Monday, June 15, 2015
This Is the Straightest Road to Success
Tuesday, June 2, 2015
Words worth !
To mean one thing and to say it with the right word or phrase is a challenge in itself. Finding the right set of words to express your brand’s offering proves elusive at best and counter-productive at worst.
Getting it right or just a wee bit off target could spell the difference between success and failure. Take the case of Horlicks. It once stood for ‘nutrition’; and targeted families. The brand was sicker than the users who were using it!
And then Horlicks decided to target kids and made one small change in the way it described its offering. It replaced the word ‘nutrition’ with ‘nourishment’. It’s been ipaang gupaang japaang for Horlicks, ever since!
Yamaha has been talking about ‘speed’. But sadly, the bike is fast and sales are not. If only they used a better word - ‘Thrill’. The word ‘Thrill’ encompasses speed, builds an emotional layer to it and thus adds more oomph to the brand’s offering.
See, how one word makes a difference!
It’s not just about English words in advertising; the same applies to our 14-major-languages-and-million-dialects nation as well. The problem and challenges of using the right word or phrase is even more pronounced.
Take the word ‘Love’. Think of an equivalent word in your mother tongue. You probably can come out with five words. But note that each of those words should be used only in specific contexts. The equivalent word for love that describes brotherly love is different from the word that describes love between friends. The word to describe motherly love isn’t the same as the one that describes the love between a boy and a girl.
A wrong word in a wrong context could alter the meaning completely. Yet, in English all those different words gets translated into one catchall word – Love!
Put simply, the use of words matters. The use of the right word matters more. ‘Father’ and ‘Dad’ mean the same. Or do they?
Read this: ‘Anyone can be a father; but it takes someone special to be dad’. Now, the two words don’t mean the same!
Here is another interesting marketing story that highlights the importance of using the right words to make the perfect difference.
A school in Virginia had trouble filling a course called ‘Home Economics for Boys’. Considering the title, this isn’t too surprising. First, the word economics puts off most students who consider it boring and bereft of bliss. Secondly, the use of the word ‘boys’ is demeaning. Once into their teens, no self-respecting boy considers himself a boy. He sees himself as a man in the making. So, it was to nobody’s surprise that the course ‘Home Economics for Boys’ found no takers.
The school tried everything possible to popularize the course but in vain.
Then they did what most marketers don’t. They put themselves in the consumer’s shoes and thought through the problem using the consumer’s viewpoint. The answer became obvious.
The problem was not the course. It was the title of the course – the words they had used. The school renamed the class ‘Bachelor Living’.
120 boys immediately signed up!
Words cost nothing. But matter much. Weigh your words watchfully. And watch it’s worth work wonders!
Saturday, October 6, 2012
Never Give up :)
One day a young lady was driving along with her father. They came upon a storm, and the young lady asked her father, “What should I do?"
He said "keep driving". Cars began to pull over to the side, the storm was getting worse."What should I do." The young lady asked. "Keep driving," her father replied.On up a few feet, she noticed that eighteen wheelers were also pulling over. She told her dad, "I must pull over, I can barely see ahead. It is terrible, and everyone is pulling over!"Her father told her, "Don't give up, just keep driving!" Now the storm was terrible, but she never stopped driving, and soon she could see a little more clearly.After a couple of miles she was again on dry land, and the sun came out. Her father said, "Now you can pull over and get out." She said "But why now?" He said "When you get out, look back at all the people that gave up and are still in the storm, because you never gave up your storm is now over”.This is a testimony for anyone who is going through "hard times".
Moral: Just because everyone else, even the strongest, gives up, you don't have to. If you keep going, soon your storm will be over and the sun will shine upon your face again
Thursday, January 5, 2012
Rural Marketing :)
படிக்காத கிராமத்தாரிடம் கைபேசியின் நிலைமை படியுங்கள்.........
“தம்பி இதுல கண்ணம்மான்னு ஒரு பேரிருக்கும். எடுத்துக்குடு” - அந்தப் பெரியவர் தன் சீட்டிலிருந்து என்னிடம் அவரது நோகியாவை நீட்டினார். நோகியா 1100. பலரது ஆல்டைம் ஃபேவரைட் மொபைல்.
பேருந்தில் ஏறும் வாசலை ஒட்டிய, இடதுபுற இரட்டை சீட்டில் நானும் உமாவும் அமர்ந்திருந்தோம். வலது புறம் அந்தப் பெரியவர் அமர்ந்திருந்தார். நான் கண்ணம்மாவைத் தேடினேன். மொபைலில். ம்ஹும். ‘K' வரிசையில் அப்படி ஒரு பெயரே இருக்கவில்லை.
“ஐயா.. அந்தப் பேரே இல்லீங்களே..”
“அடென்ன தம்பி.. உன்ரகூட ரோதனையாருக்கு. நமக்கு அதெல்லாம் பார்க்கத் தெரியாததாலதானே கேட்கறேன்.. ரெண்டு நாள் பேசலைன்னா நம்பர் அவிஞ்சு போயிருமா.... இல்லீன்ற?” என்றார் கொஞ்சம், கோபமும் கொஞ்சம் எரிச்சலும் கலந்த தொனியில்.
“இல்லைங்கய்யா.. கே-ல கண்ணம்மாங்கற பேர் இல்லைங்க...”
“அதெ எவன்கண்டான் கேயாவது ஏயாவது... நல்லாப்பார்த்து எடுத்துக்குடு.. வூட்டுல சமைக்கச்சொல்லோணும்” என்றார்.
மணி இரவு ஒன்பதரை. கோவையிலிருந்து திருப்பூர் சென்று கொண்டிருந்தது பேருந்து. நான் மறுபடி தேடிவிட்டு “இல்லைங்க...” என்றேன். அவர் என்னை மேலும் கீழும் பார்த்துவிட்டு,
உமாவை நோக்கி “நீ பாத்துக்குடும்மணி.. என்ர மருமவப்புள்ள மாதிரி நீயும் வெவரமாத்தான் இருப்ப” என்றார். நான் இந்த நேரத்துக்குள் அவரை ரசிக்கத்தொடங்கியிருந்தேன். உமா சிரித்துக் கொண்டே ‘அந்தப்பேர் இல்லீங்கய்யா.. அவர் பார்க்கறப்ப நானும் பார்த்தேன்’
என்றார். “ம்ம்ம்... அப்டீன்னா பாலு இருக்கான்னு பாரேன்” என்றார்.
நான் ஃபோனை வாங்கிப் பார்த்தேன். Balu K, Bala, Balasubbu என்றொரு நான்கைந்து பாலுக்கள் இருந்தனர். அவரிடம் சொல்லி, கேட்டேன்.
“எந்த பாலுங்க?”
“என்ர மவன்தான்”
உமா சிரித்துவிட்டார்.
அவர் பார்க்கவே, ஜன்னலோரம் முகம் திருப்பிக் கொண்டார்.
“அதெல்லாம் இதுல இல்லீங்கய்யா.. என்ன பேர்ல பாலுவை நீங்க இதுல பதிவு செஞ்சிருக்கீங்கன்னு தெரியணும்” என்றேன்.
“என்ர மவனை மொதல்ல ஒதைக்கணும். இந்தக் கெரகம் வேணாம்னா கேட்டாத்தானே..” என்று கொஞ்சம் உரக்கவே - சொல்லிவிட்டு “கொஞ்ச நேரம் முந்திகூட கூப்டான் கண்ணு...” என்றார்.
“அப்டீன்னா இருங்கய்யா..” என்று சொல்லிவிட்டு ரிசீவ்ட் காலை சோதித்தேன். பாலு.கே என்றிருந்தது. அதை டயல் செய்து ‘பேசுங்க..’ என்று அவரிடம் நீட்டினேன். என்னை ஆழமாக முறைத்து.. ‘இப்ப மட்டும் எப்படிக் கெடச்சுதாம்?’ என்று கேட்டுவிட்டு
‘அடே பாலு.. வூட்லயா இருக்கியா தோட்டத்துலயா?...’ என்று உரத்த குரலில் பேசத் தொடங்கியவர் ‘ பாலு... பாலு.... இதென்ன அவன் சமாட்டீங்கறான்..?’ என்று என்னைப் பார்த்துக்கேட்டார்.
நான் ஃபோனை வாங்கிப் பார்க்க ரிங்டோன் போய்க் கொண்டிருந்தது. இன்னும் அவர் எடுக்கலைங்க’ என்று சொல்லச் சொல்ல எடுத்தார் யாரோ. அந்தப்பெரியவரிடம் நீட்டினேன். அவர் மகன்தான். இரவே திரும்பிவிடுவதாகவும், அதனால் மருமகளை சமைத்து வைக்கச் சொல்லியும் கூறினார். அதற்குள் நான் என் ஃபோனில் Angry Birds விளையாடஆரம்பித்திருந்தேன். அவர் ஃபோனை வைத்துவிட்ட கொஞ்ச நேரத்திற்கெல்லாம் அவருக்கு ஒரு அழைப்பு வந்தது.
எடுத்தவர் பேசத் தொடங்கினார். இப்போது அழைத்தது அவர் மருமகள். பேசியவர் முடிவில்.. “அவன் தோட்டத்துல இருப்பான். உன்ரகிட்டயே சொல்லிடலாமுன்னு பார்த்தா, இங்க ஒரு தம்பி இதுல உன்ர பேரே இல்லைன்னுடுச்சு” என்று என்னைப் பற்றி புகார் வாசித்துக் கொண்டிருந்தார்.
ஃபோனை வைத்துவிட்டு ‘இப்ப பேசிட்டேன்ல? படிச்சவனாட்டம் இருக்க.. இத்தாத்தண்டில போனை வெச்சு நோண்டிகிட்டிருக்க.. பேரில்லைன்ற” என்று அவர் சொல்லவும், ‘இங்க குடுங்கய்யா’ என்று அவர் ஃபோனை வாங்கி ரிசீவ்ட் காலைப் பார்க்க ‘Gannama”
என்று இருந்தது. “ஐயா.. கண்ணம்மாக்கு கே தாங்க வரும்.. இதுல
ஜி போட்டிருக்கு. அதான் தெரியல..” என்றேன். “அந்தக் கெரகெமெல்லாம் எனக்குத் தெரியுமா.. படிச்சவனுக. உங்களுக்குதான் தெரியணும்.. “ என்றவர் “சரி விடு... என்ர மருமவன்கிட்ட பேசணும்...
சுப்புன்னு இருக்கும்பாரு... எடுத்துக் கொடு” என்றார்.
நான் 'A' விலிருந்து தேட ஆரம்பித்தேன்.
Wednesday, January 4, 2012
Marketing Errors Around the World !!!
Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."
Clairol introduced the "Mist Stick," a curling iron, into German only to find out that "mist" is slang for manure. Not too many people had use for the "manure stick".
Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux.
The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty."
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English.
An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa).
In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave," in Chinese.
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company mistakenly thought the spanish word "embarazar" meant embarrass. Instead the ads said that "It wont leak in your pocket and make you pregnant."
The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, "ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."
Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it renamed the car in its Spanish markets to the Caribe.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
Tuesday, January 3, 2012
Literally lateral !
There are five questions here. Don’t look at the answers immediately after each question but try answering all of them and then scroll down for the answers.
Good luck!
1. A woman had two sons who were born on the same hour of the same day of the same year. But they were not twins. How could this be so?
2. A murderer is condemned to death. He has to choose between three rooms. The first is full of raging fires, the second is full of assassins with loaded guns, and the third is full of lions that haven’t eaten in three years. Which room is safest for him?
3. Can you name three consecutive days without using the words Monday, Tuesday, Wednesday, Thursday, Friday, Saturday or Sunday? (or day names in any other language)
4. A man is wearing black shoes, socks, trousers, coat, gloves and ski mask. He is walking down a back street, with all the street lamps of. A black car is coming towards him with its light off, but somehow he manages to stop in time. How did the driver see the man?
5. Why is it better to have round manhole covers than square ones? (This is logical than lateral, but it is a good puzzle that can be solved by lateral thinking techniques. It is supposedly used as an interview question by a leading software company for prospective employees.)
Here, are the answers….
1. They were two of a set of triplets (or quadruplets). This simple puzzle stumps many people. They try outlandish solutions involving test-tube babies or surrogate moms. Why does the brain search for complex solutions when there is a much simpler one available?
2. The third. Lions that have not eaten in three years are dead!
3. Sure you can. Yesterday, Today and Tomorrow!
4. It was day time.
5. A square manhole cover can be turned and dropped down the diagonal of the manhole. A round manhole cannot be dropped down a manhole. So for safety and practicality, all manhole covers should be round.
Monday, January 24, 2011
THE TOP TEN DO'S WHEN STARTING A BUSINESS
- Live frugally and begin saving up money for starting your business.
- Learn your intended business by working for someone else in the same business first.
- Consider the benefits of starting a moonlight business.
- Consider the advantages of operating a family business.
- Objectively measure your skills and training against potential competition.
- Consider subcontracting to low cost suppliers if you're manufacturing a product.
- Test market your product or service before starting or expanding.
- Make "for" and "against" list describing the specific business you are considering.
- Talk to lots of people in your intended business for advice.
- Make a comparative analysis of all opportunities you are considering.
Top Ten Mistakes Made in Starting a Business
- Not picking the right business to begin with.
- Inadequate prior experience in the business.
- Quitting job security too soon, before adequate plans are laid
- Not having a progressively updated written business plan.
- Inadequate cash flow management (running out of money.)
- Opening a business in the wrong location.
- Inadequate protection in business documents including leases.
- Failed partnerships.
- Lack of selling and marketing know-how.
- Expanding too rapidly before adequate testing.
Saturday, April 17, 2010
Stop a nuclear disaster
Hi ,
Our government is churning out one hazardous bill after another. This time it is a bill called the Civil Liability for Nuclear Damage, and it's coming up for a vote in a couple of days.The bill lets U.S. corporations off the hook for any nuclear accidents they cause on Indian soil. They'd only have to pay a meagre amount, and Indian taxpayers would be stuck paying crores for the nuclear clean up and to compensate the victims.
Without any public debate, the Prime Minister is appeasing American interests and ignoring our safety.
Greenpeace is launching a petition asking the PM to hold a public consultation before introducing the bill.
I have already signed this petition. Can you join me?
http://www.greenpeace.org/india/stop-the-vote2
Thanks!
creativesaran@gmail.com
You are receiving this email because someone you know sent it to you from the Greenpeace site. Greenpeace retains no information about individuals contacted through its site, and will not send you further messages without your consent -- although your friends could, of course, send you another message.
Monday, August 17, 2009
Customer Service or "Disservice"
Is it true? Are we obsessed with customer service?
We are not even close. When it comes to customer service, we are light years away. We are probably better than we were during the socialist era of the past but we still have miles to travel.
Let me list two examples here. These are not run-of-the-mill brands that I am talking about. These are India’s most respected. If this is what the best of India has to offer when it comes to customer service, you can work out the math yourself about others.
These examples are not figments of somebody’s imagination. They are as experienced by yours truly!
Tata Sky: If you were to add a new package to your existing list of channels, all you have to do is just SMS from your registered mobile to Tata Sky customer care centre. A piece of cake you say. But wait till you wish to drop the same package and you would realize the shenanigans of Tata Sky. Nah, you can’t just SMS, you have to call only. It would take an eternity to reach a customer care representative. And till you reach that abominable snowman, the Mr. Big foot, be prepared to listen to hours of bilingual barrage promoting Tata Sky’s scintillating subscription packages and promotions.
HDFC Bank: Okay, you need a loan; all of us do and there are these modern and magnificently customer-oriented private banks that would come running if you care to just lift the phone and call. A representative would come home, assist you in filling the forms, help you with paperwork and have your demand draft delivered in less than 48 hours flat. Great, isn’t it? Only till you wish to prepay the loan. Try calling him and he would only ask you to visit their regional office that could be across the town, if you are lucky or could well be in another city. Travel there and your travails have just begun. You might have to wait in queue for hours, if not days. And the best part is when you ask the teller after repaying your loan what happens to your post-dated cheques that you had submitted. With as much expression as a corpse you would find him or her say, “Some post-dated cheques might still be presented for payment, and if it happens do go and talk to the concerned branch.” And before you try reasoning with the teller you would find him/her say, “Speak to the enquiry counter, not here; next. “
Before I sign off, I would like to share with you what I read long ago about a department store in Michigan U.S. Apparently the store has a plaque right at the entrance of the store that serves as directions to its employees and as an advisory to its customers. Here is what the plaque says:
Marketing Rules Here:
Rule No.1: The customer is always right.
Rule No.2: If you think the customer is wrong, read Rule No.1
Tuesday, June 2, 2009
சர்வீஸ் மார்க்கெட்டிங் அட் இட்ஸ் பெஸ்ட்
Wednesday, April 1, 2009
I'm Dead............
It's another morning...
..... Again I have to go to office.
Ohh, this is me... I shouted having a glance at my snap in today's news paper.
But what the HELL it is doing in the death column??
Strange...
One sec... Let me think, last night when I was going to bed I had a
severe pain in my chest, but I don't remember anything after that, I think
I had a sound sleep.
Its morning now, ohh...... It's already 10:00 AM, where is my coffee?
I will be late for office and my boss will get a chance to irritate me.
Where is everyone...??? I screamed.
"I think there is a crowd outside my room, let me check." I said to
myself.
So many people..... Not all of them crying...
But why are some of them crying...
WHAT IS THIS??? I m laying there on the floor...
"I AM HERE" .... I shouted!!! No one listened.
"LOOK I AM NOT DEAD" ... I screamed once again!!! No one was interested in
me.
They all were looking me on the bed.
I went back to my bed room..
"Am I dead??" I asked myself.
Where is my wife, my children, my mom-DAD, my friends?
I found them in the next room, all of them were crying... trying
to console each other.
My wife was crying... she was really looking sad.
My little kid was not sure what happened, but he was crying just b'coz his mom was sad.
How can I go without saying to my kid that I really love him, I really do
care about him..
How can I go without saying to my wife that she is really the most beautiful and most caring wife in this world..??
How can I go without saying to my parents that I m what I am ... just because of them ??
How can I go without telling my friends that without them perhaps I would have done most of the wrong things in my life... thank them for being there always when I needed them... and say sorry for not being there when they really needed me..
I can see a person standing in the corner, trying to hide his
tears...
Ohh... he was once my best friend, but a small misunderstanding parted us, and we both have strong enough ego to keep us that way.
I went there.. And offered him my hand, "Dear friend... I just want to
say sorry for everything, we r still best friends, please forgive me."
No response from other side, what the hell?? He is still preserving his ego, I am saying sorry... even then!!!
I really don't care for such people.
But one sec.... it seems he is not able to see me!!!! He did not see my extended hand.
My goodness... AM I REALLY DEAD???
I just sat down near ME; I was also feeling like crying...
"OHH ALMIGHTY!!!! PLEASE JUST GIVE ME FEW MORE DAYS..."
I just want to make my wife, my parents; my friends realize that how much I love them.
My wife entered in the room, she looks beautiful.
"YOU R BEAUTIFUL" I shouted.
She didn't hear my words, in fact she never heard these words coz I never said this to her.
"GOD!!!!" I screamed... a little more time plzzzzzzzzzzzzzz..
I cried...
One more chance please.... to hug my child, to make my mom smile just once, to make my dad proud of me at least for a moment, to say sorry to my friends for everything I have not given to them, and thank them for still being in my life....
Then I looked up and cried!!!!
I shouted....
"GOD!!!! ONE MORE CHANCE PLEASE!!!!"
"You shouted in your sleep," said my wife as she gently woke me up. "Did you have a nightmare?"
I was sleeping....
Ohh that was just a dream.... !!!!
My wife was there... she can hear me...
This is the happiest moment of my life...
I hugged her and whispered..... "U R THE MOST BEAUTIFUL AND CARING WIFE IN THIS UNIVERSE.... I REALLY LOVE U DEAR"
I can't understand the reason of the smile on her face with some tears in her eyes, still I m happy....
"THANK YOU GOD FOR THIS SECOND CHANCE??!!?"
So, Now it's not late.. forget Ur Ego, your past... and Xpress Ur love to others... Be friendly... Keep smiling forever.......
Life is just once...so kick away all the dump rules .............
Monday, February 23, 2009
De"Globalisation" ?
THE economic meltdown has popularised a new term: deglobalisation. Some critics of capitalism seem happy about it—like Walden Bello, a Philippine economist, who can perhaps claim to have coined the word with his book, “Deglobalisation, Ideas for a New World Economy”. Britain’s prime minister, Gordon Brown, is among those who fear the results will be bad.
But is globalisation really ending? The world’s economies are certainly slowing fast. And the speed and scale of this recession are raising doubts about the assumptions that had underpinned the drive to integrate world markets. At the end of 2008 the IMF said the world economy would grow 2.2% in 2009, less than half the rate in 2007. Now it thinks growth will be just 0.5% this year, the lowest for 60 years. Even that may be optimistic; in the last quarter of 2008, some economies shrank at annualised rates of over 10%.
Nobody ever said globalisation had ended economic ups and downs, but this feels different: prima facieevidence of big problems at least, and possibly of the failure of globalisation to deliver many of its advertised benefits, especially to the poor. True, economic slowdown is not the same as deglobalisation. And the slowdown has yet to affect one thing. For years, poor countries have been growing faster than rich ones; so far, they still are. The gap between real GDP growth in emerging markets and in rich countries widened from nothing in 1991 to about five points in 2007—and, says the IMF, it will stay at 5.3 points in 2008 and 2009. Helping poorer countries catch up has long been among the benefits touted for globalisation.
And yet the process is going into reverse. Globalisation means the global integration of the movement of goods, capital and jobs. Each of these processes is now in trouble. World trade has plunged. As recently as the first half of 2008, boosted by rising commodity prices and a falling dollar, trade was growing at an annualised 20% in dollar terms. In the second half of 2008, as commodities sagged and the dollar rose, growth slowed fast; by September, says the IMF, it was in reverse. In December, says the International Air Transport Association, air-cargo traffic (responsible for over a third of the value of the world’s traded goods) was down 23% on December 2007—almost double the fall in the year up to the end of September 2001, a result affected by the 9/11 terror attacks.
The downturn has been sharpest in countries that opened up most to world trade, especially East Asia’s tigers. Singapore’s exports are 186% of GDP; its economy shrank at an annualised rate of 17% in the last three months of 2008. Taiwan’s exports are over 60% of GDP; and its economy may fall as much as 11% this year. The downturn has also hurt rich countries that specialise in staid old-fashioned manufacturing—supposedly a safer activity than the reckless delusions of finance. On average, says the IMF, rich countries will contract 2% this year. But Germany and Japan, big exporters of capital goods, cars and electronics, will do worse, their economies shrinking by 2.5% and 2.6% respectively. In the last quarter their economies contracted alarmingly, falling at an annualised rate of 8% in Germany and by 13%—the worst since 1974—in Japan.
Small countries which went into businesses that grew in globalisation’s wake, like tourism, are also suffering. The World Tourism Organisation says international tourist arrivals fell 1% in the second half of 2008, which may not sound bad, but compares with growth of more than 5% a year for the previous four years. In the Caribbean, visitors may fall by a third this season; in some islands hotels are half empty, flights are being cancelled and national budgets, reliant on tourism, are strained.
In contrast, the biggest emerging markets are doing less badly so far. In India, where exports are around 15% of GDP, the government recently said growth in the year to April 2009 would be 7.1%; most forecasters put growth for the 2009 calendar year lower, but still about 5%. In Brazil the economy has been harder hit by falling commodity prices and declining exports. Most economists still think output grew a bit in the year to the fourth quarter, and put growth for 2009 at 1.5% to 2%. China was still growing by 6.8% in the year to the fourth quarter, though like Brazil it is probably stagnating. Chinese exports fell 18% and imports 43% in the year to January. All three countries have large domestic markets and relatively stable banking systems, which have not been liberalised.
The gap between toothless tigers and friskier BICs (ie, BRICs minus Russia, a special case because of oil) raises questions not so much about globalisation as a whole—after all, Brazil, India and China have been beneficiaries—as about particular aspects. Can one be too dependent on trade? How far should one liberalise banking? Is there a trade-off between taking advantage of good times and providing shock absorbers for bad ones?
Emerging markets’ trade problems have been worsened by shifts in capital flows, globalisation’s second big plank. According to the World Bank, net private debt and equity flows to developing countries will fall from $1 trillion in 2007 to $530 billion in 2009, or from 7.7% to 3% of those countries’ GDPs. The Institute for International Finance sees an even steeper fall; it says that this year banks will extract more from emerging markets in debt repayments than they inject in new loans. Bond markets in those countries collapsed in the last quarter of 2008, doing less than $5 billion of business; in the second quarter, they had issued about $50 billion of bonds.
As with trade, financial deglobalisation is hitting countries in a variety of ways. In this case, East Asia has been less affected because most countries there are net creditors. But eastern Europe and Russia have been hammered because local banks went on a foreign-borrowing binge, foreign banks piled into their markets (and piled out again) and because some countries lacked insurance policies against tough times. Although many big emerging markets have built up foreign-exchange reserves and cut their external debts, in eastern Europe reserves have been flat, external debts have risen and current- account deficits have grown considerably in the past decade. In these countries, the reversal of globalisation has exacerbated problems that were building up anyway.
People in emerging markets have mixed feelings about financial liberalisation and may not regret its reversal. But foreign direct investment (FDI) is different. Most people welcome new factories and new jobs. FDI is also one of the commonest routes by which skills and technology are transferred from rich to poor countries.
This, too, is falling. The United Nations Conference on Trade and Development (UNCTAD) says worldwide FDI inflows shrank 21% in 2008 to $1.4 trillion. The World Association of Investment Promotion Agencies says FDI will contract by a further 12-15% this year.
In contrast to trade, the investment impact of the global downturn has so far been hardest on the countries where the woes began: rich ones. They have seen FDI falls of one-third on average and by half or more in Britain, Italy and Germany. Finland and Ireland have seen net outflows. FDI flows to developing countries were still growing in 2008, albeit by only 4%, after a rise of 21% in 2007. Flows to big South American countries were up by about a fifth; those to India more than doubled, though they may ebb as GDP falters.
The third of the three main aspects of globalisation—jobs—is following the other two, with a lag. The International Labour Organisation forecasts that unemployment worldwide will rise by around 30m above 2007’s level in 2009. Most of that rise will be the result of recession, not deglobalisation, but some will be attributable to the fall in trade (exporting companies will lay off workers) and some to declining investment (if expansion plans are cut, new jobs will not be created).
Deglobalisation will have a dire impact on migrants. In the past decade, more people have been moving voluntarily than ever before; now, some are going home. Those who provided labour for the housing boom in America (notably Latinos), Ireland (Poles) and China (rural Chinese going to cities on the eastern seaboard) have been among the first to be laid off. In Spain newly jobless builders are competing with migrants there for jobs picking fruit.
This will surely have an effect on the flow of remittances from rich countries to poor ones, although it has so far been quite resilient. In any case, economies that absorbed large numbers of foreign workers may take fewer. Some of the millions of South Asians who work in the Gulf, or the young Africans who flock to South Africa, or the Central Asians who work in Russia, may have to stay at home.
Yet for all the economic pain, the social and political fallout from deglobalisation has not yet been severe. Protests may still come. Or maybe national governments are absorbing most of the ire. In December, Greece saw riots after a police bullet killed a teenager. In France, unions brought over 1m people onto the streets for a one-day strike, and a riot in Latvia over economic policy ended in more than 100 arrests. But only in Britain, where workers have picketed refineries and power stations over the hiring of foreigners, has protest had a very anti-global tone.
This lag may be explained by residual support for globalisation, especially in emerging markets. A poll in 2007 by the Pew Global Attitudes Project found that majorities in 47 countries saw international trade as good for them; majorities in 41 out of 46 welcomed multinational firms; in 39 out of 47, most felt better off with a free market. In more than half the countries where changes could be tracked, support for free markets was rising.
When consensus wobbles
But is that still true? Last summer, on the eve of the meltdown, European Union pollsters reported that two-thirds of EU citizens saw globalisation as profitable only for large firms, not citizens. In 2002, according to the Pew poll, 78% of Americans thought foreign trade helped the country; by 2007 it was only 59%. A CNN poll in July 2008 showed that, for the first time, a small majority of Americans saw trade as a threat, not an opportunity.
Of the few worldwide polls to have been completed since then, one by Edelman for the World Economic Forum found that 62% of respondents in 20 countries said they trusted companies less or a lot less now. Manifestly, popular opinion backs more state regulation.
So far, this has mostly taken the form of pouring public money into banks and selected industries, notably cars. Last week Barack Obama set out plans for another vast bank rescue, and the French government promised €6 billion ($7.8 billion) in preferential loans to Renault and Peugeot-Citroën in return for pledges that no car factories would be closed in France.
There has been somewhat less evidence of trade protectionism. India has raised some steel tariffs. The EU has reintroduced export subsidies for some dairy products. Russia has raised import duties on vehicles. But there has also been movement the other way. The American Senate softened the “Buy America” provisions of the stimulus bill. Mexico said that by 2012 it would cut tariffs on thousands of kinds of manufacture. And some countries have sought a safe harbour, rather than embracing pure nationalism. East Europeans are even keener on the shelter of the euro; Iceland has applied to the EU; the Irish are more likely than they were to vote for the EU’s Lisbon treaty.
Despite the downturn, the nations of the world have not shunned globalisation. It has been protected by the belief of firms in the efficiency of global supply chains. But like any chain, these are only as strong as their weakest link. A danger point will come if firms decide that this way of organising production has had its day.
Thursday, February 19, 2009
Relax
Customer: 'Helloo, can I order..'
Operator : 'Can I have your multi purpose card number first, Sir?'
Customer: 'It's eh..., hold........ ..on..... .889861356102049 998-45-54610'
Operator : 'OK... you're... Mr Singh and you're calling from 17 Jalan Kayu. Your home number is 4094! 2366, your office 76452302 and your mobile is 0142662566. Which number are you calling from now Sir?'
Customer: 'Home! How did you get all my phone numbers?
Operator : 'We are connected to the system Sir'
Customer: 'May I order your Seafood Pizza...'
Operator : 'That's not a good idea Sir'......
Customer: 'How come?'
Operator : 'According to your medical records, you have high blood pressure and even higher cholesterol level Sir'
Customer: 'What?... What do you recommend then?'
Operator : 'Try our Low Fat Hokkien Mee Pizza. You'll like it'
Customer: 'How do you know for sure?'
Operator : 'You borrowed a book entitled 'Popular Hokkien Dishes' from the National Library last week Sir'
Customer: 'OK I give up... Give me three family size ones then, how much will that cost?'
Operator : 'That should be enough for your family of 10, Sir. The total is $49.99'
Customer: 'Can I pay by! credit card?'
Operator : 'I'm afraid you have to pay us cash, Sir. Your credit card is over the limit and you owe your bank $3,720.55 since October last year. That's not including the late payment charges on your housing loan, Sir.'
Customer: 'I guess I have to run to the neighbourhood ATM and withdraw some cash before your guy arrives'
Operator : 'You can't Sir. Based on the records, you've reached your daily limit on machine withdrawal today'
Customer: 'Never mind just send the pizzas, I'll have the cash ready. How long is it gonna take anyway?'
Operator : 'About 45 minutes Sir, but if you can't wait you can always come and collect it on your motorcycle.. .'
Customer: ' What!'
Operator : 'According to the details in system ,you own a Scooter,...registra tion number 1123...'
Customer: ' ????'
Operator : 'Is there anything else Sir?'
Customer: 'Nothing... by the way... aren't you giving me that 3 free bottles of cola as advertised?'
Operator : 'We normally would Sir, but based on your records you're also diabetic.... ... '
Customer: #$$^%&$@$% ^
Operator : 'Better watch your language Sir. Remember on 15th July 1987 you were convicted of using abusive language on a policeman... ?'
Customer: [Faints]..!!!!!God bless u..byee


