THE P RULE: Every marketing strategy is different coz every persons has different ideas and different ways

of executing them. Every strategy is governed by different Ps.there are different products available in the market.as a consumer a person gets confused abt the product he has to buy. e.g pepsi and coke .Inititally when a new product is introduced in the market there is a new craze in the public and a want for that product. But after some tym dis attraction fades bcoz der r competitors who introduce similar products at more affordable prices. So the major problem faced is sustainance and carving ur niche. E.g brands like nike and adidas. Both r imp brands dt does not compromise on quality, both r involved in manufacture of similar products but both have created their own market by by remarkable Marketing. Advertising firms are suddenly gaining imp bcoz of change in perception of a consumer towards products. The era of advertising started long back. There were promotions through movies.e.g rishi kapur was the first actor to start dis in the movie bobby with the introduction of rajdhut motorcycles.promotions thru visual media bcame a trend and dis bcame d main focus area for introduction of new products in the markets. Innovative marketing styles, getting the film stars roped in helped in the marketing of the product. Again the marketing strategy has changed. Today the indian audience relates itself more with the tv stars. Brands like tata tea have roped it tv mimics for more successful advertisement. Earlier marketing strategies are obsolete. Earlier the products were produced to meet the needs of the customers. Now the companies decide the needs of the consumers, and creates that need in the market. A strategy is needed for successful introduction of the product in the market. It always starts with a mouth publicity. E.g kolavari di . bcoz dis song got pirated the team had to introduce in on u-tube to curb the loses. This is a new form of marketing. With dis initiative it got a million likes and won the most watched video by u-tube. This song received an amazing response bcoz of the mouth p[ublicity. During advertising prosperity and popularity is earned. There is endless desire of the public. And this came to notice by the endless downloads of the songs, performances at award functions and most tlked abt song on the radio. Nw the after advertising phase is the most difficult. Coz u come bck to the place from where it all started. Ppl have heard the song MILLION TIMES and the competition is faced and the situation is back to square 1. Der r new songs in the market that attract attention so now the strategy CHANGES. Making public appearances, tweets by famous actors are some of the marketing fundas used. Beauty and exaggeration r d basic parameters for marketing. A gud advertisement gains more response. The more u connect to the consumer, the innovative approach, the method of presenting ur good to the consumer r significant.today convenience and innovation in the manufacture of the product do not do wonders bt effective marketing strategy does wonders. It is often observed that big companies are scared of innovations bcoz dey r afraid dt the variations wont be accepted by the customers due to which dey have to always take a step back. Customers are of 4 types: Prospects Loyal customers Former customers

Customers Loyal customers generally belong to the big brands like prada, lois vitton, arrow , Gucci. Dey r brand cautious. Dey r generally the rich and the upper middle class crowd. Customers can be poor, middle class or d upper middle class. For dese ppl d needs r very imp. Any king of marketing strategy works on dem. Specially reducing the prices. Eg if rin is sold at a lesser price dn tide dn ppl get attracted to it coz their major motive is saving the money Former customer: dey r d hardest ppl to win. Dese r d ppl who have lost faith in d brand. E.g ambassador cars were d pride in d former tyms. Bt 2day dey r used dt mch. Some ppl do posess it bt maintainance is diff and expensive. So nw ppl have diverted to new cars with better efficiency and engine maintainance. Some customers believe in prospects. Eg tanishq has started with a new marketing strategy. A person can pay fr a particular jewellery in 11 installments and d last will b paid by dem. Or nw d egold system has started where u cn invest in gold and sell it according to convenience. Today if u have faith in your product and u know ur product is better dn the other product resort to marketing it like crazy. Tombstone pizza a popular brand in US had introduced frozen pzzas which bcame a hit and dominated every freezer. But then came kraft foods with d same concept bt they marketed like crazy and soon dominated the entire market Today concepts of marketing have changed completely. Today ppl r bored to go shopping in stores. The best way is online shopping. Every kind of shopping CAN bedone online. Craftsvilla.com or zovi stores are marketing thru social networking sites like facebook. But the major player in online shopping is flipkart.com. d most innovative approach was started by dem and dey carved a niche in the market. Today der r millions of choices available. Hw far u will reach will depend on ur marketing. Some ppl dont have money to buy ur product , some ppl dont need it and some ppl dont have tym. Some ppl dont have have enuf money to buy a product. Dis prob is solved by companies like walmart who started selling commodities at relatively lower prices. Some ppl dont have tym. We often get promotional cals from Vodafone or airtel. Most of the tym v jst cut d cals and dont listen. Dn we get emails which often go in d spam box. Some ppl dont want ur product coz der r other brands available in offers or at lower prices. Tv industrial index is a viscious cycle which is also dying 2day. First a market is discovered which is growing nt dominating. Manufacture your product buy lots of ads dis leads to retail distribution and sales and generates profits which keeps d factory bsy and d viscious cycle continues till d brand is built. And the stupidity is spending all d profits on ads dn on improvement of quality . an excellent example of dis was d Himalaya brand. Today mentality of the children has bcome very kidult.and dis hs been used to the maximum benefit by companies like gini and jony,mantel and hul. Mantel used the concept of the age compression. Kids were tired of playing with d barbies dt were dressed normally so they glorified dem by making

barbies of Katrina kaif. Hul used kids for marketing of lifebuoy soaps during the outbreak of swine flu. Marico produced gels and sprays for pre teens. Well der were some companies who did nt run bhind unworthy ads but did nt compromise on quality and still bcAME a major hit. The sales of old VW beetle were decreased bt it was saved by a gud market ing. Bt the new beetle was a success only bcoz of the quality, the way it looked. D market 2day is dominated by 2 types of products: tv industrial and purple cow products Tv industrial: mc donalds, Barbie, giny and jony, Honeywell Purple cow products: new beetle,v starbucks and linux What works for the purple cow products is dt is dt dey r outliers. Dey r on fringes. Dey r on the extremes. Either 2 big or small. Either expensive or cheap, super fast or super slow. The reason dis doesnt work for other products is dt dese r d producers of remarkable goods and services and excellent achievement cannot be attained more dn once. Today not only tv bt also newspapers r losing d imp coz dey r jst filled with advertisements which r mostly unread and it is nt d fault of the means of communication it is d way d marketers present demselves.adverisements dont have to b long and boring. Dey cn b 1 liners. Excellent 1 liners by mountain dew kyunki dark e age jeet hai by coca cola thanda matlab coca cola,Cadbury meethein mein kuch meetha ho jaye. These punches have kept in mind the mentality of the youth, the importance of family values and relations . Moores curve: whenever a company introduces new products in the market dey go to the innovators. Dese r d most selfish ppl of the lot. Dey like to have all d new products for demselves. Dey may nt even need the product. The next lot is d adopters. Dey r willing to spend money. Dey like to buy new products and d audience belonging to dis grp r sizable.dn r d late and early majority. Dey r nt interested in buying the goods bt dey either take it bcoz of the mouth publicity by the peers. Nw most of the consumers stick to wt dey already have. They dont like changes. So it is essential to reach the ppl who r interested in changes and r willing to accept dm or either create a need for ur product in d market. Dese products nt only have to reach d innovators and adopters bt also d early and late majority. E.g digital cameras were only bought by geeks and gadget nerds bt it is possessed by majot=rity of the ppl coz it is available at affordable price and easier to use. Earlier film cameras were used which were tedious. Any brand is nothing bt an idea. And when an idea spreads dn ur product succeeds. Innovators and early adopters shud b sneezers so dt d goods cn b sold in d market and d profit cn b earned otherwise however gud d product is sales will drop down and ur product is out of the market in no tym. It is essential to seduce dese sneezers for creating an idea virus and creatinf a market. The market captured is small bt stable. Sneezers r moth publicists. E.g a movie like munna bhai mbbs was declared a flop by critics bt a few ppl watched it and it bcame a remarkable hit only by mouth publicity.d sneezers were d key players for d success. Today marketing a product bcoz it is interesting,pretty, funny is nt imp. The product shud meet d design and quality specifications.

It nt compulsory dt tv industrial index do nt wrk at all. Dey do wrk bt dey may or may nt b cost effective. Nw 2 scenarios r observed in a market: a market dt needs ur product and a market which doesnt need. Targeting the audience is an imp phenomena of marketing.marketers cannot decide what the consumers want. Lets take the case of google. Dey have dese tiny flash ads. Dis ad is only seen when u type wt u want in d search item and d ad is relevant to d search. Therefore google has set a definite target bt with d yahoo it is a flop bcoz dey r lng interrupting,unnecessary ads which r annoying. Organisation and understanding the need of d market is imp. U cn lay down choices bt u cant force a consumer to buy a product . dis cn b done by proper organisation of ur marketing strategies. Sony first came up with d concept of Walkman. Music was something personal and portable. Dn apple became successful by the successful combination of I pod and I tune. Dn came d napster where d songs were downloaded one at a tym bt d cout declared it illegal. So apple introduced both d hardware and software options. When the I tune stores were launched by apple d sales increased and music was downloaded at jst 99 cents. The numbers r magical and tempting. E.g 120millions registered for yahoo, d excitement when 50 ppl like ur pic on fb. D major disadvantage with d purple cow I d risk associated wit it. And most ppl r scared to adopt it. D prob wit remarkable concepts is dt dey r always rejected coz ppl dont have d mind to listan to it. Trying to fit in is d first sign of failure. Der r millions of ppl who r gona criticize u bt ur job is to outstand dm Leadership is very imp in purple cow.The problem with people who would avoid a remarkable career is that they never end up as the leader. They decide to work for a big company, intentionally functioning as an anonymous drone, staying way back to avoid risk and criticism. Criticism is never taken positively. It is often ignored. Some products r often being criticized by ur peers, competitors bt dey r loved by the customers. e.g the 2002 big hit my big fat greek wedding. Dis movie was rejected and given lowest ratings by the critics world wide bt it made excellent box office collections inspite of being released wit big budget movies like spiderman.MFGW is an excellent example of low budget movies which r cost effective and focus on target audience. Another such example is a low budget movie like delhi belly. It was a low budget movie bt the target audience was d youth and did excellent business. So ppl who love it buy it. While doing business d most imp thing is ur guts and ur courage to take ur stand. Successful business is nt run by a leader it is run by a team. The major problem with todays marketing strategy is mass marketing and trying to reach every1 and targeting the centre of the market. In dis case nothing is achieved. E.g dot com companies wasted billions of dollars on unworthy marketing. The budgets r also scary. Whenever a new product is introduced in d market billions of dollars r spent. E.g whenever a Hollywood movie is set fr release 20 billlion dollars r spent on marketing. The problem with a scary budget is that you have to make the ads work, and quickly. If you dont break through the clutter, capture imagination and attention, get retailersexcited and stocking your product, and get the factory unloading its inventory, well, its over. Youve wasted your shot; you dont get a second chance, and the product is considered dead. Let us take the eg of Hollywood . big budget movies like spider man . terminator, gladiator spend lots of money on marketing bt der r some movie makers who only make remarkable movies and try to lure the innovators and bcoz of which movies like MBFGW becomes a smashing hit only bcoz of mouth publicity.

Mass marketers hate to measure which is d key element of success. Any ompany who measures cn optimize the offerings and solve the probs if any. Zara, a fast-growing retailer in Europe, changes its clothing line every three or four weeks. By carefully watching whats working and whats not, they can evolve their lineup far faster than the competition can ever hope to. Who wins in the world of cow? Its fairly obvious who the big losers are giant brands with big factories and quarterly targets, organizations with significant corporate inertia and low thresholds for perceived risks. The obvious winners are the mid-sized and smaller companies looking to increase market share. These are the companies that have nothing to lose, but more important, they realize that they have a lot to gain by changing the rules of the game. e.g der was d famous ketchup song in d 90s by two unknown sisters is an example of a successful business venture. Let us take the e.g of kiwi which was introduced by new Zealand to the market. Zespri, the only company that knows how to grow the new kiwi, aimed at a niche Latino foodies. The new kiwi has a lot in common with mangoes and papayas but is different enough to be remarkable. So, without advertising at all, Zespri gets the fruit in front of an audience of risk-taking sneezers. Last year, Zespri managed to sell more than $100 million worth of golden kiwi fruit. Otaku: it is a Japanese word which means more of a hobby and less of an obsession. It is d heart of purple cow phenomenon. It is very imp to connect with the passionate early adopters and get dose adopters to spread the word. Dats where otaku steps in. eg paint cans are an integral part of the paints. Bt dey r heavy to carry,diff to open. A dutch boy realized the prob and he changed d packaging style and d sales went up. A plan for purple cow: der is no plan for a purple cow business. Onmly remarkable ideas, innovatib=ve marketing styles cn keep u in the market. U need to challenge urself every tym. Slogans play a very imp role while advertising. Bt some products like tiffany box does nt require any. It is jst a matter of elegance and beauty dt makes it worth. Sometyms marketing lies in d name. eg leaning tower of pisa. It is leaning already. Sometyms u cn put a pic on ur t shirt and it says it all. Sometyms u have to compromise in business. E.g vanilla ice cream is a compromise. No1 can build a business empire on d foundation of vanilla ice cream. Some ppl jst have it bcoz dey r allergic to nuts. Today mobile fones have also bcome boring coz every1 has a mobile. And all d applications r available. So companies like nokia r nw trying to glorify the product by designing it wit sarvoski crystals or diamonds. Marketing is all abt caring for ur product. Hw obsessed u r abt d product. Otherwise hw wud a company like starbucks earn its fame if d CEO Howard Schultz didnt love coffee. Or the owner of a well known cosmetic brand hard candy Dineh Mohajer want a young woman with a n obsession for nail polish. For dis the art of projecting into the heads of the customers. Lets tlk abt cosmetics. So many brands like loreal,elle 18, lakme, Revlon. Cosmetics r nt only loved by teens and young women bt dey r loved by the oldr generation also. Marketers and designers have to put themselves in the shoes of their customers and understand the knack dn only dey cn b successful in the long run. Never b outrageous when it comes to marketing. Itt nt imp d way u say it its imp wt u say. Think twice before u act. Hw is purple cow used when it comes to jobs? No1 lyks to stick to their jobs. We lyk to change jobs mayb for raise, mayb to get job satisfaction etc. so wt do we do. Tlk to our friends, relatives , post our resume on sites lyk monster.com, naukri.com. this is nothing bt advertising. Ppl with remarkable ideas shift frm jobs they love to jobs dey love even more. These ppl take risks. Work on high profile projects