Indian Journal of Marketing October 2005

Volume XXXV • Number 10 •October 2005

Validity of RKS Model for New Product Launch
New products are the lifeblood of many companies. Indeed, many companies (such as 3M, Gillette, HP) set goals for sales based on new products. New products can be classified as ‘Lemon-scented’ and ‘really new products’. ‘Lemon-scented’, slightly new products are relatively easy to forecast and low in risk and are often profitable. ‘Really new products’, in contrast, are hard to forecast, take a long time to develop, and frequently produce profits for later entrants but not for pioneers. New product development shapes the company’s future. A Company can add new products through acquisition or development. The stakes are high in either case and millions of dollars are poured in the process. Hence managers the world over are constantly on the look out for ways and means that would minimise the risks associated and at the same time ensure the success of the new products. RKS model can be used as an effective tool to predict the success or failure of a product concept. It clearly indicates how good is a product idea/ concept.
Kinnari Shah Somaiya Institute of Management Studies & Research(SIMSR) University of Bombay Mumbai	Dr.R.K.Srivastava Emeritus Prof and Research Guide Member-Editorial Board-Synergy Mumbai email: srivastava@vsnl.net

Consumer buying behaviour in two-wheeler industry-With special reference to Hero Honda Motorbikes
Industrialization has brought vast changes in the Automobile Industry, because growth and development of any area requires appropriate transportation facilities. Automobile industry is one of the fastest growing sectors in our country. The rapid growth of middle class section is the primary reason for the growth of two-wheeler Industry. People in rural and semi urban areas are trying to elevate their life style and people in metropolitan cities are completely disappointed with the public transport system. India is the third largest manufacturer and second largest consumer of two wheelers in the world. It has been achieved due to variety of reasons like restrictive policy of the Government of India and rising demand for personal transport.
Mrs.M.L.Kameswari Sr. Lecturer in Commerce State Board of Technical Education & Training Hyderabad	Mrs. A. Santosh Kumari, Dr.D.Raghunatha Reddy Associate Professor School of Management Studies Jawaharlal Nehru Technological University Hyderabad
An empirical study to determine the perceptual positioning of ten well known toothpaste brands
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect (Ries and Trout, 1986).The purpose of positioning is to create a distinct position or place for a particular brand in the minds of the target market so that it stands apart from competing brands. The objectives of this paper are: 1. To know by means of perceptual maps, ‘how’ target customers (youth segment for this research paper) perceive one brand vis-à-vis other brands. 2. To understand how brands are positioned in relation to relevant attributes 3. To find ‘gaps’ or ’holes’ for potential opportunities of launching a new product. 4. To check whether marketing communications have been successful in placing the brand in the desired position
	P.Ganguly Faculty-Marketing Tolani Institute of Management Studies Adipur,Gujarat email:parthasarathy_ganguly@rediffmail.com
Marketing of Coffee is in a difficult path-An Analysis under Global Environment
Coffee is one of the most important beverages, which is non-alcoholic like tea, cocoa etc. It has been said that it comes next to oil in political and economic importance. A large number of countries in Latin America, Africa and elsewhere rely heavily on coffee exports for their income, and this has made coffee important in politics. It is one of the important commercial crops grown in tropical regions. Coffee possesses a unique and characteristic aroma and is consumed throughout the world. It is one of the major traded commodities in the international market with an annual turnover of more than 10 billion dollars.
	Dr.S.Murugan Reader in Commerce Vivekananda College Kanyakumari District Tamil Nadu
Customer satisfaction in relation to the products and services of Nagarjuna Herbal Concentrates Ltd (NHCL)
For customer-centric companies, customer satisfaction is both a goal and marketing tool.Nagarjuna Herbal concentrates Ltd. (NHCL) is a leading ISO 9001: 2000 Ayurvedic company operating from Kerala. It is involved in the production and marketing of clinically proven, patented Ayurvedic products as well as Ayurvedic consumer products. The company is also having its own medical units with treatment and pharmaceutical services. The R & D facility of NHCL is approved by the drugs Controller, Kerala state. The company considers the customer as the “King” and customer satisfaction plays important roles in market growth, product diversification, market modification and above all retaining an intact customer base. The present paper is an effort to critically evaluate the feelings and responses of the customers of NHCL towards its product and services with a view to explore new avenues in marketing.
Rincy V.Mathew and G.Sudha Faculty Members Department of Business Administration Annamalai University Tamil Nadu