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