Management Features
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January 25, 2022, Tuesday
Leadership, transformation efforts in disruptive era: Is it challenging?
Incorporating the modern theories of management, modern technology as also implementation protocols are imperative to derive the ...
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July 12, 2018, Thursday
Starbucks filters its coffee from the clutter, steps up buzz with new brews
Keen to differentiate its brand from the crowd, the Seattle-based chain steps up the buzz with a set of new brews
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May 13, 2018, Sunday
Social proof can be an effective tool to motivate customers to move online
Imagine you have two buyers: one buyer looking for a small compact camera and another buyer looking for an SLR camera. How can ...
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May 06, 2018, Sunday
New campaign by Tasty Treats highlights the range and product adaptability
The products are priced 5-10 per cent lower than comparable products. The company does not rule out dynamic pricing
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May 04, 2018, Friday
Nokia dials the IPL helpline, looks to establish a new identity
With KKR's team sponsorship, Nokia has entered the IPL limelight, says brand consultant Harish Bijoor, which he says the brand ...
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March 25, 2018, Sunday
Sports sponsorship: Cricket rules on-ground, football steps up
On-ground sponsorships continued to grow in double digits in 2017, growing by 14.7 percent while overall sports sponsorship grew ...
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January 29, 2018, Monday
How sportswear brands are rewriting playbook to cater to women consumers
How brands such as Puma, Wildcraft and Woodlands are rewriting the marketing playbook to cater to women consumers
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January 22, 2018, Monday
Idea Cellular's new TV commercial: A transformative idea triggered by video
A new TV commercial by Idea Cellular has pushed the running narrative of the telecom firm to imply how in today's world a video ...
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December 24, 2017, Sunday
India ranked second in Asia for innovation centres
Vantage point: Insights from cutting-edge research
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November 19, 2017, Sunday
IndiGo battles an image crisis: Can airline navigate brand out of trouble?
As passenger ire continues to boil over, can the airline navigate its brand out of trouble?
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November 08, 2017, Wednesday
Dalda's kitchen connect
In its latest campaign, Dalda is stressing that it's now a refined oil brand and no longer just a vanaspati offering
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November 06, 2017, Monday
B2B and advanced technology start-ups on a growth path
20% of start-ups emerged from tier-II and III cities: NASSCOM-Zinnov report
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October 23, 2017, Monday
PVR's digital path to creating loyalty
As the cinema chain launches a digital plan to woo customers, building relevance and context will be key
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October 10, 2017, Tuesday
FIFA U-17 World Cup: Brands bet on crowds more than the game
Advertisers spin a story of national pride and development, not sporting glory, at the ongoing tournament
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September 17, 2017, Sunday
Cricket on the advertiser's mind
Still the best game in town, but the way brands engage with the sport is changing
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September 07, 2017, Thursday
Outbound Indians: Tourism Australia, Mauritius eye experiential branding
Australia, Mauritius focus on leveraging growing wanderlust among the young and affluent travellers
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September 05, 2017, Tuesday
Digital lights up IPL: Facebook, Airtel, Jio bid more than Rs 3,000 cr
Hotstar hit the jackpot, 3 players bid more than Rs 3,000 cr for the digital rights at the auctions
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August 21, 2017, Monday
Shop till you drop
It is not a choice between online and physical stores, but over which brand delivers the right expe
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August 09, 2017, Wednesday
Wagga Wagga's mantra for diabetes: Healthy oil for a healthy heart
In its ad campaign, edible oil manufacturer dwells on love for food and compulsion to restrict diet
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August 09, 2017, Wednesday
Mercedes invests in flexible manufacturing line to offer personalisation
About 15 to 20% of the completely built unit customers seek unique customisation options
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May 02, 2019, Thursday
Why Brand Jet collapsed within 12 months of celebrating silver jubilee
Price wars, rising costs, and an inability to meet its brand promise have led Jet to the crowded pile of dumped airline brands, ...
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May 23, 2018, Wednesday
EU's GDPR will change the way personal data is handled worldwide
GDPR has magnificently listed out the steps to protect personal data
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May 11, 2018, Friday
The anatomy of brand crises
The book looks at a large number of brands that have withstood crisis. Many have managed to come back stronger, but the book also ...
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May 06, 2018, Sunday
Variety in 'activities and experiences' space next frontier for Cleartrip
To address the quality issues related to service delivery by vendors, Cleartrip is building in-house technology capabilities that ...
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April 23, 2018, Monday
Make each buyout count: How Motherson reaps success from loss-making firms
The automotive component maker has averaged one acquisition per year since 2002, and has managed to turn all except one ...
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March 01, 2018, Thursday
How Flipkart is tweaking its user interface to win diverse customers
It maps customers on buying habits, not age, location or income, due to which it no longer pitches iPhones to a consumer just ...
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January 29, 2018, Monday
Insurers to work with fitness trackers to incentivise a healthy audience
Max Bupa had tied-up with fitness technology firm GOQii to provide users access to the latter's wellness engine
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January 15, 2018, Monday
Opportunity or challenge? How brands are riding the news wave in India
In 2017, news genre recorded 15% growth in the number of channels, according to BARC
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December 03, 2017, Sunday
The rise and fall of Brand [V]
How an iconic music channel lost the plot even as rivals flourished in the same space
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November 12, 2017, Sunday
The merchandise story: From push to shove
Disney, Turner cash in on the growing interest in merchandise, increase licensing deals and expand the range of products
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November 08, 2017, Wednesday
The game changer
India's planned transition to electric vehicles will drastically affect the commodities market
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November 01, 2017, Wednesday
Battle for eyeballs
OTT has changed the manner in which we consume visual media
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October 15, 2017, Sunday
Waste not, want not
Brands can turn frugality into a differentiated purpose, build an identity in keeping with the times
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September 18, 2017, Monday
Harnessing the power of celebrity
Stars are successfully transforming fans into loyal consumers, beating big brands at their own game
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September 12, 2017, Tuesday
Ola aligns with millennials, adopts their causes to market services
Company's focus on climate change and attempts to link it to the 'Ola Share' service is not new
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September 06, 2017, Wednesday
MRF test drives a luxury brand
The tyre maker relies on its association with the customer to build a new brand in a new category
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September 04, 2017, Monday
Essar is looking at $15-bn revenue in FY18 and hopes to rebid for steel biz
Debt-laden group is focusing on operational efficiencies and hopes to rebid for its steel business
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August 15, 2017, Tuesday
GSK, Mondelez, Nestle brew up a storm in a health cup
As competition heats up, health drink brands get more aggressive with promotions and promises
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August 09, 2017, Wednesday
A resilient business model
Customer- and innovation-led transformation is key to a profitable business
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July 12, 2017, Wednesday
Rajiv Rao, the man behind Zoozoo ads quits Ogilvy India
Rajiv Rao steps down as national creative director to pursue film-making
