Dove brand – ZMET Analysis




The Zaltman metaphor elicitation technique (ZMET) is a patented market research tool. ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions.

Gerald Zaltmanfmc
Dr. Gerald Zaltman

It was developed by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s. As Zaltman described it, “A lot goes on in our minds that we’re not aware of. Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge-to get at what people don’t know they know.” The technique has been used by academic researchers and for marketing purposes to study a variety of topics related to both marketing and the social sciences.

Jerry Zaltman began thinking about the power of using imagery in research while in Nepal in 1990. He gave local residents disposable cameras and asked them to take pictures that explain village life.

The imagery revealed ideas that would have been difficult to put into words. This insight spawned an entirely new field of research: the use of imagery to facilitate deep probing into people’s true thoughts and feelings. ZMET® forms the foundation of this research, and continues to inform new approaches within Olson Zaltman and in the industry at large.

Continue reading “Dove brand – ZMET Analysis”


Unilever – Brands, competition and more

unilever office
Unilever office in Rotterdam, Netherlands

Its 6 am in the morning and the wife wakes up to her alarm set in her iPhone. She is able to hear her husband already in the kitchen as it’s his day to do the daily chores. She goes to the washroom takes up her “Pepsodent” toothbrush, puts some “Close up” gel on it and starts brushing. Meanwhile her husband is preparing coffee by adding “Bru Instant” coffee powder inside the coffee mug.  Then after taking bath with her “Lux” soap, which is kept next to her husband’s “Lifebuoy” and her daughter’s pears soap. She enters the dining room and she’s able to see that the breakfast is ready. Toasted bread and “Kissan” jam and “Knorr” tomato soup. She curses her husband for the bread jam breakfast and crams some to fill her stomach. Meanwhile, their son sprays some “axe deodorant” hoping that at least today a few girls would follow him to his college while he walks past them. In the working area the servant maid is pouring some “surf excel matic” washing powder inside the washing machine and starts the machine. Continue reading “Unilever – Brands, competition and more”

The Brand called Aachi – The story of giant strides of an area manager to CMD

Aachi Group

different products

Aachi foods, the giant spices and Food Company has stretched its tentacles across the country and across the world.  This successful group of companies from Tamilnadu has been started by Dr. Padmasingh Isaac in the year 1998. Mr Isaac, a BBA graduate was previously working as an Area manager at Godrej soaps. He started this with an initial amount of just Rs. 50,000. Continue reading “The Brand called Aachi – The story of giant strides of an area manager to CMD”

The brand of Harry potter: Books, movies, games, theme park and much more

Spotting an owl and expecting it to stop and deliver your post!! You are a Harry Potter fan 😛

Seven best-selling novels- translated into 77 languages more than 400 million copies sold, nine blockbuster movies, eleven video games and more than 400 licensed products. The Harry Potter brand is estimated to be worth $25 billion thanks to millions of dedicated fans all over the globe. The movies grossed $7.7 billion worldwide and the books have made just as much. J.K. Rowling has been named the world’s richest author, with a net worth of $1 billion. 7 seems to be the lucky number for Harry Potter!!

What makes this brand so special, so valuable and why are the consumers, so loyal and emotionally attached to the brand Harry Potter more than compared to other entertainment brand or book series?  For over a decade Harry Potter has ruled not only day book industry or the novel industry but also the film industry.  It has broken numerous records worldwide the Harry Potter Mania has never faded. Many places around the world have had readathons for the complete series.  Many fans have read all the Harry Potter books several times over and over again

6 year old info-graphics about Harry Potter and the numbers are mind boggling

Continue reading “The brand of Harry potter: Books, movies, games, theme park and much more”

Top 10 Unicorns

top 10
Logos of top 10 Unicorns


What is a Unicorn?

A unicorn is a company, usually a start-up that with a stock market valuation or estimated valuation of more than $1 billion. This term was coined by Aileen Lee in the year 2013 and has become a part of the start up dictionary.

Sl no Company Name Valuation(Billion  $) Country Founder/s Year Industry
1 Uber 68 USA Travis Kalanick and Garrett Camp 2009 Taxi Hailing
2 Xiaomi 46 China Lei Jun, Zhou Guangping, Li Wanqiang, Huang Jiangji, Hong Feng, Lin Bin, Liu De, Wang Chuan 2010 Hardware
3 Didi Chuxing 34 China  Cheng Wei, Zhang Bo, Wu Rui 2012 Taxi Hailing
4 Airbnb 29 USA  Brian Chesky, Joe Gebbia, Nathan Blecharczyk 2008 Lodging services
5 Palantir Technologies 20 USA Alex Karp, Peter Thiel, Stephen Cohen, Joe Lonsdale, Nathan Gettings 2004 Big Data
6 18.5 China Gregory D. Gibb 2011 Fintech
7 China Internet Plus Holding 18 China Mr. Wang Xing 2002 Ecommerce
8 We Work 16.9 USA Adam Neumann, Miguel McKelvey, Adam Neuman 2010 Shared workspace services
9 SpaceX 12 USA Elon Musk 2002 Aerospace
10 Flipkart 11.2 India Sachin Bansal and Binny bansal 2007 Online Retail

Uber Continue reading “Top 10 Unicorns”

The Popcorn Mafia


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I recently went to a mall to watch a movie along with my family members. Everyone reached the theater in the mall on time after parking the car (by paying an exorbitant parking fee) and somehow we managed to find some space in the elevator and reach the top floor (Cinemas). Then we rushed in with our tickets (booked online: Meaning collected the tickets at the counter) and after all the washroom dressing/ refreshments we managed to sit in our seats.

The Vicco Cream ad (the one with Rakul Preet Singh) was going on in the screen. Then we sat at the front rows; the 3rd row to be precise as the rows behind costs very high. We were an entourage of 6 members, all geared up for the latest block buster. I always feel happy to reach the movies on time when the ad is playing because I love watching the movie from the beginning. By the interval time all of us were hungry and we wanted to eat something, as we had traveled for an hour in traffic. (Hint: Bangalore’s traffic). Continue reading “The Popcorn Mafia”

Stealth aircrafts – The science behind the vanishing acts of fighter aircrafts

Stealth the word summons images of fighter jets and bomber sneaking over  enemy lines, junking around objects while hugging the Earth to avoid detection of  batteries of radars eagle-eyed sentinels.What this project deals with is how aircraft are detected by radar, what Stealth  Technology is, the development of this technology, and the advantages of and  disadvantages of Stealth.

Stealth Technology is the technology in which a plane or other vehicle is made to  be virtually undetectable to radars and radar signals. Continue reading “Stealth aircrafts – The science behind the vanishing acts of fighter aircrafts”