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COVER STORY
Gender in Advertising : Moving Towards a Redefinition -- Jyotsna Jha
The article deals with the gender factor and questions the wisdom of the advertiser in continuing with the traditional image of the women and in the objectification of this gender by typecasting the stereotypical portrayal of the second sex. However, with the recent wave of consciousness and women emancipation, portrayal of gender stereotypes have reversed in progressive advertisements. This reflects on the improving status of women in the society. The modern intellectual independent woman is being constructed by media agencies.
© 2007 IUP . All Rights Reserved.
BRAND REFERENCE
Department Stores : A Study on Consumer Preference -- Dr L Manivannan, Dr S Chandramohan, PN Raghunathan and T Devasenathipathi
Department stores are typically large compared to specialty stores. These stores are departmentalized both physically and organizationally and give a variety of features and services to the consumers. Some of the consumers prefer the famous branded department stores as they can expect different features therein as offers, discounts or door delivery services. These factors clearly show the consumers' expectations and their brand preferences towards department stores. This research article suggests better ways and means to improve the services of department stores.
© 2007 IUP . All Rights Reserved
ORGANIZED RETAIL
Evolving Retail Formats in Indian Scenario : A Reality Check -- A M Sakkthivel
The Indian organized retailing is witnessing a positive growth. It is evident from the entry of leading domestic business houses and global retail giants into this upcoming segment. The increasing spending power of consumers, their willingness to experiment and experience new age retailing, made this segment very lucrative. The leading conglomerates are investing billions in setting up back-end and front-end operations. They are adopting different retail formats that suit their line of operations and ensure their reach to potential customers. Hence, this article aims to provide a reality check on the performance of the different retail formats adopted and the factors that affect their survival and success. It also intends to discuss the viable strategies to enable the retail formats to achieve success.
© 2007 IUP . All Rights Reserved
LUXURY BRANDS
Marketing of Luxury Brands -- Samit Khanna and Ashish Mansharamani
Luxury brands, strangely enough, have for centuries commanded an unfailing customer loyalty. Apart from satisfying the self-esteem of the elite owners, luxury goods have a snob value that sets the owners a class apart. However, over the years, concept of luxury has changed from `conspicuous consumption' to quality purchase and as a channel for declaring individuality of the owner. The article studies the mindset of the Indian affluent consumers with an affinity towards expensive brands. The marketers have to keep tab on the continuously changing demands of this class to make most of the economic boom in the country that gives rise to its expanding affluent base.
© 2007 Samit Khanna and Ashish Mansharamani. This article was first published in February 2007 in the Brand channel website (www.brandchannel.com). Reprinted with permission.
CONSUMER PREFERENCE
Shop Till You Drop : The New Consumer Mantra -- B Ray
According to renowned management expert Professor Philip Kotler, marketing is basically need-driven. Thus, marketers try to find out the latent needs of the consumers and satisfy them accordingly through suitable products or services. However, in today's world of consumerism and huge disposable incomes, overspending has became a common global phenomenon. Consumers buy more for status and style, rather than need. The new generation consumers are not driven by satisfaction alone, they want more. This article discusses this issue from all angles.
© 2007 IUP . All Rights Reserved
COMMUNICATION
FAD in Marketing Communication : Uses and Effects -- Shirshendu Ganguli
Fad is a phenomenon which cannot be ignored in the modern business scenario. It is highly effective and has a deep impact on the consumers. Advertising and other promotional tools should be used properly to cash in on the success from fads. This article discusses the implications of fads, their usages in different areas including the Internet.
© 2007 IUP . All Rights Reserved
CASE STUDY
CavinKare's Innovative Marketing Strategies -- A Neela Radhika and Vivek Gupta
© 2004 ICMR, Hyderabad. All Rights Reserved.
BOOK REVIEW
Juicing the Orange -- Authors: Pat Fallon, Fred Senn Reviewed by Rashmi Malapur
The authors, in retrospect, narrates the entire experience of arriving at a focal point that triggered off many successful campaigns at Fallon Worldwide. The book presents an insider's view of the advertising world. It makes interesting reading for people associated with advertising, marketing and any one who vouches for `out-of-the-box' thinking.
© 2007 IUP . All Rights Reserved
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