Yes, it’s too time consuming to wait to be let in. If you want to create an impact, you have to be quick. You have to be aggressive. You don’t knock. You just walk on in! In marketing too, a lot of brands have done it by catching our attention and our imaginations and walking right into our lives.

In fact, when you do so, it doesn’t matter whether you are big or small, old or new. What matters is how aggressive you are. If you put your energies in the right direction, even the mighty will crumble in front of you.

DARE TO DO THE NEW

The person topping the list of “Dares” seems to be Julian Assange, the founder of WikiLeaks, who is spilling the beans on the Pentagon, the Government, and even on corporations. He has shown what “being bold” can do. A single man who has dared to take on the Goliaths, much like some brands, the Davids, who took on themighty Goliaths and defeated them.
A new player in the telecommunications sector, this brand has shaken the old players. Its advertising campaign said it all. “Do the new and the world will follow, like other mobile networks did, or at least tried to. 1 paisa per second. Across India. Any network. No special packs. For life. Do the new.” Tata Docomo changed the rules of the game with its innovative pricing strategy. Another new entrant created waves in the Indian markets. Yes, it’s always been bold, been different and even irreverent, and that’s what makes consumers love it so much. Virgin entered the Indian shores with its Virgin mobile with STD rates @ 20 paise/min, and started the “Indian Panga League”. A series of telephonic conversations between fans of IPL teams. Eight passionate IPL fans from eight different states fighting all day long over STD calls. The tongue-in-cheek humour was a first of its kind to be seen on Indian shores. It was daring, delighted the fans and even dared to challenge the biggies in the business. Much like its founder Richard Branson who has always challenged the norms and the big players and managed to snatch his piece of the market share pie from them.

A clear favourite of the customers and with a market share of around 80%, Hero Honda stands way ahead of its competitors. Yet, this small player used a creative strategy to challenge the Goliath. Bajaj knew the best way was to target ‘mileage’, something that Indians value the most. Hero Honda had become famous because of its “Fill it. Shut it. Forget it.” campaign, which showed consumers how fuel efficient its bikes were. Bajaj did the same. Its “Discover India with the power of 1 litre” campaign highlighted the Discover bike’s super mileage power in an extremely interesting manner. The travellers on a Bajaj bike discovered amazing places like Mattur, near Manglore, where people still speak Sanskrit, places like the Magnetic Hill near Ladhak, which has magnetic properties strong enough to pull bikes uphill. The ads truly helped us discover India and helped the company discover new markets. The challenger ads helped Discover surpass its monthly target of 30,000 bikes, as sales touched 75,000! It sure made a big dent in the leader’s market share.

Just a good product will not solve your problems. You need to aggressively market it and many times you need to take on competitors headlong, challenge them and shake them up, so that the consumers notice you.

Read More....

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