The Top 6 Marketing Initiatives in 2008

HT Brandline picks the top marketers of year 2008 as follows -

1. Zapak.com - The company created a buzz in the gaming industry and energised the industry through its online and offline efforts. The advertising model was not at all high cost but irreverent enough to attract attention.
2. Idea Cellular - The company explored the 'idea' of Inclusive Branding and communicated to the masses that the nation is changing and its time for the consumers to reach the self-actualization stage. And, then Abhishek Bachhan created some Dostana with the brand.
3. ISB Hyderabad - This six year old B-School has made itself reach the Top 20 B-Schools in the world on the Financial Times List. It is today looked as a beacon of management education in India.
4. LG - Product Innovation has been their main focus and this has helped them emerge in the Consumer Goods category as the No. 1 player. Its unique offerings combining technology and cosmetic appeal to optimal degrees have worked.
5. Titan Industries - I have always felt proud of being associated with this company in the recent past. This company is actually devoid of any market competition whatsoever. But, still it knows that re-inventing itself and its offerings is a key strategy to remain a life-style player.
6. Cafe Coffee Day - This brand has been built by zero advertising input. The brand that believes in being "in the face" through its product offerings. It has emerged as the market leader in the coffee segment and has made its competitors like 'Barista' to rethink their strategies.

Marketing for Growth

Warren Buffet, The Global Investment Guru blames the weak fundamental practices of many companies for their fall. The only way out for these companies is to sell their products more than ever before. There comes in the role of an appropriate marketing strategy. The figure below explains the possible domains a company can look into for its marketing growth.

Companies must follow this idealistic growth strategy and help themselves out of recession.

The Indian Desi T-Shirt

I was reading a piece of news when I was completely shocked when I saw some pictures that made me laugh and pity the retail market. The headline said "The T-Shirt gets a desi voice" under the section 'Retail Therapy'. Moreover, these t-shirts were priced at INR 1000/- as their starting price. Couldn't do anything than having a hearty laugh and telling my friends about this new concept which I am sure would fail. Don't ask me the reason of its failing, rather bet me on the failure.

It is not that I am broke and can't purchase them, I am filthy rich man and I can buy 10 of them. But the point is I would look a complete dumbass after wearing this piece of shit (Yeah, SHIT). I consider myself the Gen Y of this country and needless to say that this T-shirt with its unique yet moronic styles, taglines, concept and designs has been targetted at the Youth. But, answer this yourself, How many of you would buy it? Even if you guys buy it, Where would you wear it?

I would prefer wearing it while shitting in the pot, because that is the only place in the world wherein I am sure that no one is watching me. Come on man, who the hell would buy this piece of bullshit. Atleast, I won't. Will you Mr. Anonymous (refer to the comments)? I am sure you would because you have a hidden desire to stand up and get noticed for all the wrong reasons in the world.

Come on, hit the the comment bar again, Mr. Anonymous.

Before Pitching Bloggers-Check this out..!!

This is one topic which is being posted in many of the marketing blogs and also one of the hottest topic amongst the PR. The main objective of the following tips is to provide the right kick to the understanding of PR executives who have recently stepped into the world of Blogging. Below is an excerpt of the 7 tips (full text is in the PDF download):

1. Before you pitch them, read their blog
2. Two words: trackbacks and comments
3. Bloggers are experts
4. It's not always about their readers
5. Giving them free stuff is ok
6. Know who else is talking about you
7. Don't throw away your traditional media relations playbook

Get the "7 Tips for Pitching Bloggers".

There are also many other useful resources for PR professionals who are really interested in improving their skills when it comes to dealing with bloggers. Here are a few I would recommend -

• The PR Wiki: Tips on Pitching Bloggers (Constantin Basturea)
• Don't be a bad pitcher (Anil Dash)
• Blog Relations List (Tom Murphy)
  

Posted by - Jaspreet Kaur.

Is your Behaviour influenced by Media ?

Trends inspire trends. Funny! That could be an altogether new trend itself. Kudos to the Media for it. The trend as displayed by the plethora of media channels is to focus majorly on the mistakes, misunderstandings, mistresses, misanthropes, misogynists etc. The list is actually endless. And it already has had an influence on me, because I am a part of public too. I am not affected by it is altogether a different issue but I can sense very well that 'Armageddon' is round the corner.

As Sandhya Srinivasan, Senior VP and Director, Strategic Planning, Law and Kenneth India writes, "As the very name suggests, they are big perpetrators of “enter” “tain(t)ment”. Everyone is tainted here. Even the role model goes to jail wrongfully or rightfully. It’s a cross between 'The Bold and the Beautiful' meets 'Dynasty' meets the 'Lifestyles of the Rich and Famous'. Soon, I’m sure, there will be 'Sex and the City' meets 'Desperate Housewives', within permissible Indian morality codes, of course".

Is "disfunctionality" all that sells ? The answer lies in the fact that most serials are about adultery, multiple spouses, extra-marital affairs, addictions, and many on those lines. Pause a moment. All are disfunctionalities.

All this actually is helping in creation of a negative energy and we live our lives with it. It is resulting in strong behavioural changes and inspirational and idealistic life changing imagery is getting transformed into guilty, malicious, disgusting cheap talk script writing. As Sandhya aptly puts, "Can’t negate the bad hair days but can at least ensure gorgeous hair more often. That way, there will be a balance. Good and bad. Yin and Yan. Now, that’s a life of worthwhile choices".