Yo!Retail

The Nielson company recently released some data on how people network.

I've uploaded the stats for Facebook & Twitter users segregated age wise. Now if you look at the splits you notice that majority of the users are in the 25-49 age group, followed by the 50-64 category... The interesting aspect is that people in the 25-49 bracket are usually the target customers for most brands... even if they arn't being advertised to it is usually their wallet which is under attack!

Now given this age group's networking preference i.e. Facebook, Twitter, Linkedin, MySpace, it is only logical that brands create an online Retail presence on these sites.

I've joined the adidas originals Facebook community and am pretty impressed with it... it isn't as active (at least in India) as I'd like it to be... but it has over 2 million fans and it does use the platform pretty well to connect with us... there's house party updates, collection showcasing, events updates, downloadable widgets that are all used pretty well to keep the fans coming back for more!

Facebook & Twitter make it so simple for brands to have an online presence (I don't see how Linkedin can be used and have no clue about MySpace) But when I look for fashion and apparel brands, I don't find too many of them on Facebook... in fact, too many is a euphemism! The option of creating a virtual property isn't exploited enough and this I find very shocking given the penetration of facebook users across the world!....

Facebook (at least) makes it so easy for a brand to build emotional equity by engaging users through various activites - it can update its fans (loyalist, advocator etc) about the latest collection, create ensembles, find stores, send out events invites and so much more!

I'd love to work with brands to create their online properties! It'd be sooo much fun coz the online space allows for so much interaction...I'm sure brickbats too are in equal measure... but I think even that could be converted into a fun game.... for example.. if you don't like a brand, you can throw stones, water balloons etc at its store.... it is the brand fan's job to prevent somebody from throwing stones or the fan can help clean off the paint...

that's the only thing that came to my mind.... but I'm sure there's an interesting game lying there somewhere... and what with the number of people diligently taking up Yoville!, Fishville! etc... I'm sure there will be takers for my YoRetail! game, if ever I come up with it....In fact... YoRetail! can work along the lines of all the other vil(l)es... buy land, develop a mall, upgrade it, convince brands to rent space, manage it et al! I think it could work...

Cliche Campaigns for Brand Strategies

On my way home last evening I suddenly thought of cliches and how they're comforting because:

1. The person spouting them knows what to say (it can be a mindless statement)

2. The recepient has a choice of responses and hence won't be dumbstruck

I guess its comforting by virtue of the fact that its known and familiar as oppossed to the panic that sets in with not knowing (usually)

Now while thinking along this pathetic train of thought, another more interesting thought was added to my brain's computing power...I'd been watching ads online coz I love doing that... I realized one thing that even though an ad is extremely funny and creative (read unusual) it still wont be as sticky in the long run as a well executed but been there done that concept infused with emotion.... for example a havell's ad may not be as sticky as a cadbury's ad (the old one) and this has nothing to do with the nature of the product... (of course I could be wrong)

But what this made me conclude is that branding is about building relationships with customers, promising them something and delivering it repeatedly... with cliched but emotional concepts such an effect can be achieved and I feel that maybe for a more successful brand campaign you should use a more emotional approach than an off-beat unusual approach... because the consumer already has emotions related to your brand and with a campaign adding to those emotions and given the power of repetition, the % of mind-share may be higher... Just a thought.. unfounded as of now!

Baseball Philippines

Hey All,

I'm gonna deviate a bit from bhavisha generated content to publishing something that I'm very inspired by. An alumnus from AIM worked on a thesis report to establish an MLB (Major League Baseball)-esque format in the Philippines called Baseball Philippines.

I actually think very few people in the world are fortunate to find something they are passionate about and Leslie Suntay the proponent in the Baseball Philippines MRR is one such person... he has the guts to follow through with taking his passion and turning it into something that has the potential to bind the whole country... SPORT! it takes a lot of courage to establish a circuit like the one he's set up... especially in an age where people are looking to secure themselves only through monetary means... by no means am I saying that Baseball Philippines is not capable of generating huge returns... quite the contrary... sports is a big market.. in India it's almost a 1900 crore market!

So here's how Leslie ventured into Baseball Philippines:

"With a bit of divine luck and perseverance, matched with a desire to pursue what excites you will more often result into something special; my story is only one of the many in Baseball Philippines that helped pursue a common dream for baseball that led to the creation of the only existing premier baseball league in the capital today. In 2003, my road began by helping organize an open amateur league for “weekend warriors” called the Titans baseball club, where from four teams it grew to eight all due to the clamor for more tournaments. The next challenge was to cater to a good number of players to want a Class “A” league. This prompted me to seek the help of sports gurus with a common passion that led to Baseball Philippines Pilot Series last May 2007. The work has never stopped then and what was once a simple dream has brought the game to our live radio coverage and select games shown in our very own television sets. I’m glad to be a part of something that makes me and many others happy, as the saying from the classic movie goes…”if you build it…they will come.’"

Are we losing out coz of a servile attitude?

I've been plagued by this question for a while now... I've always found that when it comes to confrontation, no matter how motivated we are amongst ourselves, when it comes to taking an issue up we always falter!!! Why?

Then I came across an article which said that Indians by nature, like to please others... example: If the boss asks you when you can deliver something, without knowing for sure you'd say next week when realistically speaking it'll take over 3 weeks...and that's coz they want to please their superiors...

During another conversation with a friend, discussing sports, I've always wondered why we haven't made it big... and what emerged was shocking,... .coz we arn't wired to win... is that a direct implication of being servile?

While talking to another friend about the racist attacks against Indians, a friend said that such attacks were not frequent or intense against Chinese nationals coz they're scared that if one Chinese guy is attacked his whole community will stand up for him and take action... there's no such 'worry' when it comes to us Indians...

We apparently like to mind our own business at our own expense.

Makes me that more certain that I will veer away from such behaviour... I could be completely off on my diagnosis but I can't understand why we can't work together and stand up for each other... sometimes taking a stand is important!

Manchester United on a platter...

Last term at AIM I opted for Brand Equity Management as one of my electives... as one of our course requirements we had to study Real Madrid and recommend branding strategies for them... which of course our class would judge and not the 'real' team... anyway.. so as part of our recommendations we suggested that Real Madrid go into a chain of restaurants... more like sports bars... coz fans usually go watch games at bars and owning a chain of restaurants is pretty cool... at least in my books... owning a restaurant has a high lifestyle, image, glamour quotient...

So when I came across a press release that Manchester United (no surprises there... they are fantastic at marketing) has given Manchester United Food & Beverage (MUFB) Asia, a Singapore holding company, exclusive rights to own, operate and develop a chain of Man U restaurants & bars all over the APAC region... I was super thrilled...

Total Sports Asia (TSA) envisioned the entire branding strategy... India's going to have its very first Man U Cafe in Mumbai at Nirmal Lifestyle in Mulund thanks to Billionaire Sports...

Right now I'm a month away from completing my MBA but I'm dying to get back home (Mumbai of course) and check the place out... so expect 'experiential' blogs about the place...

Day 8 - Travelogues, Sapa, Vietnam

By far my most favourite place on our backpacking trip... we reached Lao Cai at 4:30 AM and caught a taxi for 30,000 dong each (about $3)... i think it took us about an hour to get to the picturesque mountain village of Sapa. We knew it'd be cold there but the rain greeted us as soon as we got there...! so at 6:30 am, in this breath taking place we alighted and looked for accomodation... all of us were charged up with the fresh mountain air and started hunting for places... we got something for $12 ($3 each) and since the hotel guys readily agreed, we knew that we'd definitely get a better deal.. and sure enough we managed a deal for 5 frickin dollars TOTAL that's $1.25 per head!!!!!!! in a gorgeous hotel called sapa twilight with hot water, a kitchen we could use for free (of course the ingredients had to be ours), heater pads to keep the beds nice and warm and free internet in an empty hotel!!!!!!

as soon as we got in we ordered hot chocolate... there's something about sitting in the mountains with the clouds coming in through the window to greet you and a mug of hot chocolate in your hands! ooooooooo mama.. orgasmic!

since it was raining, we spent the afternoon indoors and took off in the evening to go and see sapa's waterfall.. we rented bikes and hopped on... even though I was disappointed with their waterfall whcih was more a gushing mountain stream than a waterfall, the entire journey was so beautiful that I have absolutely no complaints...

finished early and had an early dinner... now we were really excited that we were saving money on accomodation and thought that we could treat ourselves to a slightly expensive meal (i.e. stuff ourselves with food)... unfortunatley... sapa's restaurants dint match the economy of the hotel rooms! every restaurant was really expensive!

that night when we sat to budget... we realized that we'd have to stay in sapa for 3 days more.. simply coz staying in sapa would help us with finances coz the hotel rates were so cheap!

wow.. we actually stayed in sapa for 4 days coz our room rent was peanuts! i still get stunned by our move.. but it was awesome

Day 7 - Travelogues - Cat Ba Island

This was the second day of our 2 day package tour of Halong Bay...it's a total waste to stay overnight on Cat Ba Island if you take a 2 day package... all we did on Cat Ba was sleep! Its a shame actually coz the place looked really pretty...
breakfast was provided by the tour agency... entertainment wasn't part of the itenarary but we got it free... there was this random dude... half indian, half jamaican or something.. drunk at 8 AM... he kept dancing in the middle of the road, teaching kids how to run, randomly walking up to people and shaking their hands.. all sorts of weird things... he drank throughout the 6 hour journey... which was a good thing.. coz if he wasn't drinking he'd be bugging us... the weirdo was so drunk he bit the guide!!!
anyway.. enough about him.. day 2 was pretty much a waste.. but the boat ride through halong bay is worth it all...
we got back to hanoi and immediately rushed to the station to catch a train to lao cai and go onto sapa... this time round we had a luxurious 4 seater coupe and it was so pretty.. we loaded up on bread, cheese and beer for the journey and took off...
we got into the compartment and couldn't get enough of it.. cute little train with a cute lil compartment...