Marketing Without Advertising | Manu Kumar Jain | TEDxIIFTDelhi

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  • Опубліковано 30 січ 2017
  • Is Advertising necessary to build a brand? Hear it from Xiaomi India Head, Mr. Manu Kumar Jain.
    Manu Kumar Jain is the Country Manager and India Head for Xiaomi, which holds the Guinness Record for the “most number of products sold on a single online platform in 24 hours”. He has been responsible for putting the Chinese company in India’s top five-selling smartphone brands, in record time. He features prominently among Fortune India’s 40 under 40 (2015 & 2016) and Business Today’s India’s top executives under 40 (2015). Jain also features among GQ’s 50 most influential young Indians (2015) and Economic Times’s 40 under 40 (2016).
    This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at ted.com/tedx

КОМЕНТАРІ • 548

  • @VivekMishra
    @VivekMishra 6 років тому +42

    Hi!
    I am from the future, today both Xiaomi and Facebook run Tav ads.

  • @hardikjoedits
    @hardikjoedits 6 років тому +381

    Watching this in 2018 when Xiaomi & Facebook both are running ads on TV in India :)
    Also focus on innovation and product are two different things. Xiaomi has cloned apple phones forever. They are doing well in India bcos their price point is the best.

    • @RajSharmaIndori
      @RajSharmaIndori 6 років тому +6

      Hardik Joshi Agree 200% .Plz what's app me at 90390 64164 and stay conected

    • @ZNXGAMING
      @ZNXGAMING 6 років тому +2

      Hardik Joshi 50% tru!!!

    • @ashWINAG
      @ashWINAG 6 років тому +4

      Retro Tech how come that low?? Xiaomi don't have a blueprint for future just launching random stuff. Maybe it's quality is good but in the long run they're making good R&D guys bleed.. Like Samsung

    • @ZNXGAMING
      @ZNXGAMING 6 років тому +1

      Ashwin George false bro!!

    • @rahulagarwal.19
      @rahulagarwal.19 6 років тому +7

      Came in comments section just to write that too. Google Facebook Apple Flipkart everyone is showing ads. Two of them are the biggest ad giants lol 😂

  • @DeepakKumar-nf8tn
    @DeepakKumar-nf8tn 6 років тому +38

    When i am watching a tv ad and buying a product and not only paying the tv ad which i am watching but also paying for thousands of other people who are watching but not buying.. It was very impressive......

    • @ruman2494
      @ruman2494 5 років тому

      Very thoughtful comment👌😂

    • @chiefmohit64
      @chiefmohit64 4 роки тому

      Deepak Kumar What are you trying to explain?

    • @upward_onward
      @upward_onward 4 роки тому

      Don't buy any product which is advertised

    • @manishjaiswal7421
      @manishjaiswal7421 4 роки тому

      Deepak Kumar Dear customers please don’t use Chinese brands in India, you are benefiting there economy , that will soon make India lose its northeastern states stating which Arunachal Pradesh. Start buying indian brands , interviews are good to watch for knowledge but don’t fall in the trap of being its consumer! Chinese brands are poisonous for indian economy

  • @SantyDeshmukh
    @SantyDeshmukh 6 років тому +44

    real truth is today young generation is mostly active on youtube , facebook , etc and xiaomi made a handset available at less cost so youtubers started reviewing as more than 65% of indians are young and young people are on youtube ... this did the magic for mi and people came to know and started buying so , so we can say , mi got free advertising

    • @akshaysali007
      @akshaysali007 5 років тому +2

      Sanchit Ravindra This is the real success funda for mi

    • @tundealade-bakare3113
      @tundealade-bakare3113 5 років тому

      Mi took an existing product beautified it and made it super cheaper than the forebear and flooded the market with it,the word of mouth angle took care of its sales promotion , a product just exactly like apple but runs on latest Android software and does everything like apple ,will definitely bsell.

  • @AniruddhJain111
    @AniruddhJain111 Рік тому +2

    Product is definitely the top most lever, followed closely by Network/Community of fans but the lesser discussed 3rd aspect of these giant companies is Ecosystem, which is how they lock their consumers in and each additional service you purchase with them make your life many times easier.

  • @chetanhmeshram
    @chetanhmeshram 5 років тому

    Lovely start ........ People should watch this as marketing is not just advertising

  • @MahiVlogs1707
    @MahiVlogs1707 6 років тому +294

    Summary - Build better products and rest will follow.

  • @animeshm3850
    @animeshm3850 4 роки тому

    Agree, No need to advertise if your product is good. Concentrate only on the quality and standard of the product. No advertisement.

  • @arunabhvarma9518
    @arunabhvarma9518 6 років тому +10

    Hi Manu, you are riding the novelty wave. Don't take it for granted. You will need traditional media to sustain in India.

    • @svkgta92
      @svkgta92 5 років тому +1

      You were absolutely right sir. Respect.

    • @svkgta92
      @svkgta92 5 років тому

      I would really like to pick your brain about some business related concepts, I have completed my MBA from XIMB and would love to have an opportunity to learn from you. If possible please let me know how to get in touch.

    • @Fortunelifespaces
      @Fortunelifespaces 4 роки тому

      may god prove you wrong...
      i m tired of tradional media... i m for "great product" which sells itself.... not used MI in life, but true believer in concept Mr. Jain laid out..

  • @Factindia7777
    @Factindia7777 Рік тому

    You are right but starting business people don't understand your
    product so marketing need

  • @vinayim
    @vinayim 4 роки тому +2

    3:03 your intuition was right.
    Jabong is no more !!!

  • @nikitasinha8181
    @nikitasinha8181 5 років тому

    Thank you so much sir👏👏👏

  • @prashagoyal
    @prashagoyal 4 роки тому

    Wish the talk was good as the video caption. Don’t think there’s anyone who thinks product isn’t the most important thing of a business

  • @infimode
    @infimode 5 років тому +499

    Next Ted-Talk - "Why are most of the CEOs bald?"

    • @peterweb
      @peterweb 5 років тому +24

      Stand out of crowd.

    • @kunalpurohit4171
      @kunalpurohit4171 5 років тому +19

      Coz of employees like us 😝

    • @BhupendraSingh-fi9dk
      @BhupendraSingh-fi9dk 5 років тому +27

      Cuz they scratch their head a lot while thinking about anything 😊

    • @praja07380
      @praja07380 5 років тому +4

      Tension bhtt rehta haina...hahaha

    • @madhavanand756
      @madhavanand756 5 років тому +27

      To save time of combing hair & avoid fashion thoughts 😁

  • @FACTFOX
    @FACTFOX 6 років тому +34

    To be at the exclusive of flipkart you need lots of bucks and Xiaomi had. Indirectly it was somehow advertising. I mean I can’t put my phone company on flipkart’s or amazon’s exclusive.

  • @mrinmaybiswas772
    @mrinmaybiswas772 4 роки тому

    Great knowledge sharing??

  • @Akkinone1
    @Akkinone1 6 років тому +2

    I think it is easier to create a big network in today's world when internet and social media is available everywhere. This helps in spreading the awareness. But 20 years back it would have been extremely difficult to create awareness for your product that too so fast. So he is true today a brand can be built without advertising but after a certain point advertising will be very useful.

  • @subodhsahu135
    @subodhsahu135 6 років тому +1

    Traditional marketing will never going to be end in India. As Advertising is important to recall the particular Brand (TOMA). Product quality also plays a imp. role. So what I think a good quality product with good marketing tools whether traditional or digital is the backbone of product success.

  • @SurendraChawla
    @SurendraChawla 5 років тому

    Absolutely correct . I agree with you one should always focus on product. Thanks
    South Delhi Cosmetic Clinc

  • @hashannanayakkara7856
    @hashannanayakkara7856 3 роки тому

    Good Speach Sir !!! Im from Srilanka❤❤❤❤

  • @khenghuatkoay4560
    @khenghuatkoay4560 3 роки тому

    Thanks Manu Kumar Jain for the wonderful sharing. Love it

  • @azamraza7860
    @azamraza7860 6 років тому +6

    Hmm... product is base of every company...but little bit problem about patanjali and dabur bcz whenever I watched news channel I saw only patanjali adds..

  • @mahadevkudamble1359
    @mahadevkudamble1359 2 роки тому

    this video is describing direct selling industry proud be a part of direct selling

  • @sumitchakraborty4544
    @sumitchakraborty4544 3 роки тому

    The way of marketing is going DIGITAL. Hands Down!
    Gone are the days when your customer targeting was general, and hope was the only option. Nowadays, online marketing has changed the overall shape of the market using data and behavioural science.
    It is indeed true that Product is essential, however without good marketing, Apple wouldn't have been Apple and many too.
    What Marketing does is, it accelerates and creates an emotional sense of the product plus, brand to the customers. It is an essential way to lead now.

  • @ronalddmello9321
    @ronalddmello9321 5 років тому

    It is not that these companies are not doing marketing.. Only the platform for marketing has changed from mainstream media to social media

  • @MrAkshay22
    @MrAkshay22 5 років тому

    sir you made it very easy ...to understand .... Thank you

  • @nifebehlim2236
    @nifebehlim2236 5 років тому +1

    U great men good men

  • @PAULSANDIP_DESIGN
    @PAULSANDIP_DESIGN 4 роки тому +7

    Glad that u spoke about the importance of having a good product. Hope to see more tech start-ups paying heed to this thought.

  • @livepollco4357
    @livepollco4357 6 років тому +1

    great video I agree with you that product is more important than the advertisement but Patanjali is also giving more advertisements.

  • @pratikjoshi9836
    @pratikjoshi9836 3 роки тому +2

    And Vision how Manu Sir see all this is most important

  • @ahadgarabkar9498
    @ahadgarabkar9498 4 роки тому +16

    Advertisements brings attention and converting that attention into a sale definitely depends upon your product or service.

    • @dhruvilpurani4806
      @dhruvilpurani4806 4 роки тому

      Bro he is telling what OTHER things are correct than only advertising.

  • @gentech21
    @gentech21 6 років тому

    My thoughts exactly match with your opinion manu..Keep it up

  • @anasabdullah3557
    @anasabdullah3557 4 роки тому +7

    Great product, good networks built a company without tv add.

  • @gweiringnyurene3712
    @gweiringnyurene3712 5 років тому +1

    The truth here is you might be successful with some type of shabby products in a very short run as a result of marketing and advertising, but to continue in business sustainability in the long run its about the product.

  • @vedanthamsharathchandra7599
    @vedanthamsharathchandra7599 5 років тому

    Great insightful speech.

  • @samratsengupta7532
    @samratsengupta7532 2 роки тому

    Why puts ads in OS. We have paid for the phone and these adds ruin our experience

  • @VikashSingh-yp4pg
    @VikashSingh-yp4pg 4 роки тому

    Fabulous

  • @abhikmaji7159
    @abhikmaji7159 5 років тому

    It is funny how people are judging a person, passed out from IIT and IIM, with an experience of working at Mckinsey & Company, and a MD & head of Xiaomi's Indian business just based on this video. I very much agree with his point of view, product is the king, a great marketing strategy helps when the product is great. And about Patanjali, the influence of Ramdeb worked, it connected with Indian older mindset. The truth is Patanjali targeted the older generation, since they tend to believe in ayurvedic products and once the older start using a products, younger generation also get influenced.

  • @riyazrahman9496
    @riyazrahman9496 4 роки тому

    Companies should spend lot of money on their products research and quality instead of begging through advertisement. make a good product and your product will create its own marketing world.

  • @na8951
    @na8951 2 роки тому +1

    100%agree

  • @aruns3106
    @aruns3106 6 років тому +8

    The products does all the marketing! Great insights into brand building.

  • @abhisheksreenivasan9353
    @abhisheksreenivasan9353 2 роки тому

    Though this speech was given 4years back, I felt like Manu was speaking about sci-fi unrealistic things from the early 2000's. But looking at current reality within a short span of 4years things have changed over pretty fast & consumers are adapting to the rapid shift which is proven by EV being a part of our daily life commute whilst autonomous vehicles are being run on commercial streets.

  • @vinuprasad8421
    @vinuprasad8421 6 років тому +2

    Great

  • @rahulshah3815
    @rahulshah3815 7 років тому

    Great concept. Underlying principle is... be real.... Be worthy.

  • @abhaymaheshwari2725
    @abhaymaheshwari2725 4 роки тому +1

    Awesome

  • @datawce923
    @datawce923 4 роки тому

    Learned lot from Mr.Jain

  • @BCSandBankJobCareer
    @BCSandBankJobCareer 4 роки тому

    great analysis. tnx

  • @jainamshah8524
    @jainamshah8524 4 роки тому +2

    wow..great analysis of advertising and branding

  • @rantukalita4675
    @rantukalita4675 3 роки тому

    Munu sar redmi note
    7 S . ma Miui 12 ka update kab tak aaega .

  • @jaydeep408
    @jaydeep408 6 років тому

    Topic is good. Visibility is very important for the product. Certain extent advertisement is necessary to get the result.

  • @peterweb
    @peterweb 5 років тому

    Very insightful information. Product is the king

  • @abunauamtonmoy2981
    @abunauamtonmoy2981 Рік тому

    Great video.

  • @kundanchhabra
    @kundanchhabra 7 років тому +1

    This is awesome! Thank you, Manu!

  • @abdsalam25
    @abdsalam25 Рік тому

    Bravo,

  • @aman979241
    @aman979241 5 років тому

    One of the best TED TALKS. I can relate to each and every line.

  • @Knowledgedhaba
    @Knowledgedhaba 5 років тому

    Perfect..

  • @rahulthakare9782
    @rahulthakare9782 2 роки тому +9

    Man be talking about marketing without advertising
    2018: Putting adds everywhere
    2020: Putting add in mobile OS.
    Irony!

    • @VaibhavSharan
      @VaibhavSharan 2 роки тому +1

      Hahaha. True. And fill its OS with ads.

  • @keshavsharma6748
    @keshavsharma6748 3 роки тому

    I was facing an issue with Xiaomi. No one in customer care solved my issue. I then sent him a DM on LinkedIn, he also did not respond. What a great leader he is and I should not talk about their customer service.

  • @ershadarshad11
    @ershadarshad11 4 роки тому +6

    I Think TEDx Must Bring A Pre-Show Evaluation Of Facts Going To Be Spoken On The Show, And Speakers Need To Pass A Verification Test For Their Contents.

    • @saipraneethreddy2
      @saipraneethreddy2 4 роки тому

      Wow that's a great idea , if Ted continues to publish unverified data it will have a dent on its credibility very soon 😑😏😏

    • @thatscnotk
      @thatscnotk 2 роки тому

      All TEDx talks are usually meticulously curated with a team from the organisation

  • @saranyadevakumar551
    @saranyadevakumar551 2 роки тому

    The great explanation about advertising and if your product is great you can build ur brand in your society thank you sir

  • @JayRodge
    @JayRodge 6 років тому +46

    But Vivo and Oppo are purely relying on Advertising, and still they are covering most of the offline market

    • @manvirsingh1088
      @manvirsingh1088 6 років тому +5

      Jay Rodge That's because they are probably the only offline sellers. Moreover in offline you can opt for Bajaj Finserv which majority prefers. Also nowadays a very small group of people prefer offline purchase and they are totally brainwashed by the shopkeepers because they are also paid to do so. This system is like that you can't really do anything.

    • @raj61091
      @raj61091 6 років тому

      but how good is their product???

    • @ruparanjanmohapatra726
      @ruparanjanmohapatra726 6 років тому +2

      Vivo & Oppo's market share is around 6% each where as Mi is no 1 in market share.

    • @aryajitdutta5395
      @aryajitdutta5395 5 років тому

      Jay Rodge but they won't be able to do that for long.

    • @subhabratasarkar9219
      @subhabratasarkar9219 5 років тому +5

      bcoz they give huge commision to offline sellers who heavily promote offline buyers to buy these products. you will know if you have visited any offline store to buy a phone.

  • @PavankumarGokarnakar
    @PavankumarGokarnakar 5 років тому

    Fair Review on Just Advertising vs Best Product

  • @Ssinghinc
    @Ssinghinc 4 роки тому +63

    I found more gyan in comments than talk

    • @shadowwarrior6833
      @shadowwarrior6833 4 роки тому +2

      Motta thevdiya paiyen omale unn kuthi mokka phone Mi Note 10 otha 80000 ah thirutu kuthi badu paiyA

    • @mike2010143
      @mike2010143 3 роки тому

      Where is gyan in this? What's different? He dint say any thing different it's just there in TEXT BOOK

  • @workingcontentaboutcoachin8289

    Beautiful

  • @wadithagamage
    @wadithagamage 4 роки тому +1

    *FMCG Company Patanjali's way of Negligable Advertising and Marketing Sucess Method anybody elaborate pls?*

  • @shamsfaishal6798
    @shamsfaishal6798 5 років тому

    its 2017 video and what about now you aare running ads lots of ads

  • @nagarajgb5053
    @nagarajgb5053 5 років тому

    Facebook becoming out from marker after what's up...
    Customer satisfaction is more important...

  • @ideafactorydubai3101
    @ideafactorydubai3101 6 років тому +1

    Ya bro .. I agree with it... itz zara business model anyway. Omancio ortego (founder of zara) has said it long back😀

  • @BhargavKhirsariya
    @BhargavKhirsariya 6 років тому

    In Gujarat, Balaji wafers and Namkeen company based in Rajkot, I never see this company Advertising in any medium like TV, Newspaper, Holding ext... than after this company capture around 90% market in Gujarat, Gujarati loved all products from this company

    • @vasimchaudhary1858
      @vasimchaudhary1858 4 роки тому

      They now advertising and rhey will be best namkeen company in India before 2022 ... It is proud of Rajkot...😉😄😄

  • @GautamNarse
    @GautamNarse 6 років тому +16

    No doubt what is sayin is right... but ☝🏻i had seen posters near station bandra west, mumbai, when note 4 was launched.. 🤭🤔

    • @khyatisethi96
      @khyatisethi96 6 років тому +1

      Gautam N He never mentioned that he doesn't use the traditional methods of advertising at all. They are still used by his company in some ways. But mostly the focus is shifting to other forms of marketing. Changes do happen, but it can't happen suddenly in a span of few years.

    • @akashjain1201
      @akashjain1201 6 років тому

      what he meant was, do not solely rely on ATL medium, specifically TV. Advertising encompasses a lot other medium, other than the Box.

  • @shubhangisoni1668
    @shubhangisoni1668 6 років тому

    Absolutely amazing vedio

  • @SatishKumarLA
    @SatishKumarLA 6 років тому +10

    The traditional advertising is not working but what other things mentioned are other ways of advertising. So my opinion is advertising is still important but more innovative way is needed.

    • @vimalpatra1440
      @vimalpatra1440 6 років тому

      Satish KumarA L It's not advertising. The term is called "marketing". Completely different things.

  • @murshidparavath3827
    @murshidparavath3827 5 років тому +13

    did he say - first saw internet in mobile at 2010.?

  • @kksrk
    @kksrk 6 років тому

    gr8 talk ...thanks to manu

  • @aplomblearningsystems5013
    @aplomblearningsystems5013 5 років тому

    Candid and practical 👍

  • @sanjivchouhan4455
    @sanjivchouhan4455 4 роки тому

    Great speech

  • @HandwritngExpert
    @HandwritngExpert 6 років тому

    You are 100% right dude

  • @gcmeshram6425
    @gcmeshram6425 4 роки тому

    Amazing speach bro ... Kudos

  • @journalistasmita
    @journalistasmita 5 років тому

    It's very true focus on the product . But how anyone would come to know that we have developed a good product ?

  • @umerj.
    @umerj. 5 років тому

    I am a shopify developer and I dont know how to market my services, how can I consider your "product" thing in my busioness? What am I doing wrong? Shopify?

  • @amolhegannavar9535
    @amolhegannavar9535 5 років тому +1

    Patanjali is making much more advertisement than any other FMCG sir! & also these advt is beneficial to them. I agree with you on one thing that is Product is base of Business, but now a days if you wish that in shorter time society should know about ur brand, then one should do advertise, like wise now Google & Facebook also doing TV Ads.
    So, my point of view is, one should do advertise, and if his product is really good , he will get result of ads too!!

  • @shailendraamrute1676
    @shailendraamrute1676 6 років тому

    I already used lava Irish and fascinating about foreign brands that's why I m asking l m already swadeshi apki baari kab aayegi

  • @manishkumar-ug4zk
    @manishkumar-ug4zk 4 роки тому

    Brilliant idea sir ji

  • @rohitgaikwad9011
    @rohitgaikwad9011 6 років тому

    Try to look what will work for you differently

  • @PositiveVibe007
    @PositiveVibe007 6 років тому

    Great....like

  • @Jyaguwar
    @Jyaguwar 6 років тому

    The topic will have better sound if replaced by 'How the dynamics of Marketing has changed over time with growing digital space'.
    A constructive critic,

  • @rbrahmadathanful
    @rbrahmadathanful 4 роки тому

    For a moment I thought the table fan on the wall was part of the IGNITE logo 😆😆😆 And I am not even high.
    What a great speech. He could have actioned it in an elevator and merely said, keep costs low and clone from America. Or vice versa.

  • @mehboobshaikh3217
    @mehboobshaikh3217 2 роки тому

    What an eye opener

  • @bestinjacob5331
    @bestinjacob5331 5 років тому +25

    The most runned tv ad in 2017-18 is pathanjali... I think you should study the current market.
    Also facebook and your company xiomi does tv ads today..
    Doing business without advertising is winking at a girl in dark

    • @briandsouza5718
      @briandsouza5718 4 роки тому +2

      He's telling about SRK and Salman Khan being taken as brand ambassador for no reason.
      But Xiaomi has Ranveer Singh with them as brand ambassador. Lol😁

    • @atulmundakkal5449
      @atulmundakkal5449 4 роки тому

      Just xiaomi things

    • @wisedoctor9201
      @wisedoctor9201 4 роки тому +4

      "...winking at a girl in dark" - if you haven't taken a copyright I strongly suggest you do!

  • @sumitbudhani1749
    @sumitbudhani1749 5 років тому

    Useful

  • @AsmitaAppliedArtAcademy
    @AsmitaAppliedArtAcademy 2 роки тому

    Yes... that might apply to FB or Tesla to some extent... But do you think P&G or Unilever or other FMCG Brands would be able to sell Biscuits, Chocolates and other Daily Products without Advertising? Advertising can 'Change' the ways... But it Can't Go Away !!

  • @sudhansumohanty7386
    @sudhansumohanty7386 4 роки тому

    What is the alternative of Brand endorsement ? This question was in my mind 10 years back & today some how I got the solution 👍

  • @lifeandjoyapplications9468
    @lifeandjoyapplications9468 6 років тому

    Great. I also believe in importance of quality products first.

  • @muddassirhabshi1196
    @muddassirhabshi1196 6 років тому +2

    They are advertising on flipkart and flipkart is advertising on tv.
    So indirectly they are advertising only.

  • @himangshudeka5849
    @himangshudeka5849 4 роки тому

    @TEDx Talks can I get this presentation (PPT)? I really wanted it

  • @Guitarmaster007
    @Guitarmaster007 6 років тому +145

    In a situation of Perfect Market competition, Marketing concept is also relevant. I do not completely agree with this man. He talked about Google, Facebook and Tesla......now please tell me who are the competitors of these brands in product category? There is google and yahoo only who are doing relevant work, Facebook has no other existing competitor in its category since the exit of orkut, and lastly Tesla motors.....even Tesla motors don't have any relevant competitor in the market except BMW i which is not even a complete electric car but a hybrid. He chose the topic PRODUCT but he could have chosen INNOVATION as his topic, because when we innovate a completely new service/product we have less competition in the market and a better chance to grow. There were many brands in India who despite of having superior products failed drastically Eg General Motors, FIAT, SKODA etc. Because more or less every company or brand is making better products now by using advance techniques and technology. The crux of this ted talk should be "Either your product/service should be unique in the market which no other competitor serves or you should know how to do relevant market positioning of your product if there is a high level competition.

  • @bachchayadav565
    @bachchayadav565 6 років тому

    Great though

  • @CarsSupercars
    @CarsSupercars 4 роки тому

    Nice tips

  • @yashasweekesharwani2723
    @yashasweekesharwani2723 4 роки тому +3

    Jio is upgrading so phone company are upgrading. phone company is upgrading so jio is upgrading so Xiaomi is upgrading and have potential to kill all brands but sir keep innovating keep renovating keep reinventing lover of xiaomi

  • @alexgoslar4057
    @alexgoslar4057 5 років тому

    Well said Manu