Skip to main content

Of War, Love and Marketing

War, Love and Marketing is how I have summarized the concept that I will elaborate shortly. Ghalib has done the same through a shair.

HAM NAE MAA-NAA KEH TAGAFUL NA KARO GAE LIKIN
KHAK HO JA-AIN GAE TUM KO KHABAR HONAE TAK

TAGAFUL comes from GAFLAT and GAFIL and it means ’to ignore’. So the shair goes on to say that

I know you will not ignore me and my presence but before you ever find out how much I love you I will have turned to dust.

Now a marketer faces the same problem when he wants to market his product to his customers. He has something to sell and the customers might not really know how good the product is. There is value in it for both parties. But the marketer doesn’t have the luxury of turning to dust – neither does a serious romantic I would think. So what does a marketer do?

A marketer has to launch his product in the midst of other big players and if he does so in a half baked way he won’t survive.

It is very much like a war for the marketer.

When Rexona launched their deodorant product earlier in Pakistan it was not successful. A market research they did later revealed that a lot of people don’t use deodorant. In fact among the group of people who use a product for the purpose 80% or so use powder and only about 5% use deodorants.

So they made an add campaign in which a person suggests using the Rexona deodorant to the other. The other says ‘but I bathe why do I need to use the deodorant?’ And the first responds by saying: “you need to use a deodorant nevertheless because you still sweat and that brings in germs so using this deodorant is very important for your hygiene.’

To re-enforce this concept and to target the early adopters of the product-teenagers, the marketers coined a slogan “Cool ya fazool”.

So not only is it like a war but you have to fight this war very strategically. This is also true of communicating your feelings across to the ones you love.

Comments

Popular posts from this blog

Explanation of the movie 'Revolver'

I saw the movie for the umpteenth time last night and I finally got it.

This is what the movie says:

1) In every game and con there is always a victim and there is always an opponent. It's good to know when you are the former so you can become the latter.

2) But the question is how do you prepare yourself for this game?

3) You only get smater by playing a smarter opponent.

4) The smarter the game the smarter the opponent

5) Checkers is an example of such a game. Chess is a better game. Debate is an even better opportunity to learn and so on.

6) But the question is where does the game stop? or one can ask what is the smartest game one can play?

7) The answer according to the movie is: "The game of con you play with yourself".

------------------------------------------------------------------------------
The text below has been added on 3 Dec 2008 and is based on a comment posted on October 30, 2008, at time 4:12 PM. I have only recently understood what this person meant and it is …

The beauty of self-negation

Self-negation is the act of exercising your will power to do what you don’t want to do such that you benefit from this act [of self negation]. The more one practices self-negation the better you get at controlling your will and making it do what you want it to, when you want it to.

For obvious reasons this can have tremendous benefits. Just imagine a situation where your superior wants you to sit late or gives you a task that is very difficult and you have enough control over yourself to not get flustered! In fact imagine turning your world into the world you always imagined as a child… by taking the difficult steps, through self-negation…one can only marvel at the beauty of creating the world you want!

We get the chance to practice self-negation many times in the day, each chance another ‘opportunity’ to get better at controlling ourselves.

Every time we sit down to eat for example we can eat good food in the quantity that the body requires and after that leave some space in our stoma…

Why feedback is important

We learn about the world as we get feedback from things within it such as from family, friends, mentors and even books.

Feedback can tell you where you went wrong and affirm what you do right. It can thus help you predict the future.

Interestingly there are people I have met who question the importance of feedback. They say: “I can figure out everything I need to on my own. I don’t need feedback like others do.” This is not true. In fact there is a big danger lurking in this notion.

If the world you are creating is your own you might get stuck in it or some part of it and not know what to do next.

If however, this world of yours and all parts of it are based on some feedback you will always know who to ask if you get stuck.

Somebody once said that "fundamentally we are here not to be seen, but to see" i.e. to see things outside of ourself. You will notice that all growth you have had has owed itself to some consistent feedback.

Suppose you wrote an essay. You wouldn't rea…