Strategic Samosa : Truth is out there.

The image is owned by Ninad Tatke.  

     X files haunts with its music. And then generates curiosity by its tagline,"truth is out there".  We know that it is a work of fiction but if it were a tagline for any strategist now, what would be his line of action.

What would be his thoughts.

1.understand your consumer
2. Identify their problems and aspirations on life.
3. Create a opportunity to win win.
What can help brand as well as consumer.

What things will he look for.

1. A larger segment within the target consumer base to whom he can target.
2. Some regional or cultural or behaviorial trait which can be useful in his marketing pitch.
3. If anything can be retained from the existing campaign or communicatuon. While new is good, continuity  brings goodwill and credibility to any communication.


What will he ignore.

1.He will ignore the obvious suggestions which are easy to understand but hurt the project with upsetting its ROI.

2.He will ignore all the cant be done views atleast in the intial stage.

3. He will ignore pre set methods or rituals in marketing.

Strategic Samosa. The basics of account planning.

The most common thing in any account planning is to talk to the consumer. But account planner has to actually talk with two set of people, one is the consumers and the other which is the client. 


Consumer:

To the consumer he has to find there hidden motivation and aspirations and figure out a way in a most genienue manner of improving their lives. This is not to sell the brand or arm twist the consumer to believe in the brand. You need to understand what the people want, what they need and what are there values.The concern for the consumer has to be genueine. You have to really think for them. And when you do manage to really think for them, you can connect with them better. This is a lot of hard work.

Client:

As for the client, the account planner also needs to understand him and his requirements. But while he does so he needs to understand the business of the client as well. In some words, the planer needs to be logical as well as emotional. For the client you need to present this desire which the consumer has not as a business speak but as a good old story. You need to  convey him on why a certain communication will work with the consumer and in which tone and manner.

Strategic Samosa : Client Servicing Basics.

Note: The Contents of this post belong to the author. Which in this case is not me. But they are so good, that I am sharing this in this. Thanks Rajesh for sharing this.


Client Servicing is all about

Business Orientation

Relationship Orientation

Idea Orientation

Solution Orientation

and Knowledge Orientation.
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Business Orientation

How will I increase it.

How can I bring in more business.

Is my communication giving results for the client

You need to understand what the client does.
 You need to understand the clients problem.

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Delegation.

Discuss.

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Respect & Love

Clients & Internal

Respect yourself

Work

The person at the other end of the table

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Humility

Talk to the people and not designations

Civility

Be polite at all times

Irrespective of the circumstances

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Integrity

Be true to your word

Apologize when you are not

If it is confidential, keep it that way.

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Candor

Speak your mind

Say no when you have to

Say yes when you can

Collaboration

Listen

Value your clients inputs

The idea is to create great work together with your clients

Generosity

Give a little

Don’t be afraid

Most relationships are built on generosity

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Etiquette

Be on time

Look like someone can Trust you with their money

Respond to phone calls emails and messages.

Detail

Check it well. Look for the blind spot.

If there is anything wrong with it, don’t send it.

Paperwork

Minutes Emails Estimates

Keep it short. Keep it clear.

Get the Grammer Right.

Make sure the essentials are down on the paper.

Get names and designations right.

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Idea Orientation

Inspire

Connect the dots

In all aspects

Ideas

Have an Idea. Share it.

Then have another one. And another one

Thoughts

Write Briefs

Its makes a difference

On every Job

Do Brief

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Courage

Take a stand

Packaging

Use all the passion you have and sell great ideas

Nobody knows what is in your head.

Its what you say and how you say it that counts.

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Passion

A great idea is better than a good idea.

A great execution is better than a good execution.

Champion the great Vs Good.

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Persuasion.

This is the business you are in.

If you cant sell the idea, you cant sell the product.

Write to persuade. Speak to persuade. Present to persuade.

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Space.

Space for thought. Ask for it.

Space for execution. Ask again and again.

Demonstrate the difference  space makes.

Create / sell/ Deliver.

Solution Orientation

Confidence of entrusting problems

Think beyond

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Perspective

Have a point of view

On the exact nature of the business problem

And on the most effective communication solutions

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Conviction

Be clear what needs to be done

Independence

Nobody wants to be your boss.

Everyone loves people “ in control”

Know your limitations

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Knowledge orientation

Client

Culture

Customer

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Curiosity

Media Ignography

You need to understand cultural references

Curiosity

Ask. Seek. Look. See. Touch.

Feel discover and experience

Only questions can lead to answers

The Ogilvy Way - Part II

People who think well, write well.

Good Writing is not a natural gift. You have to learn to write well.

Here are 10 hints.

1) Read Writing that works, Harper & Row, 1981.

2) Write the way you talk. Naturally.

3) Use short words, short sentences and short Paragraphs.

4) Never use jargon words.

5) Never write anything for more than two pages.

6) Check your quotations.

7) Never send a memo or a letter on the day you write it. Read it aloud the next morning and edit it.

8) Take a feedback.

9) Be clear yourself what you want from the receiver when you send him something in written.

10) If you want ACTION, dont Write it. Go tell the guy what you want.

By Ninad Tatke.

Ogilvy way- Part 1.

How to Craft messages that sell.

 Product /Service is ready for distribution. How to sell it.


1. Humour. _ If it can be said in a funny way, lighter tone. Do It. Recall will be high. Just make sure that Brand name is prominent in the message.

2. Slice of life. - Oldest way and yet its never ending.

3. Testimonials. (non celebrity) - Believable especially done through social media now a days.

3.a) Celebrity. -  Well it still works but its not very productive now.

4. Demonstrations - Seeing is believing.

5. Problem solution - Here is your problem, therefore here is your solution.

6. Talking heads (features of the product) - It may seem boring but its the only way to showcase the attributes for a high involvement purchase.

7 Character (Mascot) - Its the clown. Oh that means Mcdonalds... this method works well with time.

8 Reason Why- One reason to buy X over Y. It can be rational or emotional.

9 News - A new way to use a (old) product.

10 Emotion - A good method, but dont attempt emotion unless you can deliver it.

11 Cartoons- They work well for kids. Can also work for adults. (Need good content) - Example Amaron batteries.

12 Show the package - Ofcourse if you are selling something tangible, show it. If it is intangible, illustrate its benefit.
13. Music- sing it - If you have nothing new to say, hammering through a jingle is a good way as people retain music. ie. Nirma, Lifebouy, Mutoot Gold finance,
14. sound effect - It breaks the clutter. ie. Tide deterdent bar.

By - Ninad Tatke.

Strategem Samosa: Strategy Basics part 2

We know that Strategic planning is required in any field. But what are the basics of a strategy.

Defining Strategy -

Strategy is direction or scope  of an organization over the long term which achieves advantage for the organization through its configuration of resources within a challenging environment to meet the needs of the markets and fulfill stake holders expectations.

Direction - Where is the business trying to get in the long term

Scope - Which markets should the business compete in. What activities can be done in those markets.

Advantage -  How can the business perform better than the competitors in those markets.

Resources - What are the skills, finances, contacts, technical competencies required to compete.

Environment-  What are the external factors affecting the business ability

Stakeholders - What are the values and expectations of those who are in or around the business.


Lets keep Chiwda as the product and the objective is to launch it in multiplexes.

Lets break it into 10 easy steps.

1. Setting Direction.

What do we want to achieve in the mindset of the consumers in terms of Chiwda is important here. Its not enough to say that we want to sell Chiwda. You got to clear on what you are communicating to the senses (emotion wise ) and(logic wise).

Chiwda emotional : Desi Chat /snack. Popcorn (Angrezi)

or

Chiwda logical : Popcorn outside Rs.15 vs inside Rs.70  - Chiwda outside Rs. 30 vs Chiwda Inside Rs. 50.

2. Concentrating Resources
Multitasking is good, but real work happens with focused behaviour. This needs to be planned and executed.

3. Maintaining Consistency
Everything needs to be measured. If it is found that consistency has dropped, the reasons for that in execution needs to be found and corrected. usually though not always, execution fails because people dont share the common vision.

4. Retaining Flexibility

Its good to have a plan. But flexibility to the environment is crucial. Suppose the people communicate to you that Chiwda is oily, or fattening, you have to have alternatives.

5. Setting and Executing Tasks


6. Options

7. Actions

8. Monitoring and Control

9. Monitor and modify
The difference between point 8 and this is that you change the parameters.

10. Long term is Strategy (War) and Short Term are the tactics. (Battle).

Have both short term and long term plans and execute them with due modifications.


Do comment on this post and share any experiences you had at Strategy.

(The frame work for the definition was from tutor2u.net)

By Ninad Tatke.

Strategem Samosa: Basics of Strategy part 1.

We know that Strategic planning is required in any field. But what are the basics of a strategy.

Defining Strategy -

Strategy is direction or scope  of an organization over the long term which achieves advantage for the organization through its configuration of resources within a challenging environment to meet the needs of the markets and fulfill stake holders expectations.

Direction - Where is the business trying to get in the long term

Scope - Which markets should the business compete in. What activities can be done in those markets.

Advantage -  How can the business perform better than the competitors in those markets.

Resources - What are the skills, finances, contacts, technical competencies required to compete.

Environment-  What are the external factors affecting the business ability

Stakeholders - What are the values and expectations of those who are in or around the business.


Lets keep Chiwda as the product and the objective is to launch it in multiplexes.

Lets break it into 10 easy steps.

1. Setting Direction.

2. Concentrating Resources

3. Maintaining Consistency

4. Retaining Flexibility

5. Setting and Executing Tasks

6. Options

7. Actions

8. Monitoring and Control

9. Monitor and modify

10. Long term is Strategy (War) and Short Term are the tactics. (Battle).


Ok. I agree that these are not 10 easy steps but 10 crucial steps of strategy.

I will elaborate on them in part 2.

Do comment on this post.

(The frame work for the definition was from tutor2u.net)

By Ninad Tatke.

Stratagem Samosa- Market Research Basics part 2

Continued from part 1
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Lets understand it to the core – systematic – with a structure. Gathering, recording and analyzing of data about problems- (that’s the objective of any research) related to the marketing of goods and services.

To better understand how research works- lets take the product Chiwda. The Manager wants to find out if Chiwda can be marketed in multiplexes.

So here are the steps for any basic level of Market Research.

1. Defining the Problem / Identifying the opportunity.

Simplified: Chiwda needs to increase its market share / sales. He thinks that it can be achieved my making Chiwda available in the multiplexes. Does it have a potential. Why would anyone eat Chiwda while watching a movie. 


Manager must ask the following questions to devise effective marketing strategies:

• Who are my customers and potential customers?
•  What kind of people are they?
•   Where do they live? 
• Can and will they buy?
•  Am I offering the kinds of goods or services they want - at the best place, at the best time and in the right amounts?
•  Are my prices consistent with what buyers view as the product's value?
•  Are my promotional programs working?
•  What do customers think of my business?
• How does my business compare with my competitors?

     These questions can be included by a simple questionnaire or one can take a help of a professional market research firm/person to do so.

     The market research process begins with identifying and defining the problems and opportunities that exist for your business, such as:

•         Launching a new product or service.
•         Low awareness of your company and its products or services.
•         Low utilization of your company's products or services. (The market is familiar with your company, but still is not doing business with you.)
•           A poor company image and reputation.
•           Problems with distribution, your goods and services are not reaching the buying public in a timely manner.

2. Setting up the Objective Budgets and plans. 

Simplified: objective - its setting a goal - for finding out the possibility to launching Chiwda in multiplexes.
Money - What is the budget the Chiwda company can spend on this activity.

Thus we decide on research method. (more on that in the next point)

Timetable  - Setting up time frames.

Mr. Sodhi. " Plan your work, work your plan".

3. Select Research types Methods and Techniques.

• Primary - a first hand research.

There are a lot of methods and ways to carry out this research.

Simplified: Chiwda needs to understand its competition, its current goodwill/image and also the possible /ways of re positioning it can carry out.

This can be done through -

•  focus group (calling 10/15 people and having them discuss about the matter)
• Interview - One to one questions.
• phone surveys
• web surveys

 

• Secondary- using  existing research material to gain knowledge.

4. Design the research instrument

The most common research method is questionnaire.

The following are key points to have a effective survey.

• keep it simple
• have general questions and then move on to specific questions.ie.ask do they like movies before asking them if they buy stuff in the multiplex at intervals 
• pretest the questionnaire
• mixed structure for questionnaire helps. ie. open ended question followed by a question on rating something on a scale of 1-10.

5. Collect data
Stick to the objectives and methods /rules you have set as per point 2 and 3 and try to be as objective as possible.

6. Analyze data.

Try to make sense of the data.

read between the lines. If people are saying that it feels odd to pay Rs.70 for a Samosa which they get for Rs.10 outside, they are saying that they find a gap between value and service. See if Chiwda can fill in that gap. if yes why . if no why.

7. Presenting and Using the findings.

The result should be readily available to the decision makers and that too with reasoning as it helps them to make informed choices.

This is work your plan stage.

So now you know if you should be launching chiwda in Multiplex. Go ahead. Test for Waters.

Do comment on this post.

By Ninad Tatke.

Stratagem Samosa - Market Research basics part 1

So planning to carry out an activity for a Brand, product or service. Do you know for sure if there is any demand for it. How should you price it. What do you know about your consumer. What is the value that I am offering. How is my product, service or Brand in comparison with the competitors. 

According to the American Marketing Association, marketing research is the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.

Lets understand it to the core – systematic – with a structure. Gathering, recording and analyzing of data about problems- (that’s the objective of any research) related to the marketing of goods and services.

Every Manager thus should ask certain questions periodically. Even though Market Research is not a perfect science as it deals with people and constantly changing feelings, it certainly can help to take informed decisions and can contribute to growth.


To better understand how research works- lets take the product Chiwda. The Manager wants to find out if Chiwda can be marketed in multiplexes.

So here are the steps for any basic level of Market Research.

1. Defining the Problem / Identifying the opportunity.

2. Setting up the Objective Budgets and plans. 

3. Select Research types Methods and Techniques.

4. Design the research instrument

5. Collect data

6. Analyze data.


7. Presenting and Using the findings.


(Part 2 will carry out the break up of a research in steps... so do read it and comment freely)


By Ninad Tatke.