Others’ hifaazat may also spell success...

4Ps B&M: Can you elaborate on your rural strategy? What proportion does rural business account for in Bajaj Allianz Life Insurance?
AM: The rural business has its own challenges in terms of acquisition cost and service delivery mechanism. As per the regulators, certain amount of business has to be from rural areas each year and we have been achieving this every year.

4Ps B&M: What was the idea behind the ad campaign “Safety Hai to Sab Hero” and the Ghajini TVC? How has been the response so far?
AM: Both these call campaigns have helped get instant recall to the brand. Also these campaign have instant connect with the mass audience as they were very topical in nature.

4Ps B&M: What have you done during last six months in terms of your marketing and how has been the response to it?
AM: The last six month saw brand Bajaj Allianz being a highly visible brand. We have carried on a communication strategy to be highly visible and remembered. We are very happy with our improved brand recall. Bajaj Allianz today is a popular brand and features in the top 50 service brands. Recently Bajaj Allianz has unveiled its new campaign ‘Jiyo Befikar’. This is the first campaign by Bajaj Allianz that directly emphasises the brand and not the products they offer. It highlights Bajaj Allianz’s promise to give you Hifaazat (protection) by enhancing your financial opportunities and protecting you and your family from all risks. This campaign also incorporates the new tag line – Bajaj Allianz Insurance, ‘Jiyo Befikar’. This deliberate shift from functional communication to a more expressive communication based on real life situations, has been developed on the basis of various consumer insights and research. These insights clearly revealed that there is a need to create a much stronger connection with Bajaj Allianz’s target audience.

At Bajaj Allianz, we believe in staying by the consumers’ side at every stage of his life and this translates into our new positioning. The new brand television commercial conveys these emotions through real life situations of people living carefree because they are protected by their loved ones. Conceived by M&C Saatchi and shot by Dungarpur Films, this film’s lyrics have been composed by none other than Oscar winner Gulzar, while the music has been composed by Vishal Bharadwaj and the song is sung by Sukhwinder Singh.

4Ps B&M: What innovative products do you plan to come out with in the future?
AM: Bajaj Allianz has launched several innovative products keeping in mind the needs of the customers. Some of them are – Capital Shield, Protection Plus. We have recently launched a sub-brand for women and child products under the name – Miss Confident.

4Ps B&M: A host of banks and others have evinced keen interest in setting up insurance ventures. Do you think this will lead to overcrowding?
AM: The Indian market is huge enough to accommodate a number of players. India had over 220 insurance companies prior nationalisation in 1956. At that time due to lack of control and lax regulations the sector could not be monitored as it is now. More number of players would only benefit the consumers and at the same time puts the existing players on its toes to perform better.

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Source : IIPM Editorial, 2009

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

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Rakesh Bharti Mittal, VC, Bharti Enterprises

“Indian retail has emerged...”

4Ps B&M: Bharti joined hands with Del Monte four years back. Why did it take so long to launch the Del Monte range of processed food?
RBM: When we tied up with Del Monte, the aim was to take Indian fresh fruits and vegetables to the international market and make India a global food hub. While we’ve managed to achieve that, we thought this was the right time to introduce our own range of processed food. The Indian organised retail has really emerged and the Indian economy too is on an upward swing. Our range of processed food will cater to the increasing consumer needs.

4Ps B&M: You are importing products and not manufacturing them in India. Won’t it add to cost pressures?
RBM: We’ve a manufacturing facility in Bangalore from where we are sourcing processed mango and guava. We’re also setting up a plant in Hosur in Tamil Nadu and plan to start production from there 2010 onwards. I don’t think there will be any cost pressure as we’ve good relations with our suppliers and moreover we will be providing international quality to our consumers.

4Ps B&M: What’s your vision for this range?
RBM: We’re already the largest exporter of fresh baby corn in India. I see ourselves as one of the top 10 players in the next five-six years.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

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

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SUBRATA DUTTA, COO, SAMSONITE

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1. Amul billboards

2. Hutch’s ‘Where ever you go, our network follows’ campaign – in a very simple way, the brand conveyed the entire brand offerings, which till then no other telecommunication company had done.

3. Nirma’s ad campaigns launched in 2002 – the campaign had a high brand recall in rural areas

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

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Kerela’s bucolic symmetary

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Brand: Kerela Tourism
Agency: Stark Communications

Be it for its backwaters, Ayurveda or Mohiniyattam, Kerela has invited tourists from across the globe for decades. These already favourable winds enabled the agency to come up with the God’s own country campaign in 2000. The tagline gave Kerela a life of its own. As the campaign gathered momentum, the number of tourists grew. In 2005, 3.45 lakh international and 59.46 lakh domestic tourists visited Kerela. Next, Kerala Tourism signed up ace cinematographer Santosh Sivan to direct its campaign. Not only did this one work wonders for the brand but also a few others (like the ‘Rain, rain, come again’ print ad) which wooed potential tourists in certain West Asian countries

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

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Namita Chhetri, CEO, ICMR, Planman Consulting, disagrees

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If proof of the pudding is in the eating, then Tamagawa is putting his words into action. Walk into a Sony shop and you’ll realise that for one, the company has changed the branding of their exclusive retail stores – Sony World – to Sony Centre, brushed up their brand shops and upgraded their displays, ways of demonstration and even the quality of floor salesmen to world standard level. Tamagawa claims that these moves would provide new shopping experiences to the consumers that cannot be availed of in any other consumer shop in India.

Strangely, despite the recent excise duty cut, Tamagawa says Sony just might increase its product prices, “If the current exchange rate continues or further declines in FY09, we may not be able to avoid a price increase. Furthermore, the duty structure of India is still very high compared to other countries, and the consumer is the one who pays this high tax. The government should consider a reduction in the duty structure as a means to stimulate consumer demand.”

Namita Chhetri, CEO, ICMR, Planman Consulting, disagrees, “The real killer of all these glorious attempts of Sony is not the duty structure but Sony’s refusal to understand that providing consumer finance drives consumer sales in the Indian electronics industry!” There seems some sense in the logic as, while the industry average for financing products is at 40%, Sony India finances only a measly 5% of its total product sales.

At the end of the day, the fact is that Sony was the first foreign company to be allowed into India with 100% FDI. And it’s certainly not going to be the last. Unless Sony fortifies its consumer loyalty levels, rising competitive pressures and reducing duty structures might see a day when Sony ends up getting the shorter end of the market stick, both in differentiation and in price.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

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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