Showing posts with label 4Ps Business and Marketing. Show all posts
Showing posts with label 4Ps Business and Marketing. Show all posts

Wednesday, September 25, 2013

The system overhaul

I often wonder, why I still remember some of my nursery rhymes but not the teachers who taught them. Perhaps, the rhymes are so deeply entrenched in my system that forgetting them is out of question. Also, I must confess the delivery of those rhymes in my early formative years was innately creative to keep me engrossed. Remembering a particular teacher has a lot to do with remembering things associated with him or her.

One barely remembers 100 per cent of what one was taught in school. And of all that one remembers, pedagogy and teaching methods have a significant role in effective recall.

Recently, a report about teacher education in Scotland laid emphasis on grooming teachers for future. The findings from international research on teaching and educational leadership highlighted a number of key features of good teachers. It demands teachers to be reflective, creative, committed to profession and development of each child, passionate about learning, enthusiastic about their subject and keen on participating in their own personal learning and development. Click here to Read more IIPM article at IIPM


Like us and read IIPM Think-Tank articles on facebook

Finding your way to light

Laxmikanth Venkatraman has been a part of the IT industry since 1982. His experience spans software product development and support, marketing of IT products and services, business process outsourcing, human resources and systems administration. His expertise lies in development of offshore delivery models and he has been instrumental in setting up offshore delivery centres for MNCs like Intergraph Corporation, D. E. Shaw & Co., ADP and Broadridge. Mr. Venkatraman is a member of the Chartered Securities Investment Institute’s India committee; chairman, AMCHAM Hyderabad chapter; and a member of the advisory board of the ICFAI.

Q. From physics to management, how did it all come along? Also, what was your career idea when you were in school?
A. I really never had any career idea or goal as such. I have always been an avid cricket fan and used to spend my time playing the game. After completing my post graduation, my father suggested that I do a course in computers, as it was the ‘in thing’ then. Eventually I became a trainer in a computer coaching centre. This is how the journey started that brought me where I am today.

Q. Please throw some light on your journey to becoming the MD of Broadridge Financial Solutions India Pvt. Ltd.
A. In many ways, I would say my journey was probably one of the earliest in software industry in India and pioneering in the ecosystem around it. When I look back, I can see that there were a lot of things that we introduced in those days which are still prevalent. For example, knowledge management, innovative HR practices were some of the practices which we introduced in our organisation, and associates wholeheartedly accepted them. These ultimately translated into becoming the best practices of the organisation. All this was possible may be because we were young, enthusiastic and wanted to do a lot of new things. Click here to read more...

Like us and read IIPM Think-Tank articles on facebook

Wednesday, July 31, 2013

United Kingdom: PAST AND PRESENT

Trade union density has fallen markedly in the UK since its peak at 56.3 per cent in 1980. Despite occasional small rises in membership since 1997, statistics over the past decade would suggest that union density has reached one of its lowest levels at just under 30 per cent. A large difference in trade union density rates is evident between the private and public sectors. As of 2008, trade union density in the private sector was 16.1 per cent, while it reached 59 per cent in the public sector.

Trade unions in Britain are organised both horizontally and vertically. The sole trade union confederation in the UK is the TUC. There are 6,471,030 members in TUC affiliated unions, down from 12,172,508 members in 1980. However, the TUC does not conclude or has the power to conclude collective agreements at any level. In response to declining membership figures, UK trade unions have engaged in many mergers in recent years. In 2008, there were 167 trade unions in the UK – down from 238 unions in 1998 and 326 in 1988. In 2007, the UK Trade Unions Amicus and the Transport and General Workers’ Union (TGWU) merged to form Unite the Union (Unite). This is the UK’s largest union, with a membership of about 1,900,000 workers. The largest public sector trade union is Unison, which has a membership of 1,344,000 persons and organises workers in all areas of the public sector. Click here to read more...

Like us and read IIPM Think-Tank articles on facebook
IIPM Think-Tank
Business and Economy
The Sunday Indian
Prof. Arindam Chaudhuri
Prof. Rajita Chaudhuri
4ps Business and Marketing
The Human Factor

Saturday, July 20, 2013

The burning question

The problems with India’s higher education sector are well-known – poor leadership and management, inadequate investment and infrastructure, poor utilisation of resources, and inadequately trained and rewarded faculty. There are definitely some successes, most prominently the IIMs and a few other top institutions, which have deserved reputations for their high quality graduates. But this success reflects the shortage of options for students, which creates extreme competition for admission to top institutions. The high quality of the small cohort of graduates from these top institutions and the gap in quality of graduates from the mainstream of institutions reflects the broader failure of the educational system in India. The success of the few at the top and the failure of the system to provide for the rest is an indication of defeat and a cause for concern rather than celebration.

I believe that the responsibility for this poor state of affairs is also clear – the fault lies largely with the government, which includes federal state and state governments. Even allowing for resources limitations, the government’s mismanagement is the underlying reason for poor state of education in India.

The government’s poor record in education over the decades suggests that solutions should be sought elsewhere. Unfortunately, the nature of education is such that government involvement is essential. For India, the government has a critical role to play in correcting the current state and in creating conditions necessary for a truly effective education system to emerge. This does not require the government to directly provide higher education or to manage its institutions. Instead, it should create governance and physical infrastructure, and provide financial and HR support where most needed. Click here to read more...

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Thursday, February 28, 2013

Privatisation spurs competition

Q. What are some of the most effective teaching practices you have come across in your career? Please share a cross-national perspective.
A. Two practices have proven highly successful – extending school time upto six days a week and tutoring after school. Countries in East Asia have most or all of these features and generally score highest in international comparisons of achievement. Another advantage in East Asia is that there exists a supportive environment at home along with stimulating parental practices.

Q. What are the major educational reforms introduced by the American government in recent times to raise the standards of learning and teaching?
A. The American government over the past half century has been largely unsuccessful in raising achievement of school children despite being one of the biggest spenders on per student schooling. However, the country has been successful in promoting privatisation, for example, the voucher system that enables children to go to private schools. Click here to read full interview...

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Monday, January 14, 2013

We have a decentralised system of education in the United States.

Q. What are the key motivating factors that draw people towards teaching? How do you assess a teacher’s performance?
A. The fiscal crisis has led to unprecedented cuts in the number of teachers. Young people can see what is happening and they decide to opt for other professions. The amount of money coming from the states to support the public higher education institutions has also been declining rapidly in recent years. As the budgets have gotten tighter, the states have started to put more money in the schools than in their higher education institutions.

Students have been paying more and receiving less from their professors. The increased revenue for the higher education institutions has not been used to improve instruction. The number of days devoted to instruction has declined and the institutions have been cutting down on the proportion of the faculty. Until about 20 years ago, careers in the high status professions were not open to women in the United States. American women with college degrees could choose between nursing, secretarial work and school teaching. Today, careers have opened up to college-educated woman across the whole spectrum of high status professions. Click here to read read full interview..

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Saturday, January 12, 2013

Stress management at workplace

This case study is a peculiar example of organisational psychopharmacology, a science dealing with the stress management of employees. Rajul was efficient in his job and was close to the top management. As a senior he was also answerable to the management. He was being paid well, yet he did not have job satisfaction as he thought the work was monotonous and probably he did not find growth opportunities. Functional tension is a must in employees in order to make them work at optimal level of efficacy and effectiveness. However, dysfunctional tension causes an employee burn out in the long run. The following reasons can be identified for Rajul’s dysfunctional tension:-

Personal reasons: A popular concept in management is, “One should pick up a job which one likes or pick up any job and develop liking for it.” Rajul had been, by and large, doing well as marketing manager. But still, he saw no career development opportunity in GT. He carries this tension home and fights with his wife and shouts at his children. Happiness is a decision and not a dependency. Perhaps Rajul has to learn to be happy and like his job.

Organisational reasons: The chairman, Goldy, being a short tempered lady made Rajul tense while asking for last year’s annual financial report. Remaining cool and not offending the employees is essential for effective functioning of an organisation. Also in weekly conference, when Kaushal and Rajul had heated arguments, Gaurav should have intervened to remove their misunderstanding. Should any organisation recruit employees on recommendations of senior managers, without checking their suitability? Top management of GT has indulged in favouritism by allowing Rajul to be closer to them, which seems to have created professional jealousy. Click here to read more..

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Monday, December 10, 2012

The CSR activities that India needs the most are in the areas of education and health care.

Q- I have done BSc in botany. I love interacting with people and understanding their perspective. Is it a prerequisite to obtain a degree in HR to venture into the industry?
A. Traditionally, it was not a prerequisite but nowadays industry requirements have changed. An HR professional today develops an overall understanding of the industry and is prepared to take up any role. An MBA in HR or doing PGDM (HR) from any reputed institute will not only give you ample exposure to the industry but will also help in finding the appropriate platform to start your career. It is good that you are good with people but learning to manage them is something you need to do.

Q- What can be the best HR practices to achieve organisational goals every year?
A. The role of HR management is evolving with the emergence of new technologies and growth of the global marketplace. It is time for companies to recognise the value of talented and informed HR department.

One of the most important HR practices is delighting employees with the unexpected!

Benefits, compensation, and work-life balance are the most important factors in providing overall job satisfaction. These factors further ensure that employees who stay longer are more productive and earnest. Employee recognition is another important factor that helps a company achieve its desired goals, as it is the talent that ensures the overall growth of any business. Spot awards, annual achievement awards, outstanding performance award, best employee award, could be some of the other initiatives as part of best HR practices. Click here to read more interviews..

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Monday, December 03, 2012

The first obvious thing which surfaces when a company is in trouble is replacement of the CEO

The Yahoo! example fits perfectly in this regard as Bostock, along with three of the directors, is near the exit door after failing to lift the company even after replacing the CEO in a tumultuous time.

During a crisis situation, it is not enough to have just one backup plan. In the current economic scenario, it is necessary to plan for the worse.

Sometimes, board members are too confident and have a notion that there are many within the house capable enough to get in the shoes of the outgoing CEO. How many of the potential candidates can adapt to the role perfectly is something to figure out.

“Boards do get careless because they are under a lot of pressure to replace the person, or they might be looking for qualities like charisma that are irrelevant,” says Hambrick. At times, the consensus on a person’s name deemed fit for the role (due to a particular quality) can be a misfit, considering the need for altogether different skill sets.

Nowadays, researchers are advising board members to analyse on the basis of market trends their decision of substituting the top executive and to decide whether the new person is the right one for the job on similar lines. However, when a company fires its CEO who has started to become a liability considering overall conditions at hand, and brings in someone who they believe can turn things around, then performance might improve substantially. Read more...

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Monday, November 26, 2012

No company is immune to internal hard times — stagnation or declining performance. How can HR pave a way forward when the organisation runs into a wall? Prof. Manas Ranjan Tripathy of IBS, Hyderabad, reveals.

The HR function is often viewed as alien to the organisation’s strategic plan, though there is a feeling of unanimity of its larger role in executing strategies. The role of HR during a turnaround is not definitive in context and application. The major role played by the HR team is that of a coach to the intervention team, facilitator to the employees in adapting change and bulwark for the leadership, devising an exit strategy once the objectives are realised.

Thought leaders DiFilippo and Waldt stressed HR professionals need to be visible to all the employees during difficult times. Although they are merely the messengers, HR staff members often bear the brunt of the blame for reductions in force. But the worst thing they can do is to stay hidden in their offices or walk around looking sombre. Instead they must demonstrate that they are available for questions, are responsive to people’s needs and are continuing to do their jobs in an optimistic way. Another reason to be walking the halls is to listen for rumours and to put an end to them before they go too far. The other important aspect HR may take care of is that of delivering strong messages to the fence sitters as satisfactory underperformance. How a company handles a turnaround can make all the difference when it comes to the business moving forward productively as per the devised strategy of turnaround. The biggest concern for the HR team during this difficult time is to overcome challenges such as talent flight or poaching of talent by opportunistic headhunters and rival companies. Recruiting new talents with the right skill sets for turnaround option is another major challenge for the HR team.

The focus of HR should be to attract the talents who are willing to take risk and script success stories in the form of intrinsic rewards. Read more...

Thursday, November 22, 2012

Accessibility, empowerment and an inspiring vision are what HR wishes from a CEO.

Q. What are the key strategic areas where involvement of HR becomes mandatory? How can a CEO help in making HR practices more effective?
A. An organisation primarily consists of the people working in it. HR is all about human relations and how an organisation can develop this relationship. Culture and ethos are what takes an organisation to the next level. Senior management must develop a culture where people love to come back every day. It is the CEO’s job to create an environment where employees give their 100 per cent.

As the focus of the 21st century is on the happiness quotient rather than only on profits and deliverables, the CEO and HR must engage employees in various activities like taking them out or conducting stress management classes to keep them happy.

Q. What is HR’s value proposition to the CEO?
A. If you value the employees, they will value the organisation. An employee who has high regard for the organisation will remain in the company and serve with 100 per cent sincerity and dedication. But such talent can be retained only when they really feel the senior management is taking good care of them. I believe the best way to take care of an employee is by adding value to his profession and giving him the right kind of exposure through knowledge intervention. Read more...


Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Thursday, November 01, 2012

Turning Strategic Intent into Real Results

Q. Can a CEO put HR on frontline of the business?
A. Where the executive has the capability and experience to do so this would be quite possible. With strong leadership skills and a good understanding of what drives the business an executive can leverage the talents and abilities of the people they lead. I have seen HR managers placed in such roles to broaden their experience and perspectives who have done an outstanding job, leading them to more strategic roles as a result. There are HR executives who have become successful CEOs and Ann Sherry, CEO Carnival Australia, is one such example.

Q. According to you, what steps is the HR taking to meet CEO’s expectations and business’ real- time needs?
A. Every area of contribution of HR can become a significant contribution. Some examples are:
Management of turnover issues reducing the cost, creating positive retention, enhancing the talent pool and the effectiveness of performance. Transforming the leadership culture to lead new initiatives.
• Employee relations and development programmes to engage them in changing their skills to be able to move in direction of the organisation.
• CSR programmes that are integral to developing a sound direction for the organisation and the society.
• Programmes that enhance quality of working life and increase levels of engagement and retention.
• Evaluation of culture for M&As and transformation programmes to prevent failure from untested assumptions.
• Succession planning initiatives to have a strong pool of candidates leading to natural progressive transitions of leaders. Click here to read full interview...

Read More IIPM Related Articles
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

Thursday, February 16, 2012

Building great brands make agencies top of mind

With most of the work that media agencies do getting commoditised, building differentiation is the big challenge today. In the competitive and cutthroat world of advertising, Building great brands is the name of the game.

When it comes to any creative field where talent and skill is the criterion for shining, it matters not whether you are a man or a woman. A star will shine. Priti Nair, co-founder of advertising agency Curry-Nation, is one such star. Her passion for advertising is palpable and her excitement infectious. She literary breathes advertising and wants to evoke the feel of Indian culture in all the work that Curry-Nation does. In an exclusive interaction with 4Ps B&M, Nair, who has been an advertising professional for the past 20 years, shares her views and insights of the ad world.

With competition intensifying, what is it that acts as a big differentiator for advertising agencies today?
I think that advertising agencies are now distinctly being driven by brand building through enormously engaging communication. It’s no longer just about picking up awards or no longer just about bagging business. Getting recognition for the work you do and building truly memorable brands is what makes agencies top of mind.

Still, most work done by media agencies remain commoditised. Is there a way out?
Media touch points have changed. But I feel media planning has not yet taken that parallel leap. It is still quantitatively driven. But with so much media hitting the consumers from all sides and a fight for a share of voice, agencies are turning innovative and taking a more qualitative approach to addressing the needs of clients.

So what will it take and how long will it take for the change to become rooted and established?
I think the momentum for change needs to come from the clients. As long as the whole business is about bigger and bigger bargains, it will remain a numbers game. It is a mispreception to think on the part of clients that driving a hard bargain with agencies is optimizing on a fixed budget. Stretching the buck is no longer about just how many spots the TVC is about and where and when and how they appear. There can be greater brand recall even if the spots appear lesser number of times.

Consolidation seems to be the new buzzword in the industry and Omnicom’s majority stake in Mudra is the latest example of this trend.How do you think will it affect the dynamics of the industry?
I think that consolidation will lead to media agencies getting better deals and squeezing more efficiencies out of their operations. However, there’s also the possibility of the qualitative aspect getting relegated. The fallout of consolidation has led to media agencies and creative agencies getting separated. That may not work out to the advantage of the industry because in today’s world integration is what we hugely need in order to find new and innovative ways of delivering communication. Thanks to the information available today, it is becoming easier for agencies to stitch and integrate a media plan into communication at the initial stage itself. Something magical can come out when the two entities work hand in glove.

Do you think that the challenge for faster execution for media planners is taking the attention away from ROI and leading to wasteful spending?
The challenge in not just for media agencies, it’s equally challenging for creative agencies to come up with communication that breaks the information overload barrier. It’s becoming more and more difficult to gauge your ROI with the bombardment of media on the consumer from all sides.

How different is online branding from the viewpoint of a creative person as compared to working with a conventional medium?
Online is a very different world. And it is the medium increasingly taking hold of the world. It’s open, impatient and active. You need to breathe the medium to know what makes it tick. It depends on technology to back ideas but when you know what technology is available it can truly get you some breakthrough stuff. The thing with that medium is a new technology or a new app gets launched almost everyday somewhere in the world that surprises you at what is possible. One needs to be experimental and open to taking the risk. Unlike conventional mediums, where you keep telling consumers you need me (i.e your product and its benefits), good online or digital branding comes from understanding what the consumer really needs and wants.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting

IIPM in the league of best management institutes of India.....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies
IIPM Contact Info

IIPM History
IIPM Think Tank
IIPM Infrastructure
IIPM Info

IIPM: Selection Process
IIPM: Research and Publications
IIPM MBA Institute India

Wednesday, January 25, 2012

Advertising - Hotspots and Rankings - The Idiot Box

There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have got our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.

Indulge at you own risk!
Advertiser: Cadbury
Baseline: Jo khaaye, kho jaaye
Agency: Ogilvy & Mather

4Ps B&M take: Over the years, it has become all the more evident that there is a lot of scope for creativity when it comes to confectionery brands. Last time, when Cadbury came up with the Ramesh-Suresh duo (remember those guys riding dummy horses in the middle of the road?) for the TVC of their 5 Star brand, we were disappointed. So much so that we featured it as one of the worst commercials of the fortnight and concluded that such creatives would not work for the chocolate brand. Come November and we’re humbly taking back our words after seeing the latest from the stable of Cadbury conceptualised by Ogilvy & Mather. Ramesh and Suresh, in trademark 1970s attire, walk into a traditional tailor shop. They hand over a pair of trousers to the tailor (who is talking on the phone) as Ramesh exclaims, “Masterji, Pitaji ki patloon ek blan choti kardijiye” (Please cut short our father’s trousers by a hand’s length). As instructed, Master Ji cuts the trousers and gives it to his assistant to stitch. Both brothers have one bite of the 5 star and forget everything, making the request again. This iteration repeats itself till the trousers are left to a pair of shorts. And yet, the brothers make one final request after a bite of their 5 Star. The VO talks about the chocolate, caramel and nougat in every bit of five star that can lead to this blissful amnesia. The message is the same, but this one’s far more entertaining and most importantly, it doesn’t get on your nerves.

Why don’t you believe me?!

Advertiser: Volkswagen
Baseline: Das Auto
Agency: DDB Mudra

4Ps B&M Take: Competitors would be quick to say that they are going over the top too soon, but Volkswagen does manage to raise a din with each of its campaigns. Somewhere, somehow, the agency and the brand seem to be clicking very well. This ad was conceptualised by DDB Mudra in a bid to promote the ‘Breeze’ variants of Polo and Vento recently launched by the automobile major. The TVC opens inside a Volkswagen showroom where a customer care executive is diligently completing paperwork for a car which he probably just sold. Just then, the camera shifts to girl err... guy disguised as a girl (well you too did get confused at first sight, right?) who is sitting in front of the executive. As he enquires, “So, what do I get with the Polo and the Vento. Oh, and what comes with the Breeze models?” the executive gives a look which tells us that he’s had enough of this guy as he patiently answers, “Sir I’ve told you this many times before, but for some reason you don’t believe me.” The guy takes off the wig (as it turns out, he came earlier and got the same answer from the salesman) and retorts angrily, “You’re still pulling my leg aren’t you!” VO: Unbelievable but true. Get Rs.40,000 worth of benefits and features with the Polo and Vento Breeze models. The ad ends with the same guy disguising himself as a Gorilla and asking the same question. When it comes to pitching a sales promotion, companies usually do not experiment much with creativity and tend to simply tell things as they are as far as possible. Volkswagen crosses that line and successfully too.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting

IIPM in the league of best management institutes of India.....

IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies