ROI of a distributor or supplier – business turnover, margins and rotations (in e-commerce and FMCG)

Retail excites me a lot because it is a simple business of buying and selling goods and yet it covers almost every complexity under the sun. It has a complex supply chain from raw material to finished goods, yet seeming so simple and convenient when we add items to our shopping cart in offline and …

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Front-loaded and Rear-loaded incentives in marketing

In marketing, there are different types of promotions that are provided to consumers and trade partners. Broadly, they are divided into two categories: front-loaded promotions and rear-loaded promotions.For example, when using price packs, direct mail coupons, FSI coupons or peel-off coupons, consumers obtain an immediate benefit upon purchase or a front-loaded incentive. However, when buying …

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The Global, National, and Regional strategy

Consumers come from different cultures, demographics, psychographics, and are at different evolutionary stages. Different markets have different advantages and disadvantages. The majority of the largest companies in the world produce and distribute products across national borders. Most companies have different products in different continents at an instant of time. Also, based on the different consumer markets …

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A to B and B to A marketing

In marketing, there are two fundamental principles called Attitude to Behaviour (A to B) and Behaviour to Attitude (B to A) marketing. In A to B marketing, you target and change the attitude of the consumer first, so that the change in the attitude may result in a desired change in the behaviour. For example, …

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Brand Activations – An entertaining interaction for the consumer

A visit to any mall and you see it is filled with the in-mall activations and the in-store activations. Brand Activations are catching up fast and becoming a serious BTL activity for the marketers and it is no more only for the awareness, PR and couponing. It is fast becoming an important weapon in marketing …

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Big Mac Index

The Big Mac Index is published by The Economist as an informal way of measuring the purchasing power parity (PPP) between two currencies and provides a test of the extent to which market exchange rates result in goods costing the same in different countries. It "seeks to make exchange-rate theory a bit more digestible". The …

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Why the clock says 10:10?

This is a question that all of us ponder on at some point of time. There is one famous answer, which is that the watch-makers want you to smile. They want people to remember that they should smile and look at their watch. I was also quite satisfied with this answer before. But, the actual …

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