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Why Monk bought the Ferrari?

Title: Why Monk bought the Ferrari?
Author: Nitish Rai Gupta
ISBN: 1259028224 / 9781259028229
Format: Soft Cover
Pages: 108
Publisher: TMH
Year: 2012
Availability: In Stock

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Why Monk bought the Ferrari talks of how leading brands across the globe reached where they are by following simple yet meticulous strategies to understand and identify the market, hence, positioning themselves in the hearts and minds of people. As part of this read, you will also explore answers to questions like:

  • How did Harvard Business School leverage pricing and sizing strategy to step change its brand impact?
  • Why has brand Virgin been able to extend to so many un-related categories?
  • What truly is behind the success of Hard Rock Cafe?
  • How critical was packaging design for Amul butter in India?

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Preface
Acknowledgments

Chapter 1 : Buying the Ferrari (Importance of Creating Consumer Relevant Differentiation)
Chapter 2 : Introducing the Monk to the World of Ferrari (Capturing Consumer White Space)
Chapter 3 : Telling the Monk Why Ferrari is Right for Him (Innovative Proposition)
Chapter 4 : Tailoring the Ferrari Variant with Added Features to Suit the Monk's Needs (Re-engineered Solution)
Chapter 5 : The Right Ferrari look and Colour to Suit the Monk's Desired Image (Equity Enhancing Packaging)
Chapter 6 : Emphasising Italian Origin and Heritage to Help the Monk Make a Decision (Supply Source Linked Differentiation)
Chapter 7 : Leveraging New and Pre-owned Ferrari Pricing and EMIs to Address the Monk's Purchase Barriers (Pricing to Bust Purchase Barrier & Sizing to Suit Consumption Occasion)
Chapter 8 : Communicating Ferrari Benefits Through the Monk's Trusted Influencers at His Most Respective Frame of Mind (Buzz Creating Communication & Unique Media Consumption)
Chapter 9 : Leveraging Ferrari Dealership Network Locations and Added Incentives to Close the Deal with the Monk (Shopper Relevant Availability & Trial Linked Promotions)
Chapter 10 : Postscript - Why Monk Bought the Ferrari?

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