Marketing Techniques

Case Study: L’Oreal’s Promotional Strategies in Indian Cosmetics Market for Garnier

Garnier has been very active and upfront in adopting new promotional techniques to market its products. The company follows a very popular technique to advertise and market its products that is the Viral Marketing policy. Viral marketing is a term coined to define the productive ways a marketing message is made available. And corporate are using the medium to circulate brands and brand messages. The idea has caught on like a virus, as efficiently as Information Technology has entered households and businesses.

Firms are now structuring their businesses in a way that allows them to grow like a virus and lock out the existing brick and mortar competitors through innovative pricing and exploitation of competitors’ distribution channels.… Read the rest

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Marketing Strategy of Sony Corporation

Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm’s external and internal environments, and it may affect the firm’s chance of prosperity. It is important to know what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the company’s major target; policies and rules; decisions and sequences of action into organized whole. Strategy is a combination of the company’s objectives, policies and decisions to be done in unison or contingent upon each other.… Read the rest

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Communication Effects of Advertising

The management should attempt to evaluate the effectiveness of the advertising campaign if the firm’s advertising goals are to be achieved and the ad effectiveness is to be increased. By regular evaluation of the advertising effectiveness, the short comings and the plus points would be revealed and the management would be able to improve the campaign by negating the shortcomings and retaining the favorable point. For this purpose, it is very necessary to know how advertising affects the buyer’s behaviors. But this is very difficult task because measurements are imperfect and imprecise.

The effectiveness of advertising can be measured by the extent, it to which it achieves the objectives set for it.… Read the rest

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Case Study on Vodafone’s Re-Branding Strategies in India: Hutch to Vodafone

Launch of Vodafone Essar

Vodafone is the world’s leading international mobile communications company. It presently has operations in 25 countries across 5 continents and 40 partner networks with over 200 million customers worldwide. Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market. The Essar Group is a diversified business corporation with interests spanning the manufacturing and service sectors like Steel, Energy, Power, Communications, Shipping & Logistics and Construction. The Group has an asset base of over Rs.400 billion and employs over 20,000 people.

Vodafone Essar was launched in India on 21st September 2007.… Read the rest

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Case Study of Dupont: Marketing of “Disappearing” Products

Imagine how tough it would be to be responsible for marketing a “disappearing” product. That’s the challenge faced by a group of marketers at DuPont, a company with a portfolio of brands that, for the most part, reach final consumers only as ingredients in finished products. Teflon non-stick coating, Lycra fibers, Freon refrigerant, Kevlar bullet-resistant fabric, Stainmaster carpet–these well-known DuPont products share the distinction of being used in the manufacture of products that ultimately bear some other company’s brand.

Jamie Murray, the person in charge of managing what people think of the overall DuPont brand, doesn’t mind marketing products that can’t be found on store shelves or ordered from catalogs.… Read the rest

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Promotion Component of the Global Marketing Mix and Global Promotion Strategies

Marketing communications–the promotion “P” of the marketing mix–refers to all forms of communications that organizations use to establish meaning and influence buying behavior among existing and potential customers. Marketing communications should be designed to tell customers about the benefits and values that a product or service offers. The principal forms of marketing communications that is/ the elements of the promotion mix are

  • Advertising,
  • Personal selling,
  • Publicity and
  • Sales Promotion.

All of these elements can be utilized in global marketing; however, the environment in which marketing communications programs are implemented can vary from country to country.

Advertising may be defined as any sponsored, paid communication placed in a mass-medium vehicle.… Read the rest

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