The Nano, if you recall, took its avatar to rescue the struggling section of the Indian middle class families to thundering applause from the world in general. The car is widely seen as a fine case of using a company’s PR machinery effectively for marketing a product. And it is not difficult to see reason in the argument – before spending a single rupee towards marketing the product, everyone was already talking about the car. The cacophony grew louder as the product was first unveiled in 2008 and broke to …

“I once thought I could protect the world by myself, but I was wrong. Working together, we saved the planet, and I believe that if we stay together as a team, we could be a force that could truly work for the ideals of peace and justice.” ~ Superman
 
 
 
We, the old ( & soon to be alums ) marketers feel extremely overwhelmed as well as nostalgic at the same time to pass the baton to a whole new band of The marketers . Its been a good as well …

Customer Value and Customer Satisfaction are arguably two of the most used terms in marketing. While both refer to a customer’s perception about a product and are often used interchangeably, a marketer would do well by knowing the difference between the two, and hence the necessity of having different terms.
By definition Customer Satisfaction is a result of comparison between a products performance and expectations. These expectations are usually formed by positioning of the product through various marketing communications. Historically “customer satisfaction” was the buzz word for marketers. It was considered …

IIM Calcutta had a two day convention in November 2011 themed “Management Education for A Sustainable Tomorrow” as a part of its two year long golden jubilee celebration. It made me think, what challenges does sustainability pose for marketers?  How it changes the game for marketers? How will it affect our approach or what new consideration will we have to take care of? I took a very simple approach by reminding myself of the definition of marketing: “delivering VALUE to the customer PROFITABLY”. Obviously you took note of the two …

One industry which has been in the news for all the wrong reasons has been the Airlines industry of India. Along with the emergence of low cost carriers, the hues and cries after the increase in fuel surcharge and long term unsustainability of low cost airlines hogged the limelight for long.  The industry has seen the dismal situation of Kingfisher airlines at present and the innovative offering of hot food in SpiceJet airlines. After having my regular encounters with airlines in the last two years and testing out all the …