Personal versus Nonpersonal Channels

There are a number of basic differences between personal and nonpersonal communications channels. Information received from personal influence channels is generally more persuasive than information received via the mass media. Reasons for the differences are summarized in the following comparison of advertising and personal selling From the standpoint of persuasion, a sales message is far more flexible, personal, and powerful than an advertisement. An advertisement is normally prepared by...

Consumer Franchise Building versus Nonfranchise Building Promotions

Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity are consumer franchisebuilding (CFB) promotions. Consumer sales promotion efforts cannot make consumers loyal to a brand that is of little value or does not provide them with a specific benefit.

Distribution Channel Decisions

As consumers, we generally take for granted the role of marketing intermediaries or channel members. If we want a six-pack of soda or a box of detergent, we can buy it at a supermarket, a convenience store, or even a drugstore. Manufacturers understand the value and importance of these intermediaries. One of a marketer's most important marketing decisions involves the way it makes its products and services available for purchase. A firm can have an excellent product at a great price, but it...

McDonald's Breaking into the South African Market

MCDONALD'S OPERATES OVER 21,000 FAST-FOOD restaurants in 104 countries. Its golden arches overlook piazzas and shopping malls from Moscow to Manila. And it's also the world's most famous trademark, it was rated the world's top brand by Intcrbrand, a consultancy, beating Coca-Cola into second place. In recent years, faced with greater competition in the United States, the company has increasingly relied on overseas markets as a source of profits.

Setting the Total Promotion Budget and Mix

The company must divide the total promotion budget among the main promotion tools - advertising, personal selling, sales promotion and public relations. It may also have to decide just how much of its promotions will involve direct marketing. It must blend the promotion tools carefully into a co-ordinated promotion mix.

Consumer Goods Market Testing

In testing consumer products, the company seeks to estimate four variables trial, first repeat, adoption, and purchase frequency. The company hopes to find all these variables at high levels. In some cases, it will find many consumers trying the product but few rebuying it. Or it might find high permanent adoption but low purchase frequency as with gourmet frozen foods . Here we describe the major methods of consumer-goods market testing, from the least to the most costly.

Responding to Competitors Price Changes

How should a firm respond to a price cut that is initiated by a competitor In markets characterized by high product homogeneity, the firm should search for ways to enhance its augmented product, but if it cannot find any, it will have to meet the price reduction. If the competitor raises its price in a homogeneous product market, the other firms might not match it, unless the price increase will benefit the industry as a whole.

Limitations of Newspapers

While newspapers have many advantages, like all media they also have disadvantages that media planners must consider. The limitations of newspapers include their reproduction problems, short life span, lack of selectivity, and clutter. Poor Reproduction One of the greatest limitations of newspapers as an advertising medium is their poor reproduction quality.

Advantages and Disadvantages of Transit Advertising

Also called as advertising on transport, Transit Advertising is advertisement placed on or in any mode of transport – from buses to taxis, trains, trams, and subways. It also includes advertisements placed in transport precincts such as bus stops, subway entries, fuel stations and others.

Defining Market Boundaries

The crux of any strategy formulation effort is market definition The problem of identifying competitive product-market boundaries pervades all levels of marketing decisions. Such strategic issues as the basic definition of a business, the assessment of opportunities presented by gaps in the market, the reaction to threats posed by competitive actions, and the decisions on major resource allocations are strongly influenced by the breadth or narrowness of the definition of competitive boundaries....

The Rise of Megaretailers

The rise of huge mass merchandisers and specialty superstores, the formation of vertical marketing systems, and a rash of retail mergers and acquisitions have created a core of superpower megaretailers. Through their superior information systems and buying power, these giant retailers can offer better merchandise selections, good service, and strong price savings to consumers. As a result, they grow even larger by squeezing out their smaller, weaker competitors. The megaretailers have shifted...

Characteristics of Services and Their Marketing Implications

Services have four major characteristics that greatly affect the design of marketing programs intangibility, inseparability, variability, and perishability. Services are intangible. Unlike physical products, they cannot be seen, tasted, felt, heard, or smelled before they are bought. The person who is getting a face lift cannot see the exact results before the purchase, just as the patient in the psychiatrist's office cannot know the exact outcome before treatment. To reduce uncertainty, buyers...

Using Controversy for Brand Building – Benetton

Benetton is an unusual company. In today&rsquo s times when even controversial products sell themselves using wholesome, family advertising aimed at pleasing and attracting people, Benetton, with its harmless, colorful jumpers, has branded itself using some of the most controversial advertising the world has seen. And they do it as a deliberate strategy. Along the way they have also raised advertising from being just a commercial art form to one which makes bold social and political statements....

15 Brand Failures: Advertising Mistakes & Cultural Blunders

With global brands, the issue of homogenization of the brand communication into the local language is of critical importance. But when such brands ignore proper research or are simply careless, the mistakes that happen are often quite hilarious, even though they are unintentional. Such brand failures or advertising blunders happen for no fault of the product and result in millions of dollars of wasted money simply because a few people were careless enough to not do proper research before the ad campaign or brand launch.

The Selling Concept in Marketing

Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort. The concept is typically practised with unsought floods - those that buyers do not normally think of buying, such as encyclopaedias and funeral plots. These industries must be good at tracking down prospects and convincing them of product benefits.

Sustainable Marketing Principles

Under the sustainable marketing concept, a company's marketing should support the best long-run performance of the marketing system. It should be guided by five sustainable marketing principles consumer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing. Consumer-oriented marketing means that the company should view and organize its marketing activities from the consumer's point of view.

The online revenue contribution

A key objective for Internet marketing is the online revenue contribution. This is a measure of the extent to which a company's online presence directly impacts the sales revenue of the organisation and can be used to influence resource allocation to the online channels. Online revenue contribution objectives can be specified for different types of products, customer segments and geographic markets. For example, in 1997, low-cost airline easyJet set an online contribution objective of 50 by the...

Combining Personal Selling and Advertising

With specific market situations and communications objectives, the advantages of advertising make it more effective in the early stages of the response hierarchy for example, in creating awareness and interest , whereas personal selling is more likely to be used in the later stages for example, stimulating trial and getting the order . Thus, each may be more or less appropriate depending on the objectives sought. These elements can be combined in the promotional mix to compensate for each...

The Video Game Industry Marketing Blitz Strategy

In a market where many advertisers are slashing their budgets, the video game industry is taking just the opposite approach.The industry has unleashed a billion-dollar bombardment of IMC communications designed to make Mario the plumber and Munch the Gabit household names as common as Harry Potter or Britney Spears. The objective of the marketing blitz is to transform the video game from a niche market to as common an activity as watching television or going to the movies.

Advantages of Magazines

Magazines have a number of characteristics that make them attractive as an advertising medium. Strengths of magazines include their selectivity, excellent reproduction quality, creative flexibility, permanence, prestige, readers' high receptivity and involvement, and services they offer to advertisers. Selectivity One of the main advantages of using magazines as an advertising medium is their selectivity, or ability to reach a specific target audience. Magazines are the most selective of all...

Shopping Wish launches Scandid, an app for price comparison through barcode scanning

ShoppingWish, an online price comparison site has launched a fast and convenient barcode scanning based price comparison app for India, Scandid. It is useful for both online and offline shoppers. While shopping in the conventional brick and mortar retail stores, it is a common practice in the western countries to check up the price of a product online on their phones, using a simple barcode scanner app. Now, that is possible for the people in India too.

Determining and Evaluating Public Attitudes

You've learned that public relations is concerned with people's attitudes toward the firm or specific issues beyond those directed at a product or service. The first question you may ask is why. Why is the firm so concerned with the public's attitudes One reason is that these attitudes may affect sales of the firm's products. A number of companies have experienced sales declines as a result of consumer boycotts. Procter amp Gamble, Coors, Nike, and Bumble Bee Seafoods are just a few companies...

Purchasing Magazine Advertising Space

Cost Elements Magazine rates are primarily a function of circulation. Other variables include the size of the ad, its position in the publication, the particular editions (geographic, demographic) chosen, any special mechanical or production requirements, and the number and frequency of insertions. Advertising space is generally sold on the basis of space units such as full page, half page, and quarter page, although some publications quote rates on the basis of column inches. The larger the...

Major Decisions in Sales Promotion

In using sales promotion, a company must establish its objectives, select the tools, develop the program, pretest the program, implement and control it, and evaluate the results. Establishing objectives. Sales-promotion objectives are derived from broader promotion objectives, which are derived from more basic marketing objectives that are developed for the product. The specific objectives for sales promotion vary with the target market. For consumers, objectives include encouraging purchase of...

The Osbournes Gives New Meaning to Reality TV

In recent years reality shows have become some of the most popular programs on television. Shows such as Survivor, Fear Factor, The Bachelor, Temptation Island, and American Idol The Search for a Superstar have been among the most popular of the reality genre and have spawned a slew of copycats. However, many of these shows might never have come about had not the path been blazed nearly a decade earlier by MTV's reallife soap opera The Real World, which has been running for 11 years and remains...

Rosser Reeves Colgate

Appeal Fear Advertising Examples

Exhibit 8-10 United Technologies punks ad is an excellent example of a big idea in business-to-business advertising Of course, the real challenge to the creative team is coming up with the big idea to use in the ad. Many products and services offer virtually nothing unique, and it can be difficult to find something interesting to say about them. The late David Ogilvy, generally considered one of the most creative advertising copywriters ever to work in the business, has stated I doubt if more...

Find An Example Of An Advertising Compaign And Evaluate The Creative Strategy And Tactics Used In The Ads.

The opening vignette discusses Nike's strategic initiative to improve the way the company does business with women which includes finding new ways to reach and communicate with them. Evaluate the efforts of Nike to reach women from an integrated marketing communications perspective. Do you feel Nike will be successful in its efforts to communicate with women 2. Explain what is meant by creative strategy and creative tactics in advertising. Find an example of an advertising campaign and...

Inherent Drama In Advertising

This Hallmark commercial uses an inherent-drama approach Finding the Inherent Drama Another approach to determining the major selling idea is finding the inherent drama or characteristic of the product that makes the consumer purchase it. The inherent drama approach expresses the advertising philosophy of Leo Burnett, founder of the Leo Burnett agency in Chicago.

Problem Recognition

Hello Campaign Communication Pyramid

Figure 4-1 shows that the first stage in the consumer decision-making process is problem recognition, which occurs when the consumer perceives a need and becomes motivated to solve the problem. The problem recognition stage initiates the subsequent decision processes. Problem recognition is caused by a difference between the consumer's ideal state and actual state. A discrepancy exists between what the consumer wants the situation to be like and what the situation is really like. Note that...

Standard Learning Hierarchy

Post Purchase Dissonance Examples

Consumer will do e.g., actual trial or purchase . In this hierarchy, the consumer is viewed as an active participant in the communication process who gathers information through active learning. Ray suggests the standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal...

Comparative scales

Compartive Rating Scale Example

This type of scaling ensures that all respondents approach the rating task from the same known reference point. There are several variations in the technique used. The respondent is presented with two objects at a time and is required to indicate a preference for one of the two according to some stated criterion. The method yields ordinal scaled data, for example, brand A is better than brand B, or, brand A is cleaner than brand B and so on. It is often applied in cases where the objects are...

The Role of IMC in Branding

One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity. As branding expert Kevin Keller notes, Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets.23 With more and more products and services competing for consideration by customers who have less...

Initiating Price Changes

Initiating Prices Cuts

In some cases, the company may find it desirable to initiate cither a price cut or a price increase. In both cases, it must anticipate possible buyer and competitor reactions. Several situations may lead a firm to consider cutting its price. One such circumstance is excess capacity. In this case, the firm needs more business and cannot get it through increased sales effort, product improvement or other measures. It may drop its follow-the-leader pricing - charging about the same price as its leading competitor - and aggressively cut prices to boost sales. But as the airline, construction equipment and other industries have learned in recent years, cutting prices in an industry loaded with excess capacity may lead to price wars as competitors try to hold on to market share. Another situation leading to price changes is falling market share in the face of strong price competition. Several American industries - cars, consumer electronics, cameras, watches and steel, for example - lost...

The Nature of Each Promotion Tool

Nature Each Promotion Tool

Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising. Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example, television advertising can reach huge audiences. An estimated 97.5 million Americans tuned in to watch the most recent Super Bowl (America's championship football game), about 32 million...

Agawi Google's Latest Indian Connection

Google's recent acquisition of Agawi, a California-based technology startup was founded by three persons of Indian origin, namely, Peter Relan, Rajat Gupta and Rohan Relan. iamWire gets you life stories of these talented founders who are set to power Google's new initiative. Peter Relan Peter came to the US to study Computer Engineering from University of California, Los Angeles. He started his career working at a startup as a software developer of networking protocols.

The Buying Center

Webster and Wind call the decision-making unit of a buying organization the buying center. The buying center is composed of all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from the decisions.9 The buying center includes organizational members who play any of seven roles in the purchase decision process 10 Initiators People who request that something be purchased, including users or others. Users Those...

Discovering the Dominant Buying Motive

Perhaps the greatest mistake salespeople make is this they meet a prospect and they're in such a hurry to make a sale that they instantly dive into a presentation of their product or service, detailing every feature and benefit to the Nth degree. They do this without first taking the time to get to know the prospect, ask the necessary questions to ascertain what's at the heart of the matter, what's the prospect's Dominant Buying Motive.

Convert a Facebook Profile to a Business Page without Losing Friends

Why Should I Convert my Profile to a Business Page From Facebook's Help Pages Since profiles are for meant individual people, they aren't suited to meet your business needs. Pages offer more robust features for organizations, businesses, brands, and public figures, which you can learn more about here. Further, maintaining a profile for anything other than an individual person is a violation of Facebook's Statement of Rights and Responsibilities.

Personal Selling Strategies

There was a time when the problems of selling were simpler than they are today. Recent years have produced a variety of changes in the selling strategies of businesses. The complexities involved in selling as we approach the next century are different from those in the past. As an example, today a high-principled style of selling that favors a close, trusting, long-term relationship over a quick sell is recommended. The philosophy is to serve the customer as a consultant, not as a peddler....

Channel Organization

Conventional distribution channel A channel consisting of one or mure independent producers, wholesale r,s and retailers, each a separate business seeking tit maximize its men profits even at the expense of profit for the system an a whole. vertical marketing system VMS A distributiim channel structure i which producers, wholesalers and retailers act as a unified system. One channel member owns the others, has contracts wich them, or has so much power that they alt co-operate. Historically,...

Types of Newspaper Advertising

Types Advertising Marketing

The ads appearing in newspapers can also be divided into different categories. The major types of newspaper advertising are display and classified. Other special types of ads and preprinted inserts also appear in newspapers. Exhibit 12-18 Newspaper inserts are used to reach target markets Exhibit 12-18 Newspaper inserts are used to reach target markets Display Advertising Display advertising is found throughout the newspaper and generally uses illustrations, headlines, white space, and other...

7 Major Ways Pinterest is Different on Android Compared to Desktop

There used to be a simpler time when the Internet was just used on desktops and laptops. Those times are long gone and what's happened now is that the mobile revolution is taking place. Ever since Apple came out with their first iPhone and introduced the concept of an app the world hasn't been the same. It hasn't been the same for Pinterest either since they've started, they now have over 70 million global users on the social network.

The Tale of Two Body Sprays: Why Axe Thrived, and Tag Died.

Axe Is a Cultural Phenomenon Axe (or Lynx as the brand is known in the UK) commercials are a bit of cultural phenomenon. Their research has led them to create some interesting commercials, and as a matter of fact that the initial campaigns that they ran were so successful that it ended up selling too well to their target demographic. I discussed those details in my podcast Love, Lust and Sex.

How to Create A Gif on Pinterest

For day 19, you're going to elevate your Pinterest engagement with people on Pinterest by creating an animated gif. What I love about animated gifs is that they can help bring your pins to life, in a way that static Pinterest images can't. Here's an example of an animated gif I found on Pinterest. It brought such a big smile across my face. That particular pin which was shared by Buzzfeed received 353 repins.

The Need for Integrated Marketing Communications

Carefully Blended Mix Promotion Tools

The shift toward a richer mix of media and communication approaches poses a problem for marketers. Consumers today are bombarded by commercial messages from a broad range of sources. But consumers don't distinguish between message sources the way marketers do. In the consumer's mind, messages from different media and promotional approaches all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images, brand...

Service Profit Chain

Four Seasons Golden Rule

A major characteristic of services they cannot be seen, tasted, felt, heard, or smelled before they are bought. A major characteristic of services they are produced and consumed at the same time and cannot be separated from their providers. A major characteristic of services their quality may vary greatly, depending on who provides them and when, where, and how. Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. For example, people...

How to be 1% Better Every Day The Kaizen Approach to Self-improvement

Compounding is the greatest mathematical discovery of all time. Albert Einstein The quest to become a better version of yourself often feels like a roller coaster ride. It's hard. And it's usually so uneven. You can end in failure. But life is a journey, not a marathon, so you always have another opportunity to restart and improve. Many people practically look out for secrets, tricks, and hacks that will make EVERYTHING better right now. But unfortunately life doesn't work that way.

The Business Portfolio

Nestle Bcg Matrix

The business portfolio is the collection of businesses and products that make up the company. It is a link between the overall strategy of a company and those of its parts. The best business portfolio is the one that fits the company's strengths and weaknesses to opportunities in the environment. The company must analyze its current business portfolio and decide which businesses should receive more, less or no investment, and 2 develop growth strategies for adding IKW products or businesses to...

The Personal Selling Process

Steps Effective Selling

Selling process The steps that the salesperson follows when selling, which include prospecting uiul qualifying, preapprouch, approach, pre sentatkm and demonstration, handling objections, closing a nd follow-up. The step in the selling process in which the salesperson identifies qualified potential customers. Companies spend a huge amount of money on seminars, books, cassettes and other materials to teach salespeople the 'art' of selling. Millions of books on selling are purchased every year,...

Sale Force Structure

Sales force strategy influences the structure of the sales force. The sales force structure decision is simple if the company sells only one product line to one industry with customers in many locations. In that case the company would use a territorial sales force structure. If the company sells many products to many types of customer, it might need either a product sales force structure or a customer sales force structure , or a combination of the two. territorial sales force structure A sales...

Relative Prices

Retailers can also be classified according to the prices they charge see Table 13.1 . Most retailers charge regular prices and offer normal-quality goods and customer service. Others offer higher-quality goods and service at higher prices. The retailers that feature low prices are discount stores and off-price retailers. Discount Stores. A discount Store sells standard merchandise at lower prices by accepting lower margins and selling higher volume. The early discount stores cut expenses by...

Identifying Major Alternatives

Carrefour Whole Sale Cash Carry

Having defined its channel objectives, the firm then identifies its major channel alternatives in terms of the types and number of intermediaries to use and the responsibilities of each channel member. Types of Alternative Channel A number of options exist Direct marketing. A number of direct marketing approaches can be used, ranging from direct-response selling via advertisements in print media, on radio or television, by mail order and catalogues to telephone and Internet selling. These...

How To Disappear Online - A Guide To Removing Your Digital Footprint

Go back 100 years, and very often the only record of your existence would have been a tea stained birth certificate that your mum kept in a brown envelope in the bureaux at the top of the stairs. Jump forward a century to the present day, and it's pretty safe to say that from the moment you're born, your digital footprint (or digi-print) becomes imprinted out there on the silicon sand dunes of www. before you've even taken your first step.

Straight Rebuy For Air Asia

Major Influences Business Buyers

A business buying situation in which the buyer routinely reorders something without any modifications. A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers. A business buying situation in which the buyer purchases a product or service for the first time. Systems selling or solutions selling Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation....

Consumer motivation

Maslows Hierarchy Needs For Fashion

Motivation is the inner force that drives and energizes consumers towards goals. Motivation incorporates need arousal, causing the drive that leads instrumental behaviour to reduce the drive. Consumer motivation is a complex matter to understand for many reasons. First, motives are inferred, a consumer motive cannot be seen or observed what is noted is behaviour and then an assumption about the underlying behaviour is made. An important distinction should be made between merely describing...

Advertising-example

Advertising Example

Cooperative Advertising The final form of trade-oriented promotion we examine is cooperative advertising, where the cost of advertising is shared by more than one party. There are three types of cooperative advertising. Although the first two are not trade-oriented promotion, we should recognize their objectives and purpose. Horizontal cooperative advertising is advertising sponsored in common by a group of retailers or other organizations providing products or services to the market. For...

An Army of One Campaign Accomplishes Its Mission

All That You Can Army Campaign

During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service. The collapse of the Soviet Union had all but ended, and the cold war and military warfare was becoming more high tech, which meant that fewer soldiers were needed. Thus, the Army was downsized by 40 percent, making it easy to reach modest recruitment goals. Recruitment advertising used the Be All That You Can Be tagline and relied primarily on expensive television...

Many Marketers Are Now Using New Simulated Marketing Technologies Such As Frito-lay S Online Virtual Convenience Store

Samsung Value Innovation Program Center

Discuss two additional product issues socially responsible product decisions and international product and services marketing. Author I New products are the Comment lifeblood of a company. As old products mature and fade away, companies must develop new ones to take their place. For example, only seven years after it unveiled its first Pod, half of Apple's revenues come from iPods and Tunes. The development of original products, product improvements, product modifications, and new brands...

Factors Marketing Must Consider When Setting Price

Ebrahim Currim

Identify and define the other important external and internal factors affecting a firm pricing decisions They should persuade customers that paying a higher price for the company's brand is justified by the greater value they gain. The challenge is to find the price that will let the company make a fair profit by getting paid for the customer value it creates. A Give people something of value, says Ronald Shaich, CEO of Panera Bread Company, and they'll happily pay for it.3 Pricing The...

Identifying the Target Audience

Indirect Advertising Examples

The marketing communication process really begins with identifying the audience that will be the focus of the firm's advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments, or a general public or mass audience Figure 5-2 . Marketers approach each of these audiences differently. The target market may consist of individuals who have specific needs and for whom the communication must be specifically tailored. This often requires...

Yellow Pages As A Mirror Of A Market

You can know how much usage there is by the people needing your products and services by studying your Yellow Pages as a mirror of a market. For that is just what YP is, and it mirrors a market in many ways. Looking at the Size of the Mirror Yellow Pages mirrors the market by the very size of the directory. That gives you a clear idea about the population covered by the directory. Some directories only have two columns on a page others have three most have four some even have five. In a few...

Consumer Markets and Consumer Buyer Behavior

Customer Buying Behaviour

In the previous chapter, you studied how marketers obtain, analyze, and use information to understand the marketplace and to assess marketing programs. In this and the next chapter, we'll continue with a closer look at the most important element of the marketplace customers. The aim of marketing is to affect how customers think and act. To affect the whats, whens, and hows of buying behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences...

Marketentry Strategy

Market-entry strategy refers to the timing of market entry. Basically, there are three market-entry options from which a company can choose (a) be first in the market, (b) be among the early entrants, or (c) be a laggard. The importance of the time of entry can be illustrated with reference to computers. Experience has shown that if new product lines are acceptable to users and if their impact is properly controlled through pricing and contractual arrangements, sales of an older line can be...

Tabasco Product Life Cycle

Products The Mature Stage

Product life cycle Some products die quickly others stay in the mature stage for a long, long time. TABASCO hot sauce is over 130 years old and yet still able to totally whup your butt The course of a product's sales and profits over its lifetime. It involves five distinct stages product development, introduction, growth, maturity, and decline. Management is aware that each product will have a life cycle, although its exact shape and length is not known in advance. Figure 9.2 shows a typical...

How do You Measure Up? Peer Pressure & Social Media

You put great effort in to marketing your business. You design logos, websites and establish social media platforms. You spend time blogging and tweeting, in the hope of developing a loyal fan following. Blood, sweat and sometimes even tears, are shed getting your business off the ground. And then it happens. Browsing through your feed a business page catches your eye. You click on it, maybe to check out the competition or gain some inspiration. Immediately your good mood disappears.

How You Can Be More Like The 3 Best Sound Cloud Podcasts?

SoundCloud is fast becoming one of the go-to platforms for hosting all sorts of sounds, and one of the fastest-growing varieties of sounds is podcasts. Many people are turning to SoundCloud to host their podcasts because of its exceptional interconnectivity with social media, and for the fact that it is a social media platform itself. As is the way with most things in life, looking to those who are successful is a way to build strategies towards your own success.

Paytm to Enter into Grocery eCommerce Segment with ‘Zip'

Alibaba-backed payment platform, Paytm is set to enter the online grocery market under a new vertical that will be headquartered in Bengaluru. The company is floating a new app called Zip to connect users to both local offline as well as online grocers. A beta version of the new app is to be launched tonight. Through affiliate Ant Finacial Services, Alibaba is infusing 575 million in Paytm, and Paytm plans to use a part of the fresh funding in its new grocery etailing.

Pepper Tap Closes Additional $4M in Series B; Announces Jiffstore's Acquisition

PepperTap Founders Navneet Singh (Left) and Milind Sharma (Right) Celebrating its one year of operations, PepperTap, India based on-demand hyperlocal grocery delivery service, has made multiple annoucements. It has closed its Series B round of funding with an additional 4 million from Innoven Capital, in addition to the 36 million raised recently from SnapDeal, Sequoia India, SAIF Partners, Ru-Net, Beenext & JAFCO Asia. Total fund raised by PepperTap now stands at around 51.2 million .

Grocery eCommerce Scenario in India: Overcoming Challenges, Competition and Threats

The year 2015 started with a plethora of investments happening in the hyper local' space, be it food delivery, home services or logistics. On the same front, a number of new grocery delivery firms were also seen sprouting and scaling up. The veterans in this space BigBasket, ZopNow etc. too garnered attention from VC investors.

Hyperlocal Startups - The Story So Far

2014 witnessed the rise of Hyperlocal delivery startups, over 110 were founded in last two years. More than 280 million has been invested since then and majority funding across horizontal and food delivery segments. Owing to its spending power, Delhi tops the list for hyperlocal startups followed by Bangalore and Mumbai. Sequoia is the most active investor in hyperlocal startups. Its portfolio includes Grofers, PepperTap, TinyOwl, Roadrunnr & 1mg.

#Marketwire - Unified Payments Interface Goes Live in India; Odisha Startup Policy 2016 & More

Marketwire is your quick summary of notable market movements in the technology industry. The organisations covered in this segment include RBI, One97 Communications, Line Corp, Whatsapp, Flipkart, Snapdeal, AIPC, TruckMandi, Appie and GoZoomo Unified Payments Interface Goes Live with 21 BanksMobile payment solution announced by RBI in April Unified Payments Interface (UPI)' went live on Thursday, with 21 banks onboard. UPI will allow consumers to make payments, transfer money, pay bills etc.

Mobile Grocery Startup Pepper Tap Raises Seed Round from Sequoia Capital

Image Source peppertap.com Gurgaon-based online grocery delivery startup, PepperTap has secured an undisclosed amount in seed round from Sequoia Capital. The company is also in advance stages to close its next round of funding which is around 10 million, PepperTap's founder Milind Sharma told iamWire.

Types of Buying Decision Behaviour

Consumer decision making varies with the type of buying decision. Consumer buying behaviour differs greatly for a tube of toothpaste, a tennis racket, an expensive camera and a new car. More complex decisions usually involve more buying participants and more buyer deliberation. Figure 6.5 shows types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands.2'1 Consumers undertake complex buying behaviour when they are highly involved in a...

Markets of One Customizing the Marketing Offer

Several technologies have converged in recent years to allow companies in a wide range of industries to treat large numbers of customers as unique 'markets of one'. Advances in computerdesign, database, interactive-communication and manufacturing technologies have given birth to 'mass customization', the process through which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs. Here are some examples Check into any Ritz-Carleton...

Online Grocery: Why it's a Great Opportunity? Why it's Still Nascent?

According to a recent report by Kantar Worldpanel, online grocery excluding fresh products shall grow 47 and hit USD 36 billion globally by 2016, with a high growth in Asian markets. Globally, grocery retail chains are doing a great job online, by providing seamless omni-channel experience to customers with price advantage and convenience.

Sales Force Structure

The sales force strategy has implications for the sales force structure. If the company sells one product line to one end-using industry with customers in many locations, it would use a territorial sales force structure. If the company sells many products to many types of customers, it might need a product or market sales force structure. Table 5.13 summarizes the most common sales force structures. Major accounts (also called key accounts, national accounts, global accounts, or house accounts)...

Britvic Soft Drinks Has A Long And Illustrious

Purdeys Britvic

Britvic Soft Drinks has a long and illustrious history in the world of brands. The company that makes the juices was founded in the middle of the 19th century in Great Britain. The firm's juices were first produced in 1938, and were a source of vitamin C during the Great Depression. The juices were always sold in small bottles to enable their easy transportation. By 1949, the Britvic brand had been fully launched, and the company continued to grow. Britvic later went on to purchase several...

Executive Summary Dgk

Companies usually are more effective when they target their markets. Target marketing involves three activities market segmentation, market targeting, and market positioning. Markets can be targeted at four levels segments, niches, local areas, and individuals. Market segments are large, identifiable groups within a market, with similar wants, purchasing power, location, buying attitudes, or buying habits. A niche is a more narrowly defined group. Many marketers localize their marketing...

How Social Media Analytics Tools Help You Leverage Your Sales

According to a survey organized by Harvard University , around 85 of organizations on the planet are actively using social media platforms to endorse their products and brands. Social media has been one of the key platforms that have provided various organizations with their dream place in the marketing sector. The data mined from social media activities or social media marketing campaign is nothing but a gold reserve for an organization.

Does the Success of Public Relations Mean the Death of Advertising

Ries Daughter

Just about a decade ago, some people involved in the public relations PR industry were asking marketers to stay out of their domain. These tra ditional PR people were arguing that marketing and public relations always have been separate communications functions and that they should forever stay that way. My how things have changed Recently, two very well known marketing consultants released a book titled The Fall of Advertising and the Rise of PR. The gist of the book is that while advertising...

Other Sales Force Strategy and Structure Issues

Sales management also have to decide who will be involved in the selling effort and how various sales and sales support people will work together. OUTSIDE AND INSIDE SALES FORCES. The company may have an outside sales force (or field sales force), an inside sales foree or both. Outside salespeople travel to call on customers, whereas inside salespeople conduct business from their offices via telephone or visits from prospective buyers. To reduce time demands on their outside sales forces, many...

Individual Differences in Innovativcncss

People differ greatly in their readiness to try new products. In each product area, there are 'consumption pioneers' and early adopters. Other individuals adopt new products much later This has led to a classification of people into the adopter categories shown in Figure 6.8. After a slow start, an increasing number of people adopt the new product. The number of adopters reaches a peak and then drops off as fewer non-adopters remain. Innovators arc defined as the first 2.5 per cent of the...

Subliminal Rats or Purely Coincidence

One of the most controversial topics in all of advertising is subliminal advertising. Rooted in psychoanalytic theory, subliminal advertising supposedly influences consumer behaviors by subconsciously altering perceptions or attitudes toward products without the knowledge or consent of the consumer. Marketers have promoted subliminal self-help audiotapes, weight-loss videos, and golf game improvement tapes. Studies have shown that the majority of American consumers believe that advertisers...

Select the Communications Channels

Selecting efficient channels to carry the message becomes more dilficult as channels of communication become more fragmented and cluttered. Think of the challenges in the phatHiia-ceutical industrv Over63jOQO U.S. sales reps detail doctors every day hoping to get live minutes of a busy doctor's time. Some 40 percent of calls do not even result in seeing the doctor, which makes sales calling extremely expensive. The industry has hat to expand its battery of communications channels to include ads...

Product Mix Decisions

Some companies may offer, not one, but several lines of products which form a product mix or product assortment. For example, a cosmetics firm may have four main product lines in its product mix cosmetics, jewellery, fashions and household items. Each product line may consist of a range of items or sublines. Take cosmetics. This could be broken down into several sublines - lipstick, powder, nail varnish, eye-shadows and so on. Each subline may have many individual items. For example,...

Product or Brand Management Organization

Product For Sale Which Organizes People

Companies producing a variety of products and brands often establish a product (or brand-) management organization. The product-management organization does not replace the functional management organization but rather serves as another layer of management. A product manager supervises product category managers, who in turn supervise specific product and brand managers. A product-management organization makes sense if the company's products are quite different, or if the sheer number of...

Semiotic Advertisements

Semiotic Ads

However, the product name and picture help communicate a feeling of attraction and fascination between the man and woman shown in the ad. To better understand the symbolic meaning that might be conveyed in a communication, advertising and marketing researchers have begun focusing attention on semiotics, which studies the nature of meaning and asks how our reality words, gestures, myths, signs, symbols, products services, theories acquire meaning.3 Semiotics is important...

Mobile Affiliate Marketing

Affiliate marketing is a unique form of marketing in which other companies agree to help you sell your product or drive traffic to your website, in return for a portion of the profits from each sale they send (see Figure 7.1). Commissions can be paid based on clicks, sales, or leads acquisitions. In some cases, affiliates are referred to as partners because they are acting in the best interest of both parties. If you are on a website and are interested to see if they have an affiliate marketing...

How eCommerce has Changed the Way People Buy Cosmetics Online

Image Source With advent of lifestyle channels as well as international magazines coupled with increasing wealth and foreign travel in the last few decades, Indians became more aware of not only regular daily use brands but also premium brands. With the beginning of eCommerce era, shopping couldn't have been more convenient than at a click of a button.

Targeting the Youth With Influencer Marketing Can Help in Gathering Real ROI

Overview of the influencer marketingInfluencer marketing is the form of marketing where the influencer (a person with a sizable no. of followers) is used to promote one's products and brands. Marketing of this kind is getting more and more popular every day. According to a survey, over 84 of the marketers are planning to launch at least one influencer marketing campaign within 12 months.

Indian eCommerce market will reach USD 56 Bn by 2023: Assocham Survey

A few years back, when a segment came up with the idea of selling things online, nobody was sure whether the concept would be able to attract audience or not. But, in the last couple of years, the Indian eCommerce industry has given a space to flourish not only the existing platforms but also some of the very niche categories. Recently, Assocham did a survey of around 3500 traders and organised retailers in Delhi, Mumbai, Chennai, Bangalore, Ahmedabad and Kolkata.

Direct marketing and personal selling

Direct marketing is an approach to marketing that involves the company knowing precisely who its customers are, understanding that not everybody is a customer, communicating in relevant ways with customers and prospects, enhancing and refining the relevance of the communications and doing all of the above through a database. Successful direct marketing can be accomplished with any and all combinations of media and distribution channels. Direct marketing is not, therefore, a medium, nor is it a...

Evolution of consultative selling

Increasingly the ability of the company to match performance with customer expectations depends on the ability of the sales force to orchestrate the company's response to customer needs. In such circumstances sales people must demonstrate trustworthiness and an ability to solve problems even if the solution does not include the company's products or services. The most important characteristics that customers seek in sales people are business and product knowledge, communications skills, a...

3 Methods to Leveraging Content in Your Sales Approach

Companies, depending on their size and availability of resources, tend to either lump the sales and marketing functions of their business together or treat them as completely separate entities, funds allowing. In bigger companies, the two are usually separate with a distinct division in the duties and responsibilities of the sales and marketing teams.

What Should Retailers do to Sell Online - Open Own Online Store or Sell on Marketplaces?

In the e-commerce space, there are a very few products that are not sold online today. From grocery to sexual wellness, it's all there in the online selling space with consumers getting to pick from a number of options. Should you sell online seems to be a question of the past now.

How Can Digital Marketing Help You Out In Business Growth?

With the significant progress in the information technology (IT) sector, the digital world has also developed a lot. This proliferation of technology had also diversified the term marketing as digital marketing. Every other business owner is now trying to captivate and capture an ever-growing online marketplace. Digital marketing is a process, not a technique, as it helps one to create a larger traffic and audience for their website and create loyal customers.

Traditional Response Hierarchy Models

A number of models have been developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behavior. Figure 5-3 shows four of the best-known response hierarchy models. While these response models may appear similar, they were developed for different reasons. The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process.11 This model depicts...

How Can I Sell My Product Online?

Thanks to advent and exponential growth of e-commerce in India, this is a question many entrepreneurs are asking themselves every day. Selling products online is not as difficult as it sounds and by following a few steps, you can begin your journey as an online seller. Given below is a step-by-step guide on how to set up your online selling account and start selling products online. 1.

Sales Promotion Has an Interesting History as Well

Advertising has a long and fascinating history and has had a major impact, both good and bad, on our culture. Advertising has entertained, moved, and motivated consumers for more than a century, and many of the images created by advertisers have become cultural icons Ronald McDonald, the Marlboro Man, Tony the Tiger, and the Energizer Bunny, to name just a few. Much has been written about the history of advertising and how it reflects society and its whole range of activities. However, sales...

Startup Showcase: Picsell, Muslate, Perigreen and Planit Wide

Muslate.com is an online start-up which is all about music. It provides a platform to the budding artists and music lovers where artists can share their music with listeners and listeners can listen to the music they like and connect with their favorite artists. The site has 130 registered artists. And has over 3000 audio tracks uploaded on its platform, which consists of music uploaded by both Artists & Listeners. One can stream these songs from anywhere on the go.

Proprietary Research Technique Called Emotional Bonding

Mccann Erickson Emotional Bonding

Exhibit 9-6 Norwegian Cruise Lines used transformational advertising to create a unique image of the cruise experience Exhibit 9-7 Lexus addresses both rational and emotional appeals in this clever ad experiences and activities to be enjoyed during one individual day on a Norwegian Cruise Line's voyage Exhibit 9-6 . Combining Rational and Emotional Appeals In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal but,...

SEO for B2B: 7 Reasons You Can't Avoid It

Search engine optimization for B2B happens to be a little different from the way it's done for most B2C websites. For one thing, we're looking at a completely different kind of demographic. Your average target customer is not a dad who's looking to buy a toy for his kid or a teenager shopping for her school project. Your average consumer is someone working in a managerial position. Their needs and preferences are different. They are mostly making decisions on the behalf of an organization.

Inktomi MSN Search AOL Search Hotbot

Inktomi is a search engine that does not offer its search services through its own site, but through Partner sites - prominent ones being MSN Search, AOL Search, HotBot and others. Inktomi, through its crawler, creates three different indexes. Best of the Web index has around 110 million pages that it indexes on the web and considers high in link analysis. The next set of around 390 million pages is indexed as Rest of the Web, considered as lower in link analysis. The third index is of paid...

Eciding On Media And Measuring Effectiveness

After choosing the message, the advertiser's next task is to choose media to carry it. The steps here are deciding on desired reach, frequency, and impact choosing among major media types selecting specific media vehicles deciding on media timing and deciding on geographical media allocation. Then the results of these decisions need to be evaluated. DECIDING ON EACH, F EQ ENC , AND IMPAC Media selection involves finding the most cost-effective media to deliver the desired number of exposures to...

The Most Essential Metric In Influencer Marketing? Audience Quality!

Which metric would you consider most important for evaluating the success of influencer marketing campaigns Follower numbers Engagement Forget all that, choose Audience Quality. WHAT IS THE AUDIENCE QUALITY The audience quality describes the value of followers and other Instagram channels that are exposed to an influencer's content. Below we will break down how the audience quality is operationalized and measured.

How Fake Followers Ruin Your Influencer Marketing Campaign

Fake accounts plague Instagram since its start. These accounts or bots are usually computer-based and randomly follow Instagram channels, post spam comments and like huge quantities of pictures. But there is another side to the story More and more Instagram users deploy fake followers to increase their follower group and multiply the likes and comments on their pictures. WHAT ARE FAKE FOLLOWERS Fake followers are unauthentic subscribers to an account who are in most cases artificial bots.

Influencer Marketing Is About Relations: Paragon Fitwear Lives It!

Sending out products to influencers and hoping for the best was not the road Jeffrey Serini and his partners wanted to take. Instead of pushing out great amounts of products to countless anonymous influencers, they started by getting to know the person, their lifestyle, and motivation before engaging in a cooperation with them.

How To Detect Fake Influencers In Nine Easy Steps

Here's the complete guide to identifying Instagram fraud for influencer marketing professionals. We show you how to detect fake influencers and keep your influencer marketing money well-invested in nine easy steps. To demonstrate how to easily separate fake influencers from those with real value, we compare the fake Instagram account calibeachgirl310 to the fake-free channel of top influencer leoniehanne .

How to Become a Digital Marketer & Find Freelance Digital Marketing Jobs

Have you ever wondered what it would be like to be your own boss In this article, we will tell you how to become a freelance digital marketer and start living the live you want. A growing number of businesses are looking to fill remote and freelance digital marketing jobs. It's a movement that just makes sense for both employers and workers.