MAM
Sunil Alagh’s 10 commandments on marketing
MUMBAI: “Keep it simple,” was SKA advisor Sunil Alagh’s opening line.
The ten truths about marketing that were spelt out by Alagh were as follows –
1) Thou shalt keep it simple, stupid vegetarian
Stating Britannia’s vision – which was to have every third Indian to be consumer of Britannia products, Alagh talked about the necessity of moving away from flowery corporate jargon, keeping the vision statement simple and relevant. Another case in point was Fed Ex.
2) Thou shalt beg, borrow, steal
Beg the best to join you, borrow when you can have competitiveness (Outsourcing) and steal if you better an idea and make it yours.
For instance, Wagon R was Hyundai; while the former launched first in Indonesia, the latter capitalised on the concept and established leadership in India. A similar case can be drawn between Sony’s Walkman and Apple’s iPod.
3) Thou shalt do unto one what you do not want done unto you
P&G and the smaller players like Cavin Kare, Nirma’s attack on HLL.
4) Never chase a Jerry in your life
Don’t spend time chasing the wrong small fry, as one will end up chasing one’s own tail.
5) What you take from others can be taken away from you
It is essential to create a long term differentiation which is unique and is yours. Sony’s Walkman was untouchable for number of years. So, is the iPod and the Volkswagen. “Don’t offer greater bribes to your consumer; create greater emotional bond.”
6) Thou shalt love thy competition’s wife
For instance Virgin Airways Vs British Airways. And the Parker ad with Amitabh Bachchan. Says Alagh, “Loyalty pays in a marriage. In marketing infidelity has its own rewards.
The Tanishq ad states, “Beware, there is a thief in the family.”
7) Don’t work at how much is in the glass; look at the glass itself.
There will always be a niche in the market, but is there a market in the niche?
8) Thou shalt not mistake thyself for God
Alagh pointed out how Philips in the 50’s and 60’s ruled the sector and became complacent letting Sony beat them.
9) Thou shalt worship Lady Luck
10) Thou shalt not wait for the last commandment
Make your own commandment. Contribute your own verse in the poetry.
Alagh’s concluding words were: get the right people and it is only the team that can build an empire. With a rush of relevant and rejuvenating ads, Alagh – the last speaker at Promax 2005 – made it a truly memorable session.
Brands
Trump announces $300bn Texas oil refinery with Reliance, calls it the biggest in US history
First new US refinery in 50 years planned at Brownsville port with Reliance
WASHINGTON: The United States may soon see the first brand-new oil refinery built on its soil in half a century.
Donald Trump announced a proposed $300 billion refinery project in Texas, calling it a landmark moment for American energy production and jobs.
Posting on Truth Social on 10 March, Trump said the facility would be built at the Port of Brownsville and developed by a company called America First Refining, with major investment from India’s Reliance Industries.
The announcement frames the project as a centrepiece of the administration’s push for “energy dominance”, with Trump claiming it would deliver thousands of jobs and billions of dollars in economic activity to South Texas.
If realised, the plant would mark the first all-new major refinery constructed in the United States since the 1970s. In recent decades, oil companies have largely chosen to expand existing facilities rather than build new ones, citing high costs, regulatory hurdles and environmental scrutiny.
Trump described the proposed investment as the “biggest in US history”, positioning it as proof that policy changes such as streamlined permits and lower taxes are drawing large-scale energy investments back into the country.
The refinery is planned for the Port of Brownsville, a strategic Gulf Coast location that provides easy access to shipping routes and export markets.
A key partner in the project is Reliance Industries, controlled by billionaire industrialist Mukesh Ambani. The company already runs the world’s largest refining complex in Jamnagar, India, making it one of the most experienced operators in large-scale petroleum processing.
The Texas venture would mark a significant step for the group into America’s domestic refining sector, potentially strengthening industrial ties between the US and India.
The proposed refinery is being promoted as a next-generation facility capable of processing American shale oil while maintaining high environmental standards. Trump said it would be “the cleanest refinery in the world”, although the specific technologies behind that claim have not yet been detailed.
Industry observers also note that the $300 billion figure is unusually large for a refinery project, and analysts are waiting for more clarity on whether the number reflects total construction costs, long-term infrastructure investment, or broader economic impact estimates.
As of 11 March, Reliance Industries had not publicly confirmed the investment size or the structure of its involvement.
For now, the announcement has sparked equal parts excitement and curiosity in energy markets. If the plan moves from promise to pouring concrete, the refinery could reshape the Gulf Coast energy landscape, and reopen a chapter in American refining that has been quiet for nearly fifty years.
