Successful Promotions Build Successful Brands

Description

Buy Successful Promotions Build Successful Brands Old Book, Authored by p.k. choudhury, Universities Press in hardcover binding from Used Book Store.

Discover fourteen imaginative marketing decisions that transformed products into iconic brands in Successful Promotions Build Successful Brands. This insightful book offers a wealth of practical case studies across diverse industries and scenarios. Explore the strategies behind introducing new brands, launching established multinational brands into new markets, revitalizing existing brands, guiding struggling brands back to leadership, and enhancing brand values. The analysis demonstrates that mass media isn’t the sole driver for products targeting well-defined audiences. Written in an accessible style, the text is both analytical and insightful, providing practical takeaways. Pran Choudhury’s timely examination of promotions in brand building arrives at a critical juncture, moving beyond a period of heavily promotion-driven “buy 1 get 3 free” marketing, which risks creating a generation of deal-dependent consumers and potentially eroding brand value for short-term gains. As the book highlights, promotions can sometimes overshadow advertising and emerge as the primary element within the marketing mix. This trend is already evident globally, with sales promotion spending in the US surpassing advertising dollars for decades, and a similar shift is anticipated to occur in India with the growth of organized retail and service sectors like telecommunications, banking, and financial services.

About the Author

Pran K.Choudhury’s career has included spells at Lipton, the House of Sarabhais and HMM. He was instrumental in starting, in collaboration with Dr. Vikram Sarabhai, the Home Product Marketing Agency, a highly successful centralised marketing organisation for the House of Sarabhais. During this period, in 1971, he successfully launched the brand Genteel, which is still the brand leader in the niche market of premium washing liquids. As Sales and Marketing Director of HMM (now known as Glaxo Smithkline Consumer Healthcare) he launched, in 1975, the well-known brand Boost, which is even now a brand leader. He was instrumental in steering HMM’s phenomenal growth into a leading marketing company in India with well-known brands like Horlicks and Boost. Mr. Choudhury has also served as Executive Chairman of the well-known advertising agency, Trikaya Grey. He now sits on the Board of several leading companies and has been visiting lecturer at various institutes of management in India. His first book, Successful Sales Promotion, was a runaway success, staying on The Economic Times bestseller list for nine consecutive weeks. Ajay Gupta afterreceiving an MBA degree from IIM Ahmedabad, started his career in advertising with JWT, after which he worked with Lowe and Mudra in Mumbai and McCann and Saatchi in Delhi. The brands he has worked for include Lifebuoy from HLL, the Lipton range of tea, Nestle, Gillette, HP and Hyundai, among others. In 2002, Ajay niched his services to brand building with a 360-degree approach, forming his company Brand Prophet.

Marketing
Business & Finance
Higher Education Textbooks
9788173715693 ISBN
P.k. Choudhury Book Author