Why Does That Purple Wrapper Gives A Chocolaty Feeling?

NOTE: Chocolates are everyone’s favourite, and this one is dedicated to all the chocolate lovers!

Last Sunday, Vipul went to a grocery shop to buy some stuff and asked the shopkeeper to take out the things he wanted. He was about to pay the bill and suddenly noticed the purple refrigerator containing chocolates. Of course, it’s Vipul, so he was tempted to buy one and finally bought one! J

Next dayà Monday morningà

Vipul discussed the incident with us and said, “This time let’s write something on chocolates only!” We all were really surprised to see his participation for the blog and we all agreed. And Bansal questioned Vipul, “Name any 5 Chocolates?” (and the quiz round 1 started). A little hesitant Vipul answered, “Dairy milk, 5star, kitkat, mmm…, Bournville, mmm… (I wonder is mmm.. is also some chocolate!) And I jumped in as his savior and said, “Silk, Bar-One, Milky Bar… (Ahh! Milky Bar is my favourite J)

As our discussion was going, Bansal again asked, “why does that purple wrapper gives the chocolaty feeling?” (quiz round 2) As expected, Vipul was almost blank and replied, “Iska bhi answer dedo!!” (It was THE MOST hilarious reaction anyone can ever give J) And some facts came out from Bansal’s encyclopediaà “Dairy Milk has got the highest brand recall. This is just because of the frequency of their TV commercials, print ads, banners, displays at shops is so dominant over other brands. These all activities collectively gives Dairy Milk the Top position in the mind ladder of people.

The incident which Vipul narrated in the starting defines the consumer buying process for chocolates. I asked Bansal what all he’ll say about the marketing strategy of Cadbury (Ahan! Now even we counter back him J). He replied, “Brand Recall comes with the creation of great ad campaigns and Cadbury really outstands in this area. Be it their “Pappu paas ho gaya” campaign or “Kuch meetha ho jaye” campaign, all emerge as a great hit among the general public. Dairy Milk has always associated itself with small but everyday happy moments that occur in everyone’s life.” (Pheew! J)

Absolutely! Cadbury has created for themselves a niche in the market and has become a brand name household. To be in the top most segment of the market, visibility is extremely important and that makes you sellable!

A promotional shop of Cadbury in a mall in Gurgaon!!

Reading is fun.. So as its marketing!!

(Confession 1- Before I start writing this blog, I just want to confess that reading is not my passion, but I like to read books/novels, if anyone recommends it…)

28^th November, Evening, we all were just about to wrap up the things in office as it was 6.15 on the clock, we all left in bansal’s car heading towards our homes and I asked, “Can anyone suggest me a good novel, as I am thinking to start reading.” Suggestions came from everybody and I selected 2-3 options.

Suddenly, Bansal asked us, “ Have you ever bought reference books for any of the subjects during your school or college??” (I was wondering where did this reference books topic came in when I asked was suggestions of novels??) Everyone replied, “Yes! Of course! Many times!” And then again he asked, “ Have you guys ever thought about the marketing of books?” (Okay! Now who have thought about that- Not me atleast …)

With a vague smile and a question mark on our faces, we said, “No!” as each one of us couldn’t relate any of the instance of marketing with those of the publishers. But I was very curious to know the logic behind this question and before I could counter back Bansal, he asked another question, “What is your buying procedure for such books specially when you want them for yourself?” (I wonder how such intellectual questions can come everytime in his mind?? J )

(Confession 2- I was feeling as if I am playing some quiz contest… Itne Saare questions, Pheww!)

I said, “ I just go to the bookshop, ask the shopkeeper to show me the books related to my subject and at max, I ask which one he refers for the same”. And now we all were waiting for Bansal’s call on that! He Replied, “90% of the people buying reference books read the preface only at the time of purchasing the book. They look out if any of the known person from the field of that very book has reviewed that book… And based on those reviews, your purchase decision is made!!” (Everyone with a “jaw-dropping” expression on their facesà were really impressed with his facts and observations. )

No doubt about it that these reasons are actually right and most of us simply read the preface & then decide upon the book…

“Books are never really advertised. The consumer of the books belongs to an intellectual class, so a proof has to be kept in the product which matches the intellectual sight of the buyer or the reviews by some known person in the book serves the buyer’s need to make his purchase decision” (Courtesy- Last minute Editing by Bansal J)

Actually, any product should have that one feature or benefit that should satisfy the need of the buyer for which he is purchasing that product. And we at Blue Pigeon design the campaigns to highlight that very particular benefit of the brand that builds up the Brand Recognisition and enhances Brand Recall.

Team Blue Pigeon

www.blue-pigeon.com

MARUTI SUZUKI : Is it really your Way of Life??

A couple of weeks ago, before our second blog was not even written, it was decided that one of our blog will be on Maruti’s market positioning!! (to ye to hona hi tha… J )

NOTE: I just love driving CARS, but genuinely not interested in their detailed description

29^th October, Tuesday, Bansal called me up in his cabin with my diary and pen (something was really urgent!! This was… what I thought…) He asked me, “ so how about writing our third blog on Maruti Suzuki?”… with a question mark on my face, I confidently said, “Why not! Let’s go ahead.”

As usual Bansal provided his inputs in the form of all the detailed information about Maruti’s brand (rather I should say complete brand history of Maruti J). “Maruti was introduced in India as people’s car, which was to compete with outdated cars present in Indian market at that time. With Maruti 800, the first small car was launched in India in 1983.”, he said as if he is a history teacher. 

A big "Hmmm…. " was there from my side and then there was no looking back, as Bansal explained some of the really happening facts about Maruti’s positioning in the market.

He told me, “ Initially, the Japanese automobile manufacturer had enjoyed the market as the only player in the small car segment and one could see only Maruti 800 & Omni Van on the roads in late 1980’s”. This was an interesting fact, atleast for me, as I certainly was not aware of this. (Somewhere in my mind, I was getting the feel of a lecture going on… Kidding!)

Go Ahead Bansal à “By, mid 1990’s Maruti Suzuki had developed such a wide service network which no other manufaturer could match even today. By this time other global automobile manufacturers had entered India and it was a raw market for them. This was the time when Maruti started their branding keeping their USP of widest service network and they communicated ‘Wherever you go, you will find the Maruti’s service station’… Remember that Kaancha ads??”, and while listening to all these points, I was lost in the advertisements of Maruti.

The new millenium started and number of players were their making India the most growing market for automobiles. Fuel prices were souring and everyone started to focus on fuel efficient cars. Maruti too took the same decision and diverted their positioning towards “fuel efficient cars” and I immediately replied, “Papa ki kran, petrol khatam hi ni hunda J!!” And as expected got a big smile from Bansal ? (at least now he thought that I was little interested in the conversation).

Couple of years ago, the phrase “Kitna Deti Hai?” was first heard on TV and it is one the most interesting campaigns on fuel efficient cars. Also Maruti started to advertise for their Genuine Parts (MGP) division as well. Though, the campaigns of Maruti are fun to watch, but what we think is Maruti cars are still sold on the notion that you can get the Maruti service station anywhere in India. We at Blue Pigeon believe, if Maruti goes back to their positioning of widest service network, then Maruti can capture a lot bigger piece of pie.

What We At Blue-Pigeon thinks, is “Rather focusing on various aspects, one should focus on the strongest aspect!!” J

McDonald-- Everyone’s Loving It!!

So here comes the second write-up from our side… and this time I am very enthusiastic to write about the topic because it’s not-just my favourite one but I had a fantastic discussion with my colleagues as well….

8^th October, Monday Morning, while reading Business Standard’s- The Strategist, I read a very interesting write-up on how McDonald’s has beefed up its menu in India… I was quite impressed with the facts they had put up in the article! I decided to take our dig on those facts and convinced Bansal to write our next blog on this one only!!

Bansal’s Cabin à And the discussion starts à

I asked him, what do you think of branding strategy McD have opted from past 15years in quick-service restaurants?? After quickly reading the article, he replied with a nice expression, “I believe it’s the QSC & V approach- i.e. – quality, service, cleaniness and Value that has worked really well for them. As according to me, their QSCV approach can be seen very offently in their kitchens.” Even I agreed on this point, that Bansal made, because this particular approach forms the core of McD marketing strategy. As after every 30 minutes, the cook in the kitchen area had to wash his hands. Apart from this, McD follows a strict rule of disposal of burgers if they are not sold during their shelf life which is approximately 8 minutes after preparation. [ Research done by: BANSAL J]

Ahaan! Well Done!! But now it was my turn to place my valid reason for its success… I said, McD caters to all the masses from economical to upper class as they have a wide range of burgers and meals… in addition to that they are found almost in every part of the localities.

As expected, a big Hmmm… comes from his side and I knew my logic was quite right. We discussed about what was given in that Business Standard article about the MTS [made to stock] approach followed by McD. But now they are migrating to MFY [made for you] approach- as when you order, the food will be cooked. Absolutely Right, as this route of MFY helps McD to provide fresher and warmer food to its customers!! But its going to be a great gamble for McD as they have proved themselves successful with MTS approach.

I was thinking that may be this topic will excite me more than anybody else, but our discussion was going far better than I expected…..

And suddenly, A sixer shot comes from Bansal’s side and sweeps away the limelight of the discussion. He said, “Internal branding forms the core for a creating a brand” and McD has followed the same. [Must say, it was a Jaw-dropping quote!! :D]

After a minute, door opened, and my colleague Vipul makes the entry into the cabin… And gave a very impressive thought…. He said, “have you ever noticed that all McD ads always have an emotional connect with which people can relate to..” Waahoww!! Quite surprisingly, It was a Good Attempt from Vipul.. J

Likewise, we at Blue Pigeon tries to communicate our client’s message to their customers through a well researched and designed communication tool…. McDonald too communicate their strategies and messages to its target customers through various communication tools and maintain transparency in their work style.

On an ending note, I just want to say that McDdonald stands completely out whenever fast food restaurant name comes in (I think You all will agree… Haina!!! J)… and Yes I’ll say… “I am lovin it”!!!!J