Category Archives: Positioning/Segmentation

Positioning & Segmentation

Positioning/Segmentation : Austin Powers

The marketing strategy behind Austin Powers entailed a broad scope of activities: promotions, tie-ins, movie trailers, online video games, etc. These different levers would help in moving the customer through the relationship stages. Before any of these efforts were undertaken, [...]

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Filed under Marketing, Positioning/Segmentation

Retention of the restaurants’ customers

customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service [...]

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Filed under Branding, Business Strategy, Featured Cases, Marketing, Positioning/Segmentation

Why Apple is "Numero UNO"

At the outset, Apple had many competitive advantages that allowed it to become a profitable business. Apple’s PCs relied on proprietary designs that only Apple could produce. When Apple developed the Macintosh, it was very easy to use, had an [...]

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Filed under Computers and IT, Featured Cases, Innovation Management, Positioning/Segmentation, Technology, Technology Management

Barista : Which Way To Go!!!

This case provides an interesting situation for management students to discuss and analyze on the Coffee Major Barista. It addresses a number of marketing and strategic issues like branding, brand extension, international expansion, distribution, franchising, pricing and positioning to name [...]

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Filed under Business, Business Strategy, International Business, Marketing, Positioning/Segmentation

ITC’s Bingo Case Study

Business Standard's Annual Brand Derby has picked Bingo as the most successful launch of 2007. Vodafone was a close second to Bingo. Ten months after it entered the category with its wafer snack brand, Bingo, ITC's foray into the Rs [...]

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Filed under Brand Management, Marketing, Positioning/Segmentation

Repositioning of LG

LG is ready to reposition itself in India. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as one that causes happiness, an enabler of life enrichment. The focus will be on the softer aspects [...]

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Filed under Marketing, Positioning/Segmentation

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 [...]

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Filed under Branding, Consumer Behaviour, Marketing, Positioning/Segmentation

The Health Drink War : Complan vs Horlicks

The health drink from GSK (GlaxoSmithKline), Horlicks, has been traditionally targeted at elders and positioned as a 'great family nourisher'. However, about five years ago, the communication was changed to 'pleasurable family nourisher' with the introduction of different flavours. Horlicks' competitor, [...]

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Filed under Branding, Marketing, Positioning/Segmentation

Brand Reebok - Reebok Just Did It, Impossible is Nothing!

Reebok in India has been perceived as a sports-wear brand rather than a sports-lifestyle brand. Competing brands in the business are leveraging the Sports and Lifestyle platform. Adidas and Nike benefitted from their associations with international sports personalities and events. [...]

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Filed under Advertising, Brand Management, Free Cases, Marketing, Online Marketing, Positioning/Segmentation

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 [...]

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Filed under Brand Equity, Consumer Behaviour, Marketing, Positioning/Segmentation