Wednesday, April 27, 2011


The incidents quoted here are a collection of various discussions we have had over the years while on sales calls and  conferences. There is no way that I can authenticate these claims. They are interesting, anyway.

In early days, Colgate was fighting hard to increase its sales and attain a decent market share. Company had asked for suggestions. A team of Salesmen from the team suggested—“Increase the diameter of the opening for a greater flow” So much more will get on to the tooth brush. That did the trick. 

Few years back, Vicks Vaporub Ad campaign seemed very effective. It showed mother applying Vicks on to child’s chest with Voice over –“ Thoda Aur Lagao”. Ad agency exploited  Mother’s emotions quite well. After this campaign, the product balance sheet showed results.

Coke, during their advertising campaign always took on Pepsi. Hoardings screamed –“We are number one”. They were
To counter the campaign, Pepsi hoardings read –“We are number two and need your support”. That turned the tables and the equation.

At a regional office building in India, a directional board was put up which read---“Coke, 1st Floor”.
Pepsi didn’t lose time putting up another board just next that of Coke---“Pepsi everywhere”.

Some punch lines could well be the USP of certain direct product Ads.. Like, a readymade garment company launched a series of ladies and gents ready-mades for summer—it read “Cottons have caught on”—sure they did.
Years back a company was selling tress which would give returns to the investor 25 yrs down the line—its campaign ran as “Money does grow on trees”

A popular Japanese car manufacturer devised a unique strategy.-Cars meant for Western markets had all screws moving in clockwise direction. All the care for Asia pacific had all screws moving in anti clockwise  direction. This strategy had a great impact on their sale of spare parts and accessories.

“To sound like an expert, hire one.”-Harry Beckwith

“No great marketing decisions have ever been made on qualitative data.”John Scully

“Marketing takes a day to learn.  Unfortunately it takes a lifetime to master.”-Phil Kolter

There are numerous cases of product launch, success story, and Ad campaigns. Marketing professionals maintain such case studies as Bible.

The most simply analysis will tell you that Coke is only a fizzy drink with a massive marketing budget, and that 
simplicity makes the market vulnerable—Richard Branson

 There are numerous such cases studies of product launch, success story, and Ad campaigns which marketing  professionals maintain  as Bible.

Sales, Marketing and advertising is a unique combination where none of those handling these functions, ever get along well.-----That is the perception.


posted   27/04/11
b k chowla


Shilpa Garg said...

Wonderful post! Took me back to the Advertising and Marketing classes during the MBA days!! Classic examples, these are... especially the Colgate one!

Sandhya said...

Very interesting marketing tidbits!

I remember coke/Pepsi war! Pepsi saying 'nothing special about it' and remember them fighting for cricket matches 'official drink'!

I remember the'Fan' fighting...Khaitan started selling fans at dead cheap rate and it was branded 'shaitaan' fan!

'“Marketing takes a day to learn. Unfortunately it takes a lifetime to master.”-Phil Kolter - love this quote!

All the ads nearly could be called 'Healthy competition'!

Jon said...

The pepsi coke fight is historic and funny...the sad thing is 90% of cost goes on marketing

R. Ramesh said...

i liked this very much: “Money does grow on trees” wish it does...common indians' money grows in politicians' swiss bank accounts..

BK Chowla, said...

Whatever , what matters is success and the bottom line.

BK Chowla, said...

R. Ramesh,
Happy you liked the post

How do we know said...

i loved this post.. and how can we forget the Jet hoarding war.. there were even pictures of that one!

Avis and Hertz also used the same strategy. hertz said - we're no. 1. Avis said "we're no. 2 so we try even harder." Avis won the numbers game. :-) i remember that example very well.

radha said...

Very interesting. Marketing in India has really evolved.
And as for the toothpaste.. I took a new one and opened the cap and the paste just came spilling out.... I might just switch pastes if they overdo their bit of pushing up sales!

Urmi said...

Nice to visit your blog after a long time. As always your post is the best. I liked the way you have written with wonderful examples.
You are welcome in my blogs.

R. Ramesh said...

Hi bkc sir..:)