No ‘One India’ in Advertising

Not many people would argue about the diversity of the culture in India. This is the country where the language and the taste of water changes every 100 km. The question is - how does this diversity affect the marketers to communicate their products? How does an advertiser look at this diversity? Is there a …

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Impact of GST on Supply Chain

To understand how Goods and Services tax (GST) will help companies optimize their supply-chain, one needs to understand a little bit taxation and the existing warehouse strategy. Let us take the example of a company whose manufacturing facility is present in Delhi, and it moves its goods down to South India. As the company sells …

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Packaging gaining more importance

Although advertising can be a highly effective means of communication for those consumers who are exposed to it, it is becoming extremely difficult to reach with increased media fragmentation and costs of TVCs. Advertising on TV is a very costly affair and is done only when other vehicles cannot attain the objectives. Increase in Modern …

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How promotions help in range management issues?

Product Range Management A product range is the total product offering expressed in terms of width and depth. The width of a product range depends on the variety or number of types in a product category. The depth of a product range refers to the amount of choice offered in terms of product and brand …

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How is Intel promoting Core?

The heart of a computer is the processor and that is what Intel makes. Let us see how Intel is constantly reminding the consumers about what they build  and inspire them to engage with their technology. In a bid to engage consumers and promote its i5 processors, Intel is doing a range of promotions. Objective: To …

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Promotions: Maggi Club

Maggi Noodles was launched in 1983 as a tasty treat for children, with the brand communicating a strong fun element. The packaging was bright, innovative, and attractive. The brand appealed to mothers as it was very convenient, taking only 2 minutes to prepare, and the price is very affordable. Maggi was a big success. But, …

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Promotions: Mattel Hot Wheels Driving License

Hot Wheels die-cast metal cars were launched by Mattel in India in 1990. They were positioned as high speed international cars for boys 3-12 years old. By 1992, the brand has attained about 10% share with competition largely coming from smuggled goods of MatchBox and Corgi from Hongkong, Taiwan, and Singapore. Mattel faced two main …

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Google and P&G on ZMOT

According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term "First …

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Promotions: Horlicks Jug

During the early 90's, the brand Horlicks faced a problem in West bengal. Though the brand is well known and the consumers are buying it, the consumers are not buying the 1Kg pack and are repeatedly buying the 450gm size pack. Though the 450 gm size pack helped gain new users (trials), the repeat purchase …

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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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Push vs. Pull and how promotions may take your market share down?

Based on a set of factors mentioned below (not comprehensive) the managers decide to go for a PUSH or a PULL strategy. In practice, generally both PUSH and PULL strategies are used in combination to achieve the objective. 1. Product category 2. Consumer Behaviour in the category and the interaction 3. Competition Promotions and Marketing …

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Cross-selling and Up-selling

A happy customer is the top priority of every retailer and along with it attached is the need and want of extracting a larger share of wallet (SOW) from these customers, in a way that their happy status quo is not disturbed. Helping retailers balance this well, are tactics like Cross-selling and Up-selling.  Cross-selling and …

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Front-loaded and Rear-loaded incentives in marketing

In marketing, there are different types of promotions that are provided to consumers and trade partners. Broadly, they are divided into two categories: front-loaded promotions and rear-loaded promotions.For example, when using price packs, direct mail coupons, FSI coupons or peel-off coupons, consumers obtain an immediate benefit upon purchase or a front-loaded incentive. However, when buying …

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Share of Assortment

Assortment Share or Share of Assortment is the number of SKUs of a brand (or company) available in a store (or channel) as compared to the total number of SKUs of a brand (or company) in the respective category. So, it gives the share of the SKUs of your brand (or company) present in the …

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Strategic Channel Management

A sales channel is about where you're going to sell and how you're going to sell. In fact, it is about where you're consumer is willing to purchase your product, where the consumer expects the product to be available, what is the consumer decision making process regarding your category and product, and what is your …

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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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Flipkart attacks the online fears with its new set of TVCs

I was always excited with the company Flipkart and how carefully they are choosing their way forward. For now, Flipkart seems to be playing their cards right. Flipkart.com has aired three TVCs.  Each of the ads attack a distinct fear in the consumer's mind towards online shopping, and how Flipkart solves that problem. Fear of …

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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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Myntra.com

Myntra.com is currently among the top e-commerce companies in India. Recently, they started above the line (ATL) advertising with the television commercial(TVC) below. As most of us know, if you have the pockets, a TVC is probably the best way to create awareness of your brand in India. Myntra.com TVC on air Going on TV …

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Cash & Carry retail in India

Cash and carry is a membership based retail store selling limited SKUs in bulk packs. Cash and carry has a membership requirement. Customers are usually members of the club and pay an annual fee in order to continue their membership. It is not like any other retail outlet where in one can go and buy …

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