The Maruti Way…

IIPM MANAGEMENT INSTITUTE
Who should be the topper in customer satisfaction in the auto segment? General Motors, the world’s largest automaker? Or Ford, or Toyota, which are competing on the world’s second largest automaker position? No, sir! Though multinationals are known for their quality orientation and standards, it is no MNC that provides the best of service to customers. It’s our very own, very desi Maruti!

Undisputedly, every Maruti car owner would agree with the statement (of course, exceptions are always there!) that the company provides excellent customer care. In fact, among the many market share leaders across various segments, Maruti is one of the few which also ranks top in its Customer Satisfaction Index.

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

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A bird in hand…

IIPM PUBLICATION
Who hasn’t heard of Bird Flu? Or of the havoc it caused in Southeast Asia (including several parts of India) circa 2004-05. The WHO cautions that the human race, stands vulnerable to an influenza pandemic in the next few years or so. As a result, the Regional Office of South Asia (ROSA) of the United Nations Children’s Fund (UNICEF) recently called for a pitch to create awareness of the dreaded avian flu via an effectual missive. And Brand Therapist, Mudra’s dedicated unit in the health and lifestyle segment has emerged victor of the creative duties. “It’s a great opportunity for us,” beams Soumitra Sen, President, Brand Therapist, “as seldom has any Indian agency been in the fray for such accounts; therefore, it’s a great prospect as the communiqué will not just be limited to India, but several other countries like Afghanistan, Pakistan, Nepal, Bhutan, Bangladesh, Sri Lanka and Maldives.”

Intended towards curbing the catastrophe in Southeast Asia, the adverts will be divided into three sets of films. While the first set will aim at avoiding the plague (like the plague!), the tail-ending campaigns will remain sheltered in the cans till there is, heaven forbid, an actual outbreak of the flu. And Mudra, for one, is not chickening out from venturing into a world of flues, viruses and pandemic!

Edit bureau: Shashank Shekhar

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

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Time to talk

IIPM MANAGEMENT INSTITUTE
It takes two to tango, they say – and that’s precisely what Nokia and Reliance Communications plan to do, together. The world’s largest cellphone manufacturer (that’s Nokia for you!) has joined hands with Reliance to market the Nokia 1255 mobile handset – for a package deal (handset plus connection that is) for all of Rs 1,999. This is also Nokia’s first offer of a CDMA handset in the less than Rs 2,000 range. The reason behind the new strategy is old hat: a good way to eat into the ever-growing telecom market in India, by giving a great value-formoney deal. To make things “look” even better, the handset (Nokia 1255) is a sleek piece of mobile machine that includes a host of features like two-way hands-free speakerphone, voice recorder & even a calendar with an alarm clock. Cool, ain’t it?

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

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THE LAST FRONTIER : WATER TRANSPORT AND INDIAN PORTS

IIPM PUBLICATION
The Singapore and Hong Kong ports alone handle more traffic and freight than all the Indian ports put together. That just about sums up the bitter reality of water transport in India. Says A. R. Ramakrishnan, CEO, Essar Shipping Ltd, “Extensive dredging work... both capital and maintenance... need to be undertaken on an urgent basis to enhance drafts and allow bigger vessels to berth at ports.” As India intensifies the process of integration with the global economy and relies on trade to drive growth, ports will be a critical link in the chain. At the moment, Indian ports are managed by the State and are quite obsolete and inefficient. India will be increasingly relying on modern ports to import oil, gas, heavy capital equipment and machinery to feed the industrial resurgence that is visible over the last few years. For example, the 15 million tonne steel project being implemented by POSCO in the state of Orissa would collapse without a modern port that can handle the massive traffic that will be generated.

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

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Not Singh’ing a swan song ever!

IIPM MANAGEMENT INSTITUTE
Earlier, he announced implementing quotas for backward communities in higher educational institutions like AIIMS, IITs and IIMs. The jinn was out of the bottle. Angry students broke into agitation, with many damaging government property. Even doctors proceeded on strike. The Congress-led government was horrified at the prospect of losing its upper caste vote bank. Caught between the devil and the deep sea, it was forced to institute the Veerappa Moily Committee to suggest ways for implementation the quota in a phased manner. The students’ agitation lost its sting, but Arjun embellished his pro-backward credentials.

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

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Dressed to kill in style

IIPM PUBLICATION
Arvind Brands, the wholly owned subsidiary of Arvind Mills, has forged a joint venture (JV) with USbased VF Corporation. The new JV entity has been named as VF Arvind Brands, with VF holding 60% stake at $33 million, while the remaining stake will be with Arvind Brands. While the designing, sourcing and marketing of brands of VF, which includes Lee, Wrangler, Nautical, Jansport & Kipling, will now be done by VF Arvind Brands, the retailing and store infrastructures will be taken care of by Arvind Brands.

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

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Coffee, Tea & me
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Global acquisitions made by Tata Tea

BOOK EXTRACT

IIPM MANAGEMENT INSTITUTE
I have come to think of the impact of my brother’s death in dramatic terms: a curtain dropping on my youth, a terrible storm that left me shipwrecked, the start of a new life. But this language came much later. Events unfolded in a much more everyday way: The phone rang and my father, home early from work, answered it. A sales agent from the airline said she might have some unfortunate news about a David Dornstein. Is this the family of David Dornstein? The agent said she needed to check the final passenger list. She said she needed to cross-reference one thing with another. She said she needed to speak with her supervisor. She said she needed to get people in London or Scotland or New York or somewhere to “sign off.” She said things were still a little confused. So could you please bear with us?

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

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The Diwali range (of Barista) will be targeted at the upmarket or premium class

IIPM PUBLICATION
Lured by the vast potential of the watches market, textile major Arvind Brands has recently forayed into this market by roping in Nautica and this season plans to launch as much as 22 ranges. And to introduce Nautica to the consumers, the company plans to make use of the Timex showrooms. “Diwali shopping is done mostly from popular malls and markets of the city and Timex has their showrooms almost in the every main markets of every city,” reiterates Sumeet Yadav, VP, Arvind Brands.

French hospitality seems to be flavour of the season this Diwali. Confused? Well, for starters, French fashion house Christian Dior, which recently entered the Indian soil is adding some extra flavour this Diwali. “Diwali is a season for people to shop and spend, this is when our merchandise becomes wider and we have a very good collection for the festive time,” assures Kalian Chula, the group’s brand ambassador. French perfume brand Canali has launched its brand of fragrances in India on August 17.

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

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It’s time to end that pretty old sibling rivalry

IIPM MANAGEMENT INSTITUTE

Sales and marketing teams need to shape the ‘go-to market’ strategy together
As a rule, marketing and sales are separate functions within an organisation, and when they do work together, they don’t always get along. While sales departments tend to believe that marketers are out of touch with what’s really going on with customers, marketing believes the sales force is too focused on individual customer experiences and insufficiently aware of the larger market.

During our research and consulting assignments, we’ve seen both groups stumble (and organisations suffer) because they were out of sync. We conducted a study to identify best practices that could help enhance the joint performance and overall contributions of these two functions. We found that companies can take practical steps to move the two functions into a more productive relationship once they’ve established where the groups are starting from.

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

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How many more to be raped…
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Coca Cola’s ‘thanda’ plank is the trump card to emerge victorious in the Cola war!

IIPM BUSINESS & ECONOMY
‘Thanda Matlab Coca Cola’ to ‘Sar Utha Ke Piyo’, ‘Thanda’ is seems to be the magic chant for Coke! While in their latest ‘Thande Ka Tadka’ avtaar, the usual suspects (celebrities like Aamir and Aishwarya and substantive does of oomph) have a more than tangible presence, Coca Cola has been able to showcase great marketing wizardry so far as winning the ‘localization’ war is concerned. While Aishwarya sardonic ally tackles the taporis ( loafers) with her Coke bottle in tow, Aamir reinforces his prowess at dexterity yet again, assuming the garb of a supposed-Japanese tourist. As is the case, rarely, if ever, does he fail to live up to audience expectations. Pretending to be a Japanese tourist, Aamir fools the restaurant staff, who are in turn on a mission to con him and extract as much out of his bill as possible. But he leaves them zapped by telling them that he is not a foreigner, but a photographer mauled by honeybees while shooting (the average viewer would never have discerned the twist in the yarn unless told!)!

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

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