Case

MARKETIING MAGAZIINE OF IIIIM SHIILLONG MARKET NG MAGAZ NE OF M SH LLONG

MARKATHON

VOL 2,, IISSUE 3 VOL 2 SSUE 3

UNE 2010 JUNE 2010 JJUNE 2010

COVER STORY COVER STORY

ALL LINES ARE BUSY

FROM THE EDITOR

Dear Readers,
Football fever is gripping the world and I am no exception to it. Am no football fanatic and yet I stay up till two in the night to catch my daily dose of football action. The initial rounds have gone on predictable lines, except for the shocking exits of last year finalists France & Italy. The semi-final line up looks intriguing and am all pumped up to continue my short but exciting honeymoon with football . Besides the riveting football action, what has caught my attention is the slew of advertisements put up by a number of biggies. Not at all surprising, considering the fact that the event, being held in South Africa, has reached out to approximately 19.7 million people in the first two days as opposed to 14.6 million people in 2006 and has seen a growth of 35 per cent in the reach. According to TAM Sports the Our Apr-May 2010 top three categories of advertisers Cover are cellular phones, cellular phone services & two wheelers and the top three advertisers are Bharti Airtel, Vodafone Essar & Nokia Corporation. There is a clear trend here that can be observed. The cellular phone companies & service providers are visibly spending big bucks on this event and are going at full throttle. What could possibly be the reason for this spending spree? One possible answer that pops up in my mind is the recently concluded 3G spectrum auction. Telecom companies have paid skyrocketing prices for bandwidth, exceeding the government’s expectations by a huge margin. Is this kind of splurge by the companies a sensible move? So we thought why not discuss this issue in detail in this edition of Markathon. Besides, the Cover Story our Eye to Eye and Silent Voice sections also focus on the telecom sector. The Cover Story delves deeply into... [continues]

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