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Sharing to Long-Term Caring

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Six months ago, while traveling alone in the city, what would you have booked go, micro, mini, share, or pool? I can hear the majority of you saying share or pool. Well, till six months back, many companies were looking at the sharing economy as the way forward, making resources available for everyone at a reasonable price. It also created quite an asset-light model for everyone, even for the consumers, as they do not have to buy a car and spend on maintenance when they can travel to their offices at ease without the hefty down payments, subsequent EMIs and maintenance bills. Everyone was very optimistic about the shared economy model; many companies build their businesses around it right from the likes of Airbnb to Bounce (ride-sharing start-up). Everything was going hunky-dory, customers were getting their needs fulfilled, and companies were generating revenue. But suddenly mankind got hit by the worst pandemic of the all-time changing our perception about the shared economy over-...
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Masks Chewed Chewing Gum

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As more and more people switched to online grocery shopping during the lockdown, chewing gum sales took a hit and became an unexpected casualty of the pandemic. Generally, chewing gum’s sales are the result of the impulse buys when shoppers wait in the long checkout lines. Another segment that contributes to the majority of its sales is young smokers, who try to cover their breath after smoke with the mint. Now, most offices are closed, and so do the small nukkad shops, mint sales saw a significant drop. At the surface, it looks like a problem for a definite period, i.e., till the lockdown gets over and we adjust to the new normal. But, there is more to it; minty-fresh breath forms a significant part of the social etiquette. Most of the mint brand’s communication revolves around the fresh breath, teeth whitening, and beautiful, confident smile with a focus not directed towards self but to the others (society). Now, most of the people are working from home, so even if they want con...
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Zomato to Re-focus on Food Delivery

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Zomato is re-evaluating its expansion in the e-grocery delivery segment. Though it started aggressively by initiating its operations across 80 cities and there were rumors about Zomato being in talks to acquire or form a strategic relationship to provide an additional boost to its rapid expansion plan (Delivery War: Catching Fire). Though the e-grocery delivery looks highly synergistic to Zomato’s current business model centered around food delivery. But e-grocery delivery comes with its own added disadvantage like lack of control over inventory and low average order values. According to an article published by the Ken- Though Zomato will continue to operate and provide services for grocery delivery. But as the lockdown will be lifted, the firm will re-focusing its time and resources on its food delivery segment. It’s just not Zomato; many companies like dominoes, no-broker, Meesho, Perpule fall back on grocery delivery to keep up the drying revenue stream. As the lockdown will be li...
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Twitter Got a Date

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Recently, Twitter and NASA had a late-night mushy talk, things which they talked about were third world problems Wi-Fi connection, rocketing, space, and earth. Here’s the screenshot of the conversation. I am sure that you will enjoy reading it. NASA has executed principles of the law of publicity by blending it with perfect digital strategy. In a very subtle manner, it ensured that the launch date of “NASA’s perseverance mars rover” gets registered in the minds of the public, and people will wait for the day to come and glued to their TV, mobile, tablet screens to witness the launch.
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Burger King’s Giant Crown

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Most of the business houses are still contemplating how to reinitiate their operations in the post-COVID era. The question becomes more serious for the hospitality industry as close interaction with the customer is one of the crucial aspects to create an everlasting customer experience. While most of the restaurants and big food chains were brainstorming upon realignment of their operation according to the new (ab)normal. Burger King Germany came up with a brilliant idea to preserve the nostalgia associated with the brand, along with respecting the norms of social distancing. How were they able to achieve the same? Well, by cleverly re-designing the famous burger king crown into a giant crown, which allows the customer to maintain the minimum distance from each other as suggested by the experts while they enjoy their mouth-watering whooper.
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TikTok's Brand Crisis

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TikTok is facing a huge backlash from the netizens leading to dip in its rating from 4.6 to 2 while TikTok Lite’s rating plummeted to 1.1 in less than a week.   Before the crisis, TikTok recorded the best quarter for any app with 315 million downloads across the app store and google play store in Q1 2020, according to Sensor Tower. TikTok’s current state indicates the importance of robust digital asset management to prevent the brand from irreparable damage. Swiftness and sincerity are the key attributes for effective brand crisis management. A well-crafted crisis communication plan can help a firm to act quickly. Thus, reducing the severity of damage to the brand. More than a quarter of crises spread internationally within just one hour. Therefore acting fast, along with a sincere message from the management outlining the firm’s action plan to address the issue, is instrumental. Lastly, the brand should try to distance itself from secondary associations (content...
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Law of The Category Leadership

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Pic Credit: Markus[pexels] We can think of the category leadership law as a subset of the Law of Leadership or the way around it. We all know it is highly impossible to keep up radical innovation at all times; there will be times when a new entrant or the existing player will come up with a new product line. So does it mean that if you cannot be the leader, then you have lost the chance to appropriate value out of the innovation? Well, not necessarily. There are several ways to secure your fortress, and one of the ways is to create a new category. How can you do that? It is always good to learn via example. Recently Marico has narrowed its focus towards the hygiene segment, which is a quite lucrative and relevant segment for any brand at this time. But apart from the supply chain challenges during these times, the biggest challenge for any new entrant is to break through the clutter as the hygiene segment already has a lot of well-established players and new local players. So to...
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