The Marketers - Latest Comments

Re: The Cola Wars

NATASHA BAHUGUNA — Tue, 01 May 2012 23:16:09 -0000

Pepsi has a long standing association with cricket/bollywood/music. In fact, they try to connect to the 'youth' by these associations, and that's why they're focussing on Football these days, as they've realised it's an emerging and fast grwoing platform for today's generation. Read-
http://www.campaignindia.in/Vi... :)

Re: The Cola Wars

NATASHA BAHUGUNA — Tue, 01 May 2012 23:13:01 -0000

that's true. but why have multiple ad agencies, isn't it better to have a single focussed communication? Anyway, this argument can go on forever.
When you say it's different from the daredevil stunt ads, Coke never really focussed on the 'daredevil' aspect at all. All I'm saying is, they do the same thing every time. Which is also OK, but it's getting staid.
As for all the daredevil ads, I agree there are too many. But that's the positioning Mountain Dew, Thums Up, etc. have chosen for themselves...

Re: The Cola Wars

The Pathetic Engineer — Thu, 26 Apr 2012 00:02:33 -0000

I think multiple ad agencies strategy Works for the corporate giants, considering the India's point of view.
Prasoon's Joshi's Mcann Erickson responsible for umeedon wali dhoop Ads provide a much needed break from the daredevils stunt Series.(a much needed one )
every ad agency has some kind-a specialty,and with a giant with deep pocket can afford multiple ad agencies and have the best of all.

Re: The Cola Wars

Tanya Bahuguna — Wed, 25 Apr 2012 04:37:05 -0000

I actually think the Coke ads break the clutter, not the Pepsi ones. Pepsi really needs to think beyond celebrity advertising and latching onto the Bollywood/cricket bandwagon. That's just lazy advertising...

Re: The Cola Wars

NATASHA BAHUGUNA — Wed, 25 Apr 2012 03:02:36 -0000

True. It was just segregated because otherwise the article was too long. It was originally written as one article that had something to say about each of these TVCs.

Re: Experiential Marketing Simplified

NATASHA BAHUGUNA — Tue, 24 Apr 2012 10:45:21 -0000

wow. that would've been awesome! :D....waiting for something like that in India :)...Some day, hopefully, we'll think beyond the obvious :)

Re: The Cola Wars

Nishant Choudhury — Tue, 24 Apr 2012 10:45:14 -0000

The classification done for the purpose of this article seems to be a little out of order. Mountain Dew for example is as much a competitor of Thums Up as Sprite. I hope you touch upon this aspect in the next part.

Re: Experiential Marketing Simplified

Malhotra Dron — Fri, 06 Apr 2012 10:17:41 -0000

Good work Natty :) Reminds of an Adidas campaign long ago in Japan just ahead of the FIFA worldcup. On one of the nations prime freeways, adidas placed a giant inflated balloon figure of a soccer player trying to stop a goal, underneath which traffic would flow.

Re: The Future of Advertising

NATASHA BAHUGUNA — Fri, 06 Apr 2012 05:50:05 -0000

This is an interesting article I read about the same concept, except it's not used for the internet.
http://www.forbes.com/sites/ka...

Nice article Anand, it certainly makes you wonder what the future holds in store :)

Re: Experiential Marketing Simplified

Surendra Ht — Thu, 05 Apr 2012 03:08:58 -0000

Hi,

I would your points about Experiential Marketing to create an memorable experience about the product to push the right TG on considerable stage to buy the product.

Example cites by you on Modern Trade outlets is the brand push which they pay huge amount of money to be there to create on spot sales so that wont miss the TG when they require them.

TVS Road Show is the medium and they done it create an imagery for the brand tactical campaign which sailed them through.

Thanks
Surendra

Re: NESCAFÉ – It’s time you started

Kanishk Arya — Wed, 04 Apr 2012 17:31:25 -0000

Thanks for reading :)

Re: NESCAFÉ – It’s time you started

Kanishk Arya — Wed, 04 Apr 2012 17:30:44 -0000

Thank you Charu.
It will also be interesting to see if Starbucks enters as premium coffee chain like states or it also introduces more competitive variants considering not many people would want to pay 200 bucks for a cuppa. This is one of the reasons Starbucks is losing market in the states.

Re: Experiential Marketing Simplified

NATASHA BAHUGUNA — Wed, 04 Apr 2012 09:21:40 -0000

Thank you. You're right. The options open to a small business are many from traditional marketing campaigns involving press releases and direct mail marketing, to newer tools like social media marketing, experiential marketing. Ambush, guerrilla, viral marketing are all viable options and they each have their pros and cons. There'll be more articles on new marketing practices in this blog in the near future, so keep reading! :)

Re: Experiential Marketing Simplified

NATASHA BAHUGUNA — Wed, 04 Apr 2012 09:20:56 -0000

Hi, Thanks for your feedback. A few more examples of experiential marketing would be Titan's Experience Zone. You can find out more about it here- http://www.youtube.com/watch?v.... Experiential marketing can actually be used for high as well as low-involvement products, what's more important is how it's used.
The Road shows aren't exactly mundane, because they were theme-based and served to attract the target audience and generated a lot of buzz in the process. And the tractor demos were innovative and something the farmers weren't used to- actually seeing the science behind the machine. Hence, it engaged them, and they were drawn in by the company.
As for the reference links, they seem to be working for me. It'll be difficult to give links for all the campaigns as the information was collected from a lot of different sources.
Since, it's such a dynamic field, I'm sure you could find more recent examples of experiential marketing in action through a little google search.

Re: Interview with Tommy Hilfiger CEO

Sonali — Mon, 02 Apr 2012 04:00:20 -0000

Tommy Hilfiger is not a Luxury brand. There are Mass market , mid . Premium / Lifestyle , Bridge to Luxury and Luxury Brands !!!

Re: NESCAFÉ – It’s time you started

Ayushi Pandey05 — Mon, 02 Apr 2012 00:43:25 -0000

U r too good.. it helped me alot.. thanks

Re: Experiential Marketing Simplified

Nandit Pathak — Fri, 30 Mar 2012 02:27:37 -0000

I'll tell you an experiential marketing story.

There was once a rock pub that was frequented by Eric Clapton. Clapton had a fixed table where he used to sit. One day, when he arrived at the pub, he found some other people sitting on his table. Pissed off at this, Clapton left his guitar at his table to mark that the table was his. What resulted was that people started coming to the pub to watch 'Clapton's guitar'. The pub realised this soon enough, and started buying other musicians' equipment, often signed by them, and putting it up on display.

And thus, the Hard Rock Cafe establishment was born.

Re: Experiential Marketing Simplified

Vinod Ram — Wed, 28 Mar 2012 01:02:36 -0000

Wonderful analyses Natasha. Why not do one that is relevant for small businesses in India as well? A recent article that I had read, 'Create a Marketing strategy that works for you' ( http://smallbusinessindia.intu... ) gave invaluable insights. Perhaps you will find it interesting too.

Re: Experiential Marketing Simplified

Rana Vishal Singh — Sat, 24 Mar 2012 02:59:19 -0000

Hi there,

Well a refreshing article to start with. But I am still not absolutely clear about the concept of experiential marketing! The article cites some examples regarding very high involvement products like tractors, motorcycles & washing machines whereas previously it says that experiential marketing makes more sense with impulse decision, low involvement products.
Also, I could not directly discern the Excite-Attract-Engage syndrome in the examples mentioned. To me they appeared to be mundane roadshows & demo campaigns that must generate sales otherwise too, as the money invested is huge. Could you please explain a bit further?

I would also like to draw your attention to the fact that link references in the article are not working and please try to include some more references so that actual campaign reports could be read to understand better.

TIA

Re: Chalo Big Bazaar!

Shubham9 — Mon, 19 Mar 2012 13:35:49 -0000

great lovely

Re: Hum Mein Hai Hero!!!

Ayushi Pandey — Thu, 15 Mar 2012 15:16:41 -0000

ur writings are truely amazing

Re: The Story of Brand Accenture in India

srimaan — Wed, 14 Mar 2012 15:01:16 -0000

Things from your knowledge has been absolutely awesome. Thinking to go through your articles other then this .
Nice job was even expecting it.

Re: T.O.I’s Wake up call to The Hindu

sam — Wed, 14 Mar 2012 13:08:46 -0000

Nice analysis on the target segment. However, I think Hindu banged it right as illustrated by Ravi's comments. Such an engaging campaign would definitely strike an average Indian( parent) when he is going to subscribe a newspaper next time.

Hindu's reaction was apt and brilliant and was in on way nonintellectual

Re: Nirma (Women) Power

Nazimhussain1 — Thu, 01 Mar 2012 10:33:26 -0000

awesome work it brings smile on my face when i hear this jingle!
I am doing MBA marketing could you suggest me some tips!

Re: NESCAFÉ – It’s time you started

Charu Smita — Sun, 26 Feb 2012 14:25:16 -0000

Starbucks and numerous coffee chains is definitely a threat to brand 'Nescafe'. It would be interesting to see how they respond. They will need to continue engaging users - whether they do it by organizing coffee lover meets, or getting more into the coffee shop chains. Nice write up, Kanishk!