Mass or premium? Both!

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Dhoot’s rewriting brand Electrolux

Exactly two years to the month, when the Videocon group took over Electrolux in July 2005, to the outside world, it was perhaps the classiest takeover within India Inc.! To the inside world, comprising the Dhoots and top management, it was one of the toughest! When Videocon undertook the deal, the bargain also brought with it high overheads and higher advertisement costs that ElecElectrolux was riddled with! But with that also came the benefits of being available in all high-end counters, having a well-placed network and a spectacular brand recall in the market. But after two years, what has been the learning?

Anirudh Dhoot, Managing Director, Videocon-Electrolux told 4Ps B&M, “We tried to break even soon – maybe after 6-8 months. We did a lot of restructuring across our branches, factories, logistics, without compromising on quality and advertising. That’s where I didn’t want to touch, keeping the standard of its brand image.” Then with such a premium brand, who are the true competitors of the group? “LG, Samsung and Whirlpool,” are the candid words from Anirudh. But with such an opposition, would Dhoot now call his company a mass-product company or a premium one? “We’re a mass-premium brand,” Eric Braganza, COO, Electrolux Division tells us with assertion, adding that the target audience were the mid-end segment and above.

At the same time, Dhoot is pretty honest about his group’s competitive positioning, “Right now, in the mass premium category, we are no.4, if you take an overall average. We are targeting the no. 3 slot by 2010 or 2011.” The clear strategy is not to be a ‘discounted brand’. Dramatically quips the ‘true Indian multinational’ Dhoot, “We are not a ‘value-for-money’ brand.” With a modest turnover target of Rs.750 crore, one just hopes the quip ends up providing ‘money-for-value’ for the ‘true Indian multinational’ group, eh!

Edit bureau: Sunanda Roy

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Source : IIPM Editorial, 2008

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

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Benazir, barking up the wrong tree!

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It may take ages for Pakistan to reduce the role of army in polity

Winston Churchill once quipped that “a politics based on personality & not principle leads to unspeakable agony”. Well! Never have his words sounded as appropriate as they do in case of Benazir Bhutto’s latest overtures towards her arch rival Musharraf. If we focus on her negotiation terms with Musharraf, it becomes clear that Benazir is more interested in seeing Musharraf without his khaki-green & less on moving out all the khaki-greens prowling on the streets of downtown Islamabad. In other words, Benazir & her party’s top brass want Musharraf to step down, but are more or less silent on sending the army back to the barracks.

This is a disturbing trend. Since its creation in 1947, army in Pakistan has regularly intervened in the democratic process on the pretext of ‘maintaining stability’ & ‘restoring order’. Nevertheless, the consequences have been disastrous both for the Pakistani society as well as its neighbours.

Benazir is wooing the army because she knows that it is not possible to win election on her own. She needs the army to rig the elections for her. “Benazir has two negative points in her favour (sic); soft corner for Rushdie and that she is more pliant to dictation from foreign powers than any one in Pakistan. Voters will go for Imran instead,” Sheikh Mutahir Ahmed, noted analyst from University of Karachi told B&E. Benazir knows that the present public unrest is directed against Musharraf & she will win them all, if she can remove him from power. The Iftekhar agitation has been mistaken as a tirade against Musharraf, an individual, and not against the military rule. And they don’t understand what ails democracy in Pakistan. The sooner, they realise, the better for ‘purity’ of democracy in ‘Pak’istan.

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Source : IIPM Editorial, 2007

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

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DesirÉE

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Hello Kitty ‘Maneki Neko’ toy – 2,673,683.9 INR

Crafted by Japan’s Sanrio Company in 1974, Hello Kitty is a renowned fictional face of Japan. Already famous for its existing luxurious range of products such as Hello Kitty Robot, Hello Kitty Gold Business Card, Hello Kitty iPod Mini and Hello Kitty Guitar, it has now come up with Hello Kitty Doll, that is encrusted with 62,000 Swarovski crystals. Coined as Maneki Neko – which represents abundant monetary luck in Japan – it is displayed across 800 products of Hello Kitty. Not long ago, diamonds and crystals were women’s best friends. But now, they would be attracting the tiny tots too. A childhood filled with luxury? Sure it is!

Japanese Wooden Supercar – 1,294,076.7 INR
If you thought wood was used only to provide for fire and furniture, think again! A furniture maker in Japan has used wood to build a super- car, possibly inspired by another wooden innovation – an airplane. The entire body of the car is made out of wood, barring the mechanical accessories and the engine. With speeds that can touch an astounding 90 kilometres an hour, this mean machine is surely going to give sleepless nights to all the Mercedes and the Porsches on the roads…

History of Flight Guitar – 6,065,984.7 INR
In an eon where enduing capital on objects of art have gained importance, and transcended from just paintings to sculptures and musical devices, comes a product that any music lover would like to lay his hands on. History of Flight – a guitar, created by Larry Robinson (renowned artist) and Master Luthiers, gives accolade to the expertise that had distinguished the twentieth century. This matchless musical piece is topped with an Adirondack Spruce, adorns a Brazilian Rosewood at the back and is born out of the finest ingredients. With a fibre casing to cover this instrument, the privileged lot would be more than happy to make you dance to their tune.

NoBody’s Perfect Double Bed – 485,278.8 INR
A romantic evening with your date only got spicier with the latest bed coming to you from NoBody’s Perfect stable. Created by Gaetano Pesce, an Italian artist and designer – this bed might seem to have a mishmash of windows that are strangely shaped, but when one takes a closer look, it actually goes on to display a couple lip locking. Consisting of panels of resin, this double bed gets united as one with the help of pins made out of nylon. For the eloquent elite, this bed should symbolise an indulgence to express their love for their partner.

Edit bureau: R. Prasad

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

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

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Myopic vision!

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ECB curb is a short-term measure
External sector reforms are on the regressive trajectory, the measure taken by the government in consultation with RBI to impose a curb on External Commercial Borrowings (ECB) clearly goes on to show that the RBI is short on options.

Unquestionably the burgeoning capital inflow has posed a macro-economic problem and has complicated monetary policy and currency management; yet opinion remains divided on the effectiveness of the measure announced to limit the pressure on rupee appreciation and promote export competitiveness. Never the less, the market pulse suggests that it is bound to have mild impact; Sachchidanand Shukla, Economist, Enam Securities, asserts “This is just a short term strategy by RBI to curb burgeoning ECBs which is fuelling the rupee appreciation. Moreover, it won’t help IT firms much as they also have to tackle wage inflation among other things.” FIIs, private equities, ADRs/GDRs remain strong alternative avenues of foreign inflows.

Liquidity management seems to be the top priority of RBI and hence the CRR hike to control domestic liquidity and curb on ECB to tighten foreign capital inflows. It was in the month of May that the government barred the real estate companies from raising ECBs and now it has further put restriction on raising foreign funds through ECBs.

Accordingly, companies will now be able to raise up to $20 million for rupee expenditure with prior RBI approval; over $20 million will be allowed only for foreign currency expenditure for permissible end use. Amidst apprehensions that domestic credit pricing of corporates could well see a surge; companies will now have to look at local banking channel. The central bank wants to curb the speculative inflows and leave genuine foreign currency loans for project imports untouched.

The measure with immediate effect comes at a juncture when there is an increased demand for external funds due to the interest rate arbitrage; companies will now have to face higher interest rate regimes at home and this is will certainly dampen the market sentiments. On the other hand, RBI’s efforts to flush out excess foreign capital by encouraging people & corporates to invest up to $100,000 is a welcome sign. This move will prove to be more effective in liquidity management and thus keep inflationary pressure under RBI’s comfort zone.

B&E research: Gyanendra Kashyap

For Complete IIPM Article, Click on IIPM Article Source : IIPM Editorial, 2007

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

For More IIPM Info, Visit Below....
The Sunday Indian - India's Greatest News weekly
IIPM International Student Exchange Programme
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
IIPM :- Cicero's Challenge is going global
The Indian Institute of Planning and Management (I...
Time for Awards at IIPM