Idea Generation and Copycats in Marketing

-B.V.Raghunandan,SVS College, Bantwal

PIM, February 23, 2007

Ideas in Marketing

A Thought that Reflects in a change in any small or big aspect of a Product or Service

No difference between Significant or Insignificant Aspect

Kotler’s Opinion: No New Ideas in Marketing

Idea Generation

Sony Walkman Accidental Discovery of a Need Lead to Miniaturising Ics and Chips Forerunner to Mobile phones, Music

Systems, Miniaturized Speakers Gave a Direction to Technology

IPOD: Logical Extension

Need for Apple to Enter Consumer market Increasing Use of Internet to Download Musical

Content to CDs and Use of Mobile CD Player Removed the CD player from the middleman's

Role Microsoft’s ZUNE is a copycat Sony-Erickson's Musical Phones provided a

substitute

Packaging Ideas

Sachets- Idea discovered by Velvette International, but popularised by Cavincare Chic Shampoo

Idea borrowed by every FMCG Company

Idea suited both the urban and rural customer for affordability and convenience of usage and traveler's convenience

Packaging Ideas: Tata Tea

Polythene Package Suited the Customer’s Mindset Conformed to Emerging Trends of High

Quality packaging to preserve the quality of the content

Café Coffee Day: Ambience Differential

Introduced as a machine-made coffee Promoted as a substitute for softee ice-

cream Right Time of Introduction as the youth

was shifting from ice-cream and chocolates to to coffee

Shifted to Cafeterias on the entry of Barista

Nestle’s Munch

Successor to Kit Kat and also its cannibal

Combination of Wafer and Chocolates Reduced Component of Chocolates

accepted on Health Ground Copycat Perk (Cadbury) Failed

miserably against both Kitkat and Munch

Dell Computers

Direct Channel Impersonal Service Troubleshooting Instructions Toll Free Telephonic Service Updating

Google

First Search Engine Totally Free Service Aiming For Advertising Revenue Objective is to catch the maximum eye-

balls Revolutionary and Bold Business Model Caused the Email to be totally free to

create everybody else as Copycats

Low Cost Model Champions

Nirma Washing Powder

Ajanta Clocks and Other products with sister brands like Samay, Orpat etc

Amul Softee Ice-creams Dolphin Cars

Deccan Aviation Moser Baer-

Prerecorded VCDs & DVDs

V-Guard

Seven Year Guarantee as in Polar Fans Unlike Fans, Voltage Stabilisers need a

high intense servicing A risky business model Attractive Shape and Colors Capacity suitable to every electrical

appliance

Electronic Mosquito Destroyer

Easeness of Convenience Compatibility with Buyer’s Behaviour of

Plug and Forget Vape Industries generated the idea,

Pierce Leslie (Banish) popularised it and Transelectra Industries (Good Night) developed the Market

Now, Only Copycats remain (Good Night, All-Out and Mortein)

Air-tel

First Mover’s Advantage Political Clout Quick Coverage Strong Partner (Vodaphone) Superior Network Maintenance ( Nokia) Corporate Connections (At Through

Away Tariffs)

Aircel

Restricted Coverage Realised its inability to be a National

Player Converted its Weakness into Strength by

grasping the opportunity of Intrducing Wimax in Bangalore and Hyderabad (BPO and Software Industry)

On getting Clearance, will be a strong Player in VOIP

THANK YOU