"Necessity is the mother of all inventions” - Says the proverb.The aim and objective of all ‘inventions and innovations’ has been to uplift the ‘Living Standard’ of men in general round the globe.
Now again, unless and until these inventions are given a material form they would perhaps not serve the purpose, that is, the cause of humanity and its development.
Furthermore, the common man needs to know that certain products and services are available in the market, which if being used, might serve them in their need. This when done, would automatically uplift “their” standard of living and hence, “quality of life.”
For example, The Great Mughal Emperor, Aurangzeb, used to take one long year to travel to Deccan from Delhi, to crush the rebellion at Deccan, as history points out.
On the contrary, today, we the common man, who in no way can be compared to the might of Aurangzeb the great, take 2 to 2 ½ hrs to cover the same distance.
Our Sincere thanks to the “Wright Brothers” (the inventor of flying plane.)
With the rise in competition, the manufacturers felt the need of having their self-identity.
Here comes the concept of “BRANDING”.
[Note:
(1) The process of Branding first started in 2000 B.C. in Egypt, involving the Livestock’s.
(2) The concept of “Modern Branding” started in the year 1776.
(2) The concept of “Modern Branding” started in the year 1776.
(Data Source: Research material of Prof. R. C. Bhattacharya)]
Through branding, one tries to carve out an identity of his/her own, very different from that of others.
Exactly like our own names, like Malay or John, which separates from others, though, all of us are primarily “human beings.”
Perhaps the idea behind, is to reach the people called the “consumers or customers.”
As a modern marketer, I would jolly well be interested about the performance of my brand of product(s). If other brands are performing well and mine is not then I don’t feel I have anything to rejoice for (assuming that product quality of mine and my competitors are at par.)
This makes me understand further that, not only the ‘quality standards’ of my product(s) would do, but the name or identity of mine should also reach my people.
Exactly like our own names, like Malay or John, which separates from others, though, all of us are primarily “human beings.”
Perhaps the idea behind, is to reach the people called the “consumers or customers.”
As a modern marketer, I would jolly well be interested about the performance of my brand of product(s). If other brands are performing well and mine is not then I don’t feel I have anything to rejoice for (assuming that product quality of mine and my competitors are at par.)
This makes me understand further that, not only the ‘quality standards’ of my product(s) would do, but the name or identity of mine should also reach my people.
Furthermore, they should be able to remember my name, and my name only, at their time of need (Brand Recall.)
Again, I’m not the only one to understand this, others do also! Result : The culmination of a “sea of brands.”
Result : The consumers are at bay to keep all these names in their brains.
Researches in this regards indicate that, people tend to remember something which is not commonplace or is something different from the rest.
Here should come the question of “Innovating Ideas” in the creation of a brand. This would be the topic of our discussion today.
As a marketer I would like to go into the issue of today, and my readers should not misunderstand me, as the area of our discussion would involve or to be more precise would center around a lot of big-bang politics of today. Whatever be it, I would be happy to look into the all concerning issue, purely from the modern marketing angle, and highlight the process of “Innovation” that has been silently used in the “awareness creation” of “NANO”.
Ratan Tata chose West Bengal as the place for the setting up of the small car plant because perhaps he knew this move of his would give him instant focus, as very few Industrialist earlier have taken such a bold step to venture into industrially starving Bengal (if I’m not wrong to say so.)
The Bengal Administrative machinery is (it being an on going process) direly looking for “investments” not only because of their new found knowledge that ‘investments’ can only save the State, but as also their face. But more so because, they wanted to prove that their way of functioning has changed and that they are no longer against the ‘industrialists’ or the so called “Capitalists”.
The Tatas took this opportunity and intentionally chose Bengal (Singur) the place with the word that Ratan Tata wants to do something for the people of Bengal.
Undoubtedly, a bold decision - hailed by leading industrialists!
Awareness creation and generation had been the principle issue at the back of mind(of the Tatas) in reality. So, it was MARKETING at the core!!
The “Singur” fiasco brought about a lot of media coverage almost regularly for over a period of two years. Once again, a very effective tool, for MARKETING.
Then came the moment of reckoning, news spread over the air – The Tatas’ are leaving Bengal!
Leading industrialists’, Chambers of Commerce, NRI’s and to end with the handful of Ambassadors and High Commissioners of different countries started speaking out their concern in the event that “Bengal loses NANO”.
So, NANO was no longer regional or national. Her name could be heard in countries like the U.S, the U.K. also (to name a few).
The circle has been complete! NANO have become nano to big and from big to bigger. Is it not M-A-R-K-E-T-I-N-G all the way!
Andhra Pradesh, Maharashtra, Rajasthan and last but not the least Gujarat leaped into the scenario to get the NANO project in their respective states.
Ultimately, Gujarat emerged the virtual winner. NANO traveled “SANAND”. By then, almost the whole of the country have come to know about NANO.
“SANAND” has been renamed as “NANO GRAM” by the Government of Gujarat as a tribute to Nano.
NANO has turned to be a highly proclaimed “BRAND” even before a single car has rolled into the streets!!!
To me, it’s marketing all the way, and it’s a very unorthodox route to create a BRAND.
What a cute approach of brand creation and generation from the view point of a marketer, like me (that is, if we do not want to get stuck in the quagmire of politics).
LONG LIVE MARKETING AND LONG LIVE THE MARKETING GENIUS’.
Hats off to Ratan Tata, the new “MARKETING LEGEND”.
Contributed By:
Result : The consumers are at bay to keep all these names in their brains.
Researches in this regards indicate that, people tend to remember something which is not commonplace or is something different from the rest.
Here should come the question of “Innovating Ideas” in the creation of a brand. This would be the topic of our discussion today.
As a marketer I would like to go into the issue of today, and my readers should not misunderstand me, as the area of our discussion would involve or to be more precise would center around a lot of big-bang politics of today. Whatever be it, I would be happy to look into the all concerning issue, purely from the modern marketing angle, and highlight the process of “Innovation” that has been silently used in the “awareness creation” of “NANO”.
Ratan Tata chose West Bengal as the place for the setting up of the small car plant because perhaps he knew this move of his would give him instant focus, as very few Industrialist earlier have taken such a bold step to venture into industrially starving Bengal (if I’m not wrong to say so.)
The Bengal Administrative machinery is (it being an on going process) direly looking for “investments” not only because of their new found knowledge that ‘investments’ can only save the State, but as also their face. But more so because, they wanted to prove that their way of functioning has changed and that they are no longer against the ‘industrialists’ or the so called “Capitalists”.
The Tatas took this opportunity and intentionally chose Bengal (Singur) the place with the word that Ratan Tata wants to do something for the people of Bengal.
Undoubtedly, a bold decision - hailed by leading industrialists!
Awareness creation and generation had been the principle issue at the back of mind(of the Tatas) in reality. So, it was MARKETING at the core!!
The “Singur” fiasco brought about a lot of media coverage almost regularly for over a period of two years. Once again, a very effective tool, for MARKETING.
Then came the moment of reckoning, news spread over the air – The Tatas’ are leaving Bengal!
Leading industrialists’, Chambers of Commerce, NRI’s and to end with the handful of Ambassadors and High Commissioners of different countries started speaking out their concern in the event that “Bengal loses NANO”.
So, NANO was no longer regional or national. Her name could be heard in countries like the U.S, the U.K. also (to name a few).
The circle has been complete! NANO have become nano to big and from big to bigger. Is it not M-A-R-K-E-T-I-N-G all the way!
Andhra Pradesh, Maharashtra, Rajasthan and last but not the least Gujarat leaped into the scenario to get the NANO project in their respective states.
Ultimately, Gujarat emerged the virtual winner. NANO traveled “SANAND”. By then, almost the whole of the country have come to know about NANO.
“SANAND” has been renamed as “NANO GRAM” by the Government of Gujarat as a tribute to Nano.
NANO has turned to be a highly proclaimed “BRAND” even before a single car has rolled into the streets!!!
To me, it’s marketing all the way, and it’s a very unorthodox route to create a BRAND.
What a cute approach of brand creation and generation from the view point of a marketer, like me (that is, if we do not want to get stuck in the quagmire of politics).
LONG LIVE MARKETING AND LONG LIVE THE MARKETING GENIUS’.
Hats off to Ratan Tata, the new “MARKETING LEGEND”.
Contributed By:
Malay Bhattacharjee
(Globsyn Business School)
(Globsyn Business School)
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