Public Policy & Marketing

                                      2


19th June 2022 


Public Policy & Marketing


I thought of sharing my perspective on this hot topic consistently  revisiting current affair experts, commentators, intellectuals, active participants on SM over the last 8 years.

I will try and look at this in a bipartisan manner as much as possible, focussing on the subject.

Basics:

Marketing widely is accepted as identifying or  creating a need for a given target segment for a product or service. Consistency in delivering promised benefits better than competition over time makes this product or service a brand, a trusted brand.

This process starts with understanding the user/ consumer of the product or service in toto. Market Research Tools like Focus Group Studies, sampling users,usage, uses help in honing on this objective.

This world of products and markets has by and large used these methods and we have so many companies engaged across businesses as we see now, ever since modern Industrial Revolution began to better people's lives over couple of centuries.

Premise :

One very important final mile characteristic in the decision making process is, 

" given the conditions as accumulated by all efforts as above what is the probability of success of the product or service " 


alternatively


 "what are the vulnerable areas which can contribute to failure ".


Now ,let's come to PPM:

Let us see what is it that differentiates PPM from regular Product /Service Marketing.( RPM). 

Amongst many things the most important thing I see is the heterogenous nature of the market .

While in RPM  we can identify a  homogenous market for our market and based on research fine tune our offering, in PPM the heterogenity makes it very difficult to assess the given contitions which can determine the probability of success or our vulnerabilty to failure.

Overcoming PPM Challenges:

So experience of successful PPM efforts show, Governments benchmark certain broad criteria and conditions, build frameworks,  announce the PP and build in feedback mechanisms to absorb change within the framework to meet delivery of Policy, with minimum change.

A most important ability here is to be flexible in the process and at the same time successfully deliver the PP. This also requires a robust and willing ecosytem to co-operate and achieve the desired implementation.

The second ability is to anticipate contextual changes in a heterogenous environment which can put the Public at large to inconvenience and alter the Policy itself. So PP Guidelines are issued from time to time.

The third ability is  the conviction in going the whole hog once having decided the PP, keeping in mind the purpose of this PP which is  'People'. 

All these 3 abilities help in keenly  monitoring the 'progressive unfoldment' of the PP ensuring its success.

At the end of it all it will be pertinent to note the success of any  PP is the referendum of the Public itself,  provided one listens to them. 


In the current context,  the success of the Government in successfully implementing many reforms and also withdrawing a few is their ability to monitor progressive unfoldment of PP on a ongoing basis, making multiple corrective changes by being flexible ( Demonitization) combining multiple ( Jandhan+Adhar+Mobile ) PPs or withdrawing ( Farm Laws ).

I am sure many will start by understanding the benefits of any PP to people and our Country  and contribute to impoving the success .


Ramchandran Venkataraman 



























































Comments

Post a Comment

Popular posts from this blog

Public Memory is Short

 Public Memory is Short  2006 Serial Terror Blasts in Mumbai . 11th July  2006 was Guru Poornima, like every year I was fasting. I had a client meeting at the Lower Patel Area in Mumbai. My colleague and I decided to travel by Train instead of driving.  We finished our meeting at about 5.30 pm and were wondering, whether we go to Lower Parel Station and take a Train or go to Dadar and take a fast train to Jogeshvari . We decided on the latter,  and took a cab to Dadar Station West. It was 5.40 pm. I was eagar to  break my fast and have a bite. Panshikars at Dadar Station is famous for upavas / fast related stuff, we had a bite. It was  5.55 pm. My colleague left and I got up to walk across to the Station, and I met a friend of mine Mr.Kamdar after 10 years who has a Raymond Showroom and we got talking, my mind was racing with getting back to office and constantly peering at my watch . It was 6.05 pm. I told Mr.Kamdar I got to rush but he insisted on me...
Read more

Reclaiming Ownership of a Civilization - Part 2 .

  In Part 1 we saw a structure of evolution of Ownership and belonging being the connecting cord to reclaiming a Civilization.  Here in Part 2, we see an  example of how, Hindus could reclaim their ownership of their civilization and prove the exact location of the birth of Bhagawan Ram at Ayodhya. Background: ● A Stone Boards Pillar ● An Incomplete Map ● An Ancient Book and a Divine Intervention made it look as if Bhagawan Ram Himself was leading the course of events through chosen people. Chronology:  1902, Ayodhya A British officer named only as 'Edward' does a survey of all 148 Teertha Sthalams of Ayodhya based on the Skanda Puranam.  He notifies his survey by erecting Stone Boards (Pillar) with numbers in each of the Teertha Sthalams. “Penalty of Rs 3000 and 3 years of jail if anyone removes these pillars”. After 117 years these Pillars would play an important role in India's history. 2005, Lucknow Lawyer P.N.Mishra was going by car from Lucknow to Calcutta...
Read more

Reclaiming Ownership of A Civilization

 Jai Shree Ram and Pranam to All 🙏 As I see the compelling reverence and frenzy encapsulating the Ram Mandir Pran Pratishta at Ayodhya all over our  Bharat and the World itself, my mind is intensely enveloped with divine feelings in my faith over the last few days. Overpowering feelings and emotions  have renewed the deep roots of belonging to divine within me, as I write this post. By Lord Rama's Grace, I express my feelings. Ownership: Ownership has many expansive expressions, An Adjective, Used  to emphasize that someone or something belongs or relates to the person or thing mentioned. "they can't handle their own challenges, but want to teach us " A Pronoun, Something that belongs to the person or thing mentioned. "Ram's life was like your own" A Verb, Have (something) as one's own; possess. " We own this Temple" Connotations as  be the owner or possess be the (proud) possessor of have in one's possession have to one's name cou...
Read more