Wearing a John Players i went to the pan dabba and took a sutta (the very term immortalised by zeest), took a wills ultra milds and am Aim match box and lit the cigarette and took a mento fresh and went home... Guess what connects all of these.
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ITC, Just in case u answered that right treat yourself a cookie and send me one too;).(Don send me one if you are a business quizzer) This concept came to me when i was researching on business ethics for my B.com(hons) project and i came under a concept called surrogate advertising which is rather a jargon for Negative Advertising. The way ITC has emerged into a FMCG major from Tobacco to biscuits to incense sticks to safety matches to soaps now and also perfumes. Thats pretty big business and also the rural e-choupal scheme is benefitting farmers and the rural folk as their corporate social responsibility programme. In the 22 Immutable Laws of Marketing Al Ries Examines the Product Diversification strategies, the book is all full of examples right from Virgin to Xerox to chiquita(business quizzers that banana's). Xerox was known for its printing equipment and failed in its business machines and chiquita for is banana's and whatever fruit they do introduce will be a unmixed blessing. I have even seen a Bic Underwear (though the company was known for its use-and-throw-stuff) and coming to Volkswagon sold 65000 of its bettle in the United States, it did sell its big cars also but it never moved because the mindset was that Volkswagon sold small cars. Seth Godin in his best seller "All marketers are better liars" explaines how wine tastes better in a 200$ cup rather than a 20$ cup and a Nike shoe better than no-name shoes and also how a 85000$ porshe is better than a 35000$ Volkswagon Touareg and hey a similar incident happened when i was having pani puri, that guy kept puttin the thing without stopping me....say somethin like the permission marketing again... I say marketing is not about products, its all bout PERCEPTION
