! Unique Marriage! In the wildest of Dream, the founding father of Marketing would not have imagined such an innovative, creative, out of the box application of Marketing concept!! Yes, the readers of this coveted magazine are thinking right it is a unique marriage between Marketing and Politics. Ever since politics has become synonymous with the power, marketing has been used widely by politician for own advantage. In fact, now a days political pundit is hiring multitude of professionals to…    Read More >>

According to the dictionary definition, “Risqueâ€� means hazardous; risky; especially verging upon impropriety; dangerously close to, or suggestive of, what is indecent or of doubtful morality. Well, what this definition does not tell is that connotation of risque not only depends upon the personal mind-set but also on standards which are acceptable to a particular community, culture and country. One of the most important aspects of marketing, along with market research and sales is advertising, which essentially focuses upon attracting the consumer…    Read More >>

Part 1 Act 1: Dimaag Ki Batti Jala De BCG Matrix, Ansoff Matrix, BTL vs. ATL, Marketing Mix, 4 P’s , 5 C’s and STP cramming up later, finally, THE day. Interviewer: I see the enthusiasm in you to land an FMCG summer but are you sure you are ready for the grind? Me: Absolutely sir. Moving out of one’s comfort zone is where the real learning is in life. Blah..Blah.. Interviewer: *heavy cough. So you mentioned you don’t know…    Read More >>

Introduction Into its 10th year of existence now, FMCG biggie Marico owned subsidiary Kaya Skin Clinic has recently undergone rebranding and repositioning setting an example which is nothing short of a hot topic of discussion for budding managers. While the results of the rebranding are yet to be seen, the efforts sure seem to quickly change the consumer perception of the brand. Kaya Skin Clinic has been the prime mover in a segment that it created in 2002, that of organized…    Read More >>

Celebs have always been favorites of Indian marketers when it comes to brand endorsements. Celebrities are either used to draw consumer’s attention or use the endorser’s image and personality to enhance its image. Do the brands solely depend on the appeal of the celebs or there is a deeper personality connect? For mass products, the only parameter for a celebrity endorser’s success is their fate at the box office. As Aristotle has rightly quoted “Any brand can get a celebrity. That is easy….    Read More >>

Neuromarketing is the meeting point of neuroscience and marketing. It studies how people’s brains respond to advertisements and brands by scientifically monitoring brainwave activity, eye-tracking and skin response. Our subconscious mind decides the way we respond to ads, brands and products and thus influences all our purchase decisions. Customers always do not know why they are buying and what they buying. Neuroscience shows us that the consumer’s brain develops preferences on the basis of the intuitional relation with the product’s…    Read More >>

Simple. Crisp. It will put a smile on your face. IndiGo has consistently maintained its image as a friendly, hip airline. Everything starting from its logo to its banner advertisements tells us something that makes us smile. The vehicles it uses to carry luggage are labelled “CarGo”, in sync with the name “IndiGo”. The air-sickness bag says “Get Well Soon”. Instead of an in-flight magazine, it has a shopping catalogue with interesting IndiGo branded curios. The picture on the left…    Read More >>

Brands have to continuously innovate to cater to the ever changing needs and wants of the consumer. Both new and established brands are searching for new ways to differentiate themselves and thereby offer superior value to customers. Innovation can be broadly classified into two categories: incremental and breakthrough. Incremental innovations are additions to existing products in response to market forces that help maintain market share whereas breakthrough innovation involves creation of new technologies or processes that revolutionize the way organizations…    Read More >>

With the demise of the great Steve Jobs lies the beginning of a revolutionary notion. Radical Marketing, a concept which Jobs took to epoch-making heights, represents the dawn of a new era in marketing. Radical Marketers are missionaries who have changed our lives in ways unimaginable due to their own passion for making the world a better place. Radical Marketers develop a deep connection with their audience and are able to understand the customer’s needs very well. They focus on…    Read More >>

Let us have a look at the behaviour of a customer when he gets acquainted with a product. Initially he would get to know about it through various media like TV, Print Ads or the internet. Then he would weigh his options considering various criterions like price, utility, value etc. Before the advent of the internet the customers had to rely on what was shown on the Television or what was published in news papers and magazines. People were apprehensive…    Read More >>