1. OBVIOUS ADAMS
Lear ni ng
f r om
Pre se nte r
Md. Akramul Kabir
Senior Product Manager
UniMed Pharma
Group # 2
2. L
“
EARNING
I
want to get
into the
advertising
business and I
want to work
for you, I
thought the
obvious thing
to do was to
come and tell
you so.
We need to be very
much confident
and specific on our
dream of career
that we aspire to
pursue…
Besi des,
st r ai ght
f or war d t oo
…
3. “C
alifornia Sun-
Ripened Peaches
- Picked ripe from the trees.
- Sorted by girls in clean white uniforms.
- Peeled and packed into cans by sanitary machines.
- Cooked by clean live steam.
- Sealed airtight.
- Sent to your grocer for you-at 30 cents a can.
LEARNING
We need to pick up
the essential points
and put them down
clearly…
Avoi d
compl exi t y. Be
si mpl e.
4. “T
hat day he
spent his
noon hour
LEARNING
There is no
alternative other
than market
feedback to
sharpen your
strategy effective
…
Know your
pr oduct
FI RST
looking up a
grocery that sold
the cake. He
bought one and
ate a liberal
portion of it as
his lunch. It was
good.
5. “A
dams," he
said, "I
believe you
LEARNING
have hit it. We have
been doing
wonderful cake
advertising, but we
have overlooked the
very things you have
pointed out in your
plan. We have done
too much advertising
and not enough
selling.”
We need to read
customers mind to
establish my brand
in effective ways. We
have to HIT it …
Less
i s
al ways
MORE
6. “I
n advertising
Monarch
Hats,
for instance, they
had always been
shown on full-
length figures of
men, making the
hats very small
and
inconspicuous.
"Let's show the
hat, not the
man," said
Adams …
LEARNING
Show BRAND
BOLDLY
Highlight your
Brand more
prominently, not
unnecessary points
so boldly that may
kill the Brand …
7. “W
hat was
the
secret of
this man's success?
I asked myself. And
then I recalled the
little boy's
composition on the
mountains of
Holland. He wrote:
The Mountains of
Holland.
There are no
mountains in
Holland. That is the
answer, I decided.
There is no secret-
it is obvious!
LEARNING
We have to have
clear concept of
Obviousness
having acceptance
to all through
POSITIONING …
St r i ct & ver y cl ear
on
POSI TI ONI NG
