BUSINESS
Innovation is not rocket science, here's how SMEs can ace it
Innovation will determine how an SME thrives in the ever-changing marketplace. Employees should be encouraged to experiment with new processes, tools and ideas and the change has to come from the top
BUSINESS
Here's how SMEs can smoothen path to integrate marketing communication
Understanding the role of the brand in the business model and identifying the drivers of brand value can help in integrated communication
BUSINESS
Post-pandemic retail marketing needs closer evaluation
It is critical in current times to quantify both the sales response and ROI of most in-store activities, especially when the lockdowns have disrupted buying behaviour and attitudes.
BUSINESS
Know thy customers very well to retain them
Current customer retention models used by most SMEs and even big companies do not account for customers' changing considerations and dissatisfaction with the existing offerings.
BUSINESS
In these testing times, SMEs need to dial up innovation
Innovation doesn’t always have to be a Eureka moment. Improving products and services and changing processes to be more agile and efficient, too, calls for some bit of innovation
BUSINESS
When it comes to customer relationships, how much is enough?
While Customer Relationship Management is one of marketing's favourite buzzwords, it is also one of the most misused terms. There is little consensus on what CRM actually is, or how it is best executed or measured.
BUSINESS
Here is how SMEs can ace B2B branding
Brand image or how consumers perceive a product is as essential for an industrial goods business as for FMCG companies and it is not too difficult to do, read on
BUSINESS
Advertising or public relations—what’s better for SMEs?
Marketers can save money by using PR first to build the brand and then shift to advertising but are PR guys up for the brand-building challenge?
BUSINESS
Here’s how to accelerate employee performance in SMEs
Openness, Collaboration, Trust, Authenticity, Pro-action, Autonomy and Confrontation are the seven pillars that create a culture of performance
BUSINESS
Segmentation is tough, but here’s a practical approach
Segmentation is always tricky. To really deliver actionable findings from the segmentation work, you must evaluate a number of possible dimensions.
BUSINESS
Are you selling more for less, or less for more?
Some experts say that you probably are rational by paying more for less –sometimes.
BUSINESS
Why integrated marketing still eludes SMEs
Marketing is as much about communication as brand building and classrooms are the best places to start bringing them together
BUSINESS
How SMEs can create holistic brand experience
Harnessing qualitative data from internal stakeholders can be critical to the reinvention or repositioning of the brand, irrespective of the methodology deployed
BUSINESS
Time-tested and economical, here’s why SMEs should go big on word-of-mouth promotion
Research says most people do not evaluate a product or service based on scientific findings. They depend on the evaluation of those who have used the product or service
BUSINESS
Loyalty is a critical theme in SME leadership
Employee loyalty is much coveted, especially in uncertain times. In SMEs, the owner or the founder is the anchor for loyalty but as the younger workforce comes in, the dynamic is changing
BUSINESS
Is your sales promotion strategy-driven and effective?
To build a brand's image, drive traffic and boost sales, a premium or giveaway must meet some essential criteria that convey the right values about a brand.
BUSINESS
Here is how to design an ad campaign that speaks to a wide audience
SMEs don’t have the luxury of resources to launch targeted ad campaigns for different sets of consumers but there are some universal themes that they can work with
BUSINESS
Overcoming the supply chain hassles of SMEs
Since supply chain strategy is critical for the success of any SME and it defines its relationship with suppliers, buyers, distributors and vendors, it is crucial to spend considerable time on this area in the digital era.
BUSINESS
How SMEs need to reboot marketing for the interactive age
Catchy jingles, glitzy ads won’t cut it anymore. In the age of digital media, businesses never had it so easy to communicate with consumers and there lies the rub
BUSINESS
Here's how to deal with a brand crisis
Businesses, big or small, have to be prepared for a crisis. The ability to manage the challenge can make or break a company. Putting in place a communication strategy is a good start
BUSINESS
For SMEs, growth hinges on the quality of leadership
There is no leadership playbook for SMEs because of the sheer diversity of the space but one rule is universal—it starts from the top
BUSINESS
Too many or too less? How many products are enough?
If your product offerings are not optimum, revenue, costs and assets cannot be optimum. This will affect your return on assets deployed.
BUSINESS
The fine art of crisis recovery lies in walking the talk
In a business world that is facing numerous headwinds—from Covid, inflation to quality concerns— SMEs must learn how to manage crises
BUSINESS
SMEs must focus on up-skilling and reskilling to retain talent
Up-skilling and re-skilling are something people desire today given the way technology and digitisation are disrupting many mundane jobs. They prefer such training to enhance personal growth and learning, which most SMEs are unable to provide today.
