Indian Journal of Marketing January 2005

Volume XXXV • Number 1 • January 2005

Strategic Roadmap for Indian Pharmaceutical Industry in the Post 2005 Era
With less than six months remaining for international patent laws to be implemented in India, many domestic as well as foreign pharmaceutical firms are eagerly waiting to embrace the new challenges as well as opportunities. In spite of a rather small local market, domestic firms have created a definite place for themselves in global pharmaceutical map as cost effective producers of bulk drugs. Introduction of international patent laws in other countries has resulted in phenomenal growth. Indian market, with its large size and very low per capita drug expenditure, provides tremendous potential for foreign players as well as domestic players. The lucrative domestic market, coupled with the easy accessibility of global markets due to liberalization and globalization of Indian pharmaceutical industry(IPI) provides domestic drug manufacturers with definite advantages to face the challenges arising out of the new patent regime. This paper tries to identify the unique features of IPI and suggests a strategic roadmap for domestic firms to successfully tackle the competition and steer their way to growth.
Ajai S. Gaur Department of Business Policy National University of Singapore Business School Singapore g0301020@nus.edu.sg	Dr. Sanjaya S. Gaur Assistant Professor of Marketing Shailesh J.Mehta School of Management IIT Bombay, Powai, Mumbai ssgaur@som.iitb.ac.in
Agricultural Marketing in Rural Areas of Dakshina Kannada District-Problems and Policy Measures
Dakshina Kannada District is located in the Western coast of Karnataka, almost half way between Bombay and Cape Comorin. It is a narrow strip of land stretching 60 kilometres from North to South and spreads 70 kilometres from East to West in the form of a low lying, broken plateau from the Western Ghats to the Arabian sea. The district has been divided into two geographical regions viz. The Coastal region consisting of Mangalore Taluk with a coastal line of 60 kilometers and the Malnad region comprising of Belthangady, Puttur, Sullia and Bantwal taluks.The total area of coverage of the district is 4,866 sq. kilometers.
Dr. A. Raghurama Reader Department of Studies in Commerce Mangalore University Mangalagangotri, Karnataka
E-Commerce Extends to M-Commerce
“A dream cherished since the advent of mobile phone services in the country, came truly today with the Railway minister, Lalu Prasad, inaugurating the launch of reservation of rail tickets through mobile phone at a function in New Delhi”. This news has made every Indian to sit up and marvel at the magic world of mobile ,where mobile equipments are used for services much more than simply making phone calls. In the year 2000, Mr.Gedaliah Gurfein, the vice president of an Israeli firm TeleVend stood in front of a soda machine with ‘No cash needed’ emblazoned on its front. He whipped out his cellular phone and dialed the number printed on the front of the machine. An automated voice welcomed him to the ‘TeleDrink’ system said his purchase would be automatically billed to his cell phone and asked him to press 1 for cola, 2 for a diet cola,3 for an orange drink or 4 for a soda water. He pressed 1 and a cold can of cola popped out. Mr. Gurfein was on stage at Demo 2000, a two day conference known as a launch pad for new tech products, ideas and companies. He envisioned a future where users can do everything from feeding their parking meters, to ordering a pizza, to pumping gas just by dialing the appropriate phone numbers from their mobile phones.
Mrs. Jacqueline Gigi Vijayakumar Lecturer( Selection Grade) Department of Commerce Fatima College Madurai, Tamil Nadu
Analysis of Brand Preference of Soft Drinks among Urbanites in Punjab
Brands occupy a particular niche in consumer mind. Powerful brands influence consumer so much that it becomes difficult for them to shift their preference to other product, Coca-Cola ,Pepsi ,Limca, Fanta, Maaza are powerful brands in soft drinks industry. These brands enjoy high brand equity. In 2003 the Cola’s turned into weapons of mass destruction as according to study of Centre for Science and Environment (CSE) reported that level of pesticides in Coke was thirty times more and in case of its rival Pepsi it was thirty five times more than the levels stipulated by European Economic Commission norms. In this regard two studies has been conducted to know about firstly, the brand preference of soft drinks among urbanites in Punjab and secondly to know whether Ban on soft drinks had any effect on the consumer brand loyalty.
Dr. Rajesh Mahajan Department of Commerce Doaba College Jalandhar, Punjab	Prof. Binoo Gupta Prof. Seema Khanna Dept. of Commerce Hans Raj Mahila Maha Vidyalaya Jalandhar, Punjab
Price Trend and Price Spread Analysis of Cotton in Virudhunagar District , Tamil Nadu
Agriculture today occupies a very important and unique place in the economy of India. Now-a-days, it is considered as an industry supplying food materials to the millions and basic raw materials such as cotton, jute, sugarcane etc., for industrial development. It promotes rural employment, increases income and enhances the socio-economic status of the farmers. In short, agriculture in India, not only decides the economy of the country, but also determines its industrial development. Cotton is a commodity of global economic significance. It is an income and employment generating crop. Cotton and textiles, being the dominant sectors of Indian economy, they sustain directly or indirectly the livelihood of about seven million people. In India’s annual report, nearly 335 was being contributed by cotton and textile products.
S. Banumathy Department of Commerce VVV College for Women Virudhunagar, Tamil Nadu
Awareness on Consumer Finance in Rural Market: An analysis
Indian rural market is very large and diverse.It grows at the rate of four percent and introduces 1.2 million new consumers every year. In India 620 million rural populations,living in 6.25 lakh villages use the services of 36.98 lakh rural retail outlets.Consumer finance is that part of financing that provides the assistance to buy consumer electronics and durables.It is one of the potential areas of growth.It indirectly helps in the increase in sales of durables. Companies are increasingly using consumer financing as a marketing tool. It serves as an incentive to consumers to upgrade their products ,go in for multiple product options etc. With payment being phased out over a few months, it is more manageable for a household compared with a one time payment. In addition to dealers offering their own installment schemes, several consumer financing institutions have come up, facilitating the purchase of consumer durables and thus leading to their demand growth.
Dr. R. Nandagopal Director PSG Institute of Management Coimbatore, Tamil Nadu	P. Chinnaiyan Research Scholar Department of Management Sciences PSG College of Technology Coimbatore, Tamil Nadu
On Line Banner Advertising
Due to emergence and rapid growth of information and communication technology, more and more business activities are shifting to the electronic media. The way business organizations advertise their products or services cannot be exceptions either. Today, online advertising has become a part of companies marketing strategy. There are many forms of online advertising like email, banner, sponsorship, interstitial advertisements, ad. Network, online coupon, etc. But the most common form of online advertising is banner advertising. It can be found in all types of websites with many forms. In fact, it is the oldest form of online advertising. In the beginning, ”advertising” on the internet meant “banner-advertising”. In 1998 or so, banner advertisement was a lucrative business. According to Internet Advertising Bureau(IAB), banner advertisements accounted for 55% of all online advertisements spending in 1998. And today,also banner advertising is the most popular form of advertising on the Net.
Sumanjeet Research Scholar Department of Commerce M.D. University, Rohtak Haryana