment Agency
-- Kirit Jasani
In practically every sector, we see new brands of services and products being launched ever so often. But many of
these are `me-too' offerings, without a unique positioning or focus. This article deals with a practical example of the
brand design of a new recruitment agency, starting from its name to its positioning and tagline, which aims at providing
a distinct brand image.
© 2009 IUP. All Rights Reserved.
BRAND MANAGEMENT
Employees: The Best Brand Ambassadors
-- Bholanath Dutta
Brand building is a prime activity in today's highly competitive business world. Companies are spending huge
amounts on brand building. Intensive promotional activities, celebrity endorsements and charity are some of the
measures companies adopt for the brand building exercise. But they make very little effort at using employees as
brand ambassadors. A good employee is always an asset to a company and he/she spreads positive image of the company
in society. Thus, employees can spread a positive word-of-mouth image and help build the company's brand. This
article discusses how companies can benefit from employees in their role as effective brand ambassadors.
© 2009 IUP. All Rights Reserved.
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