Volume XXXIX • Number  1 • January 2009

A Cognitive 'Just' Brand Model: How Sustainable Is It?

This study is based upon the analysis of framework represented through a model of cognitive justice. It analyses the model in the context of ICT, e-microfinance and try to draw the argument upon its sustainability. The study is an attempt to analyse the concepts of consumer justice, its relationship with the marketing and finally how relevant these concepts are in the changing environment of technology. Here the methodology used is analysis of available literature and scenario building analysis. The analysis indicates how ICT (Information and Communication Technology) could utilize e-microfinance to enable farmers in all possible ways to produce and deliver goods through community participation. Scenario analysis reflect upon corporate and community relationship and analyze viable business options. It is inferred from analysis that e-microfinance leads to cognitive justice for farmers and business sustainability for corporations as well.

Towards Achieving A 'Second Green Revolution'- The Role of Radiation Technology in Food Processing Management

Technology is the mainstay of modern industry and trade. The pace of globalization of trade and commerce in today’s world is determined by emerging technologies in every area of business. Of these, the eco-friendly technologies are gaining ground as environmental pollution stands as the biggest threat to the survival of mankind. Radiation technology is an emerging technology that comes under the banner ‘radiation for peaceful purposes’. It has a wide range of applications in the areas of Health & Hygiene, Medicine, Pharmaceuticals, Agriculture etc. This paper discusses the application of radiation technology to the processing of food so as to improve post-harvest storage facilities & hygiene and pave way for processed-food.

S.Sitalakshmi
Lecturer
St.Anthony's PG College
Hyderabad
 susarla2d@yahoo.co.in
 
 

Reality Shows on Indian television have become the latest craze. They are fast replacing the daily soaps as ‘number one’ in terms of popularity. The high TRPs for these shows have made them a must for almost every channel;who in turn are airing one or the other kind of such shows. There have been both bouquets and brickbats for such type of shows but surprisingly even controversy has contributed to their popularity.Marketers have been quick to cash-in on the popularity of these shows. The reality shows in India have opened floodgates for the marketers. Everyone is making a lot of money and no one seems to be complaining. And why not! After all it is giving gains to everyone. But popularity of these shows doesn’t appear to be the only reason as to why marketers are preferring reality shows to be their new marketing tool.This paper attempts to study some of the very obvious reasons why marketers find reality shows very attractive marketing vehicle. Initially it also tries to find out the reasons for the high-popularity of reality-shows and also look at some examples where marketers have gained heavily because of such shows.

Baba Ramdev: A Cult Brand in the Making

Creating a powerful brand that has innumerable loyal followers is a marketer’s dream come true. The benefit of having these legendry Brands have one common unique feature is that they have the capability to transform their customers into brand evangelists. A devoted fan base that are so emotionally connected with the brand that they it becomes a cult or religion for them. In the book “The Power of Cult Branding”, Matthew W Ragas and Bolivar J Bueno, the authors have identified seven golden rules which the cult brands seem to follow. This study uses the same rules to explore the possibility of Baba Ramdev creating a cult for him. As of now, we observe that he has been successful in establishing a lasting poignant relationship with his customers, and all his followers are passionate about him and are fanatically following him. The various findings depict the fact that though unproven till date but is definitely not a ‘fad’ and has the capability of making a ‘cult’ for himself.

The concept of Economic ordering quantity is generally employed by Public /Private sector undertakings and Govt. organizations, trying to balance the opposing costs of Inventory carrying costs and ordering costs. This is a simplistic method, which does not directly take into account the month-wise consumption/utilization trends of spare parts used. This article focuses on a “New Inventory Model” based upon actual consumption trends of materials / spares in the immediate past and the ideal maintenance requirements of spares in a year for ensuring trouble-free service of machinery and plant for achieving zero defects / breakdowns. The month-wise fluctuations in drawals / utilizations are translated into a vision by introducing utilization ratio as ratio between the maximum and minimum of actual utilization during the year. Similar to growth of population, the procurement coefficient is arrived at as a geometric mean between theory and simulated practice, with utilization ratio as the common ratio. Finally Revised Annual Procurement (RAP) is found out by making use of this information. The new Inventory Model (NIM) is easy to understand, since it is based on ground realities and is amenable for computerization.

Promotion Related Preferences of News Channel Audiences in Indore and Dehradun - A Comparative Study

Promotion is one of the critical elements of marketing mix of a news channel. Promotion (broadcast) refers to a channel’s efforts to promote itself to advertisers (for revenue) and audience (for revenues and getting high TRPs). Promotion can be on air or off air. Promotion includes advertisements, public relations, sales promotion, publicity, and events. A network/channel informs its audiences of new channel/programs, events, change in time schedules and so on through promotion tools only. A channel can provide sampling of the product also with the help of promotion tools (e.g. trailers/promos on the channel or its website). This background has led the investigator to study the promotion preferences of Indore and Dehradun audiences for Hindi and English news channels. A set of 500 viewers from both the cities (250 each) participated in the study. The viewer response to advertisements, tickers (in general and for various types), and awards has been analysed. The preferences of both sets of audiences are compared and similarities/differences have been presented. The findings of the study have revealed that promotion related aspects play a key role in influencing audience preferences. Based on the findings various recommendations have been made to news channels so as to improve viewership by understanding the audience likings and tastes.

Amit Nagpal
Faculty
Sri Aurobindo Institute of Mass
Communication, New Delhi
amitknagpal@gmail.com
 

The current Indian economy is witnessing the emergence of organized retail. It is growing at a faster pace and is expected to reach 10 % from the current 4 % of the total retail business. Retailers are expanding through variety of formats like supermarkets, convenience stores, hypermarkets, discount stores, specialty stores, and department stores. Many domestic business houses have entered this sector with ambitious plans. With the new FDI regime, foreign players are incisive of Indian partners to grab the potential of retail market in India. As competition is becoming stiff, retailers are working on new strategies to sustain in the market. One such strategy being private branding adopted by most of the retailers. Private brands are the most successful corporate brands in the world. Private branding is one of the strategic decisions of most retail organizations in recent years. They are either manufactured by the retailer or bought directly form the manufacturer, avoiding the intermediaries. Hence retailers have control over the marketing mix elements.

There has been rapid penetration of Internet in India in recent years and Internet users are growing many fold. According to Internet and Mobile Association of India, there were close to 60 million internet users in the country. As media clutter and segmentation become more, the rule than the exception along with growing youth brigade of Indian consumers ‘E-marketing’ is gaining prominence among marketers and ad agencies.