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…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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 2025
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 2025)
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…
Brand Identity – Meaning, Impact, Elements and Purpose with Examples
What is Brand Identity? Brand identity is the face of a company or product, and how it is perceived by the consumer. It is made…
Usage based segmentation and its application in Marketing
About 3 decades back, the tetra pack as well as sachets were difficult to come by. However, now when you go to a retail store,…
How to segment or differentiate between brand loyal customers?
Brand loyalty is a principle studied in depth by all major companies. In fact, in segments like FMCG and medicine, brand loyalty goes a long…
The Use of Convergence Marketing for Better Reach
Definition Convergence marketing refers to customer-centric marketing in which the marketing, design, sales, and IT teams coordinate to ensure the company presents a uniform, consistent,…
What is Consumer Buying Behavior? Types and Stages
Consumer buying behavior is the series of steps taken by shoppers, both in person and online before they make a purchase. To achieve your goals,…
Understanding Consumerism & how it depends on level of involvement of customer
Consumerism is an economic and social system that prioritizes purchasing products and services. Over the last century, industrialization has resulted in overproduction, with more supply…
The 5 Marketing Concepts explained in detail (Updated 2025)
What are the 5 Marketing Concepts? There are 5 different concepts of marketing, each of which varies in the function they carry and the way…
Why brands fail – Reason for brand failures
Why brands fail is a question asked by Top management as well as the overall organization when a brand fails. During the process, no one…
Why customer reviews and recommendations are most important nowadays?
Word of mouth has gained immense popularity nowadays. The simple reason for this is that there is so much advertising and so many options that…
Customer empowerment and the rising power of consumers
Most customers have an opinion of how a product should be or how a company should work. In the past decades, no one listened to…
What is Above the Line Marketing? Difference between ATL, BTL & TTL
The line in marketing refers to the different types of advertising that companies use to reach their target market. Above the Line (ATL) is any…
