Calling Nano The Cheapest Car Was A Mistake, Said its Makers

In Branding, calling a cheapest thing ‘The Cheapest’ is obviously a mistake.

Finally Indian conglomerate Ratan Tata admitted that calling Tata Nano, which was famously known as a ‘lakhiya car’, the cheapest car, was a mistake. It has to be. I wondered why he took so long to admit it. I’m sure they must have known it from quite ago.

This is what he said, “It became termed as a cheapest car by the public and, I am sorry to say, by ourselves, not by me, but the company when it was marketing it. I think that is unfortunate,” Mr Tata told a news channel about the group’s subsidiary Tata Motors’ small car.

Mr.Tata with Nano.

There were so many talks about this one-lakh rupee car in India, even before its production took place. When Mr.Tata announced that his company has decided to make the world’s cheapest car, people have gone frenzy in talking about it. People have started to anticipate so much about it, that they started saying that after some days all you will see on the roads of India is traffic full of NANOs. People even went to that extent that selling of two-wheelers will start declining because of Nano. I also believed the same.

But my conviction got changed when finally Nano was out in the market, and after a considerable time, there were nothing like what was anticipated. On the contrary, if we look at the statistics, the majority of the people who bought Nano were rich and of upper-middle class, whereas it was made for middle and lower-middle class. Affluent people bought it as an extra car in the family. Most buyers were the 2nd or 3rd time car buyers. And very little number of people were transforming from a two-wheeler to a four-wheeler owners. I know it’s easy for me say now, but then it was crystal clear what was wrong with Nano. That was just one thing, the label attached to Nano, “The Cheapest Car”. No matter what kind of features it was having.

Now, let me elaborate my point why I thought there was a flaw in the Positioning of the marketing strategy. Not just in India, but all over the world, buying the first car for a family is very special moment for them. Before and after the purchase, there is kind of a celebration in the family. Now, let us see, what was the target audience of the car? Middle and lower-middle class of people, right. Now, What is the on-road price of the car? 1.25 lakh to 1.5 lakh. And just imagine, the person has just bought his first car and someone from the neighbourhood comes and asks, ‘oh, you bought the lakhiya-car!’ or ‘wow, you bought the cheapest car!’ Obviously it doesn’t sound good. Rather, he could buy an entry-level car worth 3 to 4 lakhs, without damaging his dignity. Plus, there are very easy financing options available. Why would he buy Nano, and feel bad about himself.

The moral of the story is, if you are targeting lower-middle class of people, you have to be sensible about their self-esteem. You should always make sure that your product should make them feel better for themselves and not inferior. It is so clear to understand it now. Thanks to Tata for giving us this lesson. That was very costly one for them though!

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A Thing You Need For Making A Greatest Company On Earth

What you really need to care about if you want to make world’s most adored company.

When I asked Steve Jobs about his bigger ambitions, he simply smiled and said: “First, I want to sell a million Macs. Then I want Apple to become the greatest company on earth.” For some strange reason, we both agreed that those goals were absolutely achievable. These were the words of Harmut Esslinger, founder of Frog and creator of Apple’s snow white design language.

 

Steve Jobs

 

That’s what you need to think, if you’re really passionate about making a next big company. A next big company is not all about revenues, it’s about your passion to change this world, your passion to give this world something amazing, something very useful and something which will make people feel good about themselves. That’s what Apple did.

Today, no single person on this world buys an Apple product for the sake of their special features. I don’t think so. They can meet their needs with other products too. No matter Apple products have many exceptional features, but very few people buy its products just for the features. They buy it because Apple gives them a sense of satisfaction, a sense of exclusivity. People really have a kind of ecstatic feeling when they buy Apple products. After buying it, they feel like they’re on the top of the world.

So I think, the most important characteristic of a great brand is, it should make customers feel good about themselves. It should make them feel soothing. It’s just amazing, it is called Branding.

Modest Ostentation – A Discreet Way To Lead!

A Unique Way Of Branding In Today’s Cut-throat Competitive World.

Today as we can see, the Marketing-Communication is becoming the most crucial part of today’s enterprises or companies. Whether it be a huge established company or just an another start-up. It is one of the most important and very painstaking job of an entrepreneur. Business people are ambiguous about which strategy will make wonders and which will make boos. Marketing people have gone into frenzy to look different and attract more and more people. In this way, they are opting for most flamboyant and extravagant tactics to make some difference. But I think it’s not the right way of attracting customers or potential customers. Sometimes by doing this they end up making mendacious claims.

For me, and I hope, there are few people out there, for whom Marketing-Communication is the microcosm of the real word, the social world. We are doing it every day. We are communicating with our family, neighbours, friends, peers and acquaintances. So sometimes we need to be formal and maintain the decorum while sometimes you can blithely be cheerful and enjoy the light moments with the friends and the loved ones. Every day we need to deal with the communication problems. It’s exactly same with the companies and brands too.

steve-jobs-quotes-5

Let me elaborate my point of view. We live in a society comprising insatiable human beings. Most of the people used to measure their happiness comparatively. People used to feel happy by comparing themselves with others and feel superior. Quite often they end up belittling other people for the sake of their own happiness. They used to feel envy and jealous, which are very common and obvious characteristics of the human beings. So, the more important thing is the way you handle your envy in.

The narrow-minded people will disparage other people in front of everyone, even try to spread rumours about them, will diminish their image and credibility and whatnot to look exceptional to them in the society. By doing all these debilitating things, they think they have proved themselves, and everybody will also think in the same way. Unfortunately, they are only making themselves fool. These are the people with the shallow self-respect, which don’t want to make real efforts to prove themselves. They don’t have anything real to do. I feel pity on this kind of people because the whole world except them knows the reality while they’re enjoying being in the dilution.

On the other hand, there are few people who don’t care about their counterparts. They are busy in their own goals and dreams all of which they want to achieve. They are leading their lives with some deep-rooted fundamentals and values or you can say principles. They want to live a meaningful life. They are not at all affected by the every single attempt of those with the narrow-mentality. They’re not supposed to get bothered by it nor are they going to retort them. They are just busy in their own work, and in time, they’ll come up with their own achievements, credentials and successes. These are result-oriented people at the same time being meaningful with their and others’ lives. They make their presence felt by all environs in a discreet way. They don’t want to speak much. They never pretend. They always have more than they show, and speak less than they know. They make difference. It is called real ‘Modest Ostentation’. I’m sure you must be thinking about Apple, and I admit that Apple was my inspirational source when I was writing this.

So I call it ‘Modest Ostentation’. It is not just a discreet way of Marketing-Branding but also a way of life. Today people want attention. They will do a lot of things to get noticed. But if you will be modest, categorically, you’re already making a difference by being ‘what-you-really-are’. You’ll be ostentatious without a bit of ostentation.

Is Facebook Page-Suggestions Becoming Crappy?

From last few days, all I can see on my FB-Wall is a screen full of Page-Suggestions, which is quite irritating. Whereas, I find Twitter more engaging.

When Facebook was a baby, just a few years old, they were less caring about Advertising and revenues. Because Sean Parker, the founder of Napster, a file-sharing service, and Facebook’s evangelist in its early days, advised Mark Zuckerberg not to add Advertising as it is ‘uncool’ for youngsters. He also suggested Mark to remove the preceding ‘The’ from the name and told him to make it just-plain ‘Facebook’. At that time Facebook guys were more concerned about what the college going people want in Facebook. What attracts them the most.

But nowadays, I think, Facebook is becoming much crappy. So many things are going on a single screen. You cant concentrate on just one post or an event or an app or whatsoever it is. I find it little disorganised. I think they should take this into consideration and work on it. Because as we all know Facebook’s new-user generation graph has started declining. At the same time there is already an array of people who are exasperated by the most loved social-networking site.

branding buff

On the other hand, Twitter also has made its place with the young people with its much of organised, simple to use, not so gaudy and the Internet’s SMS image. Twitter also has the ‘Promoted Tweets’ option for the Advertising, but it seems like they have taken the Google route by making it simple and not so irritating to the users, which is appreciable. I think Google is the epitome for adding Advertising in a very modest way without disturbing the the users.

I hope Facebook guys are are also aware of it, and they will come up with a solution soon, as they always do. I know that Facebook still has its charm to people out there. But I personally feel like Twitter is the future. Because people won’t have so much time to go-through so many things, all in one screen. Twitter is much simpler, as of now!