CREATIVITY IN MARKETING ………..the essential component to survive in business……….

ImageWhen we are taking about creativity, the first question which comes to our mind is that what is creativity? So creativity doesn’t have any specific definition but we can say that the act of turning new and imaginative ideas into reality. It involves two process: thinking then producing.

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Since early schooling the notion of creativity has been associated with artistic creativity (painting, drawing, composing songs, etc…) and in professional life this has been reinforced by the ownership of the term within similar realms – the arts, design, advertising. However, it is important not to confuse this with creativity in marketing, which we define as “putting things together to deliver new value”: in other words, arranging existing things or creating new things to deliver something new that can add value to customers.

In this way, creativity in marketing is not limited to advertising, design or social media agencies, but should be applied to all aspects of marketing and brand strategy and across the marketing mix.

The application of creativity also comes in 4P’s of marketing:

1st P: The creative person.

2nd P: The creative process.

3rd P: The creative product.

4th P: Press (the environment for creative work)

The product should be innovative and creative to make it unique as unique product always attract the customer most and a unique product would be create b a creative person so person should be creative and the process creativeness means use those technique’s which are most efficient and time saving and cost saving.

There is one more concept of creativity in marketing i.e.

The “4Ts Creativity in marketing framework”

  • TimeImage
  • Task
  • Target
  • Techniques 

Time

Creativity in marketing is not a luxury, it needs to be nurtured and that requires time. Not just snippets of time within a multi-tasking environment but focused, dedicated time: as a recent Harvard Business Review study found, the likelihood of creative thinking is higher when people focus on one activity for a significant part of the day and collaborate with just one other person. For this to happen, teams need to change their ways of working at the times when they need to be more creative.

Task

There are ways to enhance the productivity of ‘creative’ time, most importantly, by having a clear deliverable or end point. It helps to articulate the task at hand, enabling the creativity efforts and energy to be channelled at solving a specific challenge, issue or opportunity (e.g. How to get people to go through airport security in less than 5 minutes?). By having this clarity, there is a far higher chance of getting to creative solutions that can add real value. And this will help define more effectively the scale and scope of the creativity required.

Target

Marketing is about creating better customer value and, as such, is fundamentally customer-centric. It’s no different for creativity: in creative tasks, as in any other, you still need the discipline to specify who you are targeting, what insights you have about them and who you can work with to inspire and apply creativity.

As regards the target, this might be customers/consumers, employees or other groups who will benefit from the new creative solutions being developed. What is important is to define that target and then source or generate insights which can provide a springboard for idea development. Too often, idea generation is kicked off with a business-focused, internal task (what will this give us?) rather than defining which customer we are seeking to create new value for (what can we give to our customers?). 

Techniques

Creativity in marketing is a skill that can be learnt. The reason why we need help with unlocking our creativity is simple: the brain is designed to find efficient ways to operate, so it follows patterns and creates routines to make life possible and to save energy.

By forcing the brain to pause, re-think and process information differently from the normal way, we can start thinking laterally and see new connections and possibilities.

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WHY CHINA MUST INVEST IN INDIA !!!!!!

At the third round of the India-China Strategic Economic Dialogue in Beijing held on March 18, it was evident that the changing demographics of both the Asian giants will dictate future collaborations. It has also revealed why China, its military assertiveness notwithstanding, is so keen to invest big in India and especially in its unique capabilities of creating affordable, appropriate, market-based products and services that work for large, poor populations.

For a while now, it has been Advantage China. China’s apparent steaming ahead of India in economic and development terms over the past two decades can be largely attributed to the country’s ability to exploit its demographic dividend. In other words, over the last 20 years, China’s workforce has been large and young, and each worker had a minimum number of dependents.  In contrast, India had an older workforce during this period, with the additional burden of more dependents per worker.

This demographic profile is now shifting, as China ages and India increasingly adds young workers to its labour pool.  The change is also indicated by China’s loss of more than 2 million workers last year, during which time India gained 7 million workers.

However, in China, as the population ages and wages increase, a new middle class is concurrently emerging. While both countries have a middle class population of  about 250 million each, China’s improving economics has ensured that its middle class is rapidly growing, unlike India’s. The numbers in the Indian middle class segment will remain static for the foreseeable future, while China’s middle class is set to reach 600 million over the next seven years. This is equivalent to adding a new middle class consumer base of 58 million each year – the size of the entire population of the UK.

This is, of course, good news for manufacturers everywhere, including Indian manufacturers who are interested in access to the vast Chinese market.

But the changing demographics also create problems for the Chinese state. With no meaningful social welfare structure to fall back on, China has to rely on family ties among the young to support its aging population.

The Chinese middle class and middle-age-to-elderly population of 600 million will also want access to affordable, quality products and services across several markets, from healthcare to autos to utensils. An inability to meet these demands can create dissent in China. But domestic manufacturing costs are increasing, so China has to look elsewhere for the supply of such commodities.

An obvious answer is India, whose population dividend – a new, young and inexpensive labour force right at China’s doorstep – is almost tailor-made for the task. But India’s continuing struggles to adequately invest in its outdated or non-existent infrastructure, is going to be a roadblock. Building the necessary infrastructure in India will cost an estimated $1 trillion. China, meanwhile, has devised a solution – financing as much as 30% of this total requirement in India. The spate of high-profile visits of Chinese leadership and businesses to India starting from 2013, is evidence of Beijing’s serious intent.

Accordingly, the Strategic Dialogue focuses on areas where assistance from China can best be utilised.  Five working groups have been established within the dialogue, and talks have concentrated on infrastructure upgrades in India. This includes operational agreements for service centres to be set up in India for Chinese power equipment, environment and resources protection, water management and policy coordination, collaboration on planning and urbanisation, and cooperation in high technology, including in the information technology sector. The two sides are also discussing collaboration on improving heavy haul transportation and redeveloping railway stations.

China’s new strategy of funding in India comes from practical and political necessity. China needs India’s workforce, and its capabilities for innovative, affordable products and services which can also be deployed in China. Without it, the Chinese middle class will become disenchanted.

So, if China was, until recently, the workforce for the globalising  world, India may now become the shop-floor for the new Chinese consumerism.  It may well bring the Indian economy back to a 7%-8% growth rate, just as China slows down.

Here are some interesting facts which will blow your mind

 1. Ben & Jerry’s is owned by ​Unilever.

2. Wal-Mart averages a profit of $1.8 million every hour.

3. “Yahoo” is an acronym for “Yet Another Hierarchical Officious Oracle.”

4. Starbucks’ round tables were created specifically so customers would feel less alone.

5. Apple’s iPad retina display is actually manufactured by Samsung.

  1. Dasani water is just purified tap water; it doesn’t come from a natural spring.

7. One in 10 Europeans are conceived in an Ikea bed.

8. Marvel Comics once owned the rights to the word “zombie.”

9. The red and white Coca-Cola logo is recognized by 94% of the world’s population.

10. The iPad 2 would cost $1,140 if it were made in America.

11. Taco Bell has proved to be a huge flop in Mexico, as Mexicans were confused by the Americanization of their traditional cuisine.

12. Adding /4 to the end of Facebook’s URL will take you to Mark Zuckerberg’s profile.

13. Cereal is the second-largest advertiser on television today, behind automobiles.

14. Google was originally called BackRub.

15. Pepsi got its name from the digestive enzyme pepsin.

16. U.S. corporations are reportedly hiding $1.6 trillion in profits offshore.

17. Amazon.com employees spend two days every two years working at the customer service desk — even the CEO — in order to help all workers understand the customer service process.

18. Speaking of Amazon, it also owns Zappos, ShopBop, Goodreads, and Audible.com

19. Everything you say to Siri is sent to Apple, analyzed, and stored.

20. Candy Crush brings in a reported $633,000 a day in revenue.

21. Samsung accounts for 20% of Korea’s gross domestic product.

22. Burt’s Bees is owned by Clorox.

23. The most productive day of the workweek is Tuesday.

24. Warner Music owns the copyrights to “Happy Birthday,” so it’s technically owed royalties every time you sing it to someone on their big day.

25. Changing the U.S. $1 bill for a $1 coin would save the U.S. $4.4 billion in 30 years.

26. The “new car smell” is composed of over 50 volatile organic compounds.

27. If Bill Gates were a country, he’d be the 37th richest on earth.

28. Sixty-four percent of consumers have made a purchase decision based on social media content.

29. McDonald’s first menu items were hot dogs, not hamburgers.

30. The actor who played the “Marlboro man” died of lung cancer.

31. More people in the world have mobile phones than toilets.

32. Starbucks spends more on health care insurance for its employees ($300 million) than on coffee beans.

33. If you have $10 in your pocket and no debts, you are wealthier than 25% ofAmericans.

34. Facebook is primarily blue because Mark Zuckerberg suffers from red-green color blindness.

35. Apple had a third founder, Ronald Wayne, who had a 10% stake in the company. He left the fledgling company after 12 days and forfeited his shares for $2,300 (about $9,600 today).

36. Robert Chesebrough, the inventor of Vaseline, ate a spoonful of the stuff every morning.

37. Seventy percent of small businesses are owned and operated by a singleperson.

38. Each week nearly one-third of the U.S. population visits a Walmart.

39. Victoria’s Secret is the most followed retailer on Instagram.

40. In iPhone ads, the time is always 9:42 a.m. or 9:41 a.m., because Apple events start at 9 a.m. and big product reveals generally happen 40 minutes into the presentation.

41. The Rubik’s cube is the best-selling product of all time. The iPhone is second.

42. Steve Jobs is credited as an executive producer on Toy Story.

43. One in eight American workers have been employed by McDonald’s.

44. In 2000, Coca-Cola launched a stealth campaign against water called “Just say no to H2O.”

45. The Volkswagen group owns Bentley, Bugatti, Lamborghini, Audi, Ducati, and Porsche.

46. Smoking near an Apple computer voids the warranty.

47. Twitter CEO Dick Costolo used to work as an improv comedian, including a stint at the legendary Second City in Chicago.

48. YouTube broadcasts about one-third of the U.S.’s multimedia entertainment.

49. The world’s 100 richest people earned enough money in 2012 to end global poverty four times over.

50. The average smartphone user checks Facebook 14 times a day.

51. More than 80 million “mouse ears” have been sold at Walt Disney World to date.

52. The Asia Tiger Funds’ stock symbol is GRR.

53. Gambling generates more revenue than movies, spectator sports, theme parks, cruise ships, and recorded music combined.

54. You can purchase large sheets of uncut U.S. currency through the mail.

55. Tom’s of Maine is owned by Colgate-Palmolive.

56. The “Mayfair” filter in Instagram generates the most likes.

57. A customer in a wheelchair successfully sued Chipotle in 2010, claiming its tall ordering counter denied him from seeing the “Chipotle experience.”