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.