Designer Tarun Tahiliani gets candid with 4Ps B&M’s Angshuman Paul

IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

4Ps B&M: If you were reborn, who would you like to be born as?
TT: If I ever get a chance to choose who I can be reborn as, I would like to be born again as myself but with the wisdom I have today.

4Ps B&M: One thing you can’t resist?
TT: Definitely a good scotch.

4Ps B&M: If you were invisible for a day, what would you like to do?
TT: I will go to my office, simply sit there and watch what exactly happens in my absence.

4Ps B&M: What puts you off?
TT: Arrogance and Hypocrisy. I cannot stand it.

4Ps B&M: The perfect festival outfit?
TT: Definitely not a bikini (laughs). If it’s a festival, I prefer to keep it simple and ethnic. However, as a general rule, anything that you are comfortable in, is the perfect dress for any occasion (smiles).

4Ps B&M: Your most cherished childhood memory?
TT: It’s a Diwali memory. I still remember when I was a kid, my grandfather used to get a huge tokri (basket) full of crackers for all of us. And we used to wait for the festival season all year long. I cherish those times.

4Ps B&M: The person you miss the most during a festival?
TT: My mother. I remember when my mother was alive, she used to run around during festivals decorating the house, making various arrangements and ensuring everything was in place.

4Ps B&M: Fashion today...
TT: ...has moved much beyond just east or west and today’s customer is much more concerned about the colour contrast. But I think one should not be so fussy about colour matching and contrasts. For me fashion is what you are confident in carrying yourself. But yes, you should know the right dressing for right occasion.

Angshuman Paul

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Source : IIPM Editorial, 2010.

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

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The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
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Business Standard Exposes the Outlook Magazine Money Editor
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Alok Bharadwaj,
Sr. Vice-President, Canon India
“The best thing innovation has produced is Microsoft. while executing my leadership & management roles, communication, analytics & engagement become very critical & the tools I employ become a mix of my skills & Microsoft’s technology. i Can’t imagine living without such technologies. The most interesting part is that while experiencing MS tools, I find them integrated in their next ‘futuristic’ version. It is as if Microsoft’s R&D staff are listening to my prayers. What an impact their Office 2007 powerpoint has created in my presentations. Microsoft is almost like a part of us. I call it the ‘sixth sense of human body...”

C. S. Rao,
MD, Intel-WiMax Program Office, South Asia & Middle-East
“Simply stated, I, an indian cannot even think of leading an active personal, social and business life without Microsoft. I mean, how can one imagine life with no access to the world on my most habituated way of accessing the web over Microsoft’s Internet Explorer? The fact that I will not be able to generate any document without the Microsoft Word, or that I will lose the opportunity to use MS Excel for any kind of financial analysis or the outlook to send emails, just sounds like I will be pushed back to some age of the dinosaurs. If I lose access to MS’ calendar,, then I would be out-of-sync with my usual present self. I guess, we in India have become conditioned in that fashion. if the PC for indians is about the body-self, then the soul surely becomes Microsoft!”

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Source : IIPM Editorial, 2010.

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

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The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
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Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!

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Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You

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IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you

Brand Loyalty

Wow! Film stars who are loyal!

In today’s highly competitive environment, brand loyalty is a topical issue, for it becomes difficult for a brand to engage customers for long. Those who do succeed tend to get rewards in terms of customer retention. Loyal customers are also likely to spread positive word of mouth to other consumers, thus becoming advocates of the brand. For the second year running Airtel has topped the Brand Loyalty Index. Airtel continuously engaged its customers with innovative product offerings, VAS and its high value customer retention programme.

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Source : IIPM Editorial, 2010.

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

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IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes

Jagran Prakashan Ltd.

IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes

Entry Price: Rs.86
Target Price: Rs.108
EPS: 4.8 (FY10E)
P/E: 17.9 (FY10E)
Time Duration: One year
Rationale: While slowdown in the economy and ad-spend cuts remains cause of concern for print media companies, Jagran Prakashan is expected to post steady growth (up-tick post 2HFY2010E) owing to its strong foothold in the Hindi belt (Dainik Jagran), focus on local advertising and rising colour inventory. Company’s margins are also expected to improve by 750 basis points over FY 2009-11E driven by lower newsprint costs (declined 35-40% from peak of $950), lower losses in new initiatives and higher operating leverage (as ad-rate hikes get absorbed). Further, the company’s 2QFY2010 and 3QFY2010 will register sharpest gross margin expansion due to base effect. This certainly makes Jagran Prakashan a stock to hold on.

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Source : IIPM Editorial, 2010.

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

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Revival instinct?!

the maharaja has lost its smile as Air India has been bombarded with problems one too many. The state-owned legacy carrier has been hammered with mounting losses anticipated to cross a heartrending Rs.53 billion in FY 20008-09 along with a Rs.30 billion wage bill forcing the national airline to serve salary forgoing notice to its employees. Air India has also reportedly sought for a bailout of Rs.140 billion from the government with the hope that the government will come to its rescue. But why should the government save Air India? For the simple reason that Air India is not the only victim of the ongoing unprecedented turmoil that the aviation sector is going through. Market leaders like Kingfisher and Jet Airways have suffered losses crossing the thousand mark in the current fiscal. The government has asked for a complete restructuring of the airline and Air India has been directed to operate as a low cost carrier to all its destination except for metros, which have high load factor. “Economic slowdown has made travellers more sensitive to price. The low cost model is likely to become even more attractive in India as airport infrastructure improves and allows for greater efficiencies. Low cost airlines are likely to continue to increase their market share to as high as 65-70% over the next few years,” explains Binit Somaia, Regional Director, CAPA. With its current restructuring plan and the visible sign of economic recovery, the revival of the airline wouldn’t be tough ask and we could once again see the Maharaja smiling away to glory.

Ratan Lal Bhagat

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Source : IIPM Editorial, 2009

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

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S. BANDYOPADHYAY, MD, RELIANCE MONEY

Shahrukh khan is coming to IIPM - IIPM 4Ps Quiz

1. SBI’s ‘Taaki bachpan ke beech kabhi budapa na aaye’ campaign
2. Max New York Life’s ‘Karo zyada ka irada’
3. ‘Yeh hai youngistaan meri jaan’ from Pepsi
4. Coke’s ‘Little drops of joy’ was a delight
5. Indiabulls’ ‘Creating a world of smart investors’ campaign

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

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The response towards IPL this season is much lower than last year

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Having said that, companies are also significantly subdued in their marketing push with IPL this time, especially when the so-called ‘Slowdown Blues’ are riding the sentiments in the economy. “The response towards IPL this season is much lower than last year. This is a natural transition, as there was a lot of hype around the first season of any event, which tones down by the second season; the economic slowdown has made the situation even worse,” feels Anita Nayyar, CEO, Havas Media. It’s not that the brands are no more interested in IPL season 2; viewership figures (TRPs as high as 10) for last year’s IPL are tempting enough for marketers to take a closer look at, even this season of IPL. But clearly, brand investments are becoming difficult. Although the difference may not be huge, marketers are certainly more cautious this time. Shubhoshekhar Bhattacharjee, CEO, Planman Motion Pictures, comments, “One has to realise that the economic downturn does not mean that this cricket crazy nation will stop watching cricket, especially IPL, which in turn provides an opportunity for good brand visibility.” Utkarsh Singh, Head - BD, Rajasthan Royals opines, “There are surely lesser number of brands investing in IPL this time as compared to the last season. But the level of engagement of those investing is much deeper.”

However, unlike the last season, marketers have become very choosy in their approach and very cautious about the teams they are associating with because they want to make the most out of their dear money. While many teams have already bagged a handful of licensing and co-branded deals and other innovative brand associations, many teams are struggling to get to open their innings on this front. For instance Mumbai Indians are yet to finalise one as Tushar Pania, Media Manager, Mumbai Manager confessed to 4Ps B&M “We haven’t finalised any deals, so far. We are in middle of talks with marketers and advertisers. ”

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Source : IIPM Editorial, 2009

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

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Focus on your communication

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Seen the latest ad from India’s leading insurance provider LIC. Haven’t? Well, it talks about the needlessness of adding two K’s to your name to change your professional fortune. Okay, caught the latest Tata Safari Dicor commercial? This one pointedly rubbishes office politics in these troubled times and asks consumers to ‘Reclaim your life’. India’s largest private bank ICICI is doing a lot of ‘rely on us in bad times’ ads; Honda City’s sedan cruises along rough terrain with an ‘enjoy your challenges’ tag line...

If you are still not getting the point – guess its back to the schoolroom for you. Fact is every marketer worth his salt (or should we say 4Ps?) is sending out ‘loaded’ missives to his consumers these days. He’s trying to build a common agenda with consumers and make a moot point about the emotional connect in these unhappy times so that the consumer should buy his brand. Agrees Anisha Motwani, Executive VP-Marketing, Max New York Life Insurance (MNYL): “Times are cautious. Therefore, the message should have a ‘re-assuring’ communication strategy. The tone and content of advertising should be re-assuring that your money is safe with us.” To communicate its credibility, MNYL recently began spreading the message that their international partner, New York Life is the only American financial organisation that has been untouched by the US economic turmoil.

And that perhaps is the reason for all the optimism floating around in the air. Yeah! You guessed it right – because people want to hear good things (especially the overtly optimistic, never say die, Indian people!!).

Big 92.7 FM, the biggest private FM player as per the number of channels and reach – is similarly attempting to cash in on consumer apathy to negative messages. Their ‘Don’t Worry; Be Happy’ theme is receiving rave response. Says Nirupam Sonu, VP – Programming, BIG 92.7 FM, “Honestly there is a lot of negativity in the air. So, we need someone to tell them to be happy and take them a little away from their troubles.” Besides the daily doses of laughter, the station has a programming line up that hosts visionaries and CEOs who give tips on how to stay motivated at the workplace, how to secure jobs, manage expenses, et al, during these tough times. “It is not just about recession and gives no gyan as to when the bad times will end. Instead it is just our initiative to help our listeners,” says Sonu.

Besides the message itself, medium choices and exorbitant ad rates are other niggling worries for marketers. The trick it seems is to review your media budget allocations to maximise value. Little surprise that a host of marketers are lining up media houses to review their options. Chirantan Chandran, Partner-Client Leadership, Mindshare adds that “clients are of course looking for better rates but moreover, the major deciding factor for them is ROI and the accountability of investments. They have become more careful about each step they are taking, they are seeing what they are receiving in lieu of what they are doing in fact what they are investing.” Titus, ex-Senior Creative Director, O&M suggests innovative media vehicles for generating better bang for their bucks. “Communication is changing. We are all awakening to the fact that television can’t solve all the problems,” he says.

TV sure can’t solve problems. Just like chanting, praying and generally invoking the God of good times to banish those depressing thoughts, TV can at best play along the tunes of hope. But the fact is that there is a lot of hope for marketers and companies that can think out-of-the-box. Out-of-the-box need not be out of the world; but it does mean you actually end up feeling good in these so called bad times.

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Source : IIPM Editorial, 2009

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

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2009 IS THIS THE DO-OR-DIE YEAR FOR Anil D. Ambani?

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While his energy plans may need a boost, Anil Ambani’s BIG plans in entertainment and media are going great guns at the moment. The year 2008 saw Reliance BIG Entertainment reach two significant milestones. The first was the dream like deal with US based DreamWorks SKG controlled by the legendary Hollywood film maker Steven Spielberg. The deal, worth $1.5 billion has both ADAG and DreamWorks equally sharing equity in a new vehicle based in Los Angeles that will deliver six movies every year. Considering that an average Hollywood movie costs at least $100 million to make, you are again reminded that Anil Ambani thinks BIG all the time! The deal with Spielberg was not the only connection to be established with Uncle Sam. BIG Entertainment also acquired more than 220 movie theatres across United States. And these are not the niche ones that show Bollywood movies to NRIs! Many in the industry think this move is a gamble that could prove costly in the long run. In fact, the original promoter of Adlabs (which Anil Ambani acquired and absorbed into his entertainment empire) publicly aired his unhappiness with these strategic moves and resigned from the board. Not that Anil Ambani was fazed!

The other milestone for BIG was the launch of Reliance BIG DTH services (through the RCOM platform) with a lot of hoopla. Apart from old players Dish and Tata Sky, Anil Ambani will battle it out here with familiar rival, Sunil Bharti Mittal. As per market reports, the venture has already captured 15% market share in just three months and crossed the magic figure of 1 million subscribers. Says Sanjay Behl, Group Head, Marketing & Branding, “Our features are designed for easy manoeuvrability in the most user friendly manner. Such user friendly initiatives will help us maintain our leadership position in the evolving Indian DTH market.”

That’s good news no doubt. But Anil Ambani will not really find much time to celebrate such “small” victories this year because really BIG challenges and hurdles lie in 2009 and beyond. His ambitious forays into energy, infrastructure, power and telecom will require huge investments, both in terms of equity and debt. Take the power sector for example. Just 1 MW of capacity needs a capital investment of Rs.5 crore or so and we are talking of more than 50,000 MW! By any yardstick, the younger one in India’s most famous sibling rivalry will not find it easy to raise the money, especially with liquidity troubles plaguing all and sundry. His backers can only hope that he draws inspiration from his father and pulls up many rabbits from his hat. He has a huge incentive: after all, if he fails, it is Mukesh who will well and truly inherit the Ambani legacy!

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Source : IIPM Editorial, 2009

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

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Beat this – 10 million in 2010!

IIPM set to beat economic slowdown

Tourism has not forsaken India, and hoteliers can only rejoice. Leela Nandan speaks to 4Ps B&M...

Qs: Last year was not so good a year for tourism in India. What’s your take on that?
Ans: First of all, I will not agree to the fact that 2008 was not a good year for tourism in India! When we look at ourselves, we may have grown by just 6% over the previous calendar year, but then compare it with the world average – it is far more, because the world grew at only about 2-3%! Definitely this is despite the fact that there was a global meltdown and that there were terror attacks. So that is definitely a very positive thing for us, and in numerical terms, we had 5.37 million arrivals in 2008 as compared to just 5.08 million in 2007. That itself is an indication of the fact that people are continuing to travel to India, and in the month of December ‘08 alone, we had 5.22 lakh people who came to India as compared to 5.96 lakh in Dec 2007; and all this despite the fact that the Mumbai incident happened just before the month of December. So, I think that all this indicates that people the world over do take tourism in India very seriously.

Qs: But what has been the price that Indian tourism and hospitality Industry paid for ‘terror’?
Ans: When you talk of price paid, you can only look at it in numerical terms. We continue to have visitors coming to India in December and in this New Year. We also had more foreign exchange earnings. We also had more than Rs.50,000 crore earnings accruing to our foreign exchange exchequer because of tourism. Therefore economically also the sector has done well.

Qs: It is said that proactive marketing pays off well during times of recession. So how are you marketing tourism as a brand?
Ans: We have launched a very aggressive marketing campaign and we have tweaked our campaigns with new creative in the print and a new online commercial. We have also launched an all India campaign, which is happening as we speak throughout the world, through our offices. We are using the image of a tiger for promotions as the animal is well-identified with India. This communicates a brave and strong image of an ‘Incredible India’. We are also focusing on highlighting the diverse features of India. So while our culture and heritage are well acknowledged and acclaimed the world over, we are also focusing on the fact that our adventure tourism, cruise and rural tourism are products that have a huge appeal in themselves.

Qs: What is the target of tourist inflow set for 2009?
Ans: We don’t fix any year-on-year target as such, but yes we are looking at 2010 giving us 10 million arrivals. Really, the mantra for making this initiative successful is to take full advantage of globalisation.

Dr. Lalit K. Bhanot
Secy. General, Organising Committee, Commonwealth Games, 2010

Qs: With Commonwealth Games round the corner, a huge influx of tourists is expected. Is the Indian hospitality and tourism sector ready?
Ans: The Government of India and the Tourism ministry has formed a committee which is looking after the fact that more and more hotels are built for the same. During the time when this project was started, we had 10,000 rooms in Delhi and NCR regions (including Five stars, three stars and budget hotels et al). The target set for Commonwealth Games was 40,000 rooms. Thus many new hotels are coming up in the same league in the Delhi and NCR regions.

Qs: How many tourists are expected to come in during the Commonwealth Games 2010?
Ans: The number of tourists that are expected to come to India during the Commonwealth Games in 2010 is equal to the number of tourist who flew into Melbourne during the last Commonwealth Games, which was around 5 lakh.

Qs: Last year gave the hospitality and tourism sector in India many hiccups, like the global slowdown and terror attacks . So how do you see Commonwealth Games attracting tourists in the country in the current conditions?
Ans: When there is a big platform like Commonwealth Games, wherein 71 nations are ready to participate, then the tourists can’t help but visit India. Moreover, the whole marketing campaign, including the publicity in 71 nations, makes India an attractive destinations for tourism.

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Source : IIPM Editorial, 2009

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

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2008 HITS & MISSES

1500-plus IIPM students placed across the country with 44 bagging international offers

It was a whirlwind of a year. The nation’s sentiment moved from India shining to India pining to India whining; political certainties were challenged like never before and the Mumbai carnage plunged the nation’s middle class into an abyss of dismay and despair. Wrapping up, Aditi Prasad gives a snapshot of the year gone by...

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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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Is that what you just said?

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In other cases too, retailers have either relocated their stores (Big Bazaar has changed the format of one of its stores and relocated another in Ahmedabad), or are pruning and resizing their retail space (Reliance has shed upto 40% of retail space in its hypermarket store at Iskcon Mall in Ahmedabad). Retailers are also in the process of negotiating rentals (primary reason for cutting down on retail space) with the landlords and may even go in for revenue sharing models.

It is true that tough economic conditions have made the retailers realise their folly and amend their mistakes. But given the kind of investment that has already gone into this sector, it may not be possible for all to sustain. As Vedamani puts it, “Retailers who have been in existence for more than five years, or those who have strong capital backing can withstand these conditions, but for others it’s going to be tough.” And indeed, a host of other retailers are left with no option but to pare down on the number of stores they are currently operating. Indiabulls retail has shut down two stores in Ahmedabad, apparel retailers Arvind Brands, Reebok and Raymond too have started pruning their operations.

Certainly Indian retailers seem to have got a good lesson and are now making no two bones to accept that they were wrong in their super fast expansion plans and huge investments within a short span of time. As Goenka says, “In the course of any business, you’ll have decisions which are not always right in terms of location, vendors and demographics. It’s always best that if you’ve made a mistake, correct it.”

Earlier, the focus was only on increasing the square foots and therefore there was a certain level of delegation that happened in selection of areas to open the stores. But now, the retailers have taken the onus on themselves to carry out a proper research on the demographics and demands of consumers in different places. Based on such studies, the retailers are now being extremely careful on where to open their stores. “In future, due diligence will definitely pick up,” concludes Goenka. Well, it better pick up, as only then it will be determined whether the previous mistakes were stepping stones or indeed ‘mistakes’.

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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 all about having a purposeful fizz!

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PepsiCo’s top honchos are now paying special heed to environmental initiatives. Angshuman Paul finds out more...

PepsiCo’s latest corporate report also talks about environmental sustainability. Can you elaborate on it?
SAL: Our group policy has always been to maintain the eco-system of the locality where we are operating. But now we would be doing that with a clear cut mission under ‘environmental sustainability’ and specifically for the South Asia, Middle East and Africa (SAMEA) region.

So, what exactly are you planning for this region?
SAL: We would be planting more trees, especially citrus-based fruit trees. We also plan to preserve natural water resources and achieve positive water balance by 2009. In India we will save and recharge more water than what we will use in our plants. MK: Millions of people in this region are suffering from major deficiencies of key nutrients like iron, Vitamin A, et al, which is leading to serious health problems. Thus we plan to launch healthy products to address such issues.

How are these green initiatives helping Pepsi?
SAL: This is not a part of our branding and promotional campaign. We believe we are responsible for the resources that we use in our production process and as such we can’t deploy them. In fact, our multi-pronged approach to reduce water usage across production plants includes innovative reuse and recycling of water. We are also tying up with farmers to save water.

How much are you planning to invest for environmental sustainability?
SAL: PepsiCo Foundation’s commitments to safe water initiatives will reach nearly $15 million in the next three years. The funds will be utilised to address critical water scarcity issues. We will also take up some agri-partnerships projects with farmers. MK: We would also be reaching young women to make them aware of health issues. Our vision is to sell products which are healthy and in the process we will also ensure that we are not deploying any natural resource during the manufacturing process.

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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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IIPM Programme :- SUPERIOR COURSE CONTENTS
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
Why Study Abroad When IIPM Gives You 3 global Advantages!