How to do Competitive Advertising?

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Heard about competition? Obviously you have. And, advertisement? What a silly question to ask! Of course, you did. So, may be now it’s time to learn a little bit about ‘competitive advertising’. This is how a dictionary describes the term: “a commonly used type of advertising that communicates the unique benefits of a product, differentiating it from the competition”. So, it’s basically way of communicating how your product is superior from competition. In management jargons: “positioning your product based on the USP or competitive advantage”. Most competitive advertising shows more than one (has to be!) competing products with feature-wise comparison… Continue reading

Fair & Lovely – Is marketing meant for exploiting the consumers?

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Today we will discuss about the popular personal care brand Fair & Lovely. This HUL skin-care brand for ‘Aspiring’ segment was launched in India in 1978. The brand promises the benefit of ‘making complexion fairer over a period of six weeks’. The target segment for the brand is middle class Indian women who want fairer skin. The message is conveyed in ads where women using the brand become fairer and get ahead in life by attracting men and jobs. Of late, the range of the products under the brand is extended to include: Ayurvedic Fairness cream, Anti-Marks cream, Oil control… Continue reading

HUL Fact File and Brands

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HUL Fact File

Founded
1933

Vision
“To earn the love and respect of India, by making real difference to every Indian.”

Mission
“Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.”

Gross Turnover (2007-08)
Rs. 14938 Crore

Profit After Tax (2007-08)
Rs. 1769 Crore

Number of Employees
15,000+

Logo

Chairman
Harish Manwani… Continue reading

Brands of India: Introduction and ITC

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Introduction:

TNMG or ’The Next Marketing Guru’ is my next attempt at serious blogging. Using this brand new blog I want to bring all the learning in management in general and marketing in specific to the practical world. The objective here will be to bring the cutting edge knowledge from academic and research world to the benefit of all of us facing practical issues in business and consumption world!With that objective I start this series namely ‘Brands Of India’ which is to analyse Indian Brands across industries from primarily marketing and advertising point of view. From time to time whenever… Continue reading

Washroom Advertising – alone in the loo? :P

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It is all about grabbing attention when it comes to marketing and who would not want “ALONE TIME” with the consumer. Marketer would feel elated if he could convey his ads/promotional campaigns when the consumer can’t drive past or change the channel.

The evolution is interesting to study –

Companies tried getting their ads outdoors – so it was banners/hoardings in addition to ads on TV, radio & print media

Then it was essential to create curiosity in every ambience – so the concept of ambient marketing took over – be it the dumb bell shaped holder… Continue reading

Marketing Basics – TNMG Gift for Placements

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Hello friends!

I’m writing again after a long time. Really sorry for the long break! But all this time I was busy making TNMG a more valuable offering for all of you. Time is precious so without any more elaboration let’s come to the point.

Yesterday, Manoj – a very good friend of mine came to me at around 3 AM in night (or should I say early morning :P ). Now,  in a busy B-School none has time for any crap at such a time and that means it was something serious. And it… Continue reading

Marketing Concepts in Two Minutes

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A hilarious video that explains all important marketing concepts in just two minutes.

Please find below the hilarious script in text form.

1. You see a gorgeous girl at a party. You go up to her and say: I am very rich. Marry me! – Thats Direct Marketing

2. Youre at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: Hes very rich. Marry him. – Thats Advertising

3. You see a gorgeous girl at a… Continue reading

Must See – Eight Awesome Ads

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Dear friends, hope all of you are doing well. Was not getting time to write anything for long. So thought something is better than nothing and hence this post. But yes, will keep it short (time again is a scarce resource!). Till I get time to write a long boring post for you all – enjoy these awesome ads. And yes, don’t forget to tell us which one you liked the most. So, enjoy…

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Survey

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Dear Student,

We are conducting this survey as part of a research being conducted by the Marketing Area at XLRI, Jamshedpur to understand the impact of reviews posted on social media sites on the consumers. You are kindly requested to fill the survey as soon as possible and help this research. The responses collected will remain solely confidential and you are requested not to discuss the questions or your responses with anyone else.

Please click on the appropriate link based on your roll number. Each person should click on a

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Don’t Read if U don’t want to laugh!

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1. Statutory Warning: For recreational use only.
2. Jokes can be hazardous to health. Laugh Sparingly.
3. No one under 18 admitted.
4. No Solicitors.
5. No parking.
6. Trespassers will be prosecuted.
7. Outside food not allowed.
8. For a limited time only.
9. Conditions apply.
10. Employees and their family are not eligible.
11. Not for the weak hearted.
12. May be too intense for some viewers.
13. Edited for public viewing.
14. As seen on TV.
15. No animals were harmed in the making of this film.
16. Objects in the screen are closer than they appear… Continue reading

Global Top 10 in 2009 – The Results Are In

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The Departure
We were running the series on Indian brands named ‘Brands of India’. But suddenly this departure! It is definitely justified if it raises some questions in your mind. But hey, don’t worry! ‘Brands of India’ will continue after a refreshing break!
The New Course
Now, coming to this out of course article -
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