Watch out! It’s a political minefield out there…

MANAGEMENT GURU
Consider this. The US & France, which have taken the West’s lead on Lebanon, have both confirmed the ‘democratic and constitutional nature’ of the Siniora government. This is true, but only up to a point, for Lebanon’s confessionalbased political system assigns the Shia, who make up 40% of the population, but only 21% of parliamentary seats. The Sunnis, who comprise at most 20% of the population, are given the state office with the greatest executive power – that of Prime Minister! Furthermore, the Sunni-based, anti-Syrian Future Movement to which Siniora belongs effectively extended this inequity into the present parliament when it overrode the opposition and insisted on conducting the 2005 general elections on the basis of the Electoral Law gerrymandered by Syria in 2000. The West should therefore be wary of dismissing the Lebanese opposition out of hand as the cat’s paw of Syria and Iran and should welcome proposals by the Arab League mediators for immediate electoral reform and early parliamentary elections. 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 Article, Visit Below….
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It’s high Time, eh?

IIPM PUBLICATION Undoubtedly, this sale – the latest in the string of efforts by the company to restructure its business – will enable Time to focus its resources on its more profitable business units/brands, which is imperative, not just for its success but for its survival as well! Then, to add to Time Inc.’s credit, this hiving-off of stagnant titles will also facilitate its advancement towards digital media. This move is also complemented by the fact that while total revenues for the print giant have declined by 1% to $5.2 billion for the calendar year 2006, advertising revenues (amounting to

$855 million, which is 55% of the total revenues) have clearly been driven by online advertising, which clearly proves why the company would prefer to minimize its presence in the print media.All said and done, Time Inc. should not suddenly go beserk and get rid of its entire publications business. It should instead maintain core titles like Time, People and In Style, which have always been its mainstay and helped it tremendously on the brand-building front, while growing laterally in the online arena. Nevertheless, it’s a time for tough choices for the company. 

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

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) InitiativeFor More IIPM Article, Visit Below…. 
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The power of love

IIPM MANAGEMENT INSTITUTE 

The business houses are loving this business of love. The V’day has cut across all barriers of caste language, religion and even age. Everybody, everywhere is celebrating it. If in 2001 people were spending on an average $82 on this day, then till last year the average spend had gone up to $100. What’s even more interesting – than the fact that the day is snowballing into a big event – is, the people in the age group of 45-54 are spending more and more each year on this day. While the 18-24 year olds actually are decreasing their spends! No wonder marketers whose target audience falls in the 40+ age group are promoting their goods like never before. In 2006, for the first time, De Beers launched its Valentine’s Day marketing campaign. The campaign was inspired from classic romance novels and ran during the two weeks leading up to Valentine’s Day. 

While Star Plus may still be wondering if it was a good idea to run Kaun Banega Crorepati with King Khan, the department store ‘Lifestyle’ is sure its Valentine’s Day contest Kaun Banega Pati will generate a greater audience participation than KBC’s TRP. 

So be it Papa Murphy’s heart shaped pizzas in Vancouver (Canada) or the British Heart Foundation launching its online campaign of Valentine’s Day to encourage donation, when it comes to matters of the heart, savvy marketers know there is a lot of room for creativity and profits. After all, this is one day when you can shop to your heart’s content! “That’s the magic of the marketing of love.” 

For Complete IIPM Article, Click on IIPM Article 

Source : IIPM Editorial, 2007 

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

For More IIPM Article, Visit Below….
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“Travelguru is establishing as the last word on hotels; customers have started searching Travelguru refusing direct bookings…”

IIPM PUBLICATION Their business model had been benchmarked against successful practices of overseas companies like Travelocity, Cendant, Ctrip.com, among others. Bucked up with Walmart’ish punch-line ‘great deals always’ and an easy-on-pocket strategy, Travelguru has been successful in the Indian market, which is amply reflected in its financials.

No surprise then, as Ashwin confidently reveals his ambitions to scale up the employee headcount to 300 plus and hit a turnover of Rs.4.41 billion while becoming the largest hotel consolidator by partnering with more than 5,000 hotels; all by the year 2008. With impressive current performances, one of the global leaders in portfolio investment, Sequoia Capital India, has injected $15 million in Travelguru. All this left us with a key ‘mercenary’ question… can we too?  For Complete IIPM Article, Click on IIPM Article 

Source : IIPM Editorial, 2007 An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative 

Reebok Pump Series

IIPM MANAGEMENT INSTITUTE 

Brand : Reebok
Agency : NA
Baseline : Reebok Pump Series

Description: A pair of new Reebok Pumps is shown getting ready for a round of soccer. Then, the pair race alongside each other and tackles the ball beautifully. Then, one shoe says that it will adjust with the other by holding it really close and not letting it ever go; the other one jumps back to the slower one which is a little tired. In the end, the voice over says, “RBK Pump Series – smart shoes which automatically adjust to the accustomed fit.”

4ps take: This one plays very straight: Just one look at the ad and the cat is out of the bag; the USP is the new added feature – the adjustable pumping effect. The communication is straight on, and that talks about the clinching benefit to the brand. The single-minded focus is to position the product as a killer sports shoe and attract the target audience (the youth) with this ‘adjustable’ offer. Simple yet effective! 

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative