I was at the mobile shop to buy some accessory for my mobile.
The salesman attending me was busy showing various options. His colleague was waiting
for a chance to ask him something. I sensed his restlessness and gestured him
to shoot his question. “Where is Rahul Dhakkan?”, he asked. “Next to dust bin,
near Kejariwal”, was the reply. I looked perplexed. What’s exactly is being
asked? And what the reply means? The
other salesman went near the dust bin picked up one of the bags lying on the
floor and fished out the product. I was curious to take a look at what was
being asked for. I asked him to show me the piece and it turned out to be a
cover for Samsung mobile phone with picture of RaGa and election slogan. As I
was appreciating the innovative product, I was shown similar products of
various political parties and that too for large number of popular mobile
models in India. I picked one to check the manufacturer. The smart salesman,
retorted – Chinese. Great, that’s all I could mutter.
 |
| One of the covers available |
For last few years we are getting used to Chinese products.
We are certainly better off than USA where every second or third product in
supermarkets is from China, but Chinese do not bully with USA as they do with
us on Indo-China border. Our communication lifeline is China dependent. Our
entertainment products, be it TVs, CDs, DVDs, come from China. Electronic
industry is breathing with Chinese help, mobiles, laptops, auto accessories,
home appliances, kitchen equipments, bulbs, fans, you name it is China made. Most
of synthetic idols of Indian deities are made in China. (They are blessed more
than the God fearing poor Indians.) Decorative items for Ganapati festival,
decorative lights for Diwali help us celebrate the festivals. Even Indian mithai is incomplete without Chinese
pistachio. I always appreciate the marketing abilities of the China. The
environmental analysis done by Chinese is phenomenal. These guys know what we
need, when and where we need and at what price we need. The recognition of need
is so perfect, that the customers go hunting for the product obviating any need
for promotion. These guys understand the political environment much better and
know how to steer through it. The mobile covers can be a great marketing case
study.
There was speculation about general elections in India for some
time. It was not a secret that elections will be held in 2014, dates were the
only issue. Finally on March 5th, 2014, the schedule was announced.
Look at the speed with which Chinese guys worked. In flat two weeks China has supplied
millions of mobile covers to India. Covers with political party’s logo, election
symbol, their slogan, and their popular leader’s picture. China must have done
their homework to know what models are being sold in India and their
quantities, area-wise tele-density, influence of regional parties, strength of national
parties in different pockets and many other elements to estimate the demand.
China must be aware of Indian rules related to election propaganda. Mobile
cover is not a promotional material that can be prohibited to carry along by
candidates and their supporters. (Unless government bans mobile phones). A
candidate can wave his or her mobile phone to voters from a distance and that
will not be violation of code. Certainly a smart thinking. Full marks for
product development.
These covers are available in the market and are being sold
in the range of Rs. 100/- to Rs. 150/-. So far, as I see from reports of
various TV channels, there is no institutional buyer. Only individuals are
buying these covers. May be as we approach the election dates there is likely
to be a spurt in the demand as the institutional buying may take place.
Indian manufacturers of such covers (if any) have already
lost the race. Can someone think of US Presidential elections due in 2016
(primary schedule is already announced) and design innovative products for the
elections in the second largest democracy in the world? Or should once again a communist
country like China take the lead to strengthen democracy.
