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CATALYST
STRATEGY
The Fusion formula
THIS is Ford India's anthem (based on the popular Kishore Kumar number Hum to mohabbat karega, duniya se nahin darega) for its recent launch, Ford Fusion. As the title suggests, it claims to be able to do anything — from ...
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RURAL MARKETING
Does rural India get your brand message?
RECENTLY, I read the book Making of Advertising, a brilliant collection of speeches by the legendary Subhash Ghoshal during his illustrious career in advertising. There is a chapter reproducing a speech he gave at a sales conference ...
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CUSTOMER RELATIONSHIP MANAGEMENT
Loyalty royalty
FOR regular customers, devise a loyalty programme which treats them like royalty. When a satisfied customer repeats his purchase, or when he recommends other customers because he is satisfied, the net result is a healthy bottomline, ...
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ADVERTISING
Bookmarks from 2004!
AS 2005 unfolds, one cannot help but reflect on the number of changes last year brought about and the hopes that this year holds for the media industry. While the top events in 2004 have been general elections, state elections, ...
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How green is my valley?
YOU could not miss the latest ONGC advertisement. It was crafted in green around the front page of many national newspapers and included a little teaser at the bottom of the page. It included the masthead area, but only to the extent of ...
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Congrats, Nirvik!
Nirvik Singh is a Page 3 regular who juggles his passion for advertising, cricket, golf, partying and many other activities with consummate dexterity. And now Mr Singh has been entrusted with the job of overseeing the activities of several Grey ...
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BRANDS
Dabur's big deal
WHEN Dabur India Ltd (DIL) announced its intention to acquire brands positioned on the herbal plank in the personal and healthcare segments in September last year, the announcement left many in the industry wondering. Where were brands ...
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BOOKS
Final messages in a different medium
LARRY King's Remember Me When I'm Gone, from Nan A. Talese (www.nanatalese.com) , is not about making ads that stay in viewers' minds long after the channel has been switched off, or the hoarding ...
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CARTOON
Hardsell
"You think 250K per annum for a trainee is high? But look, it comes with a 12-month easy EMI scheme at 0% interest!"
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