COMMUNICATION: SUPERDRIVER OF BUSINESS

BY ROBIN GHOSH
( FORMER CHIEF ECONOMIST, BENGAL CHAMBER OF COMMERCE AND INDUSTRY)
KOLKATA, 26 SEPTEMBER 2022

If you are born in the sixties, you must have seen this TV ad : It is a TV spot for Titan watches having Mozart’s 25 th. Symphony as background score. At that point of time, this was quite revolutionary, quite out of the box. Western classical for an Indian brand! But it worked like anything. Western classical music lent the brand Titan a world class feel.
Good advertising is creating a magic with storytelling, music and visuals that connects the mind and soul of customers instantly. And with the flow of time, it becomes a part of social fabric and social culture. As and when Titan ads used to come on the TV even without looking at it, people knew it was an ad for Titan watches.
But this is not all. Marketing is like an iceberg. Overtly seen, advertising and communication is the tip. It is only one P. The other Ps are equally important.The four Ps i.e. Product, Place, Price and Promotion have to be harmonized to create a powerful symphony to touch the soul of the customers.

Start-ups, let us have a look behind the success of the Titan brand. What moves were made to make it a number one brand:
1 .Based on Customers Behavioural Survey, a decision was taken that Titan watches are not only to watch the time but a piece of personal adornment.
2. Instead of a classical distribution network, the franchise model was adopted by Titan.
3 . The location of new Titan showrooms were no more in congested lanes and by lanes but in new market places coming up in new urban habitats.
4 .Created a dedicated Service Network alongside sales outlets.

To build a brand and to achieve marketing success, no doubt communication is a key parameter. But in depth study and analysis is vital to create a strategic marketing vision.
The strategic vision helps us to design communication pathways and sculpt action timetables to reach the target sales.
If you are keen to observe how brands are made and polished from time to time watch Titan and Tanishq .They are great brand building case studies .