Say no 2 Mass marketing - look for trenches

I remember reading an article on how New Zealanders marketed their gooseberry in USA. All they did was to call it a 'Kiwi' and put them in niche Latin food stores as Latinos use gooseberry,which is similar to mangoes and peaches, in their kitchens. If the new Zealanders had gone to WalMart's or COSTCO ( any American stores), there will be no takers. Look for the trenches and the risk takers will ensure that they market the products through word of mouth.

This inference inspired a thought. Chennai, a metropolitan city in India, has recently seen a surge in floating population thanks to IT and auto companies. Many people from the Northern part of India who come to Chennai loathe Chennai as it is hot and humid and the only thing that gets discussed is movies and only movies.

Contrary to a lot of beliefs Chennai has changed a lot. It has many multi cuisine restaurants ( Malaysian, Koren,Japanese to name a few), some excellent theatres and stage plays( both English and Hindi), pretty active night life for nocturnals.. Chennai has changed a lot...

Here is a marketing idea. Intend to launch a news letter to non Chennaites which will higlight on some of the super cool events/hang outs in Chennai. The newsletter will be titled ' F N C O' ( For Non Chennaites Only). Instead of trying out a mass marketing approach, the goal is just to target people who are in need of such information. Naturally, these risk takers will be keen to experiment and sneeze ( word of mouth). That way the proliferation will be much faster and better than launching a me too mag.

Hopefully after the launch of this news letter, am praying that people will discuss not just the weather of Chennai alone. Hope it takes away the heat from Chennai!!!!!