Marketing and Branding: The Indian Scenario |
Contents
INTRODUCTION WHY CONCEPTS ARE IMPORTANT IN THE INDIAN | 1 |
APPLICATION OF PRODUCT AND BRAND RELATED | 9 |
Product Management | 24 |
Product and STP | 31 |
Reverse Engineering | 50 |
Brand Associations | 57 |
Brand Repositioning | 65 |
Brand Resonance | 71 |
Costs of Customization | 220 |
Mass Market Pricing Strategies | 227 |
Customer Relationships and Pricing Challenges | 234 |
PSYCHOLOGICAL DIMENSIONS IN MARKETING | 255 |
The Concept of Perception | 268 |
Branding CommoditiesA Behavioural Approach | 284 |
Reference Group and Their Implications | 326 |
Brands and Online Positioning | 335 |
DIMENSIONS OF DISTRIBUTION AND RETAILING | 85 |
Retail Planning | 99 |
Retailing and Point of Purchase | 113 |
Consumer DecisionMaking and Retailing | 126 |
Importance of Avoiding StockOuts | 139 |
Online RetailingSegments to Customization | 147 |
Online Shopping and Building Consumer Loyalty | 153 |
Synergising Online and OffLine Strategies | 159 |
Virtual Supermarkets | 165 |
QualityPrice Association | 173 |
Pricing in a Changing Environment | 188 |
Target Costing | 194 |
Customers Perception of Value | 200 |
Price Sensitivity | 206 |
Pricing of Services | 214 |
ROLE OF PROMOTION MARKETING COMMUNICATION | 343 |
The Psychological and Sociological InterfaceThe Four Forces | 350 |
Synergizing Marketing Communication | 367 |
Symbolic Branding | 380 |
Directness and Subtlety in Advertising Appeals | 388 |
Media Planning Strategies | 399 |
Direct Marketing | 405 |
The Challenges | 411 |
Critical Aspects of Brand Repositioning | 421 |
Branding Strategies in a Changing Marketing EnvironmentThe Indian | 427 |
Power of Contrast in the Marketing | 448 |
Brand Perception and Brand Strategies | 462 |
| 481 | |
Common terms and phrases
advertising appeal approach aspects attempt attributes benefits brand associations brand equity brand name brand personality branded offering buy the brand Cadbury's campaign celebrity cent chocolate competitive concept consumer behaviour costs create cultural decades detergent Dettol developed differentiation dimensions durable categories emotional enhance ensure equity example experience factors Fastrack FMCG functional he/she herbal Hero Honda imagery important India Indian context Indian market interesting introduced involved kind launched lifestyle lower end loyalty marketing communication marketing mix marketing mix elements national brands niche orientation packaging penetration pricing Pepsi perceived risk perceived value positioning premium price points product categories product-line profitability proposition purchase repositioning retail outlet sales promotion Santro shampoo SKUs soap soft drink specific store brands strategy sub-brands sumers symbolic target segment tion Titan toothpaste TOUCH OF REALITY unorganized sector urban variants