Tag Archives: Sanjeev Singhai

Negative Impact of Celebrity Endorsement

By: Sanjeev Singhai The negative impact of celebrity endorsement is always a subject which is denied by advertising agencies. No wonder in spite of such negative impact of celebrity association with a brand they try selling the goodness of celebrity to save the skin and convince brands to keep using the celebrity. Some time back I came across one such print advertisement. I immediately took the photo of the advertisement thinking it to cover this aspect in one of my blog post.

Indian Marketers reluctance to new media

My job offers me the opportunity to meet and interact with top brand managers of India every day. But each time I get surprised with Indian marketers reluctance to new media. Post-meeting, I am always left feeling their halfhearted willingness to experiment with emerging Digital Media and lack of their understanding about it. I do understand the challenges which they have in hand and which makes them keep focusing on traditional media like TV, radio or print. Very few brand managers of India focus their marketing efforts on consumer testimonials or word of mouth campaigns or thinks of Brand Advocacy …

Niche Marketing

On 17th Feb 2011 in my blog post “Advantages of Sickness and Niche Marketing,” I took very unusual way to explain the Niche Marketing. Today once again while watching “Comedy Night with Kapil” I realised that how one can get instant success if one is able to identify the right niche for himself and deliver it to his audience. Kapil Sharma with his talent and ability to create a TV show in Comedy Zoner overnight became popular among the Indian audience and became highest TRP TV show leaving behind big-budget shows. This applies to business opportunities available around us too. …

Brand for Consumer or Product for Shopper

What’s the difference in “Brand for Consumer or Product for Shopper?” I guess in a second thought you all will find the difference. Today I am playing the devil’s advocate role and challenging the current advertising practices and will talk only one side of it, ignoring the goodness of advertising. Consumers and market place has completely changed in the last few years but the advertising agency’s and brand manager’s passion for building a brand continues and product yet remains on the back seat. Advertising agency’s love for Brands is not hidden but best is that many of the marketers to …

BRAND POWER THRIVING IN DIGITAL ERA

“BRAND POWER” THRIVING IN DIGITAL ERA: A write up which I dug from old files of February 2007 Date: 27.02.07. The media and telecom industries are moving at broadband speeds toward interactive, on-demand and personalized media experiences, enabling them to offer a wide range of ubiquitous communication and content services while consumers benefit from unprecedented media choices and control of their media consumption habits. Now, the widespread adoption of IP voice and data services is enabling a new business paradigm: converged services, including voice, video and data offerings across multiple channels. Customer’s demand for IPTV, video on demand and other …

AC Tractor is it a good product idea

By Sanjeev Singhai AC Tractor – is it a good product idea?: Last week while reading the Economic Times (ET) news attracted my attention. The news was about the launch of Heavy Duty AC Tractors by Sonalika. By spending some time on Google search, I found that market leader Mahindra too manufactures Air-conditioned tractor and exports them in the markets like the United States and Tunisia, etc; but they have yet not offered them in India. Tractors are used in agriculture/ farming and also other fieldwork too. So there can be two main classifications in Tractor product category Farming and …