ISSN

2321-5763 (Online)
0976-495X (Print)


Author(s): Monika Sethi, Sourabh Guha, Anuraag Agarwal

Email(s): monikas@itmuniversity.org , sourabhg@itmuniversity.org , anuraga@itmuniversity.org

DOI: Not Available

Address: 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.)
*Corresponding Author

Published In:   Volume - 5,      Issue - 2,     Year - 2014


ABSTRACT:
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.


Cite this article:
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.


Recomonded Articles:

Author(s): Saritha Madipelli, Y. Chinappa

DOI:         Access: Open Access Read More

Author(s): Meha Joshi, Sohail Bakshi, Shreya Bansal

DOI: 10.5958/2321-5763.2017.00134.2         Access: Open Access Read More

Author(s): Anupreet Kaur Mokha

DOI: 10.5958/2321-5763.2018.00026.4         Access: Open Access Read More

Author(s): R. Rupa

DOI: 10.5958/2321-5763.2017.00046.4         Access: Open Access Read More

Author(s): Palash Bairagi, Anindita Chakraborty

DOI: 10.5958/2321-5763.2018.00157.9         Access: Open Access Read More

Author(s): Astha Joshi, Geeta Nema

DOI: 10.5958/2321-5763.2017.00136.6         Access: Open Access Read More

Author(s): Mani Arora, Anil Kumar

DOI: 10.5958/2321-5763.2018.00007.0         Access: Open Access Read More

Author(s): Nidhi Gopal, Palak Bhandari, Smita Mehendale

DOI: 10.5958/2321-5763.2018.00117.8         Access: Open Access Read More

Author(s): Monika Sethi, Sourabh Guha, Anuraag Agarwal

DOI:         Access: Open Access Read More

Asian Journal of Management (AJM) is an international, peer-reviewed journal, devoted to managerial sciences. The aim of AJM is to publish the relevant to applied management theory and practice...... Read more >>>

RNI: Not Available                     
DOI: 10.5958/2321-5763 


Recent Articles




Tags