UncertaintyUncertainty

Uncertainty is beautiful . Uncertainty is beautiful . Uncertainty is exciting . Uncertainty is exciting .

It is the reason why we It is the reason why we believe in God . The believe in God . The

reason why we pray . reason why we pray .

The reason why we hope The reason why we hope and wish .and wish .

UncertaintyUncertainty

► Uncertainty is adventurous . Uncertainty is adventurous . Uncertainty is the reason why Uncertainty is the reason why we set out to invent and we set out to invent and discover . discover .

► Uncertainty makes life fun . It is Uncertainty makes life fun . It is uncertainty which makes all uncertainty which makes all sports , movies , novels and sports , movies , novels and other entertainment means other entertainment means possible . possible .

► It is uncertainty which creates It is uncertainty which creates challenges , forces us to make challenges , forces us to make mistakes , compel us to try mistakes , compel us to try harder , and in process improve harder , and in process improve ourselves . ourselves .

► It is uncertainty which makes It is uncertainty which makes heroes and creates history . heroes and creates history .

► I don’t know how many people I don’t know how many people would be comfortable to know would be comfortable to know their death date in advance .their death date in advance .

Uncertainty : What is in there for Brands Uncertainty : What is in there for Brands ??

► Competition thrives on uncertainty . Competition thrives on uncertainty . Brand loyalties are thing of the past . Brand loyalties are thing of the past . Always think of new and innovative . Always think of new and innovative .

► Grab attention . If you can’t be the best , Grab attention . If you can’t be the best , atleast be different .atleast be different .

► You never know whether consumer will You never know whether consumer will pick your brand , but you have to be pick your brand , but you have to be there when he is ready to make a buying there when he is ready to make a buying decision .decision .

► Instead of trying to change the decision Instead of trying to change the decision of consumers , help him to make the of consumers , help him to make the decision . In process he just might pick decision . In process he just might pick your brand . Forcefeeding has never your brand . Forcefeeding has never succeeded we know since our childhood .succeeded we know since our childhood .

► Monopoly is non existent . There is Monopoly is non existent . There is always boing for airbus , lg for samsung , always boing for airbus , lg for samsung , salman for shahrukh etc. It is uncertainty salman for shahrukh etc. It is uncertainty which has made right and aggressive which has made right and aggressive marketing all the more important for marketing all the more important for brands .brands .

► Consumer gets bored easily with one Consumer gets bored easily with one brand nowadays . No matter how brand nowadays . No matter how satisfied he is with his old mercedes , he satisfied he is with his old mercedes , he can always opt for BMW for his new car . can always opt for BMW for his new car . Past performance is no guarantee for Past performance is no guarantee for future prospects . This holds as much true future prospects . This holds as much true for all brands as for mutual funds .for all brands as for mutual funds .

Uncertainty : What to do ?Uncertainty : What to do ?► Nothing . Uncertainty is certain . Try to use it in your Nothing . Uncertainty is certain . Try to use it in your

favour . Uncertainty can throw up surprises and shocks favour . Uncertainty can throw up surprises and shocks both .both .

► As a brand , think uncertainty as a friend . Uncertainty As a brand , think uncertainty as a friend . Uncertainty means that consumers are flexible in their buying means that consumers are flexible in their buying decisions . A right blow at right time at right place will give decisions . A right blow at right time at right place will give right results .right results .

► Winning is always uncertain . Losing is almost always Winning is always uncertain . Losing is almost always certain if you don’t know how to play the game . certain if you don’t know how to play the game .

► ‘‘No’ does not mean ‘Never’ . Circumstances change so No’ does not mean ‘Never’ . Circumstances change so can a decision of a consumer .can a decision of a consumer .

► Anybody can sell a 100 dollar note for 99 cents . To sell at Anybody can sell a 100 dollar note for 99 cents . To sell at a premium you have to think out of the box or you will be a premium you have to think out of the box or you will be out of the race .out of the race .

Uncertainty : Uncertain or Uncertainty : Uncertain or Certain ?Certain ?

► You cannot blame uncertainty for your failures .You cannot blame uncertainty for your failures .

► Uncertainty simply means you don’t know Uncertainty simply means you don’t know results until the results are out . So isn’t it how results until the results are out . So isn’t it how the things should be ?the things should be ?

► Certainty is boring . There is no place for Certainty is boring . There is no place for creativity , brilliance and innovations in a world creativity , brilliance and innovations in a world where everything is certain .where everything is certain .

► Brands should focus on things under their Brands should focus on things under their control . And only on those things .control . And only on those things .

Uncertainty : The FutureUncertainty : The Future► Ironically the companies which have Ironically the companies which have

been in existence for more than 100 been in existence for more than 100 years are expected to last for at least years are expected to last for at least another 100 years . Because they have another 100 years . Because they have learned to cope with the changing learned to cope with the changing times and changing consumer times and changing consumer behaviours whereas relatively new behaviours whereas relatively new companies fizzle out like soda pop .companies fizzle out like soda pop .

► Corporate world is no less than a jungle Corporate world is no less than a jungle . Survival of the fittest holds as much . Survival of the fittest holds as much true here . By fittest we mean most true here . By fittest we mean most creative , innovative and flexible . creative , innovative and flexible .

► A change will happen . Change with the A change will happen . Change with the time or the time will change you .time or the time will change you .

► There are parameters like Why , What , There are parameters like Why , What , How , Where and When to any decision How , Where and When to any decision making process . Consumer buys making process . Consumer buys something because either he wants or something because either he wants or he needs that thing . That is certain , he needs that thing . That is certain , that is not going to change . Other that is not going to change . Other parameters can be played upon .parameters can be played upon .

Uncertainty: The New Uncertainty: The New CertaintyCertainty

► Apple>Nokia>Samsung (in Apple>Nokia>Samsung (in terms of brand value)terms of brand value)

► Samsung>Nokia>Apple (in Samsung>Nokia>Apple (in terms of brand reach)terms of brand reach)

► Nokia>Samsung>Apple (in Nokia>Samsung>Apple (in terms of brand recognition)terms of brand recognition)

Different marketing strategies Different marketing strategies lead to different results . lead to different results . Identify your USP and do the Identify your USP and do the SWOT analysis . SWOT analysis .

Seldom two consumers buy Seldom two consumers buy the same product for same the same product for same reasons . reasons .

Uncertainty : The New CertaintyUncertainty : The New CertaintyGenerally we think only parameters like “quality” and “price” affect the buying Generally we think only parameters like “quality” and “price” affect the buying decision of a consumer , but there is also a factor “X” which affects the buying decision of a consumer , but there is also a factor “X” which affects the buying decision much more than the price and quality of the product . I feel this factor X decision much more than the price and quality of the product . I feel this factor X makes up for atleast 80% of all buying decisions . Take a look –makes up for atleast 80% of all buying decisions . Take a look –

► You buy LG tv just because your neihgbour has purchased one.You buy LG tv just because your neihgbour has purchased one.► You buy LG tv just because your friends think its cool to have one .You buy LG tv just because your friends think its cool to have one .► You buy LG tv just because your jijaji has recommended it and you cant say no You buy LG tv just because your jijaji has recommended it and you cant say no

to his recommendation .to his recommendation .► You buy LG tv just because it reminds you of someone .You buy LG tv just because it reminds you of someone .► You buy LG tv just because you hate japan .You buy LG tv just because you hate japan .► You buy LG tv just because your boss has one and you think all successful You buy LG tv just because your boss has one and you think all successful

people buy it.people buy it.► You buy LG tv just because everybody else have Samsung or Onida or Sony .You buy LG tv just because everybody else have Samsung or Onida or Sony .► You buy LG tv just because you loved your LG phone .You buy LG tv just because you loved your LG phone .► You buy LG tv just because you hated your Samsung phone .You buy LG tv just because you hated your Samsung phone .► You buy LG tv just because you find the female receptionist at LG store really You buy LG tv just because you find the female receptionist at LG store really

hot .hot .► You buy LG tv just because the local LG dealer is of same caste . Etc.You buy LG tv just because the local LG dealer is of same caste . Etc.

There are numerous other instances when this factor X plays an important and There are numerous other instances when this factor X plays an important and sometimes definitive role in making that buying decision . It is very hard or sometimes definitive role in making that buying decision . It is very hard or nearly impossible for companies to tackle with this factor X as everybody has its nearly impossible for companies to tackle with this factor X as everybody has its unique factor X affecting his buying decision .unique factor X affecting his buying decision .

Uncertainty : Will it Last?Uncertainty : Will it Last?► Most certainly . Because of Globalization and Most certainly . Because of Globalization and

Media/Internet boom consumer of today is much more Media/Internet boom consumer of today is much more informed , aware and ready to explore and try new informed , aware and ready to explore and try new products .products .

► Everything perishes and so will a new exciting hot idea of Everything perishes and so will a new exciting hot idea of today (think orkut)today (think orkut)

► If you are standing still then soon you’ll be left behind If you are standing still then soon you’ll be left behind because others are running (think nokia)because others are running (think nokia)

► Some like shahrukh , some like salman . Some used to like Some like shahrukh , some like salman . Some used to like salman , then started liking shahrukh and vice versa . salman , then started liking shahrukh and vice versa .

The minds of consumer will be fickle . Always searching The minds of consumer will be fickle . Always searching for new and exciting , not necessarily better .for new and exciting , not necessarily better .

Thank YouThank You

I sincerely thank everybody I sincerely thank everybody who has gone through my who has gone through my presentation . Your suggestions presentation . Your suggestions are welcomed at below given are welcomed at below given addresses – addresses –

AISHWARYA GUPTAAISHWARYA GUPTA

E-mail : callingaish@gmail.comE-mail : callingaish@gmail.com

Contact No.: 9839502250Contact No.: 9839502250

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