"YOU” vs. “YOUR BEHAVIOR”...

Why my friends don’t understand me?
Why does everyone don’t like me?
Why I am not getting selected?
Why my product is not selling?

If you get failed in your relationships, in your professional life, or in your business, there is only theory that can bail you out.
The theory of"YOU” vs. “YOUR BEHAVIOR”!

One should understand that it is not "You", who is getting failed; it is "Your Behavior" that is the loser. One needs to understand that, it all about how the world perceives you. It is not about "You". It is all about how you look like, how your behavior is, how do you interact etc. Your friends don’t understand “You”, because the imagery that they have formed about you is not matching with the real “You”. “You” failed to present the right imagery to your friends, the inner “You”! One should not change its inner-self, because there is a risk of losing your own identity. Instead “You” need to change your communication strategy so that the world perceives you exactly in the same way “You” are!

Similarly, in marketing, it is not the product that’s got failed. It is your communication with your customers, it is your imagery in the minds of the consumers, and it is how you are perceived that’s got failed. The brand has failed to present its real qualities to the consumers. Customers form some perception about your product and use their instincts before buying a product. Thus, a brand needs to change its communication strategy and make sure; concerns of its target audience (only) are taken good care.

Hence, it’s not about “You”. It’s all about how the world sees “You”!

OPEN... a weekly mind stimulant...!!!

RPG group is entering into publications by launching its new current affairs magazine named, “OPEN”. It would be launched on 3rd of April. Sandipan Deb is the editor of the magazine, who, in fact, was one of the founder editors of Outlook, more than a decade ago.

The positioning of this magazine is quite interesting. As per the report from afaqs, the target audience would be. 'Individuals who belong to SEC A1, are around 32 years (both male and female) of age, with a monthly household income of Rs 2 lakh, hold senior managerial positions, drive C segment cars, wear branded apparel, use high-end phones or Blackberrys and travel abroad at least once a year.'
It would be available only in top 12 cities of India, with the price of Rs.30. Its competitors India Today, Outlook etc. charges Rs.25 per issue. Open, feels that there is no direct competition with these magazines, which, according to them, are more mass magazines. ‘It will be positioned as an interesting, intelligent and stimulating magazine.’

Open also thought of interesting form of marketing too. Firstly, magazine would be sold only on its merits and not on the basis of freebies. ‘Therefore, the magazine is actively pursuing an alternate model of acquiring readers. They have a database of their target audience that has passed through stringent filters. Open is sending an exclusive and personalized offer to these cherry-picked consumers, giving them an opportunity to experience the product for four issues free of cost.’

Moreover, Open’s size will be more than an inch wider than the standard A4 size of most of the magazines. Thus, when opened, the magazine gives an additional two inches for the content and also maximizes the ad impact.

Open has planned a 360 degree communication strategy, which includes outdoor in Delhi, Mumbai and Bengaluru, multiplexes and the Internet. To start with, television isn't part of the media mix. Ad films will be shown in multiplexes, before movies that are frequented by their target audience. Also, there will be buzz-marketing activities at malls to engage them.

It would be interesting to see, how successful is Open's marketing, once it is out in the market.

Ref. - www.afaqs.com

Why India needs a Nano ???

Suhel Seth rightly says, "From a marketing perspective, it has already gone into the lexicon of India's people and the fact that Tata called it a people's car is even more suggestive of the transfer of ownership of the brand from a company to its users: the people. How many brands can claim this? And how many brands have ever used this form of positioning? It is rare in times such as these to avoid paid advertising and yet launch a brand that has a lot riding on it. But then again, Nano is one car that needs no definition. It has been embraced as a vehicle of change but even more critically; as a vehicle of empowerment and it is here that the Tatas have provided that huge leap as it were."

Read More - "Why India needs a Nano?"

Build your own NANO...!!!

Without going to the showroom, now you can decide upon how your Tata Nano should look like. Tata Nano’s website offer’s you to build your own Tata Nano. Customize your Nano as per your preference. The website offers you to customize on colors, wheels, decals, scoop trim etc.

Go and check out yourself!

Visit - Tata Nano

Limca's... “Haseen Lamho Ko” !!!

Saw the new Limca’s advertisement, “Haseen Lamho Ko”? This ad featuring Niketan Madhok and Sushma Reddy (mine favorite) is a huge hit these days. On Orkut, more often you can see this ad featuring in everyone’s favorite videos list. People are making “Haseen Lamho Ko” as its ringtones and caller tune.

Imagine, showing this 2.30 minutes advertisement at the prime time slot, and paying nothing! Reason, “Haseen Lamho Ko” is been played on the top music channels, over and over again, as a song. Coke is not spending a single penny to these music channels to show the advertisement. Moreover, Music channels are bound to play its music video, due to its popularity.

Srinivas Murthy, GM-marketing (Flavours), Coca-Cola India agrees “When the Limca ad was first aired, it was a 40-second TV commercial for which we had to pay the channels,” he says. “But when we started getting innumerable requests on our toll-free number for the song, we thought why not scale it up.” Murthy feels that music channels are only too happy to play “Haseen Lamho Ko” over and over again because it has all the elements of a music video — great visuals and an engaging background score. “And in the video the Limca brand is not too much in your face either,” adds Murthy. “This doesn’t put off the viewer even if he watches it a number of times.”

That’s called intelligent marketing!!! Three cheers to Limca’s “Haseen Lamho Ko”!!!

See the ad here - "Haseen Lamho Ko"

Ref.- Economic Times

A day before its launch... Tata Nano !!!

Just a day is left, when the most eagerly awaited car, Tata Nano would be launched. Tata Nano holds huge importance not just only for Indian consumers, but also for Tata Motors. Tata Nano has the heavy burden of expectations. Tata Motors expects Nano to turn their fortunes. When I was in Tata Motors, dealers used to ask me in every meeting, “When will Nano get launched?” Moreover, Indian consumers were waiting for this 1 lakh car. Nano brings dreams (of buying a car) of the lower class and middle class families into reality. Tata Nano is already been termed as “People’s car”!

Similar was the feeling among Indians, when Tata Indica was launched as the first indigenously made car.
Following are the similarities between Tata Nano’s launch and Tata Indica’s launch.

Read Here - The Economic Times

EMAMI.. Going Britannia’s way !!!

“Tin tin tin tin”… Remember this Britannia signature tune! Britannia used this signature tune successfully to link all its brands in a common thread. Now Emami is going Britannia’s way. Emami has planned to come with a sign-off tune for its brands in advertisements (April onwards).

Emami group of companies’ director Aditya V Agarwal said: "The Company has more than 25 brands under its umbrella, but all of them are not power brands. Since the brand equity of our lesser known brands was getting lost, the sign-off tune will help the smaller brands to ride on the huge acceptance and popularity of our power brands."

As per me, it’s a smart idea, but Emami shouldn’t expect any radical shifts in sales! It’s just a brand building exercise! Yes, the lesser known sub-brands of Emami will get a little push. But does Emami holds enough Brand equity that consumers will buy, just on its name? I have lot of doubts on this aspect.

A Rs 2,000 crore diversified group, Emami owns power brands like Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, Himani Fast Relief as well as the entire range of Zandu Pharmaceutical products.

Ref.- Economic Times

Tata's "T!ON"...

Tata is planning to enter the Pepsi and Coke's den. Tata Tea, has launched non-carbonated beverages as "T!ON". Due to the strong presence of Pepsi and Coke, the barriers to entry in this industry were really high. Tata's only, with their humongous distribution presence in India, can have dared to enter this monopolized market. Parle Agro (Frooti and Appy) is fighting the battle with the giants of the beverage industry, in India.

As per now, T!ON is under concept testing. The brand has been launched in a small way, only in Chennai region. The product has been launched in three flavors-Mango Rush, Peach Punch and Apple Buzz. If the consumer's reaction is positive, sooner the brand would be made available to every retail store, pan India.
Tata's can gain super-normal profits if they are able to establish their brand T!ON. The journey would be tough, and the toughest challenge would be the Positioning and Price. The 400 ml bottle has been competitively priced at Rs 22. I believe, its smart pricing. Because, consumers don't really differentiate between a 400ml. bottle and a 500 ml. bottle. Moreover, pricing of Pepsi's 600 ml. bottle is Rs. 20 itself. Thus the just negotiable difference is less.

But, positioning still holds the key to success. I guess, we have to wait for few more months to get our answers!

By the way, I am still confused how the brand "T!ON" would be pronounced!

Ref.- Economic Times

High Retail Markups in Beverages...???

Some of our favorite refreshing beverages carry some of the heftiest retail markups.

Bottled water is wildly popular -- Americans spent $16 billion on the ubiquitous drink in 2007 -- and it's wildly overpriced, considering that 40 percent of bottled water is nothing but filtered tap water. In fact, for the price of a single bottle of "Evian" bottled water, you could pay for 1,000 gallons (3,785.4 liters) of municipal tap water. With bottled water, you're not paying for the H2O, but rather the packaging and the convenience.

Coffee is another culprit, especially if you buy it in a coffee shop. If you make coffee at home, it costs between 25 and 50 cents a cup, depending on the quality of your beans. That same cup will cost you well over $3 at "Starbucks" -- the same price that store might pay for an entire pound of beans wholesale. Interestingly, only about 25 cents of a $3.75 latte is profit for Starbucks. The rest pays for importing and roasting the beans, milk, the cup, labor and overhead costs.

But the biggest beverage markup of them all belongs to Wine in restaurants. The average retail markup on a bottle of wine in a restaurant is 300 percent. The best advice: Bring your own bottle and pay the $10 corking fee.


Read More : Howstuffworks