scholarly journals A Evaluation on the Product and Brand Management at Karlo Automobiles(P) Ltd, Patna

2019 ◽  
Vol 8 (2S8) ◽  
pp. 755-758
Keyword(s):  
Brand Management ◽  
Product Line ◽  
Social Aspects ◽  
Trade Relation ◽  
Goods And Services ◽  
Gulf Countries ◽  
Multiple Variables ◽  
Product Improvement ◽  
Product And Brand Management

Product line must know the wants and needs of the client with regard to both the services or products of MARUTI.To assess the understanding of the channels and how they work.To understand whether the client receives the goods and services on time.Planning for better channeling and product improvement The study enables to know the best product possible.To discover the multiple variables that cause discontent to the client, and to overcome them with better strtegy.Channel the allocation that will make it possible to achieve and communicate to the client.This research expands its focus to the research of multiple financial, social and social aspects; geographical, and Political aspects of trade relation between India and the gulf countries.

Luxury Business

2017 ◽  
Author(s):  
Pierre-Yves Donzé ◽  
Rika Fujioka
Keyword(s):  
Brand Management ◽  
Production Systems ◽  
Value Chains ◽  
Grey Zone ◽  
Luxury Brands ◽  
Services Research ◽  
Goods And Services ◽  
Definition Of ◽  
Clear Idea

The luxury business has been one of the fastest growing industries since the late 1990s. Despite numerous publications in management and business history, it is still difficult to have a clear idea of what “luxury” is, what the characteristics of this business are, and what the dynamics of the industry are. With no consensus on the definition of luxury among scholars and authors, the concept thus requires discussion. Luxury is commonly described as the high-end market segment, but the delimitation of the lower limit of this segment and its differentiation from common consumer goods are rather ambiguous. Authors use different terminology to describe products in this grey zone (such as “accessible luxury,” “new luxury,” and “prestige brands”). Despite the ambiguous definition of “luxury,” various companies have described their own businesses in this way, and consumers perceive them as producers of luxury goods and services. Research on luxury business has focused mostly on four topics: (1) the evolution of its industrial organization since the 1980s (the emergence of large conglomerates such as Moët Hennessy Louis Vuitton SE or LVMH, and the reorganization of small and medium-sized enterprises); (2) production systems (the introduction of European companies into global value chains, and the role of country of origin labels and counterfeiting); (3) brand management (using heritage and tradition to build luxury brands); and (4) access to consumers (customization versus standardization). Lastly, new marketing communication strategies have recently been adopted by companies, namely customer relations via social media and the creation of online communities.

scholarly journals The research results of the competitive capacity of enterprises’ formation through marketing strategies

2021 ◽  
Vol 47 (1) ◽  
pp. 15-20
Author(s):  
I. Mosiichuk ◽  
K. Kashchuk
Keyword(s):  
Marketing Strategy ◽  
Product Line ◽  
Marketing Strategies ◽  
Matrix Analysis ◽  
Maximum Effect ◽  
Goods And Services ◽  
The Matrix ◽  
New Business ◽  
Marketing Analysis ◽  
Market Niche

The article points out that without a developed and functioning marketing strategy, an enterprise engaged in the production of any goods or services will not be able to withstand competition, to act effectively in accordance with market requirements. Creating a new business, merging and acquiring, developing a new market niche, narrowing or expanding the product line, choosing suppliers and partners – all these and many other decisions are made within the marketing strategy. Marketing itself is defined as the management of development, production and sale of goods and services demanded by society carries a systematic approach to solving problems of obtaining the maximum effect from sales with minimal and commercial risks. It is also stated that one of the most common methods is matrix analysis of the business portfolio. In order to assess the the company’s competitiveness, the author used the McKinsey matrix. The matrix built by the consulting firm for General Electric is considered in part. The characteristic and marketing alternatives of strategic zones on the given matrix are given. Formation peculiarities of competitive positions at researched enterprises in the kitchen market with the help of marketing strategies are revealed. As a result of the scientific researches problem’s analysis the author has come to a conclusion that both investigated firms-competitors are in a zone of selective development. While choosing a marketing strategy, it is necessary to focus on the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; the market orientation of activity (in relation to consumers and competitors) is defined, and also on need of the further scientific researches of a problem.

Context-sensitive and attribute-based sentiment classification of online consumer-generated content

Kybernetes ◽  
2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Barkha Bansal ◽  
Sangeet Srivastava
Keyword(s):  
Latent Dirichlet Allocation ◽  
Brand Management ◽  
Sentiment Classification ◽  
Practical Significance ◽  
Sensitive Information ◽  
Content Type ◽  
Context Sensitive ◽  
Online Consumer ◽  
Product Improvement

Purpose Vast volumes of rich online consumer-generated content (CGC) can be used effectively to gain important insights for decision-making, product improvement and brand management. Recently, many studies have proposed semi-supervised aspect-based sentiment classification of unstructured CGC. However, most of the existing CGC mining methods rely on explicitly detecting aspect-based sentiments and overlooking the context of sentiment-bearing words. Therefore, this study aims to extract implicit context-sensitive sentiment, and handle slangs, ambiguous, informal and special words used in CGC. Design/methodology/approach A novel text mining framework is proposed to detect and evaluate implicit semantic word relations and context. First, POS (part of speech) tagging is used for detecting aspect descriptions and sentiment-bearing words. Then, LDA (latent Dirichlet allocation) is used to group similar aspects together and to form an attribute. Semantically and contextually similar words are found using the skip-gram model for distributed word vectorisation. Finally, to find context-sensitive sentiment of each attribute, cosine similarity is used along with a set of positive and negative seed words. Findings Experimental results using more than 400,000 Amazon mobile phone reviews showed that the proposed method efficiently found product attributes and corresponding context-aware sentiments. This method also outperforms the classification accuracy of the baseline model and state-of-the-art techniques using context-sensitive information on data sets from two different domains. Practical implications Extracted attributes can be easily classified into consumer issues and brand merits. A brand-based comparative study is presented to demonstrate the practical significance of the proposed approach. Originality/value This paper presents a novel method for context-sensitive attribute-based sentiment analysis of CGC, which is useful for both brand and product improvement.

Beer Brands from the Perspective of Young Consumers in Croatia, with an Emphasis on Gender Differences

2020 ◽  
pp. 25-46
Author(s):  
Blazenka Knezevic ◽  
Petra Skrobot ◽  
Mia Delic
Keyword(s):  
Gender Differences ◽  
Brand Equity ◽  
Brand Management ◽  
Social Aspects ◽  
Younger Adults ◽  
Young Males ◽  
Young Consumers ◽  
Males And Females ◽  
New Challenges ◽  
Management Issues

New trends in beer markets across Europe bring new challenges to beer brand management. As brand equity is an outcome of consumers’ perceptions of a certain brand, it is necessary to investigate how consumers perceive brands in various industries. The chapter tackles this topic from the perspective of younger adults in Croatia in 2019, by putting into focus gender differences in attitudes toward beer brands in retail purchasing. The presented findings indicate that for both young males and females, quality, taste, and continuous availability are important aspects of beer brands. The packaging, label design, and social aspects of a brand are more influential on females than on males. The chapter contributes to better understanding of brand management issues when approaching younger consumers. In addition, observed gender differences enable beer brand managers to fit their approach to narrow niches within the population of young consumers.

Patanjali’s marketing mix: the monk’s new Ferrari

2017 ◽  
Vol 7 (4) ◽  
pp. 1-30
Author(s):  
Varun Agarwal ◽  
Sweta Agrawalla
Keyword(s):  
Brand Equity ◽  
Distribution System ◽  
Brand Management ◽  
Care Home ◽  
Subject Area ◽  
Marketing Mix ◽  
Product Line ◽  
Marketing Management ◽  
Content Type ◽  
Brand Resonance

Subject area Marketing Management, Product & Brand Management, Entrepreneurship. Study level/applicability This case can be taught effectively to MBA/BBA students as part of Marketing Management, Product & Brand Management, Entrepreneurship. Case overview The case talks about the marketing mix strategy of India’s fastest growing fast moving consumer goods (FMCGs) brand Patanjali, with a tremendous revenue growth rate of 100 per cent for the past five years, leaving major FMCG companies insomniac. Patanjali Ayurved Limited riding on Baba Ramdev’s brand equity positioned itself as an authentic Ayurved brand with ancient Indian roots. Patanjali’s product line ranges from healthcare, personal care, home care, to food and more. Patanjali’s products were priced 10-40 per cent lower than that of its competitors. Run by franchisees, Patanjali had a three-tier distribution system. These included Patanjali Chikitsalayas which were franchise dispensaries and clinics along with doctors, Patanjali Arogya Kendra which were health and wellness centres and Swadeshi Kendra, non-medicine outlets. The company has 15,000 exclusive outlets across India and plans to grow to 1,00,000 exclusive outlets by 2020. Patanjali amazed the world by achieving phenomenal success without spending much on advertising in its nascent stage. Recently Patanjali adopted the multinational corporation (MNC) style of advertising by hiring two top advertising agencies McCann and DDB Mudra to prepare the company for the next phase of growth. Patanjali diversified into various segments of the market, ranging from FMCG products, Ayurvedic medicines, Ayurvedic hospitals and a medical college. Patanjali plans to enter various categories of products including the beauty products segment to compete with major MNCs, the baby care segment to compete with Johnson & Johnson, and the sports segment to compete with Nike and Adidas. Patanjali as a brand has a strong positioning in the minds of consumers as a natural and Ayurvedic brand. Will Patanjali’s foray into so many diversified segments lead to a brand extension trap and confused positioning? Because Patanjali as a brand, solely rides on Baba Ramdev’s image, if Baba Ramdev ever finds himself at the centre of a controversy, will Patanjali’s brand equity take a hit? Will it affect the brand Patanjali? Even if Baba Ramdev does not get into any controversy, what will happen to the brand Patanjali when Baba Ramdev is no more? Who should be the next face of Patanjali? Can the brand survive without a face? Expected learning outcomes The case is designed to enable students to understand the following key learning points: The concept of marketing mix. Product mix, Promotion mix branding (especially “Person as a Brand”), customer-based brand equity (CBBE) model or brand resonance pyramid. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

scholarly journals The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

2017 ◽  
Vol 26 (1) ◽  
pp. 2-12 ◽  
Author(s):  
Cleopatra Veloutsou ◽  
Francisco Guzman
Keyword(s):  
Design Methodology ◽  
Brand Management ◽  
Future Research ◽  
Management Research ◽  
Content Type ◽  
The Past ◽  
Management Knowledge ◽  
Product And Brand Management ◽  
Made In ◽  
Management Thinking

Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge. Design/methodology/approach This paper includes internal historical literature review and commentary. Findings After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified. Research limitations/implications By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM. Originality/value The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

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