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CATALYST
STRATEGY
Global docs
When Mr and Ms Schmidt (name changed) landed in Bangalore from Germany, an airport pick-up, a helpful escort and a linguist were waiting for them. Their destination seemed designed for cheer, with a landscaped park, fountains and personalised ...
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Mantras for service experience
LAST time, while mulling over the components of a great service experience, my examples were skewed towards hotels. However, bad — and good — service experiences abound in all other sectors as well. It got me thinking about ...
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ADVERTISING
The business of creativity
FOR hundreds of years, I am told, the Brahmins claimed sole rights over Sanskrit and therefore ruled over the religious side of society. Societal change marginalised the language itself. Even straitjacketed South Indian temples offer ...
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Top of the POPs
A MARKETING message is much like a feather's journey. It drifts from the company's nest, floats with the wind and hovers on a communications agency. The next whiff of breeze, and it lands on the retailer's floor. For a marketer the ...
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Leo's sweet message
If you thought all that you could get from Leo Burnett were apples (the agency keeps them at the reception for anyone to help themselves), think again. A cute little well-designed box of chocolates landed up on some desks the other day. Opening ...
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RETAILING
Going up the food chain
THE Lebanese billionaire Fred Mouawad's tryst with India is gathering intensity. He forayed into the country with Pizza Corner in 1996. Almost a decade later, with Pizza Corner slated to report the first ever cash profit this year, Mouawad ...
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BRANDS
Branding through consumer education
CONSUMER education as a brand marketing strategy is an important weapon to expand the market and build a credible brand. Various categories such as shirts, educational institutions, diamonds, life insurance and pharmaceuticals have been ...
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Brand loyalty and marketing strategy
BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for ...
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BOOKS
Days of `mass market' and `general public' are gone
SURVIVAL is at stake, so the big businesses have embraced a new concept called `lifetime marketing.' Whose lifetime, you may ask? Of customers', naturally, because only then there'd be some life left in company financials. "Lifetime marketing ...
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CARTOON
Hardsell
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NEW PRODUCTS & SERVICES
Take control
LIFESCAN, the medical division of Johnson & Johnson, and Novo Nordisk have jointly announced the launch of the Diabetes Starter Pack. It contains a blood glucose monitoring system OneTouch Horizon, NovoPen 3, an insulin delivery device, and ...
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More power
BIRLA POWER SOLUTIONS has launched a 4 KW LPG Genset BEN 6000L. It is priced around Rs 95,000. The product is suitable for small and medium enterprises and also for a reasonably large residential space. This can reportedly run continuously in ...
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Fitness fetish
GRAND SLAM in association with Sports Art of Taiwan has launched treadmills with TV. Programmes include weight loss and fat burn, the extent of which can be monitored on the feedback console that flashes pace, calories, heart rate, speed, time, ...
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Freeze theft
XENOS TECHNOLOGIES, the marketing company of automotive accessories of Pricol, has launched a new range of gear locks called Freeze. Freeze, to protect against theft, is available for the entire range of vehicles and comes with a five-year ...
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Prime lashes
MODI REVLON has launched Lash Fantasy. The double-sided applicator with primer on one end is meant to nourish the lashes giving them three times the lift. The colour mascara on the other end claims to add two times the thickness. The primer ...
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Shock croc
FUNSKOOL has launched a brand new board game called Crocodile Hunter, based on a popular reality TV show. It entails escaping the jaws of a motorised crocodile named Agro. Targeted at kids aged five and older, the game can be played by 2-4 ...
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Purer produce
KENT R O SYSTEMS has invented and launched an ozone vegetable and fruit purifier. It has a specially designed nozzle that can be dipped in a bucket of water containing the fruit and vegetables. In a 15-30 minute run, ozone passes over the produce ...
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More in less
THS has unveiled a range of collapsible furniture for homes. It is designed to provide space-saving benefits to the consumers. The range is priced at Rs 21,999 in all the ...
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Mid-term Credit Policy Review for 2004-05
Foreign Trade Policy 2004-09
Pick a Winner Stock Market Contest
Top Stories
Brand loyalty and marketing strategy
Global docs
The business of creativity
In Focus
Soaring sugar prices
Killer Tsunami
Multimedia Messaging Scandal
Press Note 18
In Depth
Insurance Corner
Simple Economics
Tax Talk
NRIs & Investment Avenues
Looking back
Feb. 6-Feb. 12
`Branding has moved to the boardroom'
Price pyrotechnics
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