Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation. Strong brands have high Brand Salience and weak brands have little or none. This helps explain to some degree why big brands are big and small brands are small: if no one thinks about you …
Competitive Intelligence
Competitive Intelligence (CI) is a process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. This process is unequivocally ethical. It involves the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors. CI helps the senior management in companies of all sizes …
Indian Rural Markets and their potential
India is one of the most challenging markets in the world which fooled big marketers and companies across the world. We have over 1500 Gods segmented into 350 broad categories, and we have a God for every single day of the week. There are 9.5 lakh pan shops, 638,667 number of villages, 612 districts, and …
Clinic Plus and Chulbuli
Clinic Plus is the second most sold brand of shampoo in the rural markets after Cavin Kare's Chik shampoo. The following Clinic Plus advertisement is designed for the Indian Rural Markets. There is an animated character called Chulbuli. The advertisement is partly based on the small girl of the original urban advertisement. We see both the advertisements below …
Segmentation Research
Market segmentation research provides the information necessary to identify new markets, redesign marketing programs and increase sales and profitability. Market segmentation describes the division of a market into homogeneous groups which will respond differently to promotions, communications, advertising and other marketing mix variables. Market segments are formed in terms of grouping like-minded consumers (or businesses) …
The Rural Consumer
The rural consumer behaviour exhibits certain behaviour unique to rural settings and this makes it important for marketers to understand rural consumers through appropriate research. Rural consumers, for example, tend to lead a more relaxed lifestyle compared to the urban counterparts and exhibit little urgency. Consumers in rural markets tend to have greater trust in …
Perceptual benefit versus Real benefit
This blog is following a debate with my colleagues over how you distinguish between a perceptual benefit and a real benefit. Every product has some real benefits and perceptual benefits. For example, in the case of a sports bike, the real benefit could be having a speedy ride on the roads and the perceptual benefit …
I love you Rasna
In 1970's, people used to have sqashes in their freezers and they used to serve it chill to guests at home. A large amount of the squash is Sugar, which accounts to sixty percent of the cost. So, a keen observer thought of transferring the sugar costs to the end consumer and deliver the product at a very cheap price …
Basics of a Balance Sheet
Balance Sheet of a Company: A balance sheet gives the picture of assets and liabilities of the company as on the last minute of 31st March YYYY. So, many times the balance sheet of a company appears better than what it is in real. Sometimes, companies will request all debtors to clear the outstandings just …
Profit & Loss Statement of a Company
Profit and Loss Account Statement (P&L Statement): 1. Profit = Sales - Costs 2. So, you basically have two entities: Sales and Costs. The other names used to refer to Sales are: Fees, Income, Sales, Revenue, and Turnover. The other names used to refer to Costs are: Expenditure. 3. Classification of Costs or …
What is a Limited Company ?
Limited Company : When we say XYZ Pvt Ltd or Public Ltd, what we mean by the word 'limited' in this context is the liability of the shareholders. It means, the liability of the shareholders, for the debts of the company, is limited to the extent of the share capital subscribed by them. Let us …
The App World
These days there is an app (application) for everything, be it the third party apps, or the mobile apps. Apps have become so ubiquitous that it is impossible for businesses to not have apps today. There are apps ranging from weather information, games, to movies and shopping. There are thousands of applications that can be …
Akihabara – The Japanese Test Market
Japan is the mecca of electronic products. Experts say, people don't buy products based on their income but on their taste. This variation in taste leads to a huge variety of products in the market, brutal competition, and lots of experimentation. Tokyo is a vast market for new commercial ideas. Tokyo's great diversity, size, and …
Should Kodak create a new brand ?
Kodak reminds the consumers of the small yellow boxes of film. The consumer doesn't perceive the latest digital technologies when he sees the image of Kodak. It is because Kodak had too much success in the era of the non-digital photography market. Its success began to become its failure. As Kodak is so successful with its own formula, it was dithery in its decision …
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