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Freebee, not discount, is this year's mantra for Diwali sale. New lesson in marketing

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Freebee, not discount, is this year's mantra for Diwali sale. New lesson in marketing........... NEW DELHI: Planning to buy a plasma TV and a designer watch this Diwali? Then how about getting both the things at the cost of one! With the festive season in full swing, consumer durable companies are offering expensive freebies with main products, instead of the traditional cash discounts, to push sales. The reason: Inability to lower prices any further after successive discounts. We are creating
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  Freebee, not discount, is this year's mantra for Diwali sale. New lesson inmarketing...........   NEW DELHI: Planning to buy a plasma TV and a designer watch this Diwali? Then how about gettingboth the things at the cost of one! With the festive season in full swing, consumer durable companiesare offering expensive freebies with main products, instead of the traditional cash discounts, to pushsales. The reason: Inability to lower prices any further after successive discounts. We are creating an excitement through new products this Diwali season, said Ruchika Batra,general manager for Southwest Asia with white goods major Samsung that is not relying on discountsto push sales this year. We have enhanced main products and along with that we give away someother value-added products. So the total value of the goods should hold more value for our customersthan the discounts, Batra said. Akai, another consumer durables major, also said prices have fallenso much that it was no longer possible to give more discounts. The company felt the buying power of Indian consumers had grown substantially over the past few years, needing a different strategy. Prices are already pretty low now; cutting it further will affect profitability and the overall image of firms, said Pranay Dhabhai, managing director of Akai India. Exchange offers and offers on multipleproduct purchases work better in such circumstances. Manish Sharma, the director of marketing atPanasonic India, shared a similar view. The market in India today has become highly competitive. Ithas clearly moved ahead of price discounts. Such schemes do not offer much of a value-additionproposition. Gifts last long; discounts don't. What has also triggered this shift away from price discounts is thegrowing purchasing power of the Indian consumer and the fact that freebies and gifts are a cheaper option than outright cash discounts. If a watch is offered free with the purchase of a TV, refrigerator or a washing machine, for the consumer it is the retail price -- says Rs 4,200 or so -- that actuallymatters. For the consumer goods major, the actual cost of the freebie is far less. Ratan Tata shortlisted for Fortune 'Business Person of the Year' honour    BOSTON: Tata Group Chairman Ratan Tata is among eight business leaders from across the worldshortlisted by the prestigious Fortune magazine for its 'Business Person of the Year', an honour thatwill go to the leader who made the biggest mark in business in 2010. Fortune magazine will name its'Business Person of the Year' on November 18. The other business honchos in the fray are billionaireWarren Buffett, Apple Chief Steve Jobs, Ford Motor CEO Alan Mulally, Google CEO Eric Schmidt,DuPont CEO Ellen Kullman, McDonald's CEO James Skinner and Netflix CEO Reed Hastings. OnTata, Fortune said his group's Tata Motors unit restarted orders for the ultra cheap, high-demandNano car and at the high end, has reinvigorated Jaguar. For the title, the publication started with 32business leaders who had been seeded and matched-up by the editors of Fortune. In the process of finalising the winner, Fortune will talk to analysts, consultants, executives and former executives, those moving markets and those playing them. Product Positioning: A Comparison of Perceptual Mapping TechniquesDocument Information:Title: Product Positioning: A Comparison of Perceptual MappingTechniques Author(s): Chiranjeev S. Kohli,Lance Leuthesser   Citation: Chiranjeev S. Kohli, Lance Leuthesser, (1993) ProductPositioning: A Comparison of Perceptual Mapping Techniques ,Journal of Product & Brand Management, Vol. 2 Iss: 4, pp.10 -  19 K eywords: Competitive strategy,Marketing management,Marketing strategy,Product positioning  DOI: 10.1108/10610429310047660  (Permanent URL)   Publisher: MCB UP Ltd Abstract: Product positioning is a crucial component of competitivemarketing strategy. Perceptual mapping techniques arefrequently used to aid managers in making product positioningdecisions. Presents an overview of perceptual mapping,explains the conceptual foundation, and compares three widelyused techniques ± factor analysis, discriminant analysis, andmultidimensional scaling. Highlights differences in theseanalytical techniques, with implications for marketing managers. How procurement managers view low cost countries and geographies: Aperceptual mapping approachDocument Information:Title: How procurement managers view low cost countries andgeographies: A perceptual mapping approach Author(s): Joseph R. Carter , (W.P. Carey School of Business, ArizonaState University, Tempe, Arizona, USA), Arnold Maltz, (W.P.Carey School of Business, Arizona State University, Tempe, Arizona, USA),Tingting Yan, (W.P. Carey School of Business, Arizona State University, Tempe, Arizona, USA),Elliot Maltz,(Atkinson School of Business, Williamette University, Salem,Oregon, USA) Citation: Joseph R. Carter, Arnold Maltz, Tingting Yan, Elliot Maltz,(2008) How procurement managers view low cost countriesand geographies: A perceptual mapping approach ,International Journal of Physical Distribution & LogisticsManagement, Vol. 38 Iss: 3, pp.224 - 243 K eywords: International business,Sourcing,Supplier evaluation  Article type: Research paper  DOI: 10.1108/09600030810866995  (Permanent URL)   Publisher: Emerald Group Publishing Limited Abstract: Purpose ± There is good evidence that the shift in globalsourcing is toward so-called ³low cost country suppliers.´ Yetconditions in these countries are often not well-known. At thesame time, best practices in integrated supply dictate a multi-faceted decision, rather than basing supplier location on asingle attribute say, labor cost alone. With these issues in  mind, a research project was formulated with two primaryobjectives. First, the authors wanted to compile the knowledgeand perceptions of purchasing managers regarding low costregions and their capabilities and to reflect the multiple factorsinvolved in current sourcing strategies and supplier selectiondecisions in these low cost geographies. Second, the authorswanted to compare managers' subjective perceptions withobjective data regarding attributes of sourcing locations toidentify the relationship between perceptions and reality. Thispaper aims to explore the issues. D esign/methodology/approach ± The authors surveyed over 100 sourcing professionals on their perceptions of various lowcost sourcing alternatives. Perceptual mapping techniqueswere used to combine the rankings on some 12 differentattributes to visualize how the various attributes relate to eachother and how the low cost regions compare when ratedagainst sourcing managers' ideal perceptions. Findings ± The research results show that procurementmanagers select regions for low cost sourcing based on bothspecific measures and individual and/or group perceptions of the region, whether these perceptions are correct or not. Thispaper probes these perceptions. Also the paper comparesthese subjective perceptions with objective data to show thatcultural stereotypes may bias managers' perception of location-specific characteristics. The paper closes withimplications for procurement managers and opportunities for further research. Practical implications ± The authors have demonstrated thatpurchasing managers choose sourcing locations using multiplecriteria instead of only focusing on cost. But some perceptionsare biased by cultural stereotypes and do not reflect reality.This suggests that managers have to be careful when usingtheir subjective judgment in choosing sourcing locations. Originality/value ± The authors believe that visualrepresentations of alternative sourcing options have greatpotential to improve the efficiency of cross-disciplinary andmulti-company teams that are increasingly responsible for global sourcing strategies. Comparing managers' perceptionwith objective data of location attributes shows that mangers'perception may be biased by cultural stereotypes. Perceptual Mapping: a Tool for Industrial Marketing: a Case studyDocument Information:Title: Perceptual Mapping: a Tool for Industrial Marketing: a Case  study Author(s): Steven A. Sinclair , (Professor of Forest Products Marketing atVirginia Polytechnic Institute and State University.),Edward C.Stalling, (Project Manager at Weyerhaeuser Forest ProductsCompany.) Citation: Steven A. Sinclair, Edward C. Stalling, (1993) PerceptualMapping: a Tool for Industrial Marketing: a Case study , Journalof Business & Industrial Marketing, Vol. 5 Iss: 1, pp.55 - 66 K eywords: Industrial marketing,Marketingstrategy,Methodology,Methods,Modelling  DOI: 10.1108/EUM0000000002738  (Permanent URL)   Publisher: MCB UP Ltd Abstract: Describes the uses and advantages of perceptual mapping, aconsumer-based modelling technique having both diagnosticand strategic applications, particularly in determining the threatposed by substitute products and in developing competitivestrategies. Uses a case study approach of analysing companiesin traditional manufacturing industries who are attempting tomove from basic commodities to faster growing ³value-added´products. Concludes that perceptual maps are effective indeveloping new products and product positioning and can beeasily used by managers in developing actions. Mapping service quality in the tourism industryDocument Information:Title: Mapping service quality in the tourism industry Author(s): Eda Atilgan, (Research Assistants at the Faculty of Economicsand Adminstrative Sciences, Department of Business Administration, Akdeniz University, Antalya, Turkey.),Serkan Akinci, (Research Assistants at the Faculty of Economics and Adminstrative Sciences, Department of Business Administration, Akdeniz University, Antalya, Turkey.),Safak Aksoy, (Safak Aksoy is Associate Professor of Marketing, atthe Faculty of Economics and Adminstrative Sciences,Department of Business Administration, Akdeniz University, Antalya, Turkey.) Citation: Eda Atilgan, Serkan Akinci, Safak Aksoy, (2003) Mappingservice quality in the tourism industry , Managing ServiceQuality, Vol. 13 Iss: 5, pp.412 - 422 K eywords: Perceptual mapping,Service qualityassurance,SERVQUAL,Tourism  Article type: Research paper 
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