My students always ask me “why are you so fascinated with Marketing?” It is the only area where changes happen every day and one can observe and learn. Observation can pay rich dividends and one of the sharpest observers is Madhusudan Kota my ex colleague at SSIM. Kota is pursuing his PhD under my guidance.
Kota has just send me a photo. Take a look. This is the new Mobile phone offering from Vivo and its name ‘Real Me’. Innocent branding or cute name. No way Sir!
This can be called “Desperate Marketing”. Generally, such desperate tactics are indulged by local or even micro level competitors trying to cash on the brand names of their famous competing brands by aping their names. Examples galore; Coolgatte, Nirwa, National Panasound, Adibas, Black Labial, Coma, Saniya an many more. To get more fun and knowledge follow the link. https://www.scoopwhoop.com/humor/fake-brands/#.4obf7j6cm’
When small players do it, we can all laugh and say ‘desperateness of a small player’. Those are counterfeit products and customers can avoid buying them. But when Vivo does it, it appears sinister. Look at the font it looks like Red Mi.
For all the hype created by VIVO with its association with IPL 11. Red Mi is the king when it comes to online sales. And everything is fair in love and war and Vivo goes for the kill and names its product Real Me. I am not impressed. How would Red Mi retaliate? Your guess is as good as mine. But my two bits of advice to Red Mi - Don’t do anything. Be quite and serene. Imitation is the best form of flattery.