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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 […]