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Asian Journal of Management
ISSN: 2321-5763(Online), 0976-495X(Print)
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Innovative Marketing Channels in India: Utilizing the Brand Image of Mumbai Dabbawala and Indian Premier League
Dr. Monika Sethi1, Sourabh Guha2, Anuraag Agarwal2
1Associate Professor, School of Management and Research, ITM – University, Raipur (C.G.)
2Assistant Professor, School of Management and Research, ITM – University, Raipur (C.G.)
In the prevailing business environment of India it is vital for the marketers to reach customers effectively so that the cut throat competitions among various marketers can be won. It is important to identify new communication channels by marketers and use effective strategies for registering their intended messages directly in the minds of customers. This research paper reports about two unique brands that have recently captured the attention of different groups of people and could be used as innovative marketing channels. Those are the Mumbai Dabbawala Tiffin suppliers and the Indian Premier League (IPL) cricket tournaments. Though completely different in their strategies and modes of operation, these services/ events have established themselves as powerful brands and offer huge potential for marketing and brand building for others in different ways. We study these channels for their unique characteristics along with their strength and limitations for the purpose of marketing. This research paper is exploratory type and we utilized the secondary data to explore the rationale behind the scene. Based on our findings, we chalk out innovative marketing strategies using these unique brands.
Innovative Marketing channels, Marketing Strategies, Brands, Indian Premier League, Mumbai Dabawala.
Monika Sethi, Sourabh Guha, Anuraag Agarwal. Innovative Marketing Channels in India: Utilizing the Brand Image of Mumbai Dabbawala and Indian Premier League. Asian J. Management 5(2): April-June, 2014 page 162-165.
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