Complacency Complaints...

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Meenakshi Madhvani,
Managing Partner, Spatial Access

Complacency Complaints...

Meenakshi Madhwani of media auditing firm Spatial Access believes that more often than not if a client’s advertising agency is not delivering, the reason is ‘complacency’ on the part of agencies, who are smug in their creative confidence. She hastens to add that account reviews are sometimes the best bet to deal with this complacent behaviour. “I remember this client who was fed up with his agency taking forever to deliver good ideas and creatives. But the moment he called for an account review and a pitch, the agency pulled all stops, put its best people on the job and delivered perfect ideas,” she says, recounting her experience of a few months ago. Prem Kamath, the marketing honcho of Star India somewhat affirms the notion. Having one worked as an agency guy, with some of the best and brightest names in the business - Kamath knows exactly how the cookie crumbles. “I believe that agencies work better under pressure, knowing that if they don’t deliver, I can always go to the next agency and still get the work within my timeline,” he says. Kamath’s strategy of empaneling three agencies for his media conglomerate, stands testimony to the ‘put agencies under pressure’ strategy, which is being followed by many big advertisers of corporate India today. Advertising honchos disagree. Says Jagdeep Bakshi of JWT, “The client agency relationship is a two way process. It’s give and take. The client should give a fair chance to the agency. If it is not working even then, they should separate,” he claims, adding that the whole deal is like going to a marriage counsellor. “He will ask you why you got married in the first place. And what’s the probability that you (in this case, the client) will be satisfied with another agency?” counters Bakshi.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Ogilvy’s very own dude Sumanto Chattopadhaya, plays it cool n’ easy and prefers to look at the big picture. The Executive Creative Director [South Asia] believes that today there is truly a wide representation of the portrayal of the Indian male in ads, “sometimes a confection of the Bollywood-Hollywood stereotype with a tiny sprinkling of reality, other times how these creatures actually wish to see themselves … overall interesting observations of human behaviour.” He cites the example of a car ad in which the boss perpetually humiliating his young subordinate receives a huge ego blow, when the young man drives off in a fancy car! Then there is the cool college dude – a stereotype that keeps popping up in a plethora of ads from snack food, cold drinks, deo to jeans. The adolescent fancy (sometimes boy gets the girl and sometime goofs it) punctured or reinforced, appears to hold big-time appeal. Then of course there is the family man responsible for the well being of his family, although women are stepping into his turf with great speed and efficiency. Lastly there is the man-child who – when it comes to his health – is dependent on his wife. Remember the Saffola ad?

Everything considered, most intelligent, educated and informed ad-watchers – without baggage or agenda – will agree that today’s male-driven ads definitely enjoy a stronger connect with truth, fact and reality than before. The carefully nurtured myth of the male, perpetually in control, in charge and driving everything that matters [with the women, cooking, knitting or child-rearing in the shadows] is clearly over. In fact, recent surveys have indicated that men detest being stereotyped as “shallow himbos wanting to go solo and jump from one girl to another.” The survey reveals some startling, seminal facts … 77% look for girls who are potential wives. 75% believe in soul-mates and admit crying when dumped by their girl. 69% promise they would never cheat. 57% enjoy cooking at home and [most importantly] 56% believed that being a good father or husband made them feel manly!

Wow! We say Amen to that…

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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As realty heads for a tailspin, 4Ps B&M’s pawan chabra & savreen gadhoke probe the impact on developers and how they are gearing up for it

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A few years earlier, India’s real estate behemoths were in the news for making massive investments into the setor. In 2007, most of the players came out with an IPO as there was an enormous need of funds at a time when the boom in the realty sector was touching new skies everyday. But more recently, they are making the news because of their ‘non-realty’ movements. Whether it is DLF foraying into the business of financial services and retailing or Parsvnath in talks with global retail giants or, for that matter, Unitech buying spectrum in Karnataka, they actually seem to be making deliberate attempts to diversify. Considering the way reality is meeting realty nowadays, the coincidence seems quite stark indeed.

As Anuj Puri, Chairman and Country Head, Jones Lang LaSalle Meghraj recently opined at a CII conference, “Next 18-24 months are going to be crucial for the real estate sector”. The reasons are simple and straightforward - inflation has surpassed all expectations and reached a two digit figure of a shocking 11.42% (reaching a 13 year high); accompanying it are the dropping stock markets as the Sensex recently touched a 15-month low at 12,961 points (realty has been among the worst hit). With interest rates mounting new heights, problems of the realty sector don’t seem to be ending in the short-term at least.

Conditions of demand saturation leading to devastating consequences for companies are not new to the realty sector globally. A report by Macquarie Research said that in December 2007, an Australian real estate giant, Centro Properties Group was unable to refinance its short term debt obligations on a long-term basis. The worst part reported was that the group had an additional debt of $1.2 billion on the balance sheet apart from the existing refinancing requirements. Well, you can easily skip it by saying the Indian and Australian economies are very different in terms of accounting practices and ratio calculations but what has urged us to go back in the history is the fact that there are some strking similarities too among the two economies and the sector. Interestingly, Australian equity markets were going weak at the time of the Centro collapse and also interest rates were rising due to government policy. Could we have some Indian ‘Centros’ coming up too?

Industry experts are quite confident in their prediction of a price correction in the sector in the next 2-3 months and 4Ps B&M probed further into what are the various reasons that have led this sector to reach such a situation and what it means for both big and small players of the arena.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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LG Scarlet 42” LCD

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Technical Specification
Screen size - 42’’; Screen resolution – 1920x1080; Response time – 4ms;
PRICE: Rs.98,000 without taxes
WARRANTY: 1 year

The stylish design of the LG Scarlet LCD has won admiration from millions... What’s special about the Scarlet is its picture quality. “For the first time ever, LG has launched the Full HD technology in 42 inch LCD, which gives the stunning broadcasting experience,” asserts Amitabh Tiwari, Business Group Head, LG India. It also carries the dynamic contrast ratio of 50,000:1 with eye catching brightness, and has three HDMI ports. The scarlet features a clear voice technology which automatically adjusts human voice by reducing background noise thus providing supreme quality sound. Unlike other brands available in this category, it also has an invisible speaker system giving a surround sound experience. It has two USB ports for connection of the devices for quick connectvity.

Marketers’ delight: For consumers who want the slimmest LCD and the perfect picture quality can always go for elegant Scarlet. The LG Scarlet is stylish and desirable and that too at an affordable price.

Tester’s note: Pros – Excellent colour quality, contrast, HD video processing. Slick design. Cons – Jagged edges. Even lowest backlight level is too bright for dark rooms.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
Now IIPM's World-Class Education... for everybody!!
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...

Based on a comprehensive survey conducted by Indian Council for Market Research (ICMR) in association with 4Ps B&M and The Indian PC Magazine

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METHODOLOGY The survey was conducted in three phases. Their descriptions are:

First Phase: The first phase marked the listing of the gadgets launched successfully in the year 2007-08 and a few past launches that had a wonderful stint even during the previous year. A total of 135 gadgets were listed to be identified by the respective companies (to ensure availability of the products) and was then evaluated by dealers and customers. The final list of gadgets was prepared taking into account gadgets from about 17 segments such as: Camcorders, Mobile phones, Laptops, Home Theatres, Music systems, Projectors, Printers et al.

Second Phase: In the second phase of the study, the list of gadgets were scrutinised by the dealers based on the availability, demand and likeability factor of the gadgets. Most of the gadgets were excluded from the list due to non-availability or for reasons of discontinuity. The retailers contacted were both multi-brand outlets and exclusive company showrooms. However, the maximum focus during the survey was on multi-brand outlets, where our research team got better insights into the host of available gadgets within the category.

Third Phase: The final phase of the research was based on a feedback both from the retailers and customers. The retailers/dealers were asked to rate the gadgets on a scale of 1-5 (where 1 is low and 5 is high). In totality, 220 retailers/dealers were covered in the 5 major cities of India - Delhi, Mumbai, Bangalore, Chennai & Kolkata. Based on averages of dealers’ perceptions, a Dealer Rating – DP* Rating, was given to each gadget. The break up of retailers covered is given in table 2. Similarly, the editorial team’s perception was listed too as 4Ps B&M* Rating. Finally we boiled down to 56 gadgets.

Apart from dealer’s perception, customer feedback on the gadgets were taken to list the final set of gadgets after analysing the responses. The customers for the gadgets survey belonged to SEC A1 and SEC A2.

A separate opinion poll was conducted amongst 1,000 customers across the 5 main cities and the average rating to choose the best gadget in a special category (like Apple MacBook Air was chosen as ‘The Most Desirable Gadget for 2008’).

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...