Category Archives: Consumer Behaviour
Creating a Brand Value
A very interesting read dicussing the creation of a Brand Value with an Indian perspective. It says that the most important change in India has been the demographic one. By this time, almost all know that we are a nation [...]
The Apple iPhone: Successes and Challenges for the Mobile Industry
The survey showed that most iPhone users are relatively youthful technophiles; half are under age 30, and a third of them even carry more than one mobile phone. This group of customers is great for launching a product, but there [...]
Filed under Consumer Behaviour, Marketing
They Sell Suits with Soul: Now that's customer delight
The only thing worse than a pushy salesman in a slick suit is a salesman pushing a slick suit. In 1973, that insight led George Zimmer to open a store that would sell suits differently from how they'd been sold [...]
Filed under Business Strategy, Consumer Behaviour, Featured Cases, How To
Managing Customer Loyalty through Direct Marketing
LF is active in three markets: Property & casualty insurance, pension and banking. The main objective for such a strategy is to differentiate by offering all the services to the customer who can enjoy the benefits of having their whole [...]
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Filed under Advertising, Articles, Brand Management, Consumer Behaviour, Marketing, Sales and Distribution
Consumer perceptions on the incorporation of established brands : The acquisition of Body Shop by L’Oréal
This thesis aims at investigating consumers’ perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly [...]
Filed under Articles, Consumer Behaviour
Marketing Strategies by PearlPet
Pearlpet is a highly successful brand. So successful that the brand has become generic to the category. This is a brand that transformed the Indian kitchenware market. I still remember times where my mother used to store those curry powders [...]
Filed under Brand Identity, Branding, Consumer Behaviour, Marketing
Re-branding Case Study : Skoda
The re-branding of Skoda provides a useful case study of the challenges faced by brands wishing to reposition themselves. Critics of the Skoda would be surprised to hear the Skoda is now one of the fastest-growing car brands in the [...]
Filed under Branding, Consumer Behaviour, Marketing, Positioning/Segmentation
Stick with It : The Band-Aid Case Study
Band-Aid has been iconic brand in India and indeed has always been a favorite of moms and kids. This makes it all the more important for Band-Aid to stay relevant and develop communications programs that are uniquely "own-able" by [...]
Filed under Consumer Behaviour, Marketing
Strategic Marketing : success story of Bajaj Fans
Bajaj is beyond doubt one of the giants in the business. The case study covers one of the verticals of this corporate i.e. the electrical fan segment. The vision was to make Bajaj Fans a leading player in the fans [...]