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Enlightenment under the Buddhi Free

When Star Wars was released in May 1977, Time magazine hailed it as “The Year’s Best Movie” and characterised the special quality of the film with the statement: “It’s aimed at kids – the kid in everybody”. Many film scholars, highly critical of the aesthetic and ideological preoccupations of Star Wars and of contemporary Hollywood cinema in general, have elaborated […]

Consumer behaviour Why do the end consumers consume what they consume? What was it about Star Wars that made it the phenomenon that it became back in the summer of 1977? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are […]

“It wasn’t like a movie opening,” actress Carrie Fisher, who played rebel leader Princess Leia, later told Time magazine. “It was like an earthquake.” Beginning with–in Fisher’s words–“a new order of geeks, enthusiastic young people with sleeping bags,” the anticipation of a revolutionary movie-watching experience spread like wildfire, causing long lines in front of movie […]

Above the line (ATL), below the line (BTL), and through the Line (TTL), in organizational business and marketing communications, are different ways companies try and sell their products. In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL […]

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 […]

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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 […]