Article Category : Marketing
Importance of Branding in International Marketing
‘Brand orientation’ and ‘International brand repositioning’ are two terms that are gaining importance. A good brand is one which high return on investment for a firm after having created a good perception of the product or service in the consumers’ minds, thereby encouraging them to try the product.
The brand orientation approach stresses that customers and brands should be the central focus so that brand issues are better co ordinate. Branding should go a step ahead of merely communicating the product’s value and should be an integral part of the business strategy.
A brand can be a reference point while devising strategy. It can help align the firm’s capabilities with the external environment. Brand orientation can have a positive...
Can country be a brand?
A brand is considered a major factor for differentiation. Despite the fact that products can be differentiated on the basis of their characteristics, consumers tend to pay little attention to the product details. Instead, they differentiate the product from its competitors based on the brand name and their familiarity with the brand.
A brand has a social and an emotional connection with the customer. A good brand name helps in enhancing the perceived value of the product. As a result, a buyer pays less money for the products or services offered by lesser known brands. However, they are more than willing to pay premium for established brands. A brand is created based on several factors like performance, perceived value, trust and identification.
The...
Internationalization of Indian SMEs
The internationalization process of SMEs is gaining widespread importance with increased integration of world economy. SMEs are vital for emerging nations in terms of providing employment opportunities and contributing to the national economy. They are responsible for encouraging entrepreneurship and innovation. SMEs also play an important role in breaking the monopolistic nature of big players.
In order to develop India’s ties with other countries, the Government started relaxing import and other regulations. As a result of this, SMEs have started facing stiff competition from international players. SMEs which are not into export business lack information to deal with international business as well as experience to develop an international...
Once Upon a Time in Manipal (Case Study)
Manipal (Karnataka) is well known for having the highest student density in India. The heavy rainfall and the accompanying viral attacks during the monsoons are equally famous among the student community. I, being a second year student of T.A Pai Management Institute, have been trying very hard since the past year to overcome illness during this season, but to no avail. I was down with viral fever, flu and throat infection for the umpteenth time and it was high time I took all possible medications and further precautions.
With this mindset, one fine evening, I landed up at the Tiger Circle and decided to buy an umbrella first. I headed to the Manipal stores and asked for one. After spending little time on evaluating which one would be the best...
Integrated CRM Strategies
In the present scenario, the clear understanding of the fact that “Customer is king” is the major differentiating factor between a successful brand and its competitors. Many companies have implemented a Customer Relationship Management (CRM) strategy in order to cope with the ever increasing demands of the customers. The competing firms are in a race to outdo each other in terms of developing new strategies and technologies that enable the management of customers, their information and the business as a whole.
The CRM strategies should aim beyond the fundamentals like 360 degree view of the customer, automate sales processes, increasing customer satisfaction, improving sales cycle, reaching to new customers, retaining the previous customers...
Challenges faced in Indian Rural Marketing
The concept of Rural Marketing has been evolving continuously over the years and can be classified into three major phases – pre 1960s when it was synonymous with agricultural marketing; 1960s-1990s which saw the growth in the marketing of non-farm rural products; and post 1990s, where the prime focus of the companies is to market FMCG and consumer durable goods in rural areas as a result of rise in income levels as well as the number of middle class families.
With about 60% of the Indian population living in rural areas and representing half of the country’s buying potential even today, the Indian economy can be developed by improving the living conditions in rural areas. Rural illiteracy is the prime area of concern and various projects...
Samir 
ramalingam 
Farhaan 
siddharth 
Hans Neukomm 
