Every society is driven by a set of core values that are implanted deep into its citizens. The intensity of these core values may differ according to the geographical location, social and economic status, and educational and professional background of individuals, but the essence is always there. Marketers can understand these core values to determine − Type of product or service they should be manufacturing The price of the product or service that they will be offering The promotional strategies for the brand, the product, and the service And the distribution channels for the product and service. These ... Read More

It was, is, and will always be important for companies to deliver their advertising messages to consumers. These advertising messages stimulate the consumer's external stimulus, compelling them to purchase a product that meets needs other than biological ones. Advertising and promotional media have gone through a lot of changes since their evolution. From minimal television sets in the household to smartphones in every hand, because technology has advanced by leaps and bounds, businesses can now choose between advertising to a large group of consumers or segmenting the consumers and advertising accordingly. In this article, we will be diving deep ... Read More

In today’s world, advertising only your product and its benefits is not going to help companies. Companies would have to target the various persuasive appeals of consumers in order to stay relevant and ahead of their competitors and the market. Because companies advertise their products in every corner of this round world, consumers have now turned a blind eye to the advertisements. They easily block the audio and visuals of advertisements, even when you could see someone intently watching the advertisement. In this article, we will look at the various persuasive consumer appeals that companies can target in their advertisements, ... Read More

Marketers need to understand that not all the purchases made by individuals are done for self-consumption; some are done with the intention of gifting. It is critical for marketers to understand this critical aspect of the purchase in order to design strategies that will allow them to assist consumers in making purchase decisions while also giving the company an advantage over competitors who are missing out on the same. In this article, we will be diving deep into the various types of gifting that happens with humans, what pointers can help companies in designing their communication strategies when it comes ... Read More

Brands today are doing anything and everything in their control to go viral and make an impact on their consumers, but what about going viral for the wrong thing? Offensive communication through advertisements, products, or marketing strategies is something that is disliked by consumers and leads to negative actions like − Boycotting of the product or service manufactured by the brand Spreading negative word of mouth regarding the company and its positioning. Turning a blind eye to other advertisements and strategies by the company. Defaming the company in public forums Boycotting the products of the umbrella brands In ... Read More

The urban market comprises more than 35.39% of India's population, as per the data for 2021. India as a developing country can be divided into three segments − Rural Indians Semi-urban Indians Urban Indians In this article, we will be diving deep into the various characteristics of the niche population of the urban Indian markets and how firms can target them through their products and services. An Overview of the Indian Urban Market Segment Though the core values of Indians and the collectivist society approach remain the same across all geographical locations, we have currently seen cultural changes ... Read More

It is always said that "advertising convinces people to spend money they don’t have on goods they don't need." Companies need to advertise their products in order to sell them, but when we consider the same from society’s and individuals' points of view, do consumers even need that many goods to survive? Advertisement is a way of exploiting children (the most vulnerable segment) and other consumers in order to ensure volume sales for them. Consumers develop many negative habits as a result of advertising. In today’s article, we will be diving deep into how the advertisement and marketing strategies of ... Read More

Consumers often complain that because of so much surveillance and data being dug up about them by companies, they feel creeped out and unsafe. Today, companies are moving towards addressable messages, which means that the advertisement that is going to be shown to you on your social media platforms or television systems is all going to be customized on the basis of: Age Gender Educational Background Socio-Economic status Preferences The sites that you visit. The time you spend on different websites. The search terms that you use. The people that you hang out with The places you hang out ... Read More

One of the biggest achievements for any entrepreneur is to discover the true prospect of their business and take it to heights. While being an entrepreneur is an exciting affair, the role comes bearing a huge set of responsibilities, challenges, and uncertainty about the next step. Several elements contribute toward shaping the future of your business and unveiling your true entrepreneurial prospect. In this article, we shall look into the different growth drivers necessary for the success of your entrepreneurial voyage! Who Is an Entrepreneur? Entrepreneurship is a perfect blend of innovation, risk-bearing, and flexibility. To be an entrepreneur ... Read More

Challenges are embedded in the roots of every startup. As your startup takes off and starts excelling, the list of issues that an entrepreneur has to tackle increases. While an entrepreneur proceeds in establishing his business, he often needs a fellow entrepreneur who can guide them toward the right solution to their problems. In this article, we shall look into why strong peer support is necessary for every entrepreneur to grow and succeed in their journey! Peer Support in Entrepreneurship An entrepreneurial journey is a never-ending process of learning and getting inspired by people who have been in the ... Read More