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Archive for May 2008

A rare sight on a cricket ground leaves my 88 year old grand father rather flummoxed. He has never seen white women shaking their bon-bons on a cricket field wearing negligible amounts of clothing.

A hit for a six and he questions, “Why are they dancing around like that?”, my Uncle’s response, “Because the ball’s lost”.

Cheerleading has been prevalent since the 19th century. Wiki says the first organized recorded cheer was at Princeton University way back in 1884. Interestingly the writer also calls it a sport. No doubt that the ‘activity’ involves amazing levels of athletic agility but to an 88 year old man it looks like the next level of objectifying the female body. Okay stop with the groans, I shan’t go down that path considering a large chunk of IPL’s success can be accredited to these blanco chicas strutting their stuff during the best shots of the match. Only now instead of 3 shot replays they show just one, but then again who’s complaining? Certainly not the men (all ages included).

Let’s look at the marketing aspect of this ‘sport in sport’ showcase. The objective of cheerleaders is to rev up the crowd so that they cheer on the team. By the looks of it they do gather attention and get the heart beats racing. In the IPL context, the cheerleaders have given a more international(western) appeal to league. They define a part of the entertainment that makes up the term cricketainment. But are we as a country evolved enough to see these women purely as a cheer squad and not as a object of sex. The truth is that for men that would be hard to do, even in more sexually evolved countries of the west. The only difference is out there they do not react the way Indian men (white cheerleaders have complained of incessant leering from spectators) do simply cause objectifying women has been a mainstay in all entertainment for decades.

Does this mean that cheerleaders should be banned? Of course not! As a woman I do not appreciate the very obvious attraction these women provide but as a marketer they are simply giving the consumers what they want and raking in more moolah for the IPL promoters. All in all cheerleading is here to stay. One more import from the West that has helped IPL make a successful début. Love them or hate them you can’t ignore them especially if they means so much economically. Next to watch is the rise of Sports management agencies making Sport a more professional field in this country.

Now let’s just hope all this success it rubs off on other sports too!



Belly-to-Belly concept of marketing is intensely personal mode of marketing:

If you could just get me down in front of this person across a table, thats how I’m going to market


Way away from femininity, a Danish couple spend their moments idly in the backwaters of Kerala. And sipping coffee next to them are the elderly couple from Himachal. A usual sight? This article talks about domestic tourism and the latest developments on this terrain.

With the Incredible India campaign becoming synonymous to the great tourism revolution, there has been huge investment in the tourism sector of India. A total of 4.98 million tourists visited India in full-year 2007, representing an 11.9% year-on-year increase on 2006. In comparison, the government sites show latest figures of domestic travel in year 2006 as 461.16 million. Needless to say, in spite of the volumes, the revenue earned from domestic tourism is minuscule when compared to that from foreign tourism. This has led to a stratified tourism planning and development for the country. While exotic tourist destinations get developed and customized for foreign tourists, many of them are losing affordability for the average Indian. With growth of hospitality, aviation, hotels and railways infrastructure, there is huge scope of overall development of all tourist locations promoting greater domestic tourism and increasing employment opportunities. But sadly, not much has happened.

There are numerous pointers but here’s a few. Most tours and travels are highly expensive when compared to the costs incurred by self organized tourists and there is no established authentic check for such packages. While the wanderlusts enjoy the fun of unorganized trips, the family man pays a hefty sum for an organized tour. Commercialization in this sector has not come with a price reduction due to competition solely because information in this sector is not organized, especially for the budget traveller. With increased fares for short distance travel by air, travellers are looking back to alternatives like railways and roadways which are still not developed uniformly throughout the country.

There can be a lot of discussion on the various kinds of tourist destinations and packages, but a holistic picture surely shows higher concentration for development of expensive tourism with a lot yet to be done on domestic tourism with price affordability. Should we bother, considering the revenue share of domestic travel? According to me, yes. There still awaits a huge potential to develop, a sizable market not serviced well.

– Nemo

I must begin this post with a big L.O.L (actually laugh out loud). Why?

Answer these questions –

  1. “Feminity means pink, but why?”
  2. Why should marketers, especially in India, show women in advertisements of products like Geysers?

I do not fathom the connection and neither does my education enable me to understand the relationship.

So if I were a woman, imagine, and I want a flash drive, then –

  1. Marketer targets its products at me, by painting them “PINK” and suggesting it overtly.
  2. Don’t I know when I look for a pen-drive the essential benefits are functional I look only for “size” and “capacity” even though “I am a woman”?

“The SanDisk Cruzer Fleur is a sleek, feminine, cap-less USB Flash Drive designed specially for women of all ages.”

Truck load of inanity. Notice that the product is named FLEUR which means a flower. “Designed specially for women of all ages” – this is all beyond me. “Sleek, feminine” – Sleek is okay but feminine pen-drive.

I pray to lord “why, why?” Are they trying to show their marketing department is gender sensitive?

Boom-Baah-Bust. Meanwhile, amen !!!


Some news on Indian Retail space. BS has a good article on how the various retail giants are differentiating themselves. Here is a brief eye-catch of the article.

Spencer – Duck and Duckling strategy. What?

Future Group – Probably it wants to be everything for everyone.

Subhiksha – Low price – High Volume. People remember pricing classes / lectures.

Trent – We only use private labels. Better control it says in the textbooks as well as in reality. Is it true? Can anyone attest this?