Coffee or Starbuck mobile!!

Starbuck has truly earned the mobile marketer. Mobile's role in giving legs to social media, print, television, radio, direct mail, catalogs, insert media and the internet is what makes it a standout medium.

Mobile social networking through games(which lets you win real world starbuck reward points), played against friends, in iphone and ipod; SMS dialogue with consumers at MTV movie awards; Happy hour promotion through social media channels has been part of its strategy.

The most important one has been the Starbuck mobile card, which came after a survey from customers who wanted to make things convenient, easy and fast. Card holders could pay the bills without bothering about the queue and transaction time. Such innovative ideas keep the competitors on their toes.

Apart from competitors who strive for better innovation, it keeps customers engaged in new things, it gives brand an edge over others, it opens space for new possibilities, it provides platform for brand to experiment.

Brands need more than just Fans!!

David Parfect: It is crucial for brands to have a valuable proposition for consumers in order to turn friends or fans into brand advocates.

Well said and so true.

Amul('s) Stamina

Amul , a Symbol of quality, a superb business model which started out as a co-operative movement has pushed itself strongly in an Indian economy. Morally empowering the women and farmers to collect milk from their cows and pass it on to them for a price. A very good example of supply chain management is going to relaunch its product Stamina, which was not a success in 2006.

Re-launch, yes you read it right. Stamina, a whey based drink, made from whey protein which is a liquid remain after the milk is curdled and strained. Although the product has stamina increasing properties but Amul needs to spread the word clearly.

Yes it is true, most people when asked about sports drink imagine only Red Bull, Cloud 9, Coke's Burn etc - in short Energy drinks. So Amul has to create first its own audience as it is totally a different segment. Energy drinks have caffeine which can cause dehydration during physical activity. This one has protein which increases the stamina.

Amul has a few obstacles. First is the not successful Stamina 2006. Amul needs to change that impression first. Second comes as competitors, not as the same segment competitors but since it is a sport drink people will compare it with different energy drinks. So it needs to build a different segment and be the best in it. The time taken to build with bring more competitors in the same segment which will be its upcoming third hurdle.

On the better side, Amul has its brand name, the most trusted one. This is the drink which will not be restricted to sport centric segment. It can make easier for mothers, how to give their kids protein rich diet. Health and proteinx freak gym riders will be ready to include it in their diet. Mid -40's, 50's, 60's... and aged are often recommended by doctors for protein in their diet especially when it comes to stamina.

Its not that easy as it looks. Amul will have to play a real guju(cunning) game here. It should really focus on the segmentation of the product and also on how to bring this product as part of a routine diet as this one has the potential. A campaign which can bring in everyones attention and roll the wheels for stamina.

Cadbury's : Glass and a Half Full

Latest campaign launched in UK. Just Wondering how different the approach Cadbury have everywhere. India Cadbury is targeting it as a sweet or desserts, UK Cadbury doesn't have the tiniest sign for the same.

Deals! Deals! Deals! LivingSocial to Groupon

LivingSocial has gone a step ahead in the deals world with its hyper local(penetrating into tier 2 cities with deals) idea. Indeed a good idea. Hope it has done its homework in terms of number of people having access to deals , people giving positive response in having it as part of their spendings, Vendors ready to join hands and most importantly its own ROI.

Why not?? Vendors will get better marketing and ROI, compared to what they get from local advertisement spendings to establish their business. People in Tier 2 or 3 cities are more cost centric and would definitely love it, in fact this will be encouraged more than what it is in tier 1 cities.Only the ROI will be less for livingsocial as compared to Tier 1 cities given the number of vouchers sold are same in the time period. As these cities have less expensive stuff to offer.Only thing that will matter is access to the deals. Given a good access, this thing is going to Rock & Roll.