It’s the “word-of-mouse” which works

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If there are two things that string the youth of the world together, then they would be music and the World Wide Web. No wonder, big ad spenders have combined both to create a heady mixture. Bacardi is spending $40 million to fund an online radio station called ‘Bacardi B Live Radio’. It would primarily play dance music with exclusive mixes provided by popular DJs. Not to be left behind in delighting its customers, Coca Cola has launched a website called www.stageside.tv. Here visitors can enjoy exclusive live performances, behind-the-scenes footage and personal interviews of their favorite artists. They can download all contents for free – with compliments from Coca Cola! After all, if you drink Coke, you deserve to live the “Coke side of life!”

These sites don’t just entertain, but help build a “feel good” factor around the brand. They are ways of connecting with the young consumers, who don’t waste a second in forwarding contents that they like to tens of other friends! The net is where young people interact with each other. If you can catch their fancy, they become the best promoters of your product or brand. They spread the message with dedication and do all the awareness building for you. And now, advertisers are specifically allocating budgets for viral advertising campaigns. Volkswagen, for example, decided to release some of its advertisements exclusively on the web.

MakeMyTrip has its USP in that it offers the lowest airfare. They claim to foot the difference in fares in case the customer can find someone offering fare lower than their’s. They decided to use the net to spearhead their promotion strategy. The agency Webchutney was roped in to create a viral campaign for MakeMyTrip.com. The ads were fun to watch and were forwarded to fellow friends at an astonishing speed. After all, the best way to judge the success or failure of an viral ad campaign is the number of times it is forwarded. On that ground, MakeMyTrip came out a winner (The ads were based on various themes picked up from Ramayana and in fact worked really well in India).

Weeks before Britney Spears launched her perfume named ‘Curious’, a banner ad was released on the web with a photo of Britney. The ad asked girls to type their cell phone digits & zip codes. More than 30,000 girls typed in their numbers to receive a 45 second recorded message from Britney, where she told them how she was working on a fragrance and was really excited. Later they received a text message from Britney telling them about the launch & where the perfume was available. In all, the campaign succeeded in reaching out to a sizable number of 300,000 girls!

When Burger King wanted to promote its chicken sandwiches, it used ingenuity to promote its product. They used a man dressed in a chicken outfit and made a video, which was released exclusively on the net video. One could make the chicken do anything. All one had to do was type a command and the chicken would obey. It could dance to push-ups; or even watch TV! This “Subservient Chicken” was an instant hit on the net. One million hits were recorded in one day. Burger King had proved its point – you can have a chicken any way you like! It did it without spending money on traditional forms of advertising.

Back in India, brands like Itchguard & L.I.C are going in for viral ads – and winning awards too! With times changing and with technical innovations, it’s the ‘word-of-mouse’ that is responsible for creating the longest hype and the biggest buzz around a product. No wonder, products as diverse as Vanilla Coke, or Kingfisher F1 club or Standard Chartered Bank or even the Yash Raj film ‘Mujhse Dosti Karoge’ have all incorporated viral ads in their strategies.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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The “CLICK” and “SEND” form of marketing

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Today, it’s ‘online’ that clients are making a beeline for. Viral marketing is much cheaper than traditional methods. It’s more believable than a regular advertisement. It’s more interactive and interesting than the mundane marketing gimmicks. So when Axe wanted to popularise its brand, it took recourses to the net. It created a video showing a news reporter talking about how Axe deodorant was sprayed on the town of Ravenstroke from an aeroplane; and how, consequently, hundreds of beautiful women raided the town. The video was a big hit with youngsters who forwarded the same to many more.

On the same lines, HLL too initiated an online campaign for its Sunsilk Shampoo. HLL no more convinces girls to use their shampoo, rather encourages them to visit sunsilkgangofgirls.com. It’s trying to build India’s first online all-girl community. Rohan Sippy too created a viral campaign to promote his movie Bluffmaster. Users could play on a slot machine; and on pulling the lever thrice, they were informed that they had won $500,000. Later, they received an e-mail informing them that this was a bluff. If they wanted to find out who had bluffed them, they could follow the link. The link took them to the Bluffmaster movie’s webpage. If they wanted to bluff their friends, they could forward the game to them too! They managed to bluff about 1 lakh people with panache!

Mazda Motors of UK came up with a unique idea of not just entertaining net users, but providing tangible brand benefits with the help of its online viral marketing campaign. One of the movie clips posted went like this – “All I can say is clever, very clever. Now let’s see her get out.” It was commenting on the car parking capabilities of a man versus a female. The campaign struck a chord with the viewers. Soon, everyone was talking about it. Mazda’s “parking campaign” almost sparked off a global debate! Blogs soon popped up and within a month, almost one million people had viewed the video clip. It’s a kind of concentrated viewing that would be desired by any ad man for his ad. The video gave such high brand exposure that it increased the brand recall tremendously. Even though Mazda’s products were not extraordinary, its sales vis-à-vis its competitors started to increase.

On the web, word spreads faster than fire; and if your content is good, its popularity grows exponentially. After all, all you’ve got to do is click on ‘forward’, then add the ten addresses of your close circle of friends, and press ‘send’. It’s done!

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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MOUSE TRAP

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Build a better mousetrap and the world would beat a path to your door... Viral marketing has done just that, and is the newest rage in global marketing strategies!

A women scorned by her husband seems to have caught the attention of New Yorkers and Los Angelinos alike. It’s a woman named Emily, who discovered that her husband “Steven” has been cheating on her. She decided to get even with Steven by placing a large billboard near his office, with a message on it for him. The message went like this: “Hi Steven, Do I have your attention now? I know all about her, you dirty, sneaky, immoral, unfaithful, poorly-endowed slime ball. Everything caught on tape...

Your (soon-to-be-ex) wife, Emily

P.S. I paid for this billboard from OUR joint bank account.”

The billboard did get a lot of people talking. To top it all, Emily happened to have a blog of her own, where she wowed to go on a rampage for 14 days. Emily kept everyone guessing about her identity. People were confused. They wondered what was happening. Nevertheless, everyone wanted to keep themselves updated on the latest between Emily and Steven. The net was rife with speculation. People discussed whether it was an ad. Who was this mystery woman? People everywhere were talking about it. Radio shows were receiving calls from people who wanted to discuss the billboards. Guess who was having a field day? The ad agency who created this advertisement!

They had managed to do what every advertiser dreams about and looks for – that is, creating a buzz. In technical terms, one would call it “Viral Advertising.” Just as a viral infection spreads from one person to the other, similarly ‘viral’ ads spread from one person to others as people discuss about them or forward them to other people via SMS messages or e-mails.

Today, marketers are accepting the fact there’s too much advertising and there are too many media channels. Consequently, people are tuning out the regular advertisements. According to a study, television viewing actually took a dip this year for the first time in history. The study found that people under the age of 25 spend more time on the Internet than on television. The internet is the largest playground for this new form of communication tool called ‘viral marketing’.

The most powerful selling of products and ideas takes place not from marketers to consumers, but from consumers to consumers. It’s an old theory of the word-of-mouth being the best advertisement of a product or a brand. Viral advertising or viral marketing are its 21st century avatars! It is this viral marketing, which is largely responsible for the success of Hotmail. All Microsoft did was put a small line promoting Hotmail in every outbound message sent by a Hotmail user. “Get your private free e-mail at http://www.hotmail.com. The virus spread faster than the Avian flu and within 18 months, Hotmails subscriber base grew from nil to 12 million users. In the history of the world, no company had ever attained such a phenomenal success in such a short span. What’s amazing is the fact that all this happened on a shoe-string budget of $50,000. While its competitor, Juno, spent $20 million on traditional marketing during that time, it failed to create any impact. In countries like India, where Hotmail had done no marketing, it got the largest clients. That’s the magic of the viral.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Pint Size-Power House

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Logos give a brand its identity. They are a company’s most valuable asset. It’s no secret that a whole lot of Fortune 500 companies devote millions of dollars each year to develop their brands and promote their corporate identity. In fact, logos are what instantly make a brand recognisable. They make a brand memorable. According to some, the five interlocking rings of the Olympic Games is the most recognisable logo.

Logos also have tremendous impact. In 1974, Milton Glaser produced a logo (at his Manhattan studio), which has today become the most frequently imitated logo design in human history. INY (I love New York) has probably changed the way people express their love! Another popular logo – FedEx – was designed by Walter Lander. Observe the logo carefully and you would spot an arrow hidden between the ‘E’ and the ‘x’. It was meant to signify speed. After shortening the name from Federal Express to Fed Ex the company suddenly started looking more trendy. Not just that they even claimed that they saved so many tins of paint and therefore dollars!

Playboy once received a letter with the distinctive ‘bunny’ logo as the only identifying mark appearing where the mailing address would normally be written. Goes to prove, that logos, many a times, become the strongest identity of a brand.

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Make time stop…

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Looks chic, feels svelte, sounds swanky, and yes, it tells time too. Rhythm from Japan, one of world’s leading watch and clock manufacturers, have brought into India the ‘alarmingly’ vivaciousMagic Motion clock. A must-have for any environ that needs a fashion statement or alternatively for people who love to put their best fashionable foot forward, Magic Motion clock also fits into multiple wall backgrounds. Price on request.

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Tata Sky aims for the sky

Tata Sky recently acquired its one millionth subscriber in the direct-tohome (DTH) television broadcast sector. Now it is planning to invest Rs.2,000 crores in an effort to upscale its value-added services. By 2012, Tata Sky hopes to have eight million subscribers. “New features will be added in interactive television,” says, Vikram Kaushik, CEO, Tata Sky. He further added that the company will also cater to regions and pockets in a more focused manner. As per market analysts, penetration of pay TV that was 46% in March 2007 is expected to increase to 90% by 2015.

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Brussels, the new Jet hub as flights take off

On August 6, Jet Airways became the first Indian private carrier to fly to and from Europe! Its inaugural flight on the Continent sector was from Brussels to Mumbai. The flight was flagged off by Dipak Chatterjee, Indian Ambassador to Belgium and the European Union. The day before, Jet Airways “announced” its debut flight from Mumbai to the US – with a two hour stopover in Brussels. After it, the roadmap will keep growing for Naresh Goyal’s airline – with Brussels as an operational “hub”. In September, Jet will launch its flight to Toronto in Canada (via Brussels); in November, it will fly to Johannesburg in South Africa. The airline’s future plans include 10 daily flights from Brussels to cities in India and the US, Canada and mainland Europe. Jet has also entered into a code sharing agreement with Belgium’s chief carrier, Brussels Airlines, for flights from Brussels to Delhi, Mumbai, Toronto, Stockholm, Oslo, Birmingham, Geneva & Madrid. “Jet Airways was looking for an opportunity to combine its expansion plan to USA and Canada with an efficient hub in Europe together with a stronger national carrier offering a wide network... we have found it all at Brussels,” the airline’s Chairman, Naresh Goyal said in a statement.

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PVR spreads its movie magic

More action to be caught on the silver screen. Ajay Bijli’s PVR Cinemas has said that the chain was going to open two more multiplexes: one in Delhi and one in Ludhiana respectively; with this, PVR will have a total of 89 cinema theatres, in 14 cities, across nine states in the country. Coming up is PVR Rohini (in west Delhi) at the Fun City Mall that will have three screens. In Ludhiana, the multiplex is coming up at Flamez Mall – complete with four screens. So it’s time to grab your popcorn and cola – and head straight for the movies!

The real truth about Asians revealed
A survey by ICM Research (a UK based company that offers polling, focus groups and telephone surveys in various specialist areas) for the BBC Asian Network has revealed that Asians would rather marry someone from ‘among us’ than someone from a different ‘race’. The survey looked Indian, Pakistani, Bangladeshi and Sri Lankan respondents, who are below 34 years of age, 44% of who want to marry only from the same race; only 9% of the White participants felt the same way! What about friendships? Well, lesser than a third of Asian respondents said ‘all or most’ of their friends were from the same race; nearly half of the Asians said that they would not date a White person; more than half of them would not date a Black person. There are more startling facts to be uncovered from Britain’s Asian community: 44% of them thought it was ‘immoral’ to be a homosexual, while only 8% of the White participants thought so.

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“We focus on innovating from, for and with India under the aegis of One Microsoft...” Microsoft spokesperson.

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MICROSOFT... An innovator to the core this software giant has always surprised its users with tech wonders. Vista, Offi ce 2007, anyone?

“If you can’t make it good, at least make it look good,” if Bill Gates uttered this once, it wasn’t for Microsoft. Definitely not! An innovator to the core, the software giant has proved this, not only once, but on several occasions, with its user-friendly wonders that have dazzled the tech world. From technical architectures to servers, from online business solutions to personal computing… phew! You name it and Microsoft has it all.
This software giant has generated everything from handwriting-recognition software to touch sensitive features to mobile computing. And of course! Not to forget the new Windows Vista that has Completely c h a n g e d known style of interaction with the mind machines. An advanced graphical user interface, improved searching features, new multimedia creation tools and completely redesigned networking and display subsystems. Well, what more can one ask for? If yes, then the Microsoft Office system 2007, the most recent version of Microsoft’s productivity suite is already there. On the entertainment front too, Microsoft has thrilled its users from Xbox to digital music devices to the latest IPTV software.
To some, Microsoft still might be just a fast follower than a cutting edge innovator, but then just check out the latest offer on the block, ‘Microsoft Surface’. Hope this stumps all those unsatisfied creatures!

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MOSER BAER...

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MOSER BAER... Moser Baer with its ultra cheap offerings is dictating terms in the home video segment... just an extention, but innovation nevertheless!

A good start is what most of us can manage. But only few can hold it till end to emerge victorious. And Moser Baer is known to be one such winner. With its unrelenting focus on R&D, the company has always lead the market with new product innovations. All one has to do is to look back couple of decades to see how fast Moser Baer has changed the shape and format of the industry – from floppy disks to CDs to DVDs and now Blu-ray and holographic. “The focus on manufacturing and R&D has helped the company adopt and indigenise technology quickly. It is not a mere coincidence that Moser Baer is the lowest cost manufacturer of optical media in the world. These are but a few of the strategies that we will continue to focus to ensure that we are leaders in the space that we are in.” Yogesh Mathur, Group CFO, Moser Baer shares with 4Ps B&M. Be it the photovoltaic initiatives or the home video segment, Moser Baer has always extended its core competencies to set the stage on fire. Its entry into home video segment with dirt cheap prices, indeed, was a smart move that not only shook this highly fragmented industry but also gave original product manufacturers a run for their money. And now it plans to do the same with its photovoltaic business and computer peripherals. No doubt, Moser Baer has not only grown and evolved but has also been able to forecast & adapt to change quickly, even leading the way at times.

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Celebrity lifestyle features

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Das adds, “But beyond statistics, it is a fact that women in India have evolved with the passage of time... (the new age Indian woman is) a well balanced individual, who is neither submissive nor feminist. So, magazines become their own personalized space, which in broadcast media, becomes different.”

Siddhartha Roy, Executive Director, Response India, agrees, citing it as a simple case of “anything that sells is put on sale.” And he puts another interesting perspective to it, “Celebrity lifestyle features are very candid. Bipasha, Celina and the likes are possibly read by men as well as women. In addition, even news broadcasting channels are moving from being purely information channels to becoming infotainment channels.” Indeed, while one finds the trend of extensive fashion show coverages, celebrity gossips and controversies, comedy show re-runs, sting operations (some of them even allegedly fraudulent) et al on news channels of the day quite amusing, one can well understand how desperate even the electronic media has become for viewer attention. News may not sell, but sensationalism certainly does.

The rise of affluence in the Indian society and Venus in the workplace is here to stay, and the media is doing the right act by giving them the due importance they deserve. On the marketing front, however, it is most important to understand the basic needs of the readers and provide them high value content, or one is liable to get hopelessly lost in the clutter.
4Ps B&M edit bureau

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Aditya Birla Group - Taking India to the world

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BRAND : Aditya Birla Group
AGENCY : Vyas Giannetti Creative
BASELINE : Taking India to the world

DESCRIPTION: The ad starts with the opening of the cabin doors of Natasha Paul, who had joined the Aditya Birla Group as product manager, and is now VP. She says: “I remember my first day here seven years ago. I was a bit scared but also quite confident... They said talent, commitment & passion is all you need. They were right (we read the designation of VP written on her cabin door); today, I’ve reached the top & it feels great.” The V.O. says, “The Aditya Birla Group, ‘The Best Employer in India, 2007’.”

4Ps TAKE: Short, simple and very effective. At a time, when every company is following the new trend of harping about their best asset – human resource – Aditya Birla Group has no reasons not to hop on to the bandwagon. The single-minded focus is to promote the Aditya Birla Group through its most valuable asset: its employees. The USP is the edge that the group has over the rest: offering a world of opportunities to its employees, being the best employer in India, 2007 (this ranking was according to Hewitt’s annual survey). The storyboard talks about the transformation of the female employee from a product manager into VP – something that blends well with the communication revolving around the company’s virtues of being talented, committed and passionate. The reward to the prospect is the trusted Indian name of Aditya Birla group. Power to the people, as they say!

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“Yes Boss”

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The huge Boss-man, looking disturbingly similar to an over-fed frog, seated on a massive filmy throne-like chair in a room right out of a seventies Bollywood villains den, stared hard at the young, fresh-faced Account Executive. From time to time, he sighed and nodded his head, left to right, indicating cosmic sorrow. Eventually, wisdom descended from the lotus-lipped. “Yaar kuch jama nahin! Sab Ghatiya!”

With these deadly words, he flung the eight ads (that the agency had prepared in 2 hours flat) towards him and began again. “Look beta, don’t take it personally. I like you and you know that, hai na? We’ve been interacting for the last two months, kitna masaa se kyun? I know you guys can deliver the goods if you put your dil & jaan to it…So go back and do something really creative, jo dekhte hi ghanti bajne lagey!”

The young executive (cultured, educated, soft-spoken, professionally trained in one of Mumbai’s top ad agencies) attempted to say something, but was cut short immediately. “Bachcha, aage bhi kaha, anpadh aadmi hoon main. Yeh tumhara angrezi advertising bhashan kuch samajh nahi aata. Bas achcha nahin laga to achcha nahin laga! If you people can’t give me something really hat ke, tell the others in your group that I’ll call other agencies. Line lagi hai, beta, ek phone ghumaon to…”

The man paused for breath. “My 17 year old bitiya can do better! She’s studying Mass Comm and she only told me that those designs are third class!”

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Controversies seem to surround their every move... and the road ahead is rough

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The other 4Ps B&M newsmaker this fortnight is a lady from India’s first family – you guessed it correct, Sonia Gandhi. Tasting ‘power’ at its best now, Sonia’s life has been entwined in a bundle of tragedies & controversies. But the lady played by her own rules and won. She has been placed sixth in the 2007 Forbes list of world’s 100 most powerful women. Congress Party President Sonia Gandhi, is just a notch behind Indra Nooyi, Chief Executive of PepsiCo. Leading the list (based on the composite of visibility and economic impact) for the second time in a row, is Angela Merkel – the first women to become chancellor of Germany.

Sonia Gandhi entered politics in the 1990s; and ever since has shown both vision and political acumen to carry forward the legendary Gandhi- Nehru legacy. Not only does she play all her political moves with great dexterity (as she did when she cleverly seated Manmohan Singh on the Prime Minister’s chair in 2004); she also ensures that all the political trump cards always remain by her side (remember how she refused to succumb to the opposition blackmail on Indo-US nuclear deal even risking a mid-term election).

The road ahead for both these shining stars is rough. One has to deftly manoeuvre a sinking ship… while the other has to sail particularly deep waters, what with the Left’s unrelenting stand on the nuke deal issue! Certainly, two of a kind...

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PE Dollars: Chasing who, what and why?

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Going by what Vivek Hinduja, CEO-Marketing, Gokaldas Exports, said on this much touted PE deal, it is crystal clear that there were no dire reasons for Gokaldas Exports selling off a part of their stake to Blackstone. “This deal is not because of any problems in operations of our company but funds are always welcome,” he told 4Ps B&M.

If figures were to be believed, then post-2000, early and mid-stage Venture Capital investment has been on a downward trend in India. The focus has, of late, shifted to late and growth stage funding, where the risk reward ratio isgood. “After three years of downturn from 2001-2003, the PE market began to recover towards the end of 2004. PE investors began investing in India again and most of the investments were in late stage companies. Since then early stage investments have been dwindling, at best remained stagnant through 2006,” adds Alok Aggarwal, Founder Evalueserve.

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Start-ups, early or later stages? Here’s the 4Ps B&M take on where they’re parking their funds...

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The business of business is business and how you make the most out of your business is again a big business. From fashion show ramps to company boardrooms, the mantra is clear. And once you know that, the reasons for haute couture king Tarun Tahiliani choosing ‘Big Sister’ Shilpa Shetty and not others, for showcasing his collection; and for international private equity giant Blackstone betting on Gokaldas Exports and Nagarjuna Construction, and not others, to invest (read, park their funds), are perfectly simple to figure. It’s business, straight and simple.

Both, Shilpa and Gokaldas & Nagarjuna Construction are well established brands in their respective domains and there exists no question of any default from their end. In fact, both will actually give their new backers handsome return on their investments. But the question that begs an answer is another, more pressing one. Do companies like Gokaldas or Nagarjuna construction really need Private Equity (PE) money? Like Gokaldas exports, Nagarjuna Constructions too is an established player in the industry. Further, since both are listed entities, they could have raised money by any other means, including by an FPO, rights issue or an alternative listing. So, why an investment by a PE player, which simultaneously makes them lose some iota of control over their company’s management?

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A Numbers’ Game? ...Or A Poor Joke?!

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Let’s say you are asked by a “famed” research agency to rank 1,250 soap brands, rating each on 27 cumbersome parameters... and let’s just assume you’ve not ever used even one of them, or at best maybe just one!!! How logical do you think such a survey could be? Harebrained is how we described it. ACNielsen calls it “India’s Best B-Schools Survey,” supposedly based on inputs from respondents across India – with no guarantee that the respondents were associated with even one b-school – who were used to shortlist the top 30 from 1,250 odd b-schools, after rating them on 27 parameters! How’s that for being preposterous? Like we mentioned, ACNielsen – akin to Lord Nelson – has become a master of tying itself up in knots. They call it a “Perception Survey,” which is purportedly “completely market focused” in an attempt to figure out “how loyal the ‘consumers’ of a b-school are!” So what if these professed ‘consumers’ may not have had even one direct experience with any b-school!

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SAMSUNG

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As a distant number two, Samsung still has a lot of work cut out for itself in India...

Be it the 2006 FIFA World Cup or the Lakme Fashion Week, Samsung stung its compatriots by scoring a goal with its freebie offerings. During FY07, Samsung offered triple zero finance offers on its Bordeaux LCD range, discounts on its home theatre system and ran a promotion campaign called ‘Goals and Gifts’ to promote its flat TV range. And while every brand promoted its presence, Samsung went some steps ahead just as Ravinder Zutshi, Deputy MD, Samsung India, asserts, “To enhance brand awareness, we carried out around 100 Samsung Dream Home Road Shows in different parts of the country. The focus is largely on the semi urban markets. This initiative really helped boost our awareness levels.” Plus to make its presence felt amongst trendy Indians, it also sponsored the famed Lakme Fashion Week of 2006. And that’s not all. “Our Wow products coupled with our focus on the Indian market – by way of customizing products and our marketing and distribution strategies, have allowed us to consolidate our position in the market,” said Zutshi. Well, the brand strengthening shots did work and the brand has moved up four places to Rank 26. So, Samsung did sing well!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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