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1. Celebrity Branding and Brand Endorsements: An Insight

Product: Book

Available In: Pdf Format

Price: INR 275/-

About The Book

The book is categorized into two sections. The first section deals with the making of celebrity brands, the ingredients that go into making successful and durable celebrity brands and the concept of power branding. The section not just looks at some of the globally recognized and immensely popular fictitious celebrity brands like James Bond and Harry Potter but also some Indian ‘star’ personality brands like Amitabh Bachchan, Shah Rukh Khan and Sourav Ganguly.

‘Brand Sourav: The Making of a ‘Fighter’ Brand’ serves as the bridge between two sections as the write up effortlessly leads the reader into the next section on brand endorsements.

The second section talks about the science of brand endorsements and how the choice of a celebrity endorser gets influenced due to his/her performance in his/her professional domain. The section also discusses the ‘rub-off’ effect that celebrity endorsers have on brands. They are found to influence a brand’s character, image and identity. The section signs off with an emerging concept of celebrity endorsements of personality brands that cites the example of American Presidential Election 2008, where celebrities from various walks of life have aggressively endorsed candidates like Hillary Clinton and Barack Obama along with other Presidential hopefuls.

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2. Organized Retailing in India: The Present Scenario

Product: PowerPoint Presentation and Slideshow

Year: 2008

Length: 53 Slides

Reference: RW-22

Price: INR 200

Abstract

Highlights of the present organized retail scenario in India. It also highlights the various functional areas of the retail business like HR, supply chain management, marketing etc. The presentation also elucidates the challenges facing organized retailing, the major retailers of the country and the key triggers that will drive the organized retail growth in India.

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3. Visual Merchandising: It’s Role in Organized Retail

Product: Article

Year: 2008

Length: 8 Pages

Reference: RW-18

Price: INR 100

Abstract

With the mushrooming of various organized retail formats in India, the one factor that can differentiate one retailer from the other is visual merchandising. The article deals with various elements of visual merchandising and their role in creating meaningful differentiation in the perceptual territories of the evolving Indian customers.

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4. Background Music in Retail Stores: A Sales Boost Tool

Product: Article

Year: 2008

Length: 4 Pages

Reference: RW-19

Price: INR 75

Abstract

Among the various factors that appeal to customers once they are in retail store, it is background music that plays a key role. It brings about a refreshing feeling not just among customers but also the sales people on the shop floor. The music also retains customers for a longer period of time in a store thereby increasing the chances of better and bigger sales. However, the music needs to complement the tastes, temperaments, attitudes and mood of the season in order to create a positive impact.

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5. Private Labels in Organized Retailing: An Insight

Product: Article

Year: 2008

Length: 11 Pages

Reference: RW-20

Price: INR 100

Abstract

Across the globe, private labels (the brands created, owned and marketed by retailers) have been found to offer retailers an alternate avenue of boosting their revenues and create a niche for themselves. They have been found to add more value to the customers’ purchases. In some cases, customers have even been found to prefer private labels over national brands. However, there are some caveats for formulating the private label strategy. The article apart from highlighting the above aspects presents a comparative analysis of the success of private labels in the Western countries and in India.

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6. Fixture and Signage Displays in Retail: An Insight

Product: Article

Year: 2008

Length: 7 Pages

Reference: RW-21

Price: INR 100

Abstract

The article highlights the various fixtures and signage displays found in organized retail stores and their roles in increasing sales and creating suitable differentiation for the retailers. It also mentions the various improvements being sought after by the retailers as far as appealing to customers through fixtures and signage displays is concerned.

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7. A Pioneer Turns Laggard: The Case of Shivam Cinemas

Product: Case Study

Year: 2006

Length: 3 Pages

Reference: RW-01

Price: INR 50

Discussion in the Case: First-mover Disadvantage/ Second-mover Advantage

Abstract

The case basically deals with a hypothetical company while presenting some real-life business situations. The case studies the strategies adopted by Shivam Cinemas, a pioneer in the Indian multiplex industry vis-à-vis the later entrants in the industry. The case details the major fallacies that the first-movers in an industry commit which puts them in a disadvantageous position when the competition surfaces in that industry.

The case comes with an explanatory note which details the theory behind the case. An useful tool to supplement the understanding of a class on business strategy.

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8. Cocoaville India Limited: Seeking That Elusive Panacea?

Product: Case Study

Year: 2007

Length: 4 Pages

Reference: RW-02

Price: INR 50

Discussion in the Case: Brand Repositioning, Product Life Cycle

Abstract

The case deals with a hypothetical MNC and the hardships that it faces in India. The case details the importance of effective and timely brand repositioning. Else, companies are bound to find their brands loosing the customer’s mindshare. That’s what happened with Cocoaville’s brand Milk Choc since the 1990s. Cocoaville is a Switzerland-based chocolate manufacturing company.

The case comes with an explanatory note which discusses issues like effective brand repositioning attuned to a product’s life cycle. The case is an useful tool for discussion in classes on branding and brand strategies.

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9. O’ram Jeans: Loosing a Fortune at the Bottom of the Pyramid?

Product: Case Study

Year: 2007

Length: 4 Pages

Reference: RW-03

Price: INR 50

Discussions in the Case: Fortune at the Bottom of the Pyramid

Abstract

The case deals with a hypothetical US-based MNC’s strategic debacle in India. While framing its marketing policies, the company ignored the rural and the semi-urban segment of the country. It could neither earn a proper premium image for itself not could it penetrate the market as the “mass” brand. The Result? The company found its market share steadily getting eroded with the passage of time.

The case comes with an explanatory note that details the concept “Fortune at the bottom of the Pyramid” which was put forth by C.K. Prahlad. The case can serve as an eye-opener in classes on business strategy.

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10. Brand Munna Bhai: The Key Success Factors

Product: Article

Year: 2007

Length: 4 Pages

Reference: RW-04

Price: INR 50

Major Subject Domain(s)

Discussion in the Article: Brand Equity, Positioning

Abstract

The article details the critical success factors behind Munna Bhai as a brand. The creative brains behind the brand were meticulous about naming the character and placing the cine goers at the center of their decision-making concerning the brand which in turn created a strong differentiation for the brand. Munna Bhai was able to occupy a distinctive position in the cine goer’s perceptual territory as a celluloid character of Indian cinema.

The article makes for an interesting, informative and eye-opening read for all those who are interested in the business of media and entertainment. The article is a good bet to be taken up for discussion in a class on modern Indian media and entertainment.

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11. Brand Lux: A Tale of Successful Repositioning

Product: Article

Year: 2007

Length: 4 Pages

Reference: RW-05

Price: INR 50

Discussion in the Article: Brand Repositioning

Abstract

The article covers the journey of Lux as a brand of premium bathing soap since 1929 when it was first launched in India. The aspirations built around the punchline – ‘the beauty soap of film stars’; the celebrities who have associated with the brand for more than seven decades; the enviable penetration attained by the brand in the Indian markets over the years and the ‘buzz’ that has been maintained around the brand for years are some of the major points of discussion in the article.

The article makes for an extremely informative read for a class on brand management specially emphasizing on cases of successful and sustained brand repositioning.

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12. ‘Pottermania’: Factors Contributing to the Incredible Phenomenon

Product: Article

Year: 2007

Length: 5 Pages

Reference: RW-06

Price: INR 75

Discussion in the Article: Brand Sustainability, ‘Denial’ Marketing, Promotion Mix

Abstract

The article tracks the evolution of the ‘Harry Potter’ brand from being a fictional character to a globally unsurpassable phenomenon. It also details the fact that the Harry Potter franchise was the ‘jinx breaker’ as far as the saleability and sustainability of children’s literature was concerned. Innovative marketing techniques, merchandising deals along with an impressive promotion mix were responsible for maintaining the mystery around the brand for years and turning it into a ‘billion-dollar’ brand.

The article is an appropriate material for discussion in classes on brand management and marketing.

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13. McDonald’s: A Glocalized Brand in the Making?

Product: Case Study

Year: 2006

Approx. Length: 12 Pages

Reference: RW-07

Price: INR 75

Discussion in the Case: Branding Strategies, Localization Strategies

Abstract

The case tracks the journey of McDonald’s from being perceived as an American brand worldwide to being considered a highly successful glocalized brand. The case details the methods adopted by the company in various countries across the globe that have won the hearts of both customers as well as the business community over there. McDonald’s while retaining certain aspects unique to its brand identity have gone for extensive diversification of its menu in order to appeal to the palettes of customers in a more effective manner. The case specially emphasizes on McDonald’s localization strategies in the Asian continent over the years.

The case is suitable for being discussed in classes on business strategy and global brand management.

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14. Music Reality Shows in India: Providing Short-term Fame or Launching Durable Careers?

Product: Case Study

Year: 2006

Length: 15 Pages

Reference: RW-08

Price: INR100

Discussion in the Case: Talent Management, Format Duplication and Proliferation

Abstract

The case debates the role of reality shows in launching durable musical careers besides detailing the evolution and proliferation of reality shows on Indian television. The case mentions all major music reality shows on television since the mid-1990s when Sa Re Ga Ma was beamed on Zee TV. It also takes a look at some of the successful musical careers that were born out of reality shows and also some which never took off after the initial and ephemeral fame. The case also mentions the concept of audience participation in reality shows and how that strategy has made reality shows a craze among the masses.

The case can be an interesting and informative discussion material in the context of talent management and the evolution and duplication of reality show formats on Indian television.

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15. James Bond: How Product Placements Contributed to the Making of the ‘Meta’ Brand?

Product: Case Study

Year: 2007

Approx. Length: 20 Pages

Reference: RW-09

Price: INR 75

Discussion in the Case: Brand Management, In-film Product Placements, Marketing, Promotions

Abstract

The case focuses on the balanced product placement strategy adopted by the producers of the James Bond movie franchise for the film, Casino Royale. Apart from that, the case makes a detailed mention about the various critical success factors that contributed to the making of James Bond as one of the most enduring celluloid characters over the years. Product placements have been found to be one of the most important elements behind the popularity of the fictional character.

The case is worthy to be discussed in any class on brand management and marketing.

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16. Movies as the Reflector of the Society: The Blood Diamond Example

Product: Case Study

Year: 2007

Length: 11 Pages

Reference: RW-10

Price: INR75

Discussion in the Case: Business Strategy, Business Ethics, The Correlation between Entertainment and Business

Abstract

The case details the impact created by the movie, Blood Diamond on the global diamond industry. The case mentions the issue of blood diamonds and how it was responsible for millions of deaths in various African countries during the 1990s. De Beers, the global leader in the diamond industry, was found to adopt various ethical business practices to curb the practice of illegal trading in diamonds in the early 2000s. However, that was not enough to actually address the issue. In 2006, the movie Blood Diamond starring Leonardo Di Caprio was found to rekindle the issue and thus force the diamond industry to adopt more stringent measures in the said context.

The case will serve its purpose in classes on business strategy and also where the media’s impact on the society is being studied in great detail. The case comes along with a teaching note to facilitate better understanding.

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17. Celebrity Popularity and Brand Endorsements: Understanding the Correlation through the Sourav Saga

Product: Article

Year: 2007

Approx. Length: 9 Pages

Reference: RW-11

Price: INR75

Discussion in the Article: Celebrity Endorsements, Personality Brands

Abstract

The article highlights the correlation between a celebrity’s popularity and the number of brands he/she endorses at a certain point of time. It has been especially observed in the field of sports that when a celebrity goes through a purple patch, sponsors and celebrity management companies swarm around the individual but when the celebrity hits a rough patch, the sponsors maintain a safe distance. The phenomenon has been well enumerated through the case of Sourav Ganguly, the former Indian skipper. The article apart from tracking the crests and troughs of Ganguly’s cricketing career also focuses on the rise and fall of ‘Brand Ganguly’ as one of the star brand endorsers of the country.

The article is a significant learning material for classes on marketing and brand management dealing with celebrity endorsements and personality brands.

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18. The Namesake: The Success Recipe of an Indian Crossover Movie

Product: Article

Year: 2007

Length: 9 Pages

Reference: RW-12

Price: INR 50

Discussion in the Article: Globalization of movie content, Marketing, Consumer Behavior

Abstract

The article speaks of the key factors that contributed to the success of the Mira Nair directed movie The Namesake both at the national as well as at the international box-office. Apart from having a globally thought provoking content, the movie was marketed with lots of innovation. The article also throws ample light on how movies mould the consumer behavior of the cine audiences.

The article can serve as a thought provoking discussion material in classes on consumer behavior and business strategy.

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19. Power Brand Interplays on Reality Shows: The KBC Example

Product: Article

Year: 2007

Length: 12 Pages

Reference: RW-13

Price: INR 100

Discussion in the Article: Power Branding, Brand Identity Prism, Brand Asset Valuator, Brand Equity

Abstract

The article highlights how power brands of greater brand vitality and stature create an impact on the brand identity facets of power brands with lesser vitality and stature. The above phenomenon has been enumerated in the context of reality shows in India and the example cited is that of KBC or Kaun Banega Crorepati, one of the most popular reality shows on Indian television in recent times. The article also details the concept of power brands and the brand asset valuator model as suggested by Young and Rubicam. However, the core idea and the core concept discussed in the article is the Brand Identity Prism as suggested by Jean Noel Kapferer and how mega stars like Amitabh Bachchan and Shah Rukh Khan altered the brand identity of KBC with their charismatic personality.

The article is a highly innovative, informative and interesting article to be taken up for discussion in classes on brand management.

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20. Brand Endorsements and Anchoring Reality Shows: The Similarities

Product: Article

Year: 2007

Approx. Length: 6 Pages

Reference: RW-14

Price: INR 75

Discussion in the Article: Celebrity Endorsements, The Correlating Parameters

Abstract

The article focuses on the parameters that dictate the success of a brand endorsement. It further enumerates that there are certain similar parameters that dictates an individual’s fit with a reality show as its anchor. The article speaks of a 14-point model that sort of highlights the similarities of the key success factors in the context of celebrity endorsements and anchoring reality shows.

The article is an innovatively and interestingly written piece which can be discussed in classes on marketing and media studies.

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21. Unethical Audience Voting on Indian Reality Shows: A Boon for Some , A Bane for Some

Product: Article

Year: 2007

Approx. Length: 7 Pages

Reference: RW-15

Price: INR 75

Discussion in the Article: Consumer Behavior, Business Ethics, Buzz Marketing

Abstract

The article basically speaks of the controversial role played by the element of audience voting on Indian reality shows. While the system of audience voting has proved to be a boon for the telecom companies along with the television channels and the Internet portals; it has been a major hurdle as far as bringing really deserving talents to the limelight is concerned. The article enumerates as how the television channels have cashed on the ‘buzz’ to attract a tsunami of votes and thus build up their TRPs. In a nutshell, the article debates the ethics behind the system of audience voting.

The article can be an interesting piece and informative piece to discuss in classes on consumer behavior, marketing and media studies.

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22. Indian Cricket League: Will Subhas Chandra’s Initiative Take Off?

Product: Case Study

Year: 2007

Length: 7 Pages

Reference: RW-16

Price: INR 50

Discussion in the Case: Head-on Competitive Strategy, Talent Management, Marketing

Abstract

The case discusses the ICL initiative of Essel Group’s Chairman Subhas Chandra in detail along with discussing the major factors that triggered its formation. The ICL initiative was found to be directly clashing with BCCI’s business interests and it was found to somewhat threaten BCCI’s monopoly over the game of cricket. The case speculates as to whether Chandra’s initiative will actually be able to see the light of the day? In other words will it be able to overcome the hurdles being created by BCCI?

The case study is suitable to be discussed and debated in classes on business strategy, marketing and media studies.

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23. Chak De! India: A Sustainable Trendsetter or an Ephemeral Euphoria?

Product: Case Study

Year: 2007

Length: 9 Pages

Reference: RW-17

Price: INR 75

Discussion in the Case: Consumer Behavior, Impact of movies on society

Abstract

The case speaks of movies as not just a reflector of the society but also debates the impact of movies on the societal behavior. In this context, the case has focused on Chak De! India, a movie starring Bollywood mega star Shah Rukh Khan, which was released in August 2007. It was found that the movie not only created awareness for hockey in India but also moulded the society’s behavior towards hockey as a sport. However, it was felt by many that the change was just a fad which was destined to die a natural death in due course of time.

The case is appropriate for being discussed in classes on consumer behavior and media studies.

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Disclaimer

• Payments will be accepted only through A/C payee checks made in favor of Kisholoy Roy.
• Within 24 hrs of enchasing the cheque, the said material in Pdf format will reach the buyer.
• No hard copies of stated matter will be available to anyone.
• The author but not The CEO Insights is solely responsible for the facts and figures mentioned in the cases/articles and also the overall content.