Product design is the process of finding out market opportunities, understanding the problems, creating a product as a solution, and validating that solution with potential…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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…
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…
Understanding the Product Hierarchy and Examples
Products can be organized in a hierarchy based on their basic components, which shows the relationship between them. The hierarchy includes both essential components and…
Ingredient branding and How to build an Ingredient brand?
Ingredient branding is a wise and crafty way to go about creating a unique brand. A successful ingredient brand has the power to directly influence…
10 tips & tactics for Marketing a luxury brand
There are various types of products in the market running on various marketing strategies. Some of them are penetrative, trying to defeat the competition on…
6 types of Product Mix pricing to push products in the market
The product mix constitutes not only a single product line but all the products within an organization. A company like HUL or P&G or even…
Co-Branding – Definition, Uses and Examples
What Is Co-Branding? Co-branding is a marketing strategy that involves partnering with another company or brand to create a joint brand. This can be done…
Product line stretching
The product line length within a company keeps changing. Generally, there are three price bands which exists in any market – Lower priced products, middle…
Classification of Industrial products – Industrial products classification
Classification of Industrial products is necessary as it helps decision making for the organization. Industrial goods are classified on the basis of their relative cost…
Five product levels in Marketing
In one of the previous articles, we discussed different types of products and broke the products in 3 parts. However, many experienced marketers define the…
4 questions to ask yourself before targeting new customers
If i ask 100 businessmen out there what they want, each one of them will say that they need more customers to grow their business….
Product line competition – How to compete on the basis of Product lines?
One of the key factors which differentiates between brands, especially when they are in the consumer durables, FMCG or retail segments, is the product line…
What is Sampling plan and its application in Market research?
Once you are ready with your market research plan, then comes the implementation part. And the first step of implementation is determining your sampling plan….
How to collect primary data for Market research?
Secondary data sources are easily available in the market. Or, the Internet is one of the most common resources being used for secondary data collection….
7 Advantages of giving Good Customer Service
One of the reasons good businesses become great is because of the loyalty they command from their customers. This loyalty ensures that the customers stay…
19 different types of target markets based on segmentation
Once you have done your segmentation (via the different types of segmentation), you will land up with a target market. Now, based on your segmentation,…
What is Repositioning? Definition, Importance & Examples
In the fast-paced world of business, staying still is not an option. Companies always need to stay ahead of the curve, constantly evaluating and refining…
The relation between USP and Value proposition
Many a times, readers get confused between value proposition and USP which stands for unique selling proposition. They generally ask the difference between the same….
5 Main Advertising Theories
The 5 Advertising theories help us understand how advertising can influence consumer behavior and make potential customers adopt specific products, thereby developing a preference that…
Adoption Theory – Theory of product adoption
The adoption theory has a simple objective – To observe new product adoptions and new product diffusion in the market to understand how and why…
The importance of consumer buying behavior
Why do you need to analyse customers and what is the importance of consumer buying behavior? There are many reasons for the same and this…
Above the line Vs Below the line marketing
One of the things which confuses many of our student readers is the distinguishing features between Above the line vs below the line marketing. Before…
What is Benefit Segmentation? Definition, Examples & Advantages
In the current diverse marketplace, gaining a deep understanding of your audience is crucial for successful marketing. It goes beyond knowing their demographics; it’s about…
How many segments should a new business enter?
There are various types of segments and each of the segment has its own advantage. However, one of the key factors of segmentation is differentiation….
What is Consumer Marketing? Definition, Strategies & Example
Definition Consumer marketing is about knowing what drives individuals to buy a product and then devising techniques that appeal to their emotions. It is a…
What is Marketing? Purpose, Benefits and Limitations
What Is Marketing? Marketing is the strategic process of creating messaging that will attract an audience to a company’s product or services. In simpler terms,…
DAGMAR: Definition, Steps, Phases, Objectives
What is Dagmar? DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising is a conceptual advertising framework for setting concrete, measurable objectives for advertising…
Brand Essence – Definition, Importance and Examples
Brand essence is a couple of phrases or two to three words that communicate a company’s USPs and core values that differentiate the brand from…
B2C vs B2B marketing – Difference Between B2C and B2B
What are B2B and B2C Marketing? The terms B2B and B2C stand for “business-to-business” and “business-to-consumer.” B2B marketing is when business markets and sells its…
Adaptive Selling & how to use it for sales
Adaptive selling is a strategy that requires the sales representative to adapt or customize the selling style based on the behavior of the customer. This…
Ambush Marketing – Definition, Types, Examples and Legality
What Is Ambush Marketing? Ambush marketing is a controversial marketing strategy where a company associates itself with a major event without paying for official sponsorship…
Usage based segmentation and its application in Marketing
About 3 decades back, the tetra pack as well as sachets were difficult to come by. However, now when you go to a retail store,…
How to segment or differentiate between brand loyal customers?
Brand loyalty is a principle studied in depth by all major companies. In fact, in segments like FMCG and medicine, brand loyalty goes a long…
The Use of Convergence Marketing for Better Reach
Definition Convergence marketing refers to customer-centric marketing in which the marketing, design, sales, and IT teams coordinate to ensure the company presents a uniform, consistent,…
Understanding Consumerism & how it depends on level of involvement of customer
Consumerism is an economic and social system that prioritizes purchasing products and services. Over the last century, industrialization has resulted in overproduction, with more supply…
Why brands fail – Reason for brand failures
Why brands fail is a question asked by Top management as well as the overall organization when a brand fails. During the process, no one…
Why customer reviews and recommendations are most important nowadays?
Word of mouth has gained immense popularity nowadays. The simple reason for this is that there is so much advertising and so many options that…
Customer empowerment and the rising power of consumers
Most customers have an opinion of how a product should be or how a company should work. In the past decades, no one listened to…
What is Above the Line Marketing? Difference between ATL, BTL & TTL
The line in marketing refers to the different types of advertising that companies use to reach their target market. Above the Line (ATL) is any…
