Category: Resources

What Is Advertising? Advertising is more like a form of marketing communication, it’s one of the crucial elements of the organization’s marketing strategy. Businesses across the globe use advertising to spread the word about their services and products through several channels. What’s more, today’s fast-paced tech world has changed the landscape of advertising, with broadcast and […]

The Shell Directional Policy Matrix is another refinement of the Boston Matrix. Along the horizontal axis are prospects for sector profitability, and along the vertical axis is a company’s competitive capability. As with the GE Business Screen, the location of a Strategic Business Unit (SBU) in any cell of the matrix implies different strategic decisions. […]

Stage-Gate® is a value-creating business process and risk model designed to quickly and profitably transform an organization’s best new ideas into winning new products. When embraced by organizations, it creates a culture of product innovation excellence – product leadership, accountability, high-performance teams, customer and market focus, robust solutions, alignment, discipline, speed and quality. The Stage-Gate […]

Product innovation is defined as the development of new products, changes in the design of established products, or the use of new materials or components in the manufacture of established products. Numerous examples of product innovation include introducing new products, enhanced quality, and improving its overall performance. Product innovation, alongside cost-cutting innovation and process innovation, […]

Brand Reinforcement majorly focuses on maintaining Brand Equity by keeping the brand alive among both the existing and new customers. This can be done by consistently conveying the meaning of the brand in terms of: What are the products under the brand? What are its core benefits and how it satisfies the demand? How is […]

Brand Resonance refers to the relationship that a consumer has with the product and how well he can relate to it. The brand resonance begins with: Brand Identification: The first and foremost step, is to ensure the brand identification with the customers, i.e. creates awareness about the product and establish an association in the minds […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

What do you think makes you purchase the brand? Is there a specific model that knows how brand advertisement should be to make a consumer purchase it? Definitely, here is your read, Hierarchy of Effects is the model of how advertising affects a consumer’s choice to buy a product or service or not to buy […]