A ‘Jack of all trades’ is far superior to a mythical ‘Master of (n)one’...

IIPM MANAGEMENT INSTITUTE
This disdainful familial statement and similar ones have been quite generously reserved through the 90s and beyond the turn of the century – by our esteemed ‘core’ strategic analysts & consulting firms, most of them belonging to ‘The McKinsey Way’ of doing things – for those corporations that have not been able to conform the much-hyped strategy of sticking to ‘core competencies’ – a term coined by C. K. Prahalad and Gary Hamel almost 15 years ago, with a brobdignagian ostensible claim that the one and ‘strictly only’ way in which corporations could be dramatically successful for their stakeholders & shareholders was by sticking fanatically to core competencies & by rejecting all other ‘non-core’ business propositions, however profitable or value adding to the shareholders!

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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Pressed with high roaming charges!

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This one might be TRAI's New Year gift to all those who live out of their suitcases! In an effort to review the roaming charges, Telecom Authority of India (TRAI) is considering to bring about compulsory agreements among GSM and CDMA service providers. As of now, the government-owned BSNL doesn't have a roaming agreement with any of the GSM and CDMA players in the country. However, the announcement has met with a lot of flak from both, BSNL and private players. The points of differences are many, from technological hurdles in the handsets to the difference in the pricing strategies of BSNL (which is cheaper) and the private parties.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

What do the agency guys say?

IIPM MANAGEMENT INSTITUTE
Prasoon Joshi of McCann Erickson disagrees. “I think it’s important for clients to pay for pitches. As a creative person leading a gifted team of colleagues – for days and nights, investing time, talent, energy and money towards making a pitch and then discovering that we have not been selected ‘but’ the essence of our creative idea used (read: filched) in the main communication is just not on! It happens all the time.”

Joshi believes that paying for the pitches will decrease the client’s tendency to go agency-shopping at the drop of the hat because it will pinch their wallet. “For me it is a moral, ethical and professional issue. A ‘credential’ presentation is fine but if a ‘creative solution’ is sought as a pitch theme, then there is collective focus, emotion and passion at work. And that must be reimbursed.”

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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...and Warsi’s up next!

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So, how much is the fun factor helping the food chains to keep their customers in good humour. “Pizza outlets are very much associated with leisure and celebration. I think, this is why the fun element becomes very important in promoting a pizza brand,” says Parag Dutta, Chief Operating Officer, Global Franchise Architects (the franchise of Pizza Corner).

But, there are some pizza majors like, Papa John’s from USA (which invaded the homely domain only this year), who have never paid heed to the trapping of comedy in their promotions. “At the end of the day, it’s your product which counts and if that’s not perfect, no fun can sustain you,” argues Taran Deep, Marketing Head of Papa John’s India.

As food chains get wackier in their communication, audiences are having a ball, savouring last of their pizzas and burgers, served piping hot with a large dose of healthy humour.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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IIPM RANKED AHEAD OF FIVE OF THE IIMS
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IIPM Publication :- Facing the challenge
It’s time for India to brush up
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...AND AN ODE TO INNOVATION...