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If U Know Why, How Doesn`t Matter.

Excellence Is Not An Skill, Its An Attitude

If U Know Why, How Doesn`t Matter.

Never...Never...Never...Never...Give Up

If U Know Why, How Doesn`t Matter.

Be the Change, U want to see in others

If U Know Why, How Doesn`t Matter.

Thursday, 21 November 2013

Sovereignty v/s Surrender : Food Security Act at stake , Hunger cannot be negotiated...

For a developing country like India , where millions of people are loosing their life, becoming victims of malnutrition , stunting, and prone to other life threatening diseases due to lack of 'food' , can there be anything more imperative than ensuring access to food to all citizens in general and the poor in particular.

We ( Our Parliament ) did this humane act , making access to food a legal right under the Food Security Act 2013 but now , due to our prior commitments on International platform ( WTO in this case ) , the implementation of this Food Act seems a distant reality.  
Under the Agreement On Agriculture signed in 1988, the member countries ( developing ) are bound to restrict their domestic support also known as Aggregate Measurement of Support ” (AMS is the difference between the Procurement price and a “fixed, external reference price” for a product, say rice, multiplied by its total domestic production )  for agricultural products below 10 % of the current value of production. Price support to farmers are considered trade and production distortionary and comes under the category of Amber Box subsidies i.e. to be reduced and as India attempts to implement the Food Security  , there is little doubt that India will breach this ceiling of 10 % and thereby , violating its commitments under the WTO Agreement on Agriculture (AoA).

WTO : Bali Round 2013

 At Ninth WTO Ministerial scheduled for next month in Bali , a continuation of Doha Round 2001 ,  for negotiations to facilitate the increase of global trade ,  India is sure to face resistance  from the developed countries on its Food Security Act. The developed country’s argument is that if the state agencies start buying from farmers at well above international prices on a large scale, then it acts as an implicit incentive to the local farmer to produce more and that would squeeze out global grain suppliers leading to trade distortion.

India’s way out

India will have to primarily convince the members based on the following aspects :

·   * The proposal, as mooted by G33 ,  to categorise higher-than-normal procurement prices — for the purpose of ensuring food security — as a permitted agri-subsidy.


·   * As the AMS rule is unfair because the “external reference price” is pegged to 1986-88 levels ( Wheat price Rs 354 per quintal )  , there should be a more recent base price to arrive at cap levels.

·  * India may invoke clause 18.4 of AoA which says “ due allowance shall be given ‘‘ to the inflation factor while assessing whether the MSP violates the AoA. And the actual inflation should be considered.


Peace Clause : A trap and surrender of Indian sovereignty

The developed country’s offer to accept the Article 13 of AoA is not a solution for a country like India where Food is still the most desirable object .  It will impact India in two major ways: 

·  * Agreeing to peace clause will be an acceptance of the notion of Food Security Act as market distortionary.

· * It will also be a surrender of India’ s sovereignty as the Act is enacted by the Supreme Parliament with a vision to annihilate hunger from the country.

· *  After the peace clause gets over , it would be possible for member countries to use WTO dispute settlement mechanism to challenge Indian subsidies , if not withdrawn by India after four years.


We strongly believe that Indian diplomacy will overcome this impediment , leading the developing countries , and ensure that the legal right given to its citizen will not be compromised.


By - Shobhit Anand

Monday, 4 November 2013

Towards Marketing 3.0: Customer Value Proposition...Triangle of Customer Value...What should a Comapny Strive For??





Promise of value customer expects. Customer makes a
commitment before he actually experience the product.
In anticipation of value, he makes investment in you,
commit to you.

Customer often asks---What’s In IT For Me ?? What do I get from your brand!!
A set of promises/benefits that u make to a defined target audience that are differentiated from other alternatives that a customer might consider and these claims are backed up by reasons to believe.
These benefits are of 3 types:-
1.     Functional Benefit - Features
2.     Economic Benefit—Time & Money Savings
3.     Emotional Benefits – Feelings & Affiliations

These Alternatives are also of 3 types:-
1.     A customer may choose your competitor
2.     A customer may choose to but nothing –maintaining the status-quo
3.     Yourself – Why to shift to the next version? Paradoxically need to differentiate yourself from yourself. Cannibalize Yourself. Hence a competing Alternative.

Specific Target Audience:-
Value is contextual, it is in the eye of beholders. Hence do specify : Who is this for? What type of situations/scenarios, these products & services are best designed for?
Eg: Mcds has a lot of value for me for a quick n convenient bite. But if I am going out for a special dinner, it’s a different sense of value. The same me but the context changes and becomes important and a game changer.

Final idea- make claims – backed up by evidence. Reasons to believe or support.

Evidence are of 3 types :-
1.     Objective Features
2.     Testimonials
3.     3rd party rating agencies

Marketing is about creating value for the customers in exchange transactions. So how can Marketers connect with customers better and create superior value for them.

Triangle of Customer Value:-


So which one of these dimensions should a company focus on?
Actually they can use any of these.
Dell/HP : Sells on Functional Value
Tablets : Positioned in terms of Economics, Lower Cost Of Ownership
Apple : Sets apart in terms of Emotional Connect with its customers. Benefit is Loyalty to the Brand as opposed to Loyalty to Features & Lower Cost in above two options. It will give the company a sustainable competitive advantage, and it will become harder to compete against this company  because Love is Blind and once customer starts to love u they forget a lot of your sense. It’s a rare company who is able to manage such emotional connections.
So If company has choice, it should try to elevate its value proposition to the Emotional value but it’s not easy to do as it has to start out by earning its strives either to better economics or better functionality.
But just like we climb Maslow’s Hierarchy Needs Pyramid from going to the basic needs to higher level-self actualization. Similarly as a marketer, start with good functionality, better economics but eventually climb the ladder of relationship with your customer to connect at the level of emotional value.



Ref: Kotler, Mohan Vir Sawhney