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COVER STORY
Private Labels in the Indian
Retail Sector : Spreading Their Wings
-- Priyank Azad
Over the past few years, private label brands have penetrated into the Indian markets and,
most arguably, have begun to dominate the national brands. This article evaluates the impact of
private labels on the national brands in the Indian retail markets. It concludes that although the
national brands may go through phases of valley and peaks, but with the immense potential of the
Indian retail sector, the opportunities are ubiquitous for both the national brands and the private labels.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Brand IPL : The New Sporting Commodity of India
-- Priyanka and Pallavi
The Indian Premier League, conceptualized in 2007 by the Board of Control for Cricket in
India (BCCI) has not only revolutionized the way the game of cricket is played but has also emerged
as the most valuable sporting brand in India today. With big money, popular faces, glamor and
power on display, this brand has, within a span of three years, captured the hearts and minds of millions
of fans across the world.
© 2010 IUP. All Rights Reserved.
PERSPECTIVE
Comparative Role of Advertising and Public Relations
-- Arun Bhatia and Rashmi Bhatia
Broadly speaking, advertising is the promotion of goods, services, ideas, companies by an
identified sponsor. But advertisements alone do not guarantee any sales, they just create a curiosity. It is just
a message to promote a product, a thought, an idea or a service. The role of advertising is different
for different industries or institutions. Public Relations, on the other hand, plays an important role
when companies are going through a sudden crisis and want to safeguard their image.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Bollywood's Publicity Ride
-- Manash P Goswami
Today, if a film does well at the box office its promotional activities are also credited along
with other reasons. Publicity strategies are getting as creative as the content of the films.
Bollywood stars are also going all out to promote their films. Innovative strategies are being used to gain
the attention of the moviegoers.
© 2010 IUP. All Rights Reserved.
ADVERTISING
In the Wonderland of
Visual Merchandisers : All That Glitters is Gold
-- Vidya Hattangadi
In the wake of the retail boom Visual Merchandising (VM) has begun to play a key role in
creating the right ambience within the stores and attracting the shoppers' attention. VM is fast catching up
in the metros. Big retail companies are also investing a lot in visual merchandising. It infuses a
new life into the stores. Passion for design and creativity are the trademarks of a good visual
merchandiser.
© 2010 IUP. All Rights Reserved.
ADVERTISING
Those Good Old Ads! : What is Missing in Today's Advertisements?
-- B Balaji Sathya Narayanan
The basic function of any marketing communication is to attract the attention of the target
market/audience using its Unique Selling Proposition (USP) and Emotional Selling Proposition (ESP).
This article analyzes how the advertisements of the 1980s were fundamentally and entertainingly
different from the ads that are being made today.
© 2010 IUP. All Rights Reserved.
MEDIA
Advertising Using Facebook : An Emerging Trend
-- Varsha Jain and Kruti Patel
Social networking sites are the key to engage today's users, especially the youth. Over the
years, there has been a shift from the use of traditional media to social media. Some of the popular
social networking sites are Twitter, hi5, Orkut, Facebook (FB), etc. Among all these, Facebook is the
most popular site. This article describes how Facebook can serve as an effective marketing tool for
the advertisers.
© 2010 IUP. All Rights Reserved.
CASE STUDY
GM's Saturn Story : Integrated Strategy for Communication
and Brand Building
-- Srividya Raghavan
The case enables a discussion on how Saturn, a new brand from the GM stable, could occupy a place
of prominence in a competitive market through well-thought out and deftly executed integrated
marketing communication strategies. Saturn Corporation was different from its very conceptualization to its
placement in the market. No wonder, the line: "A different kind of company, a different kind of car"
has withstood the onslaught of changing times and holds a special place in the hearts of thousands of
Americans.
© 2010 IBSCDC. All Rights Reserved.
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