A visit to any mall and you see it is filled with the in-mall activations and the in-store activations. Brand Activations are catching up fast and becoming a serious BTL activity for the marketers and it is no more only for the awareness, PR and couponing. It is fast becoming an important weapon in marketing …
Continue reading Brand Activations – An entertaining interaction for the consumer
The typical chain for a grocer store FMCG product will be: Manufacturing plant -> Company Ware House -> Regional Ware House -> Regional Stockist or Depot -> Super Stockist or Depot -> Stockist/Depot -> Distributor -> Retailer Main Godown -> C&F Agents/Super Stockists -> Distributors as per the territories -> Wholesalers/Retailers So, the retailers either …
Mouthwash was relatively a new category and it was primarily driven by Medical Shops channel, as the consumers generally used to use Mouthwash only when prescribed by the dentists for some medical conditions. Colgate being a pioneer of the oral category, had the challenge to create consumer pull to this category and the brand. Colgate …
Continue reading Problems because of mother brand endorsement
The following is a nice article from The Economic Times on start-up and fund-raising. I thought it would be a good article for all the start-up buddies here. To raise risk capital from a private equity or venture capital investor marks a high point for most start-up companies . It sets to rest one of …
The following article is the secondary research of various articles on the web regarding the mobile app business and development. So, it may contain some snippets of various articles. Thank you and enjoy the article. App-making is an idea-intensive and not a capital-intensive business, small outfits can make it big – a perfect fit for …
Continue reading Mobile apps – high potential and low entry barrier
To best reach today’s consumers, both in and out of the store, companies have to focus on integrated marketing communications that include a mix of traditional and new media as well as creative promotional activities. Shopper marketing program, which focuses on in-store behaviour, is another way of identifying ew growth opportunities for the company and …
Brand development This is about creating exciting and compelling visions for our brands and developing plans across the full marketing mix. It includes brand communications, innovation and renovation as well as channel-specific propositions. Brand building Here we translate those visions into a local market context, plan practical activity and make sure those plans are executed …
The Big Mac Index is published by The Economist as an informal way of measuring the purchasing power parity (PPP) between two currencies and provides a test of the extent to which market exchange rates result in goods costing the same in different countries. It "seeks to make exchange-rate theory a bit more digestible". The …
IDEA Cellular, India’s third largest mobile operator today announced that it has received an overwhelming response for its 3G Mobile and Data Services in Kerala telecom circle. The company has added over 2 Lakh 3G subscribers in Kerala where services were introduced just two months ago. IDEA Cellular today also announced the launch of its …
Positioning of a product is how do you intend the consumer to perceive your product. It is to understand where and for what do you want to stand in the consumer's mind. After segmenting a market and then targeting a consumer, next step will be to position a product within that market. It refers to …
In many companies, financial, information and physical flows are often not synchronised. Managers take ecisions from an operational or financial point of view and do not recognise the impact of supply chain management on financial performance or vice versa. Growth, profitability and capital utilisation are better optimised through information, financial and physical supply chains integration. …
On May 1886, Coca-Cola sold its first bottle in Atlanta, Georgia. This month the beverage major completed 125 years of happiness and refreshing customers worldwide. There are set of events done by Coca-Cola across the globe to celebrate this event. Apart from generating some buzz, these events will be remembered as some of the best …
Continue reading Coca-Cola: 125 years and 1.7 billion drinks per day
Following are the different types of cigarettes in India: Longs Cigarette Length: 90mm, 102mm Brands present: More, Virginia Slim King Size Filter Tip (KSFT) Cigarette Length: 84mm Brands present: Wills Classic, Gold Flake King Size (Premium) Mini King Size Filter Tip (MKSFT) Cigarette Length: 76mm Brands present: Navy Cut; Because of only Navy Cut this …
There is a big difference between feeling rugged when wearing Levi’s jeans and expressing the strong, rugged side of you by wearing them. The differences between the two can be important. Brands essentially deal with different kinds of benefits. An identity that is based on intangible associations or brand personalities provides the brand with more …
Continue reading Brands – Emotional Benefits vs Self-expressive Benefits
The Nielsen Global Online Shopping Report looks at how consumers shop online: what they intend to buy, how they use various sites, the impact of social media and other factors that come into play when they are trying to decide how to spend their money. More than eight out of ten Indian online consumers plan …
Samsung wanted to kill the perception that 3G means expensive handsets. The TVC focusses on hi-speed 10x, downloading, watching TV, and video calling.
All advertising agencies have four basic teams and they are: Client Servicing Account Planning/Strategic Planning Creative Production Client Servicing people are the first point of contact in an agency for the client. They interface between the Client and the other internal teams. Client Servicing people are given briefs by the clients. They understand what the client’s …
People say organizations should have Mission statement, Vision Statement, etc. I say everything boils down to only one word - Purpose. To better understand these things, I took a small example of a person who wants to shift his career from IT to Marketing. Let us see these things from his perspective: MISSION - Why does …
This is a question that all of us ponder on at some point of time. There is one famous answer, which is that the watch-makers want you to smile. They want people to remember that they should smile and look at their watch. I was also quite satisfied with this answer before. But, the actual …
Brandalyzer 
You must be logged in to post a comment.