Why no posts?

Its been ages since I posted on this blog and the reason is that we didnt get lazy or anything like that but we found a way to express ourselves in a different format. The contributor at Business360 have started podcasting. Its called IndiCast. Infact we have been doing it for more than 2 months and are going great. We get about 250 listeners every week and a fair number of emails. Infact, the response was so good that we were featured on Itunes in their " new & notable" section which was a huge achievement.

So the reason that this blog has been lying barren is coz we get squeezed out of our creativity on our podcast. So do check us out at http://www.theIndicast.com

Up, Up and Away!!!

I know how it feels to have a cup of steaming java at 31,000 feet above the sea level in a compressed atmosphere at 880 miles per hour. It has taken me 22 years and a Godrej to scale this high.

It takes roughly one and a half hour to traverse a distance of 1200 Km. from Pune to the capital of India. I’d been to Delhi a month and a half back. While chugging along at 70 miles/hour in an unreserved compartment of Indian Railways, staring at millions of cubic meters of barren land interspersed with grass and watching the sun retire for the day, does hold some rustic charm, racing at 330 miles/hour is an experience that is hard to put down on paper.

Your nervous system goes for a toss/is in jeopardy and you seem to love every bit of it. This is no Disney Ride. This is for real and the massive piece of equipment that is carrying you doesn’t let you down (no pun intended). It helps if the captain has a sense of humor and doesn’t take his job too seriously. He may double up as a tourist guide of the skies. “To your right is the Arabian Sea;” and the 100000 pound liner obeys the pilot and swerves to the left at an angle of 45 degrees as gracefully as an eagle swooping down on its prey. But, for this debutant traveler the heart beats faster that it has ever known. The veins pulsate with the burden of that additional litre of blood and the stomach is home to a million butterflies.

A plane has to cover some ground before it positions itself for takeoff. Then, those peanut sized tires help turn the gentle giant a complete 180 Degrees. She “parks” herself on the designated runway. That’s her arena. She owns the road which will shortly take the beating of her weight. She is silent. Gradually, the engine gets worked up. She is panting. Like a raging bull, she awaits for the final ‘go’ from the control room. I anticipate the obvious. Suddenly, without warning, the engine gives out a roar which would humble a 1000 lions from the animal kingdom. Sitting at the ‘window seat’, I stare at the fins on the wings which close in giving her the perfect figure; the aerodynamics works at its best. A thousand and who knows, may be millions of cogs put together by a trillion gray cells work to get the airliner fulfill its purpose.

She races at 0 to 100 mph in less than 3 seconds. And in less than 30 seconds, the tires give away and we are suspended in thin air gaining speed to rule gravity. In a matter of a few more seconds, the clouds kiss the windows and the sun plays host, inviting you to roam about his territory.

Although the scene outside the window is breathtaking, if is quite difficult to stare away from the beatific airhostesses (Indian Airlines is an exception which believes that airhostesses are like wine.) when they come over to you fulfilling every petty demand of yours with a practiced smile that enamors you because no other beautiful stranger has greeted you with such put on sincerity for years together while on earth.

Once you get used to the skies, the exciting part of the journey ends. The plane is no more than a ‘flying Volvo’ taking you from Mumbai to Pune. Two hours later, you start descending. A concrete jungle captivates you and the buildings look like prototypes created by civil engineers waiting for your approval. Suddenly, within no time, they start getting bigger and my sense of not being a part of these mini massive structures gives away.

You are on land again. This is the true test of a pilot. All bike riders would agree with me that a good biker is judged by how well he uses his clutch in conjunction with the throttle which allows him to change gears without the pillion feeling the change. A pilot has a similar task on hand, the only difference being that a hundred pillions anticipate a safe landing and that the speed is only 300 times more than that of a bike on full speed on a freeway.

A perfect 10. Beautiful landing!

Back to the Basics - Dual existence

Taking a cursor from an old post of Havoc on the initiative taken by G.A.P to promote its jeans using iTunes, I believe the back to the basics class just had to happen. (Also due to the fact that I had to shed off my garb of the long-hiatus!)

Co-branding (also called Dual Branding) has become a rage in the marketing arena, with companies realizing that isolation is not after all the best policy. Buy a Filmfare magazine and get imitation jewelry free? What’s the relation? What’s the connection? Or free Duracell batteries with a magazine, which costs much lesser than the pair of cells? What’s cooking?

The markets of yesterday saw companies focusing on the customer thinking about "How can I promote my jeans?” The marketers today believe that the myopia needs to clear off to a "How do I define my customer?" approach. By saying, "defining my customer", i don’t mean getting back to classroom and assessing who the target consumer is. Defining a customer means more in terms of creating a persona for the customer, or rather shaping the customer.

Lets take a small example: Consider that i am a dealer who sells fashion accessories and jeans. One of my target customers would be the youth, who want to look hip. Now lets analyze this a bit more.

Customer Profiling - Fashionable India youth

Demographics: Age group of say 15 to mid 20s, SEC A & B max (SEC = Socio Economic Classification), atleast college educated

Psychographics: Fashion conscious, looks more to belong to his 'cult' or 'peer groups', wants to be updated with the latest gizmos in town - mobile phones, fashion accessories, computer and media related gadgets, ready to pay for a premium product which makes him look exclusive.

In such a case, we can certainly identify some items that he/she might be interested in:

Latest Mobile phones
MP3 Players
Cars / bikes
Branded clothing
Fashion accessories
Personal Grooming products
Latest eateries
Non-traditional cuisine
Discos/ lounges / places to party

So if I were a clever marketer, I would easily identify items or rather products, which would define or rather, shape my target audience. After all, a person buying designer jeans cannot live on bread alone! He would also look at other items that would add to moulding his persona or his “outer self”, which many a times also have an important role in defining the “inner self” or feel that one gets after using a product/service.

What the gurus say?

Kotler, Philip (2003) defines Cobranding as "two or more well-known brands are combined in anoffer" and each brand sponsors expects that the other brand name will strengthen the brand preference or purchase intention and hopes to reach a new audience.

Kafperer talks of co-branding being quite beneficial such that:

• Many line extensions capitalize on a partner’s brand equity.
• Brand extension success rates are maximized in the new market when co-branded with the reputed brand that has established in that market.
• Co-branding may help usage extension.
• Image reinforcement may take place due to co-branding.
• Loyalty programs increasingly include co-branding arrangements. The corporations are sharing the cost of loyalty programs; hence, the promotional costs to the companies are coming down.
• Co-branding signals a trade marketing operation.
• Capitalizing on the synergies among a number of brands is yet another advantage of co-branding.

Taking from the gurus:

In terms of defining the youth, a company cant perhaps do half as good as what two can, when they join hands… one of the positive take-homes from a co-branding exercise would be the fact that sales of a totally unrelated product would now help sell urs!

The advertising frat always laughed it off saying “Everyone knows that 50% of advertising goes waste – its just that you cant find out which 50% it is!”

Co-branding can be an effective medium to reduce ad-spend and still maintain more of “mindshare and heartshare”, as Kotler would put it.

Moving closer home - some Indian examples:

“Bharat petroleum corporation Ltd. (BPCL) has formed an alliance with Bank of Baroda (BOB) to launch a co-brand credit card Bharat BOB card. The deal works in favor of both the parties. BOB hopes to expand its current customer base. The bank charges 2% fee for this service. the petrol company on the other hand scores on customer orientation and an assured customer base.

Another Indian example is Diners club Citibank British Air ways card. Diners club has been providing the exclusivity of their charge cards through Citibank. The charge has to be paid every month and their targeted customers are business executives, who are mobile and frequently travel abroad. Diners club Citibank card along with facilities and privileges offered to a regular cardholder provides automatic membership to British airways executive club. Every Rs.50 spent on the card earns the holder one executive club mile and as such is a part of the frequent flyer program. This enables additional benefits to both the brands.”

The Final Word : I would say that Co-branding can be like a dual edged sword – G.A.P may well end up being generous with the iTunes downloads and end up not selling even a single pair of denims…on the other hand, the prospective customer would perceptually link iTunes with Music – with style – with class – with exclusivity – and finally with G.A.P…..what happens on the other side of the road…only time will tell.


Source:

Examples: Venkatesh, R. and Mahajan, Vijay. "Products with branded Components: An approach for premium pricing and partner selection” Marketing Science 16 (1997)

Guru-talk:
Kotler, Philip. “Marketing Management The Millennium edition” PHI pvt. Ltd.: New Delhi (2003)

Kapferer, Jean – Noel. “Strategic Brand Management” Kogan Page India Limited.: New Delhi (2000)

Cut the crap

People usually don’t think very highly of Microsoft’s Steve Ballmer but I think I would love to work for this guy. US corporations have always been hypocrites and adding fuel to the fire are the top MBA producing factories. I had to go through a professional writing and speaking class to complete by graduate degree. My school had to make sure that they were producing a politically correct product. The first three words my professional speaking professor uttered were “Cover Your Ass” better known as CYA.

So what does the Ballmer reference have to do with this? It’s no secret that there is battle brewing between Google and Microsoft. Schools always teach us to say the right thing and maintain corporate dignity. I say screw all that… facts are facts. Google and Microsoft aren’t friends so why pretend to be like that when they are out to cut each others throat. Mark Lucovsky recounts in his sworn declaration that when told Ballmer he was leaving Microsoft for Google. Ballmer threw his chair and said

"I'm going to f---ing bury that guy, I have done it before, and I will do it again," the declaration quotes Ballmer. "I'm going to f---ing kill Google."

Eric Schmidt was a top executive at Sun and Novell (both company were nearly demolished by Microsoft) before joining Google. What did Ballmer have to say about this? – Its gross exaggeration!!

I would love to see a similar rivalry brew between the tech companies in India coz when such a thing happens the consumers stand to gain the most.

Judgementalosis

Day One: This person seems quite obnoxious......everything he says is so inappropriate…..

Day Ten: I am not sure if he’s that bad after all…in fact, he is quite funny!

I doubt if there is anyone on this entire planet who hasn’t voiced or at least thought these words at some point. Each one of us suffers from an incurable disease called - “judgementalosis”…...The biggest evidence of our suffering would be the celebrities, whose lives have at least a million different versions.

One such example that often comes to mind is our very own unique cricket commentator - Navjot Siddhu. His unconventional ways annoyed many and became the butt of all jokes. But over time, we learn to see the good in everything and many started to actually enjoy his quirky wit.

So here go some one liners, which have, popularly, come to be known as “Classic Siddhuisms”. Enjoy!

1. That ball went so high it could have got an air hostess down with it.

2. There is light at the end of the tunnel for India, but it's that of an incoming train which will run them over.

3. Experience is like a comb that life gives you when you are bald.

4. This quote was made after Ganguly called Dravid for a run and midway sent him back and Dravid was run out in the third test against the West Indies at Barbados."Ganguly has thrown a drowning man both ends of the rope."

5. Sri Lankan score is running like an Indian taxi meter.

6. Statistics are like miniskirts, they reveal more than what they hide.

7. Wickets are like wives - you never know which way they will turn!

8. He is like Indian three-wheeler which will suck a lot of diesel but cannot go beyond 30!

9. The Indians are going to beat the Kiwis! Let me tell you, my friend, that the Kiwi is the only bird in the whole world which does not have
wings!

10. As uncomfortable as a bum on a porcupine.

11. The ball whizzes past like a bumble bee and the Indians are in the sea.

12. The Indians are finding the gaps like a pin in a haystack.

13. The pitch is as dead as a dodo.

14. Deep Dasgupta is as confused as a child is in a topless bar!

15. The way Indian wickets are falling reminds of the cycle stand at Rajendra Talkies in Patiala..one falls and everything else falls!

16. Indian team without Sachin is like giving Kiss without a squeeze.

17. You cannot make Omlettes without breaking the eggs.

18. Deep Dasgupta is not a Wicket Keeper, he is a goal keeper. He must be given a free transfer to Manchester United.

19. He will fight a rattlesnake and give it the first two bites too.

20. One, who doesn't throw the dice, can never expect to score a six.

21. This quote was made after Eddie Nichols, the third umpire, ruled Shivnarine Chanderpaul 'NOT OUT' in the second test at Port of Spain, T&T. "Eddie Nichols is a man who cannot find his own buttocks with his two hands."

22. Anybody can pilot a ship when the sea is calm.

23. Nobody travels on the road to success without a puncture or two.

24. You got to choose between tightening your belt or losing your pants.

25. The cat with gloves catches no mice.

26. Age has been perfect fire extinguisher for flaming youth.

27. You may have a heart of gold, but so does a hard-boiled egg.

28. He is like a one-legged man in a bum kicking competition.

29. The third umpires should be changed as often as nappies and for the same reason.

30. Kumble's bowling at the moment is flat as a Dosa

Noises Off!

The 1992 Michael Caine Hollywood blockbuster is making its way to Mumbai….uh uh…not to Bollywood but into Mumbai’s Supreme Court!

What am I talking about?? Well, here goes a brief background……..

Come October and the 17 million people who call Mumbai their home, put on their best ethnic costumes, wear their smiles and step into the night to rock-n-roll…well… in the ethnic way, of course! For, the season hosts the nine day dance and music festival of Navratri (nine nights).

But, this year’s celebrations are a little different. For a petition filed by activists on behalf of the old, ill or the ones simply frustrated with the din, moved the Supreme Court to command - “Noises Off”.

The use of loudspeakers, horns or other instruments causing disturbance to society at large would be banned post 10 p.m. This ruling not only broke the hearts of millions of passionate tradition loving Mumbaiites, but also was a major blow to the SME business sector, including the event organizers, food stalls, musicians and other entertainers.

Distraught enthusiasts and businessmen together proved their passion for fun and festivities, when their objection to the ban, compelled the Supreme Court to make an amendment to its ruling. Under the new policy, revelers can be as noisy as they please until midnight, but only on 15 nights each year. That definitely takes care of the nine during Navratri.

Well, Mumbai’s spirit wins once again…..and for now we do not really need - “Noises Off” (No offense intended to Michael Caine ;-) )

Gandhi and his sense of Humor

When Gandhi was asked by an Englishman, “Mr. Gandhi, what do you think of Western Civilization?” Gandhi replied, “Yeah, that would be a good idea.” The dreaded half naked fakir to the British, a barrister by profession to the world and a lanky bundle of hope to a million Indians knew a thing or two about humor, timing and his audience. His beatific toothless smile has been the most popular of Gandhi’s portraits. Gandhi was known to have a calm disposition. He seemed unruffled in the most impossible of situations which would have his detractors, mostly the Britishers (at least, initially) in doubt about their ability to poke fun at him.

Gandhi was a brand. He was the man with Harry Potter like glasses, a white loin cloth, and a bamboo stick longer than Gandhi himself. He could easily qualify as a mascot for Johnny Walker’s ‘Keep Walking’ ad campaign, says one of my friends. Robin Williams in one of his Stand-up comedy shows admired Gandhi for not introducing a range of clothing ‘Gandhi – either you are simply not eating or asking the British to!@#$ off’; ‘Gandhi – comes in size 1 and below!’

Gandhi was a freedom fighter and had an ideology similar to that of Christ, ‘Lord, forgive them, coz' they know not what they do.’ If I were to hear this as a child, I would have exclaimed, ‘Are you kidding me?’ But you realize as you grow up, Christ was serious. And that Gandhi was not always kidding.

Gandhi, according to me, disciplined himself to think out of the box. If he were to be successful in the elusive goal of getting the British to talk to the country to settle issues across the table, he had to be different. And he bloody well was. He was just dangerous enough to be trusted by his enemies. He stood his ground, however marshy it was, yet he never resisted arrest. He liked to walk and one of his marathon walks shook the Empire where the sun never set.

I am not a Gandhi fan and neither do I despise Gandhi. But, my mind will remember him. Gandhi is ubiquitous. Editorials like to talk about him. He is used as a metaphor in describing anything remotely associated with non violence on one hand and mindless philanthropy on the other. I will read about him in a newspaper or magazine hours from now and yet be intrigued by the man the nth time I read about his exploits. He is unique like every one, yet different in an outrageous way.