Finding weakness in the competitor strength.Written by Arvind kumar
“The most perfectly designed package in use.” Above statement was made by Raymond Loewy on six and half -ounce bottle of coca-cola folks in Atlanta (coca-cola base) obviously felt that coke bottle was there greatest strength. They used that in every add and even trade marked it. But every strength has a inherent weakness Guerrilla marketer know that. It was mix of Economic situation and shrewd use of Guerilla tactics in early thirties, which help minnows of cola war raise their head above water line. In great depression, cash was scantly available. Pepsi cola’s key marketing approach was 12- ounce bottle that would sell for same nicked that would buy only six and half ounce of coca-cola. It was a brilliant strategy executed in a spectacular way it hit mark, especially with young cola, kids went for quantity rather than quality. Pepsi use this old saying and hit bull’s eye. It was a perfect guerrilla attack. With limited budget coca-cola spent around $15 million in that year while Pepsi went with 12 ounce bottle with a $600,000 ad budget. Now coke was in fix. They can’t go for each bottle capacity increase without scraping a billion dollar and their greatest strength six and half ounce bottle. Guerrilla knows how to exploit situation. Even a over whelming competitor strength. Pepsi know it would be difficult for coke to turn back and attack is a swift action and they will have a big time gap between reaction, a year or two.
| | Buying Jewelry For Your Business Part 4 Buying Platinum JewelryWritten by Sam Serio
Whether you presently own a retail or web based business and are looking for an additional profit center or you are thinking of starting a business, jewelry is a “no-brainer” choice for a proven product category. The buying public, (particularly women) never tires of jewelry as choices in color, materials, finishes and styles are endless and innovations are continual. Every generation reinvents jewelry for itself in much same way that it reinvents music and fashion. Styles change but basic facts remain same. If you are a seasoned professional, please consider following a refresher course. To new comer, use this information as a foundation for your ongoing jewelry education.The Facts About Platinum Jewelry Platinum is a precious metal that costs more than gold. It usually is mixed with other similar metals, known as platinum group metals: iridium, palladium, ruthenium, rhodium and osmium. Different markings are used on platinum jewelry as compared with gold jewelry, based on amount of pure platinum in piece. The quality markings for platinum are based on parts per thousand. For example, marking 900 Platinum means that 900 out of 1000 are pure platinum, or in other words, item is 90% platinum and 10% other metals. The abbreviations for platinum - Plat. or Pt. - also can be used in marking jewelry.
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