January 16, 2017


Marketing Mix of Barista – Barista Marketing Mix

Barista Lavazza is a chain of Espresso Coffee bars hailing from India. The chain was first established in February 2000 and later acquired by Lavazza in 2007. Thereafter, it was re-christened Barista Lavazza. The Barista Lavazza espresso coffee bar chain is headquartered in New Delhi, India.  The company founded by Pratha Duttagupta is also operational in South Asia and the Middle East.

In 2001, a 34.3% equity stake was later bargained for Tata Coffee.  However, later this was bought out by Sterling Group of which it is a wholly owned subsidiary. Its most prominent competitors include:

  • Café Coffee Day
  • Costa Coffee
  • Starbucks

Barista Lavazza was the recipient of the Times Group and Business Standard ‘Brand of the Year’ award in 2002. [Read more…]


Marketing Mix Of Carlsberg – Carlsberg Marketing Mix

Carlsberg is a public limited company that is associated with beverage industry. It was founded by J. C. Jacobsen of Danish origin in the year 1847 and its first headquarters was based in Copenhagen in Denmark. The flagship brand of this renowned company is Carlsberg Beer and it also brews Baltika, Somersby Cider, Tuborg and few local beers. In the year 2001, the company was adjudged at fifth position as the largest group of the brewery after its merger with Orkla ASA, a Norwegian company. In the year 2004, it became sole owner of the company and by the year 2009, it had acquired fourth position in terms of brewery group. Some of its main competitors are as follows [Read more…]


How to choose a Market segment? 5 approaches to Choosing a market segment.

Whenever a new business starts, the common question which the business owner faces is “Which segment should you target?”. It is not only about which segment, but also about how many types of customers you want to target and what do you have on offer which will satisfy or create value in the minds of your consumers.

Segmentation is considered as one of the first few steps in building a marketing plan. It is done even before building the marketing mix or carrying out a SWOT analysis. It is one of the three legs of the age old core marketing fundamental of Segmentation targeting and positioning (STP). It is therefore safe to say, that you cannot proceed with your marketing plan unless and until you choose a market segment to target.  [Read more…]


Marketing Mix Of Lenskart.Com – Lenskart.Com Marketing Mix

Lenskart.com is a private company of Indian origin. It was founded in the year 2010 by its co-founders Sumeet Kapahi, Amit Chaudhary and Peyush Bansal. It is associated with e-commerce and accessories industry and deals in supplying eyewear. In March 2016 it was reported by NDTV that two lakh visitor’s visit Lenskart.com every day and it ships nearly 800-900 glasses on a daily basis. Some of its competitors are as follows-

  • Lens Bazaar
  • GKB Opticals
  • Deals4opticals

Product in the Marketing Mix Of Lenskart.Com :

Lenskart.com is the only eyewear brand in India that uses the robotic technique for delivering glasses accurate up to three decimal places. It has imported special machines from Germany to ensure perfection by using an automated system for inspecting and loading lenses and determining its geometric centre. It offers nearly five thousand products for kids, men and women and its portfolio includes- [Read more…]


Marketing Mix Of Lakme – Lakme Marketing Mix

Lakme is associated with FMCG industry and deals in personal care products. It is a cosmetic brand of Indian origin founded in the year 1952 by its founder J.R. D. Tata. Lakme was a subsidiary of its parent company Tomco but in the year 1996 its ownership changed hands and currently it is owned by Hindustan Unilever. Lakme occupies the first position as leading brand for cosmetics in India and faces fierce completion from both Indian and international brands like the following- [Read more…]


Marketing Mix Of Lacoste – Lacoste Marketing Mix

LaCoste is associated with Lifestyle and Retail industry and deals in accessories and apparels. It is of French origin and was founded in the year 1933 by its famous co-founders Andre Gillier and Rene Lacoste. The brand is easily recognisable through its logo of the green crocodile as Rene Lacoste was popularly hailed by his fans as the Crocodile. In the year 2012, the brand changed its ownership as it was purchased by Maus Freres. Lacoste faces fierce competition from several lifestyle brands and sportswear companies like the following-

  • Zara
  • H&M
  • Reebok
  • Nike
  • Tommy Hilfiger

Product in the Marketing Mix Of Lacoste :

Lacoste is a vintage company that is known for niche look, quality designs and modern comfort. It is undoubtedly a leader in the premium-casual-wear segment and this is reflected in its modern collections via unique style and natural elegance. [Read more…]


How to segment a Business Market? Steps in Segmenting a business market.

One of the more difficult markets to operate in, the business market is legendary for its bureaucracy and for the time taken in making business decisions or purchase decisions. At the same time, businesses buy in bulk and for longer time and even retention is easier when compared with the B2C market. Hence, looking at the pros and cons, it is very important to segment a business market correctly.

This article focuses on how to segment a business market. However, before we decide on segmenting the business market, let us look at some common characteristics of business markets and why selling in these markets is challenging. [Read more…]


Marketing Mix Of LIC India – LIC India Marketing Mix

LIC India is associated with insurance and finance industry. It is owned by Government of India and is of Indian origin. LIC India was founded in the year 1956 by merging nearly two hundred and forty-five provident societies and insurance companies prevalent at that time. It has become largest Indian insurance company with rupees 1,560,482 crore asset value.  Some of its competitors in this field are as follows-

  • HDFC Standard life
  • Sahara Life Insurance
  • SBI Life Insurance

Product in the Marketing Mix Of LIC India :

LIC India is an insurance company that offers a diversified product portfolio to its clients. The objective of LIC India is to offer a sense of security in monetary terms in case of any loss by offering complete financial and insurance solutions. LIC offers Insurance plans that assure a certain sum to be given in the event of the insured person’s death to his/her nominee or to be paid to him on the maturity of the deal. It also offers Bima Account Plans that ensure liquidity with liberal risk cover to the policy holder. Some of the LIC policies are as follows- [Read more…]


Marketing Mix Of Lexus – Lexus Marketing Mix

Lexus is a subsidiary division of its parent company Toyota. It is associated with automotive industry and deals in manufacturing and marketing of premium vehicles.  Lexus marquee is of Japanese origin and was founded in the year 1989 by its founder Eiji Toyoda.

In terms of market value, it has been positioned as one of the ten largest global brands of Japanese origin. Lexus has targeted Elite class who are seeking perfection, comfort and ultimate luxury as its potential customers. Brand faces fierce competition in market and some of its competitors are as follows  [Read more…]


How to push your product in the Market for better sales and apply Push strategy?

Ask any businessman what is a push strategy and a pull strategy and they will simply say that its selling vs Marketing the product. Where push involves outbound marketing and you have to reach the customer, pull involves creating a value for your product so that the customer walks in to buy your products. As competition has increased over the years, companies have realised that they cannot push each and every customer.

Hence, Inbound marketing or pull marketing to customers actually has a better ROI. But even then, nothing can beat the personal push which a Push strategy generates, thereby being the other way that marketers rely on to generate sales. You may apply as much pull as possible, but push strategy is needed to convert prospects to customers.

“If you are not pushing your customers, competition is definitely pushing them.”

To start with, you need to understand WHO you should be pushing. If you are a B2C company, then it is the consumers you need to push. This involves for B2C push strategies for products or services selling. However, if you are a B2B Company or a company which has a distribution channel, then you are operating with dealers and distributors who are a business within themselves. And hence, you are most likely to use B2B strategies of Sales. [Read more…]


Marketing Mix Of Kohinoor Condoms – Kohinoor Condoms Marketing Mix

Kohinoor Condoms is an established brand of Indian origin associated with FMCG industry. It is a personal care product for males and is used as a contraceptive brand. A company has targeted urban people who are above 18 years as its potential customers. Education has helped people in understanding the advantages of condom usage and this has helped the brand in creating a good market for itself. It faces stiff competition in consumer market and some of its main competitors are as follows- [Read more…]