To a marketeer, what’s common between No one killed Jessica, Tata Steel and Dove?
 Anyone who has taken a ‘marketing management 101’ course knows that there are two major metrics that a company’s market share typically moves alongside. One is mind share, which is effectively the percentage of people to whose minds a brand’s name comes first when that brand’s category is mentioned. The other is heart share – the brand that people prefer the most in a category. The brand that scores the highest on both these metrics generally tops …

The fashion retailer French Connection had one of the most influential campaigns in the 90’s that was central to its boom in sales and brand image. The campaign was innovative in a tongue-in-cheek way. But by 2009, it was actively adding to the company’s worries and it seemed that the campaign was not working well and hurting the brand’s image. The overall mood had changed from that of rebellion to social responsibility and they needed to reinvent themselves from the now defunct ‘fcuk’ image.
The team at French Connection undertook a …

In a year, which could be described as anything but good for the world economy, when most of the companies were grappling with ideas for settling their P&Ls at a respectable score, the only company which saw the silver lining in the dark clouds was Samsung. This year proved out to be a gem of a year for Samsung in spite of the eternal patent tussle going on with Apple in many countries. It first overtook Apple as the world’s largest smart phone manufacturer and now it hopes to emulate …

First of all, thanks a lot for the enthusiastic participation. Over the years, the quality of articles submitted in Marketique has improved a lot. This time around, our judges had quite a tough time finalizing the top three entries.

1. Nandit Pathak  (IIM Calcutta) – The rise of spirit-­‐share
2. Neha Damle (MICA) – French Connection: What after Fcuk?
3. Manoj Yadav  (IIM Calcutta)  – SMART MOVE
Evaluation was done by a panel of judges comprising IIM Calcutta Alumni (Batch of 2010 and 2011) working in Sales & Marketing domain who were earlier part …

“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 :Cry-Out: ) 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 …

The Marketers & Intaglio (The IIM Calcutta International Business Summit) presents Marketique 2012. Inviting all students & professionals – here is a chance to pen down your Marketing thoughts.
Topic: You can write on any promotional campaign, encompassing an analysis of the media Channels used (Print, Television, Internet etc.) and the advertisements; the overall impact of the campaign in changing/establishing/re-enforcing the image of the brand. The chosen brand need not be Indian. Example : An analysis of Tata JagoRe Campaign.

Marketique Rules:

Only original work should be submitted.  Plagiarized entries would be publically …