<?xml version="1.0" encoding="UTF-8"?>
<rss version="2.0"
	xmlns:content="http://purl.org/rss/1.0/modules/content/"
	xmlns:wfw="http://wellformedweb.org/CommentAPI/"
	xmlns:dc="http://purl.org/dc/elements/1.1/"
	xmlns:atom="http://www.w3.org/2005/Atom"
	xmlns:sy="http://purl.org/rss/1.0/modules/syndication/"
	xmlns:slash="http://purl.org/rss/1.0/modules/slash/"
	>

<channel>
	<title>Third Eyesight &#187; Entrepreneurship</title>
	<atom:link href="http://thirdeyesight.in/blog/tag/entrepreneurship/feed/" rel="self" type="application/rss+xml" />
	<link>http://thirdeyesight.in/blog</link>
	<description></description>
	<lastBuildDate>Fri, 03 Feb 2012 04:37:47 +0000</lastBuildDate>
	<language>en</language>
	<sy:updatePeriod>hourly</sy:updatePeriod>
	<sy:updateFrequency>1</sy:updateFrequency>
	<generator>http://wordpress.org/?v=3.3.1</generator>
		<item>
		<title>The Year That Could Be</title>
		<link>http://thirdeyesight.in/blog/2012/01/06/the-year-that-could-be/</link>
		<comments>http://thirdeyesight.in/blog/2012/01/06/the-year-that-could-be/#comments</comments>
		<pubDate>Thu, 05 Jan 2012 18:50:39 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Corporate Social Responsibility]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Outsourcing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Supply Chain]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand building]]></category>
		<category><![CDATA[Carrefour]]></category>
		<category><![CDATA[clothing]]></category>
		<category><![CDATA[consumer goods]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[fashion]]></category>
		<category><![CDATA[fashion brands]]></category>
		<category><![CDATA[FDI]]></category>
		<category><![CDATA[FMCG]]></category>
		<category><![CDATA[food]]></category>
		<category><![CDATA[foreign investment]]></category>
		<category><![CDATA[global]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[international brands]]></category>
		<category><![CDATA[Metro]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[modern retailing]]></category>
		<category><![CDATA[organised retail]]></category>
		<category><![CDATA[organized retail]]></category>
		<category><![CDATA[retail boom]]></category>
		<category><![CDATA[retail productivity]]></category>
		<category><![CDATA[Tesco]]></category>
		<category><![CDATA[USA]]></category>
		<category><![CDATA[Wal-Mart]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=978</guid>
		<description><![CDATA[The first response of most people to the question “What happened in the Indian retail sector in 2011” would be probably something like this: lots happened, and then – at the end – nothing did! So what does 2012 hold?]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2012/01/06/the-year-that-could-be/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The e-tailing sunrise, finally?</title>
		<link>http://thirdeyesight.in/blog/2011/10/09/the-e-tailing-sunrise-finally/</link>
		<comments>http://thirdeyesight.in/blog/2011/10/09/the-e-tailing-sunrise-finally/#comments</comments>
		<pubDate>Sun, 09 Oct 2011 11:03:17 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[e-commerce]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Supply Chain]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[books]]></category>
		<category><![CDATA[customer experience]]></category>
		<category><![CDATA[Customer Experience WOW]]></category>
		<category><![CDATA[customer service]]></category>
		<category><![CDATA[e-tailing]]></category>
		<category><![CDATA[electricals]]></category>
		<category><![CDATA[fashion]]></category>
		<category><![CDATA[fashion brands]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[lifestyle]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[modern retailing]]></category>
		<category><![CDATA[multichannel]]></category>
		<category><![CDATA[omnichannel]]></category>
		<category><![CDATA[online]]></category>
		<category><![CDATA[online retail]]></category>
		<category><![CDATA[organised retail]]></category>
		<category><![CDATA[organized retail]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=955</guid>
		<description><![CDATA[Indian e-commerce companies have raised more than US$ 200 million in the last couple of years. Online, the Indian consumer seems spoilt for choice. Is the sun finally rising on e-tailing in India? Or is it yet another false dawn? Devangshu Dutta lays out the two sides of this story.]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2011/10/09/the-e-tailing-sunrise-finally/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Where is the Love? In the Brand.</title>
		<link>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/</link>
		<comments>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/#comments</comments>
		<pubDate>Fri, 26 Aug 2011 11:59:24 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[COLUMN-Progressive Grocer]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Supply Chain]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand building]]></category>
		<category><![CDATA[brand evangelist]]></category>
		<category><![CDATA[brand identity]]></category>
		<category><![CDATA[brands]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[ethical consumer]]></category>
		<category><![CDATA[fast food]]></category>
		<category><![CDATA[FMCG]]></category>
		<category><![CDATA[food]]></category>
		<category><![CDATA[food and grocery]]></category>
		<category><![CDATA[food processing]]></category>
		<category><![CDATA[food service]]></category>
		<category><![CDATA[global]]></category>
		<category><![CDATA[grocery]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[margin]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[modern retailing]]></category>
		<category><![CDATA[organic growth]]></category>
		<category><![CDATA[organized retail]]></category>
		<category><![CDATA[unorganized retail]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=948</guid>
		<description><![CDATA[As we move downstream towards final consumption, the economic value captured as a price premium also increases dramatically. An aspect that is often forgotten in discussions about "value-addition".]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2011/08/26/where-is-the-love/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Fan-tastic idea from Dyson</title>
		<link>http://thirdeyesight.in/blog/2010/07/14/fan-tastic-idea-from-dyson/</link>
		<comments>http://thirdeyesight.in/blog/2010/07/14/fan-tastic-idea-from-dyson/#comments</comments>
		<pubDate>Wed, 14 Jul 2010 04:31:14 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand building]]></category>
		<category><![CDATA[consumer goods]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer research]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[durables]]></category>
		<category><![CDATA[dyson]]></category>
		<category><![CDATA[electricals]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[price]]></category>
		<category><![CDATA[price optimization]]></category>
		<category><![CDATA[prices]]></category>
		<category><![CDATA[pricing]]></category>
		<category><![CDATA[UK]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=734</guid>
		<description><![CDATA[It&#8217;s curious how James Dyson consistently gets &#8220;more&#8221; (price) for &#8220;less&#8221; (components). First it was the bagless vaccum cleaner, now it is a bladeless fan. The retail price is currently pegged at £200, and the product is initially being targeted at the US and Japanese markets, which obviously have more people facing hotter temperatures for [...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2010/07/14/fan-tastic-idea-from-dyson/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Look Into Your Customer&#8217;s Eyes</title>
		<link>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/</link>
		<comments>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/#comments</comments>
		<pubDate>Tue, 08 Jun 2010 01:47:54 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Apparel]]></category>
		<category><![CDATA[BOOK REVIEW]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Customer Relationship]]></category>
		<category><![CDATA[e-commerce]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Footwear]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Product Development and Design]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Soft Goods]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Textiles]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[AIDA principle]]></category>
		<category><![CDATA[books]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[brand evangelist]]></category>
		<category><![CDATA[consumer goods]]></category>
		<category><![CDATA[consumer products]]></category>
		<category><![CDATA[consumer research]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[consumerism]]></category>
		<category><![CDATA[cult brand]]></category>
		<category><![CDATA[customer care]]></category>
		<category><![CDATA[customer service]]></category>
		<category><![CDATA[flip the funnel]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[Jaffe Juice]]></category>
		<category><![CDATA[Joseph Jaffe]]></category>
		<category><![CDATA[loyalty]]></category>
		<category><![CDATA[loyalty card]]></category>
		<category><![CDATA[loyalty club]]></category>
		<category><![CDATA[loyalty programme]]></category>
		<category><![CDATA[loyalty scheme]]></category>
		<category><![CDATA[market segments]]></category>
		<category><![CDATA[marketing funnel]]></category>
		<category><![CDATA[seth godin]]></category>
		<category><![CDATA[social media]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=728</guid>
		<description><![CDATA[The normal marketing funnel is described by the process Awareness, Interest, Desire and Action (or “AIDA”) which underlies the spray-and-pray approach of traditional marketing. Joseph Jaffe points out that the AIDA principle was created in times of abundant growth in the US, but is a suicidal funnel to fall into when resources are scarce. A review of his book "Flip the Funnel" [More...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2010/06/08/look-into-your-customers-eyes/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Smelling the Coffee</title>
		<link>http://thirdeyesight.in/blog/2010/03/30/smelling-the-coffee/</link>
		<comments>http://thirdeyesight.in/blog/2010/03/30/smelling-the-coffee/#comments</comments>
		<pubDate>Mon, 29 Mar 2010 23:43:24 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Food & Grocery]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[cafe]]></category>
		<category><![CDATA[Coffee]]></category>
		<category><![CDATA[coffee bars]]></category>
		<category><![CDATA[fast food]]></category>
		<category><![CDATA[food]]></category>
		<category><![CDATA[food service]]></category>
		<category><![CDATA[global business]]></category>
		<category><![CDATA[growing brands]]></category>
		<category><![CDATA[International brand]]></category>
		<category><![CDATA[international brands]]></category>
		<category><![CDATA[QSR]]></category>
		<category><![CDATA[retail productivity]]></category>
		<category><![CDATA[scale]]></category>
		<category><![CDATA[Starbucks]]></category>
		<category><![CDATA[USA]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=680</guid>
		<description><![CDATA[Last week, Starbucks unveiled its strategy for profitable global growth, having taken approximately US$ 600 million out of costs in since January 2008. It remains to be seen whether this round of growth will come from the company's natural strengths or whether Starbucks will return to growth-by-steroids. [More...]]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2010/03/30/smelling-the-coffee/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>10 Books for Start-ups and Small Businesses</title>
		<link>http://thirdeyesight.in/blog/2009/11/13/10-books-for-start-ups-and-small-businesses/</link>
		<comments>http://thirdeyesight.in/blog/2009/11/13/10-books-for-start-ups-and-small-businesses/#comments</comments>
		<pubDate>Fri, 13 Nov 2009 02:32:21 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[achievements]]></category>
		<category><![CDATA[adaptation]]></category>
		<category><![CDATA[books]]></category>
		<category><![CDATA[business plan]]></category>
		<category><![CDATA[C. K. Prahlad]]></category>
		<category><![CDATA[Chip Heath]]></category>
		<category><![CDATA[Dan Heath]]></category>
		<category><![CDATA[ideas]]></category>
		<category><![CDATA[jim collins]]></category>
		<category><![CDATA[John Mullins]]></category>
		<category><![CDATA[kishore biyani]]></category>
		<category><![CDATA[level 5 leadership]]></category>
		<category><![CDATA[Malcolm Gladwell]]></category>
		<category><![CDATA[own business]]></category>
		<category><![CDATA[personal growth]]></category>
		<category><![CDATA[Richard Branson]]></category>
		<category><![CDATA[small business]]></category>
		<category><![CDATA[Stephen Bloomfield]]></category>
		<category><![CDATA[Subroto Bagchi]]></category>
		<category><![CDATA[venture funding]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=438</guid>
		<description><![CDATA[There are so many valuable books an entrepreneur can learn from that this list is only a starting point, rather than “the Top-10”. But the thing about lists is that even if you find one item on the list that makes a substantial difference to you, the list has been useful. In this one, I believe you will find more than one book that could create such an impact...]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/11/13/10-books-for-start-ups-and-small-businesses/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Evolution, Process and Decay</title>
		<link>http://thirdeyesight.in/blog/2009/06/18/evolution-process-and-decay/</link>
		<comments>http://thirdeyesight.in/blog/2009/06/18/evolution-process-and-decay/#comments</comments>
		<pubDate>Thu, 18 Jun 2009 13:14:04 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[COLUMN-Progressive Grocer]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[adaptation]]></category>
		<category><![CDATA[evolution]]></category>
		<category><![CDATA[Leadership]]></category>
		<category><![CDATA[modern retail]]></category>
		<category><![CDATA[organisation]]></category>
		<category><![CDATA[organization]]></category>
		<category><![CDATA[process]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=335</guid>
		<description><![CDATA[Adaptations are happening because of the changes in the environment. Managers need to critically question: does this change meet a current ongoing need or provide an ongoing advantage, and can it apply to the rest of the business? (More...)]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/06/18/evolution-process-and-decay/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Fashioning Seasons</title>
		<link>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/</link>
		<comments>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/#comments</comments>
		<pubDate>Fri, 08 May 2009 03:18:24 +0000</pubDate>
		<dc:creator>Tarang Gautam Saxena</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Lifestyle & Fashion]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Retail]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Big Bazaar]]></category>
		<category><![CDATA[brand]]></category>
		<category><![CDATA[consumer markets]]></category>
		<category><![CDATA[discount]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[fashion]]></category>
		<category><![CDATA[fashion brands]]></category>
		<category><![CDATA[Indian retail sector]]></category>
		<category><![CDATA[kishore biyani]]></category>
		<category><![CDATA[lifestyle]]></category>
		<category><![CDATA[Promotions]]></category>
		<category><![CDATA[retail seasons]]></category>
		<category><![CDATA[retailer]]></category>
		<category><![CDATA[Sabse Sasta Din]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=322</guid>
		<description><![CDATA[Many brands and retailers have seized the opportunity of general elections to run promotional campaigns - could this become another fashion season?]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/05/08/fashioning-seasons/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Would you like some ads with that coffee?</title>
		<link>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/</link>
		<comments>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/#comments</comments>
		<pubDate>Mon, 13 Apr 2009 09:33:04 +0000</pubDate>
		<dc:creator>Devangshu Dutta</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Consumer]]></category>
		<category><![CDATA[Entrepreneurship]]></category>
		<category><![CDATA[Market Research]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Coffee]]></category>
		<category><![CDATA[consumer segments]]></category>
		<category><![CDATA[guerilla marketing]]></category>
		<category><![CDATA[market segments]]></category>

		<guid isPermaLink="false">http://thirdeyesight.in/blog/?p=307</guid>
		<description><![CDATA[We're all for new business ideas and guerilla marketing tactics. However, it is a fact that some work, and many don't.

Here's one idea that  raises some question marks.

It's a business called freepapercups.com that provides free paper cups to offices carrying the ads of other companies who pay for the cups. The company's proposition is that everyone wins - the recepient office saves on paper cup expenditure, coffee service providers get a new tool to save their customers money (and for themselves to possibly gain some share or the revenues?), and the advertiser gets to penetrate a previously untouched white-space. Who knows - this may work, just like the ads and logos painted on the roofs of white delivery vans.

However, the thing is this: paper cups - with ads or without - will get thrown away like yesterday's newspaper and last month's magazine. So, this would be another form of broadcast advertising whose effectiveness needs to be measured and proven, and it's guilty (of waste) unless proven innocent. 

Also, it is invasive to a great degree in a space that should be uncluttered with any messages other than what are relevant to the organization's own business. 

So, will it really contribute anything significant to the offices who won't be spending on the paper cups, or to the brands that do spend to advertise on them? Or will it just detract from both?

What might be next - co-branded letterheads perhaps?

Lest I sound too much of a cynic, let me offer up a thought: maybe governments should put a new line item in their  budgets - "Grant on expenditure on ceramic coffee cups for offices to carry environmental and fiscal-consciousness messages". 

A caffeine-laced economic stimulus - now that should get the economy going again!]]></description>
		<wfw:commentRss>http://thirdeyesight.in/blog/2009/04/13/would-you-like-some-ads-with-that-coffee/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
	</channel>
</rss>

