Monthly Archives: November 2009
The GEICO family of companies operates primarily in the private-passenger auto insurance market. This highly fragmented industry is one of the most competitive arenas of American business, as companies go to extreme lengths to maintain market share. Despite this difficult [...]
Filed under Brand Identity, Brand Management, Insurance, Marketing
Tagged as 5 Million, American Business, Arenas, auto insurance, Automobile Insurer, brand identity, branding, Business Environment, Extreme Lengths, Fragmented Industry, GEICO, Insurance, Insurance Market, Market Share, marketing, Private Insurance, Private Passenger Auto, Private Passenger Auto Insurance, Unprecedented Growth
One name that has been analogous to denim wear is GUESS and it has truly revolutionized the fashion trends. Denim wear has evolved drastically in past years from its origin as basic work attire to a highly fashionable and profitable [...]
Filed under Brand Identity, Brand Management, Marketing
Tagged as brand identity, brand name, branding, Denim Wear, Fashion Industry, Fashion Trends, Fashion Wear, GUESS, Guess Jeans, Haute Couture Designers, Innovative Designs, jeans, Lucrative Business, marketing, Profitable Business, promotion, United States, Work Attire
Lux: A brand owned by global consumer products giant Unilever Plc., the parent company of Hindustan Unilever Ltd (HUL) enjoys more than 17% market share in the premium soaps market valued at Rs6,000 crore How the brand grew over years... [...]
Filed under Brand Equity, Brand Identity, Brand Management, Marketing
Tagged as brand identity, brand image, Consumer Products Giant, Crore, Giant Unilever, Global Consumer, Hindustan Unilever Ltd, HLL, HUL, Lux, Market Share, marketing mix, Parent Company, Premium Brand, Share Market, Soaps, Stars, Unilever, Unilever Plc, Www Youtube
ICT has potential to make significant inroads in a traditional agrarian economy like India. Indian agro-sector has been exploiting the benefits to ICT. Innovative ICT application platforms are being created by private sector players in conjunction with local farmers. One [...]
Filed under Marketing, Marketing Mix, Online Marketing, Positioning/Segmentation
Tagged as Agrarian Economy, Application Platforms, assets, Benchmark, benchmarking, case study, Conjunction, e-choupal, e-hub, Farmers, Http Www Youtube, Hub, ICT, India Indian, Indian Agro, Initiatives, Inroads, ITC, Itc Ltd, leadership, positioning, Private Initiative, Private Sector, Productivity Improvement, rural marketing, Skill Development, Sustainable Income, Traditional Economy
Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in [...]
Filed under Marketing, Marketing Mix, Positioning/Segmentation
Tagged as Act, adverising, brand ambassador, HLL, HUL, Marketing Efforts, Marketing Promotion, Mass Media, Measures, Message Carrier, Personal Selling, Promotion Efforts, Promotion Strategy, Regard, Relevance, Role Play, Rural Areas, rural marketing, True Sense, Word Of Mouth
Technology company Altec Lansing learned the importance of marketing with its failed VoicePod digital recorder. As the leading maker of computer speakers, Altec was sure it had a hit on its hands with its innovative recorder that attached audio messages [...]
Filed under Brand Failure, Marketing
Tagged as advertising, altec lansing, Audio Messages, Brand Failure, Computer Speakers, Digital Recorder, E Mail, Importance Of Marketing, Innovative Audio, Technology Company, technology failure, voicepod
Many brands fail when they move into inappropriate categories. For instance, Harley Davidson Perfume proved to be an extension too far. Virgin, however, is one company that seems to be able to apply its brand name to anything. Although Richard [...]
Filed under Brand Equity, Brand Failure, Brand Identity, Marketing
Tagged as airlines, Brand Failure, brand name, Empire, Extension Failure, Failure, Financial Services, Groundbreaking, Harley Davidson, Inappropriate Categories, Perfume, Record Label, Register, Richard Branson, Sex Pistols, virgin, virgin airlines, virgin cola
The company took part in an event called the Cow Parade in which cows were decorated according to different themes. Yahoo!’s ‘udderly moovelous’ (as it put it in a press release) pair of purple plastic cows were installed with an [...]
Filed under Advertising, Brand Failure, Marketing
Tagged as advertising, Brand Failure, Cow Parade, Cows, FHM, grafitti, gurilla marketing, IBM, Ibm Linux, Internet Facility, Linux, Press Release, Tactic, technology failure, Udderly, Yahoo, York Crowd
Cigarette manufacturers have often thought that the best way to build market share is to come up with new twists on the standard cigarette formula. For instance, Marlboro has had dozens of different varieties in its history, including Marlboro Menthol, [...]
Filed under Brand Failure, Brand Management, Marketing
Tagged as Brand Failure, Brand launch, Cigarette Companies, Cigarette Manufacturers, cigarettes, Consumers, Dozens, FDA, Idea failure, Market Share, Marlbore, Marlboro Cigarettes, Marlboro Lights, Marlboro Medium, Marlboro Menthol, Rj Reynold, Rj Reynolds, Silk Cut, Smokeless Cigarettes, Twists
Red Bull originated from an energy drink from Thailand called Krating Daeng. Dietrich Mateschitz, an Austrian entrepreneur developed the Red Bull Energy Drink brand. Mateschitz was the international marketing director for Blendax, a toothpaste company, when he visited Thailand in [...]
Filed under Brand Equity, Brand Identity, Marketing
Tagged as beverages, Brand Awareness, brand loyalty, brand salience, CBBE, Dietrich, energy drink, Entrepreneur, Hungary, International Marketing, Jet Lag, Krating Daeng, red bull, Red Bull Energy, Red Bull Energy Drink, Thailand, Toothpaste Company