BRAND: Electrolux

HEADLINE: We are thinking...
BASELINE : Thinking of you
AGENCY : Percept H
4Ps TAKE : These days, everyone – from the UN to the Indian government – is talking about saving water. Electrolux too has decided to be a brand with a conscience – telling consumers that it cares. Good positioning that. The USP of this ad is the holes-less drums in the latest range of Electrolux fully automatic top-loading washing machines. The power idea is that no holes equals to no wastage of water – which gives Electrolux a clear cut above the rest in the same league. The visual is attractive and functional, clearing showing the range of machines (with a pile of clothes beside them, depicting how much of clothes one can wash – yet not waste water). The tagline, ‘Thinking of you’ has the potential to strike an immediate chord with consumers: this is one brand that seems to understand basic needs. So, has your conscience been spurred on yet?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND: Indiatimes mail

HEADLINE: No spam mail.
BASELINE : Live out of the inbox
AGENCY : Bates David Enterprise
4Ps TAKE : In this age of quick e-mailing service and increasing Internet users, when competition between various web-mailing portals is getting intense every minute, Indiatimes.com has come out with the guarantee of no bugging spam mails. An innovative way to lure the target audience – given that spams and unwanted mails have become quite a pain for most users! The visual is eye-catching with a yellow backdrop and a man (dressed as a life-saviour, complete with an oxygen mask) holding a bright yellow envelope proudly in sync with the theme of no spam mails. The clinching benefits to the brand are the free and unlimited space and advanced spam filters that prevent unwanted mail from clogging your inbox. ‘Live out of the inbox’ is a good reward to the prospect and should appeal to all those net junkies who believe in just that: living out of the inbox! Free from clog, are you ready to now log?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Cigarette sales get puffed down in Britain

Smoking kills – that we all know. Now cigarette sales are getting killed in Britain, after a total ban on smoking was introduced in England (virtually every enclosed public place and workplace) from 1 July this year. Cigarette sales figures are out – and they say that in the one month after the ban, sales have dropped by 6.9%. This was reported in the British newspaper The Guardian’s website that quoted a London Times story, which, in turn, cited the figures from consumer research group AC Nielsen. “Sales had already been falling by about 2% annually,” The Guardian also noted. It does help, of course, that prior to England, smoking had been banned in Scotland, Ireland and Wales earlier. “The fall in July mirrors similar declines in cigarette consumption after smoking was banned in Ireland in 2004 and in Scotland last spring. In addition, the wet weather in July may have deterred smokers from using the outdoor smoking facilities,” the report added, while talking about how fall in cigarette sales has seen an unlikely reverse story: book stores are witnessing a whopping rise in the sales of books that pertain to help people quit smoking – sales have gone up by almost 260%!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Made in China gets even more toxic

Remember what happened to the toys ‘outsourced’ to China by US toy giant Mattel? They were recalled – as they contained toxic chemicals. Now, after Mattel, it’s the turn of Hamleys, Britain’s biggest toy store, to withdraw children’s jewellery imported from China. Reason? The jewellery contained alarmingly high levels of lead – that could damage the brain, and even become fatal. London’s The Sunday Times claimed that out of 24 units of children’s jewellery bought (in London and Birmingham) as many as eight tested positive for high levels of lead. Of these eight, six had one or more components with more than 80% lead; the recommended international safety limit is 0.06%. In media reports, Paul Currie, trading director at Hamleys, was quoted as saying: “High levels of lead in children’s jewellery are totally unacceptable because this is a product that comes into contact with children.” What’s going on guys? After all, this is no kids’ stuff at all.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Pool side pharmacy

Drown the heat, not yourself

Diving into the swimming pool may provide you more than just temporary respite from the summer heat. Although swimming is one of the healthiest exercises you can opt for, it does expose you to many health hazards as well. Diarrhoea is one of the most common illnesses, which spreads by swallowing contaminated water. Eyes, ears, nose and cuts are easy prey for infections. At the same time, if you think you can escape the ultra violet rays by hiding underwater, think again as they can still catch up to you and fry your skin till it turns red with blisters! Accidents happen and in pools, fecal ones too, so expect anything and everything! Considered among the best prevention and cures for asthma, swimming in chlorinated pools is now also another means of acquiring asthma! Go ahead and dive, but don’t say we didn’t warn ya!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-The Sunday Indian - Greatest News weekly
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