A Thumbnail Speaks to a Thousand Users

– Shatakshi Huddar You’ve had a long day, and you cannot wait for a cosy night in with your laptop. You turn to Netflix, thinking of watching something other than your comfort show. Your friends’ recommendations obviously don’t matter, so you blindly scroll through whatever Netflix believes is right for you. Take a pause here,

Is India heading towards the D2C way in retail?

Written by Tanvi Joharapurkar The pandemic has had a paradigm shift in consumer behaviour. Consumers are increasingly using online shopping even for daily need products. E-commerce in India has seen a growth of almost 17% as compared to pre-pandemic times. Even consumers in rural areas are adjusting their behaviour around the digital technology. With businesses

Bazaars, our indigenous markets

–Mohamed Inamul Hasan Few years ago, when my niece came to our native town from the US, she badly wanted to go to a shopping mall on a weekend. Our humble town is not a place to expect a mall. I thought for some time and said ok, but on a condition that the mall

Error 404: Not Found in Kotler

–Nikhita Ramakrishnan “Yeh Fevicol se bhi mazboot jod hai” This was a quote made by Hon. PM Shree Narendra Modi Ji to describe the strength of Indo-Japan relations. Fevicol Marine’s iconic tagline was created by Ogilvy & Mather and the ad was shot in the backwaters of Kerala. When I was growing up, I had

Marketing: Myth vs Reality

Is it a bird, is it a plane…….well, it can be anything you want it to be as long as you know how to market it. While most B-schools grads might be familiar with the conventional definition of creating, communicating, delivering, and exchanging offerings of value to consumers, if marketing were to be described in

The launch of Colorbar’s fifth category

Background: A quiet starter, Colorbar Cosmetics entered the Indian market in 2004 with the vision to touch every woman with color. Today it is the fastest growing color cosmetics brand in the country. Spread across more than 600 outlets in the traditional markets, Colorbar is quick to launch both color and product trends. It introduced the

The New Socio-Economic Classification System

In a bid to keep pace with the fast-evolving economic outlook and consumer attitudes and preferences in the country, the Media Research Users’ Council (MRUC) and the Market Research Society of India (MRSI) unveiled a new Socio-Economic Classification (SEC) systemin 2011, under which all Indian households will be classified. The decision to revisit the SEC grading system

Cigarette makers launch smaller price packs to revive market

Top cigarette makers ITC and Godfrey Phillips have taken a leaf out of cola giants and FMCG firms’ book by launching smaller price packs to revive the market after volume sales fell more than 3% during April-September due to a sharp spurt in prices. ITC, which has more than 70% market share in the around Rs 35,000-crore Indian cigarette

Rebranding: Change is good

In the last one year, Airtel unveiled a completely new brand identity – with a new logo, new signature tune and new campaigns. Star Plus renewed its logo and turned to ruby red from the previous blue. HDFC Standard Life is now HDFC Life. The need to stay relevant and connect with growing young consumers

Marketing- The PQRS Strategy of Apple Inc

Apple Inc. (“Apple”) as we all know is a global brand known for being innovative, creative and a market leader in host of products. But what is more noticeable about this amazing company is that the Cupertino based conglomerate spends over USD 1 Billion on advertisements. At the same time we know Apple does not