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 Marketing Model. Hypotheses 2 – retention and loyalty have unidirectional relation – loyalty means retention [...]
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 industrial design, and technical elegance. People craved these qualities in a PC.
Many of Apple’s current [...]
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 a few. What is very interesting about this case is that it identifies typical problems [...]
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 1,800-crore branded snack market has fetched the company a 16 per cent market share across [...]
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 of things. This is the first experiment of its kind that LG has done anywhere [...]
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 UK motor industry. The Czech car company boosted its sales in the UK in 2001 [...]
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, Complan, promised to make the kids taller. Shorter kids’ friends coaxed them to request their [...]
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. Adidas has Sachin Tendulkar and Virendra Sehwag as their brand ambassadors. Nike has taken apparel [...]
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 with a very young population. Brand owners or creators have to invest more time, effort [...]
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 market in India, by understanding and effectively meeting the consumers stated and unstated needs, so [...]
