Marketing

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 …

The market for diamonds had virtually vanished by the late 1930s, following nearly ten years of the Great Depression, and prices had plummeted. De Beers had shuttered the majority…

In 85, the chocolate beverage brand, Boost needed a boost. HMM (Smith Kline Beecham in its earlier avatar) decided to focus on the chocolate malt powder. Boost was an also-ran, wi…

To a large extent, the confectionery market, especially at the lower end, is price driven and does not depend on types. For a rupee or two, the person (usually a kid), would like …

In the early 90s, DCW- a chemical company, decided to get into the FMCG business with salt that was named after the 18th-century British explorer, navigator, and cartographer Capt…