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CATALYST
ADVERTISING
When insurers make their pitch
CHINTAMANI, the mascot of the middle class, has become a household name. Even kids are demanding toys modelled around his scraggly old figure. Thanks to him, ICICI Prudential now enjoys a brand recall of 92 per cent next to LIC's 97 per ...
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MARKETING
Selling and non-selling
I HAVE always asked the oblique question. If there is selling at one end, is there something called non-selling at the other end of the spectrum? If there isn't something of this kind out there in our commercial lives as yet, is there a ...
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MARKETING RESEARCH
Making sense of numbers
BREAD and jam, beer and diapers, premium shirts and girls' toys. The first two items seem the most probable combination but the others too have proven compatibility. Beer and diapers, in an example that is now famous in marketing circles, ...
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BRANDS
Integrating brand management and corporate strategy
ALL companies emphasise the importance of marketing in general and branding in particular. However, while there is a lot of rhetoric, the truth is that in many boardrooms, marketing continues to remain on the sidelines. As Dr Erich ...
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Taj's biz buzz
FORTY-TWO-INCH plasma televisions in all its rooms, imported $500 ergonomic chairs, contemporary L-shaped work stations, steam baths instead of a traditional bath tub, new F&B concepts, well-equipped banquet halls with good sound and ...
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STRATEGY
The challenge of selling `marketing'
IF a kind angel came to the marketing chief of your company and said: Ask for three things most critical to your success, one of the wishes might well be: "Please make my CFO and CEO understand the true condition of marketing and how it ...
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TRENDS
Rajasthan mystery
The shifting desert sands of Rajasthan hide many mysteries. A gentle breeze seems to have blown the lid off a new one. In its golden jubilee year Rajasthan Patrika is really going on the front foot. A recent mailer some media types ...
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BOOKS
Advertising is typically criticised
WHASSUP this week? That's a new word to get listed in Longman's Dictionary, giving free publicity to Budweiser beer for the contribution to vocabulary, writes Chris Hackley in Advertising and Promotion, from Sage (More
NEW PRODUCTS & SERVICES
Shining floors
PALLADIO MOSAICS has launched Shining, a range of glass mosaics. The range is available in 40 colours and can be customised to many other colour combinations. It is priced at Rs 167 per sq. ft. These mosaics can reportedly be fixed on any surface ...
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It blends
G R FRAGRANCES has launched Diana of London's Wonderfully Delicate, a fluid foundation. It blends with the skin and claims to make it softer and more elastic. The formula is meant to hide skin imperfections. It is available at leading lifestyle ...
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Chew it
NUTRINE CONFECTIONERY has launched Nutrine Pan Supari, a candy meant to taste like paan. It reportedly has a cool after-taste and costs 50 paise.
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