Archive | Marketing Management

Analytical Marketing drives market segmentation and identifies your most profitable customers. Information from each customer interaction channel is collected, analyzed and used to develop predictions of your individual customer’s behaviors. Analytical marketing utilizes those processes and sophisticated technologies that allow businesses to direct their overall marketing investment across the brand and customer. In a sense, [...]

Creative Marketing relies on analytical tools and customer insight capabilities to improve marketing programs, optimize the overall marketing investment and deliver the brand promise. As the number of customer channels has exploded, so has the need for creative marketing, which involves all the activities associated with building and sustaining a compelling brand and ensuring that [...]

Operational Marketing relies on customer insight information to personalize interactions, differentiate sales and service across segments, drive continuous improvement across customer interaction processes and generate revenue lift. When these marketing disciplines work in tandem with your existing sales and service capabilities, your entire CRM effort becomes revitalized. Information becomes dynamic. Insights become powerful barometers of [...]

The three-pointed star in a ring on a Mercedes-Benz, ‘Intel Inside’ logos on computer, Nike’s ‘swoosh’, the Pepsi logo and McDonald’s ‘M’ can easily be termed as some of the popular logos of our times. It is interesting to note that while many companies use phrases to sell their wares, only a few are successful [...]

One key role played by logos is to protect the company from trademark infringement. Sometimes the name is trademark able like Raymond. In fact Gwalior as a brand was dropped by Grasim since it could not be trademarked and unscrupulous competitors were weaving the name Gwalior on their fabrics. The company moved to the Grasim [...]

Factors influencing logo design Format There are three common formats for a logo: Image & Type — Includes a literal or symbolic graphic with the company name positioned close to but separate from the graphic. Type-based — A specific font in a specific color is used for the company’s image. Creating a type-based logo or [...]

What flags are to countries and heraldic shields and banners are to families, logos are the founders of the companies; they are badge for identification and membership. For example, the giant Swiss Food Company Nestle has a name and logo with a symbolic meaning. Nestle means ‘little nest’ in the Swiss-Germany dialect and the logo [...]

The act of creating a visual identity for a company not only focuses perceptions by defining, clarifying and communicating what is often a somewhat unstructured set of cultural components. But also acts as a management tool: consolidating internal morale, speaking with clarity to the market lace, and carving out a competitive individuality.   The creation, [...]

The use of logos as trademarks goes back to early 13th century. Goldsmiths’ marks, paper makers’ watermarks were among the first logos used in this way as trademarks. Today, trademarks provide an easy method for recognizing a particular product. Even though the word ‘logo’ comes from ancient Greek and it translates to ‘word’ or ‘speech’, [...]

The planner translates objectives into a media strategy-to say how the plan will accomplish these goals. This is not the plan, but a statement of what types of media will be used, when they will run, where and how often. MEDIA PLAN The place to start is, understanding media language. Some terms apply to all [...]