Freebee, not discount, is this year's mantra for Diwali sale.
New lesson in
marketing...........
NEW DELHI: Planning to buy a plasma TV and a designer watch this Diwali? Then how about getting
both the things at the cost of one! With the festive season in full swing, consumer durable companies
are offering expensive freebies with main products, instead of the traditional cash discounts, to push
sales. The reason: Inability to lower prices any further after successive discounts.
"We are creating an excitement through new products this Diwali season," said Ruchika Batra,
general manager for Southwest Asia with white goods major Samsung that is not relying on discounts
to push sales this year. "We have enhanced main products and along with that we give away some
other value-added products. So the total value of the goods should hold more value for our customers
than the discounts," Batra said. Akai, another consumer durables major, also said prices have fallen
so much that it was no longer possible to give more discounts. The company felt the buying power of
Indian consumers had grown substantially over the past few years, needing a different strategy.
"Prices are already pretty low now; cutting it further will affect profitability and the overall image of
firms," said Pranay Dhabhai, managing director of Akai India. "Exchange offers and offers on multiple
product purchases work better in such circumstances." Manish Sharma, the director of marketing at
Panasonic India, shared a similar view. "The market in India today has become highly competitive. It
has clearly moved ahead of price discounts. Such schemes do not offer much of a value-addition
proposition."
"Gifts last long; discounts don't." What has also triggered this shift away from price discounts is the
growing purchasing power of the Indian consumer and the fact that freebies and gifts are a cheaper
option than outright cash discounts. If a watch is offered free with the purchase of a TV, refrigerator or
a washing machine, for the consumer it is the retail price -- says Rs 4,200 or so -- that actually
matters. For the consumer goods major, the actual cost of the freebie is far less.
Ratan Tata shortlisted for Fortune 'Business Person of the Year' honour
BOSTON: Tata Group Chairman Ratan Tata is among eight business leaders from across the world
shortlisted by the prestigious Fortune magazine for its 'Business Person of the Year', an honour that
will go to the leader who made the "biggest mark" in business in 2010. Fortune magazine will name its
'Business Person of the Year' on November 18. The other business honchos in the fray are billionaire
Warren Buffett, Apple Chief Steve Jobs, Ford Motor CEO Alan Mulally, Google CEO Eric Schmidt,
DuPont CEO Ellen Kullman, McDonald's CEO James Skinner and Netflix CEO Reed Hastings. On
Tata, Fortune said his group's Tata Motors unit restarted orders for the "ultra cheap, high-demand
Nano car" and "at the high end, has reinvigorated Jaguar." For the title, the publication started with 32
business leaders who had been "seeded and matched-up by the editors of Fortune." In the process of
finalising the winner, Fortune will talk to analysts, consultants, executives and former executives,
"those moving markets and those playing them."
Product Positioning: A Comparison of Perceptual Mapping Techniques
Document Information:
Title: Product Positioning: A Comparison of Perceptual Mapping
Techniques
Author(s): Chiranjeev S. Kohli, Lance Leuthesser
Citation: Chiranjeev S. Kohli, Lance Leuthesser, (1993) "Product
Positioning: A Comparison of Perceptual Mapping Techniques",
Journal of Product & Brand Management, Vol. 2 Iss: 4, pp.10 -
19
Keywords: Competitive strategy, Marketing management, Marketing
strategy, Product positioning
DOI: 10.1108/10610429310047660 (Permanent URL)
Publisher: MCB UP Ltd
Abstract: Product positioning is a crucial component of competitive
marketing strategy. Perceptual mapping techniques are
frequently used to aid managers in making product positioning
decisions. Presents an overview of perceptual mapping, explains
the conceptual foundation, and compares three widely used
techniques – factor analysis, discriminant analysis, and
multidimensional scaling. Highlights differences in these
analytical techniques, with implications for marketing managers.
How procurement managers view low cost countries and geographies: A
perceptual mapping approach
Document Information:
Title: How procurement managers view low cost countries and
geographies: A perceptual mapping approach
Author(s): Joseph R. Carter, (W.P. Carey School of Business, Arizona
State University, Tempe, Arizona, USA), Arnold Maltz, (W.P.
Carey School of Business, Arizona State University, Tempe,
Arizona, USA), Tingting Yan, (W.P. Carey School of Business,
Arizona State University, Tempe, Arizona, USA), Elliot Maltz,
(Atkinson School of Business, Williamette University, Salem,
Oregon, USA)
Citation: Joseph R. Carter, Arnold Maltz, Tingting Yan, Elliot Maltz,
(2008) "How procurement managers view low cost countries
and geographies: A perceptual mapping approach",
International Journal of Physical Distribution & Logistics
Management, Vol. 38 Iss: 3, pp.224 - 243
Keywords: International business, Sourcing, Supplier evaluation
Article type: Research paper
DOI: 10.1108/09600030810866995 (Permanent URL)
Publisher: Emerald Group Publishing Limited
Abstract: Purpose – There is good evidence that the shift in global
sourcing is toward so-called “low cost country suppliers.” Yet
conditions in these countries are often not well-known. At the
same time, best practices in integrated supply dictate a multi-
faceted decision, rather than basing supplier location on a
single attribute say, labor cost alone. With these issues in mind,
a research project was formulated with two primary objectives.
First, the authors wanted to compile the knowledge and
perceptions of purchasing managers regarding low cost regions
and their capabilities and to reflect the multiple factors involved
in current sourcing strategies and supplier selection decisions
in these low cost geographies. Second, the authors wanted to
compare managers' subjective perceptions with objective data
regarding attributes of sourcing locations to identify the
relationship between perceptions and reality. This paper aims
to explore the issues.
Design/methodology/approach – The authors surveyed over
100 sourcing professionals on their perceptions of various low
cost sourcing alternatives. Perceptual mapping techniques
were used to combine the rankings on some 12 different
attributes to visualize how the various attributes relate to each
other and how the low cost regions compare when rated
against sourcing managers' ideal perceptions.
Findings – The research results show that procurement
managers select regions for low cost sourcing based on both
specific measures and individual and/or group perceptions of
the region, whether these perceptions are correct or not. This
paper probes these perceptions. Also the paper compares
these subjective perceptions with objective data to show that
cultural stereotypes may bias managers' perception of location-
specific characteristics. The paper closes with implications for
procurement managers and opportunities for further research.
Practical implications – The authors have demonstrated that
purchasing managers choose sourcing locations using multiple
criteria instead of only focusing on cost. But some perceptions
are biased by cultural stereotypes and do not reflect reality.
This suggests that managers have to be careful when using
their subjective judgment in choosing sourcing locations.
Originality/value – The authors believe that visual
representations of alternative sourcing options have great
potential to improve the efficiency of cross-disciplinary and
multi-company teams that are increasingly responsible for
global sourcing strategies. Comparing managers' perception
with objective data of location attributes shows that mangers'
perception may be biased by cultural stereotypes.
Perceptual Mapping: a Tool for Industrial Marketing: a Case study
Document Information:
Title: Perceptual Mapping: a Tool for Industrial Marketing: a Case
study
Author(s): Steven A. Sinclair, (Professor of Forest Products Marketing at
Virginia Polytechnic Institute and State University.), Edward C.
Stalling, (Project Manager at Weyerhaeuser Forest Products
Company.)
Citation: Steven A. Sinclair, Edward C. Stalling, (1993) "Perceptual
Mapping: a Tool for Industrial Marketing: a Case study", Journal
of Business & Industrial Marketing, Vol. 5 Iss: 1, pp.55 - 66
Keywords: Industrial marketing, Marketing
strategy, Methodology, Methods, Modelling
DOI: 10.1108/EUM0000000002738 (Permanent URL)
Publisher: MCB UP Ltd
Abstract: Describes the uses and advantages of perceptual mapping, a
consumer-based modelling technique having both diagnostic and
strategic applications, particularly in determining the threat posed
by substitute products and in developing competitive strategies.
Uses a case study approach of analysing companies in
traditional manufacturing industries who are attempting to move
from basic commodities to faster growing “value-added”
products. Concludes that perceptual maps are effective in
developing new products and product positioning and can be
easily used by managers in developing actions.
Mapping service quality in the tourism industry
Document Information:
Title: Mapping service quality in the tourism industry
Author(s): Eda Atilgan, (Research Assistants at the Faculty of Economics
and Adminstrative Sciences, Department of Business
Administration, Akdeniz University, Antalya, Turkey.), Serkan
Akinci, (Research Assistants at the Faculty of Economics and
Adminstrative Sciences, Department of Business
Administration, Akdeniz University, Antalya, Turkey.), Safak
Aksoy, (Safak Aksoy is Associate Professor of Marketing, at
the Faculty of Economics and Adminstrative Sciences,
Department of Business Administration, Akdeniz University,
Antalya, Turkey.)
Citation: Eda Atilgan, Serkan Akinci, Safak Aksoy, (2003) "Mapping
service quality in the tourism industry", Managing Service
Quality, Vol. 13 Iss: 5, pp.412 - 422
Keywords: Perceptual mapping, Service quality
assurance, SERVQUAL, Tourism
Article type: Research paper
DOI: 10.1108/09604520310495877 (Permanent URL)
Publisher: MCB UP Ltd
Abstract: This study suggests a new approach to the exploratory and
evaluative research of service-quality dimensions by employing
correspondence analysis (CA). Although several studies have
investigated the service quality of service providers using
descriptive measures and statistical tests, this study presents a
graphical interpretation of SERVQUAL data to aid managerial
decision-making in the tourism industry. This paper also
examines the expectations and perceptions of two distinct
groups by determining the differences between German and
Russian tourists’ evaluations of service-quality dimensions in
tour operators. The study concludes that CA can be used
effectively in evaluating the service-quality and displaying the
differences in the expectations/perceptions of distinct consumer
groups. Managerial implications for travel administrators are
discussed. Tour operators should consider cultural differences
in service-quality evaluations.
The effects of consumer preferences and perceptions of Chinese tea
beverages on brand positioning strategies
Document Information:
Title: The effects of consumer preferences and perceptions of
Chinese tea beverages on brand positioning strategies
Author(s): Cheng-Wen Lee, (Department of International Trade, School of
Business, Chung Yuan Christian University, Chung Li,
Taiwan), Chi-Shun Liao, (School of Business, Chung Yuan
Christian University, Chung Li, Taiwan)
Citation: Cheng-Wen Lee, Chi-Shun Liao, (2009) "The effects of
consumer preferences and perceptions of Chinese tea
beverages on brand positioning strategies", British Food
Journal, Vol. 111 Iss: 1, pp.80 - 96
Keywords: Brands, Consumer behaviour, Market position, Market
strategy, Perceptual mapping, Tea
Article type: Research paper
DOI: 10.1108/00070700910924254 (Permanent URL)
Publisher: Emerald Group Publishing Limited
Abstract: Purpose – The study aims to discuss how the attributes of
Chinese tea beverage brands influence consumers' evaluations
of brand positioning and the differences and competition
among brands.
Design/methodology/approach – A perceptual map, developed
using probabilistic discriminant analysis algorithms, depicts the
relative position of each brand and illustrates their attractive
properties. This statistical technique can enhance managers'
ability to identify promising brand positions and enhance the
overall brand design process.
Findings – The study finds that Chinese tea beverage brands
pursue various goals, such as quenching thirst, attractive
advertising, or reliable quality, to develop their positions. Brand
positioning implies that consumers remember particular
information conveyed by the brand. The study illustrates
consumers' brand awareness attributes, potential market
demand, and brand competition conditions.
Research limitations/implications – Brand positioning, when
linked with market segmentation, can yield effective guidelines
for the design and coordination of a marketing strategy. The
scope of this study, however, does not enable elaboration on
segmented differences in product positioning.
Practical implications – The study provides a useful source of
information for managers, who should introduce brands to the
market carefully and deliberately and choose a position that is
both appealing and sustainable over time.
Originality/value – The study provides a unique method to
understand the current market structure and determine a target
brand and its best competitive position.
ज़िन्दगी जैसी तमन्ना थी नहीं कुछ कम है
हर घड़ी होता है एहसास कहीं कुछ कम है
घर की तामीर तसव्वरु ही में हो सकती है
अपने नक़्शे के मुताबिक़ ये ज़मीं कुछ कम है
बिछड़े लोगों से मुलाक़ात कभी फिर होगी
दिल में उम्मीद तो काफ़ी है यक़ीं कुछ कम है
अब जिधर दे खिये लगता है कि इस दनि
ु या में
कहीं कुछ चीज़ ज़ियादा है कहीं कुछ कम है
आज भी है तेरी दरू ी ही उदासी का सबब
ये अलग बात कि पहली सी नहीं कुछ कम है
