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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