Marketing, luxury, branding and more…. – Page 12 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

Funded by British Academy, I led project with Professor Keyoor Purani at IIMK. The project looks at the influence of economic conditions on contemporary conspicuous consumption tendencies among consumers in the UK and India. The project findings demonstrate the variations between the British and Indian consumers showing how socio-economic market conditions influence conspicuous consumption.

Comparing the luxury brand value

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

2012 IMRA Emerging Markets Conference in London

International Management Research Academy (IMRA) 2012 Emerging Markets Conference Emerging Markets and the New Dynamics of Management Since centuries, it has been [Read Story]

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Waving Good bye to Google Wave: Lessons in positioning

A year ago, when it was launched, it was one of the most hyped products (service) from Google. It was hailed [Read Story]

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this [Read Story]

The compromise effect in our decision making

[podcast]http://www.pauravshukla.com/podcast/compromiseeffect.mp3[/podcast] Most consumers in developed and emerging markets are now facing an interesting choice making dilemma. It’s the dilemma of plenitude. [Read Story]

Luxury Consumption Tendencies in Recession: Early Evidence

In my last blog post (Luxury consumption: will it really be affected by recession?) I stated that luxury brands will not be affected as much by recent recession as they did in past. The main reasons I gave were (a) consumption tendencies of masses (where Armani, LVMH, Gucci, Prada and such others have become a regular consumption item); (b) geographical scope and the emergance of emerging markets in Asia and (c) tourism trends (where Chinese, Indian and other tourists are flocking the Western markets and buying luxury items in numbers).

This led me to do a quick a quick study [Read Story]

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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Does competitive intelligence help improve the bottomline? (Part 1)

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

Does competitive intelligence help improve the bottomline? (Part 2)

In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In our article published in Journal of Business and Industrial Marketing, we observed that Competitive Intelligence (CI) activities have an impact on the market performance of Indian firms. In this post, I want to focus on the following three questions. What are the macro and micro environmental drivers of Competitive Intelligence (CI) for Indian firms? How are CI activities organized within Indian firms? How is the usage and dissemination of CI taking place within Indian firms? [Read Story]

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo Zegna entering, leaving and re-entering Indian market. Moreover, with Chinese gift-giving on sudden decline with the subtle message from the premier, many luxury brands have their work cut out in present and future regarding how to succeed in these rapidly growing but ever so competitive and fickle [Read Story]