July 23, 2010, people on Mumbai roads had their curiosity aroused with billboards all around mentioning, “A Mystery Shampoo!! 80% women say is better than anything else.’ It evidently was P&G’s buzz creation to launch the new version of Pantene on August 1, 2010. But HUL quickly turned the tables around. They came out with a parallel billboard campaign on July 28 splashing, “There is no mystery. Dove is the No.1 shampoo.” HUL’s timing ensured a big brand recall loss for P&G. Rahul Mathew, Executive Creative Director, McCan Erickson, says, “Ogilvy was smart enough to seize the opportunity. Full credit to them for getting the commercial on air in such a short span of time.” This is the quickest advertising turnaround in Ogilvy’s history. This is the first instance of ambient advertising in India where a mystery campaign has been usurped by such rapid aggression. But then, is liking the ad equivalent to liking the shampoo? Would Dove in reality outbeat the new Pantene in hard market sales figures? That’s another story altogether...

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Source : IIPM Editorial, 2011.

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

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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.....
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Air India which incurred losses over `55 billion during both FY 2008-09 and 2009-10, had signed a multimillion dollar deal with Australia based Cato Purnell Partners for a major rebranding exercise to be showcased during the CommonWealth Games. The estimated value of the deal was $1.6 million; but in the wake of losses, the rebranding exercise has been dumped. Civil Aviation Minister Praful Patel has said that amidst such loss, the hefty amount for rebranding was uncalled for. However, the company is fulfilling its commitment towards the Games as it has to fly all the players and delegates free which will cost around `500 million. Lack of sponsorship from the private sector for the beleaguered games has to be partly borne by the national carrier adding to its liabilities. With the latest news of Air India suing Boeing for a billion dollar amount (for delayed delivery of carriers), one can imagine that push is coming to shove.

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.....
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Suk Ling Gun, Managing Director, Kaspersky Lab, South Asia
 
What is your opinion on how the perception of Indian IT brands has changed since the 1990s?
Indian IT Brands may not have made it to the Interbrand list of best global brands back in 1990s but they do enjoy tremendous brand recognition across the globe, they have a loyal customer base and a large share in the market. Indian IT organizations and Global IT brands here have contributed to making India an IT super-power. With the integration of the Global Brands, the Indian IT Brands have become really strong over time. They have been built on sound values, principles and ethos.

With rising commoditisation, how can brand differentiation be created?
As the marketplace is becoming more crowded, it is important to have a very clear value proposition to have a strong positioning. Identifying the uniqueness in the product (products) is the key. 

To create a positioning that cuts the growing clutter, you should come across as genuine, hardworking, clear and honest. The messaging should be a simple as can be.

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.......