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 …

Nokia became a success story in India starting from a point where almost 80% of handsets were sold in the grey market and high duties ensured large scope for arbitrage. While lowered handset prices and a wide distribution network along with the government’s decision to lower duties helped its cause, it also displayed leadership through its India-centric product innovation. The launch of Nokia 1100 in late 2003 was major milestone on Nokia’s road to market leadership in India.
While the model had other features like calculator, alarm clock, stopwatch, games and …

In the soft drinks industry, change is the name of the game. Coca Cola has symbolised this time and time again, with a history of constant innovation and new products in their track record. Coca Cola Zero is just one such example of a great new product launch.
Coca Cola Zero, better known as Coke Zero, was launched by the Coca Cola Company in June 2005. The Atlanta based Company described it as their biggest launch in 22 years since the launch of diet Coke. This drink was strongly targeted at …