Brand Attributes – Meaning, Components and Importance

In order to understand the meaning and importance of brand attributes, and their contribution to the creation of memorable and attractive brands, it is important to understand the significant difference between products and brands. A product is purely a physical thing, defined by physical attributes. For example, cola is a physical product made from a combination of caramel, caffeine, sugar, carbonated water and other colors and flavors. In contrast, a brand is a defined image and name associated with a specific firm’s products, and used to differentiate these products from those of competitors. As a result, a brand effectively represents the promise of quality for consumers, and the promise that a product will meet certain standards and expectations. At the same time, a brand can also represent a conceptualization of the values that a product espouses, hence how these values can differentiate one product from another, and influence a consumer’s Continue reading

Forex Operational Risk Management through Marketing Management

Operating risk in foreign exchange operations can be negotiated ably through marketing management strategies as well. These are: market selection, product strategy, pricing strategy and promotion strategy. Market Selection: Impact of exchange rate fluctuations on operating profit can be dealt through right mix of markets. Major strategic operations for an exporter are the markets in which to sell and the relative marketing support to devote to each market. Marketing management must take into account its economic risk and selectivity, adjust the marketing support, on a nation-by-nation basis, to maximize long-term profit. From the perspective of non-US companies, the strong U.S. dollar is a golden opportunity to gain market share at the expense of their U.S rivals. It is also necessary-to consider the issue of market segmentation within individual countries. A firm that sells differentiated products to more affluent customers may not be harmed as much by foreign currency devaluation. On Continue reading

Indian Depository Receipts (IDRs)

Indian Depository Receipts (IDRs) are transferable securities to be listed on Indian stock exchanges in the form of depository receipts created by a Domestic Depository in India against the underlying equity shares of the issuing company which is incorporated outside India. As per the definition given in the Companies (Issue of Indian Depository Receipts) Rules, 2004, Indian Depository Receipt is an instrument in the form of a Depository Receipt created by the Indian depository in India against the underlying equity shares of the issuing company. In an IDR, foreign companies would issue shares, to an Indian Depository (say National Security Depository Limited — NSDL), which would in turn issue depository receipts to investors in India. The actual shares underlying the IDRs would be held by an Overseas Custodian, which shall authorize the Indian Depository to issue the IDRs. The Indian Depository Receipts would have following features: Overseas Custodian: Foreign bank Continue reading

Functions of Collective Bargaining

Good relations between the employer and employees are essential for the success of  an industry. In order to  maintain good industrial relations, it is necessary that industrial disputes  are settled quickly and amicably. One of the  efficient means of  resolving industrial disputes and deciding the employment conditions is collective bargaining. It is a process  in which the representatives of the  employer and of the employees meet and attempt to  negotiate a contract governing the  employer-employee union relationship. Collective bargaining is a technique of social change, some-times performing its function smoothly and at other times threatening to blow up. Arthur D Butler’s classification of functions of collective bargaining can be viewed under the following three headings. Collective bargaining acts as a technique of long-run social change, bringing rearrangements in power hierarchy of competing groups. Collective bargaining serves as peace treaty between two parties in continual conflict. Collective bargaining establishes a system Continue reading

Objectives of Material Handling

Materials handling may be defined as the art and science of movement, handling and storage of materials during different stages of manufacturing considered as material flow into, through and away from the plant. It is in fact, the technique of getting the right goods safely, to the right place, at the right time and at the right cost. All tangible and intangible benefits can be reduced to four major objectives. The application of material handling methods and equipment to be of greatest benefits should be governed by the following: 1) Reduced Costs: Cost-Reduction programs have two broad goals; either to reduce the cost of Material Handling or to reduce total production cost; by improved handling procedures. The latter concept net reduction in total manufacturing costs. The Ways in which cost reductions are realized through improved material handling are; Reducing material handling labour. Reducing the Material handling work done by direct Continue reading

Experimental Research Design

Experimental research design, which can otherwise be called hypothesis-testing research design, were originally made by R.A. Fisher in agricultural research in England. Experimental research design is generally used in experimental studies where hypotheses are tested. Experimental research design is now used in almost all the areas of scientific studies. The principles of experimental research design which Fisher prescribed are, viz.: (a) the principle of replication, (b) principle of randomization, and (c) the principle of local control. The principle of replication suggests that the experiment must be repeated also that the treatment is applied in many experimental units. This increases the statistical accuracy of the experiments. The principle of randomization indicating that the variations resulted by extraneous factors can be brought under “chance”. The principle of local control indicates that the extraneous factor is allowed to vary deliberately over a wide range so that the variability it causes can be measured Continue reading