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Aamir Khan talks about the rising popularity of social networking websites and his marketing mantra with 4Ps B&M
 
Do Aamir and social networking websites go hand-in-hand?
Social networking websites are very much popular among the Indian youth. I have just started using Facebook a little these days and I use it to stay in touch with my fans.

But Twitter is still missing from the list?
What do you think, should I be present on Twitter (smiles)? Actually, I was in London recently and Amitji had invited me for dinner. He asked me to join Twitter; and you know, it’s very difficult to say no to him, especially because of his voice one cannot say no to him (laughs). I have just returned and am trying to learn the nuances of Twitter.

Will you be in a new avatar in your forthcoming film Dhobhi Ghat?
You will get to know that soon.

How do you finalise brands that you endorse?
I always look at associating with products that I can relate with myself. It should be a brand that gels well with my image. More importantly, I should also be able to use that product myself –only then would I be able to sell it to others.

 
 
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Love, love, love... Look around, and chances are you’ll find a marketer peddling love faster than you’d your own spectacles. Will we ever get over this infatuation with love?
 
The maximum number of songs are made on one topic – love – in the same way as the maximum number of advertisements are. Read one novel that does not entertain the philosophy of love (or its anti-thesis, hatred) and most probably you’d be reading your college course notes. Specialised ad agencies like Love Advertising (which handles ads for Papa John’s, Luby’s, USO and others), Love Creative (Nike, Microsoft, BBC...) are thriving on tom-tomming their niche specialization in creating ‘love’ ads. Novels like All’s Fair in Love and Advertising (Lenore Black), Can’t Buy My Love: How Advertising Changes the Way We Think and Feel (Jean Kilbourne) are thriving on the over-infatuation with love of the ad-world and of consumers too one might feel. ABC’s best known print ads (to promote their soaps) still are their decades old Love In The Afternoon ad series; Apple till date sells the Mac with the punch line Why You’ll Love The Mac! You might adore the concept or detest it, but that makes no difference to the fact that love drives much of the commercial communication material for marketers. Isn’t it time we got over this infatuation with ‘love’ and moved over to presenting hard facts about the product/service/offering? Well, the anti-thesis is, should we even try to?

Corporate consultant Isha Khan comments, “Never in recorded history has there been such a titanic need, hunger and desire for love. Quickly translated, the market for love is… unimaginable! Look around and you see this strange scene with human beings longing to invest in emotion, love, imagination and feelings, both in their life and work, but most of them have one major problem: They don’t have a clue! They are caught flat-footed in the challenge of translating love into a palpable, tangible and credible action.” To grounded people (not totally consumed or corrupted by gross and crass materialism that surrounds us), the solution is simple: Get back to basics. Junk those bulky reports. Dump those research studies. Exploit love. Leverage this amazing dopamine as a strategic device for an enduring emotional connect – with every member across your target group/constituency – and watch the bottom line soar on the backs of addicts, love addicts!

One does accept that even genuine, sensitive and smart communicators have recognized and leveraged this emotion intelligently to escape from the dreaded ‘commodity trap’ and place brands where they actually belong – emotional centric-stage. Confesses veteran behavioural scientist and communication watcher Kishore Dave, “This is a hallowed space reserved for charismatic brands, which inspire a kind of passion and loyalty that are both off-limits and non-negotiable to the touts. Also, what better time than now – harsh, tough, cynical and complex – to bring back the past and get love back-on-track. Celebrate love as emotion, inspiration and motivation number one! Reaffirm what smart ad guys and marketers have known all along... that in the endless battle lines between emotion and reason, the former leads to action; the latter, only to conclusion”.

Starbucks, Cafe Coffee Day, Barista and the new Bank (ICICI) ads seem to be doing it, brilliantly, all the time. Explains Creative Director Kaushik Sen, “They’ve understood that the rules of the game have changed. It’s no longer only about consumer contact programmes; it’s about hanging out and being involved.”

The April rose that only grows in early spring, nature’s way of giving a reason to living, the golden crown that makes a man a king? You decide, but yes… the popular consensus is that everything considered, love is indeed the CEO that presides over all target groups simply because it unfailingly conquers the most significant, critical, precious sacrosanct and rewarding territory of all… your heart! Our call – just do it!

 
 
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SHRUTI BAJPAI, COUNTRY HEAD, SOUTH ASIA, HBO ASIA
 
New Channels will only fragment the market Giving the viewers more choices But A bulk of output is still coming from the top notch

HBO is very popular among the youth. But how has the channel performed over the past one year in terms of financials?
I think we have done extremely well in the past one year, as the year before that was not quite difficult for us alone but for the entire industry as well. In terms of revenues, we have grown by 25% in the 1st quarter. In terms of advertisers, we have got a lot of support as the number has increased substantially.

How is your marketing strategy different from your counterparts?
Our marketing strategy is to really focus on our core properties. A lot of our marketing efforts are focused towards ‘Hollywood Premier League’. We also spend a significant amount of our marketing budget on the campaign called ‘Summers with HBO’. Whenever we market our core properties, we use multimedia as a marketing tool. It is primarily because the market has changed. More and more people are using the internet today. Look at Facebook as a success story. Where was it two years back? The answer is nowhere. But today Facebook has become a huge rage.

Are you feeling any heat from a host of new channels that have come into the market lately?
The new channels will only fragment the market giving the viewers more choices. But what you have to see is that the bulk of the output from Hollywood is coming either to HBO or to Star Movies, the rest of new channels are just showing what has already been shown on HBO or Star Movies before. Therefore, there is a fragmentation in the market. However, the quality programming still belongs to the top notch in the domestic circuit. The entry of new channels is not at all a threat because once the viewer knows that what all other channels are offering as compared to HBO, they’ll surely come back to us automatically.

DTH players are now offering this pay-per-title concept in India these days. Does that in any way affect the viewership of HBO?
Our experience says that this phenomenon coexist with the movie channel space across the globe. But it is not significant enough that it starts competing with the movie channels.

India is perhaps the only country in the world where watching English movies with subtitles is very popular. How has been your experience with it as some critics even support the fact that it destroys the movie watching experience?
We were the first ones in India to introduce subtitles and I think it has worked out pretty well. We have got a lot of positive feedback for this initiative. For every one person who says it destroys the movie watching experience, there are ten others who say that thank God you’ve got subtitles, I was not able to understand some parts of the movie.

HBO has recently completed 10 years in Indian market. According to you, how has the industry evolved over the past one decade?
A decade ago, there were just 100 channels, today there are 400. There is so much fragmentation already, but there is still a price war. However I think the next five years are going to be critical for the entire industry. Currently, DTH players are competing to grab a share of the market but soon they will move towards making money. Tata Sky says to the consumer pay me Rs. 300 and watch everything, then Dish TV in return says pay me Rs. 250 and watch everything. Once that stops, the market will start moving in the direction of growth.

 
 
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Selling English movie channels in a country where speaking in English was supposed to be a fashion statement – at least for the middle to upper gentry – should not have been too difficult. Ironically, it is. Add to that the huge competition in this genre not only from fellow English movie channels, but also the general entertainment channels, and you have a quasi-bloodbath in the making. Will English movie channels ever dominate the hearts and minds of the Hindi channel-loving masses?

How many television channels can you count amongst your favourites out of the odd-400 in the country? Five? Maybe even ten? And so what if they are your favourites? Choosing television programmes these days is much dependent upon what is “mutually acceptable”; mutually acceptable, because unlike twenty years back, TV viewers today have umpteen choices! If you have ladies in the house (both old and young, married and unmarried), your idiot box would invariably have either the ‘Saas-bahu’ episodes flooding the senses of the Venusians or some curtain call at the end of a Hindi film receiving a breathless wonder from the fairer gender. [Who cares if the script overwhelms none in the room?]. If you have a kid in the house, then you will be stuck to the world of Pogos and Toms and Jerrys. If you have friends over, then forget the channels – it’s the DVD which gets into action with the latest blockbuster!

And then there are the wildlife channels peddling apes and tuskers that wobble about, and then again some spiritual and religious channels; and of course music channels too, for the modern MJs. Did we forget to mention the regional channels for the patriots, news channels for the critics, and sports channels for those who want to know how octopuses predict FIFA World Cup winners! And then, sweetheart, there are the English movie channels. They’re hep, they’re happening, they feature English movies that would make the Oscar roll call on any given day – yet, they’re not what you’d call thundering successes with respect to viewership, or even brand loyalty. Dump a load full of competition and the fact that masses prefer watching staid, rigmarole, Hindi and regional serials more than electrifying movies, and you start realizing why very few viewership rating charts feature English movie channels. But this is not to say that nobody watches English movies. Too many do! And that’s where the war among the English movie channels is right now focused.

In reality, not just English movie channels, but even English entertainment channels (including GECs and movie channels), still have a long road to cover on Indian soil. This segment accounts for an anaemic 5% of the total TV viewership pie in the country. As far as English movie channels are concerned, as per data furnished by TAM Media Research, the average television rating percent for English movie channels is usually between 0.02 and 0.05 (worst being 0.0 and best being 10.0, which is when an interesting India-Pak cricket match is on). So how are these outfits making money? After garnering Rs.220 crores in ad-revenues last year, the 11 English movie channels have recorded a topline of about Rs.300 crores so far this year; expectedly, the two biggest in this genre are Star Movies and HBO with respective market shares of 41% and 29%.
 
With 11 channels in the offering, the once deprived for choice Indian viewer, is being spoilt for choice. Today, there are 30 premiers every month on the top three English movie channels – Star Movies, HBO and WB. And while Sony Pix and Zee Studio offer bits of everything (featuring even sports programmes and reality shows at regular intervals), UTV World Movies & NDTV Lumiere try and offer the best in international cinema (with feature films in French, Japanese, Chinese, Italian and many other languages). But at the end of the day, one cannot deny the fact that English movie channels are in a niche business; it’s about engaging a couple of lakhs of viewers, not crores. And it’s really the quality of movies that will prevent an HBO viewer to move on to Sony PIX or STAR Movies.

Talking about media planning, for English movie channels, it all depends on the title that is being premiered on a particular day. For example a movie like Dark Knight on HBO would land it with ads worth 20 minutes, but the same will not be true for a repeat movie like Terminator 2. Despite the odds, the earnings are seemingly there to be had – precisely the reason why there are huge bets on this genre, despite English movie channels earning less than a tithe of mainstream Hindi GECs. Imagine, today huge stakes are being laid even on a channel like UTV World Movies, which caters to a niche within a niche – the international cinema. Sameer Ganapathy, Business Head, UTV World Movies, while talking about his strategy says, “UTV World Movies is channel which showcases only international cinema. The demand for such cinema always exists irrespective of which part of the world it is from. Till we entered India, this was only made available through select rental outlets and pirated DVDs. We therefore started this channel to bridge the demand-supply gap and provide viewers with the opportunity to watch international cinema.” But has the Indian audience accepted his intentions? Says Ganapathy, “Our efforts have paid off. The channel has been well received and our growth is 15%, more than that of the genre’s, which is growing at 11%”. Today, UTV World Movies has grabbed 5% of the genre pie.

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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CMO RAHUL KANSAL HAS USED HIS ENORMOUS EXPERIENCE IN THE ADVERTISING INDUSTRY TO BRING SEA CHANGES IN THE POSITIONING OF THE TOI BRAND. HE SPEAKS TO VIRAT BAHRI OF 4Ps B&M ON THE EXCITING JOURNEY...
 
How would you define TOI as a brand personality today?
Mainly, I think Times of India tries to be a positive minded and empowering brand. While on one hand, the generic purpose of newspapers is to alert readers about a lot of the things that they should be guarding against, most newspapers can’t avoid being in the news and the news happens to, more often than not, be negative in nature. We’d rather be with a solution rather than only with a problem. So while we highlight the delays in say the Commonwealth games, we’d sort of get experts and say what is the way out and what should be done. We can bemoan the quality of politics in the country. Rather than being trapped in that, we would also try and do a Lead India, which helps people try and look at ways outside, and try to get readers to come and join and be part of the public life rather than to crib from the sidelines. It’s a broad attitude.

Few newspapers can manage a pan-India appeal. How has TOI enabled that?
I think the basic tenets that Times of India stands for are true not only across all cultures in India but across the world actually. Because the idea of people seeking a positive minded friend every morning is basic to human nature. Also we are aware that readers like to know what’s happening in their own backyards. We were again among the first to introduce a very robust city section in our newspaper. For instance, the English reader across India has certain commonalities. There may be more in common amongst English readers across India then there may be in common with all readers in say Tamil Nadu. At one level, a lot of our reader interests are common. Interests in sports are somewhat similar, cricket dominates the lives and football is getting more popular, so you can afford to take the call to have a strong coverage of the World Cup in virtually every edition for us. You can take a call that things like technology, internet, health trends are likely to be of interest across the segments. At the same time, there are cultural nuances that differ. Calcutta for example, is a group with a highly eclectic set of interests. So we have kept an eclectic mix of contents in our Calcutta Times for example. We may have, on the other hand, a far more Bollywood-oriented mix in some other markets like Delhi for instance; as I don’t think it is as wide. It has to be more of Bollywood and parties and so on. Chennai is a city where even the English reader seems far more comfortable with his own traditions. Chennai takes its traditions very seriously and the newspaper there reflects that.
 
How do you cater to people across age groups?
As the younger reader has moved on to the Internet, most large newspapers are left with a progressively aging readership. To cater to the aging readership, by and large, they have become serious over time, assuming the person has a lot of time to read. Well before internet became a true threat, we were paranoid that unless you become the favourite paper of the young – the person reading the newspaper for the first time – you will get nowhere. So we defined our bulls-eye reader as being about 25-26 years of age. To that extent, we try and have a young point of view; we try to question dogma. You might have noticed the Times View that comes out on the front page, where we offer a view that is by and large liberal minded and young in its outlook.

What are the new initiatives that you are driving with the brand?
The brand looks at brand health, brand profitability, brand footprint – ways to expand the brand footprint, say for instance having a separate edition for Chennai, and then further on for Coimbatore, Madurai or anywhere else. We do the business justification, try to put together a business case and manage it. New initiatives like Crest, Speaking Tree, and a few others are coming up. They do not always come from the brand. They also come from the shareholders who are deeply engaged in the strategy for the company. It happens through discussions with Vineet Jain and Sameer Jain; sometimes we give an input that they respond positively to, it’s quite a symbiotic relationship.

As you cater to the young audience, how are you strategising for the internet?
Times of India tends to be a lot of print online. We have chosen to be relatively print-centric at this point in time because I think that print is doing better in this country, and where audiences move from print to online, it is not easy to monetize that; as newspapers of the world have discovered. They had no option but to almost fuel the online rush, else they would have been left out of both games, because print audiences are declining there. We do not want to hasten the migration from print to online. At the same time, we do not want to be caught napping. So we have an adequately good presence online, to ensure that we are not pushed out by the others. We still break most of our big stories in print unlike markets in Scandinavia etc. where most of the big stories are broken online. We are not there yet, and consciously so.

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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If you thought the latest ‘stuff’ being peddled in the market is pure eye candy and none the less (or more), allow us to, well, accept the same, yet force you to admire our top choices
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MURCIÉLAGO LP 670-4 SUPERVELOCE

TECHNICAL SPECIFICATIONS:

• Top speed: 342 KM/hr. (0-100 in 3.2 seconds)
• Right-hand turning circle: 12.55 m (41.17 ft)
• Price : Rs 3.6 crores (ex-showroom India)

MEET THE BE(A)ST IN THE BUSINESS: The fastest Lamborghini ever – Lamborghini Murciélago LP 670-4 SuperVeloce has thundered its way into the Indian market and is expected to make driving even more powerful, lighter and faster than ever before. With a top-speed of 342 KM/hour, the product has the potential to reach 0 to 100 km/hour in a breathtaking 3.2 seconds. The razor-sharp precision and exceptional high-speed stability will surely lure many advanced sports car drivers in the domestic circuit.

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FUJIFILM FINEPIX HS10

TECHNICAL SPECIFICATIONS:

• 24-720mm (30x) zoom lens
• Price: 27,999

AN EXPENSIVE WAY TO SAY CHEESE: The all new Finepix HS10 launched by Fujifilm is a boon for many serious photographers across the country who demand versatility and performance of an SLR system, minus the hefty price tag. With a 24-720mm (30x) zoom lens, the recently launched camera is expected to sell like hot cakes for capturing sweeping landscapes, large group shots, distant sports and wildlife action by the users.

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FILA DNA COLLECTION

TECHNICAL SPECIFICATIONS:

• DNA Tech: Carbon rubber
• DNA Light: ultralight Nylon airmesh
• DNA Tech: Rs. 3,499
• DNA Light: Rs. 2,999

RUNNING ON THE RIGHT TRACK: The Italian sports lifestyle brand, FILA has recently launched the DNA Collection in the Indian market. With two designs, namely DNA Tech and DNA Light, the collection is available at all exclusive FILA stores & the other leading lifestyle & footwear retail chains across the country. Sporting next-gen designs, the DNA collection offers a perfect blend of progressive design and superior fit for the consumers. In fact, for the ones who thrive on being initiators of the latest fads, this one is a sure-go!

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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US auto giant Chrysler is set for a fresh marketing push in order to connect with its consumers and dealers. During the financial crisis, the financial condition of the Detroit based company had gone from bad to worse and the company had to finally file for bankruptcy with the US Federal Bankruptcy court. After restructuring of the US auto giant, a new entity was formed in which Fiat owns a 20% stake. So the financial mess of the company was taken care of but by this time a lot of damage had been done to the image of the company. Now the new entity under CEO Sergio Marchionne wants to change its image by a fresh marketing initiative. A new advertising campaign promoting the redesigned Jeep Grand Cherokee, which is the first all new vehicle from the entity will start being screend from the end of June 2010, followed by a meeting of its dealers in which the company will showcase its redesigned models, which will be launched in this year or early next year. This move by Chrysler is quite similar to what General Motors did when they came out with a campaign in which GM chief executive Edward E. Whitcare Jr. talked about his confidence in the re-organised General Motors post bankruptcy filing and reorganization. Some decades back, Lee Iacocca got Chrysler back from the brink and into profits. For CEO Marchionne, comparisons with the legend are inevitable.

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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Triumph International (TI), the world’s leading lingerie wear brand successfully completed the 3rd Triumph Inspiration Award 2010, its lingerie design contest. Thorsten Allenstein, MD, Triumph International, India & SriLanka shares insights into business in India
 
According to you, how is the Indian fashion industry different from the global industry?
Indian fashion is influenced by a myriad of cultures and tastes from all parts of the country. The Bollywood industry also contributes to the colours and silhouettes strongly. Local Indian attire has already made it big on the global stage.

Can you tell us something about the growth rate of Triumph in India? What really is your roll out plan for this year? Any plans to enter niche markets within India?
We foresee a tremendous growth in the retail organization where we would like to grow extensively over the rest of the market. You can see exclusive Triumph stores coming up in major malls all around India which will help us contribute better in the retail market and create awareness for brand Triumph in India. Triumph is a 120 years old brand and is very well considered a premium brand in India.

But what competitive advantages do you have in this market comparing with other international lingerie brands in India?
We know the Indian consumer well. We believe in core values of fit, comfort, quality and innovation. We entered the market way earlier then all the other brands currently present in the market. We have our own state-of-the-art technology production centre in India. We follow European fashion trends. We cater to a niche market which most of the [other] brands can neither afford, nor have accessibility to.

Are there any plans to launch a collection by any Indian designer sooner or later? If yes, can you give us a timeline?
The best thing to happen could be to have the national winner here go ahead and win the international contest in London. We will have the Indian design selling all over the world! We are open to innovative ideas and creativity and would like to see designs from all over the world on the stage. It would be our greatest pleasure to see the next international winning piece to be from India.
 
How oriented is Triumph towards innovations, especially in such a segment as lingerie? Have you thought about introducing innovative products in India?
It is an ongoing process to come up with innovative ideas in countries all over globe. Triumph is present in 120 countries all over the world. We have filed for the maximum number of patents among lingerie brands worldwide.

What is the idea behind including fashion and design students from India in the Triumph Inspiration Awards 2010?
The Triumph Inspiration Awards event is an annual, global design event targeted at young design students across the world. Students are challenged to be creative and have fun while interpreting one special design theme using all their talent, creativity and inspiration. They are asked to create one lingerie showpiece, either a bra and brief set or a one-piece body. All participants compete directly at the national level initially. Winning the national final automatically qualifies the contestants for the international final being held in London this year. Dedicated to finding the most inspiring of lingerie design around the world, TIA interprets a different design theme every year.

Is the award function a step forward to Indianising your products for the Indian subcontinent or are you just trying to promote Indian talent? Really, how will this help showcase Indian talent around the globe?
With the Triumph Inspiration Award, we want to offer the young talent a launching pad for a possible professional career in the lingerie industry. The annual student competition stands under a variety of design mottos and honours creative and innovative submissions from the underwear line. It then enables winners to sell a limited series of their designs at Triumph stores. The commercial version of this design will be available at selected Triumph stores around the world. We are especially pleased to connect with young talent across the globe and especially in emerging markets like India and invite them to discover the exciting world of lingerie for themselves.

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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In what seems to be a paradigm shift in consumer preference and usage pattern for Indian travel and tourism industry, traffic on Indian travel portals such as Makemytrip, Travelguru, Yatra etc. has increased by 50% from 7 million last year to 14 million this year. This clearly points out that for the sake of convenience and better returns on their travel expenses, Indians are turning to the web in search of cheaper travel deals and value for money accommodation options. Around 37% of the Indian online population aged 15 and above has visited travel portals either from home or office in the month of April 2010. What is more surprising is the fact that India ranked second among all countries only behind UK when it came to the average time spent per visitor on travel portals. This report was released by comScore Inc., which is a leader in providing marketing data and services to many of the internet’s largest businesses. The Indian Railways website was the most visited portal with 7.7 million people visiting it. Makemytrip ranked 2nd and Yatra ranked 3rd with 2.4 million and 1.9 million visitors respectively. This makes it clear that customers, at least some, are diligently taking time to compare prices before making a deal. The challenge before Indian travel portals is now to mobilize and maintain customer loyalty, as this segment’s customers jump ship faster than a blink with their prime focus being, you said it, lower fares.

Click on IIPM Article.

Source : IIPM Editorial, 2010.

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

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

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

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