SOCIALLY RESPONSIBLE ADVERTISING

IIPM ranks No 1 in International Exposure in the 'Third Mail Today B-School Survey'

Business is marketing and marketing is a lot about advertising। Not just our business vision, but our advertising also should be responsible. After all, it pays to be responsible. Last month, Nivea For Men launched an advertisement for its cream, which showed a short haired, black model tossing the head of a black man with an Afro-American hair and beard. That head represented his ‘before- Nivea self’. The ad ended with the caption, “Look Like You Give A Damn…. Re-Civilize Yourself”. The ad did not go down well with the viewers as it alluded that Afro-Americans were not civilized, and people decided to not buy Nivea if it believed in such racist stuff. Nivea realized its irresponsible behaviour and quickly posted an apology on its Facebook page and withdrew the advertisement.

Advertising is a potent tool and needs to be used very carefully. Cadbury too tread on the danger line when the ad for its ‘Bliss’ range of dark chocolates ran into slight trouble this year. The chocolate bars were promoted with a strapline, “Move over Naomi, there is a new diva in town”. The black model Naomi Campbell did not take it too well and said she found it insulting, hurtful and racist. The ads were pulled out and Cadbury had to apologize to Naomi.

A little bit of sensitivity goes a long way in building a strong brand reputation. With competition increasing and with the consumer confused about product quality, these are the cues on the basis of which a consumer builds a perception about your product. Marketers should be careful about their image.

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"Thorns to Competition" amongst the top 10 best sellers of the week.

IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
'Thorns to Competition' - You can order your copy online from here
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THORNS TO COMPETITION: A book that presents a set of competition-beating strategies to sell a product

Arindam and Rajita Chaudhuri’s latest book ‘Thorns to competition’

THORNS TO COMPETITION is a book that presents a set of competition-beating strategies to sell a product. It showcases the selling mantra of the 21st century through the acronym T-H-O-R-N-S.

TARGET IT RIGHT | HIT WHERE IT HURTS | OBSESS WITH IT| REINVENT IT | NAIL IT | SELL IT

Contents:
1. THORNS TO COMPETITION
2. TARGET IT RIGHT
3. HIT WHERE IT HURTS
4. OBSESS ABOUT THEM
5. REINVENT IT
6. NAIL IT
7. SELL IT
8. STATUTORY WARNING

Product Details:
Paperback: 324 Pages, Language: English
ISBN-10: 81-259-5194-6
ISBN-13: 978-81-259-5194-0
Price: Rs.395.00
Published by: Vikas Publishing House Pvt. Ltd.

Appreciation
“I have always been a big believer of advertising and marketing as it is the final frontier between making a great product and creating a stickiness with the consumer. It’s about information and informing. Arindam and Rajita Chaudhuri’s book actually spells it out in the clearest, yet tongue-in-cheek manner that is possible. It takes a complex aspect of business and makes it extremely simple. This itself is perhaps the best advertising peg for the book. As always, a very enlightening, lucid and well-informed read. Don’t give it a miss, and all the best to Arindam and Rajita.”

Shahrukh Khan

“Two thumbs up for this lovely piece of work by Arindam and Rajita Chaudhuri. They are two excellent marketing brains. Their magazine 4Ps Business & Marketing is my favourite marketing magazine; their books – Power Brands and Star Brands – are two of my favourite brand books ever. And now this gem of a book will show business and marketers a whole new way of looking at marketing – the Thorns To Competition way. The best part of the book is, while it talks of aggression, it continuously reminds us of the ethical requisites of marketing, advertising and selling!”

Alyque Padamsee

Authors

Prof. Arindam Chaudhuri
Prof. Arindam Chaudhuri is a Management Thought Leader & Teacher, Entrepreneur, Public Speaker, Author, Economist and three times National Awardwinning Film-Maker.

He is the Honorary Director of the IIPM Think Tank at IIPM, ranked as one of India’s topmost B-Schools (No.1 in Intellectual Impact, No.1 in Global Exposure and No.5 in Placements as well as Overall, amongst all B-Schools in India).

He is the author of Planning India, as well as the best-sellers Count Your Chickens Before They Hatch, The Great Indian Dream (co-authored with Dr. Malay Chaudhuri) and Discover The Diamond In You. His public seminars on Leadership are a rage, with thousand attending them. He teaches Leadership & National Economic Planning at IIPM.

Prof. Rajita Chaudhuri

Prof. Rajita Chaudhuri is the Dean – Center for Enterprise Management at The Indian Institute of Planning and Management, New Delhi. Prof. Chaudhuri is also a regular and well-acclaimed columnist of 4Ps Business and Marketing magazine.

She also heads Planman Marcom – an integrated communications, advertising and promotions company. Prof. Chaudhuri has trained over ten thousand senior executives and professionals through her workshops and has helped organisations create efficiencies in enhancing proficiency in their businesses. She has also written a book on advertising titled ‘Orangutan as your Brand Ambassador’.

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Mr. S. Sridhar delivering the BL Club lecture at IIPM on 'Indian agriculture is giving way to high-value business'

IIPM Mumbai Campus

Banking on farms: Mr. S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd, delivering the BL Club lecture at the Indian Institute of Plantation Management (IIPM).

Indian agriculture is undergoing rapid transformation and low volume agriculture is giving way to high-value agri-business.

Indian banks are increasingly focusing across the supply chain and hence, youngsters, whether they become part of the banking system or just remain as customers, will be partnering the growth of the country, explained Mr S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd.

Delivering the Business Line Club lecture on “Role of banking in agricultural sector” sponsored by Syndicate Bank for the students of Indian Institute of Plantation Management (IIPM), he remarked that banks must churn out products to meet the needs of various components of the supply chain and that would be the simplest approach to address various challenges faced by banks at present in agriculture lending.

Milestones

Speaking about some of the milestones reached by Indian agriculture sector, he said that the sharp rise in foodgrain production during India's Green Revolution of the 1960s enabled the country to achieve self-sufficiency in foodgrains and stave off the threat of famine.

“Till late 50s, India was a starving nation and we were asking international agencies for food aid. However, the Green Revolution changed all that. This was followed by the White Revolution (milk) and the Pink Revolution (onions).

“Agricultural intensification in the 70s to 80s saw a decline in food prices and reduced rural poverty. However, for financial institutions, agriculture sector was not a priority sector and they were giving loans when farmers never needed it. All this changed when in 1982, NABARD was set up to facilitate credit flow for promotion and development of agriculture,” he said.

Mr Sridhar provided information to students on some of the special products launched by banks in the past including the Kisan Credit Card (KCC) which proved to be “game changers.”

He further said that KCC provided adequate and timely support to the farmers for their short-term credit needs for cultivation of crops.

“A host of positive changes are powering the agriculture growth and there will be a significant growth in non-urban credit and hence, be part of this growth story,” Mr Sridhar added.

‘SyndYuva' and ‘SyndVidya', the two products of Syndicate Bank for the youth, were introduced to the students. Dr V. G. Dhanakumar, Director, IIPM, welcomed the gathering and introduced the guests.

Dr S. John Mano Raj, Chairperson (post-graduate programme), was present.

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Arindam Chaudhuri`s production "Do Dooni Char" won National Award for the best Hindi film and he said: "I feel lucky. Awards are an added incentive."

Management Guru Arindam Chaudhuri Dean Business School IIPM

From Arbaaz Khan and Arindam Chaudhuri to Anant Mahadevan and Aishwarya Narkar, they all said that receiving a National Film Award from President Pratiba Patil Friday was a "fantastic moment".

Dadasaheb Phalke award winner veteran Tamil filmmaker Balachander said it is never too late to get an award.

"I feel happy. I`m asked whether the award has come late, and I don`t think it`s ever late to get an award. Whenever it comes, it is an honour. I am inspired to do more films," he said the director of hits like "Ek Duuje Ke Liye" and "Sindhu Bhairavi".

Hindi blockbuster "Dabangg" starring Salman Khan won the best popular film award.

"It feels great and it has been a fantastic journey," Arbaaz told IANS when asked to describe the journey of his debut production "Dabangg" from box office hits to popular awards to national awards.

Arindam Chaudhuri`s production "Do Dooni Char" won the best Hindi film award and he said: "I feel lucky. Awards are an added incentive."

"We have just bought the rights of a book called `Lashkar`. It`s a best seller and I hope the film will also be a best seller. Nothing has been finalised yet, we have just started scripting," added the producer whose "The Last Lear" and "Faltu" had won national awards in different categories.

Actress Aishwarya Narkar, who is currently seen in Star Plus show "Dor" as protagonist Avni`s mother, produced "Champions", which won the best film on social issues award.

"Child labour and child education are an important issues. Government is making efforts to erase child labour but as a citizen of our country we should also do something. And that is the reason I decided to produce the film," she told IANS.

Anant Mahadevan, who has completed 30 years in showbiz, said that it had been long and tough journey and finally he got national award for his film "Mee Sindhutai Sapkal", a biopic on Sindhutai Sapkal, known as the mother of orphans.

"The degree of cinematic success I have received with `Mee Sindhutai Sapkal` is great, but the greatest has yet to come. Now I am planning to make a film on Gaur Hari Dastan, a freedom fighter," he said.

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B-Schools now offer a much wider range of courses, which facilitate career specialisation right from the first step

IIPM Mumbai Campus

Academic options and corporate futures

The path to a focused management career is a much easier one to tread these days. With B-Schools increasingly providing industry-specific courses at the degree and post-graduate diploma level, students can now look at such a specialisation right from day one of their management education.

This also enables them to make the transition from the halls of academia to the conference rooms in their preferred industry organisation that much sooner. Unlike the past, there is no need to first do a general course, start working and then do a specialised course side-by-side.

As each new career opportunity presents itself, B-Schools have come up with relevant courses that not only help in bridging the manpower gap, but also actually offer a curriculum that meets industry needs beyond just the basic recruitment criteria.

There are courses in spheres like Services Management, Pharmaceuticals Management, Capital Markets, Actuarial Science, Technology and Retail Management, Wealth Management, Global Mergers and Acquisitions, Foreign Trade Policy and Derivatives, which enable the management aspirants to take advantage of emerging opportunities. With such a vast range of options on offer from BSchools - and this is just the tip of the iceberg so to speak - the future of management students seems very bright indeed.

The most important thing is that industry and academia have not only managed to shrug off the past but are also working together to build a better future for students. The course curriculum and internships are being designed to mirror the real corporate world as much as possible and healthy ties with the corporate world to ensure students have exposure to current trends and challenges, in light of emerging career opportunities Initiatives such as live projects, summer internships, real life case studies, guest lectures by industry professionals, seminars, workshops and industrial visits enable management institute to provide essential practical exposure to the students. Establishing industry partnerships in conventional as well as sunrise sectors enables candidates to work on short-term and long-term projects.

B-Schools in India are increasingly benchmarking themselves and their courses against the best in the world. There is a rising emphasis on management education in the current scenario, with a minimum level of management courses has become essential for employment and/or career growth in most fields given the extremely competitive workplace environment. Interestingly, instead of being complacent, most B-Schools are upping the ante by benchmarking themselves against the best in India, followed by Asia and finally the world.

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IIPM: Leading consistently on multiple fronts

IIPM Mumbai Campus

The Indian Institute of Planning and Management (IIPM) has scored consistently high in this year survey. Not only has it retained its place in the overall top ten rankings with an eighth position (advancing one level higher as compared to last year's survey) but it is also topping the entire list when it comes to international exposure. IIPM also features in the top twelve list across the remaining parameters when it comes to curriculum (11th position), intellectual impact (9th position), image of the institute (6th position), placement (11th position), industry interaction (6th position), infrastructure (8th position) and the potential to network (12th position).

IIPM has so far claimed the superiority of its Entrepreneur-ship program neither by the size of its campus, nor by the entry level salary of its passouts, but by its qualitatively superior and intellectually stimulating academic program. The IIPM course is a 22 month, 1944 hour course which includes in depth studies of national economic processes and ways to regulate its parameters to achieve higher growth rate of GDP ensuring higher growth of market segments within the national economy as well as higher growth of income of all sections of the people, including those who are below the poverty line.

IIPM's Entrepreneurship program also develops certain entrepreneurial qualities in program participants. These helps to remove aversion to calculated risk taking, imbued with ambition beyond normal career growth. Personal ambition in tune with social vision makes an entrepreneur reach out beyond boundaries again and again. Work remains no work, but hobby. Failures are looked upon as inevitable intermediate stages to success.

The IIPM programme further includes a compulsory specialisation in Marketing- wherein all the 20 plus papers of Marketing are compulsory for all students. Additionally students chose another elective like Finance or H.R. etc. This stems from the firm conviction that IIPM holds that business is marketing.

What perhaps is the most difficult part of the IIPM progaramme to be explained in words is the tremendous change in personality and life on the whole the IIPM course brings about thanks to its special focus on Executive Communication which is a 4 credit per trimester course running throughout the course duration. As a part of this course students typically have to participate compulsorily in more than 40 competitive debates and extempores under the eagle eyes of IIPMs world-class communication faculty members. The end result is a supremely confident and extremely smart personality which can speak from any public platform fearlessly.

IIPM also offers a unique Global Opportunity and Threat Analysis (GOTA) program, through which students are taken abroad for a period of 10-20 days, wherein the students get to attend lecture sessions at leading academic institutions and organisations like World Trade Organisation, United Nations, World Bank, Credit Suisse, Nestle, etc. This allows them to widen their horizon in understanding various forces of globalisation through experiential learning.

Further, under the Global Outreach Program, IIPM invites distinguished faculties from leading global institutions like Harvard, Wharton, Columbia, Chicago, Yale, London School of Economics, Oxford, Cambridge, IMD Lausanne, INSEAD, etc., to come down to India to interact with IIPM students.

The IIPM programme is today regarded as the only course with a wider coverage than MBA courses taught anywhere else in the world because of its integration with National Economic Planning and a compulsory Marketing Specialization making it the most intellectually stimulating course in India. In the light of globalization, IIPM aims to create a new generation of entrepreneurial managers, who can face with confidence emerging challenges of international markets, while remaining committed to remove massive poverty masses within a generation.

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Arindam Chaudhuri said, Indian market has a distinct identity

Management Guru Arindam Chaudhuri Dean Business School IIPM

Domino's asked "Hungry Kya" and McDonald's appealed to the Indian palate by abandoning beef and introducing aloo tikki burgers - examples to prove that the Indian market has a distinct identity and even global brands must modify their selling strategy, says management educator and writer Arindam Chaudhuri.

Companies must understand the cultural sensitivities of a market and identity needs of a consumer in emerging economies like India, China and rest of the developing world to sell their products and stay ahead of competition, Prof. Chaudhuri said.

"Western markets models don't always work here. Organisations are more aggressive in the west; they can use comparative marketing (comparing one product with another). But to create an understanding about a product and market it in India, a multinational firm often has to modify its strategy, campaign and, if necessary, innovate the product to suit the Indian market and culture," Prof Arindam told IANS.

IIPM Prof. Arindam Chaudhuri and his wife Rajita Chaudhuri have explored competition in the Indian market with examples and ways to trounce rivals with an effective mix of advertising, campaigning and aggression in a new book, "Thorns to Competition". The book will arrive in bookstores by the end of this month.

The management honcho cited campaigns for brands like Surf, Domino's and McDonald's to explain "Indianisation of global marketing strategies".

"The global campaign of the detergent brand was very nicely modified to bring the family scene in India while the Italian pizza brand introduced Hinglish (with its slogan 'Hungry Kya') to appeal to Indians. McDonald's has introduced veg burgers for India and do not sell beef burgers here. In McDonald's case, it is not the campaign that the company runs, but the products they serve determine its success," Chaudhuri said.

Several global companies have been forced to come to India and look at the country differently," he said. "The Indian market has a distinct identity," Arindam said.

Arindam Chaudhuri, who manages the Planman Group and the IIPM, a popular management school with branches across the country and abroad, is the author of two books, "The Great Indian Dream" and "Count Your Chickens Before They Hatch".

"In India, family values are very strong - with closer leaning towards the family. It is an ethos. Showing happy families have always worked. We appreciate human emotions more than animated emotions- the western stereotype," Chaudhuri said.

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IIPM is a prominent B school, honoured different individuals from the the world of literature and journalism at its campus in Kolkata on Tuesday.

As part of the honouring, the Surama Chowdhury Memorial Award 2011 will be conferred to three Bagladeshi intellectuals – Akhtar Ur Jamal Ilyas , Emabdul haq Milan ,Selina Hossain besides one Indian Prafulla Roy at the 3rd Bangladesh Book Fair at Dhaka, Moloy Chadhuri , Director, IIPM said.

Along with this seven more awards were given away in varied fields like healthcare, film making and sports.

Most of the awards carried a gold medal and Rs 1 lakh as cash.

“These awards convey the philosophy of the institute. We want to reach out to the students and the masses across the nation by appreciating the effort of people who have contributed extensively in their respectiver fields,” he said.

At the award event on Tuesday, Bengali poet Sankha Ghosh was felicitated with IIPM – Gour Kishore GHosh Memorial Award.

Bengali poet Joy Goswami was honoured with Michael Madhusudan Dutta Memorial Award.

For journalism, Ratindev Sengupta of Bartaman Bengali newspaper was awarded with IIPM-Barun Sengupta Memorial Award while the editor of The Statesman, Ravindra Kumar, was felicitated with IIPM-Award for Excellence in Journalism for his contribution as columnist and journalist.

Phani Gopal Bhattacharya received Excellence in Healthcare award.

IIPM-Satyajit Ray award was given to Anjan Das.

Former Indian Football captain Baichung Bhutia was named for the IIPM Award for excellence in football, but he was absent.

He will receive the award on Sept.1 from the campus of IIPM here.