Is Marketing Everybody's Cup of Tea ?

 

Is Marketing Everybody’s Cup of Tea?

At first glance, marketing looks simple—run a few ads, post on social media, and the job is done. But the reality is far more complex. Marketing is the art of understanding people, anticipating their needs, and presenting solutions in a way that captures both hearts and minds. It requires a rare combination of creativity, analysis, psychology, resilience, and adaptability.  Here is why marketing is one of the toughest but most rewarding jobs in business. Let us explore this with real-world examples.

1. Marketing Demands Both Creativity and Analytics

Marketing is a blend of storytelling and number-crunching.

• Netflix: Netflix doesn’t just make shows—it engineers hits. By analysing viewer data (such as what people pause, skip, or binge), Netflix predicts which stories will succeed. When they released Money Heist, they didn’t just launch it globally; they localised subtitles and promotions to maximise reach. Creativity (the show) + Analytics (data-driven targeting) = Viral success.
• Swiggy: Swiggy uses data to track ordering behaviour. If you order biryani every weekend, they’ll nudge you with timely offers or push notifications like “It’s Biryani O’Clock!” That combination of insight and creativity has made Swiggy a leader in food delivery.

Lesson: Marketing is not just art or science—it’s both.

2. Marketing Is About People, Not Just Products

Successful marketing sells emotions, not features.

• Apple: Apple ads rarely talk about megapixels or battery life. Instead, they sell status, lifestyle, and the feeling of belonging to an exclusive community. Their “Think Different” campaign wasn’t about phones—it was about identity.
• Surf Excel: Remember Surf Excel’s tagline “Daag Ache Hain” (Dirt is Good)? Instead of focusing only on stain removal, Surf Excel tapped into parental emotions—encouraging kids to play, learn, and grow, even if they get dirty. That emotional connection made the brand unforgettable.

Lesson: People buy feelings, not features.

3. Marketing Keeps Changing—Fast

What worked yesterday may flop today. Great marketers adapt quickly.

• Zomato: Zomato has turned quirky, witty social media posts into a science. When a new movie releases, when cricket fever peaks, or when politics trends, Zomato creates instant memes that go viral. Their humour-driven, topical marketing makes them stand out in a crowded market.
• Old Spice: Old Spice was once considered an “old man’s brand”. But their viral “The Man Your Man Could Smell Like” campaign transformed it into a youth icon. By embracing digital humour and memes, they revived a dying brand.

Lesson: Marketers who resist change get left behind.

4. Marketing Requires Resilience

Not every campaign is a success. Some fail spectacularly—but resilience turns failure into future strength.

• Coca-Cola’s “New Coke” Disaster: In 1985, Coca-Cola replaced its classic formula with “New Coke”. The backlash was massive—customers hated it. Instead of hiding the mistake, Coca-Cola brought back “Coke Classic” and used nostalgia to rebuild loyalty. Today, it’s a case study in turning failure into marketing genius.
• Tanishq’s Controversial Ad: In 2020, Tanishq faced backlash for an ad showing interfaith harmony. Though they had to withdraw it due to controversy, the campaign sparked huge debates and gave Tanishq free visibility. While not intended, it showed how brands must be resilient and ready for unpredictable reactions.

Lesson: Even the best marketers fail—but they bounce back stronger.

5. Marketing Is Fiercely Competitive

Every brand fights for the same customer’s attention. To win, you must stand out.

• Amul: For decades, Amul has mastered witty, topical billboards. From cricket wins to political events, Amul always has a cartoon and a pun ready. This consistency has made Amul a beloved household name, despite competition from international dairy giants.
• Nike vs Adidas: Nike and Adidas are in a constant battle. Nike thrives on emotional storytelling (“Just Do It”), often tied to athletes and social causes. Adidas, on the other hand, focuses on style, innovation, and collaborations with celebrities. Both fight for the same market, but their brand positioning keeps them unique.

Lesson: In a crowded world, you either stand out or fade away.

6. Marketing Needs Deep Cultural Understanding

A global idea doesn’t always work locally.

• McDonald’s: Globally known for beef burgers, McDonald’s had to rethink its entire menu in India, where beef is taboo. They introduced McAloo Tikki and Maharaja Mac (chicken) to adapt to Indian tastes. Today, McDonald’s is thriving because it respects cultural sensitivities.
• Pepsi’s Kendall Jenner Ad: Pepsi once launched an ad featuring Kendall Jenner, showing her handing a can of Pepsi to a police officer during a protest. The ad trivialised serious social issues and was pulled after heavy criticism. Pepsi misread the cultural mood and faced global backlash.

Lesson: Without cultural sensitivity, even billion-dollar campaigns fail.

7. Marketing Rewards Authenticity

In today’s digital era, customers easily spot fakeness. Authentic marketing wins trust.

• Patagonia: Patagonia’s bold campaign “Don’t Buy This Jacket” urged customers to buy less and focus on sustainability. Instead of hurting sales, it boosted Patagonia’s reputation as an ethical brand. Customers trust them more because they practise what they preach.
• Paper Boat: Paper Boat doesn’t just sell beverages; it sells nostalgia. Their ads remind people of childhood memories—mango summers, school days, and festivals. By being authentic, they built an emotional bond that no flashy ad could buy.

Lesson: Authenticity builds lifelong loyalty. Customers spot fakeness quickly. Authenticity wins.

8. When Marketing Fails: Examples of Indian Brands

Even the biggest companies with huge budgets have stumbled badly in India. Here are a few famous cases:

a) Tata Nano – “The People’s Car” That Nobody Wanted: In 2008, Tata Motors launched the Nano as the world’s cheapest car, priced at just ₹1 lakh. It was marketed as the “People’s Car”. Instead of being seen as affordable and aspirational, Nano was branded as the “poor man’s car”. In India, owning a car is a status symbol. People didn’t want to be identified as “poor” by buying a Nano.

Lesson: Marketing must consider psychology. Price advantage alone doesn’t guarantee success. Positioning matters more than cost.

B). Kingfisher Airlines – Lifestyle Over Business: Kingfisher Airlines, started by Vijay Mallya, marketed itself as a luxury lifestyle brand—“The King of Good Times.” It offered glamorous air hostesses, free in-flight entertainment, and premium services. While the branding was aspirational, the business model was unsustainable. Prices were low, costs were high, and debts piled up. Eventually, the airline collapsed in 2012.

Lesson: Good marketing cannot save a bad business model. A product must deliver on the promise.

 

c) Pepsi Blue–Cricket Craze Gone Wrong: During the 2003 Cricket World Cup, Pepsi launched “Pepsi Blue”—a bright blue-coloured cola to match the Indian cricket team’s jersey. It was heavily advertised with cricketers like Sachin Tendulkar. While the idea was trendy, the taste didn’t click with Indian consumers. The novelty faded quickly, and the drink was discontinued.

Lesson: A gimmick may grab attention, but only quality and taste sustain a product. Marketing cannot mask a weak offering.

d) HMT  Watches Lost in Time: For decades, HMT was India’s most trusted watch brand. Their slogan, “Timekeepers to the Nation”, made them iconic. As global brands like Titan, Casio, and Timex entered with stylish, modern designs, HMT failed to adapt. Their old-fashioned models became irrelevant.

Lesson: Even iconic brands must evolve with changing consumer tastes. Nostalgia alone cannot sustain sales.

e). Maggi Noodles Ban (2015):  Maggi was India’s favourite instant noodle. In 2015, regulators banned it for allegedly containing excess lead. Competitors rushed to grab market share. Maggi’s reputation was destroyed almost overnight. Sales plummeted, and shelves were cleared. Nestlé India relaunched Maggi after extensive testing, heavy reassurance ads, and campaigns like “We Miss You Too”. Consumers returned, and Maggi reclaimed its market.

Lesson: Trust is the strongest currency in marketing. Lose it, and even the best brand suffers. But if you rebuild it authentically, customers forgive.

These failures show that marketing is not just about ads and promotions. Positioning, timing, consumer psychology, product quality, and adaptability are all critical. If even giants like Tata, Pepsi, and Nestlé can stumble, it proves one thing:

Marketing is not everybody’s cup of tea.

Marketing is not about selling a product—it’s about creating meaning in people’s lives. That’s why it’s not everybody’s cup of tea. But for those who love the blend of art and science, it’s the most exciting profession in the world.

 “Every marketing success or failure tells a story. Which brand’s campaign taught you the biggest lesson? Share it below—I’d love to hear your picks.”