Ingenious Dreams...

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Prabha Prabhu,
Partner and Exec. Director, mc2

There was a time when Madison Creative boasted hi-profile clients like P&G and Philips. That was almost a decade ago. In its new avatar, mc2 has ambitions to relive past glory.

4Ps: Why has mc2 never recovered from the DMB&B exit?
PP: When we severed relations with DMB&B, there was a huge setback to our creative business. We lost huge clients like P&G overnight. But we are trying hard to make a comeback. I won’t be able to live in peace till I get those days back for Madison. We’ve hired some great talent and also have a good rooster of clients like Leela and VVF (Doy and Jo range of soaps) now.

4Ps: Yes, but your portfolio of clients is certainly not as robust?
PP: We’re going for the right kind of clients. We’ve always handled number two brands and made them leaders. For example when we handled Cinthol, we beat Liril and put Cinthol at 18% market share. Similarly, Leela today is at No.3, and my job is to see that it moves forward to be the No.2 brand in the segment.

4Ps: Do you have a time limit to put mc2 on a strong footing?
PP: I plan to deliver over the next 2-3 years. Today we have about 12-13 clients. Two years hence, my objective is different. VVF, for example, plans to launch, quite a few more brands. I would like VVF to be at par with Godrej.

4Ps: Are you looking at global alignments (a la DMB&B)?
PP: I’ll put mc2 up there before going for global alignments.

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.

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Dell has witnessed a massive slide of 63 % (from $784 million to $290 million) in its profits for the quarter ending April 30, 2009 while its revenues plunged by 23%. In fact, it’s the second consecutive quarter where Dell has seen its profits dwindle and has also admitted that the situation is unlikely to improve in the year ahead. No doubt, the genesis of Dell’s problem lies in the fact that it is caught between conventional retail format and direct sales. Dell is also undergoing a major restructuring and all this combined resulted in disappointing earnings. “I think Dell should focus on what they do best; they are actually the number two on-line retailer in the US and not the number one like Amazon. They should stop trying to be all things to all people and find a way to make their on-line effort world leading,” avers technology expert Rob Enderal. Certainly, if Dell wants to woo corporate clients, it needs to find a real differentiating factor or else the slide will continue.

Surbhi Chawla

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2009

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

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Manoranjan to cricketranjan...

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Brand: IPL
Agency: O&M

IPL’s Manoranjan ka Baap has been one of the most effective campaigns on cricket. Rightly positioning IPL as not just a cricket game for men, but an entire entertainment package for the whole family. Result? A lot of non-cricket audience (mostly women) have tuned into the tournament. With hoardings, commercials, radio spots, et al, the campaign candidly points out the very essence of IPL i. e. cricketainment. The response has been overwhelming. The opening match itself recorded a huge TRP of 8.1 (source TAM)! Now that’s effectiveness!

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

For More IIPM Info, Visit below mentioned IIPM articles.
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1. Liril – the bikini clad model impacted the consumer mindset & made the brand the market leader within a year of its launch overtaking established brands such as Cinthol
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An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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