AMAZING MOVE BY BMW INDIA "DON'T POSTPONE JOY."

Till date… BMW India has been successful in positioning itself into a premium luxury car brand. A car  which every person wishes to drive. But the question is by what age in your life would you be able to drive your own BMW??? The latest BMW advt. is an attack on this very question… 

The priority list plays a very significant role in the Indian consumer psychology. Even though during young age if a person dreams to drive his/her own BMW, his journey towards achieving one has to go through lots of hurdles of fulfilling various small and big social and personal responsibilities. And because of all these, his dream of owning and getting the JOY of Driving BMW left behind somewhere or left upon the time as it comes.

But now, BMW is emphasising to reorganise your priority list and putting the JOY of Driving a BMW much before. Hence, DON'T POSTPONE JOY.  

(Look for this Advt. here through this link: BMW India Advt. 2014)

Turning to BTL......!!!

Below the line...
that is where all are turning too.......! but it is actually for whom??? MNCs, Large Scale Industries, SMEs or for just cottages...

It is somehow seems to me, the way by which MNCs are taking advantages, that generally SMEs or, Cottage industries enjoy...! Yes, it is "Direct Consumer Connect"...
When you are going through BTL, u are actually going below the hard line of Distributor, Dealer, Retailer; and reaching directly to the end consumer. MNCs do have their Marketing Budget. and a common phenomenon in that budget is that, the share of BTL is increasing in comparison to the ATL.

It is also a way, to know your consumers better, to pass on the benefits directly, and to get the unaltered feedback from the market.

Believe it or not, BTL is playing a major role in creating a strong PR.
BTL has brought all scales of industries at one single platform of activites. the only difference is the largeness of the BTL reach, which is in respective of the Budgets.

Are you targeting the Right Target ?

Yes, a very important Question to answer...
We all are so much busy in our Marketing and Branding policies, that we overlook the importance of targeting the right TG in our Marketing/Promotion activities.
The same case I came across with very recently, when I found out that a big corporate which is conducting 'n' types of Promotion activities both ATL and BTL; which are actually giving the correct message, correct meaning, but to the wrong TG. Result = Low Sales.
Yes, it happened, and it is not very abnormal, when we all are very much busy with our microscopic view towards the Branding and Marketing policies; over and above the 'Brand' and 'Market'. It is not that, their policies had any problem. It is because when they were actually implementing those ATL/BTL policies on ground level execution, they were engaging wrong TG, and that too unkowingly.
"So, before getting ready to show your archery skills, choose the correct Target Board".

Brand is actually what ?

Brand is the Projected Personality of not only the Product or Services. But it is the Projected personality of the whole deliverables, which also includes VAS, CSR and any initiative by the concern, whether economical ur non-economical.