[Music] before we identify what could have been the business objective behind amazon's or the cow campaign let's just take a moment to understand these terms really well and look at some of the examples from across different categories so that we have a good understanding before we approach the amazon example let's look at the last one first average weight of consumption do you know of any marketing activities that have driven average weight of consumption if you've taken any marketing class you would have come across an example of a toothpaste brand which had increased the diameter of the nozzle now because most people measure toothpaste longitudinally when they're putting it on their toothbrush if you increase the diameter then obviously the amount of toothpaste that comes on the toothbrush increases and therefore the average weight of consumption increases and it's a rather scripturous way of going about increasing average weight of consumption it's a very very common example one the smarter marketing flights of recent times was the jio introductory pricing now you look at this pricing closely and you can clearly see that if you are a reasonably heavy user of data then the plan that is going to work most for you is going to be the thousand rupee plan but you'll see that there's no gap between the 500 and thousand rupee plan there's there's no intermediate pricing so either you accept low data usage or you shift to the higher plan and obviously you get a lot more than those thousand rupees but still you have pushed the average weight of consumption of data uh in a substantial way by having this kind of a pricing so that's a very good example of average weight of consumption then let's come to frequency of consumption now within frequency of consumption one of the best examples ever is cadbury cadbury has had to work with an indian consumer who does not want to consume chocolates i mean you might think that oh because our country is relatively poor when it compares to some of the western democracies therefore chocolate consumption in india is less but i can tell you that even amongst the higher socioeconomic classes chocolate consumption doesn't really happen a lot when you compare it to uk or europe or the us or japan it just doesn't really compare even amongst the higher socioeconomic classes and you know the reason why right all of our cultures whether it's in the north east south west or in central part of india all of our cultures have these rich indian delicacies rich indian sweets that are already part of our food and so therefore when something like that is already part of our food cuisine it has been hard for cadbury to go out and sell chocolates and try and fit that in as part of a regular consumption so their job has been to figure out over the course of time how do we get indians to start consuming more chocolates from a regularity point of view and the one of the more popular campaigns that they've launched is this one mom okay so as you can see they're clearly going after the aftermath dessert occasion trying to get chocolates uh introduced into that particular space all right so then that being frequency let's come finally then to penetration which is about getting users who have never consumed your brand to start consuming your brand and you can imagine that a lot of the campaigns that you come across are actually penetration campaigns here's one example for you to look at i mean what kind of a five-star hotel is this i'm sorry sir sometimes it's okay to have a cold meal but never when you're flying enjoy delicious hot meals about spicejet flights [Music] spicejet red hot spicy pretty obvious why this is a penetration campaign before we head to the all the cow campaign from amazon i want to clarify one point some of you might be thinking that look this is a theoretical question they might be going after this or that or maybe both of them so how does it really matter it seems as if it's an exercise in in theoretical or conceptual world it doesn't have any rootedness to reality i can tell you that if you're thinking that you're absolutely utterly incorrect the business objective is the first thing that a brand manager has to think about in real world marketing it is a hard job and if you try and go after multiple objectives or worse don't even think about what your code business objective is going to be where the source of growth is going to come from then your chances of success go down even further also consider that how we define the business objective is how we measure the success of failure of a campaign therefore the business objective of a campaign has to be clearly defined and specific in nature which brings us back to the or the campaign you think that this campaign is about average weight of consumption or frequency of consumption or penetration