Nimesh Dwivedi’s Debut book ‘MARKETING CHRONICLES’ presents a compendium of Global and local marketing insights from the pre-Smartphone and post-Smartphone eras
Consumer
marketing and financial services veteran Nimish Dwivedi has released his first
book ‘Marketing Chonicles’, a compendium of Global and local marketing insights
from the pre-Smartphone and post-Smartphone eras. From
a marketing professional, practitioner and observer, this compendium will be
useful for all students of marketing and practitioners. Filled with concepts
explained through real examples and cases, the book focuses on insights,
interesting concepts and informative observations. The book covers a vast
spectrum of marketing subjects from branding concepts to unique media
strategies to segmentation to the power of measurement and metrics.
The
book released by Notion Press has been created in two parts – Part 1 focuses on
Pre Smart Phone Era insights and Part 2 on Post Smart Phone Era Insights. This
is noteworthy because the entire marketing framework has undergone a tectonic
shift after Smart Phones have become mainstream. All the old rules of branding
do not exist or have got fundamentally recast. The “Chronicles” aspect is also
important as each concept is linked to a particular year and mentions the
brands and campaigns that were relevant during that year. Many of these
memorable campaigns and brands may not be known to a whole new generation.
Few Insights from the
book:
·
Take the evolution of the concept of
conventional “Product Placement” to the evolved “Product Characterization”. Now
think about 1999 –where the most feature rich phone was the “Nokia
Communicator” and movies like The Saint starring Val Kilmer were popular.
Indian audiences could not forget serials like “Wagle Ki Duniya” and a certain
brand whose spokesperson was “Lalitaji.” The entire concept is explained using
these examples which will help new age readers get a glimpse into that era.
·
Another unique concept in a world dominated
by price offs and promotions is that of “Category Catalysts” and how in 2002
brands in various different categories like Gillette, Allen Solly, Add Gel pens
and even Aquafresh toothbrushes became catalysts for their category.
·
Media planning in 2006 when customers were
transforming from ‘passive viewers” to “enabled information seekers” and a
totally different 360 degree view based media strategy that this entailed! Also
what brands like BMW did during these early stages where the internet was about
to become an integral part of our lives
·
The unique theory of “Customer Interaction
Models” which is critical in the post Smartphone era. And how in 2009 Apple had
already started harnessing this concept.
·
During the financial recession of 2009 how
Japanese brands ranging from the 100 Yen Stores to fashion brands like Uniqlo
harnessed the recession opportunity and emerged as winners
·
Human beings may or may not believe in
afterlife. But do brands and categories have an afterlife? Laced with real and
unique examples from 2009 and before, this is a unique perspective on not just
the evolution and the death of brands but on their afterlife.
·
Can marketing metrics be adapted to measure
an entire metropolis specially Mumbai which has seen the worst of flooding and
other disasters? A 2010 perspective that only becomes more relevant with each
passing year
·
Everyone knows about the 4Ps of marketing but
in this rapidly changing world a Fifth P had strongly emerged by 2010. Read all
about it in this book
·
The crucial importance of the First
Impression Factor concept in building brands and establishing loyalty. Full of
examples and experiences from 2016 and before. Read about this concept and
imbibe it with ease in this book
·
In an era of sub segments, micro segmentation
and the segment of one –is there any segment that has not been explored fully
by marketers. That too in 2016. Yes. Read about it and then gear yourself up to
explore its potential whichever business you are in!
The book is replete with many such concepts simplified
through case studies without any complexity. Easy to read, easy to imbibe and
easy to practice!
About
the Author:
Nimish V. Dwivedi is a consumer
marketing and financial services professional who has observed the changing and
emerging landscape of marketing through living and working in Japan, Hong Kong,
Singapore, UAE and Vietnam, besides always observing India outside
in. Having graduated with a marketing major from one of
India’s top business schools - Jamnalal Bajaj Institute of Management
Studies, Nimish has had the privilege of working with and learning from some of
the best marketing professionals in the industry.
Starting his career fresh out of
campuses an Executive Trainee at Asian Paints, Nimish has worked in senior
leadership roles at Citibank, Standard Chartered, Paypal, Mashreq Bank and is
currently the Business Director Cards and Payments at VP Bank - FE Credit based
in Vietnam. Nimish has been able to practice and execute his marketing
perspectives besides being a keen observer and an enthusiastic chronicler of
the emerging marketing landscape specifically in India besides in various other
parts of the world.
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