Whether we have observed it or not, in marketing the shift from product to the customer already progressed in the last two decades. Mc-Kinsey and co acknowledged it first 2009 by introducing CDJ (Consumer Decision Journey) model, later HBR published Rethinking Marketing in 2010 outlining this shift. If a brand is not on the rightContinue reading “A shift in Marketing Strategy”
Tag Archives: brand
Brand Managers; Let us create an emotional connection with the consumer
The thought of ‘emotional connection’ triggered when I woke up with new version of song ‘mile sur mera tumahara’ airing on zoom on the morning of 60th republic day. It was a surprise that how easily I could make a connection with the two decade old original song with lot of other memories attached withContinue reading “Brand Managers; Let us create an emotional connection with the consumer”
When to kill a product?
Usually, when a product manager takes a decision to kill a product, service or a segment we assume that a proper analysis must be in place on financial, organizational and strategic factors. This means such products are at the end or at least towards the end of their life cycle. In other words the keyContinue reading “When to kill a product?”
Brand Managers! What are you building, a category or a brand?
One distribution channel is setting up the rules of game in today’s environment is multi franchise organized retail. Now a days the only distribution channel is prominent for the most of the consumer durable and FMCG product is organized retail. This multi franchise model is redefining challenges of branding and product management. The older brandContinue reading “Brand Managers! What are you building, a category or a brand?”
SANTOSH SRIVASTAVA 