Toothpaste is the category chosen for this excercise. The oral care market in India is huge‚ about Rs 4400 crores of which toothpaste is about Rs 3200 crores (as of April 2010).The toothpaste market is flooded with brands(Colgate total‚ colgate active salt‚colgate gel‚peposodent‚close up‚meswak‚babool to name a few) with very little value proposition for the brands to talk about and hence very little‚ if any‚ distinctive personalities for them.Colgate is the maket leader with about 50% of the share
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launching a new product‚ it is better to pursue a brand extension strategy‚ than to develop a new brand Brand extension is a brand strategy which using the existing brand name to develop a new product or enter into a different product category market or industry. The new brand can be called as a “sub-brand”‚ and the original brand is referred as a “parent brand”. There are basically two different types of brand extensions. The first one is “line extension”‚ which means to launch a new product which is
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stuff‚ you need to understand how people make purchasing decisions. Product quality and seller reputation matter‚ goes without saying. What about when the product matches the customer’s needs and wants‚ and they trust the seller? What are the things that influence purchasing decisions once those fundamentals are in place? Online purchases start with a Google or Amazon search. Most people do online research and compare different options. This applies equally to B2B - 71 percent of enterprise purchase
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Nokia has been one of the brands that are in the last 20 years been synonymous with high-quality phones. Till 2007‚ Nokia had a market share of 80% in the smartphone market‚ and the most important reason for losing ground during the digital age‚ actually smartphone age was due to the weak position of Nokia in the technological system or ecosystem. “Nokia failed in connection to people!!” One of the reasons for Nokia failure is on one side that Apple redefined smartphones with touch screen and
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How consumers decide Professor John Maule from the University of Leeds describes new research into the way that consumers choose a product. Understanding consumers Consumers are creatures of habit: they buy the same products time and time again‚ and such is their familiarity with big brands‚ and the colors and logos that represent them‚ that they can register a brand they like with barely any conscious thought process. The packaging of consumer products is therefore a crucial vehicle for
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Factual Summary As per the transcript‚ Coleman works for Software Inc.‚ a Delaware based corporation that sells security equipment to businesses and bars. Coleman’s duties include traveling to prospective clients and meeting with representatives of the businesses in their sales division. During a sales trip to Smalltown‚ Colorado in March 2008‚ Coleman wanted to buy an anniversary present for his wife. Coleman went to the mall to buy the present. While at the mall‚ Coleman saw a ring that he
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its environment‚ his or her daily interaction with others teaches it more about the ‘self as object’ or categorical self (Dunn‚ 1988). This is when a basic level of self-awareness is achieved‚ the child places himself and is placed by others into categories that define who they are (ref. from 2009). Harter (1983) outlined a developmental sequence in which children’s self-descriptions change as they get older‚ where they begin to see themselves more objectively - as if described by others (ref. from
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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Black & Decker Corp.: Household Products Group‚ Brand Transition Case © The McGraw−Hill Companies‚ 2001 Harvard Business School 9-588-015 Rev. October 6‚ 1992 The Black & Decker Corporation Household Products Group: Brand Transition In April 1984‚ Black & Decker Corp. (B&D) acquired the Housewares Division of General Electric Co. (GE)‚ combining the GE small-appliance product line with its own household product line to form the Household Products Group. The terms of the acquisition
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CATEGORIES OF NON-VERVAL COMMUNICATION Body movements‚ gestures and postures Kinesics is the interpretation of body language such as facial expressions and gestures — or‚ more formally‚ non-verbal behavior related to movement‚ either of any part of the body or the body as a whole. Gesture is a form of non-verbal communication in which visible bodily actions communicate particular messages‚ either in place of speech or together and in parallel with words. Gestures include movement of the hands
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