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COVER STORY
Handling Product Recalls: An Integrated Approach
-- Shailendra Dasari
Product recall is calling back a product which is not in conformity with the standards committed to the customers. Product recalls have increased considerably in recent times. Product recalls, if not handled properly, can cause permanent damage to a company's image and its valuation. No manufacturer can wish away product recalls. This article lists some of the major product recalls in the last two decades and the factors leading to such situations. It also attempts to analyze the impact of product recalls on the organizations and finally offers few suggestions as to how product recalls are to be handled by all the stakeholders concerned with minimum permanent damage to the company.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
External Employer Branding: Lions, Gorillas, Bumblebees, and Fry
-- Bodil Stilling Blichfeldt, Mette Langkjær Nielsen, Sarah Videbæk
Many organizations define `human capital' as a key to success and employer branding has become a `hot' branding topic. This article accounts for a study of external employer branding. The key finding is that organizations vary according to their needs for recruitment and strength of the corporate brand. Four archetypes of organizations thus emerge; i.e., lions, gorillas, bumblebees, and fry. This article describes these four types of organizations and identifies the managerial implications of employer branding on these organizations.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Prospective Luxury Retailing in India
-- Jagriti Mishra
The article discusses the scope and future prospects of luxury retailing in India. Understanding consumer psychology in a diversified market with a huge potential of growth is challenging. Luxury is still in its introductory stages in India and there is vast scope of research, especially about the evolving marketing practices in the related field with special reference to culturally-distinguished consumer groups.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Web Technology and Advertising
-- V Ramaprasad
The advertising segment is undergoing a sea change in its approach and in the use of technology. Advertising in the yesteryears was mainly through channels like print and radio. These media channels are slowly becoming less popular and new communication channels like Internet, web, satellite radios, satellite television, web telecasts, etc., have begun to play a major role in advertising today.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Green Brands: Directions on the Next Step
-- Thomason Rajan
The recent focus on sustainability, green chemistry and the like has generated some level of agreement on the need for organizations to behave in a socially responsible manner. While `using' the term eco-friendly is a good marketing idea, the whole concept does not make sense if there are no standard minimum norms to be followed by the companies. This article identifies the necessity for a common framework to be applied to brandsa single global conscience.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Promotional Techniques Adopted by Coaching Institutes
-- Trupti Dandekar Humnekar
With the business of running coaching classes emerging as a very profitable one, there is a big competition among the institutes offering coaching today. Offering coaching, which was just a local business before has grown into a nationwide business with some big institutes having branches all over the country. This article is an attempt to study the techniques used by coaching classes to promote themselves.
© 2010 IUP. All Rights Reserved.
RESEARCH
Advertising to Children: The Ethical Issues Involved
-- Manish Mittal
Children represent the direct purchase power for kids' products and indirect purchase influence for products not intended to be used by them. Marketers tend to lure children by targeting ads at them and, in turn, exploit their credulity and inexperience and the advertising induced demand leads to family tension and conflict and creates desires for products, which are either not useful or harmful to them. This article analyzes the ethical issues involved when marketing to children.
© 2010 IUP. All Rights Reserved.
CASE
Coca-Cola in India: Innovative Distribution Strategies with 'RED' Approach
-- Fareeda, Syed Abdul Samad
This case study deals with the distinctive distribution strategies of Coca-Cola India (CCI) for the rural and urban market segments in India; and the company's efforts towards effective execution of these strategies. However, given the potential of the Indian rural markets and the challenges it poses, the question that arises is, how far can these strategies be effectively implemented and what are the challenges the company might face in reaching out to the rural consumers?
© 2010 IUP. All Rights Reserved.
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