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Whoever
controls the language,the images, controls the race
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| Entertainment
as customer value |
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| The
Indian consumer increasingly wants entertainment in whatever
he does, whether buying or consuming, and entertainment content
is becoming a key differentiator in every aspect of the consumer
economy. What then are the tasks of managers in such a scenario?
Ranjan Das elucidates. |
| The
witch Doctors r(e) Inventing themselves |
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| The
advent of the Net, with its accompanying slew of e-biz advisors
and Net-focused consultancies, almost sounded the death knell
for mainstream management consulting firms. To counter this
challenge, the latter are now re-inventing themselves, says
Pallab Dutta. |
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Emergence
of Indian e-media stations |
| In
the nascent Indian Net market, how can a media player position
himself out of reach of competition? Sudhir Voleti hands out
a few tips on the market dynamics of e-media stations. |
| Multibranding:
The genesis |
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| Multibranding,
or the development of several brands in one product, is a tactical
move that can pay rich dividends for a company. However, it
is not a game that everyone can play, says Nabankur Gupta. |
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Exploring
consumer needs
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| Consumer
needs are fundamental to the formulation of any marketing strategy.
S. Ramesh Kumar expounds on the concept of ‘needs’
and how they should be targeted to sell products |
| Designing
a relationship marketing program |
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| Relationship
marketing, or the art of building a permanent bond with customers,
has never quite taken off in India. S. Swaminathan on the ways
in which this bond can be nurtured. |
| Bright
Helpline: Are we on the right track? |
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| The
imminent entry of a global paints giant into the Indian market
is worrying Bright Paints, the Indian market leader, and the
top management is rethinking two new and significant initiatives
it had come up with earlier. Siladitya Bandyopadhyay studies
the case. |
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