Read Between the Ps

I have been discussing Smoking and cigarettes quite a bit (2 entries to be precise). I had earlier talked about Jim’s Burnt Offerings and then, a couple of days back, I discussed Chicago’s Smokers’ Lounge . In order to prevent any conscious and sub-conscious criticism , I decided to absolve this blog of any promotional intentions for smoking… Here are some good campaigns I have collated from various sources, all underlying the theme of “ Anti-smoking ”…Have a look.. (Click to view the enlarged version) In fact, there is a particular graph that explains the entire cycle of rejection or abandonment of a previously adopted product or service. This model was put forward by Everett Rogers and has been discussed as an exception to the “Classic” diffusion model An effective anti-smoking campaign would be an example of such a trend, where the habit of smoking is gradually abandoned. Another clichéd example would be the rejection of an older technology to be replaced with a new one. That i...

An insightful research paper by Dr Andrea Wojnicki , Assistant Professor of Marketing at Rotman School of Management, talks about the reasons behind consumer-to-consumer communication , or what is popularly known as “ Word of Mouth ” Marketing. What makes Marketers so confident of this mode of advertising that they actually PLAN for such activities? Does the consumer consciously participate in this marketing activity? How can we find out the consumer psyche behind this complete exercise? If there is ambiguity in the behavioral pattern of my consumers, how can I be sure of the effectiveness of WOM? Can I predict if I will fail or succeed in my WOM campaigns? Dr Andrea attempts to answer most of these apprehensions. The theory she proposes is impression management and it offers insight into why consumers actually engage in WOM. Based in part on motivational theories from social psychology , the theory allows us to predict the relative amount of WOM generated by experts or novices follo...

EPICA-Awards hosts some of the best ads globally. I had earlier talked about Gandhi Ads ( Telecom ) and then Les Echos ( Media ). This time, I found some really fine pieces of Ads – the best of the Finalists in the Epica Awards 2004 under the Public Interest Category . Here are my favorite 3 from the film sub-category – [Click each of them to view the Ads] [1] The first one is for the Home for the Blind, Zurich . With a background score of “ I just called to say I love you ” by Stevie Wonder , the Ad features blind old men and women attempting to sing the song in their own tunes and styles in a recording studio. Wonderfully shot, the Ad ends with the caption “ Not everyone who's blind can earn millions singing. Thank you for your donation. Home for the Blind, Zurich. ” [2] Next, we have a unique message and a definite learning (at leaste for me!). A young boy roams around the streets whiling away his time, gazing at things around him and doing nothing, possibly homeless and w...

If you think Rural Markets is all about painted buffaloes and uninformed and uneducated farmers, think again. Read this article and you could ask this again to yourself ... :-). Before I move further, Mandis are large agricultural produce markets that trade grains, fruits, vegetables and the rest of the produce with the farmers and act as intermediaries between the industry and the farmers. They act as a central hub and a router between farms to towns. Almost 6 months back, Business World , in its 30th May’05 article Taking reform to the farm , mentioned that alternative mechanisms for connecting farmers to the markets was required. The 7,000-strong mandi system needed to be modified for its efficiency , lack of a robust supply chain network and process streamlining . Quoted from the editorial – “All these big shifts require huge investments in building hard and soft infrastructure - something that the government alone is in no position to bear. The Prime Minister has alre...

A few months back, I had mentioned a unique collection of cigarette packaging on Jim’s Burnt Offerings . That was the product side of the “Smoking” market. Let me talk about a new concept introduced in the service side of this market. In Chicago, R. J. Reynolds , the 2nd largest tobacco company in the United States, has introduced a new premium-priced line of smokes called Marshall McGearty as an upscale smoking lounge in trendy market areas. Exclusively marketed at the lounge itself, the smokes are made out of fresh tobacco leaves and will be hand-rolled by a tobacconist. They are available in nine flavors and would be priced at $8 per pack. Such a concept has redefined the cigarette market altogether, and if successful, it would follow the other niche market products offered at select retail outlets. But how did this concept originate ? According to Adage , Mr. McGearty (creative director of Gyro Worldwide , a Philadelphia advertising agency that has handled tobacco account...

According to a research conducted by Itamar Simonson , Professor of Marketing at Stanford Graduate School of Business , a couple of months ago, giving explicit options of comparisons could have a reverse effect on the consumer perception of the products and offerings. Simply put, if you ask the consumer to compare your brand with another competitor in the market, over any parameters (say, price, application, etc.), it could lead to negative outcomes in the purchase pattern of the consumers. Comparative advertising , which can be either implicit (when a consumer takes the initiative to evaluate two or more products ) or explicit ( specifically directed by the seller or advertiser ), has long been used by marketers to frame choices in ways that are favorable to their products. When we say “ product placement at the retail outlets ” – we are essentially factoring two important elements – the eye span and the comparative evaluations . In this context, placing products in close proximi...

An excellent ambient piece by Leo Burnett, Bangkok on Rejoice Conditioners. The message on the comb, as shown, reads - Tangles? Switch to Rejoice Conditioner. The creative of the Ad – Rejoice Giant Comb . "To innovatively highlight Rejoice Conditioners as the solution for tangled hair, this ambient piece was placed amongst the many utility cables strewn throughout Bangkok’s Central Business District." According to Arvind , the idea is done by Somak Chaudhury - an art director from Leo Burnett, Bangkok. Identifying a relevant spot in the market to advertise and then ensuring pertinent communication by perfect execution is an art in itself, and Leo Burnett has once again demonstrated brilliance in this art. Great work! [via Creative Criminal ]

This entry was triggered by a session yesterday in the Marketing class on Innovative uses in the Rural Markets. On closer research, I did find some really surprising, yet interesting innovations that Rural India has been using – Buffaloes displayed at the haats for sale are dyed an immaculate black with Godrej hair dye . Horlicks is used as a health beverage to fatten up cattle in Bihar . In parts of Northern India, condoms are used by weavers as gloves on their fingers to weave fine threads. Lubrication on condoms allows them fine control on threads and protects their sensitive fingers. In villages of Punjab, washing machines are being used to make frothy lassi in bulk. Paints meant for colouring up the rich-smooth walls are used to paint the horns of cattle to make identification easier and to achieve a long-term protection from theft. Iodex is rubbed into the skins of animals after a hard day’s work to relieve muscular pain. Iodex is also used as a filling between sandwi...

Another Blood Donation Campaign ? Yes it is. But this one is different. No, it still tells you to donate blood, but in a slightly different manner. A joint campaign by American Red Cross , America’s Blood Centers , The Advertising Council and Advancing Transfusion and Cellular Therapies Worldwide , the campaign talks about the easiness in saving a life and the difficulties in saving the world… The campaign reads… “ For rallying against polluters to lobbying for better healthcare to fighting injustices around the world, you try to do the right thing. Its not easy to save the world. But there is an easy way you can have a positive impact. And that’s by donating blood. Every 2 seconds someone in the United States needs blood. ” “Saving the World isn’t easy. Saving a Life is” . The best part about the website is that it is perfectly made for Gen Y and the Millenials . Perfect graphics, punk billboards and flashy messages make it an interesting browsing. There is a lot of information on...

Customized products for Valentine’s Day have already started floating in the market. And this is one occasion, where the price tag is often ignored, at least when it comes to butterflying. So, for those who are looking for pertinent offerings, here is one such Valentines Special product - Cell Catch Bracelets . Offered at Tary6.com, CellCatch bracelets offer a support system for hanging your cell phones to your bracelets. The bracelets are absolutely unique, are made out of pearl and of course, expensive! How does this work? Simple. The cell phone can be attached to CellCatch. It is adjustable and one can wear it as a bracelet on those days you want to leave your cell phone at home. The cost is immaterial, be it $45 or $95 . What is more relevant is what she would wear on that day and what suits her the most – “ wood with an iridescent sheen ”, “ funky green turquoise stones ” or “ oval faceted sunstone ”… Tough decision indeed! I am not sure how Trendy it is, and how much receptiv...

Loads of re-branding has been happening in India. After Indian Airlines and Hutch rebranding, it is now Worldspace which has changed its logo and added a tagline to “ truly represent ” its brand identity in the Global markets. According to a press release on 6th January’06 , Worldspace, one of the world leaders in satellite-based digital radio services, introduced its new identity and tagline “ Turn on your World ”. These elements, according to the release, reflect the company's commitment to deliver a unique, personal global satellite radio experience to its current and future customers . This tagline would also be used in future marketing and product packaging materials. Samples of the new changes have also being given at New Brand Identity . According to the WorldSpace website , WorldSpace (Nasdaq: WRSP) is the world's only global media and entertainment company positioned to offer a satellite radio experience to consumers in more than 130 countries with five billion peo...

Intense competition between fast-food outlets worldwide prompted McDonald's to shift away from a standardized menu and turn instead to more localized menus. That is why McDonald’s has made a conscious and aggressive attempt to offer localized products to its consumers. Be It rice triangle wraps in China or McAloo Tikki in India , products are launched to suit the local flavors and tastes. In India, due to religious sentiments , mutton replaced beef, and more stress was given to a vegetarian menu. Thus, items such as McAloo Tikki , Paneer Salsa and Veg McCurry are seen more often on the Indian menu cards and billboards! Low-calorie food is another pitching point for McDonald’s to the health-conscious consumers. The fast-food giant has in recent years hosted a series of health campaigns amid growing public worries over the high fat content of its food.Thus, marketing on the health plank as well as offering local flavors were the key elements of the marketing strategy for p...

The latest entry into the Blog world is the famous venture capitalist Guy Kawasaki . In his “ Let the Good Times Roll ” Blog, which was started almost a week back (but already has 469 links to it), Kawasaki presents his perspective and thoughts, based on his vast experience and exposure. He talks about Venture Capital – the rights and the wrongs, he talks about entrepreneurship – the highs and the lows, he talks about business – the goods and the bads… Till now, based on my reading, I can aver that every entry has a definite take away . I am sure it is going to be a must-see must-link blog very soon (just a matter of google showing it I guess!) One such entry talks about the 10/20/30 Rule of PowerPoint Presentation . Based on his experience, Guy recommends a structure for the presentations - “ a PowerPoint presentation should have ten slides, last no more than twenty minutes, and contain no font smaller than thirty points. ” It helps in terms of comprehension , retention and assi...

Its hit almost every newspaper by now. - Starbucks* won the case and Shanghai based Xingbake Coffee Co Ltd has to pay the punitive damages amounting to $62,500 or 500,000 yuan or Rs. 27.88 Lakhs ! Reason? According to China Daily , “ One of the shops of the local company in the city's downtown Nanjing Road has a design similar to that of Starbucks: a round logo with green characters against white background Chinese characters reading "Xing Ba Ke" on the top and Cafe at the bottom. " Xing , pronounced " shing " means star in Chinese, and bake, or " bah kuh " sounds like bucks Thus the name, logo, graphic elements and meaning are all subject to copyright infringement. This is how it all happened and the relevant timelines -- (Click on the image below) In an article in CNN called “ Chinese court slides with Starbucks ”, the concern of the foreign companies had been highlighted. “ Foreign companies have complained for years that the Chinese go...

I really admire people who have a passion for Advertising. But it is a different thing to be obsessed with it! With the advent of technology , marketers are exploring new avenues and areas for enhancing visibility. Never knew there will be another P added to Advertising … nail P-olishing ! Women (and maybe men too) can wear brands on their fingernails now and endorse them in public domain. With the latest digital imaging technology, logos can be printed on the nails in different shades and colors. Wondering how relevant would this Fingernail Advertising be in the context of Modern Advertising . Though the images can be very well put on the nails, I doubt if the idea would sell… Next time if you are watching Wimbledon, imagine if Sania Mirza has TATA Indicom or Sahara India on her fingernails, and Maria Sharapova endorsing Colgate-Palmolive or Canon !….Most of the celebrities would keep waving hands or pass flying kisses to the cameras flaunting their own brands! Maybe ev...

This is my 100 th post on Read between the Ps . For many bloggers, 100 posts is nothing. For others, it might still be nothing... The pic here shows kids celebrating their 100th day of kindergarten school . I indeed have completed 100 days of my kindergarten school. It has been a great learning throughout and I must admit - Working on each of the entries has been quite an experience! Hope to continue reading between the Ps this year too.. and getting perspectives from my expert colleagues and friends . Thanks! Back to work now…. Here are a couple of must-see collections of Campaigns which I discovered lately (1) The Legendary series from Leo Burnett has some of the best International Campaigns since the 1960s . Though some of them are familiar, there are some pieces that are absolutely marvelous and a must-see for every Marketer! (2) The other set of campaigns is closer home – A set of all TV Ads of Fevicol . Fevicol has been known for some of the best creatives ever produced. ...

Ever thought of personifying an ice-cream? Did someone ever ask you …if you were an Ice-cream, what would be your flavor? Bristol-based Rocombe Fresh Ice cream Ltd attempts to get the answers for you, through their exquisite offerings and flavors. Targeting the luxury segment and tagging their supplies as “ curiously scarce and slightly subversive in nature ”, each flavor is customized for a specific persona and promise to “ impart a variety of subtle and intense flavour experiences! ” Through its various flavors, Rocombe brings to you a new approach to life “ through the fusion of substance and style! ” Doesn't that sound familiar? Isn't this what almost every other ice-cream maker talks about? Suiting your taste...especially made for you....for your own self...and all that...? This also.. No , this is not just another promotional gimmick with inflated promises and pronounced will-o-the-wisps . There is a bit more to it. The differentiating factor is not only the flavo...