Anupama Wagh-Koppar
Opinion
16 November 2010
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The motorbike market has always been occupying positions of either freedom, adventure, achievement and/or style or a combination of these benefits. Mahindra Stallio is a new entrant in the Indian two wheeler market and has positioned itself on 'safe riding'. This piece questions the positioning and the fundamentals of an 'anti' stance that can create Brands. (The commercial is available on YouTube).
Opinion
16 November 2010
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The Indian Telecom market is getting into its next stage of action, multiple numbers of players, MNP, evolving not very loyal consumers who will want more and want specific solutions. And now 3G is all set to change the landscape. I have joined this excitement a couple of months ago and this piece covers my first few observations.
Opinion
03 March 2010
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Recession is good. It does good. “Why waste a good recession”?
Opinion
26 February 2010
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“A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, co-operate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.” said Robert Heinlein. But that … is only true for human beings.
Opinion
26 February 2010
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Brands deliver experiences and do so within a context. As the context changes, so does an experience. This paper discusses a thought called experience marinating and the shift of ‘experience’ to ‘Texperience’ a term coined to express how technology impacts the environment and as a result the experience. The impact of this shift on value systems and change required in marketers approach to deliver Brand messages.
