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Pratap Singh
Mumbai
Recent Activity
Thanks Tom for unequivocally stating what every marketer has been yearning to say.
Toggle Commented Jul 7, 2011 on I was wrong. at Tom Asacker
Pratap Singh is now following The Typepad Team
Mar 15, 2010
A frustrating but unavoidable experience that every marketer has to endure is the continuous stream of unsolicited comments from every Tom, Dick and Harry. It is particularly irksome when these comments come from colleagues, people who do not have any... Continue reading
Posted Mar 3, 2010 at The Naive Marketer and Consumer
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Hi Heidi, Came across your post only today. Thanks for including a link to my post "8 Strategies to improve customer service".
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Thanks Sachin. Do agree that it would be a problem for TATAs to promote Jaguar while they are known better for Nano. Would be interesting to see how they manage it. I would imagine that the role of corporate brand in product brands in an altogether different topic for discussion.
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Thanks Mrinal. Let me clarify my comment "brand image should have the least consideration in pricing decisions". The primary reason is that consumers buy brands for the value they provide and not because they are cheap or expensive. The consumer instinct to price is "Wow, so expensive? What is in it for so much?" or "So cheap? Something must be wrong with it?" Consumers evaluate price against value. I am not aware of any brand that decides to increase price in isolation so as to improve brand image.
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Ron, thanks for your comment. Completely agree with you that "value" is erroneously mistaken as "low price". In my post "What is value for money?" http://bit.ly/9oTfZ, I had briefly written about this. I appreciate your view that price affects brand image. I still hold my view that price does not, value does. You might like to read my reply comment here to Muder on the same.
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Thanks Ron. Appreciate your comments. I completely agree with your view that "value" is erroneously misunderstood as "low price". In my post "What is value for money?" http://bit.ly/9oTfZ, I had briefly written about this. Regards price affecting brand image, I still hold my view that price does not, but value does. You might like to read my reply comment to Muder on the same.
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Thanks Muder. Agree partially. Since consumers are already aware of the value one gets for a low priced car vs a high priced car, it is easy for them to envisage the kind of car one would get for a certain price. The instinctive consumer reaction to price is "Wow, so expensive? What is in it for so much?" or "So cheap? Something must be wrong with it?" What consumers do is evaluate price against value. Higher the value, more the price a consumer might be willing to pay or at least appreciate it even if he cannot afford it. Since price and value are co-related it is difficult to speak of them in isolation. One without the other is not good for the brand. Marketing is about creating value for the consumer and therefore a brand that delivers the most relevant value, and not a brand that is cheap or expensive, will eventually succeed. I believe that price affects brand image through "value" and not in isolation. The article mentioned in my reply to Kevin might be of interest to you also.
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Thanks Kevin. These are my own opinions. A recent news article, that I came across on 23rd Feb on the Marketing Chart website, titled "Consumers seek brand meaning" provides some quantitative evidence to support some of my opinions. This article might be interest to you. You could read it here: http://bit.ly/dkZrcm.
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Great post, Ardath. I had written a post a while back about the need for a separate "customer marketing" function that could address some of the needs pointed out by you in this post. You could have a look at it here http://pratapsingh.typepad.com/pratap_singh/2009/08/prospects-and-customers-expectations-and-behavior-are-very-different---prospects-are-influenced-by-perceptions-and-promi.html.
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Most of us have been led to believe that high pricing enhances brand image and conversely low pricing affects brand image. This is the reason why marketers fear to be the lowest priced brand in a category or do frequent... Continue reading
Posted Feb 16, 2010 at The Naive Marketer and Consumer
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Here is a list of the most read and commented posts of 2009. 1. 8 Strategies to improve customer service 2. 10 Suggestions for weak brands 3. Brand Metrics: Are you measuring ITS? 4. Marketing priority for social media success... Continue reading
Posted Jan 4, 2010 at The Naive Marketer and Consumer
Every brand believes that its customer service is excellent. In reality, however, customer service across brands is mediocre. The experience is generally inconvenient, unpleasant, unsatisfactory, sometimes humiliating, and definitely expensive. Good customer service is an integral part of business. It... Continue reading
Posted Nov 16, 2009 at The Naive Marketer and Consumer
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Intention to Purchase (ITP), or the equivalent of it, is a well-established brand metric, across many categories, to measure the consumers' intent to purchase a particular brand. Researchers and marketers have established and demonstrated a strong co-relation between ITP and... Continue reading
Posted Nov 2, 2009 at The Naive Marketer and Consumer
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Thanks David. It is quite possible that we are subconsciously affected by the chatter. Some of us just might not want to accept it as it doesnt sound rational. :)
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Thanks guys for the interesting comments. Yes, I do agree that this would apply for all brands including the small brands and the late entrants. Few comments have highlighted the importance of certain suggestions over the rest. If I have to choose from my experience of managing weak brands, I would choose the top 5 suggestions as the most important and difficult to practice. Harsh and CD - Thanks for the suggestions (for the examples and the decision framework respectively). Will keep them for the consulting profession, if and when, that happens :) Thanks guys. Look forward to your comments on my other posts.
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Thanks Marcus. I went through a similar process while buying my last car. I was confronted with more than 150 reviews, postives and negatives. Confused me more than what I was prepared for. I read somewhere that 95% of decisions are made subconsciously. Its quite possible that we are just trying to find rational amongst the comments to justify our pre-conceived decision.
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Thanks Pranoti. In a sense it is kind of similar to my views. That is, we retain only the comments/conversations those resonate with our world views. Kind of selective attention and retention. Safety is important for you, for some service and food might be more important.
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Comments Board Originally uploaded by caitlinread Everyday I come across a multitude of comments, conversations, and opinions on social media platforms, about brands. Some comments are positive, some negative, most are subjective, a few are objective, sometimes opinionated, motivated and... Continue reading
Posted Oct 26, 2009 at The Naive Marketer and Consumer
Comments Board Originally uploaded by caitlinread Everyday I come across a multitude of comments, conversations, and opinions on social media platforms, about brands. Some comments are positive, some negative, most are subjective, a few are objective, sometimes opinionated, motivated and... Continue reading
Posted Oct 26, 2009 at The Naive Marketer and Consumer
Thanks David. Like your observation that social media is helping us to understand that we haven't been excuting the fundamentals well.
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Thanks Patti. Agree with both. If brands use social media to listen first and talk later the true potential and purpose of social media will be obvious to everyone.
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Thanks Joy. We did continue on this in LinkedIn.
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Thanks John. I partially agree with your perspective. The consumer does have control of the medium (like brands have control of the paid media) but the "consumer control over brands" that everyone talks about in context of social media is not new at all. Consumers have always been in control. You might like to read my post "consumers were in charge even before social media" at http://bit.ly/1ayCfG.
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