to be told the next door teacher ’ s Land Rover and Peugeot are now outdated . They need to be told that China in not the only country you can furnish your house from .
They need to be told not every car can carry everything ; you can hire a pick up when you need it . They need to be told that being smart is not the number of clothes you have , but the quality of the same .
They need to be told every space in the sitting room is not to be filled with seats and family photos . This group requires serious transformational help .
The middleclass is attractive for business but it has so many rough edges that need to be smoothened . They need a ‘ finishing school ’, or lessons of sorts . They have grown up picking ethos that sometimes shackle them all their lives .
They do not know anything different . The ethos , beliefs and habits were just in the air they breathed and in the way they were raised . They therefore need intense information and patience .
I once sold a product that required change of behavior and customers rejected it . One distributor told me , “ leave my customers alone with their ignorance , some were born with it , have grown with it , have become best friends with it , and they will sure die with it .”
This group put a formidable image of success but it never fully overcomes its insecurities . Internally they fight poverty with all their might . They run very fast and far away from it .
They never look back to see if poverty is still chasing them . They
People from poor background who quickly make money have serious issues . They can actually make a special target market with its unique penetration strategies . They need to be told not every car can carry everything ; you can hire a pick up when you need it . They need to be told every space in the sitting room is not to be filled with seats and family photos . This group requires serious transformational help .
never know the finishing line . So , they keep running and fighting poverty till death .
They sure do not enjoy life . Instead of enjoying the niceties money can buy , they enjoy the chase of money . Like everyone else they understand that money is good to have , but they don ’ t know why it is good to have that money .
What the middleclass needs is a change of attitude and disposition . The group needs to first accept its frailties , that it needs help . The problem of money and power however is that they exaggerate ones ’ disposition - a rude person becomes ruder , a controlling person becomes more controlling .
If one was ignorant and not courteous while walking , the two vices are exaggerated and become extensively visible when that person puts a car on the road . That is the reason the more this group buys cars , the more chaos we end up having on our roads .
There is no one who knows better how to remove people from their past and encourage them into the emerging future like this man - Johnnie Walker .
Long after the World War II in Europe , the middleclass was still holding back and exercising thrift ; they were still in a state of war mentally . They did not want to over indulge in excesses and were to remain sober in case of an attack .
Johnnie identified that insight and through ads reminded them that the war was over and they needed to ‘ move on ’ and enjoy , relax .
Mexico today is rising and the middle class there is excited when their country is surging forward . That is the feeling encapsulated by a Scotch whisky ad there as narrated by Afshin Molavi in his 2013 article , ‘ Straight Up - How Johnnie Walker Conquered the World ”: “ The television spot says nothing about the product but everything about the country ’ s long march from poverty toward prosperity .
In the advertisement , thousands of Mexicans , men and women , young and old , are bound by chains to a massive boulder . They trudge forward up a dusty mountain , faces contorted and blackened , eyes downcast .
The boulder pulls them back . A buzzard circles above . They push forward again , straining and
06 MAL 15 / 16 ISSUE