Wednesday, 2 October 2013
Tuesday, 3 September 2013
Saturday, 20 April 2013
But what has amazed me is the outstanding response from the sponsors A company has literally painted the whole nation blue by sponsoring this yearly extravaganza. Companies rush in and shell out crores of Rupees to get their name up there, to earn a 20 second ad space for themselves.
|AN OPPORTUNITY TO GAIN |
SHORT TERM BENEFITS?
I guess the answer lies in the fact that the mileage given by events like IPL can not be given by many others. How many of us really remember an ad, or a logo unless and until it is shown to us day in and day out? IPL does that. 50 odd days of 'some brand sixer' and 'x-brand fours' and 'catches brought to you by x' etc etc. make us at least remember that brand.
And yeah, the power of storytelling (my previous post) always gives that advantage. Driving the incidence and making the population aware about you can be done by sponsoring such events. But I still wonder how sustainable is that when people remember so little about yesterday?
Friday, 19 April 2013
|THE POWER OF STORIES|
That's the power of storytelling. A logo tells a story, an ad tells a story, we often tell stories and make analogies to make some theoretical concepts clear to our peers.
Food and beverages companies have made a market just by telling stories. Companies are doing this more often now (seen the latest Godrej ad?). And why not? It works. It has worked for so many companies, so many times.
The empirical evidences clearly state that storytelling has become a necessity now.
Thursday, 18 April 2013
|IS IT REALLY A THING?|
But we never seem to notice any talk of culture, preserving it and making the employees productive. Money seems to be the only motivating factor.
Well, it's good to say all this is wrong and culture does matter and is being talked about. But 'many' (surely not all) companies are only and only sales-strategy minded and still give customers priority over the employees.
BOTTOM LINE: Managers should always, and always give priority to their employees no matter what. You don't sell if you have dissatisfied employees. But I doubt many companies follow this model. Well, we know the ones which follow and they sure are on top of the charts as far as the sales, after sales and customer satisfaction is concerned.
Wednesday, 17 April 2013
There are few issues with food and beverages that stops their market to grow. Refrigeration and storage needs are the biggest and then, of course, convincing the happy bigger brand distributors to sell your product.
|CAN BE FILLED THROUGH INNOVATION|
Whatever little knowledge I have gained by understanding the FMCG industry, I can say with decent enough confidence that two things are necessary to fill up the empty spaces of the market, to increase your penetration- innovation and distribution.
With innovation I mean out of the box thinking. Doing something that has never been done before. Generating weird ideas and making them productive.This can be done by inspiring, pushing and giving your employees the 'power to fail'. Ideas can only be generated in a free and open culture, rest assured if the ideas are weird.
And yes, distribution is the biggest tool for the FMCG industry. Safe to say a FMCG company can not survive unless there is a strong distribution network. Its importance can not be emphasized more upon. Other than the DSD and indirect distribution, we have been unable to find out ways to distribute.
If only we could mix innovation with distribution and get a new, improved way to keep cold drinks 'cold' in deserts, the empty spaces can be filled!
Tuesday, 16 April 2013
|THE SHOP, ALL DRESSED UP!|
Monday, 15 April 2013
The answer by Oliver Emberton gives a near point-by-point mantra of going about starting your company. The bottlenecks you have while going through the tough phases and the reason these bottlenecks are important, are well articulated in the article.
It emphasizes on the fact that we want to do a hundred things. As the ones just entering the field, we are tempted to do million things at once. Apple understood the power of saying NO, of keeping it simple. It's best when you are the "jack of all trades, master of 1". While starting your business, one should not focus one's energy in multiple fields. Start simple. And do, whatever small you do, in a very unique way.
As truly stated, there is a great power in the word NO. One will be tempted to do lucrative things. Will try to jump into all sorts of businesses. But one should understand his/her calling and the divident NO gives.
Sunday, 14 April 2013
There is an ongoing conflict between Permission Marketing and Interruption Marketing. Permission Marketing, as Seth Godin puts it, is not for mass. It's one on one, it's customized and people get to choose what they want to hear.
Whereas, Interruption will 'interrupt' you, makes you see the ad you never asked for while watching your favourite daily soap.
But is Interruption Marketing not important ( or effective)? Brands use the interruption marketing model to much success. It's irritating at times, but it works.
So what should a marketer do? Well, go for a good blend of both the worlds. Show you care but in doing so, don't forget that you have a solution to sell.
Saturday, 13 April 2013
I often wonder how I wanted to start my own company and how I am waiting for a right moment. Right moment? Yes, so that I have the proper knowledge and skill set. So that I become self sufficient first.
On the other hand, why wait? Greats in the business are not all MBA grads, they never had the proper knowledge, they never waited!
A constant tussle in the mind. To complete the backlogs, to bury the burden or to just go with it leaving everything aside. Seeing off the loan is an agenda whereas to own a company is a dream. Guess will have to wait for the 'right moment'.
Sunday, 3 March 2013
I was reading about the dot-com bubble, the fibre optics revolution and so on. While going through them, I bumped into a statement made by Bill Gates in early 90s.
He accepted that dot-com innovation was just a bubble and so was the revolution by fibre optics companies. But, as he said, all these innovations gave individuals and companies more power. This power was recognised after the bubble blew away. Although the burst was short, it gave way to seamless and cheap communication.
Today, companies might win and lose in the battle of technology. It might happen that we, in 15 years down the line, don't even think about technology. But whatever we may talk about, the road to that is certainly made easier by the efforts of this generation. The generation of innovators.
Thursday, 28 February 2013
The market is full of choices. You go to buy a TV and you end up buying a 5.1 along with it. So how does a marketeer decide who to tap and what products to sell him?? The scenario has changed from 'everything that is supplied can be sold' to 'everything that can be supplied to the right buyer can be sold'.
You need to make solutions and not products. The the solution should not be for everyone.. It can not be for everyone. Tap the right crowd, the right tribe and sell your solution.
Tuesday, 26 February 2013
One fine day we think we have enormous time in our hands and the next day, the deadline is on your head.
We think the rise of IT has reduced the time we spent on a particular job. But are we really utilizing the time it has given us?? The time flies. Dawn to dusk is no more a 24 hour concept. Why? Is technology able to really increase our productivity or is it just taking over the 'manual' era without improving much on it??
Monday, 25 February 2013
Align your goals to the organizational vision and eureka! You get a sustainable business. Make your customers happy ( delight seems a better word), market and deliver what he wants and you get a loyal customer base (as if it is really a thing but.. later!).
Then why do businesses fail? I wonder why 95% of the start ups are unable to make it big? I wonder what does lean mean to companies which implement it wrongly? I wonder whether Utopia is the only place where these concepts are applicable?