Take a look into these Funny & Innovative old Indian TV Ads

https://www.youtube.com/watch?v=UBwLYEP-YeY

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India, being the highest number of youth seems to be the perfect buyer for this strategy. Brands those who leave no stone unturned to engage with their TG, have also switched from “being direct to being funny” in their advertising campaigns. Accordingly to Saurav Aggarwal , Creative Head of an advertising firm in Mumbai, “humour possess a capability of multiplication in itself (being viral) & our clients understand this logic. In past few months, we have been given briefed by the clients to work on lighter note”.

Watch Funny Indian Advertisements here

Evolution of comedy groups like AIB & TVF is the validation of this emerging strategy. Performers in these groups are not less than Bollywood stars with huge fan following. Recently, TVF helped telecom giant Vodafone to roll out Vodafone ‘U’, ‘a first-of-its-kind lifestyle proposition’, targeted at the socially active young generation. Similarly, launch of advertising wing ‘Vigyapanti” by AIB & the group appearance on TV with the show called “On Air with AIB”, are the few examples of the ongoing thought transition process. Sensing the opportunity, global investment biggie Tiger Global has invested close to INR 65 Crore ($ 10 mn) on TVF.

Humour has its back side as well. If done properly than its gold, if done wrong it can make a business look desperate or mean. But one thing is for sure, that people love to laugh and if a brand can make them smile, they will definitely going to appreciate it.

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The high impact campaign was launched in partnership with ESPN College GameDay and Shazam. In the ad, created with Ogilvy & Mather, the GameDay cast walks viewers through how to use music-identification service Shazam to receive a free Coke Zero at 7-Eleven, Domino’s, QuikTrip and Speedway Outlets. The campaign was integrated with multiple broadcast spots, traditional media, digital, retail and social media.Take a look into this awesome campaign

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Let us understand the digital avatar of SPANCO

Step-1: Suspecting – In digital media, seller has the capability to target its audience based on its preferences. Hence, the “suspects” have been transformed into “Target Audience”. This class of audience remains on observatory mode where they listen to the seller’s communication (Ads, Product Reviews etc).

Step-2: Prospecting – The second stage of digital sales funnel comes into the light when the observatory audience takes some action on the seller’s communication & comes to “interaction mode”. This class of audience can be termed as “Engaged Audience”, as the audience through its action has shown some engagement (Question, Submission of Inquiry) in response of the communication.

Step-3: Approach – The stage of “approach” comes when the seller connects with the prospective customer. Here, in digital sales funnel, we call such group as “Qualified Audience” which is convinced with the product / service on offer and steps into “response mode” to discuss further.

Step-4: Negotiation – In physical sales scenario, negotiation can be in terms of pricing, commercial terms etc but in digital environment it is the “consultation” where the seller is pushing the value quotient of its offering to complete the sales cycle & buyer is seeking value on money before final decision. In this stage, customer is in “discussion mode”.

Step-5: Closure & Offer – The last stage of sales cycle is “Closure & Offer: where the process of sales gets completed. In digital sales funnel, the audience in this stage can be termed as “converted audience” where it has decided to make a purchase decision.

Conclusion – Marketers those who are involved in sales through digital media should consider consumer behaviour shift & pitch the products accordingly.

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Title sponsor, Co- Sponsors, Ticketing Partner, Food & Beverage Partner, Venue Partner, Wellness Partner, Hospitality Partner are some of the categories recently evolved.

But the game of sponsorship is not a child’s play. Last year Nike agreed to commit whopping $7.1 billion to outfit the University of Michigan’s varsity athletic teams as a sponsor for a contract of 11 years. Similarly, Chinese mobile phone major VIVO bags the sponsorship for Indian Premier League (IPL) for almost Rs 400 crore for five years. In such money driven branding exercises, a new way of marketing has been discovered by the brands themselves and is called “Ambush Marketing”. In this marketing strategy, an advertiser “ambushes” an event to compete for exposure against competing advertisers. In other words, it is way to promote brand awareness in covert ways. For example, during soccer matches (especially during EPL) you might have noticed a group of people sitting (near players / coach pavilion) wearing same shirt, promoting a brand which is not the part of the tournament in any way. Similarly, Kodak ran a campaign during the 1984 Olympic Games. Though its direct competitor Fuji was the official sponsor of the games, Kodak ran an aggressive television ad campaign that created the perception that they were the official sponsors. Even now days before the release of films in Bollywood, many brands can be seen promoting film trailers on TV with their product mentions to create a perception of some association with the film.

This marketing strategy is a great motivation for smaller companies those who cannot afford big sponsorship value & can still leverage the event.Some of the examples of ambush marketing is as below

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Now, what you think why this has happened? Whether the iphone 5s lower demand compelled the marketers to reduce its price or after 4 months, sellers decided to give such a big discount to the customers. The answer here is none of the above.

Being an MBA student or MBA graduate, you should examine the case of Surjeet from a business point of view.

Whenever a new product has been launched in the market with new technology & innovation, usually the price has been kept high. This high price supports the investment done by the manufacturer to develop new technology, advertisement & promotion of the new features of product, training of service & support teams and other miscellaneous costs. This pricing strategy is called as “Skimming price strategy” where manufacturer initially charges higher amount to skim the cream of the market by fulfilling the demand of a niche customer segment, thus recovering its investment cost at the same time & than lowering down the cost to reach the price sensitive customer segment.

Therefore, the case of Surjeet is not a cheating but a well-defined product pricing strategy where Surjeet, a price sensitive customer caught into the luxury of a niche customer segment.

Benefits of Skimming Price Strategy

• Recovery of initial investment
• Less competition
• High quality perception

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The element of “Place” has emerged very strongly & is not just about the physical location or product distribution channels. It also includes the people of a range of processes involved in bringing products to the end consumer. So, this is where the Sales people fit into – product channel or distribution point

Today, with the growing market competition & wide range of choice / options among end consumer the sales domain has turned out to be more scientific with its own set of 4P’s.

Personalization

The first “P” of sales ecosystem is the “personalization” where the sales communication needs to be more specific & personalized that fulfills the buyer’s or requirement & ultimately its expectation. For example, if an end user is looking for assured money back insurance policy & insurance agent is trying to a sell a policy that only provides death cover, the sales process is likely to be unsuccessful because of the non-personalized communication between agent (sender) to the buyer (consumer)

Perception

Perception motivates a buyer & builds its confidence on the seller. It adds an intangible value to the sales proposition & helps the buyer to make purchase decision. The element of perception originates from look & feel of the stuff around the buyer during the process of sales. Example, the quality of sample packaging sent to the buyer, proposal, stuff carried by sales personnel & their appearance during meeting the buyer.

Good perception convinces the buyer that they are dealing with good people.

Performance

If perception motivates a buyer then “performance” satisfies them. The seller must explain the buyer how its product / service will improve the buyer’s performance. Example, if a seller is pitching for an electric generator then the product presentation should talk about buyer’s cost saving, increase in operational efficiency, return on investment (ROI), post-sales service.

A commitment to performance acts as a catalyst for a favorable buying decision.

Proof

Buyers never take anything on seller’s face value; they need proof for everything. Perception & Performance holds good to them to reach the final stages of sales closure but writing “letter of intent” still needs a solid case.

3^rd party survey, customer testimonials, lab test reports are few ways to satisfy the customer need.

Conclusion – For a successful sales process, seller should personalize their sales communication with a positive perception in the mind of buyer & assuring performance delivery through validated proofs.

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