Philip Kotler tells us what marketing is, what branding stands for, how
the consumer's mind works, so on and so forth-all in a very generic fashion!
We say he is the father of marketing and every latest edition does prove
in favor of that statement.Although I myself do believe in his
contributions; I wonder what about those people who never turned a page
of any marketing book, did any management course and yet teach us more
than what any author has ever got to say.I found one such example in 12925 Paschim Express while traveling from Andheri to Vapi in a General Dabba. The challenge was to move around in the compartments, forget sitting-to even STAND. How does one propose to sell anything in such a crowd!
My imagination could find its boundaries with that question. Gladly, iFound an answer. Yes, there was a man trying to sell something. He sold it with a confidence that could dazzle even the Marketing VP of any company. One may wonder was it so special that one might set off writing about it, telling about it or even share it. Yes it was, it was because he was selling the simplistic dose of Carbohydrates that potatoes could offer- A Vadapav!
The guy was selling vadapavs in a traditionally moving train, a place where there was no possible space to move, where even breeze thought twice before flowing. How did he do it! THAT needs to be appreciated. He was literally hovering above the public without Potter's broom, was jumping compartments like a Chinese Lee. He moved around and sold the product by saying that people should pay for it only if they feel it is worth it-Else it's FREE! He went a mile ahead on placing trust in the customer by giving them the authority to throw it down the window if their taste buds don't agree with the wallet. They should pay for hot food, not something cold; for something fresh and not stale-was throwing bombs of Principles!
The guy sold at ripe lunch
time. He impressed people enough to make them reach out and lighten their
pockets. He had to make sure at least one person bought in every compartment-as
soon as one bought, the others followed suit.They gave in to their urge-made impulse purchases in a row and his work was done! While selling
he understood that an average person would at least eat two in the same
go. He sold double together , not mentioning whether one could be asked
for. This created an anonymous psychology wherein people bought two where they might
have just eaten one.Thus, doubling revenues and eventually the profit.
Yes, I too did end up buying one, couldn't resist something which he called a specialty of Borivali- hot and tasty. The vadapav ended up being a regular one, however the marketing gimmick made it feel much better. A true feat of athletics, salesmanship and a will to sell as much as possible made it possible.
Kudos to such salesman out there that make the economic cycle churn!
Yes, I too did end up buying one, couldn't resist something which he called a specialty of Borivali- hot and tasty. The vadapav ended up being a regular one, however the marketing gimmick made it feel much better. A true feat of athletics, salesmanship and a will to sell as much as possible made it possible.
Kudos to such salesman out there that make the economic cycle churn!
A salute to their tremendous effort and boundless energy.
