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 […]
Marketing Concept | What is Branding?
Branding is the business process of managing your trademark portfolio so as to maximize the value of the experiences associated with it, to the benefit of your key stakeholders, especially current and prospective: Employees Customers Stock/Share Holders Suppliers Intermediaries Opinion Leaders Local Communities Purchasers and Licensees Experts argue as to which stakeholders should be the […]
Case Study | Levi’s – Aiming at the Echo Boomers
In 1986, Levi Strauss & Company found that the best way to stay true blue to its customers was to change its colors. Riding high on the results of a recent “back to basis” campaign with its flagship 501 brand, Levi’s was enjoying reinvigorated jeans sales. But the good news was followed by bad. Research […]
Case Study | Old Spice – The Advertisement That Took The Brand By Storm
Old Spice has been a long standing global brand of cosmetics for men. Their range includes after-shave lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and most successful product launched was after-shave lotion. In the year 1986, the market share of Old Spice products in India was as follows: […]
Featured Startup | InMobi – The Unicorn Changing Mobile Advertising
In this article, we bring you the Inmobi startup story – the first unicorn from India. The concept of tackling mobile advertising from India was an alien idea during the 2000s. The concept itself was unknown to the country and the challenges ahead were unimaginable. InMobi was established against all odds in the year 2007. […]
Case Study | Sosyo’s Comeback Amidst Rising Competition
Sosyo, a brand of Surat-based Hajoori & Sons presents an interesting example of comeback. Sosyo enjoyed customers in a niche market who liked its unique fruity taste. The brand was mainly limited to Western India with its presence in Gujarat and Maharashtra. Its presence, over five decades, made Sosyo the preferred brand by certain sections […]
Case Study | Countering Competition: The Nirma Way
Karson Bhai Patel introduced Nirma washing powder in 1969 as a sole product. This product created its own niche of economy value for money washing powders. The company extended its detergent and soaps line to both as a launching offensive and a defensive moves: In 1987, Nirma detergent cake was introduced in the territory that […]
Featured Startup | AirGarage – All-in-One Parking App for Everyone
We bring you the brand story of Airgarage, a startup from California, United States. AirGarage is a peer-to-peer parking marketplace that seeks to revolutionize the way people park at universities and in congested areas. The platform connects homeowners and businesses that have extra parking spaces with students and community members that need affordable parking. It […]