Marketing, luxury, branding and more…. – Page 20 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

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 [Read Story]

Thriving on consumer irrationality

It has been well-established in psychology literature that consumers are highly irrational in most of their decision making. Moreover, Daniel Kahneman (the Noble laureate) and [Read Story]

Announcement: 2011 MAG Scholar Conference

For those of you who are researching the Asian economies, this is an interesting chance to participate in the debate. The ‘Marketing in Asia Group’ [Read Story]

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If you can’t convice them, confuse them…

In the market with umpteen me-too products and brands marketers have few choices with how to develop, maintain and enhance relationships [Read Story]

Luxury brands in recession: Developing a better value proposition and luxury brand strategy

Commenting on my last post on 'luxury value propositions', Mostafa Huga and Thangaraj asked a very pertinent question, 'how should managers' [Read Story]

Luxury marketing: adapting value propositions

How do you convince a consumer to buy luxury products?This is one of the very important questions asked by managers involved [Read Story]

Segmenting luxury brand consumers

In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) to conform and (b) to demonstrate uniqueness. In sociology and psychology this has led to creation of various terms such as fitting in or standing out, in-group vs. out-group behaviour, associative vs. dissociative group behaviour. All these can be of great help in segmenting consumers.

Segmentation as an idea seems to have cropped up from political ideology of ‘divide and rule’ and it still seems to work in most contexts. In this article, I wish to focus on [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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Influence of prospect payments psychology and pricing

Influence of prospect payments on pricing OR should you charge more for your iPhone app?

The Alternative Vote (AV): moving from nominal to ordinal measurement

Tomorrow is a very important day for British citizens when we shall decide our next voting system - labelled as the Alternative Vote (AV). Presently, we use a simple voting system called ‘First past the post’ (FPTP). In this system, the candidate who has won the most amount of votes is the winner. So, lets say, there were 3 candidates and 1000 voters and candidate A got 401 votes, candidate B got 400 votes and candidate C got 199 votes. In the FPTP candidate A will be called the winner as he has got the most amount of votes, though [Read Story]

Luxury consumption and relatively little impact of recession: added evidence

In the earlier blog on ‘Luxury consumption: will it be affected by recession‘ I stated three reasons why top end luxury firms were less likely to get affected by the recession. The three reasons I stated were: (a) consumers at large were changing their attitude towards luxury consumption; (b) luxury firms were attracting consumers from much wider regions (especially from emerging markets) than developed markets and (c) world tourism was up which to me has a significant connection with luxury consumption.

Today, in Financial times Lex has written an article (attached below) which provides added evidence to what [Read Story]