Indian Journal of Marketing June 2007

Volume XXXVII • Number 6 • June 2007

A Paradigm Shift in Brand Communication: Accentuating the Perception of the Youth of Gujarat Regarding Product Placement in Hindi Movies
High degree of brand proliferation in most of the product categories has compelled the advertising professional to think for some innovative ways for presenting the brands. In last two decades, the growing popularity of television has established TV commercials as the first choice of advertisers. In TV commercials, the problems of zapping and cluttered environment have created the necessity for finding a more effective ways for audiovisual presentation of brands. Increasing popularity of movies and multiplexes provides an opportunity to the marketers for targeting the mass audience having high level of involvement by weaving the brand with movie. This concept of brand promotion is known as product placement.From last decade, this idea of placing the brands in movies has grown very rapidly in India. It is not only an ideal medium for advertisers for effective promotion of respective brands but also for the movie producers to earn additional revenue. Producers can get benefit in various forms like in cash or promotion of movie as a media partner. In this paper the authors have identified some basic techniques, which are used by advertisers for placing the brands in Hindi movies. The authors have also verified the effectiveness of some of the popular methods of product placement and presented a model for product placement process. This paper can be useful to academicians as well as advertising professionals for this obscure topic.
Mitesh M.Jayswal Lecturer S.V.Institute of Management Kadi,North Gujarat	Priti Salvi S.V.Institute of Management Kadi,North Gujarat
Banking Sector Reforms : Rationale,Efficacy and Agenda for Third Reforms
An economy of a country cannot be successful till it adapts the changing environment. To line up with the changing environment, every country makes its own economic policy and India is not the exception. New economic policy (LPG) is responsible to change the economic environment in India also. To meet these dynamic changes, economic structure in the form of finance, money and capital market, is changing time-to-time and banking is one of them. Before the economic reforms, there were so many deficiencies, rigidities in the Indian economy. The financial sector of India was on the crossroads. To remove the severe crises of 1991 and to improve the performance of the Indian commercial banks, first banking sector reforms were introduced in 1991 and after their success government gave much importance to the second phase of the reforms in 1998. After the gap of six years, now it has become imperative to modify some of the old reforms and introduced some new reforms in the global age. Suggested third phase of reforms will help to strengthen the ongoing economic reforms.In the present paper, an attempt is made to review the first and second reforms, their necessity and efficacy. The paper analyzes, should India reform the banking sector reforms or to what extent? On the basis of their efficacy, the present paper suggests some new reforms, which will strengthen the ongoing banking sector reforms and ultimately to the economic reforms.
Dr.R.K.Uppal Head,Department of Economics DAV College,Dist Muktsar Malout,Punjab	Rimpi Kaur Research Scholar Punjabi University Patiala,Punjab
A Study of Tubeless Tyres with Special Reference to Passenger Car Radial Tyres
The origin of Indian tyre industry dates back to 1926 when Dunlop Rubber Limited set up the first tyre company in West Bengal. MRF followed the suit in 1946. Since then Indian tyre industry has grown rapidly. The Indian tyre industry produces the complete range of tyres required by the Indian automotive industry. Today domestic producers of tyres produce tyres for trucks, jeeps, light trucks, tractors, animal drawn vehicles, scooters, motorcycles, bicycles, and off the road vehicle and special vehicles.The scenario in India stands in sharp contrast to that in the world tyre market, where car tyres including light trucks have the major share (88%) by the volume followed by the truck tyres. In India however passengers car tyres have 17 % share of overall market. With the stock of car increasing demand is likely to continue.
	Dr. Renu Verma Faculty ICFAI Business School Jaipur,Rajasthan
Brand Awareness Analysis of and Extensive Rural Reaching Capital Item: A Case Study in Kanyakumari District
In today’s business environment companies can survive only if they can get, retain and add more customers by delivering appropriate products and services. They should be capable of creating an unbreakable lifetime relationship with customers. These companies should be able to reach the rural consumers, who are presently increasing becoming more comfortable in economic terms with increased purchasing power. Hence the strategies need to be more home-intrusive and neo-literate friendly.All organizations are trying to develop new models with novel additional features with a view of achieving these goals. Therefore the companies are sensitive to get the feedback on satisfaction levels and potentials of future expectations. The company also wants to find different means to improve the service facilities provided to their customers, especially from the rural areas.
Dr.M.Jezer Jebanesan Reader in Commerce Scott Christian College Nagercoil,Tamil Nadu	S.Bhavani Research Scholar Scott Christian College Nagercoil,Tamil Nadu
Retailing :An Emerging Trend in India
Retailing encompasses the business activities involved in setting goods and services to their consumers for their personal family or household use. It includes very sale to the final consumers ranging from cars to apparel, to meals at restaurant to theater tickets (Berman & Evans). Retail is the largest private industry in the world with total sales of $6.6% trillion. This industry accounts for 8% of the GDP in the western economics and has generated an 18% return for shareholders between 1994 and 1999 as compared to banks while generate a 9% percent return and insurance which generated a 15.2 percent return (Indian Retail Report end February 2002 Pg 21). The fact that the largest corporation in the world, Wal-Mart is a retail chain, only confirms the significance of this industry (Fortune, July 2002). The retail sector plays a significant role in the world economy because of the contribution that it makes to the economy of the country.
Dr.C.P.Gupta Assistant Professor Hindustan Institute of Management & Computer Studies Farah,Mathura Uttar Pradesh	Mitali Chaturvedi Lecturer Sachdeva Institute of Technology Farah,Mathura Uttar Pradesh
Market,Distribution and Marketing Channels for Fertilizers in Karnataka
The present study was conducted in the state of Karnataka in the year 2005-06 with the objective to understand the existing fertilizer market, distribution of fertilizers and explore in to the efficiency of marketing channels for fertilizers at the farmers level. A total of 450 farmers and 60 traders including both public and private outlets from 3 districts namely Raichur, Tumkur and Mysore were personally interviewed to fulfill the objectives of the study. Also the available secondary data was extensively used for the study.The results of the study showed that over a period of time, the distribution of fertilizers has been decontrolled and the prices of the fertilizers is going up year after year. Fertilizers Movement Control Order of 1973 brought the distribution of fertilizers under total government control, but after 1991-92 the fertilizers market has undergone phenomenal change with government decisions to slowly phase out the Rs. 5000 cr subsidy given to fertilizers and decontrol it. In April 2003 the government implemented the New Fertilizer policy, which allows Urea manufacturers to market 50 % of the production outside the purview of distribution control. Among the existing marketing channels, the channels having retailer (46.67 % of sample farmers purchased from retailers), cooperatives (32.67 %) and wholesalers (19.11%) as the last market intermediary were very popular channels among the farmers. The analysis showed that the cooperatives channel was the most efficient channel (price efficiency) serving farmers.
H.D.Ramesh Assistant Professor Department of Mechanical Engineering SJC Institute of Technology Kolar Dist Karnataka	Dr.Anand Reader & Chairman Bahadur Institute of Management & Science University of Mysore Mysore