May 2010

‘Daan’ and ‘Bachat’: Friends of the Indian marketer

It was not long time back, when the world market was crumbling, real estate was down to abysmally low, and big banks went bankrupt in the western countries. Though it was almost impossible to resist heat of the slowdown for

We are concerned about offering values: Anurag Kontu

Mobile handset market in India  is heating up between domestic and global players. Sony Ericsson, which has lost on its volume share for the third straight year, still  focus on the value proposition to its TG. Anurag Kontu, Marketing Head,

Campaign:A new dent

As Hindustan Unilever’s flagship oral healthcare brand, Pepsodent, struggles to gain market share in the category, it brings ‘King Khan’ into its latest campaign – ‘Pappu and Papa’. HUL’s Close Up and Pepsodent together hold 22 per cent share in

Positioning: Sensual, not sexy!

It relates to consumers’ basic natural instinct. It brings a better recall value to a brand. And it sells to the new generation. No wonder, ‘sensuality’ has been a ‘tried and tested’ way of positioning for many a brands. Use

Niche Marketing : Out of Sink

Dishwashers are not a new concept in India. It entered the Indian home appliances market almost a decade ago. The category, however, continued to crawl and could not muster strong consumer interest. So much so that a number of major

Pitch Internet Report 2010: Marketers’ Opinion – A happy bunch

That marketers have lapped up the internet has been discussed much in detail in through out the report, but who are these marketers and what are they doing online and how are they leveraging the net. Traditionally, online has been

Pitch Internet Report 2010: Digital Planning – The deal makers

Love it or hate it. You can’t ignore internet anymore,” says Viraj Malik, CEO and MD, Percept Knorigins, a leading online advertising and digital marketing agency in India. “This is very evident from the healthy rate at which the internet

Pitch Internet Report 2010: Genre analysis – The Search Ends

After emails, search is the second most popular activity amongst active internet users in India. According to the ‘I-Cube 2009-2010: Internet in India’ report, 80 per cent of the active internet users in India used search engines in 2009 for 

Pitch Internet Report 2010: Genre analysis – Optimising options

Online classifieds are spread across categories like jobs, matrimony, real estate, auto, travel & tourism, health and others. With a focused approach, these portals offer users a better option to optimise their search results. The burgeoning pages Job search remains