Strategic Marketing - Contemporary Issues by Prof. Jayanta Chatterjee,Department of Management,IIT Kanpur.For more details on NPTEL
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Coca-Cola VP Jonathan Mildenhall's Guest Lecture on Creative Excellence
Uploaded on 11 May 2011
Coca-Cola's VP of Global Advertising Strategy & Creative Excellence and MMU graduate, Dr Jonathan Mildenhall, gave a guest lecture at the MMU Business School entitled 'A Manifesto for Creative Excellence at the Coca-Cola Company'.
In this video Dr Mildenhall talks about how Coca-Cola approaches brand communication strategy and creativity across its global brands.
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Manchester Metropolitan University
Advertising, Marketing, and Public Relations: On the Rise
Uploaded on 14 Mar 2011
Who came up with those Apple commercials with the dancing silhouettes? How did the Coca-Cola polar bears campaign go from conception to completion? Get an insider's look at the Mad Men of advertising who come up with your favorite ads and market your favorite products. Hear from employees at major players in the traditional advertising industry and product managers who lead marketing and research for major brands. This year's "On the Rise" is designed to help you explore a career in advertising, marketing and public relations and uncover the paths you can take after graduation. Panelists will be discussing the industry, current work and future trends they see becoming popular. There will also be time set aside to answer your questions about advertising, marketing and public relations.
This panel was filmed as part of Taking the Next Step 2011
Firms that are not market leaders in their industry or product category are trailing firms. One or two of them could be close competitors to the market leader and they can be termed as runner-up firms. These firms can take the role of challengers when they make aggressive efforts to further their market share or they can be termed followers when they keep quiet and maintain their market share.
There are successful trailing firms which challenged and became industry No. 1 firms. Canon is one such example in copiers. Toyota is now the world No. 1 company in automobiles; it displaced General Motors.
The challenger companies have to attack the leader, other comparable firms, and smaller firms in their bid to gain market share.
Attack has a greater probability of success when there is customer dissatisfaction with the current leader. There is a gap in the market which the leader is not serving. Comparable firms can be successfully attacked when they are underfinanced and are charging excessive prices and customers are showing dissatisfaction. Similarly, underfinanced smaller firms can be attacked to gain market share.
With each attack, the challenger may hope to gain a reasonable increase in its market share.
Challenger Marketing: Succeeding In Today's B2B Battleground
Published on 21 May 2014
Brent Adamson, co-author of "The Challenger Sale," kicked off the 2014 Content2Conversion Conference for B2B marketers by introducing the concept of challenger marketing. In this session, Adamson challenged marketers to rethink content marketing and lead generation by leading with commercial insight.
From challenger brand to No. 1
Published on 25 Mar 2014
The Big Rethink 2014 US - The 360° CMO
March 13th 2014 / New York, NY
What does it take to challenge the dominant brand in your category? In addition to a great product, you need a marketing plan with the courage to challenge the status quo. In this session, a CMO and his agency partner discussed what it takes for a brand to spark growth and innovation within a category, how to reshape the category and become No. 1, and how to hold onto the challenger brand mentality to maintain its leadership and no. 1 position.
Peter McGuinness
Chief marketing and brand officer, Chobani
