A Simple Example

What sells to the female customers , the beauty products tops the list any given century any given second :) . ...

GSK launched a new version of their already established brand Horlicks for the Modern Indian Women . As quoted in BS "With no added sugar and low in fat, Women’s Horlicks promises to address the daily nutritional needs of the modern Indian woman. "

I saw a change in the AD which floated across the TV Channels between the duration when the product came first to market to now when it has been a almost a year into the market.

The initial AD focused on the statement of nutrition , how the women of today is deprived of the essential nutrients due to the hectic work-life schedule and how the new "Women Horlicks" would be the health drink that provides them with these essential nutrients , becoming the part of their daily life.

The AD which is published across now, carries a different "coat" over these factors, it focuses on the beauty of the women ( remember the opening lines of this writing :) ), the skin, the nails ,the hair. It carries ahead with it how essential are the nutrients which this drink would provide to keep them as beautiful as ever. It nourishes from inside ....

I would say a good and simple example of positioning...

Winning in India

Great Article on:

• How LG and Samsung have registered wins in the Indian Market.
• How a premium segment player is moving to touch the masses and how the volume driven company is moving to be an aspirational brand.
• Innovation : The key to success. What we have been reading all around comes with this practical example in localized market.
• Channelizing correctly and the sustaining your customers to stay strong in the market.

http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4338

What Nokia did in India was great , what these Korean duo are doing is phenomenal too.

Remember the Bi-Cycle ?

No I am not referring to any scientific cycle over here, it’s the same two wheels, which we loved to ride when we were young. Here in India its the first love of most of the kids and this doesn’t stop here for rural India it is the integral part of personal transport system, its the supply chain vehicle for Milk-Men in our country, the post-men spend their lives with this magnificent piece of work (for the record, Indian Postal System records one of the highest names in accuracy).
Do you remember the brand? I can bet 9 out of 10 people reading this would jump out with the name "HERO".

Yes, the very "HERO" brand of this country, which brought in the motorbikes with a storm and overtook the market.

Wait a minute from Bi-Cycles to Motorbikes isn’t it moving away from the core? Isn’t that been registered as the most dangerous move that an organization can make?
Well, yes it is. "Hero" did move from the core to shift to an adjacency.

One of the most vital reasons for their success is the bicycle market that they had created for themselves. It created the strongest "footprint" in the core of the market, the heart of the Indian consumer.
* Strong customer loyalty and brand respect will help you move from the core.

India has grown to a level that a motorbike is affordable to a generous number of people in rural India. Still, Hero didn’t dump their bicycle business, not for the reason of sentiments but for the fact that it is one product that will sell across the wide spectrum of customers spanning from farmers to professionals, from students to shopkeepers. Hero has been successful in coming up with great variants of bicycles at the right times to cater the need of all the consumers so far.
* Effective Market Segmentation and Market Surveys will help you cater a larger audience to your product and will ensure the ROI you are looking at.

Go around the city or a town or a nor very rural area of the country the chance that you will find a Hero Dealer is 100% and the chance that you find a Hero Honda dealer is pretty decent too. They have been successful in creating a vast and reliable dealer network , reaching far and creating a greater respect for the brand.
* If you know the target audience you have to build your brand carefully around them. Make sure your channels to reach the customers are not just wide spread but strategically spread.

Hero Honda were phenomenal in past few decades when it brought in bikes ( they have a tough competition in the market now...but still they where the "First to Market" people ). With initial models doing great in market they moved to upper segment bringing in urban class bikes, which were doing well till Bajaj entered the market with the greatest card of all " Fuel Efficiency ". This is when they started working with Honda their Japanese partners to get in fuel-efficient bikes...
* You will definitely reap the benefits of being "First to Market" since you have set a standard, captured the customers, but this stays only till someone else doesn’t come in to raise the bar. If its not you, who is raising it, then you have a tough competition to catch up with. So investment in R&D guided with the appropriate Marketing inputs focused on what in future will the customer demand and a watchful eye on competition will keep you above the water.

A Lesson from the Wall Street

In the fiscal year just ended, Harvard paid its top five investment managers an average of more than $4 million. Each. Per year.
Have they been overpaid ? Just look a the investment managers on the same footing on Wall Street and you will say no , in fact they may as well have a right for a few more dollars.

One evident thing to it:
The massacre at Wall Street has shown one thing very clearly that "talent" + "effort" does not relate to "salary". Highly paid managers took down the backbone of the system with them. Why? Because the "talent" never showed up in learning from the mistakes and "effort" never showed up in forecasting what can go wrong and "integrity" ( for that case a virtue ) never showed up on communicating to the world what will go wrong.

The reason :
They were driven by the force of performance which will be a measure of their skills. When the market is good they are the gods and who wants to point the fingers at god in good times . And thats where they kept working "bring money home and no one asks you the questions", and then when thunder sounds we pray to god for safety and when continuous prayers don't get heard its then we start complaining about the "gods", but by then most of it is lost. So yes its not them just but also the system beneath them which is responsible for this financial bloodshed.

The Lesson :
Marketers are driven by the very force of performance of organization ( for the product /services etc. that they are responsible for ) and the performance of themselves, since that will be measure of their expertise. But before you are taken for a ride with just these goals. - Learn from your mistakes.
- You are winning now doesn't mean you stop their. Develop foresight and create the platform for your products/services in future, what i have learned is called "network" yourself for future.
- Have the courage to accept what can go wrong in your strategy if you can predict its good, if you didn't predict and now you are about to face it , don't throw a black curtain on it. Since it will show up anycase but if you throw a curtain , it will bring huge losses and if you prepare and accept it you may create a cushion of least damage both to the market and your organization.

Knowledge, foresight, courage will take you a long way as a marketer.

Innovating in Financial Meltdown

The first recession which my generation saw was that when the IT bubble had burst. There was chaos in the industry but IT was the one which was crumbling while most of the industries sat back taking the view from the window. It was like a rib of the rib-cage was fractured , which people knew will heal.

The second which my generation is seeing is extra-ordinary by all measures. Its the meltdown of the financial system across the world. The backbone has crumbled this time ..its not a rib but the vital element which holds the rib-cage has been shaken ( and seems to be fractured at multiple positions) badly.

Considering this , why should companies still focus on investing in R&D activities at steady pace. The reason lies not in today but in the past, the history has a lesson already written which we will have to re-visit. History speaks for itself how great companies of today ( GE , HP, Disney, Microsoft ) have emerged from the toughest financial times ever.

If we look across the literature available we have clear evidences that , some companies who continued to invest in innovating , even in the extremely difficult times, have gone ahead to re-define a successful business. How did they do it?

They realised the time scale gap which exists between an innovation and commercialization of it.
You innovate today, it will take lets assume may be 2 years before you go commercial on it and reap the profits of your R&D investments. So here is your chance to go ahead. When others may cut down their R&D spending we can keep ours at steady pace or even boost if we are cash rich.
Innovate on time and in the due course you take the technological wonder to market which is already shining bright coming out of the financial jitters.

Then is when the "First to Market" makes a whole lot of sense. You enter first, you raise the bar, you set the expectation of the customer. You are already ahead ( may be already a winner )of the competition.

Its a fact that delay will be the natural response to market uncertainty but companies that delay these investments will loose significant growth opportunities when the economy recovers.

The Depression-era economist Joseph Schumpeter emphasized the positive consequences of downturns: "the destruction of underperforming companies, the release of capital from dying sectors to new industries, and the movement of high-quality, skilled workers toward stronger employers. For companies with cash and ideas, history shows that downturns can provide enormous strategic opportunity"

Thought it has to be noted that R&D investments for innovation in the past during difficult financial times that the market saw is not universally wise today, so marketers are the key to let you recognize the emerging growth pockets fueling the growth of the business.