IIPM - MEDIA: April 2008

Tuesday, April 08, 2008

‘Walmartish’

While some of them are focusing on pro

viding products at lowest ‘Walmartish’ costs, the others are focusing on breaking out of the ‘mall’ space and converting into neighbourhood mega shops, as Pantaloon analysts confessed to 4Ps B&M, “There will be a high growth in neighborhood stores in India rather than large format stores...” Hmm, are they sharing their own future strategies? The new big gies entering the industry are clear that while on one hand they want serious shoppers, on the other hand, they do not want to incur high costs that are inevitable at malls with retail, maintenance and personnel costs cutting them dry. Jones Lang LaSalle Meghraj’s benchmark report throws up a whopper with the statement that “traditional ‘high streets’ will continue to be the mainstay of the Indian retail scene.” In fact, in an eye popping revealing interview (pardon us for the expression, eh), Sharad Mishra, Marketing Communications Manager, Ansal Housing and Construction, accepted, “We are not planning to expand into malls but into residential buildings in NCR. We can’t say that malls have lost out on sheen but malls have lost the all-needed cream...”

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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

Tuesday, April 01, 2008

BRAND : Reliance mobile

AGENCY : Leo Burnett
BASELINE : Music har jagah. Digital FM...kuch.
DESCRIPTION: From a guy sitting on a te

rrace to a bunch of girls at the poolside, everyone’s tapping their feet to ‘Yeh duniya khel tamasha’ by Kailash Kher played on FM. Cut to three youngsters, who were tapping their feet, they change the FM channel on the new Reliance handset and start enjoying another song. The VO says, “Reliance pesh karte hain classic colour phones, jisme hai digital FM radio ke saath vishva star ke features.”
4Ps TAKE: Yet again, Reliance is out with its all-new collection of classic colour phones. The idea is to introduce its latest range in the market focusing on its USP: FM radio. The target audience are youngsters & music lovers, especially students who can’t afford a handset with a heavy price tag. The reward to the prospect is that these handsets have reasonable price tag, yet loaded with features. The communication is done via two hot songs to target young audience. So, are you ready to groove with the hot new range of colour phones from Reliance?

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

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