RS.10 BILLION ALREADY IN! SONY’S KBC ON AN UPSWING

With only a few months to hit the screen, KBC is the biggest bet for Sony this year with mega star Amitabh Bachchan returning back to the small screen exactly where he started. Media reports state that KBC pulled about Rs.1.5 billion from its last season hosted by Shahrukh Khan. This year, apparently, it is expected to garner even more. The much hyped speculation about Aamir Khan hosting KBC4 has finally vapourised into thin air as Big B has been confirmed. Brand KBC worked as the biggest cash cow for Star Plus in prime time for three earlier seasons since KBC’s launch in 2000, which not only proved to be a panacea to Big B’s financial woes a decade back but also catapulted Star Plus to the the top in the General entertainment Channel (GEC) category. Now, after three years, will Sony be able to bite the bullet in the same manner? “It’s still a very big brand in the programming space. Hopefully, one of the biggest and one, which has been very hard for any program to copy. It’s a very big property which doesn’t have any negative conversation associated to it till date. It should be able to gain the same attraction as it did previously. I probably believe it will achieve even more of the ad revenues,” says Jehil Thakkar, entertainment analyst at KPMG. Reportedly, brands like Cadbury and Idea have already tied up with the channel bringing in sponsorship worth Rs.10 billion for the fourth season. If the going remains the same, this could well be the biggest season ever.


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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
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IIPM in sync with the best of the business world.......

TIM CALKINS, CLINICAL PROFESSOR OF MARKETING, KELLOGG SCHOOL OF MANAGEMENT

The reverse is also true. Companies that harvest their brands often see profits increase in the short run. A cost savings programme that damages product quality will often lead to short term profits while damaging the brand. Moving production to a low cost country will deliver cost savings and profits today, but the long term impact on the brand could well be negative. A deep price cut will often drive sales while damaging brand equity. Toyota, for example, drove enormous growth in recent years but apparently at the expense of quality and safety. This resulted in good financial results and a weaker brand.

One of the reasons brands are not reflected in stock price is that it is very hard to determine the precise value of a brand. Indeed, it is almost impossible to say what a brand is worth at any point in time. This means that it is hard to determine if a company is building its brands. Profits are very apparent. Brand health is not.

A manager looking to deliver strong short term results will rarely invest in brand building. Instead, the focus will be on short term promotions, cost reduction efforts and quick hit new products. Of course, this disconnect presents an opportunity. Savvy investors who are able to identify companies committed to brand building will be generously rewarded over time. While short term stock performance may be weak, in the long run results will rebound as the value of the brand becomes clear.

Great brand builders understand that brands are built over time. Investors who understand this will invest in managers with integrity and a belief in branding. In the long run, a powerful brand always delivers lasting profits and strong investment returns.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

Social Wars on Mobile

Travel in the Tube, the Underground, or any public transport, and you’ll find a large group of passengers spending their travel time on their cellphones (whenever they have connectivity, of course). Now the question is, doing what? If it were 2008, we would have settled on texting or talking as answers, but that’s history now. The new fad is accessing Internet on mobile. A Global Media Survey reports 65% of global mobile users accessing internet through their smartphones last year. Number-speak for our country shows 40% of smartphone users connecting to Internet through their mobiles in addition to the regular internet usage. Telecom giants like Airtel and MTS have entered a new segment that can be called the new mobile internet marketing strategy. While Airtel has announced free Facebook access to its users, MTS is providing free access to Yahoomail for its users. Are mobile Internet wars on? Yes, is the exciting answer. “This is the reflection of a changing pattern of usage on network. Earlier, voice to voice calls were a buzz among users; now it is the ever growing craze for social networking sites and the likes in India,” says Rajat Mukherjee, Corporate Communication Head, Idea Cellular India. Going by the number of names jumping into the fray, mobile internet marketing is fast becoming a new battle ground. Now the question is, that’s all fine for now, what about next year – live television? Oh come on...


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting