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.

For More IIPM Info, Visit below mentioned IIPM articles.
Management Guru Arindam Chaudhuri Dean Business School IIPM
IIPM Excom Prof Rajita Chaudhuri
Kapil Sibal’s voters want Jan Lokpal, not Government-proposed Lokpal Bill
IIPM: What is E-PAT?

"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
IIPM, GURGAON

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.

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Mumbai Campus
IIPM Excom Prof Rajita Chaudhuri
Kapil Sibal's voters want Jan Lokpal, not Government-proposed Lokpal Bill
IIPM Prof. Arindam Chaudhuri on For Salman Khurshid, it is a big challenge ahead; and I personally look forward to a revolutionary couple of years ahead!

IIPM Adds Another Feather to Its Cap: This Time Gets the Best Business School of Asia Award
Item Numbers Are The New Mantras of Bollywood
IIPM, GURGAON