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Hi All,
Going by the number of ads — largely print and television, i have a feeling that education sector is readying for a massive spurt in marketing and communications. Right from kindergarden to post graduation, there is a spurt in number of players looking to create a national play. And players increase their footprint, focus on brand name will be important.
Showing posts with label brands. Show all posts
Showing posts with label brands. Show all posts
Tuesday, September 28, 2010
Education — the new frontier
Hi All,
Going by the number of ads — largely print and television, i have a feeling that education sector is readying for a massive spurt in marketing and communications. Right from kindergarden to post graduation, there is a spurt in number of players looking to create a national play. And players increase their footprint, focus on brand name will be important.
Going by the number of ads — largely print and television, i have a feeling that education sector is readying for a massive spurt in marketing and communications. Right from kindergarden to post graduation, there is a spurt in number of players looking to create a national play. And players increase their footprint, focus on brand name will be important.
Rural Markets — have we understood the space?
Hi All,
In my course of work, i regularly come across the line that rural India is the next big wave that brands will ride on. And there are numbers that authenticate the thought. With bountiful monsoons, the agri produce will be abundant. Add to that the emphasis on rural through NREGA and rural infrastructure connectivity programme, rural incomes is bound to rise. Of course, the push by brands into the hinterland continues buoyed by the robust growth on the anvil. But the question is, have brands understood what it takes to market to the rural consumers. When it comes to rural activation, a lot of brands through rural marketing agencies look at van activation, video, shop activation like merchandising etc. While there's no doubt that they serve their purpose, but has any attempt been made to understand what makes the rural consumers click. The rural rich are no less when it comes to displaying their wealth — so what will it take to consume more? playing on their aspirations? For the rural masses, dependent on agri culture, is it enough for brands to just sell to them? Shouldn't it be a two way traffic, where we buy from them as well....your thoughts please
In my course of work, i regularly come across the line that rural India is the next big wave that brands will ride on. And there are numbers that authenticate the thought. With bountiful monsoons, the agri produce will be abundant. Add to that the emphasis on rural through NREGA and rural infrastructure connectivity programme, rural incomes is bound to rise. Of course, the push by brands into the hinterland continues buoyed by the robust growth on the anvil. But the question is, have brands understood what it takes to market to the rural consumers. When it comes to rural activation, a lot of brands through rural marketing agencies look at van activation, video, shop activation like merchandising etc. While there's no doubt that they serve their purpose, but has any attempt been made to understand what makes the rural consumers click. The rural rich are no less when it comes to displaying their wealth — so what will it take to consume more? playing on their aspirations? For the rural masses, dependent on agri culture, is it enough for brands to just sell to them? Shouldn't it be a two way traffic, where we buy from them as well....your thoughts please
Rural India — have we understood the space?
Hi All,
In my course of work, i regularly come across the line that rural India is the next big wave that brands will ride on. And there are numbers that authenticate the thought. With bountiful monsoons, the agri produce will be abundant. Add to that the emphasis on rural through NREGA and rural infrastructure connectivity programme, rural incomes is bound to rise. Of course, the push by brands into the hinterland continues buoyed by the robust growth on the anvil. But the question is, have brands understood what it takes to market to the rural consumers. When it comes to rural activation, a lot of brands through rural marketing agencies look at van activation, video, shop activation like merchandising etc. While there's no doubt that they serve their purpose, but has any attempt been made to understand what makes the rural consumers click. The rural rich are no less when it comes to displaying their wealth — so what will it take to consume more? playing on their aspirations? For the rural masses, dependent on agri culture, is it enough for brands to just sell to them? Shouldn't it be a two way traffic, where we buy from them as well....your thoughts please
In my course of work, i regularly come across the line that rural India is the next big wave that brands will ride on. And there are numbers that authenticate the thought. With bountiful monsoons, the agri produce will be abundant. Add to that the emphasis on rural through NREGA and rural infrastructure connectivity programme, rural incomes is bound to rise. Of course, the push by brands into the hinterland continues buoyed by the robust growth on the anvil. But the question is, have brands understood what it takes to market to the rural consumers. When it comes to rural activation, a lot of brands through rural marketing agencies look at van activation, video, shop activation like merchandising etc. While there's no doubt that they serve their purpose, but has any attempt been made to understand what makes the rural consumers click. The rural rich are no less when it comes to displaying their wealth — so what will it take to consume more? playing on their aspirations? For the rural masses, dependent on agri culture, is it enough for brands to just sell to them? Shouldn't it be a two way traffic, where we buy from them as well....your thoughts please
Tuesday, July 6, 2010
Ideas are out there, Where are you?
The week long stay at Cannes to cover the ad festival offered me a great chance to interact with CMOs. And one common thread that came out is the emphasis on innovation to fuel growth. But innovation or acquiring innovative ideas cannot be done in the traditional manner. Sure, brands have their internal resources to initiate innovation and of course partners such as agencies are expected to come out with innovative ideas as far as communication or marketing is concerned. But increasingly, brands are now adopting an open source environment when it comes to ideas that lead to innovation. Be it Procter's connect+develop or Unilever attempt with ideas from end users called crowdsourcing that shows that ideas can now come out of anywhere. Now one may argue that it is great to ideate but a different cup of tea when it comes to execution and that's where partners like agencies and their expertise come to fore. But the question is what stops agencies from creating an apparatus or a process that allows them to capture the ideas and convert them into viable innovation for brands? In the new age of agency-brand relationship, what can be a better value add to brands if agencies are themselves at the fore front of presenting innovation to its clients. And innovation need not be a commercial or a 30 seconder. It can be a media agnostic idea that rides both offline and online mediums with equal ease. Clients are putting a premium on ideas that transcend the normal boundaries of communications, but are agencies taking cognisance of that and re-drawing their structure to meet such a requirement?
Ideas are out there, where are you?
The week long stay at Cannes to cover the ad festival offered me a great chance to interact with CMOs. And one common thread that came out is the emphasis on innovation to fuel growth. But innovation or acquiring innovative ideas cannot be done in the traditional manner. Sure, brands have their internal resources to initiate innovation and of course partners such as agencies are expected to come out with innovative ideas as far as communication or marketing is concerned. But increasingly, brands are now adopting an open source environment when it comes to ideas that lead to innovation. Be it Procter's connect+develop or Unilever attempt with ideas from end users called crowdsourcing that shows that ideas can now come out of anywhere. Now one may argue that it is great to ideate but a different cup of tea when it comes to execution and that's where partners like agencies and their expertise come to fore. But the question is what stops agencies from creating an apparatus or a process that allows them to capture the ideas and convert them into viable innovation for brands? In the new age of agency-brand relationship, what can be a better value add to brands if agencies are themselves at the fore front of presenting innovation to its clients. And innovation need not be a commercial or a 30 seconder. It can be a media agnostic idea that rides both offline and online mediums with equal ease. Clients are putting a premium on ideas that transcend the normal boundaries of communications, but are agencies taking cognisance of that and re-drawing their structure to meet such a requirement?
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