Creative Audi Ad


I found this ad highly creative and nicely-done in communicating the brand message for superior road grip and manoeuvrability. A great way to convey legendary quattro technology by drawing a parallel with firm grip.

Audi quattro effect


What do you think.? Let us know by commenting here.



Interesting OOH Advertisement

VW comes up with another creative outdoor  ad 🙂Image

The AMA Roundtable on the Emerging Ethnic Markets in Canada

It was good to see a full-house in the AMA round-table discussion on The Emerging Ethnic Markets in Canada: The Pioneers of Multicultural Marketing held in Toronto last week. It highlighted the interest in the multicultural and new-Canadians markets.

The panellists for the discussion were from the CPG, Market Research, Telecommunications and Banking sectors. Panellists shared their multicultural marketing approach that differed from each other based on the industry / category they represent. Rubicon Foods primarily focuses on other drivers than ethnicity to expand in Canadian market. Rogers caters to all major ethnic segments with cable TV as TV watching differs across cultures. The RBC engages new-Canadians and also promotes multiculturalism within for continued customer satisfaction and engagement.

There was also discussion on how marketers are still trying to get the multicultural marketing on the map. I think “multicultural marketing not on the map” is an effect and feel that it would be useful discussing the cause to this effect. Why the multicultural marketing has not received the recognition yet? Is it because, Read more of this post

My Popular Marketing & Business Articles

So far I have written more than 80 articles and posts on this and the CMA blog. A visitor to this blog asked which ones were the most visited / viewed. Following are the top five articles by number of visits. Click on the titles to read and do let me know what do you think about the ideas discussed in these articles by providing your comments here.

Happy Reading and cheers,

Stay Simple, Stay Focused

Taking a leaf out of Steve Job’s commencement speech at Stanford University in 2005, I have a marketing mantra, Stay Simple, Stay Focused. 

It is easier to lose focus, get tactical and into a trial and error mode amid the changed marketing landscape with fragmented media, tight marketing budgets, increasingly empowered consumers and treadmill-economies. Advertisers are concentrating on quick sales, reducing costs per se, keeping up with the Joneses (competitors) and then firefighting. I think these short-term approaches wouldn’t cut it. Instead, starting with a well thought-out, step by step annual marketing plan to reach end-objectives and then sticking to it keeps it simple and focused, with the eyes on the prize.

The key to success is to research your market, segment it, present differentiated and relevant products / services, take a calculated (not necessarily the shortest) route to market and communicate your offer solves the problems or adds value better than the competitors’. Stay Simple, Stay FocusedMarket segmentation is imperative because consumers are closer (like a tribe) and more opinionated than before, thanks to the social media. Moreover, marketing implementation has to be step by step, like building a high-rise. As you can’t sow the seeds until you plow the field, similarly you can’t sell until you develop brand awareness, recall, trial and loyalty. Read more of this post

Fourth Anniversary of Marketing Mirror

Last month marked completion of four years for the Marketing Mirror. It also marked four years of self-expression and my two-cents’ worth on an area that I like to add value via big ideas and better practices. During this period I wrote 72 posts and articles for this blog (contributed few for the CMA blog and other publications as well) and received 122 comments. Several readers subscribed to Marketing Mirror during last few months.

Hats off to you, who visit this blog and provide comments on my articles. Imagine if you wouldn’t have provided comments and feedback, would I still be writing? Perhaps I would be :), but surely I would not be one happy camper. Read more of this post

Hyper-segmentation – a Caveat

We know from Marketing 101 that Marketing and market segmentation go hand-in-hand. Marketers start by segmenting the market to reach and connect with the customers with relevant products, communication, messages and media mix.  However, if the market segment is too broad, you lose the focus and relevance of the brand. If you cut it too tight, you lose the opportunity, economies of scale and profitability. Thus market segments should be balanced to be relevant and profitable.

Market segmentation is of jugular importance in multicultural marketing and there are 101 ways to segment multicultural markets. Few of these are: culture, language, religion, ethnicity, time in country, country of origin and more, and then sub-segmentation on the basis of age, gender, income, family size and education so on and so forth. This at times lends to hyper-segmentation, which I believe is expensive, time-consuming, prone to pitfalls and ineffective.

Read more of this post

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