BULLSHIT CAN ALSO TAKE YOU TO THE TOP BUT CAN’T GUARANTEE YOU THAT SPOT
Motive of writing this article is to derive the activities used by different sales people for their regular business and helps you to understand the best practice for better results.
Observing different sales people from various sectors I found out 2 types of sales people- First one is planned and second one is unplanned. Both having the same number of hours and almost the same urge for business but entirely different mindset in targeting their market.
First I would like to discuss how an unplanned mind set approaches towards the market for business. Sam and Kevin joined the organization together as Sales Executives in a trading company doing B2B sales. Due to target pressure Sam became very desperate for business. Even though Sam was not havingproper knowledge of what he was selling nor proper idea of the product nor had the intent to know about the same.
Everyday Sam used to go office on time but used to start prospecting and start calling people for business and because of not having the sufficient and complete product knowledge he just used to provide incomplete information about the products and company.
Initially he generated many leads and in thefirst few months he got many leads and even some of them got converted into business . For the very first month he was very much recognized by the company. But from the3rd month onwardsmost of the leads which he was getting didn’t got converted into business during the mid of the sales cycle because the customer found the information provided initially was not the same which he communicated about the product and some of them which got converted in the initial months into business didn’t came back for repeat order even though they had a regular requirement.
So what happened exactly?????
Below is his daily approach for the business in sequence:
SUSPECTING (Poor product & process knowledge, insufficient Segmentation, Targeting, Position)
PROSPECTING (Making random unplanned calls)
QUALIFYING LEADS (Without proper knowledge whether the leads are really qualified or not, no concept of prioritization)
CLOSING BY CHANCE (Dependent upon luck)
NO CONCEPT OF RELATIONSHIP WITH CLIENT OR DESPERATE FOR THE NEXT SALES.
On the other hand there was Kevin was also working with him. Initially he started focusing on learning and researching and identifying what is the expected target market and what are the product details, supply chain and which process is suited for the maximum penetration.
After getting all these information and understanding he started the prospecting process. Even though gathering these information took time and even though he was also having the same target pressure and was also initially criticized by his peers for being slow in starting customer acquisition process. Everyday Kevin used to go office on time like Sam but used to research and read about the product and also about the competition and their offerings.
Above that he also tried to identify target market where his product has the maximum usability. After gathering all these information about the target market which segment the product belongs to and how and where he can position his product in front of his prospects. He provided complete information about the products as well as the company. As a result the conversion ratio was much higher than Sam and on the top of that he was getting repeat orders and enjoyed a better repo and relationship with his clients.
So what happened exactly?????
Below is his daily approach for the business in sequence:
This ad starts with soldier wanted. It
features various men and women who belong to different professions. This ad is
shot in black and white with message written in bright yellow colors which
reads: “Soldiers wanted. Not to guard the borders. Not to go to war. But to
support the most important battle of the nation. To stand up for women. Because
when you respect women… You respect your nation. Support the movement. Gillette
salutes the soldier in you”. And ad ends with #SoldierForWomen.
At last it shows men standing up with a woman.
Segmentation
Demographic segmentation
·Age- 15+
·Gender- Male.
·Income- From middle to high income group.
Psychographic segmentation
Market segmentation based on Value,
Attitude and Lifestyle. In this ad
Gillette hits psychology of a man who respects and values women as a inevitable
part of the society and also ignites a man feelings to be the same.
Targeting
This campaigns overall intention is to
get youth attention which is evident by its vast social media presence but this
ad specifically focuses on Men of all age group because anybody can be a
soldier.
Positioning
Gillette’s
tagline is “The best a man can get”. Whenever we hear of the word soldier the
first few words that pop up into our mind are- protection, strength, confidence and a well groomed man. Gillette has
positioned itself as a brand that provides safe, flexible & close shaving
experience. Through this campaign Gillette is conveying the message “The best a
man can be” seeing the present situation of the society in which women are
unsafe and need to be safeguarded.
Consumer behavior
Attitude
·The ad reflects explicit
attitude as Soldier are considered real men whose duty is to protect nation
similarly every man has a duty towards women to protect them and respect them.
·According to
Daniel Katz classification of attitudes this ad shows knowledge & value
expressive element of attitude as defending and respecting women is embedded
into our culture and we believe that a civilization can’t prosper if they don’t
respect women.
Attitude Change:
·Target Characteristics: This message is directed towards all men
independent of their age who respect women and stand up for them.
·Source characteristics: The major source characteristics of this
advertisement are Interpersonal attraction. The credibility of a perceived message
has been found to be a key variable here; when one imagines soldier, few things
which comes to his mind is protecting nation, well groomed, strength.
Similarly this message inspires men to be a soldier for the nation by standing
up for women.
Message
Characteristics:This ad has a very persuasive message that is safe guarding
females. As in the present scenario women safety has become a issue as
frequency of rape in India has drastically increased. Every now and then we
hear news about rapes happening in India with females irrespective of their
age. The message conveyed by this ad to its audiences is that being a man one
has responsibility towards women to protect them and women are not an object of
carnal pleasure but they are indispensable part of the society.
In comparison to most of the ads this ad has
black and white background and background music with increasing tempo. The
music playing in the background heightens emotions. When we see the ad the
texts appears in bright yellow colors against the black and white background
which helps us focus on the message which this ad wants to convey.
Emotions
Whenever
we see such crime happening in society we feel bad, this emotion lasts for a short
period of time, a few days, few weeks or may be a few months than we resume our
normal lives and we forget everything. This ad ignites people anger and makes
us realize that we are the people who represent our society and are responsible
for the same. So we are the one who should be standing up as soldiers, we are
the one who should be cleaning the mess. This ad basically wants to leave a
permanent impression on people. With
this message the brand is trying to emotionally connect with its audience.
Perception
This
ad is trying to create a perception of men as soldiers. Irrespective of what we
are, from whatever background we are or of whatever age we are we have a social
and moral responsibility towards women. People perceive Gillette as the best
men’s grooming brand.
Social
media connect:
Gillette
promoted this campaign through Social media portals like Facebook, Youtube, Twitter,
etc.
Twitter- According to a source , Within approx. a
month the hash tag had reached to 12,837 twitter accounts 13,340
impressions. . And analysis of this tweets show that people are really
appreciating Gillette’s step of bringing attention to women’s issues in India.
Youtube- On youtube this ad campaign has more than
30,00,000 views.
Facebook-
With
more than 20,00,000 members, facebook provides a great opportunity for brands
for marketing activities. Gillette introduced My soldier parade.com which people could login
through facebook or twitter and can add their friends images as soldier. It was
kind of game platform. More than 400,000
people participated in 3 weeks.
Viral
marketing
Gillette
intended to spread this “soldier for women”
campaign virally. For this Gillette tied up with NGO’s and promoted its
campaign through social media marketing. According to a source, urging others
to imbibe and exhibit the qualities of soldier, Gillette tied up with NGOs – Plan India and Akshara, to conduct
workshops at grass root levels and spread awareness about the campaign.
Causal marketing vs. CSR
Business dictionary defines CSR as
"A company’s sense of responsibility towards the community and environment
(both ecological and social) in which it operates. Cause-related marketing goes beyond simply
donating a percentage of a company's profit to a charity. It positions a social
agenda as a platform for a marketing campaign, which has a positive domino
effect.
Corporate social responsibility, which
is based on the belief that a company should give selflessly without financial
benefit to itself, differs vastly from cause marketing.
This
Gillette campaign is an example of Cause related marketing as although Gillette
had nearly doubled its market share over the past three years, the brand had
mostly appealed to a younger, more urbane, image-driven male but, had failed to
engage with a larger group of men, to whom stubble was an expression of their
manliness. As a result, they were beginning to see Gillette as superficial
& shallow. This campaign is an attempt to gain attention of larger
group of men to make them buy their product using emotional connect.
Credits.
Client:
Gillette India Country marketing manager: Sharat Verma Assistant brand manager: Karthik Srivatsan, Pratik Mukherjee Agency: BBDO India Creative: Josy Paul, Rajdeepak Das, Sandeep Sawant Account management: Keegan D'Mello, Sidheshwar Sharma In-house agency editor : Rajeev Mohite Production house: Old School Films Director: Piyush Raghani Producers: Surashmi Basu, Annie Sukheswala Director of photography: Deepti Gupta Editor: Sancharii Das Mollick Music: Amartya Rahut Sound design: Darshan Nair Media agency: Mediacom
Reviewed
By-
Anshuman Tewari & Kumar
Gaurav
Friday, 19 September 2014
AMUL MOOCH- “Pride or nothing”
Summary
This ad features variety of people sitting in barber shop
getting mustaches trimmed and shaped in different styles. Suddenly a person
walks in with his kid. After getting his mustache trimmed he feels very
confident. In simple words it showcases the confidence and an attitude a person
gets in having a mustache. Now, that little girl drinks from the Amul milk
bottle and gets milk mustache and suddenly the girl’s milk mustache becomes
synonymous to the manly mustache’s attitude and confidence.
Purpose of this Ad
This
ad is trying to connect with the youth with health first proposition.
Ad analysis
ØSTP-
1.“Why it’s different from other milk ads ?”
This advertisement is unique in its
approach and makes it stand out from other mik ads clutter as it touches the
human quotient of youth of feeling like an adult.
2.Segmentation-
This ad focuses on the youth
segment girl and boy child.
3.Targeting-
Even though milk is a generic
product meant for all age groups independent of their age, gender,
socioeconomic status, etc but this ad especially targets the youth b/w the age
group of 5-15 years.
4.Positioning-
Through this ad Amul positions milk
as a product that ads to your strength and confidence. It touches the pride
that is associated with the mustache.
ØCONSUMER
BEHAVIOUR-
1.Attitude-
There are various classifications of attitude as given by
different researchers.
üAttitude as an explicit component-
This ad supports this explicit component of attitude as milk
being good for health.
üAccording to Daniel Kartz classification this
advertisement also supports Knowledge & Value expressive component as milk
is believed to be good for health especially for the growing kids.
Attitude change:
·Target Characteristics- This ad tries to alter
the attitude of those who doesn't prefer milk because of its bad taste or bad odour
and some people who think that milk fat is bad for health.
·Source Characteristics- In India there is a
general belief which is associated with a person mustache. Mustache is
synonymous to pride.
·Message Characteristics- The use of milk mustache is nothing new. This has been used by various companies to boost milk
consumption earlier. What’s new in this particular campaign is that they have
not used any celebrity, model, actors, etc they have conveyed the message using
kids as a model. As we know kids our future and if kids are healthy and strong
then an entire country will be healthier and stronger.
2.Emotion:
Emotion is basically a positive
or negative experience that is associated with a particular pattern of
psychological activity. This particular ad has struck the awe component of the emotional
cycle as mentioned in the above diagram. All people in the barber shop in one
of the Amul mooch ad look amazed by the milk mooch.
3.Motivation:
There are lots of theories about motivation and its type but
in order to make things simple let us classify motivation as Extrinsic and
Intrinsic types. Extrinsic motivation refers to the performance of the activity
in order to attain certain outcome. Intrinsic motivation is driven by an
interest or enjoyment and exists within the individual.
After carefully observing this ad we realize that people
keep mustaches as they want to portray a bold image of themselves as mustaches plays a sense of pride. Similarly milk mustache so represents
a sense of pride. The fact that milk mustaches even better than superficial
mustaches is because milk consumption makes you stronger from inside which is
a source of intrinsic motivation.
Overall this ad is a good example of social influence on
consumer behavior.
4.Perception:
Milk is perceived by some as having bad taste and by others
believe that milk fat is not healthy. This ad makes people aware that milk
makes you and your child stronger and milk can be consumed as lassi or any
other product which helps in altering consumer perception