NOW ONLY

` 50
A PLANMAN MEDIA - IIPM THINK TANK PUBLICATION
BUSINESS & MARKETING
Indias First & No. 1
Business & Marketing
Magazine
DAVID MOLIAN
DIRECTOR, BGD PROGRAMME,
CRANFIELD SCHOOL OF MANAGEMENT
DO YOU KNOW THE SECRETS OF
SUCCESSFUL GROWTH?
ERIK SIMPSON
CREATIVE DIRECTOR,
ESD & ASSOCIATES
THERES GOLD IN THE NUMBERS
FLOWING THROUGH YOUR WEBSITE
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For the first time ever, 4Ps B&M,
in association with the Indian
Council for Market Research,
brings to you the most cogent
and definitive list of Indias most
popular Internet portals
For the first time ever, 4Ps B&M,
in association with the Indian
Council for Market Research,
brings to you the most cogent
and definitive list of Indias most
popular Internet portals
4Ps B&M PRESENTS
4Ps B&M PRESENTS
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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 UP
FROM THE CHIEF
CONSULTING
EDITORS DESK
THEY NEVER GAVE UP
She 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 fullled 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 UP
In 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 ofce 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
DOWN
As 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
EDITOR
BUSINESS & MARKETING
Vishkha Singh
Executive Director,
A comms
NOW ONLY
` 50
VOL. VII ISSUE 8
14 AUGUST 12
APLANMANMEDIA- IIPMTHINKTANKPUBLICATION APL APL PL L A AAAANM NM NMAAANNNMMMEDI EDI EDIAAA- - AA II II IIPPPPMMMM PPPPP THIN THINKT THINKT THINKT MMMM AAA TTTT NK NK NK NKPPPUB UBLIC UBLIC ICAAT ATIONN ION
BUSINESS & MARKETING
P R O D U C T P R I C E P L A C E P R O M O T I O N
Indias First &No. 1
Business &Marketing
Magazine SEGRANNAIR
DIRECTOR OF THE MBA PROGRAMME,
UNIVERSITY OF CAPE TOWN
WHY B-SCHOOLS NEEDTOCOMPEL
STUDENTS TOTHINK CRITICALLY
ROBERT BENNY
DIRECTOR, SUPPLY CHAINPROCESSES,
ADVANCEDMICRODEVICES (AMD)
DEVELOPINGTALENT FOR HIGH
PERFORMANCE SUPPLY CHAINS
FOR THE SEVENTH YEAR IN A ROW, ICMR-4Ps B&M BRING TO YOU THE COMPREHENSIVE M
AND 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-ranking
The 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 Mowar
Executive Director
Parsvnath Hotels Ltd.
Eric A. Morse
Associate 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 Johnstone
Lecturer, Craneld 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 boon
I 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 Aggarwal
Gurgaon
+9188605793XX
Niche magazine
4Ps 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.
Kanika Mathur
Mumbai
+9177389856XX
Concise & precise
The 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.
Siddharth Sharma
Delhi
+9198731156XX
Compiled knowledge
Recently, 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 DRozario
Kolkata
+9198303081XX
Sandhya Malik
Head-Marketing, Delphi
Automotive Systems
The magazine provides a
great deal of rened 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 Ahuja
Director-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 Das
Analyst, 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 on
politics, Business and life, read Planman Media Blogs
http://arindamchaudhuri.blogspot.com
Arindam Chaudhuri
http://a--sandeep.blogspot.com
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http://Sutanu-guru.blogspot.com
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http://rajitachaudhuri.blogspot.com
Rajita Chaudhuri
http://prasoonsmajumdar.blogspot.com
Prasoon Majumdar
http://prashantobanerji.blogspot.com
Prashanto 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: Efe 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 SPEAK
Nalin Kapoor,
Group Marketing Head,
Hyundai Motor (I) Ltd.
40
RENDEZVOUS
Dhananjay Chaturvedi,
Managing Director,
Miele India
24
Editor in Chief: Arindam Chaudhuri
Group Editorial Director: A. Sandeep
Managing Editor: Sutanu Guru
Editor: Aditi Prasad
CEO: Deepak Kaistha
Chief Consulting Editor: Rajita Chaudhuri
Features Editor: Prashanto Banerji
Deputy Editor: Virat Bahri
Executive Editor: Manish K. Pandey
Senior Editor: Steven Philip Warner
Assistant Editor: Deepak Patra
Consulting Editor: Monojit Lahiri
Founder Editor: Malay Chaudhuri
EDITORIAL STAFF
Editorial Coordinator: Angshuman Paul
Delhi: Anu Gulmohar, Niharika Patra,
Pawan Chabra, Amir Moin, Anirudh Raheja,
Deepanshu Taumar, Ashish Kumar
Hyderabad: Shyam Sunder Pujala
Kolkata: Tarun Bose
Bengalooru: Indira Parthasarathy
DESIGN & PRODUCTION
Group Design Director: Satyajit Datta
Sr. Art Director: Siddharth Kapil
Deputy Art Director: Priyankar Bhargava
Senior Designer: Hitesh Mehta,
Prakash Shetty Ulepady
Sr. Infographist: Kuldeep Singh
Image Editing: Vinay Kamboj
Senior Illustrator: Shantanu Mitra
Group Photo Editor: Ranjan Basu
Chief Photographer: Sujan Singh
Chief Photo Coordinator: Varun Pal Singh
Senior Photo Research: Sanjay Kumar, Ashutosh Vig
Production Manager: Gurudas Mallik Thakur
Production 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
CIRCULATION
Sales Manager: Bhupinder Bisht, Manoj, Rizvi,
Venkat Narasimman, Swaroop Saha, Joydeep, Kunj Bihari,
Mukund, Parameshwara, Shihabuddin
HEAD INVESTIGATIONS
Rajat Amarnath
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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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iNET 2012
4Ps B&M PRESENTS
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 LINE
US PRESIDENT BARACK OBAMA WHILE PLAYING HOST
TO 100 DONORS TO HIS RE-ELECTION CAMPAIGN WHO
PAID $40,000 APIECE TO ATTEND
BRING 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
V I E W P O I N T
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S P O T L I G H T P E R S P E C T I V E S
14 4Ps BUSINESS AND MARKETING 15 AUGUST - 14 SEPTEMBER 2012