Idea Generation and Idea Generation and Copycats in MarketingCopycats in Marketing
-B.V.Raghunandan,SVS College, -B.V.Raghunandan,SVS College, BantwalBantwal
AIBA- Executive Development AIBA- Executive Development Programme-April 12,2005Programme-April 12,2005
Ideas in MarketingIdeas in Marketing
A Thought that Reflects in a change in A Thought that Reflects in a change in any small or big aspect of a Product or any small or big aspect of a Product or ServiceService
No difference between Significant or No difference between Significant or Insignificant AspectInsignificant Aspect
Kotler’s Opinion: No New Ideas in Kotler’s Opinion: No New Ideas in MarketingMarketing
Idea GenerationIdea Generation
Sony WalkmanSony WalkmanAccidental Discovery of a NeedAccidental Discovery of a NeedLead to Miniaturising speakers, Ics and Lead to Miniaturising speakers, Ics and
ChipsChipsForerunner to Mobile phones, Music Forerunner to Mobile phones, Music
Systems, Miniaturized SpeakersSystems, Miniaturized SpeakersGave a Direction to Technology Gave a Direction to Technology
IPOD: Logical Extension IPOD: Logical Extension
Need for Apple to Enter Consumer marketNeed for Apple to Enter Consumer market Increasing Use of Internet to Download Increasing Use of Internet to Download
Musical Content to CDs and Use of Mobile Musical Content to CDs and Use of Mobile CD PlayerCD Player
Removed the CD player from the Removed the CD player from the middleman's Rolemiddleman's Role
Microsoft’s ZUNE is a copycatMicrosoft’s ZUNE is a copycat
Mobile Phones: Positioning Mobile Phones: Positioning
Nokia-CommunicationNokia-CommunicationSony Ericson (Walkman brand brought Sony Ericson (Walkman brand brought
back-Retro marketing)-Musicback-Retro marketing)-MusicResearch In Motion (Blackberry)- a Research In Motion (Blackberry)- a
substitute for laptopssubstitute for laptopsMotorola (Sleek design and cheap Motorola (Sleek design and cheap
models) models)
Preowned CarsPreowned Cars
Maruti-UdyogMaruti-UdyogOrganised Market for Second Hand CarsOrganised Market for Second Hand CarsTapping Existing Customers for new Tapping Existing Customers for new
modelsmodelsPart of Relationship MarketingPart of Relationship MarketingNew Stream of RevenueNew Stream of RevenueNew Set of Customers (of second hand New Set of Customers (of second hand
cars)cars)
Packaging IdeasPackaging Ideas
Sachets- Idea discovered by Velvette Sachets- Idea discovered by Velvette International, but popularised by International, but popularised by Cavincare Chic ShampooCavincare Chic Shampoo
Idea borrowed by every FMCG CompanyIdea borrowed by every FMCG Company Idea suited both the urban and rural Idea suited both the urban and rural
customer for affordability and convenience customer for affordability and convenience of usage and traveler's convenience of usage and traveler's convenience
Packaging Ideas: Tata TeaPackaging Ideas: Tata Tea
Polythene PackagePolythene PackageSuited the Customer’s MindsetSuited the Customer’s MindsetConformed to Emerging Trends of High Conformed to Emerging Trends of High
Quality packaging to preserve the quality Quality packaging to preserve the quality of the content of the content
Tata Tea-Blending IdeaTata Tea-Blending Idea
Reducing the Cost in case of Agni by Reducing the Cost in case of Agni by blending tea with tapioca-only after blending tea with tapioca-only after obtaining Govt’s Permissionobtaining Govt’s Permission
Opened Up opportunities for varieties Opened Up opportunities for varieties apart from Assam Tea, Garden Fresh Tea apart from Assam Tea, Garden Fresh Tea EtcEtc
Brooke Bond-Nature Care followed the Brooke Bond-Nature Care followed the ideaidea
Café Coffee Day: Ambience Café Coffee Day: Ambience DifferentialDifferential
Introduced as a machine-made coffeeIntroduced as a machine-made coffeePromoted as a substitute for Softee ice-Promoted as a substitute for Softee ice-
creamcreamRight Time of Introduction as the youth Right Time of Introduction as the youth
was shifting from ice-cream and was shifting from ice-cream and chocolates to to coffeechocolates to to coffee
Shifted to Cafeterias on the entry of Shifted to Cafeterias on the entry of BaristaBarista
Nestle’s MunchNestle’s Munch
Successor to Kit Kat and also its cannibalSuccessor to Kit Kat and also its cannibalCombination of Wafer and ChocolatesCombination of Wafer and ChocolatesReduced Component of Chocolates Reduced Component of Chocolates
accepted on Health Groundaccepted on Health GroundCopycat Perk (Cadbury) Failed miserably Copycat Perk (Cadbury) Failed miserably
against both Kit Kat and Munch against both Kit Kat and Munch
Dell ComputersDell Computers
Direct ChannelDirect Channel Impersonal ServiceImpersonal ServiceTroubleshooting InstructionsTroubleshooting InstructionsToll Free Telephonic ServiceToll Free Telephonic ServiceUpdatingUpdating
GoogleGoogle
First Search EngineFirst Search EngineTotally Free ServiceTotally Free ServiceAiming For Advertising RevenueAiming For Advertising RevenueObjective is to catch the maximum eye-Objective is to catch the maximum eye-
ballsballsRevolutionary and Bold Business ModelRevolutionary and Bold Business ModelCaused the Email to be totally free to Caused the Email to be totally free to
create everybody else as Copycatscreate everybody else as Copycats
Low Cost Model ChampionsLow Cost Model Champions
Nirma Washing Nirma Washing PowderPowder
Ajanta Clocks and Ajanta Clocks and Other products with Other products with sister brands like sister brands like Samay, Orpat etcSamay, Orpat etc
AmulAmul Softee Ice-creamsSoftee Ice-creams Dolphin CarsDolphin Cars
Deccan AviationDeccan Aviation Moser Baer-Moser Baer-
Prerecorded VCDs & Prerecorded VCDs & DVDsDVDs
Ghadi detergentGhadi detergent Anchor ToothpasteAnchor Toothpaste Ajanta ToothpasteAjanta Toothpaste
V-GuardV-Guard
Seven Year Guarantee as in Polar FansSeven Year Guarantee as in Polar FansUnlike Fans, Voltage Stabilisers need a Unlike Fans, Voltage Stabilisers need a
high intense servicinghigh intense servicingA risky business modelA risky business modelAttractive Shape and ColorsAttractive Shape and ColorsCapacity suitable to every electrical Capacity suitable to every electrical
applianceappliance
Electronic Mosquito DestroyerElectronic Mosquito Destroyer
Easeness of ConvenienceEaseness of ConvenienceCompatibility with Buyer’s Behaviour of Compatibility with Buyer’s Behaviour of
Plug and ForgetPlug and ForgetVape Industries generated the idea, Pierce Vape Industries generated the idea, Pierce
Leslie (Banish) popularised it and Leslie (Banish) popularised it and Transelectra Industries (Good Night) Transelectra Industries (Good Night) developed the Marketdeveloped the Market
Now, Only Copycats remain (Good Night, Now, Only Copycats remain (Good Night, All-Out and Mortein)All-Out and Mortein)
Air-telAir-tel
First Mover’s AdvantageFirst Mover’s AdvantagePolitical CloutPolitical CloutQuick CoverageQuick CoverageStrong Partner (Vodaphone)Strong Partner (Vodaphone)Superior Network Maintenance ( Nokia)Superior Network Maintenance ( Nokia)Corporate Connections (At Throw- Away Corporate Connections (At Throw- Away
Tariffs)Tariffs)
AircelAircel
Restricted CoverageRestricted CoverageRealised its inability to be a National Realised its inability to be a National
PlayerPlayerConverted its Weakness into Strength by Converted its Weakness into Strength by
grasping the opportunity of Introducing grasping the opportunity of Introducing Wimax in Bangalore and Hyderabad (BPO Wimax in Bangalore and Hyderabad (BPO and Software Industry)and Software Industry)
On getting Clearance, will be a strong On getting Clearance, will be a strong Player in VOIPPlayer in VOIP
THANK YOUTHANK YOU