Toast with style...

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Designed by Steven Weinberg, these Crystalline Toasting Flutes look anything but a figment of human imagination! The festive flutes from the crystal house, Swarovski, with stems rolled with clear crystal inside and a faceted clear base with such perfection that even the most finicky ones would be left bedazzled! Go ahead, raise a toast in style! Price Rs.19,495 (for a set of two).


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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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Off springs of success

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Those who feel that the relatively lesser known agency that has Kumar Subramaniam as its President and Rensil D’Silva as its Executive Creative Director, might have a clientele that would be easily flip-able, are in a for a shock. The clients that this agency has mustered in its little existence are Arvind Mills, Dockers, Radio City, Himalaya Drug Company, INX Media, with many more in the pipeline. When asked about what sets the agency apart, Rensil is straight-forward, “I don’t believe in philosophy of differentiation at all. Everyone is doing their own sweet job. We are here to provide strategic insight to our clients and that has been the rationale behind us bagging clients such as Arvind Mills, Radio City et al. Our work should stand out and nothing else.”

Meridian might be coming from the O&M family but the hard reality is that on several accounts it will be pitched against its parent – O&M and comparisons between the two are inevitable. Kumar agrees and puts forth his point of view, “We are not even looking as us against them (the O&Ms and McCanns of the world!). All I know is that clients would obviously be valuing high quality work. And at this point of time, we are focusing more on procuring high quality talent and deliverables that would give us a strong standing in the market.”

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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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Idea and Tata Indicom are still trying to get the right number...

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No buzz... no biz!

Idea and Tata Indicom are still trying to get the right number...

A German scholar once said, “Even strongest have their moments of fatigue.” K.M. Birla and Ratan Tata, the two behemoths of Indian Inc. would definitely nod their heads in silent approval, if not disagree completely. The two may be taking strides in global business arena, with Ratan Tata acquiring Corus and K.M. Birla gobbling up Novelis, however, a glance at Indian telecom sector and it’s not tough to comprehend what fatigue we are referring to. Tata Teleservices (Tata Indicom) and Idea Cellular, the respective telecom service companies of the giants, are having a trying time connecting to customers as they agonise over 5th and 6th positions, respectively.

But, why are we talking about their agony, when the reference is to the No.3 player. Interestingly, No.2,3,4 players; Reliance, Hutch and BSNL are so close to each other in terms of subscriber base that they can easily be clubbed as one (see chart). Now, while these players are also far from the No.1 slot, their individual might in specific circles, at least grant them a level of leadership in the sweepstakes.

Coming back to Idea and Tata: Not only they are far behind the giants like Airtel, Reliance, Hutch and BSNL but both the players have also failed to grab a minimal 10% market share despite the strong growth exhibited by the sector in the past two years.

In spite of having the Tata Group’s deep pockets, its worth-a-million-dollars tag along with the celeb couple – Ajay and Kajol as its face, Tata Indicom has failed to make a place for itself in the CDMA space, alongside Reliance’s leadership position.

“A high quality 3G-ready network and an extensive branded retail presence are sources of our competitive advantage...” says Ashok Sud, President –Corporate Affairs, Tata Teleservices. The past month witnessed the service provider go on a advertising binge positioning its service as one that ensures ‘Clarity in Communication’. The group has also earmarked Rs.4,000 crores for expansion during 07-08. Idea, on the other hand, showed renewed energy after the take over by Birlas but real numbers are not happening for this marketing events friendly player. Its model is to strengthen its presence in its existing circles (it operates in 13 of them). However, where Bharti, BSNL and Reliance control all 23 circles, Idea lags behind with just a 60% presence in the telephony market of India. The two laggards of the telecom sector aside, even players like Hutch, BSNL and Reliance are far behind the market leader – Airtel which is ahead of the trio by a huge margin. With monthly subscriber additions touching an all time high of seven million, Bharti continues to lead with over two million additions in June 2007. With telecom sector redefining the meaning of growth, let’s see how the players arm themselves against the mighty Airtel. If they continue at the old snail pace, a bigger danger called Vodafone might dwarf them even further...

Edit bureau: Devdeep Singh

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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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They don’t believe in differentiation, yet plan to cut their own path to the top...

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To be an Ogilvy and Mather (O&M) in the highly competitive advertising industry is undoubtedly a matter of great pride. What’s even more elevating is to be an offshoot of O&M – one of the top 5 agencies of the country. O&M has already given advertising world a David and July 17, 2007 marked the re-launch of its second agency – Meridian. With the recent merger of David with Bates Enterprise (the merged body is called Bates David Enterprise) one is slightly sceptical of success of the entity which remains. However, the relaunching activity seems to be first step towards strengthening Meridian. Says Piyush Pandey, Executive Chairman & National Creative Director, O&M (India and South Asia), “The purpose for this re-launch is to give a thrust to the business and also to ensure that we carry forward the values that we stand for.”

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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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Slogans/Strap-lines

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A globally respected ad guru dismisses this aspect with “It’s a lie that you must have a strap-line/slogan in your ad. These are mostly pathetic exercises in shallow word-play or meaningless phrase.”

He goes on to cite popular examples – progress is our most important product. Tomorrow’s technology, today… and the most chilling cliché of them all, committed to the relentless pursuit of excellence!

Fact is these corny, pontifical, posturing, benign gyaan- driven lines necessary? The consumers don’t give a damn and even within the ad-frat few pay attention. Then why on Earth do they still exist? “Because” says Shantiniketan trained, New York based art director Piya Sen, “Some dumb luck boss-man decades ago got hysterically attached to the letter, not the spirit of how ads should be written and insisted that no ad go without it. The die was cast. The seed was sown.”

At the end of the day, with exceptions (Just Do It, Nike) slogan straplines are there to please clients or politically correct bosses. Nothing more. If an ad does what its meant to do — entertain, engage, enthral, enlighten, empower — it doesn’t need a strap-line. If it doesn’t, the greatest slogan can’t viagrise it.

Just Do it is breakthrough stuff only because it epitomises the attitude of people reading it, not the company. It’s not about making shoes for people who do it. See the difference? So next time you see an ad, don’t forget to zero-in on the strap-line… it’s likely to keep you in splits all day!

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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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RATIONAL BENEFIT

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RATIONAL BENEFIT There was a time – far away and long ago – when rationality was equated with substance and a logical proposition invariably earned respect, credibility and positive customer response. Hate to rain on your parade, guys, but that’s all sepia-tinted history residing in an ocean of mothballs! Look around the ad-space and you’ll see tones of stuff that are totally irrational — and rocking! The Cola ads are excellent examples, as are Happy Dent, Alpenliebe, Mentos, Surf, Airtel, Hutch, Naukri.com, Pond’s, Cadbury, Fevicol…. Remember the iconic series on PORCHE? The ads were classic examples of zero-logic communication with send-up lines like ‘Too Fast. Doesn’t Blend.’ ‘People will talk... old cars go to yards, old Porche’s go to museums.’

Who can forget the other classic, VW, with the amazing line ‘It’s ugly but it works’. My personal favourite remains the stunningly evocative series for Norwegian cruise line, which seemed to amplify inaudible whispers of the soul with lines like…. ‘I will be naked more, I will memorise clouds. There is no law that says you cannot study a sunset… or make love at 4 pm on a Tuesday.’ To the purist (and kill joys) it may not be logical and rational but it remains intensely human. If we eavesdrop on peoples imagination and dreams and respond, chances are when they morph into customers they will return the compliment…

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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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Surely, the 21st century belongs to developing economies and many more global CEOs from these very countries...

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“But of course, during the last five years, the number of Indians in key positions across the globe has definitely increased!” Ravi Thakran of LVMH does a quick backtrack on his earlier statement to us. Think about the possibilities of prospective Indian CEOs. Take the case of Intel globally. When we met Rahul Bedi, Director, South Asia, Intel, the enthusiasm in him was flabbergastingly electrifying, “When I joined Intel, we had no campus, we operated out of a leased building. There were just 700 people at that time. The journey has been as exciting as you see it from outside.” And for that matter he’s not the only Indian heading Intel’s various divisions within the nation. Praveen Vishakantaiah, Director, Digital Enterprise Group, Intel; Sandeep Shah, Director, Mobility Group, Intel; Sandeep Aurora, Director Sales and Marketing Group, Intel... If you want names, we’ll give you names! If you want designations, we’ll throw them all wherever you want us to! Rest assured, we personally walked around Intel’s campuses, got to know all of them, and walked away believers!


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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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Indians, Indians and more Indians...

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If it were just a matter of which Indian is amongst the top after a stint in India, then we guess Sanjay Khosla easily takes the honours for the corporate walk of fame. The Fortune 500 firm, Kraft Foods, in January 2007, named Sanjay Khosla (coincidentally a Unilever veteran with experiences in India and Europe for 27 years) as the President of its $11 billion business, outside North America. Sanjay joined Kraft after already having been the global Managing Director of the reputed $3 billion Fonterra Group.

Indians, Indians and more Indians... It just seems Indian CEOs are making a habit of taking over worldwide positions. As our cover page appropriately lists out, from Citigroup to Standard Chartered, from Vodafone to AT&T, from United Airlines to Coke, companies have promoted Indianhonchos to global positions with outstanding expectations. And this despite cases like Sanjay Kumar making ignominious headlines – Kumar was the former global CEO of Computer Associates Inc., the world’s third largest software producer; and was sentenced to 12 years imprisonment for undertaking accounting fraud.

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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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BRAND : Bournvita

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BRAND : Bournvita
AGENCY : O&M
BASELINE : NA

DESCRIPTION: A few kids come together in the middle of the night and head for the stadium. They switch on the floodlights and put them in rotating mode. Then, the kids go home, wake up their mothers and tell that it’s morning: so that they can have their latest Bournvita 5-Star Magic drink. The mothers go to their respective balconies to check, realise they have been fooled and end up laughing. In the end, the V.O. says, “Ab 5-Star taste mein tan or man ki shakti, Bournvita5 Star Magic itna tasty ki karenge kuch bhi.”

4Ps TAKE: Cadbury’s out to woo more young ones to its Bournvita camp - and what better way to do it than by latching on to the popular chocolate taste of 5 Star. Targeting kids and their mothers, the storyboard is interesting and cute, depicting today’s smart kids. And guess why they think out of the box? Yes! Because they drink Bournvita! An easy way to rake in more consumers, eh?

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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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BRAND : TVS Apache - It’s now or never

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BRAND : TVS Apache
AGENCY : McCann Erickson
BASELINE : It’s now or never

DESCRIPTION: A professor is teaching Newton’s laws. Explaining the first law, he says, “All objects continue to move at a steady speed unless acted upon by an external force” and a TVS Apache bike is shown moving at rocket speed. Next, the biker giving a lift to a pretty girl, while the professor continues with the second law: “The force applied on object which causes exhilaration and greater the force, greater the exhilaration.” Next shot, many girls ask him for a lift, but the babe sitting behind him shows them the thumbs down. The professor discusses the third law: “For every action, there is an equal and opposite reaction.” Cut to the guy reaching the same classroom. Professor asks him why he’s late; he says, he was taking practical classes.

4Ps TAKE: First we saw Bajaj actively promoting its Pulsar range and Hero Honda introducing its ‘Splendourful’ bike; now it’s the turn of the number three in the segment, TVS to peddle its wares. TVS Apache does the honours with its RTR160 range. The single-minded focus is to target the college-going youth using Newton’s laws in a most ‘innovative’ manner! The USP of the brand is, of course, its speed (which youngsters love) while the single-minded focus is to attract the speedsters. The lingo and the execution are exactly what the younger generation ordered! So all you guys out there – hit it off with this ad yet?

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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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BRAND: Airtel

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BRAND: Airtel
AGENCY: Rediffusion DY&R
BASELINE: NA

DESCRIPTION: The driver picks up a kid from school but as the kid is about to sit in the car, it begins to drizzle. Instead of getting into the car, the kid removes his jacket and runs toward the fields; then, he stands on the edge of a rock and screams in joy. He runs into the jungle and even swings on tree branches! Finally, he enters an abandoned house, calls up his father (using his Airtel connection), asks him to shut his eyes and just enjoy the sound of raindrops (on the phone!). In the end, the voice-over says: “Kuch bandhan atoot hote hain, jaise ki Airtel ka connection.”

4Ps TAKE: Give this to Airtel and Rediffusion DY&R: they know all about that all-important mantra called emotional connect. The brand now builds on the father-son relationship, after cashing in on the grandparent-grandson one. The power idea is to promote its strong network that doesn’t lose its connectivity – even when one is in the deep woods! The story-board is cute with the oh-so-sweet little kiddo wanting his dad to partake of his share of fun. The communication is bang on: the voice-over speaks about the ‘atoot badhan’ referring to the powerful connection Airtel offers, aptly comparing it with the father-son relationship. As always, the main USP of ‘connectivity anywhere and everywhere’ is positioned clearly. Like father, like son – and this bonding and branding is so like Airtel! Great connect, as always!

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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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It’s the “word-of-mouse” which works

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If there are two things that string the youth of the world together, then they would be music and the World Wide Web. No wonder, big ad spenders have combined both to create a heady mixture. Bacardi is spending $40 million to fund an online radio station called ‘Bacardi B Live Radio’. It would primarily play dance music with exclusive mixes provided by popular DJs. Not to be left behind in delighting its customers, Coca Cola has launched a website called www.stageside.tv. Here visitors can enjoy exclusive live performances, behind-the-scenes footage and personal interviews of their favorite artists. They can download all contents for free – with compliments from Coca Cola! After all, if you drink Coke, you deserve to live the “Coke side of life!”

These sites don’t just entertain, but help build a “feel good” factor around the brand. They are ways of connecting with the young consumers, who don’t waste a second in forwarding contents that they like to tens of other friends! The net is where young people interact with each other. If you can catch their fancy, they become the best promoters of your product or brand. They spread the message with dedication and do all the awareness building for you. And now, advertisers are specifically allocating budgets for viral advertising campaigns. Volkswagen, for example, decided to release some of its advertisements exclusively on the web.

MakeMyTrip has its USP in that it offers the lowest airfare. They claim to foot the difference in fares in case the customer can find someone offering fare lower than their’s. They decided to use the net to spearhead their promotion strategy. The agency Webchutney was roped in to create a viral campaign for MakeMyTrip.com. The ads were fun to watch and were forwarded to fellow friends at an astonishing speed. After all, the best way to judge the success or failure of an viral ad campaign is the number of times it is forwarded. On that ground, MakeMyTrip came out a winner (The ads were based on various themes picked up from Ramayana and in fact worked really well in India).

Weeks before Britney Spears launched her perfume named ‘Curious’, a banner ad was released on the web with a photo of Britney. The ad asked girls to type their cell phone digits & zip codes. More than 30,000 girls typed in their numbers to receive a 45 second recorded message from Britney, where she told them how she was working on a fragrance and was really excited. Later they received a text message from Britney telling them about the launch & where the perfume was available. In all, the campaign succeeded in reaching out to a sizable number of 300,000 girls!

When Burger King wanted to promote its chicken sandwiches, it used ingenuity to promote its product. They used a man dressed in a chicken outfit and made a video, which was released exclusively on the net video. One could make the chicken do anything. All one had to do was type a command and the chicken would obey. It could dance to push-ups; or even watch TV! This “Subservient Chicken” was an instant hit on the net. One million hits were recorded in one day. Burger King had proved its point – you can have a chicken any way you like! It did it without spending money on traditional forms of advertising.

Back in India, brands like Itchguard & L.I.C are going in for viral ads – and winning awards too! With times changing and with technical innovations, it’s the ‘word-of-mouse’ that is responsible for creating the longest hype and the biggest buzz around a product. No wonder, products as diverse as Vanilla Coke, or Kingfisher F1 club or Standard Chartered Bank or even the Yash Raj film ‘Mujhse Dosti Karoge’ have all incorporated viral ads in their strategies.

Copyright © : Rajita Chaudhuri and Planman Media.

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

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The “CLICK” and “SEND” form of marketing

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Today, it’s ‘online’ that clients are making a beeline for. Viral marketing is much cheaper than traditional methods. It’s more believable than a regular advertisement. It’s more interactive and interesting than the mundane marketing gimmicks. So when Axe wanted to popularise its brand, it took recourses to the net. It created a video showing a news reporter talking about how Axe deodorant was sprayed on the town of Ravenstroke from an aeroplane; and how, consequently, hundreds of beautiful women raided the town. The video was a big hit with youngsters who forwarded the same to many more.

On the same lines, HLL too initiated an online campaign for its Sunsilk Shampoo. HLL no more convinces girls to use their shampoo, rather encourages them to visit sunsilkgangofgirls.com. It’s trying to build India’s first online all-girl community. Rohan Sippy too created a viral campaign to promote his movie Bluffmaster. Users could play on a slot machine; and on pulling the lever thrice, they were informed that they had won $500,000. Later, they received an e-mail informing them that this was a bluff. If they wanted to find out who had bluffed them, they could follow the link. The link took them to the Bluffmaster movie’s webpage. If they wanted to bluff their friends, they could forward the game to them too! They managed to bluff about 1 lakh people with panache!

Mazda Motors of UK came up with a unique idea of not just entertaining net users, but providing tangible brand benefits with the help of its online viral marketing campaign. One of the movie clips posted went like this – “All I can say is clever, very clever. Now let’s see her get out.” It was commenting on the car parking capabilities of a man versus a female. The campaign struck a chord with the viewers. Soon, everyone was talking about it. Mazda’s “parking campaign” almost sparked off a global debate! Blogs soon popped up and within a month, almost one million people had viewed the video clip. It’s a kind of concentrated viewing that would be desired by any ad man for his ad. The video gave such high brand exposure that it increased the brand recall tremendously. Even though Mazda’s products were not extraordinary, its sales vis-à-vis its competitors started to increase.

On the web, word spreads faster than fire; and if your content is good, its popularity grows exponentially. After all, all you’ve got to do is click on ‘forward’, then add the ten addresses of your close circle of friends, and press ‘send’. It’s done!

Copyright © : Rajita Chaudhuri and Planman Media.

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

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MOUSE TRAP

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Build a better mousetrap and the world would beat a path to your door... Viral marketing has done just that, and is the newest rage in global marketing strategies!

A women scorned by her husband seems to have caught the attention of New Yorkers and Los Angelinos alike. It’s a woman named Emily, who discovered that her husband “Steven” has been cheating on her. She decided to get even with Steven by placing a large billboard near his office, with a message on it for him. The message went like this: “Hi Steven, Do I have your attention now? I know all about her, you dirty, sneaky, immoral, unfaithful, poorly-endowed slime ball. Everything caught on tape...

Your (soon-to-be-ex) wife, Emily

P.S. I paid for this billboard from OUR joint bank account.”

The billboard did get a lot of people talking. To top it all, Emily happened to have a blog of her own, where she wowed to go on a rampage for 14 days. Emily kept everyone guessing about her identity. People were confused. They wondered what was happening. Nevertheless, everyone wanted to keep themselves updated on the latest between Emily and Steven. The net was rife with speculation. People discussed whether it was an ad. Who was this mystery woman? People everywhere were talking about it. Radio shows were receiving calls from people who wanted to discuss the billboards. Guess who was having a field day? The ad agency who created this advertisement!

They had managed to do what every advertiser dreams about and looks for – that is, creating a buzz. In technical terms, one would call it “Viral Advertising.” Just as a viral infection spreads from one person to the other, similarly ‘viral’ ads spread from one person to others as people discuss about them or forward them to other people via SMS messages or e-mails.

Today, marketers are accepting the fact there’s too much advertising and there are too many media channels. Consequently, people are tuning out the regular advertisements. According to a study, television viewing actually took a dip this year for the first time in history. The study found that people under the age of 25 spend more time on the Internet than on television. The internet is the largest playground for this new form of communication tool called ‘viral marketing’.

The most powerful selling of products and ideas takes place not from marketers to consumers, but from consumers to consumers. It’s an old theory of the word-of-mouth being the best advertisement of a product or a brand. Viral advertising or viral marketing are its 21st century avatars! It is this viral marketing, which is largely responsible for the success of Hotmail. All Microsoft did was put a small line promoting Hotmail in every outbound message sent by a Hotmail user. “Get your private free e-mail at http://www.hotmail.com. The virus spread faster than the Avian flu and within 18 months, Hotmails subscriber base grew from nil to 12 million users. In the history of the world, no company had ever attained such a phenomenal success in such a short span. What’s amazing is the fact that all this happened on a shoe-string budget of $50,000. While its competitor, Juno, spent $20 million on traditional marketing during that time, it failed to create any impact. In countries like India, where Hotmail had done no marketing, it got the largest clients. That’s the magic of the viral.

Copyright © : Rajita Chaudhuri and Planman Media.

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

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PE Dollars: Chasing who, what and why?

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Going by what Vivek Hinduja, CEO-Marketing, Gokaldas Exports, said on this much touted PE deal, it is crystal clear that there were no dire reasons for Gokaldas Exports selling off a part of their stake to Blackstone. “This deal is not because of any problems in operations of our company but funds are always welcome,” he told 4Ps B&M.

If figures were to be believed, then post-2000, early and mid-stage Venture Capital investment has been on a downward trend in India. The focus has, of late, shifted to late and growth stage funding, where the risk reward ratio isgood. “After three years of downturn from 2001-2003, the PE market began to recover towards the end of 2004. PE investors began investing in India again and most of the investments were in late stage companies. Since then early stage investments have been dwindling, at best remained stagnant through 2006,” adds Alok Aggarwal, Founder Evalueserve.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Start-ups, early or later stages? Here’s the 4Ps B&M take on where they’re parking their funds...

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The business of business is business and how you make the most out of your business is again a big business. From fashion show ramps to company boardrooms, the mantra is clear. And once you know that, the reasons for haute couture king Tarun Tahiliani choosing ‘Big Sister’ Shilpa Shetty and not others, for showcasing his collection; and for international private equity giant Blackstone betting on Gokaldas Exports and Nagarjuna Construction, and not others, to invest (read, park their funds), are perfectly simple to figure. It’s business, straight and simple.

Both, Shilpa and Gokaldas & Nagarjuna Construction are well established brands in their respective domains and there exists no question of any default from their end. In fact, both will actually give their new backers handsome return on their investments. But the question that begs an answer is another, more pressing one. Do companies like Gokaldas or Nagarjuna construction really need Private Equity (PE) money? Like Gokaldas exports, Nagarjuna Constructions too is an established player in the industry. Further, since both are listed entities, they could have raised money by any other means, including by an FPO, rights issue or an alternative listing. So, why an investment by a PE player, which simultaneously makes them lose some iota of control over their company’s management?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit below mentioned IIPM articles.
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A Numbers’ Game? ...Or A Poor Joke?!

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Let’s say you are asked by a “famed” research agency to rank 1,250 soap brands, rating each on 27 cumbersome parameters... and let’s just assume you’ve not ever used even one of them, or at best maybe just one!!! How logical do you think such a survey could be? Harebrained is how we described it. ACNielsen calls it “India’s Best B-Schools Survey,” supposedly based on inputs from respondents across India – with no guarantee that the respondents were associated with even one b-school – who were used to shortlist the top 30 from 1,250 odd b-schools, after rating them on 27 parameters! How’s that for being preposterous? Like we mentioned, ACNielsen – akin to Lord Nelson – has become a master of tying itself up in knots. They call it a “Perception Survey,” which is purportedly “completely market focused” in an attempt to figure out “how loyal the ‘consumers’ of a b-school are!” So what if these professed ‘consumers’ may not have had even one direct experience with any b-school!

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
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