Skip to main content

The Diwali Barometer

'For marketers, Dussehra and Diwali are especially important. Unlike the other more regional festivals like Pongal or Ganesh Chaturthi, which are celebrated with varying degrees of importance and enthusiasm in different parts of the country, Dussehra and Diwali are more or less pan-Indian. While Dussehra and Diwali have different stories and rituals around the country, they have some standard features: ten days for Dussehra festivities, praying to Lakshmi for prosperity at Diwali. The entire social nature of these festivals is nearly standard right across India. The expansive spending mindset is already there. And if, at this time, consumers aren’t spending, it’s an indicator of how bad things actually are. And in good years this is when you make the upside on your sales.

Companies and retailers reinforce this scheme of things. It takes two to tango as far as shaping consumption behaviour is concerned. Brightly lit seductive displays, lots of festival offers and discounts, heavy advertising—all work together with the consumer’s desire and habitual plan to spend at this time and reinforce each other. It’s hard not to feel the electricity in the air, and it’s hard not to give in to a little bit of indulgence, whichever way you choose to define it. Even soap and shampoo companies will tell you that people upgrade to a higher priced set of brands during this season. Colour cosmetics sell more, even Rs 5 nail enamel.
'

- Rama Bijapurkar, 'The Lamplit Sales Graph'.

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…