Marketing Without Advertising | Manu Kumar Jain | TEDxIIFTDelhi

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

[@hardikjoedits]

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]

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

[@ZNXGAMING]

Hardik Joshi 50% tru!!!

[@ashWINAG]

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]

Ashwin George false bro!!

[@rahulagarwal.19]

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 😂

[@VivekMishra]

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

[@infimode]

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

[@peterweb]

Stand out of crowd.

[@kunalpurohit4171]

Coz of employees like us 😝

[@BhupendraSingh-fi9dk]

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

[@praja07380]

Tension bhtt rehta haina...hahaha

[@madhavanand756]

To save time of combing hair & avoid fashion thoughts 😁

[@AniruddhJain111]

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.

[@SantyDeshmukh]

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]

Sanchit Ravindra This is the real success funda for mi

[@tundealade-bakare3113]

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.

[@rahulthakare9782]

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

[@VaibhavSharan]

Hahaha. True. And fill its OS with ads.

[@chetanhmeshram]

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

[@nikitasinha8181]

Thank you so much sir👏👏👏

[@DeepakKumar-nf8tn]

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]

Very thoughtful comment👌😂

[@chiefmohit64]

Deepak Kumar What are you trying to explain?

[@upward_onward]

Don't buy any product which is advertised

[@manishjaiswal7421]

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

[@FACTFOX]

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.

[@arielbauer1876]

nice comment

[@farzeenahmed7471]

I thought flipkart bought the exclusive rights

[@vkbalamurali]

He saying Marketing with Advt, he didn't say Marketing without Money.

[@varuntaneja2672]

5

[@varuntaneja2672]

5

[@jainamshah8524]

wow..great analysis of advertising and branding

[@SurendraChawla]

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

[@MrAkshay22]

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

[@khenghuatkoay4560]

Thanks Manu Kumar Jain for the wonderful sharing. Love it

[@mrinmaybiswas772]

Great knowledge sharing??

[@keshavsharma6748]

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.

[@rahulshah3815]

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

[@Ssinghinc]

I found more gyan in comments than talk

[@shadowwarrior6833]

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

[@mike2010143]

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

[@gentech21]

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

[@vedanthamsharathchandra7599]

Great insightful speech.

[@BCSandBankJobCareer]

great analysis. tnx

[@vinuprasad8421]

Great

[@animeshm3850]

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

[@subodhsahu135]

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.

[@Guitarmaster007]

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.

[@manishpandian4723]

Perfectly put!

[@upward_onward]

😀👌✌️

[@srinivasanteja8756]

You made it very clear to me ! 🙏

[@sharadfore3006]

Crystal clear

[@abhisheksaha4u]

Lovely Explained the things correctly..👍👌

[@saranyadevakumar551]

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

[@ReneRingnyu]

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.

[@shubhangisoni1668]

Absolutely amazing vedio

[@jaydeep408]

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

[@PositiveVibe007]

Great....like

[@livepollco4357]

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

[@Akkinone1]

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.

[@abhaymaheshwari2725]

Awesome

[@kundanchhabra]

This is awesome! Thank you, Manu!

[@vinayim]

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

[@peterweb]

Very insightful information. Product is the king

[@arunabhvarma9518]

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

[@svkgta92]

You were absolutely right sir. Respect.

[@svkgta92]

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]

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..

[@kksrk]

gr8 talk ...thanks to manu

[@ahadgarabkar9498]

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

[@dhruvilpurani4806]

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

[@neelamsingh2824]

Irony is dat Xiaomi use advertising in there User Interface 😹😹

[@crisronaldo9238]

Lol - Meme UI

[@AashishKumar-wq2bw]

They take money to advertise in their UI. he is talking about spending money on advertising

[@Knowledgedhaba]

Perfect..

[@bestinjacob5331]

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]

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]

Just xiaomi things

[@wisedoctor9201]

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

[@gcmeshram6425]

Amazing speach bro ... Kudos

[@mahadevkudamble1359]

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

[@sumitchakraborty4544]

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.

[@azamraza7860]

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..

[@gomes8335]

Exactly

[@footlu]

Wow !! Great learning experience .

[@pratikjoshi9836]

And Vision how Manu Sir see all this is most important

[@hiteshpandya88]

He just made up the story ,,, NOKIA N72 was released in mid of 2006 , and discontinued in 2008 end , he is telling us that his wife gifted him N72 in 2010 .... oh boy,,,, MANU PLZ Don’t fake it

[@codelucky]

Maybe she gifted a refurbished one. 😁

[@rbrahmadathanful]

Look at his attire. Clone, clone, clone.

[@puneettripathi8418]

This guy looks like a desi Jeff Bezos, so chances are that it might be a clone 🤣

[@aruns3106]

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

[@PAULSANDIP_DESIGN]

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

[@ideafactorydubai3101]

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

[@abhisheksreenivasan9353]

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.

[@bachchayadav565]

Great though

[@sumitbudhani1749]

Useful

[@aplomblearningsystems5013]

Candid and practical 👍

[@sksadapquadri2217]

Grt things

[@hashannanayakkara7856]

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

[@VikashSingh-yp4pg]

Fabulous

[@nifebehlim2236]

U great men good men

[@abunauamtonmoy2981]

Great video.

[@abhinavkala9995]

Apart from the last example of patanjali u have a point since they are influencing and marketing based on different method..

[@mehboobshaikh3217]

What an eye opener

[@prathamlaksh2157]

Amazing!

[@na8951]

100%agree

[@yashasweekesharwani2723]

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

[@CarsSupercars]

Nice tips

[@rvrahulgupta]

So sensible...

[@aman979241]

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

[@aksharao1987]

Something i was looking forward to hear :) Good presentation.

[@arielbauer1876]

Nice!

[@JayRodge]

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

[@manvirsingh1088]

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]

but how good is their product???

[@ruparanjanmohapatra726]

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

[@aryajitdutta5395]

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

[@subhabratasarkar9219]

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.

[@abdsalam25]

Bravo,

[@ershadarshad11]

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]

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

[@thatscnotk]

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

[@sanjivchouhan4455]

Great speech

[@GujjuTaleinAbroad]

Very informative...

[@workingcontentaboutcoachin8289]

Beautiful

[@saisrinivasmegham3158]

Best video watched till date.

[@manishkumar-ug4zk]

Brilliant idea sir ji

[@seeker4430]

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

[@mundkhya]

agreed. He himself is not the great 'product' he thinks he is. It was all about right place and right time.

[@applepeel1662]

Lol u sound so jealous and salty

[@HandwritngExpert]

You are 100% right dude

[@anasabdullah3557]

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

[@BhargavKhirsariya]

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]

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

[@riyazrahman9496]

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.

[@rbrahmadathanful]

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.

[@GautamNarse]

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

[@khyatisethi96]

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]

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

[@murshidparavath3827]

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

[@datawce923]

Learned lot from Mr.Jain

[@Indronix]

Very knowledgeable video

[@prashagoyal]

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

[@afreensulthan3768]

Awesome sir

[@Manish-lh6uk]

Direct selling and e-commerce have a bright future

[@edwardlawrence8448]

Really

[@jaydeepkhairanar7135]

Very helpful

[@lifeandjoyapplications9468]

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

[@amitbhudev]

Cash on Delivery was not a product innovation by Flipkart,it was launched/innovated by India Plaza long time back. Respected speaker is not factually correct in stating that COD helps buyer to buy online who doesn't have a debit card or other online payment method . Can one substantiate it with valid research and with noteworthy figures ? Common sense says a person who had the capability to buy online in 2018 will most probably have the capability to pay online.Actually COD also indicates that buyers doesn't trust the retail company in terms of quality of Service so most of them prefer to pay as COD.

[@HimanshuJagtap]

This is probably the worst talk by any CEO I've ever seen 😃 . He made many factual mistakes... and REALLY??? Patanjali became what it is now without any advertisement hahahahahaha. Mi is number one brand in India(in terms of sales) because of their products(engineered in home country) and cheap/supremely competitive pricing.... NOT BECAUSE OF MANU the JOKER.

[@geethesh-s.p]

Yes I agree,, well said

[@Shaded_Tunes]

PR and Native advertising are just as powerful, and indispensable as traditional advertising, be it tesla, fb, google, they all invest in either a lot of PR, or become native to the ecosystem we live in.

[@laveenajethani8572]

Very knowledgeable video. This video change my thoughts of marketing. In this video lot of examples are given for explain us. 👌👌👌👌

[@Factindia7777]

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

[@drsampadaanvekar2506]

Nice

[@sazid948]

WOW WOW