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Idea Generation-B.V.Raghunandan



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Generating ideas in marketing, the role of copycats as delivered by B.V.Raghunandan by way of a guest lecture at St.Aloysius Institute of Business Management, Mangalore

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Idea Generation-B.V.Raghunandan

  1. 1. Idea Generation and Copycats in Marketing -B.V.Raghunandan,SVS College, Bantwal AIBA- Executive Development Programme-April 12,2005
  2. 2. Ideas in Marketing <ul><li>A Thought that Reflects in a change in any small or big aspect of a Product or Service </li></ul><ul><li>No difference between Significant or Insignificant Aspect </li></ul><ul><li>Kotler’s Opinion: No New Ideas in Marketing </li></ul>
  3. 3. Idea Generation <ul><li>Sony Walkman </li></ul><ul><li>Accidental Discovery of a Need </li></ul><ul><li>Lead to Miniaturising speakers, Ics and Chips </li></ul><ul><li>Forerunner to Mobile phones, Music Systems, Miniaturized Speakers </li></ul><ul><li>Gave a Direction to Technology </li></ul>
  4. 4. IPOD: Logical Extension <ul><li>Need for Apple to Enter Consumer market </li></ul><ul><li>Increasing Use of Internet to Download Musical Content to CDs and Use of Mobile CD Player </li></ul><ul><li>Removed the CD player from the middleman's Role </li></ul><ul><li>Microsoft’s ZUNE is a copycat </li></ul>
  5. 5. Mobile Phones: Positioning <ul><li>Nokia-Communication </li></ul><ul><li>Sony Ericson (Walkman brand brought back-Retro marketing)-Music </li></ul><ul><li>Research In Motion (Blackberry)- a substitute for laptops </li></ul><ul><li>Motorola (Sleek design and cheap models) </li></ul>
  6. 6. Preowned Cars <ul><li>Maruti-Udyog </li></ul><ul><li>Organised Market for Second Hand Cars </li></ul><ul><li>Tapping Existing Customers for new models </li></ul><ul><li>Part of Relationship Marketing </li></ul><ul><li>New Stream of Revenue </li></ul><ul><li>New Set of Customers (of second hand cars) </li></ul>
  7. 7. Packaging Ideas <ul><li>Sachets- Idea discovered by Velvette International, but popularised by Cavincare Chic Shampoo </li></ul><ul><li>Idea borrowed by every FMCG Company </li></ul><ul><li>Idea suited both the urban and rural customer for affordability and convenience of usage and traveler's convenience </li></ul>
  8. 8. Packaging Ideas: Tata Tea <ul><li>Polythene Package </li></ul><ul><li>Suited the Customer’s Mindset </li></ul><ul><li>Conformed to Emerging Trends of High Quality packaging to preserve the quality of the content </li></ul>
  9. 9. Tata Tea-Blending Idea <ul><li>Reducing the Cost in case of Agni by blending tea with tapioca-only after obtaining Govt’s Permission </li></ul><ul><li>Opened Up opportunities for varieties apart from Assam Tea, Garden Fresh Tea Etc </li></ul><ul><li>Brooke Bond-Nature Care followed the idea </li></ul>
  10. 10. Café Coffee Day: Ambience Differential <ul><li>Introduced as a machine-made coffee </li></ul><ul><li>Promoted as a substitute for Softee ice-cream </li></ul><ul><li>Right Time of Introduction as the youth was shifting from ice-cream and chocolates to to coffee </li></ul><ul><li>Shifted to Cafeterias on the entry of Barista </li></ul>
  11. 11. Nestle’s Munch <ul><li>Successor to Kit Kat and also its cannibal </li></ul><ul><li>Combination of Wafer and Chocolates </li></ul><ul><li>Reduced Component of Chocolates accepted on Health Ground </li></ul><ul><li>Copycat Perk (Cadbury) Failed miserably against both Kit Kat and Munch </li></ul>
  12. 12. Dell Computers <ul><li>Direct Channel </li></ul><ul><li>Impersonal Service </li></ul><ul><li>Troubleshooting Instructions </li></ul><ul><li>Toll Free Telephonic Service </li></ul><ul><li>Updating </li></ul>
  13. 13. Google <ul><li>First Search Engine </li></ul><ul><li>Totally Free Service </li></ul><ul><li>Aiming For Advertising Revenue </li></ul><ul><li>Objective is to catch the maximum eye-balls </li></ul><ul><li>Revolutionary and Bold Business Model </li></ul><ul><li>Caused the Email to be totally free to create everybody else as Copycats </li></ul>
  14. 14. Low Cost Model Champions <ul><li>Nirma Washing Powder </li></ul><ul><li>Ajanta Clocks and Other products with sister brands like Samay, Orpat etc </li></ul><ul><li>Amul </li></ul><ul><li>Softee Ice-creams </li></ul><ul><li>Dolphin Cars </li></ul><ul><li>Deccan Aviation </li></ul><ul><li>Moser Baer-Prerecorded VCDs & DVDs </li></ul><ul><li>Ghadi detergent </li></ul><ul><li>Anchor Toothpaste </li></ul><ul><li>Ajanta Toothpaste </li></ul>
  15. 15. V-Guard <ul><li>Seven Year Guarantee as in Polar Fans </li></ul><ul><li>Unlike Fans, Voltage Stabilisers need a high intense servicing </li></ul><ul><li>A risky business model </li></ul><ul><li>Attractive Shape and Colors </li></ul><ul><li>Capacity suitable to every electrical appliance </li></ul>
  16. 16. Electronic Mosquito Destroyer <ul><li>Easeness of Convenience </li></ul><ul><li>Compatibility with Buyer’s Behaviour of Plug and Forget </li></ul><ul><li>Vape Industries generated the idea, Pierce Leslie (Banish) popularised it and Transelectra Industries (Good Night) developed the Market </li></ul><ul><li>Now, Only Copycats remain (Good Night, All-Out and Mortein) </li></ul>
  17. 17. Air-tel <ul><li>First Mover’s Advantage </li></ul><ul><li>Political Clout </li></ul><ul><li>Quick Coverage </li></ul><ul><li>Strong Partner (Vodaphone) </li></ul><ul><li>Superior Network Maintenance ( Nokia) </li></ul><ul><li>Corporate Connections (At Throw- Away Tariffs) </li></ul>
  18. 18. Aircel <ul><li>Restricted Coverage </li></ul><ul><li>Realised its inability to be a National Player </li></ul><ul><li>Converted its Weakness into Strength by grasping the opportunity of Introducing Wimax in Bangalore and Hyderabad (BPO and Software Industry) </li></ul><ul><li>On getting Clearance, will be a strong Player in VOIP </li></ul>
  19. 19. THANK YOU