Read Between the Ps

Here is a list of the Initials used by companies to signify the Legal Entity that they belong to, in different countries:

Interbrand and BusinessWeek recently published the Top 100 GLOBAL Brands - A list of the Best Brands in the world , in accordance with the value they promised in the markets. The Title is promising - " Here's how we Calculate the power in a name " Though originally I had heard of the Michael Berkin's Model of evaluating the Brand Value - which Currently Infosys and Coca-Cola are using, a similar method is used by Interbrand also. The method , in short, calculates the profits of the company due to the "brand" - reduces the investment made on the promotions of the brand - and then, after reducing the taxes, dicscounts the value to present day earnings (NPV) Then, there is a multiple added - A modification factor - Brand Strength Multiple - to this value to finally come out with the Brand Value. A similar method is used by Interbrand also. Just that the documentation has been done differently. The procedure mentions that the value is calculated "on ...

On time-this time... Weekly collection of 20 Brand Pills and a P-Ad Dose :-) Here they are... This Brand was acquired by Morepen in 2001. It was originally a brand of Boots Company PLC. What is the name of the brand? (Burnol) This company is famous for training Marketers. Steve Case,Steve Ballmer,Meg Whitman,Scott Cook,Jeff Immelt - all have, at one time, worked in this FMCG. Which company am I talking about? (P&G) Rapidex English course were the first to use him as a model to prove to people that lack of knowledge of English was in no way going to inhibit them from reaching the top. Identify their model (Kapil dev) It was first introduced in 1974 on a pack of Wrigley’s gum,and have served quite well since then, in providing product identity. It has certainly delivered the promise of providing manufacturers and retailers the ability to exercise greater control of their merchandise pipelines. What am I talking about? (Bar Codes) This Cincinnati, Ohio based company launched a new b...

An interesting question came up on the Marketing Profs a few days back. What is Click-through Fraud, and what are the ways in which we can prevent it? A little research from my side did give an insight into the topic. Here is the thread. Category: Pay-per-click (PPC) Advertising Click-through Fraud is a major bottleneck in traffic Measurement on your website. The Search engines set up programs, or hire third-party vendors to automate clicks and surfing on your website, thereby increasing the hits on your site. This fabricates the numbers, giving the impression to the client that his website is being sourced and marketed well by the Search Engine.This increases the revenues for the Search Engine, which is paid on a per-click basis, which in turn, shares the revenues with the third-party contractors. The prevention Mechanisms are similar to Credit-Card Industry mechanism, wherein Any Fraudulent Transactions trigger a tag against the Transaction, which is stalled and later, investigat...

Am 2 days late. Here are the 20 brand pills for this week: What concept evolved from a major embarrassment that Frank McNamara faced in a restaurant while entertaining his clients? (Diners Club Credit Cards) A by-product of World War II was the discovery of this soap-like product by a famous consumer goods company. The product, made from a soap-like molecule without the potentially irritating alkaline element, is a ph-neutral, mild cleansing product. This product was first introduced in the US in 1957. How do we know this product? (As Dove, the "beauty bar" from the Unilever Company) This Company was started in Czechoslovakia, in 1894 and established itself in India in 1931. Today it is the most common name in the shoes Industry. Which Company is this? (Bata, founded by Thomas Bata. It started manufacturing shoes in India at Batanagar in 1936. The Batanagar factory is the first Indian shoe manufacturing unit to receive the ISO 9001 certification in 1993) Boman Irani and Vijay...

It increased from 4 to 5 initially, with an addition that Marketers identified with the Luxury Sector. There was one addition to the Traditional Set of Ps. Now, the " family " has grown to 8 here also! Reiterates the very basis of this blog - As long as Marketing Continues, there would continue an evolution to Extend .... The Bridge of Ps ! The 8 P's of Marketing for the Hospitality and Travel Industry : - Product - Price - Promotion - Place In addition to this Traditional list, following have been added: - Packaging - Programming - People - Partnership For the Luxury Sector - Another P was added to the list of 4 , making in all 5 Ps - Product - Price - Promotion - Place - Placement ! And if you still havent got P syched out, here is a list of 5 P's of Marketing of Professional Service Business , that I found out at www.actionplan.com - Positioning - Packaging - Promotion - Persuasion - Performance P-Mania is contagious......

As I mentioned, how long can you keep on harping on the four Ps.... Just read about the 8 Ps of Marketing in Micro Finance Price - Quintessential parameter for this business. You need to decide the price points you can offer, and the corresponding tax rates. You would need to know the demand, and decide the profit/sustainability objective using strategies (like cost- based, cost-plus, demand-based and break- even). It looks at behavioural attitudes, perceived value, prestige etc. Product/services provided -Proper segmentation of the product, and evaluation of factors like ideas, concept creation, adaptability, cannibalization, sampling, surveys, prototyping, and of course, quality. Is it a new product? What is the advantage it commands, with respect to its competition? Place/distributions/location of operations - One needs to make sure that the service/product is accessible where and when it is wanted. It includes the spread of the Sales group and POS. Promotion - What is the tar...