When Karl Kummer, a German was posted to the Indian operations of Xerox as the Director of Marketing, we did not know what to expect. At his first ever meeting, he regaled us with his discoveries from the streets of India:
ADDICTION: Every Indian kabaadi and pan- wallah knows marketing! The pain of disposing old newspaper is no secret; show up at periodic intervals to ‘relieve their pain’. The buyer believes and the seller willingly obliges the former into a deceptive game of self-seduction.
AFFINITY: ‘Fortune tellers’ in India respond to something that the customers think is essential for them to know and do not, but presume the fortune teller knows better. Any subject of scarcity in India seems to offer a case for sale! So why not provide expert advice on all subjects of perceived scarcity and build up goodwill and customer base?
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