To best reach today’s consumers, both in and out of the store, companies have to focus on integrated marketing communications that include a mix of traditional and new media as well as creative promotional activities. Shopper marketing program, which focuses on in-store behaviour, is another way of identifying ew growth opportunities for the company and …
Category: Advertising
Coca-Cola: 125 years and 1.7 billion drinks per day
On May 1886, Coca-Cola sold its first bottle in Atlanta, Georgia. This month the beverage major completed 125 years of happiness and refreshing customers worldwide. There are set of events done by Coca-Cola across the globe to celebrate this event. Apart from generating some buzz, these events will be remembered as some of the best …
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What’s happening in Online India?
The Nielsen Global Online Shopping Report looks at how consumers shop online: what they intend to buy, how they use various sites, the impact of social media and other factors that come into play when they are trying to decide how to spend their money. More than eight out of ten Indian online consumers plan …
Samsung releases inexpensive 3G handset
Samsung wanted to kill the perception that 3G means expensive handsets. The TVC focusses on hi-speed 10x, downloading, watching TV, and video calling.
Structure of an Ad agency
All advertising agencies have four basic teams and they are: Client Servicing Account Planning/Strategic Planning Creative Production Client Servicing people are the first point of contact in an agency for the client. They interface between the Client and the other internal teams. Client Servicing people are given briefs by the clients. They understand what the client’s …
Bettering a billion lives, India’s Unique ID System
Chairman of the Unique Identification Authority of India, Nandan Nilekani, said over a third of India’s 1.1 billion consumers had been largely overlooked in areas such as banking and social services. Speaking to business leaders gathered at The Nielsen Company’s Consumer 360 event in New Delhi, Nilekani said this had come about in part because …
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Culture Problems
In order to keep the same identity throughout the world, many companies stick with the same marketing campaign and brand message in every country. However, this occasionally creates difficulties as we see below: KFC in Hong Kong KFC’s ‘finger lickin’ good’ is used the world over to highlight the tastiness of the product. However, when …
How Media Measurement Works ?
Media Measurement is first introduced in India in the 90's with television and readership surveys. Let us see the various concepts and terms involved in Media Measurement. Medium and Media Vehicle All the different platforms available will be the medium and the particular choice of programme will be the Media Vehicle. Medium: Press …
Clinic Plus and Chulbuli
Clinic Plus is the second most sold brand of shampoo in the rural markets after Cavin Kare's Chik shampoo. The following Clinic Plus advertisement is designed for the Indian Rural Markets. There is an animated character called Chulbuli. The advertisement is partly based on the small girl of the original urban advertisement. We see both the advertisements below …
I love you Rasna
In 1970's, people used to have sqashes in their freezers and they used to serve it chill to guests at home. A large amount of the squash is Sugar, which accounts to sixty percent of the cost. So, a keen observer thought of transferring the sugar costs to the end consumer and deliver the product at a very cheap price …
Marlboro Friday
The Marlboro Man is an iconic symbol of American Marketing and Brand Management. The 'Marlboro Cowboy' is one of the most brilliant advertisements ever made in history. The Marlboro Man conveys freedom, attitude, charm, and masculinity. He is the cowboy of the world and his allure helped Marlboro outsell its competitors by almost three times. But, as we all know, …
Brand Licensing
Brand Licensing is a strategic relationship between a brand owner (licensor) and a manufacturer (licensee) in which the licensor grants the licensee the right to manufacture and distribute specific products or services under the brand name. For example, Timex Group has recently acquired license from the International Cricket Council (ICC) for launching merchandise using the …
Why Oranjolt failed?
Rasna Limited is one of the leading soft drinks companies in India. The Rasna advertisement is as mouth-watering as the drink itself. We will discuss about Rasna's experiment of a new drink outside its niche segment. Given the threat of foreign competitors, Rasna was pressed to do something new. Rasna launched a drink called 'Oranjolt'. …
The Advertising Train
Each time you hear a start-up story, you will say 'Shit!! I got this idea some time back'. If this happens to you, don't worry you are not alone. This happens to all those wannapreneurs. We all travelled in Indian Railways, and at some time of our travel we all checked out some ads like …
Online booksellers in India, Flipkart leading the way
Flipkart is an ecommerce website which sells books in India. It was setup in Sept 2007 and it has over 400,000 titles with a whopping 5 million monthly uniques, and a new round of cash from Accel in the bank. If you are an avid book reader there is a good chance that you have …
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