Best Associate of April 2014

April 2014 was indeed a busy month for Conserve India. Having said that, we had a chance to interact with so many people around the globe. We are honored to felicitate 3 exceptionally talented and lovely folks with  Best Associate of April’ 2014 award.

  1. Ms. Caroline Palluch – Director, OxAID – Oxford Associates for International Development C.I.C.
  2. Ms. Cindy.H.Robert  – Consultant, OxAID – Oxford Associates for International Development C.I.C.
  3. Ms. Roohi Khanna – Consultant, OxAID – Oxford Associates for International Development C.I.C.

OxAID created “UK – Brand Launch Strategy” for Conserve India. The contribution of these 3 exceptionally talented people was brilliant.

Congrats from all of us here at Conserve India!

Also, Thanks to each and every one of you for your valuable contribution to Conserve India. It was such a pleasure to work with you. Look forward to associate with you very soon.

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Importance of Positioning Strategy for Social Enterprises

Positioning Strategy, an inherent concept of Marketing is often times taken for granted. It is vital for every organization, more so for Social Enterprises.

For the uninitiated, positioning strategy involves creating an image of your product in the minds of your target audience.

It is quite important for Social Enterprises with limited Marketing Budget. Because a single meaningful, targeted positioning strategy has the potential to maximize the impact of your marketing budget by conveying a consistent image of your product.

So, how do you position your product?

It can be done either through Product Based Positioning Strategies or Usage Based Positioning Strategies

Product Based Position Strategies

1) Position by Product Difference

Say in case of Conserve India, the unique product feature is its upcycled material with high end aesthetics that was produced from the waste through pollution free patented technology.

2) Position by Key Benefit

Say in case of Conserve India, Key benefit offered by our bags is that it provides cutting edge fashion to socially and environmental conscious customers without compromising their ethics

3) Position by Problem Solving Ability

Say in case of Conserve India, Apart from providing cutting edge fashion to Eco & Social conscious customers, the bags are produced from trash. This innovative use of trash helps a great deal in intelligent waste management.

Usage Based Position Strategies

1) Position by Users

Say in case of Conserve India, Up-cycled Bags of Conserve India are fashion answer to Environmental & Social Conscious people , animal lovers (provides alternative for conventional leather) or anyone who appreciate Fashion with Conscience

Having said all these, Do you still doubt the potential of targeted positioning strategy?

Push vs. Pull

A while ago, folks participated in trade shows to let word out about their products. But, today is that all available to promote your product?

Nope, there are too many options. There are options based on your business model – retail vs. wholesale.

If yours is a wholesale model, you are traditionally expected to use Push Marketing. Push Marketing, a promotional strategy that involves taking the product directly to the customer via whatever means and ensuring that the customer is aware of your brand at the point of purchase.

A Trade Show participation or negotiation with retailers to stock the product etc are classic example of Push Marketing.

On the other hand, if yours is a retail model, you are traditionally expected to use Pull Marketing. Pull Marketing, a promotional strategy with the idea that people will find your company because your company was able to build a successful brand

Social Media Promotion is a classic example of Pull Marketing.

Switching gears, do these traditional expectations prove right in today’s generation?

Answer is flat No!!!!!

It’s after all information overloaded age. People are talking about Attention Economy. In that case, Business needs to use every possible opportunity to get the product literally into consumer’s head.

Today Businesses are compelled to use both “Push” as well “Pull” strategies. They cannot remain back with the thought that we have established our Brand, so Pull Marketing is all we need and customers will find us. In this Brand crowded world, it is so very easy to lose your Brand Identity, so are your customers.

Using both Push and Pull marketing together is the need of the hour.

Just take our own case, we regularly participate in Trade Shows (Push Marketing). But, we also equally concentrate on our Social Media Promotion (Pull Marketing).

By the way, are you fan of our Facebook page ?

If not, now it’s time to click the like button – https://www.facebook.com/ConserveIndiaConserveHRP

 

Survival of the fittest of the Digital Marketing in Attention Economy

Few decades ago, you need to wait for news. But today, every minute there is some new news waiting for you. Truly, an Information overloaded age!!!!!!!!!! Often the very first phrase discussed when talking about Attention Economy.

To the uninitiated, Attention economy is a concept that argues human attention is very limited and hence uses different approach to solve the issues concerned with information management.

Today marketing or promotion is all about Digital Marketing. Digital Marketing is all about information (information about product, price etc) management both from the point of view of consumers as well as marketers.

Having said that Attention economy argues – “People no longer read, they just skim”!

In that case, How do you share information ? How does Digital Marketing survive?

  1. Pictures – In the Attention Economy, Picture is literally worth a thousand words.
  2. UX Design – User Experience Design has the potential to take the pictures to the next level by holding the attention
  3. Apps – Another essential of Digital Marketing in Attention Economy, an extraordinary potential to leverage sales

All these 3 together have the potential to make the AIDA process success.

Pictures grab the A – Attention

Best User Experience Design creates I- Interest & D – Desire in the product.

Apps enable the A- Action or Shopping to purchase the product.

It may or may not sound like a big deal. But for a Social Brand, it is undisputedly important afterall they are already fighting for customer’s attention amidst mainstream competitors

Experiential Marketing – Starter or Dessert for the sumptuous promotion?

“We are in Burlington. Who wants ice-cream?” This single line triggered the emotions of even Hagen-Dazs fans. After all, who doesn’t want an ice-cream?

Brands use variety of marketing strategies in order to achieve the emotional connection with their consumers. Experiential Marketing is a strategy where consumer can see, taste, feel and experience the brand first-hand. A strategy that strives to create a memorable and emotional connection between customer and brand!

When a customer experiences memorable experience first-hand, whether it’s through a product trial or an unforgettable experience at an event, then there is no doubt that they are more likely to do business with the brand and spread the word to friends and family.

Is Experiential Marketing a good strategy? After all, it’s a digital marketing era. It’s all about attention economy and Social Media.

True, it’s all about Social Media & Digital Marketing. But a sumptuous promotion with Experiential Marketing as Starter will make the Digital Marketing – Dessert even more delicious.

Just take the case Ben & Jerry’s famous single tweet campaign “We are in Burlington. Who wants ice- cream?”. It started out as an Experiential Marketing by attracting huge rush for ice-cream samples. This start became even more delicious through the aid of Digital Marketing, when Ben and Jerry lovers uploaded pictures of them and their free treats to Instagram, Facebook & Twitter

The mere start of Experiential Marketing when clubbed with the Digital Marketing or Social Media can exemplify the promotion. In this case, it has kept Ben & Jerry’s 50K Twitter followers on their toes for future updates. One of the most successful melange of Experiential Marketing & Digital Marketing that not only created brand Awareness, but also long lasting customer loyalty.

Truly, an Experiential Marketing Starter that made the Dessert – Ben & Jerry’s ice-cream even more delicious!!!!!!

So, only Ben & Jerry can do this?

Nope, even we have done that here at Conserve India. Needless to say, it was quite a success.

The memorable experience of our iconic handbag installation has created too much customer loyalty. People always perceived the idea of holding the handbag as arm candy, but when they were presented with an idea of walking with your arm candy inside the handbag, they got really excited. It triggered their emotion and created a craving to experience that.

But, it became quite a success with the pictures like below that were tweeted or shared in Facebook.

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Memories of “Season 2 – At War with the Obvious by Anita Ahuja”

Talk with Anita Ahuja – https://www.youtube.com/watch?v=s5reZvXgdbE

and

“Season 2 – At War with the Obvious by Anita Ahuja” Snapshots – https://www.youtube.com/watch?v=J0LqYN5zEs0

Have Fun!!!!!!!!!!

Is there a space for “Cause Marketing” in the happy marriage of “Social & Green Marketing”?

Marketers just don’t promote products. Some time they promote places like tourist destination or people like celebrities. More often times, Marketers also promote Concept, Philosophy or Belief.

The 3 different types of marketing efforts that are used to promote concept, philosophy and belief are namely Social Marketing, Green Marketing and Cause Marketing.

1)Social Marketing promotes products or behaviors that benefits individual and communities for greater social good. The primary motto is to satisfy consumer needs while also benefiting society.

Example – Got Milk? , Famous American Advertising Campaign encouraging consumption of Cow’s Milk

2)Green Marketing promotes products or concepts that are safe for the environment. The primary motto is to promote environmental friendly products or features or benefits.

Example – Toyota Prius “Harmony”, Green Marketing Campaign showed how the Prius, the first mass market hybrid vehicle delivers extra power, space, safety, advanced technology and superior gas mileage

3)Cause Marketing promotes co-operative efforts of commercial enterprise and social enterprise for a good cause. The primary motto is tying corporate identity to a good cause

Example – American Heart Association’s Heart Check Icon on Breakfast Cereals Cheerios

There are many examples of successful marriage of Social Marketing and Green Marketing.

Say even the example of Toyota Prius “Harmony” is a melange of both. The marketing of product Toyota Prius is a example of Green Marketing While the campaign “Harmony” promotes a behavior change to embrace hybrid vehicles which will ultimately benefit individual and communities with a greater social good of pollution free environment.

Closer to home, Conserve India is another example that embraces both Social Marketing & Green Marketing. For Social Marketing domain, we promote “Betterment or equality of rag-pickers” by providing them with employment in the factory settings for the production of high end bags  While on Green Marketing domain we promote environmental friendly recycled goods.

Is there a space for “Cause Marketing” in the happy marriage of “Social & Green Marketing”?

The hard and bitter reality is “No, there is no space at least not without disappointments or broken promises”

You may argue and show the successful example of Cause Marketing – “Toyota Meals Per Hour”. A Cause Marketing that tied the corporate identity of Toyota to a good cause – Food Bank of New York. An applaudable program in which Toyota teamed up with the Food Bank of New York to deliver hundreds and thousands of meals to hungry people affected by the hurricane Sandy. Basically, one for each YouTube view of the video “1 View = 1 Meal” to the Food Bank of New York.

Let’s face it! Food Bank of New York is enormous, so is Toyota.

Will it be same in case of Non-Profit or Social Enterprise of small/ medium stature or an agreement of these folks with small/medium stature corporate?

Unfortunately, No, it will end up only with disappointments or broken promises.

Well, this is not intended to generalize. But, just to show, pie is largest this side.

On a closing note, Let me assure you – Our doors are open to corporate collaboration for Cause Marketing, so are our arms to embrace them.  Pinky Swear!

Make sure, you change our opinion. Immediately, we will assign a new task for our blog editor.

Hello HRP – Handmade Recycled Plastic !!!!

Over the years, we have participated in numerous exhibitions, trade shows etc. Our trade shows participation keeps increasing, so are the number of questions on HRP – Handmade recycled plastic.

At the moment, we are participating in 3 trade shows back to back. Having said that, time is at its best for a HRP post.

Let’s dive in!!!!!!!!!

So, What is HRP ?

The polythene bags that are picked up from Delhi’s street every day are recycled. We call this recycled material by the name – “HRP -Handmade Recycled Plastic”. Conserve India has developed a environmentally benign process that converts waste polythene bags into thicker sheets. We named these sheets as “HRP – Handmade Recycled Plastic”

These sheets have properties that are significantly different from the original thin film poly-bags that are picked by rag-pickers. Our innovative HRP sheets can be stitched, embroidered upon and woven to create a variety of marketable products out of trash.

Sounds exciting right!

So, how do we produce that?

It’s a 4 step production process. Plastic bags are washed, dried, mixed with fabric and pressed into handmade recycled plastic (HRP)  through these processes.

  1. Step 1- Plastic bags are collected, washed, dried, and separated by color
  2. Step 2 –A machine presses the plastic bags into thick and durable sheets,
  3. Step 3 -The sheets are cut, lined with cloth, and stitched or molded.
  4. Step 4 –The finished products go through quality control and packaging

Is there any value addition? Yes, Indeed!!!!!

  1. Environmental Friendly – Compared to conventional recycling process, our HRP process uses much less energy and also causes no pollution
  2. Waste Management / Environmental Friendly – Our HRP process also helps reducing the environmental problems caused by plastic waste.
  3. Patented Process – Conserve India has acquired “patent” for this process – “A process for conversion of polythene to sheets”. The patent was issued at Delhi on July 17’ 2006 to inventors Mr. Shalabh Ahuja, CEO, Conserve India & Ms. Anita Ahuja, Creative Director, Conserve India

Well, If you still have Q, give a buzz using the contact form in the blog, we will leave no stone unturned to answer your question

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“Sell the Sizzle Not the Steak” – Is it crucial for Social Enterprises?

Quite a common jargon among Marketing / Sales folks!!! Even though it may sound like a simple one, in reality it plays a pivotal role in Marketing of any product. After all, this concept goes hand in hand with the first rule of Marketing.

“People don’t buy products, they buy solutions to problems” is the first rule of Marketing. Yes, Good Marketers don’t sell products and services; they deliver solutions to people’s problems

But, how do marketers deliver solutions to people’s problems?

“Sell the Sizzle Not the Steak” translates into “Sell the Benefits Not the Features”. Marketer can deliver solution to people problems, if they can sell the benefits. What is Product Benefits vs. Product Features?

Feature is something intrinsic about the product

While

Benefit is the problem it solves.

Almost every restaurant sells the steak. But only few succeed in attracting long queue of customers. How do they do it?

These successful restaurants do it by the sizzle – the sensation meaning ambience, waitress service or the chef’s magical taste. These successful restaurants provide the quintessential experience, the problem it solves or solutions it provides  for the folks with classy taste.

Simply put, it is very important to highlight the idea behind the product.

But, why this concept is crucial for Social Enterprises? – After all, Social Enterprises make a mark in this society through their ideology. It is this ideology that separates them from the main stream competitors.

So, if you are a Social Enterprise, Be sure to sell the idea!!!!