Knowledge Hub · Category
Brand management notes on positioning statements, distinctive assets, brand architecture decisions and the commercial mechanics that turn brand preference into repeat purchase.
A practical guide to brand positioning, distinctive assets and architecture — and how to tell whether positioning works at the point of purchase.
How to apply segmentation, targeting and positioning to real FMCG markets, with worked examples from Indian general trade and a positioning template.
10 articles
Lessons from a graduate apprenticeship at Indian Oil — a 300+ case litigation portfolio, SAP invoice workflows, MIS reporting and stakeholder discipline.
A consumer insights guide: interview design, separating facts from insights, coding qualitative data and writing insights that lead to action.
A field diary from an FMCG internship at ITC Limited — 37 market beats, 400+ outlets and the lessons an MBA classroom cannot teach.
An OJEE MBA preparation strategy from the All Odisha Rank 1 holder of 2025 — syllabus mapping, sectional plans and a 16-week study schedule.
A product management guide to strategy, prioritisation and the metrics — activation, retention, value realisation — that predict product success.
A business analytics guide for marketers: Excel modelling, AI-assisted analysis, data-cleaning discipline and KPI design that drives decisions.
How to design, execute and evaluate FMCG trade schemes — enrollment mechanics, retailer economics and the metrics that separate real demand from forward buying.
A practical guide to brand positioning, distinctive assets and architecture — and how to tell whether positioning works at the point of purchase.
How to apply segmentation, targeting and positioning to real FMCG markets, with worked examples from Indian general trade and a positioning template.
A practical guide to FMCG beat planning and route-to-market strategy, built from covering 37 market beats and 400+ retail outlets at ITC Limited.
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