Here’s one of the reason why your competition’s products are selling better than yours – your sales person’s age!! Research shows that the closer the age of the salesperson is to the age of the actual customer, the higher the probability of the sale being complete. This shows the massive amount of trust that customers...
While the number of diagnostic centers and hospitals are increasing, confidence on the doctors is taking a nosedive in the country. AMong the care-seekers, the lucky ones are travelling abroad. The unlucky ones are the survivors who have lived to tell a medical horror story, one more harrowing than the other. Isnt it high time...
If we strip it down, building big brands followed a similar path in the past. Its either through fantastic advertisements or through a fantastic innovation. But if we want to build a big brand today, are these the two roads available to us? Well, pinpointing the road is one thing. But taking that long stretch...
Imagine asking for contraceptives in a shop! Starting from the adolescent days of curious shopping till the grown up years of necessity buys, purchasing contraceptives is never a mean feat. It might feel like just few daring steps and a simple matter of asking for a particular brand, but in reality its one less buy...
In the era of globalization, Satellite TV, cable channels and Harry Potter – does traditional media planning works? The answer is a tricky “No”. While multi-national FMCG companies have a history of taking regional ads and dubbing it in our local language, its a trend that will only increase. And quite rightly so. When consumers are...
When one partciular industry dies out due to the threat of another industry, the only way out is redefining the boundary of that business and creating a whole new identity for it. By that, this dying industry can reach out to a whole new set of people. Does industries die? Well why dont we ask that to...
Its common knowledge that word of mouth is THE undisputed tool for brand building, if not now, it will be sometime in the middle of the unpredictable yet very near future. What is uncommon is using it for real right now. And thats just what has been happening. If you dont believe what you are hearing,...
We have all heard about geographical segmentation, but that usually deals with a BIG geographical area. But what if we take into account small sections of the cities? Is there enough in it to pay particular attention to location for different marketing decisions? Well for starters, its nothing new. There is a particular reason why we find...
An archetype is a generic, idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated. Its most famous proponent is swiss psychologist Carl Jung who used “Archetypes” to explain personality. According to him, no matter from which society legends or characters are created from, at the end they...
Upton Sinclair once said, “You can’t make somebody understand something if their salary depends upon them not understanding it”. I will go one better. I would say all our preachings of “Superior Customer Service” and “Fantastic Brand Experience” are all thin air, if the performance of the brand is not tied up with the day...
