COVER STORY
Cause Branding: Raising the Societal Quotient
-- Swati Singh
Success in today's competitive scenario is dependent on a brand's ability to understand and address
consumer concerns. Cause branding, which is a logical progression of cause-related marketing, is still in its
evolutionary phase in India. The recent times have witnessed a spurt in societal concerns being adopted and pursued
with zeal by marketers in India. This article attempts to shed some light on the idea of cause branding and on
the companies attempting a transition from cause-related marketing to cause branding.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Is Marketing More about Services Marketing Than Product Marketing?
-- Sukesh Kumar B R
The core benefit provided by every product is a service. The life cycle of a given product is limited by
technology advancements and other factors. But the service need behind the product remains unchanged for much
longer. Marketers of products should, therefore, be conscious of the fact that what they are marketing is actually
a means for facilitating a service. Several examples show that product marketers have taken cognizance of
this fact and are finding advantage in moving into providing the services behind their products, rather than
just confining themselves to marketing of products alone.
© 2010 IUP. All Rights Reserved.
RETAIL MANAGEMENT
Category Management: Merchandise Buzz in Retail Operations
-- Amit Verma
This article presents a literature survey on the concept of category management in retail operations based on
the exposition on the subject that is available from renowned textbooks on retail management and
authoritative research papers on category management.
© 2010 IUP. All Rights Reserved.
SERVICES MARKETING
Business Promotion through Internal Marketing in the
Insurance Sector
-- Upasna Chandhok and A K Tyagi
Marketing, especially personal selling, is quite important in the services sector; and the insurance industry
stands out as a prominent example in this context. While external marketing, including advertising, can
generate awareness and interest, actual sales can only be achieved by the sales personnel, who are well-informed
and motivated. This is where internal marketing has a strong role to play. In such situations, a concerted effort
towards internal marketing, aimed at the employees, serves as a very important complement to external marketing.
© 2010 IUP. All Rights Reserved.
MARKETING COMMUNICATIONS
Below-the-Line Marketing: An Efficient Communication Tool
-- C Senthil Nathan
With the proliferation of media channels, viewership tracking problems and heterogeneity of people in the
Indian market, traditional Above-the-Line (ATL) marketing communication needs to be balanced with
Below-the-Line (BTL) marketing for successful communication. For promoting any product the marketing manager can leverage
on advertising, sales promotion, public relations, direct response marketing and direct selling. Among these,
activities pertaining to public relations and sales promotion fall under BTL marketing.
© 2010 IUP. All Rights Reserved.
MARKETING STRATEGY
Delivering Customer Value through Innovations
-- Subho Chattopadhyay and Garima Jaiswal Chandra
Investing in innovation is no more a luxury. It is more of a necessity in this world of intense competition.
However, the decision regarding the type of innovation to be pursued should be made in accordance with the nature of
the organization, its resources, competitive profile and market situation. Contrary to the general belief, innovation
need not necessarily be complicated and expensive. This article discusses the relevance of innovation for
marketing success, and the role of innovation in delivering the desired customer value.
© 2010 IUP. All Rights Reserved.
MARKETING STRATEGY
Marketing Strategies Adopted in Times of Economic Slowdown
-- Pallavi and Arvind Kumar Mishra
The recent economic slowdown has resulted in reduced demand for goods and services in India. The success
of marketers in this scenario depends on promptly determining which products are making money, what
customers really value and where organizational bottlenecks are getting in the way of effective action. Companies
across varied sectors are adopting diverse marketing strategies like launching new products, offering discounts and
price cuts, concentrating on rural markets, making the supply chain leaner, resorting to various types of
promotional schemes, etc., to combat the challenges posed by the downturn. Companies are, thus, trying to overcome
the impact of the current downturn or at least cushion themselves from the blow.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
Indian Pharmaceutical Industry: Made by India
-- Jacob Chandy
The Indian pharmaceutical industry is a remarkable success story and is today, the envy of
the world. The industry has grown by leaps and bounds, building formidable
international competitive advantages and strategic depth, which have today catapulted it to a
world-beating status. There are those who would argue that the Government of India (through its
regulatory and control measures in the past) is almost single-handedly responsible for this pleasing turn
of events. The Indian pharmaceutical industry is indeed `Made by India'.
© 2010 IUP. All Rights Reserved.
CONSUMER RESEARCH
Consumer Profiling for Effective Targeting: A Strategic Perspective
-- Nidhi Sinha, Vandana Ahuja and Y Medury
The objective of this paper is to formulate consumer clusters on the basis of their brand association scores and
use the same for consumer segmentation. Segmentation of consumers is a significant dimension of the
strategic planning process for competitive brand positioning. Segmentation can be used to decide the right strategies
and tactics to meet distinct consumer needs.
© 2010 IUP. All Rights Reserved.
Global
Executive Summaries |
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What's in a Name?
Full Text: www.b2binternational.com
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Developing New Products and Services with Qualitative Marketing Research
Full Text: www.markitecture.com
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Customer Profiling: Using Your Customer Data to Improve Your
Marketing ROI
Full
Text: www.dnblearningcenter.com
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