Wednesday, November 27, 2013

"CHANGE BLINDNESS" - A Syndrome!



It is a very known fact that a normal human brain works on a power of 15 watts. Hence, it is biologically not capable to notice those changes which are made in a flash of a time or just made on an unimportant base. In psychological terms we call it "Change Blindness", and here is where, the Brand Makers play their game.

Yes it might seems to you that your favorite brand/product is same and unaltered for last so many years, but you will be surprised to know that lot many things into it have been removed/added and altered.

But the brand will play with your "so called 15 watts powered brain" and will project the product packaging in such a manner that your brain will not be able to notice those changes. 

BEWARE CONSUMERS!!!


Friday, August 2, 2013

Its not always necessary for BRANDS to follow Consumer Trends, sometimes things may also work the other way round!!!




Yes... it has really worked. Since long, BIG 92.7 FM (Delhi) has positioned itself as a radio channel for nostalgic music lovers. No doubt it has been favorite among middle aged target group.

On the other hand, the other radio channels were kept on playing new Bollywood numbers, to be the first choice of youth. And, there was nothing wrong in doing that, as the same was Consumer Trend also.

But what actually happened is, those prominent radio channels who were playing latest numbers, were actually having very less choice of songs for their listeners; hence they were playing few selected numbers repeatedly every hour. (I really dont know why they have not applied an empathy on this as a listener).

But BIG 92.7 FM.... because of its positioning and taste of its own TG created a huge list of songs for its listeners. The icing on the cake was few shows like Yaadon ka Idiot Box with Nilesh Mishra, and the new one Suhana Safar with Anu Kapoor, has really created magic among the target listeners. The left out young females were tapped by Big Memsab. I have my opinion that, now youth are really getting interested towards these shows of BIG 92.7 FM, and whenever this youth is tuned into this channel, they also feel nostalgic era songs more meaningful, and can relate themselves easily with the same.

Also, the channel has shown very responsible attitude towards not bugging up its listeners with unwanted series of advertisements. The channel has proved one saying again: 'Slow and Steady wins the Race'!

Wednesday, May 15, 2013

Ad War (Part II): Samsung V/s Micromax





Indian market is not new to the term 'Ad War'. Not much time before, consumers used to wait for a TT match between Coke and Pepsi here. But, then both the companies somehow stopped being on a attacking mode towards each other and started building up their distinctive personalities of their products in the market.

But nowadays, it seems that a flashback is being telecast on the TV screen. And, this time its Micromax on Samsung. Micromax has really hit very hard on the price scheme of the Samsung smart phone category, specially with the term "EMI".

Although Micromax is true on few of the points (said aloud in TV and Radio commercials), but is it just the price 'EMI' factor which will effect the consumer's mind. Micromax has really took a very bold step by attacking so directly to a company like Samsung. And i am sure this will raise the temperature in the market in this season.



Monday, August 1, 2011

You are living in a SUPERMARKET...!!!

Strange, but it's true... you are actually living in a Supermarket. 'Supermarket', yes thats the new name of houses/mentions/vilas/apartments etc. in today's world.

Starting from your day with an Alarm clock (which may be an APP in your new cell phone), when you stretch your hand from your bed for a NEWS PAPER (you have multiple choices of brands) after which the brand of your TEA, and of course how can we forget those TOOTHPASTE and other TOILETRIES. Get freshen up with the newly launched SHOWER GEL and get inside the cover of any famous APPAREL & DEO brand. And here is your breakfast table ready with a varity of FLAKES (no matter if all of them ultimately have to get drowned into the milk and tastes the same) and FRUIT JAMS. Now as you are ready for your office, dont forget to take your latest LAPTOP and an impressive PEN. Here comes your CAR (big question to ask, which brand???). As soon you reach to office, its time to set your work station holding so many multi branded STAIONARY items. And of course its not only work, its about SOCIAL NETWORKING tooo, so on which portal you are most active? Anyways, its time for lunch, and you have a long menu to choose from SUBS, PIZZAS, BURGERS, or any other Branded Cuisine. So, its time for again a branded tea break, this time don't forget to serve hand made but branded COOKIES to your clients........!

Its evening, and your partner must be waiting for you to watch a movie..... oh by the way which MULTIPLEX CHAIN do you prefer the most? And believe you me, if you even tried to end up this evening without a branded ICE CREAM/FOOD... you better be ready to see your partner in a furious mode. Your evening might end up here, but today you were lucky and you got the invitation ;-), but hey hold on.... do you knw which FLAVOUR she likes??? ;) aah u might not get end up thinking about it, and suddenly you realise, tat it hardly made any difference, except those mosquitoes as u forgot to open the power mode of your MOSQUITO REPLENT tonight. True but Strange, u r in a SUPERMARKET...!!!

Tuesday, April 12, 2011

Becoming 'Public Brand' through BTL...???

For last three months India and young indians are very sincerely witnessing the rise of few public leaders, which are not directly linked with the politics, but they are trying their level best to deal with the same. Although, all of them have made their short term objectives clear by fighting for the same, but still the cat is not out of the bag. Anyways, we are not here for discussing their objectives or intentions, but about how public is so useful in creating and supporting a person and establish him as a brand.

India is now going to be the country with largest young population very soon, and so the warmth in the blood of its countrymen. In such a scenario, if any product/service/person has its positioning right, with a good by-services (yoga, meditation, education, social welfare etc.) then getting the support is not much difficult now; its just that your communication to them should be right. And one cannot ignore the vital role that online media is playing through various social platforms. What you need is just a good PR mileage through BTL platform with online integration.

Well such recent examples of massive support by the general public through BTL tools like road shows and online integration, has shown an oppurtunistic way for the brand makers... for their upcoming products and services.

Cheer Up all 'Brand Managers', youth in India is ready to follow ...!!!

Monday, February 14, 2011

How could a Brand say like this???

I want all you people to read this add in image...! It was an ad on facebook on Valentine's Day. I felt it being one of the most annoying advertisment by any Big Brand, that too on a Big Day.
Ok... let me ask this question to all of you.... what do you mean by the term "Undeserving Friends" (as used in this ad). I find this a very contradictory term... how can a friend be an undeserved person, and if at all the person is undeserving then how can be they are called as our friends.

Posting such kind of ad by such a big brand that too on V-Day, has actually shown the mean mentality of the brand. Even if the brand was trying to get the negative Publicity; in my opinion such ad has gone towards the over negative direction.

Sunday, January 2, 2011

BTL is not a Sales Model, its a Promotional Tool

India is still in a growth stage for BTL and Branding industry. And in coming 10 years it is going to be the biggest BTL market in the world. It is really appreciating that corporate thinkers have forecasted and understood the consumers' insight today itself, well in advance and have given a positive response to Non-ATL Brand activations.
But the problem lies herein.....! Various Sales Managers have taken BTL activation as a sales tool, and are trying hard to prove the same too. In some of my recent meetings, I have came across the situations, when the Top Management of the Brand has asked me to use BTL as the one and only on-spot sales and revenue generator model. And the worst part is , they only wanted to rely on such activation as a complete sales chain.
I admit, that the main objective of any Brand or Marketing activity is to ultimately increase the sales. But all these acts as a pursuador, motivator, an indirect mode of creating urge and curiosity among the consumers. Same is the BTL and other Non-ATL activations. Such activations are meant to promote your product, not to sell it there and then.
If such mindset continues among the Sales fraternity of corporate, then this will lead to the death of this industry, without even it reaches to its Maturity stage.
BTL is just to support Sales Team, by working with Brand and Marketing Team. It is a Brand Builder and Promotional tool. Sales Team... plz don't take it as just a 'Sales Tool' for immediate results.