Now Go, Find the Real Holy Grail!

Advertising is a term which doesn’t come to a sector making losses. But IndiGo is different in this regard too – it’s launched a new TVC campaign. What’s best is that unlike the pack, it’s profitable!

Low cost airlines that keenly eyed and swooped-in on every opportunity to cut on costs like a desert eagle nosediving to grab the innocent mammal on the ground is a script of the past. These days, these still conscious carriers are betting big on returns from advertising. Last year, it was SpiceJet which did what no LCC has done before – get into a 360-degree integrated marketing drive that surprised many even in the ad-fraternity. Now it is IndiGo Airlines’ turn to flaunt its chic style, retro colours and its religious belief in timeliness; atleast that is what IndiGo is conveying to the world with its all new TVC that was aired nationally starting May 17, 2010. Nothing strange, would many insiders agree, since IndiGo has been planning the same for quite some time now. And it still is not exploring other media vehicles. But expect that to happen too, as V. Sunil, ECD of Wieden + Kennedy, a Delhi based advertising agency which created the campaign for IndiGo, says to 4Ps B&M, “This TVC campaign just happened. We’re not sure how long this campaign will last. And you might just find something new happening soon.”

Resonating the airline’s core value of on-time performance, the TVC is targeted at all existent and potential air travelers. The advertisement brings alive the importance of On-Time flights for anyone who chooses to fly. The campaign also features IndiGo’s cabin and ground crew and pilots, and how each one of them come together to give the customer a delightful flying experience! Elaborating the concept of the new advertisement, Aditya Ghosh, President, IndiGo says, “At IndiGo, low cost and low fares doesn’t mean low quality. On time performance is core to our business and is one of the three values that IndiGo stands for. The cool new TVC is refreshing and unique and reinforces IndiGo’s commitment of providing all our fliers with an on time, hassle free experience at low fares, always!”

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

Now Go, Find the Real Holy Grail!

Advertising is a term which doesn’t come to a sector making losses. But IndiGo is different in this regard too – it’s launched a new TVC campaign. What’s best is that unlike the pack, it’s profitable!

Low cost airlines that keenly eyed and swooped-in on every opportunity to cut on costs like a desert eagle nosediving to grab the innocent mammal on the ground is a script of the past. These days, these still conscious carriers are betting big on returns from advertising. Last year, it was SpiceJet which did what no LCC has done before – get into a 360-degree integrated marketing drive that surprised many even in the ad-fraternity. Now it is IndiGo Airlines’ turn to flaunt its chic style, retro colours and its religious belief in timeliness; atleast that is what IndiGo is conveying to the world with its all new TVC that was aired nationally starting May 17, 2010. Nothing strange, would many insiders agree, since IndiGo has been planning the same for quite some time now. And it still is not exploring other media vehicles. But expect that to happen too, as V. Sunil, ECD of Wieden + Kennedy, a Delhi based advertising agency which created the campaign for IndiGo, says to 4Ps B&M, “This TVC campaign just happened. We’re not sure how long this campaign will last. And you might just find something new happening soon.”

Resonating the airline’s core value of on-time performance, the TVC is targeted at all existent and potential air travelers. The advertisement brings alive the importance of On-Time flights for anyone who chooses to fly. The campaign also features IndiGo’s cabin and ground crew and pilots, and how each one of them come together to give the customer a delightful flying experience! Elaborating the concept of the new advertisement, Aditya Ghosh, President, IndiGo says, “At IndiGo, low cost and low fares doesn’t mean low quality. On time performance is core to our business and is one of the three values that IndiGo stands for. The cool new TVC is refreshing and unique and reinforces IndiGo’s commitment of providing all our fliers with an on time, hassle free experience at low fares, always!”

Now Go, Find the Real Holy Grail!

Advertising is a term which doesn’t come to a sector making losses. But IndiGo is different in this regard too – it’s launched a new TVC campaign. What’s best is that unlike the pack, it’s profitable!

Low cost airlines that keenly eyed and swooped-in on every opportunity to cut on costs like a desert eagle nosediving to grab the innocent mammal on the ground is a script of the past. These days, these still conscious carriers are betting big on returns from advertising. Last year, it was SpiceJet which did what no LCC has done before – get into a 360-degree integrated marketing drive that surprised many even in the ad-fraternity. Now it is IndiGo Airlines’ turn to flaunt its chic style, retro colours and its religious belief in timeliness; atleast that is what IndiGo is conveying to the world with its all new TVC that was aired nationally starting May 17, 2010. Nothing strange, would many insiders agree, since IndiGo has been planning the same for quite some time now. And it still is not exploring other media vehicles. But expect that to happen too, as V. Sunil, ECD of Wieden + Kennedy, a Delhi based advertising agency which created the campaign for IndiGo, says to 4Ps B&M, “This TVC campaign just happened. We’re not sure how long this campaign will last. And you might just find something new happening soon.”

Resonating the airline’s core value of on-time performance, the TVC is targeted at all existent and potential air travelers. The advertisement brings alive the importance of On-Time flights for anyone who chooses to fly. The campaign also features IndiGo’s cabin and ground crew and pilots, and how each one of them come together to give the customer a delightful flying experience! Elaborating the concept of the new advertisement, Aditya Ghosh, President, IndiGo says, “At IndiGo, low cost and low fares doesn’t mean low quality. On time performance is core to our business and is one of the three values that IndiGo stands for. The cool new TVC is refreshing and unique and reinforces IndiGo’s commitment of providing all our fliers with an on time, hassle free experience at low fares, always!”

CLEAR & PRESENT DANGER

Big blockbuster drug brands that once promised billions for big pharma are fast entering the generics zone. The victims are many and their brand pipelines are dry!

As estimated by Datamonitor (an industry research firm), about $160 billion worth of ‘patented drugs’, globally, will lose their patent protection by 2016! According to a report by Evaluate Pharma, by January 1, 2011, 15% of revenues that global pharma companies are currently earning from patented brands, will be lost to generic drugmakers. Could the situation for pharma giants get worse?

Past researches have proven that the loss of revenues, post-patent expiry, for a particular formulated brand, can reach up to 85%! Therefore Pfizer, which earned $11.4 billion from its Lipitor drug in 2009, will be able to garner only $1.7 billion per year once its patent on Lipitor expires in 2011, giving rise to competition which will kill price. And this is only the tip of the iceberg. If competition grows unhealthy, the drugmakers could earn slimmer figures.

Loss of market share is another concern. As per the research study sponsored by Merck Foundation titled, ‘Dynamic Competition in Pharmaceuticals: Patent Expiry, Generic Penetration, and Industry Structure’, drug brands typically lose 50% of their market share within a year of patent expiry.

High cost risk associated with drug discovery (which could run into billions of dollars for any formulation), is a big reason why the discoveries of new blockbuster formulations have been arrested. As per a report by E&Y, “The low probability of proceeding from the pre-clinical phase to new drug approval illustrates the high risk inherent in pharmaceutical R&D. Only 2% percent of projects in the pre-clinical phase are expected to make it to Phase I testing and, of these, only one in five are likely to be approved.” So the average success rate of a pre-clinical compound being comercially sold after finding a place as a pill in the market is just 0.4%!

A high chance of losing dollars, but the bait has to be thrown, as John Anthony, a Massachusetts-based pharma analyst says, “You can’t lead by following a dying strategy: generics are the K-Mart part of the Walmart curve. You don’t lead by following.”

Despite a consistent rise in R&D investments over time, the count of patent approvals granted by the FDA per year, have dwindled. And what was once their pride, has now become a cause to worry; and the wrinkles, despite luck and hardwork, don’t appear to be disappearing fast for big pharma. The truth is – with patents on blockbusters brands vanishing faster than ever, there is a clear and present danger.

Steven Philip Warner

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 ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website