THE WALMART BET

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Their diversification into retail seems to be the best bet so far for the next big leap by the Mittal Brothers. When Bharti Walmart launched its convenience retail (Easyday) store last year in Ludhiana, it was a low-key affair, given the ongoing backlash against organised retail players at that time. So last month when Bharti Enterprises launched Best Price Modern Wholesale – a cash and carry business under the Bharti Walmart joint venture, this time in Amritsar, the PR bugles blew loud, especially because the cash & carry business does not invite the same ire as retail stores selling directly to consumers. Bharti’s Best Price (like South Africa’s Metro in India) will not sell to end customers, but to resellers, which includes retailers, offices and institutions. With each Best Price store spread across 50,000 sq-feet, existing tie-ups with as many as 800 suppliers, the retail expertise of Walmart and Mittal’s knowledge of the Indian consumer, this one seems a winner so far. Asserts Zahir Abbas, Asso. Director, KSA Technopak, “India hardly has any player in the cash and carry segment, Metro being an exception. There is a great demand for organised B2B business and Bharti Walmart has been very careful in managing expectations.” Sources suggest that the venture has already garnered over 30,000 registrations from resellers, who are authorised to purchase goods from Best Price Modern Wholesale. But then, in India, the reseller market is highly unorganised. It is estimated that in Amritsar alone, as many as 50-70% businesses run without a valid business licence, and this may be a challenge for Bharti Walmart. Agrees Abbas, “They will have to come out with innovative means to include non-licence holders into their value chain. Ultimately, success will depend on how price competitive they are as compared to traditional wholesalers and distributors.”

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Source : IIPM Editorial, 2009

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

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Nike, gully Cricket and we are stumped!

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Brand: Nike
Agency: JWT

Nike caught the frenzy of cricket via this campaign like never before. It’s sales went up by 40% (60% of it being Nike jerseys) within the first ten days on air. Boy, they just did it!

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

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AMBIKA SHARMA, NAT. HEAD, JAGRAN SOL.

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1. Happydent White’s ‘Muskurale jagmaga le’ campaign
2. The ‘Express yourself’ campaign from Airtel
3. Hutch’s ‘You and I, in this beautiful world’ campaign
4. ‘Isko laga dala, toh life jhingalala’ campaign from Tata Sky
5. Asian Paints’ ‘Wah.. Naya ghar, nayi gaadi, badhiya hai!’

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

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Meet the Sonus!

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To their credit, and to some good analytic work by their team, Sony had smelled the bad air – if you can call a slowdown that – sometime in advance. Interestingly, a couple of months back, we had tracked the same marketing honchos at Sony who were claiming at that time that they were quite optimistic of achieving at least a 35% growth from the festive season, compared to sales in the last festive season. To that effect, as a part of their special festival offer, Sony India unveiled its ‘Bond with Sony’ marketing plan as a prelude to the power-packed globally released James Bond thriller, Quantum of Solace. Lucky Draw coupons for all customers buying select Sony products formed a critical promotional tactic within this campaign too.

But critically, in spite of years of existence within India, Sony still has a relatively small market share of around 10-15% in the consumer electronics segment as compared to its competitors, who have grabbed the bigger chunk of the pie. While LG Electronics India Pvt Ltd. has a market share of 25% and Videocon Ltd. has 22%, even Samsung India Electronics Pvt Ltd. shoots the Sony trail with a larger 17% market share!

But hold on. All is not lost. If Sony is the damsel in distress, the laptop could very well turn out to be its Red Riding Hood. Going by the numbers and product category, the total laptop market size in India is currently pegged at 1.5 million units. This is further expected to grow at a rate of over 30% on a y-o-y basis. And to top it all, in this segment, Sony has registered over 100% growth every year since the past few years. Ramesh Srinivas, Head of Consumer Markets, KPMG India shares, “Sony has clearly identified higher income customer groups for its laptop category. And in the same league, it has come up with a pocket PC, which is lighter and better designed.” Similarly, in the previously mentioned consumer audio visual segment, Sony – despite a relatively low growth rate – has a huge 18% of the Rs.125 billion segment. Add to that their stupendous performance in the cybershot camera series, where the company is eyeing a 20% growth this fiscal (and plans to increase its market share from the current 42% to 47%). Tamagawa adds, “We have established three pillars of strategy – focus on key strategic growth categories, enhancement of the sales channel network, and lastly, local staff development.”

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Source : IIPM Editorial, 2009

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

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What Art Thou Hiding?

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Now the question is whether you are safe, even if you are maintain the requisite balances? Well, not entirely. To your surprise, you could be losing out on your balances as the banks charge anything ranging from Rs.120 to Rs.1,000 for dormant accounts and more than Rs.600 towards inoperative accounts (no transaction for two years). Now the next thing that might strike you is to close the account. Unfortunately, in that case too you would have to shell out some money in lieu of account closing charges. But then, if you are not sure of your transaction through the account then it is really a good move to bear the brunt once for ever. Not many know the fact that too many transactions (branch banking/ through ATM/ phone banking / internet banking et al) also attract charges. A number of banks have a specified number of banking transaction (through whichever mode that suits you) that comes free of cost per quarter/year. For Standard Chartered, a leading foreign bank, only the first four transactions per month at other bank ATMs are free. And if you exceed the upper limit, you have to pay Rs.75 per transaction. On the other hand, in case of SBI, for every transaction you do at a non-SBI ATM, it attracts a charge of Rs.20 on you. Moreover, a number of banks also impose multi-city charges without any prior intimation. Definitely, these are the practices which once provoked the RBI committee headed by S. S. Tarapore to comment that the banks’ offerings are generally opaque – what is not charged is mentioned, but what is charged is not mentioned – high hidden costs appear rampant and unjustified.


The wide usage of plastic money today makes the customer further prone to hidden costs. A number of banks charge additional fees on regeneration of PIN numbers of ATM or debit card. If a customer wants to make cash settlement of his credit card dues (at the bank branch), one has to necessarily pay anything around Rs.100 over and above the dues. If you intend to make the payments through cheque, but you have none left in passbook, you can get new one provided you pay Rs.2.50 – Rs.5 per leaf. The executives at the bank admit that they discourage customers from coming to the banks and hence they levy the fine. Worst, if you have to make payments from a non-base branch, you have to pay additional fees. State Bank of India for that matter charges Rs.25 for deposits at non-base branch (except for online transfers, customers have to pay a charge for money transferred from an outstation account to their own account). The tech-friendly customers who are happy with the SMS alerts that they receive for every transaction from their banks, are little aware of the additional charges that they bear for it.

Even the banks levy a plethora of hidden costs on their customers. Hardly anyone knows that charges on a home loan includes the cost of phone calls made by the lender to the customer, cost for sending reminder notices, exorbitant fees when a cheque bounces or expenses of a representative visiting the customer. Definitely, there are no free lunches, at least when we are talking about the banking and financial domain. But then, it’s our mistake. We always tend to forget those small yet powerful asterisks (*) while reading the term and conditions, and finally pay for it. So be it home banking, duplicate passbooks, cheque status, inter branch transaction or cash delivery, you actually pay for all these services, the bank never provides you any free-service.

Well, you may or may not accept Raghavan’s definition of banks, but you must pick up his new habit of going through the bank statements. But, please don’t be very friendly with the habit as a physical monthly statement could well cost you anything between Rs.100 to Rs.200; so be satisfied with quarterly hard copy of your statement and monthly e-mail statements.

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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