Burning Indian roads on Korean wheels!

What is Hyundai India’s marketing chief doing to ward off competitive eyes? Or is he only bothered about giving his best shot and not worrying about the pack? By Pawan Chabra

Arvind Saxena
Director – Sales & Marketing, Hyundai Motor India

Arvind Saxena is one of those individuals, who have seen the Indian automobile industry being built brick by brick. With a rich experience of 25 years in the industry, Saxena, who is currently the Director of Sales & Marketing division at Hyundai Motor India, has been spearheading the company’s branding and sales efforts for the past five years. After he majored in mechanical engineering from the Motilal Nehru Regional Engineering College, Allahabad, he got enrolled in the MBA degree course at Lucknow University. Saxena started his career with Escorts as a Management Trainee in the Sales & Marketing department. Realising his capabilities at an early stage, he was handed over control of Escorts’ auto business in Bihar after just a couple of months into his training at the company. Recalling those days, he says, “It was actually the best assignment that has ever been given to me.” After a successful stint of nine years at Escorts, he moved to Bajaj Auto as a Regional Marketing Manager for the company. He was put in charge of the company’s marketing operations in the Eastern and Northern region of the country. Saxena also has a long list of achievements to share, and they have all been result-driven performances. After a short stint at Bajaj, he joined Maruti Suzuki, where he worked for ten long years. He quickly rose up the hierarchy and was spearheading Maruti Suzuki’s all-India sales force (in the capacity of Chief General Manager – Sales) before he joined Hyundai in November 2005, where he was allocated the task to manage sales and marketing operations at the all-India level.

While at Maruti, he ensured that the company maintained its #1 spot in the Indian market. From there, he jumped ship to the #2 Hyundai, which was then and still is, chipping-away at the leader’s market share day in and day out. So how is Saxena taking this change of side? Is there a sudden antagonism towards all in the Maruti camp? Disagrees Saxena, “There is always a sense of competitiveness, but even today, I have close friends at Maruti. But when you are at the marketplace you are definitely competing with each other.” But one fact which he cannot deny is that a lot has changed for Hyundai since he joined the company. And it comes in the name of heightened competition. Though Hyundai continued to play the right cards by banking on the Indian small car segment (which has always attracted maximum volumes in the industry), competition has grown by the day. In recent years, players like GM, Ford, Volkswagen, Nissan et al, have moved into the small car category to make the most of the opportunity at hand. But Saxena disagrees on this front as well. He boldly dismisses any worry, as he says, “The market has expanded well over the past few years, with many product launches happening in the small car segment. But Hyundai has also done very well. Five years back our market share stood at 17%, and despite competition rising, our market share today is close to 20%, which more or less describes how well we have been doing.” Numbers surely prove his point.

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Source : IIPM Editorial, 2011.

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

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ICC may scrap rotation policy for choosing presidents

The International Cricket Council's (ICC) system for appointing presidents is set to undergo a significant change with the world body planning to table a proposal to scrap the current rotation policy at its next annual general meeting of board members in Hong Kong on June 28. The move is likely to be opposed by Pakistan and Bangladesh, the two full members who are next in turn to nominate a president and vice-president, according to a cricket website. The proposal formed the main topic of discussion at an ICC governing committee meeting in Chennai last week.

The Pakistan Cricket Board is worried over this development and chief Ijaz Butt has even written a letter to the ICC on this issue, according to reports in the Pakistan media. PCB's fear is that this may be an attempt to sideline it at a time when Pakistan cricket is struggling to come to terms with one controversy after another. Bangladesh Cricket Board (BCB) chief Ahmed Mustafa Kamal told sections of the Pakistani media: "We want one cycle of the president rotation policy to be completed. Pakistan's Ehsan Mani already had a chance to be president and now we want one nominee from Bangladesh for the vice-president and then the president's post at the ICC."

Mani slams Pawar's policy

Former ICC chief Ehsan Mani has slammed the Sharad Pawar-led ICC's reported move to do away with the rotational policy for appointment of presidents after 2015, suggesting that India might have initiated it. Nine out of 10 Test playing nations have reportedly signed on the ICC's proposal to change the rotational policy and Mani termed it unusual.

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

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Uncle Sam has no philosophical disagreement with global partnerships

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Uncle Sam, however, is having none of this. While he says that he has no philosophical disagreement with global partnerships, he’s willing to wait for a “win-win partnership” offer before he can be swayed. For now, he is busy chalking out Madison World’s future roadmap, which is littered with 50% perspiration and 50% inspiration to serve clients. “A lot of people may think we are stupid, but I almost feel apologetic if we have too many internal review meetings to clock Madison’s growth. I feel that my people are better off thinking about how to solve our client’s problems and benefit them,” points out Sam, adding that this one statement sums up the DNA of Madison. A reason perhaps, that in an industry plagued by attrition and regular client calls for pitches, most of Madison’s clients have been with them for years together. With new specialisations, Sam feels that Madison will be able to provide more cost-effective solutions to clients. “Following this credo, if we have survived for 22 years, guess we have a viable business model,” he gesticulates, with a flourish.

It is this viable business model that Sam now intends to take global. And Lara is again leading from the front by identifying new markets to tap for global expansion. Incidentally, Madison has already spread its wings into Sri Lanka (via a JV with Media Factory, the island nation’s largest media buying agency) and Thailand (Madison has invested in Penada, a Bangkok-based event management company). “It’s got to be the neighbouring countries first and the best way for that is acquisitions and alliances,” avers Lara. While she refuses to give details, she says that a couple of discussions are already on, in other neighbouring countries, for other similar tie-ups.

But even as Lara is stitching up international alliances for Madison, her exuberance and glowing optimism for Madison’s new domestic vision is unfettered. “Each of our specialist unit is raring and firing to go. We are confident of achieving our vision of being seen as a comprehensive communication service provider within the next two years,” she explains, There’s more specialist expansion for Madison World on the cards. Sources within the company say that the next specialist unit to spring from their stable will be focused on Customer Relationship Management – a crying vacuum in the industry so far. Adds Lara, “The world is familiar with those deals, which we have successfully been able to conclude but there are so many that we have not been able to conclude.”

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Source : IIPM Editorial, 2010.

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

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It was indeed a long wait when in July 2007 Air India and Indian got the government’s nod to operate as a single entity. But then it was worth waiting! The rationale behind the merger was to provide an integrated international and domestic airline that will benefit passengers significantly. And the merged entity has achieved that effectively. Their complementary networks, common ownership and greater efficiencies, all point towards the benefits of a successfully merged entity. Though, the ongoing slowdown seems to have restricted it from scaling new heights at present, but then, savings have definitely come from route rationalisation, common sales & distribution network, et al. Certainly, one cannot ignore the nice and ambitious idea behind the merger despite the poor execution, which as a matter of chance was revealed later.

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Survival of the fittest?

When hunting is all they have done for generations, it is difficult to contemplate an alternate means of living overnight. Inasin Bai, an intrepid member of the hunting tribe of Pardhis brazenly questions, ‘what about us?’, now that hunting is banned...

We are a nomadic clan. For generations we were known as baheliyas and have been hunting to earn a living. We know no other skill. Living in the jungle has been a way of life for us. Tigers are like cats for us. We stay in the jungle and for days our men roam around the jungle and study the routes that the animals take, especially the tiger.

Tigers fetch us good money because the buyers are readily available. A lot of business comes from the crocs as well. But for killing them we use poisonous tablets. Once the men have hunted the animals, it is the women’s job to shave the skin off, to clean it and to look for a buyer at a good price. Till the time we are in the forest, we often feed on birds like bater (quails). Our kids have learnt to mimic the voice of the bird well, which it assumes as another bird’s call and also responds. This makes it easier for us to trace them and then we hunt them with a catapult. But now animals have to be protected and hunting has been made illegal. So suddenly our means of earning a living has become illegal. The rules are so strict that most of our men are in the jail. It has been three months that we have been ostracized from our community because we have stopped hunting in the hope that the government would provide us with an alternative. But now there seems to be no source of earning from the jungle. It seems like it will take long before anything is done for us. The money in the work they offer us isn’t enough and the work is tiresome too. If we don’t get enough food to survive, we would have no other option but to go back to the community and engage in hunting, which is no more legal. Everybody thinks that the count of tigers and other animals is falling, but we can’t die of hunger for them. I’m sure you would weigh human life more than that of an animal!....Continue

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The Sunday Indian

In Delhi, people were swayed by Sheila Dikshit’s consistent track record on development, and simply ignored the BJP

In Madhya Pradesh and Chhattisgarh – the creditable innings of Shivraj Chauhan and Raman Singh notwithstanding – the two were also partly helped by the Congress party’s internecine struggles and often outright negative campaigns. The party failed to project a united front, ignoring young leaders like Jyotiraditya Scindia.

In Chhattisgarh too, the Congress was visibly divided between the VC Shukla, Moti Lal Vora and Ajit Jogi camps. While Jogi kept projecting himself as the chief ministerial candidate, the other Congress leaders continued to be in denial mode, confounding the electorate to no end. Slim as Congress chances were, Chief Minister Raman Singh’s promise of providing rice at Rs one per kg won for him the sobriquet of Chaval Baba. In an impoverished state like Chhattisgarh, such gestures count a great deal; and the Congress could find no effective counter to the popularity this had ensured. But if these upsets can for a moment be put aside, the polls do show that the scale – howsoever slightly – is at this point tilted in favour of Congress. And it also looks like the finals will be a real cliffhanger. The issues will be different no doubt, as too will be the protagonists. But what is almost certain is that smaller parties like the BSP will have a major say in determining the course of events.

Both Congress and BJP are gearing up for the Big Battle. While Congress has to put its house to order in some states, BJP wants to sharpen its attack on issues which it feels, might appeal to people in parliamentary elections. “People might not have found rising prices and terror a potent issue in the Assembly elections, but we will keep highlighting the government unwillingness for strident terror law, till either government accedes or people realise the need for such a law”, says BJP general secretary Arun Jaitely.

By announcing a hefty bail package, Congress is leaving no stone unturned to contain inflation, rising prices and combat economic recession. It has already reduced the repo rate and reverse repo rate, besides infusing the manufacturing sector by lowering cenvat. “People would have forgotten about inflation and price rise by General Election time,” said a senior Congress leader. But where all pundits have failed, such statements seem based on the recent euphoria. Reality may be different.....Continue

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The Sunday Indian

Tribals put Reds on red alert

The tribal upsurge in West Bengal’s Jungle Mahal area is making the ruling CPI(M) lick dust, with people in Chhotopelia village of the now famous Lalgarh area surrounding a patrol party of the Central Reserve Police Force for more than seven hours through the night of December 8, till the district administration asked for forgiveness for “a breach of treaty”. The ‘treaty’ had been worked out on December 7, one point of which was precisely that villagers would have to be informed whenever police wanted to enter the forests or villages.

Again, this week itself, the vast Sarenga area in Bankura district, so far unaffected by the upsurge, saw a gathering of 2,500 tribals telling the administration that they would follow the Lalgarh path against police atrocity. Surprisingly, far away from Lalgarh, tribals in Balurghat, West Dinajpur district, submitted a 33-point charter of demands, which included immediate stopping of atrocities on tribals in the name of hunting for Maoists, and punishing those responsible for atrocities in Lalgarh. And in Nadia and Jalpaiguri district too, tribals are expressing solidarity with Lalgarh.

Almost a full month after the massive tribal unrest started in the Jungle Mahal area, the agitation had been suspended early this week after the leaders of the Committee’s Rail Roko call....Continue

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The Sunday Indian

…not with standing the fact that many Pakistanis suspect the hands of their own establishment in one of the worst terror strikes anywhere, that is wha

Lashkar-e-Taiba or "Army of the Pious" was banned in Pakistan in 2002 but it continues to operate in Pakistan under the garb of a charity organisation, Jamaat-ud-Dawa. Similarly, al-Qaeda and the Taliban, with strong footholds in Pakistan's Federally Administrated Tribal Areas (FATA), continue to pose grave threat to nascent democracy in the country. In the Swat valley, some 100 miles from the capital city Islamabad, at least eight people were killed and 40 others injured when a suicide bomber attacked a military check post on December 1. The intelligentsia in Pakistan is equally alarmed by developments following mayhem in Mumbai.

"The inhuman and callous attack in Mumbai is a great surprise to each and every Pakistani. When hopes were high that India and Pakistan relationship was going to be normalised, various routes between India and Pakistan were going to be opened, the trade between the two countries were on the verge of taking off, and the uselessness of military establishment was going to be a reality, this incident is a stab in the back of the people of Pakistan. I hope that the two governments will stop the blame game and rise above in the interest of common man and appreciate the new reality of a global village," said Dr Syed Haroon Ahmed, an eminent psychiatrist and president of Pakistan Association for Mental Health.

Veteran journalist and peace activist MB Naqvi concurred. "Speculation about who organised the Mumbai outrage is useless. Both India and Pakistan are among the usual suspects. It is quite possible that Pakistan''s security establishment has decided to derail the Indo-Pak peace process and to keep the two at daggers drawn; it will suit its long-term purposes," he said.

The Mumbai carnage and subsequent developments have also alarmed the US government because war between India and Pakistan would mean diversion from the "war on terror", that is neither in the interest of the US nor the vast majority inhabiting South Asia.....Continue

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The Sunday Indian

The renovation of the Jallianwala Bagh is drawing a lot of flak from veteran patriots, but the old order is yielding place to the new.

However, most of these protests have fallen on deaf ears. A public interest litigation filed in the Punjab and Haryana High Court in September 2008 was dismissed, and the initial stay given on the petition was vacated. The order of dismissal signed by Chief Justice TS Thakur and judge Surya Kant says: “If the Government, the Trust and the Managing Committee have put their heads together and conceived a plan intended to revitalise and preserve the Memorial (sic)for the future generations, we see no reason why the petitioner should find fault with the same, particularly in exercise of the extraordinary public interest writ jurisdiction of the court.”

The background goes like this. In 1923, the trust purchased land for the project from the Jallewala Sardars at a hiked-up price of Rs 5.65 lakh. The money was gathered by an international appeal for a memorial issued by Mahatma Gandhi. The British Government in India was keen to turn the Jallianwala Bagh into a cloth market so that all traces of the incident were wiped out. Nationalist leaders, however, formed a committee headed by Madan Mohan Malviya. The land was purchased from the Jallewala Sardars at a hiked up price of Rs 5.65 lakh.

The money was gathered by an international appeal for a memorial issued by Mahatma Gandhi. The upkeep of Jallianwala has been with a Mukherjee family of Bengal. S.C. Mukherjee, an associate of Malviya, was appointed the first secretary of the Trust. It subsequently went to his son and now to his grandson S. Mukherjee. A memorial designed by American architect Benjamin Polk was built on the site and inaugurated by the then-President of India, Dr. Rajendra Prasad, on 13 April 1961, in the presence of Jawaharlal Nehru and other leaders.

A flame was later added to the site. However, the past few decades have seen the monument in neglect and decay with only a fraction of the people who come to the splendorous Golden Temple next doors visiting it. Interestingly, the Jallianwala Bagh National Memorial Committee is headed by the Prime Minister of the country. But in spite of the high profile management, the memorial suffered complete neglect during the past many decades.....Continue

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The Sunday Indian

Parties in Kerala are looking at this proposal from different angles. The news has certainly delighted LDF who had received Jamaat’s support in the last assembly elections. The Front has already busied itself in building up an alternative Muslim vote bank to counterbalance Muslim League, a constituent of Congress-led United Democratic Front (UDF).

In this regard, the only catch, so far, is People’s Democratic Party (PDP) led by Abdul Nasser al Madani, who was acquitted in the 1998 Coimbatore bomb blast case, aimed at eliminating BJP leader LK Advani. Right-wing National Development Front (NDF), known for its extremist Islamic views, attained influence and strength during the nine year-long incarceration of Madani, causing CPM and PDP grave worries. Till date, it gives PDP sleepless nights.....Continue

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The Sunday Indian

Lakhimpur Kheri, stands a lonely house… and here they say, an old tiger still roars

As an adult, Billy returned from the army after the second great war and moved to these lands bordering the forests of Dudhwa, hoping to make a living as a farmer. It was difficult because these lands were overrun by stray and wild ungulates, and yet Billy succeeded in running the farm in the lap of nature, sharing its bounties with the wild animals who frequented it. Around the same time, in the 1960s, he took up cudgels against the rather popular sport-hunting outfitters who organised trophy hunting expeditions for rich paying clients. Billy was almost single-handedly responsible for driving them out and having the government ban trophy hunting for good. In a way, he was atoning for the transgressions of his early days. And Dudhwa, especially its rare barasinghas, owe an invaluable debt to this man for dedicating his life to protecting the park from poachers, land grabbers, and securing the future of this deer.

But when I ask him of his legacy, he seems unsure. “Democracy will kill the tiger. There are just too many of us and soon these forest too will have to go. What can you do?”, he says. I’m saddened to hear him say that. I was hoping that he, more than anyone else would hold out defiant hope. After all, isn’t he the most decorated conservationist in the world, having won awards and appreciation from all quarters and corners and isn’t he the man who poachers still fear? And isn’t he the man who has repeatedly achieved the impossible, whether it be protecting a forgotten landscape from eternal destruction or be it successfully returning hand reared leopards and tigers back to the wild. “What can I do? I’m an old man now. Everybody I know is gone. I’m just waiting for the end. Soon, I’ll be gone too… and so would the forests.” I must’ve looked crestfallen, and I was. Though physically much taller, I felt dwarfed by the majesty and aura of the man. I must’ve seemed like a sad little boy who’s had his last shred of hope wrenched away from his hopeful heart. The affectionate old man seemed to take pity on the little boy sitting across him and his eyes softened… “I haven’t given up yet. I might be old but I’m not going to quit. I’m still working hard… I can’t give up the fight.” There’s fire burning in that belly yet… the old tiger roars still… ....Continue

Decentralisation has done more harm than good to India….

Likewise, even though law and order remains a state subject, wherein the states continue to fight against the formation of a central law enforcement agency, these very state bodies literally seem to destroy policing in their respective regions. They have not only kept the force subservient to the polity’s dictums, but have also created lack of amenities, training, low remuneration and defunct intelligence machineries, contributing to create a demotivated force that repeatedly fail to perform duties proficiently. Be it hooliganism in Mumbai, riots in Orissa and Karnataka or relentless terror attacks across India, the states seem to remain clueless of any appropriate actions. Its only when things go absolutely out of control that they seek help from the Center. Similarly, agriculture, being a state subject, remains shackled till date. The sector not only faces complete lack of capital investments but also sees relentless suicides of debt-ridden farmers.

Today's identity politics (and the resultant violence) is a residue of the aspirations of regional political parties, trying to consolidate their regional vote banks with utter disregard to national integrity. A strong central government, with more discretionary powers, would have perhaps created a far better India than what it is today. Nothing can be worse than witnessing terror rattling India when foreigners are mistreated in s Goa, or when non-Marathas are beaten up in Maharashtra. The Union Government, knowing that law and order is but a state subjects, chooses to remain a mute spectator; and it seems it shall remain so that even if this fallacy someday destroys the very concept of India, disintegrating it altogether.....Continue

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The Sunday Indian

Karnataka State Cricket Association

He has been bowling for India continuously for 18 years. To sustain and to be successful for a long time in a team, one must cope with different kind of pressures. The generation after Anil also has to cope up with the pressure in both forms of the game – the traditional test format and modern limited over format. The two formats demand different modus operandi while bowling. Adapting to the two forms of the game is not easy and the fact that Anil has done it perfectly proves he is one of greatest players India has ever produced.

Wherever he played, whatever may be the condition, he played for Team India. He is a complete team person. Imagine a bowler coming in with his jaw strapped, or 11 stitches to his non-bowling hand. That’s determination personified. I once told him that bowling from a short run-up would put heavy pressure on his shoulder. He changed his bowling style and adopted his own run up in later stages. He is a great learner of the game. There are two types of players – one who quits the game finding it boring; another, who continues to play just for the sake of playing. But Anil stands apart, as mentioned before – he never entered the field unless he thought he was 100 per cent fit to play. I respect his decision to say 'Good bye' to international cricket. I do not think a player who played for the country even when he was injured and led the team towards victory will take a wrong decision.

Coming to the other part, Anil and his gentle approach to everything – no matter whether it is professional or personal – always caught my attention. I have neither seen him losing patience nor ever speaking aloud. There were times where I advised him when he was down. He lent his ears attentively to me and took in passionately whatever I said. Though I am not active in cricket, he is still in touch with me; he occasionally comes to my home for dinner and, of course, he invites our family over as well. He is a true gentleman. Anil is a great ambassador of cricket and the nation. He is a great inspiration and a good friend, whose smiling face never fades. None can fill the vacuum he leaves behind. Gems like Anil come but once in eons. Team India was lucky to have had the services of this rare gentle gem. ...Continue

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The Sunday Indian

Olive branches: political maths

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The octogenarian Chief Minister of Tamil Nadu M Karunanidhi is into his political maths once again. The Diravida Munnetra Kazhagam (DMK) has tried to woo back the estranged Pattali Makkal Katchi (PMK). Last week, Union Minister for Surface Transport TR Balu met Dr S Ramadoss, chief of PMK and conveyed his leader’s rapprochement message. Ramadoss said he would consult his party colleagues. The meeting was kept a secret. So secret in fact that the DMK’s organ Murasoli’s scribes too did not know of this, and Murasoli continued it’s tirade against PMK. However, the news leaked out after two days, and immediately senior functionary of the party, Naganathan hastily telephoned Ramdoss about the faux passé. Things are tough for the ruling DMK these days. It went to the 2004 Parliamentary elections with Congress, PMK, CPI, CPM, MDMK on its side. But over the years, the alliance eroded. First it was MDMK to go. Then PMK, and finally the communist parties, citing DMK’s support to Indo-US nuke deal. Now the only partner is Congress but its members are peeved for not getting a share in power. The DMK, with 96 members in the Assembly, is running a minority government with support from the Congress. With the general elections nearing, DMK’s voice in the UPA is not as powerful as earlier....Continue

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The Sunday Indian

If McCain’t the guy, is Obama?

Who, among the two, will be more preferred by the ‘white’ nations?

To the amusement of everyone, a Southern California Think Tank has inferred that the intelligence of a person has an indirect relation to his liking for President Bush. In other words, if you dislike Bush, you’re intelligent, and if you do, you don’t need to read the report. Though that’s putting it quite simplistically, the fact is that despite Bush’s strong arm tactics towards certain countries, he had ensured that the ‘white’ nations (well, almost) remained allies – more or less – of the US. The question now is, will the seeds of propelling amicable foreign relations sown by Bush be nurtured just as well by Obama or McCain? While Obama keeps harping that he would do everything within his power to prevent Iran from indulging into nuclear activities, the much speculated ‘could-be’ President is still indecisive about visiting Iraq or for that matter even Iran; and on the other hand is sweet old McCain, who has been constantly persuading Obama to undertake an Iraq trip. While Obama has been accused of lack of foreign policy experience, in contrast stands McCain, who has served four years or so in Vietnam, has been a prisoner, and in his many years as Senator and political player, has influenced and lobbied for and against many foreign policy decisions....continue

Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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“Best Marketed State? Andhra Pradesh?! What?!”

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“Best Marketed State? Andhra Pradesh?! What?!” Sceptics would debate over this extensively surveyed and intensely calculated choice. Really, think of Andhra Pradesh, and perhaps the first monument that comes to mind is the Char Minar. Right? Next, think of a city in this state. ‘Hyderabad’ is your top-of-mind recall response, right? Nothing wrong there, but in all probability, you (like most) are not too well aware of the real Andhra! Appropriate thus that you demand ‘reasons’ that hail Andhra as the Best Marketed State as per this exclusive 4Ps B&M and ICMR Survey 2008. So, allow us to take you through a revelation of the secrets behind the Best Marketed State in the country – Andhra.

As you look upon the runway at Rajiv Gandhi International Airport in Shamshabad (22 km due-west of Hyderabad), you’ll appreciate the ‘green’ efforts of the Andhra government (also thanks to the GMR-HIAL combo) to maintain one of the best greenfield airports in the country. ‘You feel fresh about it all’, and that’s the line to describe Andhra. But wait! This state is more than what meets the eye and has more than just mountains (it has none!) and river valleys (it has two - Krishna and Godavari); talk about it - Information technological advancements, Bio-technolgical breakthroughs, Pharma investments and setups, Infrastructural developments, and so on... Andhra has enough to boast about; more than any state in the country. The state is the first in India where an international MRO provider (Lufthansa Technik) is setting up an Indian base (in Shamshabad with initial investments of Rs.100 crore), therefore giving a boost to the state’s connectivity quotient as Arun Agarwal, Research Analyst, Karvy Stock Broking opines, “With the setting-up of this new MRO facility in the new airport, Hyderabad is all poised to become an important hub in the global aviation map...” And there’s more... The airport modernisation and other developments in the aviation sector are only a miniscule fragment in the massive Andhra developmental drive.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

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Toofan(i) caravan

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Girl power to storm the rural ‘ad-man-world’

The amount of opportunities in the vast virgin lands of the Indian hinterlands have tempted many big-ticket organisations like ITC, HUL, Bharti et al to set up shop there. However, the marketing & advertising fraternity, which takes great pride in helping these companies in making inroads into this unexplored marketplace, has itself stayed away from venturing into rural India. But here’s an agency that has changed the rules of the game.

RC&M,which began its journey in 1990, is today a specialist in planning experiential marketing campaigns for these rural markets.

RC&M (previously Rural Communication & Marketing), is the brainchild of Rajesh Monga, who after spending time in the advertising industry decided to start an agency that would cater to rural marketing. Soon RC&M roped in a host of agri clients like Eicher Motors, Parle et al. Four years later RC&M decided to move up the value chain by entering markets in semi-urban areas & even metros. With the passage of time, other verticals – event management, separate company for LEDs – were added to RC&M. Rajesh moved on to take charge of these sister companies, while the baton of RC&M was passed on to his wife, Priya Monga.

“RC&M basically seeks to provide experiential marketing solution to a brand,” an effervescent Priya told 4Ps B&M, adding that under the banner of experiential marketing, the major task is to take brands to the doorsteps of consumers. So unlike mass media, RC&M is more into one-to-one communication. Priya opines, “For such marketing one needs to be clear about where to do and how to do. The target group needs to be spot on as we cater to refined audiences. It’s all about the right venue, the right timing and conveying the right kind of message. In short, experiential marketing is very strategic and driven by results.”

Then again, within the broad banner of experiential marketing, a host of services can be offered and RC&M especially specialises in exhibitions, road shows, putting up banners, customer contacts & kiosks. Events and launches are taken care of by one of its sister concerns. With such 3600 offerings, clients from different sectors have been flocking to RC&M. The agency’s ever expanding portfolio includes clients like M&M, TVS, Castrol, Bharat Shell, Colgate, Parle, Marico, HUL, Airtel & Nokia. Their Toofan campaign for M&M and GM’s Caravan have even received awards at various forums.


With success stories like these to narrate, one cannot help but ask about the core competency of the agency. Priya is prompt to reply that “We have the concepts to deliver the right solutions for the concerns which are shared by the client.” She believes that honesty in the business in terms of deliverables is also essential. “One may commit anything to the clients, but one must be able to deliver them as well,” she avers.

Those are the dreams and determination that help in making an agency big and RC&M is no different. Adds Priya, “I try that in a year I can take up three such projects that would help make a dent in the industry.”

Hear, hear! With an ambition like that, small surprise that RC&M’s already going places!

Edit bureau: Surbhi Chawla

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

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Reaching out for rural riches...

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Despite being the first player to enter the private life insurance mart in India, HDFC Standard Life faltered due to its short-sightedness and nonaggressive approach, virtually handing over its first mover advantage on a platter to ICICI Prudential and Bajaj Allianz. But their desperation to join the big league in the race is visibly apparent. In fact, till last year, HDFC was number two in the race, but this year, it was browbeaten by Bajaj Allianz, to slip down to the third slot. Bajaj Allianz’ aggressive marketing, combined with an army of direct sales agents, helped it acquire a Rs.185.47 crore edge over HDFC, in terms of premium collected. One can empathise with HDFC’s pain. SP Subhedar, Asia Head, ICICI Prudential, clarifies on reasons that some have moved up and stayed ahead on the insurance ladder: “Many have failed to look at the rural segment (70% of the population) beyond the regulatory compliance perspective.” HDFC is working fast and ferociously to augment its weak penetration. Agrees Sanjay Tripathy, Head Marketing, HDFC Standard Life, “Sustainability will come through reach and penetration. We are increasingly expanding our reach into B & C class towns, while increasing our sales force and focusing on bancassurance channels to support the expansion.” Another HDFC spokesperson told 4Ps B&M that the number 3 player is now increasingly focusing on ‘a need based selling strategy’. Anurag, an analyst with RNCOS, a market research firm, comments on the agony of the 3rd, 4th and 5th rung players, by saying that the “prime reasons (for their predicament) are low market penetration and inadequate application of IT for business.”

It is estimated that by 2014, penetration of life insurance in India will increase to 4.4% (from the present 1.27%), and by 2009, the industry’s value would reach Rs.1,683 billion. While LIC is spreading wide, HDFC and the other also-rans can perhaps find solace in such statistical jugglery & forecasts…

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM, GURGAON
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