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It is a common mistake to equate marketing with advertising. Marketing is not just advertising, although that's one important component. Decades ago, a marketing guru defined the 4Ps of marketing - Product, price, place and promotion. In countries like India, its often distribution (place) that is the key to a business success. Getting your product to every one of the 5 million or so outlets is a monumental task, but is often the key to success. Nobody does this better than Coca Cola. I am hardly the first person to marvel at Coke's distribution capability all around the world. Melinda Gates, for example, did it in one of the TED talks - What non profits can learn from Coca Cola . It was a brave talk - the not for profit sector often derides and holds in contempt the corporate sector. But you can't run away from the lessons that Melinda Gates draws from Coke. Consider this The place is Dhanushkodi, almost the very tip of India - well past Rameshwaram. Its virtually an aband...

Remember the old book series " Coffee Tea or Me " - well readers of this blog are probably too young to remember it. Maybe now its time for Coffee, Wine or me ! Why does a coffee chain want to serve alcohol ? Starbucks wants to try out having wine and beer on its menu in a few outlets in Seattle and Portland. At first sight it seems an odd combination. Why would Starbucks want to do that ?? The problem, as always, is growth. Starbucks hit a rough patch, if you remember, in 2008 which prompted the founder Howard Schultz to retake the reins as CEO. Currently it is doing well. Revenues in 2011 grew 9.3%. But how do you keep on growing the revenues. After all, how much more coffee can you stimulate your patrons to have. You  can push the "eats", but that's a limited range. They are trying to enhance that with an offering of " premium foods" - whatever that means. And now alcohol. But is Starbucks a bar ? No serious drinker will go to Starbucks for a pint o...

The title of the post is simply to substantiate to Gils , Zeno and other  experts that I am "tuned in" ! In case you are still flummoxed, then that is clear proof that you simply aren't up to date with the "in thing" !! Why this kolaveri di is a completely nonsensical song that for reasons totally baffling has become a massive rage and has gone viral in the last four days. Since world success these days is measured in terms of number of views in YouTube (1.8 million in 4 days and rising by the minute) and insane numbers of Tweets,  Facebook mentions and likes ; it can be conclusively established as a massive hit. I am reliably told that it is competing with another equally baffling entity called Lady Gaga for global leadership. The song is in "Tanglish" - the curious mixture of Tamil and English which is widely spoken in Madras. It is from a forthcoming movie called 3 (zero marks for creativity in naming a movie). The lyrics are complete nonsense an...

Consumer behaviour is so complex that nobody really understands it. That's why there's a massive and flourishing market research industry to try and fathom this mysterious creature called you and me. Perhaps this is not so mysterious - after all the consumer is usually referred to as "she" instead of "he". And who can claim to fathom the mystery of the female of the species ....... Take the case of consumer behaviour in relation to plastic bags. When I first went to Guangzhou, I did the usual thing - go to a supermarket, buy tons of stuff you don't really need and cart it away in about 27 plastic bags . Since there are a lot of people in China and a lot of supermarkets, this translated into zillions of plastic bags let loose on the environment. Bad. Campaigns to "save the planet" yielded zero results. Mrs Li continued to merrily buy every kind of meat imaginable and carry them away in plastic bags. The Guangzhou municipality hit upon a brainwav...

If you’ve been within 100 miles of any business school, you have , no doubt, memorised from cover to cover, all the pages of Marketing Management by Philip Kotler. A doyen of marketing, Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management . His work was the standard text book 30 years ago, and still is. Many marketing hotshots are educated on his concepts and then blithely spend a lifetime ignoring it. Make a shoddy product, charge the moon for it, pour a fortune down the drain in advertising and then wonder why the product isn’t selling ! The zillions of dollars sloshing around the advertising industry is testament to this “Marketing Myopia”, to borrow a phrase from another seminal piece by Ted Levitt from a few decades ago. One shining exception to this is Apple. They anticipate (and sometimes even create) consumer needs and meet it brilliantly. To hell with all the rest. Take the case of the iPhone. Absolutely br...