Suja R. Nair, Consultant - Educe Micro Research Bengaluru has been a force to reckon with, whose foresight and analysis is clearly depicted in her book with a wide range of spectrum dealing on each aspect of consumer relations and behavioral concepts which has made it a classic.
I recall my brief meeting with her a little over a decade ago, when she said that, she advised the entrepreneur who had come up with the idea of setting sachets for the local shikakai powder which the Indian consumer at large is used to applying for haircare, before the advent of shampoos that overpowered the market. She simply refuted the idea and said, it wont work. Always, original ideas work and if we try to imitate and follow an already existing phenomenon, it would be futile. So, the much ambitious project, 'Raaga' which was launched subsequently failed miserably.
Cut back to the current book, which is extensively researched from a very Indian Perspective and it gives a very refreshing feel as I quote this excerpt from the book on the 'Nescafe 3-in-1 ad'
'The advertisement on Nescafe 3-in-1 is based on a brilliant consumer and category truth. Coffee is said to be a mood uplifting magic brew which restores our equilibrium, sets our world right, puts us back in step with life around us. And its power is most noticed in its absence. in the ad we get to see people (young IT/ ITES/ BPO professionals) with real life depictions (shared digs, housekeeping helplessness in the absence of family support) all suitable for the product which indicates a convenience cuppa for the bachelor pad. In fact, the ad even has a vanished PYT (pretty young thing) neighbour reappearing and flashing a smile at the protagonist.'
Products such as Nescafe or Barista can be said to be brands, which have a truly intimate relationship with the consumer. Such brands appeal to the inner self of the individual and inspire them to live their life with joy
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