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Brand Equity

Brand Equity Brand Equity Availability: DVDs, blu-ray disks, Special Editions. Releases, rereleases. Preference: Star Wars is the critical, and commercial darling when it comes to sic-fi movies. As Roger Ebert puts it, it fuses a good story with spectacle. Loyalty: As evidenced by the continued success of its sequels and Star Wars branded products. Like […]

Categories: Marketing 101 | 1 Comment
Product Hierarchy

Product Hierarchy Need family: What is the basic need being fulfilled? Entertainment. Product family: Leisure. Product class: What all product classes can fulfil the basic need? TV, book, movie, socializing, radio etc. Product line: What are the sub-categories under movies? What are the various types of movies one can watch? Full length feature, animated, short. […]

Star Wars-PLC

As a product or brand moves through its life cycle, the company that markets it shifts its marketing-mix strategies. Introduction At this stage, companies invest in advertising to make consumers aware of a product. Because sales are low while advertising and other costs are high, the company tends to lose money during this stage. In […]

The term “marketing mix” was coined in 1953 by Neil Borden. Elements of the marketing mix are often referred to as the “Four P’s”, a phrase used since the 1960’s. Product – It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume […]

Star Wars Logo

Benefits Product: At the time of its release, Star Wars was one of the most innovative movies made. It was ground-breaking in its use of special effects, unconventional editing, and science fiction/fantasy storytelling. Though it was mistaken for a kiddie flick in its production stage, promotions helped in overturning that perception to an extent. After […]

As part of our Marketing 101 course at SIMC, we have to come up with something known as a marketing diary. It’s basically a journal of our understanding of the various marketing concepts being taught in class. Yep. Rather innovative way of promoting understanding. We basically have to choose a product, and then illustrate the […]

Categories: Writings | 2 Comments

If one were to look at where India was this day 64 years ago, and where it is now, not only would one stare on in amazement, but one might also feel a sudden compulsion to pinch oneself hard, if only to remind oneself that it isn’t really a dream. Though surprisingly little might have […]

Categories: Writings | 3 Comments

A script written in half an hour in my Creative Writing class, based on the following visual prompt: Birth