Friday, 5 February 2016

MARKETING MYOPIA


In 1960 , Theodore Levitt ( Editor - Harvard Business Review ) wrote an article titled :

Marketing Myopia

He made following points :

*   If you don't make yourself obsolete , someone else will

*   Businesses must keep asking of themselves : What business are we in ?

*  American Railroads thought they were in the " Railroad Business " and failed to appreciate that they were really
    into the business of " Transporting People "

*  Along came , American Car Companies / Airlines , which transported people from point-to-point , easily and at
    will , making railroads obsolete  !


FAST  FORWARD  TO  2015 :

*  Uber / Ola are telling people : Why do you need to " own " an expensive asset such as a car , if you use it only
    for 10 % of the time ? At a moment's notice , we will deliver a chauffeur driven car at your door-step , to take
    you where you want to go - and it will cost you far less than owning a car .


    Some car companies have realized that , if Uber / Ola succeed in increasing the utilization of existing cars to
    80 % , demand for new cars could fall drastically !

  

FASTER  FORWARD  TO  2030 :

*  Having realized that

    #  No one wants to spend a good part of life in endless traffic jams , sitting in a car ( even if it is a self-driving
        car ) , car manufacturers are asking of themselves : What business are we in ?

        And they are realizing that they are NOT into the business of " Car Manufacture " but really into the business
        of " Face to Face " interaction between people , whether for social / economic / political reasons

        
Those car manufacturers who did realize this, switched over to DIGITAL TECHNOLOGY , and got into AR ( Augmented Reality ) /  VR ( Virtual Reality ) /  Holographic Projection Devices  / Hepatic Devices ...etc



Now just make a list of grossly under-utilized assets ( national or personal ) and ask :

*  When will the next Indian Start Up  find a method to increase the utilization % , thereby eliminating or
    vastly decreasing the demand for funds to create / build brand NEW assets ?

*  How about ,

   #  Computers / Office buildings at night ?

   #  Hotel rooms , vacant during the daytime ?

   #  Factories / Machines working in one shift ?

   #  170,000 unsold flats in greater Mumbai  ?

   #  Thousands of School buses ?

  
Sure , if that asset is a ball pen costing Rs 5  , feel free to have 3 , even if you use it for ONE hour in ONE year !

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hemenparekh.in / blogs

06  Feb  2016  

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Make    Yourself    Heard

Dear Visitor :

It is time for YOU to speak up - and demand that YOU are heard

By emailing this suggestion - incorporating your OWN improvements - to the following Policy Makers

(  Just multiple copy all the following Email IDs into the Recipient column of your Outlook and Copy / paste this suggestion in the Message Box ) :


    narendramodi1234@gmail.com; 38ashokroad@gmail.com;ajaitley@del5.vsnl.net.in; jayant.sinha19@sansad.nic.in;piyush.goyal@gov.in;nitin.gadkari@nic.in; spprabhu1@rediffmail.com;bandaru@sansad.nic.in;smritizirani@nic.in;nsitharaman@nic.in; ravis@sansad.nic.in;sureshprabhu@irctc.co.in;prakash.j@sansad.nic.in;secy-ipp@nic.in; amitabh.kant@nic.in; shaktikanta.das@nic.in; rsecy@nic.in; adhia1981@gmail.com; ceo-niti@nic.in; atul-chaturvedi@nic.in; uma.bharati@sansad.nic.in; d.pradhan@sansad.nic.in; rprudy.office@gmail.com; rudypr@rediffmail.com; eam@mea.gov.in; mosvks@mea.gov.in; mvnaidu@sansad.nic.in; mnaqvi@sansad.nic.in; rao.inderjit@sansad.nic.in; mljoffice@gov.in; sadananda.gowda@sansad.nic.in; ministerminority@gov.in; najmah@sansad.nic.in; minister-ca@nic.in; ramvilas.paswan@sansad.nic.in; gandhim@sansad.nic.in; akumar-alpha@sansad.nic.in; jpnadda@sansad.nic.in; hm.moca@nic.in; geete@sansad.nic.in; simratbadal@yahoo.com; ns.tomar@nic.in; rmsingh@sansad.nic.in; tc.gehlot@sansad.nic.in; dr.harshvardhan@sansad.nic.in   


     





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