Book review | Marketing Columns: A Compendium of Global and Local Marketing Information

Nimish V Dwivedi, currently Business Director of Cards in Vietnam, a product of the Jamnalal Bajaj Institute of Management Studies, is a specialist in consumer marketing and financial services.

By Joseph P Chacko

Keeping track of the consumer’s restless fingers has been one of the most significant marketing challenges of the past decades. The introduction of the TV remote control and subsequently swipe and scroll (and now infinite scroll) on mobile phones changed the good old marketing landscape into a digital one.

The book ‘Marketing Chronicles: A Compendium of Global and Local Marketing Insights From the Pre-Smartphone and Post-Smartphone Eras’ by Nimish V Dwivedi captures the marketing transition from the good old days to the age of smartphones.

The author

Nimish V Dwivedi, currently Business Director of Cards in Vietnam, a product of the Jamnalal Bajaj Institute of Management Studies, is a specialist in consumer marketing and financial services. Prior to Vietnam, Nimish worked in Japan, the United Arab Emirates, Hong Kong, and Singapore. He started his corporate life as an executive intern at Asian Paints, then moved to executive positions at Citibank, Standard Chartered, Paypal, Mashreq and FE Cards.

The book

The long-named book “Marketing Chronicles: A Compendium of Global and Local Marketing Insights From the Pre-Smartphone and Post-Smartphone Eras” has been one of the best-selling books in the Marketing category of Amazon India since its release in 2017. .

Nimish begins with the scenario of 1998, when marketing was relatively easy in terms of media and India was trying to redefine convenience, convenience and affordability. For example, Louis Philippe, Van Heusen, Allen Solly, Peter England changed the way men bought shirts instead of buying a cut piece and throwing it at the neighborhood tailor.

There were opportunities for marketers to associate Wagleji ki Dunia with Bajaj Scooter or Bru Coffee with Malgudi Days or even Surf at Lalitaji to introduce product characterization to counter remote maneuvering fingers.

In subsequent chapters, Nimish discusses the concept of category enablers and makes relaunch work in 2002, marginal marketing in 2004, and 360-degree rotation in 2006.

Nimish then approaches the post-smartphone era from the year 2009. Since 2009, marketing has undergone profound changes. It discusses the growing power of brand buzz, brand chatter, metropolitan metrics (like marketing metrics), packaging as the fifth P of marketing, sports marketing, social media, outdoor media , beyond visual appeal, brand loyalty, nostalgia, etc.


Here are some excerpts from the book with permission from the authors.

On the theme of first impressions and brand loyalty, the author tells an interesting anecdote about the experience of Indian apps in 2016.

“Even though mobile apps are an integral part of our lives, the first impression factor becomes even more important. I recently downloaded the Entertainment Arts FIFA 2015 app and opened it. For the next 10 minutes I got the message – our servers are having heavy traffic, we are working on it. Application removed. The Indian app e-commerce world is full of horror stories of novice user experiences on food delivery and grocery delivery apps. No more promises and no delivery, not just underdelivery. This is a complete contrast to Amazon, where the entire first impression factor for a new Amazon user is aimed at converting that “fair” visitor into a frequent visitor to the site and a loyal buyer. “

Positioning of Indian railways for business class travelers in 1996

“While airline co-branded cards have been a worldwide success, imagine the success that could occur if Indian railways issued a co-branded credit card for business travelers. This credit card could allow instant bookings for specially created business coaches. This cardholder could be offered a choice of meals on board the train, which he could pay with his credit card. They could also make calls and send faxes from the train; all charged to their cards. They could relax in specially designed business waiting rooms if this train is delayed and withdraw money from ATMs located at the station. The card would also benefit from medical assistance at stations and would be accompanied by loss of luggage insurance. The possibilities are limitless. And best of all, these facilities could be provided at a cost that could still be more economical than the price of a plane ticket.

On beyond brands

“The Rover Mini in the UK. By the late 1970s, the model had gone through its lifecycle and was marginalized by more advanced versions of small cars perfected by other manufacturers. And then BMW brought in the Rover brand and relaunched it as the BMW Mini Cooper in 2001. While keeping the same values ​​of the original Mini in terms of looks. BMW has also made fundamental changes that have helped increase the value of the brand. While retaining the concept of space optimization. BMW has opted for a small sporty version. The other major benefit was the BMW brand prefix which signified global automotive engineering and had huge premium appeal. Essentially, BMW created a small car that built on the cult following which the original had created, but infused it with the technical prowess and premium appeal that only BMW as a brand could deliver. And the original Mini has been resurrected, but as a premium car that offers a price range comparable to premium sedans from other manufacturers, with the same goofy look and feel as the BMW d he origin not only resurrected the Mini, but made it thrive, making it one of the best-selling cars in recent times. Volkswagen also achieved similar success with the revived cult car, the Volkswagen Beetle.

The book also dwells on business opportunities in social requirements, such as the creation of a bank for seniors. These banks may focus on home deliveries, special services similar to high net worth people, health care coverage, faster customs clearance, bill and money management, value added services like fitness club memberships, etc.

The 132-page book is easy to read and presents historical marketing perspectives through the tumultuous era of digitalization.

(The Book Reviewer is an editor, columnist and author. He writes on defense and strategic affairs and occasionally on other subjects. The opinions expressed are personal and do not reflect the official position or policy of Financial Express Online. )

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