 So, you can read the case and discuss in the group of 4 to 5 people actually, you have already read the case, just discuss what is the problem and how to get out of it basically. Yeah, I was just going through the story of the Basu, it is not just story of the Basu only, many of the entrepreneurs who do business just on the excitement are with only dreams with no plans, with no strategies, with no market segment identification. Most of us will do similar business and we remain in business for years and years and at one point of time we will find that business is not working and we go on blaming every other segment except the promoter. The one point which here I could really make out is with Basu, Amit Basu is, so he is the whole thing he was determined to be in business, the one plus point, okay that is personal. If you take up the business as a whole, so as only one thing he has got good quality machineries which can fabricate a good Almeira, that is the only plus point he has got in this business, apart from there is no other plus point. So as for the questions are concerned, what mistake Basu committed, so except for this he has intended to do the business, apart from that he never had any strategy, most of the things whatever he has done is mistakes only. Then the concept Mr. Basu was operating. Yeah, this you summarized what happened, the events, small summarization of the case, small summarization of the case actually, question we can discuss one by one, story of the case. The story of the case, instead of going to deeper into case by case, if I see the events like what is he is going is he is going without any direction, without any policy or without any strategy, as in when it comes he goes on doing, goes on borrowing, then doing something else and changing over the strategies. And the basic mistake what he did is he wanted to be, he has given a product which is equivalent to Godrej or best brand, but he has no strategy to put himself in that segment. To build such a brand he requires huge amount of money, it is not only the product which builds the brand. So brand building exercise he has never done, he has not understood, that is why the problem has started, that is why he was unable to sell, because his pricing was in that range, quality was in that range, but the branding was not there. So from there he started, he could not sell, then he went to other business or he accepted some other order, then he has stuck a deal with somebody else that did not materialize, then he goes on borrowing. So now he is asking for a bailout plan or a marketing strategy. So for this I do not suggest any marketing strategy, but all he want to do the marketing strategy, he has to restructure the entire business, business plan that is one thing. The second thing is the, for that he has to bring the required funding and the expertise. Expertise for what? So expertise to build the brand. Build the brand. Yeah, because his only thing is quality I have seen here is he can deliver a good quality Almira. So or the third thing, other thing what he can do is he has to approach the best brand like Godrej or the other brand which has been mentioned here and you see he can take the outsourcing of the job and he can supply them. And for that he need to again, he need to have the required strategy and the funding without that if he does, again he will get into one more problem. I think this is the summary what I could. So what concept he is working, he was operating? Yes, basically focusing only on production not on marketing, not marketing product. When I say concept, I mean to ask you, we discussed four concepts in the morning. One was production concept, second was product concept, third was selling concept and fourth was marketing concept. It was the product concept, product concept. So predominantly he was working on product concept, he was obsessed with the quality product he wanted to produce rather than obsessed with who is his customer, who is going to buy and what a customer is going to buy. So many of us actually go by this actually. It is a typical case and a true story of a small business because we are enthusiastic about our product, our idea and somehow we lose track of who will buy, what is the value of our product to the target customer or who will buy actually and what is the value of our offering to that customer. We fail to assess that actually. It is not that his product is not good. One of the excellent products per se, but is he able to communicate? Like he says he should build a brand. How many of you can put money to build a brand actually? Small business you know, easily to advise but difficult to implement. So practical problems, can he build a brand, how, if yes, how, how much investment? So many questions, what is the time frame? So product concept very true. So what should he have done? So there are many things he could have done, this he could have done that. So what could he have done actually? If I say he was, he is marketing oriented. So how, what difference it could have made? Being marketing oriented, if you are Mr. Basu and you are marketing oriented now, what will you do? Like one aspect I could identify is the lack of output say to the distributors. I mean initially the distributors were unwilling to take his product and sell it. Probably because they had better margins on other options and better brand on other options. So he could have as well priced his product on par with a Godrej and then offered the additional, entire additional price to the distributor who will then be making better margins when compared to say a Godrej. So that will be an additional incentive to get his, whatever product into the showrooms and then put them on par with the leading product so that he gets that initial traction going and the business running, even though he doesn't make a huge benefits out of it. That will just at least keep it running and product, create some visibility in the market, slowly build some brand value. Okay. You agree with him? But do you think that any distributor will like to keep the equivalent product? Because Godrej has a brand pull, people know the brand and they will be ready to pay some price. Why should people pay the same price to Rhino, even if the distributor pushes, will you pay actually? I am just asking you as consumer, if Godrej is charging 10,000 rupees for an Almira and there is a equal Rhino Almira, 10,000 rupees, will you pay for it, even if the distributor pursues? People would actually consider, I don't know how will the conversion be but then once there is, once you know that the distributor has got an incentive to sell this, he will start establishing the comparison between Godrej Almira and Rhino Almira. Probably out of 10, I can't give you a figure but there might be a good chance of conversion in that case. How many of us go to this one, see most of the consumer decisions are taken on the spot when you are actually buying a decision, it's up to the sales person and the distributor who is trying to convince you. I mean there is good chance if your distributor is saying, see I am the distributor, I will tell you that the, it's still used in this is this, the quality of paint is this, the, you know all the qualities, all the physical features and then show a physical demonstration of all the security things and then they say Rhino is a new brand with a good quality and definitely there should be some conversion. I can't give you figures around it but I believe so. Okay. The point of Rhino or any other brand which is similar to that scale, then I will listen to what the dealer is saying, if the brands are equal, if the brand is not equal, I am forced to go with my conviction rather than the dealer conviction and my first doubt will come what is he getting out of this, he must be getting something out of it. The moment I figure it out, I will definitely tell others why the dealer is getting more money. Yeah, think it. If you think the brand rather than the rising. Right. Especially today's community where there are large number of dealers. If a person if I can do not get a brand in a showroom, he will move to another showroom. So the distributor will lose his customer after that thing. These are the dangers. No but didn't LG in the recent past do the same thing in terms of brand creation especially in the Indian market. Nobody had heard of LG 10 years ago in the Indian market to counter what you are talking about. Take the same LG 10 years ago. Nobody knew LG. Right. And the same thing with Hyundai. Who knew Hyundai cars in India 10 years ago, 12 years ago, nobody knew Hyundai. But that the brand creation, the incentive they did to the dealerships was what sold those products in the market. I think it is the dealer education, the incentivizing the dealer is your end sales point, but as an activity to make that as a manufacturer, I need to go and educate my dealership network and give them the right tools to go and convince the customer. Yeah. And that is what is missing in this case of LG and the Hyundai. The case is different actually. These brands are globally known and this Mr. Vasu brand is made up made by him only and they have financially they were LG was sound and Mr. Vasu is not right now financially not that much capable to build a brand. Also you know among Indians there is a craze for foreign products you know means if you go and market and you know there are two brands okay if there is Indica and Santro you know people let us say nobody has heard of Indica or Santro okay. The person will say I mean it's Indian car you know I don't want it okay means so even you know global brands do make an impact on Indian consumers. If you talk about the awareness level of the purchaser or consumer end consumer we can say it is very low. If you talk about me or the many customers if you see they are not aware about the costing about this alimera or this type of products and this type of consumers but will you more in the seller or the distributor what the distributor says and whenever we have to purchase this type of products any family they will first prefer the distributor with whom they have good rapport or relationship old relationship and whatever he suggests they will buy that that is the case even though the distributor says that this Godrej costs 3000 rupees even though it costs 2000 rupees in the next room okay I will believe that it costs 3000 rupees and if he says that Reno is costing 2500 and still it has better quality I will buy Reno okay it all depends upon the recommendation of the seller or distributor in this types of products particularly yeah and what we are discussing about this LG and Samsung see in the consumers or buyers of this products are elite peoples having awareness they are having good knowledge they are regularly watching televisions and like this things so they know they can compare the products of their own while the consumers of this type of consumer derivatives like alimera, alimera, furnitures they don't believe in their advertisements and particularly if you ask me I will like to state that that Godrej yeah only due to brand I have to pay more it is not that due to quality I am paying more so that that thing is always in my mind so I will always refer the other brand and which is better in quality than Godrej or other thing okay yeah now my question is just as a consumer why will you believe in a distributor in a retailer on why why will you believe him that he is telling the right thing okay again this is one second is why will you believe him to a retailer of alimera what problem can come in alimera it can be it can be management effect you know it can be anything it's a painting that's got spoiled that's the reason he's got more influence in power for example these computer peripherals that you sell there can be many lot number of brands people who are educated techno savvy they'll buy their own they say they'll or Sony or whatever but when it comes to a normal SME SMB they would go to a tech support guy who is reachable and then whatever he sell whatever he supports or whatever he suggests will be the one that will be sold there okay because whenever there is a problem he'll take the responsibility of getting it done and particularly sale of these types of products happen within some limited periphery we will not go to Delhi or other what to buy some alimera or that right okay yeah we want somebody to provide service after sales service after that so we'll definitely depend upon the person who is nearer okay also dearer to us my take here is you will believe a distributor retailer only when you are not able to evaluate a product to some extent and if I am able to evaluate the quality of an alimera I will not trust my any retailer definitely right one thing probably you want one thing probably the rain could do here yeah you know when a customer comes to the you know store and you know comes to know that the prices are the same but one is Godrej and one is Rino he can't trust on the major contention that he would have is the quality of Rino because you know the shopkeeper is saying it but he doesn't have any you know assurances you know on either front on any front so probably one thing that could be done is to provide probably a warranty which is on par with Godrej or maybe even superior so that that will give him the confidence that boss you know if you buy this tomorrow if there is a problem I'll do it for you do it to you for free okay yeah that will give the confidence to that I agree but reaching to a good distributor and selling again was issue with Mr. Basu he again could not do yeah yeah looking at the product value mapping if we look at it the products right now Mr. Basu is offering they are not fitting anywhere right if he can make a distinction the economy becomes the economy and the premium becomes premium then he might be able to increase volume at both the places and then take care of the overall costing absolute in his case that's what I suppose because Godrej at 2300 right and right now he's talking only about 1800 or 1900 rupees right so there is a premium which is available which he can build on right and Rino economy can go towards the elite matching cost cutting so as to match the pricing there so you could not communicate the value so you can you can build a value you can create a value but if you don't communicate a value it will not sell so marketing concept marketing takes care of this communication also the marketing say you have to communicate when we say the definition of marketing is creating communication and delivery it's not creating a good software creating a good product but how do you communicate that and deliver that that is also a big issue and that marketing thinking can do well there is one yeah you are all right actually many thing but do you think what should Mr. Basu do immediately Mr. Basu should come we should realize that elite is doing good business as far as the case study shows that 20 to 30 with four resources he's able to do 20 to 30 sales this shows that the consumer is very sensitive to price pricing so 1500 20 30 almaras are being sold so immediately there's a sink cost he's these are all done finished products he there is no point in debating about how much should be the cost I should sell first reduce the price of 1500 the quality is anyways better than elite not liquidate because at a reduced price the immediate thing there is a immediate short term and long term three solutions immediate he should reduce the price to elite price because the quality is better there would be inventory moving forward the ball starts rolling once the ball starts rolling he should short term should be to reduce the to play with the variables and bring the cost of production to equal into elite immediately means today tomorrow also production is something that is short term I am saying yeah no immediately what should he do he should reduce the price 1500 light means segmentation you need to no no compete is another thing immediately means I need to do immediately no I think immediately liquid it is inventory sell is went immediately you need to rent a smaller from premises near city yeah still immediate still that will take some time to do now immediately with the elbow bag you should sell off the products on a solvable basis okay so it means see to get your business running you have to be liquid actually so immediately he had to become some liquid now long term probably said and premises are not long term issue they those are little immediately to short term to long term issues so that we can discuss but my take here is my understanding here is given the type of product the Elmira is which customer is not able to what is the quality of good quality of a good Elmira the gauge how do you judge the quality of an Elmira gauge gauge can any customer judge the gauge how what will you understand by knocking not everybody can do few people can do you are right yeah but some some good ingenious nobody measures with the gauge and all that yeah yeah that is what the distributed actually the retailer will tell you to major actually he will do that he will say if I say KDKK I got that matter he has devised just think of it he knows where to lock so I mean so Mr. Basu like he said he did he should make a brand absolutely he should make a brand but how to make a brand without investment the only way here probably was through distributor Arthur Taylor probably he might have to give more margins more money to push his product now what should be price should it be a premium as Godrej should be elite or should be low you know level that is a debatable but one thing is sure he cannot command premium as compared to Godrej because Godrej commands premium because of the brand which has built over the years and brand building takes time time and connotes trust of consumers in that like a simple example if I take off this label and these are the two bottles how much you will pay for this label bottle without label will you drink this water will you trust this yes if I ask you to buy how much you will ready to pay for this and without this just think one and 10 so 10 to 9 rupees is for the brand I ask this gentleman one said I will not drink this water even if you pay me 10 rupees I will not drink so this is the value the brand has actually that is a trust brand trust and that takes some time once few people will buy the Almeera the positive word of mouth will spread then the brand will be built before that he cannot command the same premium as Godrej few customers may buy I am not saying there will be few customers whom the distributor will convince and they still buy but not the desired level of customer will buy you know there is difference if you want 10 customer to buy they will not buy maybe 3 4 will buy so you will not achieve that objective it is not that nobody will buy somebody will buy so to say one distributor retailer can build the brand number 2 how how to control how to manage that is a separate issue altogether and that you have to see you can build a brand through it retailer through it is how Nirma was build they did not advertise initially you know the Karsan by story so he started with the cycle Nirma was supposed to be a wholesale brand you are pushed by wholesalers in the market no advertisement initially so once he got positive cash inflows he started advertising similarly another brand like a Gharid detergent it is very popular brand UP and other areas now it is spreading it is the same thing same way it is giving run for their money to Nirma as well as wheel many brands they start from scratch and then they build up and not through advertisement only but through distributor through channel positive once the positive word of mouth spreads it builds on that is how a brand is built it is not only through advertisement advertisement is very costly okay so he could have been with some time so now you can identify this problem as segmentation problem also he confused his customer he confused the right type of product of the right type of segment whether he wanted premium products for some segment or high value product for some segment to that that you can also relate what should he do now should he select his segments carefully and supply immediately he has to get some liquid cash no question about it no discussion reduce price sells through the distributor whatever price it is long term what should he do what are the options I just was thinking and while you are talking sorry to interrupt in that see when you are saying communicating value as you discussed all the points here it comes down to 40 almaras he has and he does not want to reduce his price because he will make losses so what in order to do that his average price has to be 1600 but initially he has to go down to as low as 1400 to compete with the elite he sells and the quality the value or word of mouth happens after that point he raises his price back to 1700 or 1600 and averages it out to that point that could be a marketing strategy in terms of communicating value but with 40 almaras do you think that kind of brand effect will happen 40 Miras what brand effect will happen yeah he has no time to think of these effects actually he has to get some cash repay to bank get some material for further production to think from that his business point of view anybody will do like that actually no rather than thinking of some strategy immediate study I think you know for long term strategy like he has not identified his market segment okay like if you consider the customers who are buying so it's like families okay who buy it and there are offices who also require them okay so now since he is very keen on quality okay so what I feel is he has totally missed the segment of families okay who want low-edge means cost-effective brand okay so what he can do is completely cut off that economy thing offers okay and manufacture only a premium so you know he is creating a niche segment for himself okay and target only people who want this segment okay now this way he is reaching the end consume consumer okay means he's keeping the middle chain okay and since his brand is niche okay so he has to reach on his own a few people and he is means probability is more of selling those things to those people in good number so that can be his long-term plan okay so instead of cut off the middleman chain and directly reach to his target consumer and focus on only one line of production okay means you know he should stop that economy line of production so so you have the options as premium right premium segment what else and reach directly to the consumer direct to consumer okay how do you do consumers see like a lot of offices put up tenders so in that case you know means suppose for a month you know he is proposing tenders to people he might get an order for at least one way to be it is not only offices it is defense also it is whatever not not the segmented market okay now means the family is okay now he's only in segment you are talking households no this is industrial like B2B absolutely any other option he can contact big companies like good rage to outsource OEM supplier OEM to Godrej or Joburg or Francesi and other two big brands that were available your Godrej and others what else okay you know what is his problem you know he wanted his brand to succeed actually so becoming your OEM and he couldn't go for dealer development as well right so becoming an OEM to others is not he cannot digest that that his his his Almira will not have his brand this is mindset job work again same problem B2B again his brand no so these are the mindsets which hamper the business actually so you should know whether you are in the business of business are you in the business of producing something so deal you have to understand you know I asked few you know few engineering graduates asked an successful entrepreneur that watch how we want to be an entrepreneur what should we do he told them forget engineering be a business person business man is a different cup of tea than a good engineer actually there has to be some difference you can be an excellent engineer excellent producer of a technology but doing business you have to have some understanding or sub connecting to consumer in some way rather than focused on your product so this is a very typical case you know you know he is now addicted to his brand his production his features his quality these things hamper all his actions all his decisions so he can be very he can be good OEM to Godrej and others not a problem but he will never his mindset direct to he can sell to industries offices so issue not a problem he can even rent his premises make some money so but he has certain mindset with which he is not able to do that so in this period some government schemes were available for small scale industries like SSI DC small scale industry development corporation they were supporting small scale industries in term of raw material supplies and purchasing raw materials from this or finished goods from this that could be an better possibility another thing like I said earlier and also Mr. Gulkar suggested that he could sell of his product on installment basis with the help of bank because the major stake was from bank finance was from bank and the another thing as his mindset is to establish his own brand so he can design a good scheme means as given in the narrative in the story the major cost is the transportation cost if one alimera is to be transferred to the city then it is 100 rupees and for six alimera it is about 150 rupees so you can give better scheme to the distributors then they can purchase the material or the finished goods from his factory and his ex-factory basis that they will they can manage transportation of their own and on down payment basis yeah okay they can sell up whatever margin they want they can give discounts they can take more profits because as a manufacturer my customer is a distributor not the end consumer both yeah so you know both both they are that is a challenge that is a challenge to the manufacturer yeah that your custom the channel member is your customer as well as the end consumer when we talk when we are talking about brands because it is there we have to build brand to both both right you have to enhance the image of your product in the eyes of retailer and distributor the channel member as well as end customer indeed in B2B you have so many people making decision the consultant also the others also so you have to build brand in the eyes of all people right so that is a challenge and also as a manufacturer also to boost the sales selling concept doesn't mean the selling concept is concept don't say selling concept he is you can say he should use a good sales force to sell not concept concept is different concept is a mindset you can use 2-3 concepts all together no it is not no no he cannot use 2-3 concepts he is already on the product concept he is focused but the thing is he should use a marketing concept rather than any other concept that is what is being stress here and also he can see first thing he did not build good relation with the channel members the marketing says 4p is you know the product price promotion and place place is the most one of the most important piece place means your channel the retailer the distributor the marketing that that is managed by marketing or sales people so if you don't maintain good relationship with sales people with the market with the channel members you cannot sell we have to maintain relationship with the channel member if there is one the pricing has to be as per the product quality and the segment your target and the brand value you command brand value he is not commanding any brand value because he is new to the industry so he cannot command very high brand value making a good product and commanding brand value are entirely two different things you can make excellent product but do you think the customer also thinks in the same way you think they come the challenge of communicating the value he can build excellent website with user friendly features target but he is not able to promote his website to doctors or pharmaceutical does it over there it means nothing building excellent website on a good platform is nothing actually so he has to communicate the value to all the stakeholders are in the process all the people who will use it all the people who will give him revenue so that is a challenge how do you do that how do you build that that is operational efficiency here now here I will I will just like to highlight what is a brand brand is not luxe brand built by 500 crores of advertisement only brand is anything any product which has certain associations and certain benefits is a brand Basmati rice is a brand or Basmati rice is a brand or India get Basmati is a brand India get Basmati rice is a brand Basmati rice is also a brand only generic product is rice because when I say Basmati rice I attach certain values with that rice of some quality some aroma some size of grains so a brand is already built when I say Basmati rice is I say India get Basmati rice that is the also brand but at a different level so you a simple small square manufacturer has to add brand values this small small things will add value actually any brand has benefits and associations if I say luxe brand what do what luxe stands for what are the benefits what is so great about Luxe so it is used by film star he is absolutely right you know such a strong association luxe has with film stars you cannot negate that yes they have created strong associations you cannot small businessmen cannot but I am just saying that is the association you can create with advertisement not everywhere you can create so this small see I am not going to see all these Asian paints Bajaj and all these they are very powerful players powerful brands but how a small scale player can build a brand that is a challenge actually then you have to understand what is the brand has this association and benefits and small small things like world of mouth positive world of mouth references can build your brand it is not only advertisement you need even if he he knows that it is used by film stars he will never buy like so that is a drawback also but brand is build over a period of time brand means trust so that trust you can you can build up without advertisement also brand means trust that you can you have to build up that is build a word of mouth and that builds over a period of time so the challenge for you or for everybody is to build good brands and understand the association just think of any Tata what Tata stands for trust you have trust trust is the biggest thing which is associated with the brand trust in some conformance to quality that is important Tata stands for value for money you know conformance to some quality and trust key features do you think these features can be built without only or without ad only this is actually myth that brands are built by advertisement only Nirma and Ghari you know they were all started as a wholesale retailer brand this customer started on a cycle without no advertisement for years so there the challenge is you know now those times were relatively easy there are not many crowd brands who were crowding the market now there are many brands in similar areas now the next stage challenge is how to differentiate that is again a challenge the challenge of differentiation when you have talk of building a brand I talk of differentiating your brand your product from a competitors product the challenge of differentiation that is a one of the biggest challenge here I take this in detail tomorrow that challenge of differentiation that is the biggest thing a brand and differentiation I just I'll show you few advertisements actually I missed on when I talked of segmentation targeting I missed on positioning how two brands position themselves and why brand positioning is a positioning of brand in the minds of consumer I don't think I'm talking about consumer and big brands you can do it for individuals also big companies do it by advertisement and promotion so all companies do it by how you look of those are built there are no advertisement it was built by the sales force only companies position their brands through promotion through advertisement or other means just to occupy a distinct space in the mind of consumer it's all mind game and that mind game trans is transferred into profits it is converted into profits to do the valuation of Coca Cola is how many billions of dollars just brand if you put brand on sale people are ready to pay around 60 billion dollars 80 billion dollars just for name Coca Cola and it is not only advertisement Coca Cola in US stands for many values actually so similarly there are many other brands which have been built not only by advertisement by word of mouth and other means and they build on but let us see the lesson out of it that you can build the tools can be different but the concept remains same segmentation targeting a position tools can be different budgets can be different but the concept is the time proof you know negation pains it's really idea to capture mind of the target consumer either you consume by this or by the other ways by good salesman good sales talk or influencing the right customer the theory remains same any question in this thing we are not covering word of mouth marketing actually if you know bad brand for a small entrepreneur or anybody in fact the more trend is towards word of mouth marketing with web point to zero and social networking point two point zero if that is the situation don't you see this kind of method will not have a direct impact on word of mouth marketing because word of mouth marketing only spreads after the experience of the product is there how do I influence word of mouth marketing these advertisements have huge budgets and it has been seen the relative effect the efficiency is not that high means you spend 300 crores and the desirable you don't get the desirable results so you're moving towards other means other tools of marketing like word of mouth marketing and that is very powerful you know like nowadays how do you market movies you try to influence some of the you know critics you try to influence some of the people in US the blogs are very popular you know before you go and watch movie you read blogs similarly here you try to the job of a marketer is to influence a key opinion holder in that area who you have to identify who is a key opinion holder or holders whose opinion is revered in a given area you see automobile industry automobile industry also now works on these other ads they try to influence the magazines car and bike and other magazine programs and other road shows so that they are key you know people who compare different vehicles and form opinions and many people just follow them for the key opinion holders if you're able to influence that key like I said you want to sell a security system you go and sell to a top jeweler in a given area he holds a key opinion in that area others will follow that will easily you can easily influence the word of mouth from that you're saying in every industry in respect of the size there will be a key opinion holder there are in every industry has to be there yes yes yes absolute textile industry I remember if you go to Chandigarh Punjab what the money is a very powerful opinion holder what textile machine the word man will buy small scale and others will follow him what word man will purchase others will follow similarly what lnt will do others will follow so these every industry they are key you just have to find out who are they and how so and how do you create that a reference there you have to see the credibility of word of mouth that is why what I was stressing actually not word of mouth from everywhere it's a credit when you say opinion holders word of mouth it will help SMS how effective it will be because you will get trust on word of mouth when you know the source the source is credible now when an entrepreneur is being operating in a small-scale area around him making huge his own thing successful in a closed circuit area this SMS short messaging services can help strategize his own businesses over the place we have some success stories being related to this that is why I okay question why not if you if it is there you can even the story in fact some of the informations which can be used by the farmers where a particular product of say controlling a paste and a disease is being relayed on their mobiles so they try to use it and it reaches the exact consumer where that particular database is being used by most of the industries nowadays in the rural advertising setup this particular thing is being used by most of the commoner consumer industries of the pesticide origin of the agree input businesses okay and mobiles are the only things which in scenario which is which which will now pay the growth in the rural only mobile connections sure so can that not be at what is my strategy for a entrepreneur who wants to reach such masses why not see isn't this more of a information dissemination than trying to promote something you're giving some valuable information which the consumer is able to use it is not actually creating a word or brand value for you in that mode yes it indirectly it it probably but not as a direct means it is not creating a brand value for you now basically this information to reach a particular consumer has got a value from consumers point of view but it has got a cost also who is going to bear the cost to make an SMS it is a cost if it is useful to me then only somebody is paying it if someone wants to reach at a large that consumer a base say for example a new fungicide was a case of 50,000 agri farmers that particular strategy can be used by a company who is manufacturing this is more of database marketing right you have a data of 50,000 farmers and you're able to do a target audience and you're able to disseminate an information but what we were discussing was how do I use a reference points as my brand building I just want to sorry to say I'm in the mobile advertising division and I have the privilege of doing that and I've been doing that for last one year and we're doing a lot of these things and one of the great things about SMS is actually for a small entrepreneur you're absolutely right in terms of reaching the right person it's the most effective means of doing it and the cost being as as low as 2000 rupees you can actually reach and make a profit of 5 to 10 lakhs for an entrepreneur that's like an golden opportunity to start with but in terms of brand building once those customers come back to you with that once you have testimonials see it's a good tool to start your brand building exercise but in itself it's not a brand building it's a like you know it propel your brand building exercise because you reach your target audience faster you get your customers back and you take testimonials from them and then you take the testimonial and you you form a word of mouth opinion and you decimate through the key opinion holders that would be a really effective way of so all this is rewarding in terms of brand building only yeah it will be a tool which will reward brand building but itself it's not a brand building exercise it will accelerate branding building in the process of brand building yeah in a way what he's saying is it's prospecting we call it customer prospecting but what his experience he says that's great you're also referring to see every everything what you said what he said both lead to brand buildings brand these things only you know for example prospecting the objective is prospecting not brand building probably in your case the objective is information dissemination not brand building one tool can be used for many things SMS as a tool is a enabler for something so you have to see how you could use it how you can build it and many applications can lead to brand building you know but here we are discussing slightly different topic like he said we are discussing how you can use it to build a brand anything else the companies can distribute some of the gift items or calendars and they should fit their slogan into mouth of each and every individual the general mindset of the customer that a good brand must have some slogan or some brand like Raymond the complete man since 1925 likewise so such type of slogans or any words they have to fit in the customers by the means of gifts or calendars or diaries like that that is the another way to create a brand these are promotional tools now why diary because it remains with that customer for a full year you know now this is sometime diluted because a customer has so many diaries he gives to others it doesn't keep so we have to see the relative effectiveness of the tool when I because I focus on small scale business how to best utilize your marketing effort you have to see basically if it is diary calendar you have to see what is the effectiveness of the tool that is very essential actually it can be SMS it can be diary calendar it can be anything or influencing your opinion holder in a region in a area and doing things so you have to marketing budget like I'll take up this issue like I have in mind what should be the marketing budget for your enterprise and where should you spend there are very key questions actually we can discuss tomorrow on this the brand differentiation and marketing expenditure will take up tomorrow and discuss that is there is no one rule of thumb there are many rules of thumb we have to see which one fits better