Wednesday, June 3, 2009

Hit and Pesticides.




  • Somewhere I remember a story described in a consumer behavior textbook (anyone remember it?). The story talked about a new cockroach trap launched in South America. It was efficient and convenient. The roaches die inside the trap and removal was easy. However sales was not moving, so they brought in some "Depth Psychologists". Their report suggested that the problem lay in the Unconscious Mind. They said that many women had deep-seated anger towards their husbands who left them and moved on to find work, leaving them to fend for themselves. The women identified them with the cockroaches and they felt powerful and a sense of satisfaction in watching the cockroaches struggle and die slowly.
  • During the course of some research we did for Neem based pesticides, I learnt that the active ingredient, Azadirachtin works (partly) by lowering fertility rates of pests. The problem is that once the compound is applied the benefits are seen later.. in terms of a lower pest population. However what it did not have was dead cockroaches. If you sprayed it on a cockroach, it will merely walk away...only to die later.
A common complaint among consumers is the dissatisfaction with the lack of immediate knockdown from conventional aerosols used against cockroaches. Because of this, consumers feel that cockroaches need repeated and excessive doses of the insecticide. They perceive these products as being less effective than is actually the case, and therefore seek alternative methods for controlling cockroaches. In response to this complaint, Sumitomo Chemical Co., Ltd. of Japan has developed a new compound which provides extremely rapid knockdown activity against cockroaches. This compound is known generically as imiprothrin, coded experimentally as S-41311....


It further suggests.

The knockdown efficacy of imiprothrin far exceeds that of other compounds due to its extremely rapid action. German cockroaches (Blattella germanica) sprayed with imiprothrin formulations are knocked down within seconds. Laboratory tests have shown knockdown values of less than 42 seconds when imiprothrin is applied in amounts as low as 0.3 mg/insect. We recommend that an effective killing agent be added to imiprothrin products so as to give a combination of extremely rapid knockdown and kill.

Duh whats that the product knocks cockroches down, but doesnt kill them. Tomorrow morning they will be up and awake again! Time to look at the product more carefully.......

Friday, May 1, 2009

Advertising and culture BUNK MAR

"Fanta ka signal loud, bunking is allowed!" is a current TV commercial by the coca cola company. (click here to see their commercials, including the Fanta advertisement). In a press release, the company says its "...is all about having fun & taking a break from the monotonous moments of life." Perhaps being in academics all my life has clouded my judgement, but to me the most obvious meaning of the phrase is that it tells students its ok to bunk classes. Don't get me wrong I am not your average intellectual- anti-MNC, anti-Cola - kind of guy. But I do wonder why no one ever takes offence to such advertisements?

Other such advertisements i have noticed.

  1. July 2002 saw the launch of a premium brand of petrol SPEED from Hindustan Petroleum, followed by advertising that promotes "SPEED". Seems like a rather dangerous thing to promote on Indian Roads.
  2. Several bevrage ads show celebrities stealing the drink right off a delivery van, rather than buying them. I wonder if I stole some beverage, can I defend my actions saying that I was only doing what they advertised I should do? Or does the disclaimer at the bottom saying that the stunts were performed by experts and I should NOT try it...apply to this?

Friday, April 24, 2009

Another requiem


As you have guessed by now, a good part of this blog is about what went wrong with brands that should have succeeded otherwise. So here is another one. The OQO is a hand held computer that was the one of the most anticipated products in the market at the time it was launched. However the brand found the ground slipping from under its feet, because innovations in the mobile market and the net pc market has eaten away their position. Its a classic example of how competition doesn't have to come from other brand in your own product category.

Read the story on wired here

Wednesday, April 22, 2009

Another dinosaur becomes extinct!



Today brings the chilling news of another blow to bio-diversity...well not exactly bio.. but, you get the idea. Engadget reports that Ugobe, makers of this cute toy is filing for bankrupcy. To me its interesting how a company that has a product as popular and interesting at that, can go out of business. If you live in India and havent heard of Pleo, please do a search on "Pleo Robot" to see how popular it is. Still not impressed? Click here for reallya good article about Pleo and whats inside him.

Read about the " credit ice age " that crushed the hopes of survival of this pint-sized robot, despite the CEO stating earlier that the rumours of its demise are exaggerated. I really wish the WWF would step into save an endangered species.





















Pleo comes from the tradition of Furby. Caleb Chung, the CEO of Ugobe also helped creat FURBY that became a hit in 1998. Furby was a toy that started out talking Furbish, but soon learned to speak english.