I had written this post on Aug 23, but couldn't post it due to the lack of internet access....
Today was the launch of the “Suse Linux 10.0” by Novell, in Mumbai. I am not a techie and have no idea how great the product is or how is it different from 9.0. Two reasons why I was there –
1. My company is into application servers and we were showcasing that our servers are compatible with Suse Linux 10.
2. I am stationed in Mumbai (at least for now) and hence was the obvious representative of the company.
I sat through the half day event smiling at every passer by, telling them the way to the registration desk as they landed on mine to register themselves. (Now this is something I really hate about men – they see a desk with a pretty woman {I take the liberty to think that I am pretty... you may choose to disagree} and assume that she is there for reception!! BTW there were 2 desks next to me with guys, and no one even bothered to ask them. It’s all about the perception!!!!). I could also blame this on the fact that there was no poster on or around my desk to indicate which company I was representing!! Being visible makes all the difference….
I personally believe that the Pramati application server is a brilliant product. It is technically much better than its competitors (the 2 giants whom I will not name here, lest I get sued!!), and it’s priced at less than half of what they charge. The product is architected and managed by a team of geniuses (who also contribute to the Java standards committee and are on the expert groups). It was the first one globally to be certified on J2EE standards. Yet it has not received its due credit in the market. That’s because not many people know that it is such a brilliant product. It’s all about the perception!!
This takes me to the question – “What is a successful product?” Can we define the success of any product by the revenue it generates? Or can we define it by the loyalty of its customer base, however small. Have I made a good product if it sells like hot cakes? Or should I be happy with 10% market share if those who use it vouch for the product’s capability! I will not even attempt to answer these questions; I will leave it to the marketing gurus!
In my opinion, a good product and a successful product are mutually exclusive. A good product is not necessarily successful and vice versa.
If you invest (time and/or money) in something, you owe it to yourself to get something out of it (unless of course you are into social welfare); and you owe it to the product to ensure its publicity (it’s your baby after all!!) It’s all about the perception!! People make opinions based on what they hear and what they see. Isn’t that the essence of branding!
I sat in the event knowing that I am representing the best product, but my competitor has the brand and the visibility. They spend heavily on marketing, and it does pay off. I want to tell everyone how my product is better than theirs, but people have already formed an opinion – ‘the bigger the better’; and probability is that I will not even get a chance to say it out. Even if I do, the truth will not be heard because they have created so much noise about themselves.
It’s all about the perception!!!
P.S. Please note that the opinions mentioned here are strictly my own, and do not reflect that of my employer. I have written the above in my personal capacity, in my personal space, and should not be interpreted as being related to my employer.
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3 comments:
I am reading a book these days, and your blog makes me mention something I read.
When Pepsi was launched against Coke, there was an upheaval in the coke industry. Market research said that Pespi was to be the product of the millenium...That consumers perferred pepsi to coke and the market share of coke was rapidly falling...Thought Coke denied it publicly, but secretly they conducted their own tests and found that the results given were actually true...
So what they did was conduct a sip test. In the sip test they make users have a couple of sips of each product and give their preference. The consumers branded the, till now liked, taste of coke as too tangy and sharp, and obviously liked the sweet test of Pepsi...
However 10 years down the line, contrary to market predictions Coke is still the No 1 brand...Also contrary to market predictions, pepsi never swept the market like it was forecast...
Reason being simple...The sip tests tested people's immediate response to the drinks in a couple of sips...But in reality noone drinks just a sip of a drink..In reality people like to sit in front of the TV and drink the whole can slowly...And at that time the sweet taste of pespi became just too sweet to endure....
The reason I bored you with the story above is just for one simple moral....Good Products speak for themselves in the long run...
A software product is not something that can stay for long just due to its aesthetics...It needs to have substance..enough substance to pass the actual long term test..and not just a sip test..
Marketing and brand name may win companies the sip test....but if even 5 serious people who know the real meaning of a product looked at your product in that exhibit and liked what they saw, then rest assured lady...your company will definitely have a winner...
Thanks mystic lady,
While I agree with everything that you say.. and I so hope that is the case with the product in the long run.. I just did not have the patience to wait for the product to prove itself.. I proved to be lazier than I thought myself to be.. I have resigned.
Hmmm this is an interesting topic.... Marketing.. When I read through your blog and then the other friends comments ... Mention of Coke and Pepsi.. I remembered a book called "22 Laws of Marketing". May be too simplistic and conclusive , it makes a good read..
I am not sure what is the name of the law.. but its meaning runs something like this... The Pioneer will always be (a potential) candidate for the top position. Coke was the first of Colas.. However hard Pepsi tries to bring down the Coke.. in its Selling ploys, it has to compare itselves with Coke and so takes its name inevitably.. And Pepsi by itselves knows that its SECOND .. It exists because of COKE ...Both make big noise of who is leader.. and rest of colas are clueless..
In your scenario,Your product however good it is .. till the time it comes within the same bandwagon of products of current winner it wont see light.. If it is packaged in a different name and proclaims itselves as a pioneer , chances of creating its own brand increases.
After all we are talking the same .. its all about the perception.. if one co wins in creating a better product and the other one in creating better perception, in real world the Co that creates better perception wins.. Yes if we really see a long run (a low probability in IT ), the better product will win..
Essentially we are talking about two ingrediants of long term win .. Better Product should be able to create better perception.. after all your being in a convention is for creating better perception... You see if you have a better perception of your product and have the courage and conviction, its going to see the light.. aferall sale is never made outside.. its on the mind of the sales guy..how he believes in an Idea and how effectively he trancends(I am not sure this word exists.. sound conveys what I want say may be...) that belief on to a potential buyer...
uffff... good lecture...
Thanks for letting my creative marketing juices flow
Now have a soft drink... which one .. Coke or Pepsi.... who cares.. You see the third brand .. Sprite came with this .. Sirf Pyaas bujhaaye .. baki all bakwaas (toppled the idea of energy .. refreshing etc etc)
ha hahah
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