...an unfortunate incident happened...i read the newpaper yesterday...it killed me...the marketing section of business line was carrying the beautiful pic of two beauties of indian cinema, namely, miss. kareena kapoor and miss. priyanka chopra sporting a pepsi bottle...from hemlimes to reading between the lines...pepsi is planning to launch (or rather already has) a pepsi variant which has a mocha-coffee dash...so far so good...so what??...a rational marketing student (of grades B+ and up) would start framing the Kotlerian grid of segmentation, targeting and positioning...and ask: Which bloody soft drink (or hot drink...or for that matter any drink) consuming segment is the said product targeted at? What is gonna be the helluva "purchase pattern" and "consumption pattern" (pattern bole to...wud he drink it while he is standing, running, or sitting in the loo...on more serious notes...where will he buy?...how will he buy? ..in what SKU will he buy...when (and why the hell)..will he purchase..etcetra..)..
... and me an amateur marketer would wonder if i can answer the above questions using my m-cells..or just follow a simple pattern of cut-copy-paste the b-plan i made for levi's to sell some kind of jeans to target some kind of "YOUTH"..now thats a deadly word....the word "YOUTH" becomes such a wonderful word for marketers to explain such amazingly complex problems of human psyche ..and an excuse to pile on any product to the discerning consumer...
..."we are targeting our product for the youth segment"...ok ..gud..nice...so anything and everything is for the youth, then what does the youth want...or does the youth carry and abyss to absorb whatever crap in blue packages can be transferred..without a budge...
...i beg to differ...and as a by-stander, I would ask: Are we marketers thinking enough to take care of our brand children ..or just leaving them idle to publish themseleves as juvenile delinquents??...man, what a shoddy state...ofcourse someone in Pepsi reading this blog would breathe fire..."What the hell do you know about Pepsi??"...i would simply say...that i loved the brand when it used to signify to me something..when the ad commercials used to click in all brain corners...when the point of purchase decisions were not marred by an iota of doubt...yes , i still see the potential of the brand....but does such a fresh brand need such disasterous makeovers...i choose not to comment...just a suggestion...the next time when a management summer trainee makes some recommendation after the two month holiday..please take it with a pinch of salt...or shud i say..a dash of mocha??
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