CENTURYPLY is undoubtedly one of the major furniture brands in India. Century Plyboard stayed away from TV advertising from the last four years, before it came back on TV with its new TVC on the World Anger Day - 28th Aug, 2012. In this blog post, we shall evaluate this TVC from Century Plyboard and understand if …
Category: Business
CDM launches a new TVC before Friendship Day
For years, Cadbury Dairy Milk (CDM), India's favorite chocolate brand, has been trying to be the symbol of celebration and expression of every sweet moment in your lives. In continuation of its pursuit, Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC, ‘nayi dosti ka shubh aarambh’. The TVC showcases the first magical moments …
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AdStock GRPs
AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be …
Lucky Goldstar (LG) India
LG stands for Lucky Goldstar - the product of a merger of two South Korean commodities businesses - but over the decades with a steady stream of innovative consumer electronics and home appliances, consumers concurred with the conglomerate's backronym that Life is Good. LG Home Appliances (HA), the arm of the Korean giant, which makes …
Scheduling Strategy for Advertisements
Scheduling deals with the question, ‘When should we advertise the product?’ The answer depends on many factors such as the marketing objective, product sales trend, competition, budget, etc. as we will see in the article. Types of scheduling patterns: There are three types of scheduling patterns broadly: Continuity – Advertise throughout the year and evenly …
What will household panels give you? IMRB/Nielsen
Household penetration: What percentage of the households does your product or category reach? Solus Usership: How many households use only the particular brand and no other for a category? Core Users: Users contributing to 50% of the consumption of the brand/category Incidence of Purchase: Number of households who have bought atleast once in a given …
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Television Advertisements – Clutter breakthrough and Brand Relevance
Before reading this article, just close your eyes zeroing your mind for a moment and recollect three television advertisements. Write down a few details of each of the television advertisements you could recollect. Of all the numerous advertisements I’ve watched, I could recollect only three advertisements: The old Nescafe advertisement The recent Flipkart’s advertisement of …
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Working Capital Management and Profitability
Working Capital is the total of the amounts invested in current assets of the company. Net working capital results from the deduction of current liabilities from current assets; Working Capital Management consists of determining the volume and composition of sources and uses of working capital in such a way that would increase the wealth of …
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Why Dell Streak is dead?
This is a nice article from Tony Bradley at PC World. Dell has announced that the “Streak 7 is no longer available.” The death of the Dell’s Android tablet line doesn’t come as much of a surprise, but it points to some lessons that other tablets might learn from to be stronger competitors. Dell has …
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 …
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 …
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 …
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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Linux – fastest growing in the server operating system market
According to the latest Gartner reports in Apr 2011, the worldwide operating system(OS) market revenue is $30.4 billion by the end of 2010. The OS market is divided into two sub-segments: Client OS and Server OS. The Client OSes outperformed the Server OSes as the former grew 9.3 percent, and the latter grew 5.7 percent …
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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 …
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, …
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 …
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 …
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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