Marketing
Articles by Marketing
September 12, 2017
Marketing:
Luca Boschin on “Using AI to Unlock the Visual Age” at #ZeeMelt 2017
Why is it critical for marketers to tap in to Artificial Intelligence to drive mobile and video? LogoGrab's Luca Boschin explains.
September 7, 2017
Marketing:
Ready To Melt with Anant Rangaswami: Podcast Episode 01
Now, listen to the latest and hottest from advertising and marketing in India.
August 8, 2017
Marketing:
It Took More Than Two Minutes, But Nestlé India Is Back To Fighting Fit
Suresh Narayan was required to drop everything and head to India to manage the fallout of what was then a developing crisis. In conversation with Suresh Narayan, CEO of Nestlé India about his journey with Nestlé and how he tackled a developing crisis, one that threatened the very foundations of the brand.
August 8, 2017
Marketing:
From Marketing To Marathons
Ushnota Paul profiles four top corporates in India who spill the beans on how running marathons has helped them in their professional career.
August 7, 2017
Marketing:
Book Review: Patanjalize Your Brand
Marketer and author Paritosh Sharma’s new book Patanjalize Your Brand gives a solid insight into the rise and rise of this swadesi brand, notes Ushnota Paul.
August 5, 2017
Marketing:
Point Of View: The Challenges Of Being A CMO Today
We are seeing a new sort of consumer emerging of late. They are more ‘me centric’, and follow their passion into non-traditional jobs; ownership of assets is unimportant. They are active participants in the sharing economy. Loyalty is not a highly valued virtue. It is, in fact, a different value system altogether. Clearly, this means the traditional ways of looking at brands and brand positioning need to be revisited.
August 5, 2017
Marketing:
Book Review: Unlock The Real Power Of Ideation
Former Chairman of Ogilvy One, R. Sridhar’s book Unlock The Real Power of Ideation, gives an insight into ideation related discussions between a consultant and his client.
August 4, 2017
Marketing:
Consumers Do Not See Themselves In Demographics
The moment we use the word ‘target’ we have already conditioned our system to think that there is someone outside an environment – the viewer looking at it – the object and trying to aim at it and doing something with it.
August 4, 2017
Marketing:
Digital Tricks & Tactics – Understanding Ad Fraud Detection
Digital media didn’t come with rules or traditions, making it less transparent. The article explains why advertisers should understand strategies and tactics laid out by agencies as well as prioritize the analysis of results received.
July 26, 2017
Marketing:
Amul – The Number One Nobody Talks About
The $4.1 billion dollar organization is not situated in Mumbai or New Delhi, but tucked away in Anand in Gujarat, about 45 minutes from Baroda. The organization is the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), India’s largest food product marketing organization, hawking a slew of brands in an astonishing 450 stock-keeping units. Considering the size, GCMMF is extraordinary nimble, having built a capability to launch new products within 60-90 days of conceptualization. 85% percent of their revenue is spent on their most critical raw material, milk. Advertising, the second largest cost head, is a mere 1% of their revenue. How does Amul achieve these metrics?
