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Usmani, Asjad
- Failure of Power Branding: A Case of HUL
Abstract Views :383 |
PDF Views:0
Authors
Rekha Dahiya
1,
Asjad Usmani
2
Affiliations
1 Marketing Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
2 Management Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
1 Marketing Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
2 Management Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
Source
ANVESHAK-International Journal of Management, Vol 2, No 2 (2013), Pagination: 73-79Abstract
When a company has many brands in its kitty and customers start getting confused among the brands in terms of differentiation, quality and image, then it makes sense to contract your portfolio and focus its resources on few brands which are leader in their category. After all, resources are scarce. This strategy is known as power branding. This strategy was implemented by HUL in early 2000. Although this was very successful all over the globe, it failed in India. This paper is an attempt to understand this strategy in detail and also aims to uncover the reasons why this strategy didn't bear the expected results in India.Keywords
Power Branding, HUL, Strategy Failure- Young Consumers' Attitude towards On-line Advertising
Abstract Views :300 |
PDF Views:120
Authors
Rekha Dahiya
1,
Asjad Usmani
1
Affiliations
1 BCIPS, Dwarka, IN
1 BCIPS, Dwarka, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 13, No 1 (2015), Pagination: 64-70Abstract
The present paper deals with measuring the attitude of the young consumer towards on line advertising. Online advertising is gaining momentum in India with consumers increasingly noticing and affecting from it. The study was conducted in Delhi using a structured non-disguised questionnaire for the age group of 18-25 years. Data were analyzed with the help of SPSS and one sample t-test was used as a test of significance. It was revealed in the study that people have positive attitude towards online advertising. However, they expressed their cautious attitude towards disturbing and imposing nature of online advertising. They also expressed their concerns towards trustworthiness of the online advertising.Keywords
Online Advertising, Attitude, Internet.References
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