What are the similarities & differences between the marketing of prescription (Rx) products and OTC/Consumer healthcare products? Hence, what skills are required for a marketer for both these segments of products? This is a...
A while ago, I was asked to create and run a strategic marketing workshop, which was to be followed by a coaching module for marketing teams of different SBUs in a company. The mandate...
You’ve created a robust launch plan, completed the customer profiling, and positioned the product vis-à-vis competition using relevant USPs, launched with innovative activities but yet the consumer pick up is slow and sales have...
Arguably, no component of the marketing mix (generally believed to be the 4 P’s) generates as much discussion, analysis, and at times even angst, as Price. It is a function of perceived value for...
“We Must attain the No. 1 position!” ….. “It is time for our brand to become No. 1!” Why? What is it about being No. 1? Surely it is more than pride? After all,...
We often hear about brands being “different” or brands being “well differentiated” from others. We assume this implies being “different” from competition in the consideration set. Approach to Differentiation What exactly is differentiation for...
Creating marketing plans can be an arduous task. On one hand, a part of the leadership team wants a strong strategic frame work, on the other, there are those who want more focus on...
