Many are doing cookie cutting work 16/02/2012
Dheeraj Sinha discusses the two separate tracks that are quite typical of Indian MR firms today What is your view with respect to the level of evolution that Indian MR firms have reached today? The market research industry right now has two ends to it. One end of it is doing very standard kind of work. This is where you do the usual kind of support when you help launch a product, facilitate it, do the measurements in terms of awareness, loyalty, et al using standard techniques. A lot of money is being spent there, but there is little innovation at that end. But the other end is going for research in a more innovative way. For instance, they are engaging in co-creation with clients. However, a large number of companies are doing the cookie cutting work, not innovation. The best of research has moved up the value chain today, thereby helping businesses define new areas. Market research firms are engaging in co-creation and are employing innovative methodologies to increase influence in organizations. For instance, firms like Drishti are using silence as a research tool; moreover even hypnotism is being used as a research tool by market research firms these days. With online and mobile having come into play, how have Indian MR firms adapted to the trend? From a global perspective, there has been a huge change in research methods; they are talking about a lot of co-creation around the world, with online panels, new methodologies, et al. In global forums, nobody talks offline, all of it is done online. In India, there is not much work happening on the online front, but that is also more a function of the market wherein internet hasn’t yet penetrated really. One model that is increasingly used by MR companies is a hybrid model, which is a part offline, part online model. One can say that hybrid is the way forward. What is the opportunity that you see for Indian MR firms in terms of analytics business? In India, a lot of organizations are employing the BPO model of research. India doesn’t use analytics to a major extent, but Indians are very good at analytics. There is a lot of BPO happening currently, where data is coming from outside and the job of Indian MR firms is to put more sense into the data. How has MR affected client budgets with respect to global uncertainty? It has affected budgets only from the perspective that what you do must be worth your investment. In fact, in times of uncertainty, there is more research which happens, since companies want to be sure about the products they launch. Research spend by clients has not seen any cut back in my view. Do you see a scenario today or in the near future when client, MR and advertising are sitting on the same table to decide marketing strategy? Not really. Market research is considered more for evaluation of end product rather than creation of end-product. Normally, the MR company’s role is more prominent till the creation of the end product. It doesn’t have much role to play with respect to the creativity and advertising. 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 Proves Its Mettle Once Again.... 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 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 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- 1 Comment “I love Monday mornings” 22/12/2011
V. P. Sajeevan, Spearheading Canon’s printing business, wants to make his division the largest printer selling unit in the country. Can he scale the wall? By many measures, the fight to gain supremacy in the Indian market hardly looks like a one-on-one affair for Canon. With a contribution of just 0.91% to Canon’s global topline (FY2010), the Indian operation of the Jap hardly seems a worthy outfit. But it is. The big question according to Canon India officials is not how much Canon India has recorded in revenues so far (Rs.1,600 crore in FY2010-11), but how much it really can. The Indian arm is targetting the $1 billion turnover mark by 2015. Not impossible, but it will surely have to scale a wall. And if the company is to achieve that landmark, its printing division, termed the Consumer System Products (CSP), will have a crucial role to play. Marketers these days have a stock phrase that they trot out whenever questioned about the Indian or Chinese market. “Important” or “great future” they say. V. P. Sajeevan, Head of Canon India’s CSP division is no different. But we are forced to accept his optimistic claim about the scope for Canon’s printing business in India, given that his segment alone accounted for 57% (roughly Rs.1,000 crore) of Canon India’s topline in FY2010-11! Says he to 4PsB&M, “With 60% of India’s population being young folks, a strong domestic market, and with infrastructure still being built, our printing business is sure to have a great future here. By 2014 India’s printing needs will be 140 billion pages, one of the largest in the world. So we’re very positive about India.” At present, Canon holds 20% of the Rs.5,000 crore printer market in India, just behind HP, and is hopeful about dethroning HP by 2013. If true, this will overturn two active decades of some firmly established beliefs in the printer business. Canon has never been #1 in India, and Sajeevan knows well that astonishing results in marketing are not easy grabs. But he wants to get his wish soon. For this he has been investing strongly on initiatives like stronger channel partner relationships, and talent management. Today, a majority of unit sales – over 80% – for the division comes from volume deals with SMEs. In value, this target segment therefore contributes to 40% (about Rs.400 crore) of the printer business’ topline. While this is good news, Sajeevan wants even better. He wants to create an even flow of funds from all possible target segment over the years to come. [At present, the Government sector sales contributes 22%, corporate sales 15%, education 10% and the rest 13% comes from retail sales.] Ambitious, but possible. The company is also aggressively expanding its footprint in the consumer printing space. The idea is to give consumers a complete imaging experience and solution. Here, its leadership in the scanner space (over 60% market share) will add to the bait, as most Canon consumer printers have in-built photo printing capability. Sajeevan’s other agenda is to create more leaders under him. For this, he has given complete freedom to his managers, and believes in the mantra of giving them time, and sharing his accumulated wisdom. Being one of Canon India’s longest-serving employees, he has risen up the ranks fast. Tough goals he has set for himself, but he is determined to achieve it. Perhaps it’s the self-motivation that makes him look forward to every Monday. In his words, “I look forward to Monday mornings. It’s like when you come out of watching a movie, you never feel tired. My time in office is like a movie-watching experience.” The history of marketing may be littered with goals that proved too tough. But Sajeevan still wants to give his vision a good shot. Making Canon the #1 printer seller in India – watch out for Sajeevan! 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 Proves Its Mettle Once Again.... 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 IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS Planman Technologies -------------------------------------------------------------------------------------------------------------------------------------------------------------------- With the economic conditions reviving, consumers/investors are again on the trot for the best possible opportunity to fulfil their real estate dreams. Under such a scenario, 4Ps B&M in association with ICMR (Indian Council for Market Research) conducted a survey in Delhi, Mumbai, Kolkata, Bengaluru, Chennai, Pune and Ahmedabad to fund out which all companies are playing the marketing game to perfection. To identify the Best Marketed Real Estate Companies (in both residential & commercial segments), the survey used multiple parameters including infrastructure, financing options, location, past projects, timely completion and possession, transparency, reliability and stability and interviewed brokers/agents and buyers, both individuals & corporate, as the respondents. A sample of around 50 respondents was covered in each city. The final list was prepared based on the frequency of responses obtained from the respondents. A separate opinion poll was conducted to list the top companies under the various categories aka most recalled, trusted et al. 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 Proves Its Mettle Once Again.... 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 IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS -------------------------------------------------------------------------------------------------------------------------------------------------------------------- In other words, should Celebrities Worry about Ethics while Endorsing Brands? Should they be Answerable to calls of ‘Political Correctness’ while becoming brand ambassadors? Or should they be Simply allowed to do what they are best at – Attracting Attention for The Brand – and not be Questioned beyond that? Squeaky-clean cricket icon Sachin Tendulkar’s firm and categorical no-no to endorsing a big-buck liquor endorsement deal must have surely fetched him an additional zillion fans, mothers, bhabis, dadis and nanis heading the list! To brush aside Rs.20 crores for the sake of principles (in today’s blatantly materialistic and consumerist world) is something not many other celebrities would be able to do? However, the question that then pops its head out in a provocative fashion is: Is product endorsement about ethics or consumer connect? Do fans give a damn about ethics and morality of their favourite celebs when purchasing or selecting a brand? If the Little Master, actually, did greenlight a liquor brand endorsement deal, would his clean-cut, decent image really be hit for a six? Should celebrities even be answerable on this parameter? Delhi-based theatre director and actress Lushin Dubey says that any celebrity has to be “very cautious and intelligently discriminating.” She acknowledges the fact that she has a certain image with her fans and therefore has a responsibility to not let them down by portraying or depicting something that may shock, surprise or outrage them. “I don’t smoke; but even if I did, I would rather endorse a classy wine than a cigarette, because it would send the wrong signals in every way... This is beside the fact that cigarette smoking is injurious to health. As for wine, my doc says it’s fine!” says Dubey with a laugh. However, the flamboyant iconoclast Prahlad Kakkar believes most of all this is garbage & poppycock as he tells 4Ps B&M, “Which century are we living in guys? As a celeb (cricketer, film star, whatever), who told you that your fans and the public really believe or expect you to be the most seedha-saadha, god-fearing, family-loving character, or else you are doomed to burn in hell?” The hot-shot ad film-maker firmly believes that today’s readers, viewers, listeners and consumers are intelligent enough to figure out the truth for themselves and don’t need to be prompted, tutored, brainwashed or sold images of celebs that are (comically) hypocritical or way off-centre from the image they project. “Glam babes and hot studs representing life in the dangerously fast lane would look like pathetic, ludicrous sissies and lame ducks endorsing milk, orange squash, or the untold ecstasy of Horlicks! Get real guys! If a celeb smokes or drinks, what’s wrong in getting him to endorse the same? Haven’t SRK, Akshay Kumar, Dharmendra, Bhajji, Shilpa Shetty, Yuvi and Dhoni, in the past, endorsed liquor brands? Haven’t Akshay, Jackie Shroff and Kay Kay Menon, sometime back, endorsed the poison-weed? What’s the big deal – aren’t these guys still around?” says Kakkar. But the London-based Bikram Ray, an oriental studies exponent, believes it’s a tough one. “While Kakkar certainly has a point about new-age consumers/fans being less puritanical and hysterical on the ethics/morality button than in the past, the fact is, somewhere, something’s gotta give! Remember the Tiger Woods explosion and deadly fallout (from fans to advertisers) once his serial infidelities blitzed the media? Woods was the model champ... until he strayed. Agreed, endorsing booze in 2011 is – should be, at least – totally innocent and a non-issue. But for celebrities (like Sachin) with sparkling reputation, their fan-base being what it is, and India being what it is, feathers will be ruffled, questions will be asked and a mountain will be made out of a molehill, yaar! Why even go through all that?” asks Ray. Social commentator Ananya Chatterjee is hugely amused and believes that there is – for a large number of blind fans – a false sense of herd-mentality and morality at play. “Does having a drink make you a drunkard? By the same token, endorsing a brand of liquor should hardly be an earth-shattering, breaking-news item prompting fans to reach for smelling salts, ring up ambulances or head for the puja-room!” says Ananya. The Battle for The ‘Pitch’ Begins 22/09/2011
 Two marquee events, ICC World Cup 2011 and IPL-4, are happening back to back; advertisers have ensured that they get the maximum eyeballs in both the Events this summer. In fact, estimates suggest that the two events will attract approximately $330 million in advertising revenue alone. 4Ps B&M analyses the economics, the frenzy & the efforts of the brands to create a connect with existing and potential consumers India’s obsession with cricket India’s obsession with cricket is unfathomable. And therein lies the catch. A recent report brought out by ASSOCHAM, suggests that India Inc. may register a significant drop in productivity during the months of February and March 2011. In terms of business, this translates into millions of man-hours of lost productivity. Pessimistic estimates reveals that at least 10-12 million people would watch the ICC WC’11 which will result in a productivity loss of 768 million man-hours. Add to this, the fact that IPL4 will start within a week of the WC final suggests that the productivity loss will only move north. Content is The King In 2010, about 176 million viewers were tuned in to different cricket programmes in India. In fact, India’s debacle in the ICC WC’07 and its meteoric rise thereafter winning the first T20 World Cup, and rising up to the numero uno position in Test Cricket bears a close analogy to the manner in which programming hours for cricket has increased dramatically over 2007-2010. Such has been the interest in cricket & related content, especially after the launch of the shorter and more corporatised IPL version that even PE investors including Britain’s 3i, Deutsche Bank and Elephant Capital have invested in cricket content. 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 Proves Its Mettle Once Again.... 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 IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS -------------------------------------------------------------------------------------------------------------------------------------------------------------------- Sam shares his journey and life from a small town in Gujrat (Balsar) to owning India’s largest communications company in conversation with Rajlakshmi Saikia Bhimwal Sam Balsara Chairman and MD, Madison Communications A higher energy seems to engulf his tastefully decorated office. Like a typical advertising maverick, he has taken care of every detail to make every square area worth its existence, while not discounting the essentials of a corner office. Thanks to his warm hospitality, it seemed as if we were meeting him at home; as he escorted us to the elaborate seating corner (away from his very busy desk). I was quite taken by surprise that while the photographer got busy getting his lighting and angles right, I was to be the only one sitting, at first also trying very hard to record; as Sam paced up and down his office, happily going down memory lane! Though he was born in Mumbai, he spent his early days (uptil class five) in a small town in Gujarat called Bulsar. His father was a forest contractor who lost his means of livelihood when the business got nationalised. This spurred the family to shift to Bangalore where his father began a new business of running a small 12-room hotel, called Maish’s Hotel. Sam recalls Bangalore as being quite different then, when it was better known as a pensioner’s paradise. But the city meant better education and more exposure and he graduated from St. Joseph’s college there. While his parents wanted him to be a CA like his brother, he did his MBA in marketing from Jamnalal Bajaj Institute of Management Studies. His career began with Sarabhai’s as a trainee, and later a brand manager. He changed four jobs thereafter before he moved to Cadbury’s, followed by Contract (which was then starting out as JWT’s second agency) and Mudra. He believes in mastering and giving every assignment 100%, before taking on more. He took his time (16 years of rich experience) before starting Madison on March 21, 1988. He adds, “In those days I ‘stupidly’ thought that a good agency is a small agency with a few large clients. And when I look back now, I feel happy that credo lives in Madison because we deal with few clients but very prominent ones. Revenue and profits will flow in automatically if you stand for something and if people recognise what you stand for.” He personally drives such values within the group and every employee carries a pocket card with their values written on it. The first turning point in his life was choosing management over CA. Starting Madison was the second, while the third big twist was when Procter & Gamble appointed Madison as their media partner which brought home the benefits of specialisation both for the agency and the client. Ever since, Sam has believed in the specialisation route because this is the best way to develop a body of knowledge and enabling a high-quality service offering at a reasonable cost. As he looks forward, the future communication professional will be recognised not just for the skills and narrow area of operation, but for how one can collaborate effectively with other functional specialists and deliver a holistic solution. The Reliance Cup account was the first big project he was associated with while at Mudra. In Madison, his favourite brand was Cinthol and he takes pride in the extensive work on the launch of Cinthol Lime and the success that followed. Later on, the evangelisation of sponsor programmes on television and the success of programmes like Rajni and Buniyad, along with the success achieved by many of Madison’s brands featured on those programmes is something he believes is revolutionary and highly gratifying. The creation of India’s first daily afternoon soap, Shanti, which enabled expansion of television viewership and made advertising cost-effective, is also something Sam is very happy about. 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 Proves Its Mettle Once Again.... 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 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- The Idiot Box! 14/07/2011
 Following points are the ruling criteria for selecting and short-listing the winning TVCs: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ending August 23, 2010! 1. Nestle KitKat Baseline: Have a break, have a Kitkat Agency: JWT Description: Two boys are sitting in a garden and working on their laptop. One of them takes out a Kitkat from his pocket and pops it. While eating it he notices a squirrel professing his love to his beloved by singing a song. Bewildered by the song and dance sequence he looks at his friend only to find him submerged in the work. The voice over states: Mana ki life bahut busy hain par kabhi kabhi break lo. KitKat khao ho sakta hai zindagi shayad aapko kuch hasin dikha de. 4Ps Take: Chocolates belong to a category that needs to appeal to all age groups and the recent Nestle Kitkat ad scores well in this regards. A squirrel confessing his love to his beloved in a true cliché Bollywood ishtyle brings in a completely innovative approach to this TVC. Add to it, funny and sweet execution makes it a clear breaker on the idiot box. 2. Fiat Punto Baseline: Crafted for a true fan Agency: Bates 141 Description: Thieves are trying to break into a Fiat Punto, when the owner of the car walks in. Two of the three thieves runs away, while the one who is trying to break in does not notice the owner coming and continues. The owner asks the thief, who’s engrossed in his work, whether he needs some help. Startled, the thief tries to run away but the owner occupies him by showing the car around and its features. In the end the owner hands him over to the police. 4Ps Take: Most car ads that have been aired lately either carry an emotional quotient or are trying to connote the power of the car through over the edge stunts. However, this one brings in a connect through a direct correlation – the car that thieves try to steal (yet can’t) must be a great buy! 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 Proves Its Mettle Once Again.... 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 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- Better than Ecstacy 05/07/2011
 The fashion capital of the country was recently glittered with the razzmatazz of Bollywood actors, fashion designers and top models at Signature 7 sensations Fashion Tour. As the fashion guru Narendra Kumar Ahmed along with Zubair Kirmani showcased their collection, the theme for Delhi was coined as Ecstasy. The evening saw supermodels – the likes of Anchal Kumar, Candice Pinto and Manasvi Mamgai – walking on the ramp. However, the real show stoppers were Bollywood stars Rahul Bose and Celina Jaitley, who set the ramp on fire in an elegant yet suave outfit designed for them. The fashion brigade is up in August with a pan India tour including cities like Mumbai, Pune, Bangalore, Hyderabad, Delhi and Kolkata. 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 Proves Its Mettle Once Again.... 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 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- IS SPENCER’S BACK ON TRACK? 28/06/2011
Last year, not only did Spencer’s Retail shut down several stores, but also lowered its expansion drive. However, of late, it seems to have found its lost aggression. And it is paying off as well! It was raining when we reached the head-office of Spencer’s Retail located at Duncan House in Kolkata. As we made our way into the office we could sense the serenity that prevailed there, in stark contrast to the air of general gloom (and doom) that should have dominated an organisation which is not in profits. But then, there’s a reason behind it and it’s none other than RPG Group’s Vice Chairman Sanjiv Goenka himself. Unlike many others, Goenka doesn’t shy away from revealing the real state of affairs – Spencer’s Retail incurred losses to the tune of `2.2 billion during FY2009. And unlike many more, he’s not one who is willing to weep over losses. “Spencer is into losses but we will soon make it a profitable one,” he tells 4Ps B&M. Today, his team is busy chalking out means and ways to come out of a ‘troubled situation’. In fact, after shutting over 100 stores (a process that started in 2008) across India, Spencer’s Retail is back on an expansion spree and has already committed a whopping `15 billion towards it, over the next few years. But, there’s other side of the coin too. Since the beginning of 2010 we have seen Spencer’s closing down its four stores in Delhi. The situation is somewhat similar in Rajasthan as well. So, when it all seems gloomy, what’s propelling Spencer to be in a sunny spirit? A closer look at the ongoing scenario in the retail industry and one can see that while players like Subhiksha have already bid adieu, global giants like Easy Day (from Wal-Mart) are still in a very nascent stage. The only competition, on the national level, as such remains from Food Bazaar and Big Bazaar (from the stable of Future Group). So, what better time could have Spencer asked for to regain its lost aggression? In fact, to create an edge over its rivals, Spencer’s is deliberately avoiding the time-honoured consumer attracting strategy of economical pricing. The retailer has clearly categorised itself in the experiential marketing category and now focuses on the upwardly mobile and affluent class – SEC A category – in the age bracket of 25-34 years. “We don’t want to claim that we offer the lowest price, but at the same time we are not expensive. In fact, we offer affordable luxury,” Sanjay Gupta, VP – General Merchandise, Spencer’s Retail tells 4Ps B&M. 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 Proves Its Mettle Once Again.... 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 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- Towards ‘Healthier’ Advertising 24/05/2011
Hindustan Unilever, Coca-Cola India Inc, General Mills India, Kellogg India, Nestle India, Mars International India and Pepsi Co India joined in a self regulatory move to stop advertising to children below 12 years, with small exceptions. This move will certainly boost the health of the teens of India who previously were inspired by unhealthy food habits influenced by catchy advertisements. This self-regulation will cover print, electronic as well as internet advertising. Those advertisements of these firms which target such audiences will have to provide the scientific proof of the nutritional content of the products advertised. In addition, at the start of the next year, an independent audit body will apparently be appointed to check out the past year’s performance with respect to advertising standards maintenance by the participants. It’s clearly a post-haste move after the Commerce Ministry’s communiqué a few months back of an impending stricter food regulation act. Irrespective, it’s a wonderfully welcome move. 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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