Academics

Everything You Need To Know About Negative Interest Rates - Pamela Ghosh, IIM Calcutta PGPEX

Why would any economy want to have a negative interest rate???

Quick Bites - Part 2 – Guerrilla Marketing

MBAs In TV shows - They Make The Magic Happen - Abishake, IIM Lucknow

So, I finished watching Silicon Valley and couldn’t help but notice the extremely important role Donald Dunn (Jared) plays not only in the TV series (he is really good) but as someone taking care of business decisions in the start-up. I was reminded of Saurabh Mandal from the TVF Pitchers, an MBA from IIM Indore doing the same being part of the startup team.

Digital Marketing : Exploring New Avenues For Businesses - DMS, IIT Delhi

The Department of Management Studies, IIT Delhi successfully organized Confluence '16, the annual Marketing & Finance Conclave, on September 17, 2016. The first session of the event was focused on the theme “Digital Marketing: Exploring New Avenues for Businesses”. The panel comprised of the following eminent leaders from the industry:

Can The Patanjali Brand Overstretch - Views From Prabhakar

One of the principles of yoga may well be to stretch but does that apply equally to the practice of branding as well?

Will Television As A Product Die Out Any Time Soon? - Niteen Bali From IIM Calcutta

There has been a flurry of exclusive online content. Quite a few movies are even releasing only online (Brahman Naman) mainly because of the behavioural way of consuming such content. TVF with TVF play is the famous one, which is targeting the mobile users who can watch the content while travelling in the city. Even traditional production houses such as YRF have begun to take notice of increasing online viewership. Colours channels content is now available on their app Voot for a premium.

Quick Bites - Part 1 – Understanding Brand Equity

Author's Note: Quick Bites is a series of write-ups on various marketing concepts. I decided to come up with this series to help people understand these concepts better through a few easy to read posts. Any comments or suggestions for the next topic are welcome. Cheers!

'Influencer Marketing Is Hot. So Hot, There Are Cat Influencers' - Deepika Mallyk, IIM Bangalore

Content is surely the king. But influencers, crown this content king. The impact of influencer marketing is evident from the popularity gained by our favorite series of fantasy novels ‘Harry Potter’. It's only 43 influencers who drove majority of share conversations. With estimates from surveys about the rise of influencer marketing and ineffectiveness of traditional tactics by global trusted companies such as PwC, Nielsen, Forrester Research etc. it isn’t surprising to expect something as crazy as pets making thousands of dollars, having millions of followers and with net worth in billions. Meanwhile words like petfluencer, pelbrities, pet blogging, petworking, pawesome and petselfie etc. are all over internet. Brands aren’t making these pets such as L’IL BUB, Tuna, Manny the frenchie, Colonel Meow  etc. famous – it’s the other way around. For instance, grumpy cat is the official ‘spokesperson’ for Friskies, brand for wet and dry cat foods and treats. Grumpy Cat’s merchandise includes licensed t-shirts, mugs, stuffed toys and even ‘Grumppucinno’ iced coffee beverages.