The PunchLine Expert

What new can you do in category like the Milk Food Drinks? The major part of the category is focused towards growing kids. This is not an impulse purchase like a snack but usually it is brought by the parent for the child. Further, for most kids a glass of milk is not a thing which they particularly look forward to before the start of every day. So, here is how one could have a pitch for a Milk Based drink: Focus on the ingredients and basis that you make a rational pitch, targeted at the parent. For example, Junior Horlicks talks about some magic formulations called the DHA  (Which as per them is  " clinically proven to aid brain function and development ") The 2nd approach is making it easier for parents to "sell" a glass of milk everyday to their kids by targeting the kids themselves by focusing on the Taste. An example is Maltova, which is the  "Fun Health Drink" Then their would be the Boost approach which focuses on a celebrity endorsem

In the 1 st part of this article, we looked at the meteoric rise of brands such as Xiaomi, OnePlus and a political party, the Aam Aadmi Party.  So, how was the impossible made possible? Was there a method to the madness? Were there any common linkages to their respective strategies? Clear and Distinct Messaging The brand identity which the AAP seeks to project is a party which stands for certain clearly defined values such as Corruption Free India, Transparency and Power to People. Xioami also picks up the Power to the consumer thread by reaching out directly to them through a direct sales model and seeking constant feedback from users to improve their products. Us vs The Enemy The US President, George Bush once said,  "Either you are with us, or you are with the terrorists” . The enemy lines were clearly defined in these cases too and the consumers/voters were asked to take a side. In the case of AAP, the enemy was the big corporate houses and politicians,

Upstarts Xiaomi and OnePlus are shaking up the Smartphone World. Established brands and market leaders like Samsung are losing market share. The God of the present Smartphone world, Apple, is taking notice. Another upstart, the Aam Aadmi Party in Delhi has done something similar. Established parties like the Congress have seen their vote share in Delhi decimated. Since the victory in the general elections, the BJP and the Prime Minister, Narendra Modi could do nothing wrong. Successive victories and huge successes of national schemes were filling up the mass media. But the disruption, that was the AAP, reduced them to less than 5% of the seats in the Delhi assembly. So what is happening here which is defying logic? Let us look up Modi first. The main marketing media which the BJP employed in the general election was Modi and his huge rallies. Those were a revelation then, an articulate, aggressive Modi, compared to the silence of Manmohan Singh, the erstwhile Congress PM. Peo