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Nothing like the Indian market
Topic Started: 8 Jan 2018, 04:40 PM (97 Views)
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smoking. Get a job, says a small placard hanging in the tea shop I pass by every day, on the way home from office. Below the message is the contact number of an LIC agent. Apart from tea, the shop also sells cigarettes and biscuits.

I found the ingenious. The placard was placed just above the rack of cigarettes. It rebuked smokers for endangering their health and for wasting time. It seemed to be telling the smokers, you don have anything better to do, go get a job. And with the phone number, a job could be just a call away.

This was a much better way to attract the targeted audience than the usual practise of insurance agents scribbling contact numbers on walls, or pasting posters all over a neighbourhood.

It was a coincidence that I was reading Dheeraj Sinha India Reloaded the same time I first noticed the placard. The senior Grey executive would have come across innumerable of these clever marketing tools across India.

In his marketing career, Sinha would have also studied how these placards jostle with big hoardings, print ads, television campaigns and now, YouTube videos, to get the customer eyeballs. It is just another dimension of doing business in a country with 1.2 billion population and where Cheap Cigarettes For Sale Online, as it is popularly said, in every 20 km dialect, clothes, food and culture changes. The Indian market is a marketing guy dream that can quickly turn into a nightmare.

Another Nano case studyAnd India Reloaded analyses why that happens. It ridicules companies that make and widely-held assumptions about the Indian market Buy Wholesale Cigarettes. Not surprisingly, they often fail.

Like Tata Motors and Ratan Tata dream to give the middle-class family the safety of a car while travelling on roads. The Nano car looked like a sure-shot winner Buy Cigarettes Online Free Shipping, given the average Indian family aspiration to own a car.

But as we know now, the small car failed miserably. isn a failure of product design or marketing strategy, writes Sinha in the book. problem is with our vantage point we look down on the lives of the aspiring class from our well-heeled and successful position, he reasons. In other words, the middle-class does aspire for a car, but not for the car in the world. He gives some interesting insights on how we Indians behave. Neighbours suggested that I meet this famous orthopaedic, not very far from my home in Chennai. At the hospital, the doctor reputation was visible in a crowded waiting room outside his door. I had to wait for close to two hours for my turn. But I was out in five minutes. Worse, even after a week Duty Free Marlboro Cigarettes, my back didn feel much better.

I went for a second opinion, another orthopaedic that was less known and practised from a small clinic. I hardly had to wait for five minutes for my turn but got over 30 minutes with the doctor. His medication was better and I hopefully on my way to wearing those running shoes again. While I learnt a lesson in not following the crowd, Sinha manages to explain the behaviour through many examples, including that of the 1995- incident when Ganesha idols across the country started drinking milk.

Of stereotypesAs a parent, I troubled by our admen cliché-driven portrayal of youth that centres on sex. How can it be ok to hit on your girlfriend mother? Deodorants and undergarments can be just about sexuality. Sinha cites examples (though at times, one wishes he could have done with fewer), from Bollywood and television soaps, criticising the formula-driven content. Sadly, at present, the over-the-top marketing and making everything sexy and spicy seems to be working.

The reader would be advised to take a breather between chapters, each of which have never case studies, and hop from one brand to the other. I did, and realised that Sinha has driven home the argument on cultural chasm in the country; where sexual liberation fights with moral policing. This is an additional challenge for companies when they market their products.

Another challenge is to back their products with service. Anyone who has shopped online would have had one bad experience. Consumer complaints against telecom companies are many Order Newports Online. Where does the fault lie? Are the companies to be blamed, or is the government at fault for a poor infrastructure?

For someone new to the Indian market, the book gives a glimpse of the contradictions and diversities that beset it. And Sinha does well to peel off and bare some of the layers without resorting to, or tiring the readers with jargons. He doesn provide all the answers, but arms you with questions that might help find the solution.
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