Marketers revolve around customers, insights, plans, and strategies. No matter who you are in business, you always attend or deliver presentations. With some experience of delivering and attending presentations, I thought of sharing some of my learnings here for the benefit of others and myself. I happen to attend and deliver some marketing presentations and …
Continue reading Help your audience understand your presentation
In the 1970s, Dutch economist Peter H. van Westendorp introduced a simple method to assess consumers’ price perception. It is based on the premise that there is a range of prices bounded bya maximum that a consumer is prepared to spend and a minimum below which credibility is indoubt. The Price Sensitivity Meter (sometimes called …
Colgate has come up as one of the most resurgent brands in the Indian market. The brand covers massive market in terms of volume in toothbrush and toothpaste sales. Colgate is one of the top performers in its category. But with new players entering the segment, Colgate has been resurgent and is ready to face …
Chairman of the Unique Identification Authority of India, Nandan Nilekani, said over a third of India’s 1.1 billion consumers had been largely overlooked in areas such as banking and social services. Speaking to business leaders gathered at The Nielsen Company’s Consumer 360 event in New Delhi, Nilekani said this had come about in part because …
Continue reading Bettering a billion lives, India’s Unique ID System
Pond’s, the popular brand for cosmetics, applied its brand name to toothpaste releasing Pond’s toothpaste. Pond’s has done a blind test and people were happy with the toothpaste. So Pond’s thought it will extend itself into the toothpaste category. But when Pond’s actually released the toothpaste with the Pond’s name on it, it is a …
In order to keep the same identity throughout the world, many companies stick with the same marketing campaign and brand message in every country. However, this occasionally creates difficulties as we see below: KFC in Hong Kong KFC’s ‘finger lickin’ good’ is used the world over to highlight the tastiness of the product. However, when …
Often you see a great brand trying to come up with an extension and fail and some great brands extending their brand successfully. Maggi is a good example for successful brand extensions and Harley Davidson is a great example of brand extension failures. Let us see the hows and whys: Maggi is a brand which …
Continue reading Brand extensions – the dilemma of existing products
One should understand that a concept is not a product. A concept is only one part of a product. Imagine yourself how many attributes you take care of when you want to buy a washing machine. Concept is all about how and what does the product do. But customers don’t buy products only by understanding …
Brand Management is a classic example of markets have changed into consumer-driven markets. Today, brand managers face a lot of market fragmentation, market realities, and competition. The Brand Managers are under pressure to leverage upon the brand assets because of higher costs of creating new brands, although this is dependent upon your brand strategy which …
In mid-1999, Wal-Mart had 2,435 big-box discount stores in nine countries selling everything from Barbie dream homes to handbags and Prodigy CDs. The recipe that made Wal-Mart the largest retailer in the world, hauling in $ 137 billion in sales in 1998, is very straightforward. First build stores two to three times the size of …
What is a Brand? The names Tata, Nokia, Google and many others are one of the biggest brands in the world. So what really is the name Tata or Google is? Is it just a name or more than that? I define Brand as ‘a network of experience’. Let us understand brands with the example …
A brand is a human perception and perception cannot be created it can only be influenced. It is people who created brands, and brands make promises. Most people think a brand is a logo. A brand is not a logo, it is the experience and your perception of that experience. Even if there are no …
If there is no exchange or trade, every country has to reinvent the wheel on its own. Every country has to come up with its own inventions and completely relive all that has been lived by other countries like The United Kingdom. Imagine every country inventing a new computer on its own. This is what …
Continue reading Protect from unfair competition, but not from healthy competition
The retail sector in India, both organised and unorganised, is set to grow at a rapid pace over the next few years. Retail India is currently ranked as the fifth larest globally, contributing to over 5% of the country's GDP. India has also been ranked as one of the most attractive investment destinations in retail …
Continue reading Logistics is the key for retail growth in India
Glass is best packaging material in preserving taste, aroma, and nutritional values of the food. Glass is environment friendly and has tremendous growth opportunities in India, as India is one of the fastest growing economies in the world. The size of the glass industry in India is around $2.5 billion, out of which the container …
People had some mutual requirements and started to exchange commodities. Two people exchange some quantities of wheat and rice as they wish to eat both. If they decide that the demand for rice is double that of wheat, they will come to an agreement that for every two Kgs of wheat, one Kg of rice …
In my view, segmentation is one of the most important concepts in Business and Marketing. Segmentation is about identifying a definable group of people or organizations that share a common set of needs in a common context. It sounds pretty simple, as it is nothing more than clustering people's needs, but this task can be …
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