Idea Generation-B.V.Raghunandan
- 1. Idea Generation and Copycats in Marketing -B.V.Raghunandan,SVS College, Bantwal AIBA- Executive Development Programme-April 12,2005
- 2. Ideas in Marketing A Thought that Reflects in a change in any small or big aspect of a Product or Service No difference between Significant or Insignificant Aspect Kotler’s Opinion: No New Ideas in Marketing
- 3. Idea Generation Sony Walkman Accidental Discovery of a Need Lead to Miniaturising speakers, Ics and Chips Forerunner to Mobile phones, Music Systems, Miniaturized Speakers Gave a Direction to Technology
- 4. IPOD: Logical Extension Need for Apple to Enter Consumer market Increasing Use of Internet to Download Musical Content to CDs and Use of Mobile CD Player Removed the CD player from the middleman's Role Microsoft’s ZUNE is a copycat
- 5. Mobile Phones: Positioning Nokia-Communication Sony Ericson (Walkman brand brought back-Retro marketing)-Music Research In Motion (Blackberry)- a substitute for laptops Motorola (Sleek design and cheap models)
- 6. Preowned Cars Maruti-Udyog Organised Market for Second Hand Cars Tapping Existing Customers for new models Part of Relationship Marketing New Stream of Revenue New Set of Customers (of second hand cars)
- 7. Packaging Ideas Sachets- Idea discovered by Velvette International, but popularised by Cavincare Chic Shampoo Idea borrowed by every FMCG Company Idea suited both the urban and rural customer for affordability and convenience of usage and traveler's convenience
- 8. Packaging Ideas: Tata Tea Polythene Package Suited the Customer’s Mindset Conformed to Emerging Trends of High Quality packaging to preserve the quality of the content
- 9. Tata Tea-Blending Idea Reducing the Cost in case of Agni by blending tea with tapioca-only after obtaining Govt’s Permission Opened Up opportunities for varieties apart from Assam Tea, Garden Fresh Tea Etc Brooke Bond-Nature Care followed the idea
- 10. Café Coffee Day: Ambience Differential Introduced as a machine-made coffee Promoted as a substitute for Softee ice-cream Right Time of Introduction as the youth was shifting from ice-cream and chocolates to to coffee Shifted to Cafeterias on the entry of Barista
- 11. Nestle’s Munch Successor to Kit Kat and also its cannibal Combination of Wafer and Chocolates Reduced Component of Chocolates accepted on Health Ground Copycat Perk (Cadbury) Failed miserably against both Kit Kat and Munch
- 12. Dell Computers Direct Channel Impersonal Service Troubleshooting Instructions Toll Free Telephonic Service Updating
- 13. Google First Search Engine Totally Free Service Aiming For Advertising Revenue Objective is to catch the maximum eye-balls Revolutionary and Bold Business Model Caused the Email to be totally free to create everybody else as Copycats
- 14. Low Cost Model Champions Nirma Washing Powder Ajanta Clocks and Other products with sister brands like Samay, Orpat etc Amul Softee Ice-creams Dolphin Cars Deccan Aviation Moser Baer-Prerecorded VCDs & DVDs Ghadi detergent Anchor Toothpaste Ajanta Toothpaste
- 15. V-Guard Seven Year Guarantee as in Polar Fans Unlike Fans, Voltage Stabilisers need a high intense servicing A risky business model Attractive Shape and Colors Capacity suitable to every electrical appliance
- 16. Electronic Mosquito Destroyer Easeness of Convenience Compatibility with Buyer’s Behaviour of Plug and Forget Vape Industries generated the idea, Pierce Leslie (Banish) popularised it and Transelectra Industries (Good Night) developed the Market Now, Only Copycats remain (Good Night, All-Out and Mortein)
- 17. Air-tel First Mover’s Advantage Political Clout Quick Coverage Strong Partner (Vodaphone) Superior Network Maintenance ( Nokia) Corporate Connections (At Throw- Away Tariffs)
- 18. Aircel Restricted Coverage Realised its inability to be a National Player Converted its Weakness into Strength by grasping the opportunity of Introducing Wimax in Bangalore and Hyderabad (BPO and Software Industry) On getting Clearance, will be a strong Player in VOIP
- 19. THANK YOU