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A N A R I N D A M C H A U D H U R I I N I T I A T I V E

6 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012

NEVER NEVER NEVER GIVE UPFROM THE CHIEF CONSULTING EDITORS DESK

THEY NEVER GAVE UPShe was born into a family of jhum cultivators of Manipur. She helped her parents till the elds and looked after her siblings. Brought up in such a modest background, she never imagined that she would one day win a medal for her country at the Olympics. The woman I am talk-ing about is Mary Kom, a true winner who, without any formal training and money, has won six gold medals at World Championships. This year, she made India proud by winning a bronze for the country. While better and more popular athletes crashed out, this woman put up a tough ght and achieved victory. Her story is the story of a woman who never gave up.

Every cartoon this boy submitted was reject-ed by his high school yearbook staff. Later on, even Walt Disney refused to hire him. Yet, he never gave up. Finally, in 1950, his dream of be-coming a professional cartoonist was ful lled as his comic strip Peanuts was published. It soon became a big hit and Charles Schulz was soon earning $30,000 a year by 1953. The characters of his cartoon strip became virtual heroes and soon they were adorning cards, books, clothes, lunchboxes, et al. Snoopy, one of Schulzs cre-ations, was such a big hit that he soon became the mascot of NASA in 1969. NASAs lunar ex-cursion on the Apollo 11 mission was called Snoopy! Ford used the characters from the car-toon strip Peanuts to sell the Falcon. The char-acters of Peanuts were also used for 15 years to sell the products of Metropolitan Life Insurance Company. A man who faced a lot of rejections and misery, but all the time kept his focus on what he loved, Schulz nally showed the world that quitters never win and winners never quit.

IT TAKES COURAGE TO STAND UPIn life, things may not go as planned, but great minds have the ability to rise to the occasion and take up the challenge. As Washington Irving once said, Little minds are tamed and subdued by misfortune, but great minds rise above them. Its these people who have achieved true greatness. John Milton lost his eyesight, but it did not deter him from writing Paradise Lost al-most 16 years after losing his eyesight. Van Gogh sold only one painting during his lifetime, that too, to one of his sisters friends for $50. Yet, he never gave up painting and completed 800 paintings without feeling dejected; and all the time totally believing in what he was doing. Persistence pays, and is the deciding factor be-

tween winners & losers. The exhibitions of the Impressionists art-

ists were routinely rejected by the Paris Salon. They thought it was not art and refused to ac-knowledge it. The artists never gave up and continued their work. Today, there is hardly any-one who remembers the name Paris Salon, but anybody interested in art knows about the Im-pressionist artists. In June 2008, the auction house Christies London sold its most expen-sive painting, that of Impressionist master Claude Monet, for more than 40 million pounds. Never ever in Europe had a painting been sold at an auction for such a price. The Impressionist painters never let the judgment of Paris Salon pull them down. They never gave up on what they believed in till the world gave them their due.

He did not speak until he was four years old, and couldnt read until he was seven. His par-ents thought he was sub-normal. He was ex-pelled from school and his teachers described him as mentally slow, unsociable and adrip for-ever in foolish dreams. Those were these fool-ish dreams of his that transformed the world. From opening a whole new world of Quantum Physics to answering the question Why is the sky blue?, he changed the way people under-stood the world! Albert Einstein looked at things differently and saw what others could not see. Even the God particle would not have been discovered had it not been for Einstein and the support he gave to our own Indian scientist Sa-tyendra Bose.

This boy failed in sixth grade and he was de-feated in every of ce he stood for. But he did not give up till at 62, he became the Prime Minister. His name was Winston Churchill.

These and many more such success stories have one thing in common; the people never succumbed to adversity and never lost focus. They relentlessly pursued their goals and be-lieved in themselves even when the world gave up on them. These people had the courage to ght all odds.

IT TAKES COURAGE TO SIT DOWNAs Winston Churchill once said, Courage is what it takes to stand up and speak, courage is also what it takes to sit down and listen. If suc-cess comes with listening to your inner voice and not letting others opinions overpower this voice, it also comes when you have the courage to listen to other people especially those who dont agree with you. Success also comes when

LETTERS TO THE EDITORBUSINESS & MARKETING

Vishkha SinghExecutive Director,

A comms

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Indias First & No. 1Business & Marketing

MagazineSEGRAN NAIR DIRECTOR OF THE MBA PROGRAMME, UNIVERSITY OF CAPE TOWNWHY B-SCHOOLS NEED TO COMPEL STUDENTS TO THINK CRITICALLY

ROBERT BENNYDIRECTOR, SUPPLY CHAIN PROCESSES, ADVANCED MICRO DEVICES (AMD)DEVELOPING TALENT FOR HIGH PERFORMANCE SUPPLY CHAINS

FOR THE SEVENTH YEAR IN A ROW, ICMR-4Ps B &M BRING TO YOU THE COMPREHENSIVEMAND COGENT LIST OF THE MOST VALUABLE BRANDS THAT MAKE INDIA INC. PROUD

I nd the outlook quite peo-ple-centric and the case study and ad hotspot sec-tions quite intriguing. One small grouse is that it would be better for 4Ps to have a more critical outlook towards mediocre work & poor ad-vertising standards.

Please send your feedback to: edit@planmanmedia.com or SMS it to 91-9818101234 For advertising related queries, Contact: publisher@planmanmedia.com

Fantastic Ad-rankingThe last issue on Valuable brands 2012 was a decent effort on Indian Inc. I also enjoy reading the Advertis-ing stories in 4Ps B&M as the team does a fantastic Ad-ranking by giving importance to creativity. The Adver-tising section is enhanced by great sections like First Cut. It is a learn-ing for me to see the effort that goes on to make an ad. The Ad-section rocks in 4Ps B&M. Good luck!

Deepak MowarExecutive Director

Parsvnath Hotels Ltd.

Eric A. MorseAssociate Dean, Richard Ivey School of Business

The magazine is a decent read. The stories are ana-lytical and have a refreshing perspective for a reader. It is certainly helpful in gaining knowledge about Indian Inc. and I would look forward to see your spirit shaping up in the future.

Dr. Bruce JohnstoneLecturer, Cran eld School

of Management

I have recently received 4Ps Business & Marketing mag-azine, and would say the magazine is informative. There was some nice collec-tion of the articles that were well researched and a good analysis of advertisements. Good job done!

I N B O X L E T T E R S T O T H E E D I T O R

8 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012

Well rounded boonI have now become habitual of going through 4Ps Business & Marketing magazine and would say it is a well rounded boon for marketing profes-sionals. It perfectly serves a nice blend of great stories as they are in-telligently structured and designed as well. Its a reader friendly maga-zine and is among the rst few stops for my regular reading routine.

Garima AggarwalGurgaon

+9188605793XX

Niche magazine4Ps Business & Marketing magazine has created a niche for itself in the marketing world and is certainly commendable. Editorials are persua-sive and are eye openers issue after issue. My favourite is the Last Word section due to its versatile nature and I am a fan of it.

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+9177389856XX

Concise & preciseThe analysis and information about new brands and their advertising strategies have helped me culmi-nate my intellect. I appreciate the research work undertaken by the 4Ps B&M analysts as what I get from this magazine is something very concise and precise.

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+9198731156XX

Compiled knowledgeRecently, I started reading 4Ps B&M magazine and it has been very help-ful in understanding the corporate sector in a comprehensive manner. Ad reviews is the section I love the most. The magazine does give more literature about the market and the industry than any of the magazines in the circuit.

Ronald DRozarioKolkata

+9198303081XX

Sandhya MalikHead-Marketing, Delphi

Automotive Systems

The magazine provides a great deal of re ned knowl-edge and has been delivering some lively stories in every issue. I like the Rendezvous section and also the supple-ment on Power Women, which deserves an genuine applause from me.

Dhiraj AhujaDirector-Strategy, Team Orange Communications

The spirit of highlighting contemporary issues is just amazing, but I want to see your precise focus on the tel-ecom and retail industry due to their dynamic nature in the upcoming issues. Over-all, a decent job being done.

Biswarup Banerjee Head-Marketing Commu-

nications, Ipsos

I would say that the maga-zine is unique in many ways. The columns from the inter-national professors and the Rendezvous section have a brilliant focus and are a treat to read on a regular basis. Also, diverse issues are cov-ered comprehensively.

Kindhuk DasAnalyst, Highmark Blue

Cross Blue Shield

I appreciate a magazine on the basis of stories and 4Ps Business & Marketing cer-tainly raises its standards in every issue. I have not seen the brand journey section for a while and would love to see that again.

For your weekly dose of intellectual stimulation onpolitics, Business and life, read Planman Media Blogs

http://arindamchaudhuri.blogspot.comArindam Chaudhuri

http://a--sandeep.blogspot.comA. Sandeep

http://Sutanu-guru.blogspot.comSutanu Guru

http://rajitachaudhuri.blogspot.comRajita Chaudhuri

http://prasoonsmajumdar.blogspot.comPrasoon Majumdar

http://prashantobanerji.blogspot.comPrashanto Banerji

I N B O X L E T T E R S T O T H E E D I T O R

10 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012

14 People Speak

16 Number Speak

18 Inbox: this month

26 Marketers @war: English radio channels

36 Marketing story:Yamahas bet on scooter market

42 Marketing story:PVRs mega expansion spree goes on

46 Marketing interview: Krishnadeep Baruah, Director Marketing, RIM India

48 Marketing story: The new blood behind

Godrejs transformation

54 Ad Rankings

60 Advertising spotlight: Ef e effective index

64 Big Idea: Five decades of Amul

82 B-school column: Do you know the

Secrets of Successful Growth?

94 Fun@ Marketing

96 Product Launches

98 Brand Quiz

Cover Design: Shantanu Chatterjee

COVER STORY

CMO SPEAKNalin Kapoor, Group Marketing Head,Hyundai Motor (I) Ltd.

40

RENDEZVOUSDhananjay Chaturvedi, Managing Director, Miele India

24

Editor in Chief: Arindam ChaudhuriGroup Editorial Director: A. Sandeep

Managing Editor: Sutanu GuruEditor: Aditi Prasad

CEO: Deepak KaisthaChief Consulting Editor: Rajita Chaudhuri

Features Editor: Prashanto BanerjiDeputy Editor: Virat Bahri

Executive Editor: Manish K. PandeySenior Editor: Steven Philip Warner

Assistant Editor: Deepak PatraConsulting Editor: Monojit LahiriFounder Editor: Malay Chaudhuri

EDITORIAL STAFFEditorial Coordinator: Angshuman Paul

Delhi: Anu Gulmohar, Niharika Patra, Pawan Chabra, Amir Moin, Anirudh Raheja,

Deepanshu Taumar, Ashish KumarHyderabad: Shyam Sunder Pujala

Kolkata: Tarun BoseBengalooru: Indira Parthasarathy

DESIGN & PRODUCTIONGroup Design Director: Satyajit Datta

Sr. Art Director: Siddharth KapilDeputy Art Director: Priyankar Bhargava

Senior Designer: Hitesh Mehta, Prakash Shetty Ulepady

Sr. Infographist: Kuldeep SinghImage Editing: Vinay Kamboj

Senior Illustrator: Shantanu MitraGroup Photo Editor: Ranjan BasuChief Photographer: Sujan Singh

Chief Photo Coordinator: Varun Pal SinghSenior Photo Research: Sanjay Kumar, Ashutosh Vig

Production Manager: Gurudas Mallik ThakurProduction Supervisor: Digember Singh, Satbir Chauhan,

Soumyajeet Gupta, Dipak Basak, N. Ekantha Lingam,Deep Narain

MARKETING Pushkar Nanda, Rajat Sogani, Ravi Babu, Sumit Raina,

Guljar Singh, Rishi Kapoor, Sunil Kumar,Bhaskar Mojumdar

CIRCULATIONSales Manager: Bhupinder Bisht, Manoj, Rizvi,

Venkat Narasimman, Swaroop Saha, Joydeep, Kunj Bihari,Mukund, Parameshwara, Shihabuddin

HEAD INVESTIGATIONSRajat Amarnath

4PS B&M ONLINEChief Web Designer: Neel Verma

Sr. Web Developer: Anil Kumar, Christopher Mani Web Developer: Raj Saikia

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Editor: Aditi Prasad

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Visit us at: www.4psbusinessandmarketing.comEditor Aditi Prasad responsible for the selection of news under PRB act. Entire

content copyright(C) 2007 by Planman Media Pvt. Ltd. All rights reserved throughout the world. Reproduction or translation in any language in whole

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INDIAS FIRST & NO. 1 BUSINESS & MARKETING MAGAZINE

BUSINESS & MARKETING

Volume VII Issue IX 15 August - 14 September 2012

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12 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012

THIS IS NOT GOING TO BE A RACE LIKE USAIN BOLT WHERE WERE LIKE 40 YARDS AHEAD AND WE CAN JUST KIND OF START JOGGING 10 FEET BEFORE THE FINISH LINEUS PRESIDENT BARACK OBAMA WHILE PLAYING HOST TO 100 DONORS TO HIS RE-ELECTION CAMPAIGN WHO PAID $40,000 APIECE TO ATTENDBRING IT ON. WE WANT THIS FIGHT.US NATIONAL REPUBLICAN CONGRESSIONAL COMMITTEES POLITICAL DIRECTOR MIKE SHIELDS HITTING BACK ON MEDICARE. REPUBLICANS VOTED TO END MEDICARE BY SUPPORTING THE BUDGET PRESENTED BY A CONGRESSMAN NAMED PAUL RYAN

WE HAVE TO FACE OPENLY THE POSSIBILITY OF A EURO BREAKUP ERKKI TUOMIOJA, FOREIGN MINISTER OF FINLAND ON THE ISSUE OF BAILING OUT WEAKER EURO ZONE MEMBERS

OUT OF OUR RESEARCH IN FRANCE, WE HAVENT REALLY DEVELOPED A NEW MOLECULE IN 20 YEARS.CHRISTOPHER A. VIEHBACHER, CEO, SANOFI, ANSWERING THE QUESTION: WHY FRANCES BIGGEST DRUGMAKER PLANS TO SLASH ITS RESEARCH AND DEVELOPMENT STAFF IN TOULOUSE AND MONTPELLIER (FRANCE) AND IS SHIFTING ITS FOCUS ACROSS THE ATLANTIC TO CAMBRIDGE (UK)

YOU F---ING AMERICANS. WHO ARE YOU TO TELL US, THE REST OF THE WORLD, THAT WERE NOT GOING TO DEAL WITH IRANIANS.RICHARD MEDDINGS, CHIEF FINANCIAL OFFICER, STANDARD CHARTERED PLC WHEN WARNED BY A US COLLEAGUE ABOUT DEALINGS WITH IRAN. NEW YORK REGULATORS ACCUSE THE BANK OF RUNNING A ROGUE UNIT THAT SCHEMED WITH IRANS GOVERNMENT TO HIDE MORE THAN $250 BILLION IN ILLEGAL TRANSACTIONS FOR NEARLY A DECADE

POOR DAN, HE FEELS LIKE A HERD OF WOLVES IS AFTER HIM AND HES OUT IN THE CANADIAN WILDERNESS. HES GOT TO DO SOMETHING EVEN WHILE HES LEARNING THE GAME.DAVID COLE, CHAIRMAN EMERITUS FOR THE US CENTER FOR AUTOMOTIVE RESEARCH COMMENTING ON THE NEWS THAT GENERAL MOTORS CHIEF EXECUTIVE OFFICER DAN AKERSON IS PLANNING A REORGANISATION OF THE AUTOMAKER THAT WOULD MOVE IT AWAY FROM LONG-ENTRENCHED REGIONAL AUTHORITY TOWARD A STRUCTURE BUILT ON GLOBAL FUNCTIONS

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14 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012