some interesting marketing successes of 2009 in India

Hi sharing with you all..was reading the BW , Nov 2009..thought it would be interesting to share..what is important that each of these successes .. they have a unique differentiation ..something which was clear to them and the consumers ..have fun

2009

• Consumer was seeking value and looking at fundamentals more than emotional connect
• Most companies emphasized on basic 4 P’s which became even more important –with 3 P’s of process/people/physical evidence becoming more important
• Starting April 2011 , valuations of brands will have a significant role in company valuations , & companies will have to report the growth in brand valuations & this would place the onus directly on the management

Samsung

• Launched 225 products in 2009 against 2000 the year before
• It is closing the gap effectively with technology breakthrough / products customized to Indian needs
• They made an exclusive 32” LED TV for Indian customers as Indians have smaller rooms
• They target to lead in product innovation space & be relevant to consumers

Aircel

• Till 2006 it was just in 2 circles with 2.2 million consumers
• Positioning was on non-voice uses –pay bills/book tickets/network with friends
• Monthly susbscriber additions have doubled from 600,000 6 months ago to 1.4 million

Rahul Gandhi

• Congress launched him as their marketing weapon
• He has added a new constituency” the youth “
• Shows freshness , sincerity , positivity – all of which is a rare combination amongst the politicians
• Political scion gifted with a glorious smile

Virgin Mobile

• Decided to target youngistan – focused exclusively on youth
• Focus on communication where the youth “ gets around “ not necessarily rebels ..they find a way
• Introduced many first “ including ..get paid to receive a call” -Cut clutter
• It has achieved a 92 % awareness , and 69 % consideration a year since its launch

LIC

• Their nearest competitor is less than 1/ 10^th of their size
• They increased their MS from 60 to 67% last year
• Their IMC initiative was through its people – they decided to give a select band of its agents the title of chief life insurance advisors ..and task them with appointing and mentoring agents ; hitherto the prerogative of development officers
• They created an army with brought about Rs 700 cr of business last year

Ghajini

• It raked in Rs 90 crores in the ist weekend of its release
• Marketing cost was Rs 7.5 crore and the global box office offtake Rs 260 crore
• They homestly told the consumers what to expect through a major use of IMC – Aamir’s physical appearance , the haircut , the in cinema visibility ; ushers having a similar haircut
• The audience was prepared for what they were going to see

Rakhi Sawant

• From an item girl she became the biggest start for NDTV imagine
• As a brand she is brash , crude , willingly flaunts her unsophistication
• Her appeal connected with the masses