Shell's Let's Go campaign.

The positioning of shell's let go campaign adds are obviously targeting the middle-higher income class. People who are affluent and educated (not to mention businessmen/politicians/government relations and in this new world the well connected middle eastern entrepreneurs.) you wont find the let's go campaign on mass media but carefully selected outlets like business week,the economist and time.com and CNBC. 


The direction if this raises a few question. Much like e beautiful picture of two Brazilian children playing kite on the back drop of then clearest sky and with supporting editorial that exhumes the trustworthy effects of a gas powered future, the 2 Brazilian children(and perhaps most of the beach-goers in the background)in the photo are likely never to see this ad.  


Is it a good ad though? Perhaps. Every part of the ad is carefully constructed to give confidence that Shell's interest are in the best interest of both you and I. Underlined by the campaign tag line "Let's Go", its a rally call that ask us readers to join in Shell's vision of the future, deliberately putting a comforting arm on our shoulders and hinting that its in our best interest as well. 


gone are the days where simple messages such as "you can be sure of Shell" work well. Cant be to outright nowadays. People have gone a but more sophisticated than that.

Toyota Vios Vs. Honda City: Year To date July 2011 Malaysian Car Sales

Numbers don't lie, and here's the proof. These are are the sales data sourced from Paultan.org which were sourced from  Malaysian Automotive Association (MAA).One of the more apparent comparison that's within the means of middle class Malaysian is a entry level Japanese Vehicle, and the 2 that comes to the average consumer mind is Vios versus City.

Now if you know what I'm talking about, this is the Vios "dugong" versus the modern macho design for the city (compared to the predecessor which was slightly feminist).According to the number below, for every 1 Honda City, there are 2 Toyota Vios which comes as quite a surprise. 

What happened to common sense? What happened to 5 gears of automatic transmission, a new iVTEC engine, more horsepower, much better looks, bigger boot, a more crisp interior and better seats ?

My first reaction was pointed at the Honda Insight, which was launched at the very end of 2010. The Honda Insight must have cannibalized the City numbers. But a quick check dispels that idea. 3080 units year to date for the Honda Insight and addiing that to Honda City's results in 10882. Still 6k short of Vios. 

Without any data to show, and a handful of people to have a chat on the above matter, I believe in general Malaysian holds Honda and Toyota almost in the same regards when compared to other marques. But the numbers do not back that up. I believe when you compare both side by side, Toyoto edges out Honda. 


There are only 2 reasonable conclusions I can think of

1. Pricing is very crucial in this market segment.
2. More choices within Vios family means a wider pricing range starting from RM 71 k to RM 90k (TRD sportivo) - too bad data doen't show which spec is of the highest seller.
3. Malaysians in general, have a higher preference for Toyota

to be continued...

  

   

BMW: Joys that outshines the rest

Every time I pass by this add, it makes me go, "damn I want one of these". It's a normal billboard during the day, but when the nightfall comes, the beauty of the angel eyes really just jumps out.

Don’t think billboard idea can work on Audi’s angel eyes though.

Before all the hoopla with Audi's eye lids, there were BWM angel eyes. It’s basically the godfather of daylight lights. For all the perception that Germans are serious and boring, one thing that’s pretty obvious is that they have style. You don’t see these revolutionary design cues on Japanese cars.

Sadly Joy, is something out of reach for the ordinary working class Malaysian

Digiman, from boys to men - Part 1

Let me be clear and get the name of this icon/mascot straight.
When this dude first came out, he was aptly reffered to as the digiman until the digi marketing team reffered to him as the Yellow Coverage Fellow (YCF), which was totally uncool, and probably a blip done by Naga DDB.

I mean, after so much work done into making the digiman extremely likeable ( but not quite cute) + an amazing theme song (that sticks to your head and plays it over and over again when you see something that is remotely close to the yellow colours of digi)  to go with the campaign (I will follow you, 1960+ Billboard Chart topper), they decided to rename him YCF?? ...  (http://en.wikipedia.org/wiki/DiGi_Telecommunications)

To give you a little background, Digi Telecommunications was growing its business at a rapid rate, from consumer friendly prepaid sim cards and decent packages on the post paid cell phones lines. However, digi was getting the stick for less than desirable coverage quality.

They did improve their network coverage at a rapid rate as well to cope with the growing demand and total landscape of the business. However, all that work would come of no use unless their consumers know it right? Well, in came Naga DDB with their briliant campaign which lasted for years.

This was one the first commercial put out with the yellow digiman installed as the main character. He essentially represents the cellphone coverage which follows the subcriber wherever he/she may be hence, the theme song

The following is 2 part series of commercial shown in the cinemas were absolutely memorable. They were funny and empahasize the point the company was trying to make. These appeared somewhere in the middle of Digi's transformation into a reliable and wide coverage telecommunication company.

 So for you readers who are not Malaysian. The main character in this commercial is a stereotypical chinese street gangster. Who, fortunately and unfortunately is blessed with realiable reception in the cinema hall.

So the yellow digiman, started out a little creepy, but eventually won the hearts of many Malaysians, with a singular goal in its message, albeit in very funny and relatable ways (to Malaysians anyway). Next up, the maturing of Digiman

Petronas Primax 95 Xtra launched

Well, looks like all the doomsday warning of my previous post was just like dust in the wind.
The Malaysia F1 has come and gone, the fuel was launched, and I don't know, that was pretty much it.
It seems like pre-launch hype was not matched by the actual product. A quick visit to Shell and Petronas Station on MRR2 northbound at 10pm showed the usual. Business was brisk at Shell, with half of the about 1/3 of the pumps taken up with motorist, refueling for the day, while Petronas was relatively quiet, save for a row of cars parked on the designated Mcdonalds parking spots (McDs are built into the Retail Station, I am not sure when did this catch on, but what is the exact strategy of collaborating with a fast food chain on a Petrol station makes more sense. (now there are many of them ranging from McDs - too man to mention, KFCs- Taman Tun?, A&W-Kota Damansara, Dunkin Donuts-opposite Eastin)

Shell 16959 Jalan Lingkaran Tengah Ii, 52100 Kuala Lumpur, Kuala Lumpur Wilayah Persekutuan, Malaysia +60 3-7954 5797 ‎

Back to the topic on Fuel, so there are the usual print adds, radio and tv adverts(check on this one on youtube, and well, a flash mob right in between the entrance to tower 1 and tower 2 of KLCC) and, that was about it. It was almost like, nothing happened, people went back to their normal ways, save for a few Petronas Stations who had one worker stand to wave the checkered flag (not a good idea actually, I normally find these flag wavers grumpy bangladeshis who are assigned the lousiest job waving flags under the hot sun or rain) by the road on the edge of the station.

On a side note, I actually thought the flash mob dance was pretty inaffective. If Petronas wants stand against the world's best oil company, it should avoid such skimpy amature addition to their relatively strong campagin.

So much for the the ho hum during the pre launch.

Shell Vs Petronas (retail fuel) Market in Malaysia

What happens, when you as a market leader, loses its cutting edge, its key competency, its lynch pin, its differentiator, its x-factor

What happens if the competitor catches up with a me too product, or worst, me too and even better. .

What can marketing, product planning, technology, or finance do about this? We’ve seen several examples of this, in recent times, Nokia, completely failing to catch the smart phone wave and therefore unable to stamp their mark on the smart phone scene. What about, Sony, in accordance with the decline in Japan’s economy, gradually losing its technology appeal, its “sexiness” and coolness of a Sony product? (although it did took the lead as the leader of gaming consoles when their "Walkman" started to lose its shine, for more than a decade,  that is until Nintendo and Microsoft with different tactics ate into Sony’s pie.)

How about Google, whom I think in recent times, has failed to put a foothold into the social networking scene? (Talk to teens nowadays and they will tell you Google was so yesterday, and rightfully so, technology changes faster than your wife’s ability to apply her lip gloss.)

I think we’re up for something big in the retail petrol sector here in Malaysia. So apparently Petronas has something up their sleeve and will reveal it in due time. This came as a real surprised, as a normal man on the street, will think that Shell being the big giant International Oil Company,(who works with Ferrari to blend fuels and lubricants) and therefore they have access to technology that are 2 decades ahead of its competitor, and will forever remain in the lead with technologically advance fuels such V-power. (I do believe Shell themselves think that too)  

Initial response has been positive. The Star’s motoring journalist wrote,

“Although I seldom drive the Wire fast as it was never a performance car, I gave in to the urge to be heavy footed because of the new found oomph.  “. http://paultan.org/2011/03/23/petronas-to-introduce-new-f1-technology-inspired-fuel-in-april/

http://star-motoring.com/News/2011/New-Petronas-fuel-with-oomph-next-month.aspx

*everything has to have a facebook page nowadays http://www.facebook.com/petronasbrands

Those are big words to claim.

 Do forgive me PETRONAS, I thought that you’re happy to sit behind and beat Shell by capitalizing the fact that you’re a NOC and have the support of the a big portion of citizens plus in the process of creating a larger network of retail stations. Who would have known that you had it in you, especially any leftover money left to invest in R&D when the Government has sucked you dry.

Perhaps it’s Shell own doing and complacency. I certainly haven’t seen much exciting new products out of the big old Pecten. That whole Fuel Save campaign was not worth my 2 seconds of attention. (I’ve concluded to main contributing factor is,

1) the product was nothing to shout about,  like come on, I didn’t felt like it saved me any a lot of money, maybe enough to buy me a decent roti canai (bugger, roti canai in Kayu's cost more than RM 1 nowadays ok) (many would argue that interms of fuel consumption, Petronas's fares better, dont believe? google it and you'll read the endless debates on different brands of petrol) 

2) There was just not enough buzz to it. (Something must be wrong if, 3 dudes competing to outdo each other on who can drive the most economically, actually found it thrilling? Ok, so I don’t have the data on how many people actually joined the competition, but the key indicator should be, how many new customer’s *from competitor’s customer* have they gained via the competition.)

This new fuel is called Xperience with a capital X and rumor has it on Ron 95. (For you non Malaysian), Malaysia now has 2 grades of Fuel, Ron 95 and 97. Ron 97 is the unregulated (unsubsidized) and deemed premium fuel, especially by Shell who has slapped on the V-power branding on it and added some additives that made stand out (I’ve tried it myself, and IMHO, there is a noticeable different in engine responsiveness and acceleration,)

Being a staunch user of Shell, this post will be from Shell’s viewpoint. How can Shell, remain the overcome this threat?

1)    Who was that guy who was the Shell Ambassador, something Fahrin Ahmad (forgettable fler) Why not be radical on the ideas, you know, get someone prominent in Malaysia to be ambassador for Shell Fuel Save, how about Siti Nurhaliza? Isn’t she the darling of every Malaysians’ (Indian, Chinese, Malay, you name it) hearts) what is a few million ringgit to an industry that’s worst 100 times as much. I willing to bet you, her endorsement would be worth much more than Michael Schumacher’s as the face of PETRONAS.

2)    Shell needs to revamp the marketing activities on its current Ron 95 grade of fuel, the “fuel save”. From what I’ve seen so far, it doesn’t really excite anyone, even currently; its offering of apparently Die-cast Ferrari model key chains is a big yawn “I can’t remember anyone being excited over another *yawn* key chain. This is nothing compared to its success of its first range of Ferrari toy car collectibles back in 2006-2007. How about, creating a buzz in cyber space, perhaps, in response to the Japan’s current crisis, Shell Fuel Save program can create a sub program, create a CSR initiative, “ Make your ringgit stretch further, while you save on every liter of petrol per kilometer, your ringgit will also save those who are displaced in Japan” For every full tank pump in any Shell retail station, Shell will pledge RM 1 into a direct funding of UN emergency response team that is currently working tirelessly in Japan now.”  (although after thinking about it for awhile, I doubt this would change anything it would have a long term effect on the fuel of choice)

3)    Shell Globally, needs to make Shell Fuel Save more real, as mentioned, there isn’t a heavy notice on the Fuel saving fuel ( as read from forums, different people have different opinions on which fuel is more suitable for their vehicles.) Or if there is a real difference, it needs to be pointed out clearly *arguable apparently*

4)   Or perhaps, Shell is barking off the wrong tree. Instead it should leverage on its heavy partnership with Ferrari and make good powerful yet economic fuel (it’s a just a marketing spin perhaps). Ideally, Ferrari and the word “saving fuel” are not coherent, and will never be.  Therefore, perhaps Shell needs to do a bit of “soul searching” and really focus on its key competencies as the technological advance leader in fuel and lubricants.

I would hate to see Shell lose its market share in Malaysia, even more so, perhaps, I think its whether PETRONAS can step up to the plate and deliver and overcome Shell as the market leader, as PETRONAS seems to have its cards right,

·         National oil company *check*

·         Preferred choice of among largest ethnic group in Malaysia *check*

·         World class partnership with leading F1 team *check* (although the relationship has only been a year old)

·         Ambitious retail station network growth. *check* (its not uncommon for you to see a Shell station being build and a Petronas station will happily pop up beside it less than a year later)

Petronas has come a long way compared to where they were 20 years ago. Brand perception has increased significantly.(and rightly so, with the amount of money being thrown at advertising and strategic F1 partnership) Malaysia, being the home market of Petronas, has obviously been tasked to overthrow Shell as the leader in retail fuels. Perhaps it is just a matter of time.

underarm hair removal marketing?

So having recently been to thailand twice and having to work with a small number of chinese women.
i noticed that underarm hair removal is uncommmon. (they were wearing sleveless dresses and tops, so it was quite obvious).

Mind you, the women i work with live are urbanites and live heavily crowded cities like Beijing and Shanghai. Therefore, a few questions here, with little answers.

1. Hasn't Gilette or Shick gotten to the Chinese market? (everyone's rushing to China like a goldmine now)
2. If its cultural differences, is it that difficult for a huge Company like Gilette or Shick to run mass marketing of the desirebility of shaven underarms. I can't imagine it being too difficult (product placement on popular shows/movies should do the trick)

So apparently, it all started with US women in 1915 with a marketing assault as sleeveless dresses became more popular. a good read here http://www.straightdope.com/columns/read/625/who-decided-women-should-shave-their-legs-and-underarms

How similar is Apple and Malaysia?

How similar is Apple and Malaysia?

It’s a never ending debate, no man is bigger than a company, and apple is not steve. (, that’s line actually originated from articles on Manchester United “no player is bigger than the team, when David Beckham and many other stars left the team” ) now that’s an undeniable truth.

Imagine Steve Jobs, leaving apple the next week and starting his own tech company call chemography and launching its own line of product and services. Surely, there the hype and all, but after several products that more than misses the mark (or perhaps inconceivably a disaster story from the start), chemography get sweeps under the carpet among all the other junk stocks. Wait, that did happen back in 1985 when Jobs was ousted as CEO, and he started NeXt, which didn’t really take off.

On hindsight, can you imagine Apple without Steve? I think many can and many already have. Countless articles retelling the same story of how Apple should have enough depth in their product development cycle waiting to be unleash. No apple insider will tell you that, but that should be generally the case.

Sure, Apple should have stuff up their sleeve for now, but without that blinding philosophical leadership, awe inspiring product launches, speeches that were so simple yet effective, steve at apple has the world at his feet.

Think back a decade ago, how relevant was the apple brand and think today. Apple stores (or resellers) in every other shopping mall in Malaysia, every tom and jane holding the iphone (sorry nokia, you got screwed, too slow to catch on the wave that iphone was going to bring). It was simply put it this way, a marvel.

I think Apple will survive, but it will surely fall into mediocrity. Just like Microsoft, Dell, and to a certain extent Malaysia, post Mahathir era. Mahathir went to the extent that he nearly ruled with a iron fist. At the height of Mahathir’s career, Malaysia was growing at a unprecedented pace, towers came up, Petronas was billed as one of the best managed NOCs in the world and mentioned in the same breath as Gazprom, Petrobras, an alternate future to Multinational such as ExxonMobil, Shell, Chevron. (there were also failures of course (Putrajaya/Cyberjaya, Labuan) , and countless  other money sapping strategies that no one dares to talk about) Post Mahathir, Malaysia went on autopilot, and at least from an economic standpoint, there little to look forward now that the focus has gone to obviously, China, Indonesia. Even countries like Vietnam and Cambodia are getting noticed with plenty of population to boot.

What Malaysia and Apple needs is, a charismatic leader, who could lead, inspire and get people back to the drawing board and work their ass off. Malaysia/Apple needs a leader, which would not bend over when the going gets tough; a leader who can capture their emotional essence and inspire hope and belief. Malaysia needs a leader with a strong personal branding that is consistent, with a strong drive and track record to the likes of Shell’s CEO, Peter Voser (strong, calculative, thoughtful and inspiring). Apple probably would need someone more to the likes of Tony Fernandez (opportunist, entrepreneurial, ground breaking)