CONCEPTS

Markets are conversations, marketing takes a day to learn and a lifetime to master. As perfectly quoted by Benjamin Franklin, “Either write something worth reading or do something worth writing about.” It’s not just about what’s accurate from the perspective of the growing of a business, but it’s also what’s appropriate for the customers and society. […]

While almost every creature with intellectual power and ability to read, write and hear is aware of the value of good content and context but the astonishing fact is, very few focus on these holistically. Content is a lot more than amazing visuals or infographics and context are much more than just geo-targeting or re-marketing.

Moment marketing essentially refers to creating relevant and consistent connections between offline and online media in real life. The greatest challenge that the marketers and advertisers are facing in today’s world is to make sure that their brand is discussed among their audience. It is imperative to keep the buzz up, otherwise, within a snap

Evidence-based Marketing is a strategy that companies use to market itself. It not only includes research, statistics of the data, consumer information but also includes trend and inputs of an industry expert. This will help companies to back their marketing strategy with authentic data. At times brands use Evidence-Based Marketing as a source of information which

They were first set out by Michael Porter in 1985 in his book, “Competitive Advantage: Creating and sustaining superior performance.” Porter called the generic strategies “Cost leadership (no frills), “Differentiation” (creating uniquely desirable products and services) and “Focus” (offering a specialized service in a niche market). He then subdivided the focus strategy into two parts:

What does the Gold iPhone X, Gucci shoes and Susan G. Komen’s Race for the Cure all have in common? The answer — they were all created to support a cause marketing campaign. Cause marketing happens when a for-profit and a nonprofit brand come together to raise money or drive awareness for a cause or

The Indian economy has a large number of investors in financial products. Many firms with claims to their cash flow regularly trade in the active secondary security market. In addition to these investors and firms, there are also a number of financial intermediaries contributing to the market efficiency through financial products created to satisfy specialized

A brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to distinguish their product from others. A combination of one or more of those elements can be utilized to create a brand identity. Examples of strong brands are Zara, Mercedes, Apple, Tata, Amul, etc. This provides us with a first step

Market Follower Strategy is a strategy used by an organization who imitates what the market leader does. These companies do not overtake or challenge the market leader. Also, these companies earn a lot of profit as they do not bear the expenses of innovation. There are 4 main market follower strategies i.e.   Counterfeiter: In this

Sales are the front end of a company or firm. The company takes a good number of initiatives to meet the customer’s expectations and sales and marketing are the parallel themes for a company to run efficiently. Sales are contingent upon the attitude of the salesperson – not the attitude of the prospect. A sales