Professor Rajita Chaudhuri is the Dean of IIPM Center for Enterprise Management (3 years integrated (BBA+MBA) course in Planning and Entrepreneurship) and well acclaimed columnist of 4P’s Business and Marketing magazine.
Thursday, September 06, 2012
IIPM Prof Rajita Chaudhuri's Review on Thoughts and Courage
Tuesday, August 14, 2012
Sacrosanct snakes
In
common parlance, a snake usually has negative connotations: it is a
deadly creature not to be trusted. But in the small town of Battis
Shirala, 60 km from Sangli, people not only live in harmony with
poisonous snakes but also worship these objects of dread.
The
villages around the densely-populated Battis Shirala are infested by
snakes because, as the locals point out, the land here is soft and the
climate is humid round the year.
RC
Dhere, an authority on the literature of the Marathi saints, has also
cited the Nag Panchami festival of Shirala in one of his books.
The
captured snakes are then taken to Gorakhnath Temple for further
rituals. People feed milk to snakes and perform special pujas.Wednesday, June 13, 2012
IIPM Faculty Rajita Chaudhuri on 'DO NOT BE AFRAID TO LEAD'
IIPM Prof Rajita Chaudhuri - The New Age Woman
GIDF Club of IIPM Lucknow Organizes Blood Donation Camp
IIPM BBA MBA Institute: Student Notice Board
IIPM Professor Arindam Chaudhuri's Achievements
Monday, June 11, 2012
IIPM Prof. Rajita Chaudhuri on 'DO NOT BE AFRAID TO DARE'
IIPM Excom Prof. Rajita Chaudhuri
Arindam Chaudhuri on his third National Award and his unique business formula for films
GIDF Club of IIPM Lucknow Organizes Blood Donation Camp
IIPM BBA MBA Institute: Student Notice Board
Friday, June 08, 2012
IIPM Faculty Rajita Chaudhuri on STICK OUT AND STICK ON!
Management Guru Arindam Chaudhuri Dean Business School IIPM
IIPM Excom Prof Rajita Chaudhuri
IIPM Mumbai Campus
IIPM, GURGAON
IIPM: Leading consistently on multiple fronts
Wednesday, June 06, 2012
IIPM Prof. Rajita Chaudhuri on THE COMPETITIVE SPIRIT
Tuesday, June 05, 2012
IIPM Rajita Chaudhuri on 'GOOD IDEA IS GOOD BUSINESS'
A successful businessman is one who keeps an eye open for ideas with potential. When eBay acquired PayPal, it saw a potential and today, Paypal is contributing in revenues as much as eBay’s core business. Something similar is what Mark Zuckerberg saw in Instagram. Those were not the profits of the company but its potential to grow which attracted him to it; for no one understands the model of establishing an audience before generating sales better than him. When he made Facebook in his Harvard dormitory, he wanted it to become popular, to be liked by youngsters and not make money. Instagram, too, was made with the same philosophy and is loved by its users. They love it so much that they would not move to any other application easily. Love is what makes the world go round; surprisingly, even the business world, and no one knows it better than Apple. It is most loved, has a cult-like following and its consumer base is most loyal. Michael Dell once said that Apple should close down while it still had something to return to its investors. This same company today has passed Exxon-Mobil as the world’s most valuable company and has bigger financial reserves than the US government! For a company that many thought would close down soon, it’s not done too bad. Even though Steve Jobs is no more with us, but the world will not forget him for his iPad. It was a new way of looking at the dying market of tablets. Thanks to the iPad, the tablet market is the most thriving one with new consumers being added every day.
In fact, his iPad has been responsible for infusing fresh life not just into the tablet market but into so many others too. Magazines and newspapers are finding an innovative way to increase the life span of their products. The iPad has made magazines more user friendly, more trendy and more attractive. Schools are finding it easier to teach reluctant kids, making subjects more fun and the teaching style more interactive. It’s Apple and it’s iPad and iPhone that started a whole new business of ‘apps’ and one company for sure (Instagram) is thanking Steve Jobs today for making them billionaires!
A good idea has the power to change a lot of things and inspire so many others too. In fact, one idea can take so many different proportions that could have never been imagined. As Pablo Picasso said, “I begin with an idea and then it becomes something else.” The iPad was just an idea and today it is the new way of doing business for many companies.
Similarly, Hunger Games was just an idea for a novel and today it has spawned so many businesses. When Suzanne Collins wrote the book, little did she know the ripple effect it would create. Even before the film was released, Lionsgate, its producers, and a host of others built a whole world of marketing around it. Set in the future, the movie is about a place named ‘Capitol’, which selects a boy and a girl from the twelve districts that it governs and makes them fight to death on a live television show, for the thrill of the Capitol’s residents and to keep the districts under full domination. It revolves around a brave girl who is also a sharp shooter and how she not just wins but changes the rules of the game too. A movie that keeps you at the edge of your seat right till the end is also an important lesson in marketing. In a world full of male superheroes, here comes a young ‘girl-superhero’. The audience loved her for they had seen none like her. Her powers (shooting with a bow and arrow), too, were not in-born but could be nurtured. She was a dream that could be achieved and her effect on the young audience has worked like magic. The idea of the story was so brilliant that it influenced many. China Glaze, a cosmetics company, has launched a Hunger Games-inspired nail polish line and yes, you guessed it, it has twelve shades – one for each district. Never to be left behind, Facebook has a game called The Hunger Games adventures, where players build their own traps, concoct potions and even grow food. New York Sports Club has launched a new workout inspired by Hunger Games, which has moves like those used by the girl Katniss and her friends for survival. The winner of the workout is the one who is fit to survive the treacherous arena that Katniss survived in the movie. Very soon, we might see a Barbie changing from a dainty little girl to one with a bow and arrow like Katniss (Jennifer Lawrence), the new heartthrob of young fans. The sound track of the movie soared to the number one slot, making the singer Taylor Swift most wanted. It’s remained the top film for three weeks and even the mighty Titanic could not overshadow it. Doing a business of over $300 million, the film shows no signs of slowing down and neither do the marketers who just can’t stop finding ways of making the most of this mania.
One story changed the fortunes of not just the author (she is the best selling author on Amazon and everywhere else), but also of a host of other businesses. The power of an idea could not have been better explained than the way it was done in the movie Inception, where Leonardo DiCaprio is on a mission to plant an idea in the mind of the heir of a business tycoon to dissolve his deceased father’s business empire. He rightly says, “What’s the most resilient parasite? An idea. A single idea from the human mind can build cities. An idea can transform the world and rewrite all the rules.”
In fact, a whole lot of new inventions are doing just that. If the iPad shook up the world in 2010, then wait to see what these can do. A new technology named DIDO will eliminate the need for cell phone towers and you can say goodbye to slow download speeds forever. There is a printer, which will be able to print skin. You can keep your palm on the device and the cartridges filled with skin cells will print out your skin. Although still in the development stage, a lot of burn victims and soldiers are eagerly waiting for it.
There is going to be a world of opportunities that is going to open up; just keep a lookout for the new ideas around you and within you. Be not afraid of expressing your view even if it sounds silly; for most often, that is the foundation of a successful idea. As Einstein said, “If at first it’s not absurd, there is no hope for it.” Remember that there is nothing more powerful than a good idea. Have faith in your ideas and don’t let somebody’s yawn or sneer kill it. You owe it to yourself and the world, for you know what a good idea can do.
IIPM ranks No 1 in International Exposure in the 'Third Mail Today B-School Survey'
Management Guru Arindam Chaudhuri Dean Business School IIPM
IIPM Excom Prof Rajita Chaudhuri
"Thorns to Competition" amongst the top 10 best sellers of the week.
IIPM Mumbai Campus
Monday, June 04, 2012
A Political Yawner In The Making
Wednesday, February 16, 2011
IIPM Prof Rajita Chaudhuri says, GREAT MARKETERS ARE GREAT LOVERS
A great
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| Rajita Chaudhuri |
The rule is simple, give them what they love and you will have them eating out of your hand.
There is nothing more attractive than this four-letter word. No, it’s not ‘LOVE’ but ‘FREE’! If you understand consumers, you will know the magical power of this word. Add to this another four-letter word ‘EASY’ and you have a blockbuster brand in your hands. If you are not convinced, look at Google. It’s so successful because it’s free and it’s so easy to use. It even corrects your spellings. Look at Facebook. It’s free and so easy and simple a concept. In 2007, suddenly everybody was talking about Ryanair, making it Britain’s most loved airline. Why? They gave away 1 million free air tickets. In 4 hours, 4 million people hit its website, making it the most talked about & popular airline service.
Price is the key driving factor and getting it right is one of the key qualities of a great marketer. Bata was always famous for its prices. Though there may not be much difference between Rs.100 and Rs.99.95, somehow Rs.99.95 is always perceived as much lesser than Rs.100. A keen observer of human nature discovered this & Bata sold more shoes.
What’s marketing without advertising! And a great advertisement is one which makes people go out and buy the product! The one advertisement that has burnt up cyberspace, TV, and newspapers in the US recently is the ad for Chrysler’s new sedan. It was shown on Sunday (Feb 6, 2011) and in two days, the ad had gone viral and racked up more than 3.5 million views on the YouTube. Everybody was talking about it. The ad has the one thing everybody loves – honesty. It tells the story of a city that has been to hell and back. It tells the story of an underdog. The world loves this kind of a story. People cried after seeing the ad. And it worked like nobody’s business, for according to Autometrics, within 10 minutes of the ad going on air, 131 people inquired about the sedan’s price. The ad featured Eminem, a rapper, who himself comes back from tough times – much like Detroit. The combination was deadly and worked superbly for Chrysler and Eminem. After all, a good ad reflects the state of the consumer’s psyche and this one echoed what Americans wanted to hear… that the good times would be back again soon.
Tata Nano seems to be doing just that here. Its cute advertisement, where the little girl cuddles her first cute car, pulls at your heart strings; and as you smile, you almost feel a part of this family and share their happiness.
Boroplus too understood a woman like none other. It knew what a woman loves – appreciation. The advertisements of Boroplus moisturising lotion did just that by showing men going crazy over the complexion of women! Women loved it and Boroplus knew it did not need Amitabh Bachchan to sell its product, for it had hit the right chord with its audience.
The appeal of an advertisement also lies in its slogan, its punchline. “Virginia is for lovers” – the slogan worked so well that every resident of the city had this provocative slogan emblazoned on their car bumper stickers. Catch the imagination of the people and you will be able to bowl them over.
Understand what people want and innovate accordingly. The reason why Super Bowl was watched by 111 million people in America last Sunday was because it knew that to increase viewership, it had to promote the game among women and Hispanics. It did just that and made it the most popular show of the year. The reason why Suhaana of the Hindi soap ‘Sasural Genda Phool’ has been voted the most popular character by Indians is because she was just the person they loved to watch & talkabout (according to survey done by ‘Characters India Loves’).
A great ad guy understands human insecurities, wants and desires, and touches those very chords. Just the way Ali Ali and Maged Nassar, two ad guys of Cairo did. They knew what the people of Egypt were thinking and they used their creativity to transfer the feelings of people into one image. They took a decade-old photo of Hosni Mubarak, added the Hitler moustache & floppy hair, found a printer who agreed to print the image secretly, and behold, the revolution got an “image” to bash, and unify against.
Give people what they want. China loves a price war. It always increases sales of the brands that do it. After all, one of the best selling books of that region is The Art of War and they love a war to see the strongest one survive. Not so in America. They don’t like price wars (guess the real ones are more than enough for them to handle!).
GREAT MARKETING IS ABOUT GREAT RELATIONSHIPS
Business is about building relationships with clients and ensuring that they are genuinely happy. Business is not aboutjust “closing a deal,” it’s about genuinely caring for the people and finding out what they want.
Getting good customer insights is most important for not just survival but also to be really loved by your customers. 3M thought it had made a world-class innovation with “Post-it” notes. Then sales started falling. A keen observer of people, 3M immediately realised that this was the era of iPads & smartphones and no one wrote notes on paper but typed them into their gadgets. However, it also saw that these gadgets had made digital photography extremely popular. It took a team of one marketer and two lab-scientists to hit upon the idea of “Post-It-Picture-Paper,” an adhesive coated photo paper on which people could stick their photos & easily display them on their walls. The company found a way to survive!
Sitting in Finland, Nokia did not realise that just making low-cost phones would not help it capture the Indian market. A little thorough research showed that a lot of people could not read & hence were unable to use the phone in places like China, India and Nepal. A simple innovation helped it survive. It made a contact list, where images could be stored. Everyone found it easy. It worked!
All great relationships are based on the ability to really listen to your partner. Infosys does just that. It listens to its youngest recruits. N. R. Narayana Murthy introduced the “voice of youth” programme where each year, 9 very young & very bright recruitswere allowed to attend the very senior management council meeting to discuss their ideas with the top guys. In fact, every great company from P&G to RIM (makers of Blackberry) have at the top a CEO who sets a culture of listening. This way you understand people better, create marketing campaigns that work and build strong ever-lasting relationships, with both your customers and employees. That’s the most important aspect of marketing!
For More IIPM Info, Visit below mentioned IIPM articles.
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The hunt for hostel and paying guest (PG) accommodation for students
Role of Media in the moulding of youth
Thursday, February 10, 2011
IIPM Prof Rajita Chaudhuri on 'TV: A NECESSARY EVIL'
Yes, agreed that we all love watching TV. But do we love watching the ads? Do we notice the zillions of them shown during the break? Actually, it’s the “Breaks” that are a problem and not the TV! Like in life, so in marketing, we spend most of our time thinking of the “Break”, be it the break up, or the big break, or the lunch break – or for marketing men, the commercial break! Not for life, but yes, an interesting innovation seems to be happening for marketing men. It’s called “virtual advertising”. A digital image of the product/brand appears on TV screens while one is viewing a sports match or a programme. So, I don’t need to advertise during the break. Rather, digitization helps me insert my brand during the programme. Of course, if it’s a match, the stadium audience does not see the products or the advertisements, as they are, well, virtual! But the TV audience does! This new innovation can be seen during the cricket matches. Since it all happens during the match, nobody can miss it. Advertisers don’t need to wait for the commercial break where chances of getting lost are very high. They can now digitally and very creatively put their ads during the show – virtually breaking the clutter!
Vikram Tanwar, the CEO of the sports management company Planman Stars, who is responsible for getting this technology to India, says that it’s much more effective than the regular TV commercials.
For one, it makes your ad “zapper proof”. It can be changed according to regions. If the programme is being aired in Pakistan, India and Bangladesh, each audience gets to see its own brands in the virtual advertisements. Sponsors can choose to show their advertisements on a country-bycountry, region-by-region, or even market by- market basis! The advertisement can stay on the screen for 30 seconds... or 30 minutes, depending on where and how you insert it. It can come on a virtual billboard, or on the ground, or pop-out from the ground, or fall from heaven, or emerge from the spectators – the way you can innovate is limitless. It’s an astonishing technology, exploiting the simple fact that people pay more attention during a show than during a commercial break – so put your advertisement right there.
This technology debuted in the USA in 1998, and now Zee’s Ten Sports is doing the same with Micromax Mobiles, Royal Stag and McDowell’s “virtually” reaching out to their audiences – before the break!
These advertisements are being inserted in absolutely novel, innovative ways into almost all TV programmes; sports and nonsports. Because it’s so different, the recall of these advertisements is as high as 84%. Since they are interesting, more than half the audience did not mind them.
Virtual is the new way to grab eyeballs this year!
A NECESSARY EVIL
Call it what you may, but TV is here to stay. For even though ‘online’ is at the top of everybody’s minds, it’s not resulting in increased sales or brand building – at least, not yet. The lure of TV is immense and you just need to look at the Super Bowl rates to understand the impact of TV. On February 6, almost 100 million Americans (and many more in other parts of the world) would be watching the game. No wonder, CBS is charging $2.5 million for a 30 second commercial – and all its commercial slots have already been sold out! That’s the power of this media.
Groupon, the company that sells bargain deals online, knows that it’s not the help of Google, but of TV that it requires in order to grow. (Google tried to acquire it for $6bn, but couldn’t) It could not find a slot during the game, but it has settled for the pregame spot. After all, TV builds brands, like no other. Even the internet biggies know it and are not leaving a chance to be seen on it! One man who really needs brand building and knows how to do it is Obama. He, like every year, is not going to miss TV on February 6. No, not watching it, but coming on it. He has agreed to be interviewed on Fox Sports sometime during the fourhour pre-game show. Super Bowl is after all the world’s most watched programme; and no one, not the big brands or even the President, wants to miss it.
If you need to build a big brand, you have to think “TV”. Use your creativity to “virtually” rise up from the clutter. A new way is of course to air your advertisement “break ke pehle” – before the break! It works!
This article is sourced from BLOGGER.COM, click here to read compelete article.
For More IIPM Info, Visit below mentioned IIPM articles.
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Thursday, January 06, 2011
Rajita Chaudhuri said, OLD NEED NOT BE GOLD
If you want to raise a happy child, the rule is, “Till he is five years old, treat him like a king. Till he is 13, treat him like a prince. From 13 to 18, treat him like a pauper. After 18, become his best friend.” The crux is that good parents change their ways as their children grow. Good marketers too change their strategies as markets and times change.
What worked this decade will be outdated in the new one. In the 1970s, the hottest marketing invention was the ‘Direct Mailer’. It is known as ‘Junk Mail’ today. The 1980s was dominated by “collect tokens; and exchange for gifts.” You were encouraged to collect bottle caps, tokens, labels and encouraged to exchange them for gifts, discounts etc. Today, you log on to Groupon.com or snapdeal.com and find out exciting discount offers of the day. After all, who has the patience today to wait and collect a desired number of tokens and then get the discounts. The 1990s saw the explosion of ‘Loyalty Cards’. Every retailer had a loyalty programme, which promised discounts and freebies. Today, the consumer is not motivated by just discounts. He wants more. He wants to take charge – and Smirnoff showed him how. It launched a campaign named “Be There”. You were invited to a nightclub, but there was more it. Loyal consumers even got a chance to plan which music they wanted to hear and everything else they wanted to do that night via Smirnoff’s Facebook page. Today, those are the Fan Pages on Facebook that do more business for a brand, than loyalty cards do.
The new decade is all about ‘interactivity’. On December 14, 2010, Apple launched its first iAd for the iPad with the advertisement of Disney’s new film Tron Legacy. The advertisement featured 10 minutes of video and movie stills. Ipad had a movie theater locator with showtimings and a preview of the sound track, which you, as a privileged user, had the option of purchasing from iTunes. With the iPad becoming the “it” thing for gifting this holiday season, and with already more than 7.5 million iPad users worldwide, advertising professionals would soon have to reinvent and start thinking beyond the 30 or 60 second spots on TV, for those are the interactive advertisements that will be the next new exciting trend of the coming years.
All that you learnt about marketing in school is going to change totally. So be ready to give up your favourite ideas and start adopting new ones.
This article is sourced from PR-CANADA.net, click here to read compelete article.
For More IIPM Info, Visit below mentioned IIPM articles.
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Monday, January 03, 2011
RAJITA CHAUDHURI: INNOVATION IS NOT GOOD SOMETIMES
A great leader, like a great parent, changes and moulds his ways first. More importantly, a good leader never fails to accept his mistakes. It helps him to remove the shackles, free himself from the burden of his faults and move faster.
On April 10 this year, Microsoft launched its social networking phones Kin1 and Kin2. Exactly 79 days later, on June 30, 2010, it killed the products. A record! No other products till date had had such a short lifespan. To survive, you need to innovate; but to sustain success, you need to quickly kill innovations that went wrong. Sometimes, there is no second chance for flops. Intelligent marketers know that. ESPN launched its mobile phones in 2006 with the idea of offering exclusive ESPN content. No one bought either the product or the idea. ESPN withdrew the concept within eight months. HD DVD was supposed to be the next big thing after the traditional DVD. However, Blu–ray of Sony took away the cake and the Toshiba led HD DVD disappeared from the forefront within two years.
In their haste to outperform their competitors, sometimes apparently great sounding innovations fail to perform. An intelligent marketer should not hesitate to accept defeat, drop the idea and move on. It’s more cost effective that way, than trying to pump in more money in marketing a flop idea. Sometimes, it is argued that marketing kills the spirit of innovation. A dead idea, with excellent marketing can extend the life of that idea. We need to watch out for such ideas and kill them at the right time. Microsoft launched Zune in 2006, to compete with the iPod. It came nowhere close. Even today, Zune is struggling. Time you gave up the fight Bill Gates and dropped it. After all, when it comes to innovation, the one man, the one company that defeats all by miles is Steve Jobs and Apple. The 1990s saw Apple losing out to competitors and almost fading away; but the last decade belonged to Steve Jobs. Jobs has set new benchmarks, created and started new trends and changed marketers and consumers forever.
This article is sourced from PR-CANADA.net, click here to read compelete article.
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM BBA MBA Institute: Student Notice Board
IIPM Lucknow – News article in Economic Times and Times of India
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Friday, December 31, 2010
GIDF Incorporation in MA, USA and its first successful initiative
GIDF, USA Chapter started its operation in Oct 2010 in the state of Massachusetts, USA. The objective of operating in USA is not only to create and spread awareness related to child education, women empowerment, livelihood and health but also to make the people of United States believe in the cause and raise a helping hand in order to eradicate the elements leading to the cause.
GIDF USA structured many marketing tools but the first and the most effective way to get the word out, about these worthy causes was through a donation flyer called ‘Hamari Gudiya’. The prime objective of this flyer was sending a girl child to school. This initiative was not only cost effective but one of the most powerful tool to reach out to masses. After identifying the right marketing tool, it required to approach the right locations, which were none other than the HIGH TRAFFIC LOCATIONS and what could be more crowded than the upscale malls during winter and Holiday season. So GIDF USA partnered with a chain of casual Indian fast food restaurant – Gourmet India.
Gourmet India is located in various upscale malls in Massachusetts and has a huge number of customers visiting these locations on daily basis. GIDF placed these donation flyers on the communication center of each restaurant. These communication centers have been placed in such a way that when a customer is waiting for the meal or a drink or even if he passes by gourmet India location, he is forced to look toward the communication center and of course towards ‘Hamari Gudiya’. Placing these flyers on the communication center of a busy restaurant or any location which is full of activities leads to creating visibility, awareness and value to the product or service and that is exactly what happened in our case.
Our main purpose of putting these flyers was to market GIDF and create awareness but to our surprise we have not only been able to meet our objectives but we have also started getting donations. This has been our very first initiative which has and is helping us in communicating and connecting directly with the target audience. GIDF USA is also approaching other high traffic and crowded locations in Massachusetts like Indian grocery stores, salons, Banks etc in order to generate more visibility, awareness and support from the potential donors. Hamari Gudiya flyer has generated a very positive outlook amongst the potential donors and given GIDF USA a platform which is for sure leaning towards success. So come, join us in our journey to share the dream.
During the initiation of this activity, we observed that 40% of the gourmet India customers actually took the flyer along with them. This number is big and tells us how successful our initiative is. After reading the donation flyer, few American’s asked about GIDF and its future plans in United States.
For More IIPM Info, Visit below mentioned IIPM articles.
Award Conferred To Irom Chanu Sharmila By IIPM
Saturday, December 18, 2010
IIPM Prof Rajita Chaudhuri on 'FIGHT FOR THE NO.1 SPOT'
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Rajita Chaudhuri at |
Sometimes, the fight for the top spot is taken public, consumers love it, and it never fails to grab eyeballs. Coke and Pepsi have been doing it for years. Apple and its humorous takes on Microsoft defined its brand personality and brand image as uber cool in comparison to the fuddy duddy one that competitor Microsoft had.
FIGHT NOT JUST FOR NO.1 BUT THE NO.2 SPOT TOO
With the marketplace getting so cluttered for the No.2 was neglected. Of course, not always. Some very intelligent marketers knew that when there is no space at the top, it pays to be clearly labelled as No.2, for that makes people notice you. Avis did that years ago. Hertz was the leader and had the maximum awareness when it came to car rentals. So, Avis brought out its iconic ad, “We are number 2, that’s why we try harder.” Everyone knew who was No.1, but now for the first time a new slot was defined. So, if for some reason, a consumer could not get Hertz, he knew whom to call next. Avis carved a niche for itself, and did brisk business for now the consumer knew, maybe not No.1, but Avis was as good, and definitely better than hoards of others.
Hindustan Times (HT) seems to be doing the same in Mumbai. Its ads claim that “Hindustan Times beats DNA to become No.2 in Mumbai.” The beginning of this month saw HT advertising how it was now very close to the market leader, The Times of India, with a readership of 5.92 lakhs, a lead of 17,000 over DNA.
Sometimes, it pays to play the second fiddle. Miller High Life has always positioned itself as the “good” beer, providing “good” value for money. Miller Coors is America’s second largest company and it decided to take the second position seriously. In 2009, when the market leaders were paying $3 million for 30 seconds of airtime during the Super Bowl, Miller said it was No.2 and did not believe in spending so much and thought a “one-second ad” during the Super Bowl Sunday was enough to make its point. So, days before the Super Bowl, it started its 30 second teasers, promoting its 1-second-ad that it would air on Super Bowl Sunday, for its commonsense philosophy could be conveyed in just one second. The No.2, with a tiny ad budget drew more attention than the big spenders.
CALLING YOURSELF NO.2 ALWAYS WORKS – WE ALL LOVE THE UNDERDOGS!
If you are sure about your product and your philosophy, you can tackle not one, not two, but many competitors at one go – much like our Bollywood heroes who cansingle-handedly fight all the bad guys and emerge victorious. That’s exactly what Brita water filter system did. It came out with ads which claimed that tap water in developed countries was excellent and there was no need to spend money on bottled water and increase pollution, for 16 million gallons of oil were consumed to make plastic water bottles – which could be totally avoided by using the reusable Brita water filter bottles. It asked you to drink responsibly and avoid buying bottled water in plastic bottles. Tap water was as good after all!
It takes vision and guts to speak out against the leader. But if you have a better product, it’s best to just bulldoze your way into the minds of the consumer with an aggressive marketing campaign. It works! Don’t knock ! Just barge in!
This article is sourced from PR-CANADA.net, click here to read compelete article.
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Prof Rajita Chaudhuri's Snaps
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Friday, December 03, 2010
IIPM Prof Rajita Chaudhuri on 'FORGET ALL THAT YOU LEARNT! IT’S OUTDATED!'
Traditionally, the companies that traded in oil were the ones who made the maximum money and became the world’s biggest companies. So you had companies like Exxon Mobil, Royal Dutch Shell, BP etc dominating the lists. They were soon joined by companies that used this oil to run their products. So those were the carmakers who started sharing space with them; and you saw companies like Toyota Motors, General Motors, et al join the group. However, the new trend is different today. The world’s largest corporation is one that manufactures more or less nothing – forget thriving on natural resources. Today, the world’s largest corporation is Walmart. From being a discount retailer chain to one that believes in selling energy-efficient bulbs (it sold 145 million of these in 15 months) to joining the Clinton Climate Initiative, Walmart knew that just giving discounts was not going to be enough. It had to show customers that it was progressive too. That and some quick global expansions validating that perspective have today made it No.1.
Things are changing fast. The Hotmail is hot no more. Gmail replaced it; and even that too could be a gone-mail soon, for now you have Facemail – the new service provided by Facebook. A lot of youngsters today don’t even remember when they last sent an e-mail. Its so passé... You message or mail via Facebook now.
It was the leader in car-rentals and ruled the business. It was the undisputed leader. Even its competitors acknowledged that. That’s why, when Avis wanted to catch the attention of consumers, it did what all others had done – acknowledged the leader. Hertz was the leader and Avis said so in its advertisement that read, “We are No.2, that’s why we try harder.” The advertisements shot Avis to fame, but little did they know that things would change soon for both Avis and Hertz. Here came a company that defined business. Its mission: “We are redefining the way people think about transportation.” This company went beyond car rentals. Now, you could rent a car for even an hour and at very nominal rates. Zipcar found that 77% of Manhattan (New York) households don’t own a car and knew instantly that America was ready for a carsharing company. Zipcar beat Hertz in its own game. Today, Hertz is trying hard to cope up by introducing its own car-sharing business model “Connect by Hertz” to get some share of the car-sharing segment. Zipcar is, however, cooler. Its members are called Zipsters. They are modern and believe in car-sharing more than in car-owning as the way to live. Everybody from students to businesses now hire a car of their choice, that too at rock-bottom rates. It’s simple, fun and will help change the world for the better. It’s the future of travelling. It’s the business of the future.
This article is sourced from PR-CANADA.net, click here to read compelete article.
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Tuesday, November 30, 2010
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Rajita Chaudhuri heads Planman Marcom – An integrated communications, advertising and promotions company. She is also a regular and well acclaimed columnist of 4P’s Business and Marketing magazine. Her expertise lies in expert knowledge in marketing strategy, business professionalism and the essence of team building in achieving the required effectiveness and her workshops are commonly represented by senior executives from well known corporations.
Wednesday, November 24, 2010
IIPM Prof Rajita Chaudhuri on 'THE GOD OF SMALL THINGS'
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| IIPM Prof Rajita Chaudhuri |
In fact, it was the “big” that drove Detroit into a ditch. GM, Ford and Chrysler had been America’s symbol of economic might and prosperity. They totally ignored the small and concentrated on big cars only. But it was the small and fuel efficient cars of Japan that helped them capture the US car market. In August 2008, the American car industry saw a drop in sales by 11%. Japanese carmaker Honda, on the other hand, out performed the sliding US auto industry with its US sales up by 1.2%. In 2007, Americans bought 55 light trucks for every 45 passenger cars. In July 2008, the ratio inverted and so did the fortunes of car companies. It’s the ones who focused on “small” that survived.
This article is sourced from blogger.com, click here to read compelete article.
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