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Create a Need-based Customer Value Proposition – Van Gelder12 propounds that ‘brands introduced merely to provide variety or as an alternative have little raison d’être’. To remain relevant to consumers in the midst of shifting market trends and changing consumer lifestyles, brands should present a consistent value proposition, not only in terms of core benefits, but also on consumer oriented ordering and delivery systems and brand-based employee training and guidance.
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“B-class cities do not mean lower purchasing power. The difference lies in the size of the target segment; B-cities have a population of 10-20 lacs, but the percentage of the target segment is 20-25%. Compared to metros, the haul is almost double, with the target segment constituting 35% of the population, resulting in more walk-ins and volumes.” – Rakesh Malhotra, COO, Ebony Retail Holdings Ltd. – 11/29/2003.
“For the hospitality industry to grow, the industry has to work together towards marketing and promoting India in a better way; we have to make travel to India painless.” – Priya Paul, Chairperson, Apeejay Surrendra Park Hotels – 11/ 14/2003.
”We want to position Rasna as ‘an affordable drink for the masses,’ contrary to its existing image of being a family drink.” – Piruz Khambatta, Chairman and Managing Director, Rasna Pvt. Ltd – 10/22/2003 below the line initiatives are extremely important in the cosmetic segment since the buying experience is as important as
Brand image and advertising, Significant focus is on sales counters, beauty advisors and dealer aids. We constantly integrate a lot of the above the line campaigns like ‘Whose watching your lips’ with below the line initiatives – Anil Chopra, Business Head, Lakme Lever – 10/14/ 2003
“We use BTL activities only to complement the overall marketing programme or above-the-line mass communication. To support product launches or new innovations, to address niche audiences, or to reach out to the customer who otherwise is non-reachable by mass media are some of the roles for BTL activities.” – Dilip G Piramal, Chairman,, VIP Luggage – 9/27/2003
