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HSBC, despite having a legacy typically British, has gone the full mile in trying to become Indian. 4Ps B&M meets the Marketing Head, Maitri Kuma, to get insights
 
What does Hong Kong have to do with Shanghai in a bank’s name? Belonging to a group set up in 1865 by a Scotsman, HSBC fortunately kept up with the centuries and got into some of the best markets on the Commonwealth platter – including India. Maitri Kumar, Head of Marketing, HSBC India tells Deepak Ranjan Patra, what role did marketing play in their India success story, and what is it that makes the brand HSBC click with the Indian consumers.

How important a role has marketing and branding strategy played in the success story of HSBC in India?
Our marketing and branding strategy played a key role not only in India but across all countries we are present in. The HSBC brand was rated as the most valuable financial brand in the world with a valuation of $28.47 billion by Brand Finance’s Top 500 Global Financial Brands, 2010 survey. However, one of its most telling achievements was the strength it displayed when the banking industry was assaulted by the global meltdown in 2008. Much of the credit for this goes to HSBC’s strong brand identity encapsulated in its famous slogan ‘The world’s local bank’.

But how has that slogan helped you in pushing up HSBC as a brand in India?
As I said, brand HSBC showed immense strength when other brands in the banking arena, across the globe, faced a real hard time to keep up their image during the global meltdown in 2008. And we believe our slogan, ‘The world’s local bank,’ played a very critical role in the same. HSBC’s global expertise coupled with local relevance finds expression in that tagline. This has been the driving force behind HSBC’s communication worldwide. Backed by strong consumer insights and validations, the products and services from HSBC address the concerns, wants and requirements of all its customers. Also, by communication of the bank’s products and services like Global Premier, Cards, Alliances, Commercial Banking et al., we offered the consumer a ‘reason to believe’ in what we said at a larger brand level.

So what would you consider the key drivers for brand HSBC in India?
In India, one of the key drivers of the HSBC brand imagery is the fact that it ‘advises on basis of its international network of expertise’. This attribute among many others has gone a long way in giving HSBC the standing it has in India today, that of one of the leading financial services brands.
 
Of late, innovation and product differentiation has become key strategies in the financial services sector. How do you rate these services in your bank?
The past couple of years have been action-packed for HSBC. To start off, since HSBC prides itself in continuously innovating, it took its earlier position to a logical conclusion in 2008: ‘People value things differently. That’s why we offer different banking solutions.’ It is this insight that helps HSBC understand and appreciate the values that shape financial needs. With extensive advertising across airports and other media like outdoor, TV et al., the brand reinforces its commitment to offering customised banking solutions to its customers.

 
 
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The story of some socially relevant medical institutions, passionately engaged in offering holistic, world class and affordable healthcare infrastructure is doing the rounds now – but so is the skepticism around their social models!
 
Like social work, healthcare has often been described as a mission, not a trade. However, when one looks around, horror stories abound! Ironically, the most disturbing aspect of India’s development over the past two [post liberalization] decades has been the rise in inequality in all indicators of development and well-being – the pathetic state of health and nutrition being a prime example! Tragically, while the ‘corporate’ private sector in healthcare has boomed and India is being touted and sold successfully as a hot “medical tourism destination,” the access of the common man to basic healthcare facilities has become increasingly more difficult. Further, the trials and tribulations of hassled patients, along with their endless stories of wrong diagnosis, zillion tests and eye-popping bills hardly warrants repetition. In this dismal space, there are some glimmers of hope, of entrepreneurs who have set up healthcare facilities to reach those who have, till date, been deemed unreachable – the havenots!

A number of such initiatives have been started in India. Aravind Eye Care Centre is one of the most well known, made popular particularly by its prominent mention in the book on Fortune at the Bottom of the Pyramid by late Prof. C. K. Prahalad.

Of the next lot, Shramjeevi Hospital in Kolkata is a more recent example and one that has started earning its place in the sun. The hospital was also covered in our sister magazine The Sunday Indian. Shramjeevi was set up by former workers of the sick Indo-Japan Steel Company. It all started when these workers set up a free weekly medical check up for the poor. The exercise was an attempt to repay in kind the people, who had earlier helped them through the cycle of closure and reopening of the steel plant. With an initial capital of just Rs.40,000, they made beds, operation tables, trolleys, et al, using steel scrap. They used automobile headlights as OT lights and kept them lit with AC/DC and battery systems. In every aspect of their operations, the concept of frugality took up a whole new meaning. The hospital is based completely on donations, yet still focused exclusively on the underprivileged. The hospital provides heart care surgeries at just Rs.25,000, compared to Rs.1,00,000 at most other hospitals.

On the religious front, the Sathya Sai hospitals in South India (Puttapurthi, Whitefield, Bangalore) also offer highly subsidised yet world class healthcare services to all the needy. This hospital again is run by donations, which rich and devout donors willingly provide. “Despite the social aspect, the hospital has managed to rope in foreign and Indian doctors who voluntarily provide their services free of cost,” says A. Sundari, a hospital volunteer.

 
 
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The newer, smaller players have fought hard to weaken Nokia’s grapplehold over the Indian market and have managed to reduce its market share. But a 54% market share in the Indian market means that for Nokia, it’s still game on!
 
Rahul Dahiya, has been postponing his decision to purchase a mobile handset for over two months now. Being a small time entrepreneur, who literally lives out of his suitcase for days, many-a-time, he has been on the prowl for a device that gives him a good battery life and allows him to check emails while on the go. He had been to some handset retailers that have set up shops in-and-around his residence, about eight weeks back and tried his hands on the Nokia E72 and E71 and some BlackBerry models, phones that were priced between Rs.13,000 to Rs.19,000. Satisfied, he made up his mind to pick one of the above within a couple of days.

What followed, was mind-changing as it was rare. It is perhaps one of those strange occasions when the seller discourages the buyer to make a purchase; this was one of them. His retailer showed him options that came at about a quarter of the price and were typical lookalikes to the BlackBerrys and other handsets belonging to the E-Series! Though price was not a constraint, Dahiya got into a fix over the final choice that he had to make. While on hand, he had the standard high-priced brands to choose from, and on the other, he had lower-priced options that surprisingly offered him more in terms of features (than those that he was previously willing to settle for).

Dahiya had already seen some of these new handset brands in many TVCs, print ads and billboards; one of them was Micromax. He had known the name, seen the logo many times, heard about the competitive prices from many colleagues, but had never experienced the service. ‘Trust’ was questionable. But it’s difficult not to believe in the third-highest official seller of handsets in the country! Micromax had made a name for itself in the country. And for a price-sensitive market, there can’t be a better package than a QWERTY keypad handset, with an Opera Mini Browser and a single-touch access to social networking at Rs.4,500. And Micromax is just one amongst tens others who are offering prices that are just taking the game away from the likes of Nokia, Blackberry, Samsung, et al. There are names like LAVA, Maxx, Victor, Fly, Spice, Zen, Karbonn, Intex, Wynn Telecom and many more who are offering products at price points never heard before, having well understood the need-gap in the Indian market. They entered the market in 2008, and since then have taken the game to a different level in Tier II & III locations. According to IDC these Indian handset makers have collectively amassed a staggering 17.5% of the 100-million Indian handset market by December 2009, some jump from a meager 0.9% in March 2008. “The key to capturing the Indian handset market lies in mastering distribution and no amount of marketing effort or spend can make up for that,” says Naved Chaudhary, CMO, Wynn Telecom.

 
 
The Bupa-Max syndrome
Analjit Singh, Chairman, Max India Ltd.
 
Ever since the Indian insurance sector got privatised in 1999, India has been the favourite destination of international insurance players vying for a share of the Indian market in various categories like general insurance, life insurance, et al. Health insurance is one such category, which has been attracting foreign companies lately. After Munich Re (which tied up with Appollo Healthcare) and Oman Insurance Company (which has a JV with a host of insurance veterans), the latest to enter the Indian market is UK-based private healthcare company, Bupa which has inked a JV with Max India Ltd. The health insurance industry has seen a growth of 30% in the past half decade. A 25% growth is expected in the next half decade. Max Bupa Health Insurance plans to drive strong business growth through key service differentiators like providing direct servicing without third-party administrators thereby being cost-effective. Says Analjit Singh, Chairman, Max India, “Our entry into health insurance is a logical extension of our focus on the businesses of life. Through this partnership with Bupa which has international expertise in creating and delivering differentiated health insurance solutions, we are confident we will raise the bar for health insurance in India. Our customers will benefit due to our experience and understanding of the Life Insurance and Healthcare sector.” We’re watching their progress...

For more articles, 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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Marcus Tullius Cicero was considered Rome’s greatest orator during the era of Julius Caesar. The 4th edition of Cicero’s Challenge, the classy international inter-school debating competition conducted by the Indian Institute of Planning and Management at its New Delhi international campus did full justice and more to the legend. The watershed two-day event (held on Apri 22 and 23, 2010) saw average footfalls crossing 5,000 every day. This year, the theme of the mega debating event was ‘Discover the Diamond in You’ which was based on Prof. Arindam Chaudhuri’s bestseller ‘Discover the Diamond in You’. The event witnessed zealous participants not only from India, but also from Dubai, Sri Lanka, Singapore and Muscat. The winner of the debate was Shrijita Bhattacharya (QMS, Kolkata) with Chaitali Sinha (St. Joseph Academy, Dehradun) and Mukund Agarwala (Sai International School, Bhubhneshwar) finishing as the first and second runner ups respectively. The esteemed judges of the event included Prof. Arindam Chaudhuri, Honorary Dean, IIPM, Mr. Sumeet Nair, Founder, Fashion Design Council of India and current MD of Incube Fashion, and Mr. Prashant Singh, Vice President & Country Head, Royal Sundaram Alliance Insurance.
 
Angshuman Paul

For more articles, 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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The young and creative trend-setter, Rocky S gets candid with 4Ps B&M on chills, chicks and beyond...

The hottest fashion trend this summer...
White is the all time favourite while pink is also perfect during summers. The Indian urban male has developed a fascination for pink in the last two years.

A trendy fashion for desi eves would be…
Youthful tomboy looks are back in vogue. The best way to sport it is by teaming cropped tops with jersey fabrics and to give a feminine touch, one can wear it with trendy high heels.

Tattoos have become a hot style icon but strangely none of Indian designers have got one. Do you have any plans?
Tattoos look hot, but it is not a necessary fashion icon. I am not really convinced with the idea of getting a tattoo done.

A chilly winter evening or bright sunny morning…what do you prefer?
Bright sunny morning but if I want to be alone then I would rather prefer a chilly winter evening with a hot coffee.

On the correlation between sports & fashion…
There was no correlation until bollywood made its entry in the cricket arena.
 
Angshuman Paul

For more articles, 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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Darren Robert Conole
Executive Chef, Shangri-La’s – Eros Hotel

Considering the rich legacy that the Taj Mahal holds, Agra without any second thoughts will always be my top travel destination, while in India. The luxurious view of the Taj Mahal that you get from Amarvilas at Agra is something that you can recall as a perfect luxurious experience. Apart from the layout of the place, the outstanding services that you receive and the remarkable view of the Taj that you get from each room of this place is something spectacular. On an international level, Sicily is the best place to be and a destination that I would love to visit time and again. An experience to remember is my week long stay with my wife at this youth hostel that was a 10th century castle owned by Roger Scionadi, King of Sicily in Spain. The castle is a turned down accommodation on a mountain top with breathtaking landscapes and the calm Mediterranean sea view. The place is simply outstanding. Apart from these, the geographic isolation that New Zealand so figuratively portrays on the map is the reason this destination enables me to unwind from my hectic schedules at work. Being home with their grandparents is why my kids love this place. A perfect, relaxing break which I get during my visits to New Zealand, is what draws me closer to this place – this is my top of the chart family holiday destination. Hong Kong is a good pick for a business tour. Given the city’s cosmopolitan facet, and having lived there as well, I thoroughly enjoy going for work there. I am passionate about photography and travelling without a camera any day is a complete disaster for me. I always ensure carrying my ‘Nikon D 300 S’. Capturing the moments in a film is what I love most about travelling.     

For more articles, 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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The idiot box has given birth to yet another idea in the form of ‘home shopping’; but with the Indian psyche of touch & feel shopping ruling big, the test is getting tougher

The current home shopping channels have at least been successful at changing the perception around home shopping from sauna belts and Hanuman Kavachs to bon-ton brands and highly-regarded services and warranties. However, this medium is still primitive and it’ll take some time for it to mature amongst the sceptic Indian consumers. “As the business begins to find its feet, STAR CJ Alive is confident that brand owners will see the relevance and significance of this new channel and embrace it with enthusiasm” says a confident Joshi. That might happen surely – but as we said earlier, not in the near future.

For more articles, 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 this case, I have been very fortunate as I believe in working with people I am comfortable with. Whether it was the ramp earlier or the movies now, I’ve never had any disaster – not even in a single photo shoot for that matter.

What do you think really makes an actor successful? Is it the films or the number of endorsements?
I think fan following and the overall image of an actor are the keys to success. As I am currently in the profession of acting and if today I am signing a movie or endorsing a brand, it’s because of the fact that I am probably a successful actor and my films do well on the box-office. There is something connected to me with my fans and there’s something that my fans connect with me. Plus, the fact that I have been a model earlier in my life also helps me a lot in my career.

What are the gadgets that you carry with yourself in your daily routine?
I love my cyber-shot camera. But other than my camera, the gadget that I always carry with me is my mobile phone. In fact, it’s a gadget without which I even cannot move.

So what do you like to generally shoot with your camera?
I shoot anything. It’s like if I find something strange or funny I will shoot that immediately and capture it in my camera.

Have you ever faced a professional disaster in the form of a badly shot photograph, perhaps because of problems with the equipment?
In this case, I have been very fortunate as I believe in working with people I am comfortable with. Whether it was the ramp earlier or the movies now, I’ve never had any disaster – not even in a single photo shoot for that matter.


For more articles, 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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They started, they struggled and then they found Heinz to rule the roost. That’s the story of Amit Sharma, Aleya Sen, & Hemant Bhandari, the founders of Chrome Pictures

Inner calling: (Amit) Aleya and I were working with Pradeep Sarkar while Hemant was working for another production house. After assisting Pradeep for about six years, we decided to start a production house of our own and that’s how Chrome happened in 2004.

The early days: (Amit) We started Chrome from bootstrap funds. We even worked from our own house for nearly 2 years before we shifted to our present office in Khar, Mumbai in 2006. First year was really tough, but then I think it happens with everyone and in a way it’s good as well. Because then you value things.

(Aleya) It was slightly easy for us to approach people as we knew them beforehand. But still, converting those meetings was really difficult. Even with those kinds of disappointments, we were sure of making it and never felt like giving up. Finally, we created a film on our own for Heinz and then things really started rolling for us.

The turning point: (Amit) Initially, we started with some 10 second promo films, but then Heinz happened. It even managed to win the Asia-Pacific award and that was the real turning point for us as we started getting work from other agencies as well. There were certainly a few problems in getting the approval for the first film, and they even made me doubt myself as a good filmmaker. So, even after the Heinz film I was depressed instead of being overjoyed. Thankfully, the next film happened and then every film after that added to my confidence. Even today, when I go for a shoot, my legs shiver (despite having shot more than 200 films), but that also helps me in being grounded.

African Nightmares: (Amit and Aleya) Oh, that’s certainly unforgettable. It was during the shooting of an ad film with a monkey for the Idea Cellular. We shot that film in South Africa’s Cape Town. Unfortunately, the monkey was not a trained one. So, finally we had to spend quite sometime training the monkey by ourselves first. That was quiet challenging for us, but certainly was a great experience.

Rueful moments: (Amit) Well, I wanted to be a hero :)

For more articles, 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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