1. Dr.K.S.CHANDRASEKHAR NAIR UNIVERSITY OF KERALA, TRIVANDRUM, INDIA email: kscnair@gmail.com PARADIGMS IN MARKETING INNOVATIONS

2. "Necessity is the mother of innovation"

3. MARKETING INNOVATIONS IN THE INDIAN CONTEXT

17. INNOVATING MARKETING STRATEGIES – CASE STUDY OF SONY TV Even though there will be a the three-member jury — choreographer-turned-director Farah Khan, music director Anu Malik, and playback singer Sonu Nigam, the real jury is the viewer .

19. Then….

20. Abhijit Sawant of Andheri The Indian Idol will be signed up for a three year contract with Sony Entertainment TV worth Rs 1 crore. He will also get to cut an album with a leading music company.

37. premium Mid priced OLD DETERGENT CATEGORY STRUCTURE (PRIOR TO 2003) Rs.99 & above Ariel, Surf Excel Rs.40-45 Tide, Rin Supreme Rs.20-45 Rin shakti, Wheel Nirma, local brands Popular /Discount

38. NEW DETERGENT CATEGORY STRUCTURE VACANT Rs.40-45 Ariel, Surf Excel, Rin Supreme Rs13-23 Rin shakti, Wheel Nirma, Tide premium Mid priced Popular /Discount

40. “ THE TRUE NATURE OF MARKETING IS NOT SERVING THE CUSTOMER; IT IS OUTWITTING, OUTFLANKING, OUTFIGHTING YOUR COMPETITORS ” AL RIES & JACK TROUT

41. MPV MARKET

43. DIFFERENTIATION AS A KEY TO SUCCESS GARDEN SILKS - DESIGN MODI - COLLOBORATION (XEROX) EUREKA FORBES - PERSONAL SELLING IBM - DEALER NETWORK COKE/PEPSI - BRAND IMAGE ROLLS ROYCE - DESIGN/ENGG./STATUS FROOTI - PACKAGING LG A/Cs - PLASMA PURIFICATION

44. BRITTANIA - MTV-BRAND EQUITY YOUTH MARKETING FORUM LML - FAIRS IN NORTH India LIBERTY SHOES - FASHION SHOW CANDICO - FAIRS IN FIVE TOWNS AMUL - RURAL DISTRIBUTION INNOVATIVE CAMPAIGNS LIPTON – PAINTING WALLS YELLOW YELLOW LABEL NESCAFE – NESCAFE CAFES

48. INNOVATIVE MARKETING STRATEGIES AIMED AT ALPHA CONSUMERS TREND SPOTTING: PROCTOR AND GAMBLE tremor.com TANTRA T-SHIRTS viral marketing JAM MAGAZINE JAM college bureaus LEVIS INDIA College feedbacks LAKHANI Hawaii colour chappals

49. HINDUSTAN MOTORS - RTV TITAN INDUTRIES - SONATA BPL CELLULAR - RURAL TARIFF UNION CARBIDE - HEAVY BRASS TORCH VELVETTE - SACHETS KMP OILS - GREEN PACKS (UP) PURPLE (ORISSA) RURAL MARKETING STRATEGIES

50. CAVINKARE: CHIK SHAMPOO INTRODUCED CHIK SHAMPOO SACHETS AT 50 PAISE FOR THE RURAL CUSTOMER. CHIK HAS EMERGED AS THE SECOND LARGEST SELLING SHAMPOO. CADBURY: CADBURY REPORTEDLY WAS ABLE TO INCREASE ITS SALES BY ABOUT 19 PER CENT IN THE VERY FIRST YEAR IT LAUNCHED SMALL PACKS OF DAIRY MILK AND PERK . MAHINDRA&MAHINDRA: MAHINDRA & MAHINDRA, WHILE LAUNCHING ITS SPORT UTILITY VEHICLE SCORPIO CONDUCTED WEEKLY QUIZZES FOR THEIR DEALERS AND SALES-FORCE, TO UPDATE THEIR PRODUCT KNOWLEDGE

51. COMPLACENCY BY LEADERS: CHIK, COLOR PLUS, GHARI, NIRMA, SHAKTHIBHOG ATTA, PRIYAGOLD BISCUITS —SUCCEEDED NOT BECAUSE OF THE MISTAKES OF THEIR COMPETITORS, BUT BY BRINGING IN RADICAL, INNOVATIVE THINKING . LARGER ESTABLISHED COMPANIES BECOME PRISONERS OF THEIR PAST SUCCESSES. BEING MORE TASK-ORIENTED, THE CUSTOMER ORIENTATION IS LOST AND SO IS CREATIVE THINKING.

53. INDIAN TV INDUSTRY MARKET SIZE: US (COLOUR) : 22 MN UNITS CHINA(COLOUR) : 30 MN UNITS INDIA (COLOUR) : 6 MN UNITS (B/W) : 59 MN UNITS

54. TELEVISION STATISTICS: ACCESS TO TV : 192 MILLION TV SHARE OF MEDIA : 72% TIME SPENT IN TV : 13 HOURS C&S HOMES : 40 MN(2002) C&S GROWTH : 31% TELEVISION SALES : 25% (5 YEARS)

55. SHARE OF 14", 20" and 21”: 90% GROWTH OF FLAT TV: 10% FASTEST GROWING COMPANIES: SAMSUNG/ LG / ONIDA / SANSUI / PHILLIPS

59. INNOVATIVE MARKETING CASE STUDIES HITACHI – BHOOT / DIRECT MAILERS / USE OF CONSUMER CONTACT PROGRAMME OF JOHNY WALKER WHISKY BAJAJ FANS – LAUNCHING RELATIONSHIP MARKETING EXERCISE FOR DEALERS (sabse tez) VOLTAS - AMERICAN TECH AT CHINESE PRICES – RURAL REFRIGERATOR

61. HLL’S INITIATIVES TO RETAIN MARKET LEADERSHIP & SUPREMACY 1. POWER BRANDING 2. AYURVEDIC HEALTH AND BEAUTY CARE PRODUCTS 3. CONFECTIONERY BUSINESS 4. AVIANCE - BEAUTY SOLUTIONS 5. SANGAM DIRECT 6. SURF LAUNDARY SERVICES 7. PROJECT SHAKTI 8. WATER IN TIE UP WITH PURITAS

62. INNOVATIVE MARKETING BY HLL -PROJECT SHAKTHI COMBINATION OF MICRO-CREDIT AND TRAINING IN ENTERPRISE MANAGEMENT WOMEN FROM SELF-HELP GROUPS HAVE TURNED DIRECT-TO-HOME DISTRIBUTORS OF A RANGE OF HLL PRODUCTS AND COMPANY ENTER HITHERTO UNEXPLORED RURAL HINTERLANDS

66. e COMMERCE boom B2C ecommerce is pegged at RS.175-200 Crore Online advertising is around Rs.40-50 Crore B2C ecommerce to grow at 80 -100 per cent Online advertising to grow at 25 -30 per cent LG India has obtained e-transactions worth Rs.50 Crore (2004-05)

71. Thank you for your patient hearing Questions please