18th October 2011
In Part A,B & C of this article, we looked at the trend of niche regional players queering the pitch for established companies and brands, and examined how they could have tackled this threat. In this concluding part, we look at the second key trend which...
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11th October 2011
Regional brands and their success have done enough to cause boardroom despair, stock market impact and the denting of many a corporate reputation. What explains their success in a classic ‘David’ vs. ‘Goliath’ battle? Apart from the identification of a co...
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26th August 2011
I want to share a decade old experience with a prospective client. The corporation had an ambiguous record when it came to responsible marketing, yet the person who called us was a man with impeccable track record and had spent a good time with this compa...
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10th August 2011
Segmentation identifies groups that are internally homogeneous and externally heterogeneous, so that products and services can be specifically targeted. Segmentation is normally either geographic, demographic, psychographic or behavioural in nature.
– Ge...
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17th June 2011
What's marketing responsible for when we consider its social implications? A little while back, an inquiry came along for us from a maker of therapeutic products. The brief was to provide ‘branding’ for a product that this MNC was about to introduce in In...
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