The beggar at Grand Central Terminal got the dimes. The panhandler in the NYC subway didn't. While the former prosthetic played pan-pipes in a self absorbent way and people paused to listen, the latter was impudent, menacing, half-demanding as he zig-zagged in a pilled-up state.
People(read consumers), have always been willing to expend for a cause. Provided the cause is genuine and comes undemanding. Sing them ten reasons why they should do it and they'll shirk. Let them deduce their own reason and you'll surely get them to play.
He didn't ask for money, that former tramp. He didn't demonstrate cut limbs. He didn't sob. He wasn't a yob. But an artist, a human with self respect, and one who didn't infringe on other's. He got other's to think in favor of him without pushing. He didn't bifurcate his target. But got the reaction.
Now juxtapose this:
Martial Rolland, MD Nestle India, says Maggi(instant 2 minute noodles) sells 12% more to single working men and women than to households with kids. The advertisements contrarily have ever always targeted the latter.
He spends tons on one and gets his revenues from the other. haw!
Recent NDTV survey says, working women spend 30% more on consumer durables than homemakers. But spend 15% lesser time watching television. FMCG adverts continue pinning homemakers.
Yet somehow!.., Adi Godrej, MD Godrej Industries believes in spending 50% more on Television commercials in the coming year.
Point: What's targetted at one succeeds with the other because it serves a purpose irrespectively. But then, it refutes the very need to target anyone specifically!
If a product or service purports a cause then it shall by itself pull everyone linked or willing to link with that cause. Gala-going-behind is not needed nor heeded by the consumer.
Serve a purpose, not sections of consumers. What market segment does Maggi fulfil-- kids? bachelors and spinsters? elders? Easy, simple, fast, healthy food sells irrespective segments. So can all products/services. Adopt a cause. Attribute it to your product. Champion that cause. All for the cause, shall be lead to your product. Cause-segmentalise. "Market-segment" is a sticky lingo with all the ruminating it's been through. Spit it.
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