How could the fairness soaps segment be made more relevant?

B. R. Rejoy Kurup
PGP Student, D - 0913
Niche - The Marketing Club
Indian Institute of Management
Ahmedabad

For a long time, the concept of fairness products was limited to creams, lotions and home-made products such as "multani mitti" and so on. Cross categorization as a trend took shape with the introduction of the Godrej Fair Glow line of fairness soaps.

Read More >>

Buzz Marketing: Is it the 'Right' way

Manasi Bansal
Batch 2004-06
IIM Lucknow

Word-of-mouth has been a strategy used by marketers from time immemorial, but the art of generating word-of-mouth has grown far more sophisticated since the early days of simple publicity stunts. Welcome to the new world of buzz marketing, where brand come-ons sometimes are veiled to the point of opacity and where it is the consumers themselves who are lured into doing the heavy lifting of spreading the message.

Read More >>

Global Branding: What makes brand truly global

Aishwarya Natarajan,
Post-Graduate Programme in Management
Amity Business School, Noida

Developing a global brand largely depends on the brand's ability to explore fresh avenues and sustain its competitive advantages in terms of economies of scale and productivity. A global brand is one that is perceived to reflect the same set of values around the world and removes national barriers and linguistic blocks while being marketed internationally.

Read More >>

Learning to Ask IT the Right Questions

Company executives often seem to purposefully keep IT at a distance.

Amritpal Singh
Fulltime Graduate Student
MBA Program
Barney School of Business
University Of Hartford, USA

At a time when businesses rely on IT to manage intellectual property, along with financial systems and operations, that mentality makes no sense, considering the potential value, as well as the risks that are involved.

Read More >>