This one is a good commercial. There are rarely such ads that correlate with the product proposition and positions itself the way it should. "Sachchai Wali Asha" is the Hindi version that has been on air for more than a year now. This one is again an example of how companies are not just targeting the human mind, but the spirit too. Good Job
Sunday, January 15, 2012
This one is a good commercial. There are rarely such ads that correlate with the product proposition and positions itself the way it should. "Sachchai Wali Asha" is the Hindi version that has been on air for more than a year now. This one is again an example of how companies are not just targeting the human mind, but the spirit too. Good Job
Sunday, January 8, 2012
MARKETING 3.0
MARKETING 3.0
By:
Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Philip Kotler has once again come out with a book that is worth the classroom table. As expected from a pro marketer, he has started collaborating more with oriental thinkers to define his thoughts. Reason for this is the increasing prominence of Asian markets and the challenges of marketing in it. The other two contributors are Hermanwan Kartajaya and Iwan Setiawan. Both are consultants and renowned marketing thinkers from a company called MarkPlus in Indonesia.
The underlying theme of this book is no surprise to those who have read books like the ‘The World is Flat’ by Friedman or ‘Globalization and its Discontent’ by Stiglitz. That is convergence of information, technology and off course the users on the same platform. However, the applications to marketing are more relevant. Kotler calls the new trend as Marketing 3.0.
Marketing 3.0 is based on 3 premises:
1. The Consumer is well connected into communities (tribes) based on their preferences for ideas (pool), leadership (hub) or things (web).
2. The Consumer looks for transformation, empowerment and cultural similarities while connecting itself to a brand.
3. The Consumer is not just body, mind and heart. It also has a soul. Hence spiritual marketing is the way of the future.
Creating a brand image, brand integrity and brand identity is the core of this model. And for this the above three premises are important. Just having a brand name and positioning will not do. Marketing 3.0 demands creating life transforming stories, sustainable business processes and collaborating with the consumer to create a better world. The book frequently mentions the example of S. C. Johnson and how it is using Marketing 3.0. The book proposes a VALUE BASED MATRIX, wherein the company defines its Mission, Vision and Values to target the Mind, Heart and Soul of not just its consumers, but employees, partners, vendors and shareholders.
Finally the 10 Credos that the book leaves us are:
1. Love your customers, respect your competitors
2. Be sensitive to change, be ready to transform
3. Guard your name (aka brand) and be clear about who you are
4. Customers are diverse, go first to those who can benefit most from you
5. Always offer a good package at a fair price
6. Always make yourself available, spread the good news
7. Get your customers, keep and grow them
8. Whatever your business, it is a service business
9. Always refine your business process in terms of Quality, Cost and Delivery
10. Gather relevant information, but use wisdom in making your final decision.
All in all a good read. Kotler being a guru knows how to define concepts and give tools to apply them. So if you serious about marketing yourself in the new age, then go ahead and pick this up.
By:
Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Philip Kotler has once again come out with a book that is worth the classroom table. As expected from a pro marketer, he has started collaborating more with oriental thinkers to define his thoughts. Reason for this is the increasing prominence of Asian markets and the challenges of marketing in it. The other two contributors are Hermanwan Kartajaya and Iwan Setiawan. Both are consultants and renowned marketing thinkers from a company called MarkPlus in Indonesia.
The underlying theme of this book is no surprise to those who have read books like the ‘The World is Flat’ by Friedman or ‘Globalization and its Discontent’ by Stiglitz. That is convergence of information, technology and off course the users on the same platform. However, the applications to marketing are more relevant. Kotler calls the new trend as Marketing 3.0.
Marketing 3.0 is based on 3 premises:
1. The Consumer is well connected into communities (tribes) based on their preferences for ideas (pool), leadership (hub) or things (web).
2. The Consumer looks for transformation, empowerment and cultural similarities while connecting itself to a brand.
3. The Consumer is not just body, mind and heart. It also has a soul. Hence spiritual marketing is the way of the future.
Creating a brand image, brand integrity and brand identity is the core of this model. And for this the above three premises are important. Just having a brand name and positioning will not do. Marketing 3.0 demands creating life transforming stories, sustainable business processes and collaborating with the consumer to create a better world. The book frequently mentions the example of S. C. Johnson and how it is using Marketing 3.0. The book proposes a VALUE BASED MATRIX, wherein the company defines its Mission, Vision and Values to target the Mind, Heart and Soul of not just its consumers, but employees, partners, vendors and shareholders.
Finally the 10 Credos that the book leaves us are:
1. Love your customers, respect your competitors
2. Be sensitive to change, be ready to transform
3. Guard your name (aka brand) and be clear about who you are
4. Customers are diverse, go first to those who can benefit most from you
5. Always offer a good package at a fair price
6. Always make yourself available, spread the good news
7. Get your customers, keep and grow them
8. Whatever your business, it is a service business
9. Always refine your business process in terms of Quality, Cost and Delivery
10. Gather relevant information, but use wisdom in making your final decision.
All in all a good read. Kotler being a guru knows how to define concepts and give tools to apply them. So if you serious about marketing yourself in the new age, then go ahead and pick this up.
Saturday, December 20, 2008
Midnight's Children - Salman Rushdie
What could have been a better way to start this journal than writing something about the booker of bookers? I am no literary critic and please don’t read this as a book review. But I am what most of you are… enthusiasts. So I would write in my capacity as an enthusiast.
Midnight’s Children was conceived by the author during his tour of India. He realized that he could right a book about the tumultuous post-independence India through this book. What made the whole idea interesting was a poetic simile between the protagonist Saleem Sinai and India. Just like a new born child, a newly born nation is full of potentials. This book is about how the fate of Saleem and his country was undone by it’s political class, the one’s with power and the one’s with greed.
“Nehru and Shastri have fully proved their mortality; but there are still plenty of others left, clutching Time in their mummified fingers and refusing to let go…….”
It is a scintillating story of Saleem from the time of India’s birth till sometime after the emergency of 1975. They say the style used by the author is “magical realism” and it’s true. The characters are well developed and the author has cleverly created a link between them. The dark and subtle humor never goes unnoticed. I especially liked the metaphors used by him to describe characters, especially the most controversial one…Ms Indira Gandhi.
“……who revealed to me that the country’s corrupt, ‘black’ economy had grown as large as the official, ‘white’ variety, which……Her hair parted in the centre, so that depending on which profile she presented, she resembled either a stout or an ermine……”
Not many authors can create such an influence on the reader. The book surly gives a fresh and I must add “mythical” perspective to the whole emergency issue, which I not only liked but also admired.
This book is a must read, Salman Rushdie has rightly been called as the person responsible for taking Indian writings to the world.
Midnight’s Children was conceived by the author during his tour of India. He realized that he could right a book about the tumultuous post-independence India through this book. What made the whole idea interesting was a poetic simile between the protagonist Saleem Sinai and India. Just like a new born child, a newly born nation is full of potentials. This book is about how the fate of Saleem and his country was undone by it’s political class, the one’s with power and the one’s with greed.
“Nehru and Shastri have fully proved their mortality; but there are still plenty of others left, clutching Time in their mummified fingers and refusing to let go…….”
It is a scintillating story of Saleem from the time of India’s birth till sometime after the emergency of 1975. They say the style used by the author is “magical realism” and it’s true. The characters are well developed and the author has cleverly created a link between them. The dark and subtle humor never goes unnoticed. I especially liked the metaphors used by him to describe characters, especially the most controversial one…Ms Indira Gandhi.
“……who revealed to me that the country’s corrupt, ‘black’ economy had grown as large as the official, ‘white’ variety, which……Her hair parted in the centre, so that depending on which profile she presented, she resembled either a stout or an ermine……”
Not many authors can create such an influence on the reader. The book surly gives a fresh and I must add “mythical” perspective to the whole emergency issue, which I not only liked but also admired.
This book is a must read, Salman Rushdie has rightly been called as the person responsible for taking Indian writings to the world.
Saturday, December 6, 2008
PREFACE
Hullo,
Experiance, they say is the best teacher and I agree. I always add another truism to it... Books are the second best!! I love reading and sometimes I read almost anything. In my quest for this cognitive satiation I sometimes fail to keep track of the myriad interesting things I come across. Through this blog I will not only share my views on my latest reading expeditions, but also some things that I come across and feel that its ought to be registered somewhere in a safe place :-)
Experiance, they say is the best teacher and I agree. I always add another truism to it... Books are the second best!! I love reading and sometimes I read almost anything. In my quest for this cognitive satiation I sometimes fail to keep track of the myriad interesting things I come across. Through this blog I will not only share my views on my latest reading expeditions, but also some things that I come across and feel that its ought to be registered somewhere in a safe place :-)
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