Author: Ankur Ashta
Genre: Non Fiction, Marketing
Consumer insight, though a potent possession, is not a magical agent that transpires from years of scrutiny and soul-searching. All it takes is a basic understanding of what enhances the pleasure for human beings and what reduces their pain. We all have, for example, used the ATM to withdraw cash, sometime or the other. Consider a situation where a person visiting the ATM doesn’t have to bother to key-in the amount he needs; the ATM recognizes him and hands him the money basis his identified needs. “Heart, Mind & Wallet” aims to highlight the handiness of insights, while – at the same time – capturing their potential, bringing into focus, in the context, how certain thought-leaders have used them to create winning stories.Consider a company leveraging expiry date for pillows to increase the sales of the product by more than 300%. Also, consider a company bridging the gap between ice-cream parlours and consumers and re-writing the way, ice-cream is consumed in India. This well-researched book throws light on some innate human factors, which – while being ridiculously entertaining – are also capable of defining success or failure of a brand. The book has been written in a fairly easy to understand language and, explains everything with loads of exciting stories and marketing examples (largely in Indian context).
This book explains marketing concepts without being too preachy. With extremely easy to understand and interesting examples, for managers, MBA students as well as those who have any interest in marketing.
The ice cream case study as well as the consumer and seller psychology by a simple sales guy was just so interesting.The main thing that sets this book apart from all others is that it is written in Indian context. Marketers of India face a tough time as Indians use products differently, and there needs to be different marketing tatctics that work with us, which comes out brilliantly in the Godrej Hair Dye Case Study.
This is a short, but very insightful and interesting read.
(I received a copy of this book though Goodreads “First reads” program)