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A decorated window of a store is a beautiful site to behold. The rush of bargains, retail therapy - these concepts are founded in hard science. Research has found that peering into a decorated holiday window or snagging an exclusive deal triggers a release of dopamine, 'the feel good' hormone.
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Cause Marketing has been open to a variety of interpretations. Therefore, it is important to differentiate it from the commonly confused terms. Cause Marketing is not: “Social Marketing”: an attempt to influence behaviours that benefit individuals and communities for the greater social good. Nor is it: “Corporate Philanthropy”: act of a corporation or business promoting the welfare of others, generally via charitable donations of funds or time. It is the use of marketing tools that aligns a brand or company with a cause, generating benefits both for the business and society.
"If we stop thinking of the poor as victims or as a burden and start recognizing them as resilient and creative entrepreneurs and value conscious consumers, a whole new world of opportunity will open up" As per CK Prahlad, serving the BOP market requires new managerial capabilities. This segment, also called the aspiring poor can be tapped by not just selling products at low prices. But by helping them improve their standard of living. Besides this market is open for innovations that are sustainable and sensitive to culture and environment.
The pristine beaches of Malaysia, the water parks of Essel World or the unexplored paradises of the northeast India, all these destinations have now become synonymous with tourism and adventure. But what made us draw these parallels, it nothing but a tryst with one of many destination marketing campaigns. Destination marketing is the process of communicating potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product choices.
The marketing world has always been evolving with changing technologies. What is different today, is the unprecedented rate of change in the both the development of marketing tools and the escalation of expectations for better experiences from customers. Ask the marketing workforce of any organisation and they will tell you that the biggest challenge today is to keep up with proliferating technologies to serve customers better.
Listening to the term "Hijra" our mind goes back to images of a traffic signal where people are being trapped on the shoulder by transgenders asking for money. The attitude of society towards transgenders is very negative and there are certain associations (particularly fear) that are rigidly formed about them and their way of life.
"If I look at the landscape I see in the future of young start-ups what I saw in the US in the '70s and '80s, a disruptive environment and an ability of these start-ups to think out of the box." There is a real resurgence of entrepreneurial spirit and start up activity with 800+ startups being set up annually. Oodles of ideas oozing out from the young minds has changed the face of Indian market.
With the average attention span of online visitors shrinking to about eight seconds, marketers are trying hard to uncover how to build immediate connections. "Brand Story Telling", is currently the biggest buzz trend in marketing. Stories have enthralled us all across the world timelessly.
In the 1980’s daytime television serials, more commonly known as soap operas raked in more ad revenues than their primetime counterparts but they now seem to be dying a slow death. The story of the soap opera is in itself so interesting that one can make a soap out of it. This article traces the rise and fall of the Soap Opera.
Consumers today have shut off the traditional world of marketing. They own TataSky+ to record and skip television advertising, they ignore magazine advertising, and stream all their shows online. There has to be a better way to reach out!
Have you often wondered about the mystery behind the veil of Wills Gold Flake “T-shirts” or Smirnoff “Cassettes and CDs”? Welcome to the world of surrogate marketing- embedding a brand or product message inside an advertisement which is ostensibly for another brand or product. The brand name, colors, logo and everything except the product will be the same, often leaving consumers with an “eh, what?” expression!
Cross cultural marketing is extremely important in this era of increasing globalization. Some of the most hilarious and shocking marketing blunders have occurred in the area of cross cultural marketing. We bring to you the top 10 cross cultural marketing gaffes that will leave you in splits and make you wonder how the best marketing teams in the world could have overlooked something that simple!
Imagery- it’s a seemingly innocuous word which triggers tingles of tiny feelings mostly related to connection of things to images or vice versa. We as human beings have been trained to associate some things with other things so frequently that mentioning this wonderful neurological phenomenon is a thing of no surprise or awe. Let’s take a step back and try and see how much we recognize and perceive through association and imagery.
Online shopping as a practice has still not diffused into the Indian culture. The basic reason behind this is lack of trust. The chief fears were those of online transaction of money, quality of product and exchange policy. Flipkart already had solutions to these problems in place. However, the main challenge for Flipkart was to change the attitude of the consumers towards online shopping first.
The article enumerates key factors that influence shopping behavior within a store. It brings a different dimension to marketing study in the form of shopper marketing. The focus of traditional marketing is on the brand and the product category whereas the focus of shopper marketing is on the shopper.
This article is a study of how RCB, a sports franchise, was developed into an effective arm for surrogate marketing by the UB Group. However, when RCB became a significant business to the UBG, they worked actively towards building it into an independent brand.
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