Indian Journal of Marketing July 2005

Volume XXXV • Number 7 • July 2005

Brands Equity of Toothpaste Brands in India
Oral care market in India is quite competitive having many big and small players, HLL commands about 33 per cent of this Rs 2,500-crore market with Pepsodent and Close-up, Colgate is the leader with close to half of the total market. Market research agency ORG puts Anchor White toothpaste share about 7.8 percent, Apart from it Dabur, Ajanta, Aquafresh (GSK), Babool, Promise are other small players fighting for their pie of market share. Recent press reports suggest that Procter and Gamble is set to launch its global oral care brand Crest in India soon. While Colgate - the market leader and with a focus on oral care alone - is certainly likely to face threat of market share erosion by the entry of a new player. Proposed entry of the Giant like P&G has made this segment very volatile and forced the players to evaluate their options once again; Keeping in mind the future Ups and Downs in the Category we have done a analysis to evaluate present Brand equity of the major brands in this Category.
Dr. R. K. Srivastava Emeritus Professor SIMSR, Univ of Mumbai Mumbai	Ankur Singhal Pasupula Raghavi Mudit Khandelwal Srikrishnan Balasubramanian Swapnil Shirodkar PGPIB SIMSR-University of Mumbai Mumbai
Awareness of the Implications of the Impending Product Patent Regime on the Indian Pharmaceutical Market: A Questionnaire Study
India is signatory to Trade Related Intellectual Property Rights (TRIPs) agreement under the World Trade Organization (WTO), which would enter into force on 1 January 1995. Hence, the year 2005 is bound to be a watershed year for the Indian pharmaceutical industry as it steps into the new product patent regime. This agreement requires the member nations of WTO, including India to live up to the defined standards of intellectual property protection. The emergence of TRIPs in the WTO is the catalyst that led to changes in India’s policy on patents. India’s patent policy, which earlier emphasised public interest over monopoly rights, is in the process of shifting this balance towards greater protection of intellectual property rights. (The Economist, April 2001). Reforms are being undertaken to conform to stipulations in the TRIPs agreement. There is a domestic shift in the approach to patents, which is also leading to policy revisions, and eventually this would confer greater patent protection.
Dr. Navneet Wadhwa Kasturba Medical College Manipal, Karnataka
Advertising Effectiveness through Message Strategies- A case study of Airtel
Sunil Bharti Mittal, the founder-chairman of Bharti Enterprises (which owns Airtel), is today, the most celebrated face of the telecom sector in India. He symbolizes the adage that success comes to those who dream big and then work assiduously to deliver it. Sunil Bharti Mittal began his journey manufacturing spare parts for bicycles in the late 1970s. His strong entrepreneurial instincts gave him a unique flair for sensing new business opportunities. In the early years, Bharti established itself as a supplier of basic telecom equipment. His true calling came in the mid 1990s when the government opened up the sector and allowed private players to provide telecom services. Bharti Enterprises accepted every opportunity provided by this new policy to evolve into India's largest telecommunications company and one of India's most respected brands. Airtel was launched in 1995 in Delhi. In the ensuing years, as the Airtel network expanded to several parts of India, the brand came to symbolize the very essence of mobile services.
Dr. Urvashi Makkar Area Chairperson IMS, Ghaziabad
E-Business –Trends and Issues
The internet has brought about a dramatic change in the ways businesses are done in today’s world. It is seen that one of the important issues being faced by organizations around the world is how to build an effective e-business strategy and the relevant technology choices involved thereof. It is pertinent to note in this context that it is not technology alone but how one uses the technology to transform the business processes. In fact one of the key parameters companies are being evaluated for their marketing efficiency is how well they can adapt themselves to the internet and exploit the advantages of the e-business.
Mrs. Neerja Guda Project Associate School of Management Studies University of Hyderabad Hyderabad
Insurance Sector: Emerging Distribution Channels
Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption1. Organizations have many alternative channels for reaching a market. They can sell directly to the buyers or use one, two or three -level channels. There are basically four Consumer marketing channels. They are zero-level channel, one-level channel, two-level channel, three – level channel. A zero level channel also known as direct-marketing channel consists of a manufacturer selling directly to the final customer. The major examples are door-to-door sales, mail order, telemarketing, Internal marketing etc. In case of one-level channel, it contains one selling intermediary such as a retailer. On the other hand, in a two-level channel, there are two intermediaries. In consumer market, the two level channels is widely prevalent. A three-level channel contains three inter mediaries. Channels normally describe a forward movement of products from source to user.
Dr. Rajesh C. Jampala Reader Department of Business Admin P.B.Siddhartha College of Arts & Science Vijaywada
Distance Learning-Marketing Challenges
Marketing is an ongoing system . It is much more than selling and advertising. It does not operate only when something special is needed from the public at a given moment. Educational marketing is the need of the time. Education marketing is a subject with very wide coverage . It is a planned and systematic two way process of communication between an educational institution and its internal and external public designed to build goodwill, understanding and support for that organization. Education, like most ‘pure’ services is an intangible dominant service. ‘Let the market decide ’ – Darwin’s principle holds good even today because it is only the fittest that would survive. Existing educational institutions that were created to meet the needs of the society are fast disappearing . We need new educational organizations that can exploit the new technologies , harness the power of multimedia communications as an alternative to the traditional mode of face-to - face presentations in a physical classroom. One of the oldest and largest efforts of this nature is the Open University in Great Britain. Distance education/learning as the basic approach in the Open University systems in a number of developing countries has acquired considerable significance in promoting both educational and professional well-being of the community through new communication technologies (Aslam ,1994).
Dr. Mustiary Begum Reader Department of Business Administration Mangalore University Karnataka
Consumerism: Global Vs Indian Perspectives
Consumerism is a phenomenon that has managed to stay in the limelight in many industrialized nations that recently went through an economic crisis. Although consumerism has been on the scene for many decades in one form or another, the term consumerism appears to be uniquely associated with the past decade. Vance Packard one of the earliest adopters of the term, linked consumerism with strategies for persuading consumers to quickly expand their needs and wants by making them “Voracious Compulsive (and wasteful).
Dr. Atul Dhyani Senior Lecturer Faculty of Commerce & Management Studies HNB Garhwal University Uttaranchal