SHINEY’S “MICROMAX BAI” INVITES MACRO TROUBLE!

4Ps B&M’s Consulting editor Monojit Lahiri does a dipstick on the latest controversy gripping Adville

How much is too much and how far is going too far in needling the status quo regarding what is right and wrong in the world of advertising? Engaged in the business of educating, informing, persuading and selling goods and services in an interesting and consumer-friendly manner, are some players “crossing the line” in their anxiety to attract attention of the wrong kind? Should “creative licence” be milked dry in a manner that encroaches and invades personal space and disturbs reputation, tantamount to mocking, ridiculing, and even indulging in character assassination?

The facts. Micromax Mobile has come out with a TVC – Micromax Bai – which shows two young girls discovering how the first girl’s boyfriend bought both of them new Micromax phones. The situation takes a flip when they discover that he has gifted a new Micromax phone to the Bai (the housemaid) as well – all to increase his chances of winning a Hayabusa motorbike, a special Diwali offering by Micromax! In the real world, screaming headlines of “Shiney doesn’t buy the ad” greeted the Lowe-created TVC followed by the tainted actor serving the mobile company with a legal notice. Shiney is clearly not amused at his name being used, nor at the sly dig involving a housemaid. [For late entrants, the actor was sentenced to seven years in jail for allegedly raping his maid, and later, released on bail. The maid has already retracted her accusatory statement]

While the agency chose to remain silent, viewers are categorically vocal! Noted ad guru and Chief Consultant of Planman Marcom Alyque Padamsee is first off the blocks, doing a thumbs-down for the ad created by his old agency. “Freedom of speech, expression and thought is fine and totally acceptable but not when it indulges in maligning well-known personalities. That’s poor form!” Padamsee tells 4Ps B&M. Even the acclaimed and flamboyant champion of irreverence ad film-maker Prahlad Kakkar seems to do a freeze-frame when he says, “Smut is cool but never at the expense of housekeepers, women or public figures going through a downer.” He may have a point there.

But petite, Santiniketan-trained and Paris-based graphic designer Piya Sen takes a categorically opposite view and appears totally zapped. “Indian society continues to be paranoid and has this huge problem of being conveniently sanctimonious, and forever taking everything too seriously! Come on, it’s just a light-hearted aside on an issue that’s dead and buried. The man is out and living with his family. Why so desperately touchy? This hoo-haa has revived interest and attention of the public and on cue, a dumbed-down media has played it up big time to convert it to a headliner. I suspect no one would have connected it with the Bai controversy had not the actor got all heated up and taken legal action. I think in the year 2011, one has to be a little more chilled out about these things. Coming from this great financial super-power in the making, it’s really weird!” she says.

Youngistaan too chips in, hot n’ heavy. Young assistant film director Sneha Shreyasi completely vetoes the ad’s approach. She insists that this is “not done because, firstly, these are watched with family and this kind of nudge-wink jhatkas are in bad taste. Secondly, the adwallahs must think of Shiney’s family members and their feelings before they create such ads!”

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Planman Technologies

The 7-points leadership style

He received the “Marketing Professional of the Year” award at the 2011 CMO Asia Awards ceremony in Singapore. And now, he enters the 4Ps B&M Hall of Fame 2011 with full honours

After his MBA in Marketing from IISWBM, Kolkata, Abhra Banerjee started his career with O&M, which he joined in April 1995. Two years later, he switched to ICI Paints, where he spent 10 years, rising from being a sales manager to Channel Marketing Controller, handling the company’s entire South East Asia affairs. Today, he spearheads Century Plyboards (I) Ltd. as its Executive Business Head. His goal, as he shared with anirudh raheja of 4PsB&M, is to make brand CenturyPly a billion dollar brand over the next two to three years.

Innovation has often been cited as the reason that CenturyPly has progressed. What do you innovate?
CenturyPly is a respected brand today, only because it offers innovation along with great quality of products and designs. It is arguably the most innovative wood panel industry brand in the country. Some of the innovations which are worth mentioning are GLP (Glue Line Protection) which kills borers and termites from within. This is an innovation, which the market has not yet been able to replicate. The company has also employed a battery of designers who bring out the latest design trends to India in Laminates and Veneers, faster than our competitors do.

Talking about innovation, you seem to have acquired the best manufacturing technologies available in your line of business...
We have achieved this due to our strong partnerships and linkages with manufacturing companies from whom we have acquired the technical know-how. Our senior management team comprising representatives from technical, production and marketing fields, attend all the major wood exhibitions of the world and are constantly on the look-out for the latest winning technologies. So we always keep our eyes open and make the quick, first move to stay ahead each time.

You deal with a natural resource, which is also a raw material for your business – wood. Does this very fact pose any challenge to CenturyPly?
Yes. We need to constantly look out for newer sources of raw materials. Wood is a scarce commodity and we are always on the lookout for newer avenues to source the same.

In July this year, you were felicitated with the ‘CMO Asia Award’ in the category of ‘Marketing Professional of the Year’ for ‘Excellence in Branding & Marketing’. What do you do to ensure that each employee at CenturyPly in the marketing and sales functions lives up to your high standards?
Every business exists for its consumers. The consumers agree to part with their hard-earned money by paying for the goods or services rendered by a business. Hence the company comes into existence. The marketing team of each company therefore helps to identify the proverbial ‘need-gaps’ within the target consumer segment, which the business unit can strive to fulfil and hence continue in its line of business. In our organisation, this ‘Marketing Focus’ or in other words, this ‘Consumer Focus’ is drilled into every member of the sales and marketing team and they are trained to listen to the ‘voice of the consumer’. This voice is then echoed across the length and breadth of the organisation so that the entire business evolves into a consumer-focused business unit.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Planman Technologies

Can Foursquare Actually Work for Marketers?

It’s Hip, It’s Happening, It’s Hot – it’s an Application that has Been Named by World Economic forum as Being The Tech Pioneer of 2011.

Imagine running a restaurant; and noticing a bevy of girls entering your outlet. Now imagine that you’re able to send a message immediately to all those girls that provides them a unique promotional scheme specially packaged to their demographic profile. That’s more or less foursquare (with a small ‘f’) for you, an application that can ensure that if your prospective customers are signed up with the application, they become privy to all such unique discounts purely based on their target profile. Created by Dennis Crowley and Naveen Selvadurai in 2009, foursquare’s unique proposition has been that it combines geographic data (latitude, longitude) of the consumer with the demographic data to provide a marketer most unique insights into the consumer’s purchase behaviour. But foursquare goes beyond, and in fact motivates the consumer through various schemes, badges, reward points et al to ‘indulge’ in purchase behaviour. Has it been successful? Well, with seven million users already (March 2011 data) and with the World Economic Forum announcing foursquare the Technology Pioneer of 2011, all eyes are set on this radical application.

With mainstream social web gravitating more towards mobile Internet devices, the emerging space of mobile-based social networks is empowering customers to find the best venues and prices for their products while offering savvy companies unique ways to cater to this new medium. Since more consumers are using the mobile social web, marketers are able create incentives and contests to drive customers to their business while brands look to connect with consumers within their stores. Naturally, brands are using different types of location-based services and applications such as Foursquare to not only tie their message to a real-world location and provide value for the user but also to get the word out about new products or to reward loyal consumers.

In our ever increasing hyper sharing of status updates society, foursquare has been widely acknowledged to be the breakout hit of 2010. Foursquare, on the back of its hot mobile social media platform, acts as a friend-finder, a social city-guide and a game that rewards you for doing interesting things besides allowing marketers to, as mentioned before, hyper-target their message to consumers at the precise moment they’re in proximity of business establishments. Truly, given the reach and the ability to target a user based on location allows marketers to deliver a message in a way that they haven’t in the past. Any business that wants to connect with a local audience can benefit from location-based services. Many research studies indicate that for impulse purchases, like food and clothing, there is a particularly strong opportunity to point a consumer to a nearby deal and see them take action. For longer purchase consideration cycle products, tying messaging to a location can serve as a strong reminder from the brand in the buying process.

More and more companies are hopping on the foursquare location-based services bandwagon as this tool apparently helps drive customer traffic and sales to businesses better than competing platforms – foursquare got the “Best Location Based Service Award” in the TechCrunch Crunchies 2010 event. About a year ago, in the USA, McDonald’s launched a promotional campaign built around a consumer-generated foursquare day. It raffled 100 $5 and $10 gift cards to foursquare users who checked in at a McDonald’s store location. The event generated a 33% increase in http://www.blogger.com/post-create.g?blogID=26030769check-ins at the chain’s locations. Similarly, Saks Fifth Avenue and InStyle now regularly offer several foursquare promotions throughout the year where customers can “check-in” to certain departments to get a prize such as lip gloss or gloves. Foursquare users “check-in” to places using their smartphones. Check-ins earn users points and the more you check-in the more you’re rewarded with social currency in the form of various badges — and you can share your “virtual acquisitions” automatically on Twitter and Facebook. The person who visits a location the most becomes “Mayor” of that place, until someone else comes along and wins the title. And foursquare promotions are not limited to food and drinks alone. Higher-end fashion chains like Diesel and Marc Jacobs have also launched foursquare campaigns, as have media outlets like NBC, the New York Times and The History Channel.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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The Idiot Box!

The following points are the deciding criteria for selecting and short-listing the winning TVCs: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus; reward to prospects; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ending February 19, 2011!

1 . Tata Sky
Baseline: Isko laga dala toh cricket jhingalala
Agency: Ogilvy India

Description: The TVC opens on the cricket field where an extremely uninterested umpire is yawning when a bowler appeals for LBW. Instead of declaring the outcome, this umpire makes a call and asks ‘Babloo’ whether the batsman is out or not and then confirms in the affirmative because ‘Babloo’ said that the player is out. The frame then shifts to ’Babloo’ who’s watching cricket on Tata Sky. VO: Babloo cricket dekhta hai Tata Sky HD par. High definition clarity ke saath.

4Ps Take: As the ICC Cricket World Cup 2011 takes centre-stage, Tata Sky is all geared to promote the HD experience of watching cricket big time. The company known for its ads crafted around a humorous theme has once hit the target bang on when it comes to clarity in terms of communication. Perfect timing to make the viewers get a heck of HD is how we look at it.

2. TVS Wego
Baseline: The new TVS Wego has body balance
Agency: BBH, India

Description: The TVC kicks off with two couples riding the TVS Wego scooters. The pillion riders (read ladies) in an attempt to compete, start by showing off their balancing skills and end up performing some awe-striking acrobatics. Just when the scooters stop at a traffic light, an old lady is shocked looking at their posture; her husband then tells her that it’s the new TVS Wego scooter with body balancing. VO: It’s true, the new TVS Wego has body balance.

4Ps Take: There are very few ads that score on communication as good as this one does. The USP (body balancing, which underlines the scooter’s handling capabilities) is highlighted really well. The creative succeeds in breaking away from monotony as every element has been supported with minute details. Great idea, smart execution, superb results!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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The ‘Spirit’ual Teacher’s secret brand concoction

Steven Philip Warner learns some brand secrets from the Veteran who spearheads the marketing division of the fourth-largest spirits & wine-making company in the world

Neeraj Kumar
Beam Global Spirits & Wine

Seven years back, when Neeraj Kumar appeared for his first interview at Allied Domecq Spirits and Wine India (the previous avatar of Beam Global Spirits & Wine), the-then Regional Brand Director from Singapore, shot a question at him: “What according to you would be success, five years from now?” To this, he replied, “Currently my dad drinks a competition brand to your portfolio. If I can convert him to drinking your brands, I would consider myself reasonably successful.” Today, his father’s minibar has more Teacher’s scotch bottles than any other spirits brand, a product which accounts for 80% of the company’s revenues.

So how has the journey been so far for this formerly PepsiCo and Electrolux veteran, who is today the Director of Marketing at Beam Global? Kumar feels that every single day at work, during his 15 year-long career, has been very different. And why not? Selling Pepsi-cola in Nepal to the youth, catching attention of homemakers with Electrolux ACs and refrigerators in Singapore and grabbing eyeballs with wines and spirits in India call for different routines and game-plans for a marketer. “I think it all has to do with who your bull’s eye is. So while with Pepsi, it was all about the next generation, with Electrolux, the task was to involve the decision-maker and the mother of the house. When it comes to Beam Global, it was about activation programmes to get to the legal drinking age group,” says he. Even in terms of media usage, it has been quite a decathlon, for when you talk about FMCG or even white goods, you can very conveniently use above-the-line activities (ATL) to spread the word. But the law of the land disallows the same in the case of spirits. And this is where comes the biggest learning curve for Kumar at Beam Global. “It is all about how you move away from ATL approach and reach out to your target audience, by way of activation and below-the-line activities. From using media channels in my previous roles, to really going to that one person in a Hard Rock Cafe and telling him about a Jim Beam or a Teacher’s – this has been the biggest change and the best lesson for me here,” shares Kumar.

Currently, Beam Global is the fourth-largest wines and spirits company in the world and has more than ten brands in its portfolio, of which the flagship product undoubtedly, is Teacher’s scotch whisky. “Teacher’s accounts for 40% of all scotch whisky sales in the country,” claims Kumar. The other brands include Jim Bean (the #1 selling bourbon whiskey in the world), Courvoisier cognac (the leading cognac brand in the United Kingdom), Laphroaig (the highest selling single malt islay scotch whisky in the world), Sauza (the second-highest selling tequila in the world) and a few more. But despite having established many strong brands in the Indian market (which is also the most profitable one for its Teacher’s brand), Kumar still doesn’t want to loosen his strong hold on the channels of distribution which he considers extremely critical. “I think the channel is an integral part of brand-building. You can use it as an engagement tool and make your customers believe in your brand. Without a proper channel focus, brands have a weaker selling proposition.” Then there is also the difference in the required level of education and sophistication of channel types that come into the picture when it comes to spirits. For instance, when you talk about TVs and refrigerators, customers would very rarely make impulse purchase decisions and would visit at least 2-4 outlets before taking a final call. Therefore the education to be imparted, whether to the consumers or salesforce and distributors, is of a more evolved category. Also, the engagement for the company is more off-premise. But when it comes to spirits, it is more of an on-premise effort. And this is quite an exercise, as Kumar says, “On-premise is when you talk to a bartender or the catering staff to educate them about your product(s). We have a constant effort going on in this respect. And why is education and engagement required? The reason being that there is a particular way in which a margarita drink is prepared. With colas, the consumer simply makes a choice, but in spirits, despite the consumer having made a choice, it all depends on how the bartender prepares the concoction.” There is another difference. A product like Pepsi cola doesn’t demand a high level of engagement, for it is all about ensuring that the product is available chilled, anytime & anywhere. But with spirits, it is about getting the right temperature product, with the right mix and at the right place and time.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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