NOVEMBER 20199The DesignerThe pioneer takes the Design Think-ing approach in Marketing. They are, very often, the first to create aspiration and niche through prod-uct design. Apple would be the most appropriate example here. When we think of a product closer home, we need look no further than RedBus. RedBus understood very early on that a seamless experience with the right UI and UX is what it takes to be successful. The Story TellerThe story teller knows the wonderful art of selling a product with a story or a tale. Evian is a high-end brand that sells mineral water by literally selling a story with every bottle of water. The tag line goes, `Natural Mineral Water from the Alps'. At the end of the day, it is "just" a bottle of water, but Evian has created an amazingly niche imagery with the story.The CommandoThe aggressive marketer leaves no stone unturned in rooting out com-petition and categorically and very often, emphatically capturing market share. Recently, we have seen Jio po-sitioning itself most aggressively to conquer Airtel's market with really competitive pricing. Other appropri-ate and relatable examples of Com-mando Marketing, where a marketer has taken a commando role would be Amazon Vs Flipkart, Ola Vs Uber amongst many others.The Master ChefThe master chef creates a fabulous product experience incorporating the right features, right components and accessories and ensures it is all presented in the right form. In re-cent times, Hyundai is perhaps one of the better best examples in bringing together all possible elements for a brand's success with the new Hyun-dai Verna. The fluidic design of the Verna, great features, service and all this priced smartly has helped them to gain good market share in execu-tive hatchback and sedan segment.The GardenerThe gardener lays strong foundations of building and nurturing brands and takes the text book approach to de-fining the brand print, setting the tone, look and feel and building the brand for a long time to come. For instance, the various brands under the Hindustan Unilever um-brella stand testimony to the Gar-dener method of marketing. Every product is marketed carefully to the targeted audience after much study and research. And each sub-brand of HUL, from Lipton to Surf to Dove & Lifebuoy are much sought after brands in their own right The ScientistThe scientist marketer always has an eye on the future. He always looks for and is ready for the next big thing or the next big idea. He always looks at the longer term prospects of the brand.Google is a great example of mar-keting with a scientist mind set. It's no surprise that it's a tech behemoth with a scientist mind set. Google is much ahead of its peers in terms of research and is always positioned to be future ready. So, what works? Perhaps, ev-erything! A bit of everything, every-where. And it is your discretion as a marketer that tells you where to use what! Beyond this, marketing is a mind game played with the consumers' psyche. A product is just another product on the shelf, amidst its peers until marketing and communication creates certain imagery for it. Suc-cessful marketing aims to shape it into a desirable brand. Something that people want to own and look to be associated with!There are landmark marketing campaigns that have worked won-derfully well for the brand. Perhaps, one of the most defining ads in the In-dian marketing space is the Cadbury ad that redefined the place of choco-late in our lives. Until then, the Indian market associated chocolate to cater only to children. Featuring a cricketer and his girlfriend who celebrates his victory with a bar of Cadbury sent a strong message that chocolate had its own place for celebration amidst an adult audience too. This campaign in particular is a refresher course of sorts on repositioning brands to ca-ter to a segment hitherto unexplored! While the Cadbury ad introduced the idea of chocolate having a place for adults too, there is another product that has worked with brilliant mar-keting: 15 years back, we had no ne-cessity for fabric conditioners. Today, every provision list includes Comfort fabric conditioner. The Comfort fab-ric conditioner ad campaign has paid off very well, going by the success of Comfort. A product is just another product on the shelf, amidst its peers until marketing and communication creates certain imagery for it
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