Maruti has powered its way to CRM, retention – and satisfaction!

IIPM MANAGEMENT INSTITUTE
So the sale is made! The salesman, customer and the company are all happy! What next? The hunt for another “prospective” customer? Well, that’s the story of many traditional companies – but some of them have already closed shop, a few are dying and the rest just lingering around.

So, what went wrong? Well, while most companies believe a sale is the end of the marketing exercise, the truth is that “the sale” is just the beginning of the script to success. Companies who have smartened up to this, are now realizing the value of customer retention and customer relationship management.

Given below is the case of a company, which has consistently been top of the charts on customer satisfaction... read on.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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‘Ringing’ in changes!

IIPM PUBLICATION

Now, go where ever, do whatever!
If you thought effective advertising communication was always about differentiating yourself from the rest of the herd, think again! Here comes cellular goliath Bharti Airtel, which is now seeking to simply take forward the wheel which Hutchison Essar invented.

Yes! Airtel has unleashed a national ad blitz, with the suspiciously familiar tagline: Go wherever, do whatever (Remember: Hutch’s ‘wherever you go, our network follows’)! Of course, it is one step ahead on arch rival Hutch’s communication, emphasizing not just the robust 23-circle network that Airtel enjoys, but also aptly positioning the bouquet of Airtel’s value added services (gaming, music, videos, et al). For the creatives, Bharti has roped in the services of Rediffusion DY&R. The all-encompassing positioning from Airtel comes in the wake of the burgeoning smart phone business with hiend handsets, enabled with convergence technology. Airtel’s new communication is designed to allow the operator to cash in on its value added offerings, giving birth to newer revenue streams. “Airtel has long been a clear leader in the telecom business, and has behaved as a leader should , ” points out KS Chakraborty National Creative Director of Rediffusion DY&R.

And if you’ve not managed to catch the first few ads of the series on the idiot box lately, they showcase three girls in a tent perched in some remote corner of the country, having a great time staying connected with civilization, thanks to Airtel’s voice and data services. For those impressed with Airtel’s previous blockbuster (scenes from history...) ad offering, this one may be a bit of a dampner from the telecom major with the largest subscriber base in the country.

Edit bureau: Venus Kuiya

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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All eyes on the telly!

IIPM MANAGEMENT INSTITUTE
Desi brand Godrej is toying with the idea of foraying into the television segment, an area that is dominated by players such as Samsung and LG. At present, Godrej manufactures appliances like washing machines, refrigerators, DVD players, microwave ovens and air-conditioners, and feels televisions would be the next logical step for it to complete its product portfolio. The company says that it is studying the market closely and will not force an entry. For one thing, it is waiting to see how LCD and plasma televisions work out in the Indian market, as a large number of replacement purchases for television owners in metros are geared towards flat panels. There’s also a buzz that the company is thinking about entering the low-end colour television segment.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

Don’t call them flights of fancy

IIPM PUBLICATION
And today, perhaps the aviation industry serves as an essential link, not solely for domestic and international travel and trade, but also for bridging the distance gap essential for the growth of many other sectors in the country and outside it. According to International Aviation Transport Association (IATA), the Indian aviation market is only experiencing a boom, which will carry on for quite a number of years to come. From the current 25.5 million passengers carried during the previous fiscal, the domestic industry, according to Centre for Asia-Pacific Aviation (CAPA), is all set to breach the 60 million mark by 2010, with the low cost airlines understandably enjoying a lion’s share of 70%! The aviation industry is not just growing, but growing multiplicatively!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Vikram gives due importance to manufacturing excellence
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It’s going to hurt us for sure
Qualis is an older vehicle...

The politician in him refuses to die, so what if it brings trouble to his own party and the Prime Minister

IIPM MANAGEMENT INSTITUTE
At 76, his body might be tiring but the fire in his belly for social equality and communal harmony is very much alive. The Human Resource Development Minister Arjun Singh, of late, has been using a walking stick, but his political instincts are as sharp as ever. Be it championing the singing of India’s national song on its 100th anniversary (see the next article), implementing OBC quota in higher educational institutions, or ‘amending’ the NCERT syllabus, each one of his decisions, has created ripples across political waters in the country.

Singh’s decision to make singing of the national song, Vande Mataram, mandatory for all schools, and most importantly madarsas, angered some Muslim clerics. Said Maulana Ahmad Bukhari of Jama Masjid, Delhi, “This order hurts our sentiments. Muslims pray only to one God, Allah. This is why we can’t chant Vande Mataram.” Singh quickly amended the order making such a singing optional. BJP lapped up the issue as another sign of minority appeasement.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

Reduce T&D for more productivity!

IIPM PUBLICATION

We mean T&D losses while transmitting & distributing electricity...
With acute power shortage engulfing the whole of India (not sparing even the national capital), the raging debate is clearly on the need to augment India’s power generation capacity. That debate, however, misses the astronomical losses in transmission and distribution (T&D). While the technical losses vary from 7-15.5%, estimation for T&D losses has varied from a ‘modest’ 32.53% (official figures) to a killing 50% (Tata Energy Research Institute estimation). An SBI Capital Markets study for the Delhi Vidyut Board calculated T&D losses to be an astronomical 58%. Orissa was at 57%; and Manipur at 65.18%. The T&D losses were attributed to agricultural consumption (20-25%), and also to industrial units, as well as the politically sensitive constituencies of illegal slum dwellers in urban areas. With the demand for electricity slated to go even higher, the government should now necessarily use an iron hand to bring down the T&D losses to the more acceptable 5-10% by punishing defaulters.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Dapper Daniel, way to go!

IIPM MANAGEMENT INSTITUTE
Daniel Craig, picked to play the suave secret agent James Bond, is doing rather well at getting into the skin of his super-fresh superhero alter ego, at least where the crispness and cut of his suits are in question. Crowned as the best dressed by Esquire magazine, our blond Bond has thus fulfilled step no. 1 in the process of his transformation into the world’s hottest sleuth. Yet the Bond Five-O is far from swallowing him as their 007, and Craig is really piqued at the hatred directed towards him. Er... got some fancy gizmo to help yourself out of this pickle, Craig?

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Spoilt for choice

IIPM PUBLICATION
Coffee chain Barista is also planning a slew of special gift items for Diwali. Partha Dutta Gupta, CEO, comments, “The Diwali range will be targeted at the upmarket or premium class. We are looking at cookies, assorted gift hampers, coffee brewing gift s etc.” Guess there will be more to look forward to this Diwali at Barista than just coffee and wishes.

Indians may love foreign cuisine, but the ubiquitous Indian curry cannot lure taste buds without the time honoured local ingredients. Haldiram, Bikanervala et al are launching new products as always. “There is a huge demand from institutional buyers and this Diwali all our new launches will be available throughout all malls in the country,” says Sangeeta Goel, Marketing Manager, Bikanervala.

Want something more? Just visit your nearest shopping mall and you will see the enthusiasm of these bigwigs to outperform each other. But the million dollar question is, who will steal the show? Well that’s a matter of concern for the players, but for us it is ‘Happy Diwali’!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Leonard Kleinrock

IIPM MANAGEMENT INSTITUTE
A comic book hero inspired the father of the Internet? Well, it started with the 6-year-old Leonard Kleinrock, in 1940, reading Marvell comic’s Superman. The centre fold had a description on how to build a crystal radio. The idea immediately appealed to him and so armed with his father’s razor, used pencil lead, empty toilet roll, wire, an earphone appropriated from a public telephone booth and variable capacitor bought from a downtown electronics shop, the future father of the Internet set foot in the field of networks. Kleinrock had to use his ingenuity and creative streaks as he was too poor to afford the common amenities of life. He worked himself through Bronx High School of Science and also attended courses on radio engineering on the side. This was turning too expensive an option, and so he became a full time technician by the day and at dusk went to an evening college. Fortunately for the world, he succeeded in wining a full scholarship to attend the Massachusetts Institute of Technology, and decided to tread new waters by plunging into data networks. He thus established the principles of packet switching – the technology on which the Internet now runs.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Asian Paints

IIPM BUSINESS & ECONOMY

It tells a funny tale, adds drama and dust to the story board and emerges as an ace communication...
If ever there was a brand that has remained etched in the memory of the Indian consumer, it is Asian Paints. For years, Gattu (the animated little kid designed by the famous cartoonist R. K. Laxman) hogged the limelight and was the face of the brand, until replaced by the raunchy Sunil Babu in 2002, which again proved to be an instant hit with the patrons. Badhia Hai!

This year, Asian Paints launched a campaign with a fresh character. Popularly referred to as the Chhote Nawab campaign (No... not Saif Ali Khan, though he also endorses the brand!). The commercial opens with a group of villagers on the lookout for something to happen. An announcement from a trumpet booms, “Toh pesh hai Chhote Nawab ka saalana bahaduri kartab. Aan do Bhai!” The next shot shows the release of a group of horses as they dash in full speed toward a man in a riding suit aka Chhote Nawab. As the horses rush closer, the otherwise strong Chhote Nawab begins losing his cool. But the horses race past him, leaving behind a squall of dust on Chhote Nawab, the villagers and everything else.
Suddenly, a villager, in the midst of the shocked coterie, notices that while the rest of them are shrouded in dust, a big bungalow behind the action area is still appearing freshly-painted despite the dust haze. The gathering begins to run toward the bungalow in excitement. He raises his hands disbelievingly to acknowledge the applause, believing the villagers to be impressed by his brave feat. To his dismay (and amusement of the audiences), the crowd continues to run (towards a house), while one of them voices incredulity, “Bangla toh abhi bhi chamak riya hai Tau!” While the audiences have their laugh, the voiceover in the next scene booms, “Haan toh bhai, bahari diwaron par dhool ko tikne na de. Naya Apex Ultima. Ab Chhote Nawab ke liye kuch taaliyan!” Abhijit Awasthi, Group Creative Director, Ogilvy & Mather, reflects, “I’ve been working on Asian Paints for a long time now. So I’m completely familiar with the tone and manner in which we give out our messages.”

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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