• Articles in the Ad-alysis Category

    The Story of Brand Accenture in India

    Accenture as a Brand is one of the biggest names in the world ranking 45th on BusinessWeek’s 2009 Ranking of the Best Global Brands. In 2001 with the dawn of a new year was born this star wherein the erstwhile Andersen Consulting morphed itself overnight into Accenture to make a new beginning of sorts.
    In India though, the path this company followed has been different. Though it has been around since 1987, the first big waves Accenture made was much later in the year 2005 when it decided to spend an estimated Rs. …

    Jaguar’s decline and possible resurrection

    Jaguar’s decline

    Stories of declining brands abound, more so in a brand-driven market like the luxury car segment. And Jaguar which was once synonymous with sophistication and style finds its brand image eroded while competitors thrive.
    So where did they go wrong? When Ford bought Jaguar in 1989, the ‘Big Cat’ was perceived to be low on reliability but their designs were admired. The powers-that-be at Ford thought they had their task cut out. Funding was flooded into the engineering department and phrases like ‘British engineering’ and ‘the art of performance’ were communicated …

    Aliva- Creating new category in F&B

    Aliva

    This year, PepsiCo launched Aliva, a baked savoury cracker, something entirely new to the Indian market. The launch of this product had the whole marketing world abuzz, as this was the first launch by PepsiCo in the food industry since it launched Kurkure nearly ten years ago.
    According to Frito-Lay India Director (Marketing) Deepika Warrier, this is being positioned as a new product category in the Indian market. Like many other snacks, this is also being positioned on the health plus taste platform, since consumers are very health conscious nowadays, as …

    iPod – the ’silhouette’

    iPod

    The Apple iPod could be said to be one of the, if not the most successful new product launches of the twenty-first century. It took the music world by storm, and has been attributed as being the primary cause behind the revival of Apple. In March 2003 the Apple share value was $7, by July 2008 it had jumped to $180. In the years between 2003 to 2008 the Apple share value increased by a spectacular 2500%.
    What made the iPod so different, and allowed it to capture such a large …

    Ads and the Emotional Quotient

    Ads and the Emotional Quotient

    The last few days have been pretty eventful in the field of Indian advertising. With Bajaj announcing the phasing out of its Scooter segment, the Indian Television was filled with echoes of “Hamara Bajaj”. News channels conducted talks on the changing face of the advertising scenario in India, people began to reminisce old times and it was nostalgia all the way. While we do mourn the death of our favourite brands, it is interesting to see that the attachment is more to the advertising campaign than to the product.
    This might …

    The Liril launch ad

    When you talk of iconic Indian brands, one name which features in any conversation is Liril. Launched in 1975, this was the ad, and the brand, which revolutionised the world of Indian advertising.
    Liril has always had an association with freshness. The image of Karen Lunel in a lime green swimsuit under the waterfall, accompanied by the jingle ‘La la la…..’ is one which resonates with the idea of freshness, and is still deeply entrenched in the minds of the public even today. Her carefree cavorting under the water was seen …

  • Articles in the Campus territory Category

    Ulhaas- the experiential marketing extravaganza!

    Ulhaas- the experiential

    (IIM Calcutta campus was abuzz with students frantically wearing different guises and chalking out plans to playfully trap the consumers into market research without actually sounding like researchers. While the event got over in the first week of this month, Amber Nagar (PGDM 2009-11, IIM Calcutta), a member of the organizing team, Team Census, elaborates upon the event)
    “How well do you know your customer?” That is the first question any experienced marketer would ask you when you approach him with a marketing plan. And we at Team Census, …

    Marketique – deadline approaches!

    Marketique back and better

    Tonight (10th January) is the deadline for the article writing competition! Rush in your entries! For more details, read on!!
    Dear all,
    Team Intaglio and Marcell, the marketing club of IIM Calcutta, are happy to present to you “Marketique”, a marketing article writing competition. All you have to do is write an article of at least 500 words that talks about any idea/analysis/aspect related to marketing and send it to us at themarketers.iimc@gmail.com.
    Cash prizes worth INR 5000 up for grabs. The top 3 entries will be published as headline posts on this …

    The Joka Diary-1

    The Sales and Marketing enthusiasts are having a field day at Joka. FMCG major Hindustan Unilever Limited launched its LIME (Lessons in Marketing Excellence) contest recently in campus. 3 top teams from the campus have made it to the next round and their members can be found jostling for space in libraries searching around for latest marketing info and updates.
    The Pan-IIM marketing magazine “Looking Glass” was also launched recently with a host of articles from the aspiring marketers of IIM Calcutta, Ahmedabad and Bangalore. The magazine was well-received around the …

  • Articles in the Fresh from market Category

    News from the market

    The latest news, fresh from the marketing world-
    1) GSK, Nestle, Coca-Cola, HUL, Marico … the race has started for the bottom-of-pyramid consumer segment. Estimated at around 350 million, this space has now captured the attention of major players in the market. Find out what they are doing to capture this segment and their strategies at: The Economic Times
    2) ITC has decided to expand its presence in the personal care space with new launches in the skincare segment. Find out more about the big players it has to take on and …

    Bollywood – no formula marketing!

    (For decades it has been alleged that the Indian movie industry aka Bollywood dishes out formulated content. While this trend has sure shown signs of reversal in the past few years, the real surprise has been the focus on marketing the movies in innovative ways. R. Arvind, a member of “The Marketers” team and a PGDM student at IIM Calcutta looks at two recent movies both as a consumer and a prospective marketer)
    Aal Izz Well… I’m sure you would have heard this a hundred times by now. “3 idiots” has …

    Latest from the market

    A look at some interesting developments in the market-
    1) Heard of Coca Cola’s million-dollar ad? Coca-Cola India has shot its most expensive TV advertisement featuring Akshay Kumar. Will this take advertising in India to the next plane? Well, its too early to say, but read on to find out more at: The Economic Times
    2) Digital marketing is a growing trend in the Indian advertising space. And Nokia is set to join the fray in a big way with the promotion of its N Series and E Series phones. Also, there …

    2009: From a marketing perspective

    The year 2009 began with a lot of uncertainty, with recessionary environment the world over. The journey through 2009 has been a roller-coaster ride for marketers. Let us take a look at some of the major incidents that took place in the year that was.
    A direct impact of the recession on firms was evident in terms of decreased spending on marketing and promotions. Even so, in the midst of reports that firms which increase their ad spending during such times, reap disproportionately better rewards. But there was a definite increase …

    Fresh from the market

    Read on to keep track of some interesting recent developments in the market:
    1) 2009 was indeed a forgettable year for HUL. However, it sure seems to have stung the FMCG giant, with some swift action and well-thought out changes on the cards. Find out more about the year that went by and the year that awaits India’s largest FMCG Company: The Financial Express
    2) Diageo has decided to push sales though the premium segment in the country. And that means betting big on the iconic Johnnie Walker brand along with growth …

    Fresh from the web

    A fresh start to a new year. Let’s see what’s been happening in 2010 so far-
    1. Rising food prices seem to define and affect almost every sphere of business these days. Find out how it has led to retailers building on private labels, their reasons for it and what this holds for the industry: Business Line
    2. Things look bright this year for the FMCG sector. Industry leaders are brimming with optimism and the market seems all set to see some action. Read on at: Financial Express
    3. Year 2010 will be …

    Jaguar’s decline and possible resurrection

    Stories of declining brands abound, more so in a brand-driven market like the luxury car segment. And Jaguar which was once synonymous with sophistication and style finds its brand image eroded while competitors thrive.
    So where did they go wrong? When Ford bought Jaguar in 1989, the ‘Big Cat’ was perceived to be low on reliability but their designs were admired. The powers-that-be at Ford thought they had their task cut out. Funding was flooded into the engineering department and phrases like ‘British engineering’ and ‘the art of performance’ were communicated …

    The Latest Marketing News

    A look at what’s happening in the marketing kingdom-
    1) As the year draws to an end, take a look at how the advertising scenario in India has evolved over the past decade. From Hamara Bajaj to the Onida Devil to HUL, advertising patterns have changed continuously. Find out more at: The Economic Times
    2) Do you know that Wipro is the third largest Indian-owned FMCG company? Although it has been dwarfed by its more prominent IT arm, Wipro now seems to be favoring a greater thrust towards its FMCG activities. A …

    Advertising – What the numbers tell

    With the global recession hitting every nook and cranny of the world, it’s no wonder that the world of advertising has taken a hit this year. In a study carried out by Microsoft Advertising, it was found that print advertising has taken over TV as the most effective means of advertising for large retailers. The 26 participants of the study were anonymous, and included large clothing stores, big grocery retailers, fashion retailers and department stores. According to the study, every £1 spent on print advertisements yields £5 in revenue, compared …

    How they multiplied their success

    Imagine a situation where you, as a marketer, set up ways to promote your product and your target audience comes by itself eager to shower attention at it. Better yet, imagine a situation where you get directly paid for your promotional efforts!
    It may seem like a dream-come-true situation for marketers, but it is certainly not a rarity. And one of the better examples of these kinds of marketing efforts is by the well known television series ‘How I Met Your Mother’.
    It all started with the repeated mention of Barney’s blog …