Emami LIMITED
Author: Radhika Singh (9999067831, radhikasingh208@gmail.com) Sunil Kishore Sharma (8010484758, neel89@gmail.com)
ABSTRACT
This case study talks about the evolution of Emami as a brand in the rural market. Rural market is a market which is still not tapped by many well known brands but Emami took it as an opportunity and are successful in taking full advantage of it. Their major revenue is generated from rural market i.e. 40-45 % of revenue. In this case study we have talked about various brand portfolios and also about their rural strategies.
KEYWORD Brand, Emami, Rural Marketing, Marketing Strategy, Promotion, Distribution channel.
INTRODUCTION
Emami is a perfect example of a brand which depicts Indian characteristic. The company connects with its customers through advertising, packaging and promotion. The company had invested 229 crore in the year 2011-2012 as compared to 219 in the year 2010-2011. About 40-45 % of its revenue comes from rural market. Due to its various initiatives in last two years Emami has a growth in rural market. You can get to see its various brands in more than 40 lakh outlets. The company has also connected with people through two things which bind the people of India together-films and cricket. The company has enhanced its brand recall through endorsements by eminent personalities which led to superior visibility. The company has cluster of stars from entertainment, sports and films such as Amitabh Bachchan, Shah Rukh Khan,
In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.
In term or product, Unilever should develop this new brand by modifying the formula of Campeiro and thus meet the expectations of cleanliness and fresh aroma of the low-income consumers. Even if consumers prefer cardboard boxes, the new brand will be sold in a plastic sachet since the packaging does not count a lot in the decision criteria process. This new brand should be priced at 1.8. (see Exhibit 2) just a little bit above Campeino price to show the quality of the new product. Unilever will have to maintain low margin for its new brand to reach its target but can reach profitability with high volumes of sales. In term of promotion, Unilever should position its new brand as a very effective product which can be used in everyday life. Advertising should show the satisfaction of a consumer while washing it clothes. In term of communication expenditure, a 70% below the line should be used since we are targeting the low-income segment. Besides it will cost less money to Unilever. The packaging has to be very simple and be different in term of color with the ones of Omo and Minerva. Finally Unilever will sell this new brand in the specialized distributors since it is the distribution channel where low-income consumers shop.
The company has launched a new line of products in a bid to improve its competitive edge in the retail industry. In addition, the new line of products aims at meeting the demands of customers at all levels. The new line of products includes products such as vegetables, deli services, kitchen essentials, designer clothes, and décor products. These products are targeted to a certain group of
You will also read about the Company’s advertising strategy and how this approach will bring into line the Company’s marketing goals. It will be determined how effectively the advertising will be measured and how the different promotional strategies relevant to the Company advertising will be utilized. Further discussion will establish the best marketing research approach used to measure customer satisfaction with the Company’s product (cassava powder) and training service initiated to train farmer in implementing large-scale farming. It will be explained how gaps in customer expectations and experiences will be addressed by the marketing wing of the Company, using the high knowledge and proficiency of experienced and well-schooled people in marketing management.
The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.
Introduction………. History……… Brand Inventory……… Brand Exploratory……… Gap Analysis……… Recommendations……… Conclusion……… Bibliography………
Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues
1. A brief history of the brand: origins, key stages in its growth , etc.
Brand to sustain in the market with positive performance through cost reduction and higher profits. Loyal customer usually tends to pay more as well as spreading positive word of mouth among friends and family (Chaudhuri & Holbrook, 2001; Ismail & Spinelli, 2000; Lau & Lee, 1999; Zhang & Bloemer, 2008). Brands with already limited financial resources will face higher probability of being eliminated out of the market when customers did not return to make repeated purchase given the high number of SMEs business establishment in the foodservice industry mentioned above. Therefore, it is vital for SME brands to capture loyal customers to ensure ongoing revenues and profits (Chaudhuri &
Michael et Augustin has to depend on the quality of their product in order to get in to the market. Among the bigger players in the market, there’s less differentiation, but since the large players have much more resources comparatively, this situation creates a high entrance barrier for the company. In A Better Way to Map Brand Strategy (2015), Niraj Dawar and Charan K. Bagga talk about the centrality-distinctiveness map (Figure 1). Centrality is the recognition and strength of the brand, whereas distinctiveness is the premium qualities of the brands that are resembled upon the customers. There are four different types of brands according to the article, and they are presented in Figure 1 in a 2x2 matrix: unconventional, aspirational, peripheral, mainstream. For Michael et Augustin, centrality is a long shot target due to the established market. However, distinctiveness can be achievable. Therefore, the company has to pursue a strategy to create an unconventional brand, and then transition into the aspirational part.
The purpose of this report is to use a variety of research techniques aimed at understanding the role that knowledge and group influences have on a consumer’s decision-making process. Additionally, the report will advise a range of recommendations that an inert brand can adopt to guarantee its inclusion in the consumer’s consideration set of brands.
A small desert village that resides next to the Arabian Gulf, Dubai has established its footprint in the global world competing with renowned cities such as London, New York, Frankfort, and Hong Kong. In a span of 10 years, Dubai had built the tallest building in the world, the first luxurious seven-star hotel in the world, and the largest man-made island and is building more amazing projects. Furthermore, Emirates Airlines became one of the top brands in the world with its outstanding quality of services and its vast and new fleet of planes flying over 40 million passengers to every possible destination in the world. The success of Dubai’s brand can be attributed to its astonishing leader Sheikh Mohammed Bin Rashid Al-Maktoum. Through his vision and his leadership style, Dubai emerged from a depleting oil reserves state, withstood the economic recessions in 2001 and 2008 and excelled globally by completing their massive projects and challenging many more complex projects such as the Mall of the World. Which is going to be the biggest mall in the globe, and Expo 2020 as the first city in the MENA region to host this event.
Students can develop a brand strategy and help organize existing and future portfolio of products by creating a systematic brand architecture. Country of Origin and Brand of Origin are two new emerging research areas. Students can research these areas and suggest ways Al Ain Dairy can use this to their advantage in entering into the GCC region and expanding beyond.
This case study talks about the evolution of Emami as a brand in the rural market. Rural market is a market which is still not tapped by many well known brands but Emami took it as an opportunity and are successful in taking full advantage of it. Their major revenue is generated from rural market i.e. 40-45 % of revenue. In this case study we have talked about various brand portfolios and also about their rural strategies.
This research paper is not undertaking as a substantial survey either of brand building or of consumer experience. Nor is it seeking the perception of student to fast food. Brands enhance human daily life. Consumer’s experience of using their familiar brands is more comfortable. This is because the essence of branded eating in fast food restaurants, albeit inflected culturally in different direction. Students consume the same brand as they friends did. This had brought out the trend among students which fast food restaurant is a place to hang out.