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 …

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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, …

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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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Touch point strategy

Segmenting consumers and understanding their behavior helps us understand the different customer interactions and touch points available for each of these consumer segments. Understanding the brand personality and the moods the brand can leverage will provide the advantage to communicate the values and be present at relevant touch points. With the media clutter the consumers …

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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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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 …

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FMCG Distribution Network

The typical chain for a grocer store FMCG product will be: Manufacturing plant -> Company Ware House -> Regional Ware House -> Regional Stockist or Depot -> Super Stockist or Depot -> Stockist/Depot -> Distributor -> Retailer Main Godown -> C&F Agents/Super Stockists -> Distributors as per the territories -> Wholesalers/Retailers So, the retailers either …

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Brands – Emotional Benefits vs Self-expressive Benefits

There is a big difference between feeling rugged when wearing Levi’s jeans and expressing the strong, rugged side of you by wearing them. The differences between the two can be important. Brands essentially deal with different kinds of benefits. An identity that is based on intangible associations or brand personalities provides the brand with more …

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Strategy – Mission & Vision

People say organizations should have Mission statement, Vision Statement, etc. I say everything boils down to only one word - Purpose. To better understand these things, I took a small example of a person who wants to shift his career from IT to Marketing. Let us see these things from his perspective: MISSION - Why does …

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Help your audience understand your presentation

Marketers revolve around customers, insights, plans, and strategies. No matter who you are in business, you always attend or deliver presentations. With some experience of delivering and attending presentations, I thought of sharing some of my learnings here for the benefit of others and myself. I happen to attend and deliver some marketing presentations and …

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Wal-Mart pricing

In mid-1999, Wal-Mart had 2,435 big-box discount stores in nine countries selling everything from Barbie dream homes to handbags and Prodigy CDs. The recipe that made Wal-Mart the largest retailer in the world, hauling in $ 137 billion in sales in 1998, is very straightforward. First build stores two to three times the size of …

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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 …

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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 …

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What makes a region productive ?

The Five competitive forces that shape strategy – Michael E. Porter