Sunday, June 21, 2009

Packaging Your Product/Service

Towards the end of the first edition of the IPL, it was clear that the Bangalore team would finish in the bottom half of the table. One of my friends was booking tickets for the last match to be played at Chinnaswamy stadium and asked if I wanted to come. "What's the use? Anyway RCB are going to lose!" was my response. "Who is going to watch cricket? I am going to watch the cheerleaders" That was an example of how successful had the marketing of IPL been. They attracted customers not just for cricket (the core focus)but for the cheerleaders (add ons) as well!

Discussing the launch of bing, a friend said she had made Bing her homepage because she loved the scenic background pictures of the bing page. The background pictures on the bing page change every few hours, prompting her to visit it every now and then. Here Microsoft used the changing background (add on) to attract customers to search using bing (core focus).

While building a great product or service (core focus) is important in the long run,  innovative packaging of your product or service can help you create the initial buzz.

Do you feel such a strategy could prove useful for start-ups? What do you think?

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