Knowledge in Marketing
consumer decision making process
consumer decision making process
deepak singh
CASE STUDY ANALYSIS
CASE STUDY ANALYSIS
RaJat Srivastava
adoption of a new offering
adoption of a new offering
shristi tomar
Reference material
Certain marketing framework which can help students in solving Marketing Case studies. Basically helps in enhancing thinking capabilities of students which approach any given problem statement
Consulting Club, IIM Ranchi
Marketing case study 1
Marketing case study 1
Arun Srivastava
Markrtetkng case study 2
Marketing case study 1
Ambush Marketing
Ambush marketing, a term first coined by marketing guru Jerry Welsh, has not really been rigorously defined. However, it broadly refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship. It is typically targeted at major sporting events - like the Olympic Games or the world cups in various games - and is a strategy adopted by rivals of the official sponsors. Description: What forms does ambush marketing typically take? In its more crude forms, ambush marketing could involve unauthorised use of logos or designs associated with the event. More often, however, ambush marketing involves more subtle forms of confusing or misleading the public about who are actually sponsoring the event.
Rashmi Jain
Ambient Advertising
Ambient Advertising is about placing ads on unusual objects or in unusual places where you wouldn’t usually expect to have an advertisement. Ambient advertising evolved as a concept because it has a lasting impact on the minds of consumers which makes it more effective. Ambient advertising is all about creativity, and how effectively the advertiser is able to communicate the message to the consumers. The term 'ambient' means placing the ad at unusual places or unconventional places were you wouldn't expect an advertisement. Ambient advertising can be done along with traditional means of advertisement or as a standalone form of communication. The idea behind ambient advertising is to surprise consumers with its placement. For example, advertising behind a car is not unusual, but using wiper as a part of adverting will look something different and will throw an element of surprise in the minds of consumers. Ambient advertising makes an impact because it is intelligently placed, has a wow factor to it, makes a direct impact on the mind of consumers, effective way of communicating the message across to target consumers etc. The first thing that will catch your eye when you are looking at an ambient advertisement would be its unusual location. The second characteristics of such an advertising is the fact that there is no repetition. Another thing which is important is the execution. How well the ad is being executed, or does it really creating an impact that was required for effective communication. Does it really have a wow factor? All these things are taken into consideration while designing an ambient advertising campaign.
Advertorial
An advertorial is a form of advertisement in a newspaper, magazine or a website which involves giving information about the product in the form of an article. Usually, a brand pays the publisher for such an article. Advertorials are advertisements that appear in the media, be it magazines, newspapers or websites. Advertorials are paid content. They are used by marketers to educate prospective consumers about the features of a product. It can be used to target a specific set of people by choosing the right medium to publish the advertorial. For example, an advertorial in a business newspaper would involve educating a set of people who are more interested about economy, markets or financial products. It is an effective medium for a company to connect with its consumers through a story, unlike a traditional print ad in a magazine, newspaper or on a website as a banner ad. An advertorial is more detailed than an advertisement and thus helps consumers understand more about the product. Advertorials are usually written by an ad agency or the client itself. They then purchase the ad space on the website or in a newspaper or a magazine. It is important to note that as a rule of most publications, the word "advertisement" is mostly printed in small letters at the top or bottom of your advertorial. Some newspapers or magazines chose to push these advertorials in special sections.
Advertising
Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK. Advertising is always present, though people may not be aware of it. In today's world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people (endorsements). The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. A company that needs to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.
5 Forces Analysis Of The Environment
The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works. There are five forces that act on any product/ brand/ company: 1. The threat of entry: competitors can enter from any industry, channel, function, form or marketing activity. How best can the company take care of the threat of new entrants? 2. Supplier power: what is the power of suppliers in this industry? How will their actions affect costs, supplies and developments? If there are a few suppliers, power is in their favour and cost of switching may be prohibitive; vice versa for a situation with lots of suppliers. There may be too many buyers from too few suppliers. 3. Buyer power: there may be few buyers for the product, which could mean that they would drive down prices and dictate business terms. What is their effect on the business? If there are many buyers, sellers could decide not to supply to a few, because other buyers will step in. 4. Threat of substitutes: can another substitute the product? Tea for coffee; email for fax? What is the likely possibility of this and what is its impact? 5. Competitive rivalry: all the four forces may come together to produce this force. All the resources at a company's disposal may be put in to maintain market shares and sales. How intense is competitive action, can it be countered?
5 Forces Analysis Of The Environment
The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works. There are five forces that act on any product/ brand/ company: 1. The threat of entry: competitors can enter from any industry, channel, function, form or marketing activity. How best can the company take care of the threat of new entrants? 2. Supplier power: what is the power of suppliers in this industry? How will their actions affect costs, supplies and developments? If there are a few suppliers, power is in their favour and cost of switching may be prohibitive; vice versa for a situation with lots of suppliers. There may be too many buyers from too few suppliers. 3. Buyer power: there may be few buyers for the product, which could mean that they would drive down prices and dictate business terms. What is their effect on the business? If there are many buyers, sellers could decide not to supply to a few, because other buyers will step in. 4. Threat of substitutes: can another substitute the product? Tea for coffee; email for fax? What is the likely possibility of this and what is its impact? 5. Competitive rivalry: all the four forces may come together to produce this force. All the resources at a company's disposal may be put in to maintain market shares and sales. How intense is competitive action, can it be countered?