May 2009

Putting the spotlight on events

From being eventful to being evangelical, the event management and event marketing domain is trying to reinvent itself. With marketers increasingly spending  more money in events, BTL initiatives and experimental marketing  (as event managers like to call their domain—they just

Marketing Lessons in Customer-Centricity

We present you some case studies from Customer Genius, which shows how the brands featured below benefitted immensely by consistently focussing on the customer.  Exclusive excerpts from the acclaimed book by Peter Fisk: Dove ‘Flawed or flawless? Wrinkled or wonderful?

Interview: “If Originals becomes large, it will lose the iconic status”

Adidas Originals, the iconic German sports lifestyle brand, launched the fourth store in the country in Mumbai early May.  The parent Adidas is celebrating its diamond jubilee this year globally. Timo Pape is the director for the sport style division

Jet Konnect: Another ‘brand’ flies into low-cost biz

As low-cost carriers (LCCs), led by IndiGo, SpiceJet and Kingfisher Red have been increasingly garnering more passenger share—they together control 40 percent of the market now—the erstwhile leader Jet Airways has launched another low cost airline—Jet Konnect. That low-cost is

Interview: “Ease control over your brands to survive in the long run”

Social media has come to re-define the way business is conducted worldwide. And its influence is poised to be more pervading in future. Prof Soumitra Dutta, the Roland Berger Chaired Professor of Business and Technology at the Paris-based INSEAD, has

Advertising/Mudra group:Icon’s new avatar

It all started in a 500-sq-yard officer with Rs 35,000 as the initial capital, in Ahmedabad by the venerable AG   Krishnamurthy in March 1980 to exclusively handle Vimal, the textile business of the Reliance Group, its promoters. But that’s history

Virgin Mobile: The Power of Exclusion!

Quirky, unusual, and unc-onventional. If these adjectives are to be attributed to a brand in the usually sedate telecom segment, then Virgin Mobile can easily walk away with the honours. Launched in March 2008, in an unconventional way, with the

Vodafone: Marketing’s poster boy!

In the marketing circles, IPL’s second outing in South Africa may not be remembered for high television ratings, but it will certainly be remembered for the launch of  Zoo zoos—the adorable egg-headed and stick-legged character launched by Vodafone in its

Interview: “BTL, online & mobile to be the key media in the future”

Technology marketing offers its own sets of challenges. The marketing head for commercial & small and medium businesses under the personal systems group of Hewlett-Packard India Deepti Dang shares the challenges she faces and how she plans to overcome them.