Marketing

Creative resource for businesses and creative professionals

I am happy to inform you that I have expanded my creative designing and resource website www.brochure-designing.net to include the following:

Like I said, Cinthol is not going anywhere.

In one of my earlier blogs, I had discussed Godrej’s strategy of changing the positioning of its Cinthol soap for the thir time to “soap for the youth.” As mentioned earlier, Cinthol was introduced in the market in 1952 as the first deodorant “soap for men” and later it was repositioned as a “family soap.” Sometime back, it roped in Hrithik Roshan to again reposition it as a “soap for the youth.” Godrej had also come out with a snazzy high tech type of commercial with Hrithik Roshan to change its positioning. I had stated that this was a bad idea.

Should Bajaj be dropped? Implementation issues

In my previous post, I had discussed the new branding strategy of Rajiv Bajaj from the point of view of management theory. Well, management theory suggests that Rajiv Bajaj is on the right track. Now let us discuss some of the implementation issues that Rajiv Bajaj will have to grapple with to make his new branding strategy a success. In addition, we will also try to comment on some of the issued and concerns raised by others while debating on this issue.

What is positioning? Lets understand from an accountant.

Sunce we have been talking about positioning and branding with respect to Bajaj Auto’s new branding strategy, I thought an example to explain the concept of positioning would help.

Bajaj Auto’s branding strategy. What does management theory say?

Yesterday, in my post I had suggested that analyzing the new branding strategy adopted by Rajiv Bajaj of Bajaj Auto would be a great learning experience. I had suggested that we will analyze it from two perspectives. First, I will discuss it from the point of view of what management theory says.

Should Bajaj be dropped?

We all know by now that Rajiv Bajaj takes radical decisions. After deciding to exit the scooter market, he is taking another radical decision to restructure the company’s branding strategy. Unfortunately, Rahul Bajaj did not agree with Rajiv on his strategy to exit the scooter market and now he does not agree with Rajiv on the new branding strategy.

Now Airlines want to be in travel business

It has been reported in Economic Times that Kingfisher, SpiceJet and Indigo want to launch a travel portal in order to save on commission. Somehow, it is difficult for me to understand the obsession of airlines to save on travel agent’s commission as if that is the primary reason for the troubles of airlines. It seems that all the airlines think that they will be all become profitable just by eliminating the travel agent’s and travel portal’s commission.

Do not call registry

Sometime back, I had mentioned in one of my blogs that why are we, as a customer, asked to register our names and telephones to stop getting calls which are an invasion of privacy as well as illegal. According to law, unsolicited calls are illegal. The court has also fined the telecom companies as well the association of mobile operators. I felt that it should be other way round, that is, whichever customer wants to receive calls should register their names and telephone numbers. Now this is what the Supreme Court has also suggested.

Lets get rid of the middlemen

Everytime airline industry gets into a problem, it seems that the problem is the travel agents and the commission that they receive. Somehow the whole industry seems to feel that the cause of all their problems are travel agents. The commission given to the travel agents increases the cost of the ticket which results in increasing the cost of travel which in turn reduces the demand and causes severe problems for the airline industry. I am guessing this is the logic behind the thinking of airlines.

Should Indian Express invest in reviving its print media business?

It seems that Indian Express (IE) is going through restructuring so that it can raise funds to revive and grow uits print media business.