The rural consumer behaviour exhibits certain behaviour unique to rural settings and this makes it important for marketers to understand rural consumers through appropriate research. Rural consumers, for example, tend to lead a more relaxed lifestyle compared to the urban counterparts and exhibit little urgency. Consumers in rural markets tend to have greater trust in …
Category: Business
Perceptual benefit versus Real benefit
This blog is following a debate with my colleagues over how you distinguish between a perceptual benefit and a real benefit. Every product has some real benefits and perceptual benefits. For example, in the case of a sports bike, the real benefit could be having a speedy ride on the roads and the perceptual benefit …
I love you Rasna
In 1970's, people used to have sqashes in their freezers and they used to serve it chill to guests at home. A large amount of the squash is Sugar, which accounts to sixty percent of the cost. So, a keen observer thought of transferring the sugar costs to the end consumer and deliver the product at a very cheap price …
Basics of a Balance Sheet
Balance Sheet of a Company: A balance sheet gives the picture of assets and liabilities of the company as on the last minute of 31st March YYYY. So, many times the balance sheet of a company appears better than what it is in real. Sometimes, companies will request all debtors to clear the outstandings just …
Profit & Loss Statement of a Company
Profit and Loss Account Statement (P&L Statement): 1. Profit = Sales - Costs 2. So, you basically have two entities: Sales and Costs. The other names used to refer to Sales are: Fees, Income, Sales, Revenue, and Turnover. The other names used to refer to Costs are: Expenditure. 3. Classification of Costs or …
What is a Limited Company ?
Limited Company : When we say XYZ Pvt Ltd or Public Ltd, what we mean by the word 'limited' in this context is the liability of the shareholders. It means, the liability of the shareholders, for the debts of the company, is limited to the extent of the share capital subscribed by them. Let us …
The App World
These days there is an app (application) for everything, be it the third party apps, or the mobile apps. Apps have become so ubiquitous that it is impossible for businesses to not have apps today. There are apps ranging from weather information, games, to movies and shopping. There are thousands of applications that can be …
Akihabara – The Japanese Test Market
Japan is the mecca of electronic products. Experts say, people don't buy products based on their income but on their taste. This variation in taste leads to a huge variety of products in the market, brutal competition, and lots of experimentation. Tokyo is a vast market for new commercial ideas. Tokyo's great diversity, size, and …
Should Kodak create a new brand ?
Kodak reminds the consumers of the small yellow boxes of film. The consumer doesn't perceive the latest digital technologies when he sees the image of Kodak. It is because Kodak had too much success in the era of the non-digital photography market. Its success began to become its failure. As Kodak is so successful with its own formula, it was dithery in its decision …
The Idea behind !dea
In mobile telephony services, big brands really matter. Bigger brands have the muscle to cover large geographical area, and provide better connectivity at lower prices. As the mobile market matures, with the advent of wireless services, the big brands like Airtel, Vodafone and the likes of Reliance will dominate the market and smaller players will …
Notice the change in Fair & Lovely
Fair & Lovely is a fairness cream of Hindustan Unilever. It is a 1,100 crore brand from the FMCG giant and is one of the largest selling brands in the world. So, what is the big deal about it? The big deal is: Fair & Lovely is going to change its position in the market from …
A Brand is a human perception.
Perception may happen in many ways, communication is just one way to perceive something. The difference between perception and communication is: Perception is the subjective feeling that comes as a result of the objective communication. Communication is objective, whereas perception is subjective. Perception depends upon various factors such as background of the individual, psyche, economic …
Marlboro Friday
The Marlboro Man is an iconic symbol of American Marketing and Brand Management. The 'Marlboro Cowboy' is one of the most brilliant advertisements ever made in history. The Marlboro Man conveys freedom, attitude, charm, and masculinity. He is the cowboy of the world and his allure helped Marlboro outsell its competitors by almost three times. But, as we all know, …
Hindustan Lever and its strengths
Hindustan Lever Limited (HLL) is the largest detergent manufacturer in India. HLL is one of the few companies that targeted and delivered to the bottom-of-the-pyramid (BOP) markets very effectively. One of the key strengths of HLL is their distribution and marketing penetration in the BOP markets. HLL products are manufactured at around 100 locations around …
Yeh hey India !!
Last Friday, I was travelling back home in an autorickshaw. There are already five persons in the autorickshaw, and quickly a sixth person joined us. As he joins us in the autorickshaw, a Punjabi guy from behind said 'yeh hey India !'. I felt that this autorickshaw epitomizes the complexity of India and the Indian Consumer quite beautifully. The Indian …
Olytor
People spend most of their time in the day around spaces like office, apartment, school and gym. Let us say, you need the book 'The Da Vinci Code' to read over the weekend. Most probably you will ask some people in your office, a few acquaintances in your apartment, and if they don't have the book you will go and buy …
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