The Survivor Brands

The Survivor Brand

Jack Welch of GE had said in his famous book “That if GE cant be No1 or No 2 in the Business Category its Operating in, its not Worth Continuing the Investment in that Category “ Well GE is a Giant Organisation & can afford the Fire Power required to back these claims, But every Organisation cant do that

Every Organisation that enters a Market may not always strive for the No1 – No1 2 spot, Rather they would be content making their place in the Market. The Laggards or existing Players,May still be thinking in terms of growth in Market share & Bottom Line & keep the cash flowing. I am sure not many of us would spare much thought for the strategy that an existing laggards in the Market, or Pra # 6 or # 7 Bran would be thinking, or probably a new entrant

The reasons for remaining in the market despite such stiff competition may be many for the Laggards or New Players –
 The Volume of the market may be too big too ignore
 Growth Potential of the Market may be Impressive
 The Category may seem to be the Sunrise industry for the years to come
 Profitability may be highly exciting

Simply put, The Category seems to Lucrative to Ignore. At the same time, The Entry Barriers to the Market are Huge. Take Example of the Existing Mobile Handset market in India. At Last Count there were more than 250 Brands Registered in India, some operating at the Regional Level, some have gone Pan India, Like Lava, Lemon, Karbonn, Winncom – MicroMax being the harbinger of the evolution in the Mobile Hansdet Market. Fathom this, The Mobile Handste market in India is a whopping 120 Million Units per year, Thats really Huge & am sure any Group of Indigenous entrepreneur hearing that would Like to Jump the bandwagon

The slew of Indian Entrepreneurs setting up Mobile Handset Brands, imported primarily from China, is great example of that....Importing Highly Feature Loaded Handsets, at a very Low price, creating New Customer Segments & we have a revolution at hand.....Qwerty Keypad, which was being positioned by Nokia & RIM as a Premium / Corporate Kind of a Product, for checking e mail, was exploited to the hilt by the Indian Brands, Positioning as a great SMSing feature for the young Teens

Right Now the slew of the Local Brands is riding the bandwagon of Low Cost, Loaded Features (Consumer Benefits, Smart Phones in the range of 3999/ onwards are available in Most Local Brands today) & a Robust Distribution structure....Thanks to the Evolution & Transition of the FMCG Industry leaders to the Lucrative Telecom Sector....Thats a Fact of the Indian Telecom Industry, Most of the leading FMCG Industry stake Holders, have shifted to telecom.. Be it Top Notch Professionals or the Leading Distributors / Stockist of FMCG, all have slowly transitioned / adopted to the Telecom Game

Whilst the distribution reach achieved by Most Local brands in such a short span of time is enviable..While the Credit & Logistics, 2 most vital Parameters of this business, have been mastered by the MNC giants, Nokia & Samsung, with clearly defined Process & Parameters, it is the agility to respond to Market & the Flexibility to adapt, which has helped the Local Brands also gain quick access to the Market. With some of the Promoters of the Regional Brands, being strong & Influential People & using personal persuasion than a documented Organisation Chase

However there are a Few Challenges that might be overlooked & Ignored in this excitement
 Consumer Service standards are still very Low in the Industry – Most Brands are still Operating with the 3rd Part arrangements
 Very Ltd R&D to bring the latest Cutting edge technology to the Consumers
 While the Distribution structure is pretty robust, the Local Brands have huge work to do to create the Retail Infrastructure & the Consumer Experience
 One of the Key reasons for Nokias rise in India was its ability to Offer unmatched Consumer Experience via its Retail Infrastructure – NPDs / Retail Showrooms
 Local Brands need to get out f the Price war sooner or later
o Pick up any Industry in India- The Top 2 brands are always the Highest Priced
o Price war cant be Played for too Long especially against Giants, who can flex every bit of the Financial Muscle when required
o Need To have Clear Positioning for the Brands defined

Apart from MicroMax, None of the Brands are trying to come up with a Clear Positioning statement for the Consumer
Come to think of it, There is a Clear Positioning for most of the leading brands today Blackberry, Apple, Samsung. Even Micromax is trying to create on, But the Other Local brands don’t have any yet...All of them seem to Offer the similar Positioning in the minds of the Consumer – Great Features, High Battery, dual sim, Qwerty & all in the same Price range

There seems to be very Ltd differentiation – The above mentioned are only how one can create the Differentiation – Service reach & quality, Retail & Consumer Experience (The Mobile Handset Industry , now needs to emulate the impeccable FMCG retail Model), R & D, Green Initiatives – Coporate Social Responisbility, Or Massive Brand Awareness –

Brand Awareness - Celeberity Endorsement, come at the next stage, once the Brand has established itself at the Ground Level, with Stakeholders, Consumers.. The Iconic & Legendary, Amitabh Bachchan , is the Brand Ambassador for One of the Brands Called Zen Mobiles ... whats its done for the brand, remains to be seen

Thats a Question the Survivor brands need to ask themselves ?

Moments & Little Pleasures

Coming back from a Nice game of Squash with Younger Bro at One of Our Childhood Favourite Hangouts- NSCI – National Sports Club of India - One cant help but go down the memory lanes.. when as Kids we use to frequent this place a lot with Family, Dad being one of the earlier members fo this Iconic Club..Though none of us in the family had any serious inclination towards sports or any such activity that leaves the body exhausted & depleted, but NSCI was different.... As Kids, what used to attract us were the Huge Open Spaces in the Club..The huge Parking Space, Tennis Court lawns and a Gigantic Family Restaurant room.... The atmosphere at a Club is quite different from that of Hotels or Fine Dining Restaurant. There is some sort of aristocracy associated with the Clubs, thanks to the Popularisation of the Club Culture by the British

The Dining room at the Club would offer an almost picturesque view of the beautiful garden outside, serene &so beautiful..There was a TV section in the Dining Room, which was a small 3 step depression, where massive 15 seater Sofa was placed.... We would run from one end of the Dining Room & in an almost Filmy action sequence , just jump down on the sofa sets ...... and not just once , we would keep doing it 4-5 times, till the time, One of Managers would just smilingly grab us by hand & drop us in the custody of our already harassed parents

Vow... The memories are still fresh of those days... When Life was all about Living in that days, That moment...The only thought occupying the mind was that moment, that day.....how to make the most of it ? How to have maximum fun ? How to enjoy to the hilt ? And not having thoughts of planning for the Future, 3 year plans – Family Plan, 5 year Plan , and that too without any control over the present.....The biggest worries in Life , those days was not being able to complete the Homework, or being sidelined by the group of friends...or being made too much fun of by friends and planning how to handle it .....Too much stress to Handle, Is it ?

If we do a quick rewind in time, & try & find out, there will probably be very few moments in life , which clearly stand out in Memory ---very clearly remembered.....& evoke a feeling of having just happened in your memories.

The day you Scored Highest Marks, The day you topped Your exam. The first day of College, The First Date, the first Kiss, Your First day at Job, Day of Promotion at job, Your marriage, Childs Birth, Childs B’day ....so an & so Forth.......Keep counting, there will be few & far in between ,and you will realise that these small moments take a while in coming – Obviously between your Marriage & first child, there will be a good 2-3 years.....

Instead of waiting, why not create those moments in Life ....... Going for a Long drive just with your Dad and remembering Old times, Fulfilling your Moms Long desire of Singing, Going with your Parents for a small vacation every 8-10 months
These are the Moments, when one recollects, will give far greater happiness & pleasure, than those that just happen in Life .. Because Creation of a Moment is always more momentous than just waiting for the Moment to Happen

So go Out & Create Your own...Happy Living

2 Sides of the same coin

2 Sides of the Same Coin - is a small account of his life by a Security Gurad at a Plush Mall in Delhi - How being in the midst of abundance of wealth & richness, he looks to life with a Positive approach & not perturbed by his own strugle

Hi Friends , My Name is Happy Singh. I really Like my name… I think even Lucky singh would have been good…. I feel I am Happy & Lucky Both & Why Not ? I feel happy to be having this Life, Happy to be alive in this world, Happy to be married to my Beautiful , Kamala……She is Dark, But very beautiful eyes…..I have 1 beautiful Daughter Guddi, who is Like they say “The Apple of My Eyes”…..She is also dark like her mother, but has very sharp features , and she has a very sharp brain as well
Yesterday only she made me memorise some English Verbs & quotations –can now repeat without breaks…& some good words….Like what is your Name ? I am Fine, Sir ….etc….She is very good….Even I am learning many new things form Her……Its good to see that She is taking Interest in the studies, Unlike her father or Uncles. I started working from a very early age, Beginning the struggle & Toil at an early age. My father worked in the Gas Furnace on Outskirts of Delhi, & we resided in one of the Small rooms for the workers of the Plant, I used to do some odd, jobs at the Construction sites as a daily wager, as a Domestic Help later, I have one younger brother, who later stayed with us. My Mother worked as a Domestic Help in some Big Kothi in Delhi , she suffered from bad health….My 2 elder brothers, died in the Mothers womb only…I was told, that they died of some horse carriage / or may be mother went roaming in a carriage, & they died because of so much movement, or miscarriage, I don’t Know…. My Younger Brother, is a very simple guy……He is very quite normally, but gets very angry when people tease him….People used to call him an Idiot….Idiot meaning, that he had no brains…..That he cant understand simple things easily……So they called him an Idiot…..One day, while coming from work, I saw a Cigarette Pack lying on the floor. I picked it up, & saw some Skeleton Sign on that…I asked some Friend, who knew little English, whats written on this…He said, It is Printed, “Smoking is Injurious to health “….That day I realized, that so many of us, Including Me smoke everyday, are such Idiots……when it is written on the Box, that it is harmful to health , still we keep smoking it………Then so many of us are Idiots, if we cant understand this simple thing & still keep doing it…………
After working so many years, as a Labor, at the Gas furnace, my father developed severe respiratory Problems, because of so much exposure to gases & Fumes….He was later made to work in the Time Keeping Dept, keeping in mind his health…He finally died at the age of 54………After his death, the Factory gave me the job of the Time Keeper at the factory, & My Younger brother got a job as a plant runner…My Mother, finally expired after 3 years…She died of Severe TB…That’s when I decided, that If I need to prolong my & my Familys life, I need to Move out of the Factory Job…….The Job was as it is too demanding…..I used to be working mainly on the night Shifts from 10PM to 8 AM…. I would come home, and would somehow find the Home to be relatively chilled, because of the excessive heat waves that I was subjected to Being In & Out of the Plant….The meals at the plant were also very Bad……My health started to deteriorate…..I continued like this for 5 years & then things Changed
Todays Life is so different, Although I may not be earning so much, But I really get to learn & see so much in this Job….I get to see so many rich & Influential People , that it all really adds upto the experience. A Man is Known by the Company He keeps, I read in Guddis Book somewhere.
My Job here is very Interesting, I get to meet so many Different Types of People, & most of them are Consumers / Upward Consumption Cycle of Life. I also get to give all of them, a Half Hug…..My Job Demands that……there is very less time & I have to meet so many of the Customers, so I cant Hug all of them
My Office is located at one of the Prime & Biggest Properties in South of Delhi, The main Place of the Rich People of Delhi. The office is located in the heart of the Commercial Market, Saket. Our Office is Spread over an area of 2 Lac Square Feet, That’s right, 2 Lacs Square feet of Posh Construction, Spread Over 4 Floors…All of which is Centrally Air conditioned. The Best of Flooring & Tiles, The best of Designs, The best of Fittings, Paints , Lighting, a Fantastic experience… I think I have come a Long way from the Dingy Cabin of a Security Officer at a Gas Furnace…..I don’t feel proud,, Because Pride is the beginning of Downfall, But I really feel happy to have come here. Its like to be at the Center of such great activity

“Atithi Devo Bhava” , meaning Guests are Like Gods. This is how we treat Guests in Our Country, With such great honor & Love..and my Job in this context becomes very Important Here…..I am the first Point of Contact for so many people who come to Our Office.. I am Like a Brand amabassador I Feel, We also get a free Company attire…I am the Security In Charge for Passage No2 at Select City walk, Delhis Biggest & Best LifeStyle / Shopping Mall. That’s why I said, I get to give all of them, a Half Hug, to check their Jackets, shirts, Trousers, wallets etc
Mall, First my Friends in the Other Depts in Security used to call it as Maal…I also Used to call it a Maal, Seeing How People come & Spend so much Money , I thought it may be a Maal…But I know it is called a Mall
I get to see so many People, & also Learn a Lot from them. I see so many new models of Laptops, Latest Mobile Phones, Fashions, Clothing, How people spend money , & Also how not to waste money
3 days ago, I saw some School students, Young Girls & Boys, who had come to the mall… They all were from some good school, as they were all talking to each Other in very fast English, They spend close to 6,000Rs in 3 hours…..Almost my 1 months Salary……..But One thing I didn’t Like,,, Their skirts were too short….all above their Knees….I will not send my Guddi, to schools, where girls wear too short skirts…..Also they learn bad things at School…..One girl got a Call from her mother on the latest Cell Phone, and she said , that she is on a Tution… I hope My Guddi, will never lie to us

Last Saturday, I saw One Middle aged woman, walking Hand in Hand, with Her Husband….when suddenly her Cell Phone rang..After finishing the call, she said to the Guy, “My Husband keeps calling me every 10 minutes.. I am fed Up”…..This type of thing also keeps on happening at the mall sometimes…..

I also see a Lot Of Old People coming here to enjoy……Lot of Old Uncles & Aunties, Come dressed Like Boys & Girls…Wearing Young Clothes, Nickers, Shorts, Color T DSHIRTS, Printed Shirts, Sleeveless Kurtas…All clothes of the Young Boys & Girls…some of them Look very bad, while some Look very smart dressed in Young Clothes….
I also learnt something about Foreigners,….People say that Foreigners were very bad People. They ruled us for so many yearm & that they Looted & Killed Indians….Here I see so many of o Foreigners, They are very Nice to us, Infact most of them greet us with a smile….Many a Times on Days of celebration – New Years, Christmas…I have got man Gifts from the foreigner Customers who come to our mall
I have bought Jeans for Guddi……I see so many People in the mall wearing Jeans………Guddi Told me one Phrase form Her Book…..”Great Minds think alike”…All these Educated & Rich People must also be thinking same things, as they are wearing the same jeans in the malls……..May be Once guddi starts wearing Jeans, she will also think Like educated & Modern People

As For Myself, well as I Said, I am Happy & Enjoying myself…Its so nice & Clean here…Fresh & Chilled air of the air Conditioner, Nice, Clean Clothes, Beautiful faces…., wonderful Fragrance of Perfumes, Ice Creams, Food,,,,, I am in the middle Of Richness, Money. I see crores of Rupees being spent on malls every week, I see so much richness, so much money around me ……. But still dealing happily with my own poverty … Wealth & Poverty – Both are 2 sides of the Same Coin - Money