Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all. And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood. That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different. Useful guidelines for brand builders in the form of 101 lessons from a field test pro. Easy to read. Anyone working with brands can't help but find tips they can use. - David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar's 101 lessons you'll be ready for any marketing exercise. This author has had hands-on experience and it shows clearly over these pages. pay attention in this teacher's class!
- Allein Moore, Editor, AdAsia
Table of Contents
ACKNOWLEDGMENTS. INTRODUCTION. POSITIONING. 1. Building a better mousetrap. Creating new ideas and concepts. 2. Breaching the defenses. Sourcing market share from an existing player. 3. Enemy at the gates. Defending against competitive attack. 4. There are no limits to growth. Growing a high market share brand. 5. Empire-building. The mega-branding challenge. 6. Miracles do happen. Turning around a declining brand. 7. A brand new you. Reinventing and relaunching an existing brand. 8. When two's a crowd. Managing a portfolio of brands. PROMOTION. 9. What starts well ends well. The importance of a good brief. 10. What if you were dating your viewer? How to develop great TV advertising. 11. Testing, testing, 1, 2, 3. Using advertising testing smartly. 12. Radio gaga. Developing radio advertising. 13. Sex appeal sells, but what? Using celebrity advertising smartly. 14. Getting down and dirty. The risky business of competitive advertising. 15. Surround and conquer. Using multiple media to win with the consumer. PRICING. 16. The price is right. The art of setting pricing. 17. You're going down! The tricky business of pricing down. 18. But they started it! The even trickier business of dealing with. price competitors. 19. There's no such thing as a free lunch. Pricing up. PRODUCT. 20. But I flunked science! A marketer's role in product design. 21. Cooking 101. Making a product launch a reality. 22. Another "P" of marketing. Pace-setting the right rhythm of "news". 23. Perception is reality. The power of marketing vs. product innovation. 24. Yet another "P" of marketing. Planning. PLACE. 25. Shopping is like speed dating. The critical role of packaging. 26. Size does matter. The role that big cusomers play today. 27. The fi nal frontier. Winning in small stores and developing markets. 28. A slightly different ball game. The challenges of marketing to the shopper. PEOPLE. 29. Does familiarity breed contempt? The double edge of continuity. 30. It takes two to tango. Forming winning agency partnerships. 31. View from the top. Managing management. 32. No, they are not really all out to get you. Working with other departments. 33. Snafu. What to do when things go terribly wrong. 34. Healer, heal thyself! Some parting thoughts for the marketer. THE 101 LESSONS SUMMARIZED. TAKE THE BRAND MANAGEMENT 101 QUIZ! INDEX.
Mainak Dhar is a graduate of the Indian Institute of Management, Ahmedabad. His career in marketing with a leading multinational has spanned more than 10 years and has taken him from Mumbai to Bangkok and now Singapore. Over the course of his career, Mainak has worked on campaigns that have won a Bronze Lion at Cannes and EFFIES at the Asian Brand Marketing Effectiveness Awards. Full time executive by day and writer by night, Mainak has previously written two novels and a book of poetry. You can contact him at firstname.lastname@example.org.