GREAT MARKETING TEAMS SELLS EMOTIONS NOT PRODUCTS

• Rolex sells status, not watches.

• Supreme sells scarcity, not clothing

• Harley- Davidson sells a lifestyle, not bikes.

• Apple sells simplicity and style, not electronics.

 HOW COCA- COLA LOST INDIA AND WON BACK!

• Coca- Cola entered the Indian markets right after its Independence in 1947. This was a great opportunity grabbed by Coca-Cola
• At that time, Indian Government was determined to promote home - grown brands as Indian markets were not really prepared to compete in International markets.
• However, Coca-Cola managed to establish in India before the government took any action.
• Coca -Cola's timing was perfect. While India was recovering from the past conflicts, Coca-Cola was busy setting up its distribution network in India.
•  Few years later, Pepsi was denied entry into the Indian markets whereas Coca-Cola had already captured one of the world's biggest markets: India
• Soon, times changed, Indian government was being protective as Coca-Cola became more accessible in India than water.
• Only 10% of Indian villages had safe drinking water. However, 90% had access to Coca-Cola. This was a bad statistics for a protective government.

• In mid 1970's Coca- Cola faced a crisis in the form of a law that did not allow foreign companies to have more than 40% holding of any business in India. This posed a huge threat to Coca- Cola
• Coca-Cola was not ready to give up its ownership. Also, it would mean sharing their secret recipe of the fizzy drink to Indians and producing the drink in India itself. Thus, Coca-Cola ultimately left India in the year 1977, alike many other foreign companies
• This created a pool of opportunities for local businesses that came up substitute soda drinks. The government too stepped into fund these businesses. However, when Indian government took up Liberalization, Coca-Cola made a comeback.

• In 1993, Coca Cola entered India and acquired the top firms of the Industry that had emerged in its absence. With this, Coca-Cola had a 50% market share in its very first days in India in the second innings.
• This is how Coca-Cola managed to overcome the political obstacles wisely. It dominates Indian markets with Pepsi as a strong competitor.
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 From Vegetable Oil to IT giant of India --- WIPRO

• Azim Premji's father had started a vegetable oil company named "Western India Vegetable Products Limited" in 1947. When he died in 1966, Azim Premji took over the business at the young age of 21.
• The company was renamed as "WIPRO". In 1981, WIPRO emerged as a computer seller and rightly took advantage of the market that had been left unserved due to the void that was created when IBM  left India.
• In 1984, WIPRO entered the software market. Its first product included: a spread sheet and word processing package. Over the years, WIPRO kept developing and growing, hence becoming what it is today.
• Present it is working in 100+ countries with market cap over   ₹360000 crore. It is the India's 3rd largest IT company with 200000+ employees.

                                                         Some Crazy Policies by Brands                  

• Amazon pays its employees $ 5000 to quit. As company thinks, "Staying somewhere you don't want to be isn't healthy for employees or for the company."

• Amazon's 2 pizza  team rule - To make meetings more effective, Jeff Bezos came up with a rule in which no meetings should be so large that 2 pizza can't fed the whole group. In other words, he wants only 8-10 people in meeting.

• "No Vacation Policy" of Netflix. Netflix's employees can take unlimited holidays, it doesn't mean they don't have to work at all. Of course, they have to work but with their freedom.  

• Apple sales person is not allowed to correct pronunciation. If customer is mispronouncing names of the company's products, employees are directed not to correct that pronunciation mistake.

• VerveLogic announced "Netflix & Chill Holiday". Jaipur based IT company announced a holiday on the occasion of Money Heist release.

•  YouTube's headquarters slides - At YouTube's headquarters, employees can either take the elevator, stairs or a big slide.    

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 PEPSI Vs COKE

• In 1975, Pepsi came up with a campaign where it asked people to do a blind taste test between Coke & Pepsi and then to choose one with better taste without opening their eyes.
• After that test, they claimed that the majority of consumers prefer Pepsi. Somehow it was true because market share of Pepsi got increased after this move.
• In order to stay in competition, Coca - Cola launched many products but didn't work much. Finally in 1985, Coca - Cola launched "New Coke" with sweeter recipe similar to Pepsi which people preferred in blind test.
• Coca - Cola thought people will like it but it went wrong as people didn't like this change & demanded the return of the original product as they had emotional bonding with that.
• Just after 3 months, Coca - Cola backed its decision, and announced that they are relaunching its original soda "Coca - Cola Classic".
• People all of a sudden wanted to actually taste that old & classic beverage again. As a result, Coca - Cola again became top selling sugar cola. 

 US Olympics   --  Failed McDonald's

• Back in 1984, Olympics were hosted by Los Angeles.

• Right during this time, McDonald's announced its campaign 'When US wins, You Win'.

• McDonald's had planned to be benefit from the Olympics but things didn't go as planned.

• According to the campaign, every visitor at McDonald's was supposed to get a scratch card with every purchase, the scratch card had the name of an Olympic event written.

• Buyers were supposed to get free meals depending upon the win of US in the event mentioned on the scratch card.

                     Gold Medal     =    Big Mac              

                     Silver Medal    =   French Fries       

                     Bronze Medal  =   Soft Drink        

• In 1984, the tally of medals won by the US went up to 174 medals (an increase of 80 medals since 1980 Olympics), out of which 83 were gold.

• This led an increase in demand for Big Macs across the 6000+ outlets of McDonald's in US.

• The 14 countries led by Soviet Union had boycotted the 1984 Olympics. This led the domination   of US in the Olympics.

• Reportedly, McDonald's had suffered losses worth millions of dollars due to 1984 Olympics.

• On the other side, many people had admitted to surviving on Big Macs during this time since poverty was severe during that time.

AMUL -The Taste of India

Main reason behind the lock down success of AMUL 

• A little back story ..... AMUL is a cooperative brand which started in 1946 and is how jointly owned by over 36 lakh milk producers.
• AMUL is the brand which which led India's transformation from being a milk deficit country to the world's largest producer of milk.
• Daily milk procurement of Amul is 24.6 million litres per day.
• Amul has over 250 kinds of ice cream.
• Amul butters dominates the market with a share of over 86%
• Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest exporter of dairy products.
• During the lockdown, people were at home and their consumption of milk and milk products increased.
• Understanding this, Amul increased the supply of their products.
• Also, Amul introduced 30+ new products in 2020.
• Today, Amul's annual turnover is ₹52,000 crore and it is one of the largest dairy companies in the world with an increasing growth rate since 2011.