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Aug 24, 2007

Sales and Marketing Seminar by Harry Beckwith



Management program on Marketing with Harry Beckwith 6th Sept 07 (Mumbai) and 7th Sept 07 (Bangalore)

Harry Bechwith is coming for a seminar to be held on 6th and 7th September at Mumbai and Bangalore respectively. Check out agenda of program. Click here

Harry Bechwith is well known author on marketing subjects and have written books like (Click on book names for more details)

1. Selling the Invisible: A Field Guide to Modern Marketing
2. The Invisible Touch: The Four Keys to Modern Marketing
3. What Clients Love: A Field Guide to Growing Your Business
4. You, Inc.: The Art of Selling Yourself

I hope many of us can take this good opportunity to speak to him

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Aug 22, 2007

Green Marketing



Fast developing technology, more informed consumer and government regulations are forcing product designer and marketers to consider the environmental aspects of product and market. The Term "Green marketing"or "Environmental Marketing" is much written about subject today. However, green consumer and green marketing remain equivocal from product and market perspective.

Spiraling fuel prices and global warming fears have increasingly put environmental issues on the front page and in advertising efforts. But as more companies adopt these campaigns, consumers are growing increasingly confused over what it means to be "green," making it harder to create effective environmental marketing efforts, according to a recently released study by Landor Associates, New York.

Fast developing technology, more informed consumer and government regulations are forcing product designer and marketers to consider the environmental aspects of product and market. The Term "Green marketing"or "Environmental Marketing" is much written about subject today. However, green consumer and green marketing remain equivocal from product and market perspective.
There are many questions for a Green marketer.
Will a consumer willing to pay premium for environmental cause, if yes what is premium, how many consumers are willing to pay premium.
In the article Strategic Marketing of Greener Products by Jacquelyn Ottman and Virginia Terry they quote the following study.
A Green Gauge Report 1996 study conducted by Roper Starch Worldwide (US) showed that 75% of Americans think they should take more positive action towards the environment. However, the same report also showed that the percentage of Americans willing to pay more for environmental products has declined from 11% ten years ago to just 5% in 1996. This trend is not confined to the US. Generally, the consumer's increased environmental concern, and indeed his or her environmental sophistication, does not necessarily translate into increased green purchasing. Clearly, marketing greener products will have to entail more than attaching a green label or featuring images of wildlife in media advertisements!
To make Green marketing organization should focus for immediate benefits of product being green in terms of usability, price and value it offers.
The Green marketing should offer differentiation in product positioning in a manner that enhances the brand
The green marketing should make careful consideration before making environmental claims and should use meaningful terms and images in the communication
Should be able to communicate clearly what are environmental characteristics, benefits how benefits are achieved. It should talk about the comparative difference with the other products and justification for the differences.
Green marketing should also be seen from the wider perspective of enterprise. It should involve not only marketing but also the product material, production process and dispoal system of retired product. Other references
http://www.marketingprofs.com/6/ottman1.asp
Cheers
SUDEEP

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Aug 1, 2007

Tata Small Car Project- My Comments in BW



This is the comment I have made at Businessworld website. You can read this article" Small Car, Big Dreams" in Business World Magazine : Volume 27 Issue 11. For the week 30 July-31August 2007 http://www.businessworld.in/content/view/2199/2297 This small car is more than a big dream for Ratan Tata and it presents new dimension for the Ratan Tata's flagship company TATA Motors. Ratan Tata being a business visionary understands the importance of small car projects not only in terms of the revenues it brings to Tata Motors, but its influence in term of organizational culture, Branding, Supplier relationship and Marketing systems. The new car project presents non- traditional barriers to an automotive company and challenges the members of organization to think innovative, something which is difficult in large organization of Tata Motors size. This prepares the organization to be flexible and break the existing rules. In all it drives enthusiasm starting from skepticism to belief, belief to succeed in delivering something different. Historically, small cars or people cars as they called has high brand recognition, belong to masses and are loved/hated, most important they are talked about. They touch your sentiments, I am not sure If Tata's small car will be successful or not but certainly is much talked about. This small car project also helps to identify the Tata Motors suppliers which are proactive, ability to take risk and have ability to run with Tata Motors in new projects. The new car project not only challenges the organization from design and manufacturing perspective, it let Tata motors to remove the barriers in the mind in terms of materials, technology and systems. All these will be a good learning points for the organization and can get implemented in many ways in other programs as well. It bring lots of direct and indirect productivity benefits to the organization. The small car project as I understand will be distributed in Knock down kits and assembled by partners. This approach of community building is a major step and can establish Tata Motors as it did for SAP long back in software systems for ERP. New dimensions will evolve in services and it will be a major boost for spare parts business. Success or failure of small car project tata motors will always be beneficiary, however same may not be true for already polluted environment and congested roads.

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