| COVER
STORY Brand
Extension: Enhancing and Fortifying Parent Brand Image
- - MS Balaji Companies
often use the strategy of brand extension when launching new products. A majority
of the marketing managers think that it makes sense to extend and transfer the
equity of their established brand than to launch new ones. Nonetheless, a large
number of brand extensions have proven to be miserable failures. The Cover Story
focuses on the strategy of brand extension, and the factors responsible for its
success. It also discusses the fortification process of parent brand equity through
its brand extension strategy. ©
2006 IUP . All Rights Reserved
PRODUCT
DEVELOPMENT New
Product Development: Winning the Rat Race
- - A Lakshminarasimha and Apeksha Pande
Change, adaptability and development are the key issues defining marketing
today. There is a dire need to develop products that customers will want in the
future. Today, the level of synergism in the new product and the attractiveness
of the market define the success or failure of the product in the market. This
article deals with the "synergy" required for developing a new product and the
role of supply chain management in reducing the time to market the product, thereby
enabling its success. ©
2006 IUP . All Rights Reserved
MARKETING
STRATEGY Loyalty
Program Strategy in the Airline Industry
- - N Kalai Selvan
To combat the tough competition, the Indian aviation sector has succeeded
in implementing loyalty programs to lure customers. This article discusses the
scenario of the Indian airline industry in the post-liberalization era and the
dynamics of the industry during the last two years. It also discusses the various
loyalty programs offered by the industry and focuses on their importance.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGY The
Paradox of Planned Obsolescence
- - Arunesh Garg Planned
obsolescence-incorporating into a product, the features that would almost certainly
go out of favor in a short time-is used very often as a marketing strategy by
producers and marketers to stimulate, build, and sustain customer interest in
their products. However, critics of planned obsolescence believe that this strategy
is not a socially responsible and ethical practice, as it may cause customers
to regret their purchase decisions. Even though many a company has used this strategy
to build their image and change their fortunes in the marketplace, it has to be
planned very carefully-lest it backfires. ©
2006 IUP . All Rights Reserved
STRATEGIC
MARKETING Marketing
Metrics: The Bigger Picture
- - Ravi warriar While
acknowledging the vast increase in managerial and academic empowerment that has
happened through access to the use of advanced metrics and measurement processes,
this article attempts to describe a broader, overall, practical perspective, and
advocates a balance between the science of management and the art of management.
More particularly, it views this perspective with reference to the practice of
marketing. In the broader context, this includes the "sales" function.
©
2006 IUP . All Rights Reserved
STRATEGIC
MARKETING Proximity
Marketing: A New Marketing Approach
- - Aditya Prakash Tripathi and Noopur Agrawal
The
past two decades have seen the proliferation of media channels and stations. There
is a general tendency towards "channel surfing" or zapping, and marketers are
finding it difficult to capture the attention of the audience. The advent of technology
has made the traditional AIDA model of marketing obsolete. This article is based
on a speech by Branding Guru Jean Noel Kepferer, during his visit to India for
the CII Brand conclave, who spoke about a new approach to marketing-Proximity
Marketing-which has the best of mass marketing and one-to-one marketing.
©
2006 IUP . All Rights Reserved
CO-BRANDING
Co-branding
of ING Group and Vysya Bank Limited
- - Sethuraman PR and Stanley V Thomas In
the present global scenario, the route of mergers and acquisitions is considered
a sure means to ensure success and get the maximum mileage out of brand image.
There are several success stories in different sectors worldwide, with unique
strategies being adopted by different organizations. This article discusses a
project that was undertaken to study the strategy followed in the merger of ING
Group and Vysya Bank. ©
2006 IUP . All Rights Reserved
CONSUMER
BEHAVIOR Upcoming
Malls - Shopper's Paradise? A Perception Study
- - Sandhya Mehta India
is on a buying spree and so are the residents of Ludhiana. The shopping malls
have today become the prime drivers of the organized retail revolution in the
country. For India's middle class riding high on the current economic upturn with
a jump in the disposable income, malls represent their new destination. This article
is based on a perception study comprising the residents of Ludhiana regarding
the upcoming malls in the city. ©
2006 IUP . All Rights Reserved
WHITE
PAPER SUMMARY Multicultural
Marketing
- - Summarized by Mohamed Mueen The
growing multicultural or ethnic market commands the attention of the companies.
The companies need to acknowledge the presence of different cultural groups in
their marketing communication. The understanding of the cultures by the marketers
will reflect in their use of culturally sensitive images, communication media,
popular jargons, or in their use of colloquialism, in campaigns. The most successful
marketers portray understanding and respect for different cultures in all their
efforts. ©
2006 IUP . All Rights Reserved
HBR
CLASSICS Brand
Marketing in the New Retail Environment
- - Arthur I Cohen and Ana Loud Jones, Summarized by Mohamed Mueen While
the retail markets were becoming increasingly saturated in the 1970s, some of
the retailers were strategizing to gain larger market share by their futuristic
marketing strategies. These new retailers were to become the sophisticated marketing
strategists, to the extent that they challenged national brand marketers. The
strategies were very convincing not only to customers but also to brand marketers.
These brand marketers now began to feel the need to collaborate with the retailers
to gain market share. ©
2006 IUP . All Rights Reserved
BOOK
REVIEW The
Art of Pricing: How to Find the Hidden Profits to Grow Your Business
- - Rafi Mohammed
Many businesses can uncover huge profits hidden behind improper pricing. A
proper pricing strategy should not be based only on general criteria like costs,
competitors and business objectives, but on different perceptions of customers
about the value of the product or service. The book lays emphasis on value-based
pricing and adds that it is superior to any other pricing strategy.
©
2006 IUP . All Rights Reserved
CASE
STUDY Unilever
in India: Managing Brand Extensions
- - Mridu VeRma, AV Vedpuriswar In
the early 2000s, when Hindustan Lever Limited (HLL)-the Indian subsidiary of Unilever-
struggled to generate growth, brand extension became an important strategic option.
The Case Study looks at HLL's brand extension strategy in a wide spectrum of products
like soaps, gels, creams, beauty products, etc. The success of HLL's extended
brands was independent of the success of the original brands. Although most of
the HLL products were market leaders, not all the brand extensions were successful.
The company had to withdraw many of its brand extensions because of the not-so-desirable
response from the market. ©
2005 The IKM (IKC). All Rights Reserved. For accessing and
procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
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