Secrets of challenger brands

Article Abstract:

A study conducted on second-tier-brands of some smaller companies in food and beverages revealed that they are better placed compared to large companies with second-tier-brands vis-a-vis their profitability and brand success. The strategies followed by these smaller companies to emerge successful with their second-tier-product have been discussed. The reasons for the inability of big companies to make their second-tier-brands grow have also been furnished.

Marketing procedures, Beverages, FOOD AND KINDRED PRODUCTS, Small Business, Food industry, Marketing, Beverage industry, Comparative analysis, Brand choice, Company marketing practices, SOHO, Food and beverage production/distribution software

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The journey begins

Article Abstract:

The leadership qualities that should be present in a manager in a marketing organization are analyzed. The utilization of leader roles and factors such as power, authority, fear and trust by a traditional boss, enlightened leader and followers and their behavior are also discussed.

Executive changes & profiles, Advertising, Analysis, Officials and employees, Behavior, Beliefs, opinions and attitudes, Managers, Marketing industry, Leadership, Marketing executives

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