Brand Management

Margin or Contribution Analysis

Margin Analysis, also referred as Contribution Analysis, is a tabular data to track the prices, variable costs and profit margins for all the members in a value chain (producer, distributor, retailer) for every relevant product within the firm’s product line and across competitors. This data is mainly used to understand the below: Which among the […]


Entertainment in Television Advertisements

As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication:  Command Attention (Clutter breaking) ->  Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the […]