Category Archives: Branding

Liverpool Commuters are in for a treat / Are Indian construction companies up for this ?

I found something interesting today on one of the blogs which is definitely worth a mention ( although not in synch. with this blog’s theme)

UK sculptor Richard Wilson has dished out a new piece of art, more popularly being billed as city’s new room.

Once it is officially up and running later this month, the facade will rotate like a huge opening and closing window.

Would Indian companies follow soon? Obviously this does need some bit of money.. but if this happens in India, it would be quite a sight to see malls with hanging windows in Gurgaon.

Best-of-all, marketers would then repackage their strategies for brand promotion of construction companies. It would be a good relief for radio listeners who bear the pain of hearing directors featuring on FM radio channels and making a pitch to customers with their sole USP being free pick-up and drop facility.

More about Liverpool’s news

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Filed under Branding, Service Marketing

Volkswagen Car Promotion

Credits : ravithesun

Volkswagen is the fourth leading automobile manufacturer in the world. (Headquarters in Wolfsburg, Germany). In German Volkswagen means “People’s Car”. Volkswagen is a part of Volkswagen Group along with Audi, SEAT, Skoda, Bentely, Bugatti and Lamborghini.

Volkswagen is well known for different kinds of promotion techniques its uses for promoting its cars. I’ve  attached a PPT on Volkswagen Car Promotion which talks more about its promtion techniques:

1) Customer Offer
2) Media Promotion
3) Web Promotion

1) Customer Offer : Volkswagen many times use a music concept to market it’s car. for e.g. Free electric guitar, iPod and some kind of musical programs (covered in Media Promotion). Volkswagen also provides different schemes for graduate college students. Lately, Volkswagen Brazil offered suborbital space flight.

2) Media Promotion : Volkswagen launched media program called “Blues” to complement and communicate VW’s brand essence. This promotion was a huge success, over 2 million people attended different concerts under this promotion program. To promote VW brand through movie VW,  join hands with Universal Studio.

3) Web Promotion : Volkswagen uses web technology like Podcasting to promote it’s brand via internet. Also it uses anytime anywhere marketing campaign with MSN network.

Check out PPT to get more detailed info on its different promotion techniques.

http://ravithesun.wordpress.com

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Filed under Branding, Innovative Marketing, Product Marketing

I’ll buy your Coffee

Who doesn’t know “Starbucks Coffee” , a prominent brand of specialty coffee in the world with tremendous popularity in Americas, Europe and at every other place where coffee drinkers are there.

Though more recently, the “Coffee giant” has been facing some branding problems. Howard Schulz, the CEO of Starbucks, wrote a memo to his employees expressing concern over the ‘watering down’ of the Starbucks brand. He feared that they were losing their uniqueness in what is soon becoming an oversaturated marketplace for coffee.

John Moore an ex marketer runs a crisp blog through which he called on customers to express their views on the fate of Starbucks and its future strategy. I was referred to a superbly compiled version of his findings on www.changethis.com (Thanks, Gaurav!) which got me thinking…so what would I do if I had to manage this new awakening for Starbucks. Contrary to common opinion, which is to go back to the old style of coffee brewing and revive the whole ‘we’re the coffee experts’ philosophy, my intuitive managerial gut feel is to redevelop the experiential brand value of Starbucks. Why? Because there’s only so much you can differentiate on the grounds of coffee, without making a fool of yourself. The next extension for all you know could be coffee spas. 

People love to visit the place because it’s a nice place to hang out—with friends or by oneself. Give them more of it then! People need space away from things and the world in general. Coffee is just a reason. So in the future that reason could be something else. Starbucks has a feel good factor to it. Can it create ‘happy moments’ for people? Make the world a better place—one person at a time. Now that’s a wonderful metric to keep track off and bet you that Barista can’t imitate that so easily. It’s about redefining the purpose of business in which coffee is a mere replaceable commodity.

Radical but true. The future of business (sustainable business) will be based on human value added. Even the economists say so! I had the opportunity to attend a talk on the economics of happiness by noted Economist Andrew Ostwald. Countries are now thinking about this seriously—how can they improve the quality of life of their people and thereby improve their happiness quotient.  

Brands need to incorporate an element of human value added. Not as part of some CSR re-awakening like M&S recently had. (I like their stores too, but please the 100 point agenda seems sooo… superfluous) I mean a true shaking up of consciousness.  What are you selling and WHY? (PS: Send the accountants on a tax break at this point!)

 Written by Chandni

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Filed under Branding, Service Marketing, Strategy