Selling electronic gadgets to Hanumans scampering down from coconut trees, mango trees, neem trees, guava trees, palm trees, jack-fruit trees and a thousand other kinds of Indian trees is not an easy task.
Not some thing your ivy league MBA types can even dream of handling.
You see, selling smartphones to a nation of 1.2 billion Hanumans requires familiarity not with Marketing 2.0 but extensive knowledge of Marketing 0.2.
Unfortunately, Marketing 0.2 is not listed as a course taught at any of the management schools.
No sweat. It can easily be learned by watching a troupe of Hanumans (monkeys) performing their simian antics.
Tawdry, Tacky, Trashy
When South Korean electronics giant Samsung launched its new Galaxy S4 smartphone in partnership with its Indian partner Reliance Digital in Mumbai, it rightly eschewed the slick, classy show for the downright tawdry, tacky and trashy.
After all, India’s 1.2 billion Hanumans have demonstrated time and again in their abiding passion for the Bollywood, Tollywood and Kollywood horror shows that nothing resonates better with them than the tawdry, tacky and trashy from the bottom of the gutter.
iPhone has a low market-share in India compared to the U.S. or Europe not because it costs a lot.
Au contraire, the real reason behind iPhone’s low market share in India is that Apple deludes itself that it’s selling the smartphone to humans in India.
Samsung, Nokia and the Chinese smartphone peddlers are smart enough to realize otherwise.
Any surprise that Samsung’s market share for smartphones in India is 43.1%, leaving its main global rival Apple kissing the dust with an insignificant presence.
If Apple has to have any hope of gaining market-share for its popular iPhone 5 in Mera Bharat Mahaan, it needs to pronto hire a bunch of hijras, snake-charmers and a gaggle of clowns from Bollywood, Tollywood and Kollywood and get them all together on one stage to scream iPhone 5 in unison at five-second intervals to the tune of Michael Jackson’s Billie Jean or better still the hideous Dhadang Dhadang number from Akshay Kumar’s vomit-inducing Rowdy Rathore.