Challenges of marketing unknown

Abstract

The challenge for a marketer is to explore how unknown offerings can be made successful, especially against the onslaught of established brands. Coke, Rolex, Nokia, Horlicks...these are brands well known to consumers and to that extent these associations carry the benefits of having created and sustained a brand. Symbolism, risk reduction and benefits are some of the important benefits of branding, and several well known brands carry these benefits. For example, Minute Maid launched its Lime variant recently with the proposition of “homemade taste”. Consumers will have no apprehension about the quality or hygiene. But an offe .. https://economictimes.indiatimes.com/challenges-of-marketing-the-unknown/articleshow/5874546.cms?from=mdr