Guerilla warfare!

A term made famous by the duo of Al Ries and Jack Trout, guerilla warfare signifies a tactic that can be quite beneficially used in advertisements by new players entering the market. Under this, if you really are offering a better deal, it’s best to attack the leader headlong. And the louder you are, the better! When Whisper entered the market, it took its competitor Carefree (J&J) headlong in true guerilla style by vociferously showing how it was qualitatively superior to the market leader – and all this without once naming the product. “Expensive BAS***DS!” was the advertisement that the budget airline Ryanair came out with, indicating in not so subtle a way how BA – that is, British Airways – was more expensive than Ryanair.

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Source:- IIPM Editorial

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After floods, the deluge

It’s their turn now to face the deluge. With floods bringing about unprecedented losses, insurance companies now have a tough job on hand. Recent floods in different parts of the country have landed the companies in a situation where they are just waiting for a deluge of claims — and a torrid time. As per the industry estimates, Rs 8,000 crores is the cost of damage (machinery, equipment, property and trade) that has been caused by the recent floods in Gujarat. Textile and diamond are the major sectors that are adversely affected by these floods as Gujarat is a key centre for these industries.

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Source:- IIPM Editorial

Visit also:- IIPM Publication, Business & Economy & Arindam Chaudhuri Initiative