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Sachin, Stats and Wallpaper

DISCLAIMER: This post has nothing to do with the game cricket, my apology to the fans of cricket crazy nation. The issue here is rather bigger that involves the personal aspect behind liking cricket or any other sports or any other activity. Passion. This post is about liking, attachment, passion, and effect of wide availability of information caused by internet. The power of having information at the fingertip is widely felt and it leveled the playing field across the globe and with new internet web 2.0 the collaboration has further enhanced. The more we are connected the more we share and it results in having more and more, almost amounting to perfection, information about almost any topic under the sun. Isn’t it great? It defiantly is or at least it appears to be great. Wait a minute and think, is it really what we want? Do we really want information to be at our fingertips? Always? Now, the usual corporate i-d-bomb, (it depends bomb). When I was in class 7th, my history teacher, Miss Abha, introduced us to the world of scrapbook and seeded in me the habit of collection and it went all chaotic. Initially it was a mad rush not for gold but for piece of news, stat and photo clippings then things eventually eased out as wheat got separated from chaff with passing time. And the habit stuck with me of clipping important, pictures, news material from daily newspaper and even periodical. That was the first incidence of some-what organized information collection in my life. The journey started from collecting information on Olympics and world cup cricket followed by trickling information on USSR dissolution of early 90’s. Sachin was a ray of hope for Indian cricket and the name itself was enough to stimulate us. The first memory I’ve of this batting genius is of 88 that he scored in Benson and Hedges cup, which happened to be his highest score at that time and for quite some time then. I was his fan and so were others but it was not until 1996 when I became so ardent believer of his talent that I decided to make a collection of his cricketing stats. The thought came and off I went to buy a notebook intended to do science practical (I still don’t know its name other than practical-copy) and how passionately I scanned collection of cricketing magazines I had over the years and news paper and started cutting stills of various cricketing shot Sachin used to play and score-card of all his centuries up to 25th. Not to my amazement, I didn’t have all the score cards, as I didn’t...

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Headgear with you!

Headgear with you! Why do you carry it, all the while? Is there some war going, or got intuition of some assault, or is it just imagination that…? Relax! Friend, keep it aside I am with you and nothing else, will hurt. Do you still believe, “stick & stone may break my bone but words can’t hurt?” what makes you carry this load all the while? You seem concerned, I must confess, It’s no war that you heard of is happening. It’s the man, Sipping tea on ice Following with your step Plotting the story Looking deep into your eyes, Poses the threat! “Its not stick or stone, my friend, that break your bone, its word that will!” keep aside, the headgear, it protects none and nor it will. I remember once, Called you friend, So, sending you this piece of advice; Get the armour Shield your senses Remain unconcerned, defocused. It’s not the word That may break your bone, It’s the meaning fallen Inside and outside of spoken and...

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Decreasing Paying Capacity of populace Part -1

Decreasing Paying Capacity of populace Part -1

With all the development and wealth of the world the paying capacity of the consumer has dropped significantly and will continue to do so in times to come. Surprised or shocked? This statement might sound completely incongruous to the current economic condition and also sounds like someone giving this statement during the time of depression. You might not warrant this view of mine as of now but I can hope that by the end of this post you shall subscribe to my view; partially, if not completely. Now, first of all, let’s begin with putting on paper the meaning of verb, ‘To pay’. To pay means to give something of some value to someone in return of the goods or services or favour of some importance to us. Economy is growing, there is more disposable income, buying capacity of tweenagers globally has been estimated to be hundreds of billions of dollars and substantive increase in purchasing power of populace has been recorded and given the kind of growth we are witnessing, the buying capacity of larger base of human population will increase exponentially in time to come. If everything is so rosy than why am I saying that the paying capacity of people has reduced and will keep on reducing if not checked in time? Costs Let’s again define something. This time we’ll define the currency of this post-biological world. And before going further let’s put in words all the costs associated with our buying or consuming any product. The associated costs are: • Monetary Cost • Non Monetary cost o Search cost o Transaction cost o Physical cost o Psychological cost o Social Cost Purchasing power in terms of money just holds one place and this we consider as most important cost while making any purchase decision if we see ourselves towards the bottom of economic pyramid. Once we move towards the top of this pyramid, monetary cost start losing its importance. People toward the bottom of the pyramid functions mainly in ‘need market’ while their counterparts towards top functions in ‘want market’. Majority of players perform economic activities towards the top as we go down and down towards bottom the number of player as well as activities tend to reduce. Free Economy! The best part of new economy is; producers don’t shy away from offering their basic products for free. Free is the mantra. It’s quite normal a practice to offer any product or part of a product for free, at least initially. Still, lots and lots of FREE products fail to register their presence. Why? If we consider monetary price to be of paramount importance than why don’t we bag all...

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Information: Noun, Verb and Preposition Part -1

Information: Noun, Verb and Preposition Part -1

Information always had been noun. Then was digital revolution; the speed and velocity of its delivery has transformed ‘Information’, into a verb or rather ‘the verb’ for all the practical purposes. For several decades in some part of our professional lives, in fields like asset markets, real estate, it was regarded as a verb. But in no time in history, it was so widely considered as a working capital for the survival of enterprises as it was during time and ages of digital revolution led by personal computers in late seventies and during early years of eighties then followed internet and World Wide Web then what not. It was considered to be the capital for the growth of any industry and if someone dared to think different, he lagged behind. Everything was just fine, venture capital was flowing in as wine and whiskey does in parties, lots and lots of capital was available to the weirdest of the idea with no base other than the intention of capitalizing on the advantage of having early information than lots other. As happens every time, some of the idea was good where as others were not. The year was millennial and death was inevitable, someone somewhere pricked the bubble and stock market went flat and so did, not surprisingly, most of them. It didn’t imply that we wrongly assumed of its being verb but the thing that it says is, we failed to understand the real potential of this, ‘information’. We had no idea about its true strength and we failed short in calculating the impact it will make in not so distant future. Then came Web2.0 and it did the job of identifying the true nature of ‘information’. From its being noun to being preposition, ‘information’ has travelled a long distance. Everything from the way business is conducted to the way to communicate to the things we talk about and the impact an average Joe has on bigger picture has undergone significant changes. There are lots of driver of such changes and lots of different things patterns emerges from nowhere or say which was there but we were so blinded by our choice that we significantly failed to see it until this moment. We’ll continue investigating in the issue in subsequent...

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Mouse-click Away??? So What?? Part 2

Mouse-click Away??? So What?? Part 2

WHY NOW? We ended our discussion in previous post by defining the scope of marketing and the natural first question that emerges from there is, why now? Well, to answer this we’ll have to look forward to Charles Darwin to assist us in framing the answer. No matter what others believe, no matter what church has to say; this, like our development to Homo sapiens from the Homo erectus, is the question of evolution. Such things never happened like, a small number of best brains in marketing and related fields brainstormed to come up with this idea and then laid the board, strategically put the pieces and drew a flow chart and there we go! It never happened. No intelligent design, no top-down trickling effect, no deliberate plan; it was just an effect of lots and lots of causes happening in the yesteryears. We never intended to arrive at this rather we were and we are lead to this by people, by every several units (if not every) of our gigantic social structure. This is the real epitome of bottom-up organizing principle of our social structure, which marketer has wrongly assumed of being top-down structure. As reasoned in part one, marketing is a continuously evolving process responsive to every change in the multi-faceted social landscape and this misunderstanding of the core organizing principle of society has lead marketer in seeing and believing the wrong picture and hence spendthrift we are of our limited resources. It happened now, because the ground was quite fertile for any such things to come into existence. Everything had been just perfect for the outcome to happen: too much reliance on flexing the dollar-muscles, too much readiness in taking the perceptions of handful of not-so-bright as well as bright practitioner as reality, too much deliberation on statistical data while too less attention to the keen understanding of populace, carpet-bombing advertising, too much choices to individuals to confuse them, too quick the changes to catch hold of, divided attention and undivided distrust to the corporate activities, free access to information, remain-in-touch-anytime-anywhere revolution, every-thing-said-and-done attitude, gaining importance of consultative purchase and consumption decision, swift transition from individualism to community-ism and back to individualism; the list is long but the effect is one, finally the king has got the real power. We, the practitioner of the field has always been giving lip service to done-to-the-death-phrase, “Consumer is king”, but now, when king has commanded the power of speech, we are aghast. And this fear makes us believe things like, it won’t work, it’s just another fad, and this can’t be true. At best we believed this is just another term for the same...

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Mouse-click Away!!! So What?? – Part 1

Mouse-click Away!!! So What?? – Part 1

Customers are just ‘a mouse click’ away from the competition and other customers. Why does it matter? In today’s time when the quality is ceasing to be a remarkable differentiator across the categories and price is again gaining the importance, and information free flow is nearing its extreme and myth of inherently being high involvement of any category is vaporizing, also due to substantive increase in buying power of consumer. In this new world, marketers need to compound their understanding of every aspect of societal changes that affect human being and it requires some real hard work as every significant change and even at times not-so-significant changes does have its effect on people, if not lasting. In this era, understanding and fulfilling consumers Wants and needs (mostly in this particular sequence) require conscious, meticulous deliberations and deployment of resources and at this point viral and buzz comes handy. The origin of this new medium of dissemination of marketing message can be traced in history and by that I mean any time in history as long as we don’t traverse more than 13,000 years back in time; the time when human started to form tribes and developed communication. We, since, had been sharing information of some value with others and even information of little value with anyone and everyone that comes in close contact. Hence, there is neither anything new about this process nor anything technical about this. If aforesaid words hold any truth then why viral/buzz has not been used previously and why there is so much of brouhaha about its being ‘the thing’? Well, there are quite a few reasons, both genuine and not so genuine, of it. Let’s first begin with defining the territory and understanding genuine reasons and eventually it’ll lead us to not so genuine reasons as well. Let’s start with scratching the surface. Marketing is not a hard science and there is nothing counterintuitive about this process. Yes, marketing in all its capacity, is just that, a process a lengthy process in that. It can’t be and it isn’t system of any sort because for something to be a system we need to have some constants including some rules that too largely fixed. This is the game in which the sure and certain way to get defeated is to play the game by its rule. Pick any issue of any business literature or overhear (if you are not suppose to know) any droning folklores and you’ll find it littered with pieces defying the existence of any rule and glorifying either this or that for the remarkable feat he achieved by bending or breaking the rule. Second, Marketing is just...

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