Now loyalty programs in search engine
Thursday, July 24, 2008
With information gaining vital importance in our daily lives, many people have started saying that we have entered an information age since last few years. IT companies are covering the distance between zero and billion in the shortest time for any company. The media has seen a bursting high in last decade as information has never been so easy to interchange, and when information is bombarded in our lives so heavily the next major thing is searching for the right information. So stress has been lately on how to structure the information, index it, make relationships between various information units so as to have a meaningful search. To reach this we need heuristic information, where the 'thumb of rules' are identified from experience.
We have seen search engine in text form changing to clusters and tags. But now a new search engine called Scour has been launched to encourage and reward consumers to vote and comment on search results called up from Google, Yahoo! and MSN. taking clues from popular site Digg, Scour allows its (human) members to evaluate, vote on, and comment on the results they receive from the usual major search engines like Yahoo, Google and MSN. Those votes and comments are then available to others in the Scour.com community to help them decide which results are likely to be most useful or trustworthy.
Scour differentiates itself from other social search, rating and community web sites in that it allows its users vote and comment on search results, provides absolute privacy control, gives weight to each user's preferred search engines, and allows members to redeem their search points for Visa gift cards. By associating itself with Visa, it has entered the well established Loyalty domain.
Points scheme:
* Searching: 1 point;
* Voting: 2 points;
* Commenting: 3 points;
* Friend referral: 25% of each friend's points.
* Searching: 1 point;
* Voting: 2 points;
* Commenting: 3 points;
* Friend referral: 25% of each friend's points.
In a scenario cited by Scour.com, an average of 4.5 searches per day could translate into rewards worth as much as US$25 per year. And, when adding in the value of friend referrals with an average of 3 searches per day for each friend, 25 friends who sign up and use Scour.com regularly could earn the original member up to an additional US$100 or more each year.
"We're not trying to provide users with an alternative income, but the Scour points programme is a good way for us to reward users for helping to build up the community, to refine search results beyond the ordinary algorithms," concluded Yomtobian. Scour.com is owned and operated by ABCSearch, a part of Internext Media Corporation.
You can visit the search engine at http://scour.com
Labels: Loyalty Programs, Marketing Practices, New Trends
posted by Jas @ 1:09 PM,
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Microsoft hostile bid on yahoo
Friday, February 01, 2008
Just heard of Microsoft's hostile bid on Yahoo at 62% premium at Thursday's stock price. What is exciting is how the people are actually looking at Microsoft as a savior for Yahoo. They think that yahoo has never used its full potential in internet domain and the aggression needed in the competitive world of today is just missing.
Well I am traveling right now, but the outcome should definitely bring me back for yet another post! Will appreciate posts on the brand value comparison of the two.
Microsoft's proposal to Yahoo's board of directors represents $31 per share (a 62% premium over yesterday's closing price) or about $44.6 Billion. Steve Ballmer, CEO and big fan of developers, says, "We have great respect for Yahoo!, and together we can offer an increasingly exciting set of solutions for consumers, publishers and advertisers while becoming better positioned to compete in the online services market." Apparently, the deal was laid out in a letter sent by Ballmer to Yahoo's board just yesterday. Seriously. The letter confirms that the two giants have been discussing the topic since late 2006. It also appears to be a direct response to the Google threat as outlined in the following paragraph:
"Today, the market is increasingly dominated by one player who is consolidating its dominance through acquisition. Together, Microsoft and Yahoo! can offer a credible alternative for consumers, advertisers, and publishers."
The deal, of course, rests on the two coming to a "merger agreement" and Microsoft having the time to conduct the required due diligence. Microsoft is ready to begin immediate discussions and have a draft merger agreement ready for consideration.
"Today, the market is increasingly dominated by one player who is consolidating its dominance through acquisition. Together, Microsoft and Yahoo! can offer a credible alternative for consumers, advertisers, and publishers."
The deal, of course, rests on the two coming to a "merger agreement" and Microsoft having the time to conduct the required due diligence. Microsoft is ready to begin immediate discussions and have a draft merger agreement ready for consideration.
Well I am traveling right now, but the outcome should definitely bring me back for yet another post! Will appreciate posts on the brand value comparison of the two.
Labels: Brand Check, MnA, New Trends
posted by Jas @ 4:14 PM,
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Whopper Freak Out
Saturday, January 12, 2008
In the time when virals have just become a norm, stings are outdated and launching a new website just for a viral campaign is anything but hot; there is a fresh air of innovation to all this with the Burger King's latest campaign - Whopper Freak Out.
In this hidden camera style video, we get to see how people react when they are told the Whopper (the most popular burger from Burger King) has been permanently discontinued, as well as how customers react when the bags they are given contain not Whoppers, but Big Mac���s or Wendy���s burgers. A dirty game maybe, but surely works for their customers.
I was wondering how ling would they go, and even if you end it all up saying it was all a small joke ; I bet you will lose some loyalty. But thats where the campaign scores, it ends in a wonderful way which you have to see the campaign to appreciate.
Click the snapshot below to see the campaign live.
In this hidden camera style video, we get to see how people react when they are told the Whopper (the most popular burger from Burger King) has been permanently discontinued, as well as how customers react when the bags they are given contain not Whoppers, but Big Mac���s or Wendy���s burgers. A dirty game maybe, but surely works for their customers.
I was wondering how ling would they go, and even if you end it all up saying it was all a small joke ; I bet you will lose some loyalty. But thats where the campaign scores, it ends in a wonderful way which you have to see the campaign to appreciate.
Click the snapshot below to see the campaign live.
Website: http://www.whopperfreakout.com/
Labels: BTL, Business, Funny, New Trends, Viral
posted by Jas @ 7:25 PM,
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Customizing credit cards to individuals
Wednesday, January 02, 2008
Capital One has launched America's first - "Do-it-yourself" credit card. It has come up with a Web site called Card Lab that gives consumers the opportunity to “build their own” credit card. The customer can choose among various options for introductory and ongoing interest rates, rewards, annual fee (or none), and card design.
The process is essentially comprised of following steps:
The process is essentially comprised of following steps:
- Indicate Credit Level based on past history
- Select Features and Rewards - like if one wants rewards in form of miles/points or cash back; the introductory APR, annual fee etc
- Pick a Design - one can choose from a given set of 9 designs or one can add own image to the card (now thats customization!)
- Review and Apply
The choices are then packaged together to create a card customized to each cardholders' personal preferences. This concept is being used in the USA for the first time whereas this has been tested before in UK and Turkey.
However, there are some trade offs in this venture. Once the applicant makes a choice, a certain number of other choices are closed for him. So, if you want no-frills, no rewards, you can get a lower interest rate. Want points or air miles? The interest rate goes up. Want a 0% interest rate for a year? Expect a higher ongoing rate. Want two points per dollar charged instead of one? Prepare to pay an annual fee.
From a marketing point of view, it does make an impact on consumers for following main reasons:
1. Empowerment
This concept gives the power in the hand of consumer to design what ever they feel like. This brings in more brand loyalty as consumer identifies more with the product.
2. Transparency
The selection process allows consumer to see the trade offs with every selection, hence consumer can know how the APR or annual fee change on selecting the desired cash back for example. The generic way of personalization was to have an online interview approach and make a product recommendation at the end of the process. This is an abstract way as consumer doesn't know what is full platter looking like.
3. Personalization
The site not only allows user to choose the features but also the card image, which can be of a memorable sunny day you enjoyed at Las Vegas. This creates an emotional connect with the consumer, an important building block in marketing.
4. Behavioral data
The data so accumulated from online behavior of consumers will go a long way in helping Capital One to understand consumer and help them design things better to command more loyalty and consumer base.
All said and done, this is one initiative a lot of marketers in cards domain will be watching out for.
Labels: Business, Marketing Practices, New Trends
posted by Jas @ 5:23 PM,
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User generated advertising
Friday, December 07, 2007
From plain (textual) word of mouth advertising, it got refined to viral advertising and now with user generated content being on a steep rise on the internet, it wasn't too far that a firm would come up user generated advertising campaigns. Here below is an example of such a campaign. The project was to make an advertising campaign for a gel pen brand Pentel-EnerGel Deluxe
The video may not give you a well planned, enacted and executed ad campaign, but looking at the mode of medium and target audience; it really strikes aptly. Rather than the stress on its abilities the campaign uses them as a metaphor to associate the word - expression with the product.
The video may not give you a well planned, enacted and executed ad campaign, but looking at the mode of medium and target audience; it really strikes aptly. Rather than the stress on its abilities the campaign uses them as a metaphor to associate the word - expression with the product.
Labels: Launch, Marketing Practices, New Trends
posted by Jas @ 2:48 AM,
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McDonald now advertising in Report Cards!
Tuesday, November 20, 2007
With the consumer mind being bombarded with so much of ad communication these days, the BTL (below the line) ad campaigns have gained quite a lot of popularity among th advertisers. Also the campaigns have started attracting the complete set of consumption chain i.e. from consumer to the decision maker. Thats why you will find ads of McDonald's happy meals being targeted at parents in India rather than the children themselves. Positioning is that such an outing of a happy time is best enjoyed by kids with McD's Happy Meal. To face the competetion, McD is also one company which has a high focus on BTL campaigns.
But this one may still surprise you. McD picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Florida, in exchange for a Happy Meal coupon on the card's cover(see picture). With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.
But this one may still surprise you. McD picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Florida, in exchange for a Happy Meal coupon on the card's cover(see picture). With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.
The issue came to light last week when Susan Pagan’s daughter, Cathy, a fourth-grader at Red Bug Elementary School, brought home her report card and wanted to get a free Happy Meal because she earned good grades.Pagen told her daughter, "Our family does not eat at fast food chains," Pagan said. "And, now I’m the bad guy."
Pagan said she complained to school officials in an e-mail about the advertising and received a telephone call from Superintendent Bill Vogel. She said he told her that she was the only person who complained and he noted that McDonald’s offers some healthy alternatives.
The Campaign for a Commercial-Free Childhood is demanding that McDonald’s immediately stop advertising on children’s report cards. “This promotion takes in-school marketing to a new low,” said Susan Linn, director of CCFC and a psychologist at Judge Baker Children’s Center. “It bypasses parents and targets children directly with the message that doing well in school should be rewarded by a Happy Meal.”
Labels: BTL, New Trends, Print Ad
posted by Jas @ 10:12 PM,
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Lufthansa banks on rumors
Friday, November 16, 2007
One of the very novel ways to involve your customer with your brand/ product is to come out with something interesting that most of your intended customers will like to be involved in and then bring yourself in. Many companies do it by way of "Issued in public interest" or "For more information on this (non product) contact us at xyz" which may happen for some awareness or plain virals. Such methods do not call out at the customers showing off their features or benefits, in fact its mainly not about the product at all, it caters to the peripheral persuasion method. Even though you may not be going for the product/service but still you may end up 'consuming' it.
This idea bird has pecked Lufthansa (Airlines) also and as a result it has launched RumorTravels, a campaign which highlights the prevailing stereotypes about countries around the world. We all have such stereotypes for the countries, something that we have been hearing or reading since childhood like many of my friends whom I met during my French exchange program thought that many people in India still travel by elephants! (and I affirmed some, telling them that I have a pet elephant which I got as a gift when I turned eighteen, the age when one gets a driving license in India). Then I have heard a lot about the Italian gentlemen pinching the bottoms of damsels, Paris being a city where people are just lost in romance 24X7! These are the things that "You'll never know if you don't go.", as summed by the tagline of the campaign. In several videos, countries such as Sweden, Germany and France are imagined by would be travelers.
To pep up the viewership and following, there's also a contest which encourages people to submit rumors about a foreign country in the form of a video or a story for chance to win two round trip tickets from the U.S. to anywhere in Europe. I reached a bit too late for the contest, but still the results are coming.
In case you have always thought of Paris as City of Love, thinking romance is everywhere - from metro trains to jail, then here is a video clip for you. Is Paris really the City of Love and Romance?
But what remains to be seen is that how much additional traffic does this kind of campaign bring to Lufthansa, I haven't checked the fares of it much but I have an opinion that whosoever will be pulled up by the campaign and decide to go to that destination will be a common man going for non business reason. This category will be more inclined towards the usage of low cost airlines. But there is no point putting sausages on bar-be-cue without first arranging for coal, so Lufthansa, after taking the low cost route in 2005 does provide a strong reason to fly it with this campaign.
Addendum
Low cost-No frills concept was triggered by Southwest--which actually jumped the gun on deregulation, taking advantage of Texas' enormous size to avoid onerous interstate commerce regulations--ushered in the low-cost revolution with four revolutionary insights:
1) Flying just one type of aircraft will save a company millions on maintenance and bulk purchasing.
2) Point-to-point flights between smaller airports, rather than hub-and-spoke operations centered on a single large airport, allow each airplane to be used for several more flights a day, and more cheaply.
3) Passengers will appreciate the elimination of perks such as business lounges and free meals if the savings are passed on directly to them with a smile.
4) Air travelers will flock to the lowest prices, period.
And the impact? By the late 1990s, Southwest was the world's richest and most profitable major airline, inspiring successful copycats (such as JetBlue) and even forcing money-bleeding behemoths like United Airlines to launch low-cost hopefuls like TED. Lets see how Lufthansa addresses this market now!
Addendum
Low cost-No frills concept was triggered by Southwest--which actually jumped the gun on deregulation, taking advantage of Texas' enormous size to avoid onerous interstate commerce regulations--ushered in the low-cost revolution with four revolutionary insights:
1) Flying just one type of aircraft will save a company millions on maintenance and bulk purchasing.
2) Point-to-point flights between smaller airports, rather than hub-and-spoke operations centered on a single large airport, allow each airplane to be used for several more flights a day, and more cheaply.
3) Passengers will appreciate the elimination of perks such as business lounges and free meals if the savings are passed on directly to them with a smile.
4) Air travelers will flock to the lowest prices, period.
And the impact? By the late 1990s, Southwest was the world's richest and most profitable major airline, inspiring successful copycats (such as JetBlue) and even forcing money-bleeding behemoths like United Airlines to launch low-cost hopefuls like TED. Lets see how Lufthansa addresses this market now!
Labels: Marketing Practices, New Trends, Viral
posted by Jas @ 8:16 PM,
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Indian fragrance mkt looks promising
Friday, September 28, 2007
My last post on eau de perfume had received quite many hits from India and quite a few lot even had a discussion it with me personally. What surprised me most was the interest level of people in these brands, even the mild ones. India being a climatically rough country does not hold itself in a very right perspective for milder tones of perfumeries. One can remember that when an Indian wears a perfume in some public function, one can smell it easily before one can see the person wearing it! Most of our scents scream rather than talk. And in case you have tried a mild one you will know that it won’t last even few hours and only person who can appreciate it then will be only you at the max.
But no, some people have worn these; others have tried it or at least appreciated it; and with India booming on the world tourism that actually comes as the by product. Not only are Indians thronging for packages to the tourist places all over the world, even the major names in this market are coming to India to have a promising Indian buyers. The north especially is targeted as they are the heavy spenders on personal grooming and not to forget the show offs. With money has come the need to maintain social status as most of the Indians care more about their image in society rather than one’s own individuality. But the younger generation is talking more and more of its personal yet private space and these are the consumers that look for something different, they may be happier experimenting for self rather than for others. (Such exuberance reminds me of Sushmita Sen than anybody else). But all in all they are all welcome customers for the fragrance giants who are looking at India as a high potential market. Fragrances are proving increasingly popular in India, as the population continues to increase its expenditure on increasingly sophisticated personal care products containing greater amounts of fragrance (check your consumption basket!)
A fortnight back I had gone to Hyderabad Central for a weekend hang out; I must say I was surprised to see the range and abundance of some of the best fragrances over there (first floor towards front exit). Even the latest ones could be seen lavishly exhibited there.
As for me I was taken aloft by Chanel’s Allure Sport. This Eau de Toilette is a 2005 Fifi award winner, and is really refreshing. It starts with a 'fresh' and fruity note and is really refreshing but then with time you can have it changed to base note quite fast. But make sure you are trying Allure Sport and not plain Allure Homme as latter is more like feminine scents of Allure range. So in case you end up buying latter one, you know, "I warned you!" :)
Allure Sport
Top Notes Aldehydes, Mandarin, Orange, Aquatic Note
Middle Notes Black Pepper, Neroli, Cedar
Base Notes Tonka, Vetiver, Amber, White Musk
In case the top note, middle or base note sound as jargon to you, let me explain what I have learned about scents. A fragrance is composed of three different 'layers' of scent called notes. It has top notes, which you smell as soon as you apply the fragrance; you have mid notes, which you smell in about 10 to 45 minutes depending on the fragrance, and then there are base notes, that stay on the longest, say hours. So when I said early in this post that we Indians wear screaming scents, it means we tend to choose fragrances with strong base notes.
But no, some people have worn these; others have tried it or at least appreciated it; and with India booming on the world tourism that actually comes as the by product. Not only are Indians thronging for packages to the tourist places all over the world, even the major names in this market are coming to India to have a promising Indian buyers. The north especially is targeted as they are the heavy spenders on personal grooming and not to forget the show offs. With money has come the need to maintain social status as most of the Indians care more about their image in society rather than one’s own individuality. But the younger generation is talking more and more of its personal yet private space and these are the consumers that look for something different, they may be happier experimenting for self rather than for others. (Such exuberance reminds me of Sushmita Sen than anybody else). But all in all they are all welcome customers for the fragrance giants who are looking at India as a high potential market. Fragrances are proving increasingly popular in India, as the population continues to increase its expenditure on increasingly sophisticated personal care products containing greater amounts of fragrance (check your consumption basket!)
A fortnight back I had gone to Hyderabad Central for a weekend hang out; I must say I was surprised to see the range and abundance of some of the best fragrances over there (first floor towards front exit). Even the latest ones could be seen lavishly exhibited there.
As for me I was taken aloft by Chanel’s Allure Sport. This Eau de Toilette is a 2005 Fifi award winner, and is really refreshing. It starts with a 'fresh' and fruity note and is really refreshing but then with time you can have it changed to base note quite fast. But make sure you are trying Allure Sport and not plain Allure Homme as latter is more like feminine scents of Allure range. So in case you end up buying latter one, you know, "I warned you!" :)Allure Sport
Top Notes Aldehydes, Mandarin, Orange, Aquatic Note
Middle Notes Black Pepper, Neroli, Cedar
Base Notes Tonka, Vetiver, Amber, White Musk
In case the top note, middle or base note sound as jargon to you, let me explain what I have learned about scents. A fragrance is composed of three different 'layers' of scent called notes. It has top notes, which you smell as soon as you apply the fragrance; you have mid notes, which you smell in about 10 to 45 minutes depending on the fragrance, and then there are base notes, that stay on the longest, say hours. So when I said early in this post that we Indians wear screaming scents, it means we tend to choose fragrances with strong base notes.
My other possession is Ko2 by Diamond, its more than mild and has a strong base note which stays for quite long. When I was trying to buy a cologne for my friend in Paris, I actually was trying to look for a nice, strong manly screaming scent. I don't know if I did a right choice or not, but I bought Armani Code. No comments on that as I havnt ever tried that, my friend told me that the fragrance was nice but it was a bit mild (I told you so! we Indians!).
Am no socialite but yes I have interest in all these things that flirt with my senses, be it food, drinks or fragrances. And not to mention that one visit to western Europe and you really feel like following your senses much closely; be it first/second taste of wine or the three tones of fragrances, they certainly made me realize the nuances! So, do you have any suggestions on what to try further? I remember one of my classmate using Tommy Hilfiger's; guess will check it out in some months. But in case you have some good reviews about some aqua based strong fragrance or cologne, am all ears! Lets wait and watch for comments ;)Labels: New Trends
posted by Jas @ 3:07 AM,
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Stress on corporate images
Monday, September 17, 2007
Few years back I read a report detailing how HLL was considering to change its then green colored leaves logo to something that was closer to its mother brand Unilever, which itself was undergoing a plastic surgery for fresh image in consumer mind. Now HLL has changed to HUL, company board deciding to use the word Hindustan (with reports that its probably only occurrence in world that Unilever has allowed a local name). After each advertisement of a Lever's product you can see the new 'vitality' filled sign of Unilever with Hindustan Unilever written below it. This branding fo corporate identity along with the brand makes sense for the obvious. But is it just because of changing corporate image or is due to higher competition in market? Is it that HUL now wants to leverage its larger than life corporate image and add the benefit to its brands?
In case you are ready to negate the argument then have a look at other happenings. Check the FMCG battlefield where the goriest of battles have been fought - soft drink industry. After the Pepsi ads you would now see the branding of PepsiCo. Post liberalization PepsiCo was allowed to use its international brand name in India (earlier it had to use 'Lehar' alongside), but since then it hasnt done any branding. Infact I was surprised to see the name PepsiCo used in US instead of Pepsi as the corporate name 3 years back, and here in India nobody had heard about PepsiCo! PepsiCo India even has its own website now, which I once tried to find helplessly 2 yrs back (for assignment purpose). The impact may have been because of pesticide issue.
Coke too has worked a lot for its corporate image with McCann Erickson, with Prasoon Joshi coming up with new ad line "Boond boond khushi khushi" or "Little drops of joy". He was the one who changed Coca Cola's fortune with hugely popular "Thanda matlab Coca Cola". According to Joshi,
The entire campaign, “Little Drops of Joy”, is based on moments of joy in the daily lives of consumers. The TVC portrays how little drops of Coca-Cola transform drab moments of life to a more cheerful one. One of these commercial opens with the shot of a couple, walking on the road and fighting over daily chores. Suddenly, drops of Coca-Cola engulf them and the boy spots a beautiful dress on a mannequin and decides to buy it for the girl in order to pacify her. The second section of the commercial shows an old Parsi lady in a pensive mood. Again, the bubbles appear and immediately the old lady spots her friend in a car and they go out. In the end the message appears: “Coca Cola India — Boond Boond Khushi Khushi.” If you ask me, my point will be that big things give you excitement but its the small things that make you feel happy and contended, hence crucial for branding.
Also, as part of its re-positioning strategy, Coca-Cola has revealed its five-pillar growth strategy, that of 5 Ps -
In case you are ready to negate the argument then have a look at other happenings. Check the FMCG battlefield where the goriest of battles have been fought - soft drink industry. After the Pepsi ads you would now see the branding of PepsiCo. Post liberalization PepsiCo was allowed to use its international brand name in India (earlier it had to use 'Lehar' alongside), but since then it hasnt done any branding. Infact I was surprised to see the name PepsiCo used in US instead of Pepsi as the corporate name 3 years back, and here in India nobody had heard about PepsiCo! PepsiCo India even has its own website now, which I once tried to find helplessly 2 yrs back (for assignment purpose). The impact may have been because of pesticide issue.
Coke too has worked a lot for its corporate image with McCann Erickson, with Prasoon Joshi coming up with new ad line "Boond boond khushi khushi" or "Little drops of joy". He was the one who changed Coca Cola's fortune with hugely popular "Thanda matlab Coca Cola". According to Joshi,In a growing, constantly changing market like India, a brand needs to have an emotional connect. In small-town India, which is the next big market, marketers are constantly trying to find the right lingo that will guarantee the right connection. Boond Boond Khushi Khushi is their connect with the brand. One isn’t supposed to look at the drops in isolation, but see them as drops of a larger vision, aimed at mutual growth and development. Boond Boond Khushi Khushi will refresh the consumer on an everyday basis. We are not saying that Coca-Cola cause miracles. What is very real about it is that we don’t claim to transform lives but simply envelop a moment with joy.
The entire campaign, “Little Drops of Joy”, is based on moments of joy in the daily lives of consumers. The TVC portrays how little drops of Coca-Cola transform drab moments of life to a more cheerful one. One of these commercial opens with the shot of a couple, walking on the road and fighting over daily chores. Suddenly, drops of Coca-Cola engulf them and the boy spots a beautiful dress on a mannequin and decides to buy it for the girl in order to pacify her. The second section of the commercial shows an old Parsi lady in a pensive mood. Again, the bubbles appear and immediately the old lady spots her friend in a car and they go out. In the end the message appears: “Coca Cola India — Boond Boond Khushi Khushi.” If you ask me, my point will be that big things give you excitement but its the small things that make you feel happy and contended, hence crucial for branding.Also, as part of its re-positioning strategy, Coca-Cola has revealed its five-pillar growth strategy, that of 5 Ps -
- People
- Planet
- Portfolio
- Partners and
- Performance.
The company is testing a foray into dairy-based products as well as introducing in India energy drink major Glaceau’s brands that it recently acquired for $ 4.1 billion. This is in response to shift of Indian consumer towards healthy drinking habits. Pepsi had beaten Coke on this with its Tropicana range of juices. and with report of Pepsico India Holdings Pvt. Ltd., being close to purchasing a juice brand in India, the battle is surely gonna hot up
Labels: Business, Marketing Practices, New Trends
posted by Jas @ 2:37 AM,
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Scent Marketing !!
Wednesday, November 01, 2006
There is a term called activation. A company may have a very good distribution network, a decent product, making the final product rightly available at the retail counter and promising a value to the user but it all reduces to ashes if the product doesn’t register in the mind of consumer and he just passes away. Its not that the product is bad, its just that the mind of consumer is not receptive to that category of product because of some reason. This will happen if either the product is a low involvement one or if it has become one, which may further happen due to many reasons, loyalty being one.
Some companies focus on packaging to make the registration; others try shouting, and many these days go for guerilla. Idea is to INDULGE the consumer, and this essentially has to be by involving or rather pushing to involve his senses. Attractive packaging catering to sight, asking people to touch and feel the product related to skin and so on. The consumers have been getting used to innovations and marketers to innovating. Add those two together and you get some really creative marketing campaigns. Say, lately the trend of Scent Marketing has picked up. Being true to its name, it’s blowing nice aromas at you to get you to spend more and keep coming back.
ScentAir, a firm from North Carolina
ScentAir, a firm from
Aroma based signatures is the other popular trend. Many companies are going for a signature aroma and associate it with their deliverables. Idea is that scents are much more associated with our memories than our sight, so help in making an emotional bond. This very thing inculcates the high involvement of product. So next time one smells the same scent, the brand is recognized. ScentAir is already selling the devices for this kind. A typical machine lasts for 300 hrs, can detect motion and is a small enough one to miss out on the general attention. With 1000 smells to choose from, one can customize it fully.
And companies are embracing it with a big smile. Mars, PepsiCo, Kraft and Procter & Gamble, hope scents will help them get attention among fragmented audiences.
Labels: New Trends
posted by Jas @ 2:38 AM,
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