Tag: marketing

The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper. By the turn of the tw…

So, how can a brand become the first thing that customers think of? Create a new category that does not yet exist in the minds of consumers, and make the brand synonymous with it.…

Brand image and brand identity—I realised that most people do not have a firm grasp of these concepts. Frequently, I have discovered that businesses turn to agencies for assistanc…

The Heinz brand of tomato ketchup has some staggering market shares in some continents. In Europe, where the brand is well recognised and respected, it has an 80% market shar…

Several methods from economics and social psychology are included in marketing science. The effectiveness of any marketing plan may be boosted by taking advantage of people's habi…

In the book Different: Escaping the Competitive Herd, Professor at Harvard University Youngme Moon claims that "companies that play hard to get" are hostile brands. Brands that ar…

There is a notion that sustainable products are highly-priced. And this notion is not misplaced. Most of the time, this is seen as a sign of irresponsibility on the part of the cu…

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…

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…

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…

Brand positioning is the "science and art of creating and deploying messages that create perceptions in the minds of your target markets." This is based on the idea that your mark…

The concept that South Korean popular culture has exerted a huge influence on the world at large is known as "Hallyu," or "the Korean wave." K-Pop is comparatively recent, evol…

This is a confusing world. Customers talk about having a global outlook. There is a strong sense of being localised in tastes and, along with it, asserting a need to be personalis…

A look at the first significant ambush marketing exercise in India between the Cola giants https://portfolio.mentza.com/portfolio/vejayanand/circles/22015 https://open.spot…