Believe it or not, there are actually business consultants out there who will tell you that marketing is a waste of time. I say cut the crap…!!! If you don't market and advertise, your chance of success in coffee, tea or any other business is slim to none.
Today, everywhere we look, we are exposed to advertising. Driving our cars, we catch sight of highway billboards and city buses that have been transformed into large mobile advertisements. Subways are littered with signs, planting seeds for us to support sports teams or buy a certain brand of juice. Log onto the Web and you'll see banner and pop-up ads on almost every page. Everywhere we turn marketers are pitching us.
How often have you sworn you would never eat fast food again only to find yourself tempted after seeing an ad from one of the many chains showing their latest dish? Really, how many ways can a fast-food chain present the same product rice, beans, spicy meat, and burger? They do it by marketing. For starters, they don't call the product what it is-a daily item- instead they come up with a snappy and flashy name then they hire food stylists and photographers to make this 99-rupees fare look like something you can't live without-especially at a quarter of the price you would pay for it at a restaurant. If you have found yourself passing this chain and actually stopping to purchase the item, you were seduced by those marketing efforts.
Still, the reality is that some promotions work while others don't. Marketing is a sophisticated combination of being in the right place at the right time with the rightproduct. And it's the job of marketers to convince people to buy a particular product-their client's product. The owner of a single coffee operation or small chain has a challenge. First and foremost, how do they compete with the corporate chains in your area when their advertising budgets may be 100 times greater than what they can afford?
The good news is they can compete and can actually beat many of these chains at their own game. How? By knowing their customer, offering a unique and distinct product and tailoring their promotions to particular business philosophy. After all, they probably know their customer much better than some corporate marketing director across the country.
The first step in making sure your marketing efforts work is enjoying the act of promotion rather
Chains have only one big advantage-name recognition. Out of necessity, they usually run their stores the same way in Mumbai as they do in Varanasi. Use this disadvantage to your advantage. If you are in Varanasi and bucking huge advertising bucks by the Big chain, use phrases in your marketing like "Buy Local" and "The Varanasi Difference," or use humor-" Varanasi Pan-fed Cappuccino," for example. Bottom line, play up the fact you are an independent!"
The ultimate goal in your business is to increase sales and, hence, profit. Marketing is a proven means for this. We often see individuals work hard during the pre-opening process. They secure a prime location, purchase the best equipment and open their businesses full of optimism. But you must remember that once the doors open, you are only halfway up the hill. At this point you can't rest remember you are on a hill-if you rest you only go backwards). You need to peddle twice as hard as you did during your pre-opening time because you are now dealing with the reality of keeping your doors open.
Saturday, August 29, 2009
Wednesday, July 29, 2009
Love.. Can Hurt So Much ... Why Bother To Love?
Why drive a car if you can get in a car crash? Why walk on the street when you can get mugged? Why eat when you can choke? I think you get my point. Life is one big risk, as so is love. If you don't take the risk you'll never know. Taking that risk in return you can either be loved or heart broken. but I can guarantee you something- whether you are loved or heart broken, you will always gain something- wisdom and experience. you can learn from your heart aches to better your next relationship to make the love of your life. but if you never try at love because you are scared of being hurt, you'll never know if you could feel the best you have ever felt in your life. I think never trying at love is the biggest pain of all. you are depriving yourself of opportunity. besides, a lot of us wouldn't be here if everyone didn't love because it hurt too much. Life goes on, and love will conquer all.
Love has never been defined and never will be. We read novels about love without limitations, see movies about it on the big screen or TV, and that we can live happily ever after, but it's not real life. The fact of the matter is, our expectations are sometimes too high and the poor mate we choose can't humanly live up to what our expectations are. The word "grow up" is the key to this problem. All couples have disagreements, lose their temper every so often, feel like they want to quit in the relationship and move on. When we are young, love can be so magical or hurt to the very core of a person's being and they feel like their life is over. It is because of inexperience and, in youth one is learning. Every heartbreak or every slight from another person you love helps you to become stronger and is a learning path as to what you really do want in a lifelong partner. It 'preps' you for that one true love that I can promise you will meet in the future. It's a tough road sometimes, but we all have our disappointments and lost loves, but manage to live and forge on. When you truly find love, you never lose it. You will realize the guys or girls you 'thought' you loved really wasn't love at all. In one of his poems William Wordsworth:
Splendour in the Grass
What though the radiance which was once so bright
Be now for ever taken from my sight,
Though nothing can bring back
the hour Of splendour in the grass,
of glory in the flower,
We will grieve not, rather find Strength
in what remains behind;
In the primal sympathy
Which having been must ever be;
In the soothing thoughts that spring Out of human suffering;
In the faith that looks through death,
In years that bring the philosophic mind.
The above poem expresses the thoughts through the eyes of youth into adulthood. The first part of the poem expresses how youth feels about love and the good and bad memories that have come from it, (of splendor in the grass ... means the romantism and experiences of exploring love and 'glory in the flower' means we are budding into full bloom through those experiences) but, they bring those experiences into adulthood and have to leave their youth behind ... memories and experiences are what is left from past youth, and beyond we gather faith and strength.
Don't be afraid of love and being hurt and embrace youth because it's gone in the blink of an eye!
You must have heard the famous quote: "It is better to have loved and lost love, than to have never loved at all."
Truer words have never been spoken. Love is a rarity, and when you find it in its most true form, you should cherish it. Although it hurts to have lost love, the pleasure of being in love outweighs the pain of losing it.
Love has never been defined and never will be. We read novels about love without limitations, see movies about it on the big screen or TV, and that we can live happily ever after, but it's not real life. The fact of the matter is, our expectations are sometimes too high and the poor mate we choose can't humanly live up to what our expectations are. The word "grow up" is the key to this problem. All couples have disagreements, lose their temper every so often, feel like they want to quit in the relationship and move on. When we are young, love can be so magical or hurt to the very core of a person's being and they feel like their life is over. It is because of inexperience and, in youth one is learning. Every heartbreak or every slight from another person you love helps you to become stronger and is a learning path as to what you really do want in a lifelong partner. It 'preps' you for that one true love that I can promise you will meet in the future. It's a tough road sometimes, but we all have our disappointments and lost loves, but manage to live and forge on. When you truly find love, you never lose it. You will realize the guys or girls you 'thought' you loved really wasn't love at all. In one of his poems William Wordsworth:
Splendour in the Grass
What though the radiance which was once so bright
Be now for ever taken from my sight,
Though nothing can bring back
the hour Of splendour in the grass,
of glory in the flower,
We will grieve not, rather find Strength
in what remains behind;
In the primal sympathy
Which having been must ever be;
In the soothing thoughts that spring Out of human suffering;
In the faith that looks through death,
In years that bring the philosophic mind.
The above poem expresses the thoughts through the eyes of youth into adulthood. The first part of the poem expresses how youth feels about love and the good and bad memories that have come from it, (of splendor in the grass ... means the romantism and experiences of exploring love and 'glory in the flower' means we are budding into full bloom through those experiences) but, they bring those experiences into adulthood and have to leave their youth behind ... memories and experiences are what is left from past youth, and beyond we gather faith and strength.
Don't be afraid of love and being hurt and embrace youth because it's gone in the blink of an eye!
You must have heard the famous quote: "It is better to have loved and lost love, than to have never loved at all."
Truer words have never been spoken. Love is a rarity, and when you find it in its most true form, you should cherish it. Although it hurts to have lost love, the pleasure of being in love outweighs the pain of losing it.
Tuesday, June 30, 2009
SELF BRANDING
Many people think that if they do a good job, their career will go fine. But no matter how secure your position seems to be, you are in competition with more people than you think.
To some people, branding may seem manipulative or phony. "I'd just rather be myself," they say, "to go with the flow and see where my career takes me." Or, the familiar line, "I'm not good at marketing myself."
If you don't brand yourself, others will. The fact of the matter is you're giving the power to other people to brand you if you don't do-it-yourself.
The Self-Brand Mindset
Self-branding means looking at yourself as a marketer would look at a product that he or she wants to make a winning brand. You don't think of yourself as an employee even if you work for a boss. You think of yourself as working for yourself marketing the brand…you. The first thing a marketer does is analyze the market and the product to understand what the opportunities are, what the threats are.
• What are the current conditions?
• What are the assumptions about the future?
• What problems need to be solved?
• What needs aren't being met?
Act Like the Marketer of the Product: You
In personal branding, after analyzing the market, you do a self-audit. What are my strengths and weaknesses? How does my brand compare with the people I am competing with?
You focus on key attributes and resources that differentiate you. Skills, abilities, even personality traits you have that are a solution to a market need. Then you adopt what Theodore Levitt called "the marketing imagination." You build a personal brand identity that is different, relevant and adds value.
Write Out A Marketing Plan
Develop a formal marketing plan that lays out a personal brand strategy and action plan. It is often in the writing that new creative options come to light.
It is important to set personal brand goals with a specific time frame and plan of action for achieving the goals. So just like a marketer would, you write down personal marketing activities to achieve your goals. And, of course, you execute the marketing plan. You can't get to where you want to go unless you plan it and then do it.
The Final Step Is Measurement: Assess Your Effectiveness.
How is my "portfolio" different now than it was last year? What new projects did I take on? How did I expand my network? What new learning did I acquire? If something isn't working, you change trains. Branding is a dynamic process that offers the greatest rewards to the receptive individual.
To some people, branding may seem manipulative or phony. "I'd just rather be myself," they say, "to go with the flow and see where my career takes me." Or, the familiar line, "I'm not good at marketing myself."
If you don't brand yourself, others will. The fact of the matter is you're giving the power to other people to brand you if you don't do-it-yourself.
The Self-Brand Mindset
Self-branding means looking at yourself as a marketer would look at a product that he or she wants to make a winning brand. You don't think of yourself as an employee even if you work for a boss. You think of yourself as working for yourself marketing the brand…you. The first thing a marketer does is analyze the market and the product to understand what the opportunities are, what the threats are.
• What are the current conditions?
• What are the assumptions about the future?
• What problems need to be solved?
• What needs aren't being met?
Act Like the Marketer of the Product: You
In personal branding, after analyzing the market, you do a self-audit. What are my strengths and weaknesses? How does my brand compare with the people I am competing with?
You focus on key attributes and resources that differentiate you. Skills, abilities, even personality traits you have that are a solution to a market need. Then you adopt what Theodore Levitt called "the marketing imagination." You build a personal brand identity that is different, relevant and adds value.
Write Out A Marketing Plan
Develop a formal marketing plan that lays out a personal brand strategy and action plan. It is often in the writing that new creative options come to light.
It is important to set personal brand goals with a specific time frame and plan of action for achieving the goals. So just like a marketer would, you write down personal marketing activities to achieve your goals. And, of course, you execute the marketing plan. You can't get to where you want to go unless you plan it and then do it.
The Final Step Is Measurement: Assess Your Effectiveness.
How is my "portfolio" different now than it was last year? What new projects did I take on? How did I expand my network? What new learning did I acquire? If something isn't working, you change trains. Branding is a dynamic process that offers the greatest rewards to the receptive individual.
Saturday, June 20, 2009
WHAT THE F@$#K IS GOING ON…!!!
Wat I feel..is generally bank managers dont stand in the queue to collect cash on Saturday mornings, principals dont have to meet other principals for admission of their children, cops never have to pay fines and agency creative guys for nationalized banks never experience their service!
And when I say that, I really wish that the large advertisers and agencies would watch their commercials aired several times during a day’s play of fast track T20. In fact, I cordially… humbly…respectfully… (And keep on adding all those adjectives u learnt for CAT entrance exam) invite them to my hostel TV room to watch the next match. They would be shocked…rather hell shocked if they were to hear the comments and groans from my friends as the same commercials comes every time.
i cant state all those ads...but i would share few of such commercials in this post
One such commercial that I have seen too often is that of Dhoni for Orient Fans.Ufff…seriously…come on guyz…jus think logically do u really think a player who is making lakhs and crores of rupees through his games and ads would have those PSPO Ka pankhaa..in his home.
It is perhaps here that I must admire brands such as Vodafone, which, being one of the sponsors of the IPL, aired different versions for value-added services as they had bought substantial time during the tournament and did not want their viewers to be bored.( ofcourse m talking about ZOOZOO...)
Reliance Communication, oh my gooooossssshhhh....!!! a brand which is the sponsor for the current T20 tournament, too has multiple executions with the handsome Hrithik Roshan But now again I have no clue as to what the commercials are saying, other than the fact that Hrithik is a nice guy who remembers his old friends including the light boy even if he is a bit old! But imagine if Reliance had had only one commercial!
This leads me to something that I feel strongly about. If the T20 calls for a different strategy and execution then how is it that the advertising agency is serving its own boring fare whether it is a saas – bahu masala serial or a T20 game? If crores are being spent on the promotion, should at least millions not be spent on the creative product? Imagine running 30- and 40- second commercials in a match that lasts all of 40 overs!
Come on guys, get creative! Shorter, edgier, more versions, not more of the same!
And when I say that, I really wish that the large advertisers and agencies would watch their commercials aired several times during a day’s play of fast track T20. In fact, I cordially… humbly…respectfully… (And keep on adding all those adjectives u learnt for CAT entrance exam) invite them to my hostel TV room to watch the next match. They would be shocked…rather hell shocked if they were to hear the comments and groans from my friends as the same commercials comes every time.
i cant state all those ads...but i would share few of such commercials in this post
One such commercial that I have seen too often is that of Dhoni for Orient Fans.Ufff…seriously…come on guyz…jus think logically do u really think a player who is making lakhs and crores of rupees through his games and ads would have those PSPO Ka pankhaa..in his home.
It is perhaps here that I must admire brands such as Vodafone, which, being one of the sponsors of the IPL, aired different versions for value-added services as they had bought substantial time during the tournament and did not want their viewers to be bored.( ofcourse m talking about ZOOZOO...)
Reliance Communication, oh my gooooossssshhhh....!!! a brand which is the sponsor for the current T20 tournament, too has multiple executions with the handsome Hrithik Roshan But now again I have no clue as to what the commercials are saying, other than the fact that Hrithik is a nice guy who remembers his old friends including the light boy even if he is a bit old! But imagine if Reliance had had only one commercial!
This leads me to something that I feel strongly about. If the T20 calls for a different strategy and execution then how is it that the advertising agency is serving its own boring fare whether it is a saas – bahu masala serial or a T20 game? If crores are being spent on the promotion, should at least millions not be spent on the creative product? Imagine running 30- and 40- second commercials in a match that lasts all of 40 overs!
Come on guys, get creative! Shorter, edgier, more versions, not more of the same!
Thursday, June 18, 2009
Flop show T20??
Here are seven reasons why we triumphed in 2007 and were humiliated in 2009:
1. Couldn't handle the pressure of expectations: Before the 2007 World Cup, T20 was just a side game in the eyes of the cricket world, especially India. M S Dhoni and company were one of the least experienced sides in the tournament. Till then, India had played just one T20 international. Not forget..Sachin, Sourav and Dravid had opted out had further devalued the tournament in the eyes of the Indian fans who were still looking at the format with a degree of suspicion. Remember this is life before IPL. Dhoni and company had no burden of expectation on their shoulders. The guys played without a care in the world and with a spirit of fun.
This time the Men in Blue were pre-tournament favorites.
Television channels and media created hype like Yeh Cup Kahin Nahi Jayega. The build-up added to the pressure. The way Dhoni reacted to the Sehwag injury clearly showed that he was not enjoying the situation. Perhaps it was pressure that finally got to the Rohit-Raina combination. The same players who looked so good in the trial games and the first round failed dramatically in Super 8.Though they were labeled as the in-form batsman whose stroke play would nullify the Sehwag's absence. Perhaps the pressure of expectation affected there shot selection badly.
2. Nobody raised his hand: In 2007, someone always raised his hand in each crisis. That is why the team had a long list of unlikely heroes like Yuvraj ,Sreesanth ,Joginder, rp singh, Dhoni.
In contrast, few seemed to rise to the occasion this time. Among bowlers, Zaheer and Ishant failed to perform in key games. Among batsmen’s, Rohit, Raina, Gambhir, Dhoni let the team down. Nobody anchored the innings. Consequently, India drifted without direction.
3. The IPL fatigue: The fact remains that for BCCI making money is more important than winning World Cups. Which is why nobody objected to the fact that there was absolutely no gap between IPL2 and T20 World Cup 2. After six hectic weeks of the IPL, within a week, the team was playing practice games in London. Which is why the team looked exhausted.
Making money is fine. But shouldn't we draw a line when it begins to interfere with Team India's chance of retaining the World Cup. The truth is, we got our priorities wrong. I am not saying that a suitable rest between two tournaments is a guarantee for Cup success. I am saying it is the right and professional way of doing things. We were simply not professional enough.
4. Crucial injuries: It wasn't just a case of mental fatigue. Let us not forget that injuries sustained in IPL2 to Sehwag and Zaheer badly hurt the team. While Zaheer's efficiency in T20 hasn't really been proved yet Sehwag's exit was a big blow to India's chance. This is for two reasons. First, the wise men had not selected a back-up, third opener for the squad. Which meant that Rohit had to be converted into a makeshift opener. This hurt our middle-order badly. Second, Sehwag scores at a blistering pace. With Sehwag's exit, the chances of doing that diminished.
5. No motivation: The players lacked the hunger to win. In 2007, every player had a point to prove. Sehwag was making a comeback. In the absence of Tendulkar, Dravid and Ganguly - the T20 World Cup was a great opportunity for Gambhir, Uthappa, Rohit Sharma and others to prove and establish themselves. For Yuvraj, this was time to show that he could shoulder the burden of being the premier batsman in the team. For Dhoni, the tournament was a way of proving that he could captain India with distinction. A good performance held out the promise of captaincy in all forms of the game. By 2009, this gang had established themselves in the team. Even those who hadn't, such as Uthappa, had already made a more-than-decent packet in the IPL. To use a middle-class term, they were "settled". Consequently, their level of motivation appeared to be a lot lower.
The larger issue is: Is playing for Team India still the ultimate prize for our cricketers? At a time when players are skipping Padmashree ceremonies as if it was a local Lion's club award, I am not so sure. Just one stupid question comes in my mind: Would Dhoni and Harbhajan have skipped an IPL award ceremony where they got the best batsman and best bowler award?
6. The ball didn’t move laterally: In 2007, bowlers like RP, Sreeshant and Irfan Pathan struck regularly because they were able to move the ball laterally. In 2009, nobody managed to do so.
7. The flop show of Dhoni: In 2007, most of the high-risk moves taken by Dhoni had paid off to a greater or lesser degree. Sending debutant Yusuf Pathan to open was one such step. Asking Joginder Sharma to bowl the last over, ahead of Harbhajan in the final against Pakistan, was another such move. Both paid off.
On the contrary, his off-beat moves such as promoting Jadeja flopped this time. Simply put, it was a terrible mistake. Wasn't Dhoni watching the practice games or what? Yuvraj has a good bowling record against Pietersen. But on the day this move too flopped. There were other on-field mistakes by the captain too. RP Singh was the best of the three fast bowlers on the day. How come he is the only pace man who didn't finish his four over?
The new Dhoni has lost his explosive powers. Contrary to his image of a hard hitter, he is just a hard-running batsman who can hit the occasional four or six.
in short....it hurts yaaaaaarrrrr...seriously...!!!
1. Couldn't handle the pressure of expectations: Before the 2007 World Cup, T20 was just a side game in the eyes of the cricket world, especially India. M S Dhoni and company were one of the least experienced sides in the tournament. Till then, India had played just one T20 international. Not forget..Sachin, Sourav and Dravid had opted out had further devalued the tournament in the eyes of the Indian fans who were still looking at the format with a degree of suspicion. Remember this is life before IPL. Dhoni and company had no burden of expectation on their shoulders. The guys played without a care in the world and with a spirit of fun.
This time the Men in Blue were pre-tournament favorites.
Television channels and media created hype like Yeh Cup Kahin Nahi Jayega. The build-up added to the pressure. The way Dhoni reacted to the Sehwag injury clearly showed that he was not enjoying the situation. Perhaps it was pressure that finally got to the Rohit-Raina combination. The same players who looked so good in the trial games and the first round failed dramatically in Super 8.Though they were labeled as the in-form batsman whose stroke play would nullify the Sehwag's absence. Perhaps the pressure of expectation affected there shot selection badly.
2. Nobody raised his hand: In 2007, someone always raised his hand in each crisis. That is why the team had a long list of unlikely heroes like Yuvraj ,Sreesanth ,Joginder, rp singh, Dhoni.
In contrast, few seemed to rise to the occasion this time. Among bowlers, Zaheer and Ishant failed to perform in key games. Among batsmen’s, Rohit, Raina, Gambhir, Dhoni let the team down. Nobody anchored the innings. Consequently, India drifted without direction.
3. The IPL fatigue: The fact remains that for BCCI making money is more important than winning World Cups. Which is why nobody objected to the fact that there was absolutely no gap between IPL2 and T20 World Cup 2. After six hectic weeks of the IPL, within a week, the team was playing practice games in London. Which is why the team looked exhausted.
Making money is fine. But shouldn't we draw a line when it begins to interfere with Team India's chance of retaining the World Cup. The truth is, we got our priorities wrong. I am not saying that a suitable rest between two tournaments is a guarantee for Cup success. I am saying it is the right and professional way of doing things. We were simply not professional enough.
4. Crucial injuries: It wasn't just a case of mental fatigue. Let us not forget that injuries sustained in IPL2 to Sehwag and Zaheer badly hurt the team. While Zaheer's efficiency in T20 hasn't really been proved yet Sehwag's exit was a big blow to India's chance. This is for two reasons. First, the wise men had not selected a back-up, third opener for the squad. Which meant that Rohit had to be converted into a makeshift opener. This hurt our middle-order badly. Second, Sehwag scores at a blistering pace. With Sehwag's exit, the chances of doing that diminished.
5. No motivation: The players lacked the hunger to win. In 2007, every player had a point to prove. Sehwag was making a comeback. In the absence of Tendulkar, Dravid and Ganguly - the T20 World Cup was a great opportunity for Gambhir, Uthappa, Rohit Sharma and others to prove and establish themselves. For Yuvraj, this was time to show that he could shoulder the burden of being the premier batsman in the team. For Dhoni, the tournament was a way of proving that he could captain India with distinction. A good performance held out the promise of captaincy in all forms of the game. By 2009, this gang had established themselves in the team. Even those who hadn't, such as Uthappa, had already made a more-than-decent packet in the IPL. To use a middle-class term, they were "settled". Consequently, their level of motivation appeared to be a lot lower.
The larger issue is: Is playing for Team India still the ultimate prize for our cricketers? At a time when players are skipping Padmashree ceremonies as if it was a local Lion's club award, I am not so sure. Just one stupid question comes in my mind: Would Dhoni and Harbhajan have skipped an IPL award ceremony where they got the best batsman and best bowler award?
6. The ball didn’t move laterally: In 2007, bowlers like RP, Sreeshant and Irfan Pathan struck regularly because they were able to move the ball laterally. In 2009, nobody managed to do so.
7. The flop show of Dhoni: In 2007, most of the high-risk moves taken by Dhoni had paid off to a greater or lesser degree. Sending debutant Yusuf Pathan to open was one such step. Asking Joginder Sharma to bowl the last over, ahead of Harbhajan in the final against Pakistan, was another such move. Both paid off.
On the contrary, his off-beat moves such as promoting Jadeja flopped this time. Simply put, it was a terrible mistake. Wasn't Dhoni watching the practice games or what? Yuvraj has a good bowling record against Pietersen. But on the day this move too flopped. There were other on-field mistakes by the captain too. RP Singh was the best of the three fast bowlers on the day. How come he is the only pace man who didn't finish his four over?
The new Dhoni has lost his explosive powers. Contrary to his image of a hard hitter, he is just a hard-running batsman who can hit the occasional four or six.
in short....it hurts yaaaaaarrrrr...seriously...!!!
Saturday, June 13, 2009
THE REAL BURST…!!!
Dabur in the hope of increasing its market share in the soft drink market has launched a new product REAL BURST in the fruit drink segment.
Before we move ahead lets understand the structure of fruit drink market. The fruit drinks are classified in to 3 classes based on the content of fruit pulp, these are:
More than 85% of fruit pulp - Fruit juice (Real, Pulpy orange from MINUTE etc.)
20-85% of fruit pulp - Nectar (Tropicana)
Below 20% of fuit pulp - Fruit drink (Frooti, Maza, etc. )
It is a well known fact that Dabur is a market leader when it comes to the fruit juice segment with the market share of 53%...of course thanks to REAL and REAL ACTIVE.
The real burst is available in 4 flavors of mixed fruit, mango, apple and orange. It is available in 1 lit and 200 ml packages. Where the drinks as that of coke, pepsi Parle products target the “out-of-home” consumption market Dabur product will try to generate its revenue from “in-home-consumption”.
Positioned as: Light refreshment and thirst quencher.
Differentiation: carton packaging instead of well known tetra packaging also the pricing of the 200 ml available package which is 15Rs/-.
But real burst still have a long way to go will the strategy of its packaging, positioning , pricing will help the Dabur to achieve the goal of capturing 5% market share in 2-5 months…let’s wait and watch how it going to perform in the coming time.
Before we move ahead lets understand the structure of fruit drink market. The fruit drinks are classified in to 3 classes based on the content of fruit pulp, these are:
More than 85% of fruit pulp - Fruit juice (Real, Pulpy orange from MINUTE etc.)
20-85% of fruit pulp - Nectar (Tropicana)
Below 20% of fuit pulp - Fruit drink (Frooti, Maza, etc. )
It is a well known fact that Dabur is a market leader when it comes to the fruit juice segment with the market share of 53%...of course thanks to REAL and REAL ACTIVE.
The real burst is available in 4 flavors of mixed fruit, mango, apple and orange. It is available in 1 lit and 200 ml packages. Where the drinks as that of coke, pepsi Parle products target the “out-of-home” consumption market Dabur product will try to generate its revenue from “in-home-consumption”.
Positioned as: Light refreshment and thirst quencher.
Differentiation: carton packaging instead of well known tetra packaging also the pricing of the 200 ml available package which is 15Rs/-.
But real burst still have a long way to go will the strategy of its packaging, positioning , pricing will help the Dabur to achieve the goal of capturing 5% market share in 2-5 months…let’s wait and watch how it going to perform in the coming time.
Friday, June 12, 2009
top 10 marketing blunders of 2008...!!!
ok...b4 i proceed further...let me admit...this post is just..."cut-copy-paste"...but i cant help it out....i was jus browsing through Larry Bodine's blog...and i came across this article...couldn't resist...but to share it with all....
u can find the whole article on following link....
http://blog.larrybodine.com/2009/01/articles/ha/top-10-marketing-blunders-of-2008/
The top 10
1. Ford features “Space Oddity” — a song about astronaut suicide — in new car campaign.
2. Framingham State College uses the word blah 137 times in a 312-word fundraising letter.
3. Disney (multiple entries): Bans kids from DisneyWorld restaurant; Changes “It’s A Small World” to “A Salute to All Nations, But Mostly America”; and Sells “High School Musical” panties for tween girls with the phrase “Dive In” on them.
4. Woolworths (UK) launches Lolita brand of beds for young girl
5. JetBlue lives up to Southwest’s parody ad by charging for pillows.
6. Russia uses smiling kids in tourism ad for war zone
7. Residents of Lesbos sue those other lesbians over brand name
8. Motrin gets headache from viral moms video
9. Butcher’s ads feature “Meat Products, Fresh Service” on naked woman
10. Hershey asks if you’ve found Mr. Goodbar
Special Jury Awards (Co-Branding That Shouldn’t Have Been)
1. Windows Vista toilet paper
2. The Muppets appear on DVD for Law & Order: SVU
3. Barbie® Rice Krispies® Treats
4. P&G starts hip-hop record label (Bounce® and Beyonce? Jay Z and Oral B®? 50 Cent and Febreze®? Snoop Dogg and Eukanuba®? Ghostface Killah and Ghost®? Lil Wayne & Pampers®?)
The Alpha & Omega of Over-reaching
1. God’s chosen racing team loses at the Indy 500
2. “Pope’s Cologne Provides Solace to Grieving Widow”
3. “Can Batman Teach Spiritual Truth?”
4. Email service lets you taunt friends after The Rapture
5. McDonalds compares Ray Kroc to Martin Luther King Jr.
Product Failure
1. LifeLock ID protection service fails to protect CEO’s identity
2. Anti-shark device found to attract sharks
The Penguins Of Irony “Oh NO You Din’t” Awards
1. Publisher says bankruptcy puts magazine chain in “a position poised for wonderful growth
2. WaMu continues to send credit card offers after going out of business
u can find the whole article on following link....
http://blog.larrybodine.com/2009/01/articles/ha/top-10-marketing-blunders-of-2008/
The top 10
1. Ford features “Space Oddity” — a song about astronaut suicide — in new car campaign.
2. Framingham State College uses the word blah 137 times in a 312-word fundraising letter.
3. Disney (multiple entries): Bans kids from DisneyWorld restaurant; Changes “It’s A Small World” to “A Salute to All Nations, But Mostly America”; and Sells “High School Musical” panties for tween girls with the phrase “Dive In” on them.
4. Woolworths (UK) launches Lolita brand of beds for young girl
5. JetBlue lives up to Southwest’s parody ad by charging for pillows.
6. Russia uses smiling kids in tourism ad for war zone
7. Residents of Lesbos sue those other lesbians over brand name
8. Motrin gets headache from viral moms video
9. Butcher’s ads feature “Meat Products, Fresh Service” on naked woman
10. Hershey asks if you’ve found Mr. Goodbar
Special Jury Awards (Co-Branding That Shouldn’t Have Been)
1. Windows Vista toilet paper
2. The Muppets appear on DVD for Law & Order: SVU
3. Barbie® Rice Krispies® Treats
4. P&G starts hip-hop record label (Bounce® and Beyonce? Jay Z and Oral B®? 50 Cent and Febreze®? Snoop Dogg and Eukanuba®? Ghostface Killah and Ghost®? Lil Wayne & Pampers®?)
The Alpha & Omega of Over-reaching
1. God’s chosen racing team loses at the Indy 500
2. “Pope’s Cologne Provides Solace to Grieving Widow”
3. “Can Batman Teach Spiritual Truth?”
4. Email service lets you taunt friends after The Rapture
5. McDonalds compares Ray Kroc to Martin Luther King Jr.
Product Failure
1. LifeLock ID protection service fails to protect CEO’s identity
2. Anti-shark device found to attract sharks
The Penguins Of Irony “Oh NO You Din’t” Awards
1. Publisher says bankruptcy puts magazine chain in “a position poised for wonderful growth
2. WaMu continues to send credit card offers after going out of business
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