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'!

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.

CHIVAS REGAL New Print Add: Wait, Think and Be Sorry!

Recently, CHIVAS REGAL came up with a new advertisement in Print. The messaging used in this is a very lucrative but offended one. Yes, it makes you to wait and introspect yourself in terms of yours' social circle, tastes, and mainly your capacity to pay for the product.
Such kind of advertisements definitely gives an impact over the TG and pre-level TG, but again is this right to make them feel sorry for not consuming the product? Well, i say it is right, if the product is so premium like CHIVAS. Although this message communication of this advertisement also entacts the positioning of the brand in the mindset of its audience; it also ignites, urge and aspire the TG to one day consume CHIVAS REGAL.
Suggestion for 'Non-Premium Brands' - Please don't ever dare to try this strategy...!

New Tag Line of BMW - "Joy is BMW" ...

"Joy is BMW" is ought to be the next stage of "Sheer Driving Pleasure".
BMW is pefectly on their line track of their Brand Personality.
If we see the essence of their tag lines;
"Sheer Driving Pleasure" - A pleasurable driving which is very different from all. (Note: The weightage here is given to the "Driver", and the pleasure he will get while driving a BMW. This means more comfort, controls for the driver).
"Joy Is BMW" - "Joy is Timeless, Joy is BMW". Taking their concern for driving further, BMW is now highlighting the emotional outcome of their previous tagline (Sheer Driving Pleasure), which is "Joy".
So, we can say, that BMW is increasing their reach not to the Target Customers; but in the target customers i.e.; the niche marketing strategy.
Customers for BMW are not those who use to sit on the Rear seat. But, they are those who loves to have the steering in their hand; and of course the 'Jogger Dial' besides them :-)

The concept of "SUBMARINE MARKETING" ...!

Yes, it is the new entrant among the "Concepts of Marketing"...

"Submarine Marketing" as the name signifies, it takes the route through the secretive BTL; and get directly into the usage place of the product.... (in the hands of the end consumer).

The main objective is to give a secretive in hand experience to the end consumer; and then changing his/her purchase preferences.

Once it is operated in a specific market area, the product replaces the competitors' product in the end consumers' house, without even going through the eyes of competitors, channel partners, retailers, and any public communication medium.

Benefit of this Concept : Acting upon this concept, wont even let the competitors to sense the marketing of your product; forget about their instant reactive strategies.....

Rin v/s Tide - The Brand War

The new Rin commercial is really an alarming act for the Advertising Standards Council of India (ASCI).

Truely, a very direct attack on the competitor; and that too from all fronts, i.e.; through slogan, punches, advert plot. But, does such kind of advertisements should be their as per the ethical principles of Advertising; or, have we gone to the level of "Saam, daaam, Dand, Bhed".

No doubt that this will start a new level of Brand War on ATL. But, again, are advertisements good for the market, where Brands loudly talk about the "authority of Consumers" and their due importance. Does, government's 'Jaago Grahak Jaago' campaign, has something to say on this act of HUL? Big question to answer....

What I can see is, that presently consumers have nothing in their hand to do anything in such cases of advertisement wars.

So, now, lets wait for the Tide's reply...........

What makes a "Brand", in the market; is it the 'Product Features' or, the 'Class of Users' ?

Dear all, it is one of the most controversial fact about "Branding" that I came across...

Actually, a manufacturer or the provider creates only the 'Product Identity'. With the specified identity product enters and performs in the market.

And, by the time the product is being purchased and consumed by the TG consumers, it strengthens its features which becomes its USP and finaly, the Product Identity; which after regular and repeat performance becomes the "Brand Identity", that is the "Brand" in itself.

{Taking an example of "Rolls Royce": The car was introduced with some of the very different features, which became its USPs (like: Fully customized features, Pricing etc.). And when the creame class of the consumers started using the Rolls Royce car, it slowly became the status symbol; and today a "Brand" in itself. Same happens with Brands like; Gucci, Armani, Hugo Boss etc.}

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".

What is Brand Taxonomy ?

Yet another term in the world of Branding...
'Taxonomy' by word means the way of classifying things in a scientific manner, as per their features, benifits, constraints relationship with other similar things.
"Brand Taxonomy" comes in Picture when a Mother Brand, comes up with new sub-brand. Under this, we classify the Brand and Sub-Brand relationship. This also includes the essense of Brand Identity, Brand Image, Features, Benefits and Constraints that the new sub - brand has inherited from its Mother Brand.
Example : Nestle - All major Brands and their respective sub-brands of Nestle, enjoys the same Brand Image and Identity in the market. (Same is the case with Maruti Suzuki, ITC Wills Cigarette etc.).

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.