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 …

Fair & Lovely, Saffola and Livon what’s common with the marketing campaigns of these three products? They all exploit FEAR as a marketing tool. Insecurities and fear related to color complexion, heart diseases and hair fall are used to sell these products. Insurance and pharmaceutical products also sometimes use FEAR Marketing. Post 9/11 pharmaceutical companies in US started marketing terror attack antidotes King pharmaceutical was one such company. Its product AtroPen, is an antidote for nerve gas agents like VX or Sarin. Nerve agents attack the nervous systems causing convulsions …

A typical Indian youth today wears all the global brands, knowingly or unknowingly. Knowingly because very small section can afford and others wear duplicates, Gucci, Armani, D&G. Unknowingly because of ignorance, they don’t realize the watch they bought from road side is copy of a Rolex or belt with “G” shaped buckle is a copy of a Gucci. Speaking of brands one of the Indian brands I’ve been following carefully since last few years is Fastrack. Let me just inform readers my liking for Fastrack in not because I am …

Daimler unveils BharatBenz
India is top on agenda for Daimler as it unveils an all new India-centered brand BharatBenz. The BharatBenz trucks are designed and manufactured in India as the world’s biggest truck maker looks to gain foothold in Indian market. SME India , Economic Times
HP’s new campaign
HP’s new global marketing campaign celebrates how people around the world are using HP technology to pursue their personal and professional passions. The launch of its worldwide “Everybody On” tagline and branding campaign – “spanning music, fashion, community activism, business and more” – is …