Commodification – Paying for what was for free With examples of Airbnb, Evian, Carbon Credits and Nestle, I discuss what is commodification and what is in it for marketers
There is a compelling reason that makes me write a post about Commodification. And the reason came from a discussion I was having with a colleague from my last company….
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Why Edible Cutlery will never sell until you do this The edible cutlery problem is three problems in one, and pricing is not one of them. The positioning problem, the consumer behavior problem and the nomenclature problem. In this article I discuss way to solve these problems and make the product a success.
“You don’t need a silver fork to eat good food” But I say, you don’t even need food now if all of you have is this fork. Breaking the norms…
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Branding and Love Marriages have more in common than you think Love marriages start with an early commitment, years before the actual marriage. Branding, in the same way, creates customers much before the person actually pays and becomes a customer.
If I tell you, selling isn’t important but branding is, what would you make of it? You walk up to the store to buy chili sauce. You have three different…
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Yes Bank Transformation – Microsoft Case Study (2018) Are you participating in the Yes Bank Transformation challenge? Here are some key insights for the Microsoft case study that may help you deliver a winning solution
The Yes Bank Transformation Series is one of the most prestigious Case Study challenges across India’s B-Schools. This year, they have partnered with both established corporations like Microsoft, new but…
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The Ansoff Matrix – identify your next growth strategy When you are seeking business growth, should you create new products or venture into a new market. Or, do both? The Ansoff Matrix helps you take that decision for your business growth
I was thrilled when one of my friends at my B-school shared my article about the Amazon Ace Case Study on his LinkedIn along with a really appreciative post. It…
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Why Marketers make the best CEOs
If you have not yet heard, Indra Nooyi – PepsiCo’s first female CEO, is stepping down. Indra Nooyi is set to step down from her role as the Pepsi CEO…
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5 Key Insights for awesome Pricing Strategies
Have you bought anything lately? Maybe a trendy new mobile phone, a chic piece of clothing, some food or coffee perhaps? Chances are that you have because as consumers, we…
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Results! Super Heuristics Marketing Quiz Zero
There is only so much that you can learn while reading about Marketing. I doubt if there is anything such as a ‘theoretical marketer’. However, what lies at the beginning…
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Price Positioning – Why my expensive Fossil is better than your Fastrack
We live in an interesting time, you and me. We live in a time when you can spend over ₹ 150 on a cup of coffee, over ₹ 4000 on…
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How to Analyse Marketing Case Studies [FREE E-Book]
Let no man ever contemplate an act ill-conceived and ill-considered, ill-done without proper scrutiny. Inspect a matter with utmost care before reaching conclusions and rushing into actions; else, bitter remorse…
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But really, what does Marketing mean? For a start, Marketing is not the same as Advertising. In this article, I give a step-by-step description of what is Marketing. What is its definition and what are the things you should know as a Marketing enthusiast.
So, what does marketing mean?You could ask this question to any marketing practitioner or to any CMO, you are likely to never hear the same definition of marketing being repeated…
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How to Create a Marketing Plan: The Strategy
I shall continue this article from where I had left in Part 1 of this series on creating a Marketing Plan. In the previous piece, I talked about how any…
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