Johnnie Walker

IIPM PUBLICATION

BRAND: Johnnie Walker
HEADLINE: He was punished..... cricketing history.
BASELINE : Keep Walking
AGENCY : Leo Burnett

4Ps TAKE : No other surrogate ad would have depicted cricket in a classier manner than this Johnnie Walker one. Though the ICC Cricket World Cup is over, the power idea is to link the world’s favourite Scotch whisky (of course, here the ad has to say that it’s talking about CDs and cassettes!) with the most popular game of the nation. The visual tells a story that is linked with the ‘Keep walking’ tagline: the history of perfecting the straight drive in the game of cricket. The reward to the prospect is the matchless Brand value of Johnnie Walker (nothing but the best, as the ad says, talking about the cricketer who perfected the straight drive). The USP is the taste — yes, the one for which anyone would keep walking miles!

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Source : IIPM Editorial, 2007

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

Dancing With prostheses!

Renowned

Management Guru

In Dancing with the Stars, Heather Mills was ousted in the sixth week of competition, following a public vote. Although ranked fifth by the jury, Mills was all prepared to exit what with her farewell speech ready hidden underneath her dress! Having met with an accident in 1993, Miller has since had a prosthetic leg and that she participated and got this far, is commendable and truly inspirational.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri Initiative

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A Gleam In Your Eye

Renowned Management Guru

The wait for this one would not be very long! Come 2010 (or maybe sooner) and you can have eyewear (both contacts & goggles) that will change colour on their own. This eyewear will function on the electrochromics technology and will darken and lighten on its own, according to the intensity of the light. Meant to protect eyes from the harmful rays of the Sun, this innovative offering will save you from the trouble of changing into a pair of shades every time you step out. An extension of the technology is used for window panes. This gadget will definitely become one of the most sought after lifestyle accessory for the fashion struck individuals.

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Source : IIPM Editorial, 2007

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An IIPM and Professor Arindam Chaudhuri Initiative

AstraZeneca must drive R&D

IIPM PUBLICATION

Carl Icahn has done it again... Another company caught unaware, another helpless Board crumbling under shareholder pressure & biotech firm MedImmune was taken (in just 2 months of his acquiring a small 1.2% stake in the firm)! On April 23, 2007, MedImmune sold off to AstraZeneca for a whopping $15.6 billion. The valuation represents a 20.83% premium over MedImmune’s previous closing share price of $48.01 (total premium of $3.44 billion), which raises a question on the logic behind the deal.

MedImmune has been bought at twice the relative sum (valued at 5.8 times the annual sales) as Germany’s Merck KGaA had bought Europe’s largest biotech firm Serono AG in 2006. But look at the string of failures that AstraZeneca had over just the past one year, and the step makes some sense. After spending a whopping $3.9 billion in R&D during 2006, it reported failure of all four late-stage drugs – Exanta (anti-blood clot), Galida (anti-diabetic), NXY-059 (stroke) & AGI-1067 (heart). Clearly, it needs additions to its pipeline.

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Source : IIPM Editorial, 2007

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

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