Facebook.

 "We lived on farms, and then we lived in cities, and now we are going to live on the Internet." Justin Timberlake's character Sean Parker says this to Mark Zuckerberg, who's played by Jesse Eisenberg. At that point in time in 2010, nobody quite understood what he was trying to say. But 10 years later, everybody understands what he was saying, as we cannot imagine our lives without the internet.

Can you believe that Facebook was initially known as 'TheFacebook'? Absurd right? All this and more are depicted in a cinematic way through the film 'The Social Network', directed by David Fincher. It tells the story of the birth of Facebook, and more than ever, the story of Mark Zuckerberg, the founder of Facebook. 

Started in the year 2004, the growth of this social networking site knows no bounds. Other sites like Whatsapp and Instagram are now owned by the charismatic businessman, Mark Zuckerberg. A Harvard dropout, he was the 'go-to computer programmer' at college. After making a fairly successful albeit a sexist app, he got the idea od Facebook. And the rest, as you all know, fell into place.

There are several reasons as to why Facebook became the social networking giant that it is today. One of the major reasons that are to be taken into consideration is Facebook's simplicity. Its simple algorithm of making an account, adding friends, putting up posts, and liking others' pictures is easy to understand, for a 17-year-old, or a 70-year-old. Zuckerberg moved fast. He didn't think twice about launching the app; he got the idea and molded it into the site that we see today. Although several people had the idea of Facebook, Zuckerberg was the one to make it happen. Ultimately, it doesn't matter whose idea it is, it only matters who executed it. Mark Zuckerberg is another reason that made Facebook so successful. When he was busy formulating the idea of the site, he didn't care about the business or the profit he could get from it. He only cared about the quality of the product. Zuckerberg didn't find 'ads to be cool', but he wanted 'Facebook to be cool'. Mark Zuckerberg had a 'near-perfect' team to drive the concept of Facebook home. He knew the people he would have to hire and also knew the people he would have to fire. Facebook wouldn't have been the app it is today if it wasn't for his great team. As Steve Jobs once said, "customers do not know what they want," Zuckerberg understood the same quite well. He and his team rolled out new features and 'killed it' if the consumers weren't exactly fond of it. After the launch of Facebook, Zuckerberg saw himself running a marathon and not a 100m race. He knew that he was in this for the long haul, and he had to plan accordingly. He did indeed focus on the marathon, which is why he is in the position that he is in today.

Although the millennials and the Gen-Z are on Instagram, it's still not possible to say that the days of Facebook are over. Actually, it is far from over. People who are in their late 40's, 50's and 60's thrive on Facebook. While they have nothing else to do during this pandemic, Facebook is one source of the outside world for them. Until next time, Facebook me, Whatsapp me, or Instagram me.

The 'Apple' doesn't fall far from 'Jobs'

I cannot imagine my life without the iPhone I used to own. Fascinated by iPhones ever since I laid my hands on one, I have for a long time, wanted to own an iPhone. I used to own the iPhone 6s. Might I tell you, I was the happiest girl on Earth when I had it with me. After a point of time, it had its own issues, and I had to stop using it. That couldn't deter me from wanting to buy the latest iPhone (when I have a job, of course). 

When we talk about Apple, we cannot not talk about Steve Jobs as well. The founder of Apple, he is one of the major reasons why it is a successful and iconic brand that we see today. One of the greatest examples that show how influential a man Steve Jobs was can be seen when Bill Gates, his greatest rival, offered Jobs 120 million dollars when Apple was about to fail. If you can influence your arch-rival to save your company, you can only imagine the power and charisma Jobs possessed.

A man with a dynamic personality, he built the empire of Apple, which has become the most valuable tech company in the world. With the help of his influential power, Jobs has made people work very hard for him. Through his words, he used to get the things he wanted. Several years after his death, he continues to be an inspiration for lakhs of people around the world. 

With its inception in 1980, Apple II, which was Apple's first successful computer, Apple only started to grow. Apple's brand story is known to almost everyone. While working in Atari, Jobs forged a friendship with Steve Wozniak. He later on came to know that Wozniak had built a prototype for a home computer ie, Apple I. Jobs showed interest in commercializing it, and the rest as you know, is history. 

Although a premium brand, Apple thrives on simplicity. It strategizes itself as a brand with emotion, which is paired along with forward-thinking, creative technology. Apple has a religious fan base that follows their releases. The aura of secrecy that surrounds their brand is played to their advantage, as it keeps both the tech-savvy people and the commoners interested alike. Like I said before, I don't want an iPhone because of its features, I want it because its an iPhone. 

But what are the reasons that made Apple the iconic and successful brand that it is today?

One of the major reasons like mentioned before is Steve Jobs. With Jobs' innovative and cunning strategies, Apple wouldn't have become so famous. We also have to realize that Apple's advertisements play a major role in them becoming so popular. Sophisticated yet simple, the ads effectively convey their thoughts to the consumers. And hence, the huge and still growing fan base. 

They have a wide array of products that attract people from all spheres. It includes the iPhone, Mac, iPad, and even the iPod. The rumors of the arrival of the iPhone 12 have all fans excited.

The experience of going to a retail store of Apple is almost other-worldly. Apple products are not sold anywhere else. They are only sold in their own shops. This just adds to the premium feel that is Apple.

Lastly, its business plan is new and changes according to the time. It understands the market and changes respectively.

Like, Apple always says, "Think Different" and you may never know what you end up discovering.

Sources Cited

• 'Jobs', 2013, Open Road Films, Joshua Micheal Stern
• https://www.bynder.com/en/blog/the-worlds-most-valuable-brand-apples-secret-to-success/#:~:text=Branding%20lessons%20from%20Apple,America's%20first%20%24700%20billion%20company.
• https://beloved-brands.com/tag/the-apple-brand-story/
• https://www.investopedia.com/articles/personal-finance/012815/how-steve-jobs-changed-world.asp
• https://sites.psu.edu/leadership/2016/03/23/steve-jobs-the-man-the-influence-and-the-power/#:~:text=Steve%20Jobs%20however%20had%20an,He%20had%20a%20dynamic%20personality.&text=He%20had%20the%20influence%20to,founder%20to%20hold%20people%20accountable.
• https://www.lifewire.com/what-makes-apple-so-special-and-desirable-2373223#:~:text=The%20Steve%20Jobs%20Brand&text=Almost%20inseparable%20from%20the%20image,define%20the%20modern%20mobile%20category.

Centuries old Canal gets rebuilt in Thripunithura

 MLA gives 15 lakhs and brings in the Minor Irrigation Department for the canal's restoration

 

Centuries-old canal in Konathupuzha, Thripunithura is getting rebuilt after the residents' constant complaints and protests. The MLA, Mr. Anoop Jacob has offered 15 lakhs for the renovation and cleaning of the canal. This money was used for a temporary consolation. Furthermore, the government has forwarded the contract to the minor irrigation department, who will be funding the development with 5 crores. This canal was in a pathetic state as nobody was appointed to look after it. Filled with waste and long grass, the canal posed a serious threat to the nearby residents during the time of the annual floods.

K. R. Sukumaran, the ward councilor said, "After roads came into being, there wasn't a single soul to look after the canal. Known as the 'Andhakaara thodu' this canal has been around since the time of kings. Although it functioned earlier as a way of transporting food and goods, the canal slowly got destroyed due to landslides, dumping of wastes, and negligence." 

The canal stretches for 3-4km and is 25m wide. It covers around 6 panchayats and drains into the Vembanatu canal. When roads came into being, the canal became a liability. People started ignoring it and its surroundings. Grass started growing in the canal, and eventually, its state was so dire that people could walk through the canal which once had water flowing in it. Residents started protesting for the canal to be rebuilt when they realized the issues that can occur when the annual flood comes. As the canal had no place for the water to flow, it would overflow and reach the homes of the residents.

The MLA had initially given 15 lakhs from the sarkar project for the restoration of such canals and roads. The money was a timely intervention. This helped in weeding out the grass that grew in the canal. The restoration has been taken up by the Department of Minor Irrigation. They are planning to widen the canal, connect small canals to it for easy flow of water, and clean it. The estimate of 5 crores has been put for the renovation, the work will only start next year. 

My First 30 Days

 "Life is nothing short of an adventure." You never know what it may give you. I have heard that when life gives you lemons, you make lemonade. But what if life ends up serving you a big bowl of fruit salad?

August 20th. The first day of class. I felt nothing less than when The PowerPuff Girls were going to win against the big baddie, Mojo Jojo. I was done with my graduation, and I was more than ready to start with my Masters. But little did I know that this Mojo Jojo that I was going to fight is bigger than all the other Fuzzy Lumpkins', Ameoba Boys', and Mojo Jojos I had fought. 

Sai Sir knows the number of times I have pestered him with doubts and worries. But he was not one to give up. He always cleared my queries, although God only knows how curious of a cat I am. I was very interested to know my classmates, who would become my friends. I had messaged almost all of them the day earlier since I am the enthu-cutlet that I am. I sat for the orientation class with high hopes. It would be an understatement to say that Priyali Sur lifted my hopes up higher. Like, way higher. Next came the Ice-Breaker session with the seniors. They were absolutely adorable and were more than ready to help us with any or all difficulties we had. I was pretty stressed about the next day as that was the day we would meet our teachers, or rather the Professor Utoniums to our Blossoms, Bubbles, and Buttercups.

I was very fidgety the next morning. Though I had an idea that they would be sweet, and wonderful mentors, the thought of having a conversation with them the first time made me a little scared. Okay fine, a lot scared. But all that was wiped away the instant I started talking to them. They were nice, all of us had a good time, and we wrapped up that session as well. There was a bell, somewhere in my head going, "This is only the beginning. We're just getting warmed up." I knew that would prove to be true.

This was followed by classes, orientation lectures, and of course, how can I forget, assignments. The number of assignments and the variety of topics that it had, threw me off balance. I have not done these many assignments, ever. I knew to write, but what would I write? Slowly and wobbling, I took my baby steps. There have been days that I was annoyed at myself, angry at the assignments, rejoiced when the orientation was on something I wanted to know about, and even screamed at the top of my lungs when we got a day off. But, every single day when sir said, "We'll call it a day," my heart said, "This is what you wanted. This is what you chose. You can do this for another day."

Like I said, I know that this is just the beginning and a lot more is yet to come. And honestly, I am not ready for that. I'll just have to take it as it comes. If the first month was a whirlwind, I cannot even imagine the tornados I'm going to get myself caught in. And yeah, when life gives you a big bowl of fruit salad, just eat it with a gigantic scoop of vanilla ice-cream.

The World's Favourite Brands

What is the first thing that you do when you wake up? Me, I check my phone. I want to know the messages I've got, check my feed on Instagram, and of course, see the emails I've got from college. This is how pretty much all millennials start off with their day.

In today's world, the top 10 brands that are an integral part of our lives are:

• Amazon
• Apple
• Netflix
• Facebook
• Google
• Instagram
• Uber
• WhatsApp
• YouTube
• Gmail

While all the apps are easily accessible, they are free as well. Some of these apps like Netflix, YouTube,  and Amazon Prime give you a movie-theatre experience at a very meager cost. Although Netflix was costly for a middle-class Indian, there is no longer a home that doesn't have Netflix. Facebook, WhatsApp, and Instagram are all social networking apps that connect you to people who may live 5000 miles away. Literally having a logo that is from A to Z, Amazon has everything you need, from daily necessities to items you can splurge on. Apple is a status symbol for many while some can just not live without an iPhone. Uber is now running on the top of the list of our most widely picked travel services. Just like God, Google is everywhere. And Gmail, it has saved me many a time. 

Having had an early start, Google, Gmail, and YouTube are some of the platforms that still remain on the most used and searched apps to date. Widening our perspectives and choices, then came WhatsApp, Facebook, Instagram, and Netflix, working hard to never reach a point where it'll fail us. Thinking about the huge rush inside the shops, long queues to the billing counters, and digging deep inside the cloths to find the pricetags, doesn't seem very enticing. Shopping online is very much a priority for everyone. All these brands communicate through social networking. Apple for eg. is a great conversation starter. It's not like Uber became famous without word of mouth. Of course, the most obvious thing that connects a few of these apps is Mark Zuckerberg.

Talking about the differences that they have amongst themselves, the major brand that stands apart is Google. A search engine, it eas created to cater to all the doubts and questions that a human can have. It is not a social networking site, nor does it connect you with people. While Uber is an online taxi service that connects you with a driver who'll take you to your destination, Apple is a smartphone. I'm sure the iPhone doesn't need an introduction. Amazon is a brand that is synonymous with online shopping. Be it a broom that you need or a high-end vacuum cleaner, Amazon has got it all for you. For people who want to watch the best series' or the latest films with the most amazing stories, Netflix is your go-to destination. If you want to see original content by small-time and big-time creators, YouTube gives it all. Be it the new BTS song you want to listen to, or the movie trailer you want to see, or even better, if you want to see a web series, YouTube has it all. If Gmail helps you with sending emails and connecting with your bosses or teachers, it can also save your life when you have to submit a very important assignment. Coming to the last three brands, Facebook, WhatsApp, and Instagram are all social networking apps. I can understand your pain if you feel that there's not one day that can go by without using these apps. But, coming to the difference between the three, Whatsapp is a messaging app where you can talk and interact with people through chats. Facebook is an app where you can message people, broadcast your life, and even post pictures and videos. Instagram is just like an upgraded version of Facebook where the app has been upgraded and more new.

These are the world's favorite brands. But just like wise old men say, too much of anything is not good. The fine line between over usage and correct usage is slowly blurring. Nobody seems to know when to stop anymore. If we fail to control ourselves, which we already did, we'll end up just going further down the rabbit hole we are already falling headfirst into.

Do the STP like a Brand Tycoon!

STP simply means segmentation, targeting, and positioning strategies used by different brands and companies to promote their marketing and sales. Before we go deep into each brand's STP, let's understand what segmentation, targeting, and positioning are. Segmentation is the process of dividing a market of potential customers into groups, divisions, or segments depending upon various characteristics. Targeting is a process of evaluating the attractiveness of each market segment who respond in a similar way to a given set of marketing efforts and selecting one or more segments to design and carry out the marketing strategy. And, a positioning strategy is one in which the brand should have the ability to influence customer perception. The objective of market positioning is to establish the image or identity of a brand. It also brings in customer advantage over its competitors.

To explain this further, I have taken three product categories in which I have taken three brands each. The first category that I have taken is Footwear. And, the three brands that I have chosen is Adidas, Nike, and Puma

ADIDAS, which is an abbreviation of  All Day I Dream About Sports is one of the most successful sports apparel brands around the globe. On August 18, 1949, Adi Dassler registered the "Adi Dassler Adidas Sportchuhfabrik" and set to work with 47 employees. It thrived and went on to become the force that is today. While the old logo (The Trefoil) communicates the company's aspiration for growth in the ever-changing market, the new logo (The Three Bars) is accompanied by the motto, "Push Beyond the Limits". The new logo resembles a mountain like it is challenging the people who buy their products to push themselves to their limits. A fact is that the new logo has strong brand equity and is well-recognized across the world.

Adidas has mainly done its segmentation in two ways, Demographic and psychographic. Demographic segmentation depends on age, income, family size, etc. Adidas mainly targets consumers between 14-40 years of age. But, it is also like by consumers between 40-65 years of age as well. To cater to its younger audience who are from 14-19 years of age, Adidas has introduced a sub-brand called Adidas Neo. The brand targets both male and female consumers and offers premium quality products. Through psychographic segmentation, Adidas tries to create premium positioning and targets the upper-middle-class and affluent customers. It has a sub-premium to premium pricing strategy and superior quality products result in premium positioning for the brand.

Their targeting strategy mostly covers young adults, adults, and children who have a passion for fitness and sports. Their majority of consumers are from the age group of 13-40 years. These consumers are mostly from the upper-middle-class or luxury class.

Coming to how Adidas positions itself, it does not position itself as a mere sports brand, it is a 'Creator Sports Brand'. It has a user and benefit based positioning. In 2018, it launched the 'Calling All Creators' campaign. This campaign truly opened up the playing field for them. Adidas has the positioning statement, 'Speed, Cities, and Open Source'.

Adidas promotes itself with the Unique Selling Proposition that they make light and convenient sports apparel that others don't make. They want people to buy, so they listen to customers and try to be imaginative and creative in their outcome. With the Single-Minded Proposition that 'Impossible is Nothing', The brand says everything about itself. This SMP is a creative brief about the brand. 

I believe that their brand name and their positioning strategy completely compliment each other. With the brand name that says, 'all day I dream about sports', it is positioned in a way that it caters to the sportsperson in you. It is a perfect match for people who are athletic and sporty. 

Talking about their market share, it had a share of 6-7 percent of the US market in  2019. It is valued at over 16.48 billion US dollars in 2020. Footwear is a crucial category for Adidas with it generating an annual sale of 50%.

Now, NIKE is a brand that needs no introduction. An American Multinational Corporation, Nike was launched in 1964 and it is the leading fashion brand in sport's shoes and apparel. The name of the company is derived from Nike, the Greek God of Victory. A few sub-brands of Nike are Nike CR7, Air Max, Nike Pro, etc.

Moving on to its STP, Nike has 4 major segmentations. The first one is psychographic segmentation. Nike builds a position in people's minds by connecting with their emotions and aspirations. No matter who you are or what you do, you can always sport a Nike. It addresses itself as an athletic-wear company that has a belief that everyone in the world is an athlete. The demographic segmentation is that it has no age group. It caters to middle and high segment customers of a group. The pricing of Nike is in such a way that it is easily accessible to these groups. The third segmentation is according to behavior. Nike gives out an 'athletic feel'. It has apparels for all walks of life, be it utility based, technology-based, or style based. The last and final segmentation is done geographically. Based on the nations, cities, and areas it caters to, it changes its style and production.

Nike's targeting strategy involves youth that is in the age group of 18-24 years, sports enthusiasts, people living in the urban areas, and members of the high-income groups.

The brand has positioned itself as a ubiquitous brand that declares, 'if you have a body, then you are an athlete'. Nike tries to bring innovation and inspiration to all the athletes around the world. It has shifted its focus from product to attitude. It has the positioning statement, "For serious athletes, Nike gives confidence that provides the perfect shoe for every sport".

Well, talking about Nike's USP, it is nothing but that it sells the best quality shoes for athletes and fitness in general. They sell genuine sports gear for genuine people. Staying true to their words, they have sports stars and not actors as their brand ambassadors. With the SMP "Just Do It", Nike pushes the athlete in you to come forward and steal the limelight.

 Just like the brand name is derived from the name of Nike, the Greek God of victory, it perfectly resonates with its positioning strategy. The name of the brand itself manages to instill a certain level of confidence in people. 

Nike's market share stands at about 27.4%, making it the largest footwear company in the world(as of 2019).  The brand value of Nike all around the world in 2020 is 34.8 billion US dollars. 

Coming to my last and final brand in the footwear category, it is none other than Puma. Headquartered in Germany, it was incorporated in 1948 by Rudolf Dassler, It has expanded its reach worldwide, and has more than 12000 diversified and dedicated workforces in 45 nations.

 Puma has been segmented in three ways. The first is demographical. It primarily caters to people of the 20-30 years of age group and also delivers to the people in 7-19 and 30-45 years of age group. Talking about their behavioral segmentation, it caters to athletic, active, eccentric, individualistic, blood, and creative consumers who admire originality. As much as the psychographic segmentation is concerned, it does not show any gender bias and portrays itself as the perfect shoes for the achiever and the goal-oriented person in you. 

The brand follows a positioning strategy where it commits itself to work in ways that contribute to the world by creating peace, safe sustainability, and creativity. Puma is customer-oriented and gives what the customer wants. Its positioning statement says that it is "Forever Faster", and yearns to achieve it.

The targeting strategy of Puma includes both men and women. There is a huge increase in the women market that purchase Puma. They target people who have outgoing and enjoyment on top of their list. The brand is targeted to people of the upper-middle-class and the affluent classes.

Puma's USP is the moisture-wicking fabric that draws sweat away from your skin and keeps you cool and comfortable when your training heats up. Just like their positioning statement, their SMP too is "Forever Faster", which says a lot on its own. 

Like an animal puma, the brand is fast, unexpected, and good-looking. In my opinion, they have aptly chosen a brand name as the name and its strategy go hand-in-hand.

Worldwide, Puma has sales of  5.5 billion US dollars. They also have a gross profit of 2.6 billion Euros around the world. They are behind their rivals, Adidas, Nike, and Reebok.

The next product category that I have chosen is Fast Foods. This category needs no further introduction. And, the three brands that I have chosen are McDonald's, KFC, and Pizza Hut. 

McDonald's is the world's largest leading foodservice retailer. Having custom-made burgers according to the country that their franchise is located, they have a strong fanbase and a large number of customers. It serves over 70 million customers in over 100 countries. 

McD uses 4 types of segmentation strategies. The first one is a behavioral segmentation is according to the consumer's loyalty, the benefits sought by them, their personality, and their user status. Psychographic segmentation is done with keeping the consumers' social class and lifestyle in mind. The third one is demographic segmentation. It mainly segments the market into children, who get attracted to the free toys and happy meals. Young adults who are of the age group of 18-29, and adults who want burgers that are less calorie and healthy. Finally, The fourth segmentation is geographic. It is broken into segments like America, Europe, Asia/Pacific, Middle East, Africa, and other countries like Canada and Latin America. While India has the McAloo Tikki Burger, McArabia Chicken is available in other countries.

McD's targeting strategy mainly encompasses people who are of the 8-45 age group. Without any gender bias, they target people who are from the lower, working, or middle class. Their burgers are very affordable and they are for the easygoing and careless personalities.

Coming to their positioning strategy, they have an adaptive product strategy and often engage in re-positioning their products to get better sales and marketing. Quoting a line from their franchise strategy document, "McDonald's has made itself to be the family-friendly low-cost restaurant in the fast-food business. We have a narrow scope for a customer base and a low-cost strategy".

The USP of McDonald's is quality, service, cleanliness, and value for money. With an SMP of ''I'm loving it", there's not one soul who has tasted McDonald's and not loved it.

With a brand ambassador of a clown and the brand name accompanying it, everybody who hears the name McDonald's immediately imagines tasty burgers and crispy fries. That's enough to say that they have done a good job.

McD has the leading market share in fast-food restaurants with a percentage of 21.7. It has a brand value of a whopping 129.3 billion US dollars.

The next fast-food chain that I am going to take is none other than KFC. Founded in the year 1930 by Colonel Sanders, KFC is the world's second-largest fast-food chain. It has more than 20,000 stores all around the world.

Just like McD, KFC has the same geographic segmentation. It sells its products according to the geographic needs of the customers and is measurable. For instance, there is KFC Rice Bowl in India and you can find sandwiches in the USA. Psychographic segmentation is only possible when people are living in a luxurious lifestyle that is connected to KFC. They want to attract people who are gregarious, authoritative, and ambitious. KFC is pretty affordable for the middle-class and above. KFC segments the market based on 4 behavioral variables, taste conscious, quality conscious, class conscious, and combination of price and quality. Finally, demographic segmentation is done based on people who fall in the age group of 6-65, people from all walks of life, and with no gender bias.

Although it delivers tasty, fried chicken, KFC targets both non-veg and vegetarian customers. It has dishes on its menu that attracts both adults and children at the same time. The brand positions itself as a family restaurant and runs campaigns to re-affirm the same.

KFC uses its attributes to position itself. It is a high-quality, hygienic, and an affordable fast-food chain. With its positioning statement, "we do chicken right", KFC also differentiates its service in the form of takeaway, dine-in experience, and KFC on Wheels.

The biggest USP for KFC is that nobody makes chicken like they do. That's what's helped them grow their customer base. In connection with their USP, the brand has an SMP of ''It's Finger-Lickin Good!", it just proves that their chicken is delicious and finger-licking worthy. 

Kentucky Fried Chicken is synonymous with being the best-fried chicken in the world. I can safely say that nothing more has to be said about KFC being the tastiest chicken globally. 

In 2020, KFC had a brand value of 16.5 billion US dollars. It has a market share of 9%-11%.

The final brand that I am taking is Subway. A brand that started in 1965, it was invented by 17-year-old high school graduate, Fred DeLuca. The first store was opened in Bridgeport, Connecticut. They provide tasty as well as nutritious sandwiches.

Subway's segmentation strategy is divided into 3. Geographically, it caters to what the customer wants. It offers halal meat in most Arabian countries, only chicken in India, and more sauces in America. Demographically, it is segmented towards people who come in the age group of 18-39 years. It tries to attract people who are fitness freaks and want yummy, nutritious food. In psychographic segmentation, it attracts who wants to lead a nutritious lifestyle. And what better way than to eat Subway daily?

Their targeting strategy consists of adding new meat and flavors. They also target kids by offering them kids meals which consist of a wrap, vitamin juice, and a fruit roll-up.

Subway's positioning has always been ''Eat Fresh". It has always portrayed itself as a brand that serves fresh products, ready to eat. This is what attracts most of the people. 

With the same USP, Subway positions itself as the freshest brand. It has an SMP of ''Our Healthier Way". It definitely is healthy, In my opinion, it aligns with the brand name as it is fast as well delicious and healthy. 

Subway has a market share of 51% in the sandwich segment. It has a brand value of  13.7 billion US dollars. 

The final product category that I am going to take is the Skincare category. A category that most women swear by, the three brands that I have taken are Pond's, Dove, and L'oreal. 

In 1846, Theron.T. Pond produced a witch hazel extract which was initially sold as Golden Treasure. In 1987, the company was acquired by UNILEVER. 

Pond's has 4 segmentation strategies. Under demographic segmentation, they mostly target people who are 18 and above, females, and those who have a middle to high income. When the brand is segmented psychographically, they try to attract working-class women who want to have younger-looking skin and women who are conscious about the chemical effects of products and in turn would prefer gentler or baby products. Pond's has the benefit of baby products along with other factors. Geographical segmentation is mainly targetted towards India.

Its targeting strategy concentrates on women who want baby products, and who want gentle products with fewer chemicals.

Its positioning strategy comprises of 4 as well. The attributing strategy is that it has SPF, anti-aging, moisturizer, and so much more. Its benefits are that it has a long-lasting effect, and natural ingredients are used. The brand's prices are lesser than baby products, and it is also available in small packs. 

Pond's lives by the USP that it has been listening to woman's needs and desires for over 150 years, and delivering new products customized to their skincare needs. With the SMP that "Miracle is You", they try to instill confidence in the women that use Pond's. 

Pond's is now a very common brand in India. With an affordable and high-quality range of products, Pond's manages to successfully achieve their positioning strategy. 

With Himalaya leading the market, Pond's has a market share of about 10%-12%.

Dove is the second brand that I'm going to take. Dove is a personal care brand owned by Unilever. The beauty bar was the first item to be developed and sold by Dove. It was produced in 1955. 

The brand segments the market based on demographic segmentation and psychographic segmentation. Demographically, Dove focuses on all age groups of women who are above 18. They segment women who use beauty products, who are well aware of beauty and care for their skin, and women who have a high purchasing power and are from the upper-middle-class. Under psychographic segmentation, Dove aims at creating psychology in women's heads that they are beautiful, no matter what.

The brand's targeting strategy targets women of all ages, shapes, and sizes. It highly focuses on working women who hardly have any time to take care of themselves. They also target high-income groups and the upper-middle-class. 

Dove positions itself as a beauty product for personal care. All its products are positioned as 'mildly moisturizing', and also has high moisturizing content.

Dove has a USP of  'Deep moisturizing for Dry Skin'. Although it has different SMPs according to their various campaigns, their most recent SMP was "You are more beautiful than you think".

Just like the dove which signifies and calmness, Dove deeply moisturizes your skin and creates a sense of peace. This is why Dove is known as a very soft and gentle beauty care product.

Dove has a market share of 5%in India. Worldwide, it has a brand value of 4.97 billion US dollars.

The third and final brand is L'oreal Paris. A world-famous brand, it entered the Indian market in 1991. It has a wide range of products from shampoos to makeup products.

Under demographic segmentation, L'oreal India specifically targets the females as they are the ones who produce a lot of sales. They also cater to the upper-middle, and upper-affluent class. They are more interested in capturing the market share of the younger Indians. Through psychological segmentation, they want to attract the younger Indians who follow a Westernised culture.

L'oreal targets women who are from the affluent middle class and who seek benefits from using the brand's products.

It positions itself as a brand that gives beauty at a higher cost, which will, in turn, give the users' skin and hair long-lasting benefits. It also has a former Ms. World, Aishwarya Rai as their brand ambassador which makes the consumers believe that they will become beautiful.

L'oreal's USP is that it caters to the beauty demands of women in different cultures through constant research and innovation. With an SMP of "Because you're worth it", the brand tries to tell all women that they are worthy of using L'oreal and its various products.

It had worldwide sales of over 29.8 billion euros and is also one of the leading skincare and haircare brands of the world.

Thus, I conclude my article, in which I have written about several brands and their STPs.

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How Marketing Strategies use Stereotypes like a Pro

 Everybody must have heard about the term, 'stereotyping'. I'm pretty sure that everyone knows what stereotyping is. Now, the next question you have would be "why is stereotyping wrong?" Well, I will tell you why it is wrong. How would you like it if you were an Asian and people said that you were 'good at math', although you were terrible at it? Would you like it if you were a studious person and people said that you may not have a 'social life' because of that?  

I am an individual who strongly disagrees with stereotyping. I do not think that stereotyping is desirable as it groups people into categories that lead to limiting the opportunities that they get. It can eventually end up in fights and even civil wars. The main thing that we have to remember while stereotyping a person is that, while we are busy stereotyping them, The facts based on which we are stereotyping them may be misguided or can even be utterly false.

 Some of the advantages of stereotyping are that when we are put in a new situation, this can help us in making quick and fast judgements, which will, in turn, help us in responding well to the situation at hand. Sometimes, celebrities and their publicists use stereotyping in their favour. This happens when they want their fans to see them as role models. In this case, actors and stars are stereotyped in a good light. The last advantage is not exactly one, but rather, a characteristic. It is known as 'positive stereotype'. This is when some kind of favourable belief is held over a group of people which may give them an edge over another group. While it is not exactly 'positive', it may be deemed as the same by some groups as well. Coming to the disadvantages, there are many. But, I'll only be listing a few. Some people may think that "since they all look the same, they might behave the same as well". This is a wrong notion as everybody has their own characters and behaviours. For eg, people tend to categorise the Chinese, Japanese and the Koreans into one group as they all 'look the same'. One major disadvantage that all of us have to understand is that stereotyping can definitely lead to problems and conflicts at schools, offices and even at home. One final characteristic that is negative would be racial stereotyping. Stereotyping people according to their race, culture and creed can wreak havoc in the community.

First and foremost, what we have to understand is that stereotyping, no matter what kind will be detrimental to your business. The most common type of stereotyping that is found in marketing is gender stereotyping. Girls are said to be like that and boys are said to be like this. While we can see advertisements that break stereotypes, most of the others are just make stereotypes stronger.

The first example I'd like to quote is Lipton Green Tea. For a long time, green tea was just another type of tea or chai. But, as soon as Lipton came along with the concept that drinking green tea leads to weight loss, people started believing it. Consciously, or subconsciously, consumers started drinking green tea to reduce their weight. The perfect example of this stereotype is my mother. A person who always prefers coffee over tea, she drinks a cup of green tea every day to lose weight.

Now, the second example that I am going to use is Kohinoor Basmati Rice. One of the most common stereotypes seen globally is that Indians and Pakistanis are forever at war. However, this advertisement by Kohinoor shows even though Indians and Pakistanis may have their differences, they will bond over Kohinoor basmati rice and biriyani. This ad completely breaks the stereotype of 'India v/s Pakistan'.

The last example that I will be taking the help of to drive the point home is an advertisement by Zigy. An online medicine portal, it delivers medicines if you just upload the prescription which you want medicines for. This ad by Zigy shows a woman buying medicines for her mother who lives far from her. But the surprise comes when it is revealed that the elderly woman is not her mother but in fact her ex-husband's mother. Although she has had a divorce, she still cares for her ex-mother-in-law like it's her own mother. Our society has this deep-seated notion that if divorced from her husband, a woman has to cut all ties with her husband's family. Smashing this stereotype, this ad has emerged as the winner.

You have to always break stereotypes. No matter where you find them, if it is wrong, it has to be crushed and destroyed. No good comes from believing in a stereotype and acting accordingly. Embrace the changes that people have, respect their emotions and always love them for the uniqueness they have in them.

Let's Surf and Shop!

 While we talked about the types of non-buying customers in my previous article, in this article, we will be talking about the different types of digital shoppers. Especially in times like these, consumers are slowly and swiftly moving towards online shopping. To not have to scour stores for the thing that your heart desires, to not have to stand in line to get it billed, aah, such bliss! And all this can be easily done in the comfort of your home. Just like our parents say, "I had to travel great lengths to buy something", we can do it twice as fast and easy. Who is the reigning champion in online shopping, you ask? Well, it is none other than Amazon! Amazon is an online shopping site that has everything from phones to laptops, clothes to shoes, household items and so much more! I'm sure that we'll find at least a few different types of digital shoppers on Amazon.

'The Wish Lister' is the first type of online shopper. She/he is an individual who adds the items that she wants to her/his cart. They may not buy it immediately but will keep going back and forth on what to buy when they want to buy.

The second type of online shopper is 'The Rational Visitor'. These are the people who need to think twice before making a purchase. They will have done a complete background check on the product that they are going to buy. Unless and until they find a logical reason, the product will not be purchased.

'The Satisfier' is the third type of online shopper. They just purchase for their needs to be fulfilled. They are not interested in 'surf and shop' to find the product that they desire. They will buy the first product that they see which fulfills their need. They are happy with the choice they make.

The fourth type of online shopper is 'The Brand-Oriented' shopper. This set of people move with the trends. They follow the latest styles and trends and make their purchases accordingly. If a new trend comes up, they have to have something of that trend.

'The Maximiser' is the second last or the fifth type. Like I said before, they are the people who 'surf and shop'. They will only take a decision after they go through a lot of options. Even upon deciding, they will still be confused if they took the right decision. They again go through the whole process and only finally decide when they find the 'perfect fit'.

The last type of online shopper is 'The Hesitator'. This person is worried if she has made the right choice. She continuously evaluates her purchase even at the check-out stage. She is constantly tensed about the purchase she is making and if she has made the right choice or not.

If I had to sort myself into one of these types, I would be a mix of the maximiser and the satisfied. When it is something that I really need, I'll find the best option and go ahead with purchasing and not even think about the broad horizon that waits for me. When it is something I want and I desire, I take my own sweet time and become the maximiser. I evaluate all the products and find the best one. I only proceed to the check-out stage when I have found 'the one'. So, this is the kind of online shopper that lives in me. What is the type of digital shopper that lives in you?

How not to be a Customer and still Criticise

"A consumer is a shopper who is sore about something", said American Humor Columnist Harold Coffin. Adhering to what he said, a consumer is a person who may be interested in one product while he/she may absolutely dislike another one. Several behaviors are seen in consumers. Similarly, there is a whole other group of non-buying customers who portray a variety of characteristics as well. Here, we will be talking about those kinds of people who, frankly, are in much larger numbers than the buying consumers. And, you have to admit, a non-buying customer lives in every one of us. 

The first type of non-buying customer is "The Complainer". A complainer is one who seems to have a negative attitude towards a particular product or service. No matter how many times they are proved against their beliefs, they still will continue to dislike that one product. For me, that one product is the Redmi phones. Although I have never used phone by Xiaomi in my life, I cannot admit to the fact that the phone is good. For the life of me, I never understand the big commotion around it and I never could care less about the 'brilliant' camera it has!

"The overly agreeable" is the second type. Now, these kinds of consumers strongly support a product, even if they have bought it or not. No matter what, they hold the product in high standards and cannot badmouth it. For every negative opinion that people have to say, they will have comebacks as to why this bran is wonderful. I become an overly agreeable customer when it comes to platinum. I can never see the bad in platinum, An absolute fan of the jewelry it has to offer, I can not love platinum.

Haven't you all met at least one person who thinks he knows everything about a product bust hasn't used it till now? Yes, I am talking about "The Expert". She/he will know everything about a product or service, but not once would they have actually tried it out. They appear to know the pros and cons, the advantages of the product, and even its expiry date! I become an expert when it comes to Naaptol. Not exactly a fan of buying things from such enterprises, it seems like I know everything about most of the products they sell. Be it a 'super mop' or a 'vegetable cutter', to the outsiders, it looks like what would be their cost, what quality would it be, and even how helpful it can be. But, my parents would beg to differ on this matter.

How do you see a glass with water? Half-full or half-empty? The pessimist would definitely see it as half-empty. "The Pessimist" is one such type where they always find the other product better. When there are many variations to a product, they will always the other ones better. In my case, I become a pessimist when it comes to the yummy and delicious orange-flavored "Treat" biscuits. There are many similar biscuits from different brands. Sunfeast and Parle are two such brands. The thing is, I can only eat the Brittania Treat biscuit. Nothing more, nothing less. Even if the other ones are as good as the original, I can never eat them nor can I like them.

The last and final type of a non-buying customer is "The Staller". People like these will stall their friends and family from buying something by giving them better options. They always manage to stall the others while they are just about to take the final decision and buy something. I stall as much as I can when it comes to Thai cuisine. I have never tasted it, and I don't want anybody else to eat it as well. I always manage to stall my family right at the last moment while they are about to order Thai and make them order Arabic (my favorite!) instead.

These were the types of non-buying customers that I wanted to introduce you to. Just remember that having all variations of these behaviors are completely normal. There is not a single soul on Earth who does not have at least one of these characteristics. Be proud of the quirky non-buying customer behaviors that you might have!

A Big no-no to Tinder and other apps in Pakistan

The Pakistan Telecommunication Authority banned Tinder, Grindr, and other dating apps on September 1st as they felt that these apps were advertising ''immoral content". The country has blocked the apps as they were not following the local laws. 

Apart from Tindr and Grindr, the other apps that are banned are Skout, SayHi, and Tagged. The PTA sent notices to these apps on Tuesday for them to be removed and stop their "dating services" and moderate their live streaming content following the local laws. Over the last year, Tinder was downloaded 440,000 times in the country, while Grindr, SayHi, and Tagged were each downloaded 300,000 times and Skout was downloaded 100,000 times. Tinder, the world's most famous dating app is owned by Match Group and Tagged and Skout is owned by Meet Group.

A country where homosexuality and extra-marital relationships are illegal, this is not the first app that Pakistan is banning. In July, PTA had issued a "warning notice" to the app TikTok, for removing the "explicit content" that was shared through. It had also blocked the live streaming app Bigo Live for 10 days for the same reason. Last week, the PTA also asked the streaming giant YouTube to remove all "objectionable videos" so that it will be inaccessible around the country.

Several journalists voiced their concern about the road that the PTA was taking. Moeed Pirzaada, a local journalist and TV anchor said that "PTA is creating undemocratic trends; courts need to stop PTA", he tweeted on Wednesday. Another local journalist, Amber Shamsi said the PTA was on a "moral policing spree", wondering what the authority will ban next.

These demands were not taken well by the right campaigners who are afraid of the creeping censorship and control of Pakistan's internet and printed media.

Like said before, this is not the first restriction that has happened in Pakistan. Other curtailments have been made targetting free press, most of it in the name of Islam and national security.