TORPIG

Torpig, also known as Sinowal or Anserin (mainly spread together with Mebroot rootkit), is a type of botnet spread by a variety of Trojan horses which can affect computers that use Microsoft Windows. Torpig circumvents anti-virus applications through the use of ‘rootkit’ technology and data mines the infected system for credentials, accounts and passwords as well as potentially allowing attackers full access to the computer. As of November 2008 it has been responsible for stealing the details of about 500,000 online bank accounts and credit and debit cards and is described as “one of the most advanced pieces of crimeware ever created”. According to RSA, the company which helps to secure networks in Fortune 500 companies, more than 270,000 banking accounts and 240,000 credit and debit cards have been breached from financial institutions. The botnet is really one of the most advanced pieces of crimeware ever created.

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Pizzas topped with cheese & happiness

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Brand : Domino’s

Khushiyon ki Home Delivery depicted the bond between Pizza delivery and happiness. Domino’s needed this to alter its functional proposition of convenience and great taste and the campaign was created to act as an emotional discriminator from rivals. The campaign, supported by their ‘easy on the pocket’ Pizzas and 30 minute delivery promise helped Domino’s to garner a market share of 45% by the end of 2008. “We wanted to highlight The happiness factor and especially when other players are increasing prices. We very clearly conveyed that Domino’s can bring happiness in your life with pizza at just Rs.35. The campaign succeeded in conquering the market,” affirms Ajay Kaul, CEO, Domino’s Pizza India Ltd. Need more happiness?

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Marrying health and emotions = sales

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Brand: Saffola Gold
Agency: McCann Erickson

If brand-building is the art of identifying and then occupying a hitherto vacant perch in the conumer’s lifestyle... then Saffola Gold’s Kal Se campaign really lays the oil! Marico showed ingenuity by coming up with the concept of a cholesterol lowering edible oil, while the agency demonstrated a smart way to cash in. Using the insight of procrastination of health needs by the consumer, the campaign talked of protecting your heart from TODAY. The campaign resulted in instantaneous volume growth for Saffola Gold and margin-growth for Marico. In a survey, consumers voted Saffola Gold as the Most Trusted Brand in the cooking oil category...

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Now that’s a ‘Lucky Gold’star

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In June 2006, LG India became a part of a completely new global marketing strategy of the consumer electronics company. Apart from readying itself to become an export hub for some of the foreign markets and entering new segments, it came out with a brand new communication for its entire home appliance range, breaking away from its health platform, conceptualised in 1997. The campaign for new “Health Plus” for the home appliances range focused on intelligent and futuristic technology under the “Intello” umbrella. But then, did it really paid off? “The thing which has worked wonders for LG is their marketing muscle which allows it to flex across categories. Moreover by shifting its target positioning LG has provided an opportunity of cross shopping to its customers,” answers Sumit Arora, Senior Director, Synovate India. What’s more? The electronics giant has just shifted its technological advancement to masses products also. Wonder at the time when many companies are re-working on their prices, LG believes in playing across all segments. Now that’s called a real winner!

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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