Insurance print ad trends: 2010

In an exciting and dynamic category like Insurance, The role of The Intermediary is changing; hence The Role of collaborative communication is becoming even more challenging. The Industry players have apparently realised this critical need for Integration, as is evident from the Indian Insurance Industry print ad trends for the year 2010.

Changing Perception

Advertising, in any form, has become inevitable to the success of any product and insurance is no exception. Having realised the criticality of making a differentiated offering and building salience, insurance companies are leaving no stone unturned in the process of promoting their products. Be it LIC in the life insurance domain or standalone health insurers like Apollo Munich, Max Bupa or Star Health insurance or Oriental General Insurance, each one has upped their ad spend in the print medium. As a result, this has led to a gradual shift in the perception of insurance.

Aggressive Marketing

‘Insurance is sold not bought’ seems to be the underlying fact upon which insurers base their ad spending. Ever since the insurance bill was passed in 2000 and with the entry of private players, there is a slew of never seen before aggressive marketing and advertising strategies. Nevertheless, insurers seem to have realised that instead of pushing policies down the throat of the customers, it is better to educate them and offer guidance - an approach that is slowing paying off. On both the fronts insurers have relied heavily on print ads; however to woo customers, life insurers seem to take the print route more than non-life insurers.

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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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Deliver he will; the package and results

Under his leadership, Safexpress has won several accolades. But can he make the company stand tall against global giants? Finds Angshuman Paul

Vineet Kanaujia
GM – Marketing, Safexpress Private Limited

With over six million square feet of warehousing space and 566 destinations spread across the length and breadth of the country, Safexpress today can proudly boast of being the largest logistics service provider in India. However, things were not as right for it as it seems today, when 15 years ago the company started its corporate journey. It was like any other unorganised logistics player in the country – striving hard to get noticed.

Although Vineet Kanaujia’s entry into this embittering logistics war happened only a few years back, when took over the reins (as GM Marketing) of Safexpress, he has retained an extraordinary and iron-clad focus on the fundamentals of marketing. Kanaujia started his career with HCL and went on to work with ConAgra Foods and Samsung. Post this, he joined Safexpress. Having impeccably positioned brand Safexpress as the ‘market leader’ in the logistics industry, Kanaujia has radically enhanced Safexpress brand equity in India in a very short span of time.

In fact, for his incredible contribution in establishing Safexpress as one of the foremost brands in the country, Kanaujia has been conferred several awards and accolades which include ‘Brand Leadership Award’ by World Brand Congress, ‘Professional of the Year Award’ by Express Logistics & Supply Chain Council, as well as the highly coveted ‘Best CMO of the Year Award’ by the CMO Council, USA. So what was the strategic intent that pushed Safexpress so far and ahead? “Our holistic marketing strategy,” Kanaujia replies confidently, “It’s that which has worked so brilliantly for us. We have carved our own niche amongst the most elite brands in the country by consistently focusing on each and every aspect of marketing.”

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

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: Indian Institute of Planning and Management

The new logo that Indian Railways is planning to bring will mark an end of an era in Indian Railways

Currently, one can easily spot the 16 stars within the current Indian Railways logo that represent Railway’s administrative zones in the country. As the largest transporter of the country, the Railways initially started with six zones in 1950 and expanded progressively to 16 in 1996. Not many Railways employees that 4Ps B&M touched base with could provide clarity on the current logo’s history, fewer still could recall when the logo was introduced. The Delhi Railway Museum apparently believes that the Indian Railways logo was created somewhere in the 1952-53 period. But still, would it matter if the logo changed? Would there be more people who’ll start signing up for Indian Railways once the new logo is in place?

“The [current] logo of the Railways is what people connect to very strongly with and there is no business sense in changing the logo as it will leave a task of establishing it once again in the hands of the railway officials,” explained Jagdeep Kapoor, CMD Samsika Marketing Consultants, who mentions that it would perhaps be better if the Railways were to invest in making the current logo more visible to consumers. Says Prasoon Majumdar, President, Global Strategy and Investment Consulting (GSIC), “To say that a logo change is not required simply because the past logo did not work, is not the right approach. In fact, it builds a stronger case that perhaps a new logo would work better. But yes, given that the Railways earns most of its revenues and profits from the freight forwarding sector rather than the civilian travel sector – which is close to loss making – a logo change would be useless unless targeted at the profit target market – here the commercial sector. And there is a big case that if the intent is making money, then much more could be made by reengineering processes than by logo changes.”

Now what would be the Railways’ next move? A brand celebrity? We’ll discuss that too...

Pawan Chabra

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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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INTO MY DRAWING ROOM... AND NO MORE?

The appearance of mobile phones into our lives has started to blur the lines between what is private and what is public at an alarming rate

We have always had a clear cut demarcation between public and private lives. The whole concept of a ‘drawing room’ in our homes is our concept of public life. Drawing rooms are meant to be the public face of homes. This is where the guests are welcome, this is where the family achievements are showcased, and this is where a lot of showmanship is practiced. Drawing rooms are projections and they are designed to leave a good impression. Then there are the other rooms of a home. They are private, they are out of bounds for guests, and this is where the family retreats and keeps its affairs away from the public gaze.

Essentially homes strike a balance between an intrusive welcoming public space and reclusive non-welcoming private space. A line is always drawn between the two spaces and everyone at home knows where one stops and the other starts. While there have been debates about where the division between public and private space should be, and the debate often relates to where a line should be drawn rather than about abolishing the line entirely.

In our culture, it’s drilled into our heads from a very early age that ‘familial matters’ should never be discussed in front of ‘outsiders’ and should always remain within family. If a family can keep its matters private, it can keep its honour sky high.

However, the coming of mobile phones in our lives has started to blur the lines between private and public at an alarming rate. For one the mobile phone has entered spaces that were always deemed private and were out of bounds. And subsequently they have allowed people to share moments, memories, secrets and desires that were always private and were always hidden. Yes mobiles are extension of our lives, but they are removing the sacred line.

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’
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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