Anubhav Mishra

Professor of Marketing at Jaipuria Institute of Management, Lucknow. Ph.D. in Marketing, IIM Lucknow. Ex-assistant Prof at IIM Ranchi, visiting faculty to IIM Lucknow. Writes for ET BrandEquity, Campaign India, BusinessWorld, Times of India etc.

Indian consumers

Transforming Brand Image – Traditional to Modern – Paridhan from Patanjali

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How marketing communications can create new brand images or transform a brand from traditional to modern? Patanjali has been known for its unique blend of swadeshi and herbal themes in marketing communications. When it decided to enter apparel category which is highly dominated by youth – there were questions in the mind about how they […]

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How one should go about building brands for product categories

It’s School Time: Different Approaches to Build Stationery Brands.

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How one should go about building brands for product categories – which have seasonal peak / interest, target consumers from age 3 to 15, and buyers (parents) do not use the product? Stationery is a very complex category due to distinct characteristics of users, buyers, and most importantly peer norms. It was quite surprising to

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Print Media in a Digital Marketing Strategy? A Curious Case of Nestle

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Print media is the first building block for a successful digital marketing strategy which is trying to launch a new product. Sounds unbelievable? Well, here is the truth and the example is of FMCG giant Nestle. Nestle used a creative fold concept in their ad in the national newspaper. The ad is spread on two

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Smartphones: Enhancing lives and improving businesses!

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Recently, there has been a wide coverage on the negative effects of smartphones which include addiction, behavioural issues such as anxiety and temperament, and most importantly fake news which spreads via Facebook or WhatsApp. But as famous adage goes – “Technology is a good slave but a bad master!”. Science or technology is just a

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Sales:Plunging Into Online Mode For Shopping

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India is witnessing the rise of e-commerce like never before across verticals like grocery, food-delivery, and car rental to name a few. From a consumer’s perspective how does it affect the shopping behavior? My opinion on this topic is published in Business World. Anubhav MishraProfessor of Marketing at Jaipuria Institute of Management, Lucknow. Ph.D. in

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