Marketing & Strategy Articles

“People do not buy goods and services. They buy relations, stories and magic.”

-Seth Godin

The word Experience is an occurrence that leaves a lasting impact on someone. Experiential Marketing is a strategy that involves customers encouraging them to contribute in the development and progression of a brand by marketing of a brand/product /service experience in order to remain in the minds and hearts on consumers for a longer time.

After decades of courting controversies about body image and stereotypes, Barbie finally got it right in 2015. Mattel's new campaign had a powerful message - that a girl can be anything she wants to be, and depicted the Barbie as a tool for young girls to express themselves. About the same time, Mattel achieved another milestone. For the first time in its history, a boy appeared in a Barbie advertisement. This article covers the various aspects of Marketing to Men & Women.

According to Institute of Public Relations ‘Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.’

Do you like to visit our restaurant every day? Voila! Enjoy a free overnight stay at our luxurious hotel! Or do you order a pizza every month? Get a 20% off on your next pizza (offer valid only for three weeks). Customer relationship is not just about treating the customer nicely but retaining the customer over lifetime and holding his loyalty. This is gained by providing him with incentives to continue being a customer. But how do we decide what incentive to give?

All human no matter what their income is or how much they save, they have equal propensity to spend their money; some are called miser, while some are spendthrift depending on dynamism and nature of their expenditure. If we can classify the consumers on the basis of their propensity to spend, it will be easier for the industries to know their target segments. So there goes the new dimension- propensity to spend.

The newspaper print industry is one of the most vast and exhaustive industries, with a distribution network second only to FMCG. Like every distribution network in the market, the newspaper DN has its own stakeholders, and the role they play is very crucial to the eventual sales. The most important aspect of the Newspaper sector is the product itself, the basic content of which is more or less same across competitors. So what exactly are the parameters that govern the buying behavior of the consumer?