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 […]
Case Study | Journey From Wills Cigarettes To Wills Sports
Wills was in the cigarettes business for over three decades. It was one of the hottest selling cigarette brands in India from the ITC stables. The ‘Made for Each Other’ line had been so closely tied to the brand that it gave the brand very high recall. In terms of visuals, Wills conjured up images […]
Brand | Chevron Corp – The Energy Giant Like No Other
Chevron Corporation, one of the many offspring of the Standard Oil Trust, has risen from humble beginnings in California to become a major player in the international oil industry. Chevron gained a strong foothold in the world’s largest oil field as a result of its spectacular discoveries in Saudi Arabia, which fueled 20 years of […]
Marketing Concept | Premium Pricing
Premium Pricing Premium pricing is also known as Prestige pricing. It is a strategy to keep prices higher than the competitors to differentiate your product on the basis of price. This also creates a perception that the product is of high-quality and thus the prices are high. It works best in 2 scenarios: No competitors […]
Featured Startup | Rivigo – The Unicorn Startup ‘Making Logistics Human’
How do we feel about the job of truck drivers carrying those huge trucks loaded with materials that need to be supplied to the designated location within the scheduled time? Well, there is a social stigma associated with the truck driving job which has been in existence for years now. It is perceived as a […]
Featured Startup | Yulu Bike – Moving India towards a Sustainable Future
In an app-driven world, getting anything from a ride to a safety pin on demand is second nature. You are getting a ride has never been so easy, and Yulu will confirm. Yet, what happens when you click that button? Who services your demands? What technologies are used, and how do experts ensure you get […]
Case Study | Dettol – Extending Brand Products
Dettol provides perhaps the best Indian example of brand extension. It demonstrates how a product which is not something delightful to have in your home could be extended to reach out and achieve higher targets. Dettol is a product that is over a half-century old. People all over the globe have grown up experiencing the […]
Marketing Concept | Types Of Marketing Organisation
Marketing organizations may be of various types. The most important of them all include: 1. Function Oriented 2. Market Oriented 3. Product Oriented 4. Customer Oriented 5. Combined Type Let us understand each of them one by one. Function Oriented: This is the most simple and common type of organization. Under this type, the activities […]
Case Study | How Nokia Built A Powerful Technology Brand
It is the era of 2000s. The world of parity has hit the mobile phone market just as it has many other technology product categories. The products range from the simple to the complex, but every manufacturer offers, of course, the latest features. Leapfrogging in sales between brands frequently occurs based on design. But overall […]
Brand | Genpact – The Global Leader In Managing Business Process
Genpact (NYSE: G) is a global professional services firm that makes business transformation real. It drives digital-led innovation and digitally-enabled intelligent operations for its clients, guided by the company’s experience running thousands of business process primarily for Global Fortune 500 companies. It claims to think with design, dream in digital, and solve problems with data […]
Case Study | How FedEx Pioneered Internet Business in the Global Logistics Industry
FedEx Corporation created its own website form in 1994, it is the first step and basis for the company to develop its e-commerce. FedEx.com is the first transportation website that could accept the one-line order for package tracking and allow the customers to transact the business by the Internet. We bring you an interesting Fedex case […]
Case Study | Reviving Khadi – From Freedom Fabric to Fashion Fabric
Many great leaders fought the war of Indian Independence in kurtas and dhoti/ pajamas made of Khadi. After independence khadi had become a fashion statement, from the common public to the elite, all wearing Khadi due to its USP of being “swadeshi”. But Khadi lost its sheen during the 1960s and 70s when it got […]
Case Study | L&T Found A Worthy Partner In Fujitsu
Larsen and Toubro Ltd. (L&T), a $11.7 billion enterprise with global operations, is arguably India’s best known corporation in the sector. L&T Construction is responsible for consulting and infrastructure design and development. There is a noticeable rise in energy as the company gears up to tap a market that may be as large as $50 […]
Brand | Verizon Communications – The Making Of World’s Leading Teleco
Verizon Communications (Verizon) is one of the world’s leading providers of communications services. It provides wireless voice and data services in the United States and has a wireline business that provides voice, data, and video services, network access, long-distance, and other communication products and services. Verizon also owns and operates one of the most advanced […]