Aspirational quotient of local languages

When we talk about the aspirational quotient of a language, we need to think of four different things

 

·         Reading

·         Writing

·         Speaking

·         Hearing

 

Do people aspire to read / write / speak / hear in local language or would they aspire to write / read / speak / hear in Hindi, the national language or English the global language?

 

Also, if a mix of languages were to be used, which would be the preferred mix

 

Hindi + Local Language

English  Local Language

or

Hindi + English?

 

The interesting insight is that while one language may be aspirational for speaking and hearing, it may not be aspirational for reading and writing.

Product Life Cycle concept for FM radio

The concept of product life cycle management applies beautifully to FM radio as well.

 

Sustaining the product life cycle is where Mirchi fell short in many key markets, which Fever capitalized upon.

 

Audi and brand delivery through product

The unique LED light curve in every Audi car is truly synonynmous of brand delivery through the product. it personifies the brand value of uniqueness and standing out from a crowd. No other car has similar characteristics.

Horlicks and the negative association

Horlicks is a truly fantastic brand - but has it got into an image trap that it can't come out?

 

Just overheard two boys mocking Horlicks that it is a kiddie brand like Cerelac. While it having the nutrition quotient might appeal to the mothers, the kids might be resisting consumption of Horlicks as it does not have an aspirational value like Boost or Bournvita, the two chocolate based drinks.

 

 

Hutk.Com

And I had not even finished my last post - here comes the next one on the same topic.

 

Times Group launches Hutk.com, an online portal for NRIs.

 

Interesting! Need to read more about e-commerce and the various possibilities it offers

Niche players in online retailing - E-tailing

Now, we are seeing the emergence of niche players in online retailing or etailing as I call it. Bestylish.com is the first such concept that I am coming across in the Indian context. Bestylish.com is an exclusive online shoe store that sells multiple brands and multiple types of shoes.

I haven't seen such elaborate segments of shoes in any physical store leave alone an online store.

This is definitely the future of retail

Radio Mirchi Delhi - a case of poorly managed brand transition

The case of Radio Mirchi losing out in Delhi is a classic case of Mirchi not being able to manage transition in a well guided manner. Few years back, Mirchi struck chords with listeners by introducing retro music in non-prime bands. However, Delhi as a market was in a  transition stage of FM listenership. Being a first mover, Mirchi had a significant advantage in Delhi.

However, Mirchi was never the channel of the youth, who favoured better options such as Red FM, Big FM and Fever. Fever FM stood out with its classy packaging and better brand deliver through programming. The tipping point for transition of listenership was back in February, when Fever introduced 1 hour Punjabi music from 8 pm to 9 pm. That was consistent with their brand delivery and hence proved to be a disruption.

Mirchi tried the same thing - introduced Punjabi songs and also a Punjabi show on Sundays - but continued to lose share. Righly said - what works for one brand did not work for another brand. Mirchi's is a case of poor brand transition from being a brand of the yesteryears to a happening brand.

Now, its going to take some time till Mirchi emerges as leader again - and that will require some cleverly planned disruptions.