Introducing Pankaj Singh's Marketing Mania

Today I want to introduce the new marketing blog written by my good friend Pankaj Singh from IIM-A. At the moment he works as Deputy Manager Marketing at Lohda Group, the biggest Indian real estate company. In his first blog post he goes back to the marketing basics and explains the basics of segmentation inspired by the famous TED talk "Malcolm Gladwell on spaghetti sauce". Read the first lines here:

"I have always believed in sharing knowledge and when I decided to share something about marketing I just wondered where to start from? 

I thought probably the best way to start would be as they say from the basics and I decided to go ahead with segmentation. 

A marketer can very rarely satisfy everyone in the market. Not everyone out there has the same liking for food, cars, college, movies or even partners. Marketers identify and profile distinct group of buyers who might prefer or require varying products and services by doing the usual demographic, psycho-graphic and behavioural analysis among buyers. Especially, after my classes on conventional methods of segmentation and  the value based methods for the same I realized that it wasn't that easy and could be really confusing. I came across this very interesting video by "Malcolm Gladwell" and realized that it gave the essence of segmentation in the most simplistic manner. In the video "The Tipping Point" author gets inside the food industry's pursuit of the perfect spaghetti sauce and thereby makes a larger argument about the nature of choice and happiness."

The rest of this post including the key findings you can find here.