From 4Ps Business & Marketing, 16 Dec – 12 Jan
issue
GST
“How
To Reinvent A Brand”, Tim Calkins, Clinical Professor of Marketing, KSM:
Definition of
“brand” at NU’s Kellogg School of Management: a set of associations linked to a
name, mark or symbol associated with a product or service. Brands are
long-lasting assets. Times requiring “reinventing/repositioning” brands: change
in technology, competitive pressures, etc. Four things to focus on while
planning the repositioning:
i. Realistically evaluate the situation
[understand what people actually think about the brand, not the desired
position, then identify desired
positioning; current – desired state = gap; 2 dimensions suggested – target
(who buys the brand) and meaning (associations and benefits of the brand);
choose 1 dimension (first) to address since that is easier; consider new brand
if gap is too large]
ii. Engage the organization [front-line
employees]
iii. Create visibility [paid advertising
and promotions; PR; social media]
iv. Set reasonable expectations [for
short-term sales and profits, promos; loss of non-core customers shouldn’t set
alarms ringing]
From Business Today, 8 Jan issue [20th
Anniversary Issue]
Sasha Mirchandani: India Angel Network,
Ojas Ventures, Blume Ventures, Kae Capital, Nexus, Helion, Sequoia India, IDG
India.
Bob Dylan: The Times They’re A-Changin’
“Sunrise
Industry”, K R Balasubramanyam:
-
only MW-scale plants are eligible for govt subsidy
- 4
to 7 kWh/sq.m. daily; conversion rate: 1/8
-
current cost: ` 10 crore/MW
-
captive solar plants
-
IHS Emerging Energy Research
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