What Is Co-Branding? Co-branding is a marketing strategy that involves partnering with another company or brand to create a joint brand. This can be done…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Product line stretching
The product line length within a company keeps changing. Generally, there are three price bands which exists in any market – Lower priced products, middle…
Classification of Industrial products – Industrial products classification
Classification of Industrial products is necessary as it helps decision making for the organization. Industrial goods are classified on the basis of their relative cost…
Five product levels in Marketing
In one of the previous articles, we discussed different types of products and broke the products in 3 parts. However, many experienced marketers define the…
What is Market Potential? How to Determine It
Whenever we launch a new product or a service, we fear whether it has enough market potential. It is known very well that you need…
4 types of service processing – How to categorize service processes?
In services, there is an input and an output. Both, the input and output can be intangible in nature because of which service processing is…
4 questions to ask yourself before targeting new customers
If i ask 100 businessmen out there what they want, each one of them will say that they need more customers to grow their business….
What is Competitive Rivalry (One of Porter’s Five Forces Analysis)?
Competitive rivalry, a key element in Porter’s Five Forces Analysis, refers to the intensity of competition between existing players in an industry. It’s like a…
Product line competition – How to compete on the basis of Product lines?
One of the key factors which differentiates between brands, especially when they are in the consumer durables, FMCG or retail segments, is the product line…
What is Sampling plan and its application in Market research?
Once you are ready with your market research plan, then comes the implementation part. And the first step of implementation is determining your sampling plan….
How to collect primary data for Market research?
Secondary data sources are easily available in the market. Or, the Internet is one of the most common resources being used for secondary data collection….
7 Advantages of giving Good Customer Service
One of the reasons good businesses become great is because of the loyalty they command from their customers. This loyalty ensures that the customers stay…
What is the objective of market research?
Market research is the practice of researching people’s thoughts, opinions, and behaviors concerning a given product or service. It’s typically conducted by contacting customers to…
19 different types of target markets based on segmentation
Once you have done your segmentation (via the different types of segmentation), you will land up with a target market. Now, based on your segmentation,…
What is Repositioning? Definition, Importance & Examples
In the fast-paced world of business, staying still is not an option. Companies always need to stay ahead of the curve, constantly evaluating and refining…
The relation between USP and Value proposition
Many a times, readers get confused between value proposition and USP which stands for unique selling proposition. They generally ask the difference between the same….
How to Increase Market Share? 10 Best Ways To Do It in 2024
Several big brands have carved out significant market share in their respective industries. Awareness of increasing market share is key to a successful business, leading…
Brand Awareness – Definition, Importance, Examples and Tips
Brand awareness is the extent to which target audiences of a brand are able to recognize or recall it in different situations. It is a…
Advantages of Competition (Updated 2024)
While competition can be challenging, we frequently overlook its numerous benefits. It drives us to refine our abilities and strive for excellence, helps reduce prices,…
5 Main Advertising Theories
The 5 Advertising theories help us understand how advertising can influence consumer behavior and make potential customers adopt specific products, thereby developing a preference that…
Adoption Theory – Theory of product adoption
The adoption theory has a simple objective – To observe new product adoptions and new product diffusion in the market to understand how and why…
Difference between product marketing mix and service marketing mix
Many of our readers ask questions about the product marketing mix and service marketing mix. In fact, I recently had some people preparing a service…
What is product form pricing? And when is it applicable?
When you own a company, you need to see that each and every aspect and department is working fine. One such element which needs extra…
What is Brand architecture and what are its advantages?
What is Brand Architecture? Brand architecture is the framework that defines how a company’s brand portfolio will be structured. The goal of brand architecture is…
The importance of consumer buying behavior
Why do you need to analyse customers and what is the importance of consumer buying behavior? There are many reasons for the same and this…
How to find distributors for your product or company?
The process to find wholesale distributors for your product can be tricky. It’s important to not only make sure that their goals align with yours,…
Above the line Vs Below the line marketing
One of the things which confuses many of our student readers is the distinguishing features between Above the line vs below the line marketing. Before…
What is Benefit Segmentation? Definition, Examples & Advantages
In the current diverse marketplace, gaining a deep understanding of your audience is crucial for successful marketing. It goes beyond knowing their demographics; it’s about…
The 7 Steps of Market segmentation – Process of segmentation
As we have discussed in many articles previously, market segmentation is important for any firm. However, the steps in market segmentation are equally important to…
How many segments should a new business enter?
There are various types of segments and each of the segment has its own advantage. However, one of the key factors of segmentation is differentiation….
What is Consumer Marketing? Definition, Strategies & Example
Definition Consumer marketing is about knowing what drives individuals to buy a product and then devising techniques that appeal to their emotions. It is a…
What is Marketing? Purpose, Benefits and Limitations
What Is Marketing? Marketing is the strategic process of creating messaging that will attract an audience to a company’s product or services. In simpler terms,…
How to analyse the product mix of any brand? With example of coca cola.
This is an article by request of a reader. One of the many questions you need answered while analysing a competitor, is the analysis of…
DAGMAR: Definition, Steps, Phases, Objectives
What is Dagmar? DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising is a conceptual advertising framework for setting concrete, measurable objectives for advertising…
Service triangle or The service marketing triangle
The service marketing triangle or the Service triangle as it is commonly called, underlines the relationships between the various providers of services, and the customers…
Brand Essence – Definition, Importance and Examples
Brand essence is a couple of phrases or two to three words that communicate a company’s USPs and core values that differentiate the brand from…
B2C vs B2B marketing – Difference Between B2C and B2B
What are B2B and B2C Marketing? The terms B2B and B2C stand for “business-to-business” and “business-to-consumer.” B2B marketing is when business markets and sells its…
Adaptive Selling & how to use it for sales
Adaptive selling is a strategy that requires the sales representative to adapt or customize the selling style based on the behavior of the customer. This…
What is the Importance of Advertising for Businesses?
Advertising is an important tool for businesses due to its ability to engage potential customers, increase sales, build brand recognition, and highlight the unique features…
Ambush Marketing – Definition, Types, Examples and Legality
What Is Ambush Marketing? Ambush marketing is a controversial marketing strategy where a company associates itself with a major event without paying for official sponsorship…
