Why I chose Jumbo ?

While i was busy hunting for a print out shop near M G road,I came across Kaati zone, Respecting my love for food, I hopped in. Its a Quick serve restaurant serving rolls in Indian style. The store basically serves Indian snacks with a limited menu. The rolls were the main offering and it had roll priced in three sizes. I wasnt feeling hungry but i landed up eating the jumbo roll ?? how ? check out the prices below

• Mini 45
• Regular 55
• Jumbo 65

The difference between the prices of these three was only Rs 10 and this difference was clearly shown in the menu. It was interesting to see how consumers at the counter upgraded their decision of purchase when they saw the difference in prices and everyone almost upgraded to the next bigger size of the roll as the difference was less and greed for a bigger roll dictated their purchase.

This is a smart tactics employed by Kaati zone to lure customer to upgrade their purchase. In marketing terms its referred as psychological pricing, Means adopted to maintain the price below the absolute threshold level of the consumer. Here the threshold was Rs 10, had the difference in price been above the threshold of the customer ? he wouldn't buy the bigger size as its expensive. Bata has mastered the art of psychological pricing in India with its prices like 549, 689, 999. The reason why this works is due to the way human brain reads numbers. The human mind processes the digits from left to right . so when the customer checks out that the first digit is lower than what the normal or expected price Is. He would psychologically buy in the idea that its cheap.

Review of kaati Zone

The Food Klub guy outside my college makes better rolls than kaati Zone :)

The New Identity of India

Having made one of the biggest software company employing more than 100000 lakh employees or providing new identity to one billion citizens of India...whats the biggest achievement of this man ??? you're guesses are right. Its Nandan Nilekani this corporate honcho leading the Unique identification program, is all set to revolutionize public distribution system with his unique number which he intends to roll out before 2012. This man was specially appointed by the Manmohan government because of his IT background and one of the man behind creating Indias biggest software firm infosys. no one pointed a finger when he was appointed as the chairman of UIDAI as people trusted in his capabilities, Nilekani represents the new India which is Smart and has a unique place for itself.

Had UIDAI been headed by some other politician, no one would have believed in the idea as most of our politicians( people's representatives) are dropouts or have been the head of labour unions not knowing the basics of economy or business. Most of the ministries in india are headed by people who fill in their own pockets rather than taking care of their positions, take for instance A Raja, the telecom minister is still inviting applications for rolling out 3g when countries like japan are celebrating their decennial of launching 3g. Its really impressive the way Mr Nilekani is carrying out the work for this project unlike the way government does for its project. he is doing it in his own style and has made most of the things transparent, all his steps or future strategies for UID are made public. The revenue model, the marketing strategy, the execution everything is planned the way it would have been done in a private sector and there would be a branding campaign soon to explain the benefits of this project. They are finalize on the name for this project, the three name which have been shortlisted are asmita, aadhar and abhigyan and soon media agencies would be rolling out campaign with a brand ambassador.

The UPA government made a smart move by roping in Nandan Nilekani as he is a successful brand who symbolizes trust, innovation, and commitment where all the other politicians score in negative. UIDAI leverages heavily on the brand Nilekani and this man is living upto his promises and soon would be giving us a new identity, i mean a new number

I-PILL Success Story

Not many know what an emergency contraceptive pill is, but ask what an i-pill is ? you'll possibly get a reaction, now thats the kind of brand recognition i-pill has crafted for itself in India ,the brand from cipla which exited from the OTC (over the counter) business to concentrate more on the prescription drugs which is Ciplas main business.I-pill was sold to Piramal health care for a whooping 100 crores, an amount paid for the superior brand image.

Piramal's other brands are lactomine, supractiv Complete, Saridon and polycrol antacid all are otc(over the counter) drugs which are sold mainly through pharmaceutical shops and the latest i-pill would fit well in piramal's stable of brands benefiting from the existing channels as i-pill is an OTC drug and sold through the same channels which piramals products are sold. I-pill was instrumental in creating a new category for the contaceptive market and had campaigns and BTL advertisements to promote the brand and they were quite successful at it. i-pill was able to create a market of 100-150 crores within few years of its launch with an annual growth rate of 250%.

The advertisements were crafted carefully as pregnancy and abortion are sensitive issues in India. The advertisements used fear appeal and mainly targeted the young couples in the age group of 24-35 who feared getting a child and those who fear of unprotected sex. The advertising was done through tv, print and outdoor publicity followed by an interactive website 'ipillcipla.com', to educate consumers about the product. But the company had to fight many allegations as the age group of 18-24 were increasingly taking this pill for other purposes, following this news many trust wanted to ban this drug claiming that it was being misused by many. Brushing aside all these allegation supreme court rejected the petition to ban these drugs.




The success of i pill can be attributed to the advertisements and an integrated marketing campaign with a strong distribution network , they had their STP and consumer insight right which made i-pill a category and a generic name for contraceptive pills in India.