March 2009

Marketers, Make Consumers Do Your Job!

Don’t be scared, I don’t mean it literally. I know that in these sluggish times the ‘job’ word reminds one of more pink slips than timely promotions.  What I mean though is that the ultimate aim of  any marketer is

The Seven Leadership Mantras for Exponential Growth

Behind the starry success of most ‘blueprint’ companies there have been the amazing synergies of dual leadership. Dynamic duos such as Hewlett and Packard, Sears and Roebuck, and Walt and Roy Disney have become the stuff of corporate legend. Exclusive

Castrol: A Perfect Blend

In times when the consumer sentiment seems to be slipping by the moment, one of the brands that has offered some solace to the market by continuing to remain upbeat is Castrol India. We, at Pitch, have attempted to find

“Keeping the youth hooked is a challenge”

The accessories leader Fastrack from Titan underwent a major brand revamp recently. Corresp- ondent Deepti Aggarwal meets brand manager Simeran Bhasin to find out what the brand has up on its sleeve: Excerpts from an interview:   What was the

A New Battle for the Throat

Has the fizz gone out of the colas? Is there more froth in the non-cola drinks now? Are the consumers more tuned, if not to health drinks, at least to lesser harmful drinks like the flavoured drinks and fruit juices?

Interview: “Small towns are growing faster”

Founded in 1995 in Sweden, the natural cosmetics maker Oriflame is one of the leading direct selling firms globally with presence in over 60 countries. It entered the country in 1995 with 59 products but today offers over 600 items.

Tata Xenon: Pick up in sStyle!

It seems Tata Motors doesn’t like to be labelled any which way. Be its runaway national success that the Ace, which is nothing but a four-wheeled autorickshaw, has become or its globally famous Nano, the sub-one-lakh car which is slated

THE URBAN CONSUMER : Rising aspirations

Globalisation has also come up with its own trains. Besides unleashing the marketforces, it has also pressed the buttons of a total transformation in urban India.  Far from being just the abode of commercial excellence urban India gave rise to

THE URBAN CONSUMER : What india owns

The resurgent India story has mostly been drafted and crafted by the burgeoning Indian Middle class, as Pawan Verma in his book the Great Indian Middle Class would have us believed. Indeed, the power of the middle class lies in