What is Brand Image? – Meaning and its Concept
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ […]
Product Leadership through Operational Excellence
In the fast changing and highly competitive world, building brands and maintaining brand leadership calls for an uncanny ability to re-write the rules of marketing as well as business. From each of the market leaders be it in computers, electronics, fashion, retail or any industry, one can identify the overall strategy that has made them […]
Retail Management – Meaning and its Need
What is Management? Management refers to the process of bringing people together on a common platform and make them work as a single unit to achieve the goals and objectives of an organization. Management is required in all aspects of life and forms an integral part of all businesses. Retail management The various processes which […]
Managing Brands Over Time
The markets in which companies operate are highly dynamic in nature. There is constant evolution in products, introduction of new technology, government rules, regulatory framework, consumer taste and preference. Between all this, companies have to devise marketing communication and branding programs, which look forward to maintaining consumer based brand equity. For example, consumer promotion activity […]
Role Play by Consultative Salesman
Whenever you attend any sales seminar or workshops, in all probabilities you get to hear about consultative approach to selling. This buzz word has caught up in the recent past with all organizations. Historically business was always profit oriented and selling the product or service was more important for Organizations. Sales figures and bottom lines […]
Business Managers now a days are going back to the business schools to un-learn some of the lessons they had learnt during their class time days and build their ability to make paradigm shift in thinking. In today’s environment where technology and global business scenarios are changing, business rules are being re written. There is no business that has not been affected due to technology.
We are slowly beginning to see a change and transition from production and product oriented businesses to high-tech, information and service oriented Business Organisations. The expectations of the Organisations from its Managers and Management are changing, keeping in line with the need to adapt to the external environment.
Organisations have got to build the capability to assimilate the new trends, adapt itself, its products and business to be able to survive the new wave. This is creating new demands on the managers wherein they need to bring different skill sets, thought process and leadership in steering the Organisation through the changes and achieve a safe launch.
In the future times, change is going to be constant. The speed of adaptation and change will determine the success of Organisations. The managers have got to be futuristic and be able to understand the technology trends and come up with new E business Modules and Organisations.
Continual investment into E technology, focus on providing new service deliveries to the Customers in the face of competition and leveraging technology to stand apart from the crowd is going to be the expectation from the Business Managers.
Doing business on E platform provides a different dimension to the business. The Managers hereto could have participated in planning strategies and not driving the implementation which could be left to the middle management and outsourced partners. The time taken to implement, obtain results and analyze the results have been quite long. But the scenario in E Trade being different, the results and response on the internet is immediate and instantaneous.
Managers have got to focus not only on creating the E Marketing strategy but in implementing it effectively and building the right E Business model to support the E trade initiative. When the business survival today depends upon increasing market share, bringing down the costs, building relationship with customers to enhance service value and build loyalty, the only way that these can be realised is by adapting E Business Design.
Building an effective business model calls for integration of technologies, continual up gradation and committed investments in IT architecture.
The new E Business designs call for change in the Management’s perspectives towards it entire business. Managements have begun to realise the need to invest into IT infrastructure and move away from investing into manufacturing and production capacities. They have also begun to realise the need to be closer to the customer, understand the changing consumer trends and use this understanding to plan product and service deliveries.
Further, the planning horizon is becoming shorter as the need to keep changing the benchmarks, changing the investment priorities and the need to charter the ship through new waters is the call of the day.
Understanding E Technology, its capabilities, its future trends has become the urgent need of all those sitting in the Board rooms. It is not about money any more but it is all about E Technology.
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Mapping Customer Behaviour and Pattern is the starting point of E Marketing
February 12, 2025
