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Marketing Without Advertising | Manu Kumar Jain | TEDxIIFTDelhi

6139 ratings | 263789 views
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 http://ted.com/tedx
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Text Comments (219)
Saurabb Bhardwaj (4 days ago)
Disagree with quite a few points. He's taken a naive approach
Apoorv Jaiswal (5 days ago)
I am still confused ?
nagaraj GB (7 days ago)
Facebook becoming out from marker after what's up... Customer satisfaction is more important...
Abhik Maji (8 days ago)
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.
Sumit Kumar (13 days ago)
FYI, Elon Musk is not the founder of Tesla. Get your facts right.
nimra arain (15 days ago)
You are technically still advertising using influencers and fan clubs just without money. But i do love the talk
Yagyesh (16 days ago)
2:14 he sounds different in wife's context
Mike Bowell (19 days ago)
Never normally comment on videos but there are some seriously inaccurate statements in this video. Suggest he does some research, maybe read a book or two, before deciding to get on stage and talk about companies which are very much in the public eye.
mazew (21 days ago)
I need his script. Anyone has it and willing to share?
Akshay Thakar (30 days ago)
sir you made it very easy ...to understand .... Thank you
Asif Khan (1 month ago)
Ariel Bauer (1 month ago)
Jay Veeru (1 month ago)
Elon Musk is not the founder of TESLA.
Maharishi Kashyap (1 month ago)
As Xiaomi started showing their product ads in the media, they have started rolling out ads in their smartphone UI. Marketing strategy = Chinese level.
Vishesh mittal (1 month ago)
Who said patanjali is not advertising . haven't u turn your TV screen. Everyday pantanjali advertises
Vishwas Gupta (1 month ago)
The dude forgot to mention about the Cable TV revolution...
pankaj kumar (1 month ago)
Instead put ads on Mobile. Ashole Xiaomi
Lakshay Sahay (1 month ago)
Patanjali do so much add
Bir Singh (1 month ago)
Ruk jao kuchh din, realme may take over☺️
AMAN GUPTA (1 month ago)
One of the best TED TALKS. I can relate to each and every line.
samikshya samal (1 month ago)
without advertising products sells ,this is good idea, maybe it will time taking to reach to people if reach it will work for longer time
Asmita Journalist (1 month ago)
It's very true focus on the product . But how anyone would come to know that we have developed a good product ?
HERCULES 007 (1 month ago)
i still don't understand why aren't much good quality Ted Talks in Hindi by Indian Speakers..... it's just too Monotonous and painful.
Vikram Srinivasan (1 month ago)
Xiaomi=Flash Sales. Now things changed. They are boasting like Apple with physical stores and aggressive TV ads "Naya Note" "Pudhu Note" note note 😂
Abdul Munaf (2 months ago)
U great men good men
Sumit Edke (2 months ago)
Very insightful
Ronald D'mello (2 months ago)
It is not that these companies are not doing marketing.. Only the platform for marketing has changed from mainstream media to social media
Stanzi Curtis (2 months ago)
Those are sweet Nike's he's wearing
pab coaching centre (2 months ago)
he look like Amazon founder
Ariel Bauer (1 month ago)
nice comment
Umer Javed (2 months ago)
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?
Tapas Matia (2 months ago)
Amezing talk
Alex Peter (2 months ago)
Very insightful information. Product is the king
Toyhome .in (2 months ago)
Pavankumar M.G (2 months ago)
Fair Review on Just Advertising vs Best Product
Gulab Singh (2 months ago)
4:30 then why does your ads are everywhere on TV and internet
Sai Srinivas Megham (3 months ago)
Best video watched till date.
infimode (3 months ago)
Next Ted-Talk - "Why are most of the CEOs bald?"
Alex Peter (2 months ago)
Stand out of crowd.
IamMilind (3 months ago)
_Now in 2018 Xiaomi is blindly following Apple's iPhone_ 🐑🐑🐑 (in Design)
Sarthick Sharma (3 months ago)
But xaomi have zero r&d
Lalit Nebhani (3 months ago)
i don't disagree with your thoughts but the way you are representing NO-ADVERTISEMENT cannot be agreed the traditional advertisement marketing is still a must needed way to reach people most of the brands are up just because of advertising regardless of product. And if no advertising is needed then why are you Building Fan Clubs and Publish them everywhere to catch the eye of people? And you are also branding a lot on TV despite of being successful why? And if you are Giving an example of PATANJALI then a big Disagreement patanjali is up just because of BABA RAMDEV and Advertisement there are no TRACES of good in their product.
Indronix (3 months ago)
Very knowledgeable video
Aplomb Learning Systems (4 months ago)
Candid and practical 👍
Seeker44 (4 months ago)
This guy is just one lucky bugger.... The mi phones were so good for the price that he had to do nothing... Most hyped guy
Suvasish Chowdhury (4 months ago)
Patanjali spent ₹0 for advertisement! You are a also a brand promoter of Patanjali I guess or, you never watched TV after Roordarshan at all...
Love B (4 months ago)
Super sir
Amar tharwani (4 months ago)
Mi home , kya xiaomi ise khud chlata hai ya ye agency's(authorized showroom)deta hai?
Marvin Musfiq (5 months ago)
Excellent video
Belthazor22 (5 months ago)
That's funny because all of Xiaomi's innovation more or less revolves around finding new and exciting ways to dodge lawsuits filed by the people at apple for blatantly ripping off their design
Davinder Makan (5 months ago)
Any entrepreneurs may contact for change the world...do what u gives..09992119293
Alex Goslar (5 months ago)
Well said Manu
vineeta singhania (5 months ago)
These influnencers you talk about are not free. They charge more than anyone.
shubham sachdeva (5 months ago)
last point is not reliable because see the all news channel.... except some one....you must see advertisement of patnjali... either news is running or not...
Amol Hegannavar (5 months ago)
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!!
Ramesh Suberamaniyan (6 months ago)
Good Product is USP of the company
sanjeev M (6 months ago)
Manu Jain is 37 and I am 39. Somehow I don't agree when he says that till 2010 he didn't know he can access internet on a phone.
sanjeev M (4 months ago)
raj mishra 2.03 to 2.05.. listen carefully again.. he said 2010
raj mishra (4 months ago)
Let me correct u he said 2005
Surendra Chawla (6 months ago)
Absolutely correct . I agree with you one should always focus on product. Thanks South Delhi Cosmetic Clinc
manoj jain (6 months ago)
IAM Manoj Jain plz sir how can I learn digital marketing skills to become excellent online Affiliate marketing
Kishor Rajmohan (6 months ago)
It is pretty tiresome to listen to the video due to poor audio, hardly audible with the headphone on and full volume, this was the case with some other Ted x uploads, need to take extra care for better audio recording and Quality upload..
javed arcor (6 months ago)
Hello sir, This is javed from Akola Maharashtra sir I am keen to work with your reputed company allow me to join you, sir I am intrested in distributorship of MI phones please ask me what to do for it....thanks
V. (7 months ago)
Brand influencers, ambassadors and advocates are everywhere these days. These terms are used interchangeably, but there are vast differences. Brand ambassadors are influencers hired by brands for long-term relationships. They differ from influencers, who might be used only for a short-term campaign. They are in effect paid spokespeople for the brand. Advocates are super fans and brand loyalists who engage with the brand because they truly love it and will take action if asked.
HOUR END (7 months ago)
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Rohit Gaikwad (7 months ago)
Try to look what will work for you differently
Dipankar Singh (7 months ago)
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.
manish pandian (2 months ago)
Perfectly put!
Sb Rathore (7 months ago)
debonil dey (7 months ago)
Hope to have seen Justdial in the list of companies. I feel it should have been mentioned
Rajan Patel (7 months ago)
Google doing Ads (Maps, Search etc...) now, even on Indian television.... And yes you already know what Mark is planning for the Facebook product design !!?? Sell the user data :-)
aar jay (7 months ago)
@ 4.56 he speak mandarin
Sagar Pathak (7 months ago)
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,
Shwetha Hs (7 months ago)
You're 👌👌👌👌👌👌👌
Jassim Khan (7 months ago)
Who clicked thinking Kenny has cut his hair?
Saleem Shaik (7 months ago)
Sir Why U are in JUGAADU mode. Buy one wireless presenter . Don't use mouse 😜
Dua1512 (7 months ago)
No such thing as zero advertising.. Just different forms of them...conventional or unconventional. Both product development and marketing should be intelligent and end user centric. Blindly investing in either of them does not necessarily translates to great results....
Manjunath KC (7 months ago)
Shyam Parengattil (7 months ago)
Watching it in 2018 even Facebook gave Ad.
zaki shaikh (7 months ago)
Patanjali has done alot of TV adds recently almost the same what darbour has done in last 25 years.
Lykensubscribe Bell icon (7 months ago)
Hi! I am from the future, today both Xiaomi and Facebook run Tav ads.
Mainak Bag (7 months ago)
Patanjali is built on Baba who got millions of dollars worth of TV time before Patanjali began.
Irfanullah Khan (7 months ago)
4Ps – Product, Price, Place, and Promotion was first coined by E. Jerome McCarthy in 1960’s not by Kotler............
iDeA FaCtOrY Dubai (8 months ago)
Ya bro .. I agree with it... itz zara business model anyway. Omancio ortego (founder of zara) has said it long back😀
Good News Channel (8 months ago)
Great though
FACTFOX (8 months ago)
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.
Ariel Bauer (1 month ago)
nice comment
Rahul Gupta Ravihal (8 months ago)
So sensible...
Bhushan Kiri (8 months ago)
Why to fake sir .. in 2010 your wife said you can browse Internet on smart phone .. common .. we used to browse internet on symbion phone .. Motorola L6i ..in year 2007 .. ..
FACTFOX (8 months ago)
Bhushan Kiri His wife teaching him Internet was fake point.
Akshay Bali (8 months ago)
I think ur telling build great product for building great we need to show the advertisement and one more thing Facebook ,apple gave advertisement in television in so many time I think sir u may not aware of it
Prithvi Rathore (8 months ago)
Prashant Sahni (8 months ago)
How to make your product known initially ?
Akshit Soni (8 months ago)
Flash sales sucks
Musical Quotes (8 months ago)
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.
Azam Raza (8 months ago)
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..
AJEET SINGH (8 months ago)
arunabh varma (8 months ago)
Hi Manu, you are riding the novelty wave. Don't take it for granted. You will need traditional media to sustain in India.
MASTER CAREER POINT (8 months ago)
You are 100% right dude
Mk Jason (8 months ago)
1 no
devesh golchha (8 months ago)
Patanjali gives ads more than any company presently
jyotirmay patra (26 days ago)
good to see this
Imran Mohammad (8 months ago)
What are you blabbering Mayne? There is something called virality that took over through the social media.
Javed ali (8 months ago)
I too donot agree with him on the last point regarding patanjali .. as Baba Ramdev is close to BJP he is getting lots of support from the government and thereby almost all the news channel is full of their advertisements ... Dabur is left behind just becoz of trust that Ramdev has gathered since last 10 years through commercialising Yoga ...
Abhishek Chandra (8 months ago)
Totally unimpressive..
Abhishek Chandra (8 months ago)
Bro u did nothing new...also u r speaking nothing new..
Eben Thomas (8 months ago)
Patanjali with Zero Ad....Haha what a Joke...They do a lot. You are wrong. The Patanjali products are Banned in Qatar. Patanjali Quality is not Good. Only by political influence Baba developed.What was his state at Congress regime
Tushar Nayi (12 days ago)
+FACTFOX eni maa nee.. bhai you are here as well?? 😍😍
I'm the best (3 months ago)
Abhishek Patil bro what he said is current. Because one of my friends father collecting 🍯 honey and in 2016 when the honey rejected by dubur due to some issues that was purchased by patanjalli. I had seen this incident Infront of me. I don't know about other products.
nandan kulkarni (6 months ago)
Nice know most of product worset but havy markt
Basit Malik (8 months ago)
Great advertising makes a bad product fail faster.
Alex Peter (2 months ago)
100% true.

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