• Articles in the Window to the Past Category

    The Story of Brand Accenture in India

    Accenture as a Brand is one of the biggest names in the world ranking 45th on BusinessWeek’s 2009 Ranking of the Best Global Brands. In 2001 with the dawn of a new year was born this star wherein the erstwhile Andersen Consulting morphed itself overnight into Accenture to make a new beginning of sorts.
    In India though, the path this company followed has been different. Though it has been around since 1987, the first big waves Accenture made was much later in the year 2005 when it decided to spend an estimated Rs. …

    Torment Thy Customer

    Torment Thy Customer

    Modern marketing passionately emphasizes the idea of ‘customer focus’. Every other firm on the face of this earth seems to have a single reason for existence – to serve the customer with a devotion more akin to obsession. The modern marketer aims to make life simple for the consumer by getting goods to market in a timely and efficient manner, through detailed inventory management, so that they are available when and where the consumer wants them, at a price they are prepared to pay. Could anything be more boring?
    Customers don’t …

    iPod – the ’silhouette’

    iPod

    The Apple iPod could be said to be one of the, if not the most successful new product launches of the twenty-first century. It took the music world by storm, and has been attributed as being the primary cause behind the revival of Apple. In March 2003 the Apple share value was $7, by July 2008 it had jumped to $180. In the years between 2003 to 2008 the Apple share value increased by a spectacular 2500%.
    What made the iPod so different, and allowed it to capture such a large …

    Mascots – the symbols of success!

    Mascots – the symbols of success

    Mascot’s are among the more innovative and satisfying tools available to a marketer. A mascot is something which can stand out and break through the clutter. Moreover, unlike an ambassador, it is something very unique to a company, and is not subject to the vagaries of time. It can be moulded very easily, and entrench itself in public thought. Indian marketers are no strangers to mascots either.
    One of the longest running mascot’s in Indian history is the Amul Baby, the chubby butter girl who warmed her way into the nation’s …

    Rebranding Shoppers’ Stop- the Start of Something New!

    Rebranding Shoppers’ Stop

    Shopper’s Stop was launched by K Raheja Corp. in October 1991, with the objective of being a men’s ready to wear store. However, it soon grew into a complete lifestyle store, and changed the concept of organised retail in India along the way. It provided its customers with an international standard of shopping. Its wide range of merchandise, exclusive shop-in-shop counters of international brands and world class customer support were enough to woo the Indian consumer in 1991, and firmly establish itself in the retail industry.
    However, it started facing tough …

    Coming around of the Wheel

    Coming around of the Wheel

    The BOP( Bottom of Pyramid) has been a very exciting area in marketing ever since it was established by C K Prahlad. The detergent industry has been very active in making inroads into this area, with one product after another entering the market. One of the top brands in this category remains Wheel.
    The background to Wheel’s launch starts with the pioneering success of Nirma. HLL(Hindustan Lever Ltd) was the leading player in the Indian market. However, it only catered to the elite class of customers, which left the BOP open. …

    Fair & Lovely

    Fair & Lovely

    Brand evolution-the story of how a brand changes with time- is one of the most fascinating journey’s one can take. Fair and Lovely is a good example of this.
    This iconic product was launched in the Indian market in 1975, after being developed in Unilever’s research centre. It revolutionised the Indian skin care industry, and very soon became the market leader. It created a new category all together, one which women all over the country took to immediately. Since this was a very new product, initially there was a lot of …

    Nokia 1100 – The first “Made for India” mobile

    Nokia 1100

    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 …

    New Product Launch-Coke Zero

    New Product Launch-Coke Zero

    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 …

  • Articles in the Headline Category

    Harry Potter – The brand that lived!

    Harry Potter. No other book, rather brand, has caused quite as much excitement in living memory as J K Rowling’s boy wizard has. The book sales figures have been consistently breaking records. The sixth book sold 6.9 million copies in the US, but only to be bettered by its successor, which sold 8.3 million copies on the day of release! Not counting the last book, the series has sold over 325 million copies over 10 years, which exceeds the population of the US! J K Rowling became the highest earning …

    Mobile Advertising

    What would you say if you were asked to live without your mobile phone, even for a single day? Some may be eager to let go while others may wear a “you’ve-got-to-be-joking” look, but there will hardly be anyone who would be unaffected. A mobile phone is no longer just-another-medium to stay connected; whether we like it or not, it has become THE medium to keep in touch with the world around us. More so, with the growth of Internet usage through hand held devices. This trend hasn’t escaped the …

    The Story of Brand Accenture in India

    Accenture as a Brand is one of the biggest names in the world ranking 45th on BusinessWeek’s 2009 Ranking of the Best Global Brands. In 2001 with the dawn of a new year was born this star wherein the erstwhile Andersen Consulting morphed itself overnight into Accenture to make a new beginning of sorts.
    In India though, the path this company followed has been different. Though it has been around since 1987, the first big waves Accenture made was much later in the year 2005 when it decided to spend an estimated Rs. …

    Advergaming

    With TV’s, radio, print and all the mediums along the beaten path becoming more cluttered, getting the attention of the consumer is becoming increasingly difficult for marketers. That has propelled them to explore new modes of advertising, such as advergaming.
    Simply put, an advergame is a free electronic game to promote a product or a brand. It allows a user to play any game, with the brand being advertised as an intrinsic part of the game. Advergaming can be called a ‘Pull’ medium, where consumers choose to learn about and connect …

    From reach to consumption – the Indian FMCG challenge!

    From reach to consumption

    The Indian market has been a great labyrinth for the marketers with unparalleled diversity in terms of consumer profiles and the distribution landscape. If we define markets as a cluster of more than one shop, there are more than 600 thousand markets in India. By the latest measures, 90% of these markets are fragmented into small retail outlets more popularly known as “mom & pop stores”. Historically, the challenge for FMCG companies has been to reach out to the consumers in such a fragmented channel-scape profitably. Some of the issues …

    Nokia 1100 – The first “Made for India” mobile

    Nokia 1100

    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 …

  • Articles in the GoD Category

    Cohort Marketing – Old wine in a new bottle?

    Most of us are familiar with the concept of segmenting, one of the most important tools for a marketer when targeting prospective buyers. One of the most common ways of segmenting is by age – generational marketing. Generational marketing assumes that one individual belongs to a generation if he or she is born in a given period of time. Thus, it aims to market to a consumer based on their age. Cohort marketing goes one step further. A cohort is defined as a group of individuals experiencing the same significant …

    The Story of Brand Accenture in India

    Accenture as a Brand is one of the biggest names in the world ranking 45th on BusinessWeek’s 2009 Ranking of the Best Global Brands. In 2001 with the dawn of a new year was born this star wherein the erstwhile Andersen Consulting morphed itself overnight into Accenture to make a new beginning of sorts.
    In India though, the path this company followed has been different. Though it has been around since 1987, the first big waves Accenture made was much later in the year 2005 when it decided to spend an estimated Rs. …

    Porter’s Five Forces – The Missing Link

    Perhaps one of the most celebrated tools in the kitty of any marketer or strategist trying to analyze an industry is the Porter’s five forces model.
    For the uninitiated, here’s how wiki defines it –
    “Porter’s five forces” is a framework for the industry analysis and business strategy development developed by Michael E. Porter of Harvard Business School in 1979. It uses concepts developing Industrial Organization (IO) economics to derive five forces that determine the competitive intensity and therefore attractiveness of a market. Attractiveness in this context refers to the overall industry …

    Discussion: Brand Avtars??

    One take away that we have from whatever we have learnt about brands is that a brand should have a unique core brand message that is communicated through all communications related to it. Right?
    Now let us move away from brands for a moment. You, as an individual, may have a certain image in the eyes of your family, a different image among your friends and may have a completely different image among your seniors at work. This happens because you act differently with different people. Why is that? Because different …

    Road to Research – Avoiding the Gravel

    Road to Research

    A few days back, I was waiting to board my flight at an airport when I was approached by a girl who wanted me to answer some questions regarding the airport facilities. I had time on my hands so I agreed. As she began asking me questions, I could not help but notice that every time I would answer one of her questions, she would put down 6-7 circles on her questionnaire. At one point, she filled up an entire page based on one response from me. The survey was …

    Advergaming

    With TV’s, radio, print and all the mediums along the beaten path becoming more cluttered, getting the attention of the consumer is becoming increasingly difficult for marketers. That has propelled them to explore new modes of advertising, such as advergaming.
    Simply put, an advergame is a free electronic game to promote a product or a brand. It allows a user to play any game, with the brand being advertised as an intrinsic part of the game. Advergaming can be called a ‘Pull’ medium, where consumers choose to learn about and connect …

    From reach to consumption – the Indian FMCG challenge!

    From reach to consumption

    The Indian market has been a great labyrinth for the marketers with unparalleled diversity in terms of consumer profiles and the distribution landscape. If we define markets as a cluster of more than one shop, there are more than 600 thousand markets in India. By the latest measures, 90% of these markets are fragmented into small retail outlets more popularly known as “mom & pop stores”. Historically, the challenge for FMCG companies has been to reach out to the consumers in such a fragmented channel-scape profitably. Some of the issues …

    G.O.D-Gyaan on Demand

    Gyaan on Demand aims to fulfill every demand you’ve ever had-concerning marketing. Want to know what the burning issues in marketing are? Is there any topic you are interested in, but still dont know much about? Write to us- we’ll find out for you! We have a dedicated team working just to solve the questions you pose & our policy is ‘No question is too small!’.
    Of course, you don’t have to restrict yourselves to queries, we’ll be posting the questions every week, and if you know the answer, just mail …