Wednesday, February 16, 2011

Guarantees, warranties and refunds

As a consumer, the law automatically provides you with guarantees on certain goods and services. These are called consumer guarantees.

You are guaranteed that the goods you buy:

  • are of acceptable quality
  • match the description, sample or demonstration model you were shown
  • are fit for their intended purpose
  • have clear title, unless otherwise stated
  • do not have any undisclosed securities (money owing on them)
  • come with a right to undisturbed possession
  • will have spare parts and repairs available for a reasonable amount of time after you buy them
  • will have express warranties honoured.

You are guaranteed that the services you buy are:

  • provided with due care and skill
  • fit for purpose
  • completed within a reasonable time.

If a good or service fails to meet a guarantee, you have rights against the business you purchased them from and, in some cases, the manufacturer. They will have to provide a ´remedy´-an attempt to put right the fault, deficiency or failure.

Tuesday, February 15, 2011

Consumer Packaged Goods

Consumer packaged goods (CPG) are consumable goods such as food and beverages, footwear and apparel, tobacco, and cleaning products. In general, CPGs are things that get used up and have to be replaced frequently, in contrast to items that people usually keep for a long time, such as cars and furniture. Although the CPG industry has been slow to invest in new technology, it is increasingly turning to computerized and Web-based applications for customer relationship management (CRM), supply chain management (SCM), enterprise resource planning (ERP), and marketing automation. A number of vendors, including Oracle, SAP, and Siebel Systems offer products for the CPG sector.

Consumer packaged goods are the everyday use items that consumers purchase mostly from supermarkets. They include food and beverages, cosmetics, skin care, hair care, feminine care,home cleaning, and detergents. The most striking feature of this industry is the wide range of consumer needs and preferences involved. The buyers can be considered fragmented in the sense that there is no single marketing strategy that can effectively address all consumer needs. A retailer has a particularly important role to fulfill in the supply chain i.e. aggregation of demand and supply. We discuss below the unique characteristics of the CPG Industry that have significance for the use of Web.

The CPGI consists of low-value products that have can be considered “mundane.”Consumer goods can be considered non-durable and most individual purchases of consumer products are of low value. The margins for the manufacturer and the retailer on these products are very low, but they rely on the high turnover of the products to be profitable. Thus, it is critical to provide a very good product and channel experience to the consumer on a continual basis to ensure maximum consumer satisfaction.

Products within the CPGI have short-product lives and are frequently re-purchased. Many of these products are considered necessities and demand is typically steady. The consumer’s need from many products within the industry is long-term (e.g., feminine care products), with some being life-long (e.g., deodorant, soaps). However, the demand for a specific brand within the CPGI is influenced by several factors, including price of the product, the consumer’s discretionary household income, the demographics of consumers, and the innovation of the product (Standard & Poor’s, 2000).

The CPGI is highly competitive across brands. Consumer products are closely associated with and differentiated by brands. Brands are an important way, other than the actual product experience, that the product benefits are communicated to the consumer. Consequently, consumer goods manufacturers spend enormous efforts at building their brands and media is a critical component of brand building. Major consumer goods manufacturers, such as Procter & Gamble and Unilever are known to be big advertisers in television and radio.

It is difficult for CPGI companies to raise product prices. The CPGI is saturated (Standard & Poor’s, 2000) and highly competitive. This makes it difficult for companies to raise prices despite any increases in raw materials cost.

It is becoming more difficult for consumers to differentiate competing brands as the number of product introductions is continually increasing.
Companies within the industry are frequently enhancing older product lines, while new product lines are also be introduced. The innovativeness of a product can enhance the demand for the product. Being the first company to market a new product type is advantageous within this industry as it takes considerable effort to lure customers away (Standard & Poor’s, 2000). However, as more brands and product features are offered, it will become harder for consumers to differentiate among the products that are offered.

It is difficult to develop brand loyalty since switching costs are low. Even though the value of each purchase is relatively small, a loyal consumer is likely to purchase the products several times over his/her lifetime. But the low switching costs make consumers to easily switch their brands, if their experience with the existing brands is not satisfactory. Thus, organizations are constantly struggling to increase the bond between the consumer and the brand, by personalizing the products and offering superior customer service. However, brands that are strong within the industry tend to develop a competitive advantage through the loyalty of its users.

Private-label goods are becoming more accepted by consumers
. However, some branded products are protected by emotional factors and consumer doubts regarding the quality of the private-label good (e.g. health and beauty products).

Low growth in sales is expected in the United States.
Only small increases in the U.S. population and in the number of U.S. households are expected in upcoming years. In order to increase sales, CPGI players will need to gain market share from competition in the domestic market or they will need to focus on strengthening their positions in international markets. Finding new ways to reduce current costs also will become important as companies work to improve profitability in this tight market.

An aging population will change consumption patterns. This will lower the demand for certain products types (e.g., household maintenance products) while other product types, specifically those with features that appeal to older consumers (e.g., anti-aging health care products), will grow in demand.

Women are the primary purchasers of CPGI products. Women form the major target group for the messages of consumer goods companies. Several consumer products, such as skin careand beauty care, are addressed directly to women. Other products, such as food and beverages,home cleaning and detergents are addressed to women as the primary decision makers or decision influencers. In addition to the media choice, companies have to decide on the type of programs they sponsor, so as to attract the attention of their target audience.

New distribution channels are needed to meet today’s consumers. CPGI companies need to expand their distribution channel from the traditional outlets (e.g., Food, Drug, Mass
Merchanding Retailerst) to other outlets that will be accessible to consumers.As we can see from the above characteristics, marketing consumer goods involves constant
feedback from consumers about their experience with the products and the ability to rapidly respond to the consumer needs and preferences. Further, since the manufacturers are far removed from the consumers, they have to rely on the information supplied by the retailers to understand the demand for their products. With the emergence of the Web as a new channel, consumer goods manufacturers are hoping to overcome these limitations and create a closer relationship with their consumers in order to serve them better and be their preferred brands.

Characteristics of Products

  • Low-value
  • Mundane
  • Non-durable
  • Low margin
  • Frequently re-purchased
  • Short-product life
  • Considered necessary
  • Low switching costs
  • Women are primary purchasers
  • Product selection influenced by: price, discretionary household income, consumer demographics, and product features.

Characteristics of Industry

  • Demand for products is steady
  • Highly-competitive
  • Difficult to raise product prices
  • Difficult to develop brand loyalty
  • Difficult for consumers to differentiate among brands
  • Product introductions are increasing
  • Private label goods are becoming more acceptable
  • Low growth in sales expected in the U.S.
  • Consumption patterns change as population ages
  • New distribution channels are needed

Indian Handicrafts Trade Promotion Network

  • Indian Oilseeds & Produce Exporters Association (IOPEA)
  • Exporters India - offers business listings for exporters in India.
  • Indian Exporters Directory - directory of Indian importers, exporters, and manufacturers.
  • Indian Exporters - includes information on government offices and export councils
  • Indian Apparel Manufacturers - manufacturers and exporters of garments for ladies, gentlemen, and kids
  • Indian Auto Industries - manufacturers and exporters of automotive components axles and spanners.
  • Great Indian Bazaar - catalog of Indian products from manufacturers and exporters.
  • Metro Exporters - exporters of bicycles, pharmaceuticals, diesel engines, textiles, plastics, and more.
  • V-Star Creations - manufacturers and exporters of fashionable ladies apparels
  • Seeba Exporters - offering stainless steel, copper, and plastic cookware and accessories.
  • Marble & Granite Tarikh Export House - exporters of Indian marble and granite.
  • Trade India - Indian Importer's Directory and Trade India Bulletin Board.
  • Chic Avenue Fashions - manufacurers and exporters of traditional womens' wear.
  • Ann' Artome - exporters of assorted Indian handicrafts and gifts.
  • Jivraj Tea - manufacturers, processors and exporters of Indian tea.
  • F.A.R. Brass Products - manufacturers and exporters of Indian metal handicrafts
  • Sangeeta Granites Limited - manufacturers and exporters of sculpted Indian stonework and monuments.
  • MAS Enterprises Limited - exporters and auctioneers of spices
  • MVJ Foods Private Limited - manufacturers and exporters of different range of curry powders
  • AutoIndia.Com - database of Indian auto and related manufacturers, exporters/importers, and suppliers.
  • F.A.R. Brass Products - manufacturers and exporters of Indian metal handicrafts
  • Inet India Business Network - comprehensive network of Indian trade promotion organizations
  • Mandaliyaa Overseas Pvt. Ltd. - manufacturers and exporters of traditional Indian garments
  • Trimbak Industries Ltd. - manufacturers and exporters of terry and other towels and related products.
  • Autopack Machines Pvt. Ltd. - manufacturers and exporters of packaging machinery
  • Pasupati Fabrics Ltd. - manufacturers and exporters of cotton yarn, and knitted and woven fabric
  • Aarcom International - exporters of fishing equipment and accessories.
  • Aval Exports - manufacturers and exporters of beaded garments and house furnishings.
  • Chrishiv - manufacturers, retailers and exporters of salwaar kameezes, lachaas, and chaniya cholis.
  • Luxor Writing Instruments - manufacturers and exporters of pens
  • Surya Global Ltd. - manufacturers and exporters of steel pipes and tubes.
  • South Seas Distilleries and Breweries Pvt. Ltd. - manufacturers and exporters alcoholic beverages.
  • Punihani International - exporters and manufacturers of leather garments
  • Hicon Group - manufacturers and exporters of air conditioners, diesel generators, and aqua coolers.
  • EI Industries Limited - manufacturers and exporters of stainless steel wires and electric cables
  • Jairamdass Khushiram - exporters of herbs, herbal extracts spices, and dry fruits.
  • Mangla Group - manufacturers and exporters of bicycle components.
  • Dipchem Industries - manufacturers, suppliers, and exporters of pharmaceuticals and chemicals.
  • Panchsheel Organics Ltd. - manufacturers and exporters of bulk drugs and intermediates.
  • Shaktimaan Zippers - manufacturers and exporters of fashion accessories.
  • Essaar P.U. Soles - manufacturers and exporters of shoes, soles, and slippers.
  • NB Footwear Limited - manufacturers and exporters of hand sewn leather footwear.
  • R H Exports - exporters of gems and jewellery.
  • Goldiam International Limited - International Diamond Jewelry and Diamonds Exporters
  • Ajanta Leather Fashion Ltd. - manufacturers and exporters of leather goods.
  • Crescent Export Syndicate - manufacturer and exporters of handbags and small leather goods.
  • Kiran Fashion - manufacturer and exporters of high fashion leather goods and garments.
  • Rika Enterprises - manufacturers of hotel linen, and exporters of bed, bath, and table linen.
  • MB Exports International - exporters and manufacturers of leather jackets and garments.
  • Teja Industries- manufacturers and exporters of hidecraft leather goods.
  • PLT Industries - manufacturers and exporters of ball, needle, roller, and thrust bearings.
  • PNK Paramount - manufacturers and exporters of industrial circular knives
  • Surbhi Cables - manufacturers and exporters of coaxial, multicore, computer, and shielded cables.
  • Allen Solly - exporters of men's shirts, trousers, and ties.
  • Mohan Clothing Co. - manufacturers and exporters of formal suits, sports wear, and more.
  • Page International - knitwear garment manufacturers and exporters.
  • Sahiba International- manufacturers and exporters of garments for men, women, and children.
  • Dossa Harjee Regd.- manufacturers and exporters of cotton canvas,sheetings and industrial fabrics.
  • Ekta Exports - manufacturer and exporters of fabrics
  • AA Arts - manufactures and exporters of handicrafts.
  • Kalpetta Estates Limited - exporters of natural, block and raw rubber, latex, mats, and other products.
  • Shree RubberPlast - manufacturers and exporters of plastic packing material and other plastic goods.
  • Allied - manufacturers and exporters of oil seals and gaskets.
  • Designs India - exporters of decorative wrought iron objects and other handicrafts.
  • Odyssey Exports - exporters of terracotta, papier machie, paintings and more.
  • Ajmera Group - exporters of machinery and tools.
  • Pioneer Arts - manufacturing exporters of decorative items, and lamps.
  • Sea Shells International - exporters of engraved, ceramic finished, and dyed shells.
  • Shamken Group - manufacturers and exporters of fabrics and garments.
  • Anchor Engineers' Files - manufacturers and exporters of steel engineers' files.
  • Sage Metals Limited - manufacturers and exporters of fully machined cast components
  • Narang Enterprises - exporters of hospital, surgical, dental, medical goods
  • Cannula - manufacturers and exporters of medical disposables.
  • Classic Finishers - manufacturers and exporters of micro-gold plated imitation jewelry.
  • Gem-Impex - manufacturers and exporters of pearls, pearl jewelry, diamonds, and diamond jewelry.
  • Sangam Chains - manufacturers, wholesalers, and exporters of gold jewelry and chains.
  • Nikki International - exporters of hand made terracotta pottery.
  • Palbro Industries - manufacturers and exporters of automobile and light engineering goods.
  • Jindal Pipes Limited - manufacturers and exporters of ERW steel pipes, tubes, OCTG, and scaffoldings.
  • Allied - manufacturers and exporters of oil seals and gaskets.
  • Admir Ovens - manufacturers and exporters of industrial ovens.
  • Choksi Group - manufacturers and exporters of cooling towers and spare parts and clothing.
  • Speedo Plastics - manufacturers and exporters of plastic moulded products.
  • Carni Exports - manufacturers and exporters of coir and jute mats, interior floor furnishings, and more.
  • PLT Industries - manufacturers and exporters of ball, needle, roller, and thrust bearings.
  • Turbo Bearings Pvt. Ltd. - manufacturers and exporters of bearings.
  • Clutch Auto Limited - manufacturers and exporters of clutch discs, kits, and components.
  • Involute - manufacturers and exporters of gear boxes, gears, oil pumps, and pulleys.
  • Leeway Mafcom International - manufacturers and exporters of brake linings.
  • Sanal Exports - manufacturers and exporters of engineering goods from India.
  • Sevana Group - manufacturers and exporters of electrical appliances and tools.
  • Priyanka Pvt. Ltd - manufacturers and exporters of tents, camping and relief items.
  • Aarcom International - exporters of fishing equipment and accessories.
  • Silk-n-Silver - manufacturers and exporters of sterling silver tablewares, kitchenware, gift items.
  • Ramtirth Exports - manufacturers and exporters of natural health products.
  • Covertech Equipments Pvt. Ltd - exporters of blades for rotogravure and flexographic printing.
  • Subburaj Group - manufacturers and exporters of cotton yarn.
  • Transworld - manufacturers and exporters of various types of handicraft items.
  • Bimbrah Electronics - manufacturers and exporters of public address systems and more.
  • Meko Auto Pvt. Ltd - manufacturers and exporters of water pump assemblies.
  • Chandra Exports - exporters, global traders, and brokers of commodities.
  • Glisters Internationals - exporters of commodities and products offering marketing and sales services.
  • L. T. Overseas - exporters of rice and other agricultural commodities.

Exim Policy For Handicrafts and EPCH

All manufacturers of handicrafts are exempt from obtaining an industrial license to manufacture. There are no restrictions regarding the location of the manufacturing unit Characteristics of Indian hand crafted items for exports:
  • They are quota free and neutral to fiber content or composition, barring 100% silk.
  • They include Garments, Made-up and clothing accessories.
  • Are produced in cottage industries.
  • Should not have zippers.
  • Must be ornamented using any one or more of the following Indian folk styles.
  • Hand painting, Hand printing, Batik, Tie and Dye, Kalamkari.
  • Hand embroidery, Crocheting.
  • Appliqué work of sequins, wooden or glass beads, shells, mirror, ornamental motifs of textiles materials.
  • Extra wrap of welt ornamentation of silk, art silk or zari threads.
  • Should conform to shape and styles of each item as defined in the agreed list of different countries.
  • Should satisfy the dimensional aspects.
New Handicraft SEZs shall be established which would procure products from the cottage sector and do the finishing for exports. Duty free import entitlement of trimmings and embellishments shall be 5% of the FOB value of exports during the previous financial year. The entitlement is broad banded, and shall extend also to merchant exporters tied up with supporting manufacturers. The Handicraft Export Promotion Council shall be authorized to import trimmings, embellishments and consumables on behalf of those exporters for whom directly importing may not be viable Specific funds would be earmarked under MAI & MDA Schemes for promoting Handicraft exports.
CVD (Countervailing Duty) is exempted on duty free import of trimmings, embellishments and consumables.

Export Promotion Council for Handicrafts

EPCH Council was set up by the Ministry of Textiles, Government of India for promotion of Exports of handicrafts from India. EPCH is a non-profit and non-trading organisation working under the administrative control of the Development Commissioner (Handicrafts). The basic objective of EPCH is to promote & develop the exports of Country. The main role of EPCH is to project India's image abroad as a reliable supplier of high quality handicrafts & gifts. More than 6000 handicraft's manufacturers & exporters are the members of EPCH.The Council is run and managed by team of professionals headed by Executive Director. The Committee of Administration consist of eminent exporters, professionals. The Export Promotion Council for Handicrafts has a rarest distinction of being considered as MODEL COUNCIL which is self sustaining and where all the promotional activities are self financed. The main activities of EPCH are narrated as follows:
  • Providing commercially useful information and assistance to members in developing and increasing exports.
  • Offering professional advice and services to members in areas of technology upgradation, quality and design improvement, standards and specifications, product development, innovation etc.
  • Organising visits of delegation of its members abroad to explore overseas market opportunities.
  • Participating in specialized International Trade Fairs of handicrafts & gifts.
  • Organizing Indian Handicrafts and Gifts Fair at New Delhi.
  • Interaction between exporting community and Govt. both at the Central and State level and representation in almost all the committees/panels of Central and State and represents in almost all the committees/panels of Central and State.
  • To create an environment of awareness through Workshops on "Export Marketing, Procedures and Documentation", Packaging, Design Development, Buyer Seller Meet, Open House etc. interaction with Central and State Govt. and various other similar programmes.
  • Dissemination of government notification, orders, information on trade and other relevant information to members.
The importers of handicrafts and gifts can always bank upon EPCH to look after their import needs. The EPCH undertakes to meet your choices, treasures of India’s rich cultural heritage so vividly reflected in its handicrafts.

Categories in Handicraft
Categories in handicrafts as per EPCH are as follows:
  • Art metal ware
  • Wood ware
  • Hand printed textiles and scarves
  • Embroidered and crocheted goods
  • Shawls as art wares
  • Zari and zari goods
  • Imitation jewellery
  • Miscellaneous handicrafts
List of concerned Export Promotion Councils
1.Carpet Export Promotion Council
Address: 110-A/1, Krishna Nagar, (Behind Govt. St. Sec School), Safdarjung Enclave, New Delhi.
Tel: 6102741, 6101024
Fax: 011-6165299
Contact Person: Mr. O.P. Garg, Chairman
Areas of Interest: Handmade/Woollen Carpets, Rugs, Durries, Druggets and Namdhas including handmade Silk carpets.

2. Export Promotion Council for Handicrafts

Address: 6, Community Centre, IInd Floor, Basant Lok, Vasant Vihar, New Delhi - 110 057
Tel: 011-6875377, 600871
Fax: 011-606144
Email: secy.epch@axcess.net.inWebsite:
Contact Person: Mr. Rakesh Kumar, Executive Director
Areas of Interest: Handicrafts

3. Handicrafts & Handloom Export Corporation
Address: Jawahar Vyapar Bhavan, Annex-I, 1, Tolstoy Marg, New Delhi - 110 001
Tel: 011-3315116, 3315282
Fax: 011-3315351
Contact Person: Mr. Vinod Kumar Malhotra, Chairman & MD

Logistics

Logistics is the art and science of managing and controlling the flow of goods, energy, information and other resources like products, services, and people, from the source of production to the marketplace. It is difficult or nearly impossible to accomplish any international trading, global export/import processes, international repositioning of raw materials/products and manufacturing without a professional logistical support. It involves the integration of information, transportation, inventory, warehousing, material handling, and packaging. The operating responsibility of logistics is the geographical repositioning of raw materials, work in process, and finished inventories where required at the lowest cost possible.Logistics and Supply Chain services are provided by a wide range of 3rd party suppliers.

Origins and Definition

The word of logistics originates from the ancient Greek logos (λ?γος), which means “ratio, word, calculation, reason, speech, oration”.Logistics is an idea considered to have transformed from the military's need to supply themselves as they moved from their base to a forward position. In ancient Greek, Roman and Byzantine empires, there were military officers with the title ‘Logistikas’ who were responsible for financial and supply distribution matters.

The Oxford English dictionary defines logistics as: “The branch of military science having to do with procuring, maintaining and transporting material, personnel and facilities.”Another dictionary definition is: "The time related positioning of resources." As such, logistics is commonly seen as a branch of engineering which creates "people systems" rather than "machine systems"

Logistician

Logistician is the profession in the logistics & transport sectors, including sea, air, land and rail modes. Professional qualifications for the logisticians can carry post-nominal letters. Common examples include FCILT/CMILT (by The Chartered Institute of Logistics & Transport) (CILT), EJLog/ESLog/EMLog (by European Logistics Association) (ELA), CML/CPL (by International Society of Logistics) (SOLE), JrLog/Log/SrLog (by China Federation of Logistics & Purchasing) (CFLP), FHKLA/MHKLA (by Hong Kong Logistics Association) (HKLA), PLS/CTL/DLP (by American Society of Transportation & Logistics) (AST&L). However, some universities and academic institutions do help in producing logisticians, by offering academic degree programmes at both undergraduate and postgraduate levels, too.

Military Logistics
In military logistics, experts manage how and when to move resources to the places they are needed. In military science, maintaining one's supply lines while disrupting those of the enemy is a crucial—some would say the most crucial—element of military strategy, since an armed force without food, fuel and ammunition is defenseless.

The defeat of the British in the American War of Independence, and the defeat of Erwin Rommel in World War II, have been largely attributed to logistical failure. The historical leaders Hannibal Barca, Alexander the Great and the Duke of Wellington are considered to have been logistical geniuses.

Logistics Management

Logistics management is that part of the supply chain which plans, implements and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of origin and the point of consumption in order to meet customers' requirements. A professional working in the field of logistics management is called a logistician.

The Chartered Institute of Logistics & Transport (CILT) was established in the United Kingdom in 1919 and was granted the Royal Charter in 1926. The Chartered Institute is one of professional bodies or institutions for the logistics & transport sectors, that offers such professional qualification or degree in logistics management.

Business Logistics
Logistics as a business concept evolved only in the 1950s. This was mainly due to the increasing complexity of supplying one's business with materials and shipping out products in an increasingly globalized supply chain, calling for experts in the field who are called Supply Chain Logisticians. This can be defined as having the right item in the right quantity at the right time at the right place for the right price and is the science of process and incorporates all industry sectors. The goal of logistics work is to manage the fruition of project life cycles, supply chains and resultant efficiencies.

In business, logistics may have either internal focus (inbound logistics), or external focus (outbound logistics) covering the flow and storage of materials from point of origin to point of consumption (see supply chain management). The main functions of a qualified logistician include inventory management, purchasing, transportation, warehousing, consultation and the organizing and planning of these activities. Logisticians combine a professional knowledge of each of these functions so that there is a coordination of resources in an organization. There are two fundamentally different forms of logistics. One optimizes a steady flow of material through a network of transport links and storage nodes. The other coordinates a sequence of resources to carry out some project.

Production Logistics
The term is used for describing logistic processes within an industry. The purpose of production logistics is to ensure that each machine and workstation is being fed with the right product in the right quantity and quality at the right point in time.

The issue is not the transportation itself, but to streamline and control the flow through the value adding processes and eliminate non-value adding ones. Production logistics can be applied in existing as well as new plants. Manufacturing in an existing plant is a constantly changing process. Machines are exchanged and new ones added, which gives the opportunity to improve the production logistics system accordingly. Production logistics provides the means to achieve customer response and capital efficiency.

The importance of production logistics is getting more and more important with the decreasing batch sizes. In many industries (e.g. mobile phone) batch size one is the short term aim. This way even a single customer demand can be fulfilled in an efficient way. Track and tracing, which is an essential part of production logistics - due to product safety and product reliability issues - is also gaining importance especially in the automotive and the medical industry. One of the major provider of production logistics solutions is Flex Link.

Retail Management Education

India is one of the youngest nations in the world with more than half the nation’s population below the age of 25 years. High aspiration levels and optimism of this young India has been a key driver for consumption in India today. At Pantaloon, we believe that the next phase of economic development in India will be consumption led. With the sustained and strong rates of economic growth, retail sales is expected to cross USD 400 billion by 2010, turning India into the biggest retail market in the world!

Today, Pantaloon is one of the leading multi format retailer in India with presence in food, fashion, home solutions and consumer electronics, books and music, health, wellness and beauty, general merchandise, communication products, E-tailing and leisure and entertainment. As per our projections, our businesses would grow manifolds in the next few years, both in terms of new formats as well as the new locations that we are planning to venture into. Hence, we are looking for bright, young people like you to partner us in our growth journey.

The two-year full time Post Graduate Retail Management program has been designed with the intention of inspiring and preparing young graduates to be leaders in the field of modern retail. This course will combine the best of academic excellence and the necessary practical training and corporate exposure that Pantaloon will provide.

Thursday, February 10, 2011

Advertising Industry

Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create an awareness in the minds of potential buyers. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of economic liberalization and the changing social trends advertising industry has shown rapid growth in the last decade.

Advertising is one of the aspects of mass communication. Advertising is actually brand-building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth. Thus advertising forms the basis of marketing.

Advertising plays a significant role in today's highly competitive world. A career in advertisement is quite glamourous and at the same time challenging with more and more agencies opening up every day. Whether it's brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising in order to be able to communicate with the target audience. The salary structure in advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for a creative individual who can handle work-pressure.

Today, new areas are emerging within advertising like event management, image management, internet marketing etc. Event management wherein events are marketed, Image management wherein a a particular profile of an individual or an organisation is projected. Internet marketing has also brought about a lot of changes in advertising as Internet means that one is catering to a select group of audience rather than a mass audience.

Overview of Advertising Industry in India

The structure of the advertising industry in Asia Pacific has been affected by globalisation and international alignments creating a smaller number of very large agencies and the growth of independent major media buying houses. Very sophisticated software optimisation and planning systems are now integral to the industry, enabling agencies to offer a unique positioning in the marketplace to attract new business.

American companies are discovering the appeal of marketing their products in India. With a population of approximately one billion, and a middle class that's larger than the total population of the United States, there's definitely money to be made. Local retailers in apparel, food, watches and jewellery have all increased their average ad spending by almost 50% in the past two years. Coupled with many other local players big retailing brands are spending to the tune of Rs 12,000 crores annually on advertising and promotional activities. This figure, according to industry estimates, was less than Rs 400 crores about 3 years ago. Which means the growth has been a whopping 40%. The local firms are using all the available advertising tools from electronic to print, outdoor advertising and even models. The advertising and promotional spending by local brands is substantial during the festival season and almost 70% of the spending is done between September to January. The advertising industry in India is growing at an average rate of 10-12% per annum. Over 80% of the business is from Mumbai and Delhi followed by Bangalore and Chennai.

Online Ad Spending in India

Online advertising spending is holding its own and will continue to grow steadily over the next several years. Marketers are responding to the economic challenges with new techniques and strategies, along with research data to prove their effectiveness. According to statistics, online ad spending has reached $23 billion. Nonetheless, nearly three-quarters of web advertising space goes unsold and more than 99.7 per cent of banner ads are not clicked on.

Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:

  • India has a rich pool of strategic planning, creative and media services personnel: Indeed, Indian advertising industry has been exporting senior-level talent to many countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian talent is recognised and respected in global agency networks.
  • No other country has access to so many trained management graduates who can provide strategic inputs for brand and media planning.
  • Indians are multicultural: we learn at least two languages and that gives us a head start in understanding cultural diversity.
  • Most of the top 20 agencies in India have a global partner or owner, which should provide an immediate link to global markets.
  • Our production standards in TV and print have improved: With a vibrant animation software industry, we have access to this area of TV production.
  • India's advanced IT capabilities can be used to develop Web-based communication packages for global clients.