"Abraham Koshy"

Is KFC’s emotional route ‘So Good’?

Is KFC’s emotional route ‘So Good’?

0 / March 19, 2012 8:31 AM

Yum! Brand’s Quick Service Restaurant (QSR) chain KFC has taken its branding efforts one level up, attempting to establish an emotional connect with consumers with its new campaign ‘So Good’. Prior to this, the brand’s marketing revolved around taste with

No bar: Coffee at home

No bar: Coffee at home

0 / February 29, 2012 8:32 AM

Cafe bar culture has been on an upswing in the country. But in-home coffee consumption still has not been as big as marketers would have liked to. However, over the past few months, coffee marketers (in-house coffee consumption) like Nescafe

Whom does 7UP want to ‘feel up’?

Whom does 7UP want to ‘feel up’?

1 / January 16, 2012 8:40 AM

That’s the first reaction many people give when asked for their comments on 7UP’s new positioning. Since the brand deserted Fido Dido, its ex-mascot, 7UP’s been trying hard and experts say that even if the new positioning evokes mixed reactions,

Up the ladder

Up the ladder

0 / August 17, 2011 7:04 AM

A product is quickly outdated…but a brand is timeless. Thus, it takes years of hard work for a product to metamorphose into a brand and strong brands are built on intangible attributes, ones that emotionally connect with consumers. Most marketers

Parle products : The new path

Parle products : The new path

0 / July 8, 2011 7:30 AM

The wafers category is giving a hard time to the market leaders in the biscuit category. Parle Products, which boasts of 40 per cent market share in the biscuit category, forayed into the organised wafer business in 2009, and launched