Ankur Sharma

The answer is that somebody is already trying to do it! That somebody is Cadbury India, which, for their product, Dairy Milk Chocolate, has come up with a brilliant tag line - "Kuch meetha ho jai" which literally translates in English to, "Let's have something sweet" and which generally is used by Indians as a proposal to have sweets. What else is good about this strategy. It's the way Cadbury India has backed their tag line with their Marketing campaign, Advertising and Brand Positioning. But most importantly it's their distribution channel which has been making sure that Dairy Milk Chocolate is present by the side of Gulab Jamun and Barfi, at every sweetshop, no matter how deep you go into the rural areas . No wonder this specific chocolate alone holds 30% value share of the Indian chocolate market. Next time you hear organizations complaining about their Marketing Campaigns not producing desired results despite being brilliant, you know what they need...

When established organizations enter into their competitive industry segment claiming that there is still a room for other players,why did their marketing defy their claims? So while the tag line of Tate DOCOMO says that you should "Do the New", Reliance GSM suggest you to "Go For it"; both trying to convince existing GSM subscribers to move away from their existing service providers. They don't realize that today's "smart" customer can see through the gap between what they preach and what they end up doing. Isn't it the time for organizations to walk their talk?