Monday, August 03, 2009

Orange to pink & Hutch to Vodafone, the pug rules


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Brand: Hutch
Agency: O&M

You and I... in this beautiful world… even as the lyrics sink in, we’re sure you’re already thinking pug and Hutch, oops Vodafone! That’s the power of the Wherever you go our network follows campaign. Cheeka became a rage overnight and the prices of pugs shot up from from Rs.10-12k to Rs. 50-55k. Cheekas’s popularity reflected in subscriber additions. In FY2003-04, Hutch’s subscriber base soared by 138.34% to 5.15 million as against 2.16 million in the last financial year; while revenues rose by 56% in that fiscal to Rs.2,701 crore. Cheeka even became the most often downloaded wallpaper by Hutch subscribers that year. The pug and the You & I slogan in fact saw Hutch through two changeovers successfully. Uncontrollably pugnacious strategy, was it not?

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

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Wednesday, July 22, 2009

It was a sweet pill, they say!


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As the largest player in India’s pharmaceutical industry, Ranbaxy’s meteoric rise can be attributed to a lot of factors. But few know that it all started with a defeat. Having lost to Dr Reddy’s Lab in a bid for German drug firm Betapharm, in February 2006, Ranbaxy was looking out for some new growth opportunities and the first one came in the form of Allen SpA, the unbranded generic division of GlaxoSmithKline in Italy whose acquisition definitely placed Ranbaxy on a fast track in $420 million Italian generic market, one of the fastest growing markets in Europe. The second in row was Terapia in Romania (Ranbaxy took over for $324 million) which brought into its kitty a rich pipeline of 157 products with 60 awaiting approvals. Next was Ethimed NV, adding over 20 product registrations to its portfolio and an access to a combined estimated market of $7.6 billion in Belgium, Netherlands and Luxembourg. “Ranbaxy’s M&A strategy was centered on gaining market share in the low penetrated and high growth generic markets,” agrees Sarabjit Kour Nangra, VP Research, Angel Broking. Moreover, these companies had product portfolios that not only complemented Ranbaxy’s own pipeline but also provided it with springboards at some of the world’s fastest growing markets Else why do you think Japanese Daiichi Sankyo took over this one with a smile!

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

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Monday, June 22, 2009

Have you got the Visa power?


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At a time when consumer confidence is in free fall, Visa has launched its new global campaign, which does not urge consumers to go out & spend more

At a time when the global economy is in a downturn and companies are curbing their marketing and advertising spends, global financial services brand, Visa Inc. has unveiled its first unified global campaign on March 4, 2009. The newly launched $140 million campaign by Visa comes with a new tagline – ‘More people go with Visa’. In the process, the company has dumped its three-year-old slogan – ‘Life Takes Visa’. Taking into account the discretionary spending pattern during recession, the new campaign does not talk about going out and spending more but about less ostentatious spending and encourages more usage of a Visa debit card, instead of cash or cheque in a bid to take advantage of the schemes provided by Visa. Asserts Antonio Lucio, Chief Marketing Officer, Visa Inc., “The ‘More people go with Visa’ campaign is an invitation to make the most out of life every day, a powerful message. It’s not about spending more, it’s about using Visa for those things that are important to you everyday.”

By launching a consolidated global marketing campaign, Visa can achieve cost efficiencies, as now the company will not have to come up with different communication strategies for different countries. In the international markets, Visa will launch a TVC titled ‘Gofesto’, that will be customised according to each Visa region. Saurav Bhattacharya, Marketing Director, South Asia, Visa told 4Ps B&M, “With a journey across the globe, the ad will show people enjoying simpler things in life. The idea is to showcase that life is not about collecting possessions but collecting memories & experiences.”

After the US credit card bubble burst, consumers were sucked deep into the credit vortex. The public perception about credit cards plummeted. A ripple effect of all this was also felt by Visa & MasterCard in the debit card segment, even though here they primarily work as card processors and not lenders. As per BrandIndex (a daily measure of public perception of more than 1,100 consumer brands across 32 sectors), in the first two months of 2009, Visa’s overall buzz score fell 5.7%, while MasterCard dropped nearly 10%.

As a result Visa and its newly roped in advertising agency TBWA have embarked on this global repositioning journey to improve the public’s perception of credit and debit cards. The TBWA team has been advised to tread cautiously and not overwhelm consumers with a deluge of advertisements that showcase expensive and ostentatious purchases beyond the means of the common man. After all there is little hope of any gain from pain!

Vareen Ray

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Source : IIPM Editorial, 2009

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

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Tuesday, May 05, 2009

Morality, where art thou?


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Most large Indian corporate houses are family run businesses. Be it the Tatas, Birlas or Ambanis; one after the other, the mantle of the company is held by an insider. While Lord Meghnad opines that “regardless of whether there are family run businesses or not, good corporate regulation rules are needed;” Jackson asserts, “India needs strong corporate governance laws to counteract both the nepotism intrinsic to large family run businesses and the fall-out from Satyam’s fraud.” And this is precisely why India needs good corporate governance laws to be enforced. Explains Moriarty, “Uncertainty is one of the biggest threats to public trust & investor confidence.” Stakeholders trust the Directors to create leadership that is competent & ethical in its approach. “While getting regulations right is necessary, it is not sufficient for ensuring ethical practice in the day-to-day operations of firms,” adds Moriarty. There is a dire need for India Inc. to differentiate itself from other emerging markets of the world and therefore restoring investor confidence is of utmost importance, at least for the time being.

The corporate scandal at Satyam has put a blot on the equity of brand India Inc. and has reinforced the need for strong corporate governance laws. For India to regain confidence of its global allies, it will have to resort to certain measures. Asserts Jackson, “Indian companies should take steps to improve internal management controls…” Companies should also focus on enhancing communication with their business allies, partners & stakeholders and practice transparency in their business actions. “Greater transparency will not only show which firms may be at risk, but also, more positively, which firms are strong,” explains Moriarty.

There is also a need for financial watchdogs like SEBI to pull up their socks and enforce laws, which makes it mandatory for companies to allow transparency in the company books. Jackson adds, “India’s Parliament must weigh in judiciously by strengthening corporate governance laws. The government must provide a fair playing field that attracts capital and this cannot happen without corporate governance standards at par with OECD countries.” Asserts Lord Meghnad, “Companies should demand that regulators are independent of all political influences.” Moriarty also recommends that “audit committees, corporate governance committees and compensation committees of the board be comprised of independent directors.”

The damage has already been done and image of Brand India Inc. has been tainted on the world map. And here, there is a lot that India can learn from Korea, which also has innumerable records of corporate scandals (Samsung, Hyundai, Daewoo, et al). Says Jackson, “Like India, Korea is highly reliant on the global economy and has a reputation for nepotism… Korea is no stranger to corporate fraud tarnishing its reputation.” As long as the Satyam case is taken as a one off case, the impact on India Inc.’s global image may not be too substantial or long-lasting. But for other Indian companies, this is a lesson well-learnt. Often, the public is too irrational in its thinking. There may be no connection between two companies, but the public may view one through the lens of another. Besides regulations, instilling corporate ethics is also important, which can be aptly instilled by the Directors of the firm. “Unless India Inc. appears collectively responsive to the outrage over Satyam by improving transparency and corporate governance measures, India Inc.’s reputation as a Mecca for service-based outsourcing may be permanently damaged,” concludes Jackson. Lesson learnt: Never ride a tiger if you know for sure that you can’t get off without being eaten!

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Source : IIPM Editorial, 2009

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

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