IIPM, GURGAON

Actually the real issue is that marketers are running short of niche identifying USPs, in the face of heightened competition, where product benefits are no longer sacrosanct. If a Motorola launches a successful ‘slim’ phone, Nokia wastes no time to attach itself to the slim advantage. Similarly, if Saffola vegetable oil boasts health advantages, Dhara too latches on to such a healthy benefit in no time. Look carefully and you’ll find that such clutter breaking propositions, borrowing heavily from the Indian cultural fabric, are mostly being seen in sectors, where respective product attributes are almost negligible. With the product attributes between cola drinks Coke and Pepsi nearly fizzling out, for example, consciously or unconsciously, Coke eventually resorted to a brand campaign that touted ‘sabka thanda ek’, harping on the unity that the drink brings among people... another takeoff on the typically desi ingrediant of ‘unity in diversity’. “Sabka Thanda Ek strengthens the universal appeal of the brand amongst consumers. It offers a higher order of emotional benefit of bringing people together,” offers Venkatesh Kini, Vice President-Marketing, Coca-Cola India.

Marketer Santosh Desai believes that brands now-a-days, are clearly seeking a much larger platform, as also a role to play in the social life of consumers. “The Surf ‘Do bucket pani...’ spot for example, endeavours to connect with the audience on a larger platform. There was a time when brands shied away from reality, showcasing their product attributes in a make-believe world using either humor or glamour to tell their story. But, brands are no longer running away from reality, instead they are celebrating it,” he avers.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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