Marketing management articles

One of the confusions which any small business owner, as well as a brand manager faces, is – Which brand colors should you choose to represent your brand? When we talk about brand building, it means we are serious about our business and we want it to be famous and remembered by our potential customers. Color is one of the primary senses we have as human beings and that is … [Read more...] about 10 different brand colors and what they stand for

Negative marketing is a technique that involves painting your business competitors in a bad light. It is a ploy that is often used by companies and businesses at large to make their products look better than their competitors’ in the eyes of consumers. This marketing technique has many times been condemned to be unethical and an unfair business practice. But still, some … [Read more...] about Negative Marketing: All You Ever Wanted To Know

When a manufacturing company produces goods, it needs to have a distribution channel in place to ensure the movement of goods from manufacturing to end consumer. This is why, most companies use various types of distribution channels to distribute their products. With services becoming more advanced day by day, even service products such as SAAS (software as a service) has … [Read more...] about Types of Distribution channels – Distribution channel types

One of the problems of the modern era of marketing is that there is competition everywhere. Go to any industry you want, you will see small and big players already existing in the industry. All of them are trying to get a market share for themselves. In such a hustle and bustle, achieving a premium positioning sounds difficult but is very much possible. Many brands, especially … [Read more...] about How to achieve Premium Positioning for a brand or a product?

To explain the pull strategy in Marketing, let us first understand the origins of this strategy. When it was the industrial revolution, the most common concept of marketing was the production concept. Industries produced goods for consumption and these goods were distributed in the market. The demand was more then the supply. Hence, it was all about manufacturing and not sales … [Read more...] about Pull Strategy in Marketing – Application and advantages of Pull strategy

Exclusive distribution, as the name suggests, is a type of distribution where the company ties up exclusively with a distributor. If you have read the article on difference between wholesalers, retailers and distributors, then you will note that the work of a distributor is to reach the retailers and wholesalers and sell the products to end customers through them. But while … [Read more...] about What is Exclusive distribution? What are advantages of exclusive distribution?

One of the common confusions when doing channel sales or when doing a market analysis, is the difference between wholesalers, retailers and distributors. If you don’t understand the distribution hierarchy, then this confusion is common. This article uses simple examples to explain the difference between wholesalers retailers and distributors. Let us understand the role of each … [Read more...] about Difference between wholesalers retailers and distributors

Businesses these days are becoming increasingly global. They are reaching out to every corner of the globe to make their presence felt and gain customers. This requires a centralised objective and goal in place to start off with and strategies to achieve these common goals, which is called as ‘Transnational Strategy.’ The business arm in every part of the globe needs to work … [Read more...] about What is Transnational Strategy and its role in Marketing strategy?

When you are dealing with marketing a good or service, you need to understand the market structure, identify a consumer base and ensure that your product is accessible to them when, where, and how they want them. You need to make the customers realize the value of your good or service and not the other way round. Effective marketing can be quite a challenge especially in an … [Read more...] about What is Utility Marketing And Four Types Of Utility Marketing?

Competitive parity is an interesting concept to study in Marketing. Let us first examine what competitive parity is and then move on to see what are its advantages and disadvantages. Though the context of competitive parity might not be clear from its term, its crux and concept is. Competitive parity on the face of it means being on par with competition. What is Competitive … [Read more...] about What is competitive parity and its role in Marketing?

Corporate advertising is a very interesting concept to learn about. In a few ways it is quite similar to the advertising done for products and brands that a company owns but in many ways it is different from mainstream advertising and marketing strategies. What is Corporate advertising? Corporate advertising is the advertising done for an entire institution/ company/ … [Read more...] about What is Corporate Advertising? Examples of Corporate Advertising

Marketing can get complicated and intricate at times. It is because of the complexity of the human brain and the way it functions. Customers are dynamic in thought but tend to converge while displaying certain emotions and behaviours. A lot of these complex thoughts and behavioural patterns that the customers exhibit can be combined into a concept called as customer … [Read more...] about Why customer perception is important?

A product is not as simple as it might appear to a common man. It is more than that. There are various features and components that go into designing and building a product. In this article we will study the different levels of a product and then look at a few examples to understand what an augmented product is at some depth. Given below are the three basic levels of a … [Read more...] about What is Augmented Product?

Core benefit proposition is that proposition put forward by a company which talks about the main and the most important benefit that a consumer would derive from consuming that product. A core proposition can talk about the product in itself and also how it is different from its competitors. The core benefit of a product is also used in positioning a brand. The core benefit … [Read more...] about Core benefit proposition and its role in Marketing

Odd even pricing is extremely common to find these days and is being used widely. Many producers have started using this for a range of products. Some shops that give out discounts to their customers are also using this technique. The concept is extremely simple to understand. You woukd have come across several products being priced in the following manner: Rs. 9,999 or Rs. … [Read more...] about Odd Even Pricing and its application in Marketing