New Era Brands -- Disruption Galore!
While we see old/legacy brands getting their strategy right on the Social media or getting better in new age platforms , or some trying to reinvent , there are categories where the rug is being pulled out of the big brands feet , some slowly ,some fast !
So why is this happening
The New millennials need to see/try fresh brands and not what their great grandfathers or grandfathers/fathers have used , the world is full of new millennials , their needs are different and they are becoming the "core consumers "for many categories !
The old brands took their traditional approach of marketing , distribution , and were good/very good at it , however being good also sometimes puts you into a blind spot , many havent seen this need coming till the new brands started making it big
Its become a lot more easier to create visibility among millions of prospective consumers , you dont have to be at the mercy on the HIGH COST , TV and Press mediums , if your product /idea is great/good , you dont need tonnes of money to scale up .
New categories and spaces have got created by doing the following , offer Real Solution to needs of consumers , not convoluted ones or high priced ones ,plus by trying to create unique customer experience ,backed by great execution .
There are many Outlier Consumers to many categories , consumers "who have never tried big brands" , understanding them can trigger thoughts on what needs to be done to disrupt !
here are "some" brands that we believe have got this right or getting it right and can be on the path of making it big . there are "many" brands which are WIP , watch this space , disruption is happening/ likely to happen across categories
Paper Boat -- the need for Indianised non Cola drinks , www.paperboatdrinks.com
Andamen Shirts -- Premium Shirts with great experience of packaging , limited pieces and service guarantee , www.andamen.com
Dollar Shave club is a well known story by now , do read about it
Wifi Dabba , Startup trying to offer 1gb for just Rs 20 /- of internet ,asking why do we need cell towers ? good question to ask if everything is moving to internet ,fibre could be an option ! http://www.wifidabba.com
Rivigo -why not drivers have relay stops , why cant time be bought down in transportation , why cant transportation be more safer , www.rivigo.com
Lessons for BIG brands , things are changing at the speed of technology these days , what might be looking irrelevant or small today , can be the one that pulls the rug or attempts to do so , dont get blinded , look out for the signs , or keep the war chests ready for buyouts !
So why is this happening The New millennials need to see/try fresh brands and not what their great grandfathers or grandfathers/fathers have used , the world is full of new millennials , their needs are different and they are becoming the "core consumers "for many categories !
The old brands took their traditional approach of marketing , distribution , and were good/very good at it , however being good also sometimes puts you into a blind spot , many havent seen this need coming till the new brands started making it big
Its become a lot more easier to create visibility among millions of prospective consumers , you dont have to be at the mercy on the HIGH COST , TV and Press mediums , if your product /idea is great/good , you dont need tonnes of money to scale up .
New categories and spaces have got created by doing the following , offer Real Solution to needs of consumers , not convoluted ones or high priced ones ,plus by trying to create unique customer experience ,backed by great execution .
There are many Outlier Consumers to many categories , consumers "who have never tried big brands" , understanding them can trigger thoughts on what needs to be done to disrupt !
here are "some" brands that we believe have got this right or getting it right and can be on the path of making it big . there are "many" brands which are WIP , watch this space , disruption is happening/ likely to happen across categories
Paper Boat -- the need for Indianised non Cola drinks , www.paperboatdrinks.com
Andamen Shirts -- Premium Shirts with great experience of packaging , limited pieces and service guarantee , www.andamen.com
Dollar Shave club is a well known story by now , do read about it
Wifi Dabba , Startup trying to offer 1gb for just Rs 20 /- of internet ,asking why do we need cell towers ? good question to ask if everything is moving to internet ,fibre could be an option ! http://www.wifidabba.com
Rivigo -why not drivers have relay stops , why cant time be bought down in transportation , why cant transportation be more safer , www.rivigo.com
Lessons for BIG brands , things are changing at the speed of technology these days , what might be looking irrelevant or small today , can be the one that pulls the rug or attempts to do so , dont get blinded , look out for the signs , or keep the war chests ready for buyouts !
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