Brand Management

Promotions Management

Every promotion has an objective to increase sales, brand-building, building added values to the brand, increase purchase frequency, introducing a new sample product, etc. Based on the objective to be achieved, category/brand managers and key account managers develop and implement a promotional programme that gives the maximum return on investment and maintains the trade-off between […]

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The dilemma of Profits or Share

Consider a firm that wishes to increase current year profits p, as well as market share m.  As shown in the figure, for some values of m profits increase, and then it starts to decrease beyond a point.  Beyond a point increased market share comes only with reduced current year profits because of increase expenditures […]

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Touch point strategy

Segmenting consumers and understanding their behavior helps us understand the different customer interactions and touch points available for each of these consumer segments. Understanding the brand personality and the moods the brand can leverage will provide the advantage to communicate the values and be present at relevant touch points. With the media clutter the consumers […]

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Deodorants and the launch of ‘Sure’

According to newspaper reports, deodorants and fragrances market in India is more than Rs. 10,000 million in 2010. No one could have imagined that deodorants would become such a huge market in India. It required a monumental marketing effort to convert people from an old to a new way to meet a primary human need. […]

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