MARKETING WITHOUT ADVERTISING :- MANU KUMAR JAIN

MARKETING WITHOUT ADVERTISING

MANU KUMAR JAIN

Marketing without advertising:-

Manu Kumar Jain

Something which is really fascinating fascinated me in last few years that how can you build a brand without advertising

Historical people thought that marketing is equal to advertising

Most convenient way of building a brand for setting a business is basically launch product who has lot of  traditional ads TV ads

And then assume that people will come and buy but is that the only way to build a brand is what I tried to question today

Let's start from beginning in 80s when I was a kid probably many of you have not even born this was the only way for the audience to consume media this was doordarshan in sometime late eighties and early nineties all of a sudden my word change and I have a choice I have two channels I had DD and I had DD metro so I could switch so that this DD metro coming in lot of new serials are coming in a lot of new brand started showing in ads when I was as watching ads when I was growing up the brands that were introduced to me e by this TV ads

Then I went to it the big revolution for me IIT was new medium called as internet

All of a sudden I could basically Google and I could basically access internet something called as a desktop and I used to go to computer lab and I use Yahoo all of a sudden you type something and results will come it was so fascinating new way of communication tell about 6-7 years back and I thought that that is the only way to access the internet today I am responsible for xiaomi business in India fevicol today we are mobile company but till 2010 can you believe that I didn't know that you can access internet on your mobile phone 2010 my wife gifted this phone which is n72 and that's why I that's where she taught me you can access internet on the smartphone I said wow this is phenomenal who has thought of something like this anyway you are travelling you are no longer hooked onto your laptop you are no longer to hooked on your desktop and your access internet on the mobile

That was the one moment which define my life I thought

That time I was working for McKinsey e and I thought that word changing I have to do much more exciting in my life and that's win we started jabong

Jabong is new way of selling the product meaning of you knows that shoes clothes

Many other fashion products we were basically trying to do redefine the big distribution network we were saying we will sell this product which is available offline and online everybody thought that you feel who will ever come and buy shoes online clothes online but eventually we were wrong lot of people were coming and buying

We were coming with the new wave distribution marketing was still very traditional

Which jabong we started with lot of TV ads print ads and poster ads hoardings ads and we were spending like any other companies. in 90s

I was feeling that we are doing something wrong because when I am comparing my company with the the Google Facebook they were not doing advertisement but they were successful and what we are doing that is wrong

At the time I didn't have answer after sometime I exited jabong I started xiomi  business in India and when we starting xiomis  business in India most of the people said you are going to fail you are going to be a disaster you will die in 3 months the reason why why because we wear selling phone online and only online and we are not doing anything we as

If you are looking all the smartphone  before that they have huge network of the retailer and they I have lot of TV ads aur print ads

people were saying you are not doing this two things so you will definitely die and today a we have become the the number one brand in the online segment and become the number 3 band online plus offline in the urban area and we had the great success our last 2 years lot of people says it will not happen because we are not doing TV ads

but we have build very strong business foundation here and that made me started thinking that what we have done different and can be basically share with others and

 what the similar other companies in the word they have done how they have built the brand without advertising and

 I look at the top 50 smartest companies in the world and this is the the top 50 brands list in the last year we are one of them

A short listed some of these companies beachwear I thought that which are b2c some of the companies which are related to company that we use aur we have heard of companies like Facebook Snapchat huba Google Amazon Tesla motor Alibaba are there really spending money on advertising

Answer was no none of them take the example of Facebook

Facebook has 1.7 billion people coming on the Facebook like one fourth people on the world come and use the Facebook every single month

Has Facebook done ever any kind of TV ads no take another example from east Alibaba which is biggest E-Commerce company in China and biggest eCommerce company in the world they have single single day every 11th November the celebrate single day last single day they made revenue of 10 billion US dollar within 14 hours without any TV ads

What these companies are doing different leaders are great companies that's what I am trying to answer if you are going to ask me

They have fundamentally great product great product if you look at most of their founders there paranoid about one thing which product they are crazy about product

Most of the owner of this companies they were concentrated on the product there kilometre if we divide this companies on two different axis Marketing spend on one end and product innovation on other end

Facebook Google WeChat Tesla they are very much high on innovation spend 0 money on marketing and companies like apple who are great innovator but still spend some money on advertisement

Flipkart Indian company is great innovator but spent lot of money on advertisement 

there are some companies which have spent more on the advertisement

take the example of Facebook Mark Zuckerberg is only involved in the product that's what he does every single day but he has separate person who take care of the company

He is focusing on the product and he has appointed someone else to do other routine operations there is only single thing which is meta which is product

Tesla is launch to redefine the world the way there travelling in the future

they have launched not just electric car but they will launch car with the auto driving capacity which means you have to sit in the car detail the address and it will drive on its own you don't need to Park the car it will go and Park on its own

This is the thought which is only possible in sci fi movies which will happen hundred years on now but it has beginning to happen now

The person who is writing this involved in this daily basis CEO and founder of the company selfie on mask he is just worried about one thing which is product

they said model 3 car of Tesla they will sell from next year and within 10 days they have made billions of dollar sell with no advertisement

Most of the companies are innovator

Take the example of Flipkart they have started in India 

they came with a very innovative product which is cash on delivery

 I will give you the amount of credit to Flipkart 

 starting entire E-Commerce revolution in India

they were not the first E-Commerce company before that there were many E-Commerce companies there was some companies which were existing 5 yrs before the Flipkart

But none of these previous companies were successful and Flipkart started the basically realise that most of the customers in India they do not have credit card for banking facility India is cash economy

Most of the people they do daily business in cash why do force customers to come online and basically shop with credit card net banking when they don't have this facility

Take come up with the facility cash on delivery

Today the two third of The E-Commerce business in India is handled by 1 concept cash on delivery

Enter e-commerce market exploded exponentially when Flipkart come up with the cash on delivery to get Snapchat

Snapchat was not first image sharing platform

now there is a need by the customer that when we share the image that should not be permanently stored on someone else's smartphone for mobile so Snapchat innovated on this problem and come up with solution and now today they have surpassed Twitter and other companies and become very popular company

So basically what I want to say that these companies have come up with the solution which customer wants and they focused on the product and innovation

I don't think 4ps are relevant in the marketing

1p which stands out which is hundred times thousand times more important than other three piece which is product if your product is fundamental great you can live without other three

if your product is not good if you do millions of things with the other three will not succeed

So show product is important what do other things companies do who has become successful brand without advertising

They basically build small group of social influencer opinion builder company will have brand campaign they will have a TV ad they will basically hire brand ambassador shahrukh Khan Salman Khan aur any big star how they will do this TV ad which will reach out to the millions of users

Nowadays companies are focusing on brand influences they will go to then they are genuine uses their learners there adaptors early adaptors and become brand evangelist these are the guys who will go to their social circle friends family members colleagues and we'll talk about this brand

Today most on the time there is a social need when you want to buy mobile you will go to your social network friends relatives family members and ask which mobile phone I should buy my budget is 10000 and I want to buy a car my budget is so and so which car do you suggest I want to buy new car new watch

when brand influencer saying something which is more important than big celebrities saying something

When your social circle is saying that the trust is much more

Advertising does not lead to success

if your product is not good you cannot build brand with lot of advertising

Askmebazaar.com it is not good nothing special about their website nothing special about their price nothing special about their service but they spent hundreds of crores in the TV ads they have biggest brand ambassador kangana ranaut Ranbir Kapoor and for the Pixar every single day they are doing TV ad get this company or shutdown no great product amazing advertising doesn't work

Another example patanjali and versus dabur dabur started hundred fifty years back patanjali started 10 years back

Today both of their revenue similar and dabur spent  25% of their revenue in marketing patanjali also spend little bit

In 10 years patanjali did what did in hundred years which advertising

Traditional form of marketing it has some merits but it is basically marketing lazy way of building brand

smart way of working is basically building great brands great products