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CATALYST
STRATEGY
The Scorpio saga
Mahindra & Mahindra stunned the auto world when it launched its stylish SUV, the Scorpio. Today, it has caused a paradigm shift by bringing in crossover buyers from the `C' segment and driven the UV sector's growth.
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Beauty's promise
The beauty and wellness sectors are on the brink of a boom, but realise training and experience will give them the edge.
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Sharing for self-interest
Sharing information need not make organisations uncompetitive but actually lead them to work more efficiently.
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The lure of the `fresh'
THE Indian consumer has always appreciated the attribute of freshness in a brand. `Fresh' marketing can be used to relate to food, ideas, look and feel, clothes, design, and so on; more importantly, it creates a positive attribute of ...
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INTERVIEW
`The media business is too transactional'
"Not enough have seen the true value of really smart media planners. Too much time is spent on the transactional side of the business. We add value to strategic planning," says Dominic Proctor.
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PROMOTIONS & OFFERS
The evergreen celebrity
Celeb endorsers may come and go but Amitabh stays. Finding another facet to his many-sided persona is a challenging task for marketers.
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BOOKS
Customers buy benefits, not products
HOW much time do you take to respond to customer questions? Two minutes, 20 hours, or two days? If you're saying, "Um ... er ... uh," let me cheer you up. You needn't be apologetic, after all, because there is good company. Two out of three top ...
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CARTOON
Hardsell
"Here is the strategy. Let's launch our retail outlet with a grand first anniversary sale!"
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