If that's the case, they aren't real ideas. They are fantasies.
Most often when a new brand is about to be launched, communication/ad agencies are often called after the product, packaging, brand name, etc. are frozen. Then they are asked for marketing/communication strategies and ideas. The point is why was the product developed in the first place if the strategy is not in place? And think about it, marketing communication spends form the largest chunk of the marketing budgets.
The problem often stems from the understanding (or misunderstanding) of market attractiveness. An oft repeated reason to enter a market is this: "Oh, this is a 1000cr market with just 5 brands. There's ample scope for a new brand." Might be. But might not be. One might find out that it's 1000cr coz the five brands built it up like that. 1000cr as an absolute number is big. It attracts. 5 as an absolute number is very small. And therefore, it encourages. But the real thing is what do these 5 brands stand for. If they stand for 5 different, strong and exhaustive positions in the minds of the people, then for all the attractiveness you have negligible chance to take any share away from them. New brand launches often overlook the qualitative aspects of their markets.
It's a systemic problem. Process problem. Thought problem. If you are gonna bank on the ideas and strategies of communication agencies and spend hundreds of crores using those ideas for communication, you had better call them right at the stage of conception. And marketers, do not be bothered, if you are given a strategy to stay low, to not launch a particular product or to not enter a market, for even that is a strategy meant to save your money and energy and most importantly attention. If you have to pay money to communication agencies to save so much, isn't it worthwhile?
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