Tag: hd

Sales and marketing

On Saturday evening, I drank a Pepsi.

You might wonder why I’m making such a big deal about it. Because it is a big deal. Because I don’t normally drink pepsi. My preferred choice of cola is Thums Up, and if it’s not available I have a Coke. The only time when I have a pepsi is when both Thums Up and Coke are not available. There are times when I end up at PepsiFoods only stores, and sometimes I even have dew instead of pepsi.

You might think I’m extrapolating based on one data point. But I know more people who swear by thums up. For whom Pepsi is only a third choice cola.

The reason I’m bringing this up now is that Pepsi has spent a bombshell on sponsoring the IPL. Yes, despite being on HD, I managed to see a number of their ads. Pepsi Atom seems cool but they didn’t seem to have had its distribution in place when I wanted to try one. I reverted to my old faithful thums up. Now, I hear news that the India head of Pepsi has been sacked because he was deemed to have over spent on the IPL.

Why someone like Pepsi would spend so much on advertising is beyond me. Yes, they need to be on the top of people’s minds. But considering that everyone they advertise to has tried each of the major colas once, and loyalties to cola brands being rather heavy, I don’t see how they seek to influence sales by advertising. That Shah Rukh Khan drinks pepsi doesn’t alter my opinion one bit – I’m loyal to my thums up. I would think the same to be true to a loyal pepsi fan.

After having said so many times that I’m a loyal Thums Up customer, you might want to know why I drank Pepsi on Saturday. Because that little shop in Malleswaram I went to stocked only pepsi products. And he didn’t have dew. Faced with the choice of Pepsi or Mirinda or 7Up, I opted for the first. It was that exclusive agreement that PepsiCo had with that shopkeeper that made me consume their product.

Pepsi should invest more in this. Give higher margins to retailers who are willing to stock only pepsi products. Cola is something in which people have loyalties, but those loyalties are typically not so strong that the shop tends to lose business if the customer’s favourite brand is not available. Given lack of choice, customers will switch.

But then I guess the problem is that Pepsi is a “marketing-driven” rather than “sales-driven” company (we used to hear a lot about this distinction during recruitment time at business school). And the thing with marketing everywhere is that they are not measured. Like this friend who markets phones once gleefully told me that an advertisement he put out had a million likes on facebook. I asked him how many extra phones his company sold as a function of that ad. He had no answer. Marketing is like that everywhere. It is not judged based on real tangible numbers. And I hear that marketers like to keep it that way!

The last time I was in this guru mode I had commented that Nokia’s strategy of promoting Lumia by the strength of its camera was doomed to fail – for people don’t buy phones because they want a camera. Nokia seems to have learnt. The latest ad for the 520 talks about the apps that are available. This time they seem to have got it right.

 

Big Bash

Half an hour back, I moved from my room/office to the hall to catch what I thought will be five minutes of Big Bash (Australia’s version of the IPL). I ended up staying there for half an hour. I don’t know if the quality of cricket was decidedly superior to that of the IPL, a tournament I hardly watched in its latest edition (I keep forgetting who won, even). It was the quality of broadcast that had me hooked.

I must mention here that I was watching the broadcast on Start Cricket HD, but even the IPL was telecast on SetMax HD this year. And there was simply no comparison in terms of the quality of pictures. I don’t know if it has something to do with the nature of floodlights at the Gabba (maybe it does), but the pictures from the Big Bash were so significantly superior to that of the IPL (tough to explain this objectively, so you should watch and see for yourself). And then there was the commentary. Again, I don’t think any of the famed Channel Nine line-up was involved (the broadcast is by Fox Sports, and I didn’t hear any familiar voices), but the commentary was good while not being too intrusive. Again, there was no idiotic playing up of the sponsors (DLF maximums and the like), and then they had wired up Shane Warne as he thought aloud as he plotted Brendon McCullum’s dismissal.

There is something about the overall sound of the Big Bash telecast that the IPL misses out on. It probably has to do with the way they capture the crowd noise, but it does make one feel like one is in the stadium. Of course, I must mention here that of whatever bits of IPL I watched this year, I watched most of it on mute thanks to the insufferable commentary.

And then the ads. The IPL simply doesn’t seem to have figured out an effective ad model. They stuff the viewer with so many ads that there is little brand recall, and people mostly react to these brands with a sense of irritation. The Big Bash, on the other hand, seems to have figured out the model of fewer and shorter ad breaks, which will still keep people in their seats. I hope they are being compensated for it with higher revenue.

There is a lot that the IPL has to learn from the Big Bash. Hopefully the low TRPs of the last edition will mean that they will be open to innovation and improvement. I surely won’t mind watching the IPL if it is produced with the same quality as the Big Bash. Maybe I’m being too hopeful here..

Mutter Paneer for Breakfast!!

So when our newly-recruited cook told us last week that she knows how to cook North Indian dishes, and when we bought Paneer and Frozen Peas at the supermarket yesterday, I assumed that we’ll be having Mutter Paneer for dinner tonight. The cook comes in around 6am, a little after I leave for the gym, so it’s usually the wife’s responsibility to tell her what to make.

And so I return from the gym and find out to my horror that we’re going to have Mutter Paneer for breakfast instead! I mean, who has mutter paneer for breakfast? Or even, who has chapati for breakfast? Isn’t it a dinner item? Well, that’s been one of the longest standing disputes the wife and I have had ever since we started living together.

She comes from a family of rice-eaters (she’s technically Gult, I’ve told you right?), without anyone in her immediate ancestry suffering from any lifestyle disease (heart/diabetes/cholestrol/etc.). And so, they’ve been used to having rice for meals. Rice for lunch, and rice for dinner. And occasionally chapati for breakfast.

I remember this being the case in my family, too, when I was a small kid, but things changed sometime in the 90s. My parents were both plump by then, and for a variety of other reasons, we switched to having oil-free chapatis (phulkas) for dinner. And now that chapati had become a dinner item, it automatically stopped being a breakfast item, and so for breakfast we restricted ourselves to the “traditional stuff” like dosa, akki rotti, uppit, avalakki, etc. (I hate homemade idlis so that was never a part of the menu). And for dinner, apart from chapati, we also started having ragi mudde (ragi balls, made world famous all over India by former PM HD Deve Gowda).

And so the battle begins. She, who has grown up always eating chapati for breakfast, and never for dinner. And I, having been looking at chapati as solely a dinner item for the last twenty years. Ok, chapati and onion-potato palya for breakfast is acceptable. But Mutter Paneer for breakfast? You gotta be kidding me!

Anyways, the Mutter Paneer was good, and I did need a high-calorie meal after the gym session, so this cribbing here is more for the sake of cribbing rather than a genuine crib. Also, it is possible that it’s healthier to reserve the high-density food for breakfast, and have something light for dinner (I admit mutter paneer for dinner isn’t that good for health). But mutter paneer for breakfast and then rasam rice for dinner?

I’m sorry but I’m not a big fan of rasam. I find it too low-density and not filling enough. And in order to fill myself I need to eat a lot of rice, and eating a lot of rice at night makes me sometimes feel gross as soon as I get up the next morning.

Ok I’ll stop cribbing now. And I guess I’m a CHoM.