MAY 2011

Selling indulgence

Selling indulgence

0 / May 20, 2011 10:26 AM

Koenigsegg, the Swedish sports car, finally knocked the Indian doors early last month. The car would be sold through The ESTD (InterGlobe Established Products), in India. “The Indian luxury market has huge potential and will grow exponentially in the next

Cover Story : Foodles – The right formula

Cover Story : Foodles – The right formula

0 / May 15, 2011 5:43 PM

Convenience’ is what the noodles category started with in India, ‘taste’ and ‘fun’ was what it added in the last 25 years, and ‘health’ is a new player in the category has now differentiated with. When GlaxoSmithKline Consumer Healthcare (GSKCH)

Cover Story : Vivel – The soap opera

Cover Story : Vivel – The soap opera

0 / May 15, 2011 5:37 PM

Many of you may be surprised to find ITC’s three-year-old brand Vivel as a success story. Just have a look at some numbers: As per Euromonitor, in 2010, Vivel had a market share of 1.6 per cent in the bath

Cover Story : Indigo – Flying High

Cover Story : Indigo – Flying High

0 / May 15, 2011 5:26 PM

Budget airline players like Go Air, SpiceJet, Kingfisher Red and Jet Lite were already in Indian sky when Indigo, the low cost air carrier entered the market in 2006. Segmenting the market, which most of the existing airlines were targeting

Cover Story : Zara – Premium fashion

Cover Story : Zara – Premium fashion

0 / May 15, 2011 5:20 PM

If one has to look for a classic case of excellent branding without spending a penny on advertising, Spanish fashion brand Zara will surely fit the bill. Inditex (Zara’s parent company) has formed a 51:49 joint venture with the Tata

Cover Story : Volkswagen – In the Fast lane

Cover Story : Volkswagen – In the Fast lane

0 / May 15, 2011 5:13 PM

The numbers speak for themselves. In the financial year 2010-11, Volkswagen recorded sales of 51,600 units, a whopping 1,500 per cent jump from its sales in financial year 2009-10 (3,092 units). Additionally, the seven month old Volkswagen Vento has ended

Cover story : Hippo – A pack apart

Cover story : Hippo – A pack apart

0 / May 15, 2011 5:05 PM

In the last one year or so, the branded snacks market, pegged at Rs 6,500 crore and growing by 30 per cent annually, has seen a bevy of health-based snacks entering the domain. While many brands bombed, one brand that

Cover story: Croma – Decoding Jargons

Cover story: Croma – Decoding Jargons

0 / May 15, 2011 4:54 PM

The Tata group, that has an acumen to transform opportunities into potential business, as in case of Nano and Docomo, has replicated the mantra in the retailing space too with Croma, which tries to find a niche for itself in

Cover Story Introduction: Getting it right

Cover Story Introduction: Getting it right

0 / May 15, 2011 4:42 PM

Success of a new brand or a product depends a lot on how well the brand has got its Segmentation, Targeting and Positioning (STP) right. According to the model, companies know that they cannot profitably serve all consumers in a

Un-Market! Un-Marketer!

Un-Market! Un-Marketer!

0 / May 15, 2011 4:29 PM

The latest thing doing rounds on internet lately is the leaking of open letter from Nokia’s CEO Stephen Elop to its employees suggesting that their company is standing on a burning platform and they really need to buckle up and