Today we are surrounded with millions of products around us and receive not millions but thousands of messages about different products. So how are organizations able to create a space between their branded products and the no-name products (these are the products that you see for the first time on the shelf).
brandingIn the most unpredictable business conditions most managers have seen, it’s harder than ever to plan for three months out — never mind a year. Despite the chaos, there are well-established tools that can be used to navigate a murky business environment.
SEO stands for search engine optimization. Search engines were developed as a directory to all website addresses in the world. Today in this world when the internet has started shrinking ( Checkout the complete report by BBC) SEO is one of the most efficient emerging marketing tool.
There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centred around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for “Growth Opportunities” in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners.
marketing and advertisingBuzz marketing is normally just one of the tools in the marketing communication mix and does not necessarily exclude ‘traditional’ advertising. In some cases a product is so contagious that advertising is not necessary (Rosen 2000, p. 206).
buzz marketing, marketing and advertisingAxe is a brand with a variety of products like deodorant, shower gel and aftershave with different fragrances, targeted at young man. The good reputation of Axe in Holland has helped the introduction of its new shower scrub (Van der Aa 2005, pers. comm., 22 April).
branding, case studyNew products often spread among the public through interpersonal communication networks.
Within those networks, some people have more influence than others. A company can use those influential people to accelerate the adoption of its product and spread the word-of-mouth (Rosen 2000, p. 43).
branding, buzz marketing, marketing and advertising, marketing theoriesThis term can be used when a new product is entering the market and consumers need to be aware of the existence of a product (Kotler 1999, p. 493). Especially in the case of trends when the time to market is very short, quick awareness of the product by consumers is desirable.