Skip to main content

Why free when you have to earn it?

Teresa has a point. Coincidentally Jayendra too states the same thing, that if Bournville claims 'you have to earn it', why give it away free?

Theory tells us every consumer touch-point must be managed to build a unique position for the brand in the minds of consumers. Touch-point perceptions mustn't contradict. Like it did with Bournville. The promo that gave away the chocolate free contradicted the claim, 'you must earn it'.

In the real world, many times the best of marketers mess up. Its only natural it happens, after all, who can get it right all the time? Also, part of the problem is the disconnect between marketers managing the same brand, but different mix variables. The channel guy desperately needs a promo to take stocks off shelves. The Ad. guy wants a brilliant campaign that will capture consumer imagination. So the former gives it away free, the latter says, 'you gotta earn it'!

How can this contradiction be averted? The better marketer through good research knows sales won't take off at the introductory stage 'cos the chocolate palate in India isn't swaying to 'bitter'. That means a franchise building promo may have to be introduced right at the beginning with the Ad campaign.

Agreed, most things sound a certain way when proposed, and happen a certain other way, but that's no excuse for contradictions created by multiple touch-points. If Bournville is to be earned, don't give it away free. If you plan to give it away free, don't say, 'earn it'!


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…