The top managers at India’s largest consumer goods company, Hindustan Unilever (HUL), are on their toes these days. The company, which saw its market share in key product categories coming under pressure, has got a clear directive from Paul Polman,…

White hat thinking is a discipline and a direction. The thinker strives to be more neutral and more objective in the presentation of information.

BEGGING TO DIFFER  – When differentiation is the only way out – Jack Trout   With everything seemingly going wrong with the world economy, it’s not the best time for marketing to expect good things said about itself. Globally renowned…

Mastering customer centricity is the approach to be followed in today’s world. In a multi-polar world, where consumer needs and preferences can differ significantly market to market, a customer-centric approach to acquiring and keeping new customers is essential. Companies should…

Passenger car leader Maruti Suzuki India has stopped manufacturing its most expensive car SX4, the mid-sized sedan, reinforcing the widely-held belief that the small car leader does not have the expertise to make and market big cars.

Colgate ropes in SRK as its new brand ambassador HIS last film Billu did not set the cash registers ringing and his cricket team, Kolkata Knight Riders (KKR) finished at the bottom in the second season of the Indian Premier…

Research in advertising is done in order to produce better advertisements that are more efficient in motivating customers to buy a product or a service. The research can be based on a particular advertising campaign or can be more generalized…

There are four Risks that are involved in a purchase: Buying any thing involves risk. The more expensive the purchase, the higher the risk. B2B purchase are a lot riskier than B2C purchase because they are usually more expensive and…

It’s a wonderful story, some thing that was intentionally done to bring the brand “Aircel” intentionally In News for all good reasons. This brand positions it self with a tag line – “Your World of possibilities” IT all started when…