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 …
Tag: India
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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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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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 …
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 is Intel promoting Core?
The heart of a computer is the processor and that is what Intel makes. Let us see how Intel is constantly reminding the consumers about what they build and inspire them to engage with their technology. In a bid to engage consumers and promote its i5 processors, Intel is doing a range of promotions. Objective: To …
Promotions: Maggi Club
Maggi Noodles was launched in 1983 as a tasty treat for children, with the brand communicating a strong fun element. The packaging was bright, innovative, and attractive. The brand appealed to mothers as it was very convenient, taking only 2 minutes to prepare, and the price is very affordable. Maggi was a big success. But, …
The Wall of Blue and The Oreo Togetherness Bus
Cadbury India’s debut in the Rs. 12,000-crore biscuits market with Oreo has been beset with challenges from the start. In March, as the company readied for the launch of its global best-selling Oreo from the Kraft stable, rival Britannia Industries came up with an me-too product called Treat-O, another chocolate-flavoured sandwich cookie. Cadbury India retaliated …
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Promotions: Mattel Hot Wheels Driving License
Hot Wheels die-cast metal cars were launched by Mattel in India in 1990. They were positioned as high speed international cars for boys 3-12 years old. By 1992, the brand has attained about 10% share with competition largely coming from smuggled goods of MatchBox and Corgi from Hongkong, Taiwan, and Singapore. Mattel faced two main …
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Google and P&G on ZMOT
According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term "First …
Promotions: Horlicks Jug
During the early 90's, the brand Horlicks faced a problem in West bengal. Though the brand is well known and the consumers are buying it, the consumers are not buying the 1Kg pack and are repeatedly buying the 450gm size pack. Though the 450 gm size pack helped gain new users (trials), the repeat purchase …
Strategic Channel Management
A sales channel is about where you're going to sell and how you're going to sell. In fact, it is about where you're consumer is willing to purchase your product, where the consumer expects the product to be available, what is the consumer decision making process regarding your category and product, and what is your …
B-plan to pitch to the VCs
Though I have no experience in pitching to the VCs, I have written this based on my theoretical knowledge, and based on the inputs given by some of my acquaintances. My experience always taught me that people always want things very plain and simple. Though there are a hundred things to take care of in …
Online Travel booming – comScore
In July this year, comScore released a report - State of the Internet with a focus on India. Indians are increasingly using the web for their everyday requirements and it is becoming more and more important for brands to have their presence online. Some of the key findings from the report: India has around 73 million Internet …
Deodorants and the launch of ‘Sure’
According to newspaper reports, deodorants and fragrances market in India is more than Rs. 10,000 million in 2010. No one could have imagined that deodorants would become such a huge market in India. It required a monumental marketing effort to convert people from an old to a new way to meet a primary human need. …
Myntra.com
Myntra.com is currently among the top e-commerce companies in India. Recently, they started above the line (ATL) advertising with the television commercial(TVC) below. As most of us know, if you have the pockets, a TVC is probably the best way to create awareness of your brand in India. Myntra.com TVC on air Going on TV …
Cash & Carry retail in India
Cash and carry is a membership based retail store selling limited SKUs in bulk packs. Cash and carry has a membership requirement. Customers are usually members of the club and pay an annual fee in order to continue their membership. It is not like any other retail outlet where in one can go and buy …
Indian Telecom Industry
About 875 million subscribers are now part of Indian Telecom story. Estimated Population of India as per Census is at 1.22 billion population surviving on less than 1 Dollar a day from this comes to around 450 billion. If we take into account the poverty statistics from the official data, the 400 million balance population …
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