Customer-buying behavior focusing on market segmentation in the insurance sector
Thesis - 19 pages - Services marketing
Insurance is in a manner of speaking the last frontier in the financial sector to open. It is also a sector, which leads to benefits across the full spectrum, from the individual who now have wider choices, to the economy, which see increased savings, to the infrastructure sector, which can look...
Sales and distribution of the products of Hyundai and Tata Motors
Dissertation - 28 pages - Services marketing
The automotive industry is an extremely reliable indicator of economic growth; quite obviously, its growth boosts the economy's performance. The automobile industry grew at a compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997, industry that was licensed, controlled and...
Marketing strategies of IBM Global Service India
Dissertation - 54 pages - Services marketing
IBM India's revenue is up 45% from a year ago, largely contributed to by a strategic approach and highly penetrative marketing strategy, and it keeps winning its share of large deals, such as a 10-year, $750 million contract it signed in 2004 with Bharti Tele-Ventures, India's No. 1...
Market segmentation - published: 15/04/2009
Presentation - 22 pages - Services marketing
The process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix. The strategy of segmentation allows producers to avoid head-on competition in the marketplace by differentiating...
Customer perception towards Indian and Chinese goods
Thesis - 14 pages - Services marketing
Closely following the liberalization and the economic reforms, India is witness to an important event: the 'Chinese Aggression' of a different order in the form of entry of Chinese goods at a price which sends heart attack signals to many Indian organizations. A wristwatch for Rs. 10, a...
What is 'Emotion Marketing'?
Thesis - 7 pages - Services marketing
Emotion Marketing is a new theory, which will soon capture the attention of all marketers. It is about how a business can use emotion to sell its products or services, to enhance brand loyalty, and to build lifelong customers. The core idea of Emotion Marketing is to create and implement...
Is mass marketing dead?
Thesis - 5 pages - Services marketing
Mass marketing engenders a number of disadvantages. Costs for advertising slots are exceptionally high, excluding many small companies, and large companies have to put aside excessive amounts of money for their marketing budget. The cost of distributing promotional literature can also be high, as...
Capital One: An analysis
Thesis - 8 pages - Services marketing
Capital One's business model recognizes that each customer requires a different product and service benefits from a credit card provider, and acknowledges that if customers are offered what they want and need as opposed to what banks want to offer them, they will choose the provider that gives...
Direct marketing
Thesis - 28 pages - Services marketing
An interest rousing advertisement in the press entices you to dial a toll free number for more information on a great looking proposition. You find it hard to hold your curiosity and go ahead with making a call. At the other end, you hear a friendly voice who, with cultured interactive skills...
Marketing strategies of Colgate Palmolive Ltd
Case study - 22 pages - Services marketing
As early as 3000 B.C. Egyptians used toothbrushes fashioned from twigs. In the 20th century a major design advance occurred in 1938 with the launch of Dr. West's Miracle Tuft toothbrush, the first nylon bristle brush. Until the late 1970's toothbrushes were widely viewed by consumer as a...
From internet innovation to E-process execution
Presentation - 33 pages - Services marketing
This presentation will start with a brief look at innovation and move onto the success of a process. It will then examine the idea in the realm of retailing and financial services. then it will move to cover the e process strategy before moving onto value network polarization, value portfolio...
A presentation on marketing management
Presentation - 61 pages - Services marketing
This presentation will start with marketing environments and systems. It will explore environments like the economic, competitive, technological, socio-cultural environments, etc. The presentation will then progress towards market oriented strategic planning. It will also talk about the BCG...
Wipro Infotech: The market aspects of laptops
Market study - 31 pages - Services marketing
Laptops are now a very essential commodity for Indian consumers. They constitute a large portion of the electronic market in India. If these laptops are not marketed properly and are not in the Indian consumers' eye, the more established brands are likely to rule the roost and the other models...
Tata AIG Life Insurance Co. Ltd: Market mapping and research for group pensions products
Case study - 19 pages - Services marketing
Due to the advancement made by mankind in the fields of science and medicine, life expectation has been increasing at a steady rate, and today one can expect to have a longer life span than the earlier generations. For people, this increase means a longer retirement life, which would mean they...
The importance of brand in boosting the sales in life insurance services: ICICI Prudential Life Insurance
Case study - 35 pages - Services marketing
A brand name helps an organization differentiate itself from its competitors. In today's competitive world no product can go without a brand. Customers often build up a relationship with a brand that they trust and will often go back to time and time again. For example, some people may only...
Creativity in advertising
Dissertation - 30 pages - Services marketing
Advertising is both art and science. The science of advertising is the analytical part that we have been looking at this point: setting goals, deciding strategy, choosing among different creativity styles. Some people call this step convergent thinking because the process is to distill lots of...
Advertising on the radio
Case study - 48 pages - Services marketing
Advertising, in general, expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns don't just pop out from nowhere, they are built on the key communication points that motivate sales. Radio is entirely a medium of sound, which evokes...
Advertising - An overview
Thesis - 27 pages - Services marketing
Advertising is one of the largest generators of revenue in the world economy. Yet it remains enigmatic to a large section of people. It is akin to dream selling for some. For others it is a sheer waste of money. Whatever the perception, advertising in India as anywhere else continues to mesmerize...
The impact of brand ambassadors/celebrity endorsements through advertisement in brand building and their influence on consumer behavior
Thesis - 51 pages - Services marketing
Over the years, many growing and grown brands have jumped on to the celebrity endorsement bandwagon. Marketers are aware of the power of celebrities in advertisement and branding and their influence on consumer buying decisions. Endorsement is a medium of brand communication in which a celebrity...
Market potential of Levi's
Thesis - 40 pages - Services marketing
A dress is a reflection of the culture of a period and in an inclusive term. For garments, fashions define the notations of taste in a given cultural environment. The term has particular reference to prevailing in matters of dresses and department, but it is broad enough to include also...
How to conduct a market research with special reference to Cadbury
Market study - 28 pages - Services marketing
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner's Dictionary of Current English lays down...
The relevance of Below: The Line activities to current marketing communication practices
Thesis - 11 pages - Services marketing
The annals of Marketing Management have witnessed a tug of war between advertising and sales promotion since inception. But in the early phase of twenty first century this war has taken a new avatar in form of Above - The- Line and Below - The- Line activities, widening both scope and intensity...
Consumer behavior in the services sector
Market study - 21 pages - Services marketing
This presentation will start with a look at the services marketing triangle. It will then explore the ways of using the services marketing triangle. it will then take a look at the scope of consumer behavior along with examining the consumers decision making process. It will then talk about the...
Creating Market Value for the customer.
Presentation - 21 pages - Services marketing
We will first talk about Value delivery and its two dimensions. These dimensions are effectiveness and efficiency. There also exist tools for creating customer values. The user is primarily concerned that the product or service performs as desired and that its use delivers social & emotional...
Information technology and knowledge economy
Thesis - 5 pages - Services marketing
Information Technology (IT) is the industry, which through the use of computers and other supporting equipment helps in the spread of knowledge. The term information helps in the spread of knowledge. The term information technology includes computers and communication technology along with...
The impact of advertisement on the buying behavior with reference to the consumer durables
Dissertation - 47 pages - Services marketing
The consumer durable industry in the past few years has seen tremendous growth. Advancements in the technology, government support and increased level of interest among the private players into the industry has given rise to the healthy competition between the various brands. Different companies...
A study on event management
Thesis - 23 pages - Services marketing
Michael J Wolf, in his book "The Entertainment Economy" says, "Entertainment not autos, steel or financial services is fast becoming the engine of growth of the new economy". Digitalization, broadband and internet make this among the fastest growing businesses worldwide. Entertainment...
Theory of consumer choice
Thesis - 14 pages - Services marketing
The concept of ‘utility' was introduced to social thoughts by Bentham in 1789 and to economic thoughts by Jevons in 1871. The neo-classical economists devised the following system to measure the utility of a commodity. A neo-classical economist, Walras, coined a term ‘util', meaning...
Market potential for photo copier & allied products: Xerox India Ltd
Market study - 25 pages - Services marketing
Documentation industry is expanding at a rate of more than 20% per year, and the world majors have recognized the Indian market as a thrust area. They are present in India either through joint ventures or through 100% subsidiaries. The high import duties, which had tilted the balance earlier in...
Importance of organizational marketing
Thesis - 13 pages - Services marketing
Since the 1950's various concepts have captured the imagination of scholars and practitioners (organizational identity, corporate identity, corporate branding, corporate image, corporate reputation and corporate communications). Each of these concepts has their own intellectual roots and...
