The question of what advergaming is can be approximated in different ways. In the manner of linguistic portmanteau it is of advertising and gaming. Technically, it is the practice of using video games to advertise a product, organization or viewpoint. As a term, it was coined by Anthony Giallourakis. Later on it was mentioned by Wired’s “Jargon Watch” column in 2001. An advergame is an online video game that has brand related images and/or themes embedded within it. As marketers have begun to catch on to the idea, websites containing advergames have been published by a diverse variety of corporations and non-profit organizations. Besides the usages of product placement within a game, a more effective and innovative way of designing a game only for the purpose of advertising a brand or a product is recently being used by advertiser in order to reach to targets on an online platform. Continue reading
Marketing Strategies
Stages of New Product Development
New products are the lifeblood of the organization but they are extremely vulnerable and the majority never reach commercialization. In competitive markets, the best and strongest firms sustain growth through the introduction of new products and services to meet the changing needs of the consumers. All products have a finite life span and this is influenced by the type of product, its innovativeness, the management of the product through its life cycle, as well as the markets in which it is sold. All products will eventually decline and need to be replaced by new ones and companies need to be adept at adapting marketing strategies to respond to the dynamics of the environment, so as to manage the product through its life cycle effectively. New product development is the process of developing a product from initial stage of Design to Physical Reality using concept of Designing, manufacturing processes and other Continue reading
Application of Nostalgia Concept in Marketing
The historical term of nostalgia, initially started as a medical term. The term was coined in 1688 by Johannes Hofer (1669–1752) in his Basel dissertation to refer on ‘homesickness’. Homesickness was one of the most serious sickness during that time. The term of “nostos” which means return and “algos” which means pain, were introduced to described people that suffering pain because of being far away from home and have needs to return to their home. Subsequently, the term ‘nostalgia’ evolved, and moved away from being a disease. Nostalgia known as a term that refer to time: past, present and future. In order to be classified as nostalgia, there are four factors that need to be fulfilled: An emotional feeling of being lost in space and time. An emotional feeling due to loss of values and references of civilization. A personal loss feeling occurred because of less freedom. Insecurity on a mass consumption culture Continue reading
Case Study: Strategies That Barista, Cafe Coffee Day and Qwikys Have Adopted in Indian Market
Strategies adopted by Barista: Barista established in 2000 in New Delhi was the largest and fastest growing coffee chain in India. Barista positioned itself as a lifestyle brand with Italian neighborhood. Barista was the leader in espresso coffees. Barista was made with top grand Arabica beans and brew masters from Italy were invited to create blends. Alliance with Tata coffee would supply food items like baguettes, croissants, cookies, sandwiches, pastries and desserts. Every month it introduced and focused on a particular type of coffee. The idea was to change customer’s occasional indulgence and make it a habit and educate them about the original coffees. It also developed store-in-store concept by focusing on themes that compliment coffee, such as music, books and art. Barista entered into marketing tie-ups with planet M, crossword and Ebony to set up it Espresso’s at the corner. It also wanted to enter into co-branded marketing tie-ups Continue reading
Effect of Relationship Marketing on Customer Retention
There is a relationship between two or more parties who are in contact with each other, comprise supplier (seller) and customer. Relationship marketing begins to provide framework for such marketing situations as describe by the two experiences. But its applicability has also invaded consumer goods and services. Relationship marketing became a common approach of marketing. Nowadays, there are the four waves of marketing comprise Mass marketing, Targeted marketing, Global marketing and finally Relationship marketing. Those waves play an important role by itself. Three of four waves share one thing in common. Its goal is maximizing sale in Mass marketing, Global marketing or Target marketing. After all they try to increase sale and endure profitable growth simultaneously and marketers are beginning to appreciate that they need more creation and reinforcement of building customer relationships. The relationship marketing is influenced by some areas of marketing comprises traditional marketing, sale management and marketing Continue reading
Case Study: Success Story of Exxon Mobil
Exxon Mobil Corporation (Exxon Mobil) is an integrated oil and gas company based in the US. It is engaged in exploration and production, refining, and marketing of oil and natural gas. The company is also engaged in the production of chemicals, commodity petrochemicals, and electricity generation. The company operates across the globe. It is headquartered in Irving, Texas and employs about 80,000 people. Exxon Mobil operates through three segments: upstream, downstream, and chemicals. The upstream segment explores for and produces crude oil and natural gas. The company’s upstream business has operations in 36 countries and includes five global companies. These companies are responsible for the corporation’s exploration, development, production, gas and power marketing, and upstream-research activities. The company’s upstream portfolio includes operations in the US, Canada, South America, Europe, the Asia-Pacific, Australia, the Middle East, Russia, the Caspian, and Africa. The company’s downstream activities include refining, supply, and fuels marketing. Continue reading