Window Dressing done by “SAIL”

The annual report for 1997-98 reveals, the Rs 16,403-crore Steel Authority of India Ltd’s (SAIL) bottomline is not worth its weight in steel. By resorting to complex accounting changes, and despite 11 qualifications from 5 statutory auditors–as well as the venerable Comptroller [...]

Marketing Mix of Horlicks

In 1960, a factory was built in the state of Punjab, India following pressure from local Government, heavy tariffs and diminishing import permits for Horlicks. This involved using Buffalo milk rather than cows milk, and the modified technology of using vacuum ovens, rather [...]

Cadbury’s ‘Bourn Vita’

The nutritional drink or the health drink industry has been marked by competition from various companies in the past few years. The health drink manufacturers in India have tried to retain their brand image by improving their product quality & by meeting [...]

Game-playing requires two components: a game and a player. The game designer works to produce a game, and so his immediate preoccupation is with the game itself. Yet, his final goal is to educate, entertain, or edify the game-player; hence, the human player is he proper primary concern of the [...]

Effective Product Launch – Hospital Industry

This case is written on Launch of an Hospital, Which is very effectively a great success story.

Market Research -

1. To determine:

–Target Market
–Market needs
–Positioning and strategy
–New product strengths and weaknesses
–Company strengths and weaknesses
–Packaging/ pricing
2. Focus Group Meetings

–To distill product concept
–Key [...]

Market segmentation of softdrink industry:-

The following major segments of the softdrink drinkers have been identified:

1.  Fashionable brand conscious consumers:

This segment of people are generally in their twenties, who are uni students or make up the working class, drive fast cars(or would like to [...]

Youth of India

• Multi tier/ Multi pronged strategy catering to different sections of the society
• Indian not wannabe western

- Best of the east and west

¨
•Indians are poor not backward

YOUTH CONSUMER:

1.The Creamy Layer.
2.The Consuming Class.
3.‘Stretch-a-bit’ Consumers.

Women of Consumer India

The woman consumer
Conservative working [...]

SWOT of ACC Cement

STRENGTHS.

It is having a good image and brand loyalty among consumers.
Service is good
“Dhalai karne ke liye” people ask for ACC
They have same price prevailing for wholesale at dealers/stockiest retailers end.

WEAKNESS.

The competitors are doing much promotional activity rather than ACC Limited [...]

In general, granting that the ultimate intention of any advertising is to influence the purchase behavior of consumers, in a way favorable to the advertiser, how does advertising achieve this end?

The Advertisement Should Be Of Interest To The Audience:

The first requirement [...]

The history of advertising dates back to the early days of human civilization. The evolution or growth of advertising can be briefly stated as follows:

Early Forms of Advertising: Three forms of advertising existed during the [...]

Selecting the right type of advertising agency is a very difficult choice The advertiser should make a list of all possible agencies that can serve his purpose and the agency best qualified to provide the required and effective services is selected. Some advertisers may seleact [...]

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price, Promotion and Place. Apart from the traditional 4Ps, there are also other variables, i.e. Packaging, Posting, and Pace.

Advertising is an element of promotion. However, it not only assists in promoting the product, but also affects [...]