Global Competition and Brand Promotion (IPE2008)

Venue: Institute of Public Enterprise

Location: Hyderabad, Andhra Pradesh, India

Event Date/Time: Sep 14, 2008 End Date/Time: Sep 16, 2008
Registration Date: Aug 30, 2008
Early Registration Date: Aug 20, 2008
Abstract Submission Date: Jul 20, 2008
Paper Submission Date: Jul 30, 2008
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Globalisation has resulted into manifold increase in competition in almost every sector. Both product and services are facing stiff competition from domestic as well as global brands. The pace at which the successful products are being imitated has reduced the market life of products including those with solid Unique Selling Proposition (USP). Diminishing differences among various brands of product in terms of quality, service, uniqueness etc. is soon making novel and innovative products generic. Products are fast moving from specialty product to shopping goods, resulting into further challenge of increasing brand differentiation and loyalty. Further, sales promotion offers are making customers deal loyal rather then brand loyal. High disposable income, large proportion of urban youth, and peer group influence is attracting customers to go for brands of global repute. All this has posed a big challenge before marketers to maintain and brighten the aura of their brand (s). To tackle this challenge, companies are adopting multi-pronged strategies, spending huge amounts of money on strategies such as advertisement, celebrity endorsement, sales promotion offers, etc. While such spending has increased substantially, there is no effective tool to differentiate the exact return on investment made on different strategies. This has increased the importance of engaging in deep deliberation on the issues involved in the promotional strategies spurred by the competitive pressure from global market forces.


Osmania University Campus - 500007
Andhra Pradesh

Additional Information

Workshop Content 1. Developing & Managing brand equity. 2. Product development for global markets. 3. Developing brand personality. 4. Brand Positioning 5. Marketing strategies for global market competition. 6. Integrated Marketing Communication