Marketing Management
Nothing more than a sheer conceptualization of plain Common Sense

Over the last 2 years (through which I have been aspiring for MBA), all I had heard about Marketing is that it is the most sought-after major for an MBA student or even aspirant. I had even attended a couple of seminars or conferences listening to few speakers from corporate world, for example, Sales Head of a computer company, a reputed B-school graduated entrepreneur, and even some professors from moderately good B-schools. There were people to speak on anything and everything (I mean major) – Finance, Systems, HR and MARKETING. But at the end of each seminar, all I could conclude about the speakers, especially those who spoke about marketing (supposedly, they majored in marketing) that these people just gassed on and on and knew nothing special more than me, except the conceptualization part.

I belong to a community which has been traditionally famous (maybe infamous, too) for being typically business-minded – “The Baniyas” or most of them know us by the name of “Marwaris”. Though, our family has traditionally been a family of professionals but still, most of us have always been entrepreneurs, having our own establishments for architectural, designing and project management services. Therefore, it is since eternity – I mean, as early as I can recall – since childhood, that I remember my Dad always giving me fundas about capturing the market, understanding the customers’ needs and more so, discussing about any particular company on how could its policies have been different or how could this situation have been handled differently – be it any industry – Banks, DTC Buses, Railways, MTNL, Soaps, and especially Eatables (since we all share a peculiar but similar taste for any interesting palette) :P And not to forget, across any functional areas – be it HR or Marketing or Systems or Finance (although, he discussed these with me only as I grew over years – in that order). Finance being the last, for obvious reasons :)

So……okay……mmm……

I feel, at this point, I should share an interesting incident that happened with me a few months ago. I was having lunch with my colleagues outside my office at a “Chhola-Kulcha counter” when after the meal, as usual, I felt the chilies taking a toll on my tongue and I spotted a cup of “boondi-raita”. Although, it hardly seemed to be made out of curd, considering that it’s co-efficient of viscosity was lower than that of even plain water. Anyhow, feeling a fetish towards the “supposed” beverage, I asked its offering price – 5 Rupees, I was told. I went amok – 500 paise for this watery raita ??? and that too such a petty glass ??? and that too not full upto the brim ??? :O

Now, my baniya-giri dawned upon me and I shot back the next second, “Give it for 2 Rupees, I would have drank at least 3” (My logic being that this way he would have earned 6 Rs instead of 5, because currently, I had found his glass not worth the 5 Rs. and decided not to have it) And I paid for my part and strolled on. Out of the corner of my eye, though, I continued to look for his reaction but whatsoever, he did not respond to my comment.

It was not many days later, when I happened to be there again and I noticed something. When somebody asked the price of the raita, the vendor said “2.5 rupiya aur 7 rupiya”. On watching closely, I observed that he had started using 2 different sizes of glasses and out of those two, the bigger one (for 7 Rs.) was the same as the old one (previously for 5 Rs.), but now being filled upto the brim and the smaller one was a new addition.
Oh My GOD…!!! This guy is a genius, although I consider myself as a person, who never comes under such marketing tricks (and this time too, I did not), still I was flabbergasted at the fact that he actually surpassed my expectations. Not only did he thought about my comment (okay, I am being optimistic here), he actually raised the price of the older glass and introduced a smaller price-ranged product so that whoever just wants to kill the chili-effect, can opt for the 2.5 Rs. Glass. Furthermore, the price he decided to put at his cheaper product was not Rs. 1 or 2 or 3 – he chose 2.5 and that is such an amount that most of his customers would have a problem paying – so what would be the result? His customers would end up having 2 small glasses and would pay him Rs. 5, which happens to be a perfect round figure and hence, much more easier to pay.

Now, what would you call it?
Segmentation?
Targeting?
Or Positioning?

If you ask me, it is none. It breaks the shackles of the concepts of Marketing Management and goes beyond – much much beyond all the fundas and jargons given by the great marketing gurus. Now, this is what I call “Marketing”.

Some of my readers might argue that this is not “Marketing”. Rather, it is “Selling” to which I would say “Marketing and Selling, after all aim at only one thing – maximizing the turn-over”. Isn’t it so? :)
But Anyways, now I move on from that vendor but as I do so, I clearly re-iterate my point – this time blatantly – that there is so much to learn from this “businessman” or “entrepreneur” – maybe, not directly but surely indirectly…!!!

And then, suddenly, a thought crosses my mind-screen. Isn’t this wrong – ethically or whatever but tricking the customer in such a way that he doesn’t have an option but to have 2 glasses and pay 5 Rs instead of having his choice of having only 1 glass. I get an immediate reply – “After all, Its Business” and not only this, I have a funda confirming this – which was taught to me by my Mom – years ago (My Mom comes from a typical businessmen’ family and all my maternal uncles have proved their mettle in their Business all across India and even abroad – and that too across various industries). So!... That funda came out as a result of a conversation which was initiated by me, after observing the way Mom bargained at a local retail shop. Shopkeeper says 30 Rs and my mother replies with “not more than 15”. I am…like… Shit, What is she doing? That poor fellow is asking for 30 and she is saying 15. What’s going on here? Then followed the obvious conversation (my philanthropy showing its face), with which I am sure, many of my readers can relate to :)
But finally, what came out was that my Mom spoke about one of the basic principles of marketing or rather any Business which had been given to her by her eldest brother. I think I should mention at this point that her eldest brother is one man whom I always stare at with utter surprise, because he could not study after 5th Std., he moved to Calcutta at the age of 12. All he could learn about Business was from his masters in Calcutta, of whom he worked during the day as a shop-boy and did leg massage in the evenings, followed by assistance in household shopping before going to home. And today, I see him a well-succeeded business man, better-off in English Speaking than most of the Hotel Attendants (although with a different accent) but surely, he has traveled the world around and he knows every business – in and out.

She said “Ankit, Business is business and it has to be profitable otherwise there is no point doing business. If you are so philanthropic, you could join an NGO, rather – where you would earn a meager amount. Would you be happier then?”
She knew my answer.
She continued “By this, I do not mean to say that Business and Ethics cannot exist together. There is something called Ethical Business, Ethical Marketing or Ethical Selling. Suppose, you make a Bulb and it costs you 5 Rs each, it is entirely upto you to decide how much your selling price should be. You can even decide it as 10 (200%) – that would not be entirely unethical because it depends on a lot of factors like your brand image, your market value, etc and even your personal needs (for example: you might be in an urgent need of a house for your family). But then, when a customer comes and asks for your product – then comes into picture – Ethics.”
“You tell him – it costs 10 Rs. After negotiations, you both decide a price of 8.50 Rs. Now, the important part is that you should take 8.50 from your customer and hand him over the Bulb, which he had chosen (the one which cost you 5 Rs.) Many business-men CHEAT there customers by giving them an inferior quality product, if the customer has bargained but as far as our family’s business ethics go, we vow not to CHEAT any customer.”

This was just an example – an incident which I can recall. Many of my dear readers might argue that this is not such a special funda to be dedicated a blog to. What I would answer is simple – “It is! Today, not many businessmen care to include ethics in their business. Especially those people, who, more often than not, speak about their habit of spending 2 hours in the temple every morning and even while they are driving on a busy road, they strive so hard to get a glimpse of the roadside temple’s idol, that they might put their and other people’s lives in danger.”

Well, as for me, that moment with my mother was one moment when I did not know how to react. Today, as an MBA student, I realize the importance of that principle of ethic and moreover, I can relate Ethics with Business with much more ease.


What? You want to read more?
Well, although, already the word count has crossed my expectation and I am aware of the fact that long articles reduce readability. I could go on and on, perennially discussing my philosophy with you but I realize – Alas! In parts!!! :))