Point of View

An agriculturist named Chinni Krishnan also worked in the pharmaceutical industry. Poor kids wandering the streets with uncombed hair used to bother him. He envisioned a future wh…

The HUL brand Surf dominated the Indian market in the 1960s. While hundreds of disorganised players serviced the mass and mid-range markets, Surf specialised exclusively to the af…

There was a time when fast-moving consumer goods (FMCG) businesses ruled the marketing landscape and HLL (Unilever) was the unchallenged ruler. Then, seemingly out of nowhere, Nir…

With tens of thousands of businesses in every possible field, the online market has never been more crowded. Despite the upsides, however, it's more complicated than ever to set y…

We are continually bombarded by stimuli, and we increasingly make judgments based on unconscious biases, external influences, and cerebral shortcuts. The Pratfall Effect is one…

In 2009–2010, Yum! Brands seemingly could not stay away from tinkering with the Pizza Hut name. Pasta Hut It was in 2009 when Pizza Hut establishments in the United Kingdom…

CEO Phil Knight and Oregon head track coach Bill Bowerman founded Blue Ribbon Sports (BRS) in 1964. Initially, the firm distributed Onitsuka Tiger (now known as Asics) running sho…

Procter & Gamble sought a strategy to reach their most important demographic of customers, moms. While the company's products are used on a daily basis by the majority of Amer…

Ratan Tata conceived the Tata Nano. He spotted a four-membered family riding a scooter in November 2003. It rained and the family managed and settled on the two-wheeler somehow. T…

The Vector Flop One of the worst marketing campaigns in Indian history was launched by Gillette in 2002 when they introduced the Vector razor. That razor model had a plastic un…

I can't tell you how many times I've heard that "quality" is one of their product or service's selling points or way to differentiate from the competition. In all honesty, I have …

The concept of "reverse branding" might seem novel to some. Branding is a process that involves establishing a relationship between a product or service and its target audience. C…

The more options a business gives its customers, the better, or so the thinking goes. For instance, they think that if they stocked 300 different kinds of shirts instead of just a…

When you travel with Singapore Airlines, you feel that many aspects communicated through various media are extended to the aircraft - the Singapore Girl, the high price levels, t…