Kingfisher has a style, though its offering and pricing are similar to that of Jet Air. Branding sets Kingfisher apart. It does provides an apparent feel good factor through its simple yet effective consistent branding techniques.
Ironically Jet is careless about its branding. For example, in the lunch pack I was surprised to see a Kingfisher slip! When I pointed this out to the air hostess, she took it away, and said "now atleast you know we serve the same food!"
On my way back, flying JetAir, they canceled serving tea/coffee on pretext of turbulence. When I told the waiter that Kingfisher had served me coffee on much more worse weather. He was aggressive at first, but soon enough by slip of his tongue he said that Kingfisher hostess are paid better and so they serve better.
Saturday, July 28, 2007
Don't Let a Shirless Man Sell You a Suit
Here is another branding gotcha, guess what the shirtless Bollywood actor Salman Khan, is now the brand ambassador of a suiting. Though the brand recall was dim, I thinks its Mayur. We were flying with Kingfisher when I noticed this ad in a inflight mag, and when my fellow passenger asked me what was so funny, I showed him the ad. He too burst into a gafoo and couldn't stopped laughing. The hostess was curious too, and she too shared a laugh when she go it : "Shirtless man selling suit" joke.
The saving grace was that while landing I quizzed my co-passenger what's the name of the suiting Salman was selling? He could not recall it.
So this advert, joins the classic Khan Branding Gotchas; Hritik, Shahruk and Saif Khans selling laptops. Sachin, the school dropout, teaching CIOs' how to calculate the TCO of a Cannon enterprise print station.
The saving grace was that while landing I quizzed my co-passenger what's the name of the suiting Salman was selling? He could not recall it.
So this advert, joins the classic Khan Branding Gotchas; Hritik, Shahruk and Saif Khans selling laptops. Sachin, the school dropout, teaching CIOs' how to calculate the TCO of a Cannon enterprise print station.
Thursday, June 21, 2007
How Not to Sell
This Blog entry is a case study of a selling campaign and the lesson learned about how not to sell.
Serena Software, wanted to conduct a seminar for its ALM (Application Lifecycle Management) software. It claims to be the leader in this field, probably its world famous in India :)
So, they hire www.gotocustomer.com to market their seminar. I recall that IBM or Intel had conducted a seminar, which was co-ordinated by Gotocustomer, I had attended the seminar. So, they probably used my contact without my permission. I am sure IBM or Intel would not permit their contacts to be sold.
First they mailed me, and then called me up on my mobile. when I asked them where did they get my contact they could not answer it. They were like, sir, its our backend database, blah-blah-blah. Then they say, sir, there is a free lunch at a five star!
Hey get this right! the kind of profile, you guys are targeting, the CXO, they are not into 5 star buffets. Most are members of high dinning clubs and are not lured by FREE lunch buffets.
After 20 emails and 10 phone calls later, I got totally frustrated with them. So, when I was sitting with SIPL COO, Benny john, they called again. When I was giving them a piece of my mind, he interrupted asked what was it about? I told him the story and somehow he was interested in ALM! So, I passed on my phone to him. Thank God, I thought, some one is taking away my daemon. But I was mistaken, though he exchanged emails with them and probably registered; they started to bug me to give me his mobile number!
Three different people calling me for his mobile number! When I asked them why did not they respect his privacy and that I had asked them not to call me or Benny. They apologized saying the other caller was from the call center! After it happened thrice, I lost control.
I don't care if they are from Serena or call center, its not the customers' problem, the call center and the outsourcer MUST co-ordinate.
The Lesson Learned:
1. before outsourcing, ensure that you customers' private information is not misused.
2. Don't bug you potential customer. Communication is good, over-communication is bad.
3. Co-ordinate seamlessly with your call canter.
4. Respect your customer's privacy and value her time.
5. Don't try to lure CXO with "Free Buffet Lunches".
I hope others can learn from their mistakes!
Serena Software, wanted to conduct a seminar for its ALM (Application Lifecycle Management) software. It claims to be the leader in this field, probably its world famous in India :)
So, they hire www.gotocustomer.com to market their seminar. I recall that IBM or Intel had conducted a seminar, which was co-ordinated by Gotocustomer, I had attended the seminar. So, they probably used my contact without my permission. I am sure IBM or Intel would not permit their contacts to be sold.
First they mailed me, and then called me up on my mobile. when I asked them where did they get my contact they could not answer it. They were like, sir, its our backend database, blah-blah-blah. Then they say, sir, there is a free lunch at a five star!
Hey get this right! the kind of profile, you guys are targeting, the CXO, they are not into 5 star buffets. Most are members of high dinning clubs and are not lured by FREE lunch buffets.
After 20 emails and 10 phone calls later, I got totally frustrated with them. So, when I was sitting with SIPL COO, Benny john, they called again. When I was giving them a piece of my mind, he interrupted asked what was it about? I told him the story and somehow he was interested in ALM! So, I passed on my phone to him. Thank God, I thought, some one is taking away my daemon. But I was mistaken, though he exchanged emails with them and probably registered; they started to bug me to give me his mobile number!
Three different people calling me for his mobile number! When I asked them why did not they respect his privacy and that I had asked them not to call me or Benny. They apologized saying the other caller was from the call center! After it happened thrice, I lost control.
I don't care if they are from Serena or call center, its not the customers' problem, the call center and the outsourcer MUST co-ordinate.
The Lesson Learned:
1. before outsourcing, ensure that you customers' private information is not misused.
2. Don't bug you potential customer. Communication is good, over-communication is bad.
3. Co-ordinate seamlessly with your call canter.
4. Respect your customer's privacy and value her time.
5. Don't try to lure CXO with "Free Buffet Lunches".
I hope others can learn from their mistakes!
Wednesday, June 20, 2007
Learn to Sell from Squidoo
Squidoo is a social networking (read blog) site focused on selling by references.
They call their blogs lens. They have widgets that help you refer customers to website and you get a cut, :) simple? not quite so, selling is an art of presenting content in an non intrusive manner.
Read Megan Casey's e-book at:
http://www.squidoo.com/pages/freetrafficebook.pdf
What they say in a nutshell is that they have optimized their blogroll for e-bay sellers. An e-bay seller cross links Squidoo lens (blog), flickr or picasa (pictures) and UTube (video) to maximize their traffic and therefore sales.
I really like their approach.
They call their blogs lens. They have widgets that help you refer customers to website and you get a cut, :) simple? not quite so, selling is an art of presenting content in an non intrusive manner.
Read Megan Casey's e-book at:
http://www.squidoo.com/pages/freetrafficebook.pdf
What they say in a nutshell is that they have optimized their blogroll for e-bay sellers. An e-bay seller cross links Squidoo lens (blog), flickr or picasa (pictures) and UTube (video) to maximize their traffic and therefore sales.
I really like their approach.
Sunday, June 3, 2007
Personal branding of Guy Kawasaki
I came across Guy Kawasaki's post syndicated at techTribe.com, that lead me to Guy Kawasaki's web site: http://www.guykawasaki.com . I am quite impressed by his branding.
In fact, this is one image that all of us can learn. I am for one certainly inspired by his honesty and frank admissions of his personal disabilities. In 20 minutes I spent on his site and listening to his recording, I got an image of an honest and straight talking guy.
Again, a good example of how to create a brand out of your self!
In fact, this is one image that all of us can learn. I am for one certainly inspired by his honesty and frank admissions of his personal disabilities. In 20 minutes I spent on his site and listening to his recording, I got an image of an honest and straight talking guy.
Again, a good example of how to create a brand out of your self!
Saturday, June 2, 2007
Cuteness Does Not Equal Effeciency
I was just reading one of the techTribe blogs posted by Aditya Sanyal. He was short changed by the cute looking Kingfisher hostess. Also recently there was a news item that a cute hostess of Kingfisher was caught in the camera disposing the customer feedback forms!
Many more horror stories about Kingfisher is exchanged around the corporate and cyber water coolers. So I think, though Vijay Mallya may be the Richard Branson of India, he is yet to get the concept of customer service right.
Before now he has been in the product space and not is service domain. In service domain, the customer touch-points affect the brand equity much more than the media image. The mirage created by the media can bring the customers in, but just eye candies are not enough to get a repeat business. It takes 4 times more effort to get a new customer than to retain an existing one.
Therefore, Vijay should listen to what the customers have to say, and fix the user experience.
You can't get away with short changing your customers, if they want to sustain their brand image, Vijay must work upon the service delivery mechanism, processes and above all csutomer oriented policies.
Hope that the King of good times does give you a hell of a flying experience.
Many more horror stories about Kingfisher is exchanged around the corporate and cyber water coolers. So I think, though Vijay Mallya may be the Richard Branson of India, he is yet to get the concept of customer service right.
Before now he has been in the product space and not is service domain. In service domain, the customer touch-points affect the brand equity much more than the media image. The mirage created by the media can bring the customers in, but just eye candies are not enough to get a repeat business. It takes 4 times more effort to get a new customer than to retain an existing one.
Therefore, Vijay should listen to what the customers have to say, and fix the user experience.
You can't get away with short changing your customers, if they want to sustain their brand image, Vijay must work upon the service delivery mechanism, processes and above all csutomer oriented policies.
Hope that the King of good times does give you a hell of a flying experience.
Zapak Fall Flat
The other day, encouraged by my friend, who convinced me that as a brand defense tactics, I should claim my name, before others grab it; And, also hyped by the glamorous TV advert. I created an account at Zapak Mail.
But hey!! far from being lightening speed, it was dead slow! No, my connection was not the culprit, as the gmail (also in its beta) was blazingly fast.
To add insult to the injury, they sent my password back in clear text!! can you believe this? The CTO should be fired immediately, or better still Crusified.
Zapak mail should not waste their preciously earned revenues (or is it VC funding?) on a product that is half baked pre-alpha quality.
Yeh guys, no wonder people say that we Indians can't create web sites for ourselves.
Yes, I hang my neck in shame when the people who clothe the world remain shirtless.
But hey!! far from being lightening speed, it was dead slow! No, my connection was not the culprit, as the gmail (also in its beta) was blazingly fast.
To add insult to the injury, they sent my password back in clear text!! can you believe this? The CTO should be fired immediately, or better still Crusified.
Zapak mail should not waste their preciously earned revenues (or is it VC funding?) on a product that is half baked pre-alpha quality.
Yeh guys, no wonder people say that we Indians can't create web sites for ourselves.
Yes, I hang my neck in shame when the people who clothe the world remain shirtless.
Friday, June 1, 2007
Thumbs Up for ThumsUp
The Brand Equity brand survey places ThumsUp at few notch higher than its parent coke! Thats something great for a home grown brand.
A few years back when coke bought the ThumsUp brand, I thought that they will kill my teenage favorite cola brand.
Fortunately the good sense prevailed and TumsUp is live and kicking (its parent?)
Anyways, this is one example where the celebrity endorser has added value to its image.
See! I am not always against star power :)
A few years back when coke bought the ThumsUp brand, I thought that they will kill my teenage favorite cola brand.
Fortunately the good sense prevailed and TumsUp is live and kicking (its parent?)
Anyways, this is one example where the celebrity endorser has added value to its image.
See! I am not always against star power :)
Thursday, April 19, 2007
Sprited Sanya
Sprite have been spiriting and spoofing its competitors for using star power. In fact it was being used by its parent to defend its flagship and beat its competition.
They shot themselves on their own foot, when they used Sanya Mirza for their बस प्यास बुझाये यार advertisement. It had built its anti brand image painstakingly, but in a single stoke Sanya killed its image.
The moral of the story is : आधी छोड़ पूरी ध्यावे। आधी रहे ना पूरी पावे ॥
Compare this to 7Up's Fido! Fido started its life as a doodle for an advertisement campaign for 7UP and now it has a life of its own. And, not to mention his (err..its) celebrity status. 7UP has now even blended itself with other item number celebrities in a beautifully humorous way. Thats the way to go!!
Talking about anti brand, Tantra is the best Anti Brand I like. But then its another story. I am sure I will tell it one day soon.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
They shot themselves on their own foot, when they used Sanya Mirza for their बस प्यास बुझाये यार advertisement. It had built its anti brand image painstakingly, but in a single stoke Sanya killed its image.
The moral of the story is : आधी छोड़ पूरी ध्यावे। आधी रहे ना पूरी पावे ॥
Compare this to 7Up's Fido! Fido started its life as a doodle for an advertisement campaign for 7UP and now it has a life of its own. And, not to mention his (err..its) celebrity status. 7UP has now even blended itself with other item number celebrities in a beautifully humorous way. Thats the way to go!!
Talking about anti brand, Tantra is the best Anti Brand I like. But then its another story. I am sure I will tell it one day soon.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
Star Power is a Double Edged Sword
Using stars as brand ambassadors is a double edged sword.
If the star does well, the brand grows. But, if the star falls from grace, then the brands gets to run for its life.
Recently, I went to the petrol pump of an oil company, which uses the cricket star Dhoni, to sell its Speed brand of high speed petrol. whenever, I used to visit them, the attendants used to proudly narrate the advertisement's tang line, that implies that Speed is as fast as Dhoni!! But after the Indian team's disappointing defeat, I asked the attendant, should I be still filling Speed? He went blushing and requested me to bear with him and he told me that orders are already out to pull down Dhoni's poster. I am sure, all the brands that used Sachin or Blue Billion bombed and they cost the Brands dearly.
Guess the fate of Pepsi's Blue world Cup cola !!! A big flop show, for no fault of their's. The campaign went down with the Indian Cricket Team. Hey, now Pepsi knows why Blue is a sad color!
Having said that, Lux has been using Star power to its fullest, and its been that way for more that past two decades! Their mantra, is that whoever is at the top slot gets to be the Lux woman. They did mess it up a bit when they brought in Shahrukh Khan! However, they made it good by quickly and gracefully pulling the advert down by bringing in all the ex-Lux of heroines yesteryear's to tease the beautiful Khan. All the ex-Lux women bid her (oops! him) good bye.
But the most hilarious misfits was a recent advertisement in Corporate Dossier of Economic Times, where Sachin the ex-cricketer donned a business suit to tell us how to calculate Technology Cost of Ownership for Cannon business solutions. They probably are blissfully unaware of his academic achievements (or lack thereof).
Star power is OK for lifestyle goods but a strict NO-NO for high tech products.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
If the star does well, the brand grows. But, if the star falls from grace, then the brands gets to run for its life.
Recently, I went to the petrol pump of an oil company, which uses the cricket star Dhoni, to sell its Speed brand of high speed petrol. whenever, I used to visit them, the attendants used to proudly narrate the advertisement's tang line, that implies that Speed is as fast as Dhoni!! But after the Indian team's disappointing defeat, I asked the attendant, should I be still filling Speed? He went blushing and requested me to bear with him and he told me that orders are already out to pull down Dhoni's poster. I am sure, all the brands that used Sachin or Blue Billion bombed and they cost the Brands dearly.
Guess the fate of Pepsi's Blue world Cup cola !!! A big flop show, for no fault of their's. The campaign went down with the Indian Cricket Team. Hey, now Pepsi knows why Blue is a sad color!
Having said that, Lux has been using Star power to its fullest, and its been that way for more that past two decades! Their mantra, is that whoever is at the top slot gets to be the Lux woman. They did mess it up a bit when they brought in Shahrukh Khan! However, they made it good by quickly and gracefully pulling the advert down by bringing in all the ex-Lux of heroines yesteryear's to tease the beautiful Khan. All the ex-Lux women bid her (oops! him) good bye.
But the most hilarious misfits was a recent advertisement in Corporate Dossier of Economic Times, where Sachin the ex-cricketer donned a business suit to tell us how to calculate Technology Cost of Ownership for Cannon business solutions. They probably are blissfully unaware of his academic achievements (or lack thereof).
Star power is OK for lifestyle goods but a strict NO-NO for high tech products.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
Its Wise To Stay Away From Hi-Tech Brands That use Star Power To Sell
Looking at the Cannon advertisement in ET (Economic Times), 6th April 2007, page 3 of CD (Corporate Dossier), really blew up my fuse!
Guess what, Sachin Tendulkar was shown to be teaching us about returns on technology investment. Ha! what does a high school dropout and a ex-mega cricket star knows about high technology business solutions? You may argue that Bill Gate, Michel Dell and Steve Jobs are drop outs too! Yes true, but they are deep into technology and their education has been hands on in technology industry. And, yes Sachin too learned about the tricks of his trade in the cricket field. Sachin's brand equity clearly indicates how much he is admired by the Indians. But does that sports brand equity automatically makes him a high technology diva? I think not.
Recently Lenovo, Compaq and now Cannon are trying to use film and cricket stars to build their brands. But tell me what does Shahrukh or Saif ali Khan know about computers? One of the bloggers going by the nickname of ranger, suggested that this trend is due to computers becoming commodity. That may be so, but I personally don't think that people who buy high tech PC or laptop will buy because a film star poses in the advert. The consumer knows that, probably the star is as clueless about the computing configuration as a normal end user.
It makes sense if a film star poses for a jewellery or a suiting advertisement. But NOT computers.
If at all a brand needs to use star power, they should use a known personality who is also a power user of computers. For example, Vishvanathan Anand, the numero uno chess grandmaster, mostly practices on a powerful PC or a Laptop.
Also most of the people I know quietly stay away from high technology brands that use star power to sell their wares. Its because, the consumer ultimately pays for their fat fees.
So, the ET in general and CD in particular is read by corporate executive, who are not swayed by an ex-cricket star, trying to preach them about technology. Sachin wearing a business suite does not change the facts.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
Guess what, Sachin Tendulkar was shown to be teaching us about returns on technology investment. Ha! what does a high school dropout and a ex-mega cricket star knows about high technology business solutions? You may argue that Bill Gate, Michel Dell and Steve Jobs are drop outs too! Yes true, but they are deep into technology and their education has been hands on in technology industry. And, yes Sachin too learned about the tricks of his trade in the cricket field. Sachin's brand equity clearly indicates how much he is admired by the Indians. But does that sports brand equity automatically makes him a high technology diva? I think not.
Recently Lenovo, Compaq and now Cannon are trying to use film and cricket stars to build their brands. But tell me what does Shahrukh or Saif ali Khan know about computers? One of the bloggers going by the nickname of ranger, suggested that this trend is due to computers becoming commodity. That may be so, but I personally don't think that people who buy high tech PC or laptop will buy because a film star poses in the advert. The consumer knows that, probably the star is as clueless about the computing configuration as a normal end user.
It makes sense if a film star poses for a jewellery or a suiting advertisement. But NOT computers.
If at all a brand needs to use star power, they should use a known personality who is also a power user of computers. For example, Vishvanathan Anand, the numero uno chess grandmaster, mostly practices on a powerful PC or a Laptop.
Also most of the people I know quietly stay away from high technology brands that use star power to sell their wares. Its because, the consumer ultimately pays for their fat fees.
So, the ET in general and CD in particular is read by corporate executive, who are not swayed by an ex-cricket star, trying to preach them about technology. Sachin wearing a business suite does not change the facts.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
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