Smiles Travel: Episode 1

Time: Middle of the day on a Sunday
Coordinates: Bandra, Mumbai
Setting: Coffee shop by the sea

Observation 1 (outside): The water lightly crashes on the embankments and distinct groups of people, disparately spread, unwind on a pleasant Sunday afternoon. They are oblivious to the traffic on the adjoining road because they are either talking among each other or typing away on their phones. There is one particular group sitting right next to the water and just staring into the vast expanse, as if trying to see where the sea ends and what lies beyond. The sea does look like it's unending, fading away into the distance, somewhat inviting the onlooker, somewhat giving the message - never stop exploring, never stop wondering, never stop discovering.

Observation 2 (in the coffee shop): The gentleman on the next table in the coffee shop has been religiously typing away on his smartphone for a while now. He sips his coffee grudgingly as if it is more of an interruption to his engaging conversation but also as an obligation because it will get cold. He might be messaging a family member or a friend but he is fully engrossed and unmindful of his surroundings. I think to myself that he could have done his chatting at home as it seems like a sheer waste to not take in his surroundings. But then I also think that may be he comes here often and the ambiance allows him to have his best conversations.

A sweet old couple with their grand daughter walks into the area and grabs the table next to the gentleman typing away on his phone. As if in perfect synchronisation, as the sweet old man make himself comfortable on a chair, the "typing gentleman" gets up and makes his way out of the area. The sweet old lady, instead of taking her seat, politely asks her husband what he would like to drink and then decides to check the menu and share the available options with him. Their cute little grand daughter calls out to the sweet old man from the counter. She asks her 'Daadu' whether he'd like a chicken wrap with his coffee. Soon after, she walks into the seating area which is well ventilated; she sneezes three times because of the slight breeze that hits her. As she gets accustomed to the change, she goes towards the balcony and looks out at the sea, as the breeze lightly brushes her cheeks. She seems to quite enjoy the view and the breeze.

This scene took me back to the time when I used naturally reject change because it meant getting out of my comfort zone. The scene also reminds me of the fact that whenever I did make an effort to adjust to a new environment, I ended up getting accustomed fairly quickly and enjoyed myself more than I ever thought I would. And then I think to myself, "change is an enriching and enjoyable journey, one just has to adjust a little to enjoy the ride."

Observation 3 (behind the counter): I see a male staff member with a hearing aid. When I ask him for a few tissues, he simply gestures to the lady next to him. I realise the situation and at the same time, spot the tissues at the end of the counter, so I just help myself. As I walk back and take my seat by the window, the person with the hearing aid brings my coffee and looks at me, as if waiting for a verdict. I quickly check the temperature of the cup and give him a "thumbs up". The coffee is nice and hot, just the way I like it.

I like these places that give special attention to the differently abled. It reminds me of the fact that every person has his/her shortcomings or weaknesses but respecting an individual and tapping his/her strengths always has a dual benefit - it will get the job done and it will generate gratitude in that person's heart. And gratitude, in my books, is severely under-rated. If only I would focus more on what I have received and achieved, I know I would (more) often be smiling wide.

...and smiles travel.

IndiGo zooms past the competition

IndiGo is the only profit-making airline in the Indian domestic aviation industry today.

An average load factor (number of passenger-kms travelled to the number of seat-kms available OR average occupancy) of over 90% against an industry average of under 80% highlights IndiGo’s mastery at consistently providing a high quality service at an affordable price and utilizing the ‘scale advantage.’

IndiGo differentiated itself from the word go. During its launch in 2005, it positioned itself as an airline that is always on time.

Click to view Indigo TV Commercial, 2010

During my b-school project at IIM-A, my team and I deduced through extensive primary and secondary research that price was closely followed by punctuality in terms of the customer's most preferred attribute in an airline.

I have travelled by Indigo on a few occasions and have noticed that the aircraft is always near capacity. Even if it takes off late, it makes up for lost time during the journey and never fails to announce that it has arrived on time at the destination, followed by its recently received awards and accolades. It consistently drives the ‘on time every time’ notion home and gives the impression that the customer is a part of a prestigious service.

An important part of flight preparation prior to take-off is the turnaround time (or aircraft ground handling time), where the craft is serviced while it is on the ground between flights. IndiGo regularly meets a turnaround time of 22-25 minutes against an industry average of much more than 30 minutes.

Savings in time add up and translate to huge revenue opportunities for the carrier, as it allows an extra trip or two per day.

IndiGo is adept at marketing the brand through print and media. The in-flight catalogue, cleverly names "Hello 6E" provides a considerable choice of everyday items. It advertises useful gadgets and accessories targetting all age-groups. A large number of items don the Indigo logo, indicating the confidence that the 6-year old firm has in its brand. In fact, the page advertising watches is titled "On-time is a wonderful thing," consistent with its message on print and media ads.

Indigo is very particular about what it offers customers - affordable fares, on-time service, hygiene and crisp service. It does not approve of including an in-flight meal or a coffee in the ticket's price, when the customer might not want one. As one of its print ads say, it focusses on things that really matter.

Indigo's strategy has been consistent ever since its inception and it is now going international, with flights to Dubai, Bangkok and Singapore.

It is truly a world-class low-cost airline that is bound to increase its footprint by focussing on what really matters to the end consumer. What is critical though, is that Indigo should know what customers in various markets value and be wary of changing behaviours and demands to gain market share or maintain its leadership position.

Bon voyage IndiGo !

It’s a whole different ball game Down Under (published)

Click to view article published on 'cricketcountry'

India walked away with an impressive 2-0 win over the Windies in the recently concluded Test series. It really could, and should have been 3-0, considering the stupendous bowling performance by the spin duo (Ashwin and Ojha) in the 2nd innings of the 3rd test. India had a very gettable target of 243 runs in 64 overs. Looking at India’s batting line-up and the fact that the game was in its own backyard, the odds were heavily stacked against the Windies. However, the steadily improving performance of the Windies led to Bravo’s men putting on their best show in the final innings of the final test.

Let’s be crystal clear about the fact that the upcoming series in Australia is going to be a whole different ball game. It does not matter that the Aussies are missing Warne and McGrath in their line-up. The Australians are thoroughbred sportsmen vigorously and professionally trained to give the opposition a run for its money. No team, world-beater or not, can let its guard down against the Aussies - the supreme South Africans would agree, going by the recently concluded series, in South Africa !

The next matter of concern for the 2nd ranked Team India is that it has just concluded a 'home-series' against a young and inexperienced team ranked 7th, whereas the 4th ranked Aussies leveled an 'away-series' against the better ranked (3rd) South Africans. India might be on a high after dominating most of the 3-match test series but the Aussies will be feeling much more confident after having leveled the series against South Africa, in South Africa. The Aussies will be looking to capitalize on the home advantage, come December, and will literally be itching to get on the field against the Indians.

Having said that, Team India has always considered Australia as the toughest opponents, who bring out the best in them (India). Even statistics show multiple players averaging better ‘against Australia’ than ‘overall.’ I thought the Sydney and Perth Tests in 2008 inculcated an immense sense of self-belief and maturity in the team, with Kumble’s dignified manner of handling proceedings and with the players letting their skill do the talking. Although India lost the series, a billion people remember it for how the team defied all odds and won the Perth test, followed by Harbhajan Singh running onto the ground with the tri-colour in hand.

Speaking of which, not picking Harbhajan Singh for the Australia series is a bit of a gamble. It is evident that the man is going through a form slump and has not performed in the domestic circuit either, however, he is more than a cricketer. He is a character that gets under the skin of the Australians and impacts their mental make-up and on-field performance. One cannot deny that he has also mastered bowling in the faster Australian pitches. He could have really been a valuable mentor to both Ashwin and Ojha, who are 3 and 14 tests old respectively. It will be an uphill task for the young spin duo, but their results show that they are more than up for the challenge.

Varun Aaron is another man to watch, considering his focus on bowling quick and his impressive show in the recent tests, given the flat pitches that he bowled on.

Virat Kohli and Rohit Sharma will be looking to fire on all cylinders. Kohli has had a good start with two fifties under his belt in the final test and Sharma will want to prove Ian Chappell right, who famously quoted “This guy is ready for Test cricket” on air in 2008.

Sachin’s elusive 100th ton is bound to happen against the opposition that brings out the best in him. Achieving the milestone against the Australians in Australia will only make it all the more special for SRT and his billion-plus followers – enough said !

Tendulkar and Dhoni are wisely being rested for the ODI series against the Windies. This is a great opportunity for the two to put their mature heads together and formulate strategies to tackle the Aussies. It will not be a one-sided affair like the series against the Windies. Both teams will do whatever it takes to emerge victors – India, to justify its no. 2 position in tests and Australia, to justify that it is still a dominant force.

Sparks are bound to fly during this scintillating series that begins on Boxing Day. Let’s hope that the games are played in the right spirit and the series results in cricket triumphing over everything else.

Dhoni’s Army is back with a bang (published)

Click to view article published on 'cricketcountry'

After a double-whitewash, it takes a lot to regroup, strategise, prepare and motivate oneself to perform against the same opponents again. Team India’s task was cut-out after its dismal performance in England. A few blessings that came India’s way were a month’s break between the two series and the fact that the current series was being held in its backyard. Not only did the one month interval come as an opportunity to re-strategise but also to unwind from the unfairly gruelling schedule that the team had been subjected to.

On 2nd April, 2011, India had lifted the most coveted trophy in cricket. The Captain hit the winning blow into the stands and elevated Team India to World Champion status. Victories, as big as they may be, fade away as soon as the next battle ensues. Despite putting in a fighting performance against the Windies, even World Champions can do only so much with minimal rest and practice. To perform in the vastly distinct conditions in England with only one 3-day practice match was a recipe for disaster, which is exactly what unfolded in both the Test and ODI series.

However, Dhoni has stepped up to the plate with resplendent fervour and led from the front in this series. His performance with the bat has been instrumental in India’s series win. He is the only specialist batsman who is yet to be dismissed in the series. He is the third highest run-getter in the team, considering the fact that he comes in at number 6. Dhoni seems to have become the wall that the English bowlers are unable to bore through. In addition to his superior performance and leadership skills, India has looked a rejuvenated unit, with well-deserved rest and the infusion of new and exciting talent. Unlike the past, winning a series or two does not make this unit kick up its heels and become complacent. The abundance of talent on waitlist, a more transparent selection system and a gifted skipper has given Team India the licence to be hungry for more.

Dhoni’s leadership skills have always been lauded. The unorthodox field placements, perplexing bowling changes at crucial junctures and unexpected shuffling of the batting order have been a hallmark of the great captain. He simply does things differently, to great effect. Dhoni’s performance in the current series has only enhanced his reputation. He played with a depleted bowling unit (without Zaheer Khan, his leading wicket-taker in the World Cup), a demoralised team and the added pressure of winning the ‘Payback Series’ comprehensively.

Under Dhoni’s leadership, Team India has quickly regained its footing and gone back to its winning ways. Dhoni is not one to show emotion or excitement on the field. However, on hitting the winning runs in the third ODI, even he pumped his fist and celebrated in his own, subdued way. Although he quickly went back into his another-day-at-the-office mode, it is clear that winning this series comprehensively means everything to Captain Dhoni and Team India.

Click to view Dhoni's winning shot

With an unassailable 3-0 lead, the damage has been done. Team India will now be looking to go in for the kill and seal the series with a 5-0 whitewash. It will be an uphill task to stop Dhoni’s Army – a rejuvenated unit with an inspiring leader, who is on a mission!

Test driving the Mahindra XUV500

I went to test drive the much-awaited Mahindra XUV500 last weekend. I was quite excited, after having gone through the interactive and rather impressive website, learning about the car and imagining myself at the wheel.

The actual experience, however, began only after setting eyes on the real thing. The car appeared bigger than what I had imagined. It is a tough-looking machine and yet, pleasing to the eye. I quickly got into the back seat to check the leg room. For some reason, that is always my first move prior to test driving a vehicle…somewhat like first checking the bathroom and kitchenette when booking a hotel room.

The fully loaded W8 is literally packed with features. The car has been really well thought-out with GPS navigation, two toned interiors, laptop compartment in the dashboard, audio control on the steering wheel, parking sensors, twin exhausts, LED parking lights, distinctive car handles and a lot more. Clearly, a lot of time has been spent on the drawing board. The little things like a conversation mirror, lounge lighting, sunglass holder go a long way. It does give the customer a ‘premium’ feel at a ‘not at all premium’ price. All this seemed too good to be true.

While waiting for our turn to test drive, I sat on the driver’s seat of one of the vehicles parked in the showroom. I decided to press all the buttons and twist all the knobs that were within arm’s length. The panel looked good but was not high quality. Little things like the push button compartment above the dashboard not opening smoothly stuck with me. Inside the tough exterior, there seemed to be a ‘not so tough’ interior, which gave me an indication on where the costs had been cut. What concerned me was that there were too many things that could get rusty and require repairing.

Let’s start the engine now !

This is where the exhilaration subsided further. The moment I sat at the wheel and accelerated, I got the dreaded ‘I’m-driving-a-truck’ feeling. I could also hear the diesel engine clattering under the hood, which sounded more unpleasant than expected. To begin with, the test drive was surprisingly short. I had to coax the dealer to extend the drive and go over some speed bumps to test the suspension. When I stopped at the traffic signal and engaged the handbrake, the panel around it lifted slightly with it. That is where the test drive was over for me. At the premium features that were on offer, something had to give to justify the low price tag. Engine noise, driving experience and finishing were domains where quality was lacking (in my books).

Click to view the Mahindra XUV500 teaser (ad)

Mahindra XUV’s recent advert talks about its cheetah-inspired design, which seems hard to digest. The cheetah is associated with speed. The XUV is a 2450kg vehicle with only 103kW of gross power. It is not svelte sports car. Labelling the design as tiger-like is more believable, considering its striped grill upfront and rather muscular look.

Overall, the Mahindra XUV500 offers great value for money but the number of features within the vehicle coupled with the mediocre quality of material and finishing would probably mean more visits to the service centre than expected. The initial 6-12 month experience should be great, but post 1-year performance will decide whether the XUV500 is in this race for the long-haul.

McDowell's Royal Snag

The recent advert by McDowell, targeting Royal Stag, is a brilliant example of parody advertising going belly up. The ad featured M.S.Dhoni and Harbhajan Singh, senior cricketers of the Indian Cricket Team and apparently, close friends.

Parody ad - McDowell vs. Royal Stag

One could argue that this was an example of comparative advertising; however, comparative advertisements specifically mention competitors’ names to highlight why the competitor is inferior. In this case, McDowell used everything but the name ‘Royal Stag’ and poked fun at its competitor for most of the length of the ad. Hence, parody advertising would be more apt a reference.

However, this particular advert took parody advertising to a level that left a bad taste in most viewers’ mouths. It contained serious mistakes, which explains why it was taken off the air soon after it was telecast.

McDowell possibly released the ad to start a duel with Royal Stag, however, it ended up hurting its own brand image.

The whole premise of the ad was to dismiss the ‘make it large’ concept of Royal Stag and promote the ‘think different’ concept instead. However, the ad chose to showcase this dismissal by pitting two senior players of the Indian cricket team against each other. Although both players were not shown in the ad, the ad was not convincing enough to avoid that impression or to simply dismiss it as harmless humour.

Dhoni represents a team of Indian cricketers who are almost always (except in the IPL) seen playing as a unit and working with each other towards a common goal. Cricket is the cause of the various advertising and endorsement effects that the players enjoy. Cricket is a team sport and the team always comes before the individual, however, this notion is clearly defied in the McDowell ad. Pepsi has followed this concept well in its ads, by highlighting team spirit apart from the feel good factor or benefits of its product. It is acceptable to show players having a go at each other, but it should be in a humourous or/and harmless manner. The viewer should not get an impression of dampened team spirit within Team India.

Understandably, many questioned Dhoni’s audacity to participate in such an advert and even anticipated a strained relationship with Singh. This goes completely against the concept of camaraderie that players should be promoting through their ads. The negative impact on Dhoni’s image, however, was minimal because of his and his team’s superior on-field performance. A revered sport has the power to suppress many an uncomfortable situation.

The other grave mistake was a reference to Harbhajan’s (or his look-alike’s) father and then showing a man slapping Harbhajan's look-alike and referring to him as “khottey de puttar.” Singh’s father passed away in 2000 and this derogatory connotation would not have been taken well by him, his family or his fans.

The other important factor to consider is that the Indian audience does not take to such ads kindly. This might have been taken in the desired spirit in another country but Indians takes their cricket and cricketers way too seriously.

IPL is a different ball game altogether. It shows Indian players pitted against each other but the pretext of that format is clear and understood well by the audience. The audience knows that it is more entertainment than cricket and come to think of it, there are no distasteful references by players, team owners or advertisers.

Now, celebrities participating in parody advertising would make much more sense than cricketers. Celebrities do not act in teams, in fact, many take a jibe at each other at press conferences. The cola giants did in fact participate in parody advertising involving celebrities. The ads were not only creative but also ended up helping the actors involved, as it strengthened their respective fan bases and loyalty factors.

The McDowell ad and Mallya’s strong support for it would probably have cost him more than it benefitted him. The plug being pulled ended up saving Mallya and his brand from further damage and negative press, although it might have helped with sales. Then again, it is not wise to compromise brand image over a small increase in sales. Even a seasoned businessman like Mallya knows that, or does he?

Maruti Suzuki – the desire to win !

In this day and age of fierce competition, especially in segments like Telco and Automobiles, Maruti Suzuki holds a staggering 45% share of the Indian passenger car market. With competitors flooding the market place, its leadership clearly indicates its knowledge of the Indian consumer’s changing wants and needs, its evolving sense of appeal, its ability to produce high-performance vehicles in multiple segments and its mastery in lean manufacturing. One would assume that Suzuki’s Japanese roots would have a significant role to play as far as cost efficient manufacturing is concerned.

Maruti Suzuki has been rolling out one winner after another at a rapid pace. The Maruti 800’s tremendous success in the Indian market made Maruti a synonym for the compact car segment, much like Nokia in its heyday was synonymous for mobile phone.

The 800 probably outdid itself, considering that it was launched in 1983. It was the best selling car in India until 2004. Two decades of dominance not only speaks volumes of Maruti’s power as a brand but also the conservative Indian consumer mindset. Due to limited players in the marketplace, it was comparatively easier for Maruti (in conjunction with its Japanese venture partners) to stay ahead of the mediocre competition and satisfy the Indian palate.

India’s emergence as an outsourcing and offshoring destination led to the kick-start of a developmental revolution in sectors such as technology, infrastructure and education. Development sparked opportunity for both domestic and international participants and very quickly, the empowered Indian consumer was spoilt for choice, in terms of consumer durables and non-durables.

The changing scenario of the Indian market also saw an evolution in Maruti Suzuki’s way of thinking. Recognising the changing demands and new consumer segments that it could tap into, Maruti produced a variety of vehicles, targeting each identified segment. It upped its ante not only in terms of power and performance but also design and quality. The next super-hit after the 800 was the Maruti Esteem which was a visual delight and sold by the bucket loads for an astonishing fifteen years, until phasing out in 2008. Maruti’s rugged variant, Gypsy, also enjoyed tremendous success, especially with the defence forces. Even in the year 2010, twenty-five years after its launch, Maruti Gypsy has a waiting period of over 3 months. Through the years, the Gypsy underwent enough changes and additions to maintain, if not increase demand. More recently, the Swift (coupé) and Swift dzire (sedan) are the new sensations in the small to medium segment. Despite trouble with workers at the manufacturing facilities, consumers are willing to wait for 7-8 months to get their hands on the brand new Swift (coupé).

Low maintenance and convenience has been a consistent theme in Maruti Suzuki’s adverts. With widespread Sales, Distribution and Servicing networks, and locally manufactured parts, running costs are seldom a concern for the consumer.

Maruti has been cleverly playing the national and emotional cards in its ads, through the punchline “India comes home in a Maruti Suzuki.” In this ad, it showcases a large number of its variants, as the broader theme is more the consumer’s connect with Brand Maruti Suzuki rather than the specific benefits of each product variant.

Click to view Maruti Suzuki commercial

Maruti has made its mistakes as well. Kizashi, its entry vehicle in the luxury segment, failed miserably. There seem to be three clear reasons contributing to Kizashi’ downfall. (1) The car was significantly over-priced. The mid-sized sedan was fully imported, and cost nearly 50% more than what it was priced at in the US. (2) Brand Maruti Suzuki is not a luxury brand. (3) Kizashi did not have a diesel variant, as opposed to its competitors. Despite the luxury tag, diesel variants do attract high demand. A low-cost, low-maintenance pioneer introducing a luxury vehicle, thus turned out to be too ambitious and too risky a move. What should be kept in mind is that the Kizashi presented a very impressive package, despite its price tag. With a Honda or VW logo, it would have probably sold a lot more vehicles. Brand power (or the lack thereof) in the luxury segment is probably what did Maruti most.

Despite the Kizashi debacle, Maruti Suzuki has been very consistent with its core values, as mentioned on its website - customer obsession, fast, flexible and first mover, innovation and creativity and openness and learning. Openness and learning was clearly exhibited through its foray into the luxury segment, pulling the plug as soon as it anticipated a bleak future and a rapid launch of Swift v2.0, another runaway success in its ‘bread and butter’ segment.

Maruti Suzuki is a brave brand, and fortune favours the brave. It is not afraid to experiment and more often than not, it produces impressive machines backed with highly effective marketing and advertising campaigns. It might be just a few more variants away to successfully foray into the luxury segment.

Knowing Maruti Suzuki, the innovations will continue, the brand equity will further improve and it will break through into the premium segment, where bigger margins await. Maruti Suzuki has what it takes – it has desire (and the dzire) to win !!