COMPARATIVE APPOACH IN MESSAGE STRATEGY Comparative advertising refers to the practice of either directly or indirectly naming one or more competitors in an ad and usually making a comparison on one or more specific product or service attributes. Such other party is usually his competitor and i...

"Any damn fool can put on a deal, but it takes a genius, faith and perseverance to create a brand." How can Tatas sell salt at a premium and still outsell its competitors? Why does coca-cola sell more cola based drinks around the world than anyone else? The reason is simple: They create...

CREATING WORLDWIDE MARKET DOMINATION McDonald's has dominated the fast food industry for nearly three decades. With global sales of over $40 billion, its closest competitor, Burger King, would need over $27 billion in sales to take over the number one position in the industry. (Dailey, 2000, p. 8)...

Market Segmentation Market segmentation is the division of a market into distinct groups of buyers who might require different products or marketing mixes (Kotler et al, 1994). It is the division of a heterogeneous market consisting of buyers with different needs and wants, into homogeneous segment...