Friday, March 21, 2008

The Holy-Day, The holiday, The HOLI DAY!!!!!!!!

Business and Festivals:-“Holi-Day”

People all over the world fail to understand the logic behind celebrating ‘festivals’ on a day-to-day basis. In India, each day is a festival of some sort. (Read Festivals are an excuse to celebrate each day, each moment). Festivals rather signify and mean prosperity, joy, unity and much more.{Celebrating festivals has got health reasons too}

At the same time, each festival brings with it business opportunities. This Holi, India is expected to spend Rs.10 crores on mere colors solely. And at least Rs. 4 crores on Holi related purchases like masks, apparel, toys etc is expected to be spent. This Holi-day is definitely going to be a holiday, the 19 Mar 2008. And this relates to all market segments.
Holi related products could mean toys, rangoli, masks, holi specific apparel and so on. And the fact that the same period coincides with Good Friday and Id-e-Milad is the icing on the cake. Marketers are all set to ‘Blaze off’ their products and services. The new ‘Pulsar’ ad, the ‘Hunk’ ad, and hordes of Telecom services ads (read Vodafone, Airtel and so on) all depict hard core intention of the marketers. The whole ‘aura’ of Holi depicts tremendous business to flow in.

And then there is this bunch of small time sellers whom I term “ADAPTERS”. That’s because these people change their products according to the market scenario/ Festivals/seasons like they sell colors in Holi, lamps in and crackers in Deepavali, candles in Christmas, sweets in Ramnavami and Ganesh Chaturthi, greetings in the new year season and so on. Or, on an other sense of categorization, umbrellas in rainy season and ……..you know what! And definitely, they gain from the pricing, the range and of course, their ability to ‘connect’ well to the people to whom they sell. viz; they may have to sometimes modify their accent, change their language or appearance/dressing. On an average, they tend to earn at least 20% more than the average/regular small sellers {reference Seema Goswami’s article on small scale selling}.
The underline message here is very simple and obvious. With festivals coming into the scene, it’s not just the large business corporations, but small scale sellers “ADAPTERS” who actually gain a lot! So the next time around you’re either buying colors in Holi or lamps and crackers in Deepavali, “ADAPTERS” are the ones who gain substantially and ya, they do facilitate quality, unbranded products(mostly) reaching us and making celebrations all the more enjoyable!
Well then,
I wish you all a very happy holi, Good Friday and Id-e- Milad. Before going to play colors just apply some coco oil all over your body so that you can go to college/office all new and fresh, (as if you never touched colors).
Ending note: My holi song
“Do me a favor let’s play Holi,
Rangon me hai pyaar ki boli”
Source: Akshay Kumar and Priyanka Chopra starrer.



Well then, here I sign off, Enjoy absolute, Hip-hop Hurray!!!!!!!!!!

The Holy-Day, The holiday, The HOLI DAY!!!!!!!!

Business and Festivals:-“Holi-Day”

People all over the world fail to understand the logic behind celebrating ‘festivals’ on a day-to-day basis. In India, each day is a festival of some sort. (Read Festivals are an excuse to celebrate each day, each moment). Festivals rather signify and mean prosperity, joy, unity and much more.{Celebrating festivals has got health reasons too}

At the same time, each festival brings with it business opportunities. This Holi, India is expected to spend Rs.10 crores on mere colors solely. And at least Rs. 4 crores on Holi related purchases like masks, apparel, toys etc is expected to be spent. This Holi-day is definitely going to be a holiday, the 19 Mar 2008. And this relates to all market segments.
Holi related products could mean toys, rangoli, masks, holi specific apparel and so on. And the fact that the same period coincides with Good Friday and Id-e-Milad is the icing on the cake. Marketers are all set to ‘Blaze off’ their products and services. The new ‘Pulsar’ ad, the ‘Hunk’ ad, and hordes of Telecom services ads (read Vodafone, Airtel and so on) all depict hard core intention of the marketers. The whole ‘aura’ of Holi depicts tremendous business to flow in.

And then there is this bunch of small time sellers whom I term “ADAPTERS”. That’s because these people change their products according to the market scenario/ Festivals/seasons like they sell colors in Holi, lamps in and crackers in Deepavali, candles in Christmas, sweets in Ramnavami and Ganesh Chaturthi, greetings in the new year season and so on. Or, on an other sense of categorization, umbrellas in rainy season and ……..you know what! And definitely, they gain from the pricing, the range and of course, their ability to ‘connect’ well to the people to whom they sell. viz; they may have to sometimes modify their accent, change their language or appearance/dressing. On an average, they tend to earn at least 20% more than the average/regular small sellers {reference Seema Goswami’s article on small scale selling}.
The underline message here is very simple and obvious. With festivals coming into the scene, it’s not just the large business corporations, but small scale sellers “ADAPTERS” who actually gain a lot! So the next time around you’re either buying colors in Holi or lamps and crackers in Deepavali, “ADAPTERS” are the ones who gain substantially and ya, they do facilitate quality, unbranded products(mostly) reaching us and making celebrations all the more enjoyable!
Well then,
I wish you all a very happy holi, Good Friday and Id-e- Milad. Before going to play colors just apply some coco oil all over your body so that you can go to college/office all new and fresh, (as if you never touched colors).
Ending note: My holi song
“Do me a favor let’s play Holi,
Rangon me hai pyaar ki boli”
Source: Akshay Kumar and Priyanka Chopra starrer.



Well then, here I sign off, Enjoy absolute, Hip-hop Hurray!!!!!!!!!!

Wednesday, March 19, 2008

Growing with brands

Many a times I tend to wonder how and why we stick to brands or change brands.Though, volumes of books have been written, discourses n speeches been given on this subject, it still seems to b a grt mystery.The memories of Parle Kismi, Shaktimaan, Lakhani,Camel crayons,Hero pens and all those brands still linger on. We grow with brands. Some stay, some get replaced and some of course, outline all others (classic ex: Cherry blossom shoe polish) and a whole "generation shift" happens with a 'brand set' shift.
It's essentially transformation from Famous Five, Amar Chitra Katha to "X bOX" and so on. The transformation is moreso, gradual. Further, brand behaviour is very peculiar. They are vulnerable to several factors like brand ambassadors, brand expenditure and so on. An evolution of sorts keeps happening. Today, though my 'Parle Kismi' is mostly replaced by a 'Munch' or a 'Kit Kat' the memories still linger on.
Frankly, sometimes I sneak out of my room desperately searching for a 'Parle Kismi'(That's when I remember childhood), when I get one, I return back. Silently put the 'Kismi' in my mouth, careful enough not to bite it. Slowly, sipping in the embrosia. And I ponder over the change that's happened in me over the years and the change that happened 'in Kismi', 'to Kismi'.
It was then, and now, a perfect package of fascination, joy n sweetness, neatly packed in bright red,white and black..... The memories still linger on !!!!!!!!!

Sunday, March 16, 2008

The Idli-Vada lesson

The lessons that can be learnt from small time,street side idli-vada vendors are indeed grt. They give you lessons in JIT, Working capital management and in segmentation, targeting , and positioning and many more concepts. Well, each day morning before attending my class at 8.00 a.m, I have my breakfast at one such street side vendor, MURUGAN's. I am a part of his growing list of loyals,. which surprisingly includes executives from companies like Wipro,Convertgys, TCS and so on. He caters to the tummy needs of about 150 people each day. He opens his small store(which is actually the fuse room of an apartment, sized 15feetX15feet) at 7.00 a.m in the morning and closes by 11.00 a.m.His menu list is as follows:
1)1 Idli-Rs.2.50
2)1 vada-Rs.2.oo(small)
3)Dosa-Rs.4.oo
4)Chitranna-Rs.8.00(A rice based dish)
5)Puliyogare-Rs.8.00(A rice based dish)
UNLIMITED SAMBAR AND CHUTNEY FREE!
Well on an average each customer has a breakfast worth Rs.20/-, that totals to Rs.3,000 per day and Rs.90,000 per month ! the dishes are cooked before your eyes and washing takes the treatment(Everythin is very much visible). Further, strict cleanliness standards are adhered to and the plate is covered with a disposable polythene foil! And pure drinking water is served.Thats as good as 3 star, except for the fact that you dont get to sit and eat.. Well for me , the daily dose of Idli Vada from Murugan's has become an addiction! Coming back to numbers, He earns Rs.90,000/- per month(GROSS REVENUE). He works along with his nephew and wife. Cut 60% as overheads and cost and he still has Rs. 40,000/- as net profit ie; Rs. 13,500/- per head, that's as good as an entry level salary minus pressure in an IT/ITES firm. Astonishingly, this eatery doesn't even have a name! And it's located in Jaynagar 9th block near the bus stop adjacent to the Hot chips store. Ask any local guy in the 9th block for this idli vada dosa eatery and he will guide U to this eatery.As for me it has been happy eating and happy learning at his hotelia...Lessons learnt, unlearnt nad relearnt at a small UNBRANDED STORE!!!!!!! What lessons? U know now.

The Vandalism of corporates

You would be probably wondering , wat kinda title for a blog is this ... But ya , the mad rush for revenues has made corporates today , something like vandals .. Reading between lines . AM talking bout job cuts and down sizing .. Reference TCS , etc ..