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MARKETING PRESCRIPTIONS: Forget 4Ps, Study 17Ps

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MARKETING PRESCRIPTION No. 5

"Forget 4Ps, Study 17Ps"

Business is changing and so does marketing. 4Ps theory is half a century old, still taught in management schools and all those who know basics of marketing define business strategy as in past it used to be on 4Ps – product, price, promotion and place. If you notice well in modern emerging markets, you need more Ps to survive, to lead and to grow your business. Of course, today business is marketing. How about incorporating packaging, planning, payment, profit, people, praise, personality, professionalism, perks, performance, productivity, prestige and positioning as additional Ps?

Last Updated ( Thursday, 26 May 2011 11:11 )

MARKETING PRESCRIPTION: Find weakness in strength of competitor

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MARKETING PRESCRIPTION #4

'Find weakness in strength of competitor'

Ashwin MerchantAll schools in management teach a simple formula for beating the competition – Find your strength, Find competitor’s weakness. Develop a marketing strategy keeping this in mind. No more it works effectively. SME owners must know they have a unique strength in terms of instant decision making power and quick execution of business, whereas most of the large companies and MNC lack this factor – it is weakness of theirs in overall strength. Use this as your strength.

Advertising: Ad Insertion for Targeted Marketing...

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By Kathryn Dawson

A few years back, search engine optimisation was an unknown phrase. That was until Google proved its genius by utilising its search engine to generate revenue for businesses and entrepreneurs alike. The concept was simple, display an ad where it is relevant and there is a higher chance that people will click on it. It also resolved qualms and doubts on online shopping at that time. Everyone wanted to know how it worked and how best to do it. And so targeted advertising was born where in plain text ad insertion or video ad insertion became a highly popular and powerful tool for advertisers to capitalise on.

Last Updated ( Wednesday, 16 March 2011 16:30 )

The Importance of Humour at Work!

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By V Pradeep Kumar

The concept of humour in management is one of the least researched and written about aspect. Many organisations have been using group ‘laughing exercises’in the morning of a typical working day to achieve positive benefits of promoting health, creating a strong sense of belonging and community.

Last Updated ( Thursday, 17 March 2011 08:23 )

Create Employer Branding to Attract Talent

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By V Pradeep Kumar 

In today’s globalised world, the rules of business have changed. The adage ‘customer is king’ is indeed a reality and the ‘customer’ is the focal point of business. A customer today isn’t bothered so much, about where the product is manufactured or sourced, as long as it meets his requirement.

HR Talk: Importance of Body Language

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By V Pradeep Kumar

 Whether someone is a successful sales person or not, is generally reflected on the face and in his body language. A bright, cheerful person with high energy levels is more likely to be a good sales person rather than someone else. Why is it so?

Business Communication: Its Needs and Characteristics

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Communication has a major role to play for the well being and growth of an organization. Sometimes communication alone can be responsible for rescuing an organization out of distressed times while the lack of it can be the sole cause for its debacle. Communication has evolved into one of the key factors in the aspects of organizational operations that as even a few years back not given enough importance.

Last Updated ( Monday, 28 February 2011 00:38 )

SMEs, Get Your Idea Checked Before You Invest, Before You Spend...

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By Ashwin Merchant

We know every entrepreneur has unique set of strengths viz. constantly emerging ideas, gut feeling, quick decision making ability, taking risk, will to execute and self motivation and leadership quality. On the other side, a quick note on common weakness most of the entrepreneurs display, viz. never planning long term objectives, invest in business process, hiring professionals & experienced specialists, myths about marketing as mass advertising, misunderstanding marketing with tools of marketing and always ignoring marketing as an important business function.

Last Updated ( Monday, 21 February 2011 01:48 )
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