Friday, April 9, 2010

GE to replace incandescent bulbs....

In just a few years, incandescent light bulbs have become a thing of the past — replaced by more energy efficient and affordable compact fluorescent bulbs. But now General Electric says it has a technology that could kill the standard light bulb altogether: A new light-emitting diode bulb that performs just like a 40-watt incandescent, but lasts more than 17 years.

Marketed as the Energy Smart LED Bulb, the product should hit shelves by the end of 2010, GE says. Not only does it last 25 times longer than the bulbs consumers are used to, it also substantially cuts energy use (requiring only 9 watts to emit the same 450 lumens) — presumably saving homeowners cash off their energy bills for more than a decade.

The one catch? Its price tag exceeds $40. Who will be willing to pay that much when people are used to buying a four-pack of bulbs at the grocery store for under $10? GE says it has faith that consumers will weigh potential savings against upfront cost, but this has never been a strength of the mass market.

The GE bulb is revolutionary for several other reasons. One of the reasons LEDs haven’t been widely adopted for general home and workplace lighting is because their beams tend to be focused, rather than diffuse. One of the companies working on this problem is Bridgelux, which just came out with its own screw-in LED bulb, called the Heleion. The Energy Smart LED bulb uses plastic structures wrapped around the glass to more evenly distribute the light.

Tuesday, April 6, 2010

Flanking and Guerrilla warfare strategies...

Well both of these strategies are performed by players with small market share...
Flankers are generally attackers whose market shares are around 15%... The difference between the flankers and guerrilla's are that flankers operate close to their rivals but guerrillas attack by staying away...
For example US when GM and Ford enjoyed 80% market together, American motors came up with special convertible cars at a price close to rivals, attacking their territory...
Example of Guerrilla is Rolls Royce...Do you think any company like GM,Ford,Honda,Toyota would look into that segment as an category extension of their cars??? Definitely no..
Their segment is too narrow to risk...
Points to remember:
Flanking attack should be a surprise for others to defend..So companies need to avoid big test marketing..Other examples of flanking is Volkswagen small car concept by launching Bettle("Think small campaign") etc...

Guerrillas should never come too exposed and should never try to act like leaders...
Since their markets are small size they should never make big tycoons to feel that the segment being served is large or impressive...Brand extension should not be done(for example mercedes Benz deluxe @ 3 crores...)etc.
Guerrillas are more often found locally...They compete with national brands..like a chitalle bandhu(pune sweet shop) with big chains(if existed) etc.. Ramkumar

Countries started emulating Indian processes(Amul)

t may have been content so far with milk powder as a substitute, Nigeria now intends to replicate the Amul model in the near future. The Nigerian Investment Promotion Commission (NIPC) is planning to send a team to study the co-operative model."We had visited GCMMF on Tuesday and were impressed by their co-operative model and the way they produce milk. We intend to replicate this model in Nigeria," Reuben Kifasi, director - investment promotion, NIPC, on the sidelines of '3rd Nigeria - India Business & Investment Forum (NIBIF - 2010)' in Ahmedabad. Currently, the African country uses milk powder as a substitute to milk.

However, according to Mustafa Bello, executive secretary, NIPC, Nigeria may not be able to replicate it fully. "It is not easy to replicate the Amul way of producing milk. We are importing milk powder as of now. It would be difficult to suddenly stop those imports and that may also encourage smuggling. We will have to take it up in phases," said Bello.

The Nigerian team is expected to visit Anand, GCMMF's headquarters, in the following months soon.

"We are looking at possibilities of opening up our own dairy farms and initially supply milk to schools. Later when we have convinced the government to increase the cattle, Nigeria can look at replacing milk powder with milk. Plus, we may not be able to go the co-operative way completely but would want to study Amul's milk production and technology aspects to replicate something," Bello added.


Thursday, April 1, 2010

The 4 strategies!!!!!

Namely are defensive, offensive, flanking and guerrilla...
Defensive strategies are used by the leader to protect its market share to its close rivals...
It can be done through many ways..
Example: Microsoft enjoys undisputed leadership in operating system(Windows) but it doesnt enjoy its laurels rather keep reinventing new things leaving no scope for their customers to try Machintosh. Keyword here is reinventing..
Another classic example is Gillette. It had rivalry from Wilksword etc but followed Wilksword to produce disposable razor so as to not leave any stone unturned..Now that the market is shared by both Gillette and wilksword, Gillette's new step was to introduce adjustable disposable razors making the earlier one obsolete through which it captured its lost marketing share...Leader should be bold enough to attack its own products...

About the offensive strategies, it should be used by close number 2 and number 3 players..
Offensive strategies should aim at not leaders weakness but weakness in its strengths..
Examples: One exquisite example in this regard is that of Avis(car rental company which is number 2 in US, Hertz was number 1).. We have read about its positioning in Kotler(reverse positioning) which says that "We are number 2 so we work hard than others." this is offensive... Another one by Avis was, Our waiting line lengths are shorter, so we serve fast. This is an example where they looked into weakness in Hertz's market share which is their strength..

This principle is also used in attacking a monopolistic market..
Example: Wall street journal had a monopoly in business news magazines.. Company like Business Times tried entering into the market with an offensive plan which came out to be very successful.. Wall street journal had a hair breadth difference between its content..One was financial (shares, debentures etc) and the other had business news(strategies etc.).. Now since Wall street positioned itself as financial newspaper BusinessTimes came up with Business newspaper..

I would be discussing the other 2 strategies in the next blog.. Ramkumar

Wednesday, March 31, 2010

Are Indian products racists?????

Well there has always been a group discussion on a topic like racism and its relevance in India..
Knowingly or unknowingly we are all into that distant trap.... In India racism, poverty(Bottom of the Pyramid in mgmt. terms), women empowerment and all these are concatenated terms. Two of the best management guru's, Indian Institutes have ever produced where i mean to say Prahalad and Aneel Karnani (both of them are Professors in Michigan University) had an interminable discussion over this..Prahalad in one of his book named Fortune at the BOP mentioned widely the example of fair n lovely cream where it was able to reach the mass market and create enough loyalty towards the brand..He says that F&L empowered them by bringing more confidence into them by making them look better as he quotes, some women working with a mason once said that F&L made her skin less darker as compared to her parents crediting F&L.. Counter acting this Aneel Karnani said that F&L is actually exploiting them and making people more vulnerable to the racism bug.. Fair n Lovely ad's claims that far skinned women become more successful with better job and better husband, to which people responded very seriously which was deceptive according to Aneel..He says that these create a sense of difference between fair looking and dark skinned women in the society leading to racism which is very dangerous..
Even if you look at statistics, India is the only country where this concept of fairness cream has evolved and has turned as a favourable destination for marketeers to market..HUL after cladding mammoth success in India ,thought that the African market would also respond in the same way..But alas!!!! They dont have special feeling or to put more clearly a sense of superiority in white...They are not racists,atleast from this point of view...Ramkumar

Sunday, March 28, 2010

Understanding asset bubble burst!!!!

This story would give a great insight to what it is!!!!

Once there was a little island country. The land of this country was the
tiny island itself. The total money in circulation was 2 dollar as there
were only two pieces of 1 dollar coins circulating around.

1) There were 3 citizens living on this island country. A owned the land. B
and C each owned 1 dollar.

2) B decided to purchase the land from A for 1 dollar. So, A and C now each
own 1 dollar while B owned a piece of land that is worth 1 dollar.
The net asset of the country = 3 dollar.

3) C thought that since there is only one piece of land in the country and
land is non produceable asset, its value must definitely go up. So, he
borrowed 1 dollar from A and together with his own 1 dollar, he bought the
land from B for 2 dollar.
A has a loan to C of 1 dollar, so his net asset is 1 dollar.

B sold his land and got 2 dollar, so his net asset is 2 dollar.

C owned the piece of land worth 2 dollar but with his 1 dollar debt to A,
his net asset is 1 dollar.

The net asset of the country = 4 dollar.

4) A saw that the land he once owned has risen in value. He regretted
selling it. Luckily, he has a 1 dollar loan to C. He then borrowed 2 dollar
from B and and acquired the land back from C for 3 dollar. The payment is by
2 dollar cash (which he borrowed) and cancellation of the 1 dollar loan to
C.
As a result, A now owned a piece of land that is worth 3 dollar. But since
he owed B 2 dollar, his net asset is 1 dollar.

B loaned 2 dollar to A. So his net asset is 2 dollar.

C now has the 2 coins. His net asset is also 2 dollar.

The net asset of the country = 5 dollar. A bubble is building up.

(5) B saw that the value of land kept rising. He also wanted to own the
land. So he bought the land from A for 4 dollar. The payment is by borrowing
2 dollar from C and cancellation of his 2 dollar loan to A.

As a result, A has got his debt cleared and he got the 2 coins. His net
asset is 2 dollar.

B owned a piece of land that is worth 4 dollar but since he has a debt of 2
dollar with C, his net Asset is 2 dollar.

C loaned 2 dollar to B, so his net asset is 2 dollar.

The net asset of the country = 6 dollar. Even though, the country has only
one piece of land and 2 Dollar in circulation.


(6) Everybody has made money and everybody felt happy and prosperous.

(7) One day an evil wind blowed. An evil thought came to C's mind. "Hey,
what if the land price stop going up, how could B repay my loan. There is
only 2 dollar in circulation, I think after all the land that B owns is
worth at most 1 dollar only."

A also thought the same.

(8) Nobody wanted to buy land anymore. In the end, A owns the 2 dollar
coins, his net asset is 2 dollar. B owed C 2 dollar and the land he owned
which he thought worth 4 dollar is now 1 dollar. His net asset become -1
dollar.

C has a loan of 2 dollar to B. But it is a bad debt. Although his net asset
is still 2 dollar, his Heart is palpitating.

The net asset of the country = 3 dollar again.

Who has stolen the 3 dollar from the country ?
Of course, before the bubble burst B thought his land worth 4 dollar.
Actually, right before the collapse, the net asset of the country was 6
dollar in paper. his net asset is still 2 dollar, his heart is palpitating.

The net asset of the country = 3 dollar again.

(9) B had no choice but to declare bankruptcy. C as to relinquish his 2
dollar bad debt to B but in return he acquired the land which is worth 1
dollar now.

A owns the 2 coins, his net asset is 2 dollar. B is bankrupt, his net asset
is 0 dollar. ( B lost everything ) C got no choice but end up with a land
worth only 1 dollar (C lost one dollar) The net asset of the country = 3
dollar.

Saturday, March 27, 2010

What is Ambush marketing????

Ambush marketing is a marketing technique which involves riding on the coattails of a major event without paying sponsorship fees, essentially using the event as a free promotion. One classic example of ambush marketing occurred at the 1996 Olympic Games in Atlanta, when the Nike company covered the city in ads, benefiting from the focus on the city for the Olympics without having to pay the often hefty sponsorship fees. Ambush marketing is a source of frustration for promoters of sports events, as well as companies which do pay sponsorship fees.This type of marketing most commonly occurs in association with major sports events, although potentially other events could be used as a venue for ambush marketing as well. At a typical sports event, several companies pay very large fees for exclusive marketing rights, and these fees can sometimes number in the billions for events like the Olympics. In return for the fees, the company gets exclusive advertising space, and it is supposed to get protection from competitors. Rival soda companies, for example, cannot both pay sponsorship fees for the same event.

A variety of techniques are used in ambush marketing. The most basic is simply buying up billboard space around an event, assuring that people who attend the event will see the marketing. This practice is entirely legal, although event organizers and sponsors may find it annoying. Ambush marketers may also be more subtle, doing things like passing out t-shirts, hats, and other promotional gear to people attending the event so that their branding is seen in the stadium.

Thursday, March 25, 2010

How strong could a color be to a brand....

Colors like blue(Indian team,Pepsi), red symbolizes a lot about the brand. To an extent that people in rural associate products with colors without even knowing their names. For example : From class room discussions i learnt that Lifebuoy in villages is better acknowledged as "laal sabun"(Red soap). For many red means kingfisher, eveready batteries(give me red), Coke,Red cross, Ferrari and many more.
Well out of these, the story of Coke is worth knowing.
We all know how Santa Claus looks like.... A man with Red and White(I guess every one knows him by the same color pattern.). To divulge the fact Santa Claus before 1950's was known in Green and White until 1950's when Coke launched a campaign to celebrate christmas which portrayed Santa Claus in red(because coke is widely recognized as red cola drink.) The campaign became so popular all across the world that chilren born after 1950's thought Santa Claus wear red and white dress.
We can very well understand what can a color bring to a brand..In this case the change has been acculturative ...Ramkumar

Saturday, March 20, 2010

Golf is for niche market what IPL is for Indian masses..

It is always nice for a brand to get associated with sports if it is in a spree of brand awareness.
If you are following Indian Premiere league then im sure you must have noticed a lot of sponsorships from companies like Vodafone, Hero Honda, Karbonn, Micromax, Maxx mobiles and Setmax TV channel to name a few which are taking the major apportion of the time space(in this case, time space is the time in between completion of overs etc. when TVC's are broadcasted).
If you look at these companies you might find a very peculiar similarity that all these companies are serving the masses. All these companies wanted to be noticed during the time of highest TRP ratings which is cricket in India for all senses.
Why aren't companies like Sony Bravia, Mercedes Benz, BMW, Louis Vuitton, GAP, Volkswagen, Xylys etc are not trying to get associated with the largest Indian confluence?? Well for them the market is entirely different. As we know that brands can be classified into 3 categories broadly.. Cult brands, Aspirational brands and brands for Mass Market. All the above mentioned brands(Sony...) are all aspirational brands. Aspirational brands doesnt spend marketing budget for awareness rather they spend money for next level of buyers i.e for "action" if you remember AIDA rule. Well to get associated with their prospective buyers ,companies like Barclays bank, BMW, Swaroski, Cisco etc are betting high on the rich mans game(GOLF). That is because a survey reveals that an average golfer comes within a salary bracket of around 35L pa.. Which is the right target which they say the conversion rate is as high as 15% and companies like Toyota revealed that their conversion rate was as low as 0.001% in the past where they had bad experiences with cricketing game.. ......RamKumar

Thursday, March 18, 2010

A Lost bike..Story of marketing myopia

A brand that was once the heartthrob of Indian urban Youth is now resting in peace...
A case of marketing myopia...

I am not sure why I chose this brand , may be because of nostalgia.

This bike was manufactured by Ideal Jawa Ltd with technical collaboration with Jawa of Czechoslovakia. Ideal Jawa started its operations in 1960 .Yezdi ( that time Jawa ) was in Indian roads from 1961. During 1960's Indian roads were ruled by scooters. Bikes were not at all popular due to mechanical issues and low mileage.

During that period , there were only three serious players in the Indian motorcycles market. Bullet, Rajdoot and Ideal Jawa. Rajdoot was popular in rural areas because of sturdy suspension. Bullet and Jawa were popular in the urban market.
Yezdi was targeting the youth with the positioning of " Forever Bike Forever Value" . Since it was a seller's market, what ever that was produced were lapped up by Indian consumers.

1980's saw a sea change in the Indian two wheeler market. Japanese technology entered the Indian market through joint ventures. The market saw lot of new 100 cc bikes which were more fuel efficient and easy to ride.
Ideal Jawa was having a blind eye. It refused to accept the realities. When the consumer attitudes changed, Jawa refused to change . Customers wanted Bikes that offered mileage, style and comfort. Japanese bikes provided all that. This period also showed the shift of Indian consumers from scooters to motorcycles.
Yezdi had serious mechanical issues, especially the starting trouble. One had to pump about 20 times to get that machine started. It had no chance before the peppy new generation Japanese bikes.
Yezdi realised this late and came out with some design changes and new launches like Roadking which had a new styling. But it was too late.
Failing market and labour problems took its toll on Ideal Jawa . Yezdi was laid to rest in 1995. Had Yezdi changed its products in tune with the customer needs, we would have seen a lot of this bike on Indian roads. but alas ....
Once an Icon, Yezdi has now faded in to the annals of history.

Sunday, March 14, 2010

Rural people using "World Wide Web"

I have seen Broadband majors like Tata, Bsnl etc coming up with new plans to enter rural market and infact BSNL has named it as "BSNL broadband RURAL"(can definitely be a topic for discussion for bad brand naming. Included in another blog.). & telecom companies are also entering the market through GPRS pathway..Well in my opinion the process/cycle would be something different.. If you understand the product hierarchy the core constitues communication and then comes entertainment.. Communication through cell phones and entertainment thru TV's definitely..Internet comes after that.. For that they need a computer which is a hefty investment for them. Computer(fixed investment)& internet(operational investment). If we look at the internet penetration in India it is close to 0.5%(govt. website) which is the mean of urban as well as rural..I mean the figure for rural is still meager. Now for this market there are large and big shots entering the field and already entered in some cases..

Even if they use internet we dont expect children (prospective user) and women to chat or write blogs rather their use would be restricted to use of mails, likes of educative websites etc. If this is true then some DTH companies have encashed it in the right way leveraging their technology to serve the customers need.. Major DTH companies like Airtel, Tata Sky etc. got into tie-ups with some Web portal companies like Shaadi.com , English learning sites etc.

So I think the transition would be through DTH route..

Thursday, March 11, 2010

K'taka mulls global financial district

Karnataka government’s plan to set up a global financial district in Devanahalli has met with enthusiasm from the banking and finance community in the preliminary meeting. The district is being envisioned as a hub for financial institutions to cater to industrial banking and finance.

The government had identified 200 acres of land near Bangalore International Airport at Devanahalli for the proposed district.

At a preliminary discussion organised by the government last week, senior officials from 45 banks, insurance companies and mutual funds attended and expressed their willingness to set up their offices there, Nirani told reporters.

He said the global financial district would enable industries to access finance for their projects in the state at one place as all the banks and financial institutions would be available.

With big ticket investments from companies like Arcelor Mittal, Hero Honda and Wipro expected to come into the state in the next couple of years, the Karnataka Industrial Area Development Board (KIADB) is looking to acquire around 50,000 acres to be allotted for industrial purpose. Of this, around 12,000 acres has already been acquired, he said.

“Depending on the area, we are acquiring land at prices ranging from Rs 5 lakh to Rs 1.5 crore per acre,” said Nirani. He added around 5,000 acres of the 50,000 acres the state is looking to acquire could fall under the fertile land category which could be de-notified.

“If more than 20 per cent of a piece of land is found to be fertile, we will go ahead and acquire the land (for industrial purpose) only if we get approval of over 80 per cent of farmers,” said Nirani.


Islamic Banks!!! A welcome story..

Islamic banks are about to get a permit to enter the Indian Subcontinent..Sashi Tharoor and other ministers are mulling on the idea whether to give a go to these banks.These banks serve not only to muslims but serve equally to all the religions which is a misnomer in every Indian mind..These banks have a wide presence in countries like Malaysia. These would act as a boon for many people as they have a policy to charge no interest to the loans being disbursed. Which mean interest free loans..Well a question may arise as to how these banks would generate profits! Well these banks work on a concept of investing money in real estates which no other Indian banks are allowed. So lets see how it goes!!!

Sunday, March 7, 2010

Why did kingfisher logged on to the campaign: "Dont drink and drive."

~Ram kumar~
Well i guess most of us must have come across the big outdoor hoardings by kingfisher(UB group) which holds a big statement like "DRINK RESPONSIBLY" and the footer says"Don't drink and drive."
Well i guess there is a lot of study behind it as to why they came up with such corporate social responsibility stunt and especially from a stable run by a person like Vijay Mallya..
If you look at study which is conducted for a sample of 100 regular alcohol drinkers of different age groups under 16-24, 25-44, 45-64, 65+ . The number of people who consume more that 4 units perday are:
16-24 ----- 23
25-44 ----- 31
45-64 ----- 21
65+ ----- 07 (Source: British heart foundation website.)

Which clearly brings to a conclusion that age group of 25-44 consumes alcohol to the max.

Now if you look at the correlation between age and deaths due to accidents,from the study we understand that age is a major factor.. Details as taken from(http://medind.nic.in/jal/t04/i1/jalt04i1p20.pdf) reveals that,

Age grp Males
(years) Cases
0-10 27
11-20 76
21-30 110
31-40 91
41-50 46
51-60 28
61-70 20
71-80 3 0
81-90 1 0
91-100 0
(17% of the deaths are because of drunk drivers.)
Now by simple calculation if u distribute these figures in the previously taken age groups we get:
0-21 --- 93 (27+76)
21-40 --- 201(110+91) "Figure got doubled"
41-61 --- 74 (46+28)
61+ --- 60(20+30+10)

Can be clearly deciphered that Death rate is maximum for the age group 21-40(44 in the previous table,,forgive me for the residual error..no exact data found) who tends to be the largest customer group (31% of the sample consumes more than 4 pegs/units per day. )Now if you look at the total size of regular drinkers and multiply it ,you would find the number to reach astronomical heights.

Lastly if you peep into your own lives you understand that the average alcohol expenditure with age on the x-axis tends to increase and abruptly after your first salary and may decline after 40's because health problem grips in..Again gets to the conclusion that the maximum expenditure is for the age group of 21-40(Rational value)....So for the maximum revenue to be generated by UB Group they should save these people from dying..So the campaign"Drink responsibly " and "Don't drink and drive"..
Please comment on this..This is my first marketing deduction....Ram kumar

IPL governing council scraps tenders for new franchises

The bidding for the Indian Premier League's two new franchises turned out to be a damp squib as board members on the IPL Governing Council objected to the stiff norms in the tender documents.

Sources said that the board had issues relating to the tenders in the council meeting, on Sunday morning which led to the scrapping of the existing tender. They added that the board was unaware of all this till some corporate houses and individuals expressed their disappointment with the “tough clauses”. For instance, bidders needed to have a networth of $1 billion and submit a bank guarantee of $100 million.

It is believed that the Sahara Group, an interested bidder, had written to the board on these stringent clauses.

The company had indicated that this was unfair especially when they had a long association with the Board of Control for Cricket in India (BCCI) and were also official sponsors for the Indian cricket team. The Sahara group also added that when the first tendering process was initialised two years ago, the existing franchisees did not have to go through such tough norms. Two BCCI officials confirmed this development.

BCCI officials said that only three bids had been received from the Videocon and Adani groups as well as Jaiprakash Associates. “The bids are being returned without being opened. New tenders will be issued on March 9 and the fresh bids have to be submitted on March 21at 10 a.m. in Chennai which will be opened at 11 a.m.,” Mr Modi said at a press meet here on Sunday.

The new tenders will do away with the $1 billion networth clause and reduce the advance bank guarantee of $100 million. “The governing council has decided to bring this down to $10 million performance guarantee,” he said. In the first tender in 2008, it was $5 million.

Mr Modi also said the winnings bids will be expected to pay $10 million guarantee before the tender documents are opened, and then pay 10 per cent of their bid within 48 hours in the event of a successful bid.

Mr Venugopal Dhoot, Managing Director, Videocon said that though he was disappointed, he had no “grievances” as his consortium had fulfilled all conditions in the tendering process.

“I will be there on March 21 for submitting a new bid,” he said. Mr Dhoot will pitch in for Pune along with his brand ambassadors, Saif Ali Khan and Kareena Kapoor. The cities in the race are Indore, Pune, Ahmedabad, Dharamsala, Nagpur, Kanpur, Cuttack, Vizag, Rajkot, Kochi, Vadodara and Gwalior.

Friday, March 5, 2010

Time to position salt differently!!!(DFS)

Almost all the companies offering table salt are positioning on some/all the benefits like free flow, iodized(good health), taste etc.. Now the companies have to reposition their offer because of an added benefit... R&D department of India have developed a new salt variant which is rich not only in iodine but also in iron. All the TVC's are focusing on the benefits of Iodine and now they have to add iron content makes the body more immune and improves the oxygen carrying property of blood making the individual more healthy..They have come up with this new product called as DFS(Double fortified salt) and this doesnt alter the real taste of the salt . Officials declared that they have not decided the price of this new commodity..FMCG majors like ITC,TATA Chemicals are all set to launch this new variety by mid of 2010....RamKumar

Creating communities is the game for the day!!!

Buoyed by their successful Tweets and YouTube promos, brands such as Canon, LG, Samsung and Adidas are now busy creating online consumer
communities. Marketers feel that besides increasing brand salience, online communities can emerge as a platform for cross-selling products, thanks to the ever-increasing relevance of the internet as a medium to reach out to consumers. Canon and Samsung Mobile, which were among the earliest to roll out online consumer communities in India, claim huge dividends. Canon has logged in 80,000 members in its Canon Edge community. “Since a lot of consumers participating in our community are interested in serious photography, this translated into nearly 100% growth in the digital SLR camera business,” says Alok Bharadwaj, senior VP at Canon India. “Next month, we will launch an online photo gallery that will provide further thrust.” While money spent on online promotion is still less than 5% of the overall marketing budget for most brands in India, brands like LG and Canon are increasing their online investments 50-100% every year. This is because the return on marketing investment on the internet is high as its cost is minimal and the reach measurable. But the companies are not betting big on online sales. Canon manages to sell some ten cameras every month online, but average monthly revenue of Rs 1 lakh is nothing great. Source--Economic times

Aamir bags highest endorsement fee!!!

Aamir Khan, fresh from the success of 3 Idiots, has signed a deal with a UAE-based telecommunications service provider reportedly for a staggering Rs 35 crore -- the highest a Bollywood celebrity has ever received for endorsement, leaving far behind the previous highs of Rs 12 crore to Rs 15 crore. Reports say it is a two-year contract during which period Khan will make himself available for an allotted number of media shoots, press advertisements and personal appearances.Aamir's own earlier contracts for a biscuit, a cola, a car, an FMCG, a watch maker and a satellite TV service provider are all reportedly in the range of Rs 12 crore; so, by even his own standards, his fees have almost tripled. Trade insiders attributed Aamir's rising stock in ad circles to his recent box-office successes. Aamir himself neither denied nor confirmed his latest endorsement fee. "I enjoy doing my ads. And I'm choosy about the brands and the creative team that works on them. I work as hard on my ads as I do on my films," he said.
Endorsement fees charged by other actors are (highest):
Aamir Khan Rs 35 crore
Shah Rukh Khan Rs 15 crore
Akshay Kumar Rs 15 crore
Hrithik Roshan Rs 15 crore
Salman Khan Rs 12 crore

Thursday, March 4, 2010

HUL has gone too aggressive

Leaving behind ethics and friendly rivalry, HUL took a major step by pointing on TIDE's poor performance. I think they should think of how Horlicks was effected in terms of market share post launch of a similar spoof ad against complan..the results were a decrease of 5% market share of horlicks in that month and it was like waking up a sleeping tiger(Complan)..
If you look at the ad, Rin instead of telling/ showcasing its superior properties was committed to showcasing tide's deficiencies.. 75% of the time they told about tide.. Audience thought more about tide than thinking about rin.. If you remeber the equation for inpact of advertising, it is proportional to mind space of the consumer and proportional to the time the consumer was made to hear about the brand...so tide is in advantageous position.
Moreover this ad would never entice non users of rin/ users of tide to switch over to rin because the ad was too unrealistic... I mean, the users of tide never had such horrible brownish fade of a white shirt, so ad was on a lighter note to them...
Similarly Rin users had never experienced such sparkling white from a cheap product like Rin-----RamKumar. Need comments on this..

Japanese had learnt from us!!!

Right from our MBA first year we have been taught about Japanese performances and their supply chain efficiencies..I have come across keywords like Kaizen, Shitsuke(Dont remember other 3s), six sigma and so on.Among all these I personally think we(Indians) are also good at some kind of supply chain process, the only reason we are not credited upon is because we hate using jargons... Yes I am talking about the buzz word in SCM classes called JIT(Just in time)... Recently i happened to attend a marriage ceremony of my cousin and an inaugural function of a shopping mall on consecutive days...To my surprise i have noted some similar SCM practices in both the cases..
1. I went to the mandap 3 hrs. before the muhurat(the scheduled time) and i saw everything disorganized and i wondered whether they would be able to locate mangalsutra(the sacred thread) when demanded by the purohit. But everything went normal and in fact precisely perfect..
2. Similar thoughts waves were generated across my mind the day before inaugural function of the shopping mall..Uncleanliness, chaos, & panic filled the pages of the night..The same..Perfect by the time scheduled..
Well dont u think JIT should be a label from indian tradition??? I think we overcede Toyota in several fronts.. They developed but we inherited!!!!!!-----RamKumar

Monday, March 1, 2010

Save tigers----Save the poor

I have seen South Indian actor Surya, Baitchung Bhutia, Dhoni etc. coming up on TV sets & speaking about Save Tigers initiative...I was moved & logged on to their site to check what was it all about..To my surprise i understood that this years advertising budget is a big knock off!!! I followed their site which says about the existence of tigers in several parts of India which you could easily find out easily from other government sites & had statements trying to inculcate proactiveness to support their societal marketing drive...I dont understand how can we save tigers if we dont come across it...Did that mean we are all poachers????
Their site had a column where we can donate some amount to WWF(World wildlife federation)..Even that was skeptical....Should we contribute money to save tigers or sould we contribute money to help the poor & underpreviliged people for their daily bread????? Ramkumar

Brand Endorsement!!! "TIGER" The buzz word..

Well i heard a lot of discussion and i have gone through several articles which made me feel that i have to throw some light upon it..... The first name that strikes our mind is "Tiger Woods"...
Well statistics say that when his polygamy act came onto the surface they said the rub off effect would cause the company's accumulated losses to touch around $2billion.. Rather i would say that it would not have any effect n even if it had,it would only be for some transient period... .Well because all the products that he used to endorse were of high quality with well established market share(Accenture,Pepsi,Gillette among the major ones).. For example accenture is a consulting company with some Big names as their cleints.. I dont think they would stop consulting if their business is growing and Tiger Woods is under charge....How does it matter....There might be a slight slump in the share prices but im sure it would bounce back as the time pass by and media gets some fresh news to engage upon...It is just a game with sentiments(Share market).... I think i dont take a shave with gillete because of Tiger woods or their world record feat by engaging some thousands of people to shave their beard at a single gathering...i do it for comfort & price & gillete serves it!!!!! RamKumar

Sunday, February 28, 2010

Marketing Explained!!!!


You go to a party and you see an attractive girl across the room. You go up to her and say, "Hi, I'm great in bed, how about it?"
That's Direct Marketing.

You go to a party and you see an attractive girl across the room. You give your friend a buck. She goes up and says "Hi, my friend over there is great in bed, how about it?"
That's Advertising.

You go to a party and see an attractive girl across the room. You somehow get her mobile number. You call and chat her up a while and then say "Hi, I am great in bed, how about it?"
That's Tele-Marketing.

You go to a party and see an attractive girl across the room. You recognize her. You walk up to her, refresh her memory and get her to laugh and giggle and then suggest, "Hi, I am great in bed, how about it?"
That's Customer Relationship Management.

You go to a party and you see an attractive girl across the room. You stand straight, you talk soft and smooth, you open the door for the ladies, you smile like a dream, you set an aura around you playing the Mr. Gentleman and then you move up to the girl and say, "Hi, I am great in bed, how about it?"
That's Hard Selling.

You go to a party, you see an attractive girl across the room. SHE COMES OVER and says, "Hi, I hear you're great in bed, how about it?"
Now THAT is the power of Branding.

GO!!! Its cheese

Even if we are all MBA students we miss some of the biggest marketing facts that happen around us... GO is the new brand of Cheese from Gowardhan Dairy which is a part of Pune based Parag Milk Foods.The company owns India's largest cow farm and also has constructed Asia's largest cheese plant near Pune.The Indian cheese market, although in a nascent market stage ,having a market size of about Rs 2000 crore is dominated by brands like Amul, Britannia, Mother Dairy etc.

GO cheese has entered a market which is growing at around 20% p.a. But the market is dominated by established players on one side while there is a large unorganized market on the other side.They positioned their product on the fact that it is made of 100% cow milk.
Seems they took packaging very seriously.I personally was attracted towards it in the first go itself.The packaging reminded me of some international stuff.Moreover their wedge shaped covers will attract kids n im sure the trial rae would be good. I mean a gud start in their PLC. Lets c if they could build up customer loyalty though their asli product!!!! RamKumar

Dating in a marketing way!!!

Orkut(or some other social networking site) has become a platform to get into touch with more of friends n even more with opposite gender!!! n thats true... whenever one receives friend request he or she gets exhilarated when that is from opposite gender n tends to just ignore even if it is from your own room mate(same gender)... Orkut is definitely a means to get new friends n a medium to enter into new relationships!!!
Dating is becoming more n more popular with d western influence buttressing it.
Now that i have a way to make your dating more special when it comes to exchange of gifts..Instead of making wild guesses as to what one should carry as a gift, they can make the thing precise and accurate by simply visiting your dating partner's communities..Get a clear idea of her interests, say she has a membership in communities like("I love chocolates","Levis jeans","I love my name"etc)In each case u can choose to give gifts which she would definitely love to have.. Ramkumar

Saturday, February 27, 2010

Haagen Dazs.....YUMMY

Haagen Dazs the premium ice cream brand from France is trying to penetrate into the urban premium class.It is now evaluating prospects of taking the premium ice-cream to more metro cities in the country. At the moment, Haagen-Dazs is available in select five-star hotels and retail outlets in Mumbai and Delhi only.

Presently, Haagen-Dazs offers 22 flavours of “creations made with ice-cream” at its exclusive store in Delhi. The five-star and retail outlets, on the other hand, offer seven flavours only.
As a introductory price offer they hav set a single scoop at Rs.400 and it goes upto 1500.
These are imported directly from France where these are manufactured...
People who are repulsive to ice creams may go to have some pastries or deserts priced at a base of 700.... Note: The size of the offer is smaller than the average market offering.... RamKumar

Hummer to be sold to a Chinese Firm(Tentative)

THE Chinese firm planning to buy the Hummer brand from struggling US auto giant General Motors said the market in China is likely to play an important role in its global strategy.

General Motors announced yesterday it had reached a tentative deal to sell the brand to privately-held Sichuan Tengzhong Heavy Industrial Machinery, a day after filing for bankruptcy.

"The company's strategy is to bring the Hummer brand global and that should certainly include the Chinese market,"

"The team intends to expand Hummer's dealer network worldwide, particularly into new and under-served markets such as China," it said.

The company, mainly operating in China, currently has no overseas plants and exports only accounted for a small portion of its revenue, according to the official, who declined to provide more details.

Analysts said the niche brand is likely to appeal to a growing group of newly rich Chinese who are interested in upscale SUVs with heavy-duty capabilities.

"Hummer will belong to the luxury segment of China's auto market. It features a military style that the existing SUVs in China do not have. Some high-income individuals who want cross-country ability will just like it."

Vehicle sales in China, which overtook the United States as the world's biggest auto market, hit a monthly record of 1.15 million units in April .

Rule of Threeee!!!! From an Indian Marketeer..

Rajender Sheth and Sisodia.... Came up with what is calld as the magic number 3. After going through several industries in different countries they came to a final ratiocination that the top 3 players in almost all the sectors contribute to a market share of around 70%- 90%.
Ex: Fast food(Mc D, Burger King, Wendy's), airlines(United,delta,america)..
Indian examples: Cars(Maruti,Tata,Hyundai), Laptops(HP, Dell, Compaq), IT(TCS,Infosys, Wipro)etc.
They say that other competitors enter into niche segment. Example: Laptops(Sony-premium).
LIMITATIONS:
In case of European Union rule of 4 is more appropriate
Monopoly and Industries with 2 major players are rare like Pepsi & Coke..
Energizer, Duracell etc. ---RamKumar

Friday, February 26, 2010

What is Brand laddering????

What is cannibalization???? Can be explained by taking the example of Maruti Suzuki. Consider that maruti hs launched a new car to expand in its product line or what you call it as line filling in marketing terminology. Say the car is Ritz. Now say some of the customers who come to showroom to buy say Maruti Swift ends up finally buying Ritz. Now from the company point of view the profit made by the company on that particular customer comes down because if Ritz would not have existed the customer would have bought swift which is more profitable for the company. So this jump of customers from higher profitable product to lower one for the company is called Cannibalization...
The reverse is brand laddering.....
Hyundai is able to make more profits with the launch of i20. Customers coming to buy i10 are purchasing i20 thus company is able to fill its pockets more....
This is called brand laddering..
If you look at brand cannibalization: as long as the ratio - contribution of new pdt./contribution of old product is greater than cannibalization rate then the company should continue with its new product because the overall gain is more.... Ram Kumar

Honda's Small move

The company’s new small car, to be launched in 2011, will provide the company a much-needed second pillar of business after the City.

Honda recently shipped saris from India to its factories in Japan. No, sari weavers need not brace themselves for competition from Japan. These were meant for local Japanese women to wear. Clad in saris, they got in and out of a small hatchback a number of times, while a team of designers and engineers keenly observed them. They wanted to check if Indian women can enter the car comfortably? Is the height right for them? Should the door be redesigned?

Honda is readying a new small car. Though it will be sold across all continents, its principal market will be India. And the world’s sixth-largest car maker wants to leave nothing to chance. The fabric on the doors, for example, will be different from the one on the seat, though they will look alike. This is because for over ten months in a year, Indians wear short sleeves. As the elbow touches the door, its lining has to give more comfort to the skin. The air-conditioner will be a notch or two stronger because of the scorching heat in the country.

Though it is a mass-market brand in most countries, Honda’s market share in India is small — just around 4 per cent. If Honda wants to play the volumes game here, it needs a small car in its product portfolio desperately. Without it, Honda has no presence in 82 per cent of the market. At the moment, the City accounts for 70 per cent of Honda’s sales in India. Nowhere else in the world does a single car have such a huge share of its business! This makes the need for a small car all the more acute. Honda needs a second pillar of business after the City.

Though Honda makes the Zest and Life (called Kei cars) in Japan, the need was felt for a brand new car for India. The new car, which was showcased at the recent Auto Expo in New Delhi, is yet to be named. It will be launched towards the end of 2011. To qualify as a small car, and thereby get excise duty concessions, it will be less than 4 metres in length and will have a 1,200-cc engine. It will be the biggest initiative from Honda in India. If it succeeds, the small car could be a game changer. If it doesn’t, it will set Honda back by several years. The stakes are huge. Here’s how Honda has gone about it.

"UP the Value chain" LG

LG is ready to reposition itself in India. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as one that causes happiness, an enabler of life enrichment. The focus will be on the softer aspects of things. This is the first experiment of its kind that LG has done anywhere in the world. If it clicks, the idea will be taken to other markets. All eyes are therefore on India at the moment.

This, to be sure, is not the first time that LG has tried to reposition itself in India. For almost 10 years after it came to the country in 1997, LG had focused on the mass market. But a sizeable chunk of consumers over the years had moved up the value chain — a space well captured by rival brands like Samsung and Sony. This, for instance, shows up in the fact that LG is behind Samsung in the LCD television market. So, it made a deliberate attempt to get noticed as an up-market brand. This happened through LG campaigns as well as products like the Jazz LCD televisions and Chocolate mobile phones.

And now LG wants to move away from in-your-face product promotion to subtle messages — it can bring happiness to your life. “Our motto is life is good. We will address what people consider good,” says LG Electronics India Managing Director Moon Bum Shin.

Complete story:http://tinyurl.com/yc43bx6

Knowledge is the way to prosperity"KBC"

Of course, the story of year 2000 is not really complete without a mention of what was perhaps the biggest brand launch that year. "Samay ki koi pabandi nahi," said a smiling Big B as he patiently awaited the contestant's final answer on Kaun Banega Crorepati (KBC). But for millions of viewers watching the show on national television, suspense and nervousness ticked by every second.

It was the first time that a contestant on the hot seat was answering a question for the jackpot prize of Rs 1 crore! If that wasn't enough, Kyunki Saas Bhi Kabhi Bahu Thi, a tear-jerker soap, was waiting in the wings. Primetime TV had changed forever.

Says Anupam Vasudev, executive vice president, marketing, Star India Group, "There was nothing like them at that point in time. The former reinforced the middle class' belief that knowledge is the way to prosperity, while the latter portrayed the real Indian woman and family traditions."

And it is this emotional connect which worked in the favour of these brands. "What's common to all these brands is that they have been able to establish a connect on an emotional level with consumers, generating a sense of brand ownership among them... whether it was the 'My Qualis' campaign or the 'Tedha Hai Par Mera Hai' campaign of Kurkure, they all desired to be close to the hearts of their consumers," says Rajan Chibba, CEO of brand consultancy Intrim Business Associates.

Prisoners Dilemma...Understanding

Cooperation is usually analysed in game theory by means of a non-zero-sum game called the "Prisoner's Dilemma" (Axelrod, 1984). The two players in the game can choose between two moves, either "cooperate" or "defect". The idea is that each player gains when both cooperate, but if only one of them cooperates, the other one, who defects, will gain more. If both defect, both lose (or gain very little) but not as much as the "cheated" cooperator whose cooperation is not returned. The whole game situation and its different outcomes can be summarized by table 1, where hypothetical "points" are given as an example of how the differences in result might be quantified.
Action of A\Action of B Cooperate Defect
Cooperate Fairly good [+ 5] Bad [ - 10]
Defect Good [+ 10] Mediocre [0]
Table 1: outcomes for actor A (in words, and in hypothetical "points") depending on the combination of A's action and B's action, in the "prisoner's dilemma" game situation. A similar scheme applies to the outcomes for B.
The game got its name from the following hypothetical situation: imagine two criminals arrested under the suspicion of having committed a crime together. However, the police does not have sufficient proof in order to have them convicted. The two prisoners are isolated from each other, and the police visit each of them and offer a deal: the one who offers evidence against the other one will be freed. If none of them accepts the offer, they are in fact cooperating against the police, and both of them will get only a small punishment because of lack of proof. They both gain. However, if one of them betrays the other one, by confessing to the police, the defector will gain more, since he is freed; the one who remained silent, on the other hand, will receive the full punishment, since he did not help the police, and there is sufficient proof. If both betray, both will be punished, but less severely than if they had refused to talk. The dilemma resides in the fact that each prisoner has a choice between only two options, but cannot make a good decision without knowing what the other one will do.
Such a distribution of losses and gains seems natural for many situations, since the cooperator whose action is not returned will lose resources to the defector, without either of them being able to collect the additional gain coming from the "synergy" of their cooperation. For simplicity we might consider the Prisoner's dilemma as zero-sum insofar as there is no mutual cooperation: either each gets 0 when both defect, or when one of them cooperates, the defector gets + 10, and the cooperator - 10, in total 0. On the other hand, if both cooperate the resulting synergy creates an additional gain that makes the sum positive: each of them gets 5, in total 10.
The gain for mutual cooperation (5) in the prisoner's dilemma is kept smaller than the gain for one-sided defection (10), so that there would always be a "temptation" to defect. This assumption is not generally valid. For example, it is easy to imagine that two wolves together would be able to kill an animal that is more than twice as large as the largest one each of them might have killed on his own. Even if an altruistic wolf would kill a rabbit and give it to another wolf, and the other wolf would do nothing in return, the selfish wolf would still have less to eat than if he had helped his companion to kill a deer. Yet we will assume that the synergistic effect is smaller than the gains made by defection (i.e. letting someone help you without doing anything in return).
This is realistic if we take into account the fact that the synergy usually only gets its full power after a long term process of mutual cooperation (hunting a deer is a quite time-consuming and complicated business). The prisoner's dilemma is meant to study short term decision-making where the actors do not have any specific expectations about future interactions or collaborations (as is the case in the original situation of the jailed criminals). This is the normal situation during blind-variation-and-selective-retention evolution. Long term cooperations can only evolve after short term ones have been selected: evolution is cumulative, adding small improvements upon small improvements, but without blindly making major jumps.
The problem with the prisoner's dilemma is that if both decision-makers were purely rational, they would never cooperate. Indeed, rational decision-making means that you make the decision which is best for you whatever the other actor chooses. Suppose the other one would defect, then it is rational to defect yourself: you won't gain anything, but if you do not defect you will be stuck with a -10 loss. Suppose the other one would cooperate, then you will gain anyway, but you will gain more if you do not cooperate, so here too the rational choice is to defect. The problem is that if both actors are rational, both will decide to defect, and none of them will gain anything. However, if both would "irrationally" decide to cooperate, both would gain 5 points.
------RamKumar

Cars Recalling!!!

Maruti Suzuki had admitted on Tuesday it recalled all the 100,000 A-Stars manufactured before August 22, 2009, to replace faulty components that could cause fuel leakages. The A-Star was launched just 15 months ago and the recalls began in December.

Of all the A-Stars recalled, 60 per cent were sold abroad, while the rest to domestic customers. The vehicles recalled by Maruti include some Nissan Pixos as well. This is the same vehicle as the A-Star, but is rebadged as a Nissan product.

This is the largest recall by an Indian auto company. In fact, Maruti has surpassed its own record of recalling 76,000 Omnis in 2001.

Hyundai recalls Sonata model-----

Meanwhile, Hyundai announced on Wednesday that it was recalling over 47,000 units of the Sonata sedan, but only in the the Korean and US markets. The Hyundai recall comes on the heels of similar moves by Toyota and Honda. There are fears that this spate of global recalls may have an impact on the Indian market.

A Hyundai spokesperson in India allayed the fear, stating the Indian version is different from the car being recalled. “The recalled Sonatas are from the YF range, whereas India gets the Sonata Transform model,” the spokesperson clarified.

"Ethics"Is it a Passing Fad

Please follow the link:

http://www.youtube.com/user/survivalintl?feature=pyv&ad=4590156105&kw=avatar&gclid=CL-I7LfWj6ACFcZS6wodLl4udw#p/u/0/R4tuTFZ3wXQ

Eveready: From Red to 'LED'

Eveready is no longer just a battery maker. And Deepak Khaitan, executive vice chairman and managing director of the India’s largest battery company, says the company’s new mantra is “to light up people’s lives”.

While that sounds like a great social responsibility mission, Khaitan is candid enough to say that the approach makes eminent business sense, too. ‘Once a person gets used to light, he will never go back to darkness’ is the Eveready boss’s philosophy.

“Lighting up lives” has also meant a huge change in the positioning of the company, which was largely known as a dry cell battery giant with more than 46 per cent market share.

Eveready had created ripples in the market during the early nineties with its "Give me Red" campaign, which changed the way batteries were perceived. The ad highlighted the colour “Red” which has been the central point in its brand theme and gave it instant recognition. Khaitan can now start thinking of changing the brand theme to “Give me LED”

Here’s why. Eveready, which is targeting to double its turnover to Rs 2,000 crore in two years, says the share of batteries in the total turnover will come down from the current level of 70 per cent to 45 per cent, while flashlights and lighting solutions would account for around 25 per cent.

And the star attraction in the lighting space would be Eveready’s battery-operated LED (light emitting diode) - based lamps for household consumption. Branded HomeLite at the time of launch in July 2009, it will be rebranded Eveready Ultima, the umbrella brand for the company’s high-end products. The name Ultima was chosen as it connotes superiority. “When we entered the market, the product was already available. For one product of ours, there were five Chinese ones available at a much lower price. But eventually people realised that our products were superior,” said Khaitan.

Khaitan has a point, as he expects Ultima to sell more than two million pieces by the end of March this year, with rural sales accounting for 70 per cent of the volumes. The product has gained significant traction in power-deficient states such as Uttar Pradesh, Bihar, West Bengal and Assam. Khaitan believes that sales from the countryside would increase five times in the next couple of years.

Apart from the innovativeness of the product, what has helped is Eveready’s formidable distribution network. “We can even reach out to villages that have a population of 50,000,” says Khaitan. Eveready’s salesmen touch nearly 3.2 million of India’s 12 million retailers at least once a fortnight.

Khaitan is also banking on the rising prosperity in the villages. “With the growth in GDP (gross domestic product), 40-50 million will come out of poverty. Moreover, the cost of food is going up and farmers are making more money,” he says.

Clever pricing is clearly one major reason for the success of the product. The LED-based battery operated lamps are priced at Rs 250-450 and a month’s battery would mean shelling out Rs 45 at one go compared to kerosene, which is bought almost every alternate day at Rs 2, albeit an expensive option in the long-run.

Khaitan knows the price dynamics. “For volumes in India, the price point is very important,” he says. The company is already planning to launch the lamps for as low as Rs 100 a piece. Though similar products are available at a lower price, Khaitan is unperturbed. “We want them to be there in the market. Once people get used to light, they can choose the superior product.”

The business philosophy obviously is simple : as long as missions like “power for all” remain only a vision, sales of battery-operated lamps will surge. Once villages are electrified, they can switch to bulbs. And Eveready sells bulbs, too.