Category Archives: marketing

Re-visiting Meow 104.8 FM

It’s been about a year and a half when I first wrote about Meow FM. For the uninitiated Meow 104.8 FM is an Indian talk based radio station that’s aired across Delhi, Mumbai and Kolkatta.

radiogaga

I’ve been thinking of reviewing Meow FM again to understand and share how it has evolved since then but it was only after one of the hosts at Meow emailed me to know “what I feel about the station” that I finally got down to write .

It took me about a week or so to listen to Meow at different hours to see what exactly they are upto and here are a few things I managed to gather.

1) The “A-Stars” Migration: Ever since last year there has been quite a few A-Stars that have left Meow FM for various reasons. Those who’ve left include Hosts Jaishree(last year?) and Rochie(July 9th) and COO(and host) Anil Srivatsava(June 2nd). The roots of migration of A-Stars in this fashion can mostly be traced down to the boardroom (bad policies or management, or both) and I assume that’s the case with Meow too.

Given the fact that the business Meow is in, the loyalties are almost equally(if not more) associated with the Hosts and the station, the station would have definitely felt the heat.

2) Talks are making way for Music: While during its initial days Meow was as much about conversations as one could be but I feel things are changing. Possible the Host exodus is the reason behind it. With just a few quality Hosts (Ginnie, Divya ,Manisha and Ved?) to handle about 14 hours of airtime(7 am – 9 pm), playing more music is inevitable. I remember listening to non-stop music for about an hour yesterday around 12-1 pm.
As it turns out Meow is mostly about music on weekends, which isn’t particularly good for people like me.

If in case this music fever spreads to weekdays, Meow will lose out on a good differentiator and even if Meow has to play more music they can try to make the whole process of the music selection a bit more interactive. A simple thing could be to ask listeners to SMS songs they’d like to listen(not sure if they do it already)

3) Diluted Positioning: While I don’t have any official word on this but off late I’ve started to feel that Meow is no longer aimed at just women. Be it the fact that they now have a male host for their 7 AM show or the fact the hosts no longer re-iterate Meow is India’s first ‘Just for women’ radio station. Also, unlike previously where male callers were allowed on just a couple of show(Tu-Tu Meow Meow & Top Cat) and on weekends(?) you can hear them on practically every show now.

If there has been a change in their target audience I am afraid Meow will find it increasingly more different to survive the competition and if there isn’t such a change they should try to leverage their positioning a lot more to do more tie-ups and eventually attract more women to them.

4) Focus on Quality: While other radio stations are still busy doing silly spoofs of Sholay’s Gabar or Sunny’s Papa ji dialogue, meow continues to add value by talking about meaningful things. Meow 104.8 FM offers by far the most intelligent conversations across the radio frequencies. Not sure if most RJ’s(from radio mirchi to fever) are stupid or they pretend so to sell to the masses but I am quite happy to note that Meow has a better lot of Hosts which continue to talk sensible stuff.

It’s not surprising that Meow has Dr Kiran Bedi as a co-host on one of their shows and they can also boast of having a great weekly book club.

5) Community: Meow’s ning community started by Anil reflects its listeners loyalty. With about 10,000 members @ ning they have a wonderful community of their customers available for free. This goes on to show that people love the station and want to stay connected.

merimeow

While I haven’t noticed extensive efforts aimed at making the most out of their community they can do a lot of things and make the most of it though I am not sure how it’ll work out with their ning community as it was created by Anil who is not associated with Meow anymore.

I’d like to conclude by saying that Meow has definitely not reached the place it should have given the strong grounds it started with and it’s a very crucial stage they are in and if they don’t do the right things game could swing either ways.

PS: Meow please get your site re-designed and if not at least update the content. It looks like the site hasn’t been touched for ages.

Update: This post is also available on radioandmusic.com (http://bit.ly/5eT7Z)

Samsung Jet Bloggers Meet

As mentioned before Brands in India have started to open direct communication channels with bloggers for sharing a sneak preview of their new products and getting some community insights among other things. Samsung ¬†also took a formal plunge into direct conversations with bloggers in the form of ‘Samsung Jet Bloggers Meet’ (#sjbm). Samsung called upon select bloggers and mobile enthusiasts from the town to share more about their latest phone ‘Samsung Jet’. Jet is a smart and powerful phone with loads of interesting features. You can checkout their microsite for more details on the phone (and in case the site takes too much time to load, you can checkout the specs here.

After the introduction by a professional (and good looking ūüėČ ) emcee, Sarfaraz Borah, Product Manager, Samsung ¬†kickstarted the session by showing a demo video for ‘Samsung Jet’ and then explaining its features in details while answering audience questions in between. While Sarfaraz was explaining the new model in all seriousness, a caricature artist (which was hired by organizers) was busy making interesting caricatures of the guests, btw here’s mine (How’s it ?)

caricature

The talk by Sarfaraz was followed by a quick summary of the whole thing by Ankur (Digital Marketing Manager РSamsung) and the summary was followed by a quick Tweet Q & A competition regarding the Jet presentation. @praval was the lucky winner and managed to closely beat @twilightfairy to get Jet as a prize. With another phone left to give away there was a lucky draw in which @twilightfairy, true to her name, pulled off a great trick and picked her self as the winner.

It was really nice meeting the blogger folks and friends over beer and snacks at the meet @ TGIF.  Thanks Samsung, Starcom and Blogworks for the nice event

PS: In case you missed the meet, I shall try to make pre-event posts for future events.

Social Media Case Study – Charity: Water

Charity: water is a charity started by Scott Harrison that provides clean water to save lives in poor countries. Charity: water has successfully raised $10 million (most of that last year alone) from 50,000 individual donors, thereby providing clean water to nearly one million people in Africa and Asia.

charitywater_1

Here’s how Charity: water is using Social Media to be more effective

  1. Creating Relationships: Charity: water (CW) is using social media tools like Facebook, Twitter and Tumblr to connect with people who share the same concerns as them. CW also adds value by sharing relevant information and content with their friends/followers in these social platforms. Relationships are the key currency for nonprofits and social media is a great way to build and maintain good relationships.
  2. charitywater on facebook (Charity: water on Facebook)

    With social media it’s also relatively easy to ask people for small contributions or motivate them to volunteer for a task or just spread the word by say putting a badge on their blog.

    charitywater on twitter (Charity: water on Twitter)

    2.  Maintaining Transparency: For nonprofits to scale beyond a level, transparency is very important and to some extent the rate of their growth also depends on how transparent they are. In this sense too, social media and nonprofits are made for each other. Charity: water shows donors the specific impact of their  contributions. They post photos and G.P.S. coordinates so that donors can look up their (Charity: water grants naming rights to wells) wells on Google Earth. Come September and they will have a new web site that will match even the smallest donation to a particular project that can be tracked online.

    charitywater transparency
    3.  Experimenting with new things:

    During Twestival (meetup for twitter users in twitter lingo), charity: water raised $250,000 this spring.

    charitywater_6
    Viral video campaigns by charity: water are also a hit among its supporters and play a significant role in motivating people to contribute.

4. High Stakeholder Involvement:

    When was the last time you were asked to by a charity to engage in conversation?
    Hmm…Never?

    But that’s not the case with Charity: water, during Twestival CW invied donors to get involved by

  • Watching four daily short videos of the drilling as charity: water goes from village to village drilling wells.
  • Following the drilling updates via twitter.
  • Asking questions of the local drilling team via email or twitter. Also, The local charity: water drill team answers the top five questions on video

I’d like to end this case study by quoting ¬†“communityorganizer20.com”

Charity: water is giving its donors exactly what they want: success stories, videos of the impact of donations, and  information about financial accountability.

If you know of something else  that Charity: water or some other nonprofit is doing to leverage social media, share with us

Dev D, Ghajini, The President is coming and Tata Nano marketing case study

It’s been quite some time since I wrote marketing case studies on

and it just occurred to me to make the pdfs of all these case studies available as a compressed version, hence this post

Click Here to download the rar file containing pdfs of all the four case studies.

Rickshaw Road Shows

Road shows are a common marketing activity in Delhi and rest of North India. It’s not uncommon to find big brands like Spencer’s, Horlicks, etc doing road shows to promote a new store or a new product. Road shows are also excessively used during political campaigns. A typical road show looks like this

Roadshow

While there’s nothing new about road shows, there’s a new(and low cost) variant of road shows that’s increasingly getting popular for doing promotions. Rickshaw Road Show or Cycle Rickshaw Road Show as it’s called consists of a branded cycle rickshaw(regular or a different small one custom built for such activities) with a rickshaw puller driving it within a given area for about 8 hours a day. Driving is the core activity with addons being parking for some time at certain key points like metro stations, bus stops and distributing leaflets/pamphlets .

djm_rickshaw

(Promotion for a Jewellery House)

xs_rickshaw ( Promotions for an automobile showroom and a satsang)

Ricksaw road shows are generally done at least for a month(2 days monthly off) and they cost anywhere between Rs 8,000 – Rs 12,000 per month ($170-$250). The costing includes rent for richshaw, branding and the fees for rickshaw puller. A rough break up for the total cost would be

Rickshaw Puller:  Rs 4,000 РRs 5,500
Branding : Rs 800 – Rs 1,500

rest would be the rent of rickshaw and the owners profit.

It’s not just small coaching institutes or local businesses that do richshaw roadshows, they are also being used by brands like Fastrack that are also active on the web(Twitter, Facebook et all)

fastrack

So, what do you think about Rickshaw Road Shows ?

Chris Anderson’s New Book Free, Free for US only?

A couple of days back I got to know about a new book titled “Free: The Future of a Radical Price” by Wired Magazine editor and author of bestseller “Long Tail”¬† Chris Anderson. Next thing I got to know was true to it’s name “Free’s audio book is available for download for free“. While downloading the audio book I was wondering if the book is free just for audio format or will it’s e-book also be available for free ?

While browsing the web today I found out that Free’s e-book is also available for free. Excited, I clicked the URL to get my hands on the free e-book.

free_url

But to my unpleasant surprise, I ran into this

free_error

Frustrated by this(hypocrisy?) I searched around to realize that the not only is the e-book restricted to just US, it’s just free to read and not download. There you go again.

When I got to know about the free audio book I decided to buy a paperback copy for myself soon but given the weird policies regarding book’s availability in other formats I am not sure if I’ll be doing that anymore.

While Chris Anderson & Co figure out what’s the right way to market the book without screwing their economics you can either listen to it’s audiobook or read the book on Scribd(using a DNS proxy like hidemyass.com in case you aren’t in the US) or read it here.

Twitter Marketing, or Spamming ?

Twitter being spreading like wild fire is under a lot of experimentation for marketing and since there isn’t a way to advertise or sponsor stuff “Mentions in Tweets” is the way to get eyeballs along with “Treding Topics” and a few other things. Also, since the trending topics started appearing on every user’s home page, the desire to find a spot among top 10 has soared.

Want to get visibility on Twitter ? Get trending, and the way to be trending is by having enough mentions in tweets.

Add this desire to be mentioned in as many tweets(interesting or boring, happy or sad, sensible or nonsense, related /unrelated to the product or company) to the fact that most people will do just about anything to win something for free (especially if it doesn’t ask them to get up from their chairs) and you get a viral campaign like moonfruit‘s.

moonfruit_spam

Apparently there was a similar campaign by SquareSpace a month back but it failed to make it big because it wasn’t offering the phone but a $199 worth gift certificate but I am not complaining as atleast with SquareSpace’s campaign I got saved from the heavy spam attack that Moonfruit campaign led to.¬† For me the moonfruit campaign is no different from one of those spam attacks in which people randomly started adding some keyword in every tweet, which eventually led to those topics/keywords being in the trending list.

It’s not that I hate all twitter campaigns, for ex: I appreciate Tweetboard’s campaign, asking people to request for Alpha accounts for their service by tweeting(just once) in a given format instead of submiting their email id’s

TweetBoard

TweetBoard

Now that’s a creative and non spammy way to market using Twitter.

Getting back to #SquareSpace and #MoonFruit campaigns, I’d say this isn’t a particularly good way to market because

1) It’s spammy and so all over the place. More than liking I’d hate if everyone in my stream started putting a random keyword in their tweets. There chances of winning something are a lot less than chances of loosing a few followers/friends. I certainly wouldn’t appreciate my company name in tweets like this

moonfruit_sex

2) It’s not a scalable model:¬† While SqureSpace, MoonFruit and a few more might be able to get some eyeballs because of these campaigns I strongly believe this won’t be a scalable/easily followable model as if more companies start doing this then we’ll¬† have¬† a spoiled twittering experince and almost all the trending topics would be full of these promotional keywords which certainly won’t be liked by Twitter and it’s users and would invite some fixes to avoid such things, which’ll in effect led to a reduction in such campaigns.

3) I doubt if there’ll be significant value addition due to such campaigns: Though some of the statistics could look great after such a campaign I doubt if there’ll be a real value add for most companies that do such campaigns. For ex: I doubt if there’ll be a significant increase in moonfruit’s business or more people will start interacting with @moonfruit etc. Most probably the gift hungry crowd that gathered at their doorsteps¬† would move to a new free gift location in no time, shattering their false hopes.

That’s how I feel about various marketing campaigns on Twitter, what do you think about them ?

Personal email in a print ad – personal touch or lack of professional attitude?

I started out replying to this question on LinkedIn

In every print ad it is common to give some contacts for a consumer – be it a website address, infoline number or general email (info@company (product).com). What about email address with name and surname of a brand manager? Does it look unprofessional, or on contrary – gives a sense of credibility and personal touch

but thought of posting my answer in form of a blog post.

So here’s the deal:

While most people who read this or commented on this question might feel/say that they are more likely to respond to a firstname.lastname@company.com than to info@company.com, I don’t think it holds true for me. On the contrary I feel it’s better to have generic email ids for following reasons

1) It gives you a sense of knowing what you are getting into:
While a “firstname.lastname@company.com” might be more personal, it definitely doesn’t tell you about the role/designation the guy holds or if you are asking the right question to the right guy.

2) Easy to remember:
While firstname.lastname@company.com might look and sound good, what people don’t realize is that it’s difficult to remember these email ids. For ex: If every company whose products you use started giving people’s names as ids for things like support would you be able to remember even a few of them ? No, on the other hand think if each one of those companies had an email id like help@company.com or support@company.com. Isn’t this a lot easier to remember and share ?

3) Ease of management:
While giving personal email id’s is not a big deal but it might not be a practical deal, especially for big brands. I for sure know that I won’t be able to handle if I start getting hunderds of emails per day. The way these email accounts are maintained(mostly) is that the emails to them gets forwarded to everyone whose part of the support team or alternatively is assigned to a member from support team. Supporting that sort of thing would be difficult unless you make a fake account and give it out rather than giving email id of a real user.

These are a few points that I could think of in support of using a generic email id.

What do you think about this and why you think that way ?

How is Social Software changing us

The invention of a tool doesn’t create change; it has to have been around long enough that most society is using it. It’s when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.

Social Software has been around for quite a long time for us to ask the question “how has its use changed us” or rather “how is excessive use of social software changing us”. To crowdsource views , I asked this question on the social networks I use i.e LinkedIn,Kwippy, Twitter and Facebook. While a lot of people took the question in a different light and shared how is social media helping them etc,¬† here are some of the interesting replies(network wise)

LinkedIn:

“While I was a very private and secretive person before, I’ve found that opening up on social media via non-threatening means has given me the ability to be more open in my real world relationships”¬† – Shamoz Shah

” With increasing interaction over social media my faculty for thinking and rationalizing has increased. Because of my writings, discussions, posts I have a ready audience who interact. As a result of it I get motivated and write/discuss/post more and it‚Äôs a cycle. It has definitely improved my writing skills, thinking skills, rationalizing faculty (being open to various thought processes).

In negatives, I have become more reclusive because I am glued to my computer for more number of hours. Impacted on eye-sights (natural I suppose).

Thirdly, the anonymity provided by cyber-media and through certain Social Media sites, such as ‚Äėfropper‚Äô you tend to fantasies or possibility of personality distortion.” –Devasis Chattopadhyay

I communicate more. Like now. It is good that this communication is non-intrusive and you have more choices to connect personally or professionally.” – Bama Ramesh

“The thing I noticed I started doing more and more, is to double check if I am not offending anyone with my replies / posts. I’ve learned that there are some quite sensitive topics, where it is not appreciated if you express yourself in a frank way, even if there is no purpose in attacking a certain group” – Ives De Busser

Sushaantu Mathur repeated the same thing¬† – “Living an online life just makes you more accountable in public eyes”.

Shawn is right when he says “Social networks have lessened my patience a bit . Think about how fast information flies around the web and the speed at which we receive breaking news. When we’re plugged in, we’re able to get what we want almost instantaneously. I have to sit back at times and remind myself that many things in life don’t work that way”

“Bigger bags under my eyes!” – Mark Porter

“The evidence we do have from reliable studies is that social networking software is helping people become more social. The most active people on Facebook, for instance, are the most active socially in the “real world”. And as some of the answers on this page suggest, people who have social fears or difficulties are finding that online social networking is helping them overcome such issues.

Overall, it is clear to me that social networking software is a substantial help to people. It deepens existing relationships, makes people more social (not less) and helps individuals with social anxiety come to terms with their condition.

So, I’d encourage people to use it even more.” – Graham Jones

Kwippy

“My friends don’t tell me anything directly anymore. I constantly hear “Oh, you didn’t see my post about it on myspace?” and “Well, I invited you on facebook!” I can’t keep up, frankly.” – Tarasa

Facebook:

It definitely has. Soon there will be internet/social media rehabs! – Riputapan Singh

The virtual world has made me more real. I was in an island before, now i know of the ocean. – Harish Iyer

Twitter:

“Its ensured my ‘breaking news’ sources are not the newspapers or the websites anymore.¬† Also, I am more clued into ur life” – Asfaq

To each according to their own,¬† while for someone it’s about opening up more, for someone it’s about being more visible and ultimately more accountable. Here are a few inter related ways in which I think Excessive/Continued use of social software is changing us.

1) Increased thirst for knowledge:
The use of social software has not just helped us meet new people easily and regularly or stay in touch with old friends. It has made us more hungry for knowledge/information. Thanks to the exposure(over ?) of  information on most social sites(think no of hyperlinks/update in your twitter/friendfeed stream) and various social pressures of sorts, most of us have become addicted to know more and more.

2) Increased Voyeurism:
Facebook Feeds and Twitter Streams are best examples of the increasing levels of voyeurism as a side effect of our increased usage of Social Software. People who replied to my question on various social networks, directly or indirectly touched upon this facet. It’s a lot easier to keep an eye on what’s going not just in one’s personal life but in their overall/complete life. The underlying principle of social networks is to keep people in your network updated about what you are doing. So not only your actions but those of your friends that invole you(for ex: you being tagged by someone) will be broadcasted to your entire network. Such things further fuel people’s voyeuristic tendencies. Whose single or whose relationship status just went to “It’s complicated” was never more visible or sought after.

3) Increased Sharing:
We might not realize this but due to easy of sharing and the culture(s) of most social sites, we are¬† increasingly sharing more stuff with people in our online circles. Hyperlinks, songs, videos, pictures,news we now share pretty much everything that we get our hands on and like(dislike too in some cases). “Sharing anchors community”, while most of us don’t realize this consciously, we have a sense that sharing adds value(or gets you attention) and thus you’ll find more people over sharing than under.

4) Increased Transparency:
It is one of the interesting ways in which social software is transforming us. What started of as a small change with people starting to share more about themselves and other people, things they know has gradually raised our expectations to the level that we now demand more and more transparency/openness from our friends and others on the network as if it’s our right to know what they are upto. Not only this we now expect much more transparency from public organizations and governments.

5) Compulsive Broadcasting/Life Streaming: Everyone’s an exhibitionist
If you are active user of facebook, kwippy and twitter like me chances are you too might have those moments when you are out somewhere doing something and you think in terms of what should be a relevant status update for it. For ex: While watching a movie, I tend to think and come up with the most relevant update for this experience, which in a sense distracts me(as I divert my attention from the movie to say updating my Facebook Status that my friends can see) from the experience. That’s not it, this habbit of continously throwing up on the web what ever comes to your mind is a really addictive habit but not without any side effects.

6) More Social:
If man was a social animal before than he’s now become a social beast. There will be very few people who would feel/say that they’ve become less social after using social software because the whole set up is geared to make you socialize. You get social objects which act as ice breakers, you get automated updates on people’s activites and a lot more. It is really difficult for someone to not make new friends or to not get more involved with one’s existing friends.Friends of Friends are now a lot more discoverable and accessible thus adding more links to your network.

7) Bloated Egos:
“Social Media is all about your ego” casually remarks a friend and I won’t say he’s completely wrong. Being in the space for about four years now and you sorta know what works for Social Software and what doesn’t. It’s not just Twitter or Facebook ,every social site that you use or have used has some inbuilt features to let the system massage your ego(think featured users) or let other members of the system massage you(think testimonials by friends). Be it the follower count, number of retweets, number of comments and likes your posted items receive, it’s all a big boost to one’s ego. It’s human, whether you like it or not most people prefer sites/networks/people/lifestlye(online or offline) that massage their egos to those who don’t. I believe if there’s something called a threshold or default level for bloated ego then we’ve left it miles away as a result of excessive usage of social software.

8.) Rise of the Marketers:
You are a marketer deal with it. That’s indeed the case, with the tools we use and how we use them we all are much better positioned to spread the word about ourselves or our products. Though the scale at which we all do things may vary we all atleast are better equipped than what we were before social software.

These are some of the ways  in which social software has changed us. How do you think has social software changed you ?


Marketing Case Study: Tata Nano

Tata Nano

Tata’s Nano is not a car, it’s a PHENOMENON. Tata Nano is undoubtedly being looked upon as the next big(actually small) thing. With a lot at stake on Nano, it’s success is extremely crucial. Let’s delve into what all has been to market(online+offline) the car of the year.

Online Marketing:

1) Website: TataNano.com
A website dedicated to Tata Nano was up and running since January last year. The website saw huge spurts in traffic when it was the website was released and when the car was launched.

Traffic for tatanano.comThe folks at Tata have a done a good job at building a beautiful website which experience wise is also good.

Nano Website
The major sections of the site are
a) Galary (both pictures and videos)
b) Game(rather Link to a nice virtual driving game by Zapak)
c) Community
d) Why Nano?
e) Booking Details

The website is quite informative and easy to navigate while the chat feature is either programmed or buggy. The site also has a forum which is slightly active and has no signs of involvement by officials from Tata.

2) Social Media:
There are definitely some efforts to use social media to market the car. Not sure if there’s an elaborate strategy behind it all but here’s what’s being done.

a) Blog:
nano_blog
Though it’s certainly a step in right direction but clearly it’s a semi baked and half hearted effort with just two posts on the blog(managing 71 and 20 comments respectively) and no official replies to the conversation.

b) Orkut:
Orkut is one of the most popular social networking platforms in India and thus an obvious choice to pitch. There’s a user profile for Nano which has a few pics and videos and has around 350 friends. Also, there’s a group dedicated to the care which has around 11,000 members. The group was started back in May, 08.

c) Facebook:
Facebook is also a top networking site amongst Indians and there are some attempts to market Nano here too. There’s a fan page for the car with about 6000 fans, a few videos and picture albums. Here again the interaction levels from company reps are quite low(if at all).

d) YouTube:
There’s also a YouTube channel for Tata Nano which has some 78 subscribers and has managed to generated more than 10,000 views on videos of the car.

3) Online Booking:
There was also a lot of buzz surrounding online bookings for the car, I am not sure if this idea was implemented on Tata Nano’s site but it did definitely generate a lot of excitement on the web in general.

4) Nano Game:
Tata Nano Game
As mentioned previously, the game by Zapak was a great move to spread word about the car and it seems to have really worked well in doing it’s job. There are a lot of claims that the game has been played millions of times since its launch. It’s a simple and easily accessible game, which anyone with a browser and internet connection can play.

5) Online Advertisements:
nano_ad_iciciThe blogosphere and indian media sites were inundated with ads for Tata Nano. The ads came in all shapes and sizes and were definitely noticed. Though not directly a part of marketing, it’s an important aspect of Nano’s promotional campaign.

Offline Marketing

1) Collaborations:
As a part of their strategy to avoid premium for booking Nano, Tata partnered with a few banks for releasing application forms. Though the reason behind the move was different, it did help a lot in marketing Nano as the banks used their resources to market their collaboration with Tata to attract more and more applicants. ICICI bank for example initiated a whole campaign to get noticed and spread the word. Icicibank.com had a banner ad on their home page for booking Nano, and also ran links inside the site for the same. Not only this, the banks hired extra part time staff to book the Car. Roping banks like ICICI and SBI helped in also offering loans for total payment of car and infact to surprise of sum Tata announced a bank interest on the applications for Nano which will be rejected in lucky draw.

2) Mall Promotions:
As is the case with most automobile companies, Tata too ran a series of promotional activites on Malls to get Nano in front of perspective buyers.

3) Leveraging Existing Infrastructure:
Tata, a giant brand that it is has also leveraged it’s umbrella groups to market Nano. Now you can find Nano <!– /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:””; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:”Times New Roman”; mso-fareast-font-family:”Times New Roman”;} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} –>

merchandise, application forms and demo cars in Tata Indicom,Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form.


4) TV
Though Tata didn’t invest heavily into TV commercials, they did get a few channels to use the word ‚Äėnano‚Äô instead of small wherever possible. For instance, instead of anchors saying ‚Äėwe‚Äôll be back after a short break‚Äô on TV channels, they‚Äôre saying, ‚ÄėWe‚Äôll be back after a nano break.‚Äô

These are some of the marketing campaigns/tactics that I could find about Tata Nano, if you think I’ve missed something, just drop a comment and I’ll update the post.

You can also download this post as a PDF  for future reference, Download