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CATALYST
STRATEGY
Beyond colas, the Coke recipe
ON a hot, dusty afternoon many summers ago, a team of top Coca-Cola officials led by President Sanjiv Gupta was travelling in the country's interiors. A thought struck Gupta when he saw two men sharing a cup of tea, in a tradition called ...
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Godrej bucks the trend
IN spite of the slowdown in the FMCG sector, the Rs 490-crore Godrej Consumer Products Ltd (GCPL) has managed to buck the trend. While being small has helped the company, its healthy revenues from soaps and personal care brands have led it ...
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MANAGEMENT
How clean is your language?
INTERVIEWS have become a familiar and inevitable part of our daily lives. We are participants or observers at interviews all the time, thanks to the TV channels flooding us with talk shows and wordy duels, especially during the recent, ...
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ADVERTISING
RAPA Awards
The Taj Land's End seems to be the favourite spot for advertising functions these days. The RAPA (Radio & TV Advertising Practitioners' Association of India Ltd) awards had a packed hall and a pretty decent show (if you could excuse them for ...
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The security policy
INSURANCE agents are having an easier life, as the recent series of ad campaigns based on life insurance have helped them rip the dreaded `God Forbid!' word from their sales pitch. For instance, the endearing SBI Life rendition on the ...
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The business of newscasting
FOR ages, news remained the sole domain of the print media. The Fourth Estate was the `press.' It carried on its shoulders the onerous responsibility of objective and fair reporting. The edit page was reserved for comment and ...
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RETAILING
Mall tales
WITH organised retail growing by leaps and bounds, mall management systems have come into place whereby retailers with deep pockets are finding synergies in owing real estate and using it to retail their brands. This has led to the growing trend ...
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BRANDS
BRANDSTAND
Of cars, care and connecting
LATE October 2003 saw the launch of a new service brand from the renowned TVS group. Called My TVS, it integrated under its umbrella two fledgling facilities - servicing of all brands of cars and buying and selling of used cars - and ...
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BOOKS
Spice up your bland brands
PROFITS are lagging, you push your salespeople, but nothing is happening. Why? Perhaps, your brands have grown "tired and bland." Or, your product identities are "cluttered and confusing to both customers and employees," so they don't know, for ...
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CARTOON
Hardsell
"No, we don't want any new phones on easy instalments and we don't take marketing calls during office hours."
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