Brand: NIIT

The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School

Agency: Contract
It gets you started on computers for as little as Rs.499 helped NIIT draw aspirants to its computer learning shops. Now you know at least a small part of NIIT’s journey from a small outfit in 1981 to a Rs.9.96 billion computer learning factory!

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).


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EVE Marketing!

The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School

On similar lines, MARS has recently launched a new chocolate ‘Fling’ with the punch line ‘Naughty, but not that naughty’, completely dedicated to women. The chocolate is launched only for the Californian market for now. To attract health conscious women as they avoid calories, this chocolate bar has only 170 calories per bar. MARS’ reasoning behind Fling is to give a permissive indulgence to women at 170 calories a bar, and at a recession-friendly price.

Sporting brand Reebok is also not far behind in this race. It has launched a new gym workout - JUKARI Fit to Fly along with a new fitness product line, especially for women. Katrin Ley, Head of Women Division, Reebok said, “These insights proved women perceived exercise as a chore, were unmotivated and uninspired to exercise but would workout more often if the gym was fun.” The initiative will be supported by a global integrated marketing campaign on online media, outdoor, in store and in print in key markets worldwide during the year 2009.

And this Venus effect is not just limited to US! Coca Cola is coming up with a new ad campaign in Europe ‘I am no superwoman’. The campaign is aimed at ‘have it all’ women who want to use the brand as part of the break from the pressure of their job. The company has given a new look to its website. It would be interesting to see that, will Coca Cola be successful in increasing females spending on the brand. Coke is a mass product and they are not launching any specific product for women but trying to capture their attention through ads targeted at them. Similarly, to catch eve eyeballs McDonalds’ McCafe Coffee sponsored the New York Fashion week held in February. The idea is to grab the attention of the tabloid-reading young women who closely follow the event.

Seems like the marketers are making a sincere effort to please the venus populace. But for brands to ensure that they constantly appeal to the eves, the most important thing will be to ensure that they are actually talking to women on a regular basis. One-off campaigns or product launches here and there will result in just temporary flings with women consumers, while a long term loyalty based relationship with them should be the aim of these marketers.

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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After waiting for more than six months, the Jet-Kingfisher alliance stands questioned. Will it ever pay off? Ratan Lal Bhagat delves deeper...

IIPM : One of the leading and most respected business schools

‘Two’ many cooks spoil the broth...’ That very first word of the commonly cited proverb reads faulty, but in the context of high-fliers, there couldn’t have been a more apt reference! We’re talking about two birds here – perched right atop the ‘market share’ tree (with the combine enjoying 52.7% market share; as per The Ministry of Civil Aviation), but swimming around desperately for lack of direction, bleeding shameful losses (about Rs.20 crore everyday!)... That sounds a tad paradoxical, considering we are talking about a market beating combination – in terms of fleet size, network and footfalls!

In the wake of the global economic downturn, with billions of dollars evaporating into thin air, joining hands with peers is definitely a way out of the mess the aviation players have got themselves into. So while on one hand, we talk about the new cartel being strong and impeccable, there is no doubt that even this one has suffered from the same prime deficiency of such an arrangement – sheer distrust amongst partners! Alright, enough of theory; let’s get to the numbers straightaway... and in the process, question whether the combination (announced in October 2008)has proved worthy for all the publicly loud promises made.

Logically speaking, much talk about synergies (route rationalisation, joint fuel management, common ground handling, code-sharing, interline and special prorate agreements, GDS integration, frequent flyer reciprocity and human resource sharing) meant that benefits from the deal for the now ‘virtual’ leader, should have ideally surpassed the costs of integration by a few light years! But, experts and industry analysts just don’t agree... One such opinion came from Binit Somaia, Regional Director, Centre for Asia Pacific Aviation (CAPA), “The alliance is officially still in place. However there do not appear to have been any significant outcomes to date, at least in terms of network and schedule coordination.” And as mentioned before, their bottom-lines continue to bleed profusely and reportedly, each of them is losing a heartrending Rs.10 crore on a daily basis. Then there are self-confessed financials that stand alibi to our argument. For the quarter ending December 31, 2008, Kingfisher reported a loss of Rs.6.26 billion, while Jet burnt a mighty Rs.2.14 billion! Compare this to what they individually lost during the same period a year back (Kingfisher: Rs.1.91 billion and Jet: 0.91 billion), and you’d wonder: a powerful cyclop or just... sickly obese? Read more

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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