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
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