Is buying when not on 'sale' any good?

I just happened to visit the Alpha One mall this afternoon. Some students were sitting in the atrium on benches doing nothing and breathing in the cool air. Shops, all looked empty.

Of course, it's a Thursday, and one won't expect much anyway. Besides, everyone's blaming the economy. And lastly the discount sales are largely over. Or have they? So it looked.

The last point has become the reason for people to move out shopping. They know that if they don't buy when there's no discount sale, they won't have to wait too long.

Now that 'shopping when there's discount sale' has become the norm, I am wondering what exactly is a person who's shopping when there's no 'sale' thinking? For surely, asked directly if he would prefer to save money on buying the same thing when there's a discount, every single buyer would reply in affirmative.

One grand excuse that people might give to themselves when they do 'unsale' shopping is that they buy when it's new, fresh, just in. They buy when very few others have the same thing. But that's only internally satisfying until it is publicly recognized that very few others have the same thing.

We all know public recognition of new things isn't necessarily uniform and up to date. In fact, majority don't bother to keep track of majority of the things. And therefore, recognition from others is difficult when someone goes 'unsale' shopping.

I think that's so terrible. 'Unsale' should be added as a tag alongside the brand name so that such shopping gives shopper some good credit for having taken the risk.

SDC Bank?

Oh the brightness captured my attention amidst the drabness of the architecture you see in the picture and the dullness of the traffic of the traffic I found myself in.

SDC Bank. Full form, The Sahebrao Deshmukh Cooperative Bank Ltd. Given the transformation that every little bank has undergone, I wasn't quite surprised to find this. However, it looks to me that this fancy abbreviation was a result to put itself in the league of the big abbreviatedly branded banks of the country.

I wonder if this peculiarly traditional bank name has a history, a story. If it really does, it has just added one more layer between itself and the people's understanding. Perhaps there's another way for such brands to tell  us their stories and appeal to a certain audience.

May be, its customers will now feel a little better when others ask them, "So which bank you have your account in?" And they say, "SDC Bank!" Wow! Was that the thinking for this change?

Brightness helps get attention. Abbreviation adds to the confusion though.

Elements of persuasion

I find the following in the case of a book. I am talking about stuff found on the physical book.

1. Title
2. Author's Name
3. Visual on the Jacket
4. Appreciation/Endorsement Blurbs
5. Award/Number of Copies Sold/Motion Picture Adaptation
6. Story Idea
7. Storyline
8. Price
9. Thickness of the Book
10. Publishing House
11. Material/Binding Quality
12. Mini-reviews inside on the first few pages
13. Manner of Indexing
14. Titles filling up the Index
15. Author's Pic
16. Author's Bio

xyzkart.com Platforms

Was intrigued by the kart.com names suddenly flooding the market. Found this. Highlighted in red above. :)

Flipkart started as a books company, so the words 'flip' (flipping pages) and kart. Now it sells a whole range of stuff. Including electronics, mobiles, fashion goods et al. In contrast, these guys are trying to build kart.coms for each and every category. Would be interesting to check the results after some time.

What do you think will happen most likely?

Fuzzy Logic? No, Fuzzy Duck!

Those in Ahmedabad and read Ahmedabad Times must've seen this ad. The size compels you too. And if it holds your attention, you must've noticed the name. FUZZY DUCK.

FUZZY DUCK?! I check my eyes every time I see the ad. Must admire the audacity. Not sarcastic here. Of course, with their spends and audacity, they could think of better branding efforts surely. I really want to see how they fare.

Invisible Shoes

For anyone who has been into running, and has had to grapple with small or big injuries induced by running, and has spent a good deal of time picking appropriate/perfect running shoes, this is a must watch/read. And for those who are interested in marketing and communication of any sort, this is a must must watch/read.

The oxymoron called INVISIBLE SHOES. And this is a positive note (I mean no contempt coz of it's oxymoronity). Click on the link and check. You'll see 'shoes' like these.

Shoes, these are shoes? And invisible, we are saying?

These are huaraches. (This isn't news, these are already quite popular.) If you were asked to wear huaraches by a Mexican tribesman, you would've frowned. A flaunty burly inebriated guy might have even kicked that tribesman with his Nike pairs :).

In the context of running and shoes-obsessed runners, the way to cut through was take a relative position. Compared to the stuffy big running shoes, of course they can be said to be 'invisible'. They are sandals but for guys wanting 'shoes', the way to make them look at this option is to call it a 'shoe'. And to charge whatever they are charging (which isn't a big deal), the prices of current crop of shoes is a good benchmark.

I might get one of these soon enough :).

Goddess of English

I just came across this interesting bit. And only now.

A Dalit writer called Chandra Bhan Prasad, along with the dalit community of a village called Banka in UP, has built a temple to worship the Goddess of English!

An excerpt from a write-up on the BBC site:

About two feet tall, the bronze statue of the goddess is modelled after the Statue of Liberty.

"She is the symbol of Dalit renaissance," says Chandra Bhan Prasad, a Dalit writer who came up with the idea of the Goddess of English

"She holds a pen in her right hand which shows she is literate. She is dressed well and sports a huge hat - it's a symbol of defiance that she is rejecting the old traditional dress code.

"In her left hand, she holds a book which is the constitution of India which gave Dalits equal rights. She stands on top of a computer which means we will use English to rise up the ladder and become free for ever."

Incredible!

It's a sort of socio-cultural development but I gather quite a few marketing tips from this event.

If people are stuck up about religion, seed the change in the religion itself, instead of trying to generate an anti-religious sentiment. Am sure it must have been some work convincing at least some of the dogmatic people in the community.

And if God is the greatest and if God's word is the highest command, then make God command the change.

They've also announced that they'll celebrate Oct 25 every year as English Day. Of course, if you have Ram Navmi, Shivratri, Holi and so on, why not English Day for Goddess of English.

Still early days but this should yield interesting and positive results. Great initiative.

You can go through the BBC article here.

Pic courtesy: http://www.bbc.co.uk/

Motorola rebranded

There is no doubt that some brands literally take consumers for a ride. I think fighting brands with branded consumer activism might help. So here's the first expression. Check out on FB as well. Here's the page: https://www.facebook.com/pages/Mr-Loud-Mouth/344110422278676.

Chain se maza lo...

Ana: What happened?
Clado: Am bored.
Ana: You don't look bored.
Clado: Am bored. And listless. And anxious.
Ana: How about some music?
Clado: What!?
Ana: Some music? And some mouth-freshner!?
Clado: Ana! Don't pakao me okay.
Ana: Alright, hear me out... Chaini chaini, chain se maza lo!
Clado: You picked that up! You know what? I hate this name. I hate pan masalas. But, once heard, this just doesn't stop ringing in my head. Stop it, stop it, stop it!
Ana: Clado Clado, chain se maza lo!

Aegon Religare couldn't enough care :)

Interesting article in the TOI Crest last weekend. Reminds me of a recommendation we made to Aegon Religare Insurance a couple of years back. We offered something similar but seems our pitch was marred by the manner in which we tried to reach out... Happens. Here's the presentation. You might find it interesting.

Aegon religare brand activation 9th nov '09

View more presentations from Siddharth Soni

Ignitor or Imposter

Clado: Ana, Ana, Ana....  
Clado is huff-puffing his way.
Clado: Ana...
Ana: Listening, Cladooooo!
Clado: Unbelievable! They've turned imposters now. Just found an evidence.
Ana: Whom are you talking about? And what evidence?
Clado: Remember, we rode the Honda Stunner?
Ana: Ya, I do. Naaaaaaice bike.
Clado: Now there's an Ignitor on the road. The same thing! Replica of Stunner!
Ana: Clado, they are better called twins.
Winks.
Clado: Ya, lost-at-birth kind of twins. The other one only shows up later in the movie, right?
Ana: Smaaart!

zeus FITNESS POINT - the gym

Ana: Clado, see that Christmas Week offer?
Clado: Seems every occasion offers a chance to offer. Are they offering a Christmas tree free? Check no...
Ana: Okay wait...

Ana: And what's this zeus?
Clado: Greek Goddess, perhaps?
Ana: Fitness Point, the gym?!
Clado: Yes. Word meanings!
Ana: So again, why zeus? Is it for women?
Clado: I see no women there. No men either.
Ana: Seems they worship zeus...
Clado: They are pantheists, actually.

Mahindra Two Wheelers will it be called?!?!?!

The news is it will be called Mahindra Two Wheelers. Strange.

Mahindra has been always associated with rugged utility vehicles. For years, it has been known for geeps in India. Though it owns the Scorpio brand Mahindra is still more about utility.

Having bought Kinetic's two-wheeler business, is it a good idea to call it Mahindra Two Wheelers? Not really.

Firstly, Kinetic made scooters which were far from utility scooters. They were largely meant for women until the launch of Blaze.

Secondly, Kinetic didn't know how to focus on the market that it helped create, so it simply launched new brands without any sense of direction.

Thirdly, Mahindra had an amazing opportunity to create a new brand and create greater buzz in the market.

In the automobile business it seems that corporate brand (name of the company) matters at least as much as the individual brand. Would you say I ride a Mahindra Blaze? Or a Mahindra Nova? Not only does it sound unfamiliar, it also sounds weird.

Naming must be a consequence of strategy. Not just a matter of labeling or showing off the largeness of the company. Being a late comer, Mahindra needed to first work out the strategy to gain a foothold in two-wheeler market and then decide upon a name.

Instead it has publicized Mahindra Two Wheelers and branded the Kinetic Two Wheelers website with the same. Everything else remains the same. Pity! What was the hurry?

It could be that, even after Mahindra Two Wheelers, the game might not change much anyway. If a new name wasn't acceptable then even keeping it Kinetic could've worked.

Mahindra has risked diluting whatever the brand has stood for over the years.

Junior should not attach with Chyawan should not attach with Granules

That's a rather strange title to begin with. But not stranger than Dabur's strategy. I happened to see a full-page ad for Dabur ChyawanJunior

Chyawanprash has always associated with Dabur. Chyawanprash is not a Dabur brand though; it's an old recipe based on Indian scriptures. And therefore many other players in the market use the name in branding their products. You have Baidyanath Chyawanprash, Himani Sona Chandi Chyawanprash, etc.

What is Chyawanprash? A dark, brownish/blackish paste-like mixture of edible herbs in specified quantities. What's the benefit? Many benefits. It is said to provide one with many nutrients for one's over-all health. Okay, is there any problem with the product? Not really, just that children/youngsters don't find it tasty enough or good-looking enough to consume.

So, what did Dabur do? Converted the ugly looking, odd tasting paste into liquid (especially milk) soluble granules. So of course, the idea is children could have it with milk. But wait a minute. What do children have with milk? Complan, Horlicks, Bournvita... What do these brands do? They also help in growth and developing intelligence. And they taste great. Suddenly the product (Chyawanprash) which stood as a distinct category is now in direct competition with global brands and on their turf. The battle would be interesting.

So, what could be the future of Chyawanprash granules? More specifically, now that Dabur has branded it ChyawanJunior and described the product as Chyawanprash Granules, what could be said about the strategy?

1. In the first instance, on hearing or seeing the name ChyawanJunior, one would think that it's a special Chyawanprash for youngsters.
2. On a little more thought, one who has tasted Chyawanprash could get sceptical of the taste of the new product. One can say that Chyawanprash tastes the way it does because it is made of certain types of herbs. Now if the taste has changed, there's a question: has the mixture changed too? And if the mixture has changed, will it be still be so effective? How is it that Chyawanprash paste suddenly gets converted into granules? The credibility about the effectiveness of the new product could be doubtful.
   
3. For the ones who've never ever tasted Chyawanprash in life, it is immaterial whether the product is called Chyawan or not. It could as easily be called something else.
4. So, is ChyawanJunior a 'cool' name? The first part of the name might not sound as cool to the youngsters.
5. The name Chyawan also succeeds in confusing coz apart from products of other players with similar brand names, Dabur itself has Chyawanprash, Chyawanprakash, Chyawanshakti and now, ChyawanJunior!
   

It seems that Dabur could be worried about low acceptability of Chyawanprash paste among the youngsters of today. While repositioning was an option, Dabur chose the path of product innovation. It developed a new form of Chyawanprash. However, for the new form it chose to leverage on the name of the earlier product. If the earlier product was low on acceptability or was on its way down in terms of sales, then making the new product ride on former's name might not yield result. And even if the earlier products were doing well and Dabur needed to increase the market, the riding on the former's name might not yield a great deal since it might be perceived as just another variant instead of a different product altogether.

Dabur and other players in the market seem to have lost an important opportunity to create a new category.

The power of a name and the need for change

I maintain another blog called FULL TANK. Being a professional in the field of marketing communications and an avid observer of the process of branding, I've always felt that choosing a good name is extremely crucial. Laura Ries has changed the name of the her blog. And these are her thoughts on the change.

I appreciate the candid confessions. It triggered a thought about one of my blogs mentioned above. To begin with, my blog was just another blog. It was a record of my thoughts on very many things. Cricket, Motorcycles, Beauty, Mumbai, India, etc. I observed that I was writing more about two-wheelers. Not just quantitatively but also qualitatively. So I decided to narrow my focus for the blog on two-wheelers and record my thoughts on other things by creating other blogs like FORK (on brands and businesses), Profss Drums (on education, policy-making and governance), etc.

Over the months, I've changed the name of my first blog many a time depending on my mood. Firstly I named it Indusbeats, then Slumberic Memoirs Of an MBA, later disstraction, and then thrillon2wheels, and finally settling for Full Tank. My impatience and a thirst for something more interesting every now and then also played a part in changing names so frequently.

Just when I felt fairly convinced that I had chosen an apt name Full Tank for my blog on two-wheelers, this article by Laura Ries gives me other thoughts. What does Full Tank mean? What does it connote/signify? Many things. Passion for motorcycling, cruisers, perhaps big bikes, etc. Importantly it also signifies the object that holds fuel (petrol, to be more specific) in a motorcycle/ two-wheeler. So what happens if tomorrow the world changes and most of the two-wheelers are battery-powered? Will there be a Full Tank? Will the name make sense? I know for the moment the name's just good. But tomorrow...

So? I'm not gonna change the name yet again :) though I did feel the temptation when I was reading the article. My only point here is to discuss the importance of the process of naming and the power a name (or a brand name) possesses.

What's your brand name?

Kaun 'Videocon'? The power of a brand name

This post is a short one. When business grows, the brand name starts assuming a god-like status-and-mention in the media. This of course gives a hedonistic feeling to label and sell every possible product under the same brand. There could be many other reasons but the one mentioned is good enough to explain many many brand extensions we see in the market place.

Our home-grown conglomerate Videocon is one such example. But what makes it stand out is the fact that the brand name is 'Videocon'. Isn't it apparent that 'video' in 'Videocon' stands for visual entertainment products? Clearly, being one of the first-movers in the Indian entertainment products industry, Videocon came up with a good brand name for its televisions and also for, now-extinct VCRs, and CD and DVD players. However, to put the same on washing machines, tape-recorders, micro-wave ovens and air-conditioners is not just preposterous but also downright suicidal.

That's quite a statement to make for me but that's the power of a good name. Applied at the right places, it works. But apply it to something that's not a match and you kill yourself. Videocon's share in the market in most of its product-categories has been going down and one of the big reason is its branding strategy.