Maathi Yosi, Maathi Sei

(Gureilla Marketing)

Mr. Pravin Shekar

“Deer in the head Lights”, Deer will stand till seeing headlights on the high way.

1. Lifestyle business -
2. Growth Mindset business –

Who are we is what we need to understand first. We all in same type of business i.e. Lifestyle – survival
mode.

Most of the start-up talk about Pivoting model. The way we do business will change after COVID-19.
We write for 2 pages if we know answer, if we don’t we write 20 pages in exams.

If we know who we are it is marketing. If we are communicating to others it’s Advertisement. If other
person speaks about your product it is Branding.

Go back to basics.

Top of the Mind Brand Shampoo is Chik, Pantene etc., (volunteer) This is what a customer search to
buy as the advertisement made it so.

I ask one person who have Movie page in Facebook to see which film to see. Who is your customer
how many customer you keep engage again and again.

In UK car seat Maxie cusie company, one district consistently higher. ‘Mystery shop’ – went for
observation to two shops. One lady bring pregnant lady to the shop to buy this one product. During
baby shower (ceremony) 4-5 moms do this after they experienced it. They are called Super Promoter.
Those who love your product will become Super Promoter or INFLUENCER.

Introduction – Referral – Closing the sale all the 3 process will be done by the SUPER PROMOTERS.

Identify which of your customer would possible become your Promoter. Find out them at this point of
time. Usually we find out complaint giving customers.

Look at your customer base. Now removing noise, should be the priority. Coming out of the Price war
is giving value especially to the ‘SUPER PROMOTER’.
Manipaly Vinaibabu – Art with wood. I asked 8 months back that I asked him to make chair. He took
extra effort to understand what is required for me. I become super fan of Vinay. How many have you
created like this?

Our family went to holiday in Coimbatore. I went to buy linen, I went to RAMRAJ in Coimbatore, my
wife stopped while cutting the cloth. She told my husband will not stitch usually and keep unused. The
manager (Saravanan) arranged for tailor and ensured to bring Tailor which is not their forte. This is
Value addition.

“Bombay benzer doing the same”

Maja – Street card Game. We did play test for 7 times. Arunramkumar played and sent design by email.
He anticipated the need and sent to us. I didn’t need to go for any other designer. We are associated
with him for next project also.

Scenario Planning

Economic indicators
1. ‘V’ Model – sharp fall and sharp rise
2. ‘U’ Model – slow rise and fall. It will remain in the base for a longer time yet it will raise.
3. ‘W’ Model - slow rise fall and rise and fall (recurring)
4. ‘L’ Model- riskiest of all. Once down it will not grow again – ‘WORST CASE SCENARIO’. What
new services I can offer should be the Question.

Now I have to listen to people around in our family I do not have a say to anyone. What is that new I
can bring. Figure out new services. “When the Blood on the street, buy realestate” Newer people will
enter the market. What is preventing for the ‘new player’ to enter your market.

One Jewellery shop for instance may have to compete with other industry.

If you keep in touch with your customer during these 3 weeks, it will be useful. Decision is done based
on Emotions it is Human to human. Don’t give CORONA discount. How do you establish a category?
I did Virtual set up 8 months back, now using. Diamond, Egg, Mutual Fund as a category, milk
revolution etc., Did you create Furniture as a category? You are 600 members. Together as a category
promote your category. Point of parity – my moustache is my identity. Maathi Yosi. How are you going
to differentiate?

New Design, New customer, find out constantly.

My research centre in Medicalcare known is for Pan India. It cannot be generalised. How are you
different? The more specific you are the more specific I can tell you what to do?

Maathi Yosi.

Disclaimer : Agree to listen without the idea of without disagreeing. Let it go in. Just listen, my idea
will be wild idea.
Who is the decision maker for buying furniture? If we as a family while going for shopping we listen to
our children. Why don’t you interact with your customer in a video call and ask why you place the
furniture your bought kept at that particular place. She will start promoting your furniture to many if
you share the video to your customer.

“A study reveals 90% of home furniture was decided by women in the house.”

Involve the decision make, as a club convene a competition. Similar video can be used for children
category. What are thinking about that? Why can’t you build NRI base now. They may buy for their
parent back in India. Bedding options for 60+ shall be promoted for example.

Which artist you are having tie-up to promote. Copy ideas from other industry, nothing wrong there
is NO ORIGINAL IDEADS.

‘UGLY is BEAUTIFUL’ Converting negative to positive.

Story telling?

Involve children create stories. I am going to write 10 books about this situation. I saw sculptures in
the temple thought that I saw unfinished. One person told the sculptor deliberately left in unfinished
to involve the person who sees to complete it in their mind. This hit me hard, what a way to involve
others in their art. I attended 5 days class in storytelling. Now my way of narrating story changed,
partner the one who has the strength if you cannot narrate a story acquaint with the one who does it
good.

We in Furniture Cluster we design, in center. We do skill development for the industry. This is 17 th
meeting in Webinar

Question and answer

1. About your mushtaque ?

• I was active in a play and it continued.
2. Bigger brand
• Your company brand is different your brand is different. Your company brand is
interlinked with your own brand. I am writing books I am building their own brand.
Raj from Mcency once went out of the company he is not a brand himself.

3. Maja Card Game?

• Fun in Game, in marketing 4 ways are there
o Referral Marketing
o Tribe
o Value addition
o Different Thinking
4. Reuse, Go ahead to create Newer Customer
• Which 20% gets me 80% of your business
• Recreate to create new customer base
 • How are you going to engage your customer base? Giving information
• I didn’t see any Youtube video speaking about furniture. Is it of use? Do not sell in Youtube.
Create a competition and engage your customers.

Children furniture untouched market. Hsopital Furniture is also untouched

• Create painting competition for Children.

5. Skilled labour
• Change the business model
6. We are in Lanyard manufacturing we developed ANIT-VIRUS lanyard. Shall I promote
aggressively Now? Second question How can we reach for new customer base?
• Do not promote now create awareness wait.
7. Amrith Form Chennai-1. Do you advise for a Uniform for professionals?
• You create your own image. Inside and outside matters.
8. Can the Company and Brand name same?
• It could be but not necessary.
9. Compliment should be customised to our customers?
• Give customised gift.
10. Call centre lost business, lost another business, I sold for credit all over TN
• Get one anchor client who caters 50-60% business. Build business around him then take
another

Send Video feedback to mic@pravinshekar.com

Compiled by
K. Jothi Shankar
Chennai YES Chapter-1