The best advice

NARESH GOYAL
CHAIRMAN, JET AIRWAYS
“I try to maintain complete transparency in my principles and never compromise with them. I don’t remember precisely who gave me this advice, maybe it came from my own learnings in the corporate world.”

ARNAB GOSWAMI
EDITOR-IN-CHIEF, TIMES NOW
”Well, largely I’ve been pretty much doing my own thing without following anyone’s advice. But I recall that at the time I was quitting NDTV a few years ago, my friend Uday Shanker (Star India CEO) advised me on the merits of flying solo. He said that ‘one’s real abilities are not tested until and unless they fly solo’. I joined Times Now and have not looked back ever since.”

AMIT BURMAN
VICE CHAIRMAN, DABUR INDIA
“My father always advised me that you should think about the welfare of Dabur first and then only cater to your personal emotional needs. I took that advice and today don’t regret passing the baton of Dabur Foods to a professional.”

M.A. MADHUSUDAN
CEO, VIRGIN MOBILE INDIA
A dear colleague of mine once told me that if you feel that something is right and it can give positive results just go ahead and do it – don’t deliberate too much. I treasure this mantra.”

ANN OLLESATD
AMBASSADOR, ROYAL NORWEGIAN EMBASSY
“I learned a lot from my daughter and one of the best advices she gave me was to be courteous to everyone, but to share your private thoughts with only a few. Also, India as a country always advises on the importance of living in harmony. ”

CHANDER M SETHI
CHAIRMAN AND MD, RECKITT BENCKISER
“Never howl on any situation, rather try to take all possible benefits from it.”

B.S. NAGESH
MANAGING DIRECTOR, SHOPPER’S STOP
“The best advice that I got was from one of my friends who advised me never to force people into anything. Consensus is better.”

ARVIND SHARMA
CHAIRMAN AND CEO, LEO BURNETT INDIA
“I got this advice in the first week of my MBA at IIM-A by Professor Balakrishnan. He said, you must define the problem correctly and chances are that you will solve the problem correctly.”

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.
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Waiting for the dawn...

Moreover, the bank has not just increased its ad volume, but it has also worked on a new branding strategy altogether. Right after the hurdle, it came across last year, the bank was quick enough to tweak its communication strategies. It moved away from its arrogant communiqué of ‘lead life on your terms’ to the ‘power of belief’. The new campaign not only echoed a soft voice of communication, but also presented the bank, which till then believed in aggressive growth alone, in a different manner altogether.

However, the biggest turning point for the bank could be its change in focus on the operations front. The bank, which once discouraged its customers from going to its branches and promoted the use of ATMs, is now persuading customers to visit its branches. Perhaps, it expects that a direct contact between the bank and the customers will not only help create a better relationship between the two, but also strengthen customers’ faith on the bank. Keeping that in mind, the bank has also reduced its huge army of direct selling agents by almost 70% with a target of zero reliance on any outsourcing for business acquisition and collections by next year. This certainly will help the bank gain some ground in the eyes of the customers, who have been irritated for the irrational behaviour of those external recovery agents.

But then, changing the way they operate alone won’t help it much. The internal workforce too has to deliver the best to the customers. Krishnan agrees, “No doubt, under Chanda Kochhar the bank is trying to regain lost grounds through advertisements and removal of external recovery system. But until and unless the bank improves its services it won’t be able to gain back the trust of its stakeholders.”

In the mean time, the bank is also working on its asset quality and capital adequacy, which actually brought them the crisis last year. As a result the asset quality of the bank has shown some signs of stabilisation. In absolute terms, the Gross NPAs of the bank have declined marginally, both on a y-o-y basis by 3% and on a sequential basis by 2%, to Rs.9,201 crore. In terms of capital adequacy too the bank is now at a stronger position. Explains Vaibhav Agrawal, VP – Research, Banking, Angel Broking, “Driven by a large net worth capital adequacy of ICICI Bank remained strong at 17.7% (Q2 FY09-10), comprising a substantial Tier-1 component of 13.3%. This puts the bank well for the imminent improvement in credit growth as the GDP outlook continues to improve.”

Moreover, as a part of its strategic change in focus and restructuring, the bank has now largely exited all its businesses outside its core competency including the small-ticket personal loans, which kept on bringing troubles every now and then for the bank. It has also reduced its non-India related exposures in international business. Though the books of the bank still do not reflect the results of such initiatives, analysts like Vaibhav believe that the bank is now well poised to grab the opportunities that would come in its way on account of the recovery. Investors too recognise the fact. As a result the share price of ICICI Bank has rallied from merely Rs.350 at the beginning of the present fiscal to over Rs.900 today.

However, the critical challenge for the bank will continue to win customers’ faith. K. J. Singh, CEO, Evolve Brands avers, “Riding on its campaigns since the beginning of the year, ICICI Bank’s image has certainly come a long way compared to the situation at the end of last year. However, service deliverance and right marketing strategies would help the bank in the long run.” Though the bank’s brand value has recovered by a fair margin as on date, critics say that it still has a long way to go. Apart from ad campaigns, the bank also needs more transparency in its operations, which perhaps has been a key reason for complaints against it in the past. By now, they’ve surely understood how even the smallest of ‘glitches’ can turn out to be an ultra-expensive ‘marketing’ proposition if customers lose faith in them?

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.
Outlook Magazine's B School Ranking Scam Exposed
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Don't trust the Indian Media!

IIPM enters into media education
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TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
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NO CHILD’S PLAY

The success of child insurance plans actually rest on the need to secure one’s child’s future and fulfill their dreams. And this is exactly what Bharti AXA is targeting at as Mathur further adds, “Child Insurance policies are designed to keep money aside for higher education and further requirements of the child until he/she is completely self-sufficient. Hence, through our products, we aim to ensure that the dreams and future of children are safeguarded, even in the case of an unfortunate eventuality befalling the parents.”

However, all these plans can be fruitful for the insurers only when they manage to change the orthodox attitude of the general Indian parents. As a matter of fact in India, parents are not too keen on insurance products for their child’s education. Thus, the insurers (through advertisements/ agents/ advisors) have moved to the basics and talked to them about the financial implications they are likely to face if they don’t save enough for the D-day. The simple point raised by these campaigns (Max, Bajaj, Aviva, HDFC SL, et al) in a way has awaken and reminded them of their responsibility – to ensure their child’s future. And thus it has given a boost to the insurers. Anisha Motwani, Executive VP–Marketing and CMO–New Markets SBU, Max New York Life Insurance discloses, “The Karo Zyaada Ka Iraada campaign has successfully impacted our brand metrics in terms of brand awareness & consideration scores. With the launch of the campaign in Aug’08, Max New York Life witnessed an increase in brand awareness scores from 64% (Aug’08) to 73% (Nov’08).”

A similar line of thought comes from Aviva with their “Education is Insurance” campaign, wherein cricket icon Sachin Tendulkar (brand ambassador of Aviva) says, “Mein bhi ek pita hoon, aur mein yeh samajhta hoon.” The statement by the legend vividly captures the essence of the very idea that when it comes to children even the greatest cricketer is just another concerned parent. And no doubt, the Aviva, which holds 2.5% market share in the life insurance industry, has seen some real benefits accruing from the campaign over last one year. Share of revenue from child plans has grown smartly from a paltry 3% to a respectable 15% during the period.

Talking about Bajaj Allianz’s new campaign on child plans, Head of Marketing of the company Akshay Mehrotra avers, “It targets parents with a simple and honest question, put forth to them by their children, ‘have you planned for my future?’. This direct communication aims in awakening parents to their responsibility to financially plan for their child’s future.” As per the company the campaign emanates from the thought of having a clutter breaking message on the child plans in the crowded life insurance industry. The campaigns directly point out the importance of planning for the future of one’s child. Interestingly, despite the fact that there is already a rush of child plan campaigns, this particular one from Bajaj Allianz have not gone unnoticed. As per the official sources, Bajaj Allianz has received SMS and calls from as many as 7,500 parents who wanted to plan for their child’s future within the first four days of the launch of the new campaign (the campaign was launched on October 25, 2009).

It is true that child plans are not new to the Indian insurance market and also that the plans put forward by the insurers are not very different from each other both in terms of features and deliverables. But then, the way the insurers are marketing the ‘old wine in new bottles’ and creating awareness among the Indian parents is certainly praiseworthy. However, what is more crucial for the insurers is that they have to add depth to their products by these campaigns. Because, if they fail, their brilliant effort in creating the buzz may finally end up landing them no where. After all, even good ads kill brands too. Hope they know this.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here

Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

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New, insane endorsement-economics is blitzing B-town. Does it add up to make sense?! Monojit Lahiri tries to decode this new phenomenon...

Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

Celeb Advertising & Brand Endorsements have always come with the territory in Adville – especially in the last decade and a half. The Big B, SRK and M. S. Dhoni have (for example) rewritten the rules game to showcase every conceivable FMCG product category, attracting fee-deals that could wake the dead … or finance a couple of five-year plans of newly, independent countries – which ever came first! Revered icons with proven track record, their insane package (swear advertisers) is in direct proportion to their astonishing connect with every section of a celeb-hungry nation and thumping brand-equity they invest in the products they endorse. Fair enough … although TAM surveys and reports continue to indicate that less than 10% of the consumer-base of these ads actually purchase the products these (or any) stars endorse. Despite this, the fever rages on…

If that is difficult to fathom for the sane and logical mind, imagine hearing about new stars nowhere near the power and glory of the older lot, with no great earth-shaking track-record, charisma or mass-appeal (‘theek-theek’ according to a young Bolly-junkie) demanding and scooping up crazy paychecks on the endorsement front. Ranbir Kapoor – with one spectacular dud and one decent hit – is said to be hitting the Rs.4 crore mark! Imran Khan, with one decent hit and two dabbas is reportedly asking Rs.3.5 crore per endorsement. (It’s another matter that no one is playing ball, as yet!) Deepika Padukone – possibly the most successful of the lot – is in the Rs.2 crore bracket with Genelia D’souza, a little behind with Rs.1.5 crore. Interestingly, all of them (except Imran) have tripled their endorsement fees in the last few months and – well – are getting takers! So, who’s lost it, guys – the Advertisers, these new kids or the celeb-hungry bozos dedicating their life and times to B-town moves?

“The Dodo Advertisers who believe that casting a celeb will instantly rock their product’s image and bottom lines!” That’s the iconoclastic Pritish Nandy, forever ready to tilt at windmills. While it is totally true that movie stars and cricketers are perceived as the nation’s most glamorous, popular and favourite role-models, Nandy believes that there are two bigger truths defining the space “both advertiser-driven. One is the desire to do a quick kill in terms of public attention without the appropriate consideration to the brand fit. Two, the hysterical anxiety to be seen with these stars to go up the social ladder among his peer group.” The best advertising (ZooZoo, HDFC, Vodafone) don’t need to pursue this track, says Nandy, and are none the poorer for it. Ogilvy’s resident dude Sumanto Chat comes in next. He believes that it has to do with the huge youth-connect that these star-kids enjoy in a space and categories that cater to youngistan. Then, of course, there is a celeb-struck nation and finally “a leg-up in image for the Advertiser and his company!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here

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WHEN SCIENCE MEETS POLITICS!

A. P. J. Abdul Kalam, Former President of India

Columnist Shobhaa De feels that Brand Abdul Kalam represents simplicity, humility and wisdom. “As President, he brought a great deal of down-to-earthness at the imposing Rashtrapati Bhavan,” she says, adding that Kalam’s compassion towards the underprivileged sections of society, and for children in particular, touched a billion hearts. The son of a boatman (he sold newspapers to fund his school tuition fees), who finally occupied place of pride as the Indian President (2002 and 2007) – A. P. J. Abdul Kalam continues to command immense brand value in India’s political and social sweepstakes. Hailed by many as India’s Missile Man for his work on the development of ballistic missile and space rocket technology, Kalam also played a major role in the famous Pokhran-II nuclear test of 1998. Whether you bow to his intellectual will that helped India touch the highest frontiers in science and technology or his unambiguous love for children, this brand commands a huge premium...

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

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What an Impact!

IIPM: An intriguing story of growth and envy

so it turns out that Walmart’s ambitious five-year long ‘Project Impact’, to redesign the overly cluttered stores and to create a shopper-friendly environment by reducing the merchandise, has resulted in declining sales of the Bentonville retail major. Reason: Less merchandise on display and losing on to millions of square feet of merchandise space has affected per square feet sales. So what should be the way forward for Walmart? Abandon the project, or continue with it? “Changes generally don’t go too well with consumers. Starbucks’ sales were impacted similarly when it underwent a transformation last year and Starbucks was forced to go back to its original positioning. Cutting down on unwanted merchandise may be impacting sales currently, but in the long run, it will help Walmart to rationalise its SKUs,” avers Beth Higgins of Euromonitor.

Savreen Gadhoke

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

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AEGON RELIGARE - AGENCY: MEDIACOM

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CHALLENGE: Being the 18th private player to enter the overtly cluttered insurance sector (which not only had similar products & services, but also much the same communication); grabbing TG’s attention toward the brand was the challenge in front of this brand.

SOLUTION: Contrary to the predictable conventional launch, the brand engaged TG by generating curiosty around the brand by a two-pronged strategy: devising communication that fosters interest in the brand and reaching out to him where he is most susceptible and responsive. Eye-catchy acronym ‘KILB’ – “Kam insurance lene ki bimari” created awareness about the need to evaluate the correct amount of insurance cover required. Phrases like ‘Kya aapko KILB hai?” created instant inquisitiveness amongst TG.

TOUCH POINTS: The brand reached out to the TG at relevant touch points – sometimes even by entering his daily routine so that KILB could gain maximum attention. New media was created and used innovatively – screensavers, ‘KILB +ve’ stickers beneath nameplates in offices, seal marks in newspapers, viral CEO mailers, financial portals, et al.

RESULT: Overall, the slickly executed campaign managed to generate over 42,000 leads for the brand agents – almost double the number usually generated by top players in the category who work with nearly 50% higher budgets.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
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B-schools expect higher rate of campus placements this year

Many would like to forget the tyrannical dictators, but a new AIDS awareness campaign uses them to portray AIDS as a mass murderer.

Sheer shock value makes this one worthwhile says Aditi Prasad

Creative Director at the Hamburg, Germany-based ad agency Das Comitee, Dirk Silz can’t believe that the one campaign, which has managed to win him global recognition may never see the light of the day. But that is precisely what may happen if AIDS associations across Europe have their way. The 45 second video campaign, created by Silz, shows a couple having sex. Towards the end the face of the man becomes that of Adolf Hitler. The closing message: ‘AIDS is a Mass Murderer.’ The campaign also includes radio spots, music videos and posters featuring Saddam Hussein and Josef Stalin. “Until now 28 million people have died of AIDS all over the world. And even today more than 5,000 people succumb daily to the deadly disease. We knew we’ll have to make a hard campaign and so zeroed in on the cruelest mass-murderers in history – Hitler, Stalin, and Saddam Hussein,” Silz told this magazine in an e-mail interview.

Designed to promote World AIDS Day in December and scheduled to run on German TV and movie theaters, the campaign (posted on YouTube till recently when it was pulled off for hurting sentiments) has expectedly set off a storm of protests from organisations representing people with AIDS across Europe. They believe that the ad, commissioned by Regenbogen (an AIDS charity in Germany) seems designed for little more than shock value and is downright offensive to HIV infected people. Even the National AIDS Trust, which coordinates World AIDS Day in Britain, has distanced itself from the commercial believing that it further stigmatises HIV positive patients.

Whether or not the campaign sees the light of the day, the sheer reach of the World Wide Web and particularly YouTube has ensured that both Silz and the campaign have already earned more than their five minutes of fame in the global advertising industry. Affirms Silz, “We thought that the campaign will polarise in Germany because of Hitler. There may be just a local discussion on whether it’s okay to make advertising with Hitler. But interestingly, we’ve got e-mails from England, France, US, Canada, Spain, Venezuela, South Korea... People from 125 counties visited our homepage to view these ads.” If the idea was merely to get everybody talking about AIDS again, this one’s sure achieved it. And Silz certainly has no regrets about giving the face of Hitler, Stalin and Saddam to perhaps the most controversial virus to hit mankind!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
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You are under my umbrella!

IIPM 3-year full-time Integrated (MBA BBA) Programme

The insurance industry certainly seems to be the cynosure of India Inc. In fact, the industry, which posted a whopping growth to the tune of 45% (life insurance) and 16% (non-life insurance) for FY 2009, is all set to see the entry of new players. Be it Bank of Baroda, Larsen & Tourbo (L&T), Edelweiss or State Bank of India; the renewed interest in the sector certainly signals a positive future for it. While L&T plans to foray into the general insurance business by 2010, Bank of Baroda is expected to commence its life insurance business in the next seven months. Even SBI is expected to start its general insurance business by the end of this fiscal year. Moreover, what is interesting to note is the fact that while there is no clear indication of reforms flowing in from the government, the capital intensive business is attracting the interest of major groups. Perhaps, the low penetration (4% for life insurance and 0.6% for general insurance) and the regulator IRDA’s recent initiative is guiding their decisions. Agrees Debashis Sarkar, Sr. Director & Chief Marketing Officer, Max New York Life Insurance, “The exclusion of mortality and morbidity charges from the cap will ensure that there is no compromise on growth in sales of valuable life cover. This is of critical importance in a country like India where 96% of the households are vulnerable. In addition, the life insurers will not have to resort to cross subsidisation across age groups to meet charge cap. The decision clearly indicates that IRDA wants life insurance to be viewed as a long-term protection product.” This clear cut long term objective from the regulator has further given a boost, not only to the domestic players, but also to the international players. Moreover, despite the current hurdles, it’s certain that the FDI norm will be eased for the sector (sooner or later), a reason why many more are mulling over the insurance business!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!

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IIPM B School on Twitter
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IIPM, GURGAON
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
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