Skip to main content

What marketers can learn from MasterChef Australia

I've said it before, I am saying it again. The act of cooking and that of eating are way behind in my list of priorities. In fact, I don't think much about either of those exertions. Yet despite harboring such 'poor' attitudes, the latest version of MasterChef Australia has grabbed my eyeballs like no other. I've even agreed to forgo newstime for the cooking show. Needless to say, Alphy is pleased.

The real revelation from the show? Its about people! Food's incidental to the people story. Sure its about food, but its really not about food, its about people. No wonder I can't take my eyes off.

The lesson to marketers? Its about people and their lives, dimwits! Its not your products and services that matter. Its about them being need-solutions that help people live their lives better. If you can't get that, meaning you are obsessed with your glorious products and services, you frankly don't deserve any consumer patronage. If by chance you are having consumers buy from you despite your lack of the solution-mindset, consider yourself plain lucky. Also that you have no competition may be why consumers are buying (remember India, pre-liberalization?).

If you have a bit of sense you can draw on, you'll scramble to script the solution story. Meaning you'll focus on consumers and their lives. Not your products and services!

Here's wishing you do that!


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…