Then there is Baskin 
Robbins and HDFC, whose association came in as a surprise. The ice-cream chain has introduced three flavours – Web-slinger, Green Gobbler and Sandstormin which “the finest flavours lie within,” as Pankaj Chaturvedi of Baskin Robbins puts it. Related or unrelated, everyone wants to hitch a ride on the latest fad. But, the relation is two-way, if the brands get attention throughthe association; the films also get major publicity through the campaigns. But how does one fathom the success of it all? “Unfortunately, the metrics in the business isn’t developed enough to give a considered opinion on how much the association helped the brand. But I am hoping that all the brandsthat have done a tie-up, are tracking the campaign...,” offers PranayAnthwal, GM-India Starcom. However, for Funskool it’s notthat tough. All it has to do is, keep doing the maths, as its Spider-Man merchandise (dolls, et al) vanish from the shelves. The moviesurpassed all records, so at least there is one guy who’s smiling allthe way to the bank, along with the producers, of course!
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Source : IIPM Editorial, 2008
Robbins and HDFC, whose association came in as a surprise. The ice-cream chain has introduced three flavours – Web-slinger, Green Gobbler and Sandstormin which “the finest flavours lie within,” as Pankaj Chaturvedi of Baskin Robbins puts it. Related or unrelated, everyone wants to hitch a ride on the latest fad. But, the relation is two-way, if the brands get attention throughthe association; the films also get major publicity through the campaigns. But how does one fathom the success of it all? “Unfortunately, the metrics in the business isn’t developed enough to give a considered opinion on how much the association helped the brand. But I am hoping that all the brandsthat have done a tie-up, are tracking the campaign...,” offers PranayAnthwal, GM-India Starcom. However, for Funskool it’s notthat tough. All it has to do is, keep doing the maths, as its Spider-Man merchandise (dolls, et al) vanish from the shelves. The moviesurpassed all records, so at least there is one guy who’s smiling allthe way to the bank, along with the producers, of course!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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