Skore : There's Lot To Be Won !
BY- utsav joshi
TUESDAY, FEBRUARY 26, 2013
Skore
is the new brand of condoms from TTK group. The brand which aims to be the
"Stylish" condom in the Indian market is vying for a share in the Rs
600 crore market. The market is
broadly classified into commercial and social segments. Social segment consists
of brands which are subsidized/freely distributed by Government or social
organizations.
The condom market was dominated by the social
segment till 1990. During the early 90's, private players entered the market
and redefined the marketing of this product. condoms were repositioned as
pleasure-enhancers by the marketers. First time a condom brand is aiming to
segment the market in terms of demographics and vocally saying that it is
targeting the youth.
The brand name is derived from the word Score and
here score denotes the number of successes in bed. The packaging is trendy and
the brand has launched around 7 variants. The flavors of Skore include Banana,
Orange, Strawberry, Chocolate, Blue, Shade and Not-Out. The brand's tagline is
"There's lot to be won" and openly admits itself to be naughty and
bad. The brand exhorts the youngsters that its a naughty world and get ready
for that. The brand has gained traction in the distribution with major
retailers stocking it.
Although the brand claims to be different,
there is nothing visibly different about Skore.
Implication: Condom market in India has matured. Companies have adopted
segmentation and positioning strategies to lure customers. It is very difficult
to differentiate a product like condom. Condoms are being positioned as
pleasure enhancers by the marketers.
Samsung vs. Apple: Samsung Is Winning Every Way But One
By- Jacob Joseph
In the smartphone
wars, Samsung tops Apple across nearly every metric, except perhaps the most
important one of all: profits.
2013 could be the
year when Samsung takes that crown as well.
Samsung already has
more revenues and more people - and it spends more on Research &
Development and marketing. Oh and it sells more smartphones than Apple does,
too. Samsung's smartphone sales are
growing faster than Apple's.
Do you have a snow flake mind-set?
By Kaushik Narayan.
Review:- This article
talks about how marketers are developing a snow flake mindset. As every snow
flake is different ideas are also different. We are all unique in our own way.
No two people (or snowflakes!) are alike.
The Snowflake Mindset says that everything is unique and we
should never forget our differences.
The Snowflake Mindset
works to grow people’s confidence and help them be themselves.
Unfortunately, in
business the Snowflake Mindset can deliver exactly the opposite effect. It can
encourage people to dismiss outside opinions and keep their thinking firmly
inside a very little box. It routinely kills innovation, learning and collaboration
– three qualities that most organizations need to encourage (not discourage) if
they are going to survive. And this mindset is almost always described by a
simplistic argument delivered with one of the following three phrases:
1.
“You don’t understand us.”
2.
“We are different.”
3.
“That wouldn’t work for us”
This article also
states that how marketing activity is carried out also the difference of the
top management can sometimes kill some of the best ideas in the world. The article
further states that people should not copy one’s ideas. Because what works for one person may not
work for another person, hence blindly following the success of one person is
not advisable.
It is tempting to want
to treat every example, or talk, or piece of advice as a roadmap. That way, if
the directions don’t seem to fit your situation, it is easy to disagree. But case studies are never roadmaps. They
are only stories of how someone else got from Point A to Point B. They can’t
tell you how to do the same thing, because you are not likely in the exact same
situation.
We all need to treat stories, case studies and even advice as
sources of inspiration — and not roadmaps.
Just because your
audience may not be the same, or your acronym (B2B vs B2C or .GOV vs .ORG vs
.COM) may differ doesn’t mean you don’t have anything to learn from another
experience. Sometimes the best ideas come from outside of the bubble you live
and work within.
The organizations that
find ways to encourage their people to do this will be the ones that innovate faster,
pivot earlier learn more effectively, and ultimately deliver the most value.
Implication:- This article states
that how people are developing a mindset which used for positive purpose may
create some of the best products in the world. If used negatively may kill some
of the best ideas which would have caused a drastic change. This can be again
related to our subject which says that one cannot copy an organizations core
competence. Similarly people should come out with new ideas and should have a snow
flake mindset.
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