Lavanya Selvaraj's Blog

Posts Tagged ‘Management

Are women taking charge of their fathers’ businesses because there are no sons around or Are they really up for the bigger role ???

She was enjoying her job in a leading retail house in London when the call from her father came. ” Dad asked me to return to India and join the family business,” says Shradha Suri Marwah. Eleven years later, 33- year- old Shradha, a post graduate from the London School of Economics, has settled into her role as the managing director of her dad Ramesh Suri’s Subros Group.

The Suri sisters are no exception. Today many young women are stepping into their dad’s shoes in the Indian corporate world. A quick Google search will reveal an exhaustive list of Super Successful dad- daughter duos:

  • Roshni and Shiv Nadar of HCL Technologies
  • Divya and B Modi of the Spice Group
  • Ashni and Kishore Biyani of the Future Group
  • Jayanti and Ramesh Chauhan of Parle Bisleri
  • Sminu and Prithvi Jindal of the Jindal Group

to name a few.

 

No Sons or what?

 

This gives rise to an obvious question of why so many women are being enrolled in family businesses all of a sudden.

Is it because there are no sons in the family or Are today’s women more capable of handling the show?

Perhaps it’s a mix of factors.

Some entered the business because there were no brothers, such as Sangita Reddy who has been in Dad Prathap C Reddy’s healthcare business for the last 27 years along with her sisters Preetha, Suneeta and Shobana.

Today Sangita is the executive director, operations, Apollo Group of Hospitals. ” Since my childhood, I heard people referring my father ” poor” Mr Reddy because he had no son,” she says. ” I realised this was a perfect opportunity to prove your mettle and change the tag to ” lucky” Mr Reddy,” she says.

Though things may have been different if Sangita had a brother, Mr Reddy’s decision to rope in his daughters into the business was still rare at the time. In the absence of a son, businessmen would often rope involve nephews or sons- in- law into the group rather than their daughters.

But today many families are doing away with the gender bias and pulling daughters into the fray along with sons. Harish Mariwala, chairman of Maricos, has also brought both his daughter and son into the business. Similarly, Adi Godrej’s daughters Tanya Dubash and Nisha are as much part of the Godrej Group as his son, Pirojsha.

 

HCL Corporation

 

Roshni Nadar, the only daughter of Indian tech billionaire Shiv Nadar, is the Executive Director and the CEO of HCL Corporation. Roshni Nadar did her graduation from the Northwestern University majoring in radio, television and film and did internships with CNBC and CNN.

Her first job was at Sky News in London. Her father however wanted her to go to the B-school and made the point that she could never be a Rupert Murdoch unless she learned how to manage a business. She accordingly completed her MBA in Social Enterprise Management and Strategy from the Kellogg Graduate School of Management.

In B-School young business tycoon acquired a separate set of skills. Her family foundation already being active in the field of education, she felt that she could use those skills best in that sphere. This is something that she really wants to do and it is like her own entrepreneurial venture. Biography of Roshni Nadar is very interesting and reader can learn from her.

 

Shiv Nadar & Roshini...

Shiv Nadar & Roshini…

 

Before becoming CEO of the HCL Corp., Roshni Nadar was trained by her father to take charge of Shiv Nadar Foundation, the family’s philanthropic arm. She had been serving as the trustee of the Shiv Nadar Foundation, which runs the not-for-profit Sri Sivasubramaniya Nadar College of Engineering in Chennai.

She had also been involved in brand building across the HCL Group. Roshni Nadar is overseeing the education initiatives of the Shiv Nadar Foundation. These initiatives include the proposed Shiv Nadar University and the VidyaGyan rural schools aimed at the poor rural children with free education.

Her appointment in April as chief executive of HCL, the holding company that has stakes in Nadar’s two listed flagships, HCL Technologies (India’s fourth-largest software firm) and hardware outfit HCL Info systems, was publicly announced in July 2009.

In 2010, Roshni Nadar was listed among Forbes magazine’s list of ‘a breed of heiresses who choose to live a lower-key life and working to make a difference behind the scenes.’

The young heiress spoke to Forbes’ Mumbai Bureau Chief Naazneen Karmali about the joys (plentiful) and sorrows (none, so far) of her new role and working with daddy dearest.

Forbes: You’re 27, just a year out of B-school and already CEO. Isn’t that too much, too soon?

Roshini Nadar: I’ve been living quietly, away from it all for 27 years. All this sudden media attention is slightly overwhelming. I guess I should be scared! Since coming back last year, I’ve been involved with the holding company’s treasury operations, in brand-building and our social initiatives. My dad had already made me part of the strategic decision-making process relating to the family portfolio.

What made you give up your media career and come back to join the family business?

Media really excited me. As an undergrad, I majored in radio, television and film and did internships with CNBC and CNN. My first job was at Sky News in London. While I was working there, my dad and I had a serious chat about my future career. He was keen that I go to B-school and made the point that I could never be a Rupert Murdoch unless I learned how to manage a business. He also made me realize that there were a lot of responsibilities back home which I could inherit and make something of. That clinched it.

Why aren’t you involved in the tech firms and only in the holding company?

In B-School I discovered social-enterprise management and acquired a separate set of skills. Our family foundation was already active in the field of education, and I felt I could use those skills best in that sphere. This is something I really want to do; it’s like my own entrepreneurial venture. My contribution in the tech companies would have been incremental, as I have so much still to learn. I’m not IT-inclined.

Who’s been the biggest influence in your life?

Along with my dad, my mother’s pretty high up there. She’s a star! Her interests are so diverse–she’s an art collector and a sports enthusiast. She’s an accomplished bridge player and will be representing India next month at the World Bridge Championship in Sao Paulo. In January, we’ll be opening the Kiran Nadar Museum of Art in Delhi to showcase the family’s art collection, which is mainly her handiwork.

Are you intimidated by your parents’ achievements?

Having such high-profile parents could be intimidating, but really they’ve let me do my own thing and evolve as a person. When I changed my major from economics to film, they were cool about it. I’m inspired, not intimidated!

What are the lessons you’ve learned from your dad, and what’s the one thing about him you’d like to change?

I’m still learning. He wants me to focus on the long-term picture, on sustainability. He always insists that I have a Plan B–not just a second option, but a viable one. He’s infinitely more patient than I am! His only weakness is that he tends to micromanage a fair bit.

How do you view the prospect of inheriting the vast family fortune?

I’m just learning how to manage it! Honestly, life is totally normal. Nothing has changed except now I’m more in the spotlight.

You’re getting married soon, so that will be a big change, won’t it?

Not really, because I’ve known my fiancé for 10 years. We met through common friends in Delhi. We’ve had a long-distance relationship for seven years, so coming back home was rather nice. His name is Shikhar Malhotra and he’s a distributor for Honda. His family also has a food distribution business in Kuwait.

 

Does this article proves, “Fathers love their daughter not because of no sons. They love their daughter, so they are not in need of sons”… ???

 

There is a popular saying, “A son is a son till he gets a wife; a daughter is a daughter for the rest of her life”. Father Daughter Relationship is the one which never fades. Fathers always treat their little girl as princesses and No relation in this world would have loved a girl as such as her Father does. Daughter is like angel to him. 

 

Every chapter of woman’s life will always fragrance the kindness & affection of her FIRST SUPER HERO…..

 

WISH YOU ALL VERY HAPPYYY FATHER’S DAY…..

 

 

 

Hi Readers,

I am conducting a comprehensive survey on “Impact of Advertisement on Consumer Behaviour” as a part of Marketing Research. The purpose of this survey is to study the effectiveness of advertising & Marketing methods adopted by Companies and also the creative techniques used for marketing the newly introduced product among the customers efficiently.

I need the views of Consumers such as you to evaluate the expectations towards the Product/Service & find measures for strengthening the same, which would be helpful for the Entrepreneurs to sustain in the competitive market. 

It would be very kind of you to spare your precious time for the same. Please try to answer all the questions in the survey. I assure you that the responses will be used only in aggregate or solely for the purpose of research and will be kept strictly confidential & it does not reveals your identity.

I will be indeed thankful to you for filling and submitting the Questionnaire given below or through the link  https://docs.google.com/spreadsheet/viewform?formkey=dFlHRFFPMUVfU3hISVV1SThNTU9idWc6MQ

                                                                               – Lavanya Selvaraj…

 

In a crowded product market, as companies are increasingly falling short of ways to differentiate their products from those of the competitors, Image Advertising seems to be a way out. Advertising is a multi-billion industry, employing hundreds of thousands of people and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertisement messages, as well as sponsoring different events.

This article highlights the major tenets of Image Advertising, by looking at the advertising strategies adopted by PepsiCo and Coca Cola in India which spends billions of dollar on marketing strategies in order to stay key players in their industry.

The objectives of advertising campaigns are summarized below:

To inform

• Telling the market about a new product.

• Describing available services.

• Suggesting new uses for a product.

• Correcting false impressions.

• Informing the market of a price change.

• Reducing buyers’ fears.

• Explaining how the products work.

• Building a company image.

To persuade

• Building brand preference.

• Persuading buyers to purchase now.

• Encouraging switching to your brand.

• Persuading buyers to receive a sales call.

• Changing buyer perceptions of product attributes.

To remind

• Reminding buyers that the product may be needed in the near future.

• Keeping the product in buyers’ minds during off seasons.

• Maintaining top-of-mind product awareness.

• Reminding buyers where to buy the products.

 

Coca-Cola Company

 

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups.The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia.The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its current chairman and chief executive is Muhtar Kent.

 

PepsiCo

 

PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 – which added the Gatorade brand to its portfolio as well.

As of 2009, 19 of PepsiCo’s product lines generated retail sales of more than $1 billion each, and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.

Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010. The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCo is a SIC 2080 (beverage) company.

 

Identity to Image – Evolution of Strategies

 

A closer look at the brand identities of each of the brands helps assess how successful their advertising campaigns have been in creating a brand image in tune with it, while being sensitive to the value system of the target audience.

PepsiCo’s Campaign

The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of PepsiCo puts forth some interesting aspects about the evolution of these brands. Pepsi was one of the first products to Indian markets after the economic reforms of 1991.

Coca Cola takes the 2nd floor of this building for their Sales & Marketing office and puts up a hoarding. A couple days later Pepsi puts up the other board…

 

 

Pepsi:

Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns.

Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product – it being a preferred thirst quencher.

7 UP:

In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as well. However, with changing times and a contextual difference in India, a much more focused campaign was required. This led to the Keep It Cool campaign, which was targeted primarily at the youth and the teenager segment. Hence the appeal was at a more subtle, emotional level, which was meant to convey a potential lifestyle statement. The recent campaign of Bheja Fry essentially leverages on the same emotional appeal where the Keep It Cool campaign has been somewhat tweaked to have a local appeal.

Mountain Dew:

Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal of being the drink of a daredevil or the No Fear personality. The campaigns launched include Do the Dew and Dar Ke Aagey Jeet Hai. The initial campaign was unclear in terms of its appeal and the target segment, as a result of which the brand suffered some jolts in the beginning. However, the latest campaign captures the No Fear or the Macho Man image. In this sense, the brand directly competes with Thums Up from the Coca Cola Stable.

Coca Cola’s Campaign

The Coca Cola campaign in India, however, has been different from that of Pepsi, even though they both share similar product traits. Coca Cola had a presence in India before 1977, but was subsequently forced to exit the Indian market. When the company returned to India post liberalization, it came up with an innovative communication and advertising strategy. Coca Cola has essentially been following the principle of differentiation.

Coca Cola’s 125 years booklet describes the history of advertising Strategies used by the company…

Coca-Cola_125_years_booklet

 

Coca Cola:

Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first campaigns in India. It was remarkably well executed, and appealed both at a product level as well as at an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the segment. However, the next advertising campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass appeal. The campaign leveraged the product platform rather than the emotional platform that it had established earlier.

It is however, important to note here that Coca Cola made some exceptions for India. The company has similar marketing strategies across geographies and usually doesn’t depend on celebrity endorsements. But given the great fan-following, and in adapting to the Indian context, the company had to initially deviate from its set charter. However with the current campaign of Open Happiness, Coca Cola seems to have achieved both an emotional as well as a mass appeal. There is a very natural connect with the target segment, that of celebrating every day, and sharing small moments of joy with our loved ones, irrespective of any barriers.

Sprite:

Sprite – the other brand from the Coca Cola stable – began its journey with the campaign titled All Taste No Gyaan. This appealed greatly to the youth who don’t like to be preached and relish their sense of ownership and decision making. Sprite has never depended on celebrity endorsements as a way to gain brand recognition or consumer recall. The ads are designed to be very witty, and generally connect very well with the target audience by capturing every day moments. Seedhi Baat No Bakwaas – its next campaign – instantly connected with the target audience by coming across as a brand that was different from the other, one that focused on the individuality of the consumer. The emotional appeal is much stronger and shows a clear sign of maturity of the campaign.

In the 1980s and 1990s the battle between the two dominant brands, intensified to such an extent that the term “cola wars” was used to describe the feud. Each employed numerous advertising and marketing campaigns to outdo the other.

The Pepsi Challenge ads showing people doing blind taste tests kicked off the fun in 1975. In 1985 both were launched into space aboard the Space Shuttle Challenger with specially designed cans, although the crew considered both failures. Over the years the formula was tweaked so that Pepsi ads featured celebrities stressing the drink was the “The Choice of a New Generation”. By the 1990s the Pepsi strategy revolved around consumers being invited to “Drink Pepsi, Get Stuff” by collecting Pepsi Points on packages and cups which they could redeem for lifestyle merchandise. Millions took part and the Pepsi Stuff campaign was considered a huge success.

Pepsi continued to take the lead right through the Atlanta Olympics in 1996, even though it was held in Coca-Cola’s home town. Such was the perceived advantage that Pepsi included Mountain Dew and other products in the campaign.

The UK market played home to a “second cola war” with the launch of Virgin Cola, as well as Sainsbury’s store brand Classic Cola, which successfully competed with Pepsi and Coke for a few years before they lost out to their more established rivals. At one point Coca-Cola even sued Sainsbury’s, claiming the design of the Classic Cola can was too similar to Coke’s.

In 1997 the Spice Girls signed a multimillion-pound sponsorship deal with Pepsi and starred in three commercials, released two limited edition singles with Pepsi: Move Over and Step To Me, featured on Pepsi packaging and performed two live concerts in Istanbul sponsored by the company.

In the 21st century the two colas engaged in a “cyber-war” with the reintroduction of Pepsi Stuff in 2005, which Coca-Cola responded to with Coke Rewards. Pepsi offered consumers the chance to buy MP3 downloads and both companies offered rewards through partnerships with the iTunes Store.

Recently this longest of corporate wars has run to what could be considered a truce. Instead they use social media to push home the message that their cola is best. Quietly a form of cold war espionage exists where each tracks the other’s output on Twitter.

Campaign editor Claire Beale says: “They’ve been so dominant in the cola market nobody else has had a look-in. Consequently they’ve only really had each other to fight. But recently things have thawed and now they concentrate on keeping the market for themselves and others out.”  In the trench warfare of the soft drink industry, peace has finally broken out.

 

Proposed Framework

 

This analysis brought to light the roles played by each brand in the company’s overall advertising strategy. Not every brand took the centre-stage: some were the core brands, while others were used as defensive shields and offensive attackers to fight off competition. The following framework helps classify different brands based on the roles each of them plays:

  • The Core Brand – the flagship brand of the company
  • The Cover Brand – acts as a cushion to the core brand; soaks up competition
  • The Stand-Alone Brand – neither core nor cover; independent

 

Brand Portfolio Analysis

 

The brands in the portfolio of Pepsi and Coca Cola play an important role in terms of the overall impact they have on brand recall and consumer loyalty. The framework developed herein attempts to identify the importance of each brand in the portfolio and the role it plays.

In the case of The Coca Cola Company, Coca Cola is the core brand or the flagship brand. The focus, therefore, is on capturing the maximum value that the brand can generate. In this case, Sprite plays the role of a cover brand. Any spoof or threat on Coca Cola is countered by Sprite. However, off late, Sprite is moving up the ladder to become a core brand in the portfolio. The importance of a cover brand is that it allows for maintaining a planned advertising strategy. This builds brand value and creates no confusion about brand proposition.

Brand Roles :

In case of PepsiCo, Pepsi is the core brand or the flagship brand. However, Mountain Dew and 7 UP have played the role of standalone brands. Therefore, Pepsi has to constantly respond to spoofs and threats from other brands by tweaking or changing its planned advertising strategy. This strategy may lead to confusion in minds of the consumer about the brand proposition. Such a situation can be critical with regard to the connection a brand establishes with its target consumer segment. Recent trend suggests at Mountain Dew taking up the role of a cover brand in the PepsiCo brand portfolio.

 

Conclusion

 

This analysis led to some interesting insights. For a start, the image of the brand must be consistent not only with its identity, but with the value system of the target segment. It is, in fact, the complexity of the value system of the target segment of Pepsi and Coca Cola that allows for such a contrast in advertising styles. Furthermore, the race for prime position involves a well thought out strategy with clear cut roles for each of the brands in a portfolio. Advertising is indeed both an art and a science. The shift from information to image displays the rich potential of the advertising space. The exhilarating pace of evolution from the simple creative to the strategic takes your breath away. Definitely not for the faint hearted!

 

Wouldn’t it be great if you could read the minds of your customers and make Image advertising accordingly to create good & attractive brand image among customers?

 

 Source:

http://en.wikipedia.org/wiki/The_Coca-Cola_Company

http://en.wikipedia.org/wiki/PepsiCo

http://tejas-iimb.org/articles/

http://thedrknowitall.blogspot.in/2011/04/pepsico-creates-center-of-excellence.html

http://openmarkets.in/2161/coca-cola-records-20-increase-in-sales-in-q1

 

 

 

Marketing is composed of Advertising, Sales, Building and maintaining customer relations and business development strategies…….. Therefore in order to achieve success of the marketing product, it is imperative to understand how advertising influences consumer behaviour and helps companies in increasing demand of the product…….

It’s the story of one of the most successful campaigns in the history of advertising – Apple’s  ‘Think different’ campaign

It not only explains an original idea or a beautiful ad, the campaign actually worked, and how…

During the 90’s Apple was in a crisis, and with only one campaign they have managed to climb out of this slump.

Steve Jobs once said:

“It only took 15 . . . 30 . . . may be 60 seconds to re-establish Apple’s counter-culture image that it had lost during the 90s”.

Here you can see the television ad, but make sure you click continue to read the entire story and to see the amazing print campaign.

HISTORY

In 1977, Steve Jobs founded Apple together with Steve Wozniak, Ronald Wayne and Mike Markkula. In 1985 Jobs resigned from Apple after losing a struggle with the board of directors. From that point on John Sculley, the CEO of Apple, made significant changes to the marketing strategy. He was not fond of the legendary 1984 ad.

But Jobs, Bill Campbell, Steve Wozniak, and Lee Clow (the creative director at Chiat/Day) convinced him to air it anyway and it became one of the most popular TV commercials in history.

In 1985 Apple was not so lucky with it’s Lemmings ad, it was a complete flop. This led to the termination of the contract with Chiat/Day, which had handled Apple’s PR for its entire history.

Lemmings Ad



From that point on Apple focused on more conventional ads. May be this was the cause (maybe not) of the deterioration of Apple’s image. By that time Apple had lost hundreds of millions and cut thousands of jobs. Steve Jobs was disgusted by this and slowly regained control of the company. One of his top priorities was a renewal of Apple’s image.

Lee Clow and his team from TBWA Chiat/Day said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century.

They presented a new slogan and for Apple’s ads:

THINK DIFFERENT  (perhaps a reference to IBM’s famous “THINK IBM” slogan).

Jobs gave the group 17 days after approval to complete the entire campaign. That included the television commercial and billboards. A similar campaign for another client would have taken much longer just to get rights to the images. But Jobs pulled some strings to get usage rights from celebrities including Joan Baez and Yoko Ono (once a neighbour). If Clow had approached these people, he would be another adman. When Jobs called, he was a friend.

It all begun with the television commercial, which first aired on Sept. 28 1997, followed by the print ads, billboards and posters. In 1998 the television spot won the second annual primetime Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long-term campaign won an Effie award for marketing effectiveness.

THE CAMPAIGN:

The campaign consists of two main parts, there is a television commercial and a print campaign.

The television commercial features black and white video footage of significant historical people of the past, including (in order)

Albert Einstein

Bob Dylan

Martin Luther King

Jr.,Richard Branson

John Lennon (with Yoko Ono)

R. Buckminster Fuller

Thomas Edison

Muhammad Ali

Ted Turner

Maria Callas

Mahatma Gandhi

Amelia Earhart

Alfred Hitchcock

Martha Graham

Jim Henson (with Kermit the Frog)

Frank Lloyd Wright and

Pablo Picasso.

The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her.

The text of the campaign is narrated by the American actor Richard Dreyfuss. Rumours say that Steve Jobs wrote the original text, for this spot it’s been changed a little.

Text: Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

 

APPLE ~ Think Different ~ Successful Ad

 

 

The print campaign was much more elaborate than the television commercial. Over the years there have been dozens of different personalities on the posters. Few print campaigns are as follows:

 

Mahatma Gandhi
Was the pre-eminent political and spiritual leader of India during the Indian independence movement. He was one of the gentlest of men, a devout and almost mystical Hindu, but he had an iron core of determination. Nothing could change his convictions.

 

 

Nelson Mandela
Served as President of South Africa from 1994 to 1999, the first South-African president to be elected in a fully representative democratic election. Before his presidency, Mandela was an anti-apartheid activist.

 

 

After the first campaign, Apple started sending complimentary posters to public schools across the nation featuring different celebrities (including Pablo Picasso, Jane Goodall, and Ron Howard) to hang in classrooms.

 

Does this story proves, great advertising strategy has been known to improve the performance of many businesses, and the most successful companies and products are usually recognized as such……..???

 

Source: http://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/

They are the best in their business, and feature in the Forbes Richest list year after year. So where do you think India’s top CEOs, corporate honchos and business magnates did their business studies?

Top CEOs in India

Ratan Tata
Chairman, Tata Sons

Tata graduated from Cathedral and John Connon School, Mumbai, did his Bachelor of Science degree in architecture from Cornell University in 1962. Then he went to the US to do Advanced Management Program by Harvard Business School in 1975. This Management course at HBS is designed for someone already in the field who wants to better their prospects.

Ratan Tata is also the chairman of Tata Steel, Tata Consultancy Services, Tata Motors, Tata Power, Tata Tea, The Indian Hotels Company, Tata Chemicals and Tata Teleservices. During his tenure, the group’s revenues have grown nearly 13-fold.

Mukesh Ambani
Chairman and MD, Reliance Industries

Mukesh Ambani studied in The Scindia School, Gwalior. He is a chemical engineer from the Institute of Chemical Technology, University of Mumbai. Mukesh pursued his MBA at Stanford University, USA.

With a personal wealth valued at $29 billion by Forbes Magazine, Mukesh Ambani is world’s fourth richest and Asia’s wealthiest person.

Rahul Bajaj
Bajaj Auto

After attending St. Stephen’s College Delhi for his BA Economics, and the Government Law College Bombay for LLB, Rahul Bajaj went to the US to do his MBA from Harvard Business School in 1964.

Being awarded the Padma Bhushan in 2001, Bajaj was listed twentieth on the Forbes India’s Richest in 2010.

Anil Ambani
Chairman, Reliance Anil Dhirubhai Ambani Group

Anil Ambani completed his Bachelor of Science from Mumbai University. He went to the US to do an MBA from The Wharton School, University of Pennsylvania.

It is the same university that later honoured Dhirubhai Ambani with the Dean’s Medal for setting an outstanding example of leadership. Anil Ambani is the fourth richest man in India, according to Forbes.

Anand Mahindra
Vice Chairman and MD, Mahindra & Mahindra

Anand Mahindra graduated from Harvard College, Cambridge, Massachusetts and completed his MBA from Harvard Business School, Boston. He is Vice Chairman and Managing Director of Mahindra & Mahindra.


After Anand’s entry, Mahindra & Mahindra started the Kotak Mahindra Bank and Tech Mahindra. The IT section acquired Satyam Computer Services Ltd and renamed it Mahindra Satyam following the 2007 scandal.

Adi Godrej
Godrej Group

Adi Godrej did his bachelor’s degree and master’s degree in management from Massachusetts Institute of Technology before joining the family business.

One of Indian’s richest men, with a net worth of $3.3 billion, Adi Godrej is credited with modernising his family’s business.

KV Kamath
Non-Executive Chairman, ICICI Bank

Kamath was ICICI Bank’s Managing Director and CEO from May 1996 to his retirement in April 2009. Now, He is the Chairman of Infosys Limited, the second-largest IT services company in India.

After completing Higher Secondary and Pre-University from St Aloysius School, Kamath joined the Karnataka Regional Engineering College for Mechanical Engineering. Then, in 1969, he joined the Indian Institute of Management, Ahmedabad for his Masters in Business Administration.

Last but not the least, here comes the business magnate Dhirubhai Ambani.

Dhirubhai Ambani was an Indian business magnate and entrepreneur who founded Reliance Industries, a petrochemicals, communications, power, and textiles conglomerate and the only privately owned Indian company in the Fortune 500. Dhirubhai has been one among the select Forbes billionaires and has also figured in the Sunday Times list of top 50 businessmen in Asia. His life has often been referred to as a true “rags to riches” story.

Where he did his MBA?

.

.

.

.

Harvard Business School?

.

.

.

No

.

.

Stanford University?

.

.

.

No

.

.

Indian Institute of Management?

.

.

.

No

.

.

The Educational Qualification of Dhirubhai Ambani is just 10th pass

Is it necessary to do MBA to be a Business Magnate…..???

Does any degree in the world has more value than Self confidence & Hard work…..???

 

Source: http://www.knowledgebase-script.com/demo/article-952.html

What makes Rolls-Royce the best car in the world? “There is really no magic about it – it is merely patient attention to detail,” says an eminent Rolls-Royce engineer.

Rolls Royce ad is one of the most well known ads in the history of advertising from the legend of advertising, David Ogilvy. David Ogilvy’s Roll Royce advertisement shows copywriters that the best ideas are often found in the product itself.

Headline:

At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.

( This is referred to as the most famous headline in advertising history)

Some of the 13 Features Noted in The Rolls Royce Ad

  1. “At 60 miles an hour the loudest noise comes from the electric clock” reports the Technical Editor of THE MOTOR. Three mufflers tune out sound frequencies – acoustically.
  2. The car has power-steering, power brakes and automatic gear-shift. It is very easy to drive and to park, No chauffeur required.
  3. The finished car spends a week in the final test-shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle-whine.
  4. The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.
  5. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions.
  6. A picnic table, veneered in French walnut, slides out from under the dash. Two more swing out behind the front seats.
  7. You can get such optional extras as an Espresso coffee-making machine, a dictating machine, a bed, hot and cold water for washing, an electric razor or a telephone.”

The rest of the points include other features of the car as well as the price.

Notice how every question in the consumer’s mind has been thought of and answered in this ad. This is, in fact, a direct response ad since it seeks a response. David Ogilvy’s “first love” was direct response and he believed that every copywriter should have a firm grounding in this form of advertising.

Why? Because copywriters learn to think and write through the minds of their readers. They must find out as much as they can about them. Their lifestyle, their likes and dislikes, what they look for in products, etc. Besides, the challenge of eliciting response sharpens up a copywriter’s skills.

Analysing Ogilvy’s Rolls Royce Ad

The quaint fact that the engineers use a stethoscope to listen for axle-whine could have given a copywriter another headline – “Even a stethoscope cannot hear it whine.”

And there’s the interesting information about the monogram RR being changed from red to black at he death of Sir Henry Royce. Yes, this fact would leap out for a writer, but it cannot really be turned into a headline that would make promises of comfort, convenience and luxury to the reader.

The impressive fact that the shock absorbers can be adjusted to suit road conditions could be material for another headline. It’s not something one hears about in a car. It would be a great boon for rural road conditions! Maybe a headline that says: “Drive it wherever you like.”

Also, there are the picnic tables and optional extras like the coffee making and dictating machines, bed, hot and cold water, telephone and electric razor. Now that’s luxury. A headline could speak of being ready to work, or snug in bed no matter where the driver is. Very appealing to a traveling businessman.

This is just why knowing more about the reader is so important. Is it luxury he’s looking for this time, or being able to work while traveling, or is it the smooth silence of the ride?

Copywriters Can Reach the Right Audience Through the Price

The body copy gives the reader the less conspicuous option of a Bentley almost identical in quality to the Rolls. It makes no bones about the price of the Rolls.

Stating the price ensures that writers don’t attract the wrong type of consumer. They get the ones who have the money. The ad ends with the action required – the call to buy and how to do so.

Although this ad ran only in two newspapers and a couple of magazines, it was a huge hit. It answered all the questions in the consumer’s mind. And it was selling a product known for its quality. It became so famous that the following year Ford based their multimillion dollar campaign on the claim that their car was even quieter than a Rolls.

Great Ads Require a Lot of Homework

David Ogilvy in “Ogilvy on Advertising” says that he did his “homework” in order to write this ad, tedious as it was – three weeks of reading about this car (copywriters rarely have that luxury anymore). The headline itself was a quotation from an article published 20 years before.

Source: http://anita-saran.suite101.com/analysing-david-ogilvys-rolls-royce-ad-a146187

Unilever

unilever

Unilever is one of the biggest producers of food, beverages, cleaning agents and personal care products. They produce a huge amount of different products and they wanted to reflect this in their logo. Each part of the logo has a meaning. For example: the heart represents love, care and health –  feeling good, a bird is a symbol of freedom. Relief from daily chores – getting more out of life.

Sony Vaio

vaio

Sony Vaio is a well known brand of laptops. But did you know that the name Vaio logo also had a hidden meaning? Well, the first two letters represent the basic analogue signal. The last two letters look like a 1 and 0, representing the digital signal.

Amazon.com

amazon

This logo doesn’t seem to hide much at first sight, but it gives you a little insight in the philosophy behind the brand. First of all, the yellow swoosh looks like a smile: Amazon.com want to have the best customer satisfaction. The swoosh also connects the letters a and z, meaning that this store has everything from a to z.

Sun Microsystems

sunmicrosystems

The Sun logo is one of the most famous ambigrams in the world. You can read the brand name in every direction; both horizontally and vertically. This logo was designed by professor Vaughan Pratt of the Stanford University.

Fedex

fedex

This is probably one of the best known logos with a hidden meaning. If you look closely, you’ll see an arrow that’s formed by the letters E and x. This arrow symbolizes speed and precision, two major selling points of this company.

Baskin Robins

baskin-robbins

The old logo of Baskin Robbins had the number 31 with an arc above it. The new logo took this idea to the next level. The pink parts of the BR still form the number 31, a reference to the 31 flavours.

Toblerone

toblerone

Toblerone is a chocolate-company from Bern, Switzerland. Bern is sometimes called ‘The City Of Bears’. They have incorporated this idea in the Toblerone logo, because if you look closely, you’ll see the silhouette of a bear.


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