ET Now

It’s time it’s now... et now: With the backing of the largest read business daily in India – The Economic Times, Bennett, Coleman & Co. went a step ahead and launched the much-awaited ET Now in the country in June 2009. The channel took no time in making a space for itself in the already crowded business news channel arena. It’s only been a few months that this broadcaster has hit the idiot box but it is already giving a tough fight to players like CNBC TV 18, NDTV Profit, Bloomberg-UTV, et al. But will it be able to repeat the success of The Economic Times on the idiot box? 2010 will surely have a better answer to that.

Pawan Chabra

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Source : IIPM Editorial, 2010.

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

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IIPM enters into media education
IIPM makes record 10,000 placements in five years
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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SBI has introduced a new facility in mobile banking

IIPM makes record 10,000 placements in five years

Even the public sector behemoth SBI is not far behind when it comes to offer mobile banking. Lately, SBI has introduced a new facility in mobile banking wherein central government employees receiving payments through SBI will receive the details of their transactions through mobile phones.

So, while HDFC and SBI are banking on Eko, banks like Dena Bank, Andhra Pradesh Grameena Vikas Bank, Punjab National Bank, Axis Bank, Punjab and Sind Bank, Oriental Bank of Commerce, United Bank of India, et al are banking on A Little World’s (another technology provider) “ZERO” platform to reach to the customers.

Increasing competition has even prompted telecom service providers to move ahead of telecommunication services. In fact, now they are aiming at partnering with banks to provide mobile banking services to bank customers. Bharti Airtel, for instance, has entered into agreements with ICICI, HDFC, SBI, and VISA to offer mobile money transfer (MMT), postpaid bill payment, and prepaid recharge services in addition to ticketing services for air, rail, and movies. Likewise, Reliance allows ICICI Bank account holders with Reliance handsets (even on low-end handsets of Rs.1,000, with or without Internet connectivity) to make intrabank money transfers. Apart from this, it has also tied up with HDFC to offer Reliance mPay, a virtual credit card.

No doubt, mobile banking happens to be the buzz word with every single banker in India at present, but whether it will emerge as a clear successor of e-banking will depend on how customers across the country accept and acclimatise to this new banking channel. “Increasing mobile penetration cannot be the only indicator that mobile banking will slowly and steadily increase acceptance. However, factors like technological advancement in terms of software applications and service offerings, user-friendly products and services, security concerns, and last but not least, regulatory norms will play a pivotal role in the growth of mobile banking in any country,” states Rajan.

But who knows, with banks looking adamant on developing a more user friendly interface for their customers, mobile might soon become a popular tool for conducting financial transactions. And Pathak, who is today furiously clicking the keyboard of his laptop for transferring funds from his one account to another, might tomorrow be happily doing it through his cell phone!

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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.
IIPM enters into media education

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

IIPM: An intriguing story of growth and envy
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The child insurance market is highly under-penetrated

Pradeep Pandey,
Director (Branding & Comm.), AEGON Religare


4Ps B&M: What has been the impact of “Star Child” ad campagin?
PP: Our objective was to release a clutter-breaking communication capturing the emotions and aspirations of middle class Indian parents. We have received a tremendous response towards the Star Child campaign. People across age groups have liked the commercial, given the unique style of execution where an 18-month-old child performs expert moves such as an ace footballer and a guitarist.

4Ps B&M: How do you see the market of child insurance?
PP: The child insurance market is highly under-penetrated, as is the case with life insurance. Every parent wants to build a secure future for their children. This require savings and or investments towards children’s career, education or marriage. AEGON Religare Star Child Plan helps the parent save systematically for their kid. A unique feature in our Child Plan is that in the case of the death of the parent, the child will get the sum assured immediately and all the future premiums will be paid by the insurer. At the end of the policy term, the child will get the fund value as well. The parent also gets the added benefit of tax saving for as long as they pay the premiums.

4Ps B&M: How are you marketing the child insurance policies? Any special strategy that you adapt for the same?
PP: Our spends for the current Star Child campaign was Rs.8 crore across TV, Print, OOH and Digital medium. TV is the lead medium for us followed by OOH. We will release a complete social media strategy for the child insurance category, among other categories, shortly.

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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

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
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IIPM 3-year full-time Integrated (MBA BBA) Programme
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Playing with the audience?

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

Viacom 18’s Nickelodean is gearing up for it’s worldwide event, ‘Let’s Just Play’. The event promotes the importance of active play and outdoor activities in the life of kids. It aims to establish that apart from indoor activities like video games and TV, ‘Active Play’ too is a cool and fashionable thing to do. The idea is to connect with their target audience (kids) at a stronger level. Nestle Milkybar has joined Nick in spreading this awareness message. Hey, but isn’t it like encouraging your audience to spend less time infront of TV? Nina Elavia Jaipuria, General Manager and Senior Vice President, Nick India believes otherwise. “Nick has always been a responsible broadcaster and we strive to go beyond just entertainment. Nick is deeply concerned about the issue of lack of play in the lives of kids and is pulling out all the stops to inspire as many kids and parents as possible.”

Pallavi Srivastava

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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

IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎
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LALU BAN GAYA GENTLEMAN

Lalu Prasad Yadav, President, RJD

At a time when ‘Hum Do Hamare Do’ has almost become the national anthem, Lalu Yadav, father of nine, has made himself a top selling political brand – with a national awareness (by playing to the gallery) and great performance (of turning around Indian Railways) across categories (of voters, we mean!).

While for a large part of the so-called ‘intelligentsia’, Lalu’s perceptual transformation came post the turnaround of Indian Railways, for the masses, Lalu’s charisma is not new. They’ve been laughing for years at his Hema Malini jokes, rustic posturing and deliberately cultivated joker-like image, and loving every moment of it. Agrees political commentator, Paranjoy Guha Thakurta, “He’s the most astute, media-savvy politician. He’s used the amazingly device of smiling at the people who are laughing at him to emerge as a loved and popular celebtrity.”

Despite his questionable tenure as Bihar’s unquestionable CM and bossman during the 90s, sordid tales about his involvement in the Rs.1,950 crore fodder scam and allegations of nepotism when he propped up wife Rabri as Bihar’s CM, Lalu is one regional politician who has acquired national (even global) stature. Today, he spends his free time addressing hundreds of students from Harvard & Wharton, and has invitations from 8 Ivy League schools for lectures. All this even as rural India continues to sell ‘Lalu’ branded mangoes, firecrackers, dolls, rakhis, chocolates, fodder & even cosmetics! Now how’s that for brand appeal?

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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!
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By all accounts, even in your year 2009, the answer appears to be a resounding YES! Monojit Lahiri wonders why

IIPM: An intriguing story of growth and envy

The Weaker sex! The Gentler sex! A community given to listen to their heart more than their head; driven by sentiment and emotion, instead of logic and analysis; excited by the colour pink or some floral motif to go for it without a second thought … these are some of the ‘perceived’ notions of marketers across the globe while targeting women. Which world are they living in? A recent US survey has indicated that women today drive the world economy! Globally, they are said to control about $20 trillion in annual consumer spending, a figure that could zoom north to touch $28 trillion by 2014! Also, their $13 trillion in yearly earnings could hit the $18 trillion mark in the same period. The survey further adds that, in sheer aggregate terms, women represent a growth curve bigger than India and China combined … Despite this, it states how dumbly – and chauvinistically – computer titan Dell wooed the female consumer by its soft-sell, make-it-pink drive. The communication went consciously ‘girly’ emphasising colours, accessories and tips for finding recipes and counting calories. The response was an unanimous and spontaneous protest against “talking down in condescending, dumb-down fashion” to a target group that deserved better … Immediately, damage control and correction course measures darted into action – but the point is: why was this potentially awkward positioning triggered, in the first place? The reason is simple. The phrase “It’s a man’s world” is so deeply ingrained in the male marketer’s psyche that they believe they can get away with any and every thing. Unfortunately, this thinking today must be dumped in the ‘fiction’ area; the truth lies elsewhere. It lies in the simple fact that today’s (male) marketers need to ‘learn’ how to sell to women.

In 2008, a hi-profile, professional consulting group did a comprehensive study of how women felt about their work, lives and how they were being served by businesses. The responses would wake the dead! Generally speaking, they felt hugely undeserved and despite their quantum leaps in the professional and social space, they felt undervalued in the market place and underestimated in the work place. Their multi-tasking is there for all to see, but few marketers have bothered to respond to manufacturing time-saving solutions for products and services specifically designed for them. For example, it is still so difficult to locate a pair of trousers get solid financial advice without feeling foolish, or patronised. Companies continue to offer them poorly conceived products and services and obsolete, irrelevant, outdated marketing narratives that promote gender bias and stereotypes. Examples? Cars are designed for speed not utility, which really matters to woman. Heard – or seen – an SUV built to accommodate a mom who needs to load her two kids into it? Then there was the recent ad for Bounty Paper towels where a husband and son stand, watching a spill cross the room, until mom comes charging and happily cleans up the mess!

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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 - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

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SAFFOLA LIFE - MADISON MEDIA INFINITY

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

GOAL: To create maximum awareness for Saffola Life’s free Cholesterol test offer to ascertain heart disease risk levels in Mumbai.

STRATEGY: Drawing a parallel with the radio – just like the heart, radio too can only be heard and not seen. A week before World Heart Day 08’, RJs aired announcements saying that they were sacrificing their ‘sound’ for the sake of Mumbai’s heart.

THE IDEA: The execution would see Mumbai’s top radio stations simultaneously go without music, ads & strangely, even RJ chit-chat – playing just the sound of a beating heart.

ONE-HOUR BEAT: On World Health Day on September 28, 2008, at 10 AM, all the six FM stations in Mumbai initiated the campaign and 10 minutes later simultaneously started playing the ‘heartbeat’ for over half an hour, which gave the listeners an opportunity to ‘Listen to their Heart’. The one-hour program ended at 11 AM. For those 30 minutes, the radio personified the heart of every listener.

EFFECTIVENESS: 1.17 million listeners not only tuned in to the broadcast but also listened to the heart beat for 18 minutes on an average. It garnered more than 22,000 SMSs for cholesterol tests and generated 93% top-of-mind awareness for Saffola Life’s association with World Heart Day, strengthening the brand’s equity on heart care.

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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!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed

IIPM Related Links
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Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
B-schools expect higher rate of campus placements this year

Of broken wings & unmet dreams

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

Many of these institutes have diversified. Their courseware now offers more than just training for aspiring cabin crews. For one, they are extending their soft-skill training and grooming sessions to polish management executives from many corporate houses. “We have tied up with a number of business houses to train and polish their employees to acquaint them and develop in them various interpersonal skills,” confirms Pammi Talwar, Chairperson, Inflight Air Hostess Training Institute (IAHTI). The good news is that these training sessions are proving to be a rather lucrative business, as corporates are beginning to understand the need to inculcate such interpersonal and soft skills in their employees. Kohli of Frankfinn is also planning along similar lines as he affirms, “We are re-launching our corporate training division by the name Frankfinn Corporate Cell, in November 2009. This division would specialise in imparting soft-skill lessons not only to the top managers, but also to employees at lower levels...”

There is more. With the increasing demand for various management courses, some of these air hostess training institutes have also started imparting management courses at both the bachelors and masters levels through distance learning courses, which are affiliated to various open universities. Courses such as management in hotel, hospitality and travel have also been introduced by many of these institutes. “We have recently started our distance learning MBA and BBA programs affiliated to the Global Open University of Nagaland,” states Talwar of IAHTI. All this diversification in the course content would definitely help these niche players to cater to a wider audience but the catch is that there are already a number of institutes which specialise in the above-mentioned courses, and unless these institutes succeed in eroding market share of the established management institutes, the future will only get more hopeless.

However, there is still hope that the future may not yet become a reverie for these crew planners, with the trajectory of both the economy and the aviation sector (air traffic registered a 26% y-o-y growth during August 2009) looking upwards. Moreover players like SpiceJet, Paramount Airways and IndiGo have unleashed fleet expansion plans, thus opening new opportunities for the prospective in-flight crew members. “As per DGCA, it is mandatory for airlines to have a certain number of cabin crew per flight. Thus the various expansion plans would once again encourage the students to pursue their flying dreams,” supports Kohli.

All said and done, for now the idea of course diversification seems to be the best bet for these air hostess training institutes in the country. Their journey into the skies may not yet be over, but for once, fortune has taught them how realistic things on the ground are... (Wonder if they were ever groomed for such a change!)

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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...
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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NRIs are passé!

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

One of my friends was obsessed with the dream of a rich and handsome NRI who’d take her to America. On contacting her recently, Divya’s response was an absolute surprise. “No way! Don’t you know about the amount of lay-offs that have happened due to recession? If people are losing their jobs there, how do you expect me to find one?! Moreover, what’s wrong with our Indian men? In fact, I’d prefer getting married to someone from the same city so that my life and job is not disturbed,” she said. And what if the guy finds a better job elsewhere after marriage? Without batting an eyelid, Divya explained, “After marriage, it all depends on you and your partner’s understanding. One would have to do what’s best for both. And adjustment is important.” Another reason that has added to the unpopularity of an NRI groom, especially in arranged marriages, is the rise in the number of cases of the girl being duped after being taken abroad, and so even giving NRI a new meaning – ‘Non-reliable Indian’! “There have been many such cases and yes, that slight bit of uncertainty has frightened girls from crossing the border,” expounded Dipankar Chakravarthy.

India has witnessed an economic boom in the past and career opportunities are aplenty on this soil too. Moreover, girls these days refuse to part with their family and friends. So, parents who are seeking a suitable groom should rejoice at this new trend, for their daughters are now more likely to stay close to them. And those lamenting about this change in mind-set, it’s perhaps best to let your daughter decide what’s best for her!

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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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Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
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4Ps B&M INDIA'S MOST PROMISING BRANDS 2009

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

• Safexpress
• Red Tape
• Nikon
• Panasonic
• Fiat
• Fuji Films
• Aircel
• Bata
• UTV
• Colors

One of the most upcoming brands, Safexpress has been driving the warehousing revolution in India, having envisaged that warehousing would be the major growth area in the industry for many years to come. Safexpress has totally redefined the way supply chain functions in the country today. The comeback brand Fiat India laid the first successful milestone in Fiat’s third attempt to win in India by launching Fiat Linea earlier this year. Though experts had argued that an expensive sedan like Linea may not be able to get desired results for Fiat, the company proved all of them wrong, by managing to sell around 6,500 units of Linea despite a weak market.

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

IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes

Once bitten, twice shy!

Invariable issuance of pink slips has been a norm amongst companies over the last one year – well, to beat the downturn blues. But, not all have been successful in implementing the same. Naresh Goyal’s Jet Airways, in October last year, was forced to take back 1,900 employees after it faced wrath and protests across the country. But, this private airline has once again unveiled its plans to cut down the extra flab in its workforce (by 2,000 employees) to save cost and stem its bleeding bottomline. But, then the real question arises too – Will it succeed in terminating the jobs this time or will it be forced to eat the humble pie once again? Certainly, with an aircraft to employee ratio of 1:145, the total manpower of Jet Airways currently stands at 12,000 and as such it’s planning to bring it to 10,000. “Streamlining the number of employees and capacity cut is imperative for Jet Airways to stem its current losses,” agrees Hatim Broachwala, aviation analyst, Khandwala Securities. However, learnt his lesson from the last fiasco, Goyal is strategically implementing the job cuts in various phases this time. Jet Airways, which pocketed a heartrending Rs.225 crore loss in Q1 FY 2009-10, is certainly cautious enough this time to not to go for a mass retrenchment. More importantly the airline is rightsizing the number of personnel in various verticals this time rather than churning out people from just one department. In fact, the process of issuing pink slips has already started in the company as 50 employees were off loaded last week. So, with this slow and steady approach (and without much noise), it seems that Jet might succeed in its endeavour without much fuss this time.

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.
Follow Arindam Chaudhuri on Twitter
1 lakh copies sold in less than 10 days of Arindam Chaudhuri’s “Discover The Diamond In you”
IIPM fights meltdown, places 2300 students By Education Mail Bureau
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Of booms and busts...

Affordable housing has come as relief for the Indian realty sector. But, does it really need another boom?

The real estate sector seems to be on a recovery track as sales of housing and residential properties have started picking up, thanks to the concept of affordable housing. But what really is affordable housing? Affordable housing was perceived to be as property in the range of Rs.20-30 lakh and affordable to the mid-income group. Apart from clearing the myth of affordable housing, Kumar Gera, Chairman and Santosh Rungta, President – CREDAI (Confederation of Real Estate Developer’s Association of India), reason why there should not be another boom in the real estate sector.

4Ps B&M: What exactly is the concept of affordable housing?
SR: Generally speaking, affordability is linked with houses being cheap. But it’s different from the common myth. For various levels of income group, the affordability is different. A person who is earning Rs.2,000-3,000 per month also needs a house and that should be affordable to him. Affordability is dependant upon the earning capacity of an individual. The right interpretation of the word affordability means to be in a situation to provide a product, which is affordable to each section of the society – low-income group (LIG), mid-income group (MIG), economically weaker segments (EWS) as well as the high-income group (HIG).

4Ps B&M: But, why did prices bloat in the first place?
SR: Price is always the mechanism of demand and supply. For developers, 30-40% of the component of price is that of the cost of the land. As cities grow, cost of land increases, and therefore cost of apartments also increases.

KG: In addition to that, input costs, material costs, steel, cement, labour cost, development charges as levied by local authorities, cost of power, et al, have sky-rocketed. Price is in fact a function of all these factors.

4Ps B&M: What issues are you discussing with the government to develop affordable housing?
SR: First of all there are land issues. Government has some land and we’re discussing how that land can be converted into housing. Then, some states still continue with the Urban Land Ceiling Act that needs to be immediately removed. There is also a question of land convertibility of agricultural land into housing land. The second most important issue is the creation of infrastructure. The land is expensive in the main cities and therefore we’ve to look at the suburban land. And for that there should be a good transportation network as every person living there needs to come to city to work. Roads are not laid out, so there has to be a policy on roads as well. Then it should also be known in which direction is the town moving, for which a masterplan has to be made and pockets have to be identified.

4Ps B&M: Region wise how is the sector performing?
KG: Pretty much the same. Areas which are IT centric may be suffering more than areas which have their economies based on certain other sectors that are more stable. In fact, real estate certainly depends upon the economy of a particular region to a marked extent.

4Ps B&M: So, when do you foresee the next real estate boom?
SR: I’ve been in this business for the last 40 years and I don’t want any boom in the sector. It is not in the interest of the sector. Our ideal dream is to move with the economy and let there not be a situation where real estate moves ahead of the economy. We don’t want prices to rise suddenly but to move progressively in line with the growth of the GDP.

KG: Sector will move up as input costs will increase and there will be a reasonable price increase, which people can accept. If prices go up, profit margins will go up, but then how many units will be sold? Volumes will go down, which will bring down the sector. So, there should always remain a healthy demand at price points.

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.
1 lakh copies sold in less than 10 days of Arindam Chaudhuri’s “Discover The Diamond In you”
IIPM fights meltdown, places 2300 students By Education Mail Bureau
Delhi/ NCR B- Schools get better By Swati Sharma
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Branding dead celebrities is a multi-billion dollar business and a slew of smart entrepreneurs are cashing in on the positive feelings associated

with the celebrity’s image. By Sray Agarwal

No matter how morbid it sounds, Michael Jackson’s death has given a new lease of life to Hollywood’s ailing economy. As in life, even in death, everyone and anyone remotely associated with Michael Jackson (including his dear dad) is busy using his name to build up their respective bank balance. Just a couple of hours after Jackson’s death, the music industry re-launched many albums of Jackson and overnight a few of his songs booked top slots of charts. So much so that even eBay, iTunes and Amazon saw a new surge in demand related to Jackson products and merchandise. His father also joined the frenzy. Just three days after his son’s death, Joe Jackson was spotted on CNN’s Red Carpet casually plugging his new record label, Ranch Records. Buzz is that Joe is even lining up Michael’s children for a world tour as The Jackson Three next year. Even rapper Akon is suddenly touting a song with Jackson in his new record; and earlier this month Madonna too paid tribute to the singing sensation at London’s O2 Arena – where Jackson was supposed to perform – of course, to packed audience!

Gloomy as it may seem, marketing the dead is actually a billion dollar industry. A dead product (read: a dead celebrity!) has all the attributes that are required to make a brand. They have a fan following, they are idols, they are memorable, they are likeable, they are valuable and above all, as they are no more present to pamper their fans with their performance, their very names are cash cows for smart entrepreneurs. Barry Silverstein, a marketing consultant and co-author of the McGraw-Hill book, The Breakaway Brand spoke to 4Ps B&M and gave his take on the trend. “I believe using dead celebrities as part of a marketing program is both a short and long-term strategy. It’s short-term because marketers can capitalise immediately on a dead celebrity who dies, but it’s long-term because, as has been proven with Elvis Presley, a dead celebrity’s aura can live ten, twenty, or fifty years, thus providing a smart marketer with an ongoing path to potential sales and profits,” he says.

As per the Forbes’ list, the top 13 dead celebrities generated $242 million in 2007. Firms like CMG Worldwide and the Richman Agency (now a part of Corbis) buy the licence and intellectual property rights of dead celebrities. CMG boasts (even today!) clients like Rosa Parks, Marilyn Monroe, James Dean, Jesse Owens and Babe Ruth among its clientele. While the Richman Agency has few from non-glam world, CMG and Corbis receive 20% of the profits from any endorsement. Adds Barry, “Once a celebrity is gone, they will never act, sing, dance, speak, or perform again and that makes every collectible and every image associated with that person truly valuable.” Take Elvis Presley. He has still not lost his essence and stands firm in this highly competitive world... uh, the world of dead celebrities. According to Forbes Magazine, around 600,000 people visit Presley’s home every year. Elvis has already sold 118 million record albums and around 500 million commemorative Elvis US postage stamps were sold after 16 years of his death. But with Michael Jackson’s sad and untimely death, Presley’s top slot seems to have found a close competitor. Marketers are even planning to commercialise Michael Jackson’s estate in the lines of Elvis’ estate.

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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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BOLLYWOOD IN ITSY-BITSY MODE

IIPM set to beat economic slowdown

Small has been beautiful for Bollywood in 2008 and as far as 2009 goes, the jam on Bollywood’s slice is all set to match the flavour

Like India Inc., the slowdown sentiment has bitten tinsel town - a place where suited buited corporate types have become the norm rather than an exception. “2009 is likely to see fewer movies and I think actors will see less but more interesting work,” says filmmaker Pritish Nandy, firing the first salvo.

So will 2009 have more small budget movies? “Yes,” if ex-editor of Screen and Filmfare, Rauf Ahmed is to be believed. Says the veteran, “In 2008, movies with a small or moderate budget worked well. We’ll see more of the same this year.” Movies (with budgets upto Rs.12 crore) like Mithya, Aamir, Welcome to Sajjanpur, Jaane Tu..., A Wednesday, Rock on, Fashion, Oye Lucky Lucky Oye, et al made fabulous moolah at the box office. “Jaane Tu is the biggest example of modest budget films working in 2008 and the trend will continue,” offers Shubhoshekhar Bhattacharjee, CEO, Planman Motion Pictures. Movies like Luck By Chance (from Big Pictures and Excel Entertainment) and Dev D (from UTV’s stable ) will be the first few movies in this genre to test the waters in 2009.

In boom time, the major focus is on top lines and attracting big numbers. But in a slowdown, people start focusing on the bottom line because that’s what helps to keep you going when the going gets tough. The risk in a small budget movie is less since a smaller investment is at stake comparatively. Even if the movie does average business, costs are easily recovered. Plus a greater focus on script at least ensures that the multiplex crowd is attracted. “You know that you don’t have a Shahrukh or Akshay to save you, so you work harder on the script,” argues Imtiaz Ali, the maker of Jab We Met. Producer Vipul Shah adds, “This year, the script will be the barometer of the film, not the star cast.” Sanjay Mehta, arguably the biggest film distributor in Delhi adds another dimension, “Multiplexes need small films as they have multiple screens and multiple shows in a single day. One obviously does not have a big film releasing each of the 52 weeks of the year to keep all shows running.”

But some disagree, arguing that big budget movies like Ghajini (which has broken all industry records, raking in over Rs.200 crore) are the face of Bollywood. They are not wrong. In fact, mega bucks and mega starers like Ghajini and Rab Ne Bana Di Jodi continue to conquer every movie-goer inhibition viz. terror attacks or tight pockets. But sample this: at least 15 movies (taking a conservative estimate) were released in 2008 with budgets ranging from Rs.20 crore to Rs.50-60 crore. Only three of them (Ghajini, Rab ne and Singh is King) became a rage at Box Office. Movies like Love Story 2050, Drona, Yuvraj, Tashan, God Tussi Great Ho were disasters. Race and Jodha Akbar did well, but they were nowhere near Ghajini or Rab Ne in terms of collections, leaving just the big three (above) balancing the Bollywood balance sheet for big flicks in 2008.

This is not to say that big budget movies won’t be made in 2009. But since liquidity is a concern, they’ll be made with a lot more caution. Movies with swanky Rs.50 crore budgets will certainly not be the popular choice for film makers; if made, every effort will go into keeping spends under control. Nandy agrees, “The industry has to rethink and get into a viable mode. Everyone needs to behave responsibly and make movies at reasonable costs.” Small indeed promises to be beautiful on 70mm screen this year!

Pallavi Srivastava

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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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“I WANT MY GUJARAT TO BE THE BEST”

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HIS ELECTORAL VICTORIES ARE NO FLUKE AND CAN’T BE CREDITED TO THE HINDUTVA ICON TAG EITHER. BRAND MODI ALSO SIGNIFIES ‘DEVELOPMENT’

Soon after his triumph in the January 08’ Assembly Elections in Gujarat, Narendra Modi in an exclusive interview to our sister magazine The Sunday Indian had emphasised his single minded focus on building a Vibrant Gujarat; something he seemingly values over even his own image. He said, “I don’t waste time on my own image building. I use my power, energy and time to build an image for Gujarat. I want my Gujarat to be the best.” Modi has lived these words ever since he accidently became Gujarat CM more than eight years ago (when incumbent Kesubhai Patel had to leave because of dissidence). Ever since, he has not just transformed the image of Brand Gujarat as a key investment destination in India, but himself has become a global brand signifying development and inclusive growth. According to K. V. Kamath, MD, ICICI Bank, “Modi has magically transformed Gujarat in the last 7-8 years from a drought-prone, power-starved state into one of the most developed states of India.” The praise is not unreasonable. As per RBI, during Modi’s tenure, Gujarat has received investment proposals of Rs.62,442 crore up to March 2008 (22% of India’s total investments). Further, sources in the government reveal that Gujarat’s development index has already surpassed nations like Singapore, Thailand & Brunei. And behind the makeover, there is the Modi mantra for inclusive development. Don’t go far, just look at the manner in which Modi wooed Tata’s Nano into his state with just a simple SMS – ‘Welcome to Gujarat.’ At the Vibrant Gujarat Summit in January, Ratan Tata had said, “Those who are not coming to Gujarat to invest are dunce.”

Least bothered about his detractors, Modi has concerned himself mainly on the development of Gujarat. “Politics for me is not ambition, but a mission,’’ he says. Small wonder that Adi Godrej refers to him as the CEO of Gujarat. He once said, “Whenever Modi says anything, we industrialists do not think that a CM or politician is talking. He is a CEO and whatever he says, he does.” Such confidence in a politician is remarkable, especially in a country where politics has almost become a dirty word. But Modi prefers to call himself a trustee of Gujarat, one whose mission is to accomplish Gujarat’s economic and social progress. He intends to make Gujarat the infrastructrural hub of India. “Gujarat leads the way on every front – be it economy or social. The Gujarat model of all inclusive development is benchmark,” he confidently avers.

Known in administrative circles for his strictness and demand for discipline, Modi has a 24-hour hotline number for the junta and promises that all complaints would be attended to within 48 hours. Even bureaucrats are under pressure to perform, having to routinely present their progress reports to him via PPTs. 24X7 electricity supply (Jyotigram Yojna) across Gujarat has been Modi’s greatest achievement. Love him for his progressive approach, or hate him for his regressive brand of communal politics, but you certainly can’t ignore this firebrand Modi!

Manish Macwan

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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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Return of the real McCoy!

1500-plus IIPM students placed across the country with 44 bagging international offers

But then, terror attacks or no terror attacks, one cannot disregard the fact that it is purely the global economic slowdown that has resulted in the overseas rights of films getting hurt massively. Vikas Sahni, noted Mumbai based film agent, reveals, “People have either stopped buying overseas rights or are very cautious about it. Companies like Neptune, CA corporation, Venus et al have bought no overseas rights for a Bollywood movie in past few months.” Even Eros has stopped buying rights for new films as of now. And that is surely a big hit, given that some so called ‘intellectual’ movies (or multiplex draws) do badly domestically, yet make up big time overseas – Siddharth Roy Kapur, CEO, UTV Motion Pictures, confirmed to us, “The industry has become quite reliant on such sales to make movies payoff.”

Industry veterans like Sajid Khan, Imtiaz Ali and veteran journalists like Rauf Ahmed share with us that this situation may be beneficial for the industry in the long run as a lot of non-serious filmmakers, who got into the business just for the heck of it, will be discouraged now. Imtiaz adds, “This will also lead to price corrections resulting in tighter budgets and huge slash in talent fees.” UTV’s Kapoor confirms, “We are already working out with all the partners in the value chain (including directors and actors) on how to make costs more rationalised.” Sanjay Dutt, Akshay Kumar, no name is big in the latest move to ‘rationalise’ actor fees. Connected to these are collection estimates. “The kind of collection figures that have been put out by producers in the past, the kind of numbers actors displayed as their fee worth, is unrealistic and unreliable in terms of current viability,” feels Nandy.

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Source : IIPM Editorial, 2008

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

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IIPM set to beat economic slowdown
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Realty’s harsh reality!

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If you thought that a fall in inflation by 1.74% to 8.98% was enough to force banks to cut down on their home loan rates then you might be a little disappointed. This is because the major lenders, including ICICI and HDFC, feel that cost of money has still not come down to a level from where they can go for a rate cut. ICICI, in fact, has increased its home loan rates by 100 bps from 12% to 13%. No doubt, the Central Bank has been persuading banks to lend more to the troubled realty sector and to make it happen it has also reduced the risk-weights on banks’ exposures to the real estate sector from 150% to 100%. But this still has not been able to restore confidence among banks. So, for a rate cut, we think, the wait gets litter longer!

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Source : IIPM Editorial, 2008

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

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HINDUSTAN TIMES

IIPM is A World of Career

A decade ago, Home TV had demonstrated that HT will leave no stone unturned to strengthen its brand portfolio!

Those were the days when K. K. Birla was at the helm of the Hindustan Times... the Group carried a different image and a different legacy. Times changed dramatically when Shobhana Bhartia took charge and brought Vir Sanghvi on the floor. The brand gradually acquired a more youthful image. Over the last year specifically, the brand took a slew of initiatives to sustain its position in the Indian market, the most talked about among them being the launch of its daily business tabloid – Mint – earlier this year. “Looking at India’s upbeat economy, we realized that there is a very glaring opportunity of being a strong number 2 in this category (number 1 being Economic Times), as 65% of the market share is under ET’s control,” avers Ranjan Bhalla, Publisher of Mint. Just a few days later, HT also launched a daily tabloid – Metro Now – in cahoots with arch rival, The Times of India. Though startling for many, this joint venture is a strategical step forward for the brand. Moreover, the launch of an edition in Mumbai in 2005 has considerably increased HT’s national footprint. But times are changing now. Vir Sanghvi has now said goodbye to Hindustan Times and is headed to partner with Peter Mukerjea of Star Network to launch a TV news channel. Will his exit have an impact on the HT Media conglomerate?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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