Tuesday, September 20, 2011

Products and Brands

Marvel comics was acquired by Walt Disney for $4 billion in 2009. marvel is an extreme case where brands are distinct from products. Marvels product lines are comics, toys, movie licensing and other licensing whereas its brands are their characters like Spiderman, Hulk, Daredevil, Thor, etc.
This examples helps us differentiate between what is involved in product management and what goes into brand management. Brand management may work for strategic decisions but day to day affairs are better handled at the product (or product line) level.

Tuesday, December 21, 2010

Marketing books: Must read for MBAs

The books are not ranked or in any particular order
1. Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide by John Jantsch
2. Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business by Jay Conrad Levinson
3. Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin
4. How Customers Think by Gerald Zaltman
5. Marketing Metaphoria by Geral Zaltman and Lindsay Zaltman
6. Groundswell by Charlene Li and Josh Bernoff
7. Competing on Analytics by Thomas Davenport
8. The Art of Choosing by Sheena Iyengar

Sunday, November 7, 2010

Saturday, November 6, 2010

Traditional Media

Traditional media has been getting a bad rap for the past few years. There has been a movement towards online and mobile media and marketers are not very enthusiastic about print and TV. Recently, some brands have shown marketing success resulting from judicious use of print and TV advertising.

For several years, Amul Butter has been running a legendary "utterly butterly" outdoor campaign. When they started losing market share in the past few years, they realized that for maintaining a market share of about 70%, concentrating largely on a single media was not wise. They rolled out a TV campaign with a new tagline, nice ads and they sponsored some relevant high-TRP TV programmes. As a result, they have been able to get back their stratospheric market share, increasing by 15% in a very short time.

Royal Hygiene is a start-up in a very difficult FMCG product category. Their brand, Shecomfort, just pipped the MNC, Kimberly-Clark, to become the 3rd largest selling sanitary napkin in India. One of the ways they achieved this was by concentrating on print media when all the others were stuck on TV. So, they were able to stand out in a media largely uncluttered by their competition.

Futurebazaar was able to build up its customers base by running a TV campaign promoting its website. It was a very good example of an Integrated Marketing Communication (IMC), as it was combined very well with a email campaign to promote their 'sale' days.