http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/188 Fri, 15 May 2026 14:57:42 GMT 2026-05-15T14:57:42Z http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/65 Importance of Consumer Insights for Brand Building by Medical Entrepreneurs Mohanty, Ragini N; Shah, Richa; Kumar, Anjali The rapidly growing skin care market in India, is worth Rs . 36 billion, and has attracted the attention of leading global players. The number of dermatologists has almost doubled in the last five years. The field of clinical dermatology is expected to prosper even in the rural areas given the increased awareness and availability of knowledgeable/skilled doctors and advancement in painless dermal procedures. The consumers are spoilt for choices in brand preferences. In this competitive scenario, it is quite challenging for the new start-up medical entrepreneurs to get strong rooting in the consumer minds. Knowledge about consumer behavior will help them to design brand awareness strategies to develop long-term consumer relationship. The aim of this paper is to understand the importance of consumer insights for brand building in medical entrepreneurship. Major findings of the study are: Dry skin, Oily Skin, acnes, pigmentation sun burns are the common skin issues faced by youth today. Some of the common hair issues faced by them are oily scalp, dry scalp, dandruff & hair fall. Females desire affordable beauty packages and tattoos with access route to the clinic and clinic location as important considerations, without any compromise on quality. Online medium is the most preferred way to search for dermatologists. However, females are also more willing to spend extra for their beauty services for general reasons of belonging to the fairer sex and the desire to look and feel good as well as the increased potential and actual earning capacity and spending power. The paper concludes that the healthcare consumer expects quality care, bouquet services and one-stop solution from branded outlets and sources them through communications. Healthcare entrepreneurs also need to consider advertising and promotions, well within the regulatory framework as a tool for enhanced brand visibility, with core technical competencies and word-of-mouth referencing. Entrepreneurial Marketing Wed, 18 Feb 2015 00:00:00 GMT http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/65 2015-02-18T00:00:00Z http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/64 Dilemma of Craftsmento Continue with Jobwork or Opt for Entrepreneurial Marketing: Case of Bagh Printers Joshi, Pushyamitra; Sabharwal, P C In rural economy, handicraft sector plays very important role in providing both employment and growth. Handicraft sector is the second largest employment provider in India after agriculture sector. It is a labor intensive sectorled by artisans or craftsmen mainly working in rural areas. Bagh is the tribal and rural village of Dhar district in Madhya Pradesh famous for its craft of hand block print done on textile known as Bagh print. Craftsmen involved in the production of hand block print in Bagh village known as Bagh printers. Six years ago art of Bagh print was flourishing when there were more than 40 craftsmen were involved in the production of block printing. These craftsmen were running their business ata very micro level and most of them dependent on job work on contrary to it there were few craftsmen involved in entrepreneurial marketing flourished. Now dilemma present in front of craftsmen to continue with job work to sustain their position or strive for entrepreneurial marketing to grow from present level. This case helps to get insight to the problems and opportunities present for Bagh printers. Entrepreneurial Marketing Wed, 18 Feb 2015 00:00:00 GMT http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/64 2015-02-18T00:00:00Z http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/63 Branding and Labelling of the Products of Women Entrepreneurs of Manipur Chanu, A Ibemcha; Chanu, Linthoi The basic argument of the paper is that the entrepreneurs are required to use innovative way of marketing practices to create a space in today’s highly competitive globalised world. Many empirical studies on marketing reveal that modern marketing system is based on customer satisfaction approach, and customers are satisfied when they get maximum utility from the products. Hence, today entrepreneurs are required to associate a number of appropriate and effective marketing practices with the products they manufacture. Branding and labelling of the product is also an important marketing practice of enterprises to make their product more acceptable and satisfactory to the customers. The paper is an attempt to find out the marketing practices of women entrepreneurs of Manipur with regard to product branding and labelling. The paper also examines whether the educational qualifications of women entrepreneurs of Manipur have a significant relation with their branding and labelling practices. The study which is descriptive in nature is based on both primary and secondary data. The data have been collected through structure questionnaire from 132 registered women entrepreneurs of Manipur. The sample size of women entrepreneurs was drawn by using Krejcie and Morgan model (at 95% confidence level 5.0 margin of error) and the samples were collected through convenient sampling method. To analyse the data, the researchers have used simple percentage method and chi square test. The findings of the paper show that though little number of women entrepreneurs is illiterate, majority of the women entrepreneurs are matriculate as far as the qualification of women entrepreneurs is concerned. Further, the findings show that there is no significant relationship between the educational qualifications and the nature of marketing practices of women entrepreneurs of Manipur with regard to product branding and labelling. Entrepreneurial Marketing Wed, 18 Feb 2015 00:00:00 GMT http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/63 2015-02-18T00:00:00Z http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/62 Brand Identity Management in Developing Brand Equity of Enterprises and its relevance in Entrepreneurship Training in Uzbekistan Nozima, Zufarova The article discusses role of national brand equity management in formation and development of company’s brand identity. It describes the business sides when the entrepreneur needs to understand and handle the brand identity management. By understanding and implementing this technique,national companies in Uzbekistan will be able to establish growth of their businesses in future.Learning from this strategy can be adopted as part of Entrepreneurship Training and Intervention in Uzbekistan and other countries. Entrepreneurial Marketing Wed, 18 Feb 2015 00:00:00 GMT http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/62 2015-02-18T00:00:00Z