Nandini Dias, COO, Lodestar Universal
4Ps: Which was the defining moment of your Nano success?
SS: The big high came when Ratan Tata publicly applauded our work at the time of Nano’s live launch. We delivered this campaign in adversity. The client did not want to spend the usual Rs.50-60 crore required in a normal car launch so we were on a tight budget. Even the time to implement was less as everything was hush hush until the last moment.
4Ps: How would you define Lodestar’s USP for clients?
ND: I like to believe that we are known for our strategy and innovation, as you see in the Nano campaign. A recent survey conducted among the top 200 clients in India has ranked us at the top in nine parameters.
4Ps: But you’ve lost some key clients over the last few years?
SS: Every business has its churn. The trick is to minimise that churn. We have contained ours at just 5-6% of total revenues. Agencies lose businesses because of three reasons – international alignments, consolidation or else because they’ve picked up some accounts in desperation and are being unable to service them properly. We’ve lost businesses over the last few years because of the first two reasons. We lost Mudra Garments as the Birla Group consolidated with Group M and Intel went because of a global re-alignment.
ND: Some clients also change agencies because of remuneration considerations. I however feel that such clients lose out on the learning and knowledge that your incumbent agency may have picked up over the partnership years. Clients lose out on that learning.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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SS: The big high came when Ratan Tata publicly applauded our work at the time of Nano’s live launch. We delivered this campaign in adversity. The client did not want to spend the usual Rs.50-60 crore required in a normal car launch so we were on a tight budget. Even the time to implement was less as everything was hush hush until the last moment.
4Ps: How would you define Lodestar’s USP for clients?
ND: I like to believe that we are known for our strategy and innovation, as you see in the Nano campaign. A recent survey conducted among the top 200 clients in India has ranked us at the top in nine parameters.
4Ps: But you’ve lost some key clients over the last few years?
SS: Every business has its churn. The trick is to minimise that churn. We have contained ours at just 5-6% of total revenues. Agencies lose businesses because of three reasons – international alignments, consolidation or else because they’ve picked up some accounts in desperation and are being unable to service them properly. We’ve lost businesses over the last few years because of the first two reasons. We lost Mudra Garments as the Birla Group consolidated with Group M and Intel went because of a global re-alignment.
ND: Some clients also change agencies because of remuneration considerations. I however feel that such clients lose out on the learning and knowledge that your incumbent agency may have picked up over the partnership years. Clients lose out on that learning.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
B-schools expect higher rate of campus placements this year
