Saturday, June 9, 2012

Markathon June 2012 Edition


Dear Readers,

The summer heat is not the only thing that is soaring. Of late the hike in petrol prices and their subsequent reduction post a much talked about “Bharat Bandh” has created quite a buzz. With cartoons, comic strips, facebook pages and celebrity tweets, social media ensured that it was the talk of the town. With automotive sector taking the toll, we were wondering if car manufactures would go as far as reducing prices of four wheelers in order to attract customers or will the nation take a much needed look at an alternate fuel? Whatever be the response, marketers will have to be on the vigil.

Marketing is never a one-size-fits all approach. While on one hand urbanization is causing more migration of rural residents, a large part of our nation continues to be rural. Are these two markets poles apart or are marketers just catering to two faces of the same coin? Our cover story for this month “Rural vs Urban Marketing – Where lies the difference?” uncovers the two Indias within our country and the similarities and differences among its buyer patterns . Through various examples, we bring to you, the factors influencing consumer behaviour, the mindset of rural and urban India, success stories and failed attempts.

Our Vartalaap for this month features Mr. Anirban Ghosh, Vice President - Strategic Planning and New Business Development at Mahindra and Mahindra group. Having passed out from Indian Institute of Management Ahmedabad, Mr. Ghosh has played many strategic roles in Mahindra as President of Mahindra USA and later at M&M. He shares with us insights about Mahindra and Mahindra, the Utility vehicles business and the changing Indian automotive market.

We are nearing the end of two eventful years of Markathon, and this could never have been possible without the constant support, suggestions and enthusiasm of each of you dear readers. In these two years we have evolved from being a magazine to getting an identity, learning from our mistakes and adapting to our limitations, just like any other startup. Having talked about so many big businesses and corporate heads in our past issues, we now want to dedicate our upcoming “Anniversary issue” to the new generation entrepreneurs and business associates with the theme of “The road less travelled”. As we cross this landmark, we look forward to hearing your opinions on the same. Articles are invited on how start-ups and entrepreneurial ventures have managed to grow with their limited marketing budgets and resources at disposal.

As always, we will try to improvise and ascertain that together we will learn and together we will grow.

Do send in your feedback/suggestions to markathon.iims@gmail.com
What are you waiting for then? Enjoy yet another incredible journey that we bring to you through this issue.

Happy Reading

Regards,
Team Markathon

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