Push vs. Pull and how promotions may take your market share down?

Based on a set of factors mentioned below (not comprehensive) the managers decide to go for a PUSH or a PULL strategy. In practice, generally both PUSH and PULL strategies are used in combination to achieve the objective. 1. Product category 2. Consumer Behaviour in the category and the interaction 3. Competition Promotions and Marketing …

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Tata Steel trying to regain its corporate equity

Over the last decade, Tata Steel has lost its equity within the Tata Group of companies. There was a time when every engineer in India used to aspire to work for Tata Steel. Tata Steel was once the dominant company among the Tata Group, but in the last decade it was overshadowed by Tata Consultancy …

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Brand extensions – the dilemma of existing products

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 …

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Brand Equity Models

Brand Equity is measured based on how well the brand is recognised and favoured over its competitors.  It is the added value endowed on products and services. The value-addition may be reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share and profitability …

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