Business is Marketing

Tata Nano has truly scored on pricing & features. But if automotive history is anything to go by, it would need an exceptionally innovative advertising strategy to sustain In 1931, Dr. Porsche designed a small car in Stuttgart, Germany. Hitler had ordered the best cars to be made ready for the 1938 car exhibition in Berlin. He specified that the cars be small, inexpensive and fast – suitable for the new roads being built in Germany. It was exactly seven decades ago that the car appeared on German roads. This car was later on launched in America, which was recovering from the war and rebuilding its consumer society. This car from Germany, which looked like an orthopaedic boot designed by Hitler, could not have come to America at a worse time. No one wanted anything associated with Hitler. Then the pied piper of creativity appeared, and did miracles for the car. This man knew the people were ready & waiting for something to get excited about. Someone needed to show them how. He c...

A popular heroine can make the job of a marketer fairly easy & improve the visibility quotient for the actor too. But the campaign must be thought out & executed very carefully there were security guards all around as a near stampede occurred in a shop on London’s Oxford Street. Women who had queued up for hours outside the store, indulged in catfights once inside. The reason – a pair of skinny jeans designed by supermodel Kate Moss. Moss, who in the past had often attracted disapproving headlines in the British press, does not seem to have lost her charm. Inspite of being nicknamed “Cocaine Kate” by the tabloid media after photographs of her taking the drug emerged, she has not lost her appeal. Rather, the “wild rebel image” seems to have increased her appeal as was evident on the day her clothing range was launched at Topshop on Oxford Street. The public seems to have a voracious interest in celebrities. Not surprising then that everyone is using star power to sell their ware...