Read Between the Ps

It is always interesting to get a perspective on Indian Marketing from International Marketers. Keeping their own markets as the benchmark and then opining on the Indian markets definitely entails some wonderful insights and reference points. Marketing Sherpa has published a special report on Indian Marketing Online – how to market to the Indian Consumers online . (The article is open till the 4th of August!) The note discusses the basic challenges that India faces today, in terms of building an online environment and tips to move forward. What is the typical mindset of an Indian consumer while shopping? What are the attributes he is looking at, vis-à-vis the shopping environment? What role do the demographics play in this exercise? How can the current scenario of the Indian Business Environment and positioning of India globally, be leveraged to market to Indian consumers in India? These are some of the questions addressed by the article. Certain revealing facts have been uncovered ...

An innovative billboard designed by Leo Burnett has been put up in Wrigleyville, Chicago , as part of the Sundial Campaign. According to Chicago Business , The billboard has been designed with inputs of an engineer and " features a real sundial whose shadow falls on a different breakfast item each hour until noon, when the shadow of the McDonald’s arches are dead center ". The campaign is part of the Fast Food Breakfast War in the United States, with the major players fighting to get a larger share of the significant breakfast market. Breakfast contributes a major share in the overall Fast Food Market in the United States, hence this competition. Though McDonald’s invented breakfast in the quick service restaurant industry, it could not retain its first mover advantage for long. With new players like Starbucks (selling warm breakfast sandwiches in Chicago) and Wendy’s , competition is increasing in this market. The Sundial concept was invented by Christian Huff , a Chic...

A creative concept by BBDO for Cingular symbolizes the " dropped calls " irritant and claims that the Network ensures the “ fewest dropped calls ” in the United States. Nicely executed campaign! [via Advergirl ] This campaign was launched nationwide in the US in April, at a time when most of the other Mobile Operators were claiming similar service levels - Alltel claimed to have the "largest" network, Verizon "the most reliable," Sprint "the most powerful," and Cingular "the fewest dropped calls." Thus, mutual legal battles were a natural outcome. But things aren’t so appealing, when it comes to “ evaluating ” or “ measuring ” the effectiveness of this campaign. According to Boston Globe , the company is offering little backup for its claim and runs counter to other studies and the advertising of competitors. Thus, credibility of the campaign is at stake! Although a small research company, Telephia Corp of San Francisco , is behind ...

Found really innovative campaigns at the Billboardrom One of them uses the aircraft seat pretty creatively (till now, I have only seen the headrests being used creatively) with the laptop right in front of you. An excellent BTL campaign indeed! The brand being advertised is a Brazilian Computer Manufacturer – Itautec [Source: Coloribus via Billboardom ] The second one converts the supports inside airport shutters to watches. You need to see the campaign to understand the execution. Good thinking! The brand being advertised is IWC Watches . [Source: Frederik Samuel via Billboardom ]