Mark-hiting
Posted on 2007-Mar-20 at 06:11
"...the management process of anticipating, identifying and satisfying customer requirements profitably" thats how we define marketing.

Some days back i made a market visit to one of the very prominent industrial city of our country and the rural areas surrounding it. To my surprise i observed everything  barring a marketing activity.  First time i felt at time marketing too fails and there is something else that drives the business at times and its called the relationship status among channel members and intermediaries. Although in hindsight if we you give a thought and try to explore the genesis of this relationship, its marketing activity that lead to the development of the relationship.

Actually in that part of the world the communities are very closely knit, hence relationship plays a very key role in buying or selling a particular product.

A typical utopic process as we have read or experienced is
Customers sees or observe a piece of communication or a marketing activity--->Feels deprived--->Has an ability to make a purchase--->Go to the shop and ask for it--->Gets it--->Enjoys it, (however at times referrals also plays a role depending upon the category).

But during my visit to this market i discovered that the second last process channel member is cross selling some other brand of the same product and fails only 1 out of 10 times. Hence he sees some other brands ad but ends up buying some other brand.

If this is the case, then what happened to the product marketing activity?, is it not profitable to indulge into the direct marketing activity? saving on the buck and transferring it to the customer. Win win isn't it.

Cheers!

Multi Tasking
Posted on 2007-Mar-15 at 01:55
Few days back when we  met for our weekly meeting to discuss jobs, our VP made a proposal to create teams for different vehicles and tools used in advertising e.g. AV team, Ambient team and so on. His idea was over and above your job be it be Client servicing, copy or art you need to do try and ad value for you by multi tasking and adding your inputs to field of your interest.

I thought further and concluded that its actually a good idea to develop your skills other than your specialization as whatever work we do, the end result would be a learning in some form or the other, after all its the learning and knowledge gained that fills you with insights and make you a better art person or say an account manager.

Multi Tasking i believe is a proactive approach to shape your skills for future, in a nut shell as said by an eminent thinker in his book-Competing for future.

So are we all multi tasking or just completing the daily cycle of our work?
Are we preparing for future in this ever changing world or just waiting for it to happen?

Cheers!

Hi
Posted on 2007-Mar-6 at 11:15
At the outset would like to convey my greetings to all. This blog is named karma which means an act, its considered to have the most important role in one's live.

Advertising is also an act we perform to  bring our brands  into the  consideration set of our targets, an act to explore the human needs and communicate yourself as fulfilling those needs in some way or the other.

However due to ever increasing clutter in the communication space its becoming difficult day by day to reach your customer, hence a need to innovate, to track & to judiciously decide on your action to satiate the human desire.

Well will try not to be too high on words and be simple in communicating my thoughts. But nevertheless most valuable would be your comments.

Cheers!
Ra

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