Brand positing of "Hard"Drinks

Ok. Here comes my disclaimer before you read this article. "I, Pratik Vaghani (non-alcoholic) am writing this article with fully consciousness (not been drunk) and without any undue influence of any drunked friends. This article is purely on hard-drinks - that does not mean I consume it. My over possessive family members should not judge me. Just sit back and enjoy reading".

I got this instinct to write this article after I got a chance to drink a red wine when I was in Rajasthan. This was my first attempt to drink a hard drink. I had always heard from people, friends, relatives, specially colleagues to have a drink party. I never attended one but this time I did not want to miss it. I was very excited that today as I was going to drink my first sip of "DARU". The feeling was like - as if it was my first day in college, first night after marriage and first day at job - Too much exicted to nail it.

So the stage is set, today a non-alcoholic guys is going to sacrifice virginity of his thirsty liver. All friends gathered around with the shining smiling faces as if they have gathered to see a strip show of Thailand.

Cheers !! Let the party begin.

Hear I go, the first sip in the throat. "eeeeeee" was my reaction, the complete sip was out on the dry sands of Jaisalmer. "This is so bitter, how do you guys enjoy drinking this shit" were my words.

At that time, a question came that blew my mind.

This hard drinks, being so much bitter. How do people enjoy it so much? I hated it to be frank.

      

First, I would applaud for the person who made first alcohol in the world. It is completly made from rotten fruits and grains (of course, wastage is saved) and then made a juice out of it which is completely bitter OR with no taste. Completely useless.

How would any guys think that the shit (rotten fruit juice) he has made …. people will sit down and have a party out of it, people will spend so much money on it. The only and most powerful advertisement is used to market it - "Word of mouth".

Can anyone solve this mystery -

How was the first liquor being placed in market (It takes a lot of courage to sell a shit in market)

How was that brand positioned (How can you tell someone to drink something that tastes bitter and is harmful to your liver)

How was the price determined (Was it given for free to get addicted to it - Like Reliance Jio)

If you can resolve this questions with subject to liquor - you can be a marketing guru. 

Art of selling Sand

A typical Gujarati is qualified to be one if he knows the art of selling sand.

Sand,

It is free accessible to the globe around to every living thing on earth. Still it is been sold with 150 rs / Kg, making it even costlier than petrol.

The point is, there is no problem that they are selling it, but the problem is; some fools even purchase it.

Last Sunday I had to visit to Alpha mall, Ahmedabad and that's where I saw such an amazing product. It was a children's toy's store on 2nd floor. As I walked in, the ground was layered with rubber carpet with all sorts of cartoon drawn on it. The shelf were loaded with lots of boxes  having transparent packages to make sure the kids would look in to it and demand that product from parents. The moment that child starts crying, the sales man would come running thinking, "Loha garam hai, mar de hathoda".

He would convince the parents that how that particular toy will help to enhance and develop the mental ability of the child; the innocent tears of his child will be an added advantage to convince and empty the pocket of parents.

Walking through the store, I reach this product -- A packet of sand, and I busted out in laughter - What the hell? People are selling sand?. You can simply fill in a bag of form anywhere. Income tax or customs department does not charge any taxes on it.

I am not aware who is the CEO of this company, but the product developer is a Gujarati - "Ashok Parmar" from Baroda who is not even graduated.

         

Growth is Life

“My life time goal is – when an Indian spends 100 rupees, 60 should come in my pocket”

Don’t worry, this is not my statement, it is given by an honourable business man – Mr Mukesh Ambani.

And this ambition of his gave birth to the largest retail chains of the country “Reliance Retail Ltd”

R – E – T – A – I – L  ...

What an industry it is .. !!!  Full of zeal, energy, passion, competition and challenges, and even don’t expect any leaves but hear you even don’t have the right to fall ill.  

Talking about me, I work hard at my office, expecting that i will not pick up any phone when i am with my family, but NO, “no allowed” i have to receive calls from my company even while sitting on commode.      

Everyday there is a challenge; there is a new learning, new strategies and some unending jargons.

Every day, you have to play with digits, people, problems, IT etc ..

When i was in my college days, sometimes days used to pass and my cell phone did not ring even once and i used to think am i such an useless fellow? And today it keeps on ringing too much that I keep on finding excuses to get rid of my cell phone.

Every day, whether sun rises or not but, reliance will stores will open at 6 AM and at 8 AM for customers. A manager has to think of today’s agenda, and even for the near future season, to introduce some kind of seasonal sale in the store. “Christmas Special, Holi special, Valetines special, Shiratri Special ... etc and so on ... !!! 

Throughout the experience of retail, I have understood one thing - “The AAA (Triple A) therapy – Awareness, Amount, Advertisement”

In my book “Don’t sell product, sell dreams” (I doubt I can publish it) I have include a whole chapter of “triple A” therapy and its execution.

I need not to explain the meaning of those 3 words like we do in MBA answer paper. But the point is, any one word from the three will not work, the combination of those words is the key to open the pocket of customers.

I have heard thousands of customers telling to executives on the floor, “give me only those products that are on discounts” - irrespective of their usefulness to them.

“give me that product on which Kareena kapoor give an add”, “give me that product which is used by Ranbir Kapoor” – this are some of the common approaches of customers to purchase.

For Ex – “chings soup” average sale before the commercial add on Television was 10.6 packets a month and the same sale when up to 26 packets a month after add. It was the same chings and even now it was near expire still it got sold and digits multiplied.    

February 2014 – growth rate of my sale is 656 % growth; this is not at all a big thing, just learn some simple fundamentals of retail and you are done. There were still some bugs in my execution in Feb, the March LFL target I have predicted is above 1000%.

I remember, when I whet to my Ex – College of graduation – The KPES College, I was asked to deliver a formal lecture on me (I mean, what do I do and where am I today and all) – and one student asked me “sir, when the company introduces some scheme, do they really earn from it or it is just to liquidate the stock OR to make fool out of customer”

To answer this question, I had to tell him some of the things of the company that I am not permitted to. But still it gave him a answer

“OK, As a customer, what do you thing is the reason?” – I asked

“I am asking this question because, I have seen the malls, and I feel amazed the how this things are getting managed, lots of space expensive space, so many people working, lights, AC, Computers etc etc and still you manage give “DISCOUNTS” ?? – That student asked again.

I replied “YES” – Despite all the huge expenses, we manage to give discounts which on the contrary small retails cannot give for even not having any of the large expenses.  

It’s just a game of Numbers, profits, EBIT, and P & L.

Still a very long way to go and number of things to write down, in the next write up, i’ll tell in detail how the schemes are designed and executed.

So, Ready … Get-Set … GO … The RAT-RACE begins

So finally … after a short struggle of 2 years, MBA is completed … so now we are the so called "Masters in Business Administration" - a very big phrase if you understand its depth …

Now, the hectic, responsible, commuter life will start. A special opposite sex person will come in to our lives and we   will be responsible for her/him also. I am in a complete dilemma weather to get excited or to get blow OR feel boredom.

If I look back in this last 2 years, I think this was the most productive 2 years of my life.  Got Selected in PepsiCo for training, won Runner's up trophy in Summer Internship Presentation; Got best Student award along with Piyush Arora and Payal Trivedi. This are all some tangible and temporary achievements. 

But, along with this some of the intangible and most precious achievement is friends and SKPIMCS Family. Dharmik Moradiya and Nitin Lukhi both are one of the best buddies every meat as like every friend.

Got to see the bapu giri of Sachin Kakad, and creativity of Hirak Pandya and Jyoti harwami. Wasim was all time in Delhi-belly mood and just enjoyed the KHICHDI of all the students and pranks of all others. Enjoyed the time with Piyush Arora in Surat at the time of training in PepsioCo. The late night tea, snacks, magiee and long drive on the empty roads of Gandhinagar.

But, Life is moving on and waits for none …

Today, I am converted to a Man and so are my class mates. I have a salary, clients, my team, compititors, office hours, I have my plans on expenses and savings, think on the future; sacrifice some dreams to fulfill dreams of family and number of other stuffs are to be managed at the end of day.

Along with this manage your wardrobe (pressed apparels are compulsory in office); manage you house (milk, vegetables, cleanliness, loyalties, cosmetics), and Jignesh Tejani even tells me to manage kitchen and grocery items. All this was possible at easy when mom is nearby.

I never thought that every night I have to sleep with this many thoughts in my head; my hairs have started shading … :)

But, as i said earlier, its not enough to be boys now, we have to be Man now.

Every one today is busy in their respective life and my prayers are always with you that all of you do phenomenal progress in life and hope to see one day at least one of us at the CEO of MD of any Indian MNC.

Guys …. The race have begun !! Pull up your socks and strive to be the best of all ….

Try to Be in contact and

Good luck every one …      

Will miss you all …

God bless you … !!! 

6 Sigma Morning ... !!!

"sharp 7:55 to 8:00 AM, you enter the gate of hostel. Not a single day you are late since last 6 months !!" - the watchman said with a big smile which was enough to count his teeth.

Don’t worry I was not returning from any bar or night club.

"yeah. I do" I also gave a smile but could not make bigger then his !!!

While walking towards my room, I mind started recalling his words.  'I am not late since last 6 months'

Is it?, I asked to myself.

And there you go !! I got my new topic to write. "MY 6 sigma Morning" OR "error free morning"

My cellphone alarms at 7:00 AM sharp. I brush my teeth. Empty my stomach, take shower  (TIME: 7:30 AM)*

I kick ass of Dharmik to wake him up. By the time he brushes his teeth, I put on my clothes. (TIME: 7: 40 AM)*

He goes to empty his stomach and take shower and I go to take a parcel of tea and coffee for 3 of us.

By the I return back to my room, Dharmik is ready and Nitin will be brushing his teeth (TIME: 8:05 AM)*

Then 3 of us open up tea, coffee and snacks and start our break fast. Break fast ends at 8:20 AM*

Then, Dharmik gets ready, Nitin goes for shower and I wrap up all the mess of breakfast.

All 3 of us get perfect ready at 8:30 AM (this is our deadline to catch bus)  

This is the culture or tradition or you can even say "Values" in management terminologies. None of us are trained to carried out this kind of "RACE AGAINST TIME" activity in early morning. This team work was automatically cultivated in us because of caring and love for each other.

Imagine a company where this kind of "values" are cultivated. Specially for HR point of view, this plays an important role as far as TEAM WORK is concerned. 

Me (Pratik), Dharmik and Nitin are such buddies that I think I will not get in my life. We are like the "3 idiots". I used to have this kind of lovers ion my school life. We live for each other, share each and every thing of life right from the date we became sperms to or crushes,  current or up coming girl friends, family issues, disputes and feelings.

Lastly, I would like to thank my another best friend Priyanka Maradiya who gave title to this article.

Love u buddiezzz   …  

The JFM concept (Just For Money)

On the first day of any B-school in this country, a professor comes and says the famous lines  "you the future mangers of this county ! !! "

Is it??

And from that day it self, every student of that B - School starts dreaming - after 2 years, I ll have a fully furnished cabin with 2-3 assistants in a central air conditioned building with the package of 2 to 3 laks per annum and then I ll have a sexy girl/boy to marry and life will be easy and settled ….

If some are thinking of establishing their own business, the first thing what they will do is, tell a friend to click his snap in a typical Dhirubhai Ambani pose (first 2 finger on cheeks and other 2 folded under jaws, gives a good smile) and will upload on social networks.

But all knows the reality, none of these things are possible in real world.

Suppose, you get those luxurious jobs in MNCs and it is confirmed that you will not be appointed as a director of the company. Initially you will be given department - sales or packing or production or marketing .

Now ask to yourself - Is that the reason you have done M-B-A just to handle a precise and specific department.
MBA comprises subjects like production line, product management brand management, selling, Human resources and research methodology and much more and now you end up handling just one department and you are the person working on the order and brain of some others and fulfilling his dream.

Just think, after 50 to 60 years , on the verge of death, if some one asks you, what have you made in last 40 years of your life?

Are you ready to give answers like "I worked for SBI for 30 years", "I worked for some XYZ company for some years" OR you would like to give answers like "I have created ______ of my own", "I have made ______ company and MNC, I have made that sick firm a profitable one"


Look at 40 years back, Dr. Vikram Sarabhai started IIM - A for the vision that this country will need some visionary managers to manage upcoming corporate houses of India, and they are quite successful.

But, what about other B-schools. Is the motive of college to just earn money? Today there are around 4000 B-school in India but, how many work for the entrepreneur development or development of students. All just knows only 1 thing - "Sing songs about the placement percentage ratio".

Look at the poster of this college. At first glance, as a marketing students I thought, a good use of current and trendy singe. They exactly know the current market and accordingly they have designed their poster.    

        But looking from a management point of view.

"We do not make door to door sales man. We shape managers".

I want to question director of this institute "Is the value of a MBA manager is door to door sales man?"

I am not experienced like that fellow director, but I can make out from this poster that they are just there to mint money and as far as teaching is concerned, ample teachers are available who also does the same "just for money" (JFM) ….

Its hard to get any teachers who understands that they are not shaping results, by educating 1 student they are shaping 1 future, 1 family; 1 society; 1 county .....

Tata Nano v/s Cadbury Silk

you might be thinking .... wat a weird combination !! cadbury V/S car ... !! !!

its not regarding the product but the strategiyes that they have used....both faced the same problem but one is succes and other is a failure ..... take a look ... enjoy reading ....

For the first time in my life I purchased a product looking at the advertisement.

"Cadbury Silk".

 As a MBA student, I know how these adds are made and how much fake is presented against public by some rosy stars and people actually buy the product just looking at the advertisements .

I Still remember, while I was in Surat, undergoing my training in PepsiCo, I was given the task to sell "Getorade" in my area and one retailer asked me weather company will give a good add of Getorade on TV?

I said "yes"

He Exclaimed  "then I am ready to purchase. Here people will even buy poison if good adds are shown !!!"
(I completely agree to his point)  

This is called a "BRAND" - People will eat even poison if add shows that it will kill you without any pain and make 'Hittler', as Brand ambassador.  

In the world of brand - it is said "when u have to put the product in the mind of people, you should attach a specific identity with your product"

Say for example: If you think of mobile, it is Nokia or Samsung…... when u think of a tuff car, it is Tata safari……. if u think of an antiseptic liquid; its Dettol…..if u think of an MBA college, Its IIMs. …. If u think of a good millage bike, its Hero ……... and the list goes on …. And slowly and steadily it starts "ruling the mind of people"

Now, all this is based on their branding that they do while advertising.  while advertising, all companies have to see to it that they offer something new and unique in their product to customers.

When it comes to FMCG products advertisements: some companies focus on price, some in odor, some on weight, others on whiteness and etc …

When it is comes to home appliances advertisements: companies concentrate on power saving, some on advanced technologies, other concentrate on styles and looks

Now coming to the story that I want to share of TATA NANO ..….

All knows, the project is a big failure. Management gurus and entrepreneurs from all over the world have given reasons like - product launch  was in wrong segment, week design, low engine capacity and much more reasons…..

Now, if people are ready to purchase poison because of branding, this is TATA NANO….how can this be a failure ?

The tag line of Nano is " Kusiyo ki Chabi" … but the tag line in the mind of people for Nano is "duniya ki subse sasti car"

This was the line which hindered the sale of Nano,….. WHY will a common man buy a cheapest car in a country like India where neighbors are always ready to pull legs.

"the cheapest car ?!?!" this line hurts who so ever buys that car…..

On the Contrary, look at Cadbury Silk ..

It’s the worst product I have ever had I my life, because it spoils my whole mouth and I have to lick my lips, fingers and even her fingers at times …. Yuksss … eeee … …

but look at the way they gave a start to the product; what a fantastic and emotional add they have made. The sensation we hate about the product, they took the same think and presented in a positive and emotional way, that licking your fingers is not eeeee or Yuks, it’s a sigh of true friendship …..  

TATA could not do this …..they could not convert mentality of people in a positive way to force them to buy the cheapest car !!!!