Tag Archives: Marketing

You can have any Car as long as it’s Electric

If Henry ford would have been alive today, much to every one’s dismay or rather tumultous state of affairs, Henry Ford would have proudly proclaimed that you can have any colour as long its electric, and its happening, the vice president of SAP by name Shai Agassi, has launched a company in October 2007 called Project Better Place, an initiative which he started out of his own interest to contribute towards the global warming. He in association with the Isreali government are trying to launch an exchangeble battery program, which would be in association with Renault and Project Better Place. The whole concept would be like a pre-paid mobile chanring point, where the same concept would be applied to electric cars. It works like somewhat like this, take an instance that in a month X would talk for 300 bucks, so the pre-paid that the person would buy would be 300 bucks and an additional in case of emergencies, now apply this same concept to the rechargeble batteries of cars, if X wanted to drive 400 miles, the recharge would be available for 400 bucks. This is funded by Monthy miles which would be minutes for the telecom operator, Thomas Friedman also in his NYT article, mentions the same approach which would be to lay effective infrastructure, and have national recharging networks and facilities, This has also been talked in Davos Extensively about the infrastructure for the Electric car which the Isreali government wants to mass produce just similat to the mass production of the black model T.

Here are the video’s to the Davos Infrastructure

Have a look at the video – Shai Agassi – Revolutionizing the Eectic Car

I wish this idea take out big time for tax incentives and a vision to eliminate gasoline transportation, The infrastructure should be powered by Open Source or Gnutella Networks as i personally feel Open Source will bring in more innovation and personalization which would bring participation. Hail Richard Stallman.

Beauty parloured for the new look!!!!!!!!!!!!!

T.S Elliot in the wasteland proudly emphasised that April is the cruelest month, but not for marketers, since april there has been rebranding efforts taken by marketers, a close look at the rebranding issues that have come up have been enormous, first we had the likes of UTI-Axis, A new face of Canara bank, Hutch becoming Vodafone, till recently the new look of Godrej, the new face of Ceat and the new positioning done by shoppers stop and Arvind mills with its new logo. All these suggest many factors, one being that the companies are looking beyond the traditional image and having a new look, another reason is that of projecting the company as the new company with fun and excitement, breaking the clutter and saving the considation are the most obvious reasons, is the new look justified….Let us take a moment to understand what works, why it works and why the mind of the customer is becoming difficult to change. One obvious reason that have been the cause is that the industry is getting diversified and there has to be a clear cut brand proposition for it to stay healthy in the market place, of course the 6 crore that godrej paid Interbrand for the rebranding efforts is just a small percentage of its volumes. People have not realised much change, for a change to happen there should be an overall change for the whole companies point of view, let me put my two cents in this, the first is that even though Vodafone is the new avatar, people still associate it with hutch, for example on my Nokia phone the name is still hutch and not vodafone and they have not changed it, with the rebranding there has not been much change in the connectivity and it took the ad guys to get the dog back to show that we care, and by the way i perfectly think that the dog overshadowed the brand name ”winks winks” too much for advertising these days. Take canara bank, i have asked some customers, their reply, the logo is changed and they have incorporated new colours, but the service is the same and they have not been any new services to prove the change, Shoppers stop have been a wonderful campaign, i personally loved the work of contract for its ads, the advertising is beautifully done, but will the campaign show that shoppers stop have really changed, the change should be a 360 degree branding, first make all the systems, staff and the strategy in place and then go for a rebranding efforts, i am not really sure in the case of ceat but on a personal note i loved the born tough and the Rhino as a logo, made perfect sense for a tyre brand, it is upto brand managers to understand why rebranding needs to be done, my three cents on this, first is that there is a better offering and the company is going for rebranding, second is that they have entered a different segment, for example soaps and glycering during the world war II, third is that there is a confusion in the original branding efforts, much also needs to understand that a new beauty parloured look would not matter if the consumer does not feel the difference, the same service existed in the Deccan to Simplifly deccan, there has even not much people who were aware that a rebranding effort has been taken place, when companies spend money and time, when the rebranding efforts is not aware by the customers, i sign off saying the rebranding is not about a new look, a new colour, a new symbol or a new logo…it is much beyond the these, it is about justifying that the new look suits the image of the company, rebranding without systems, staff and strategy in place is like changing you style but the same of you remains……

Cover me!!!!!!!!!!!!!!!!

Perhaps, the only two issues of the TIME magazine to have a border other than the colour Red, one was for the 9/11 blasts and the recent for it’s going green, When i had a look at the magazine i did see a difference it was not red, and then a thought pondered me, i think this is what they mean by a JND ( just noticable difference)

Time in Green

The time in green for its fight against Global Warming….

Australian for Water!!!!!!!!!!!!!!!

The recent ban on surrogate advertising is going broadcasters bonkers, approximately 200 to 250 crores will be the loss to the broadcasters and many agencies have put their ads on hold until any further hearing on the ban is ready to be made. In the ever globalised scenario, when brands such as heiniken and coors are set to enter the country, giving more employment and contribution in the form of GDP we do not need to ban surrogate advertising, I think there should be advertising during the consumption, this way companies can play their ads during the point of consumption and that is a massive market considering potential people who get converted instantly during consumption but there are also instances where the marketer is not worried about placing ads during consumption, but at the mass media to attract new patters in consumption, Companies have long since taken the road to surrogate advertising, Wills lifestyle which brands wills, kingfisher soda to mineral water and now the fosters water. The government knows it, the people know it, everybody knows it, that advertising is done to promote alcohol rather than cassettes and CD’s. There is nothing surrogate about surrogate advertising, when it is perfectly legal to make cigarretes and beer why on earth is it wrong to promote the products manufactured, my next cent is that from the consumers point of view every one knows that its the cigaratte being branded and the beer being branded, why such messages then. some companies have a very long association with formula 1, these brands are smuggled into india for example marlboro, and ITC is not allowed to sponsor such events and lost to such smuggled products says Ramesh Narayan in an article in the business line. From an advertisers point of view, the clients bottom line is the key, and how does it matter whether Fosters is australian for beer or Australian for water….

I passed the exam, I’m Lovin it…….

No wonder, there is so much clutter in the market place, Marketers are trying to position ads in the bathrooms, gardens, shirts and like a typical ‘Seth Godin’ remark ‘The answer to clutter is more clutter and that’s why there is so much spam on your inbox because marketers are desperate’. Truly agree with Seth, The recent foray of McDonalds into placing ads on report cards was taken by a surprise by teachers, students and the marketing community. Of course The Big Mac has removed the ads on report cards due to high protests from teachers and parents. A la Naomi Klein incident…This utter desperation by Marketers brings to light the various steps taken by Marketers to promote the brand. If there was any blame on the company, then the school should also be put to blame as it’s given the permission to place the ad in the first place. Looking from the aspects from the Marketers point of view that it was a nicely crafted promotion and a unique way to look beyond the traditional ways and have new ways of appealing to children who form a core of the Mac’s business. McDonalds have been prone to criticism from time immemorial, right from the ads to selling junk food to the children. If not for the  protests, a very nice promotional campaign.

                                                       The Brand Report Card

The first time I read about the report card, I have been debating this with people from various spheres to get a holistic view and Comments are welcome.