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COVER STORY
The Changing Face of
Marketing: A Conceptual Study on Forces that Influence Business
and Its Implications on Marketing
-- Sathyanarayanan R S
Over the last few years, the marketing and advertising industries have undergone
rapid metamorphosis. Faced with technological advancements, increasingly competitive markets,
higher customer expectations, a host of new media channels, shrinking budgets and
a pressure to deliver more with less, marketers are innovating new strategies to
effectively communicate with their existing and prospective customers.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Green Advertising: An Honest Contemplation or Eyewash?
-- Ritu Sinha
Green advertising is defined as a process of advertising a product or brand with
environmental claims. It is expected that these environmental claims are genuine and advertisers are sincere
in their efforts to be ecologically responsible. But, many a time, these environmental claims
made by the brands are not true. This article is an attempt to analyze the nature of green
advertising. It highlights the various challenges faced by companies in their pursuit of `going green'.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Advertising in International
Markets: Learn Before You Leap!
-- Swatantra Singh Rathod
With an increase in international trade, it has become imperative for companies to
understand the language and culture of target markets in foreign countries. This is because consumers
in these foreign markets interpret the advertising in terms of their own language and
culture. Thus, any lingustic or cultural blunder by the company while designing ads for the
international markets could have disastrous consequences. This article discusses some of the common
advertising blunders committed by corporates in the international markets.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Problems in Rural Marketing
-- Vikas Shrotriya
Ruralization of Indian marketing is an unavoidable phenomenon and the trend has already
set in. Rural markets are no more rural from the viewpoint of the taste and choice of
consumers, especially after the introduction of global brands. As far as consumption is concerned,
rural markets have a vast potential compared to their urban counterparts. Thus, the rural
markets are all set to become the future markets of India. This article discusses some problems of
rural markets as future markets of India.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
HR Branding, Its Relevance and Need: A Conceptual Framework
-- Manu Sharma, Mohit Sharma
With branding becoming a pertinent element in the marketing and communication
campaigns run by companies, it is essential that entrepreneurs shift their focus from various products
and services being offered by them to various departments operating within the organization.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Mobile Banking: Bringing Banking to Your Fingertips
-- Gauri S Parab
Mobile-banking (M-banking) is the latest trend in the banking sector. This channel of
providing banking services has many advantages. The author highlights these advantages and focuses
on the challenges and opportunities that M-banking has in today's techworld. This article
argues that the banking industry should effectively use this channel and should educate the
consumers about the huge scope of this new channel.
© 2010 IUP. All Rights Reserved.
RESEARCH
Understanding the Arts and Science of Celebrity Political Endorsements in India
-- Mrinalini Pandey
This article studies how political parties in India are using celebrity endorsers to reach out to
the voters. The primary focus of this study is to understand the rationale behind using celebrities
in political campaigns. The results of the case study have been analyzed vis-á-vis the
existing literature on celebrity endorsement in marketing management in order to gain insights into
the use of celebrities as effective marketing `tools'.
© 2010 IUP. All Rights Reserved.
CASE
Honda's Small Bikes Strategy in the US Market: Success with the Super Cub
-- R Harish
This case study traces the long history of Japan's motorcycles business from the 1950s
to today, in the context of its endeavors to gain a foothold in the US market. Honda was
initially unsuccessful when it competed head-on with the existing players with its large size
motorbikes. It then changed tracks to introduce a small 49 cc motorbikethe Super Cub in
1958, which went on to become a tremendous success. The Super Cub continues to be in
production even today and has sold more than 60 million units to-date globally.
© 2010 IUP. All Rights Reserved.
CASE
Lux: The Saga of the 'Beauty Soap'
-- Rajat Gera
Lux is one of the oldest toilet soap brands launched by Hindustan Unilever in India. Lux
has been consistently positioned on the beauty platform through celebrity endorsements.
However, the brand has been facing stagnant sales, reduced market share and increased
competition in the past few years. The brand has tried to evolve its positioning and
communication strategy to match evolving consumer needs, increasing competition and high penetration
but without much success.
© 2010 IUP. All Rights Reserved.
BOOK REVIEW
Toyota: Corporations That Changed the World
-- Author: K Dennis Chambers
Reviewed by Kunal Gaurav and Naveena Chawda
This book elucidates how a company, which started out as a low-end automobile brand
turned itself into one of the most successful automobile brands that is now ruling the global road.
The story of Toyota Motor Corporation is an inspirational saga of an amazing team consisting
of committed entrepreneurs who believed in the power of innovation.
© 2010 IUP. All Rights Reserved.
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