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Marketing Prescriptions: Always afraid of competition, but never of a competitor

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Always afraid of competition, but never of a competitor

Mr Ashwin MerchantCompetition is inevitable in today’s business – be it from local, regional, zonal, national or international competitors, one has no choice but to fight. To fight local competition, you can use Guerilla Marketing Strategy and Global marketing strategy for Global business, but unlike lessons taught at management schools i.e.” find your strength, find your weakness (SWOT)”, the marketing guru suggests to find the “weakness in the strength” of competitors, and attack. You are small, no problem, and find weakness focus on it. You offer products and services that overcome that weakness. Since you are small you can decide fast, take quick execution steps, and attack market in short time. Large companies are like elephant, take a long time. If you feel you are dominated by a single competitor than the above lesson works well. By not ignoring competition, you are always on toes to improve product, pricing, promotion besides management techniques.

Marketing Prescription: Think like buyer, not seller

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Think like buyer, not seller

Mr Ashwin MerchantIn last ten years how you have changed as customer? Demanding quality, best price, free delivery, extended credits, more guarantee, choice of colors, size, shape, material … but, when you make products you do incorporate some of these and many more that your customer demands?

Think and answer these 5 questions to yourself : who is my customer? who is not? why my customers are mine? why others don't? what my customers buy from me and what I have to sell?


Last Updated ( Thursday, 02 June 2011 12:45 )


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"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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'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?

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