Marketing & Strategy section contains articles on marketing concepts & strategies, branding of products & services, advertisement campaigns, promotional activities of brands and analysis of popular global brands.
FMCGs in E-Commerce – Where are they today?
02 December 2015
In the past few years, the proliferation of mobile phones and internet have led to the creation of E-Commerce sector, which carved a space for itself in an already competitive landscapes of India. A recent report by Internet & Mobile Association of India (IAMAI) and KPMG found that, as of June 2015, internet users in India stood at over 350 million. With internet penetration still at 19 per cent, which is only one-third of that in other BRIC nations, it is expected to grow at a CAGR of 61.3 per cent from 2013 – 17. India’s internet growth story is strongly driven by the rapid growth of rural mobile internet users, which grew from 0.4 per cent in 2012 to 4.4 per cent today. Metros and Tier- 1 cities although not saturated yet are also growing at a tremendous pace.
E-commerce Apps Only: A Killer Move or a Fatal Error?
29 November 2015
A sudden wave of online buying stumbled upon the psyche of the people in India sometime after the global recession showed signs of recovery in late 2008. The working class was enticed by the idea of placing the order with just few clicks and getting it delivered to your home. ‘Cash on Delivery’ only added fuel to rage. Indian E commerce market is growing at a CAGR of over 30% since 2009 (about $3 billion then) and is expected to touch $22 billion by 2015.
Let’s go back to few decades. Currently world’s most recognizable brand “Coca-Cola” was facing stiff competition from its arch rival Pepsi cola as well as some of its own products like Sprite and Fanta during 1970s and 80s. In the beginning of 1980s the no 1 position of Coca Cola started looking vulnerable. It was rapidly losing its market shares to Pepsi. It was only Coke’s more effective distribution channel which kept it ahead. To get out of this vulnerable situation the company decided to rebrand itself, the decision which turned out to be disastrous and has also been referred as “biggest marketing blunder of all the time”.
Customer’s Choice or Company’s Impulse and Convenience?
19 November 2015
The advent of destructively agile marketing strategies and the excruciatingly demanding thirst of organizations to increase profits to grow beyond the air in their lungs endangers them to a counter-productive future as customers begin to detest the suffocatingly specialized (read limited) interface between the product and its purchase. A considerable number of business entities are increasingly going the mobile app way as a platform for online purchase.
Refurbished Goods: The New Way to Shop
16 November 2015
Business dynamics is changing rapidly today, whether it be specialty products, shopping goods or convenience consumer goods, the way these are sold and purchased is undergoing a rapid transformation. Seeing technology growing at a fast pace, from smart phones and iPods to Google glass and smart watches, even the relatively new products are becoming outdated fast.
Optimizing Benefits of Advertising Pre-tests
09 November 2015
There is conflicting views between creative agencies and clients on the role of advertising pre-tests in successful advertising. While there has been increase in spending on testing creative alternatives at the pre-production stage, the question debated in the Indian context is that, should metrics (based on pre-test results) or agency judgment and client gut-feel be relied upon for decisions regarding creative alternatives?