GEETA DUTT- MELODY PERSONIFIED
Long back,in our management class,our Professor conducted a survey in the class. He asked us to write the name of the Toothpaste we were using. Those days too,Colgate was the Brand leader. We were 30 students in the class. I was using Macleans’ (a brand that was available in India in those days), so I wrote Macleans’. Then he collected all 30 chits,added his own and started reading. The result was Macleans’-8,Kolynos-7,Colgate-7,Forhans-6 and 3 were using tooth powder. He explained to us that even the Brand leader,not necessary always,will lead in all consumer groups. It is a collective total which gives the leader its position.