I would like to start an e-commerce portal where I want to sell all stuff including electronic items

Dear VBS,

 

I would like to start an e-commerce portal where I want to sell all stuff including electronic items, game etc. Everyone says e-commerce is the best bet to make money. But, the investment is huge and the time required to build a brand out of this site may be more. Is branding through online ads a sound solution? Please advice.

 

Sir,

It is nice to hear that many people are coming forward to venture into the e-commerce the new incarnation of the dot com world. Many are successful in the form of revenue but they are bleeding miserably. The only thing happens here is investor’s money going into the well infinitely and there is no sign of any profit in the near future.

 

But, you can start an e-commerce showroom if you are producing something to sell. This will give you an added advantage of getting more sales. I won’t advice to venture into the e-commerce at this juncture. Because the major players though selling in billion and revenue increased many fold the loss accumulated accordingly.

 

If any another recession will take place in the next ten years time that will be only because the investment in the e-commerce which doesn’t give any return to the financial institutions those invested in these set up. The business model is poor and returns of the orders, the expenditure to deliver and their supporting service are not encouraging. May be one of the reasons two major players in the Indian market had merged recently. Still they may not be making any profit.

 

So, I would advise you to produce something and launch an e-commerce portal and sell your own product. This will help you to grow. No Brand magician can help you make profit from the e-commerce at this juncture.

 

Regards

V bright Saigal – Brand Doctor & Creative Consultant (PG-Advertising
& PR-IIMC-Delhi)

C&MA – Brand Cliniq

www.cmavoice.webnode.com

 

Bookstore: www.ivtbookstore.blogspot.com

 

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Lullaby - A Collection of Poems &Stories

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I don't have that much money for publicity either but it is my wish to make it as big institution.

Dear VBS,

 

I had started a school a few years ago and at present we have 50 students and we are in a village area. Most of the students are from the working class family. I don’t have that much money for publicity either but it is my wish to make it as big institution. Please advice.

 

 

 

Sir,

 

Your school has been growing and you are competing with big schools and your luck favored you to get 50 students. Since your schools are in the village area of the city and the target groups are working class your publicity should confine to the same locality. From outside and long distance you may not get any students.

 

But, I have some suggestions.

 

1.      Open new franchises in the different village areas and take single room area for the school- then place a Board of your school in front of it and finally appoint a teacher. To start with choose five localities where you feel your target group of parents will be residing.

2.      Print pamphlets and distribute in the news paper. Offer them early birds freebies.

3.      Auto Ads will be cost effective for you. Take 50 autos in each region where your school’s branches are located. Then advertise for period of 6 moths.

 

Make sure that you are giving the students good teachers. The word of mouth publicity in the neighborhood will give you a lot of publicity as well.

 

Make sure the class is running in a professional manner. Examinations and teaching faculties and minimum infrastructure should be guaranteed.

 

 

Regards,

 

V Bright Saigal – Brand Doctor  & Creative consultant – (PG- Advertising &PR- IIMC – Delhi)

C&MA Brand Clinic

www.cmavoice.webnode.com

 

Bookstore:  www.ivtbookstore.blogspot.com

 

Call: 91-9313004647

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C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

I found it difficult to expand my business to a new horizon to make it bigger than it is today.

Dear VBS,

 

I am running a BTL agency for the last ten years and I am happy with my business. Most of my Business coming from my friendship circle and I found it difficult to expand my business to a new horizon to make it bigger than it is today. What should I do? Please advice.

 

 

Sir,                   

 

 You have been in the market for ten years and getting regular business from your regulars who are your cohorts. Networking is your strength. However, when I had visited your office I noticed many things.

 

To start with I would like to rate the office.

 You have to invest in interiors because media business demands a lot of show. What you see is what you are in the beginning to get some new clients.

 

Secondly you said you are a BTL agency. I would disagree with you, pardon me for this. Actually, you are an Automobile showroom fabrication company. But, I noticed that many show room designs you have done were copied from man books. This is not your job instead you should have created your own designs which are outstanding. People will ask who has designed it and that is enough for your PR.

 

The next is your staff. Most of them have just one to two years experience. None will give you any critical task that fetch you money unless you have experienced people. Media is again critical business where a lot of money is invested and a lot of risk is taken. Any failure can be fatal for the clients. There is no room for excuses. This problem I have noticed in a marketing agency I had visited in Delhi. Mostly they hire 1-2 years experienced people to save salary budget - that is detrimental for the company. Such staff has to work under experienced people to get experience and guidance to give maximum output. This would definitely help the agency grow.

 

I would suggest you to hire interns from the School of Architect and Planning and give them your office interiors and renovation project. They will adore it and when the work is finished you give them some stipend to encourage them and give a letter of recommendation too.

 

For the staff every junior should work under some experienced-this should be your principle. This will help you attract more clients. Give a descend wage to your employees. Let them feel motivated to come to your office and work. Let the atmosphere be friendly than dictating.

 

 

Give better service that would solve the client’s problems before expecting them to pay you. Let the payment be a pleasure not a burden. They will talk about your service to others .Word of mouth publicity is the most effective Business campaign in the   world till date.

 

 

Regards

V bright Saigal-Brand Doctor ( PG-Advertising7PR-IIMC-Delhi)

C&MA Brand Cliniq

www.cmavoice.webnode.com

Bookstore: www.ivtbookstore.blogspot.com

Call: 91-9313004647 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

We have to launch a Whisky Brand in the Market.

Dear VBS,

We have to launch a Whisky Brand in the Market. Though we are promoting it through the outlets we believe it can take better market share if promoted properly. How can we go for it? Please advice.

 

Sir,

Your Product has got at least three established competitors including 8-PM and they are favorites of many regular customers. However, I wanted to find out something unique in your product to get grip in the market- so that I could position your Brand and run communication campaign within the permitted media. So, I had taken a Bottle of Whisky from you and decided to test its product features - something hidden and differentiate your product from that of the competitors.

 

Last week, I called up one of my friends who is a regular drinker and offered him a small party I told him it was because I had got a girl friend and I wanted to celebrate. The innocent human being had turned up as per his promise and I served him alcohol and for your surprise he had taken around tri-quarter of the whole bottle whisky himself and after that he took a little in a small bottle for a post dinner sip.  We had talked many things but I did not reveal anything about my product test to him because I wanted to keep the approach a secret and get genuine opinion about your product.

 

We finished around ten at night and he left for home.

 

In the next morning around ten I called him up and asked him “are you in the office or at home?” He said he was in the office and again asked him that - how was the hangover, because he had consumed around 600 Ml of whisky in one sitting.

His answer surprised me.

He said – “there is no hang over at all”. My curiosity increased and I asked him how the drink was hard or smooth?

He said it was very smooth Whisky.

 

Now, I got into action.

 

I would confess one thing that - First of all I had limitation of having just one bottle to test a product something insufficient.

 

Yet, I decided to position your product

AS-

 “Smooth whisky”  

Later on I decided to change into:

 “No Hangover whisky”

 

What about your weekday’s whisky party? 

Short message on every communication we send across the market to be added.

 

In the communication I decided to add Your Whisky as a week days drink than a week end drink because it has less hangover (Your product only).

 

Though every customer liked Whisky its hangover have driven them away from the whisky segment - on week days they have to work.

Now, the advantage is that, you can have a whisky party even in the week days, without having hangover. Something the customers want to hear and graduate to whisky both in the week end parties and week days as well.

 

Regards

 

V Bright Saigal – Brand Doctor & Creative Consultant PG- Advertising &PR- IIMC-Delhi)

C&MA Brand Cliniq

www.cmavoice.webnode.com

 

Bookstore: www.ivtbookstore.blogspot.com

 

 

 

 

 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

We want to create a campaign. In this cluttered market we want to stand out.

Dear V B S,

 

Our Management Institute is a new comer in the industry and our target groups are the students who failed to get admission in top management institutes . We want to create a campaign. In this cluttered market we want to stand out. Can you suggest a way out?

 

Sir,

 

I have read your brief and gone through your material and other collaterals. I also have seen your previous ads done by one of the major ad-agencies. The ad looked like a sale ad than an attempt to create a Brand for you to standout. Name of  the ad –agency is good but, when it comes to action plan for a small institution like yours big ad agencies are a professional liability for you- if I look into the financial burden they cause you and the result they give in return.

 

Research:

 

 I have conducted some interviews with many passed outs from different Management schools those aggressively advertising to get the crowd.

But, the students were not very happy. These institutions had offered them guaranteed placements too. But, when it came to action most of the guys ended up in Credit card sales job and girls got time share and Hotel room booking jobs something the reputed Institute’s students refused to bite.

The Institutes management justified their action saying that, they had promised campus placement and they kept their promise. The students who had lost around 18 lac rupees ended up in crisis both financially and career wise.

 

Now, I would like to plan your ad- campaign.

 

What is in the mind of a potential candidate who applies for admission in a management Institute?

 

A good placement in a reputed Corporate or an MNC with good salary and career prospective.

 

What does the Management Institutes give?

 

Hope and false promises those they can’t fulfill.

 

The negative news is the news of the day while positives news has to struggle to get attention.

 

I would like to focus on the comunication is the true placement in a reputed Corporate with career prospective. Or independent business set up to thrive.

 

Then I want to ask you to make sure that your placement department does proper home work before looking for potential corporate houses to place your students.

 

The job (they)- the students- are looking for demands a lot of skill level . So, make sure that your academic curriculum is designed accordingly.

Faculties should be qualitative and external faculties form the industry should be given proper weightage.

Make sure your students speak English well and they are fluent in presenting facts to the point, clear and precise.

 

Next is the Campaign.

 

Highlight what you promise.

 

You promise a good placement that suits their imagination and talent and expectation for career prospects with a good salary.

 

This is your USP.

 

In the communication I want to ask them what you want to be?

 

1.      An ordinary Fashion Designer works in an export House or a Designer who Exhibits his /her deings in Paris and Milan!

2.      A Management Graduate works in a Bank selling Credit Card or Management trainees in an Investment Bank!

 

Now we have clearly given them what we offer is - A good career opportunity with a reputed platform where they can grow or ability to run their own ventures. This is just a direction towards their dream. Rest of them they will explore and find their own way to establish themselves...

 

 

Regards

 

V Bright Saigal- Brand Doctor &Creative Consultant – (PG- Advertising &PR- from IIMC-Delhi)

C&MA Brand Cliniq

www.cmavoice.webnode.com

 

Bookstore:

www.ivtbookstore.blogspot.com

‘ 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

Traditional ads we carry every year but not getting enough students.

Dear VBS,

 

Our Management Institute wants to create an Ad campaign. Traditional ads we carry every year but not getting enough students. We are an animation institute. Our Competitors have enough students to sustain. What to do?

 

Sir,

Animation is one of the fields which students can rely on these days because of its job and career prospective are good.

The basic problem is to communicate them in such a way that they will be convinced to choose a career in this field. Moreover Animation is a field one should be very creative and it demands aesthetic sense. It is not everyone’s cup of tea. Having a graduation certificate is not enough to survive in this field and get established.

 

Let us take the communication part.

 

I would like to divide your campaign into two parts.

1.      Targeting the students who are artistic and creative.

2.      Convince them / communicate to them highlighting the career prospective in this field.

3.      Tell them your institute is Pioneer in this field-

 

Arrange free workshops for the school students and run art competitions every year. Give out materials and ask them to come with some Creative they want to express on a given theme.

 

Now, you have related or linked with them. Do it for different schools throughout the year until you have collected enough data.

 

Now, once the examination over send them messages about the career prospective in Animation field and offer them some discounts and counseling in case they have participated in your programs earlier- in any competition or in any workshops.

 

E-mail them more details and run pre-admission session.

 

Branding:

 

Ads –especially prints and Radio - on FM- to be created once the Board exams finished. Give the ads wherever students are available. Geographic boundary doesn’t matter.

 

You can also offer week end courses for the schools at an affordable rate: this will help you connect with them at an early age and once they complete the Board exam, in case they choose Animation as a career they will come to your institute.

  

Regular update on faceook and competition will do wonder. Your job is to help the students by doing this to create them as your future prospect.

 

SMS – them; in case you run a workshop for the students in your institute…charge a small/nominal fee. Actually these workshops are marketing tools.

 

Regularly MMS them the best Animation film or projects done by your students and also post them on YouTube and your fan pages.

Creating a base is a tedious job as your course is not for everyone. Some pre-qualification like

Talent and artistic sense are mandatory.

 

 

Do it though out the year.

 

Regards

V Bright Saigal – Brand Doctor and Creative Consultant (PG-Advertising &PR)

 

C&MA Brand Cliniq

www.cmavoice.webnode.com

91-9313004647

Bookstore: www.ivtbooks.blogspot.com

 

 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

When the campus interview takes place many of them are getting rejected

Dear VBS, confidence.

 

 

We are a Management Institute having many students who are studious and highly ambitious. However, when the campus interview takes place many of them are getting rejected. When we had interacted with the recruiters we were informed that they are poor in communication. The image of the institute is tarnished both in front of the students and the potential students and in front of the recruiters. How can we solve this problem? Please advice.

 

 

Sir,

 You must have a good curricula and reputed teachers to impart knowledge, but, when I had visited your institute I found that the students were /are poor in English Communication something detrimental for their carrier. In a management institute the students are expected a better standard of communication skill always. Unfortunately your students are not educated in high profile English medium schools nor do they have any exposure to the management profession’s requirements of the day.

 

Now, we have to go for a Re-Branding task.

 

1.      First of all introduce English course for the students. You may find it difficult/absurd but a necessity today to re-Brand. The attributes which are missing to be replaced.

2.      Classes – 1-3 months Basic English

3.      Classes – 3 -6 months writing

4.      6-9 months- speaking

5.      Te last 3 months – Business and Management vocabulary.

Make sure the classes are conducted at least 2 days in a week for 75 minutes. The methodology suggested is Presentation model…vocabulary, grammar and communication. Make them speak in the class.

 

Last one month you should introduce Business English Communication to boost their fluency and confidence level. Conduct Mock interview sessions and GDs.

 

Once they are trough, you can invite the recruiters to the campus for interview. They will perform.

The image of the Institute will improve and the students will get better placements as well. Please remember, management is an elite profession and the students and the teachers should meet the expectation of the market, something they are failed to do till date.

When you do it and make it work for one time the Re-Branding of the institute is done and good companies will show up.

 

Regards

V Bright Saigal- brand Doctor and Creative Consultant9 PG- Advertising& PR- IIMC -Delhi)

C7Ma – Brand Cliniq

www.cmavoice.webnode.com

Bookstore: www.ivtbooksotre.blogspot.com   E-mail your questions: vbrightsaigal@gmail.com

 

 

 

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C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER