Marketing

 Classic demographics like age and gender are losing importance among marketers.  Some observations Global connectivity is hastening the spread of information.&nbs…

I prefer Bacardi to Old Monk; I like Absolut to Grey Goose; I like Puma to Reebok; The list goes on Putting the products aside, there are reasons why I prefer the brands mentio…

We have been advised as marketing professionals to reach out to the maximum number of people in our target audience at the lowest cost. So our goal is to reach out to many people …

Who is your target audience? And why? Can you describe them? If you don’t have specific answers to these questions, then you are in big trouble.  Time and again, I am g…

Loss of Faith The last few years have seen an increasing ‘loss of faith’ against politicians and media (because all communication happens through offline and online media) than…

Raksha Bandhan or Friendship Day has seen an outpouring of emotional creativity from brands. This is an indication of social mores, as we as consumers have become more socially aw…

The Tata Nano was a path-breaking product. Launched in 2009, with a price of Rs. 1 lakh/ $2000 approximately, this was indeed an invention of sorts. While everyone anticipated tha…

The Tata Nano was a great product at a great price. Launched in 2009, it was the cheapest car in the world. History was being created; a blue ocean amid all the other coloured one…

I hadn’t dealt in stocks for the last few years, and I was surprised when I received a bill from my stockbroker for services that I had not availed of. I was willing to give the b…

I fly a lot on the domestic circuit. I fly on airlines that have frequent flyer programs and also on those which do not. Since I also fly on value airlines like Indigo, Spice, Go …

Commodities > Products > Brands > Experiences  From a marketing standpoint, there has been an evolution of sorts. As customers’ expectations move up, so do the ex…

When I was in B- school I was taught about brand personality and to the people who are still confused about it (and believe me many still are!)- 'Brand personality is the way a br…

The old paradigms have changed. To build a relationship with a customer, a brand has to engage with him/ her through various means and one way of doing so is to interact with them…

The dream of any business is to have committed customers who treat the relationship with their brand - more than just a brand-customer interaction but show a commitment that is em…