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 …
Gross vs. Net
Gross: The term gross refers to the total amount made as a result of some activity. It can refer to things such as total profit or total sales. Net: Net (or Nett) refers to the amount left over after all deductions are made. Once the net value is attained, nothing further is subtracted. The net …
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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Significance Testing
Significance Testing lies at the heart of all the inferences that we do from a sampling exercise. We always start with a ‘Null Hypothesis’ in the jargon. A test of significance is a test of that hypothesis. We analyse the data from the sample and try to estimate what would be the probability of getting …
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 …
Digitization of TV services and its impact
The Government of India (GOI) has passed a mandate that all cable services in the four metros be digitized by 30th June, 2012. From 30th June, the four metro cities will cease to receive analogue television broadcast signals. The target for complete digitization in urban areas is September 31, 2014 while the entire country is expected to …
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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Constructing Routes to Market
I don't have any experience in constructing route to markets. But, this according to me is one of the most important factors in product and marketing management. I am just writing this blog based on some theoretical knowledge and framework of this vital concept. To develop a Route-to-Market (RTM) plan, it is important to: understand …
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 …
India opens its FDI gates in multi-brand retail
Earlier, 100% FDI is allowed only in the wholesale (cash & carry) market 51% FDI is allowed in Single brand retailing like Adidas, Tommy Hilfiger, etc. FDI is not allowed in the Multi-brand retailing like TESCO, Carrefour, and WalMart Now, 100% FDI is allowed in Single …
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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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Understanding vs. Doing
One of the lessons I learnt in life is that ‘understanding is not doing’. If you observe keenly ‘understanding’ and ‘doing’ requires different attitudes. However, many times it is required to understand to do something, though it is not always essential. At most schools, people understand a subject than be able to do something in …
The Imovator and The Follower’s Advantage
Steve Jobs himself said it: it's smart to take an existing idea and enhance it beautifully. Apple did it. So have some of the most successful brands worldwide. The same story can even apply to selling washing powders. ET on Sunday analyses brands, companies and countries that have imitated their way to innovation. Each time …
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