SURPRISE NO.1 - A GREAT SURPRISE. A LONG LASTING RELATIONSHIP.

Chennai as a city has changed its outlook it recent times....with this there are some smaller business got affected also....

one of them is CYCLE REPAIR WORKSHOP in URBAN AREAS OF CHENNAI....

My friend who is an Advertising agency account manager told me....to get his daughter's bicycle repaired he has to hire an auto and reach mylapore from santhome....averagely 4 kilometer distance.

Puncture repair cost.= Rs.15. Auto Expense= Rs. 75 . 

so we did a small research in his apartment complex tried to calculate the number of bicycles there.... it has come upto 120+ ....where 60% of them were rusting for more than 1 year....

surprising....

and most of the cycles are Hercules, BSA .....

as we know about Manufacturer of these brand TI CYCLES ...is a part of USD$2 billion Murugappa group.

that means with the growing needs of traveling distances people have forgotten the habits of cycling....and switched to bikes and cars even for very short trip to near by Vegetable Market.

We came across the study on Why urban people dont ride bicycle anymore....the results are 

Heavy Traffic

Cycle is not Cool anymore 

Cycle is for school kids 

I got married 

and so on 

But the  major surprise result is 

what if my cycle got punctured on the way.? 

yes. reduced profit in the business of Cycle Repair Workshop has affected and been one of the

major reason why chennai urban people are not cycling anymore....

so we carried a small study in sub urban areas of Chennai...like PAMMAL, PALLAVARAM ...

there we found increase in bike mechanic shops but Cycle Repair Shops are still there....

and we see more people cycling to work...cycling to railway station. 

You might ask where is the surprise? 

So we called up TI cycles and informed them 

Our Apartment has 120+ cycles rusting can you help us out?

we thought in a country like india a cycle manufacturer would give a reply "

....its the duty of the Apartment Association to find a Cycle Mechanic from local area, bring him to the apartment and do the rest. we just produce cycles we dont service them" 

BUT WE HAD A SURPRISE ANSWER FROM THE CLIENT 

" when you want our repair team to be at your apartment?" 

yes, TI cycles has got a surprise that every urban cycle rider is looking for. " I WILL COME TO YOUR PLACE AND REPAIR YOUR CYCLE, BUT GET A GROUP OF CYCLERS, SO THAT OUR COMPANY DOESNT GET INTO LOSS" 

we informed the apartment association about this cycle repair service, you know the kids loved the idea.....and every rusted cycle is now waiting for full overhaul. 

Why i call this a surprise. because TI cycle has taken a step forward towards consumer.....a step further....a great surprise...and a long lasting brand relationship.

SURPRISE -A FRESH NEW LOOK AT MARKETING?

 Being a copywriter with a degree in MBA ....i have learnt the basics of marketing. With my experience working and handling clients for different advertising agencies and brands has given me an exposure that no copywriter would get by sitting as a full timer in a single advertising agency. 

we are in a time where advertising has importance only if you are a big spender like Hindustan Unilever to spend 450 crore as advertising budget.....

I find our markets are filled with similiar products, there is no more place for Positions, Technology and R&D departments producing UNIQUE SELLING PROPOSITIONS that are not unique anymore,  Price Discounts, Buy 1 - Get 3 offers, Buy Fridge you could get a chance to dine with an ESKIMO kind of offer, Dine with Asin, Date with Aamirkhan.... there is huge list. 

I know there are people who dont agree with me and Brand Positioning and USP still works. I completely disagree with you...after reading this book you will completely agree with me too. 

Ok in that case, Every Advertiser thinks how i am gonna retain my consumer? How am i Gonna Beat my Equal c0mpetitor? 

This series will answer these Questions? 

its all about advertiser who made a difference in the market like a magician 

its all about Marketing Mangers who had a genuine interest on consumers 

its all about the basic idea that Companies not selling products to consumers, its people giving values to people. 

I think this intro is enough. now get into SURPRISE!

Imagine a husband who forgot to kiss his wife for 30 days because of work pressure or i would say he has taken for granted. 

one fine sunday morning he wakes up early, prepares coffee and grabs a cup for his wife 

goes to bed , wakes her up and says " I LOVE YOU HONEY" and a kiss on forehead that shows She means a lot in her life. 

can you see the glitter in her eyes, the surprise in her face.....

yes that's what i am gonna talk about in this series.

if you still don' t believe this can be done in marketing.

wait for my SURPRISE NO.1

Interesting India NO PARKING SIGN

Indians dont follow rules....its a very known fact 

thats why we could see more number of NO PARKING SIGNS in every gates of Tamilnadu especially chennai 

i have seen huge gates with more than three NO PARKING SIGNS sponsored by different advertisers 

For SMALL TIME and LOCAL ADVERTIESERS  NO PARKING SIGNS are a good medium to promote....but are they utilising the space available to them....

Just by NO PARKING HERE in Bold Letters and Giving your logo is not enough

you can dramatically use the space in copy or visually to promote your company 

in that case i found this NO PARKING SIGN for a Pest Control Company.....

so i clicked on my mobile ........

they promoted their service as well as the message 

have a look at it 

because creativity in advertising  is not only about great budgets.

its about simple ideas. 

want your luxury hotel rooms to be occupied? Contribute to Tourism

Recently i received a strange brief sheet from my servicing head
We handle chain of hotel client in tamilnadu.
the brief is really clear.

" at Pondicherry and Madurai Hotel Restaurant is doing good, but room booking and customers staying is not happening. if we don't see any result soon we need to think of changing the advertising agency"

I got zapped what a brilliant brief.

Ok lets analyze the facts
Pondicherry:

a weekend getaway for chennaites.
Union Territory of India so you get booze at the cheapest rate
so most of them go there for mini breaks and drink
if at all a customer comes he is not staying more than a day.
One night - Two days is the best option for Pondy.

Madurai:

Considered as Cultural Capital of tamilnadu
but if you go around Meenakshi Temple in one day
there is nothing else great about this city except the people.
Its considered one of the stinking cities of india.

So we thought
if the Hotel Client is still gonna talk about the rooms, service, Atmosphere, Restaurant and all that marketing gimmicks in the press ad campaign....no one is gonna stay.

because he gets the same facilities for a cheaper rate from a local competitor.
if at all, the customer stays....he needs to be zapped by the local Tourist spot knowledge. History about the place that is provided by our client.

Press advertisement should promote tourism, tourist spots, historical monuments, waterfalls, Backwaters, Galleries, Forts and every corner of the city that gives a surprise to the consumer

FROM client's Perspective the press ad will look like a Tamilnadu Tourism ad, let it be....

but When people think of Tamilnadu Tourism, They will remember you....

Give them Travel Experience and Places that the consumer wants to see and explore.

Give them not only Your Valuable Service.....Atmosphere.....Facility............
Give them Surprises....

Remember Clients.?!

Only Surprise can make them stay....

Luxury Brand Vs Premium Brand

Seth Godin is one of my favorite authors on marketing
but his explanation about Brands that appeared recently on his blog
made me to think. hope you will also like it.

Luxury goods are needlessly expensive. By needlessly, I mean that the price is not related to performance. The price is related to scarcity, brand and storytelling. Luxury goods are organized waste. They say, "I can afford to spend money without regard for intrinsic value."

That doesn't mean they are senseless expenditures. Sending a signal is valuable if that signal is important to you.

Premium goods, on the other hand, are expensive variants of commodity goods. Pay more, get more. Figure skates made from kangaroo hide, for example, are premium. The spectators don't know what they're made out of, but some skaters believe they get better performance. They're happy to pay more because they believe they get more.

A $20,000 gown is not a premium product. It's not better made, it won't hold up longer, it's not waterproof or foldable. It's just artificially scarce. A custom-made suit, on the other hand, might be worth the money, especially if you're Wilt Chamberlain.

Plenty of brands are in trouble right now because they're not sure which one they represent.

HIGH END BIKES IN INDIA

can you imagine a bicycles costs more than a nano? 

a bicycle that is 4 times of an average indian salary per year? 

but there are potential buyers for it? and you got EMI options also 

Cannon Dale, Bianchi, Firefox are some of the examples for it 

somebody has predicted the market size " 7000 bikes per year" 

and growing rate 25% 

targeted at fashion freaks, Fitness Freaks, celebrities, Executives, women 

these bikes are gonna be the next fashion statement of india, and a style fitness mantra. 

i know friends who brought cycles worth Rs.15000

but lets looks at average consumer and the sale brands like Hercules, Atlas, Hercules MTB, Hero Ranger, Ladybirds, which costs you exactly between Rs.1500 to Rs.5000

Citi roads of india still dont have seperate lane for bicyclers...

imagine how could a guy be happy parking his 2 lakh cycle in a shopping complex and that weighs 3 kgs ( easy steal) and do his shopping in india,,,,, no chance.

anyway lets wait and see how market changes.....

Will Mirinda & Coke - Local Concepts in Tamilnadu work?

Coca - Cola has already done a superhit local ad with Tamilnadu famous actor Vijay and it has replicated AMIRKHAN -Train-Blurb ad with Actor Vikram....

but i see suddenly companies trying out local strategies....
Actor vijay is back with Coca-Cola Open Happiness campaign....where in National ad we see Gautham Gambhir...and Hrithik Roshan....

i do like the localisation of Coca-cola ad featuring Vijay....its simple lyrics and visuals replicate the day to day life of tamilnadu...and one line that registers in my mind is " Vaa Thozha....Kudi...Coca-cola" that means " welcome friend....let's drink Coke"

but an ad for MIRINDA with Asin....it hate them all..
first that Typical.....BRIDE scene....come on man South Indians have evolved from asking the bride " DO YOU SING" or " DO YOU DANCE?"

and second in this particular i dont even a single art property that displays the brand color of mirinda (orange). most of them are blue.

but the second ad featuring asin as Vegetable Vendor in a gully market....so pathetic for a brand to stand between vegetables and fruits....the whole miranda brand lost its charm.....
it has truly become local.....

beleive me brothers and sister...i am into advertising for 5 years.....i understood the ad only the third time.....i saw it
as great brand gurus have always said " if you want mass....then forget class"

i directly compare that with FANTA AD featuring Genelia DSOUZA " signal loud....cut adikka allowed"
by luck Fanta has done a stupid ad........but what ever certain done....that stands for the color and brand of Fanta.......

if they have done a classy localised idea....i think miranda might have stopped selling.....
though their distribution is strong...

i think Mirinda will defenitely have to relook at their brand strategy of localising ideas....its good to localise but....think different.....take time to think of a television commercial....but dont stick on to a stupid idea of showing your celebrity as Market vendor....

Customer Funnel Theory - is it working?

I happen to meet a client who is a VP-of india's most recognised tractor brand?

as our meeing went on, he started talking about " HOT PERSPECTIVES"

dont You think HOT associated with Perspective sounds little PORN-type word

and he further explained about FUNNEL THOERY.

i have learnt that in MY MBA, at 2002.

Globalisation. new markets, Niche Markets after all this Jazz ......Is Customer Funnel Theory still working for clients

so i googled for an image of the funnel....it looks quite simple to understand. i think it is time Client look for a new theory....that is really more flat.

let's hope for the next best CUSTOMER THEORY of the world

i think why dont i try?......

Customer Funnel Theory - is it working?

Recession hits Indian Advertising

the last three months for me have been tough...source for new clients, Pitching, Presentations and all that jazz....
k forget it.....

i happen to hear more job shift of my friends, some of them lost job,...some of them thrown out....with out any prior information.

i just tried to analyze Recession and Advertising industry together so that it could help some of my friends and students MBA institiutes


OK....let's get back to basics
Marketing is largely divided into 4 catagories,,,,Product, Price, Place and Promotion.
on recession time....where do you think they can cut costs easily.....on Promotion....just a phonecall to ACCOUNT EXECUTIVE and his following action will reduce their media cost instantly....

advertising comes under promotion ....ya u know it.

then any marketer will get into price , product , place

Promotion (cut media spending) -----Price( reduce price/ Discount price/ Offers) ---Production ( cut cost, sack employees, Produce less) ----Place( forget the distributors bring lesser volume)

but we advertiser will not get affected....instead doing big budget films....we will be doing less budget films, tactical advertising, offer based promotions...

local knowledge of advertising will get more value than branding.....

and atlast....advertising agency will survive.....if they cut cost by reducing people/ getting more freelancers than full time employees....

is there a method to survive this recession....yes the tactics are

shut down computers, send mails.... dont show printouts to the client....let the client understand that we are also suffering because of recession, reduce unwanted browsing and blog updation. ban orkut/ youtube/