Case Study | Caterpillar – Product Lifetime Extension
Context Caterpillar is one of the world’s remanufacturing leaders, a strategy that focuses on extending a product’s lifetime to its maximum capacity and, consequently, use its resources in a more effective way. Caterpillar’s remanufacturing is an exchange model, which means that when a component needs to be replaced, consumers work with their authorized ‘Cat Dealer’ […]
Branding Concept | What is Brand Audit? – Meaning, Reasons, Strategies
A brand audit is a detailed analysis that shows how your brand is currently performing compared to its stated goals and then look at the wider landscape to check how that performance positions you in the market. The methodology will therefore differ depending on industries and individual companies. Regardless of the exact criteria, you choose […]
Branding Concept | Brand Revitalization – Meaning, Example, Reasons
Brand Revitalization meaning – It is the marketing strategy adopted when the product reaches the maturity stage of product life cycle, and profits have fallen drastically. It is an attempt to bring the product back in the market and secure the sources of equity i.e. customers. Despite a good reinforcement strategy, a product has to […]
Featured Startup | Ofbusiness – Solving India’s SMEs Problems
There are very few organizations in the country right now which are looking at SME space and looking to solve the issues that these enterprises face from procurement of raw material to obtaining credit lines and loans. One such company is the newest entry in the Indian unicorn startup club – Ofbusiness. OfBusiness, located in […]
Brand | Gap Inc. – The Making Of The Legendary US Fashion Retailer
Gap Inc. is a leading global apparel retail company. It offers apparel, accessories, and personal care products for men, women, and children under the Gap, Banana Republic, Old Navy, Athleta, Janie & Jack, and Intermix brands. The portfolio of distinct brands across multiple channels and geographies gives the brand a competitive advantage in the global […]
Featured Startup | DoorDash – The Great Food Delivery App And Beyond
DoorDash was founded in 2013 — a San Francisco-based business specialising in food delivery that disrupted a highly competitive sector and has written a unique growth story. Even as late as 2016, it appeared that DoorDash would be another one of the numerous delivery businesses that would fail. In order to stay afloat, its investors […]
Featured Startup | ShareChat – The Proof That Growth Is Regional
ShareChat is the largest Indian social networking site, allowing users to express their thoughts, chronicle their life, and meet new people in their local language. ShareChat, which is spearheading India’s internet revolution, is altering the way the next billion users will engage with the internet. It enables language-first internet users to connect and express their […]
Unicorn Startups IPO in Year 2021 – What’s The Buzz All About?
India is quickly developing as a hotspot of unicorns, or firms with valuations more than $1 billion. The country’s unicorn total has already surpassed 50, including household brands like Flipkart, Paytm, Zomato, and Ola, with as many as 16 start-ups achieving unicorn status in 2021 alone.However, it is only now that digital economy firms are […]
Branding Concept | What is ADL Matrix?
The ADL matrix by Arthur D. Little is a portfolio management matrix which helps managers discern their SBUs strategic position depending upon 2 dimensions- • SBU’s life cycle and • Competitive position Each of these dimensions can be further split up into the following categories to better analyze a firm and accordingly determine the future […]
Branding Concept | What is GE Mckinsey Matrix?
The GE McKinsey Matrix or GE Matrix is a variant of the Boston Consulting Group (BCG) portfolio analysis Portfolio. The GE McKinsey Matrix has also many points in common with the MABA analysis. MABA is an acronym that stands for Market, Attractiveness, Business position and Assessment. The GE McKinsey Matrix also compares product groups with […]
Brand | Air India – The Story of Rise and Fall of India’s Flag Airlines
Air India is India’s flag air carrier with a significant market position in international and domestic operations. Air India along with Air India Express Limited has 50.64% share of the international traffic to and from India among Indian carriers and has 18.4% share including global airlines (ex India) as of Q2 FY20. The two airlines […]
Case Study | A Push To Build Equity By AstraZeneca Through Nexium
A targeted effort that supported the 2001 launch of AstraZeneca’s gastroesophageal reflux disease (GERD) treatment Nexium (esomeprazole) struck a fine balance in building brand equity while encouraging appropriate use of the new medication. Nexium succeeded Prilosec (omeprazole), the long-time market-leading proton pump inhibitor (PPI) that achieved US sales of $3.7 billion in 2001. Research showed […]
Brand | Havells -The Indian Brand That Keeps The World ‘Electrified’
Starting as a family run business from the outskirts of Delhi to transforming itself as a Public Limited Company, journey of Havells India has been a fascinating and inspiring one for many. With a turnover of Rs. 9,429 Crores in FY 19-20, Havells is a well-established player in the consumer category of Switchgears, Cables, Lighting […]
Case Study | Branding Brief – Updating Betty Crocker
In 1921, Washburn Crosby Company, makers of Gold Medal flour, launched a picture puzzle contest. The contest was a huge success—the company received 30,000 entries—and several hundred contestants sent along requests for recipes and advice about baking. To handle those requests, the company decided to create a spokesperson. Managers chose the name Betty Crocker because […]
Case Study | Nike And The Sense Of Having A Brand Mantra
A brand with a keen sense of what it represents to consumers is Nike. Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude. Internally, Nike marketers adopted a three-word brand mantra […]
Marketing Concept | TRIZ Method / Model – Definition and Examples
All sorts of projects reach a point in the development process where the analysis portion of the project is complete, but it is unclear what the next step should be. To figure out the next best step, the project team must be creative to figure out what to do. Traditionally, common creativity tools and methodology […]
Marketing Concept | Product Mix – Definition and Dimensions
Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use […]
Case Study | Coca-Cola Learned Branding Lesson The Hard Way
One of the classic marketing mistakes occurred in April 1985 when Coca-Cola replaced its flagship cola brand with a new formula. The motivation behind the change was primarily a competitive one. Pepsi-Cola’s “Pepsi Challenge” promotion had posed a strong challenge to Coke’s supremacy over the cola market. Starting initially just in Texas, the promotion involved […]
Featured Startup | Pee Safe – Breaking The Stigma Around Hygiene
In 2013, world’s fastest growing personal hygiene brand Pee Safe was founded when wife of Vikas Bagaria(Founder and Managing Director of Pee Safe) was diagnosed with acute UTI(Urinary Tract Infection), soon after using a public washroom. The idea was to develop a product that can be used to kill germs present on a toilet seat […]
Marketing Concept | Three C’s Of Branding
The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. In addition to being able to boast these enviable benefits, strong brands have something else in common. They all […]