When the recession has hit the world heinously, marketers have found a way to beat its effect. They have devised ways to capitalize on it.
I am talking about the new Airtel TVCs, featuring R. Madhavan and Vidya Balan. The commercials emphasize on relationships and not money, whether it is recession or not. Click here to see the commercial.
The company has always had a positioning of fostering relations. Even now, the positioning is same as ever, but the theme has been altered and fabricated around recession. Here, company also communicates its lowering of tariffs to sustain the product's value proposition, complementing the brand image.
As such, marketers do find a way to find positives in negatives. The campaign seems to be impressive. Almost all of marketing mix elements have been altered including price, promotion and product (inclusion of M-commerce). Lets see how sales complement this new strategy with modified marketing mix.
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2 comments:
Like those ads.
Completely agree with your views on Airtel's positioning strategy.
Another fascinating thing is the "Zoozoo" campaign of Vodafone. So different, but very successful.
Ya very true.
ZooZoos actually communicate the Value-Added Services (VAS) of Vodafone like beauty tips, chotta credit,etc.
Actually, Vodafone has been trying to sell its VAS for quite a long time but wasn't doing good in this front. ZooZoo campaign is especially created to communicate these VAS, meant majorly for youth, who are indulged completely into IPL.
I think it has been a great strategy of Vodafone to come up with ZooZoos during IPL.
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