BUSINESS
Marketing Musings: Would you buy wine sold in jerry cans?
Is the function of packaging merely utilitarian or is it an intrinsic part of the brand personality?
TRENDS
Marketing Musings: Selling the luxury bug
The common mistake is to think that the price tag defines luxury. Nothing could be further from the truth. Luxury products and services are expensive but not over-priced
BUSINESS
Marketing Musings: Fat cats in India’s booming pet economy
Loneliness, working from home, snob value, lifestyle choices have all combined to spell opportunity for pet entrepreneurs
BUSINESS
Marketing Musings: Why is Johnny Walker, so long single, now ready to mingle?
Story telling is the key to marketing wines and spirits
BUSINESS
Marketing Musings: Will the iconic Cola Wars return in new avatars?
As people look for healthier alternatives, colas and fizzy drinks as a category are nearing the last leg of their life cycle. Can the Cola companies reinvent themselves?
BUSINESS
Marketing Musings: Mann ki Baat has proved to be a superb marketing strategy
The Prime Minister’s radio programme has been an admirable tool for creating a larger-than-life image for himself
BUSINESS
Marketing Musings: What’s the difference between Aiyyo Shraddha and Rabindranath Tagore endorsing products?
To become an endorser, one must first become a star. However, influencers can be self-made or created by design. This is the problem facing many sectors like the stock market and healthcare
BUSINESS
Marketing Musings: Maggi’s time-tested lessons
Firing up the imagination of consumers is the best insurance for any brand
TRENDS
Marketing Musings: The FMCG-isation of book marketing
Books are marketed like fast moving consumer goods, and mostly online with a generous role by social media. Digital marketing has also meant that physical stores upped their marketing game
BUSINESS
Marketing Musings: The art of selling a state as a tourist paradise
Celebrity endorsement, in-movie plugs, junkets for journalists, positioning and pricing are some of the ways in which states and countries have marketed themselves as tourist destinations
BUSINESS
Marketing Musings: The tricky business of branding hotels
Is a hotel a product or a service or an experience?
BUSINESS
Marketing Musings: Competitive federalism
Making a pitch for a state as an investment decision obeys the simple principle that hype must be backed by delivery
BUSINESS
Marketing Musings: How the Indian media created the mega budget event
If marketing is the art of arousing a latent need in consumers, then the Indian media has certainly succeeded in bringing out the inner economist in everyone. In doing so it has created a platform for advertisers across product categories
BUSINESS
Why has Davos become an annual pilgrimage for the wealthy & powerful?
Klaus Schwab has created an event with a high FOMO quotient that people loathe to give it a miss even if they are unsure of its utility
BUSINESS
Marketing Musings: What’s a media brand—the message or the messenger
The connection between chefs, the quality of food and media brands
BUSINESS
Marketing musings: How to put a commodity in a brand's clothing
Commodities such as cement and fertiliser don't lend themselves easily to being branded. But, there are ways of doing and getting it right can mean winning consumer loyalty
BUSINESS
Marketing Musings | Digital trends have changed life for consumers, marketers alike
An altered media landscape means changing consumer behaviour and marketers are left wondering where to advertise. It’s a tough world out there
BUSINESS
Old Pension Scheme | Future generations will pay for today’s myopic electoral politics
Rather than seek more professionally value-adding opportunities that will lead to capacity building which will make India more competitive in the emerging global economic order, the Old Pension Scheme is it will keep the younger generation dependent on the ‘lifetime guarantee’ of government jobs
BUSINESS
Marketing Musings: The multibillion dollar political branding industry
Indian political leaders, like their peers across the world, are eager to create brands for themselves. But a person is not a product. What matters is the values they hold dear
BUSINESS
World @ 8 Billion | It is a dynamic equilibrium between Malthusian economic and Darwinian evolution
The story of ‘Eight Billion’, however, is not one of god, though religion too has a role in it. For the better part it is a saga of politics and economics — in which Malthus (economics) and Darwin (evolution) play lead roles
BUSINESS
Marketing Musings: The right to win
Before dabbling in Ayurveda, a fairness cream manufacturer should stand before the mirror to see if he resembles Baba Ramdev from any angle for customers to leave Patanjali and switch to his range of herbal remedies
BUSINESS
Demonetisation | Six years later, benefits far outweigh the temporary discomfort
The real benefit of demonetisation comes from the formalisation of the economy, which is a major piece of the government’s strategy for managing the economy
BUSINESS
Emerging market consumers are not children of a lesser God
In a hyper-connected world, consumers everywhere expect the same standards of product quality and transparent communication. MNCs should not ignore that
BUSINESS
India is seizing the moment with a novel approach to diplomacy
Contrary to compulsive critics at home and professional propagandists overseas, there is increasing acceptance of the role India is destined to play in the global stage in coming years
