Business is Marketing

There is simply no alternative to an effective advertising campaign. You may have the best product in the world, but if your advertising campaign falls short, it could all be in vain A question for you – which company kickstarted the fast moving consumer goods (FMCG) industry in India? If your answer is Hindustan Lever Limited (HLL), I would not blame you. Out of every ten television commercials, HLL accounts for more than half. No wonder, one tends to forget that Dabur was the company that introduced the concept of FMCGs to India. During 1999, HLL spent Rs.7,154 million on advertising, which was 600% higher than what Dabur, the next largest advertiser, had incurred. With thousands of new brands jostling with the old and existing brands for occupying the mind-space, we are in for a brand clutter. And the rule is sparklingly clear – Only the one who tells more (that is, spends more in marketing, advertising and promotion), sells more! In 2006, HCL completed its 30 years and it realised ...

Marketing expenses of US President hopefuls are rising by the day. The 2008 election campaign may well see ad spends crossing $5 billion. There’s a lesson in it for Indian political candidates “Change we can believe in” or “Yes we can” are popular slogans in America today. They are not punch lines of a popular shoe brand or apparel manufacturer, but of a political candidate. The political campaign in America has been the most exciting and as Election Day nears, it gets more and more intoxicating. Obama, Hillary or McCain? The verdict stands suspended. The aura, the election fever has been most dramatic, more exhilarating than even the best suspense thriller you can think of. The campaigns of the three candidates are lessons in advertising and marketing. The three products (candidates) have used all the rules & principles available in the book. However, the most interesting product and my personal favourite is Barack Obama. The man has shown the world the power of advertising & ...