Wednesday, November 24, 2010

IIPM Prof Rajita Chaudhuri on 'THE GOD OF SMALL THINGS'

IIPM BBA MBA Institute: Student Notice Board

Rajita Chaudhuri
IIPM Prof Rajita Chaudhuri
“If you cannot do great things, do small things in a great way,” said Napoleon Hill. This got me thinking about the significance of “small.” It’s the “small things” that have been changing and influencing our lives. Back in the 1960’s everyone was making big long cars. Doyle Dane Bernbach was hired by this company to create a campaign to promote an ugly looking car. It took a small headline to shake up the whole automobile market and changed all the existing rules of advertising forever. The headline read “Think Small”. Bernbach’s “Think Small” advertisement for the Beetle car was actually an exercise in thinking big. This ad catapulted the Beetle into fame and sales of the car (which no one gave much chance to succeed) actually broke all records and expectations. Not surprising then that in the list of the top 100 advertising campaigns, Volkswagen stands tall at the very top with its “Think Small” campaign that Bernbach created in 1959.

In fact, it was the “big” that drove Detroit into a ditch. GM, Ford and Chrysler had been America’s symbol of economic might and prosperity. They totally ignored the small and concentrated on big cars only. But it was the small and fuel efficient cars of Japan that helped them capture the US car market. In August 2008, the American car industry saw a drop in sales by 11%. Japanese carmaker Honda, on the other hand, out performed the sliding US auto industry with its US sales up by 1.2%. In 2007, Americans bought 55 light trucks for every 45 passenger cars. In July 2008, the ratio inverted and so did the fortunes of car companies. It’s the ones who focused on “small” that survived.
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