Lubna Khan

Women may be the biggest economic force for brands — they make a significant ..


Read more at:
https://brandequity.economictimes.indiatimes.com/news/marketing/the-fine-art-of-alienating-women-from-your-brand/98484508

Discusses what marketers should do when sales decline, arguing that instead of asking people why they no longer buy, marketers should ask users why they still buy. This approach can yield significant insights for how to position a product. Five types of continuing consumer are described, with brand examples given for how each has been useful. The types of consumer are: neophytes, first time category buyers who may be buying to meet a previously unidentified need; extenders, who may be using the… Show more

Discusses what marketers should do when sales decline, arguing that instead of asking people why they no longer buy, marketers should ask users why they still buy. This approach can yield significant insights for how to position a product. Five types of continuing consumer are described, with brand examples given for how each has been useful. The types of consumer are: neophytes, first time category buyers who may be buying to meet a previously unidentified need; extenders, who may be using the product in new/different ways; jugglers, who buy different brands for the same purpose but can be targeted with an emotional message; heritables, whose problem the brand was originally created to solve but may have been moved away from; and over-indexers, whose reason for buying may not be obvious.
Focusing on the reasons people are still buying and positioning the brand on the tasks they are trying to fulfil can be just the shot in the arm needed to resuscitate the brand. Show less

A pov on pitching. From the Campaign APAC editorial team "in terms of web traffic it’s our top piece of content published today (our reporters hate you). Congrats!" In fact it was the most read article on Campaign APAC for the next two weeks.

Tunisia travelogue. "Ancient cities, medieval markets and modern play towns - Tunisia has them all in spades".

We all know about products that were launched with extensive consumer research validating them at each stage of the development process, but still failed in the market. Every year, companies spend millions of dollars trying to understand customer needs in a bid to innovate and unlock growth. Yet despite the heavy investment in research, and in the actions taken on the basis of the ‘customer needs’ identified, new products fail, advertising and promotion efforts go unheeded and businesses shut… Show more

We all know about products that were launched with extensive consumer research validating them at each stage of the development process, but still failed in the market. Every year, companies spend millions of dollars trying to understand customer needs in a bid to innovate and unlock growth. Yet despite the heavy investment in research, and in the actions taken on the basis of the ‘customer needs’ identified, new products fail, advertising and promotion efforts go unheeded and businesses shut down.

The problem at the heart of these failures is that too much attention is paid to what customers say they need. The staggeringly high failure rate in innovation with this approach (as much as 80% by some estimates) has made it imperative that new models be found that help to really understand customers, and use this to guide business strategy and execution.

This paper argues for a shift to a more task based approach to customer needs – one where the problems customers are trying to solve in particular contexts forms the focus of the innovation process.

The paper provides frameworks to make the right choices when using a task based approach. Three kinds of choice situations are examined and directions are proposed.
The first is the choice of market research techniques to identify tasks and customers.
The second is about choosing which parameters to change when the current business approach is not working well.
The third situation looks at the choice of marketing strategies to implement when a product is launched.

The aim is to provide a blueprint that will encourage companies to focus on the tasks customers want to fulfill rather than just what they say, thereby increasing the success rate of their innovations and creating differentiated products and services that provide a substantial return on investment. Show less

The book is the core reference for National and State bodies in India on creating communication to tackle the issue of HIV/AIDS.