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 …

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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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Brand Equity Models

Brand Equity is measured based on how well the brand is recognised and favoured over its competitors.  It is the added value endowed on products and services. The value-addition may be reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share and profitability …

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Brand Licensing

Brand Licensing is a strategic relationship between a brand owner (licensor) and a manufacturer (licensee) in which the licensor grants the licensee the right to manufacture and distribute specific products or services under the brand name. For example, Timex Group has recently acquired license from the International Cricket Council (ICC) for launching merchandise using the …

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Kellogg’s in India

Kellogg's cereals were consumed around the globe with around 40% of the US ready-to-eat market. Kellogg's had over 20 plants in 18 countries worldwide, with yearly sales reaching above US $6 billion. However, Kellogg's was under pressure with competition from General Mills and other close rivals. The cereal industry had been stagnant for over a …

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Why Oranjolt failed?

Rasna Limited is one of the leading soft drinks companies in India. The Rasna advertisement is as mouth-watering as the drink itself. We will discuss about Rasna's experiment of a new drink outside its niche segment. Given the threat of foreign competitors, Rasna was pressed to do something new.  Rasna launched a drink called 'Oranjolt'. …

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Every smoker is a marketer

A smoker is extremely loyal to his brand. A smoker feels that the brand resembles him and he acts as if he resembles the brand. One of the biggest advantages with tobacco companies is it has a process of network marketing for free. Most of the people who smoke would've been taught how to smoke …

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