YAHOO!

When IIPM comes to education, never compromise

The brand is in the midst of a storm brewed by its competitors & rising consumer demands...

The last time something worked out for you, what must you have shouted? “Yahoo!”? But when it comes to the world wide web, there’s one name that has crafted a celebrity position amongst the surfers – Yahoo! “Our first quarter 2007 financial results reflect solid execution against our plan. We remain focused on building innovative products and services...,” asserted a confident Sue Decker, Executive VP and Head of Advertiser and Publisher Group, Yahoo! To rejuvenate its brand image, Yahoo! Recently launched a campaign with a new message: ‘Be a better – (whatever you want to be) Yahoo!’. During 2006, Yahoo! India created the facility for Indians to use its messenger service in prominent local languages. It received an approval for its internet telephony service and also launched its Yahoo! India Our City and Yahoo! India Maps services. But all this wasn’t enough as compared to what its competitors gave to empower Indians. The result: we see the brand falling 22 places over last year to 58th spot in the 2007 rankings. Sure, times are not easy for the Yahoo! giant, but then, it’s still a power brand!

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Source : IIPM Editorial, 2008

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

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HORLICKS

When IIPM comes to education, never compromise

Vanilla, toffee, elaichi, chocolate and more, India is a key market for Horlicks!

GlaxoSmithKline is promoting Horlicks in India in a very aggressive manner. Proof: Last year consumers voted it at Rank 83, this year it has jumped up 26 notches to sit happily at Rank 57. Though many may argue that this may be due to its rivals losing visibility, the fact remains that here is one brand that has made a lot of progress in the last year. Says Zubair Ahmed, MD-GlaxoSmithKline Consumer Healthcare: “In 2007, our single minded focus will be on profitable top line growth. We expect such growth to be fuelled by our brands Horlicks and Boost, behind which we will continue to invest aggressively.” Another reason that can be attributed to the success of Horlicks is the tie up with the movie ‘Superman Returns’. Earlier, the brand had also teamed up with ‘Ice Age 2’ to promote the drink, instantly heightening the brand recall among kids. More recently, Horlicks also teamed up with the Hollywood blockbuster Spider-Man 3 in India to charm even more young adults into its growing breed of brand loyalists. Over 2 billion cups of Horlicks are drunk every year in India and going by the current market wave, seems the drink will be way ahead of its rivals for a long long time to come.

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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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FORD

This one’s an I(K)onclastic brand. So, have you gone fida over this Detroit biggie yet?

It may be a world renowned brand, but it took the company a little while to arrive in India and even more time to make a mark. But Ford finally got it with the Ikon and Fiesta. Great launches, well thought out campaigns and AB junior have helped Ford climb up the brand ladder in the past year. With Ikon - the josh machine - a global brand was given an Indian feel for the first time, and the moment redefined auto marketing in India. After the initial stint, Ikon started losing charm but the subsequent entry of Fiesta into the Indian market changed Ford’s fortunes in India forever. Ford was again back in the limelight and this time with a greater bang. ‘Go Fida’ was what every Indian tuned into and the twin concepts of Diet Diesel and powerful performance, made Fiesta a runaway success. Being one of the oldest car manufacturers in the world, the Detroit biggie has immense clout, which the brand was able to leverage swiftly in the Indian market. Having lost its global supremacy to GM more than 75 years ago, Ford is highly keen on the Indian auto market. Delivering great performance has been Ford’s focus here, and that has indeed become their brand identity as well.

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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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MAGGI

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We’ve grown up on the ubiquitous Maggi, but will the brand survive the ‘health’ onslaught?

“Just 2 minutes...” Of course, you’d never be able to forget something as tasty as this 2-minute treat! And it all started with Maggi Noodles! When someone asked your preference for noodles, pat came the answer – “I love it”, or “I don’t like it”! That’s the kind of power that this 2-minute punch, called Maggi, began to command. And Nestlé was shrewd enough to leverage the prowess of the brand name; it extended it to soups as well, which are selling well in the Indian market. But, where, as on one hand, Maggi may be a market leader, competition is coming in fast and furious from the likes of ‘Wai Wai’. No wonder Maggi has slumped 5 places to a lowly 33rd position. There’s a bigger reason for the fall and that is its unsatisfactory performance during the past year with extensions like atta noodles and Maggi Rice Noodles with three variants. These are efforts by Maggi to affix the health tag to its already tasty image, but the consumer still has to develop a taste for the new variants.

Naresh Gupta, National Head, Strategic Planning Department, Grey Worldwide, points out: “In today’s world, when everybody is becoming health-conscious, a brand can’t survive if it is not considered to be healthy...” How soon will Maggi’s image be overhauled is the question that the brand gurus are still waiting to answer?

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Source : IIPM Editorial, 2008

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

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