Loyal or Old Customers are Beneficial than Mining for Newer Customers Lesson from Garhwali Folktale

  (A Research Review on Garhwali, Kumaoni, Haridwar Folk Literature)

                                (Folktales for Managers Series)

                          Management Lessons in Garhwali-Kumaoni Folktales -11

                Management Lessons in Garhwali –Kumaoni Folk Literature part -13

                     Research and Review by: Bhishma Kukreti

         The folktales are not aimed to one aspect of life but are aimed for various arena of life.

                The Garhwali Folktale ‘Gahath ki Dali’ or ‘Pigeon Pea Plant’ is also beneficial to marketing and stimulate marketing managers too.

                  Loyal or Old Customers are Beneficial than Mining for Newer Ones

                   Usually, the common marketing managers look for all types of customers and lose focus to retain the old customers. These common marketing managers, in search of newer or unknown customers and lose old customers too.

                     The marketing managers should make appoint that ignoring old customers and spreading trap for new customer do not pay dividend in long terms.

            Sony never campaign for appealing low end customers.  Dove or Pear soap brands should not campaign for low end customers. Paragon slipper brand should focus on low end customers and should forget wooing high end elite customers.

             It is easy to up-sell and cross –sell to loyal and old customers. The old customers of a brand buy easily the new products from that brand. For example, a old or loyal customer of Colgate easily will buy new product from Colgate.

                  Loyal or old customers are medium of doing free publicity for brand. The old customers of a brand share positive experience of the brand to other prospective customers.

          A marketing survey estimated that to get a new type of customer is 6 to 7 times more expensive than getting new customers.

                   Old or loyal customers support the brand in price competition from old competing brands or new brands.

  Old and loyal customers provide honest and quality feedback.

                Factors for Retaining  Loyal or Old Customers

The brand should position for a stable slogan, words or something valuable. The words should have some cue.

The brand should utilize positive social proof directly or indirectly.

The brand should invoke the ego of customers.

The service should be as per promise.

The brand should have reciprocal relationship with customers.

The brand should have exclusivity as per old customers that are loyal customers.

There should be personalized relationship in dealing customers.

The brand should use medium of communication and distribution those suit loyal customers.

The brand should go for building loyal customer community.

The brand should have regular feedback from loyal customers.

Pigeon Pea Plant (Gahath Ki Dali): A Garhwali Folktale for Managers

                   There was farmer in a village. He had second wife because his first wife died early. The famer had a five year old boy from his first wife. His present wife used to envy by that boy. His second wife gave ultimatum to her husband that if he do not burry his son into plough line in the field (gap or small canal happens due to plough) she would not live with him. As happened always, he was weak before his second wife. He agreed to bury his son in the field while plough.

      One day, the farmer was plough in an upper contour filed and his son was playing on lower field. The son saw pigeon pea plants. He started fencing those pigeon pea plants.  The famer took plough to through on his son for killing the son. The farmer was ready to throw plough on his son. At the same time, his son called him,” Father! These pigeon pea plants are already grown up there. Don’t uproot them.  These are already grown plants and we don’t know whether new plants would come or not from sowing the pigeon pea seeds.”

 The farmer got shock by precious words from his five year old boy.

He came home and told in straight words to his wife, “Listen cruel woman!  I shall not obey you.  I will not kill my already grown boy. Nobody knows you would give birth to child or not. For unseen future, I would never spoil my assured present.”

 **This folk story for Manager is taken from Garhwali Gadya Parampara by Dr Anil Dabral, page 165

Copyright @ Bhishma Kukreti bckukreti@gmail.com  4/12/2013

     Notes on   Management Lessons in Garhwali –Kumaoni –Haridwar Folk Literature to be continued….

Management Lessons in Garhwali-Kumaon Folktales, Folk Stories, traditional Narratives, Community stories to be continued …

Research Review of Garhwali-Kumaoni Literature to be continued….

                  References

1-Bhishma Kukreti, 1984, Garhwal Ki Lok Kathayen, Binsar Prakashan, Lodhi Colony, Delhi 110003

2-Anil Dabral, 2007, Garhwali Gadya Parampara,

3- Bhishma Kukreti, 2003, Salan Biten Lok Kathayen, Rant Raibar, Dehradun

4- Bhishma Kukreti, October 2007, Gadhwali Lok kathaon ma Prabandh Shastra ki suchna, Chitthi Patrika (Lok Ktha Visheshank), Dehradun

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          Notes on Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Salan Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Pauri Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Chamoli Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers a management Lesson from Garhwali Folktale from Rudraprayag Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Tehri Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers a management Lesson from Garhwali Folktale from Uttarkashi Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Dehradun Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Hardwar Garhwal; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Garhwal, Uttarakhand; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Garhwal, Himalaya; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Garhwal, North India; Loyal or Old Customers are Beneficial than Mining for Newer Customers  a management Lesson from Garhwali Folktale from Garhwal, South Asia;