Showing posts with label media. Show all posts
Showing posts with label media. Show all posts

24 February, 2020

Consumers & Advertising

In my new role at Levista Coffee, I have a dual role to play in Sales & Marketing. While Sales is something I have been on to almost every day of my 23 years’ in Retailing, Marketing is an even more interesting and close-to the heart subject which precedes my Sales experience. Right from college days (and even before as a curious consumer), I have always wondered why Companies market their products if it’s Sales worthy. In fact, it’s an old adage that a great product doesn’t need Advertising. This doesn’t hold good for any product or service in today’s context (and perhaps, even for people given how Mr. Trump & Mr. Modi promoted their agendas at Motera Stadium). So, any business needs Marketing and Consumer facing businesses need a tad more. A lot more rather, with the increasing and insane competition.


As I have been talking to Heads of various media businesses ranging from GEC Channels to Entertainment, News Channels to Spirituality, I have been able to decipher the needs of Media consumers and thought I should write about it briefly. In my opinion, Consumers have three key characteristics – Gossip, Anxiety and Greed. The programs with highest TRPs are Soaps (Tele-Serials), Reality Shows and News Debates. No wonder that they fit in to the three-key human characteristics.

Tele-Serials are all about gossip. The characters in the play gossip and play truant against one another. This vicious cycle goes on for weeks. Contrary to many people who think that Serial scripts are pre-decided and are usually written like film scripts, no they are not. Script Writers change the storyline every few weeks based on audience reaction as well as, wait “BARC Data” which ultimately announce TRPs! So much so, that Script Writers are even replaced by the TV channels / Producers should they wish to. 


As consumers (serial-viewers) love this “gossip” quality of others and themselves, they get hooked to the screens, small and ultra-small ones (almost all Tv Channels have OTTs now to view on Mobiles). So are the News Channels which have more debate-style programs than actual News Reading sessions. No matter how loud a motor-mouth he or she is, the audience love their Anchors! And that’s what raises their popularity and the program’s ratings, after all.

Reality Shows build anxiety, be it KBC-styled quizzes or Box-styled houses that prison inmates for 100 days or even Music Performances which have elimination rounds where even normal looking Musicians outperform their onscreen persona with inimitable hyper histrionics. So is it with Cookery shows or task based programs, especially ones that involve NCC-type arduous tasks in real life situations. Nerkonda Paarvai, the show hosted by Ms. Lakshmi Ramakrishnan began with a bang on 24 Feb. 2020, this time on Kalaignar Tv and is sure to rock TRPs. 


Lastly, greed. Media Consumers want more of what they already watch. With an estimated 10+ Regional General Entertainment Channels in over 10 top Indian languages and almost a similar number in mainstream Hindi, the audience is spoilt for choice with the need to make more time to watch these serials, even while on the move (on OTTs) or on YouTube rehashes. 

Surprisingly, spiritual programs such as temple information or horoscope reading have low TRPs, rather lower viewership. Maybe consumers feel God doesn’t have much to do with their greed, anxiety or gossip. Probably. But Advertisers like us have our customer profiles cracked. We know what and when they watch, so we feed them what they love. So, they ultimately visit a retail store or a website / app and order our stuff. I seem to have been in the most exciting part of my career which I think is yet to begin. Honestly. 



13 December, 2018

Staff Empathy - Wake up India!

Like many of you, I too saw the viral video of the Zomato delivery guy consuming the food meant for Guests on his scooter. As a benefit of doubt, I initially thought he was eating the food he had ordered for himself or his family. I never shared the video and the ensuing Memes even to my close family or friends. Something stopped me from doing it. It takes me back to 1997 when I joined my first job as a part-time employee in erstwhile Madras. Being a humid city and blessed with four seasons of Summer through 12 months, the city was eponymous to a hot weather all through the year and about 20 days of winter. So Ice-Cream as a product category was a 12-month business opportunity and no wonder, “Baskin Robbins” set-up their second store in India here after debuting in Mumbai. I would study Computing at NIIT from 7am - 9pm and pursued B. Com from 4pm - 8pm at RKM Vivekananda College. A chance glance on the local tabloid and I saw there was a job opportunity at this shop and I headed. 

I got selected but the Franchisee wanted me to work all day which I couldn’t since I had classes in the morning and evening. So, I suggested I can work part time from 11am - 3pm which he agreed to for a monthly remuneration of Rs. 300. We were a crew of 6 and had to run all errands - from receiving stocks to cleaning tables to serving scoops. Around the same time, local brand “Arun” would sell their stick Ice-Cream for Rs. 5 while a scoop of Baskin would cost Rs. 33. We had to not just convince Customers to try and buy our offering but also justify why they should pay so much for the product.
The Franchisee was a shrewd businessman in his 30s and had an idea which took us all by surprise. He suggested that each of us can take any one scoop of ice-cream daily. There was a register we maintained and we tried as many flavours. Over a few days, we requested if we could take them home instead and make the family happy which he obliged. Over the weeks, we got tired of eating daily and said we wouldn’t do it anymore. The Franchisee had hit two mangoes with this move - he ensured we never pilfered the food; he ensured the staff knew what we were suggesting to Customers and so could sell them easily.
This was my first lesson in Retail, my first job as well. Frontend Retail Staff in India, most of them find it difficult to make ends meet. Salaries of CXOs have grown multi-fold in decades, but not that of these guys. So there is always a sense of remorse (at least for some of them) that they are unable to afford the products or services. I am not taking this as an excuse for living poor, after all that’s a choice too but they do really cannot afford even basic needs at times. I feel really bad for this Zomato delivery guy for all the negative publicity the society gave him. Imagine the humiliation his Mother, Wife and Children would face from their neighbourhood? Will anyone employ him again? With our excessive media trials, we have killed a family's reputation Sigh.
We have failed as a society, yet again thanks to our "one-upmanship" and self-styled righteousness in the garb of exposing someone who was at fault. Oh, btw that guys doesn't need our sympathy. The world needs more of our empathy. Am sure you agree. 


The Retail Staff (including the delivery staff) deserve better. Better Salary, better empathy and better social acceptance. When we give them something beyond what they deserve, they will not only display integrity but also build a better society that we live in. Remember, no one was born a thief. We just become one, thanks to circumstances.

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