Surrogate marketing is a promotion strategy used to promote products in the market that are banned, like Alcohol and Cigarettes. These products are advertised in a hidden or indirect manner. Surrogate means ‘Substitute” which means that the surrogate product can either resemble the original product or be a completely different product. When consumers look at …
Key takeaways: Brand personality is a persona that connects the brand and its consumers. Frameworks given by Aaker and Carl Jung can help in choosing the right personality fit for your brand. Developing brand personality requires a clear objective, audience segmentation, and media strategy. Brand personality is the personification of the brand. It means giving …
Philip Kotler introduced the concept of societal marketing to literature in a 1972s article “What Consumerism Means for Marketers” in the Harvard Business Review. Societal marketing is an advanced form of CSR (corporate social responsibility) and sustainable marketing. The products under societal marketing consider social, ethical, ecological values and long-term social welfare. What Is Societal …
Affiliate Marketing is the first step towards the growth of a business for almost 99% of business owners and a way to earn money for affiliates. Affiliates are simply the people who are attached to or connected to an organization. Affiliate marketing is when an affiliate earns a commission for marketing other people’s or other …
Influencer Marketing is one of the popular trends in digital marketing strategies these days. Virtual Influencer or as they are called “Computer Generated People” have features like humans. With the advancements in technology and the rise in the use of digital platforms, it has become difficult for brands to choose the right influencers and stand …
Every business irrespective of its age or size needs new customers to make its products reach more people and hence run the business profitably. It might be noticed that every business has two types of customers; the ones who splurge well over the products and the ones who visit the platform for free and do …
Price is an integral component of the marketing mix. Before selecting a pricing strategy, the management must consider factors such as consumer’s ability to pay, market conditions and manufacturing costs. Premium pricing, Penetration pricing, Economy pricing and Decoy pricing are some of the pricing strategies adopted by Indian Brands. With the right pricing strategy, the …
Moment Marketing has taken a front seat ever since the emergence of social media platforms. Amul, a dairy brand, is the pioneer in Moment Marketing. The Amul girl has always spoken about current political and non-political scenarios. Initially, Amul would use above-the-line and below-the-line mediums but with the rise in the use of social media …
In today’s dynamic world, Inclusive Marketing has become an absolute necessity. Gone are the days when organizations could remain ignorant of diverse communities and cultural bias. For brands to strive in these days and in this age, it is of utmost importance for them to create content and communicate it in a way that reflects …
Culture has a huge impact on the marketing strategies of a product. As culture affects a consumers’ lifestyle, so brands do focus on the cultural values of their consumer in order to make them believe that they really know their consumer well. The importance of culture in the world of marketing is huge. The …
Does culture really impact the marketing strategies? Read More »
