Tag: 🔍Insights

MINISO Marketing Strategy That Makes for Its Mega Success
Nobody could have ever predicted that China would experience another period of rapid economic boom. Similar to how Toyoko dominated the automotive industry, a brand that has been reigning the consumers for more than 6 years by offering a variety of goods and services is MINISO. It was founded by Chinese entrepreneur Ye Guofu in 2013, and the company was inspired by Japanese design-led lifestyle products. Since 2017, a Chinese-retail chain, Miniso has accounted for a major share of the consumer market.

By earning customers’ trust and catering to their preferences in many countries, Miniso has experienced tremendous success in the market owning more than 5000 stores across the world. Miniso instantly gained fame for producing ingenious, cost-effective, and low-priced goods. We all adore small consumer goods that are both practical and appealing, right? For instance, Miniso has developed a remarkable technique for producing facemasks that effectively puts the compressed facemasks into a bowl of water and waits for it to expand. In this context, we may say that Miniso, a Chinese company, has been manufacturing design-led lifestyle products that are secure, cost-effective, stylish, trendy, and simple to use.

In this article, we will go through the marketing strategies that made Miniso a renowned brand throughout the world.

Marketing Strategies of MINISO
Unique Features of MINISO’s Marketing Strategy
STP of MINISO
Most Popular MINISO Campaign
MINISO’s Covid19 Marketing Strategy

Where MINISO Makes Its Money? 2020

Marketing Strategies of MINISO

Miniso is a popular Chinese company that has stores all around the world. It is probably the first name to pop up in people’s heads whenever someone thinks of buying beautiful-looking stuff on a budget. It is because of the brand’s amazing marketing strategies that make it a popular name among everyone. The following are the key marketing strategies of Miniso:

Market Entry Strategy

Miniso undoubtedly offers the best product and customer experiences because it has explored the international markets and launched more than 5000 stores in the US, Canada, South Korea, India, UAE, Hong Kong, and many other countries. As mentioned before, Miniso emphasizes products with appealing appearances, reasonable prices, and high quality to meet customers’ specifications. Furtherly, Miniso’s business strategy is known as “Three Highs, Three Lows,” where “Three Lows” refers to low prices based on low costs and low margins whereas “Three Highs” refers to higher efficiency, higher technology, and higher product quality.

Communication Strategy

Miniso is considered a fast fashion brand, which combines trend and leisure in its product, and prioritizes creativity, high quality, low price, and safety of the product. Miniso communicates or launches any new product through social media platforms. For instance, Miniso created Hashtags like #LoveLifeLoveMiniso, #MinisoLife, and #MinisoIndia to advertise its products. All this contributes to mass-media advancements, word-of-mouth referrals, and sales promotion and also makes people aware of its product and services.

Intensive Management Strategy

Applying the model ‘Three Highs Three Lows’, Miniso never fails to amuse us with its Intensive Management, where the interior decoration style of the store is modest and unique, American colour palette, product presentation, it’s shelving, making it difficult for the customers to walk away with empty hands.

Product Design

One of the greatest strategies of Miniso lies in its product design. Miniso never fails to offer high-quality appealing products at affordable prices. Most of the brand’s designers are Japanese who make the products so appealing that it becomes hard for the customers to not make any purchase from them.

Brand Strategy

MINISO Partners With MARVEL and Hello Kitty – MINISO Brand Strategy

From food & beverages, cosmetics, health & beauty, clothing, household goods, digital products, daily life products, to fashion accessories, the Chinese brand has been earning profit through selling its wide range of products all over the world at low cost and proposing new products regularly. Moreover, Miniso collaborates with other renowned brands, such as Hello Kitty, and Marvel Studio so the fans out there would love to have products if Iron man is in them. Miniso’s brand strategy is based on the choices of the customer and aims to entice the widest range of middle-class customers.

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Unique Features of MINISO’s Marketing Strategy

The following are the unique features of Miniso’s marketing strategy that makes it stand out:

In-Store Experience

Miniso perfectly identifies and meets this unspoken need. Shelves serve as marketing communication, and the American colour scheme provided by the brand, makes one want to make a purchase immediately. When you add in the brand’s stunning decorations, it becomes pretty much unavoidable to leave their store.

Smart Collaboration

Synergy always results from partnering with another profitable organization. By working with brands like The Pink Panther, Hello Kitty, and Marvel Studios, Miniso demonstrated this in person. Before the publication of Avengers Endgame, one must have observed how popular its commodities were and Miniso did not miss to take advantage of it.

Giveaways and Contests

MINISO India Holi Giveaway

Free things are always the best way to draw people’s attention regardless of how big or small they are. Everyone loves getting things for nothing. Even if they might never use the free goods, they still desire them, regardless of how essential it is. So, to take advantage of this fact, Miniso regularly conducts contests and giveaways for the customers.

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Endorsements and Influencer Marketing

Products promoted by prominent personalities are frequently adored by consumers. We are more inclined to make a purchase when it is promoted by our favoured celebs and is within our price range. When everyone desired the popular Marvel drinks, attractive coin purses, and AirPods cases, the brand’s popularity skyrocketed.

Psychological Marketing

Miniso maintains its prices at Rs. 99 or Rs. 249 and tailors the beauty products by incorporating sun signs, adorable customized notes, and colour chord progressions. This helps the brand create a connection with the customers. People are encouraged to spend longer time in the store due to the lively ambience, attentive floor staff, and Billboard Top 50 songs streaming in the background.

Campaigns

Another unique feature of Miniso’s marketing strategy is its appealing campaigns on social media. With promotions like #ShowMinisoColour on Holi, it inspires customers to take photos of all the colourful Miniso merchandise they have purchased. People were urged to reflect on their personalities and use colour to express them. Miniso created its shopper personas and infused them with advertising effectiveness techniques. Additionally, it leveraged the pandemic scenario to rally its fans on social media, using hashtags like #WeWillGetThroughThisTogether to uplift people’s life force with their acquisition.

STP of MINISO

Segmentation

Previously stated that Miniso frames its marketing strategies according to the choices of customers. Generally, Miniso focuses on the age group of 15-35 years old and impose restriction on the use in the hands of children as it contains plastic and Miniso’s psychographic is based on middle-class customers.

Targeting

The key demographic for Miniso are homemakers who require uniquely designed goods and services. It concentrates on homewares and consumer goods that offer excellent value at affordable prices.

Positioning

The positioning of product differences is the foundation of MINISO’s marketing strategy. Miniso demonstrates creativity and is renowned for its unique and fashionable items of high quality at reasonable prices. It is presented as a fast-fashion brand.

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Most Popular MINISO Campaign

MINISO #Love2gether Campaign

Love2gether

On March 22, 2022, the international lifestyle store celebrated the conclusion of its MINI bus global tour and #love2gether campaign. The programme which promoted love and unity throughout the world involved 100,000 consumers from nine different nations. The #love2gether campaign by MINISO, which went live on February 22, uses social media to spread a theme of happiness and harmony. The label MINISO flagship shop in Soho, New York City, was the starting point for the MINI Bus, which travelled to Mexico, Italy, Spain, Australia, Indonesia, Vietnam, Thailand, and the United Arab Emirates, among other places. The bus travelled to famous locations all around the globe in a 30-day period.

On March 28, about 100,000 customers visited physical MINISO stores to leave greetings. People also posted online content with the hashtag #love2gether which amassed more than 3 million likes. Every experience was customized by MINISO to meet the needs of various markets, from influencer relationships to the layout and transit of the MINI Bus.

The MINI Bus in Naples, Italy, was encased in a vintage design that reflected the distinctive aesthetic identity and rich history of the city. For the big finale of the MINIBus global tour and the #love2gether marketing in the UAE, MINISO lighted up the iconic Ain Dubai. The worldwide retail network of MINISO is also responsible for the camp’s triumph. By the end of 2021, MINISO had established 5,045 retail locations across 100 nations, bringing happiness to all lands. Since MINISO Plushie Day was established, this is the organization’s first significant advertising effort. MINISO promoted a message of hope and brought additional energy throughout the Covid period.

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MINISO’s Covid19 Marketing Strategy

A Winning Couple in MINISO USA for the #LoveWithoutDistance Campaign

A secret $100 MINISO gift package will be delivered to the recipients’ loved ones on Valentine’s Day in 2021 as part of MINISO’s #LoveWithoutDistance Campaign, which it launched on Instagram and selected 100 heartwarming love tales from people divided by COVID-19 lockdowns. The successful contestants received a thoughtfully packaged personalized gift box that could be scooped up at their nearby MINISO location.

This helped them enjoy a challenging Valentine’s Day in 2021 and echoed the brand’s purpose of encouraging us all to appreciate life’s little wonders. 100 MINISO prize packages were sent to finalists from 16 different countries as part of the campaign, which involved over 11,000 participants worldwide. Over 930,000 people worldwide had been contacted by the campaign. With a sum of 545 comments and 28,791 likes, the campaign also garnered strong organic involvement on Instagram.

Conclusion

MINISO is a global brand that specializes in various products like cosmetics, personal care, toys, stationary, and more. The brand’s stores in various countries are what makes it the most appealing among the customers. Thus, MINISO’s product design, in-store experience, social media campaigns, brand strategy and overall marketing strategy are responsible for making it a renowned brand throughout the world.

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FAQs

What is MINISO famous for?

MINISO is famous for offering a wide range of appealing household goods, cosmetics, toys, stationary and more at reasonable prices.

Who are the competitors of MINISO?

UNIQLO, MUJI, and MUMUSO are the top competitors of MINISO.

Is MINISO a Japanese or Chinese brand?

MINISO is a Chinese brand, however, its products are mostly influenced by Japanese design.
July 30, 2022
Dettol Marketing Strategy | What Drove Dettol’s Success in the Indian Market?
The saying ‘Hygiene is two-thirds of health’ holds great importance in life as hygiene is one of the most important basic human needs. Since the outbreak of covid-19, we are obliged to wash our hands regularly to prevent the spreading of the virus all around. Well, you may be thinking that using a regular soap would cleanse the germs in one wash, right? But you are wrong about it because regular soaps don’t contain any antibacterial chemicals, whereas a hand wash liquid or disinfectant gel does.

So, to ensure this someone has to take the job of manufacturing antibacterial chemicals in products. Well, that’s Reckitt, a multinational UK-based consumer goods industry is a leading company in the manufacturing of disinfectant products all over the world. Reckitt & Sons are well-known for working towards the provision of disinfectant products for a cleaner and healthier world by launching Dettol, Harpic, Vanish, Cillit Band and Lysol, ultimately owning a net worth of around 56 Billion USD and becoming one of the world’s largest household products companies.

Among all of these brands, Dettol showed great growth during the pandemic. However, even before the pandemic, Dettol is known to be a tried and trusted household brand for many. This is because of its great products, pricing, and most importantly its marketing strategies. No brand can flourish well in the absence of the right marketing strategies. In this article, we will go through Dettol’s marketing strategy that makes it the most trusted hygiene brand.

Marketing Strategies of Dettol
Unique Features of Dettol’s Marketing Strategy
STP of Dettol
Dettol’s Marketing Campaigns
Dettol’s Covid-19 Marketing Strategy

Market Growth Rate of Hand Hygiene Products in India (2018-2022)

Marketing Strategies of Dettol

Dettol is one of the most popular and trusted antiseptic and hygiene brands. Almost every household has a strong faith in this brand when it comes to hygiene. The following are the key marketing strategies of Dettol that make it a household name in the hygiene category:

Product Strategy

Dettol is one of the largest brands in selling & distributing antiseptic solutions in the form of Dettol Antiseptic Liquid, Soap, Hand Wash, and Dettol Surface Cleaning. One of the original products branded by Dettol is Antiseptic Liquid which is highly recommended as a first aid toolkit necessity. The brand offers various other products like hand sanitisers, shaving cream, dishwashing liquids, etc. This product strategy to provide different kinds of products on a budget under one name with the claim to kill 99.9% of germs proves to be great for Dettol’s success.

Price Strategy

One of the key marketing strategies of Dettol is a great pricing strategy that uses varied pricing. As I mentioned earlier, Dettol offers budget-friendly products that use the valued price method in which the customer gets the best value for the product purchased. For instance, Dettol Anitspectic 550ML costs INR 194 and 1Liter is priced at INR 330 in India. Its pricing strategy is to offer its products in different sizes and prices to suit different categories of people.

Promotion and Advertising Strategy

Dettol’s Celeb TVC

Dettol contributes a great share of its profits towards its brand promotions and advertisements. It is known to advertise its products through campaigns, radio, TV ads, print ads, and so on. The brand is known to develop a strong connection with the customers with its blogs, surveys, social media channels, and different campaigns. Dettol also indulges itself in celebrity promotions to strengthen its image among its customers.

Selling & Distribution Strategy

Dettol products are available in over 120 countries. The company sells its products to distributors who in turn sell them to wholesalers and retailers. In the case of bulk order, the company use a direct channel distribution strategy, by delivering the products to the customer.

Thus, Dettol opts for an amazing selling and distribution strategy by offering its products everywhere including local general and medical stores, malls, and also over different eCommerce platforms.

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Unique Features of Dettol’s Marketing Strategy

The following are some of the unique features of Dettol’s marketing strategies that make it stand out from the rest:

Brand Equity

Consumers perceive Dettol as authoritative as being somehow reliable and adaptable and ensuring coverage from germs, according to brand image data analysis. Dettol’s equity on bacteria safeguarding has continued to remain very potent. It’s been compared to a soldier that shields them from the dirty and unsanitary physical realm.

When a brand is used, the user experiences a wide range of emotions. The brand conjures up favourable pictures and thoughts, from reassuring customers that their families are safe and secure and also giving mothers the satisfaction of knowing they have done everything in their power to protect their children from germs.

BCG Matrix

Dettol BCG Matrix

BCG Matrix is a growth-share matrix that is used to analyse different products of a company. The matrix divides the products into four categories. These are the star products, cash cows, dogs, and question marks. Star products indicate high growth and high market share; cash cows have low growth but high market share; dogs have low growth and a low market share; question marks have high growth but low market share.

For Dettol, its liquid hand wash is the stars, the antiseptic liquid is its cash cows, band-aids are the dogs, and products like soap bars, shaving cream, and wipes are its question marks because of less demand among the customers.

Competitive Analysis

Another unique feature of Dettol’s marketing strategy is competitive analysis. Dettol can reach a broad market across multiple sectors because of its presence in several product categories and the enormous network of RB. They also dominate certain markets, such as those for antiseptic liquid and liquid hand soap, but some of their market segments, such as those for wipes, kitchen gel, and shaving cream, are performing relatively poor due to the competition from numerous local and international giants, including HUL, P&G, Dabur, and many others.

Market Analysis

Presently, several manufacturers’ offers can be found in the sanitation marketplace. People are becoming more environmentally conscious as wealth and education levels rise, providing these businesses with a chance to grow their target market. Keeping this in view, another unique feature of Dettol’s marketing strategy is that it always conducts market analysis to stay ahead in the race.

Customer Analysis

Dettol’s customer analysis allows it to consider all groups of people irrespective of age, gender, or financial status. This is because everybody does need antiseptics, and since Dettol has been on the market for many years and has performed admirably, consumers have absolute confidence in the brand.

STP of Dettol

Segmentation

Dettol uses Demographic segmentation in terms of age, social status, behaviour, gender, income level, and occupation. In simple terms, any person of any age can take the advantage of Dettol products.

Targeting

From the young ones to the old ones, every generation contributes to the targeted customers of Dettol to increase the usage rate.

Positioning

Everyone looks out for hygienic products whenever they encounter the spread of any viruses. Thereby Dettol emphasis on its core brand positioning as an antiseptic which protects people from 99.9% of germs.

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Dettol’s Marketing Campaigns

Dettol’s Most Recent Campaigns

Dettol has released an advertisement clip as part of the #showercool campaign that highlights the USP of its soap, Dettol Intense Cool. The company has also teamed with Rajasthan Royals, an IPL team, as its official cooling partner for IPL 2022.

Dettol’s Viral Campaign

Although the lockdown measures continue to relax, the Dettol campaign on individuals returning to the workplace became viral for the wrong reasons. The advertisement tries to explain parts of office life that people may be missing out on because they work from home. However, the advertisement instantly drew harsh reactions from commuters for comparing going back to work to seeing your second family. The government had been organizing a press partnership campaign to explore a range of themes related to the coronavirus response, and soon the officials clarified that there had never been a “return to work” campaign.

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Dettol’s Covid-19 Marketing Strategy

Dettol’s Tribute to Covid-19 Warriors

Due to the resurgence in the use of sanitation and health goods, Dettol has established itself as the market leader in India’s soap sector. According to RB’s most recent statement, the company currently controls 14% of the local soap market.

“For the first time in its history, Dettol, as a tribute to covid-19 warriors, replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ inspiring story,” the company said on the launch of ‘Dettol Salute Campaign’. This was a great marketing strategy that the brand opted for during the pandemic.

Dettol Banega Swasth India (DBSI) also launched Swachh Bharat Swasth Bharat Yatra to create awareness regarding health and hygiene among the people by conducting nukkad nataks across the ghats of Varanasi.

In addition to increased awareness of hygiene precautions, which has increased utilization of hygiene goods, effective and efficient supply chain administration during the crackdown assisted Dettol’s business. Dettol and other etiquette goods like Lysol and Harpic account for more than 60% of the company’s Indian sales.

It employed the ad firm Dentsu X in January to give it more traction. To take advantage of TikTok’s viewership, RB inaugurated the Dettol India #handwashchallenge campaign in April. According to the company, the campaign received 125 billion views. Additionally, it has partnered with AIIMS to support pertinent research initiatives on cleanliness and other non-pharmaceutical things.

Conclusion

Dettol is one of the most popular household names when it comes to hygiene. All its marketing strategies are responsible for providing it with a competitive edge over other hygiene brands. Its product, pricing, promotions, and selling strategies are amazing and compliments its brand name. Thus, Dettol’s marketing strategy is a great combination of building a strong brand image and ensuring customer satisfaction at the same time.

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FAQs

Why is Dettol so successful?

Dettol is successful because it offers a range of quality products that suits the needs of every household at affordable prices. Moreover, being a tried and tested brand, it has developed a strong trust among customers that makes people buy it over other brands.

Who is the owner of Dettol?

Reckitt Benckiser, one of the world’s largest household products companies is the owner of Dettol.

What is the unique selling proposition of Dettol?

Dettol’s unique selling proposition is the provision of germs protection in its products like the antiseptic liquid, hand wash, soaps, and shaving cream.
July 29, 2022
Tata Neu: A Super App that is Not Less than a Superhero
The world we live in is not an ordinary one anymore. It is a digital world and technology is ruling over it. There is hardly anyone, who is not digitally connected. Everything and everyone is online, if you are not then, you are losing a very big opportunity.

The development of technology has changed the world for the better and now almost every country is focusing on transforming itself into a digital one. Not surprisingly, India is also included in this list and focuses on reaching the goal.

Wouldn’t it be nice to have all the facilities like payment and any kind of financial transaction in just a single app? Well, thanks to the digital world and its lifestyle, we have got one sooner than we have expected. There is hardly anyone, who doesn’t know about Tata. One of the biggest Indian multinational companies, the Tata Group is not only making its presence felt in the country but the entire world. The launch of the Tata super app, Tata Neu, is another feather in the cap of Tata, which has the potential of helping the company achieve many more milestones.

The much-awaited Tata Neu super app of Tata Group was officially launched in India on April 7, 2022. Speaking on the launch of Tata Neu, Tata Group Chairperson Natarajan Chandrasekaran referred to the day of the launch of Tata Neu as “Neu Day”. The youngest member of the Tata Group, the Tata Neu app has finally been launched with 2,500+ offline stores and a customer base of over 120 million users.

In this article, we will talk about Tata Neu and how it is looking to change the face of digital India.

What is TataNeu?
How Tata Neu Works?
Tata Neu – Features and Services
Tata Neu – Logo
Tata Neu – Funding
Tata Neu – Growth
Tata Neu – Challenges
Future Plans For TataNeu

What is Tata Neu?

As mentioned before, because of technology, it is possible to have a super app. A super app is an application that provides various services that are necessary for a human to use. It includes services of a variety of apps in a single one, and that erases your worry about your phone storage.

To be specific, with the help of this app one can chat, get their financial transactions done, shop, and even book a ride. Thus, to make the country digitally strong, Tata Group has launched a super app called Tata Neu for both Android and iOS users. The company has integrated all the major services into the framework of the app, which has been launched in a mega-media blitz during IPL. The app is now leveraging the popularity of the IPL tournament and enabling cricket fans to watch the popular cricketing event in large numbers.

It had first passed the beta version, where a Tata Group employee got the opportunity to use the Tata Super App, when reported in November 2021. It then went through several rounds of tests. Tata Neu was said to make its presence known in early 2022. The Tata Neu app, which was all set to be launched in April 2022, was finally launched on April 7, 2022, to grab the swing of the IPL season. It is also important to note here that the Tata Group has also been declared as the title sponsor of IPL for 2022 and 2023, which was really indicative of the launch of its digital loyalty app of Tata. Being the “digital loyalty app”, Tata has designed it in such a way that it will be rewarding for the customers across the Tata brands, and enable them to earn reward points and redeem them.

How Tata Neu Works?

Tata Neu Super App

Whenever you click on one of these features, the app will redirect you to the cross-linked apps of Tata. The super app will integrate an array of Tata Group’s services under one umbrella, Tata Neu. In other words, the users of Tata Neu will get all Tata services, including BigBasket, where if you tap on grocery, you’ll be led to BigBasket; healthcare will redirect you to 1mg; for electronics retailing needs, you can go to Croma; enjoy all eCommerce deliveries for varied needs; get bill payment solutions with Tata Neu, buy electronic gadget via Tata Cliq, and more. If you are wondering about the other verticals – airline companies, Vistara and AirAsia, clothing chain Westside, coffee chain Starbucks, over–the–top services, and others, they are also integrated into the super app. This long-awaited all-in-one super app from the $103 bn conglomerate will help the users avail of everything that they might want via an eCommerce app, which would also stand as a fierce rival to the likes of Amazon, Walmart and Reliance Industries. Walmart, which earlier looked to invest around $25 mn in Tata Group, as per the reports of September 2020, for the development of the Tata Neu, probably might have surfaced to avoid such a situation.

Though there is not much valid information on whether the Tata Neu-Walmart has materialised, we will be continuing to hear from them and the other biggies in the ever-growing space of eCommerce for sure.

The Tata Neu app that was launched officially on April 7, 2022, will also be rewarding the users with 5% of the amount in the form of Neu coins, which will be rewarded to them on every single purchase. The value of 1 Neu coin will be equal to Re 1, which the users can redeem for shopping or any other services in the future, which will be powered by NeuPass, a loyalty membership programme that will allow the users to earn Neu coins on their purchases.

The Tata Neu website is tatadigital.com

Tata Neu – Features and Services

Tata Neu is packed with features that extend financial services, bill payment services, and eCommerce services, including grocery, fashion, beauty, electronics, and more to its users. Plus, you can also book hotels and tickets for movies.

The super app presently opens to a screen that sums up all the services that Tata Neu presently has for its customers, with the help of which, they can:
- Shop, eat, travel & more
- Earn rewards
- Simplify payments
Tata Neu is really a one-stop-shop for the users, as Tata rightly remarks, which would help the users:
- Deck their wardrobe with Tata CLiQ and Westside
- Grab the latest gadgets from Croma
- Get groceries from Bigbasket
- Book a flight on Air Asia
- Checkup their health and fitness with 1mg
- Book a luxurious stay at an IHCL hotel
- Order a 5-star meal on Qmin
Tata Neu App Services

Tata Neu has formulated NeuPass, which is a loyalty membership programme that helps the users earn Neu coins by shopping on the platform.

Tata Neu – Logo

Tata Neu Superapp Logo

Tata Neu – Funding

Tata Neu, which is powered by Tata Digital, has received funding of Rs 5882 crore, from Tata Sons, after it sold 2.48 cr shares to TCS, at Rs 4500 per share. This helped it receive Rs 11163 cr in liquidity. With this latest funding that came in on April 2022, the total funding that Tata Digital received from Tata Sons has become Rs 11872 cr between 2021 and 2022. The earlier reports mentioned an interim investment of up to Rs 3795.87 cr ($500 mn) for the final launch of Tata Neu and to help the super app absorb the initial cash burn issues. However, the actual investment it made, happened to be 35.46% higher than the figures reported earlier.

Tata Neu – Growth

Launched in the first week of April, Tata Neu had seen more than 2.2 million downloads already on May 12, 2022. However, Tata Neu was rated 3.9 on Google Play Store and 3.3 on Apple App Store then. Tata Neu has reportedly clocked 7 mn downloads within 7 weeks of its launch, as per the senior Tata executives in an internal magazine, as per reports dated July 13, 2022.

The NeuPass that Tata Neu is reinforced with, is helping users to earn Neu coins and is really benefitting the Tata app. This is why Tata will be looking to scale the NeuPass members to 100-150 mn in the next 2-3 years, mentioned the CEO of Tata Digital, Pratik Pal. Pal also told that Tata Neu will be having non-Tata brands too on the platform, however, they should only be from the domains that Tata has little or no presence. “Space like mobility”, as identified by Pal, fits the deal, where Tata is looking to bring in outside players.

Pratik Pal declared the main pillars on which Tata Neu stands are:
- Travel and hospitality
- Entertainment
- Finance
Pal has mentioned that the Tata Neu app would be onboarding all of the 3 Tata Group airlines companies, which are Air India, Vistara, Air Asia India, and also the Indian Hotels Company (IHCL) onto the same. On the other hand, Tata PayPal will be gearing up to fill the space in the entertainment segment. However, the finance segment is still a growing headache for the company, and this would take more than a year to be filled up, according to Pratik Pal.

The Tata Cliq app has reportedly exited the consumer electronic space and is set to be merged with the all-new Tata Neu app. This move of Tata Group will help boost the traction of their new app. Tata Cliq, the consumer electronics category of which formed 50-55% of its business has been integrated with Croma, mentioned some of the sources, as per reports dated July 8, 2022.

Tata Neu – Challenges

In less than a day of its launch, Tata Neu has already started seeing its bit of challenges. The first of such is an alleged breach of privacy. Here are some of the challenges that Tata Neu has seen to date:

Tata Neu Employee Exits

Within just months after its launch, Tata Neu CTO Sauvik Banerjjee left the company. Banerjjee, who quit the company in the middle of July 2022, has earlier stated that he is a UK national and had planned earlier to move back to a global role. This had been decided before the launch so that he can move on post the Tata Neu launch. Though this is enough to spread a wave of concern, the company spokesperson mentioned that the Tata Neu team is “well placed to address any issues.”

Privacy Breach

A marketing professional from the Eastern Indian side of Kolkata, Ranendra Ojha, had installed the Tata Neu app only to find that the Tata super app already had his 3 addresses with them. After a brief spell of research, Ojha discovered that Tata Neu must have pulled up the details from BigBasket, another Tata-owned app for groceries. This way, he claimed that Tata must have shared all his information across the brand.

Another person based in Bangalore, also reported such instances when he found multiple addresses, which included the address of his old home, where they live no longer.

Failure in Meeting Sales Targets

Tata Neu had failed to achieve its initial target of $200 mn in gross sales in the first month of its operation. It might have clocked $120-150 mn in gross sales during the month of April when it launched in 2022.

Future Plans For Tata Neu

Tata Sons Ltd has already invested $2 billion on October 25, 2021. As per October 2021 reports, it has planned to raise $5 billion by selling the stakes for the digital venture to external investors and is still in talks with CPPIB, Softbank, Temasek Holdings, and Abu Dhabi Investment Authority for the same. The ambitious target of Tata Neu is to clock in $2-2.5 bn in sales in the first year of the Tata Neu operations

The Tata Neu platform will reportedly add outside players in segments where Tata has a less significant presence. Tata Digital CEO, Pratik Pal also mentioned that the hospitality and travel segment would eventually emerge as the next biggies.

Tata Digital has given a valuation estimate of nearly $18 bn for the digital identity. In the wake of a super app, many elusive deals and lucrative offers are bound to follow. When that comes about a curiosity among individuals will be piqued. It will revolve around the features of the Tata Neu app, all the services it provides, what deals and offers are available, and methods to go about using the app to make the most of all its bells and whistles. Tata Neu Referral code will be one among them where you will get a reward for referring the Tata Neu app to a family or friend. They will also receive rewards when using your referral to download and sign in to the app. Tata Neu is also set to offer loyalty programmes across the different brands available on the app. This will allow customers to earn points that can be used to further shop on the app. To know more about the above-mentioned information details, visit CouponsWala, where you will find blogs explaining the same along with coupons and deals.

Facebook-Jio deal to Turn WhatsApp into Super App like WeChat in China

After investing $5.7 Bn in Reliance Jio, the Facebook-Jio deal will transform India’s most popular app WhatsApp into India’s First Super App.

StartupTalkyVarad Kitey

Conclusion

With the presence of the super app from Tata, the way we do everything, from payments to shopping will change. One app that can provide so many different features will make our work convenient, and of course, not to forget, will save our phone storage!

In a world, that is almost completely digital now, super apps are definitely the future. The super app development and the launch of a super app like Tata Neu in the market will bring a revolutionary change in the technology industry in India. Just a matter of time, and we might see the unfolding of a new era in front of our eyes.

FAQs

What is the Tata Neu app?

Tata Group came up with the concept of super apps, where the users can get all the services provided by Tata under one app. This is known as the Tata Neu, which was launched on April 7, 2022, with the help of which one can get the services of a variety of Tata apps under a single umbrella.

How much is Tata planning to invest in Tata Neu?

Tata Sons are looking to invest over $2 billion in Tata Neu.

What is the Tata new app, Tata Neu, launch date and time?

The Tata new app, Tata Neu has been launched on April 7, 2022, during the match time of the match that was played that day between Lucknow Super Giants (LSG) and Delhi Capitals (DC) from 7:30 pm.

How many super apps will India see in the coming days?

There are numerous super apps in the making for the citizens of India. Tata Neu, Jio super app, Paytm super app, SBI super app, Flipkart super app, Google super app, Amazon super app, Whatsapp super app, and Zee5 super app, are some of the upcoming Indian super apps that will soon redefine digital India!

How are the Tata Neu app downloads done?

The Tata Neu app downloads are done simply via going Google Play Store or from Apple Store.
July 29, 2022
Is AI Going to Take Over the Creative Jobs Too?
Artificial Intelligence or AI is the ability of machines to perform certain tasks that typically require human intelligence. It allows the machines to understand and achieve specific goals. Simplistically, machines learn, automatically, from existing data without being assisted by human beings.

When machines are able to absorb huge amounts of unstructured data such as text, images and audio, it is called deep learning. There are four types of Artificial Intelligence –
- Reactive Machines
- Limited Memory
- Theory of Mind
- Self- Awareness
Human beings, today, are surrounded by examples of Artificial Intelligence and that way it has permeated our day-to-day existence.
- Siri, Alexa and other smart assistants
- Self-driving cars
- Robo-advisors
- Conversational bots
- Smart Email Apps
- Search and Recommend Algorithms
- E-Payments
- OTT recommendations
- Social Media
- Music Streaming Services
- Google Maps and Navigation
- Text Editors and Autocorrect
Future Uses of AI
AI vs. Human Creativity – Can AI Take Over Creative Jobs?

Future Uses of AI

AI is advancing at a break-neck speed, similar to the exponential growth witnessed by database technology in the late twentieth century. The importance of data has been amplified by AI’s large appetite to store, retain and analyse data.

‘Metaverse’ was a term that was first heard in the 1992 science fiction novel ‘Snow Crash’. At that time, it was considered too futuristic and a concept of science fiction. Yet, less than 30 years later, it is on the verge of becoming a reality.

The metaverse is a single, universal and immersive virtual world. In simple words, it is an alternate universe facilitated by virtual reality and augmented reality.

There are existing uses of a metaverse in the gaming industry. This could very well leap into the everyday world. Be it conferences, meetings, weddings or parties, the metaverse can host it all. The possibilities of its uses are endless.

AI vs. Human Creativity – Can AI Take Over Creative Jobs?

Human beings are trying to achieve a system that emulates our intelligence. Achieving this requires a starting point. What is that starting point? A massive amount of data.

If we want a computer to tell us the difference between a tiger and a lion, we have to first feed it with thousands of images of tigers and lions. However, human intelligence is a multi-faceted tool.

A tool with the ability to make decisions, create, learn, evolve, draw inspiration from a lifetime of experiences, feel, empathize, think differently and, essentially, be a square peg in a round hole.

“Our intelligence is what makes us human, and AI is an extension of that quality.”
― Yann LeCun

Creativity

Albert Einstein says – “Creativity is seeing what everyone else saw, and thinking what no one else thought”.

The best example of this is probably, the advertising industry. This industry has, possibly, made the best use of AI. It has created award-winning campaigns. ‘The Next Rembrandt’ is a perfect example of how AI can be utilized optimally to understand the Dutch Master’s painting style, his use of colour, lights, his subject interest, etc. All this data can then be used to produce a modern painting emulating his style.

Yet, machines can never know, if Rembrandt himself would have evolved or if he might have shifted his interest towards another style of painting or subject.

Empathy

Empathy is the understanding of the problems and realities of the people and then designing the best product based on that understanding. AI can collect and collate data, but can never show the true nature of what drives human beings. Data can show an individual’s activity spanning days or months, but cannot answer the ‘why’ of those activities.

It is this particular human quality that separates us from AI. It is this quality that allows humans to design and create products with a deeper informed decision.

Mind Theory

Human psychology is a web of emotions that affect thought and behaviour. For AI to replace creativity, it would need the capability to comprehend human complexities and make decisions based on self-reflection. Currently, this is beyond the AI technological brilliance.

Conclusion

The superior intellect of human beings has led to the invention of Artificial Intelligence. Yet, it is a system that is based on rules and algorithms and built-in data. It is a system that relies on those very rules and algorithms to process the data that has been fed to it. Can it collate, relate and process data faster than human beings? Without a doubt. Can it scale imaginative heights and then further push its limits? No.

Human beings are not only gifted with intelligence but a natural curiosity to expand and grow. Continually push limits. Consistently evolve. AI is a tool that has been created to assist in our journey towards that excellence. Nothing more, nothing less. AI is a convenience that we created so we may continue to excel at our own imaginative brilliance.

FAQs

What jobs will AI take over?

Customer service executives, Bookkeeping and data entry, Proofreading, Manufacturing and pharmaceutical work, Retail Services, and Courier services.

What jobs will AI not take over?

Human resource managers, Writers, Lawyers, Psychiatrists, and Event planners are some of the jobs AI will not take over in of near future.
July 28, 2022
How K-Pop Became a Huge Part of the Korean Economy?

Music is a cultural aspect of all human societies that is universal. It plays a key role in all social activities. Be it religious rituals, rite of passage ceremonies, weddings or community choirs, music brings everyone together in celebration. Music is widely created, much like literature and visual art.

The modern western world defines music broadly – an all-encompassing term to describe diverse style and genres. Music is fluid – in that it keeps changing and evolving. In the 21st century, music is helped by technological advances including the development of isomorphic keyboards and dynamic tonality

What is K-Pop?
Modern K-Pop Culture
K-Pop’s Effect on South-Korean Economy
Distinctive Features of K-Pop
How K-Pop Went International?
Growth of K-Pop
Some Top Names of K-Pop Music

What is K-Pop?

K-Pop is an abbreviation that stands for Korean Popular music. It originated in South Korea in the 1950s and is the mainstream music of the region, commonly known as K-Pop. To understand it easily, a comparison can be drawn to what Taylor Swift is in the United States.

Part of the South Korean culture, K-Pop includes styles and genres from across the world – pop, hip hop, rock, jazz, electronic dance, folk, country, disco, classical and many more as part of its traditional musical roots.

Previously, South Korean music was called gayo. It was only in the 2000s that the term K-Pop became popular. It is a term that is often used to describe Korean music and artists associated with the entertainment and idol industry of the country. American pop music culture has especially had and continues to have an effect on K-pop.

Modern K-Pop Culture

K-Pop Band – Seo Taiji

The hip-hop boy band Seo Taiji made the contemporary form of the K-pop genre in 1992. They were active in the mid-1990s. Their experimentation with different genres and styles of music as well as integration of foreign musical elements modernised and reshaped the country’s contemporary music scene. They were the pioneers of integrating rap into K-Pop music.

This led to the formation of some of the most popular pop groups in the Korean music industry. SM Entertainment was established in 1995, JYP Entertainment in 1997 and YG Entertainment in 1998.

The year 1996 also saw the first ever K-Pop group in existence which was H.O.T. This was the group that started the K-Pop culture that is prevalent and followed even today. With the emergence of BoA and TVXQ in 2003, K-Pop’s popularity soared.

K-Pop’s Effect on South-Korean Economy

Hallyu – meaning the Korean Wave – is a large influx of South Korean music, movies and TV shows into the western world. The speed at which its popularity has grown, especially K-Pop music, helped generate a large amount for the South Korean economy. This helped relieve the stress that the economy was under during the 1997 Asian Financial crisis.

The world-famous song ‘Gangnam Style’ by the South-Korean artist Psy, generated approximately USD 8 million in YouTube revenues on its release in 2012.

The seven-member K-Pop group BTS took the world by storm with their music gaining USD 4.9 billion for the South-Korean economy. The high point was with the release of BTS’s all-English song ‘Dynamite’ which topped the Billboard Global chart for 18 weeks and generated USD 1.43 billion.

The Ministry of Culture, Sports and Tourism and Korea Culture and tourism conducted a joint study that showed the revenue generated by BTS’s hit song would be able to provide approximately 8000 jobs during the COVID-19 Pandemic. This revenue was then utilized to bring these jobs to fruition.

The Hallyu in its totality has helped boost the South Korean economy by developing exports to the tune of USD 9.48 billion. K-Pop merchandise, in particular, made a significant addition to this number by raising revenue to the tune of USD 114.5 million.

K-Pop has also created advertisements to generate revenue for the country’s economy. The better-known endorsement was between Korean Air (South Korea’s National Airline) and the K-Pop group SuperM.

A group of 7 members, SuperM created a futuristic safety video that provided information on the safety feature of the Aircraft, alongside an original song and choreography that was specifically created for the video. This helped boost the national airline’s business and in 2020 Korean Air’s revenue stood at USD 11.2 billion.

Tourism and Culture are the key focus of the South Korean economy. It is highly endorsed by K-Pop groups and idols. Music and Tourism work in tandem to bring money into the South Korean Economy.

Distinctive Features of K-Pop

Generally, an umbrella term encompassing all music from South Korea, K-Pop has some unique and distinctive features and characteristics that define the music style.

Fashion Influencers

The K-Pop idols are known for their colourful and stylish clothing. Their wardrobe ranges from street-type clothing to elegant wear to themed clothing. Many K-Pop idols are fashion influencers driving current trends, particularly the younger generation.

Hybrid Sounds

K-pop includes music and musical instruments from various cultures within its structure of music. It blends traditional Korean music with western influences like jazz, rock, hip hop, etc.

Systematic Training

Aspiring K-Pop idols are selected for intensive live-in training programmes by entertainment agencies. They receive training in media, choreography, vocal coaching and practising live performances. They are placed into various groups depending on their unique style of personalities, voices and performance skills. Sometimes, the trainees can be in these programmes for a few years honing their skills while they wait to be placed in groups.

Groups

K-Pop groups usually consist of at least 7 members. Of course, there are exceptions to this rule. They generally are in numbers in a group so that K-Pop fans have a variety of idols to choose from.

Choreography Excellence

Dance routines are a critical and significant part of every K-Pop group. Choreographers work extensively with the groups to create unique routines, that are sometimes repetitive, to complement each song. These motions are created repetitively to appeal to a large fan base.

Popularity of K-Pop Worldwide

How K-Pop Went International?

In the early 2000s, bands like BoA and TVXQ started a new generation of K-Pop idols that made this music genre popular in the neighbouring Japanese market and continued to grow from there.

With the advent and help of social media and networking, K-Pop music spread rapidly and gained fans internationally not only in Asia but Latin America, North Africa, South and East Africa, the Middle East and throughout the Western world. In 2012, Psy’s ‘Gangnam Style’ hit the radios all around the world and K-Pop emerged as a popular style of music.

The last decade has seen K-Pop’s fame and recognition rise significantly, especially with mainstream western audiences. This has largely been due to the massive success of bands like BTS (BangTan Boys), a popular boy band that was formed in 2010 and Blackpink.

BTS and BlackPink

These bands have continuously given chartbuster songs. In fact, in 2017, BTS was the first group in the genre to perform at the American Music Awards.

This stage introduced them to millions of western viewers. They continue to ride on their success with the release of their first-ever English-language single called ‘Dynamite’. It topped the charts in 2020 after its release.

Growth of K-Pop

The year 2018 saw significant growth in the revenue of K-Pop. It reached a 17.9% in revenue growth and continued its climb by reaching a 44.8% revenue growth in 2020 positioning itself as the fastest growing market of the year.

According to the International Federation of Phonographic Industry’s ‘Global Music Report’ of 2019, Korean Popular Music was ranked six among the top ten music markets worldwide. BTS and Blackpink were the artists that were leading this market growth.

Some Top Names of K-Pop Music

It is not uncommon for artists to perform as a group for about a decade and then move on to establish solo careers. However, some groups are long-lasting and successful. These groups vary in their music styles, genre, number of group members or even image. The one thing they have in common is great music accompanied by great dance and performance.

Some of the famous K-Pop names in the industry are BTS, Blackpink, Twice, Red Velvet, iKon and Seventeen. There are even solo K-Pop artists who have made a name for themselves like Taeyeon, BoA, IU, Taemin and Jay Park. There are many more groups and solo artists that are known for their music and performances.

South Korea’s popular music is garnering their government’s support as the government also reaps economic benefits from the popularity of K-Pop. The government is now applying cultural diplomacy as soft power. Whatever is said and done, music brings everyone together. And K-Pop example is a great showcase for that truth. K-pop has contributed over $5 billion to Korean GDP, making it one of the big parts of the country.

FAQs

How much does K-pop contribute to the Korean economy?

K-Pop helped boost the Korean economy by $9.48 billion in 2018 and $12.3 billion in 2019.

How did BTS help South Korea?

BTS contributed about $3.6 billion to the South Korean economy.

How does BTS contribute to the Korean economy?

BTS contributed to Korea’s economy during the pandemic when the concerts of the famous band were still going on.

July 28, 2022
Importance of Advisory Boards | How to Build a Successful Advisory Board for Startups?
The role of advisory boards is crucial for any company. For startups, it is of much greater significance since you might want to get the best advice in leading your business towards success. It consists of a team of individuals who carry relevant industry experience and knowledge in helping companies in making the right decision.

This group of individuals offers advice and guidance to the managers or directly to the owner so they are aware of the risks and rewards before signing up for a business venture. It can be challenging for young entrepreneurs to look after all the aspects of the business and come up with the best idea.

A qualified and experienced advisory team will share their knowledge and innovative ideas and provide valuable feedback and a new perspective on the matters of the business.

Importance of Advisory Boards for Startups
How to Build a Successful Advisory Board for Startups?
How did Pebble Watch Founder Eric Migicovsky compensate his startup advisors with equity?

Importance of Advisory Boards for Startups

Advisory boards are essential for startups not only to provide guidance but also to help a company in defining its ultimate goals and objectives. They have years of industry experience in providing the necessary strategies to achieve their goals. They have enough knowledge to provide you with the best input related to crucial business decisions.

The role of advisory boards is to look upon the matters of the business and ensure that everything is on the right track. These individuals will assist you in entering the market with your new products and services and gradually work towards building a brand name for your company. They provide the startups with critical input and insights that help them shape their product, enhance their model and build a stronger company.

Furthermore, an advisory board is essential for every startup, but it’s your responsibility to ensure that this board is diverse and composed of professionals who hold relevant industry experience. It’s not important to make a group of the best accountant, attorneys, or marketing experts, but any individual who has enough experience, has a deep interest in your company and can provide insightful advice is a good match for your team.

Here are some factors that will help you to understand the importance of advisory boards and how they can help startups to grow and succeed:

Size of the Global Consulting Market from 2015 to 2020

Brings Industry Experience and Knowledge

An advisory board consist of a group of professional individuals who have been working in the industry for years, gathering experience and knowledge that can help a startup to grow and make its way in the market. These individuals are experts in their field, and when you bring them together, you will be able to make much better decisions and achieve set targets much easier.

In other words, the board is composed of industry experts who bring a wealth of experience that can be leveraged to inform the venture’s direction in establishing unique business goals and serving the local community more effectively.

Provides Insight Into Complex Business Affairs

Running a business is not easy. It is essential to make the right judgement at the right time considering all the factors beforehand. For an entrepreneur, it’s not possible to carry experience and knowledge in all fields. This is where advisory boards can be helpful for startups, as they can provide insights into all kinds of complex business affairs and assist them with strategic planning.

These groups of individuals who have expertise in different fields can help fill the voids found within a startup by providing insight into areas that are commonly misunderstood by less experienced entrepreneurs. They can assist in crucial decision-making of the business like financial planning, handling legal affairs, providing innovative ideas, strategies for marketing, etc.

Help in Establishing a Business Model

An advisory board also plays an important role in setting up the business model of a company. Many entrepreneurs often face this difficulty in their business. Establishing an appropriate business model is necessary as it determines the functioning of a company. Also, sales and revenue generation in a company are based on the business model.

A qualified team of advisors can assist you with establishing a successful business model which will allow the company to generate more revenue and motivate the organization to work together as a team. A suitable business model will also ensure that your products and services reach out to your target audience. Overall, it will increase the efficiency of your startup.

Best Revenue Model for Startups | Business Model in 2020

How does your startup generate revenue? Every startup builds business models for startups that promise huge returns after a precise time frame. To know the revenue model for startups read this article.

StartupTalkyPiyush Mishra

Helps in Establishing Brand Name in the Market

A startup has to face a lot of challenges but creating a brand name in the market is amongst the most challenging jobs that must be done as early as possible. This will increase sales of your product and services and will ensure that you are reaching out to your target audience.

A major role is played by the advisory board by providing valuable feedback and suggestions to make things work out in favour of your company. This also increases your credibility and attracts new customers and clients to buy your products and services.

In addition to that, you can easily get help from investors who can provide you with funds to grow and develop your startup. The advisory board acts as a significant link between the entrepreneur and their customers, investors or clients.

What Is a Startup Advisory Board and Why Your Startup Should Build One?

Running a business is not easy, every business needs a mentor or an advisor to take a look at the importance of an advisory board in a startup.

StartupTalkyRoshni Tamta

How to Build a Successful Advisory Board for Startups?

Building a strong Advisory board is not just a matter of asking the right people. You need professionally qualified individuals who can fill the void in your existing team. However, entrepreneurs need to understand the long-term benefits the company can achieve with their guidance and valuable insights.

Working with an advisory board can be pretty expensive. After all, you are working with individuals with years of industry experience and knowledge. But an entrepreneur also needs to realize the overall impact of an advisory board on their startup. If your business is unable to perform well, then building a successful advisory team is the best idea to save your startup from drowning.

Building an advisory board can be complicated. There are plenty of factors to consider while approaching a potential advisor. However, it is important to consider the return on investment and risk and rewards before approaching any advisor for their valuable source of network and knowledge. Here is a quick guide that will assist you in building an appropriate advisory board:

Know Your Startup’s Needs

Understanding your startup’s needs in order to build a successful advisory team is essential. It is the first step toward building an advisory board that fits with your organization’s culture, values and mission. You might be thinking of including members from different backgrounds such as education, financial expertise or industry experience.

So for that, you must be aware of your needs and end goals that will allow them to provide assistance where you want to add value to your business operations and valuable insights on crucial business matters. The decision to appoint a team of experts who can potentially bring growth and success solely depends on the entrepreneur.

Outline the Job Description

What to Include in a Job Description?

It is important to outline a job description before looking for members of an advisory board. This will help you look for individuals who are well suited for your startup and can guide you in carrying out business activities and assisting with strategic decisions and planning over the course of time.

Depending on the needs of your business, you must outline the job description that states the educational and skills requirements, the startup’s objectives and the roles and responsibilities so that interested applicants are aware of the tasks and expectations of your company. Ensure that each profile needs to be distinct and meets a demanding standard of qualifications.

If you are looking for an advisor who can aid you with the financial affairs of the business, then ensure that it is properly indicated in the job description.

Begin the Recruitment Process

Once you have outlined the job description, the next thing to set up an advisory board for your startup is to start recruiting potential applicants. A quick interview round will help you to understand if they are the right fit based on your job description or not. If you are looking for financial advisors, then keep your interview session about their expertise and knowledge in that specific field.

After a few interview sessions with all the applicants, you will be able to pick a suitable candidate who can be the right fit for your startup. Conducting the recruitment process along with other managerial heads will help you to recruit a better candidate for the role of advisor. Also, ensure that they have experience in dealing with the challenges faced by startups and can provide valuable assistance in dealing with them.

Make a Contract for Finalization

After the recruitment process is complete and if the selected candidates are willing to work with your company then it’s time to sign the contract with mutual agreement and fulfil the legal obligations, so they can join an advisory board in your company.

Ensure that all the required paperwork is complete and they are well aware of the contents of the contract. The contract must define payment terms, a list of set expectations and time commitment requirements. You can also add other important clauses in the agreement depending on the type and needs of your startup.

Assign the Required Objectives and Key Performance Indicators

The final step in building an advisory board is to discuss the objectives and end goals of your business and assign key performance indicators so that they can work accordingly.

Setting performance indicators will allow the company to reach the set milestone and will make sure their performance is as per expectations and they can bring value to the business. Ensure they are working towards the growth and development of the business by providing valuable feedback on complex business matters.‌‌

Conclusion

Advisory Board can be a great resource for startups. It enables you to improve the quality and speed of innovation, receive valuable feedback from key industry professionals, and produce ideas that can be implemented with minimal risk.

Its aim is to provide strategic insight that includes providing advice on marketing strategies, hiring for key positions, or helping the company determine its financial direction. It’s important for entrepreneurs who are looking forward to starting or growing their business to know the importance of a successful advisory board and how to build one.

FAQs

What is a business advisory board?

A business advisory board refers to a group of professionals who are experts in their required fields and offer strategic advice to help businesses make executive decisions and also help them grow to their highest potential.

What is the role of the Advisory Board in a startup?

An advisory board plays a very important role in a startup as it provides strategic insights, ideas and guidance as per the startup’s requirements and market trends.

How do you compensate advisors?

Advisors in a startup are usually compensated with salary, equity or both. In the case of equity shares, advisors may receive 0.25% to 1% shares. However, this can vary depending upon the capacity of a startup and the nature of advice.
July 27, 2022
A Comprehensive Guide to Paper Bags and How to Start a Paper Bag Making Business!
With the rising toxicity and pollution levels in the environment, eco-friendly products have become the need of the hour. Governments and various companies across the world are finally discouraging the use of plastics, which causes disastrous environmental issues. This has paved way for the paper bag-making businesses. Paper bags are in great demand nowadays for their recyclable and sustainable features in nearly every commences activity.

Reusable and Eco-friendly paper bag

The Emergence and Evolution of Paper Bags!
Advantages of Using Paper Bags
Common Uses of the Paper Bags
Types of Paper Bags
The Paper Bag Industry, its Market Potential, and Opportunities
10 Easy Steps to Start Paper Bags Making Business
Some Steps to be Kept in Mind to Make Paper Bags
Branding and Promotion of the Product
Profits Expected from Paper Bag Making Business

The Emergence and Evolution of Paper Bags!

Paper bags, as the name implies, are bags made out of paper. These papers are usually created with the chemical pulp that is manufactured with the help of the kraft pulping process.

Paper bags are not a new thing that we witness today. The paper bag-making industry is pretty old in India and is still found in a majority of Indian shops, mainly in tier 2, and tier 3 cities, and beyond. However, most of these are envelope-styled bags, which lack handles. The flat-bottomed bags with handles are pretty new to the Indian market though, which is generally known for its eco-friendly bags made out of jute.

Francis Wolle first invented the machine to mass-produce paper bags back in 1852. His brother and Wolle patented the machine and established the Union Paper Bag Company. It was James Baldwin, who first received a patent for the apparatus for making square-bottomed paper bags in 1853. He was a papermaker of Birmingham and Kings Norton in England. Baldwin then began to use the image of a flat-bottomed bag as his business logo.

The concept of flat-bottomed paper bags got a boost in 1871 when inventor Margaret E. Knight ideated a machine that would be able to create flat-bottomed paper bags. These bags were detected fit to carry more than the previous envelope-style design. Eventually, Charles Stilwell patented a machine that is capable of creating square-bottom paper bags that had pleated sides in 1883. These bags emerged as a better alternative that is easier to fold and store. The Stilwell bags also came to be known as S.O.S or Self-Opening Sack.

The latest modification of the paper bags that come with handles was actually implemented by Walter Deubener in 1912. A grocer from Saint Paul, Minnesota, Deubener used cords with paper bags to reinforce them and also added carrying handles. Named after Walter Deubener, the “Deubener Shopping Bags” were able to carry nearly 75 pounds then, which was why it soon rose in popularity. It recorded a sale of 1+ mn bags a year by 1915.

After this, paper bags with handles became the standard for department stores and others, especially for their ease of use and durability. However, paper bags were trumped by plastic bags, which were introduced in the 1970s. These bags were lightweight and affordable, which propelled them to be the regular choice of both shoppers and merchants. However, plastic bags were eventually found to be really harmful to the environment, which is the reason for the growing demand for paper bags and other eco-friendly options.

Advantages of Using Paper Bags

Paper bags are largely embraced today by shoppers and shopkeepers because of the list of advantages they bring to us. Here’s to list of some of them:
- They are biodegradable and recyclable
- They don’t cause harm to the environment
- Paper bags pose less risk of suffocation
- These bags don’t harm the marine life
- The paper bags are easy to dispose of
- They are sustainable options
- They save energy
- The making of paper bags is easy and efficient
- They are cost effective
- Paper bags are efficient marketing tools
- They can also serve as excellent gifts for corporates and others
Common Uses of the Paper Bags

Following are some of the major areas where paper bags are used:
- Gift packaging
- Food packaging
- Shopping
- Paper cover making at home
- Medical use
- Jewellery packaging
- General purposes
- Advertising
Types of Paper Bags

Paper bags can be classified into numerous categories. However, when looking at these bags, there are 2 prominent varieties of them that one can usually find:
- White paper bags – The white paper bags or the white kraft paper bags are chemically treated variants of paper bags. These bags are bleached and treated with other chemicals, which help whiten them and purify the natural kraft pulp.
- Brown paper bags – The brown paper bags or the brown kraft paper bags are made of unbleached kraft pulp.
Market Share of Paper Bags in India – White vs Brown Kraft Paper Bags

The Paper Bag Industry, its Market Potential, and Opportunities

The global market for paper bags is estimated to grow at a steady CAGR of 4.1% between 2022-2030 and is to reach $7.3 bn during this period. The global market size of paper bags was $5.2 bn in 2022. The collective paper bag manufacturers’ market share or value share of the top 5 companies in 2022E is estimated at 11%.

Global growth of paper bag market.

The Indian paper bag industry last stood at $5.95 bn when reported in 2018. the country today, exports paper products worth Rs 400 crore per annum.

Paper has no real competing product. Plastic bags, once regarded as a substitute for paper bags have lost their market over time. Moreover, the establishment of consumer stores and shopping malls has further increased the demand for paper bags. Hence, the paper bag-making business is a booming opportunity for new and aspiring entrepreneurs.

10 Easy Steps to Start Paper Bags Making Business

Paper bag making is rising in demand and more and more companies and entrepreneurs are joining in to make the best of the paper bag-making business. Now, if you are also looking forward to building a paper bag-making business, then here are some easy and effective steps that you can keep in handy:

Perform a thorough market research

Thorough market research is essential regardless of whatever the business is that you want to build. Proper market research would help you:
- Know more about the industry
- Build your strategies
- Market your products effectively
- Analyze your competitors
- Perform a SWOT analysis
- Thrive in the long run
Build a robust business and revenue model

Business models are of various kinds, one type of business model may not suit all of the industries and products/services around which the businesses revolve. So, spend time generously building a business model that is cost-effective and efficient for the customers, which would thrive in the future. It is also equally important to chalk out all the ways through which you would be able to earn, embracing the business model that you have zeroed in.

Estimate the Paper Bag Making Business Costs

As paper bag making is generally a small-scale business, it will require minimal investment. The main areas of investment will be the cost of machinery, labor, and land. Maintenance, transportation, and marketing will contribute to variable investments.

The price of one fully automatic paper bag-making machine is around 5 – 8 Lakhs INR. The price is dependent on the production capacity of the machine. One fully automatic machine can produce 15000 pieces/hour. Researching and proper planning as to where to spend and the choice of suppliers will also reduce your cost to a significant extent.

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Register your Company

You will need to register your business and obtain a trade license from a local municipal authority.
- Here, you can proceed either with a sole proprietor or an LLP registration of Company registration.
- Then you will have to get your UDYOG AADHAR MSME registration or SSI registration completed. It is for businesses running under the name of small-scale industries.
- After that, you need to make your company GST-compliant, by opting for GST registration.
- Lastly, you need to procure the BIS certification for your company, which is offered by the Bureau of Indian Standards
Focus on the Legal Compliance of your Business

Registering your paper bag-making business is a significant part of making your business legally compliant, which contains other factors too. These legal factors need to be checked first by seeking the help of local government representatives. Looking for and proceeding with efficient business insurance would further make your paper bag manufacturing business future-proof.

After all these things are taken care of, you can start your business professionally, but the naming of the business plays an important part, then.

Name your Business wisely

The naming of your business will play a huge role in the future growth and success of your business. Hence, you need to name your paper manufacturing business wisely. To choose a perfect name for your paper-making business, you need to ensure:
- The name is unique
- It is simple
- It is easily pronounced and written
- The name should be marketable
- It should be memorable
- The name should be relevant to the industry
Select a Proper Location for your Paper Bag Manufacturing Unit

Choosing an appropriate location according to your business size is very important. Moreover, the rented land cost must not outweigh your profits. To make transportation costs minimum, try to fix the location near the market and reduce the distribution channel. A semi-urban area is the best choice to establish paper bag-making businesses. It reduces costs in taxes, rents, manpower, and other important obligations.

Make Provisions for Procuring the Raw Materials Required for Paper Bag Making

The quality of your products and eventually the profits depend on the raw materials used. Paper bags with outstanding quality and fine texture can boost your competitive advantages and steal the focus of the market and the customers. Therefore, the appropriate quality, as well as quantity of raw materials, should be ensured.

These are some basic raw materials required for paper-making:
- Paper rolls
- Printing chemicals, ink, etc
- Gums
- Strings
- Polymeter Stereo
- Flexo Color
You do not need to overstock them as it may cause unnecessary storage costs.

Install Proper Paper Bag Manufacturing Machinery

Now, after the procurement of the raw materials for paper bag-making activities, you need to determine the type of paper bag your business will focus on manufacturing, and then select suitable machinery. Here, you would also need to check whether you will buy eco-friendly carry bag-making machines, wholesale biodegradable bag manufacturing machines, cotton bag-making machines, or something else.

The durability, reliability, and productivity of the machines should be checked thoroughly before purchasing. Depending on these factors, machinery costs from 5 lakhs to 10 lakhs.

Some of the basic features you can get when you buy a paper bag-making machine are listed below.
- Stereo design roller
- Flat forming dye
- 3 horsepower motor for the main drive
- Double-color or four-color flexo printing unit attachment
We recommend you visit a paper bag manufacturing firm in order to know more about the working of machines. This will also give you an idea of the machine you need to buy for manufacturing paper bags.

Engage the Labor Required

Labor size depends on the size of the business but skilled manpower is a must. A healthy interactive training program can help them learn the manufacturing process and meet the requirements of the employer.

A small scale paper bag making business

Some Steps to be Kept in Mind to Make Paper Bags
- The very first step is to decide on the size of the product. It should meet the client’s needs.
- The next step is to print the logo. The print quality should not be compromised.
- Then, the paper should be left for folding, pasting, and shearing which can be done through machines.
- The last two steps are eyelet fitting and lace fitting, which needs to be properly done.
Branding and Promotion of the Product

Presentation is every bit as important as manufacturing. Without the right promotion, no business can survive long-term. There must be a uniqueness in your product description to attract your client’s attention. A logo represents the image of your company and is good for promotion. You can hire freelancers to design your company’s logo as you want. Also, you can use mediums like local magazines and newspapers for advertising your paper bags.

Social media provides a great platform for promoting your product and reaching the consumer crowd quickly. Establish an online website that not only gains orders but also creates an impactful image of your product to viewers. Research and conduct small surveys of the local and online markets.

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Profits Expected from Paper Bag Making Business

The paper bag-making machine is capable of making 60 bags in a minute. You can make a profit of 10 paise per bag. So, you can get a profit of Rs 6 for every minute you invest in bag-making. With production and marketing going smoothly, you can expect to earn near about Rs 2800 on a daily basis. This sums up to Rs 70000 per month. Although these profits vary depending on various other factors in your business.

Conclusion

Paper bag making can be really profitable if executed properly, taking care of all the above measures. This business is full of interesting opportunities, and the output, which is paper bags, is the need of the hour and this need will only escalate in the future. Anyone can start a paper bag-making business because it doesn’t require large investments or vast land space or even complex machinery. In fact, you can initiate your business at home too if you have sufficient space for proper planning and researching. So go forth, invest time and energy, and set up your own paper bag-making business.

FAQs

What are paper bags?

Paper bags are an environmental-friendly choice of bags. Being made out of paper, these bags are rising in demand while more and more people are rejecting plastic bags.

What is the paper packaging bag manufacturers’ market?

The global paper packaging bag manufacturers market is valued at $5.2 bn in 2022 and will grow by 4.1% CAGR between 2022-2030, and is expected to reach $7.3 bn during this period.

From where is the paper bag procurement done?

Paper bag procurement can be done by visiting physical local stores, factories, and wholesalers, or by placing orders for the same online.

What is Paper bag limited Kenya?

Paper bags Ltd. is a Kenyan packaging company that manufactures quality paper packaging materials – brown and white paper bags, sacks, and more.

What are some popular paper bag manufacturers in India?

Paper bags is one of the industries that are flourishing today in India and has great potential for future growth too. Here’s mentioning some of the prominent paper bag manufacturers in India:
- Yes Sir Bags
- Eco Bags India
- Vachi Paper products
- A. R. Enterprise
- Papyrush
How are paper bags made in industry?

The paper bag manufacturing industry is huge today. However, if you are wondering how paper bags are made in the industry now, then here are some important steps that are carried out by the best paper bag manufacturing companies in their paper bag production factories:
- First, they select the raw material needed and gather them
- Then, they proceed with paper steering, where the cutting or sizing of paper is done.
- The handles of the paper bags are done now.
- After that, the sheered and eyelet-punched paper is creased.
- Hard pressing is then done, where sheets of paper are stuck together to make the paper bags stronger and thicker.
July 26, 2022
How a Small Marketing Decision Took Coca-Cola Off to Sky?

Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, created a new kind of sugary drink sold in soda fountains that gave birth to Coca-Cola. The naming credit of the beverage goes to Frank M. Robinson, as well as for designing the trademark still used today.

Coca-Cola was founded in the year 1886 and was charged only five cents back then. It was during the same time that the marketing efforts in Coca-Cola’s history were executed through free vouchers or samples of the beverage.

It is hard not to be amazed by the love Coca-Cola has been getting for 135 years. Today, the coke we know wasn’t always like this, it has gone through various iterations over the years. It started off selling nine drinks a day in Georgia to selling more than 1.9 billion beverages in more than 200 companies around the world daily, that’s how the brand evolved since its inception. Let’s read how.

History of Coca-Cola

Before Dr. John S. Pemberton’s demise, he sold off his Coca-Cola recipe to then-American tycoon and Politician Asa Candler. The man behind the success of the Coca-Cola company. He played an instrumental part in spreading the brand across the country.

Asa Candler

He acquired all the rights of Coca-Cola and incorporated it as The Coca-Cola Company in 1892 and expanded the distribution of the syrup to soda fountains beyond Atlanta. He also promoted the drink by giving it away for free and labeling pharmacies and soda fountains with items bearing the brand’s name.

The game changed for the brand when a businessman named Joseph Biedenharn, began the concept of bottling the beverage. The significant rise in the demand for Coca-Cola led to the idea that the soda fountain should be portable.

To keep up with the increasing demand, Candler had set up many syrup plants across the country in places like Dallas, Chicago, and Los Angeles. During that time, soda fountains were the only way to consume carbonated beverages in the United States. Asa Candler was a savvy businessman, but he underestimated the future of Coca-Cola in that it would be in portable bottles rather than soda fountains.

In 1899, two lawyers, Benjamin Thomas and Joseph Whitehead approached Candler to sell the rights of Coca-Cola to them. In no time, he sold the bottling rights to them for one dollar with a contract that had no expiration date.

The reason Candler sold off the rights so cheaply truly shows that he believed that bottling would never be a hit. However, things did not go as Candler’s assumptions, bottling did become popular, surpassing fountains sales in 1928.

The non-expiring contract included that Candler had signed to provide syrup for a fixed rate, which meant Coca-Cola’s profits can only be doubled by maximising the amount of the product sold and minimising the price to the consumer.

The marketing strategy that made Coca-Cola one of the greatest brands in the world

The story behind the 5-cent price tag of Coca-Coal

Why coca-cola didn’t change its price for 70 years?

The Genius Marketing Strategy of Coca-Cola

The brand decided to do aggressive marketing campaigns to associate its product with the five-cent price tag. This proved to be a successful campaign because consumers thought the brand is selling the product themselves.

Coca-Cola 5 Cent Advertisements

As a result, it provided an incentive for retailers to sell at that price, even though a higher price at a lower volume might have made them more profitable.

Up until the 1950s, the price of coke remained the same at five cents because they did not want to affect the psychological associations among consumers.

As the soft drink continued to gain popularity in bottle form, it also gave rise to its competitors, who began producing copycats. This incident made advertising an integral part of Coca-Cola.

They started advertising its product as genuine and running campaigns to urge the public to “demand the genuine”. To beat the competition, they are the first ones to manufacture the contour shaped-bottles. This signature style allowed the company to distinguish its product from replicas. From then on, the brand started making advertisements that always had an impact on its consumers.

Coca-Cola Bottle Shape

Coca-Cola always stuck to its idea of simplicity, they have never strayed from its timeless and fundamental ideals. Over the decades and masses of marketing campaigns, Coca-Cola has consistently expressed one compelling message: the joy of simple pleasure in life with simple slogans such as “Enjoy” and “Happiness” that seem to be working across the globe.

Even after being a global icon, the brand understood that to reach consumers they have to personalise and speak at a localised level. Every country has its version of a Coke advertisement that is customised to its local culture and language, with the most popular names of each region printed on bottles and cans in place of the brand’s title.

Conclusion

So, to play like a boss in the marketing world, one should learn from Coca-Cola’s marketing strategies.

They set a perfect example when it comes to building a successful global brand. That is by making human connections more relatable, introducing innovative designs and styles while staying true to simple principles, and creating branded experiences.

FAQs

When did Coke stop being 5 cents?

In 1959 when inflation hit the brand stopped selling Coke for 5 cents or one nickel.

When did Coke cost 5 cents?

Coke had a fixed price of 5 cents from 1886 to 1959.

July 25, 2022
Dove’s Real Beauty Campaign | A Success or a Failure?
We have all been there, where our insecurity eats us alive, right? People make comments about other people’s bodies for being obese, skinny, pretty, hairy, and other body-shaming comments without any hesitation or regret. It is at this point that we begin to take strangers’ opinions personally, leading to feelings of insecurity or doubt in ourselves. In the world of being ourselves, both men and women encounter a lot of criticism.’ True beauty is inside,’ as the saying goes, but we don’t take that to heart and continue to undervalue other people’s lifestyles; if we don’t accept ourselves, then who will?

That’s why Dove launched the ‘Real Beauty Campaign,’ an evolving campaign aimed at boosting self-confidence among women and children. The Dove, in collaboration with Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications, launched a global marketing campaign in 2004. Dove’s Real Beauty Campaign was developed throughout a three-year creative strategic research project that identified a need for a new consumer-centric rather than product-centric advertising strategy. Notably, the campaign was developed to persuade women that they are all beautiful in their skin and that this is what true beauty looks like.

Dove’s Real Beauty Campaigns
Dove’s Real Beauty Campaign, a Success or a Failure?
Public Reactions Towards Dove’s Real Beauty Campaign
Pros and Cons of Dove’s Real Beauty Campaign

Brand Value of Dove Worldwide from 2017 to 2022

Dove’s Real Beauty Campaigns

In 2004, the Dove Real Beauty Campaign commenced, intending to celebrate women’s individuality in terms of physical and emotional beauty. According to a survey conducted by Fortune magazine, only approximately 2% of females were satisfied with their physical appearance. The remaining 98% are unhappy with their appearance and feel insecure about their bodies. People still lack confidence about their physical appearances in the present era. The idea of the campaign was ‘beauty is not the absence of flaws, but the ability to embrace them and yet feel beautiful.’ As a result, the Dove beauty campaign made positive feedback, whereby influenced a lot of consumers and impacted positive brand association.

2004 – Beyond Compare: Women Photographers on Real Beauty Campaign

“Beyond Compare: Women Photographers On Real Beauty”, a Dove and Ogilvy & Mather show, featured 67 female photographers of all races, colours, and body types, including slim, large, and tanned. The goal of this campaign was to instil a sense of acceptance towards differences among women. This campaign was the beginning of a revolution in the world of beauty. As a result, reactions to “Beyond Compare: Women Photographers on Real Beauty” have been varied, as it is rumoured that the commercial might be framed and scripted.

2006 – Beauty Crackdown Campaign

In 2006, Ogilvy & Mather wanted to expand the campaign by producing one or more viral videos for the Campaign for a Real Beauty website. The campaign was an interview-style work meant to highlight how mothers and daughters interacted with difficulties surrounding current perceptions of beauty and the beauty business. Daughter is a film that explores the challenges of self-esteem that many young girls face today. The Dove self-esteem fund backs up its campaign with data showing how people are more likely to have warped notions of beauty. A series of short videos called “Beauty Crackdown” was offered to Unilever as an “activation idea” during the creation of ‘Daughters’. It was originally designed to drive traffic to the Campaign for Real Beauty website, where they could see ‘Daughters’ and participate in workshops. Onslaught and Amy were created by Ogilvy after Evolution. Onslaught is a moving video about the harsh realities of young girls and the impact the beauty business can have on them.

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2013 – Real Beauty Sketches Ad

Dove Real Beauty Sketches Ad

Hugo Veiga developed a video for the campaign called Dove Real Beauty Sketches, a self-esteem and body confidence campaign which was published in April 2013. It went viral, eliciting strong public and media reactions. Several ladies explain themselves to a forensic sketch artist who is unable to see his subjects on the video. The same women are described by strangers who encountered them the day before. When the sketches are compared, the stranger’s image is always more flattering and correct. When women are shown the differences, they have significant reactions. Dove and the World Association of Girl Guides and Girl Scouts launched Free Being Me in October 2013, to improve “self-esteem and physical confidence” among girls.

Dove’s Real Beauty Campaign, a Success or a Failure?

Dove’s Real Beauty Campaign

As we all know, Victoria’s Secret, one of the most well-known lingerie and cosmetics brands, has been embroiled in a long-running controversy over portraying their models as skinny and fair angels on a runway plus via an advertisement that to increase geared to be extremely thin with the slogan “the perfect body,” which sparked outrage on various social media. To prevent such a backlash while launching a global marketing campaign, Dove opted to launch its evolution one, the ‘Real Beauty campaign,’ which elicited a mix of positive and negative comments from the public. The marketing effort undertaken by Dove earned two Cannes Lions Grand Prix honours and challenged personal care industries as a result.

The campaign featured women sharing their viewpoints on Dove products with the phrase “No wonder our perception of beauty is distorted” and encouraging women to love their real selves.

Dove’s Real Beauty Campaign, in particular, had a major impact on brand image, resulting in increased sales and revenue while outperforming its competitors among both male and female consumers of other competitive brands. As a result, Dove’s Real Beauty Campaign became one of the most effective promotional messages in terms of influencing consumer emotions and creating favourable brand associations.

Furthermore, the campaign became international recognition, which made a positive result in international markets, especially in Australia and New Zealand.

The Failure of Dove’s ‘Real Body’ Bottle Shape Campaign

Failure of Dove’s Real Body Bottle Shape Campaign

There is no doubt in the fact that Dove’s Real Beauty campaign touched people’s hearts. But the brand’s campaign has also faced backlashes for its extra innovative ideas. In 2017, Dove decided to take a step forward with its real beauty campaign and added the idea to the packaging of its body wash bottles. It created the product bottles in different shapes representing different body types. The main idea behind this was to accept and celebrate different body types.

However, it received a negative reaction as people found the bottles’ comparison with the body types a critical and unsympathetic move by the brand. The brand’s intention was to promote body positivity whereas the bottles made women more conscious of their body types. This way, the idea to introduce differently shaped body wash bottles for the real beauty campaign flipped and received a massive backlash.

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Public Reactions Towards Dove’s Real Beauty Campaign

Individual adverts made by Dove earned different reactions from the audience. Whereby, People’s self-confidence and self-love are developed as a positive approach. Furthermore, this real beauty campaign set an example of having a significant impact on society and generations, in terms of beauty standards.

The commercial, on the other hand, is claimed to be authentic, but critics claim that it was photoshopped to hide wrinkles, warts, stray hairs, and other imperfections. Furthermore, some sources claim that the corporation sells skin-lightening goods to dark-skinned persons in several countries, implying that the brand engages in discriminatory marketing and this campaign was established with a profit motive by enticing ladies and young girls to purchase their items.

Pros and Cons of Dove’s Real Beauty Campaign

The following shows the pros and cons of Dove’s Real Beauty Campaign:

Pros
- The Dove campaign is credited with starting a global discourse about expanding the concept of beauty. The foremost pro of the campaign is that it defies the unrealistic standards of beauty and promotes the idea of acceptance towards oneself.
- By questioning beauty stereotypes, Dove hoped to revolutionise the advertising culture. They chose women who defy conventional beauty standards. This presented a different perspective inside the media and real women appeared to be outstanding and pleasant to their female audience. The campaign’s success may be seen in the massive amount of media coverage it has gotten.
- For Dove’s campaign, media exposure has resulted in $150 million in free media time. Numerous accolades have been given to the campaign. Much of the campaign’s success may be credited to the fact that it was the first digital campaign to direct participants to a supportive online community of over 200 million individuals globally, with over 26 million people partaking in the campaign.
- Dove has succeeded in redefining the process of shopping beauty stocks to one that is centred on expressing key ideas and interacting with others, rather than simply making consumers feel good about the firm.
Cons
- Dove is a Unilever brand and its association with other brands has brought various raised eyebrows toward its purpose.
- Axe is a Unilever brand, that promotes a message that is opposed to Dove’s objective; their advertisements heavily push the slender ideal and sexualization of women. As a result, Unilever is perceived as hypocritical, and its link with Dove contributes to negative feelings against Dove’s ad campaign and cognitive dissonance in customers. The campaign’s relationship with brands like Axe is the most heinous aspect.
- Fair & Lovely, a popular Unilever brand aimed mostly at dark-skinned women that encouraged women to want “lighter skin.” This contradicts Dove’s purpose to be more inclusive of all women’s beauty by creating products that attempt to make all women look alike.
- Dove’s Real Beauty Sketches campaign gained a lot of appreciation on one hand but on another hand, it also received criticism. People were not happy with the fact that the ad only presented white, slim, and pretty-looking women, describing their appearances to the artist. So, in a way, the ad is depicting the same idea that it wants to defy.
As a result, Unilever is perceived as hypocritical, and their link with Dove could contribute to negative feelings against Dove’s ad campaign and cognitive dissonance in customers. Dove’s dedication to its social objective may be questioned by consumers.

Conclusion

Nearly ten years after its inception, the Dove Campaign for Real Beauty is still going strong. One explanation could be that, despite the criticisms, the campaign can still be considered a positive step forward. The video’s release sparked a lot of debate, both positive and bad, over the message it carried. If Dove’s purpose was to start a global discussion on female body image, it succeeded admirably. Dove ran a fascinating social experiment to see how women perceive their beauty in comparison to what others think. Their goal was to look at the campaign from several perspectives and to entice customers to participate. The message is simple: “You are more beautiful than you believe.”

FAQs

Was the Dove Real Beauty campaign successful?

Dove’s Real Beauty Campaign is full of emotions and it broke all the conventional standards of beauty. This made the brand develop a strong connection with the audience. Thus, the campaign that was launched in 2004, is still considered one of the most successful ad campaigns ever.

Who is Dove’s target audience?

Dove mainly targets women between the age group of 18 to 35 years, the age group that prefers to have beauty products for naturally healthy skin.

Is Dove cruelty-free?

Yes, Dove is cruelty-free as accredited by PETA, the animal rights organization.
July 25, 2022
How Tesla Became the Biggest Name in the Automobile Industry?

The Automobile Industry is one of the giants in the global economy. It has been around forever and has gone through its fair share of changes and innovations over the years, however, one of the most influential and sustainable innovations is that of Electric Vehicles.

And although this concept floated since its invention by Robert Anderson in 1832, it was put into the mainstream spotlight by Tesla in 2008 with its first Electric Car, the Tesla Roadster. No major company thought of taking up this concept before it was in many ways made cool by Tesla despite it being incredibly sustainable and way ahead of its time.

Many experts in the industry have speculated about the EV Concept and as a result, Automobile Industry as a whole would not have been such a hot topic if Tesla was not the driving force behind it.

Although Tesla has not seen a profitable year yet, it has had many profitable quarters and sticks to its vision of making Electric Vehicles affordable for almost everyone.

On 1 July 2020, exactly 17 years after its incorporation, Tesla became the world’s most valuable automaker with a market capitalization of $206 Billion, surpassing Toyota. But how did Tesla start? Who was behind it? What makes this futuristic company different from the rest? Where will it be after 10 years? Let us find the answer to these questions.

History of Tesla
Musk’s Four Round Investments
Marketplace and Stocks of Tesla
Different Strategies Implemented by Tesla
Vehicle Models
The Journey of Tesla to Emerge as the World’s Most Successful EV Brand
How Tesla Is Dominating the Ev Industry?
Problems With Tesla Models and the Future Ahead

History of Tesla

The founders of Tesla- Martin Eberhard and Marc Tarpenning

Originally known as Tesla Motors, Tesla was co-founded and incorporated on 1 July 2003 by Martin Eberhard and Marc Tarpenning. The influence behind Tesla was GM’s failed attempt at EVs in 2003 despite the vast potential and high efficiency of battery electric cars.

The third employee was Tom Wright and in February 2004, Elon Musk whose name today is almost synonymous with Tesla contributed $6.5 Million and became the chairman of the BOD. Martin Eberhard was appointed as the CEO and JB Straubel joined in May 2004. After a lawsuit settlement in September 2009, all three original employees can call themselves co-founders.

Tesla’s initial goal was to start the production of premium sports cars for early adopters and after securing a respectable customer base, move into the mainstream vehicles like sedans, Trucks, and luxury cars. The first car produced by Tesla was the Roadster in 2008.

Musk’s Four Round Investments

Elon Musk- the current CEO and the largest investor in Tesla

First Round

The Series A Investment in February 2004 included Company Technology partners along with different ventures and private investors.

Second Round

The second round investment was worth $13 Million and it included the addition of Valor Equity Partners to the funding team.

Third Round

The third round investment was co-led by Musk and various technology partners. It consisted of $40 million in May 2006 along with Tech Partners. This round also included investments from Google, and eBay among others.

Fourth Round

The fourth round of investment included another $45 Million in internal investment and the total investment went up to $105 million through private financing.

Marketplace and Stocks of Tesla

Tesla launched its initial public offering (IPO) on NASDAQ, the second American car company after Ford Motor Company to do so.

Tesla became the world’s second most valuable automaker with a market capitalization of $104 Billion and on 1^st July 2020 the most valuable by reaching the milestone of $202 Billion.

Despite the above milestones, Tesla has not seen an overall profit in any financial year. At the end of 2019, it posted a loss of $862 Million on revenue of $24.6 Billion.

However, this fact is often overlooked as Tesla leans towards a societal concept rather than a profit-making one.

Different Strategies Implemented by Tesla

Business Strategy

Tesla follows a typical business strategy like the technological sector, i.e, targeting early adopters with a high price and gradually lowering the price as they move on to the bigger markets. For example, Tesla’s First model, Roadster was of a lower volume and higher price compared to Model X and Model Y.

Production Strategy

Like Musk’s other projects, Tesla’s production strategy includes high degrees of Vertical Integration which is rare in the automobile industry, as companies outsource most of the components from their suppliers.

Sales and Marketing Strategy

Instead of a conventional dealer network, Tesla opts to sell its vehicles online through company-owned showrooms. It offers the customers an option to customize their desired vehicle. Tesla does not rely on a heavy advertising policy Elon Musk with his massive Twitter following is an unofficial marketing manager.

Technological Strategies

Tesla relies on heavy electrical technologies to get its production done. As a vertically integrated company, they design batteries, motors, glass, and innovative models like Autopilots.

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Vehicle Models

The first model of Tesla- Roadster

As of 2020, Tesla sells three car models, Model S, Model X, and Model Y.

The Unveiled models include Roadster 2020 and the highly awaited Cybertruck. These products have different versions to them based on affordability. Musk said that there will be more innovative models down the road which would be more affordable than the current ones.

Unfortunately, there will be no Tesla Motorbike.

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The Journey of Tesla to Emerge as the World’s Most Successful EV Brand

There are several car manufacturing companies found across different parts of the World. However, when we talk about Tesla, it does stand out from the rest of the companies due to the initiation of something different.

Tesla is quite popular for its EV model cars which have created a path for Tesla to emerge as the World’s most successful brand.

To achieve this tag, Tesla made every step resourceful. Tesla brand was started with a sample model featuring cars with a high cost and few models. This invention was to just ensure that myth revolving around the EV cars can find their dissolving points. For the start, Tesla manufactured just 500 units in a year and was responsible for many revolutionary programs.

The next model introduced by Tesla was about changing the manufacturing units to a greater scale and on contrary, it decreased the price of the model. This model was a great way to give head-on competition to the other luxury brand models.

Tesla also connects directly with its customers rather than depending upon the franchisee network. Tesla sells its products directly to customers and has a web-type global network to get it settled as a global brand.

Tesla mainly focuses on the customer buying experience to get more recognition from people. Several showrooms and galleries are placed at multiple locations by Tesla to have a much-organized system.

Tesla Showroom

Apart from this, Tesla has a good marketing strategy and a well-developed plan to sell its brand. Tesla also has a good financing backup and a few well-known investors. All these things make it possible for Tesla to emerge as the World’s most successful EV brand.

How Tesla Is Dominating the Ev Industry?

We can assume that Tesla is dominating the EV industry based on the fact that the EV sales of Tesla are approximate 2.3 times higher than that of other brands as per Morgan Stanley analyst Adam Jonas. The rate of growth observed by Tesla in the EV industry is almost double that of any rival brand.

If we look at the Tesla market in the US, it is safe to say that the EV market in the US is highly dominated by Tesla for years now. For that instance, the EV cars of Tesla accounted for 79% of the overall rate of new cars registered in the US during 2020 and 69.95% of the newly registered car for the year 2021.

If to believe the available facts and data, it can be estimated that Tesla will still keep on dominating the EV industry for a few more years but with the condition of increasing competition.

US Electric Vehicle Sales

Problems With Tesla Models and the Future Ahead

A 2025 Tesla Model S

Despite having an innovative approach and putting customer satisfaction ahead of profits, Tesla has come up short on various aspects.

The durability, handling, and repairs cost are some of the quality-related problems that come with a Tesla model. The repairs and maintenance costs are very high and as a result, so are the Insurance costs. Apart from this, Tesla repeatedly comes up short in meeting deadlines regarding production, but this can be attributed to their decision on Vertical Integration.

Whatever the case may be, the company fixes some of its flaws with every new model and with its futuristic.

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Conclusion

Tesla is the first brand to introduce electric vehicles on the roads. The models designed by Tesla also stand out from others due to their characteristics. Tesla created a safe way for the EV models to run on roads and also made them available at cost-effective prices.

With its uniqueness, Tesla is now dominating the EV industry and has successfully evolved as an EV brand across the world. The above article contains information like the history of Tesla, Investors and stock shares of Tesla, strategies planned by Tesla, the future of Tesla, and a few other basic information.

FAQs

Who are Tesla’s competitors?

Tesla’s competitors are Rivian Automotive Inc. (RIVN), Lucid Group Inc. (LCID), XPeng Inc. (XPEV), Li Auto Inc. (LI), etc.

Why is Tesla so famous?

Tesla is majorly famous because of its cutting-edge technology involving battery technology and electric powertrain.

Is Tesla the biggest car company?

The company is the biggest in the world and can be defined in many aspects. If we talk about the profit, then yes, Tesla is counted among the eight largest car companies across the world.

What is the rank of Tesla in the world?

Tesla falls at the rank of 65 on the “Fortune 500” list for the year 2021.

July 25, 2022