Consistent consumer segmentation execution Follwing are questions you need to answer when consumenr segmentation is under execution.  What is your current segmentation approach and model?Do you leverage different segmentation type -value, behaviour and need based segmentation in conjunction?Do you understand how the segmentation…

Building online customer relationship JUST FOR a moment, I’d like everyone to take off their advertising hat and become a consumer, with passions, needs and preferences. Think about a brand which you feel a particular connection with, one that helps…

Indulgence – A Positioning Strategy for premium biscuits category – Escapist Advertising A campaign for Sunfeast’s premium range of biscuits uses the “indulgence” positioning, which has become a hallmark of this category, but with a twist. The premium biscuits category…

Value creation becomes more important than ever The handwriting has been on the wall for a long time, but a lackluster economy and ongoing financial turmoil have underscored the broad trend that has fundamentally altered how private equity investors make…

“I was at the Cannes Lions this year and Mark Zuckerberg from Facebook was there. He’s looking for the same answers,” says Charles Courtier , global CEO, MEC. The question is one that has been vexing the entire marketing communications…

Word of mouth (WOM) has re-emerged as an important marketing phenomenon, and its use as a customer acquisition method has started to attract renewed interest (e.g., Godes and Mayzlin 2009; Iyengar, Van den Bulte, and Valente 2010). Traditionally, WOM’s appeal…

Brand is more than a name. It is a relationship based on an assurance, a promise and trust. Successful brands deliver these timeless values, build on them and resonate not just with the immediate needs of consumers but also their…

Harnessing word of mouth The rewards of pursuing excellence in wordaof-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match. Yet many marketers avoid it. Some worry that it remains…