Some ideas for Trump 2.0 to 'Make America Great Again'

* Instead of going ahead with the proposed tariff hikes on imports, across the board, which can only lead to a disastrous cycle retaliation and counter retaliation, it would be better if Trump 2.0 identifies key imports, majorly contributing to the trade imbalance, and encourage local production of the same, keeping in mind the 'Law of Comparative Advantage'. Here, America Inc. could play a vital role by examining what all it would take to locally produce the same, keeping price-value equation at par if not better from what the US consumers are getting from imports at present. Besides, the Trump 2.0 could also identify those foreign companies, having major share in their exports to the US, and encourage them to set up manufacturing units in the US. Among the various incentives considered for them could include, a corporate tax structure, which is inversely proportional to the number of tax-payers they create within their US based entities, and allowing them to import basis raw materials from their home countries at negligible import duties,

* On inflation, identify key items in the basket of everyday consumption, besides of course gasoline, which have recorded significant rise in price levels in the past four years, with the root causes. Fix those causes to the extent feasible, to bring down the cost of living, even if it means increasing imports of some items to cater to the demand. Yes, increasing gasoline production to tame it's price has to be a short fix, but that in no way should compromise on their overall commitment to encourage sustainable energies, to battle the climate change. Both can go on in parallel, without having to burden the average consumer right away, with hefty costs of such a transition to clean energy,

* Ukraine - While the return of Crimea is to Ukraine is off the table for the US, the least what they can insist on, is return of the 20% of it's territories being held by Russia, ever since it invaded two years back. As a quid-pro-quo, US can give guarantees on behalf of NATO to Russia, that Ukraine will not be admitted within their fold, but that will not deny the NATO members to participate in post war reconstruction in Ukraine. Furthermore, Russia needs also needs to give 'iron-clad' guarantees, that no further invasion of any other sovereign country will take place from its soil,

* Middle East - Impress upon the Palestinian leadership to dump Hamas, and enable the return of the Israeli hostages being held captive for over a year, at the earliest. Side-by-side, compel Israel to accept the 'two nation' formula, by recognizing the 'State of Palestine'. With Iran, try to renegotiate a new peace deal, by which Iran reigns its proxies in the 'Axis of Resistance', and commits to upholding human rights and also pledges to be a responsible power, and gets off the sanctions.

India is uniquely poised to play a dependable interlocutor, in enabling the above. 😊

Some Marketing ideas for Restaurants

Have often witnessed birthday celebrations at some popular restaurants, where the guests get their own cakes. Besides the cake-cutting after their meals, taking pics with smartphones, are only natural for those accompanying the "birthday boys or girls" of any age group. 😊

But have often wondered, how come some of the Managers or other senior staff, fail to react appropriately, to cash on at the special occasions, being celebrated at their restaurants?

Typically, the Managers or other senior staff, could come forward to greet the "birthday boys or girls", and offer some gift like a x% special discount on the spot on the total invoice value, or a "Be our special guest" voucher which entitles a meal for two, at say 50% discount etc? Besides, encourage those taking pics to post the same at Instagram or Facebook etc under hashtag#xyz restaurant, with a line "must try abc cuisine".

Those guests who actually do it on the spot, and show it to the Managers could be entitled to some "reward points", which are instantly communicated to them via sms or whatsapp. These reward points could be redeemed any time within a year.

Then, using their CRM systems, they can keep a track of their next birthdays and ensure at least a warm greeting to them on those special days. Whether or not this would translate into repeat visitations from those valued guests, is another matter, but at the very least, it would ensure a top-of-the-mind recall for their restaurants, which would definitely translate into a wider "word-of-the-mouth" publicity, and which in turn can lead to better footfalls, something badly needed in this age of Zomato and Swiggy led food deliveries.

Of course, same holds true for those celebrating other special occasions, like their wedding anniversaries etc😊

Upcoming Cola Wars. Can there be "something unusual about it?"

The re-entry by Campa Cola, now owned by Reliance Consumer Products, is about to add further "fizz" in the already "Hot" cold drinks market, dominated by two arch-rivals - Coca Cola and Pepsi. Both being big MNCs with deep pockets, and ability to spend top dollars in marketing, to defend their respective market positions.

Campa Cola has already set the "cat among pigeons", by unleashing a price war, by pricing 250 ml at half the price that of Coke and Pepsi. Besides, Reliance Consumer Products is about to unleash ad campaign with the theme "Naye India ka apna thanda", to strike a chord with the masses.

Yes, no doubt Campa has the advantage of Reliance's distribution muscle, such as Reliance Retail's channel network of 19000 stores, retails brands like Reliance Fresh and Smart Bazaar, and e-commerce platform Jio Mart. Besides, Reliance's core-competence to disrupt any industry segment it enters cannot be ignored.

However, it is assumed that the taste and flavour of Campa Cola, in it's new avtaar, would be at least at par that of it's two big rivals if not better, and in no way be what it was four decades back.

But, it needs to be mindful of sugar and plastic prices, which can threaten the viability of this pricing strategy. Secondly, all the three - Coke, Pepsi, and Reliance, need to be aware of the fact that Colas are no longer cool. Coffee, water, and energy drinks are growing faster, and it is here that the real war would be played out.

Now, while one can expect both Coke and Pepsi to unleash tactical strategies, such as promotions through select channels etc, to keep the sales numbers at par, the real disruption can be engineered if either of them strike at the product itself.

Thus, how about :

a) Introducing "Lime n Lemony Cola" which gives a taste, as if a dash of lime has been added to a bottle/can of Cola?

b) "Masala Cola" which tempts taste buds by giving "unbeatable chatpata" taste?

c) "Ice-cream Cola" which adds a taste of ice cream to Cola?

d) "Energy cola" which enables the much needed glucose for those working out in gyms, or sports field etc? and

e) Collaborating with alcohol based beverage companies to introduce alco-beverages, such as cola-based
alcoholic beverages in cans etc?

Yes, the soft drinks market is set to evolve, with the consumers being "spoilt with surprises for choice". It is here that the real "fire power" of the Cola players will be tested, who just cannot rely on their standard varieties like the usual cola, orange, lime, and water based products to defend their respective turfs in the near future.

And finally, the new tagline for the ad -campaign by such disruptors could be -"something unusual about it". 😊

Tata Coffee's 'Grand premium' brand

‘The Times of India’ edition on the 1st of October was a real surprise. It emitted an amazing aroma of coffee, powerful enough to induce proper alertness right away, especially in an avid early morning newspaper reader like me.

On what was supposed to be an “International Coffee” day, ‘Tata Coffee’ had launched it’s “Grand Premium” brand. Besides a prominent ad of the same on the front page, the “aroma induced newspaper” was powerful enough to grab the immediate attention of any of it’s readers, none of whom would have failed to notice and adequately register the ad in their minds.

Yet another brilliant example indeed, of what may be called “Surprise Marketing”.

The launch of “Grand Premium” brand was registered very effectively in every reader’s mind, and easy brand recall was never in doubt.  But, as public memory is proverbially short, it is likely to fade way from memory soon, making way for powerful brands like ‘Nescafe’ and ‘Bru’, which perhaps enjoy a better “top-of-the-mind” recall among the consumers.

If ‘Tata Coffee’ intends to position “Grand Premium”, as it’s flagship brand, then besides enabling the potential consumers to “hear the sound of special flavor locked decoction crystals that lock in the flavor to give you a great aroma and taste” by shaking the bottle, they will need to find a real disruptive idea, to create a unique brand value in the coffee segment.

How about combining the benefits of caffeine which enables alertness, along-with those of some key health aiding ingredients to enable their benefits as well in the product, thereby enabling these twin-benefits to consumers of “Grand Premium”?

Students, busy executives, business fraternity, and other such working professionals, who generally need coffee to put in those long hours, could be the among the right target audience. Besides, those who have to exert themselves both mentally and physically during their jobs, could also be among the intended target audience.

That, such a unique product would need considerable amount of R&D, is undoubted, but what is obvious is the kind of brand value which "Grand Premium" brand in particular, and ‘Tata Coffee’ company in general could get, if such an idea is successfully tested and effectively marketed. 😊

Ratan Tataji's philosophy of "Compassionate Capitalism"

“If you want to walk fast, walk alone. But if you want to walk far, walk together” – Ratan Tata

If there is one legacy which Ratan Tata ji has left behind for India Inc to emulate, is his philosophy of “Compassionate Capitalism”, which he imbibed in every possible way, mainly by his legendary humility and empathy towards all those whose lives he touched, including some strays, and above all our environment as well.

Two of legendary examples could be – one, after Mumbai attacks in November 2008, he vowed to take care of the families of those hotel employees who were killed or injured, and also pledged to to pay the relatives of the dead employees the ‘salaries which they would have earned for the rest of their lives’. Second could be the launch of ‘Tata Sustainability Group’ in 2014, well before it had become a buzzword in our corporate sector. The group was established with a clear vision: to drive sustainability initiatives across the Tata Companies, and to make environment and social stewardship integral to the business strategy.

Furthermore, that this conglomerate emerged as the only Indian brand, among the world’s top 100 most valued brands per ‘Brand Finance’ global rankings, could to a great extent also be attributed to this philosophy.

It’s not difficult to guess that such a grand success could be attributed to the pride and a sense of purpose, which each employee had being associated with the conglomerate, thereby enabling them to give their best performance.

Leading business schools and other top educational institutions in India, need to imbibe such a philosophy among their students, by using case studies mainly from the Tata conglomerate. Corporates could also introduce orientation sessions for their employees on the key elements behind the same, along with the positive fallouts for the organization as a whole, with associated benefits to all their key constituents such as - employees, customers, vendors, and in the ultimate analysis to their share holders.

What could be a better way of further accelerating our overall economic progress and development, for generations to come?