Skip to main content

Thaggu Ke Laddu & Badnaam Kulfi- Marketing Ninjas


There’s a Story behind every unique activity done and mostly a successful marketing gimmick behind every famous and growing organization or retail outlet which works independently. Mattha Pandey alias Ramavtar is one such Marketing genius who came up with very interesting and negative tag line to his sweets which became extremely famous and made his shop or retail outlets name etched in customers.

“Thaggu Ke Laddu” is the name given to one of the most famous sweets retail outlet in Kanpur with a catchy tagline “Aisa koi saga nahi, jisko humne thagga nahi”. Such taglines are one of those which keeps you thinking why such?, why such a tagline?, what might have entered the mind of such a brilliant marketeer to come up with such a fantastic idea .The reason will take you back in past, 75years back into one of the speeches of Mahatma Gandhi, when he said sugar to be “The White Poison” and Ramavtar did listen and was in dilemma as he was thinking to establish a sweet shop. Ramavtar thought how I can make laddus without sugar as sugar is said to be “the white poison” and I can’t sell something which is made up of such thing and thus he found himself to be a thagg which resulted in the name “Thaggu Ke Laddu”

“Badnaam Kulfi” is the name given to a special type of Kulfi which has Rabri like texture and is one the most famous in Kanpur. Its tagline is “Mehmaan Ko Chakhana nahi,tik Jayega”,which means “Don’t allow guests to taste it or they might make up their mind of staying more at your residence”. Again Negative promotion but true though is a great way to understand two of branding concepts i.e. 

1) Brand Recall
2) Differentiated Product
3) Brand Recognition

Brand Recall is through great catchy line like “Aisa Koi saga Nahi jisko humne thagga nahi” and “Mehmaan Ko Chakhana nahi,tik Jayega”,whenever one listens to such a line they will automatically remember about “Thaggu Ke Laddu” and might also result in Word-Of-Mouth which is the best marketing technique to drive customers.The quality of product is unique which makes the product differentiated and assists the recall of brand.

A special tagline and a special name to product embedded on the cover of the case in which laddus are sold, make the product more attractive and very unique, which can be recognized by any customer who has ever tasted the laddus of Thaggu. One of the USP of Thaggu Ke Laddu is that they make the laddus with pure “Desi Ghee” again an ingredient which is considered to be extremely healthy and safe for family and a great sweet to gift relatives.

 There are many stories in real life about real marketeers with no MBA degree.

 Read about Moongfalli Sellers - 4 P's of Marketing and how he masters it.
Labels:

Comments

Post a Comment

Popular posts from this blog

Trackvertising-Shakira Shines-Yogurt Beats Sneakers

Yogurt  Beats Sneakers Is it possible even that yogurt can beat sneakers?? Means it sounds crazy, but yes it did happen during world cup 2014.The World has  the highest  number of Soccer fans than any other sports fan, according to Google Data- Maximum  views o n  sports videos on Youtube was of  soccer videos . Thus world cup presented a huge set of the target audience with similar interest which was a boon for companies which were already in sports Industry.Below data will give little more insight about the fact but this data will also talk about  an anomaly , have a look... Before and After Soccer World Cup 2014  Before 2014 Nike was the star but this changed with just one campaign which was perfectly timed to be launched. Now it seems to be an anomaly that Yogurt brand beats Sports brand during Soccer world cup and I am sure this sounds insane but yes this did happen and data  also shows the same .So the question that pulls an...
Post a Comment
Read more

Sell your Skills and Product sells automatically

Uncommon and Unique way of selling sells There are many marketing lessons to be learnt from these Indian Chef's.These people have built themselves as BRANDS using the ir skills.They are not MBA's,neither Engineers and nor have taken any management lessons but they have built products and brands which are very famous throughout India.Few Marketing Lessons to learn from these Masters are.. 1. Make a Great Product Prem Tadwani from Rajkot Gujarat made a great product which he named as FIRE PAAN and which has already been at the top of mind in many customers around Gujarat.His product has been attracting many tourists as well as new customers throughout G ujarat as this product ignites a sense of adventure in youth and its matter of taste for many but the first thing that attracts people to his shop is the name FIRE PAAN .Name FIRE PAAN makes it a a) Differentiated Product. b) Better Positioning 2. Create Experiences for your Customers Pakoras are ...
Post a Comment
Read more

Marketing Mix

I vividly remember my journeys on the Indian trains between Lucknow and Kanpur as a child. What is most prominent in the memory is the old 'moongfali' seller whom, I am sure, everyone in the train noticed and bought moongfalis from. His sweet jingle attracted all the passengers and in fact became his USP which made everyone buy a small packet from him almost daily. In his melodious voice he sang something which went like this - "Na mak ke daam moongfalli inaam". And very true to his claim we all relished the small paper packet of  masala salt that he gave with the moongfali packet. Today when I sit back and recollect his selling efforts I feel like saluting his understanding of his buyers. His buyers were the typical middle class travelers like me who were on those trains traveling to and fro their work places in the cities that lay between Lucknow and Kanpur. So one can easily reason that this travel had become a hated necessity for most of them. They were thu...
Post a Comment
Read more