Coca-Cola has gone the ‘milky way’ by foraying into the dairy segment and coming out with a milk-based beverage, Maaza Milky Delite. According to the recent Forbes Top 50 list of the World’s Most Valuable Brands, the ‘thanda’ secures the prestigious third spot in that list. Would the strong brand of Coca-Cola have the mettle to influence veteran players in the desi dairy segment like Amul, Vita and Verka et al? Anand Halve, Director, Chlorophyll, Brand & Communications Consultancy feels, “Coca-Cola might have a huge global marketing presence but in the Indian beverage market, it only occupies the fourth place. In addition to that, the brand name for this milk based beverage is Maaza Milky Delite and not Coca-Cola Milky Delite/Coke Milky Delite which would let them leverage the brand name as such.” That might be the case, but the reality is that Coca Cola’s Thums Up still rules the market at the number one position – and there is no gain saying the fact that Coca Cola remains the master of understanding the Indian youth.

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website


IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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A detailed look at how this exclusive ranking of top brands in India for 2010 was conducted by 4Ps Business & Marketing

The fifth 4Ps Business & Marketing annual ranking of India’s 100 Most Valuable Brands is here again to tell you which brands struck the cosiest chords with consumers during the year. It was certainly not a cake walk. We teamed up with Indian Council for Market Research (ICMR) to fetch the best from a holistic list of mind-boggling 40,203 brands. However, after a great amount of brain storming, colossal data crunching, and intensive primary research work in three phases over the past seven and a half months, we finally caught on to the swinging mood of the Indian consumers. So, here is the lock, stock and barrel of the method behind the madness of arriving at the 4Ps Business & Marketing India’s 100 Most Valuable Brands 2010…

FIRST PHASE
The Phase I started with preparing a holistic list of local, national and international brands (40,203) present in India, which was then scaled down to a master list of 1,412 brands based on the growth, reach, demand and availability (in at least 4 metros and Bengaluru) further divided into 32 broad categories with over 100 sub categories. Both domestic and international brands having their presence in India were taken into consideration for the final phase of the research.

Next, ICMR prepared a structured questionnaire on parameters of Brand Awareness and Preference. Based on the questionnaire a primary research was conducted in Delhi, Mumbai, Kolkata, Bengaluru and Chennai with 3,500 respondents. Based on the frequency of brands under the parameters, as found in the primary research, ICMR shortlisted top 200 brands across all categories.

SECOND PHASE
The second phase of the survey was initiated after tabulating the top 200 brands. A structured questionnaire was formed and one-on-one interviews were carried out with 6,000 respondents in 10 cities (Delhi, Jaipur, Chandigarh, Mumbai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune and Chennai) across India. In order to avoid any bias, the order of the brands was changed for each of the cities. Each of the cities was divided into four zones namely North, South, East and West to ensure complete coverage of the city in terms of the target audience. Further, the respondents were selected based on socioeconomic classification (SEC) i.e. education, occupation, gender and monthly income. In case of the respondents such as housewives, students, et al, the monthly income of the Chief Wage Earner (CWE-Head of Household) has been taken into consideration.
 
This survey intended to account for the Brand Equity (difference between perceived value of the brand and the core product, i.e., the total value of the brand minus that part of the value “owed” to the core product, which equals the value that accrues from the brand part of the product) of various brands by asking the respondents to rate them on the following parameters:

Brand Image and Perception: A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers.

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website


IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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Nisha Narayanan, Senior Vice-President - Programming & Projects, 93.5 Red FM
 
Red FM has been taken to the streets of smaller towns as well. How difficult is it to maintain the same level of quality in Tier 1 & Tier 3 locations?
Initially we existed as SFM / Suryan with around 45 stations set up from Jamshedpur to Shillong and Warangal, Rajkot, Nagpur et al. It has been very challenging to understand the nuances of each local city and overall as a network, Red FM has been local in nature by reflecting the ethos and flavour of the city. The challenge actually lies in the fact that the same quality of being present in the metros has to transcend to other cities as well. Since the re-launch as Red FM, there is a lot more synergy now in the process of consolidation and moving ahead.

Your experience in the radio industry spans more than a decade. How has the industry evolved in these many years?
I have actually been around for close to two decades in the radio industry. Since the time of All India Radio alone, a lot has evolved in the radio space in terms of commercial space. Initially, individual radio stations had to air programmes for a few hours on AIR by buying commercial air time. Then came Phase I of commercial FM and then Phase 2 opened up the radio spectrum to a wide range of around 91 cities all over India. In Phase 3, radio should see a huge evolvement with 700 licenses and the smaller towns covering at least 60% of population that is exposed to the radio. Earlier, the radio was always disregarded. However now, with the setting up of stations in Phase 2 and Internet radio, campus radio and community radio coming of age, the medium has come to be regarded by all as a serious medium. We now even have an industry body to take up the Radio issues with the Government. The radio is projected to grow at a CAGR of 14% from 2010 to 2014. Further to that, it is also being looked up as an advertising option. Unfortunately, policy restrictions are still a hindrance. It must be more flexible to FDI, news & current affairs, networking, multiplicity in programming which is being looked at for Phase 3.

From ‘Aap ki farmaish’ to ‘Malishka ke jassos’, how has programming evolved at Red FM?
From the early days of ‘Asli Masti’ to ‘Bajaate Raho’, brand Red FM has seen a transformation which holds great significance in the way radio is being perceived today. Through the years, Red FM has been one of the most consistent brands in the industry, be it its music policy of playing only contemporary hits, or its ‘Bajaate Raho’ attitude. Through its innovative promotions, Red FM has been able to strike a chord with the listeners and establish itself as one of the most differentiated brands in the industry today.

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website


IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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Picture
Red FM
What makes 93.5 red FM one of the most preferred radio channels on air today? and what are the issues bothering its management team?
 
19 years back, any plebeian in India who’d turn on the radio, would sing to the tunes of one channel - the All India Radio (AIR). It was the business and life for all radio listeners. The opening up of radio waves resulted in private FM channels taking up the lead in the FM space in no time over AIR.

And there are some that outshone the majority. If one were to mention the favourites amidst a host of radio channels, 93.5 Red FM would be one of the chosen few amongst the top three. Flagged off in 2003, the radio station now has the reputation of being one of India’s most contemporary music stations. Red FM has taken full advantage of the fact that most radio stations have done little to stand out amidst the clutter; differentiation in program content has been key.

Red FM’s ‘bajate raho’ attitude has been key to the marketing. B. Surender, Senior Vice-President and National Sales Head, 93.5 Red FM tells 4Ps B&M, “Initially, Red FM was present only in Delhi, Mumbai and Kolkata, and 46 other stations across as many locations, were known by the name SFM. Once we decided to re-brand all 49 stations as Red FM, we came up with the ‘Bajate Raho’ concept, which worked magic for us. It appeals to the youth, explaining Red FM’s fan following amongst teenagers...”

The concept has two elements. One is the functional element, which involves playing super-hit and contemporary music round the clock. The other is the emotional element. Adds Surender, “We call it the emotional element because people actually connect to it. Moreover, this emotional element is also what differentiates us from other radio stations.”

Everything that is happening with the channel is a deliberate attempt to capitalise on gen-next. About two months back, Red FM repositioned itself as ‘Aaj ke zamaane ka radio station and not baap ke zamaane ka’. The move explained Red FM’s newly discovered positioning strategy without a doubt. Says Nisha Narayanan, Senior Vice-President - Programming & Projects, RED FM, “Through our innovative promotions on and off-air, Red FM has been able to strike the right chord with its listeners and has established itself as one of the most differentiated brands in the Indian radio industry.”

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website


IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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