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Foreword
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The
Formula 1 strategy
Firstly, on behalf of all of us in the Strategic Marketing
team, I take this opportunity to wish you a Happy
New Year!
It is indeed strange that while wishes of ‘Happy New
Year’ are heard everywhere, the air is laced with
a fair degree of trepidation and anxiety. Keeping
this in mind, we have structured this first issue
of 2002 by taking the ‘half-full-glass’ approach.
The cover story ‘Exploiting the Economic Slowdown’,
is based on the Formula 1 tactic of speeding in the
slow lane. The article prescribes that companies should
take an aggressive stance during periods of economic
recession. This, the article says, would enhance the
company’s competitive position in the short run and
thereby strengthen its long-term prospects.
We have tried to use this umbrella article as a torchbearer
for the other articles in this issue. For e.g. The
Use of Service as a Differentiator’, ‘Services Branding’
and ‘Segmentation in Dynamic Markets’, all point to
techniques that can be used to stay afloat when the
times are bad.
In our tried and trusted way, we have once again attempted
to take learning and experiences beyond the pages
of Strategic Marketing. The SM Forum with keynote
speakers, once again shared their views, this time
on ‘Forever Brands’, with a very vocal and well-read
audience.
This issue also has two milestone articles on advertising
and media. One is Kaushik Roy’s advice on the pitfalls
of slashing ad budgets during a downturn. The other
perspective is on media fragmentation.
All in all, a gripping issue that has its heart set
on tomorrow with its feet firmly planted on today.
Happy Reading!
Bhaskar Das
bhaskar.das@timesgroup.com
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Magazines