How do brands break out?

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Topic: How do brands break out?

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vinvestor2010
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Joined: 19/Mar/2010
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Posted: 16/Jun/2010 at 9:05am

Hi two more examples are
-Moov screwed Iodex by saying that it does not make clothes black in color like Iodex does.

-Anchor took on Colgate by promoting the vegetarian toothpaste.

Brands probably breakout when

-they have a new ad campaign

-the product becomes a part of everyday language like xerox for photocopy etc

A good framework is to read the tipping point book by Malcolm Gladwell I guess.

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basant
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Posted: 16/Jun/2010 at 9:32am

Is that book as good as Outliers? Wanted to check up before placing an order?

'The Thoughtful Investor: A Journey to Financial Freedom Through Stock Market Investing' - A Book on Equity Investing especially for Indian Investors. Book your copy now: www.thethoughtfulinvestor.in

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vinvestor2010
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Posted: 16/Jun/2010 at 10:26am

Originally posted by basant

Is that book as good as Outliers? Wanted to check up before placing an order?

Hi it is available in softcover for about Rs 100-150 i think.

The book is good, however the examples are American , so after it I had to sit and think out the India relevant examples but the framework is relevant

Also Gladwell has his own website where all of his previous articles are there plus he writes for New Yorker. http://www.gladwell.com/archive.html

is the link

Please check out the other articles absolutely fascinating, for example in Sure Thing he explains how Entreprenuers are risk reducers not risk takers and gives the example of Ted Turner. Very Cool

Finally like a true cheapo value investor I know some free ebook sites where you can get this stuff, however this is not the platform , so please mail me/pm me will send you the links

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prabhakarkudva
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Posted: 25/Aug/2010 at 10:50pm

Apple computers - Always made good products but it took the genius of Jobs to make it a successful stock.

Gillette - There is a quote about how Gillette invented razors and spent a century making them worse. Gillette apparently started minting money only after they popularized the disposable razors.

Good management aka marketeers really help a company make much more money.Look at Titan - i feel if it was not for its super management/marketing lead by Bhasker Bhat it would have ended up like HMT i guess.

Edited by prabhakarkudva - 25/Aug/2010 at 10:53pm

Take your chances and keep them in a box until a quieter time.

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Ajith
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Posted: 25/Aug/2010 at 10:56pm

prabhakarkudva,
I feel you are wrong about Apple.Success is due to highest quality products- as you acknowledge,absolutely loyal following and not any marketing gimmicks.Steve Jobs is fanatical about product quality.
What you say about Gillette may be true. Looking at Gillette from a new angle!

Edited by Ajith - 25/Aug/2010 at 11:06pm

Ajith

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Alok Bhola
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Posted: 25/Aug/2010 at 8:20am

None of the three product lines mentioned above (Apple, Gillette, Titan) can be classified as mediocre products that have become great success merely due to a genius sales team.

Actually, the way I look at it, all three represent a combination of high quality (relative to price) products supplemented with maybe above average sales effort.

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dilip.r
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Joined: 15/May/2010
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Posts: 234

Posted: 25/Aug/2010 at 9:32am

How about brand INDIA!!!!!

When will the brand "India" story breakout??

I guess thats when we will see India biggest ever bull market.

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Shadofax
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Joined: 27/Nov/2007
Location: India
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Posted: 25/Aug/2010 at 10:59am

Is it not already out ?

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