Its Time to Recognize Farming as a Business

Often tangled in cahoots of cheaper food supplies and better farm price realization, governments have kept Farming as a Business at abeyance. As a result, farming lost its lucrativeness as a profitable business. The need of the hour is that the government start liberalizing agriculture industry. Let me jot some points to ponder -

Supply concerns, anymore??

India’s population growth rate (not the population) have declined and its currently around 1%. During the 1970s on an average, a woman used to give birth to almost 6 children but now it is 2.1. Over the last 3-4 decades, our average food production growth rate is around 3%. We swapped the deficient tag with food surplus tag. The worry of enough food isn't a challenge now

 

Growth requires liberalization/Deregularization??

India's GDP growth surpassed many, especially those who considered globalization as a threat. Post-1990s when we liberalized Indian economy the results are overwhelming. From an under-developing economy, we are now a leading economic superpower.

In the agriculture-related industry itself, fisheries grew by over 7% in the last 5 years and escaped the demons of regularizations.

Let the business be a business??

Procuring directly from farmers is a tough choice for food processors, given the laws often restrict fair dealing. The food processing in India has grown only by less than 1% CAGR for the last 5 years. With an expected exponential rise in per capita food availability, we need to make it storable or exportable to support the farm prices. MSP alone can't be a solution as it will only aggravate the government debts and taxes.

Farm income a paradox for Tax evasion??

A newspaper report from 2016-

“opposition lawmaker Sharad Yadav told parliament in March. Citizens declared about $29 trillion worth of agricultural income in the year through March 2011. That’s almost 15 times the value of India’s economy. The figure was the result of a Right to Information request by a former tax officer Vijay Sharma, who says the number is probably a computation error and should be closer to 1 percent of GDP or $20 billion. Several requests for clarification from the government have gone unheeded, which pushed him to approach the courts. In the nine years through March 2016, Indians declared $21 billion as agricultural income, according to provisional data from the Revenue Department.”

Not to anybody's surprise, farm income in India has often been a route for money launderers as it doesn't fall in business category at least in taxation.

Farming is a 9000 BC old industry. It was the foundation for the economy and civilization. Over the period, it lost the sheen due to populist attention. Its time for the government to return farming its old glory. They should start thinking of liberalizing agriculture and recognizing Farming as a Business.

Ankit

The Love Story

It was autumn of 2005, shaded brown leaves concealed the black color of the road. The bus stopped at the college gate, where Anuj was getting his admission. It was a beautiful campus with flowers all over. He studied well to get this prestigious college. Meritorious Anuj was also a handsome hunk often a topic in girls talk.

He saw Riya on the second day of admission, she came with her father. That sight so vivid even with closed eyes. Her blue jeans and white shirt with a shade of black eyelashes surrounding the most beautiful eyes took Anuj from himself. It was love at first sight. The talkative Anuj was speechless in front of Riya.

The day has come, he had to speak, and he did. He whispered to Riya, can I assign Rahna Hai Tere Dil Me aka RHTDM ringtone to your no.? She said Yes. The mobile revolution was mushrooming and Ambani’s free call came to rescue for most of the love birds.

Guess what! he not only got his mobile number but also heart he ever dreamt for. They were often found at canteen eating Maggi from one plate not just because of love but also to save the long bills of the canteen. Their story was an inspiration for all the budding love birds. Whenever, wherever the RHTDM played Anuj was most quick to check his phone.

At the graduation day, when many of the college love stories become distant, this one became stronger. Their families happily accepted both respectively. They married happily. A marriage which became the testimony of this love story.

These memories were scrolling like a movie in Anuj’s head, while he was sitting at the waiting area of a hospital. Suddenly, the nurse shouted, congratulations you are blessed with a princess.

His eyes were wide open, tears of joy were flowing through. He hugged his mom and rushed to see his princess. His mobile phone rang, no this time it wasn’t the RHTDM ringtone. He picked the phone and his expressions changed. He saw his daughter and wife Riya. He left the hospital even before he could take his daughter in his arms.

In no time he was up and ready, ready with his uniform. Captain Anuj had a call from his unit for an emergency posting at the border. It was a war like situation at the border. All the men in uniform were called to report at respective units.

A flight of two hours and Anuj never lost sight of his just-born daughter even for a single second. She looked awesome. He was still contemplating if she looked more like him. At least this time he can tell Riya, he was the dominating one.
Anuj was soon transferred to the war zone. An area where the enemy was shelling bombs across the border. Just after, four hours when he witnessed how human can create the world, he was at a place where mankind was showing the most brutal side.

Anuj was leading his battalion, they were fierce and in love with every inch of their motherland. Enemy tanks were at the continuous fire and his battalion was at the crest to kill every enemy. There were no cries only shouts and sounds of the boom.

The bullets were everywhere, many of his battalion members were making supreme sacrifice. Sacrifice for their motherland. Every sacrifice soul was adding the spirit to the fighting battalion. Soon the enemy found they are about to lose the war. But they were reluctant to accept the same. With limited troops, the opposition was on missile mode and Anuj with his team was dominating. There was a bullet fired from an enemy soldier, it struck the left shoulder of Anuj. The bullet could not make even a dent to Anuj’s Josh. He took missile launcher in the right hand and started firing more fiercely at bull’s eye aim. Anuj see from the left, there was a shout from a soldier.

The ceasefire was announced. The war ended, but the cries didn’t. Sound of the fire was heard from a large area. Civilians, animal, crops, houses were burned, burned alive. War made footprints, footprints which will exist for generations.

Today, Riya is joining the arm forces as Captain Riya. Captain Riya wife of Param Vir Chakra Captain Anuj. Capt. Anuj was hit by a grenade from the left. He martyred to his motherland on the day of his fatherhood.

Around 8 crore people lost their lives in the second world war alone. Every day, there are hundreds like Capt. Anuj lost their lives in war. The world needs to make a love story, the love story of a mankind, love story of peace.

Love,
Ankit

The Fortune Teller

He was playing in number 7 for his team. No. 7 jersey which is proudly worn by Cristiano Ronaldo and Mahendra Singh Dhoni. He was nothing less than those legends for his team. On a day, when he gets going, bowler could only plead for mercy. He is a record holder in the domestic league, run machine, power hitter with exemplary technique.

Last 3 matches, he was not at his timing, his shots are marred by edges. His final scoreline read 21,14,7 respectively. Selectors would be on the ground to scout for new batsman for their franchise. He was one on the list, maybe the top. The next two matches are crucial for his dream to play in IPL.
He was captivated in the thought of not losing this opportunity. He wanted to make the max of it, but his poor form was a stroke of bad luck for him. He wanted to bring good luck. He heard Baba Chagan Lal, a great fortune teller. Baba was followed by masses for his fortune reading. He wanted Baba's help for his future of playing in IPL.

He went to Baba’s shrine. Baba was meditating and telling people about their fortune. After two hours of wait, his turn came. He was escorted by Baba's deputy, who gave him instruction of not being loud, be nice and do not disturb the Baba.

Baba’s room was dark and the smell of hundreds of incense stick was making it a perfect religious place. As he walked in, Baba told to welcome the new king. He was shocked by how Baba knew, he would rule the game. How Baba was better than any Artificial intelligence and Machine learning. How Baba could see what his dad couldn't see in Mathematics mark sheet. Suddenly Baba spoke, my king the Sun isn't in your favor so does the Kingdom. You should wear yellow clothe and put Sunny Leone as your mobile wallpaper to please the sun. Baba's impeccable knowledge and easy solution for heat and brightness stunned him.

But there was a problem, the team kit was blue. He can't wear a yellow vest as the sides would often sneak from jersey. He searched the entire market and got a perfect yellow inner-piece. Good thing that it would be closest to the body. The match started, they were to bat first. He demoted himself to play more of spin bowling. The scoreline was 4 over 16/1. It was his turn to bat, he was confident that Sun will turn his fortune. He faced the second ball, it was spin on the attack. He made a lofted shot, the ball hit the middle of the bat and was flying to the boundary. He was in his crease watching it sailing over the ropes. There was a shout in his ears, Run. Excellent piece of fielding saved the six. The other batsman was in his crease, he had no option but run to the other end. The throw was sharp, and he was late, so late that he had to join the dugout on a duck.

He narrated this to Baba. Baba told, perhaps the sun was too close that mother earth couldn't bless him. To balance both, he should put green clothe next and keep Sunny Leone on mobile. He was awestruck, how baba knew that mobile had wireless powers while clothe can give him the earth blessings.
The green inner-piece was nowhere in the market, he decided to tailor it for him. He went to a tailor and was unbuckling his belt. Tailor said, no need of measurement and made an old-fashioned green color inner-piece.

The match started, they chose to bowl first. On a shot, he was stretching himself in the field to save run, he heard a sound. Sound that one of his clothes tore. He was checking his pants and in the process, he lost the laces of track-pants. Pants were fine, then what, the inner-piece! In hurry tailor stitched weakly, the inner-piece was torn, from the place where it shouldn't have been. Lost laces of pants increased the chances of dropping it on a fast run. He somehow managed the opponent innings. His team was supposed to chase 322 in 50 overs. This time, he was at his position, the opener, the Sehwag for his team. He was taking crease for the first ball. Opponent bowler was fierce, capable of clocking 150 KM/Hour. Bowler was on the run-up, the shorter one. The torn inner-piece and loose pants were on his mind. He can’t take a quick single as he will drop his pants and assets would be visible especially to the selectors. He can't play lofted shot as he is still to adapt for pitch and the bowler. By the time, he decided to play a grounded shot the ball passed him and hit straight to middle stump. He couldn't even move his bat.

He was head-down, running from the field. He wanted to make the Baba’s head as his practice ball. But all he could manage to hold the waist of loose pants.

Baba industry is big but no real estimation, guess its because there is no taxation. Industry size in India could be around USD 45 Bn, given an average person is spending 0.5% of his income on Baba's services. One should have faith and optimism, but nothing moves in this world unless you move it.

Love,
Ankit

Mindful

Congratulations, It's a Baby boy! Those doctor's words were afresh. He was extremely joyous, emotions were flowing through.

Time flew so quickly. He couldn't realize how the last 2 years went, he is still in the moment of that night. That night, when extreme pain survived the extreme joy. That night, when he first sight the littlest human. That night and the only night when he laughed at his son's cry.

From the joker to a horse, he played multiple roles for his little one. Every night he used to return home, completely tired, deprived of sleep. The smell of his son was an energy booster for him. Hugs and kisses from the Li’l one was the only vitamin his body needed. People say boys are always mamma’s, but he was Daddy’s boy. In fact, the first word Li’l one spoke was PAPA.

He named his son, Ryan. Li’l Ryan showed his character in his pram, very courageous. He often found it hard to control his emotions when Ryan used to cry. Ryan was fair by color, with big brown eyes and straight hairs, looked most attractive. Everyone who used to meet Ryan was in instant love with him. Ryan was his world, always top on his mind. There was a roomful of toys, but the only play for his dad was Ryan.

Ryan picked a habit of long rides, he used to sleep only after the night rides on his dad's bike. He loved winds which used to fly his hairs and the calmness during the night at the street. Today, he was late from office, he rushed directly to Ryan, Ryan was waiting for the ride, he took him and went straight. Ryan never loved speed, he just wanted to enjoy the calm wind. On the front seat, before rider, Ryan used to find his solace.

Today, it was supposed to be a short ride as already the clock was on 11. He took U-turn and Ryan was already entering in his dream-world. He approached home, switched off the ignition. Suddenly he heard a sound of accidental breaking, it was like somebody was tearing his ears apart. His hands covered Ryan's ear. The sound turned loud, boom, his bike was hit. There was absolute silence for a few moments. There was a boy around twenties who couldn't control his car and hit the bike from the back. The hit was hard, the bike took flips in air and the sparks from friction turned it in flames. The silence broke, there were cries all over. He was looking for his son, but he found himself in an ambulance, his wife was in tears. He wanted to see his son, he was feebly calling – Ryan, where is Ryan?

Every minute, there is a road accident in India. In 2017 alone, almost 148,000 people lost their lives in road accidents. India has a road network of 5,903,293 Kms where over 288,425,289 registered vehicles run. Approximately, every day 53,700 vehicles are registered in India. With such a huge vehicle density, it is important to remain mindful of others. Follow the rules, never bunk them and educate others to follow the same.

By the way, Ryan is safe, just bruised a bit and his father recovered from serious injuries.

Love,
Ankit

The Cook

Meet him, the corporate honcho, a self-made man. His life is a run between two houses one governed by 50-year-old and the other by a 30-year-old.

His week was a chase that exhausted his energy and each Monday was a pray for Sunday. Last night, while coming late from the office he told himself – no laptops, no emails, read the title brought last year (his favorite one) and watch that series (which he was eager). He wanted to stay in bed, but the title and series motivated him to leave it early. It was a beautiful Sunday morning, no morning walk, the calm wind, and an open balcony. He felt like Maharaja, Maharaja of his own kingdom, bed tea, no calls, no text, newspaper, those chirping birds and the luxury of laying back.

It didn't take long for him to realize Maharajas are no more, it's a democracy. Post-tea he was offered a list of errands, options to choose shopping mall and responsibility to take care of the 3-year-old kid. His dreams were shattered, the title was still in the closet, the series was a switch away, so close yet so far.

He was giving the finishing touch to his favorite Ginger tea, he heard from the bedroom – “Today is Sunday, daddy is going to play with you whole day”. The next moment he had this 3-year-old on the left lap and a glass of milk in the right hand. He pretended most lovely and asked gracefully to his son “my boy, let’s see how fast you can finish this glass of milk” and none to his surprise the kid just refused to take even a single sip. He spoke loudly, "Mam, the client is in no mood to accommodate any sales". But the boss won't take "NO" for an answer. Steve jobs came to his rescue, that day he realized why Steve created iPad. Now he was creating the client's mood and making small invoices and after 20 minutes, voila, target completed.

The newspaper was still on, he was still grasping the meaning of that editorial, a question was thrown. A question whose answer is never enough, no matter what you write you will always fail. What should I cook in the breakfast, she asked gracefully, as if there is an option to choose beyond Parathas and Poha? But he was experienced now, he said in a French accent- whatever you like, madame. But his wife was not ready for a matchless win. She still intrigued until they settled for Poha.

3-year-old on iPad, the Bollywood section of newspaper and the plate of Poha, the multitasking was at the peak. Suddenly the silence broke – she asked- how is the Poha. He tried to give a matchless win again – superb! he exhaled. She was not ready to take that win, she said first taste and then say I think there's some extra salt. He wanted her to win, he said no, it’s still superb. After failed attempts to make her win, he thought she wants him to win today and he announced to be the chef for the lunch. She smiled, endorsed and motivated him that he is a great chef.

He was always mom’s boy; her food was not leaving his tongue. Today was his day to cook the way he wanted to taste like the mom always used to cook on a special occasion. There was no cap and the apron was girlish, he avoided both but the feeling of being a chef was paramount. It was his chance to win for him and show who is better at every task. It wasn't long for him to realize the kitchen platforms aren't like as they get picturized in movies. Cooking is a job of patience and watchfulness, he got bruised by knife, burnt by hot utensils. But nothing stopped him for his desire to win, he kept on adding those X factors be it frying in ghee, the cream or exotic masalas. In the whole process, she was just smirking in a corner pretending to be of help.

Food is the way to win hearts. It was Matar Paneer. 30 minutes labor gave it a fantastic look, there was ghee clearly visible like in mom’s food. He was excited and she was like giving him a matchless win – “hmm nice look, nice fragrance, this must be yummy”, she said. He wasn't in the mood to accept that his whole preparation for the match ended in a matchless win, "please eat it first", He said.

Post first bite, her eyes were wide open, and she exclaimed, this is awesome! I think you should cook daily. He was concentrating on Matar paneer, it was yum. Suddenly there were thoughts in his head, a thought which faded the taste of Matar paneer - did I win? I need to cook daily? Was it a plot to make me a cook? Did I lose?

He is still figuring the answer and that is still afresh in his mystery box. can you help him to find the answer?

Love,
Ankit

The Cry Unheard

She was in the nursery, abandoned as a child. A wise man saw the innocence, he picked up and gave her a home in the village. She raised herself against all the odds. She always wanted to figure out how does she look, like mom or dad, but there was no one to tell her prodigy.

Attractive, tall and beautiful she was a young woman full of energy. She used to raise her arms to dance with winds. Winds of optimism, winds of love that was her home. Unfazed with the world, she made her own small world, cheerful of every ounce. Her green eyes were one to desire for, so deep and full of love.

She was a favorite of village children, they used to come and play with her. They used to swing on her arms, she always welcomed them with her open arms. She was a cool wave in hot scorching summer always ready to help others. So generous so kind that everyone was a guest to her home.

One fine day the sun was at a peak, no winds and scorching summer. A motorbike stopped near her. She wanted to cough out the motorbike smoke but there was no vocal cord. She was dumb by birth. Her attraction made her felt to pray. The guy got down from the motorbike, he started teasing her. He kept playing with her, he was touching her left, then right and he kept on going. He never stopped going hard on her, poor she couldn’t even shout for the help. After an hour, he switched on his bike and went away with that cruel smile. Wind wiped her fallen hair. Wind, her best friend of joy couldn’t even make her smile today. She was stiff wanted to cry but stood tall. There was no dance with winds today, everything looked stunned to her.

The guy didn’t stop he continued this cruel act for the next few days. She cursed god, asking what her mistake was, why she is getting punished like this. But the man was merciless, he didn’t melt even by her innocence, one day he brought his friends along, they teased her to death, they cut her arms, they plucked her hair. She wanted to cry aloud, she wanted to protest. Brutality didn’t stop here even after killing her they kept on axing her head, her body. There were scars on her multi-pieced body, scars of cruelty, scars which will never heal, scars which were asking, why?

She was a tree and the cruel men are Mankind. Every minute we are doing this brutality with over 28,538 like her. We cut over 15 billion trees every year.

When this will stop. It’s a cry always unheard.

Love,
Ankit

Business of Farming: Necessity to Lifestyle

The nicely built road leads me to the soil of love, hinterlands of Rajasthan. The dusk was ready for the moon and the last rays of the sun were making golden cotton bloom. The picture I ever imagined, so peaceful, so beautiful, cannot be described, can only be experienced.

While walking in the field, we (me and farm owner) were discussing about the crop growth and as usual, the discussion diverted to politics and then the socio-economic status of farmers in India. To change the topic, I started talking to his young son, who was still in his blue shorts and white shirts reminded of my school days when post-school we used to go and play in open fields. I asked him about his school and studies, before he could answer I heard a dominating yet gloom voice of father - “Sir, I hope he studies well gets a good job in the city, because no father likes to marry his daughter to a farmer”. Post this, all other things which he said made a roundabout to this statement only.

There are a lot of succession challenges in the business of farming, Agri input selling or related. In fact even most of the current owners want their next generation to be employed with anything except farming or related business. I kept digging the right reasons, here are few –

-         One must spend life in rural and he will feel dull while meeting his urban friends

-         Societal pressure

-         It requires hard work while the world is moving to smart work

-         Very few examples to idolize

-         Patience and perseverance

-         Very competitive

-         Unpredictable outcomes etc.

If you put most of them in large bucket, you will find a sole reason that is “LIFESTYLE”. The missing piece from Indian Business of farming is the element of lifestyle. When I say Lifestyle, it encompasses the accessibility and affordability of considered luxuries in that socio-economic group. And by luxury, I mean something with limited access or limited ownership in that socio-economic group or it has been generalized in the one level or levels above that socio-economic group.

So why Business of farming is not a Lifestyle business –

-         It has been practiced by masses so very generalized business, in fact so generalized that it is called as a livelihood option and not the business.

-         Anchored by the government which is puzzled between cheap food supplies to the consumer and higher income growth for the largest industry.

Here are few thoughts from my side which can make this business where we sell corn as an iPhone.

Branding

As a marketer my first bet is on branding, for example read below lines –

-         Mohan Kumar is a Farmer

-         Mohan Kumar is in the business of producing India’s finest corn

-         Mohan Kumar is the largest supplier of corn for XXX poultry

-         Mohan Kumar’s corn is exported to over 5 countries

We need to do a massive branding for each farm and farm owner to make them sound a brand. We need to change the narrative of farming to business of farming.

Technology

Technology adds that smart piece in this laborious business, that doesn’t only contribute to better earning but also the glam quotient. Farm completely modernized with latest technology leading to precision farming employing professionals and attracting to be entrepreneurs with lucrative bottom line. The power of fingers is changing the business landscape of the world, let these hands also be the beneficiary of same.

Differentiation

More and more, consumers are demanding experiences, not just products. Rapidly growing millennials and their purchasing power provides enough room to accommodate differentiation. The disruption caused by millennials due to their unique preferences and values as consumers. Empowered by digitization, millennials are, on the whole, more diverse, more sophisticated, and more demanding. They prefer to shop in channels beyond the mass market and gravitate to up-and-coming brands rather than established ones. Organic farming, grading, packaging, value addition has already started rewarding for differentiation, more of such differentiation would not only add to profitability but would also create a brand to proud of.

Agriculture to Nutriculture

Rapidly growing income levels is making more cautious consumers, they want to consume healthier goods which is rich in nutrition. A drastic shift in dietary pattern from level 3 to level 2 of income level, the protein starts taking fair share of your plate. By far, fruits and meat which are rich in nutrition, is still considered luxury in India and doesn’t fall in essential commodities. While the prices of onion, potato, milk or cereals have often garnered news headlines, prices of Meat, colored capsicum, pomegranate etc. don’t add to that political pressure. Farming focused on nutrition or Nutriculture can create a paradigm shift and can evolve an industry in itself.

Free the market not the (free) bies :

The puzzled government often routes to easier way of freebies, which has never added lubricant to this industry. I am not against incentivizing the business of farming but one should not disrespect the toil of this business by showering freebies as mercy. Freebies are not a sustainable solution. We need to invest in infrastructure where producer and consumer have a choice to transact directly with the preferred one. The freebies are the biggest hindrance for making this even accounted as a business. 

Business of farming have already created numerous examples of that lifestyle pieces but are not being doled in the larger exodus. If you look around many of the technocrats are leaving their corporate hunch to root for the soil. Our job is to make them count so that this industry becomes the preferred employer than the generally considered forced employer.

Let's start branding it right, which pays the due recognition to 120 million farm business owners in India.

These farm owners own 159.7 Million factories. Each factory is unique. With varied production capacity, these factories produce the necessity of a human being. Turning this business of producing the necessity in an experience which matches the lifestyle can make a large economic impact.

Love,

Ankit

Look forward to your suggestions and ideas to make Business of farming a lucrative option.

(Please excuse the grammatical errors and slight typos - on the run courtesy to the mobile revolution.)

FIFA World Cup 2018- The Marketer Handbook

Football is unarguably world’s most followed sport and world cup is the Mahakumbh (the grandest fair with highest religious value) of it. The once in a four-year event is showing the other side of Russia to world media with a high five start for hosts, quite literally. FIFA world cup is not just football, it has all glitz, glam, diplomacy and what not, in nutshell, a month-long eye glue for the world. 

We as football fans, were mostly found on the edge of our couch during this period with varied screen sizes. This world cup was nervy like anything when biggies were taken for a ride by categorized minnows (though I don’t treat them minnows as they were in the top 32 nations of entire world) and our nails kept on getting shorter.

Post semifinals, at least I gained my breath to chalk what has happened during all that drama unfolded on lush green football pitches. So here it is, my learnings from this extravaganza event –

Leadership demands

A Broken fist, perhaps for many, when Germany couldn’t qualify for knock-out stages. Germany entered the world cup with top ranking and as tournament favorites. They were not alone, four of the last five World Cup winners have failed to get out of their group at the next tournament. Is It something to do with leadership, perhaps yes. To become a leader in such competitive market, you need to give your best and then the best is known to everybody.  while you can’t study everyone, everyone studies you as their first target. So, either you bring the best than your previous best or exit is open for normal and the complacent.

One shirt doesn’t fit all

Choose the right segment to market your product, even a star product in wrong segment won’t make required numbers. Lionel Messi, was playing central striker in the round of 16 match against France. Messi isn’t blessed with aerial threat, which is a basic requirement for a no.9, in the entire match he received just 3 passes in opponent penalty, he kept on going deeper and deeper to pick ball from his own half. In the same match he went on to deliver 2 assists.

Even a Star product requires marketing and right placement

Companies often relocate the marketing budgets of star product for new products, making them vulnerable to survive on their own. Isn’t that happened with Messi. Messi completed an average of 5.8 successful dribble per 90 minutes. Argentina couldn’t find right tactical support to get the average returns from him, forget the best. He was always surrounded by opponents and made him look invisible to attack.

Opportunities knock, be patient

Teams lost holding ball with them for over 70% of match time. Teams lost even after completing thrice more passes than their opponents. Teams won even after lesser than 10X shots on target. Teams, which were good at defense won most of the matches as they kept on frustrating the opponent attack and most importantly capitalized the slightest of chances, occurred as counter attacks. No matter at what size you are in the market, the market is fair for all. Look at the population of Iceland, Croatia, Uruguay or even combined does not equal to any of their mighty opponent like Argentina, England, Portugal. Look at the star-studded squad of Germany and they lost to S Korea and mind it, Korea scored twice and both in extra time. No matter what resources, experience or what not your competition has, its about sticking to USPs and capitalization of chances.

Too many changes isn’t a right tactics

Germany made 5 changes in their showdown match against S. Korea, same goes with Argentina not in nos but key unforced changes against their knock-out against France. Isn’t that we marketer do quite often, change our tactics by over reading the competition through our own study. We keep changing our media plans basis the competition’s occupation of spaces. Look at Croatia, they were a goal down in 1^st half and in 2^nd half they made change in tactics not in players, Rabic and Perisic started playing wide and England caught in their plan and the result is new entrant for the biggest stage. 

Mind it, are you marketing competition

Predictions are predictions, but certainly when they give comfort to predicted winner they give double the hunger and energy to the predicted looser. English media took Croatia as minnows as to never cop-up to the standards of three lions and there grew the hunger of Croats, they played their hear-out, turned around and made one of the superb victory with the record latest goal against English in world cup finals. Many a time, even while marketing our products we keep comparing it with competition, by doing so – 1^st we are marketing them, 2^nd charging them for hunger 3^rd making customer feel odd.

A marketer is known by his deep understanding of market and positioning of his own products, the smaller team managers has been better in doing that in this world cup.

This single event will add 1% to Russian GDP, and much more to our GKP (Gross Knowledge Product). The history would be created on 15^th with finals, the best would win, and the rest will learn.

Finally, from 16^th there would be silent living rooms, open palms and cleaner news papers, till the next world cup, see you Qatar!

That was crude excerpt of whirlwind in my head of FIFA world cup 2018, I am sure you also have had your own, look forward to reading them in comments.

Up for the third spot match, please excuse for the proof read.