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Editorial
  

Prof. Arindam Chaudhuri
Editor-in-Chief - The Sunday Indian
[10/10/2010]

Mahatma Gandhi, the ultimate Marketing Guru!

Arindam chaudhuri, editor-in-chief, the sunday indian
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As a great marketing brain, he had done a great SWOT analysis. He knew his opponents and competition – the British – well. He knew that unlike, say the Nazis, the British were more cultured and believed in being fair and had a court that they were answerable to. So he knew that it would be almost impossible for the British to kill him if all he did was to walk and talk of peace. He used their weakness to be ruthless to his advantage and used intellectuals amongst them for his own PR! Not to forget, he used fasting as a great tool to drive home the message – that he was not scared of losing his life when it came to the cause.

But perhaps the biggest marketing tool behind a great success story is always the art of owning a simple uncomplicated line in your customer’s mind… Marketers spend millions to do it! That’s what marketing is about finally – owning that one line in your customer’s mind. Be it “Just do it” or be it “Taste the thunder”, if you own this one line in your customer’s mind, you have cracked the marketing code. And Gandhi owned the line “non-violent movement”. It was the perfect positioning line for him for the market he was catering to. And thus, success had to be his. Today, years after his death, our nation is using Gandhi to market itself, by printing his snap on all currency notes; celebrities across the world are wearing him on their t-shirts to market themselves better, United Nations is using him to market itself by declaring October 2 as the International Day of Non-Violence; and the Congress party is marketing its NREGA programme by calling it the Mahatma Gandhi NREGA programme! Commercial companies are not far behind, with Mont Blanc making its India presence felt with the launch of its Mahatma Gandhi Limited Edition pen. Inevitably, when it came to this year’s Hall of Fame issue, we felt Gandhi on the cover was the best way to market our magazine to you… no doubt he was the Mahatma of marketing!




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