Youth is contributing a lot to the rapid change in the Indian economy and are fast becoming dearer to the marketers. Estimates say that the median of age of Indians is 26 years. Now that’s a huge market to brands! Consumer behavior and patterns have been changing for the past 7-8 years. Increase in disposable income and available hangouts at different places have changed the way youth conduct themselves and manage funds. But the question is Are Indian marketers and…    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 >>

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 >>

INNOVATIONS IN RURAL MARKETING Look at any of the most admired companies of today. Be it Google or Apple, Xerox or Oracle, the key to their success and growth has been their ability to innovate. As per the fortune at the bottom of the pyramid  by C.K.prahlad, the Indian rural market with its vast size and demand base offers a huge opportunity that companies cannot afford to ignore. We are a country with 1.12 billion people of which 70% live…    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 >>

8 ways in which a small company can exert marketing muscle over its larger counterpart: With the advent of new and diverse marketing platforms which have increasingly leveled the playing field for all the players, the sharks can no longer comfortably sit on a couch sipping beer in the safety of the knowledge that the salmon have neither the funds nor the stage to showcase their product power. Marketing avenues in the digital and mobile space have thrown open the…    Read More >>

“He who has no silver in his purse should have silk in his tongue.” – Thomas Fuller For the benefit of the ones who don’t know what it is, an Elevator pitch is a 30 second sales pitch about an idea or a product. In olden days, it was possible for salesmen and potential suppliers to pitch their products and ideas to CEOs and financiers and common people even when they were travelling in an elevator. This implied that they would have to…    Read More >>

Everyone who has lived in Mumbai in the last two decades has seen the city completely transform. Some would say it is simply a case of out with the old, and in with the new. And while most of us have embraced the new, we are still filled with a warm fuzzy feeling whenever we think of the old. We may not have visited Marine Drive, Chowpatty, Colaba Causeway or Gateway of India for a weekend visit with the family…    Read More >>

 “It is not necessary to change.  Survival is not mandatory”       -   W. Edwards Deming  Gone are the days when gargantuan firms like Ford casually adopted product-centric approaches to marketing. Costumer and brand management, which arose as results of the better informed and well connected consumers, are gradually regressing to the background, letting a paradigm of co-creation, communitization and character building called Marketing 3.0 (a word coined by Philip Kotler to denote the future of marketing) take charge. Globalization,…    Read More >>

The latest commercial for the Fortune Sunlite Sunflower oil has been warming people’s hearts through television and the internet. The commercial has been highly liked and shared on online forums. O&M seems to have struck the right chord one more time with this commercial. But does it translate into a buy? The advertisement opens with a disappointed mother whose son does not get leave on his birthday. That is when, she, reminiscing good old days prepares a whole meal for…    Read More >>