Brand Purpose Vs Brand Profitability Vs Brad Partner Patience

#wolfSIGHTS @wolfzhowl

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on… (1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap! (2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour! (3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy. (4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

#wolfSIGHTS @wolfzhowl

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on… (1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap! (2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour! (3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy. (4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

Advertisements

Brand Purpose Vs Brand Profit Vs Brand Partner Patience

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on…

(1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap!

(2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour!

(3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy.

(4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

http://www.slideshare.net/ChallapalliKalyanRam/purpose-vs-profit-the-brand-building-journey

#wolfSIGHTS

@wolfzhowl

Back Of Pack (BOP) is the New Front Of Pack (FOP) #wolfSIGHTS

Slide1.jpg

 

Back Of Pack (BOP) is the New Front Of Pack (FOP)

 Source of Credibility:

Nivea’s Blue Dabba, Dove’s 1/4th moisturizing cream are at the heart of the belief & trust around these products. These brands hence do stand for CARE. These can be called temple ingredients or products, which give an aura not just to a particular product but to the entire product category. These are temple ingredients / products which give back to the entire portfolio of products umbrealled under the mother brand.

For more on “Temple Ingredient/product” strategy refer to: http://bit.ly/1StDjBd

Patanjali has a vastly different source. A source which comes from spirituality/divinity & health. Unlike commercial brands, Patnajali’s source credibility was beamed into consumers hearts & minds early in the mornings via television sets.

Baba Ramdev garnered great equity for spiritual & physical well being. Propagated yoga, with him & his body being the most visible proof point for the success of this approach.

While preaching pranayaam, humans being made with “prakriti” / nature was strongly embedded into peoples minds and dialed-up age old beliefs around Ayurvedic & natural which were still prevalent today.

Brand Ramdev hence stood for more than just spirituality, he also stood for body (read health) benefits of ayurveda.

Hence brand Patanjali has a source credibility which is unbeatable.

 

Triggers for massification:

India is seeing a contrasting trend while it comes to packaged foods. At the bottom of the pyramid packaged goods represent safety & hygiene. So many categories are still under penetrated, that efforts for conversion from loose/unpackaged is still on (example: Soya Bean brands at the rural level are casting doubts over the safety & hygiene of loose soya, promising the safety in packaged at the factory and preserved) , while in the middle & the top of the pyramid there are strong trends of distrust towards packaged goods.

Packaged goods are being seen as full of chemicals, not being hygienically packed and lack of honesty & transparency in claims (from manufacturing to delivery to shelf). Socio-culturally, the brand controversies around Colas & Chocolates, to the latest noodles is further augmenting these fears.

Primarily around food & beverage and personal care these fears are heightened. While on the other hand lifestyle diseases are plaguing India, with India slated to become the Diabetes capital of the world soon. Hence pro-active healthcare products from your Chyavanprash to amla murabbas etc; are also on the rise.

Aloe Vera products, Basil & Ginger concoctions are being recommended by doctors for hyper acidity & various other ailments. This is further raising consumer consciousness about natural based proactive health care. You also see your Face Book timelines being flooded by sponsored posts & shares from friends featuring tips to live naturally and organically. Living Traditionally & Organic India are few of the many such pages recommending natural remedies and also casting aspirations on commercial brands.

Social Media has also been the loud speaker raising fears & casting aspirations on commercially packaged goods. Whether it is the anti-shampoo movement “no-poo” movement in the west, “return to naturals movements” like coconut oil based products as being good for health movements based out of Australia or anti-bottled water movement in the US, social media brings these news right to your door step. So “consciousness of consumption” is on the rise at all strata of the Indian society.

& presto you see a strong foot print of Patanjali products primarily in these categories of pro-active health care, OTC remedies, Food & beverage categories and personal care.

 

Core TG:

Well one would naturally assume the core TG for Patanjali to be middle & lower middle class who are less westernized in their attitudes towards life and all those who see Aastha channel and baba Ramdev discourses. But then you would be completely wrong.

You would be surprised that this brand’s TG and loyal consumers stretch across all SEC’s and reach up to even LSM 11 & 12 (which would be your premium Dove/Loreal Consumer as well). Mind you quite a lot of them would not be those who are still of traditional Indian mindset, a lot of them would also include your Gucci & Prada sporting fashionistas and some from even the advertising & marketing fraternity (I know quite a few who vouch by some of these products).

So Patanjali has consumers across LSM’s based on their product portfolio. While I see the higher LSM’s using the pro-active healthcare products (aloe Vera, etc;). I also see these higher LSM’s adopting tooth pastes and honey and ghee as well.

While the mid level LSM’s of 4 & 5 (Unilever’s bastion + key focus for growth) would be the households which could adopt the personal care products and the food & beverage products as well. Nestlé’s Maggi needs to expand to & below this LSM too and this LSM would definitely be open to Patanjali noodles.

From Ghee to shampoo and Chyavanprash, the LSM 4/5/6 households might just be the “New Patanjali” households like we used to have Unilever households. I doubt at this point of time and with their current brand craft, whether Patanjali would be able to tempt the higher LSM’s into adopting beauty care or food & beverage products.

However an elite range of products with the right semiotics from packaging to retail design to communication craft would definitely make inroads in the higher LSM’s as well. Beauty Care and F&B for higher LSM’s would need a completely different approach from Patanjali’s current mass+ approach.

Hence I do see this brand eating into the share of many non-traditional brands beyond the traditional those like Dabur, Jyothi, Emami etc;.

 

Brand & Comms Craft:

 Recognizing the fact that the baba is at the core of their source credibility, Patanjali has ensured that their brand & comms craft is not centered only around that.

For a more elaborate look at Patanjali’s communication efforts, do refer to my dear friend @prabhakar ‘s incisive comm analysis here: http://bit.ly/1QkL0Iz

Apart from the instigative comms crafted, they are very strategically putting place other brand pillars.

Though they leverage Ramdev, they also have an ayurvedic institute & a health care committee which are slowly but surely being built into the narrative. They are your counter to the P&G and Unilever’s labs. Strategically beyond a single person, these institutes are faceless and hence can sustain the brand even through any damage to Baba Ramdev’s credibility.

You also see “movement marketing” in its brand craft. “Swasth yevam samruddh bharat abhiyaan”. The movement for a healthy & hence prosperous India is also being communicated with every particular TVC & communication piece.

Every movement has ambassadors and all the Ramdev foot soldiers not only adopt. But also advocate these products and so do many others who have used these products and are convinced. Whether LSM 4/5 or LSM 10/11 once a consumer is convinced about this product they will advocate it as well.

The “healthy & prosperous India” movement is a great activation platform with amazing consumer engagement possibilities. Using this one could easily craft school programs, college programs and even office programs. I would simply combine yoga & this movement and create strategic marketing engagement initiatives.

This movement well crafted with better semiotics can actually cut through all LSM’s, because beyond the ‘Swadeshi’ zeitgeist and political associations, Patanjali is managing to craft into its brand core imagery of Ayurvedic/Natural/Pro-active”. These will stand the test of time, as long as the brand slowly starts operating as a stand alone.

Baba Ramdev is the apt stimulus for the first phase of the launch of this brand. It has managed to make the brand defy gravity, however for it to reach orbit and sustain itself…slowly but surely there is a stand-alone nature that needs to be crafted in. While the Baba will continue to keep adding into the brand’s popularity and penetration from the outside, the brand can already be seen leaning on the other pillars (the Divya Yog Mandir Trust and Patanjali Yog Peeth) being created for it.

There are great stories of specially grown endangered herbs, care of manufacturing in ensuring that “from the grass to the glass” products are safe etc; which can be taken to main stream media and popularized which will see the brand get more robust cut-through & conversion even amongst the higher LSM’s. Possibly another range which is a little more sophisticated in its semiotics but without losing the humility, approachability and earthiness of the mother brand could actually make this a brand capable of straddling all LSM’s with different ranges and different product portfolios.

Undercutting other brands on pricing speaks for itself and does not need to be elaborated upon.

Last but not the least worthy of mention is the brand’s distribution strategy. While they have gone e-tail and hence opened up a whole lot of consumer households, with this move they are also acquiring a few hues of suitable-modernity and “with the times”.

While the distributors/retailers the brand is also getting are not just any commercial retailers. They are bhakts and converts to this way of living. Hence unlike any other brands your retailer/distributor advocacy for the brand is very high and from the core. Many a major brand that I know of would die for this kind of a pull. Again this comes from such a poignant source credibility.

This brand can also be seen making strong ventures into modern retail and hence leaving no retail channel untouched.

The one last thing I would love to leave you with is CSR. This brand has managed to uniquely link its CSR initiative with retail. You do see small Patanjali stores being run by the differently abled and the poor. Like Lions club used to sponsor STD booths to small Kirana stores for the under privileged, Patanjali is also doing the same.

This adds immense goodwill to the brand.

Watch Out: This following social media share best warns Patanjali of not being in a rush and hence getting their product ingredient stories right. Should Patanjali rather than not enter some product categories, if it cannot manage to provide natural is a question that must act as a filter for variants and product categories selection. For Patanajali is the brand which has made BOP (Back of Pack) into the FOP (Front Of Pack) in mainstream FMCG categories.

 

Screen Shot 2016-01-13 at 2.18.32 PM.png

Social Media is educating consumers that a green streak of colour on the BOP of a toothpaste means it is natural and black means fully chemical. So forget the mainstream brands, Patanjali needs to be doubly careful of not being out’ed for flouting the rules it has just set.

Excerpts of my thought piece on the same along with the thoughts of few great thinksters have been published in the following article in @AFAQS as well.

You can check it out here: http://bit.ly/1OrqwLJ

Howl back with your thoughts would love to learn and grow J

@wolfzhowl

#wolfSIGHTS

 

#Brandalism & the CEO/CMO in the socio-digital age #wolfSIGHTS

Screen Shot 2016-01-05 at 9.46.59 PM.png

What brands really need to watch out for is Consumer Hacktivism, which has virality embedded to it!

Or Socially responsible BRANDALISM (Brand-Vandalism)!!

Look at this for example: http://www.citylab.com/design/2015/11/cop21-paris-climate-billboard-artist-volkswagen-brandalism/417897/?utm_source=atlfb

It’s time for brands to start cleaning-up their inside stories and turn a new leaf before getting copped-out on social media.

On the other hand, there is possibly a huge hacktivism based business model in doing a brand transparency – a BOP (back Of Pack) babelfish.

Subscribe and pay for us to scan your brand basket that you purchase and tell you what is truly good for you and what is it that you are truly consuming…believe me the way brand cynicism is growing in this socio-digital age, this can be a hugely profitable business.

This revolution will not start with eco-impacting categories in India (most consumers in India would have already forgotten the VW debacle – as eco-hurting is not yet a mass story in an India which is afflicted with rabid consumerism.

Indians are so busy with showcasing brands as status badges that anything which does not affect them personally will not be in memory for long and shall not affect purchase decision.

Only when a “Me-Me-Me” India starts turning again to an “Us-Us &We” India, shall transparency be demanded of eco-impacting categories).

This brand transparency audit will affect India in the F&B category, personal care category etc; FIRST & that too in a limited fashion. (Look at the Maggi Story, I personally think Maggi could have actually raised its prices and made a whopper of money when they came back.

The fatalistic nature of India combined with the love for habits makes them accept certain brands back. (Brands like Maggi, which have become a default habit & have enjoyed consumer love for over a generation). But brands, which enjoy weaker consumer love and are newer (Example: Yippee noodles, or Chings etc;) would possibly have shut shop and gone bankrupt by now. I highly doubt whether consumers would have forgiven them so easily or infact brushed aside rumours like they did with Maggi.

So the impact of social hacktivism on brands which are in the health care business, F&B business and personal care business is going to be very high and unforgiving.

Brands which directly & immediately affect the “Me-Me-Me” attitude will get impacted by social hactivism / brandalism first in India. If you look at western social hacktivists, they are extremely persistent and very strategic. Having realized that there is a large chunk of people who might remain unaffected by plain social hacktivism which impacts only the “Us-Us & We” conscious people, they do a post-campaign in which they instigate public-shaming of those who choose to ignore these truths about the brands they consume. This impacts the “Me-Me_Me” attitude and forces these guys also to conform to brand shunning. Indian hacktivists are not laggards in learning from their western counterparts.

Financial category brands again are most susceptible to socially responsible hacktivism.

Any-which ways, we are definitely entering an era of “Brand Transparency”.

The corporate-strategic reaction to this in play: Corporate Brands which have made huge load of money by selling non-transparent product categories, will be deploying those monies into investing in more transparent businesses with urgency.

Once they invest in organic, eco-friendly, healthy etc; – they will create a counter culture against their own past brands/businesses and make money by a charging a premium on the good new businesses.

Diversification is anyways the name of the future game and socially responsible diversification will even help them wash away their old sins in flow of the new good deeds.

So here are a few of my predictions for the future:

(1) Large corporate giants will diversify into businesses, which are completely opposite to their current businesses. Aerated water manufacturers getting into Milk, tobacco companies getting into personal care, F&B and health etc; using the money they earned from their non-transparent businesses as capital for the transparent do-good categories.

(2) Large corporates which suck-up natural resources irresponsibly and with a huge amount of wastage will get into new businesses which have co-created and inter-dependable models at the core. Plants of their erstwhile businesses which either suck-up or pollute ground water will launch new ventures which will be about rain harvested water, responsible usage of water – showcase the process as a brand USP. This story will enable them to demand consumer love and charge a premium.

(3) The natural fears that get fanned by hacktivism against current product categories will be leveraged upon, to build interest towards “transparent” categories. These categories will have the promise of “good from the scratch to the shelf and to you” process goodness. This process & business operational responsibility will also be turned into a USP and a part of an alluring brand story. In the end they will be able to charge a premium for these new product categories too.

While this makes for a great conspiracy theory…

The fantastic part of this transparency movement will be the birth of brands like Kimaya Enterprises ( https://sites.google.com/a/kimaya-enterprises.com/www/fruits ), which have goodness truly embedded at their heart. All these brands need, is a little marketing savviness. Hacktivists /Brand-vandals will soon start not only dissing mega brands, but will also lend their support to these kind of brands. They will leverage the social-discovery era of the web and help turn these into cult brands.

One thing is spectacularly clear, the next master-trend for the world will be consumption of “Transparent/Honest/Socially Responsible Brands” which taps into the consumer-need for “sustainable/eco & socially – conscious consumption”.

Thats why CEO’s & Founders need to make their companies shun mere positioning and get involved in organizational & brand purpose creation. They can no longer afford to ignore the socio-cultural & consumer truths in favour of micro & macro economic truths.

What brands meanwhile are advised to do is to not deploy the 2% mandatory CSR in some distant to their core business areas. But to actually look at their CSR in two major ways:

(1) Core to business CSR: Amul way of CSR – which directly impacts their core business and the way they conduct it. Another masked example: A non-local milk brand in South East Asia which is actually supplying cows and buffaloes to citizens and creating employment for them – while strengthening their own supply source. The byproduct of this is a huge local loyalty. This counters the ill-effects of the swadeshi brands sentiment growing in South East Asia. A great way to leverage the aura of international stature, yet earn local loyalty and apnapan.

Indian brands looking to enter or already operating in Africa, for example, should possibly take a leaf out of this CSR approach; especially, after the recent India-Africa summit.

Sadly Indian companies & brands still think the mandatory goodwill/social responsibility spends should go into mere communication only.

(2) Human/Social CSR: The TATA/Mahindra way, which picks a cause/causes close to their founder personality’s heart and hence personalizes CSR. This is deliberately not advertised, campaigned about or PR’d about. Over a period of time, organically the knowledge of this spreads amongst citizens and though a slow-burner, it has a major long term and long lasting impact.

Though in no way am I suggesting that the TATA/Mahindra CSR initiatives have marketing intent at their core.

A man’s growth to founder / CEO usually gets him in touch with his genuine altruistic side. So they could actually look within themselves, pick a cause they are genuinely passionate about, and deploy their power to make the corporate brand champion this cause.

One example of an immediate implication for financial category: Do not do insipid communication of tips to be safe and savvy with their financial dealings etc;. Dude that’s such a banal way of wasting your money and creating a blind spot.

For example why does the mutual fund category not create a crowd sourced, simplified dictionary of complicated financial terms (complicated terminology as explained by one aam admi to another – with muhavras and colloquial examples – in layman’s terms) and e-publish it. Do an animated – story telling version of it, deploy educators of this to go to colleges (especially post-graduate colleges) and educate them.

Why not form a fund for a charitable cause, get concerned people to invest in it and make sure the fund matures fruitfully and yields good returns (using their knowledge and expertise – vital to brand differentiation) and then deploy it for a social cause. Build a school which teaches rural women exclusively about better financial management or just a school.

This piece of goodwill based infrastructure then automatically becomes the most visible monument to their capabilities and goodwill and is also proof of Mutual funds being a palpable option for profitable investment.

As a vital by product it also creates an aura of goodwill for the entire category. HDFC an apt brand for this, with their infrastructure credentials, long standing trust credentials etc;.

Howl back at this strategic instigation!! Would love to correct, value-add to my thought process.

#wolfSIGHTS

@wolfzhowl

#Contextualinsights lead to #SocialConversion #wolfSIGHTS

Screen Shot 2016-01-05 at 9.41.39 PM

#ContentDrowning is a harsh social reality and it is criminal to be indifferent to the same, when it comes to social campaigns, page promotions etc;.

 

Is there any point to promoting a whole page on FB, without a conversion insight?.

Is’nt it better to lead these posts with a conversion insight which connects with the consumer and then page like anywayz happens?.

Would it have been better to make 3/4 ads a part of your promotion mix?

One with a cockroach and a consumer everyday situation which dials up their active need to take this kind of a post seriously?.

Example: “Are your guests meeting your cockroaches too”, “Is your husband’s heart giving up hearing your sudden screams on seeing your resident fair & lovely lizard” – backed with good visuals!!

With the “Page Like” button anywayz there!

Is’nt that the right way to dial-up conversion interest on a medium like FB, where content drowns to the bottom of your timeline faster than your “refresh” click!!

“Make your home pest free this winter” is such a generic line that it hardly evokes any response. Then clutter of trusted by X number of families” is so useless here – isnt that bit of info more important when the customer has gone on to your page and then evaluating you Vs any other prospects?.

Ok, lets say “winter” is the season right now – the contextual relevance ends right there!! WInter is also the season of festivities & celebrations in India – Visitors coming in all the time – “social embarrassment” as an insight works so well on the Indian psyche!

Can we look at winter and possibly different pests bothering us during this season or do pests bother us more or in different (winter – specific) ways this season – absolutely no insights! Conversion contexts!

Also shouldnt the ad mix also consider having geographic-specific pest-insights. Maybe this season people across different geographies have different problems – which can be geo-targetted with great specificity.

Tsk! The power & the possibilities Facebook Data Science & Facebook offers are being under-utilized or totally ignored, due to lack of strategy & insights in the digital marketing arena. Facebook itself does not understand brand & consumer strategy function and is still busy recruiting only creative and account management people from advertising in their agency-partnership teams and creative studios. I see this changing very soon, so all you young planners better strap-up for a FaceBook / Google job 😉

Well it is a systemic problem I guess…Clients underpaying social agencies and hence negating any possibility of these agencies infusing the strategy function into their mix and lots of digital firms (surprisingly even big firms) not structuring their entire functions around strategy.

Digital is more of a behavioural medium than traditional medium, hence more the need for strategy – not less!

& so the wolf rants about such an innocent small little sponsored post!

Lemme know what you think.

#wolfSIGHTS

@wolfzhowl

Capitalistic War on Ethnicity? #wolfSIGHTS

Screen Shot 2016-01-05 at 9.39.51 PM.png

The War Capitalism wages on ethnicity

Why do we look at finding similarities rather than celebrating differences? While at a human level familiarity breeds comfort and hence we deploy the “They are like us in this”. Example: Georgians are like Punjabis. There’s comfort in that, while spotting similar traits gives you comfort, the differences make things exotic.

They question our faiths, belief systems and loosen our hold on what our self-image is. That’s why we travel, that’s why we seek the different.

Because beyond a point, we frequently want to cut away from ourselves and from becoming more of ourselves.

To re-define our context so that we re-discover a bit of ourselves when we travel, experience something new, when we push ourselves out of our own contextual comfort zones.

 Ethnicity is the breeding ground for mass-individualization. It challenges us when we experience different ethnicities. Ethnicity is bred out of specific geography, tradition, culture etc;.

Marketing as currently defined on the other hand operates by diluting ethnicity and introducing new mass-identities. The problem is that the individuality within this definition is missing.

Mass—identities, which are urged to forget their individuality and conform to a marketable definition of who they are – based on consumption. Re-organization of people into marketable tribes via mass media propaganda is the greatest disservice to human kind, It is being Human Unkind.

The advent of social media has led to optimized human-expression, a natural order of reorganizing themselves into new ethnic tribes based on passions, likes, interests & convenience. But this is the natural order of progression.

Shouldn’t marketing follow these changes, for the core existence of marketing is to understand and market to change?

Hence marketing, as we knew it is under threat, while there are always conformists (seeking identity from brands), socially accountable marketing needs to identify, respect ethnicity and celebrate it.

For marketing’s job is to make a product/service desirable. But not at the cost of erasing individuality for its convenience. Its job is to find a universal connect amongst diversity…not to mute diversity itself.

A brand can actually attain cult status by being a moderator of differences, by being a platform where ethnic diversity or any form of diversity can contrast, clash, dis-agree and finally come to live in peaceful co-existence.

But with cultural marketing, we are muting diversity. The British have done that to India and there are so many other examples. One can argue that this spawns sub-cultures…true, but let them organically evolve without an artificial intervention.

For without ethnic diversity, the world will be a far less interesting place. Induced by mass media propagated sub-cultures.

One can argue that diversity of any sort is interesting, but ethnic diversity has something magical in it. Something that the present or the future cannot afford to lose…the past!.

Ethnic diversity is bred, cultured, tempered, morphed past…. manifested in the present. Ethnicity is time preserved via people and culture.

When I attended a conference called UnMetro, a journalist asked a pertinent question…don’t tell me how we are increasingly the same…tell me how we are still different. She was shushed up!.

Consumerism, conspicuous consumption is same across geographies…yes! But how are the social-permissions for consumption different between the urban and the non-urban context?!.

Aren’t the consumption codes different? The aspirations might be the same, but the conversion triggers are vastly different…why don’t we acknowledge these differences.

Why do we have the need to be not okay with differences? The irony is, once a market becomes homogenous…the function of marketing ceases to exist. For a homogenous market…sales is enough!

Yes! One can argue that a homogenous market needs more creative differentiation…but then the differentiation will come from where?. From shallow, muted new tribes…forcefully created.

Is’nt it better to preserve & celebrate diversity instead, a diversity bred by time…of the ethnic kinds. For the loss of ethic diversity is a loss of ideas. A loss of different points of view of the age-old tempered by changing times.

Thank god for the “Holiday marketing” ethnic diversity is still has a chance. “Live like the local” is a counter-revolution.

Ask yourselves this, what fun is there in finding Kashmiri rose wood spoons in Mahabaleshwar or Tibetan jewellery everywhere…isn’t it actually robbing this world of unique experiences?.

Ask yourselves this, isn’t there an increasing urban intolerance towards ethnicity within each country, isn’t ethnicity condemned as rural, uncultured and unsophisticated?.

Mass-muting of ethnicity is both dangerous and detrimental!.

Let’s celebrate ethnic marketing instead?!

#wolfSIGHTS

@wolfzhowl

#LaundryQuandry

Screen Shot 2016-01-05 at 9.25.09 PM

“Things that you own, end up owning you”…Fight Club!

How true it is for the detergent /wash category. Product innovations are based on divergent metrics. Each metric a polar-opposite to the other.

(a) As my life & role is evolving, I Need to spend less time washing clothes, hence I desire a detergent which washes easier, removes stains & dirt easier and foams more (more foam = more cleaning as per consumer perception). Hence det-product innovations are all about reducing laundry-time. So i washing machine innovation (& we will come to that later).

I dont want to starch clothes anymore, I want cuffs & collars to be whiter – faster! etc; etc;

VS

(b) As my lifestyle & indulgence quotient is evolving, I am spending more on clothes compared to the previous generation. These “more” expensive clothes are more delicate and sensitive, made of so called better material and hence demand more care! Spread dry Vs drip dry. Hand wash vs Machine wash. COld water Vs Luke-warm-water-vs hot water wash. Dry in shade Vs dry in sun light.

“I want to wear posher/branded/more sophisticated clothes – but these clothes demand more of my “care” time”.

Consumer Tension 1: I want to reduce the time spent on everyday chores (to be able to spend more time on an indulgent out-side/out-going life) Vs The more expensive/posh clothes I buy to look good when I indulge in my “out-side” life demand more laundry time & focus of mine.

Less laundry Care Vs More Laundry Care.

VS

(1) Iam replacing clothes faster (older clothes in my wardrobe are making way for newer clothes faster) and hence damaged clothes are less of an eye/conscience-sore!.

VS

(2) My Clothes are becoming more expensive and sophisticated and hence need better care and the current washing options (detergents & washing machines) are abrasive and damage my clothes faster. Newer clothes look older faster (colourless & faded, lifeless & saggy etc;). The current claims of hand-like wash by both detergents & washing machine brands are a reaction to this thought-action by consumers.

Consumer Tension 2: I want to auto-mated care for my more expensive clothes and the current washing enablers are more damaging than caring. (Hence the growth of fabric conditioners in our market).

More care need = choice of perceived best brand Vs dissonance with best brands as caring for dirt fighting at the cost of fabric saving.

Consumer lesson: India is subsume-market. Not a bad idea for brands (Just like shampoo market to subsume conditioner in detergent).

Challenge to market leader SURF: “Kya aapka detergent ko daag acchey lagtey hai, kapdey nahin” (Does your detergent love dirt and not clothes, then why does it damage clothes so?) messaging by a pro-active, care-subsumed detergent.

An interesting #stratalogues – 2013 anecdotal laundry insight:

In Bharat, the mum-in-law still prevails, She expects the educated/semi-educated/relatively-uneducated daughter-in-law to demonstrate her commitment & responsibility to her household via regaling herself in some menial tasks (oh! how female-chauvinistic). She uses the lack of electricity (or the constant absence of it in Bharat), cost of electricity as an aide to prevailing over her daughter-in-law into this daily laundry slavery. She also throws-in the damage done by machine wash to precious clothes (in a predominantly VFM conscious society) as a further “nail in the bucket” and hence legitimises her frothing and “foaming” (Pun intended) at the daughter in law not adhering to the laundry slavery.

Now what is pitiful is the attitude, but what is amazing is the counter by te modern day educated daughter-in-laws.

Now education is the class-barrier breaker in Bharat (& in India of course). An average Indian family spends most on child’s education and nutrition (as an investment to the child’s future). Lot of Tiger moms still here – mind you!.

Penetration of multi-media schools into even the heartlands, increased strain of academic & extra-curricular rigour even in Bharat means more at-home guidance/tutoring/responsibility. The father (though more involved in child upbringing in this generation) simply does not have the time…hence the new-age mother (also the daughter-in-law) steps-up and assumes the at-home responsibility.

Child’s new age education demand more time and hence she brilliantly uses it to say she has less time for laundry – resulting in one of the 3: (a) upgradataion to a premium-detergent (b) hiring of a maid to do the laundry or (c) buying of a washing machine and spending precious inverter energy on it.

Effectively over-ruling either the traditional (female-chauvinist) mum-in-law (Joint family) or the continuously chauvinistic husband (Nuclear family).

Now its a known truth (due to rural-urban migration) that you have a better maid in the cities than in the town or the village. Hence the laundry category is either a slave to the maid or needs to be up-graded / automated. (Washing Machine brands – need to pay heed here).

NOTE: By the way a/c on inverter is frowned upon (leading to an a/c consumption barrier in the electricity betrayed Bharat), if only Child’s education demands focus/concentration and the placating atmosphere of an a/c (especially during summer) becomes the trigger the a/c category ca look at tripling its Bharat sales.

#Stratalogues

#wolfSIGHTS

Management of meaning…this time for laundry category!

@wolfzhowl

https://in.linkedin.com/in/challapallikalyan

http://www.slideshare.net/ChallapalliKalyanRam