WAKAD - SOCIAL INFRASTRUCTURE

By sheer chance, I happened to browse this post I wrote almost an year and a half ago (on the 27th 0f February 2011). 

It seems as if time has stood still.

It looks like Wakad is caught in a time warp. 

Nothing has changed and life is exactly the same in Wakad.

So if you are planning to live in Wakad or are wondering about the quality of life and amenities in Wakad, here is the post, once more, for you to read.

But before you read the post below, let us do a reality check and see the status of those six things lacking in Wakad between THEN (2010) and NOW (2012)

WAKAD  Social Infrastructure

Then (2010) and Now (2012)

1. FOOD - Slight Improvement, but still no decent restaurants, only takeaway joints.

2. BANKS and ATMs - No improvement. Same as before. Nil banks and very few ATMs

3. SHOPPING CENTRES and MALLS - No improvement. There are no malls or departmental stores in Wakad. For your basic needs you have to go to D Mart in Hinjewadi or Baner or Reliance Mart in Aundh. There are no Malls in Wakad or nearby - you have to go to Chinchwad or Pune City. There is no bookstore or Coffee Shop or Lounge in Wakad.

 

4. MULTIPLEX - No improvement. Enjoy at home seeing movies on TV or go all the way to E-Square or Big Cinema in Chinchwad.

5. LANDLINE PHONES - No Improvement. BROADBAND - a few private players are there but no BSNL broadband. Most use the slow Reliance Netconnect USB. Mobile signals here are still weak and erratic for all networks.

6. MEDICAL FACILITIES - No improvement. Aditya Birla Hospital in Chinchwad is the nearest good hospital.

7. ROADS - Still dug up - work is going on at snail's pace for the last one year.

So, since nothing much has changed, read on and find out about life in Wakad (especially in case you are thinking of moving in here)

WAKAD - LIVING IN PUNE

By

VIKRAM KARVE

At present, there is Zero Quality of Life in Wakad.

Life is difficult in Wakad as even day-to-day requirements for a decent living are not available. And just imagine, Wakad is touted as a future “destination” and it is supposed to be a posh suburb of Pune. It is only when you start living here that reality strikes you.

I live in South Wakad, towards the Mula river, definitely the better part of Wakad, where at least the ambience is good, the view from my clean well lighted airy apartment is excellent with plenty of space all around and the air is fresh and unpolluted and there is still a bit of greenery around. I like the charming rustic ambience of the clean, serene, spiritual and well laid out Wakad village and once the connecting road is ready I will be able to walk down to the highway.

I really pity those who stay in North Wakad, on the other side of the Aundh Hinjewadi Road. North Wakad is a filthy, polluted, congested concrete jungle choking with traffic and terrible infrastructure. Construction activity is on full swing, with all the noise, dirt, and grime flying around, and there is a perpetual stench due to strewn garbage and debris, stray dogs abound dangerously and hapless people working on the construction sites defecate in the open fields.

Let’s hope for the best, stop cribbing and offer some constructive suggestions to improve the quality of life in Wakad. If anyone is listening, here is a small wish list of things urgently required in Wakad in order to alleviate the difficulties of Wakadkars and raise the quality of life.

I will list just SIX THINGS, six very basic requirements of urban life, to start with:

1. FOOD

There is an urgent need of some good value-for-money restaurants, eateries and fast food joints because, today, there is nowhere you can go to eat out in Wakad. 

Yes, you do not even get a decent Vada Pav or Bhel or Pani Puri or Misal or Dosa or Idli or Utthapam or Chola Bhatura or Pav Bhaji or a pastry or ice cream or a quality hygienic affordable value-for-money meal in Wakad. 

You can't even get a decent cup of tea or coffee. If you want to have a snack, dosa, idli or an affordable meal, you have to go all the way to Aundh or to Sadanand in Baner. 

There are a few expensive hotels and overpriced “dhabas” on the Mumbai – Bangalore highway and on the Hinjewadi Road but what one needs are clean decent family places, like Udipi Restaurants, which are not too much of a burden on the pocket. 

Let’s also have some good fast food joints, an ice cream parlour, cafes and street food places (pav bhaji, Chinese etc) too. A Khau Galli (planned by PCMC near the waterfront) would be great. There are no good sweet shops or halwais out here in Wakad. We require some home delivery restaurants too. Till then the only option is to order a pizza from Domino or a Burger from McDonalds.

2. BANKS and ATMs

There is just one ATM in Wakad - the solitary State Bank of India ATM in the petrol pump premises. 

Surprisingly there is not a single branch of any well-known bank in Wakad. 

I wish ICICI Bank, HDFC Bank, Axis, SBI and other big nationalised banks open Branches and ATMs soon in Wakad considering the huge customer base.

3. SHOPPING CENTRE and MALLS

Believe it or not!

There is no departmental store, electronic goods store, bookstore, shopping centre or mall in Wakad? There are hardly any shops either. Even to buy the basics you have to go all the way to Baner or Aundh or Chinchwad or Hinjewadi, which are quite far away. Just imagine the business such commercial enterprises would generate.

4. MULTIPLEX

If you want to see a movie, you go all the way to ESquare more than 12 kilometres away and on holidays, you may not get tickets. 

Is anyone planning a multiplex for all those entertainment hungry IT Pros living out here in Wakad? 

Maybe, a Multiplex like ESQUARE or INOX - a decent place to spend a day and hang out.

5. LANDLINE TELEPHONES and BROADBAND INTERNET

Let me tell you something you will probably not believe, incredible but true. 

You cannot get a BSNL Landline or Broadband Connection in Wakad, the home to IT Professionals. 

Just before I relocated, I made a request via internet to BSNL for a landline and broadband connection at my new apartment in Rohan Tarang and promptly got an SMS that their staff would visit my place and give the connection immediately. 

I waited for a few days and when no one from BSNL turned up, I enquired with BSNL. I was shocked when BSNL informed me that it was not possible to give me landline telephone or broadband internet connection as there was no optical fibre cable in that area. 

Well, I don’t live in an uninhabited desolate mofussil area in the back of beyond or deep within remote uncharted forests and jungles. 

I live in a most modern township just a stone’s throw away from the much hyped “state-of-the-art” Infotech Park at Hinjewadi in Pune, which is being flaunted as the IT Capital of India. 

And, by the way, most of the persons living out here are IT Pros and I am sure they require fast broadband internet connectivity. 

That’s “Cart before Horse” infrastructure development for you!

6. MEDICAL FACILITIES

At serial six of this wishlist for Wakad, last but not the least, we need medical facilities, a hospital, clinics, doctors, dentists, even vets for pets. Right now there are NIL medical facilities in Wakad - even for the smallest of ills one has to rush to Pune City or to Aditya Birla Hospital which is quite far away in Chinchwad.

I hope for the best.

Maybe this wish list will be realized and the quality of life in Wakad will be elevated to a decent standard. PCMC must be collecting a huge amount of property taxes from Wakad and I am sure they will plough back some of the money into the development of Wakad and make Wakad a happening place to live in.

A large number of IT professionals employed by top-notch IT companies like Infosys, Wipro, Cognizant, TCS etc located in the Rajiv Gandhi InfoTech Park in Hinjewadi live in Wakad. I trust these companies will also do their bit to improve the quality of life in Wakad as a part of their Corporate Social Responsibility or CSR. This will encourage more and more IT Professionals to live in Wakad which is very near their workplaces and will reduce commuting time, save expensive fuel costs and also help in alleviating the terrible traffic chaos on the roads from Hinjewadi to Pune City. I think the IT companies must play their role in the development of Wakad as this will ultimately benefit them in the long run.

Until then, the best thing to do is to STAY INSIDE and STAY COOL and enjoy a life of solitude and contemplation! 

If you live in Wakad, just imagine that you are not living in Pune but in some rural setting, a back of beyond mofussil area, and plan your weekly trips to enjoy the delights of Pune City.

Dear Readers, especially fellow Wakadkars, please do comment and add on to the list…

PS:

Let me end on a positive note and tell you the best thing I like about Wakad (in addition to the excellent connectivity, which is a well-known fact).

There is a beautiful garden on the banks of Mula where I spend my evenings on the lush green lawns by the waterfront enjoying the sublime spirituality in the air.

I eagerly await the BRTS – once this comes through there will be plenty of space for pedestrians and cyclists like there is on the BRTS Satara Road where one can enjoy one’s walks unhindered. As and when the BRTS sees the light of the day, one can hope to travel in the comfortable BRTS Buses to Pune city, the traffic congestion will ease too, and driving will become pleasurable.

Let's wait and watch - maybe Wakad will become a great place to live in.

To be continued ….

VIKRAM KARVE 

Copyright © Vikram Karve 2012
Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work.
© vikram karve., all rights reserved.

Did you like this blog post?
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About Vikram Karve

A creative person with a zest for life, Vikram Karve is a retired Naval Officer turned full time writer. Educated at IIT Delhi, ITBHU Varanasi, The Lawrence School Lovedale and Bishops School Pune, Vikram has published two books: COCKTAIL a collection of fiction short stories about relationships (2011) and APPETITE FOR A STROLL a book of Foodie Adventures (2008) and is currently working on his novel and a book of vignettes and short fiction. An avid blogger, he has written a number of fiction short stories, creative non-fiction articles on a variety of topics including food, travel, philosophy, academics, technology, management, health, pet parenting, teaching stories and self help in magazines and published a large number of professional research papers in journals and edited in-house journals for many years, before the advent of blogging. Vikram has taught at a University as a Professor for almost 15 years and now teaches as a visiting faculty and devotes most of his time to creative writing. Vikram lives in Pune India with his family and muse - his pet dog Sherry with whom he takes long walks thinking creative thoughts.

Vikram Karve Academic and Creative Writing Journal: http://karvediat.blogspot.com
Professional Profile Vikram Karve: http://www.linkedin.com/in/karve
Vikram Karve Facebook Page:  https://www.facebook.com/vikramkarve
Vikram Karve Creative Writing Blog: http://vikramkarve.sulekha.com/blog/posts.htm
Email: vikramkarve@sify.com

© vikram karve., all rights reserved.

   

SIX THINGS WANTED IN WAKAD PUNE

SIX THINGS WANTED IN WAKAD

By

VIKRAM KARVE

At present, there is Zero Quality of Life in Wakad.

Life is difficult in Wakad as even day-to-day requirements for a decent living are not available. And just imagine, Wakad is touted as a future “destination” and it is supposed to be a posh suburb of Pune. It is only when you start living here that reality strikes you.

I live in South Wakad, towards the Mula river, definitely the better part of Wakad, where at least the ambience is good, the view from my clean well lighted airy apartment is excellent with plenty of space all around and the air is fresh and unpolluted and there is still a bit of greenery around. I like the charming rustic ambience of the clean, serene, spiritual and well laid out Wakad village and once the connecting road is ready I will be able to walk down to the highway.

I really pity those who stay in North Wakad, on the other side of the Aundh Hinjewadi Road – it is a filthy, polluted, congested concrete jungle choking with traffic and terrible infrastructure. Construction activity is on full swing, with all the noise, dirt, and grime flying around, and there is a perpetual stench due to strewn garbage and debris, stray dogs abound dangerously and hapless people working on the construction sites defecate in the open fields.

Let’s hope for the best, stop cribbing and offer some constructive suggestions to improve the quality of life in Wakad. If anyone is listening, here is a small wish list of things urgently required in Wakad in order to alleviate the difficulties of Wakadkars and raise the quality of life.

I will list just SIX THINGS, six very basic requirements of urban life, to start with:

1. FOOD

There is an urgent need of some good value-for-money restaurants, eateries and fast food joints because, today, there is nowhere you can go to eat out in Wakad. Yes, you do not even get a decent Vada Pav or Bhel or Pani Puri or Misal or Dosa or Idli or Utthapam or Chola Bhatura or Pav Bhaji or a pastry or ice cream or a quality hygienic affordable value-for-money meal in Wakad. You can't even get a decent cup of tea or coffee. If you want to have a snack, dosa, idli or an affordable meal, you have to go all the way to Aundh or to Sadanand in Baner. There are a few expensive hotels and overpriced “dhabas” on the Mumbai – Bangalore highway and on the Hinjewadi Road but what one needs are clean decent family places, like Udipi Restaurants, which are not too much of a burden on the pocket. Let’s also have some good fast food joints, an ice cream parlour, cafes and street food places (pav bhaji, Chinese etc) too. A Khau Galli (planned by PCMC near the waterfront) would be great. There are no sweet shops or halwais out here in Wakad. We require some home delivery restaurants too. Till then the only option is to order a pizza from Domino or a Burger from McDonalds.

2. BANKS and ATMs

There is just one ATM in Wakad - the solitary State Bank of India ATM in the petrol pump premises. Surprisingly there is not a single branch of any well-known bank in Wakad. I wish ICICI Bank, HDFC Bank, Axis, SBI and other big nationalised banks open Branches and ATMs soon in Wakad considering the huge customer base.

3. SHOPPING CENTRE and MALLS

Believe it or not!

There is no departmental store, electronic goods store, bookstore, shopping centre or mall in Wakad? There are hardly any shops either. Even to buy the basics you have to go all the way to Baner or Aundh or Chinchwad, which are quite far away. Just imagine the business such commercial enterprises would generate.

4. MULTIPLEX

If you want to see a movie, you go all the way to ESquare more than 12 kilometres away and on holidays, you may not get tickets. Is anyone planning a multiplex for all those entertainment hungry IT Pros living out here in Wakad? Something like ESQUARE - a decent place to spend a day and hang out.

5. LANDLINE TELEPHONES and BROADBAND

Let me tell you something you will probably not believe, incredible but true. You cannot get a BSNL Landline or Broadband in Wakad, the home to IT Professionals. Just before I relocated, I made a request via internet to BSNL for a landline and broadband connection at my new apartment in Rohan Tarang and promptly got an SMS that their staff would visit my place and give the connection immediately. I waited for a few days and when no one from BSNL turned up, I enquired with BSNL. I was shocked when BSNL informed me that it was not possible to give me landline telephone or broadband internet connection as there was no optical fibre cable in that area. Well, I don’t live in an uninhabited desolate mofussil area in the back of beyond or deep within remote uncharted forests and jungles – I live in a most modern township just a stone’s throw away from the much hyped “state-of-the-art” Infotech Park at Hinjewadi in Pune, which is being flaunted as the IT Capital of India. And, by the way, most of the persons living out here are IT Pros. That’s “Cart before Horse” infrastructure development for you!

6. MEDICAL FACILITIES

At serial six of this wishlist for Wakad, last but not the least, we need medical facilities, a hospital, clinics, doctors, dentists, even vets for pets. Right now there are NIL medical facilities in Wakad - even for the smallest of ills one has to rush to Pune City.

I hope for the best. 

Maybe this wish list will be realized and the quality of life in Wakad will be elevated to a decent standard. PCMC must be collecting a huge amount of property taxes from Wakad and I am sure they will plough back some of the money into the development of Wakad and make Wakad a happening place to live in. 


A large number of IT professionals employed by top-notch IT companies like Infosys, Wipro, Cognizant, TCS etc located in the Rajiv Gandhi InfoTech Park in Hinjewadi live in Wakad. I trust these companies will also do their bit to improve the quality of life in Wakad as a part of their Corporate Social Responsibility or CSR. This will encourage more and more IT Professionals to live in Wakad which is very near their workplaces and will reduce commuting time, save expensive fuel costs and also help in alleviating the terrible traffic chaos on the roads from Hinjewadi to Pune City. I think the IT companies must play their role in the development of Wakad as this will ultimately benefit them in the long run.

Until then, the best thing to do is to STAY INSIDE and STAY COOL and enjoy a life of solitude and contemplation! Just imagine that you are not living in Pune but in some rural setting, a back of beyond mofussil area, and plan your weekly trips to enjoy the delights of Pune City.

Dear Readers, especially fellow Wakadkars, please do comment and add on to the list…

PS:

Let me end on a positive note and tell you the best thing I like about Wakad (in addition to the excellent connectivity, which is a well-known fact).

There is a beautiful garden on the banks of Mula where I spend my evenings on the lush green lawns by the waterfront enjoying the sublime spirituality in the air.

I eagerly await the BRTS – once this comes through there will be plenty of space for pedestrians and cyclists like there is on the BRTS Satara Road where one can enjoy one’s walks unhindered. As and when the BRTS sees the light of the day, one can hope to travel in the comfortable BRTS Buses to Pune city, the traffic congestion will ease too, and driving will become pleasurable.

Let's wait and watch - maybe Wakad will become a great place to live in.

To be continued ….

VIKRAM KARVE

© vikram karve., all rights reserved.

P's and Q's of MARKETING - The Law of the Hammer

TECHNOLOGY MARKETING
The Law of the Hammer

By

VIKRAM KARVE

The Law of the Hammer

“Give a child a hammer, and the child will use it on everything encountered.”

This is the law of the hammer and this seems to be the leitmotif of the technology marketing scene in the Indian context today. And, in many cases, this approach seems to be succeeding, at least in the short term.

The premise is that the customer is buying technology for technology’s sake, simply as a gimmick or to satisfy a perceived hedonistic need for novelty.

Addressing the human need for novelty is just one aspect of technology marketing, albeit an important one, and may yield rich dividends in the short term. However, a technological marketing strategy based solely on this approach is likely to be characterized by short market cycle, fast but unpredictable market penetration, and quick product obsolescence.

Success with high-tech products requires a confluence of technical understanding and marketing skills.

The P’s and Q’s of Marketing

Marketing is something which the producer or manufacturer has to do, or get done; it is not conferred on his product as if by right.

Marketing can be defined as “getting into the heads of your customers, identifying what they want, and giving it to them”.

Marketing, therefore, is addressing a need or a desire.

In the case of conventional products, the general need or desire is well known.

With new technological possibilities, the need or desire that is addressed is not always obvious. Therefore, in the care of new technology products, the technological marketer may have to take one step backwards to identify the fundamental role that his product can fulfill in the marketplace.

This fundamental approach can be modeled as “The P’s and Q’s of Marketing”.

The six P’s are: People, Product, Place, Price, Packaging, Promotion.

The three Q’s are: Quality, Quantity, Quickness.

The first step in technological marketing is to identify the role of technology in the new product, and hence how the PRODUCT relates to PEOPLE.

Technology can have four roles in new products. It can be the product itself, it can increase availability, can enhance distribution, and it can be present in the promotion.

•       The technology can be the Product itself. Technological inventions or innovations may lead to a revolutionary or exclusive which creates a dominant niche in the market [Examples: Mobile Phones (cell-phones), PC, Laptop, Walkman, Radial Tyre, Digital Technologies]

•       The technology can be in the Availability. A historical example is the gramophone record, which made available to the masses the virtuoso performance of the musical masters. People bought music. The technology is simply an enabling mechanism. Previously, the masses could have had access to some of the music only by attending live performances which was neither always feasible nor affordable. A more recent example Direct to Home (DTH) Television services. Thus, modern technologies make available desires that previously could not be met economically or practically.

•       The technology can be in the Distribution.  For example, Internet has revolutionized the whole approach of marketing, banking [with instantaneous electronic transfer of money], with increasing online sales. Hence, it is imperative today that manufacturers design their marketing strategy keeping the Internet in mind.

•       The technology can be in the Promotion. The image of a traditional product can be subtly changed by the means of presenting it, using modern packaging and design technologies, combined with high-tech advertising, promotional, marketing and sales techniques.

The Q’s relate to the ways in which technology can transform the availability and distribution of products aimed at fulfilling existing human needs.

•       For example, in the Indian context, the advent of Japanese and Korean technology made possible greatly increased QUALITY of automobiles and two wheelers (motorcycle, scooters) and therefore has expanded the availability of efficient quality cars and two wheelers in the Indian Market. The same is the case with most consumer, entertainment and household items. The technological marketer can often identify an existing need or desire for quality goods, and use technology to develop a quality product for this wider market.

•       The QUANTITY of attractive jewelry has been expanded with technological developments in the production of diamond simulants like cubic zirconia. Other examples include Digital Storage Technologies, Digital Quartz Watches, Automation Technologies, Agriculture, Dairy and Food Processing Technologies. Technology can often make possible products for that mass market that emulate up-market consumption without threatening the elite market place.

•       Today, satellite technology allows sports events to be simultaneously observed on television throughout the world; in fact, it facilitates instantaneous worldwide video, telephone, or data transmission, which evidence the way in which technology can improve QUICKNESS. At first, messages could be transmitted and received by the postal service (transportation technology), then telegram (telecommunication technology) and now Satellite and Information and Communication technologies [ICT] have made the communication process instantaneous [real-time].  Microwave Ovens are another example of how technology can improve QUICKNESS.

A Model For Technological Marketing

Technological Marketing focuses on inducing substitution, or seducing the buyer to purchase the new product or service.

However, it would be wise to remember that seductive propositions can cause unplanned babies. In the technological marketplace unplanned babies take the form of unexpected outcomes that offer new and potentially exciting product and service opportunities.

“Unplanned Babies” come out of using technology to ‘modernize’ something that has a well-established place in everyday life. One very common example is the use of Automated Teller Machines (ATMs). The original idea was that machines would carry out the age-old cash dispensing function more efficiently [The initial aim of the ATM was to use new technology to automate an old function carried out manually by bank tellers – cash dispensing].

A new way of doing things is always subtly different from what has been done before.

ATMs changed two things – where the cash was available, and when. These two aspects caused a fundamental change in the utility of the service received by customers. For the first time they could get cash 24/7 round the clock, off working hours, and away from bank premises. This indeed was a major new bank service. The customers were so delighted, demanded more and more and the banks were totally taken a back – they had not foreseen that automated cash dispensing machines could in fact produce a new service and they kept on enhancing value-added-services to the ATMs.

ATMs are now seen to be more than mere cash dispensing machines. Customers use ATMs to recharge their mobile phone pre-paid connections, pay their utility bills, even mutual fund transactions – making them at par with flexibility given in internet banking – only more secure.

This is an example of a new technology used for the old purpose giving rise to a new market situation. Microprocessor technology, VLSI and Nano Technologies are other examples of unexpected multi-dimensional changes leading to a large range of new products embodying multifarious market desires.

The progressive marketer stands back, looks at such a situation from a distance and reappraises it objectively, since it gives him the opportunity to get a much deeper understanding of the real needs and desires of the market-place. 

In a nutshell, technology marketing comprises analyzing existing market demands, addressing these existing demands through technology, reappraising and redefining market needs and desires in the light of response to new technology, and accordingly fine tuning products for the developing market-place.

VIKRAM KARVE

       

Copyright © Vikram Karve 2010

Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work.

 

VIKRAM KARVE educated at IIT Delhi, ITBHU, Lawrence School Lovedale, and Bishop’s School Pune, is an Electronics and Communications Engineer by profession, a Human Resource Manager and Trainer by occupation, a Teacher by vocation, a Creative Writer by inclination and a Foodie by passion. An avid blogger, he has written a number of fiction short stories and creative non-fiction articles in magazines and journals for many years before the advent of blogging. His delicious foodie blogs have been compiled in a book "Appetite for a Stroll". Vikram lives in Pune with his family and pet Doberman girl Sherry, with whom he takes long walks thinking creative thoughts.

Vikram Karve Creative Writing Blog -  http://vikramkarve.sulekha.com  

Academic Journal Vikram Karve –  http://karvediat.blogspot.com

Professional Profile of Vikram Karve -  http://www.linkedin.com/in/karve 

Foodie Book APPETITE FOR A STROLL –  http://books.sulekha.com/book/appetite-for-a-stroll/default.htm

Email: vikramkarve@sify.com

P's and Q's of Technology Marketing

TECHNOLOGY MARKETING

By

VIKRAM KARVE




The Law of the Hammer


“Give a child a hammer, and the child will use it on everything encountered.”

This is the law of the hammer and this seems to be the leitmotif of the technology marketing scene in the Indian context today. And, in many cases, this approach seems to be succeeding, at least in the short term.

The premise is that the customer is buying technology for technology’s sake, simply as a gimmick or to satisfy a perceived hedonistic need for novelty.

Addressing the human need for novelty is just one aspect of technology marketing, albeit an important one, and may yield rich dividends in the short term. However, a technological marketing strategy based solely on this approach is likely to be characterized by short market cycle, fast but unpredictable market penetration, and quick product obsolescence.

Success with high-tech products requires a confluence of technical understanding and marketing skills.



The P’s and Q’s of Marketing


Marketing is something which the producer or manufacturer has to do, or get done; it is not conferred on his product as if by right.

Marketing can be defined as “getting into the heads of your customers, identifying what they want, and giving it to them”.

Marketing, therefore, is addressing a need or a desire.

In the case of conventional products, the general need or desire is well known.

With new technological possibilities, the need or desire that is addressed is not always obvious. Therefore, in the care of new technology products, the technological marketer may have to take one step backwards to identify the fundamental role that his product can fulfill in the marketplace.

This fundamental approach can be modeled as “The P’s and Q’s of Marketing”.

The six P’s are: People, Product, Place, Price, Packaging, Promotion.

The three Q’s are: Quality, Quantity, Quickness.

The first step in technological marketing is to identify the role of technology in the new product, and hence how the PRODUCT relates to PEOPLE.

Technology can have four roles in new products. It can be the product itself, it can increase availability, can enhance distribution, and it can be present in the promotion.

• The technology can be the Product itself. Technological inventions or innovations may lead to a revolutionary or exclusive which creates a dominant niche in the market [Examples: Mobile Phones (cell-phones), PC, Laptop, Walkman, Radial Tyre, Digital Technologies]

• The technology can be in the Availability. A historical example is the gramophone record, which made available to the masses the virtuoso performance of the musical masters. People bought music. The technology is simply an enabling mechanism. Previously, the masses could have had access to some of the music only by attending live performances which was neither always feasible nor affordable. A more recent example Direct to Home (DTH) Television services. Thus, modern technologies make available desires that previously could not be met economically or practically.

• The technology can be in the Distribution. For example, Internet has revolutionized the whole approach of marketing, banking [with instantaneous electronic transfer of money], with increasing online sales. Hence, it is imperative today that manufacturers design their marketing strategy keeping the Internet in mind.

• The technology can be in the Promotion. The image of a traditional product can be subtly changed by the means of presenting it, using modern packaging and design technologies, combined with high-tech advertising, promotional, marketing and sales techniques.


The Q’s relate to the ways in which technology can transform the availability and distribution of products aimed at fulfilling existing human needs.

• For example, in the Indian context, the advent of Japanese and Korean technology made possible greatly increased QUALITY of automobiles and two wheelers (motorcycle, scooters) and therefore has expanded the availability of efficient quality cars and two wheelers in the Indian Market. The same is the case with most consumer, entertainment and household items. The technological marketer can often identify an existing need or desire for quality goods, and use technology to develop a quality product for this wider market.

• The QUANTITY of attractive jewelry has been expanded with technological developments in the production of diamond simulants like cubic zirconia. Other examples include Digital Storage Technologies, Digital Quartz Watches, Automation Technologies, Agriculture, Dairy and Food Processing Technologies. Technology can often make possible products for that mass market that emulate up-market consumption without threatening the elite market place.

• Today, satellite technology allows sports events to be simultaneously observed on television throughout the world; in fact, it facilitates instantaneous worldwide video, telephone, or data transmission, which evidence the way in which technology can improve QUICKNESS. At first, messages could be transmitted and received by the postal service (transportation technology), then telegram (telecommunication technology) and now Satellite and Information and Communication technologies [ICT] have made the communication process instantaneous [real-time]. Microwave Ovens are another example of how technology can improve QUICKNESS.



A Model For Technological Marketing


Technological Marketing focuses on inducing substitution, or seducing the buyer to purchase the new product or service.

However, it would be wise to remember that seductive propositions can cause unplanned babies. In the technological marketplace unplanned babies take the form of unexpected outcomes that offer new and potentially exciting product and service opportunities.

“Unplanned Babies” come out of using technology to ‘modernize’ something that has a well-established place in everyday life. One very common example is the use of Automated Teller Machines (ATMs). The original idea was that machines would carry out the age-old cash dispensing function more efficiently [The initial aim of the ATM was to use new technology to automate an old function carried out manually by bank tellers – cash dispensing].

A new way of doing things is always subtly different from what has been done before.

ATMs changed two things – where the cash was available, and when. These two aspects caused a fundamental change in the utility of the service received by customers. For the first time they could get cash 24/7 round the clock, off working hours, and away from bank premises. This indeed was a major new bank service. The customers were so delighted, demanded more and more and the banks were totally taken a back – they had not foreseen that automated cash dispensing machines could in fact produce a new service and they kept on enhancing value-added-services to the ATMs.

ATMs are now seen to be more than mere cash dispensing machines. Customers use ATMs to recharge their mobile phone pre-paid connections, pay their utility bills, even mutual fund transactions – making them at par with flexibility given in internet banking – only more secure.

This is an example of a new technology used for the old purpose giving rise to a new market situation. Microprocessor technology is another example of unexpected multi-dimensional changes leading to a large range of new products embodying multifarious market desires.

The progressive marketer stands back, looks at such a situation from a distance and reappraises it objectively, since it gives him the opportunity to get a much deeper understanding of the real needs and desires of the market-place.

In a nutshell, technology marketing comprises analyzing existing market demands, addressing these existing demands through technology, reappraising and redefining market needs and desires in the light of response to new technology, and accordingly fine tuning products for the developing market place.



VIKRAM KARVE

Copyright © Vikram Karve 2008
Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work.

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