For the uninitiated, Fujitsu is a PC/Laptop manufacturing company from Japan. It recently launched a new product in the market, primarily for women (and their idiosyncrasies?) called “Floral Kiss: Personal Computers”

An official Press Release stated “Based upon the design concept of bringing elegance to PCs, Floral Kiss is a new series that was planned and developed primarily under the direction of female employees”. It also goes on to say that the PC has been developed keeping in mind the fact that nearly 50% of the computers/laptops/PC`s are purchased by women.

In fact, Fujitsu did not stop at the elegant pink theme. Under the brand of “Floral Kiss”, it has 3 variations: Femine Pink, Elegant White and Luxury Brown. All the PC`s are designed and developed in a femine and elegant way – top casing is made of refined gradation and rimmed with elegant colors with a flip latch so that “nail chipping” is prevented!

Well, I am sure the company must have done its research whether the PC will really fetch them the revenues and be a hit with the target audience. But it definitely leaves a lot of room for doubts and suspicion.

After the initial announcement, the company is already facing a lot of backlash from women across the world. Many women have resorted to the social media and blogging websites to let the company know that the idea of having pink laptops with diamonds and an attached make up pouch is appalling – to the extent that it is insulting to womanhood!

Marketing StandPoint:

From the marketing perspective, I think the company is trying to appeal to a larger audience but may be at the cost of the existing ones - which may not prove to be very prudent in the long run. Trying to please a particular section of the target audience is a great idea if done in a proper way with the correct creative message and PR efforts.

By trying to be overly explicit in all advertising and press releases about the fact that it is cute, pretty, dainty, fragile and PINK, Fujitsu may have rubbed the female audience in the wrong way. Highlighting the strong features of that PC or doing it in an un-insulting way may have been a better idea.

PR – What Went Wrong & What Could Have Been Done

Their PR efforts, probably, were wrong too. In their press release or elsewhere in the social media circuit, they highlighted the wrong things and they have been criticized for using JUST 19 technical words and over 150 “feminine” adjectives to describe the Floral Kiss PC! The entire message can be revamped to suit the 21st century, independent woman (who is clearly above nail chipping and diamond studs on the keypad)

By not undermining the “female brain” and may be giving them the strong technical details (connectivity, hardware, software etc.) throughout their advertising campaign will surely help launch Floral Kiss in a better way!

A great PR lesson lies in this case: Knowing what your target audience wants is important but what is more important is how you put your message out to them and what kind of public relation activities back it up!

“A company slow to recognize the popularity of digital cameras” A NY Times article said about Kodak, 8 years ago. Was it the case of an inferior product, poor branding or a failure to recognize the emergence of the digital world for Kodak?

There was a time when Kodak was reigning supreme and was neck to neck in the stock market with other big giants like Coca-Cola,
Disney and McDonalds. All these companies are worth more than USD 100 Billion today but Kodak is bankrupt! Is it because they introduced bad products? Well, that was hardly the case. In the film and photography industry, especially in the 90`s, no one could have been better than Kodak.

Over the last decade, Kodak has been blamed about the negligence of future trends and a failure to recognize the fact that the world is advancing and digital technology is the norm of today. Donald Drump went ahead and said ” Kodak didn’t get into digital fast enough”. It is a company which is blamed for being stuck in film photography and old age cameras, which ultimately brought their downfall!

Well, here are some astonishing facts: (For more details, visit Ad Age, http://adage.com/article/al-ries/marketing-myth-busting-kodak-digital/232226/)

• It was kodak who invented the digital camera, market share
• They were the first company to develop world`s first megapixel digital sensors
• In 1994, they introduced the first digital camera below USD 1000
• Kodak also invested more than USD 5 million in digital R&D

These facts, opened up a whole new dimension in my mind. If they were totally into the digital technology and could see a future in digital photography, what happened? What went wrong?

Was PR and Branding a Problem?

For a very long time, Kodak has been associated with cameras and photography. The moment any one thinks of Kodak, it is the  film rolls and the brilliant film cameras – so much so that it practically became a generic name for “film” photography in 60`s thru 90`s.

Probably the worst thing they did was capitalize on the name “Kodak” . Marketing guys did not realize at that time that mind-associations play a vital role and been stuck with the name “Kodak” is like getting stuck in the past. If they wanted people to accept their digital technology, they could have changed the name of the brand name of the digital camera in some manner so that people are not stuck with the “old image”.

The category of photography was changing and they should have recognized this. A revamp of the brand image was necessary. In fact, this is where a proper PR strategy and branding could have played a vital role.

Lesson learnt: A strong brand name does not ALWAYS help with introductions of new products!

PR Efforts:

None of the marketers at Kodak made an effort to connect with their audience. Educating the target audience is great PR strategy. Communication with their fans was essential. There was a ready made customer/fan base – all they needed to do was put in that little extra effort to train, educate and inform them in a great way! The fans needed to know that Kodak is changing with the times and introducing their digital; cameras under a different name. A lot of PR activities like events, proper advertisements and even employee education (internal communication) could have helped.

Well, Samsung, Sony, Canon, Nikkon etc. capitalized on this opportunity and made every effort possible to introduce the product with great strength and PR efforts!

Sadly, today, Kodak has only 7% of the market share – but it definitely opened up a whole new chapter for marketers!

The restaurant chain has always maintained that it revers traditions and Christian values – and people have always respected them for their beliefs. Of course, the delicious food helps!!

But should the public be so forgiving that when the COO passes judgments and makes crude comments about a particular section of the society, they turn a blind eye? Well, the public/consumers are smart and they did not let the COO and the company go off the hook so easily.

On July 16th, 2012, Dan Cathy (COO) said to a newspaper, “We are very much supportive of the family – the biblical definition of the family unit. We are a family owned business, a family led business, and we are married to our first wives. We give God thanks for that.” 

Well, the people clearly derived the right meaning from this statement – Chick-fil-A is against same-sex marriages and condemns gay/lesbian relations. Judging people is no one`s business – least of all, a hospitality Mogul. There was a huge uproar following this statement. Gay and Lesbian organizations, charities and thousands of others in support of same-sex relationships (and humanity in general !) were up against the restaurant. They boycotted the chain. Many cities and their mayors (Boston, Chicago etc.) made sure that the expansion of the chain was stopped in their state/city. Social Media was buzzing with negative comments and hatred from fans, followers, customers and the rest of America!

Probably, at this point, Mr Cathy, could have made an apology and released an official Press Statement. But the chain did not do anything. They really thought it was a phase and will blow over (really??!!)

Lesson learnt – Keeping mute on any small or big PR issue is disastrous!

The chain needed to take a stand and say something. To the contrary, the COO, went ahead and said to another newspaper “Guilty as charged”. These were 3 disastrous words yet again. People were obviously outraged that instead of an apology or an official statement, the COO is acknowledging the statement! Well, to top it all off, the PR head of the company dies and employees’ morale hit an all time low. Still, no action, reaction or statement was released.

When any company faces a crisis, it needs to face it and try to figure out a solution through it. When the chain was undergoing a huge backlash from everywhere (newspapers, television, social media, groups/committees etc.), they really needed to address every group. It is fine to have an opinion but clarification is equally important. Just a statement clarifying Mr Cathy`s views, separation of political and personal views etc. could have saved the company from some of the backlash at least.

In the entire PR drama, they not only lost out revenue and customers but managed to create a very negative image in the mind`s of the ex-consumers!

Thus is the case with Fage Greek Yogurt. It is currently the most popular Greek Yogurt in Greece but in the United States, it is experiencing a dismal performance. Fage brand had everything in its favor in the beginning when the brand was launched in America a couple of decades back. They introduced the concept of Greek Yogurt to the American population and fast became a popular brand.

The bad news is – they thought they were successful and stopped progressing. The market is clearly big and competition could sense that the category of Greek Yogurt can easily be expanded. Thus, Chobani Greek Yogurt entered the market in the late 2000`s and they started doing everything to beat Fage – and they succeeded! Today Chobani `s market share is 47% and Fage`s is just 14%.

As Al Ries of Ad Age, very aptly puts it, “Getting into the mind first is what builds leaders; not getting into the market first”

A big lesson learnt - Just because you are a popular brand in the beginning does not mean you will continue the success story for years to come! Brands need to market themselves very well and be “on top of the game” every single day.

Now, let us take a look at the packaging of the ex-market leader (there was no competition at that time) and the current market leader:

The first thing I noticed on all Fage containers is the importance and prominence given to “Total” and not “Fage” or “Greek Yogurt”. The word total does not say anything at all and does no good for the brand. Instead, focusing on the brand name or the category (Greek Yogurt) will not just bring awareness but ideally can make you a top-of-the-mind brand name.

Now, look at Chobani containers. The word Chobani is the most prominent and second most prominent is the word Greek Yogurt. Well, I guess, this worked with the target market and they clearly have a success story now!

All in all, Fage had a great advantage because it was the first Greek Yogurt (that too branded) in the United States. Having a first mover advantage is a great advantage but as this case clearly shows, it cannot be reaped a long time. Brands need to continually think of innovative ways to market their product in the correct way to the audience.

As the Ad Gurus always say, “The minute you think you have succeeded, your failure starts”

]]> http://priyankaathavale.com/2012/10/04/does-first-mover-advantage-always-guarantee-success/feed/ 11 priyankaathavale fage-greek-yogurt fage greek yogurt honey chobani-greek-yogurt-1024x768 http://priyankaathavale.com/2012/05/01/brown-bag-lunch-ideas-healthy-cheap-and-easy-to-make/ http://priyankaathavale.com/2012/05/01/brown-bag-lunch-ideas-healthy-cheap-and-easy-to-make/#comments Tue, 01 May 2012 19:36:59 +0000 Priyanka Athavale http://priyankaathavale.com/?p=142 ]]> Students, bachelors, young adults, busy moms , all have one thing in common – they are busy and cannot dedicate hours in the kitchen. At the same time, they want to live a healthy lifestyle. Now, in such a situation, grabbing a pizza at work and guzzling coffee to fill stomach is definitely not a great idea!

This situation is worse if you want to pack “Indian” food. Indian food, primarily is heavy and spicy. It takes time to cook Indian dishes and guess what – most of the Asian dishes tend to have a powerful aroma. I am sure none of us want lingering food aromas at the workplace!

Well, I am in the same situation – wanting to stay and eat healthy but who has the time to go to a farmer`s market, come home and rustle up a healthy work lunch? But in a quest to shed a few pounds and start leading a healthy lifestyle, I knew I needed to pack a nutritious lunch and some healthy snack for my work day.

I am no expert but after some research and experimenting, here are few brown bag lunch and snack ideas that you can carry to work.

• Leftovers are a great! Pack it the next day for your lunch at work. Throw in a pack of Greek yogurt and a fruit as your snack and your day becomes easy, nutritious and cheap!
• I love Multi grain Pasta and the fact that it can be made in a few minutes is icing on the cake.

Heat some olive oil, saute veggies of your choice (carrots, peas, broccoli, olives, tomatoes, onions, mushrooms etc.) and cook till al dente. If you want to add some proteins to your lunch pack, add some lean chicken (no fat, only proteins!) and cook for  some more time. Add marinara sauce and a spoon of white sauce (melt very little butter,  add some all purpose flour, cook for a minute, add some milk and let it thicken for a few minutes).

Have some green tea in the afternoon along with a fruit. If you want an “Indian” touch, add some leftover Murgh Tikka.

In this yummy lunch, you have some “indulgent” white sauce, healthy veggies and some proteins!

• Another lunch idea which I simply love and can be made in few minutes are Stuffed Pita pockets. They might be a little difficult to buy in India, so substitute it with whole grain or brown bread.

Pop the bread/pita pocket in the toaster and toast it. For some fiber, add salad mix (if you do not want to buy the salad mix packet, just cut/shred some carrots, peas and lettuce). On the inside of the pocket or the bread, just add a dollop of hummus (if it is there in your fridge. If not, any yogurt or cream based salad dressing is fine).

For vegetarians, chick pea fritters are a great idea but if you want more proteins, tuna or lean cooked chicken will do wonders for taste and nutrition.

To make your day even more interesting, take a protein shake to work along with a banana (for some potassium)

      Recipe for chick pea fritters

This lunch is filling, tasty (can be modified according to your taste), nutritious and  very easy to assemble. It is full of fiber, proteins and some carbs (needed for your afternoon energy at work!)

•  For some Indian cuisine, nutritious lunch idea, I experimented with Murgh Palak (Spinach Chicken) and was pleasantly surprised that no aroma wafted across the office!

Boil some spinach, puree it and keep it aside. Heat very little oil, saute very little onions (you want to pack it for office!), add very little garlic and let it cook for a minute. Add the diced chicken (lean), some chili powder (or green chilies or paprika), coriander powder, cumin powder and cook cook till chicken is done. Add the Palak (spinach) puree and cook further for  a few minutes. Take some boiled rice or flat bread to have it with.

For a snack, a home made parfait or fruits    and nuts will be great!

Enjoy this lunch which is packed with proteins, fiber, good carbs and vitamins!

There are quite a few other options like :

• Chicken Rice – Mix rice, chicken, Indian masala (or any flavoring to your liking) and cook in a rice cooker
• Soya Rice – Mix rice, half boiled soya chunks, desired veggies, desired flavorings (chicken broth or some Indian masala) and cook in rice cooker
• Tuna salad sandwich – Mix some tuna, salt, pepper and some veggies and make a sandwich

These are just some of the things that I tried and experimented with. Do not let your packed lunch revolve around sandwiches (too much of bread is also not good). Experiment and invest a few extra minutes in planning for next day`s lunch. Along with it being nutritious, you want a tasty lunch/ snack.

It’s all for a healthy tomorrow!

Whether I am  in a celebratory mood, hurt, nostalgic or sad, Music has always given me the much-needed respite, peace and solace!

Now, combine your music with a glass of Apple Martini or a Glen on the rocks – a person`s day can be complete! I actually “Stumbled Upon”  an  amazing website which gives some interesting pairings for music and cocktails.

Curtsey - http://drinkify.org/

This really got me thinking how relevant music, moods and beverages are. I mean, after my 2nd Martini, I could not have listened to Frank Sinatra – it had to be a groovy Adele number like Daydreamer.

I realized if you can pair your songs/music with the right beverage, it kind of ties all the loose ends.

• In the mood for some No woman no cry ? Well, I have realized anything to do with Bob Marley and it goes very well with Red Bull
• Are you listening to upbeat Asha Bhonsle numbers? Grab a bottle of Merlot and groove to her tunes
• Nostalgic with Whitney Houston numbers – pour some vodka over ice and enjoy the evening
• Pour some Gin, top it with some tonic and garnish with a nice slice of cucumber and sing along with Jagjit Singh
• Attending a party and listening to Shakira? Pour some Champagne, add a dash of Galliano and top it with orange juice (yes, it tastes good!)
• Feel like a beer? Groove to Carrie Underwood songs
• Winters are in full swing and Bon Jovi is belting out his numbers – grab some brandy, add some Cointreau and a dash of lime

I tried few other disastrous pairings also  but you need to try for yourself and see what works best for you.  Of course, there is no science to this – it is more about what you like, your favorite beverages, music and your mood! But one thing is for sure, this unusual music – beverage pairing has an interesting and fascinating aspect to it!

“Do not pour a wine in your sauce pan that you cannot pour into your own glass”

Wow! That really struck me. When I cook, I make sure that I use really good ingredients. Then why do I compromise with wine?

Whether it is Gordon Ramsay, Rachel Ray or a wine guru, one thing is sure – if you cannot enjoy a particular wine in your glass, please do not use it to cook! Wine brings about the robust and hearty flavors of your dish – why spoil the taste with a cheap, stale wine?

Interesting ways to use wine in your cooking

• Simplest way to jazz up your salad is to drizzle some wine over it (preferably what you are drinking right then)
• Many entrees taste really good if you just de-glaze your cooking pan/pot with some wine. I am still learning the ropes, so I stick to a nice Sauvignon Blanc or a Chardonnay for white meat and good a Chianti or a Pinot Noir if its red meat. If it is all veggies, a light red will do the trick
• Cooking with wine transcends cuisines! Do not feel shy to use wines in Mexican, Indian or any other cuisine. In fact, depending on the meat, usage of wine in marinades is fantastic. Splash a little wine in your marination for Tandoori Chicken or Murgh Tikka and see the “pop” of flavor
• Red wine takes a little longer to reduce than a white
• If you are using red wine, make sure you really reduce it, unless you want your sauce to be purple / red in color. Reduce it over low heat and be rewarded with a woody brown color.
• If you are using fruits, especially berries, in your dessert, try a splash of Sauternes (Yum!)

Be Creative

Are you a Sherry or a Port Wine lover? Fret not! If you like it and if you think the flavors will not clash, go ahead! Try it.

A word of caution – Sherry is usually a “finishing” ingredient for a sauce. If you put it too soon, it might lose its flavor and taste.

Flavorful Ending

Remember you are cooking wine, so there is bound to be some amount of alcohol in your food. Research and studies show that the more you cook, flavors are enhanced and lesser amount of alcohol content remains in the food.

Enjoy cooking with wine – the same wine that you will enjoy drinking!

A fine wine is a symbol of sophistication and finesse. Pair it with appropriate and delicious food and voila! You have a success story! If “nosing” and “tasting” are part of the wine story, then pairing it appropriately with different cuisines and different courses, is equally important. Trying to sip a Rose wine with the fish course might be a disaster but have your Rose with a Caramel Custard and you have a perfect finale to your evening.

So, when you think of wine and food pairings, immediately one tends to think of various cuisines like French, Italian, Japanese etc. But “Indian” cuisine does not really appear on that list. Well, wine experts and wine connoisseurs are pretty particular about the fact that spicy, robust and strong foods can destroy the delicate flavors, notes and aromas of a fine wine. But Indian food is just that – robust, heavy and spicy. So does it mean it can never be enjoyed with a glass of wine? Do lovers of India cuisine need to chug beers only??

Indian Food with Wines

I am neither an expert nor a connoisseur but I love wines and I have tried quite a few of them with Indian food – believe it or not, some were super successful while some were disasters!

A suggestion - Avoid red wines with this cuisine because the food is spicy and robust. Red wines are also robust and strong. Too much of the same thing will confuse your taste buds! At the same time, if you are eating some appetizers which are straight from the Tandoor (clay oven), go ahead – enjoy the reds!

Courtesy – Wine Society of India, http://wsi.indiatimes.com/Pairing-Food-Wine/Wine-Indian-cuisine/articleshow/4609103.cms

Gewurztraminer is a delicious grape and its white wine is apt for Indian cuisine. Whether it is a light appetizer like Paneer Tikka or a heavy entree like Chicken Kashmiri or Prawn Curry, this wine is smooth, aromatic and medium bodied. Most of the new world wines like Riesling from Australia, Chenin Blanc from New Zeland etc. go surprisingly well with Indian cuisine. My personal favorite is Robert Mondavi`s Sauvignon Blanc which goes best with tomato based gravy and white meat dishes.

Pairing Indian desserts with wines is a little more tricky because here the dynamics change – it is not just sweet instead of spicy but most of the Indian desserts are dairy based. Well, avoid pairing wine but if you must, a nice port wine is best suited. The crispness cuts across the sweet and “milky” flavors of the desserts.

Fruity Notes to end with

Gastronomical delight is all about your eyes, nose and tongue! Do not hesitate to try out new wines and be a little creative – you never know what might appeal to your taste buds!!

Getting up @ 6 AM, getting ready, commuting to work, working hard (hardly working??!!) and coming back home @ 8 PM – that was my typical day in Mumbai – all for money, fame and corporate success. A few years went by and I realized – Ouch!! My jeans do not fit me any more and there it was – the reality hit me.  In my quest to achieve success and be cool (I was a single girl, staying alone in a great loft in a great city!!), I had neglected my health and lifestyle.

I am sure I am not alone and my life will be your reflection too! But gradually, I stopped saying that I do not have time to hit the gym or go for a run. Who says you need to become a member of a coveted gym or fall for those expensive diet fads?

Read on… for interesting and creative ways to lose weight, stay fit and yet enjoy your life…

• When we think of workout sessions @ home, we think of big space, many equipments, monetary investment and stuff. Try following basic Yoga or Pilates (at least to begin with). In my tiny apartment, I could manage a nice Yoga session and I am not a morning person at all – so be it – I did it after I came home from work
• What is peculiar to NYC apartments or even offices? They are all high up. Try taking the stairs instead of the elevator. Well, do not risk that if you are wearing your Vera Wang`s 4 inch heels  , but how about taking the stairs to your apartment?

• Being single and “cool”, I had a great social life. Guess what I did? Mumbai is a food lover`s paradise which also means it will have a plethora of organic and healthy options. I started ordering a nice Waldorf Salad with red wine instead of Cheeseburgers
• Before the “realization” struck me, I used to be happy grabbing a slice of pizza or filling my tummy with pots of coffee for lunch during office hours. I am sure most of you do the same thing and it is understandable. But your health is your biggest investment! Try getting up a little early and making some a healthy sandwich and throwing in some fruits and nuts as a snack option. It will not just make you healthy but save you tonnes of money!

So in my quest to twirl and twist, I started pursuing my Bharatanatyam dance classes as a kid. It started as a constructive utilization of time but soon went on to become much more than that – it became my ardent passion. As kids all of us are asking this rhetorical question – what do you want to become when you grow up? My friends used to say doctor, engineer, police man, pilot and the like. Guess what I said – I want to become a dancer!

Well, that didn’t exactly work out (who ever said all your childhood dreams come true???) but dancing has remained my first love – Zumba on a J-LO number or Tapping on an Irish Tune – dancing is fun and full filling.

So, back to my first love – Bharatanatyam – It originated in the Southern State of Tamil Nadu, India. It started as a temple dance where the dancers used to offer their prayers to God and Gidessess. “Abhinaya” meaning emotions and expressions are a vital part of the dance form. It is a perfect blend of body movements and expressions. There are 108 key poses and numerous “Mudras” ( hand gestures for communication) through which the dancer gracefully unfolds a dramatic saga!

It is dramatic, satirical and larger than life but delivers just one humble message – Love and Respect. Pursuing this form of performing arts does not just give joy and happiness to a person but inculcates the most basic yet priceless values of love, humility, expressing yourselves and respecting others.

My mom thought I was learning the dance, which was true, but those hours spent in the dance school taught me a lot about life, emotions and feelings!