Indian Journal of Marketing November 2004

Volume XXXIV • Number 12 • December 2004

Competitive Marketing Strategies For the Indian Pharmaceutical Industry - Post 2005: A Meta Analysis
In 1970, the Indian Patent Act was introduced, which tilted the scales in favour of Indian companies, to freely develop, and patent alternative processes for products discovered and patented elsewhere. But now, with India committed to the WTO line on product patents, the rules of the pharmaceutical business in India are once again poised to witness a 180° paradigm shift. Given the backdrop of the momentous prospective changes, uncertainty looms over the prospects of the 23,000 players that the Indian pharmaceutical industry has. In the long term, the following new multi-dimensional pharmaceutical marketing models shall enable companies to create niches and develop core competence.
Dr.Navneet Wadhwa MD Pharmacology Kasturba Medical College Manipal Karnataka	Mr.Lewlyn L.Rodrigues Research Scholar in Knowledge Management and HRD,Manipal Academy of Higher Education MAHE,Manipal Karnataka
Ethical Issues in Marketing : A New Dimension and Challenge
Human values are ethics which are likely to become a matter of serious concern in the emerging scenario of professional management in India and else where because the managerial behaviour shows an escalating degradation of the general accepted norms of business ethics in terms of moral standard. We witness or observe about growing preoccupation with self-interest, which implies lust for wealth, power and recognition. Perhaps the saying 'nothing succeeds like success’ can be presented as the golden rule of the moral order of the modern organization.Management by materialism today is the hand -maid of profit making at any cost. We have no human touch in management; we have lost all human values. Manager and leader in any branch of human enterprise unfortunately are setting a bad example today before the people. The mangers at all level are expected to have a strong and noble character based on basic human values. They must adopt means and ends or objectives based on ethical and moral values. But we have almost the reverse picture in our country and abroad. As a result workers are dehumanized and demoralized.
Dr.C.K.Dash Department of Management Studies Amrapali Institute of Computer Applications Haldwani	Dr.Ashutosh Priya Department of Management Studies Amrapali Institute of Computer Applications Haldwani
Rural Marketing : A Study of Consumer Behaviour
Everybody of us is a consumer. We need a variety of goods and services right from our birth to death. Because, of marketing, we can have what we need. Marketing is a process through which both the buyer and seller give, something (e.g. goods, services, money etc.) to each other for maximum possible satisfaction. Nowadays, Rural Marketing is gaining importance. All the FMCG companies viz. HLL, Pepsi, Coca Cola, Britannia, Colgate Palmolive, Samsung etc. are concentrating their marketing activities in rural markets. Why? Because of socio-economic changes and huge market of more than 80 million households which will increase to 111 million households by 2007 (NCEAR report). Rural Consumer has become enough aware about his needs and up gradation of his standard of living. Information technology, Govt. Policies, corporate strategies and satellite communication are the factors responsible for development of Rural Marketing. Let us look at the potential of rural markets. Rural consumption share in popular soaps is 48%, tooth pastes 24%, talcum powder-17%, cold medicines-42%, Batteries - 52% etc. The Market for Packaged food items of Rs. 20,000 crores is growing at 2.5% per year. It is interesting to understand the various aspects of the rural markets and consumption patterns.
Dr.M.A.Lokhande Reader Smt. Dankunvar Mahila Mahavidyalaya Jalna, Maharashtra
Return on Investment With Industrial Perspective :How ROI Perception and ROI Calculating Model Can be Improved in Fast Moving Consumer Goods Industry
When a businessman invests some money in a business, he always estimates before an investment what amount of money he can earn from his business or he calculates what amount of money he has earned after some period of time from his investment. This estimation or calculation is simply called Return On Investment shortly ROI. Three categories of ROI are 1) Return on Assets 2) Return On Capital Employed 3) Return on Shareholders Equity are explained below.
	Gautam Saha FMCG Industry
A Study on Farmers Preference and Market Promotion Activities with Reference to Rice Herbicides
The major objective of discovering and using herbicides has been to replace the arduous, backbreaking manual weeding and also to save time required for performing weeding operations. Ever rising wages and fuel costs have also necessitated the farmers to switch over to herbicides for controlling weeds. Use of herbicides has got its own advantages. Herbicides could control weeds even before they emerged. In broadcast sown and narrow row crops, herbicides have been very effective. In wide row crops, herbicide controlled every weed in intra row, without damaging inter crop. It could kill weeds, which resembled the crop, which escaped manual weeding operations. Herbicides could withhold growth of weed for a considerable period after their application. However, the use of herbicides depended on the technical knowledge of the farmer regarding herbicides and their application.
K.Sivakumar MBA, Department of Agricultural and Rural Management Tamil Nadu Agricultural University Tamil Nadu	Dr.S.D.Sivakumar Associate Professor Department of Agricultural and Rural Management Tamil Nadu Agricultural University Tamil Nadu
A Study on Retail Banking Strategies in Private Sector Banks with Special Reference to HDFC Bank and ICICI Bank Ltd
Till the other day, there was one buzzword for banks in the new era: retail. Both old public sector banks and the snazzy new generation private and foreign banks were busy drawing strategies which would power them right in to the drawing rooms of customers as retail lending was seen to be the answer in times of diminishing industrial credit off-take that was in the year 2000.Retailing consists of the financial activities and steps needed to place a product in the hands of the ultimate consumer (or) to provide services to the consumer. Retailing is not a steady and stable area of business; rather it is an exciting business sector that effectively combines an individual's skills to make a profit in an ever-changing market environment. That is why some retailers are successful and others who are either unwilling (or) unable to adapt to this environment will fail.
	R.Amuthan Lecturer PSG College of Technology Department of Management Sciences Coimbatore, Tamil Nadu
How Brand Score/Equity Can Affect Branding Strategy Development
Brand is a source of relationships with customers, promises to customers and customer loyalty, Great brands present emotional benefits and not just rational / functional benefits. Branding is a process of creating an association between a symbol / object / emotion / perception and a product/ company with a goal of driving loyalty and creating differentiation. Branding is raising new questions for brand managers like what benefits and expectations customers look across a brand, how consistent in the brand image, etc. Brand Score is a type of brand measurement system. It is also referred as 'Brand Metrics'. Brand Score is a systematic tool, which can be used to gauge and evaluate Brand Performance, which in turn would help to adjust the Brand Strategy.
Dr.R.K.Srivastava Professor Emeritus SIMSR,Mumbai University and Country Head K.J.Somaiya Institute of Management Studies & Research Mumbai	Ms.K.Thakar K.J.Somaiya Institute of Management Studies and Research Mumbai