THE HINDU BUSINESS LINE
Financial Daily
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Thursday, April 20, 2000

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Catalyst

Advertising & Marketing


The thunder gets louder
With a concerted marketing strategy finally in place, Coca-Cola India is putting the fizz back into the evergreen Thums Up, says RATNA BHUSHAN



Big league beckons
It's celebration time at Indus League. Reason? Its first birthday bash, fulfilled promises and a rosy future, says BOBY KURIAN

Building relationship programmes
The concept of the `lifetime customer' allows marketers to approach customers with a view to retain the satisfied ones. A brand could help calculate the `lifetime' worth of a customer in a specific segment, based on certain kinds of primary research. A s oft-drink brand could be consumed by children, adults and teenagers under a variety of situations and estimate of the worth of an average customer (average calculated on the frequency of purchase) in each of these segments could be made. Loyalty helps a brand in a number of ways.

`We are in the new economy, all of us' -- Prof. Krishna G. Palepu, Harvard Business School
Prof. Krishna G. Palepu, who joined the Harvard Business School's faculty in 1983, is the Ross Graham Walker professor of business administration. An MBA from the Indian Institute of Management and a Ph.D from the Massachusetts Institute of Technology, P rof. Palepu teaches finance, control and strategy in Harvard's MBA and executive development programmes. An expert in analysing firms' business strategies, Prof. Palepu was in India recently to chair a Confederation of Indian Industry session on what `ou t-of-the-box' thinking can do for Indian companies. Taking time off from his busy schedule, Prof. Palepu spoke to Catalyst on issues ranging from the influence of the Internet to how Indian companies can manage the transition. Excerpts:

Handling crisis with finesse
In the food, health or hospitality industries, there is a high degree of health-related hazards. In the event of a mishap as a result of consuming a contaminated food product, for instance, how should the PR job be handled by the company?

Rise and fall of the buzzword
It happens about once a year: The annual propagation of buzzwords. This phenomenon is not the exclusive domain of the business community, although corporate India seems to spawn more of them than any other section of society.


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