Brand Management is a classic example of markets have changed into consumer-driven markets. Today, brand managers face a lot of market fragmentation, market realities, and competition. The Brand Managers are under pressure to leverage upon the brand assets because of higher costs of creating new brands, although this is dependent upon your brand strategy which …
Category: Marketing
Wal-Mart pricing
In mid-1999, Wal-Mart had 2,435 big-box discount stores in nine countries selling everything from Barbie dream homes to handbags and Prodigy CDs. The recipe that made Wal-Mart the largest retailer in the world, hauling in $ 137 billion in sales in 1998, is very straightforward. First build stores two to three times the size of …
Logistics is the key for retail growth in India
The retail sector in India, both organised and unorganised, is set to grow at a rapid pace over the next few years. Retail India is currently ranked as the fifth larest globally, contributing to over 5% of the country's GDP. India has also been ranked as one of the most attractive investment destinations in retail …
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Glass market in India
Glass is best packaging material in preserving taste, aroma, and nutritional values of the food. Glass is environment friendly and has tremendous growth opportunities in India, as India is one of the fastest growing economies in the world. The size of the glass industry in India is around $2.5 billion, out of which the container …
Re-Segmentation
In my view, segmentation is one of the most important concepts in Business and Marketing. Segmentation is about identifying a definable group of people or organizations that share a common set of needs in a common context. It sounds pretty simple, as it is nothing more than clustering people's needs, but this task can be …
Textile & Apparel (T&A) industry in India
The Textile and Apparel (T&A) industry in India is a major contributor to the GDP, exports, employment and foreign exchange earnings. It contributes about 14% to the industrial production, 4% to the GDP and 17% to the country’s export earnings. It is also the second largest provider of employment after agriculture, providing direct employment to …
GSK planning to launch its rural drink
Chennai, Oct 6 (IANS) GlaxoSmithKline Consumer Healthcare will decide on its rural drink, Asha, after reviewing the results of the test marketing activities in Andhra Pradesh and Karnataka. 'Asha is targeted at the rural market. It is being test marketed in Andhra Pradesh and Karnataka. We will review the test market results and take a …
Urban Consumer Markets in India
The heterogeneity that characterizes the modern Indian consumer has created a maze that marketeers would like to unravel inorder to target their products and services precisely. In this blog, we see the analytics presented by Indicus Analytics on the various facets of urban consumers, across geographies and socio-economic groups. Despite visible growth in rural markets, …
Lifebuoy – Swasthya Chetna
Developing markets such as India are an important source of growth for Unilever. The company is adopting unique marketing approaches to increase consumption of its products in these regions, positioning itself as an ethical brand that benefits wider society. Unilever’s Lifebuoy ‘Swasthya Chetna’ (‘Health Awakening’) campaign is one example. This educates people on the importance …
HBS Case Studies to read
Some of the case studies which are a must-read for every marketer: 1. Marketing Myopia There is a reason for this being the first in this list. This is a revolutionary article on Marketing written by Theodore Levitt. This article made him world-famous and the father of modern marketing. This is one of my favourite …
Customer Perceived Value – The base for your pricing strategy
Pricing is one of the linchpins of marketing strategy and success. Marketer's need to get their pricing strategy right and it is always a big challenge to understand which price is the right for both my customer and me. Marketeers should understand how customers perceive value, because it is the value that is the ultimate …
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Education market in India
The growth prospects for education services in India, egged on by the government initiatives are looking very positive. Multimedia education is penetrating at rapid pace into the classrooms, with latest innovative teaching solutions. There are around 11 lakh schools in India, among which 8 lakh are government schools and 3 lakh are private schools. In …
ITC completes 100 years
ITC is today the leading FMCG marketeer in India, the clear market leader in the Indian Paperboard and Packaging industry, the second largest hotel chain and a leader in establishing new benchmarks in Responsible Luxury, as well as the country's foremost agri-business player pioneering rural transformation through its pathbreaking e-Choupal initiative. One of ITC's most …
Inflation and its affect on the FMCG industry
The last few years were a golden period for the FMCG industry. The economy was growing at a faster rate, imput prices were low, and inflation was low. This year the food inflation is very high around 12%, and the raw material cost has increased upto 15 to 20 percent compared to last year. The …
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Socio-Economic Classification NRS
SOCIO ECONOMIC CLASSIFICATION (SEC) - NRS 2005 The Market Research Society of India categorises socio-economic groups based on both occupation and education of the chief wage earner of the household. These eight classes are A1, A2, B1, B2, C, D, E1, and E2. A1 is the uppermost socio-economic class and E2, the lowest. HOUSEHOLD DISTRIBUTION …
Pharma in India
India's pharmaceutical industry has been growing at record levels in recent years but now has unprecedented opportunities to expand in a number of fields. India's leading drug manufacturers are becoming global players, utilizing both organic growth, through the gradual development of their business, and mergers and acquisitions (M&A) as they seek to boost their presence …
Competitive Intelligence
Competitive Intelligence (CI) is a process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. This process is unequivocally ethical. It involves the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors. CI helps the senior management in companies of all sizes …
Indian Rural Markets and their potential
India is one of the most challenging markets in the world which fooled big marketers and companies across the world. We have over 1500 Gods segmented into 350 broad categories, and we have a God for every single day of the week. There are 9.5 lakh pan shops, 638,667 number of villages, 612 districts, and …
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 …
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