About Us
Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.
We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customers life.
Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our clients products/services, sales supported by brand visibility, awareness and execution of the products message with a promotional objective.
Atl Campaigns Intelligence in pune
Why Pune?
We do not differentiate a brand or a project based on its size or budget, at Pune we:
Build a long-lasting relationship with our clients as partners and we look at their brand as our own
Constantly study new ways of communicating the brief in a memorable, creative and effective way
Never take the easy way in providing the typical events activities, we always push for new and different solutions
Maintain a high level of creativity & attention to detail whether working on an in store display or a large scale event
Want to become a reference for creativity regardless of what we are communicating
We keep a low margin and focus on building trust and continuity even though we exist in a high competitive market
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Business Learning Terms
Price Game: Effect On Brands
Posted in All About Brands
India has always been a price sensitive market. People succumb to price falls. Most of the customers are price conscious rather than brand conscious. This is not to say that customers in India are not brand conscious at all but significant portion of India is still price sensitive.
In todays marketplace, competition is being fought on price grounds. One company reduces price of its brand and others follow the suit. This is how brands are caught in vicious price reduction spiral. This very logic goes against the concept of brands that are known to earn premiums.
So the big question which remains is how to make brands less susceptible to price reduction, if not impervious? I have been thinking over this issue for quiet a while now.
I think marketers have been playing this price factor at a very high pitch. They need to play it down. Otherwise customers will get used to it and will expect your brand to bring down its price. Any price decrease may lead to rejection of your brand as your brand is seen as discounted brand. In such a situation it becomes difficult to bring the brand out of price ceiling and also becomes difficult to maintain its leadership (if your brand is leader).
Therefore,marketers should consider creating an emotional cushion around your brand. Airtel is the one of the best examples one can give. It enjoys brand leadership in its respective category. Airtel has been least affected by price reductions. None of ads that they air, contains any price element. Ads are aired with an intention of creating strong brand preference which in turn will generate sales.
Price reductions are not bad if they are done with a strategic intent. Price reductions can work in short run but in long run brands are bound to loose.
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