Value proposition. Most marketers would have heard of the term and would even have created value propositions; however, having interacted with many marketing people, I find that while they are aware of the concept of value proposition, many only have a hazy idea of what it is. In case you are someone who is not […]
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We have all read – or certainly heard of – Good to Great by Jim Collins and In Search of Excellence by Tom Peters and Robert H. Waterman Jr. Both books were based on pretty rigorous research and analysis and identified themes that had made some US companies excellent /great. Both the books became bestsellers […]
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There is no doubt that a number of new product launches end in failure. In fact, many people, some very eminent, have asserted that 80-90% of new launches fail. While this is not borne out by empirical evidence, there is no denying the fact that 30-50% of products fail in the marketplace. In two studies […]
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I am sure all of us are aware of the Ansoff Matrix and may have used it in our working life. However, in case you are not aware of it, this post should help. The Ansoff Growth matrix is one of many marketing planning tools that will help a marketer determine his or her business’ […]
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There is a lot to learn from creative marketing initiatives of other brands. May be, these ideas could trigger off some creative juices in us. In this article from Forbes, Josh Linkner presents interesting moves made by five brands – Dove, Cuties, Doritos Locos, Wedit and Lululemon. Simple but highly effective ideas. Read the article […]
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An article that touches upon some important lessons that managers may find of immense relevance. The field is politics but the lessons have universal applicability. Read the article here Visual courtesy:https://www.flickr.com/photos/121483302@N02/
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Jack Trout provides a simple, four-step guide to building a great strategy for your brand. Step 1: Understand the environment and the context. While we talk of competitors, we tend to exclude them when working on our strategy. But we cannot. Competitors are spending huge sums of monies trying to get their stories into the […]
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Michael Porter is the guru of strategy. And many of his ideas have been made more accessible by Joan Magretta of Harvard Business School. In fact, I would strongly recommend everyone to read her outstanding ‘Understanding Michael Porter: The Essential Guide to Competition and Strategy.’ In an article in HBR, Magretta writes about Porter’s five […]
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Many marketers view their businesses as a continuing war between their company or brand and other companies and brands, with market share the territory that has to be fought over and won. I have come across marketers whose only strategic intent is the annihilation of their competitors. In the context of warfare, Wikipedia outlines “Strategy […]
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Most of us would have heard of the Mahatma’s famous marketing quote: ‘A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. […]
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