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Fitness Quotient @ 40 and after

It all started will few metal plates and wooden bench on a terrace of remote village when I had a teenager’s mind frame of building a strong physique. Never realised that this practice will become my habit and biggest source of motivation, determination and self discipline in times to come. All though insufficient skills, knowledge and technique contributed to lower back injury but being an outdoor sports lover, I did manage to recover. Initial years of my carrier provided me ample amount of time and energy which I could devote to fitness however with the career progression and added responsibilities it was difficult to continue at same pace. And if you are into sales profession, travelling makes it worse. By the time I was 30, I had my first daughter and a promising/challenging career to contribute. This was the stage of realisation when I identified the need of being healthy not physically but also mentally and spiritually. Because under regular conditions physical fitness and skills will do the trick but under extreme conditions only healthy spirit or soul will let you through.

Fitness is an extremely overrated state which could be a desire, need, necessity and social status depending on different individuals and personalities. Being fit does gives a confidence in life but fitness is a broad term.

Physical fitness is state of health and well being and its not hard to understand the way to get physically fit. Exercise, outdoor sports, cycling, hiking etc. there are different options depending upon the someone’s interest and liking. Anything which provide satisfaction is good. Purpose is to determine a way to keep 

Mental fitness determines person’s ability to enjoy life and balancing the normal stress of life, and keep your brain and emotion healthy. Lack of mental fitness lead to long lasting sadness, irritability, extreme high or low mood swings, fear, worries anxiety, social withdrawal etc. Relaxation, spending time with family, recreational activities are few ways to develop mental fitness.  

However Spiritual fitness is exercise for the Soul and therefore leads to its strength. Spiritual fitness involves one’s values, beliefs and purpose of life and it can be achieved both mentally and physically. It does not require any degree of religiosity or belief in supernatural but it is fitness of spirit and soul. Meditation, practicing yoga, travel, positive thinking, looking for deeper meanings in life and above all gratitude can help to achieve it. 

It is important to exercise mind and spirit same way as we do for our body to achieve wholesome fitness. Life is not what is happening around us it what is happening inside us.

HANDLING MILLENNIALS: MILLENNIAL MARKETING

Millennial tagged as the selfie generation these days is composed of the biggest part of the living population across the globe. They are readily occupying the vacate space created by the baby boomers. Millennials are actually the consumer set with maximum purchasing power at this point of time and hence is one the most important and vital aspects for any company . No business would like to avoid knowing more and more about the strongest prospects and purchasers.

This generation is pretty unique in its own way owing to strong association with self, optimism towards life and more open ness towards the various stages of life. Their approach towards adulthood is different and unique in its own way.

Key aspects towards millennial marketing.

  • Brand connect with millennial: Brands actually feel that it is difficult to connect with the millennials with little understanding on their part actually that millennials are quite straight forwards to connect to . A brand actually needs to build a connect to the value that actually drives them – passion, uniqueness, innovativeness, happiness, joy and liberty. Secondly the brands need to understand their actual lifestyles which are based on freedom of expression and should actually find ways to magnify this. And most importantly with millennial just doing a straight marketing will not work. This is one generation which wants to be involved and well informed.
  • Diversity in demographics: Millennials happen to weigh very high on demographic diversity. One can find a single mother or a single father, a joint family, a nuclear family, live ins, DINKS in a single population mix. Marketers should actually be focusing on the segments more rather than the demographic as a whole.
  • Hyper connectivity: Millennials has actually been a generation that grew up with technological gadgets being invented right there in front of them. They have always been connected and this connectivity has actually enhanced in current times. Without technology they actually feel handicapped and helpless. Hence brands need to put in effort to stay connected to them all the time. It is now 24 X 7 X 365.
  • The social media savvy: This generation is always connected to others through various social media platforms. For a brand to be successful, it is important that it should also be an actor on social media platform so that it connects well its audience. Companies doing cutting edge marketing make it a point that they are always sharing things on online media and always look in for new ways to engage on social arena.
  • Viral marketing : Since millennial tend to be well informed and high in sharing , they trust the fellow consumers more in comparison to the promotional campaign by the brands . Brands need to create more of a viral influence and hence should contribute to the social cause as a whole 
  • Less on loyalty: Millennials are experimenting class of consumersThey will never stick to one brand. Brands need to realign the fact that they can’t expect loyalty from millennial. But if wooed properly that also have a tendency to stick to you for a longer time.

Conclusion: Marketers need to adapt to millennials which is making up the bulk of the workforce. Learn what they respond to and what matters to them. It could just be the breakthrough your business needs to move forward into the future.

ETHNIC FOOD BRANDS & INTERNATIONAL MARKET

Ethnic identity is an important individual and collective characteristic in contemporary societies. Some of the indicators of ethnicity in a multicultural state includes: language, tradition, beliefs, religious, principles and dress. Though most of these are influenced a lot by the local (mainstream) cultural component, however, one of the most important indicators of ethnicity i.e. food stays intact to a large extent and probably this is because it is linked with the most sensitive human sense which are ‘TASTE BUDS’. Hence in order to Promote ethnic food abroad calls for high quality for a rapid branding and market penetration.Companies need to analyse carefully the potential opportunities and threats in this context.

One of the biggest opportunities for Indian players is that the migration from India is still very high across the globe. So, there is a tendency in generation one to stay attached to the ethnic norms and tastes which Indian players can safely encash.

The potential threats can be the changing structure in the already existing ethnic population. With aging coming up there may be many who aspire to come back. Also, there may be young section which is pretty well adapted to mainstream market and local tastes and hence would probably wish to stay away from the ethnic tastes and preferences. To cater to this category of customers, the local players may too be pretty active to attract these minority towards mainstream tastes. So, the challenge lies here.However companies need to take into consideration few important things in order to work on tapping this market.

First is stiff competition: Not only from ethnic manufacturers but also from mainstream players. The first is duly paid attention to. But as the generations abroad will get older and see a generation change, the threat from mainstream players will be more. Hence new tastes and preferences which will be Indo-mainstream shall become the need of the hour. Hence the Indian companies will have to come up with innovations in tastes, packaging or the likes.

Second important aspect shall be serving the middlemen. It’s all about the relationship, to successfully implement, stabilize and grow food distribution through all sales opportunities in retail establishments, foodservice chains, or other venues. Trade distribution opportunities are endless, with both mass retail establishments as well as more specialty niches, such as specialised food stores. These opportunities should be well identified by the sales experts through frequent market visits Group. The future shall be in favour if companies will work with the distributors toward a mutually satisfying business relationship. 

The success mantras for future shall be: INNOVATE REINNOVATE and CUSTOMISE. All what companies need is a systematic induction of marketing orientation and further synchronisation of the marketing and distribution efforts.

COVID-19: Globalization at Risk – Emergence of Localisation Era.

Severe outcome of COVID-19 has claimed many lives and many countries have been affected by this pandemic. World has experienced similar kind of adversities in the past but at different scale and intensity. We are still fighting with COVID-19 and no one knows how long it will take to come back to normal life. It seems that Globalization is not only contributing in integration of local economies into global market but also contributing to expand the darker side of it. 

Since 19th century the Globalization experienced large-scale expansion by removing trade barriers of many markets. It became very convenient to globalise economically, culturally and politically. No one imagined that it will also globalise the diseases as well. One thing which all countries are realising now is to restrict the entry of the carrier elements of this adversity and shutting down all doors. Self isolation, quarantine, travel restrictions, import restrictions – are we enforced back to localisation?

Thousands are dead, and almost everyone is affected directly or indirectly. Are we paying price for the globalisation or is it nature which is on autocorrection mode? This is the time to analyse and see that if eating habits of people of one country can make so much of difference in the world then which other things we are relying on from that region. And the answer is almost everything.

Impact of this pandemic is much more destructive, and it seems like humanity is being tested for its survival skills. These are the risks which cannot be avoided. Desperate times needs desperate measures. This is a sign for leaders to look out and explore all the local resources, create self sufficiency and try to localise to the maximum extent. This could be the starting era of learning, struggle and localization. Mankind will win this battle for sure, but we must use our learnings to be ready for future calamities specially created by ourselves else nature shall take its own course.

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