Translate to >>>>> Google-Translate-English to   French Google-Translate-English to   German Google-Translate-English to   Italian Google-Translate-English   to Japanese BETA Google-Translate-Chinese   (Simplified) BETA Google-Translate-English to   Korean BETA Google-Translate-English   to Russian BETA Google-Translate-English to   Spanish >>>>> your language

Migrated to new Domain- Http://

Hello Thanks for coming in. We have shifted to a new domain! You will automatically be redirected to in 3 seconds. If your browser doesn’t automatically load, click HERE.

Dec 12, 2006

Gandhian Concepts in Marketing

I have been reading about Gandhism off-late and more I read about the concept, greater I have respect for Mahatma Gandhi. And the thought which goes in mind very often; Are the Gandhi's thoughts relevant to marketing as well? The Gandhian concepts have become more relevant with concept of 8th P "PHILOSOPHY" being more talked about in the marketing field.

The elementary basis of Gandhian philosophy is Satya and Ahimsa. Satya is a sanskrit word meaning "truth" and Ahimsa means "Non-Violence". The context of truth can be external and internal as applied to products and services marketing. The truth factor can have long lasting effect on product management, product marketing, promotion or product distribution. I am sure this statement must have raised question in your mind. But remember concepts of branding, it is continuity with good characteristics that make a successful brand. And in Hindu philosophy they say "Satyam Shivam Sundaram" which means truth is beautiful and truth is God. God is considered as eternal. So I may say the truth is ultimate for branding - Who doesn't like beautiful product and services forever.
In todays highly competitive world one is compelled to think of shortcuts and quick results. Advertisement with asterix mark "condition apply" are very common. However such tricks are short lived and what is needed a character for product or services which evolves and stays in mind for ever. If one develops a philosophy around the product (remember 8th P), it gives a character to the product. Question is what character, think about this, who would you like to be friends with. A person with good habits, easy to go along a friendly person who can help you in need. Associating such characteristics with product is a challenge, reason: it is about other P's of marketing- People, Processes and Physical evidence (behaviour).
I say challenging as the product or service characteristics is about the external and internal environment. The internal environment comprises of team which work on product right from design team, production team, sales/marketing team to service team. The ability to influence such a team for a longer period can be attained by being truthful to self and team. The external environment comprises of customer and vendors, being truthful to your customers by communication, be it from advertisement or product features is undoubtedly a better strategy. It also helps in honest feedback for improvement in product and processes. Similarly vendors and distributors also appreciate the true communication and it helps in longstanding fruitful relationship.
The most important aspect of Gandhian concept of truth is to build culture of truthfulness. The culture in an organization is important in handling "moments of Truth" and that is the way to guide for better performance. Being true to oneself one see the shortcomings, agrees to transform for betterment and deliver on the areas required. By being true you build the conducive behavior of the internal and external environment and reap the fruit of success.
I have not touched on Ahimsa aspect of Gandhian philosophy. As I understand the Ahimsa is not being defensive. Ashimsa is about realizing one strong areas and weak areas. Using Strong product attributes to market the right need of the customer is an important aspect in product marketing. Ahimsa is about understanding the strong and weak areas of the team capabilities and using it best possible way to use the strength of the team and improve on weaker areas. I see ahimsa as the pointer for niche positioning, in marketing identifying niche is important as it helps to save energy (money) and use it on right target. Ahimsa can very well used for giving characteristics like being natural, calm and internally strong product features.
There can many other areas where these concepts can be applied like waranty services, pricing of the products and services. However, it should also be remembered it is application and execution which needs to fine tuned. The concpets are normally well said then done. M.K. Gandhi is called "Mahatma" for not only he understood but applied and followed concepts on himself. That is truly a characteristics of "Mahatma - A Great Soul" . We need to give a soul to product and services and then we need not advertise it. For great brands need not be advertised they build the followers.
Your thoughts on the subject are welcome. Please drop in your comments

Read More......

Dec 4, 2006

Key Aspect of eMarkeing

eMarketing is a comprehensive domain, it includes marketing via internet i.e. the banner ads marketing, affiliation programs, search marketing etc. It also includes marketing through email, blog marketing etc. The business model associated with are B2B (business to business), B2C (Business to consumers) and P2P (Peers to Peers). eMarketing has huge promises and certain limitation as well. The advantages include the availability of information to consumers, anytime purchase and wide range to select from. It facilitates the seller to sell huge line of products and services without actually stocking the inventories to the consumers which are not limited by geographical or physical boundaries. eMarketing provides a platform to experiment and sellers can be as innovative as they can be. Online auction programs are a good example of such innovativeness. There are limitations as well as the users can’t sense by touch and feel. The security of the transaction is major concern along with huge information overload. The eMarketing has huge impact on the dynamics of the industry, way the business is sought and executed particularly in industry related to information and entertainment. The changing technology with new enabling medium and an ability to communicate directly is presenting new challenges to entertainment companies. At the same time it is destroying the value of intermediate entertainment companies which broker between the consumer and content producer. With this view in mind I suggest for a eMarketing Model that can be very helpful in promoting the websites. The key Aspects of eMarketing in developing websites Personalization: This aspect of the website deals with information on the visitor of the website and individual preference. Installing cookies is very common method of collecting information on visitors. It is important to collect information for offering customized products and services offerings to the visitors. However, the personalization factors are also related to the privacy issue of the visitors. So the need for the information collection should be driven by sound strategy so that the information collection does infringe the privacy rights of the visitors. Sales & Services: This aspect of the website deals with the sales offering and ease of navigation. The products and service offering should be relevant to the profile of visitors at your website. They should find it easy to navigate the services and products easily and should be able to purchase with ease, with speed and securely. The small aspects like ability to compare products features, prices, see the similar purchase made by other visitors and security makes a big difference. Community: The community aspect of the website makes it a happening place, a desired place. Reason is people tend to trust the third party for taking suggestion and word of mouth is best and cost effective publicity medium. The community can build by allowing moderated discussion boards and enabling comments by the visitors. In the long run community provides vital feedback for improvement and fine tuning the website for the visitor’s requirement. Medium of Communication: If you would have noticed the information delivery is not only about internet but now it encompasses multiple platforms mobile is newest form where as new fixed phone lines and emails are traditional forms. So the visitor can use any of the channels or the multiple channels. The information compilation and retrieval through these multiple channels should be taken care of by the emarketing strategy. Apart from these Radio, newspaper and outdoor/indoor media are also vital part for information dissemination and best part is all are interconnected. So many visitors may see your brand in any of the medium and may plan the visit to your website. And this leads to interconnection of the media leading for one to cover network strategy in its emarketing plan. Network : The network aspect of the website covers the partnerships which are business enablers. Though in ecommerce much of the part business happens online yet there is still some offline part which is the most important part. This is the part where online companies fail most of the time as the business processes doesn't get aligned. The affiliation with other websites not only helps build revenues it also helps to draw traffic and build online brand awareness. The affiliation can be for the other website promotions, advertisers or other services. Promotions: Promotions has been traditionally major tool for increasing the sales and brand awareness in marketing. Same stands true for emarketing as well. The promotion of the website for special offers or features through network and community helps increase traffic on the website. Increase in traffic leads to better business if the other aspects of website are put in place. Cheers Sudeep

Read More......

Dec 3, 2006

A note on Marketing Metrics

More than ever, marketers are being pressured to deliver hard data on how their efforts increased the company's bottom line. In these days of lean profits and leaner budgets, a focus on metrics can mean the difference between a marketing department that's considered highly valuable and one on the brink of extinction. Three primary metrics are suggested as a starting point for marketers to track their performance. Once they are aware of their competitive position, their desired outcomes, and what it will take to achieve these outcomes, companies will be better able to identify their success factors, the benchmarks, and the appropriate metrics to meet their target. In order to determine which success factors to measure and the appropriate metrics for each, marketers must have a clear understanding of the company's goals Listed below are four key performance indicators that support three metrics gauges:

  • market share
  • lifetime value and
  • brand equity.
These gauges are directly linked to the three specific performance areas that marketing can impact - Acquisition, Penetration and Monetization Acquistion : The first responsibility of marketing is to identify and enable the organization to acquire customers --- for without customers, there is no revenue and without revenue, there is no business. Acquisition enables the company to increase its market share. While marketing may not close the deal, marketing strategies move the customer through the buying process, from awareness to consideration. There are four key performance indicators that enable you to address market share: > Customer Growth Rate > Share of Preference > Share of Voice > Share of Distribution Penetration : The second responsibility of marketing is to keep the customers the company acquires and grow the value of these customers. It is expensive and ultimately disastrous to have customers coming in one door to only just go out another. High customer churn signals a variety of problems and hinders your ability to create leverage. Four performance indicators that will help you drive these penetration-related metrics include: Frequency and Recency of Purchase > Share Of Wallet: Purchase Value Growth Rate > Customer Tenure > Customer Loyalty and Advocacy Brand Equity: Over time, intangible assets, such as a company's intellectual property, customer value, franchises, goodwill, etc. have had an increasing effect on a company's market value. Marketing professionals can improve the market value of their company's by improving their performance in four key areas. > Price Premium > Customer Franchise Value > Rate of New Product Acceptance > Net-Advocate Score A recently published report, Measures + Metrics: Assessing Marketing Value + Impact, written by Glazier, Nelson, and O'Sullivan, corroborates these gauges and performance metrics. Cheers Sudeep

Read More......

Dec 1, 2006

Marketing Options for Gaming Companies setting up in India

The gaming market is in infancy but it is growing fast. The companies like Microsoft are aggressively promoting XBox 360 (first of its kind in India) and SONY is also very active with PS3. The telecom companies like Airtel are promoting the Gaming through Internet sites in a big way. Reliance Infocom recently announced for PC gaming facility in their 240 odd webstores. Hutchison-Essar also offers a range of 450 games on their site.
So it is right time to take decisions to enter into India. As per the estimate, the Indian gaming market is currently valued at around $30 million and growing by at least 60-80 per cent annually. According to a Nasscom report, the market for gaming is expected to witness a CAGR of 78 percent and reach $ 300 million by 2009 from $ 30 million in 2005.
The potential customers would be kids and teenager. The adults I doubt would be interested in Gaming. In India retails shopping malls are mushrooming everywhere, most Indians rarely do lots of shopping in malls it is more of a window shopping. However, Indians prefer to eat the food which offers good value of money and other foreign brands are only for taste sometime purpose. Nevertheless, even taste sometime is big business. So one need to decide on pricing strategy he would want to position premium or for masses, off course this will also depend on the cost incurred for the presence in the malls. The advantage of the mall is that you spend less effort in drawing crowd so more visibility, ease of operations and jump start in the business.
Similarly, one may think of tie up with Cinema theaters, in India concept of Multiplex has just started and many theaters are still stand alone. People may like to experiment while waiting for tickets or in intermission. Many multiplex's are now in malls and many malls have gaming corner. Presence in a malls gaming corner is also a good idea.
Another option is start a large outlet, this will act as signature outlet for your brand and create an experience for the user. However, looking at real estates prices in India this would be very costly proposition. But if you pockets are deep this would be good step and great brand experience.
One can also try for partnership with hotels and restaurants, as the children accompanying families like to play games and normally Indian families go outing every weekends. Some foreign owned brands in India are Pizza Hut, Subway. You can also try for the Coffee Shops in India. Barista and Coffee Day are very popular outlet in India. There are many local hotels chains very popular in India like Bangalore it is Nandini
The Biggest market though difficult to enter in Airports and Railway stations. Many people wait and your franchise can be good handout. However, for this permission has to be taken from adequate authorities. For railways it IRCTC and Airports it AAI

One can also tie up small telcom cards retails vendors which are present in every nook and corner.
One notable example for online lottery started by ZEE branded as Playwin, its outlet were very common in Bombay and Bangalore, but it ran into regulation trouble.
You may have to look into legal aspect as there are some limitations in the FDI in retail. I would suggest for a proper due diligence before taking any steps.

Read More......

PR and Marketing in New Age

This question comes to every one's mind: is the PR and Marketing in New Age is different from the PR and Marketing in the old times. The pictures CNN flashed during Iraq war or the google advert sing program. Are they diff rent then the news published by your good old newspaper or Lux being marketed to Indian public. Do we have to learn new subjects in management programs to tackle these new age PR & Marketing responsibilities in new economy companies. My feeling in the subject the basics principle remain same however the medium of delivery is changed. This has led to the paradigm shift in value enhancer aspects of the medium. Take for example the news channel, the content has changed not much a news is always news, however the value drivers ( ex. freshness in case of news or presentation like photos, coverage etc.) has been enhanced by the medium so when news comes via Internet or TV channel the coverage is live with pictures so it is fresh as of now and presentation is with pictures. Internet goes step ahead it can customize based on user preference so user can choose the customize the news with statistics with linkages to similar type of news related old news article etc. Also the another aspect in case of new medium as compared to traditional medium is involvement of the user, so you can suggest, comment or poll to news article by SMS or email this helps in instant feedback and content provider can customize the content as per users need. Similar context can be drawn from marketing as well. In the traditional marketing companies would send the sales literature to the potential users or do the road shows to explain the features and benefits of the production in the new mediums like Internet or email companies are no limited by boundaries of material physics so it can entertain million potential user in the website, send the customized sales literature to the potentials users. The process becomes far easier in terms of the handling leads and converting them to opportunities. To identify the target segment and customizing the offering for the potentials user. Consider this example where potentials users can decide on the look and feel and order for a product. However, when value enhancers of the subject are getting changed to the availability of new mediums it also reducing the entry barriers as these new medium gives even the new entrants chance for matching up the speed and perform with limited finances. The only thing that remains unique is the innovation and new ideas. For that one doesn't any course, it is something to do with the thinking process. The ability to think would be supreme in coming generation and to execute you will have multiple options. To use which medium or mix of mediums will again be driven by thinking process. You comments on the topic are welcome Cheers Sudeep DIV>

Read More......