Choice – this is something that has been intriguing me for a while now. Why is it intriguing  you ask? More choice is good, lesser of it is not so good. That’s all you say? Well think again. A series of incidents – not least among it being this video I saw recently leaves me questioning the above premise. In this talk, researcher Sheena Iyengar says that – what choice means to you is a product of a lot of things like your culture and grooming (Ref. 1). The 3 …

Fresh from the Market is now back with a bang! Check this space weekly for marketing updates from the world of FMCG, sports and personalities, automobiles, media, print, entertainment and a whole lot more. Read on-
FMCG
1. Procter & Gamble will next week become the latest major multi-national company to sign up as a sponsor of the International Olympic Committee (IOC) in a deal that will include London 2012. Inside the Games
2. Seven major food and beverage companies have signed a unique pledge committing themselves to responsible advertising and marketing to …

Following up on the previous article on managing press relations, let’s focus on how it happens on the ground. As mentioned in the earlier article, and also pointed out in a comment, the biggest task for the brand is to get the journalist to write the article as a marketing pitch, and no as a bland news item. The example we took in the last one was ‘Now fly for Rs. 500’ v/s ‘Low cost airline launched’. Here is a case of a permanent conflict between the two parties.
The journalist, …

PR: we’ve often heard this term being used in the marketing parlance. So what is it. Simply stated, it a kind of promotion channel which, in the words of Mr. Kotler, aims at promoting, or protecting the image of a company or a specific product. It comprises various means like Press Relations, Corporate Communications, lobbying etc. I’ll be focusing on Press Relations for the rest of the article, and the views I’m going to present are based on my summer internship experience with a brand which leverages Press Relations quite …

Imagine I offer you a present – a watch. And I ask you to choose between a watch made in Switzerland, one made in India and one made in Brazil, or some other country. You’d most likely choose the Swiss watch (of course, the fact that the Swiss watch would cost me more than a by-pass surgery is not exactly your concern). I know I would have chosen it. I cannot point my finger at precisely why but somewhere in my head there is this perception that no on makes …

What’s in a name? A lot, as Juliet must have felt when she said the above words to Romeo. David Ogilvy agreed with Juliet when he said “Any damn fool can put on a deal but it takes genius, faith and perseverance to create a brand”. With these thoughts in mind, it’s worth taking a look at several aspects of naming a brand, and what difficulties one may run into.
Choosing a brand name is one of the most important decisions a brand manager has to take, because not only will …