Marketing Chronicles - Positioning

Do you believe in aliens?

Have you seen any concrete proof of interstellar communication?

Ever experienced a flying object? Oh yes - UdanTastari??

Area 51 - Not that Pune club where everyone wants to have fun but a mysterious location in Nevada in the U.S.?

Earth is round, but why do these aliens and their kings always come to the U.S. only? The U.S. is a country like Canada or Ghana, but they always come to new york and attack the U.S. president, like he is the S.P.O.C. for the earth.

?This is all positioning, beautifully created by Hollywood movies.

Like in Bollywood movies, Thakur is always a singh and cruel; Businessman (entrepreneur or startup) is a Baniya who is always a thief indulging in adulteration. Pathan is always a brave and true friend. A police constable used called by his surname Shinde, Tambe or a similar surname. Politicians are usually a Tiwari or Mishra who is not so honest. In every 70s and 80s movie, you will find a similar casting. They have set the narrative over the years, and now people think like that.

The U.S., a nation of rich people, high rises, competent police, intelligent citizen, Zombies, Dracula, and aliens, all want to invade the U.S. and replace its president. This is the narrative set by Hollywood and all US influences.

?Now I will tell you some facts. These are some amazing facts.

?The highest crime rate is not in Bihar; it's in texas.

The highest rate of rape is in the U.S., not in India or any Asian country.

?And more funny facts -

?Afghanistan and Pakistan score better than India on the hunger index.

Afghanistan, with a rank of 109, is the only country behind India. Neighboring countries - Pakistan (99), Bangladesh (84), Nepal (81), and Sri Lanka (64) have all fared better than India.

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Do you believe this? This is all projected by some agencies providing data to the powers wanting to decentralise the nation.

They create credentials to position India as a 3rd world country because these powers can't see India rising as the 3rd big economy in the world, beating Canada, France, and other European economies.?

The U.S. and its policymakers are brilliant in marketing and positioning. They are masters in exaggerating the fact; this is why we see the U.S. as a superpower in movies.

?As per the different conspiratory movies, the moonwalk was also a staged drama to set the U.S. as the 1st country to reach the moon.

So positioning matters, Matters matter, and matters.

?Create your market, but position yourself as per the market before launching your product.

Create your market, then Launch your product, but before launching, also position your product as per the target customer and brand it as it will improve its user's life.?

We will discuss the ultimate marketing formula that every successful company, brand, entity, or group follows. In today's blog, we will go through all the different examples of positioning and launching.

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Digital marketing is 70% of marketing and 30% of tools and techniques. Similarly, marketing, especially in B2B, is 80% relationship-building and psychology and 20% of promotion.

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This article aims to strengthen my submission in partner marketing, which is why thought leadership and positioning are essential.?

This is the fundamental nature of a human that everyone wants to be with people like him. this way, society, groups, communities, and tribes form and function. A sports lover would like to discuss sports; a cinema lover would like to sit with another movie buff to discuss different aspects of cinema.

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?Do we talk to strangers? ( unless they are attractive, rich, or a celebrity )

We don't want to interact with any unknown person, right??

We are very fussy; we don't want to take a risk.

This is why we always want to do business with our friends, at least with acquaintances. But in general, we make this mistake very often. We always try to sell to everyone, even strangers.

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We must educate them 1st before pitching them our services. People respect their teachers; they will feel connected to you and your brand in this customer education process.?

?So in some industries, which are very niche and have a minimal customer base, the company has to put its strength into building the market, not milking it. Customer education is more important than selling them.

Never think customers will take the benefit; they will never be able to take it if you educate them 1st.

Educate them, make them friends, create trust, build your authority, and make them addicted. That's marketing.

?Do this marketing, and sales follow.

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Let's go ahead with this story.

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I only take a few examples from corporate but take all famous examples around us. Politics, Cinema, and sports are better examples to set the narrative and explain my thoughts.

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Politics -

?Arvind Kejriwal - Rise of A.A.P. is not something sudden but a well-orchestrated series of events that beautifully created the brand of Kejriwal. I want to avoid going into the details, like sources of funds and the fuels behind them.

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Personal Branding - Awards matter. Arvind was selected as a winner of the Ramon Magsaysay Award in 2006 for Emergent Leadership. This award established him as a scholar and thought leader. Magsaysay is infamous for recognizing people who have left audiology and those who wish to de-establish the system and elected govt.

Positioning as honest:?Participated in Anna Andolan; even a step ahead, he fasted with anna for 14 days to get the limelight and views. This was promoted by an NGO - India Against Corruption- funded by various sources to get the agitation against corruption by the system. Reynolds Pen, Chappal, oversized shirt, and over the top - his Khashi. This makes him the perfect Aam Aadmi, the head of AAP.

?B.T.L. Tactics - banners at Auto back panel, collaboration with Auto union.

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Narendra Modi - A super marketing plan started in early 2011 when we suddenly started experiencing different types of WhatsApp and Facebook posts to build the narrative. He began to educate the people about the glorious past, mistakes, and corruption of the previous govt and showcase his vision.?

Action speaks louder than words. The Gujrat model was once the most accepted model of development; his vision of startup India, clean India, and an eye for talent make him an invincible leader of the masses.?

Innovation and brand property:?Indians never dream of having cleanliness like Europe and super express highway-like road infrastructure. We always used to learn how to remove poverty,?Garabi hatao, and scheme like - Manrega.?

?There was nothing to feel proud of; even all previous govt ministers used to give speeches in English, whether its the UN assembly or any govt seminar.?

Communication was zero, and suddenly we had a leader talking bullet train, clean India, and Startup India.

He entrusted the proud feeling that we are a strong nation and have our ancestors' incredible legacy.??

?A few more political leaders - didn't position themselves as per their voter's expectations and instead tried to get power just because they were the son of someone. Their action in public life, which included creating a difference in someone's life by his execution, was zero, so credibility was absent. Additionally, they went ahead with just criticism, yes, mind it: only criticism and no vision for the youth, society, nation, and world.?

?Sports -Only talent which eventually produces figure and action that matters.

?Business:-

?Patanjali - What is the better example other than Baba Ramdev and his marketing strategy? How many of us remember his agitation in Ramlila maidan against corruption and black money, which positioned him as a nationalist citizen? His yoga Shivir in different towns and daily yoga classes on the Aastha channel bring him to each Indian household. He started Patanjali to save India from dangerous preservatives and costly allopathic drugs by MNCs, not for profit.?

At least this is the positioning that he keeps on trying to communicate to yoga and use Ayurvedic products (of course, Patanjali)?

Other posting examples are coca cola - Happiness, Dove - the natural beauty of women, Apple - Class and elegance: and Starbucks - not just coffee but an experience. Nike targets serious athletes, so they always position innovation and performance.

Nonprofit - In Ahmedabad, there is NGO - Greenleafngo, which is doing great work in the field of environment, and greenleafngo is synonymous with plantation and green drive.?the founder RAJESHSINH A. PRAJAPATI is bringing it to the new heights. www.greenleafngo.org

Similarly, many such brands are positioning themselves and on the way to becoming the next big thing.?