Hi

Last week we explored the essence of practical marketing through real-world examples, demonstrating its effectiveness in building lasting relationships and driving results.

1. Remixing the Ordinary: The Power of Creative Marketing

Remember the viral video "just like a wow". Now two other videos have gone viral by reacting to that video. The first is of a teacher discussing grammar errors in "Just like a wow" video. And in the second instance Yashraj Mukhate's creative genius transformed this ordinary video into a catchy song, demonstrating how remixing everyday content can capture the audience's attention. This unexpected approach highlights the power of thinking outside the box and finding inspiration in seemingly mundane aspects of life.

2. Maruti's Mileage Mantra: "Kitna Deti Hai?"

In a price-sensitive market like India, where car mileage is a major concern, Maruti Suzuki struck gold with a simple phrase: "Kitna Deti Hai?" (What mileage does it give?). This slogan perfectly resonated with the economy-driven mindset of Indian consumers. It's not just about the car itself, but about the value proposition it offers. The tagline also proves that sometimes, simplicity is key in creating powerful brand associations.

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3. Surf Excel: Embracing the Stains

Sometimes, the most effective marketing goes against the grain. Consider Surf Excel's "Daag ache hai" (stains are good) campaign. This anti-marketing approach challenged conventional wisdom and resonated with consumers, helping Surf Excel stand out in the crowded detergent market. These ads highlight the importance of differentiation in a crowded marketplace.

4. Nirma's Creative Challenge Against HUL

Nirma's innovative marketing strategies, which included humorous jingles and targeted messaging, successfully challenged the dominance of Hindustan Unilever Limited (HUL). This case study serves as a testament to the power of creative marketing and strategic targeting in changing market dynamics.

5. The Evolution of Professional Services categories

Both service and product markets are experiencing an evolution towards increased specialisation. Legal services, for example, have evolved from simply "lawyers" to specialised categories like "contract specialist corporate lawyer." Similarly, the field of digital marketing has fragmented into specialised areas like "SEO that gets results in 6 months." This shift reflects a growing market sophistication and demand for differentiation with niche expertise.

6. The ROI of Marketing: Beyond the Numbers

The impact of effective marketing extends far beyond easily quantifiable metrics. Consider the strong brand associations with Maruti and Mercedes -- these associations shape customer loyalty. These brands get identified with words like economical or luxury. Similarly, the renown of McKinsey, Infosys, Bain, and JP Morgan illustrates how marketing creates top-of-mind awareness and preference, ultimately reducing the cost of sales.

7. North Face: Above and Beyond Customer Service

At its core, marketing is about building relationships and creating conversations with your audience. North Face's recent gesture of sending a customer a new jacket via helicopter after a complaint on TikTok is a perfect example. This personalised action not only addressed the customer's immediate concern but also generated positive buzz and strengthened brand loyalty.

Beyond the Headlines:

These are just a few examples of practical marketing in action. The key takeaway is that effective marketing goes beyond buzzwords and trends. It's about understanding your audience, crafting a compelling message, and building genuine connections. By focusing on creating associations, utilising smart messaging, and prioritising customer relationships, you can build a brand that stands out and thrives in the long run.

Remember, marketing is a marathon, not a sprint. Be patient, experiment, and most importantly, be true to your brand and your values.

Share your thoughts and feedback in the comments below to keep the dialogue going!

Happy Marketing!

Regards

Anoop Kurup, Nishaa Prakash, Avinash Joshi