The Knowledge to Decide

Have you caught your Pokémon yet? Pokémon Go – the mobile application-based game – is immensely popular. The game uniquely uses Augmented Reality technology. It has succeeded in growing its user base beyond just fans of the Pokémon comic. With the ability to drive foot traffic to stores, the app has created a new and potentially powerful platform for companies . Clocking in 7.5 million downloads since its debut in the U.S. on July 2016 , is the app a marketer’s boon – or is it destined to become just another “has-been” fad? What is Pokémon Go? Taking gamification to the next level, Pokémon Go is a gaming application based on the concept of augmented reality (AR) to deliver a real-life Pokémon experience. Released in July 2016, the game was developed by Niantic Labs and published by the “father” of Pokémon, Japanese company Nintendo. Using Augmented Reality technology similar to Google Maps, players need to find Pokémon characters at random physical locations and captur

Successful rebranding involves restoring a brand’s overall goal, message and culture – not just a logo or name change. It means connecting with consumers. But do all rebranding exercises bring the desired results? Or can they go horribly wrong? Branding and rebranding can be a very tricky business. Brands distinguish a company for who they are and convey value to customers. But when a brand’s value proposition, personality and values no longer align with their vision, function and purpose; it prompts a marketing message realignment or rebranding. A successful rebranding can refresh, renew and improve customer’s sentiments towards the company. But rebranding can also become a costly affair if it fails to re-build that all-important emotional connection with customers. Some implications of unsuccessful rebranding include: High level of expenditure Rebranding burns up a great deal of money and energy. And reversing an unsuccessful rebranding cost even more. In 2010, Gap att

The Net neutrality bug is here in India. This refers to the notion of fair treatment of online traffic so as to encourage access to all websites at a constant speed and with the same cost. The bone of contention was Airtel – a leading Indian telecom company – which recently launched a new marketing platform called ‘Airtel Zero’ where online businesses would pay to have visitors browse their sites for free. This created an uproar, as many demanded that the internet remain a neutral zone where all data should be accessible. The issue has picked up steam in India – one of the biggest internet markets with 180 million users. As of April 2015, more than 800,000 Indians joined this campaign within the first week of its launch by activists. Is net neutrality an achievable goal in India and globally? https://www.spireresearch.com/newsroom/spirethoughts/net-neutrality-goes-viral-in-india/

In contrast with the US and Europe, bargaining over prices is the norm in China’s small consumer electronics retailers. Spire Research and Consulting posted a commentary on how Western brands should sell their consumer electronics products in China, published on the US Consumer Electronics Association’s blog. Chinese adults spend an average of USD917 on consumer electronics, compared to USD483 in the US. Over 60 per cent of China’s population will continue to spend more on this category. In Chinese computer and consumer electronics retailers, bargaining is a common practice. This stands in contrast to the American and European norm, where consumers are used to fixed prices, whether at large retailers or e-tailers. This is due to the saturation of retailers in the Chinese market. These retailers sell high-end consumer electronic items such as laptops, cameras, tablets, mobile phones and so forth at negotiable prices. So how do western vendors keep up with the competition?