The seventh in a series on DM Case Studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
Business is a serious game. And CEOs don’t run!
CEO’s attend round table conferences, strategy summits and engage in high profile leisure activities like Golf, cricket, swimming etc. But somehow we don’t associate them with running. (There are a few exceptions to this of course but only a handful). And certainly not running in public with the masses.
The challenge here was to break this mindset (in this case, the CEO’s own) and get them to run in the Hutch Delhi Half Marathon (HDHM). Since this event was being organized for the first time in Delhi, there were no past experiences to refer to and this event itself would serve as a benchmark for future years. Further since it was being launched for the first time, it was extremely critical to set the tone of the event. And for that it was important to elicit participation from even the upper segment of the society. The database constituted of 100 top CEO’s who were also Hutch customers, held in high esteem by the society and seen as leaders in their fields.
Advertising Agency: Memac Ogilvy & Mather, Dubai
Executive Creative Director: Till Hohmann
Creative Director: Preethi Mariappan
Senior Art Director: Satyen Adhikari
Copywriter: Melanie Clancy
Illustrator: Sameer Kulavoor
Graphic Designer: Rocelo Lamboloto
Senior Account Manager: Sarah Friswell
Senior Account Executive; Domenico Gambino
By Sanjeev jasani, VP, OgilvyOne, New Delhi.
A lot has been said on customer value. And entire business models have been built around this concept. I have simply tried to collate my understanding on the subject and share my experiences with you.
Successful customer relationships are built on the bedrock of superior customer value. To attract and retain your most important customers, you must understand what they care about and what value propositions will appeal to them. While “value” is an overused buzzword, we rarely pause to reflect if we really understand what value is.
It is a natural human failing to question the concepts that we think we know well. We don’t know who it was who discovered water, but we are pretty sure it wasn’t a fish. In my 10 years of experience in this industry I have read a number of pieces about different aspects of creating, delivering and capturing customer value. But this is my first attempt to distill my understanding of customer value into six fundamental lessons. I would encourage people to add to these lessons or even criticize them.
Indranil is an old friend and Vice President of Mudra Max. He wrote this article sometime in September ’09, but I think it still raises some valid questions.
In 2008 the over all ad expenditure on Internet was around Rs. 600 Crores, which makes it only 1% share of over all expenditure on Media & Entertainment(M&E) industry of India. While there is growth in net audience every year, the time spent on this medium is also growing rapidly over the years. In fact the growth in time spent on the net is higher than the growth in our share of ad expenditure on this medium.