Marketing & Strategy Articles


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.




Brand Competition-Winners write history 02 December 2010

Competition is existent everwhere. Competition exists in schools where little students have to get the best grades, it exists in institutions where the best projects get recognised and applauded, it exists during competitive exams in getting admissions in the best colleges and also, it is present when people have to fight it out to make their careers. But even though everyone give their best effort and perform to the best of their abilities, the rules of the game are decided by the winners.

 

Blackberry: A Rhythmic transition 31 October 2010

'We're the blackberry boys'!!

The foot-tapping musical advertisement is literally the talk of town, showing a smooth transition of the target customer base and repositioning for the telecom giants from only business professionals to students and dynamic youth. The advertisement initially shows a few business professionals dressed in formals and dancing on the tunes of ‘we are the Blackberry boys’. Gradually one by one, young boys and girls join them in singing the same song and within a few seconds the business professionals are surrounded by young people. The transition of shift of usage of Blackberry by professionals to everyone else has been done gracefully through the advertisement. At the end of the advertisement it aptly says, ‘Not just for the Office guys’.

 

Royal Enfield Bullet - The Indian Cult Brand ! 31 October 2010

People talk a lot about Harley Davidson and how big it is as a Cult brand. People have seen and read case studies on it in their management courses. But whenever one reads about Harley, one Indian brand that definitely comes to mind is Bullet motorcycles from Royal Enfield.

 

Its an App App World ! 31 October 2010

Gone are the days when a mobile phone was just an instrument to talk to a person, away from you, while travelling.

The scenario has changed now. Our latest cellphone boasts of 600Mhz processor, 384 MB RAM, upto 32 GB memory card and many more things....

Google Nexus One/ HTC Desire has a 1 Ghz processor. A speed which was just restricted to a PC.

 

Do Brands have finite lives ? 31 October 2010

We all have heard, studied, read about the Product Lifecycle(PLC). The concept says that Product, like a human being, has a finite life. It grows, matures and then dies.

Lets take an example. A Floppy Disk is no longer available now but it was a hot cake at one time. Even till 2001-02 floppies existed in market. The product just died.

 

Why Twitter is so successful ? 31 October 2010

In 2005-06 a phenomenon called Orkut hit India. People were totally hooked on to it. Everone created a profile on it in 2006 and after that a social networking revolution came to india. In US, Europe etc  this had already started 2-3 years back. MySpace, Facebook etc were already super popular.

India also caught on well with all these trends. Orkut became a passe as soon as Facebook took over for Personal and social networks, LinkedIn for professional and MySpace just for timepass in the Indian context.

Then suddenly new words started to make some noise in the cyber space. These words twitter and tweets took the world by surprise and shook it! They introduced the concept of microblogging  and SMS type social networking.

 


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