Gold mining is profitable only if the cost of mining is less than its
profit. Thus, the two most gold buyers - India and China, do not mine but import gold. Due to lockdown, the
imports have been shut and the demand for gold has reduced. Economics says that when demand for a commodity
decreases, it's price decreases. But why are gold prices increasing? The US and Europe are heavily investing
in 'Exchange Traded Funds' which include gold too. This increased the demand and hence the price of gold.
The momentum can even increase if the demand bounces back in India and China.
The mainstream advertising had always focussed on models and actresses
who look perfect. Dove designed their retail outlets with two doors - average and beautiful. Very few people
went in through the entry designated for beautiful women. This market research showed that only 4% of the
women considered themselves as beautiful at that time. Dove started ‘Real Beauty’ marketing campaign
featuring real women which conveyed that real-world women are more beautiful than they think they are. It
became very relatable and worked as a miracle booster for their self-confidence. Gradually, women started
walking in through the ‘beautiful’ door.
Suppose, you pass by one of your favourite restaurants. You get a
personalised message that they have a special buffet at a special price for you. You get shocked. How do
they know that you are passing by? Well, this is done by using a location-based technology called
geo-fencing. A geo-fence is a virtual perimeter that can be drawn on a map around any physical location.
Wifi networks, GPS, network signals, or bluetooth are used to locate users entering a geo-fence. This
information is used for engaging with customers or for business intelligence. Insights can be generated by
geo-fencing a competitor’s location too.
Netflix began as an online movie rental
company in 1997 with a pay-per-rental policy. There was no late fee, but a customer could rent a new movie
only after returning the previous DVD. In 1999, Netflix offered unlimited DVD rentals for a monthly
subscription fee. Netflix introduced its video-streaming service in 2007. It identified the inefficiency in
the TV market - episodes were aired only on fixed time-slots with long wait times. Netflix innovated the
concept of flexible 'binge-watching' increasing viewership exponentially. People could watch what they want
whenever they want to. Curated content, personalised recommendations and original content kindled Netflix's
Lockdown times! What’s more easier to cook than our very own
#MeriWaliMaggi? When Maggi was banned due to high levels of Monosodium Glutamate (MSG), it’s market share
fell to an all-time low of 10.9% in Nov 2015. However, Maggi soon regained its market share to 57% by Aug,
2016. Nestle harped on positive word-of-mouth publicity through "We Miss You Maggi" campaigns even as they
recalled 38,000 tonnes of stock from the shelves. Also, it worked on on-ground activations in smaller towns
rebuilding trust amongst their consumers. Nestle gradually diversified their risk by introducing new
categories in India.
Pulse candy generated a revenue of ₹100 Crores in the first 8 months.
And in 2 years, it touched ₹300 crores with just ‘Word of Mouth’ publicity beating giants like ‘Oreo’.
Priced at ₹1, Pulse candy was an instant hit because of its raw mango flavour and a unique powder filled
core of salt and spices. It mimicked the traditional way of eating mangoes in India. They leveraged the
brand name of successful mouth sweetener ‘Pass Pass’ on the wrapper to build the trust factor. Attractive
packaging and availability in every nook and corner made this candy a sensational success.
Saudi Aramco – Yes, you heard it right. According to Fortune
magazine, the multinational petroleum and natural gas company headquartered in Saudi Arabia with an annual
Net Income of $110 billion is the most profitable in the world. It is followed by Apple, Industrial and
Commercial Bank of China, Samsung Electronics, and China Construction bank in the same order. While Apple
makes a profit of $1,888 per second, Saudi Aramco makes a profit of $3,519 per second.