the balance sheet: the strategic implications of IFRS for IP” Intangible Business Ltd. Horwitz‚ Ethan and Weinberger‚ Karen (2005) “How to revive a dead brand” - Managing Intellectual Property‚ May 2005 Aaker‚ David A. and Gary Shansby (1982)‚ "Positioning Your Product‚" Business Horizons‚ 25 (May-June)‚ 56-62 Brody R Eric‚ “PLUGGING IN TO YOUR BRAND ’S VITALITY & WELL-BEING” The Advertiser‚ October 2001. Young & Rubicam (1994)‚ Brand Asset Valuator‚ London: Young & Rubicam Dr. M. McEnally & Prof
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beginning. In 1969‚ Karsanbhai Patel tries his hand at making phosphate-free detergent powder. The product was named as Nirma (after Mr. Patel’s daughter Nirupama)‚ a brand which today commands a value of Rs.4‚840 crore. The product line of Nirma holds an array of consumer products ranging from cosmetics‚ soaps‚ detergents‚ salt and soda ash. Along the way‚ the Nirma brand name has become almost synonymous with low-priced detergents and toilet soaps. Earlier the product was packed in polythene bags and
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Introduction Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth‚ assists in suppressing halitosis‚ and delivers active ingredients (mainly fluoride) to help prevent tooth and gum disease (gingivitis).[1] Most of the cleaning is achieved by the mechanical action of the toothbrush‚
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company is experiencing a decrease in sales of the CruiserThorr‚ once a popular motorcycle and strong seller for the company. This paper will address the three major phases of the simulation‚ explain the relationship between differentiation and positioning of products‚ and explain the effect of the product life cycle on marketing. Perceptual Map Simulation With the CruiserThorr decreasing in sales over the past few years‚ management is working on developing a new marketing strategy to attract
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Marketing: sixth edition; as a name‚ term‚ symbol‚ design‚ or combination thereof that identifies a seller’s product or service and differentiates them from competitors’ products. Perhaps‚ the successful of many businesses has been attributed to the positioning of a product or service associated to a brand that consumers would easily grasp and differentiate from other products within a category. Understanding how consumers store information in memory is essential in brand development‚ according to
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challenge in positioning its recently launched Herbal Bath Soap—Himalaya Herbal Soap. After a gamut of successful health and wellness products‚ the Himalaya Drug Company recently entered the Soap Industry by launching Himalaya Herbal Soap. Entry into this overcrowded segment proved extremely difficult as it had to face intense completion from other established brands. Thus repositioning of the Himalaya Herbal Soup became increasingly necessary. The Brand Manager wanted the positioning of the soap
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Category | Home Care brands- detergents | Sector | FMCG | Tagline/ Slogan | ‘Sabki Pasand Nirma‚ Washing Powder Nirma’ | USP | Product with low price without compromising on quality | STP | Segment | Economy Segment | Target Group | All Indian households and laundry stores | Positioning | Quality at very affordable price | SWOT Analysis | Strength | 1. Strong brand equity developed over the years 2. Wide distribution network 3. Market leadership in detergent market (mid priced segment)4
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PROJECT REPORT COMPARTIVE ANALYSIS OF DIFFERENT BRANDS OF FMCG INDUSTRY MASTER OF BUSINESS ADMINISTRATION (MBA) OF PUNJAB TECHNICAL UNIVERSITY (PTU) Submitted to Submitted by Mrs. Gitanjali Bhatnagar Vipan Kumar DR. IT Group of Institutes BANUR (PUNJAB) PREFACE Practical exposure imbibes an integral part of management studies. One cannot rely merely upon the theoretical knowledge
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Contents Executive summary 2 1.0 Introduction 3 1.1 Research Objective 3 1.2 Research Question 3 1.3 Literature Review 3 1.3.1 Brand Positioning help Smartphone Company gain the market share 4 1.3.2 Apple use the brand positioning to gain the market share 4 1.3.3 Positioning strategy based on Competitors 5 1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders. 5 1.3.5 Samsung using the emotional branding to overtake Apple 6 Research method &
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country. As per Nielsen market research data‚ two out of three Indians use HUL products. Hindustan Unilever Limited is an India-based fast moving consumer goods company. The Company operates in seven business segments. Soaps and detergents include soaps‚ detergent bars‚ detergent powders and scourers. Personal products include products in the categories of oral care‚ skin care (excluding soaps)‚ hair care‚ talcum powder and color cosmetics. Beverages include tea and coffee. Packaged foods include staples
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