In the mass customization and word of mouth dominant era, this might be a very very relevant idea – why not use customers as a distribution channel? Its a simple 3 step process 1. Create some fantastic, customized product for some opinion leaders, catering to their indivisual tastes. 2. Since you have gone to such...

There has always been a long drawn debate whether we like to see what we want to see or would we like to see reality as it is. Some of the analysis is very interesting. 1. The ever popular saans-bohu saga in the hindi serials are a huge crowd puller among the female audience. Take...

This idea is contributed by Rizwana Tasneem  For years, prescription drug boxes have traditionally been white. Crowded pharmacy dispensaries are often a sea of white, which makes it difficult to distinguish between different medicines, strengths, and quantities.  Our local Pharmaceutical companies can tap into this opportunity by adopting a new color-coded packaging system, designed to...

One of the great flaws of marketing is its tendency to stereotype. In the name of mass marketing, we create and indulge in the assumption that a huge group of people basically think and react to same stimuli alike. But if one has some practical knowledge about direct selling and research, then he can point...

Its a sad scenario. In our country all of the companies have marketing department, but the sole responsibility of almost all of the employees of these departments is selling. Here is a classic case of confusing marketing with selling. To get the record straight, marketing and selling are not synonimous. Running the risk of incurring the...

One very difficult question that brand managers have to answer often is, “If your target market is so specifically defined, then how can you actually make profit by selling to a few people?”. The obvious wayout for most business owners is the ancient formula – appeal to mass people, use mass media and sell to...

This idea is contributed by Rizwana Tasneem Many advertsiers would like to know the answers to the following questions: Does product placements work? If so, why? If not, why not? If a person sees a movie character sipping Starbucks coffee, will s/he go out and get one? If they see a Survivor contestant gulping down...

This idea is contributed by Mohammad Jobaed Adnan For the perennial party animal or the average variety-seeking youth, a cocktail drink is a cool accesory to have ( or drink, to be precise). Be it a simple mixture of Coke, Fanta and Sprite or a more adventurous sorts with exotic mix of soda with other...

To depict women in advertisements, previously it was an either or situation. A. Either you are showing a mother who only thinks about her child without a care for herself or for that matter anything else B. Or you are showing the high-heeler wearing a western dress and spinning her web with (or on) the...

Be it the small start ups or large corporates, local or mutltinationals, puffed up budget owner or cash constraints proprietor – one thing we all need and have is a visiting card. And that small card may just be our biggest selling and brand building tool. Why? 1. It creates an impression. And anything that...