Tag Archives: Product

Reasons – why we fail to achieve what we want

By Sanjeev Singhai. Why we fail: I have been pondering for a while on some of the setbacks we face every day at work situation – product which we recently launched, project we were working or even business which we are running somehow perform below expectation level and sometimes bring huge disappointment to self and to organisation. Do you remember AltaVista or Netscape search engine? Today we see Yahoo struggling. Tata Nano which was at one point of time had global hype and traction from consumer could not do well. Ambassador and Fiat could not withstand in changed times. Do …

Does Your Customer Trust Your Advertising

By Sanjeev Singhai.. Article published in www.AudianceMatters.com Over the years advertising has been entrusted with many roles, from I need to be seen or build awareness to building brands. Advertising creates perceptions about a product (brand) and creates awareness but is that what you and me want after spending crores of rupees in advertising? Or do we want our advertising to work for us by winning customers & increasing sales? What is advertising actually supposed to do for the product it is meant for? In the words of Morris Hite “Advertising is salesmanship mass produced. No one would bother to …

Digital Era, Third Party Credibility and Advertising

Digital Era, Third Party Credibility and Advertising, an Article as Guest Article in Exchange4Media on 22 Aug 2011. http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=43210&tag=35704 Everyone talks that Internet has changed this world and we are global village. Now distance, time lapse and unavailability of information don’t exist anymore. Often people ask me what is one SINGLE change Internet brought to our lives. And I say – “It has ignited, the appetite for Information within us”. For every small thing, now we Google as first step. We are now more open to seek information on everything. In good old days, we as advertisers had a much …

Way forward in Social Media

Way forward in Social Media? It’s a million dollar question which most of the marketers are facing in the country like India. Only 7% of population has access to Internet and broadband penetration is 4% (as per Jan 2011 DHI Report) . Whenever I speak to marketers on this topic, the first answer I get from most of them is that internet users are only handful and they are from SEC-A (LSM-A for international readers) segment and hence not useful for them. No wonder most of the CPG and OTC manufacturers, yet not have a well drafted game plan for …

What is Home Tester Club

By Sanjeev Singhai. What is the Home Tester Club? A group of women who test, review and rate grocery products in their homes. Profile: over 5,000 Female Grocery Shoppers SEC A and B from all states of India. Owned and Operated by Buchanan Group India through www.HomeTesterClub.in. Supported by Buchanan Group Research team Currently also available in South Africa. Home Tester Club is also available on Facebook for its fans through www.facebook.com/HomeTesterClub.

Comparative Advertising

By Sanjeev Singhai. In the world of up man’ship, every company is trying to put forward their point to possible consumers and wanting to prove their next competition wrong. This urge and want is so strong that such companies/ marketers do not hesitate in producing comparative advertisements to prove their point.I came across one such print advertisement in today’s Times of India, Mumbai edition. This half page advertisement is being relased by Raj Travels.http://epaper.timesofindia.com/Default/Scripting/ArticleWin.asp?From=Archive&Source=Page&Skin=TOINEW&BaseHref=TOIM/2011/01/12&PageLabel=13&ForceGif=true&EntityId=Ad01309&ViewMode=HTML&GZ=T Raj Travels has shown a table of comparison where in they have compared their Foreign Packaged Tours v/c competition which is Cox&Kings, Thomos Cook, SOTC and …