And that is the point. Irrespective of the dizzyingly 
highs and lows being witnessed at the bourses over the last few months, one fundamental that has remained unchanged is in the amazing line-up of IPOs planned by companies. If the year 2007 saw more than a 100 IPOs unfurled, nearly 150 IPOs are planned for the rest of this calendar year, including some of the biggest IPOs till date like that of state-owned BSNL and realty baron Emaar-MGF. Even Sahara Housing has planned a big budget IPO for later this year, sources close to the development told this magazine. More pertinently, they are leaving no stone unturned to utilise the opportunity (with huge communication plans) to lure in more investors to their camp, as also to enhance their corporate image in the minds of potential stakeholders. “So much money is drained in IPO advertising because public issues are open for very short term and companies vie for maximum impact in this period,” explains a leading media planner.
Says Prasoon Joshi, the man behind the Reliance Power campaign: “Good marketing communication ahead of an IPO, projects the promoter’s confidence in the project. If you are confident about your IPO, you announce it to the world, but if you are under confident then you keep it to yourself.”
And it’s not just the big boys who are marketing themselves aggressively before an IPO hits the circuit. Gone are the days when IPOs were considered as mere financial products. The way they are being branded, positioned and advertised these days, they are nothing short of acquiring the stature of a white-good brand. From boring worn out ads featuring just IPO related information, branding initiatives now comprise eye-catching corporate ads, packed with enough glamour to catch the eye of potential investors across the spectrum.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
highs and lows being witnessed at the bourses over the last few months, one fundamental that has remained unchanged is in the amazing line-up of IPOs planned by companies. If the year 2007 saw more than a 100 IPOs unfurled, nearly 150 IPOs are planned for the rest of this calendar year, including some of the biggest IPOs till date like that of state-owned BSNL and realty baron Emaar-MGF. Even Sahara Housing has planned a big budget IPO for later this year, sources close to the development told this magazine. More pertinently, they are leaving no stone unturned to utilise the opportunity (with huge communication plans) to lure in more investors to their camp, as also to enhance their corporate image in the minds of potential stakeholders. “So much money is drained in IPO advertising because public issues are open for very short term and companies vie for maximum impact in this period,” explains a leading media planner.Says Prasoon Joshi, the man behind the Reliance Power campaign: “Good marketing communication ahead of an IPO, projects the promoter’s confidence in the project. If you are confident about your IPO, you announce it to the world, but if you are under confident then you keep it to yourself.”
And it’s not just the big boys who are marketing themselves aggressively before an IPO hits the circuit. Gone are the days when IPOs were considered as mere financial products. The way they are being branded, positioned and advertised these days, they are nothing short of acquiring the stature of a white-good brand. From boring worn out ads featuring just IPO related information, branding initiatives now comprise eye-catching corporate ads, packed with enough glamour to catch the eye of potential investors across the spectrum.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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School of Management in USA, Seigell is gung-ho on the potential that organized digital retail will get on the table for $4 billion HCL Group. The Indian hardware major boasts availability in 1100 plus outlets across the country. HCL Retail also has 5 of its own company-operated outlets (plus 45 more, which are built on the franchise model), where they are banking heavily on experiential marketing. “Unlike MNCs in the space, who are loath to bet big bucks on retail operations because of the heavy investments involved, we at HCL have captured the premium end digital lifestyle stores space,” he states.
faith in the Public-Private-Partnership model for infrastructure development in India – a faith that seems to be paying rich dividends too. Take the airport space, for instance. Winning the bid has awarded it a 30-year operation, management and development agreement for the highly lucrative Indira Gandhi International Airport at New Delhi, as well as build, operate, develop & maintain rights for a Greenfield international airport in Hyderabad. Though the proposal for a second international airport is proving to be damp squib, the PPP approach for airport infrastructure seems to be spot on thus far.
growth or overall growth for the society and our promotional activities have always rotated around this philosophy. But we don’t believe in just claiming to have done so, we rather act it out. We never highlighted our care for the society or what we have done to protect the environment unless we really achieved some milestones in these parameters. Being in this country for more than ten years and after having achieved certain milestones in the societal context, we thought of promoting the connectivity of Coca Cola with its consumers. We were already doing a number of things – we had a wide portfolio of products that refreshed everyone it touched; we made community efforts that made a difference to the lives of a number of communities in India; and today, none can deny the fact that we have acted as responsible corporate social citizens. After all these needs are promoted well by us, we further plan to come out with newer corporate campaigns. To that effect, we will now be promoting the overall Coca Cola as a ‘corporation’. I think that becomes necessary for an MNC, especially when it comes to a country for a long inning and has already become a part of daily life of the citizens of that nation. This is our promotional strategy and we want to convey to the Indian masses what the strong, true, healthy and socially responsible corporation Coca Cola stands for in modern times. 
other half of his divisional empire – Sahara Care House, which takes care of the NRI families in India. According to Romi, there are over 25 million Indians living in 70 different countries across the globe, and which have left their families behind in India. Therefore, this department services their needs through 249 care houses spread across 197 Indian cities and which provide facilities ranging from delivery of funds, taking their parents to the hospitals, taking them for vacations et al – indeed an innovative business model!
e falling to connote the end of the stint of Manmohan and Puja Shetty with Adlabs, the company Manmohan built from scratch. Manmohan Shetty, currently MD & Chairman had sold of the controlling stake to Anil Ambani’s ADA group in August 2005. The latest twist in the tale is that both the father and daughter (currently whole time Director) have decided to step down from their respective positions. At present, they are both serving a notice period but we can expect a lot of fireworks afterwards. Although the Shettys have stepped down from their managerial position, they are not willing to part up with their 5% stake they still have in Adlabs.
persons, local leaders & rustic admirers with mirthful stories about contemporary politics on one hand & lampooning his political opponents on the other. “The leaders of the National Democratic Alliance,” he said, “are arguing among themselves as to who should be the next CM of Bihar. But they appear to have missed the board outside the house which says ‘No Vacancy.’” Lalu lost the election. And yet his brand equity remains undiminished. A core base of voters always remains loyal to a Jayalalitha or a Lalu. In marketing terms, that’s successful branding. By definition, commodities or undifferentiated brands now sell no more in Indian politics.
crossed the 50 million customer mark to enter the league of the world’s top telecom companies. Going forward, we see strong demand for telecom services across all segments and we are well placed to take advantage of these growth opportunities.” 
environmentally alert, by using less measure of plastic bags, helping make a “Butterfly Garden” and many more such initiatives. P&G has realised that today’s mother values education more than anything else. So it launched a “Shiksha – Secure Your Child’s future” programme. You could now buy any of P&G products like Vicks, Whisper, Ariel, Tide, Head & Shoulders & Pantene and win either Rs.2 lakhs toward graduate education fee of one child or Rs.50,000 as one year tuition fee of a child. P&G wanted to show that it did not only make great products but wanted to improve the life of its consumers too. A novel way to build brand loyalty.
of controversy both inside and outside the company, one that had even cost its CEO Carly Fiorina her job. After 5 Years HP has finally found a good use of the logo. In fact, revival and up gradation of the Compaq logo is a part of the group’s strategy to help recover its lost market share. HP is using Compaq to protect itself from competitors nipping away at the low-end market; HP is being promoted as a premium top-end brand, while Compaq would be promoted as the simple and affordable PC. This way HP is ensuring that its price-sensitive consumers don’t deflect to Dell or Toshiba.