Marketing

Beginning with a range of toasters in the early twentieth century, GE began producing consumer products such as irons and refrigerators. They began to be sold under the GE or Hotp…

Nike was going through a tough stretch in the late 1980s. In the early 1980s, they had done well. They'd gone public, establishing themselves as a major global corporation and enl…

On January 18, 1971, Bill Backer, McCann Erickson’s creative director on the Coca-Cola account, was flying to London to meet Billy Davis, the Coca-Cola account's music director, t…

In the early 70s, Parle had decided to enter the lemon-based drinks market. At that time, Duke’s Lemonade was doing well. There was an opportunity for another brand. The Chauha…

It was 1962. Hertz was the leader in car rentals. Avis was failing, it had only an 11% market share and had not made a profit in 13 years. Robert Townsend, a maverick, was name…

Following WWII, restrictions governing German exports were loosened, and Volkswagen began to sell across Europe in the 1950s. It was becoming popular. Volkswagen was selling in th…

It was in the late 90’s, that the market leader in branded room coolers Symphony, came with a cooler which looked like a window air-conditioner. It had good cooling and low noise …

In 2010 Somany Tiles needed a breath of fresh air in their advertising. Somany wasn’t present on TV for a while and they wanted to come back but not with the same boring advert…

It was 1996. The Cricket World was jointly hosted by India, Pakistan & Sri Lanka. Internet was frighteningly slow and people were still trying to figure out what it can do.…

Before 1996 and for a decade, Patek had been working with Bozell. The advertising had reflected the quality of their watches & watchmaking. Now many brands copied them. The…

The Brief MasterCard put its account for review in March 1997. Mastercard had believed that Ammirati Puris Lintas' previous campaign, "Smart Money," was too transaction/ benefi…

Thinking Behind Got Milk? A focus group led by Jon Steel, a partner at Goodby, Silverstein & Partners, encouraged participants not to drink milk for a week before taking pa…

The Apple iTunes debuted in January 2001, followed by the iPod, in late 2001. The iPod was a big hit as the then MP3 players were difficult to operate and had little storage space…

Pleasure was the first foray for the erstwhile Hero Honda to get into the scooters market. From a product construct point of view, it was a 100cc light scooter and zippy since it …