[Before I begin, I must mention that most of the information in this article is from a documentary by National Geographic Channel called Inside the Supercar - Nissan GT-R, 2010. You might also find some similarities in between the article and the documentary. Its a great video and I urge readers interested in automotives to watch it.  ]
The following article talks about launch strategy when the product is sure to be a winner. The example of Nissan GT-R shows the creation of enough buzz about the product in the pre-launch …

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 …

I could have used the phrase ‘customer satisfaction’ in this article had I been talking about any other brand. But I have refrained from doing so for fear of making ridiculous understatements. After all, we’re talking about the legendary brand of Harley-Davidson Motorcycles.
It takes a powerful brand to repeatedly draw customers to a product or service. It takes a Harley-Davidson-like (there is no other word for it) brand to make customers tattoo the company logo on their biceps.
H-D has gone past merely ‘satisfying’ its customers and has instilled in them a …

Gokul B, a 1st year student at IIM Calcutta is hereby declared as the 2nd runner up at Marketique, the marketing article writing competition at IIM Calcutta’s international B-school meet, Intaglio ’10. Following is his prize winning article on green marketing.

How the current imagery of Santa Claus, in bright red and white, chubby, round and cheerful, came about is now a part of marketing Coke Lore (Coke’s own Folklore). And that has lasted now for nearly 80 years from the first ads in 1930. But now a new trend is …

Stories of declining brands abound, more so in a brand-driven market like the luxury car segment. And Jaguar which was once synonymous with sophistication and style finds its brand image eroded while competitors thrive.
So where did they go wrong? When Ford bought Jaguar in 1989, the ‘Big Cat’ was perceived to be low on reliability but their designs were admired. The powers-that-be at Ford thought they had their task cut out. Funding was flooded into the engineering department and phrases like ‘British engineering’ and ‘the art of performance’ were communicated …