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WHAT IS A FIGHTER BRAND?

Organizations planning new product launches during the early part of the 21st century had a unidirectional approach i.e. just to look up the price ladder due to increasing income levels of consumers and their never-ending desire for better quality products, that era began with a focus on high-end, premium and luxury product launches. But that period changed to a more stressful economic era causing consumers to rationalize their spend hence brands forced to come down the price ladder. This change in consumer behavior caused many mid-tier and premium brands losing their market shares to low-end price brands in the market. These organizations are facing an uphill strategic task ahead. Should they counter this threat upfront by decreasing the offering prices, which will result in destroying their profits and brand equity? Or should they try and hold the path with the hope that it will correct itself and in the process losing customers who may not come back to them after experiencing a low-cost brand? Given how big the damage could be in the longer run, quite a few organizations are now contemplating to launch a Fighter Brand. What is a fighter brand?

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Marketing and Brand Communication professional with over 20 years of experience with various brands.

How to Position a Brand- A Marketing Insight

Are You the Chosen One?

The world is a cluttered place. When it comes to business it’s even more cluttered with so many brands talking or trying to talk in so many different languages while targeting the same set of consumers. As a Brand owner, have we ever thought how confused our consumers are?  What makes them choose a brand when they go shopping or go choosing a product or services offered by various brands? Read More

Marketing and Brand Communication professional with over 20 years of experience with various brands.

E-Commerce Discounting,Are Brands Getting Desperate?

WHY DISCOUNTING

Discounting is commonly used by marketers to please a shopper by making an attempt to produce higher worth of the merchandise. A development that was used on some occasions earlier has currently become a daily trend when e-commerce started in Asian country. E-commerce portal has forced quite an few brands to begin discounting product on regular basis however real question arises here… why discounting? Are they not assured of providing enough worth to their customers while not discounting or is it some quite routine where different brands are taking desperate discounting measure to beat others?

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Marketing and Brand Communication professional with over 20 years of experience with various brands.

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