Handle with Care When it comes to Marketing

Marketing is like fire when smartly handled, it can destroy your enemies, but when not it can burn you. – Anonymous

When the British ruled India, many Indians accepted to work under their policy, and they did not try to rebel against the British for their presence in Indian lands; They recognized the benefits of British rule. What was the factor that made Indians accept the British government? The perception about British-policies (about trading, pay-scale and positioning in the military) had been done through various marketing channels in such a way that it brainwashed people of the nation and many were ready to accept the British. So the Marketing is like fire when smartly handled, it can destroy your enemies, but when not it can burn you.

Marketing is to design and develop a pathway from product or service to the customer through a promotional strategy. Marketing depends on a variety of parameters which can be classified broadly boiling down to vital three. These are ‘What type of customer are marketing team is focusing on (based on gender, age, location, customer-class) (W1)’, ‘What are Product Specification or Applications you need to bring in front of customer (W2)’, ‘What is your Product Promotion flow path (W3)’, ‘How much time it takes to convey product information to customer (H1)’. These criteria are what I call ‘3W1H’ forms. These basics need to be taken care while developing a marketing strategy for the upcoming product. However, are they sufficient? No. There is one more parameter called the Feedback mechanism (FM). Generally, machines use the feedback mechanism to check output generated is as per input is given or not and if it is not, the input is corrected to get the required output. When it comes to human beings, he/she is surrounded by multiple products on a daily basis through social media, TV advertising and so forth. Slight uncertainties on either side in observation can make a positive or negative impact about the product on the consumer’s mind. In the feedback mechanism, the marketing team needs to answer only one question “What kind of product image built in the customer mind through promotional activities?” If product image not built as per expectation, then management has to review and work on 3W1H as per discussed earlier. So let’s elaborate how 3W1H approach works along with feedback mechanism.

After deciding the customer range, you can work on other activities. Since the customer is conscious about purchasing the product and when the product promoted, the first thing the customer will check is its usefulness and if his/her answer is ‘Yes,’ then the customer will start comparing with similar alternative products in the market. Therefore one should present the product along with some unique thought and express the product in such a way that its image imprinted into the consumer mind. For example, the polio campaign in India. The government had taken the initiative to make India polio-free by spreading awareness through all types of social communication mediums, in which Television played a vital role. Legendary cinema actor ‘Amitabh Bachchan’ was selected as an ambassador for this campaign. Initially, the advertisement published in which Amitabh pleaded people for vaccinating the children within a fixed schedule. The advertisement circulated throughout the nation, and no stone was kept unturned by the government to make this campaign successful. However, much to the surprise, advertising failed miserably to attract a deprived community in polio booth. This promotion failure was because of non-consideration of the customer (W1) and how advertise impacted its application on the customer (W2)? So after analyzing failure,experts recommended changes in their marketing campaign like, to focus on major customer (Here mainly village woman who generally spend their time in home by watching TV), type of impact on people (People who watched TV during that era, had an image of Amitabh as ‘Angry young man’). So the campaign improved their advertising by bringing out the same angry Amitabh instead of his soft-image which used in the earlier campaign. So in a very next polio campaign number of people in polio booth suddenly increased and when feedback taken from people about such a sudden change, they replied that we don’t want to watch ‘Amitabh sir’ getting angry because of us. ⁽¹⁾

In W3, we have to focus on what kind of path we use to attract the customer. Currently, there are a lot of platforms available by which you can market your product. The main agenda you should keep in mind is that how effectively you can engage customer through marketing, at very first, if you make an impact on customer then only he can show interest in your product. For example, changes in launching trailer of the upcoming films. Till 20^th century Television and newspaper were crucial factors, but now along with television, marketing team take help of internet resources like Youtube, Facebook, introducing an article on the pre-trailer phenomenon. Increasing the range of promotional devices, broadcast formats and publishing platforms provide a broad range to promote the film and choosing right platform may lead to a massive hit in the box-office.

For the last factor (H1) time, the obvious question that comes to mind is that ‘Is time for advertising matters?’, While watching the TV when an advertisement appears, many times we change the channel instead of watching the whole advertisement or ignore it altogether. You do have an option of ‘Skip ad’ when you watch anything online, so one must decide how much time is required to deliver product information during its promotion? Providing product information in less time, creating the possibility that the customer will be willing to watch it and may result in attracting the customer. However, as one must have guessed it, this will not work at all the time. Other factors like the cost of the product, application range, type of customer can also affect the H1. For example, the customer would be more conscious while watching higher priced product broadcast compare to the lower priced one. So it would take more time for the marketing team to convince the customer to buy the costly good than the lower priced one.

After implementing marketing strategy as per 3W1H, we need to work on a feedback mechanism in which organization has to collect information about product image generated in customer’s mind through dealers and using feedback-form. Not using the feedback mechanism may lead to failure in achieving ‘product sales target’ and can make the situation even worse. Take the example of ‘THE TATA Nano-MAKING OF WORLD’S CHEAPEST CAR’ which was mind-blowing one-of-a-kind project in Indian automobile industry. From the first phase of a marketing campaign, TATA Nano was on so much continuous limelight that this project was pleased by former American president Barack Obama. ⁽²⁾ The curiosity about the product was so high that the sale of then-leading car model Maruti-800 was dropped by 20% immediately after unveiling the Nano. ⁽³⁾ However, while marketing the product, an organization built “Affordable, Garibo Ki Car” image in customer’s mind, which made customer conscious about what will be their status-quo in society after buying Nano? Thus, they started giving preference to two-wheeler’s over Nano, During the same time; some instances of Nanos catching fire came into focus which worsened the situation. This case even exacerbates when the team did not work on the feedback mechanism and hence, was not able to change customer perception about Nano. Later, when Nano fire problem was technically sorted out but even then the marketing team did not make any impactful effort to market the improved safety of the car. Therefore, customer’s negative perception remained stuck and the organization did not even come close to achieving selling figures of Nano. If the organization had used feedback mechanism, it would have been an entirely different story.

So 3W1H can be an essential factor while developing a marketing strategy for the product along with a reversible FM method. This method can help us to monitor Product marketing throughout the phases and can help the marketing team to change strategy whenever it goes into the wrong path.

 

 

 

 

References-

(1) https://www.thehindu.com/news/cities/Delhi/when-amitabhs-voice-did-the-trick-to-make-india-polio-free/article6257123.ece

(2) https://www.businesstoday.in/obamas-india-visit/nano-catches-worlds-most-powerful-mans-eyes/story/10144.html

(3) https://www.autocar.co.uk/car-news/new-cars/nanomania-overwhelms-indian-car-market

 

Movie Review – Forrest Gump: by Srinavya

This movie is based on the book by the same name written by Winston Groom. The movie is about a man named Forrest Gump and spans across several decades of his life who witnesses many historical events in the 20^th century of United States like pop-culture, civil rights movement, Vietnam War, Watergate scandal and many more. The leading man character was played by “Tom Hanks”, whose characteristics were of a slow-witted but kind-hearted and sympathetic man with an IQ of 75. The movie is a mixture of both comedy and drama which jells well so perfectly that neither of those feels as extremities, at the same time balances each other. The lead actor who is known for getting into the skin of the roles that he plays doesn’t disappoint this time either. He not just adapts the character but also gives a new dimension and meaning to the character which makes us look at life in a different way. His character has a blissful ignorance and warmly embraced nature which was never shown before. Tom Hanks plays the character so well that even after decades the future generation will remember fondly. The background score and writing go together so perfectly that neither makes it feel out of place. The supporting characters Jenny Curran, Lieutenant Dan Taylor Bubba Blue and Mrs Gump played by Robin Wright, Gary Sinise, Mykelti Williamson and sally field respectively has given a breath-taking performance. The screenplay was written so well that the movie flows more fluid like than water.

There are some memorable moments in the film like when Jenny comes to the rescue of Forrest and asks him to run when a man calls Forrest stupid and his mother tells him that ‘stupid is as stupid does’ and the heartwarming moments between Forrest and his lieutenant.

It is a very sweet and heart-warming film after watching which will leave a smile on your face and heart filled with emotions. All in all, the movie is a sweet box of chocolates.

Manali – Leh mountain bicycling : by Rohit

Manali to Leh cycling expedition is a scenic ride traversing through some of the highest passes in the world making it one of the most challenging rides to beat. Cutting across beautiful trails with the Himalayas serving as the perfect backdrop, one can cross Tanglang La, the world’s second highest Motorable pass standing at 5280 m before entering Manali. The route from Manali to Leh is straightforward with the roads either being completely dirt or tarmac.

In the Manali, Leh cycling tour explore rougher dirt tracks while making some tough climbs along with gut-wrenching descents. Every day the distance covered ranges from 40 to 80 km traversing altitudes over 4000 m. Not only will this invigorating route comprise cycling from Leh in the Indus Valley to the alpine Kullu Valley covering a total of 475 km, but it also cuts across three mountain ranges of Zanskar, main Himalayas and Pir Panjal Range. Altogether one exceeds 29000 feet in altitude crossing passes like Rohtang La, Tanglang La and Baralacha La (4890m).

1) A durable mountain bike

2) Full length hand gloves

3) Durable sport shoes

4) Wardrobe essentials: Fleece and Woolen clothes, Water and Windproof jacket, Water and Windproof trousers, Warm jacket, Warm thermals, Warm Gloves or Mittens and Woolen socks, Raincoat or Poncho

5) Small light weight bottle

6) Bicycle Helmet

7) Painkillers, dim-ox, Anti-inflammatory pills, Antiseptic (Iodine or Beta-dine drops), Bandages, plasters, medical tape, a course of antibiotics (check with doctor for advice) and Personal Medical Kit

8) Bicycle spares such as tubes

9) Glucose and electrolytes

10) Mineral water, chocolates, dry fruits

Other Inclusions:

1) Support vehicle

2) A well-marked route

3) Mechanic support

Manikarnika Ghat : by Rohit

Manikarnika Ghat, the main burning ghat, is the most auspicious place for a Hindu to be cremated. Dead bodies are handled by outcasts known as doms, and are carried through the alleyways of the Old City to the holy Ganges on a bamboo stretcher, swathed in cloth. The corpse is doused in the Ganges prior to cremation.

Varanasi is a sacred and holy place to cremate your dead. Hindus from all over the country and maybe even from the world are bringing their dead near and dear ones to Kashi, Manikarnika Ghat, to burn them here. Thousands of bodies are cremated on the banks of the river Ganga every year, many being released into the river with hopes that their souls may have a direct path to heaven.

Huge piles of firewood are stacked along the top of the ghat; every log is carefully weighed on giant scales so that the price of cremation can be calculated. Each type of wood has its own price, sandalwood being the most expensive. There is an art to using just enough wood to completely incinerate a corpse. You can watch cremations but always show reverence by behaving respectfully. Photography is strictly prohibited. You’re almost guaranteed to be led by a priest, or more likely a guide, to the upper floor of a nearby building from where you can watch cremations taking place, and then asked for a donation (in dollars) towards the cost of wood. If you don’t want to make a donation, don’t follow them.

Above the steps here is a tank known as the Manikarnika Well. Parvati is said to have dropped her earring here and Shiva dug the tank to recover it, filling the depression with his sweat. The Charanpaduka, a slab of stone between the well and the ghat, bears footprints made by Vishnu. Privileged VIPs are cremated at the Charanpaduka, which also has a temple dedicated to Ganesh.

Manikarnika Ghat is a place you must visit, but it is not for the faint-hearted. It is probably the most ancient ‘chitta’ – fire to burn dead bodies and it has been going on non-stop at this Ghat for years & years to come.

So what is Manikarnika – and why is it synonymous with these other stuff? There is a small kund just close to the submerged temple. Dirty, filthy, green with moss and filled with garbage. This kund is called Manikarnika – apparently Shiva’s earrings fell into this kund when it was made. Hence it is called Mani(bead) Karni(ear)ka. The ghat is famous as Manikarnika. Since the burning grounds and submerged temples are totally adjacent to this kund, they are all referred often as Manikarnika.

At the Manikarnika Ghat, death is celebrated. Remorseful chants are sung every hour of the day and smoke engulfs the area day and night as dead bodies are cremated for eternal peace. Welcome to the gateway to heaven, at Manikarnika Ghat.

TACKLING THE MALLYAS OF THE FUTURE : by Rhythm Aggarwal

The government is pondering to make amendments to the Passport Act to prevent economic offenders who pose a serious Financial Risk to the country from fleeing. A committee headed by Financial Services Secretary Rajiv Kumar was formed recently to tighten laws to prevent loan defaulters from fleeing the country. The committee panel also comprised members from Ministry of Home Affairs and External Affairs, Enforcement Directorate, Central Bureau of Investigation, Intelligence Bureau and Reserve Bank of India.

The shift is of great importance as India is trying to bring back loan defaulters like Vijay Mallya, Mehul Choksi, Nirav Modi who fled the country before the law enforcement agencies could act against them.

The recent amendments would ensure that whenever there is a financial risk to the banking sector, defaulters get asked to participate in the resolution of the loan. The amendments would prevent an offender from leaving the country by issuing a look-out notice. Passport details of those people who have borrowed over Rs. 50 crore would be mandatory from now on-wards.