by Kurian M. Tharakan When instant coffee was introduced in the early 1900's, it was a huge disappointment in sales. Why? There was a general perception by the public that any housewife (remember, this was still the age of the housewife who stayed … [Read more...]

by Kurian M. Tharakan A product’s design elements can significantly affect the marketplace’s perception and acceptance. Do you remember the first handheld mobile phones? They were big, clunky, and short on battery life. But we didn’t care because … [Read more...]

… increasing scarcity makes you more valuable by Kurian M. Tharakan Experienced negotiators know that a limited opportunity is often more attractive than one that is in ample supply [as everything, there are exceptions to this rule]. Scarcity … [Read more...]

by Kurian M. Tharakan Almost everyone has heard of the Pareto Principle, or the 80/20 rule. In marketing, the principle could be acknowledged as 80% of your sales come from 20% of your customers, or that 80% of your profits come from 20% of your … [Read more...]

by Kurian M. Tharakan There are only three ways to increase the sales of a product: Increase the number of customers; or Increase the volume of the sale per transaction (higher price per item / more items per sale); or Increase the frequency of … [Read more...]

by Kurian M. Tharakan The classic advertising formula is AIDA: Attention, Interest, Desire, and Action. Follow the formula, harvest massive sales. Theoretically. But how do you EFFECTIVELY capture the prospect’s attention? Gimmicks, stunts, or … [Read more...]

by Kurian M. Tharakan This concept is about three things: Marketing is about making it easy for the customer to say “YES!” Most customers aren’t incessantly thinking about your product or service and every possible way to buy it from you. … [Read more...]

by Kurian M. Tharakan Once of the most common mistakes new entrepreneurs make is not accurately determining what their Impact Radius should be.  An Impact Radius can be defined as the geographic region that your business could realistically … [Read more...]

by Kurian M. Tharakan The Core Utility of a product is its most functional, practical, aspect in solving a need of a customer. For a car its transportation. For a restaurant its food. For a house its shelter. The core utility delivers upon the most … [Read more...]