smartness of plants, why corporate is lacking by drsranganathan


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									Will more advertisement on a product generate more business? These days, most
corporate invest heavily on advertisements, with a conviction of more returns and
business. This working style or the approach is widely followed by the FMCG industries
across the globe. The FMCG industries aggressively promote their products through
such an approach both in print, audio and visual media.

The question is, do consumers easily get influenced by the advertisements or their
purchase choices are rationale and scientific. Consumers may get tempt once and may
purchase the product once. But the repeat purchase of the products is definitely
determined by the quality and how the ‘products’ are meeting/fulfilling the consumer
needs. Otherwise, the consumers may not re-visit the products again. Irrespective of
the cost of the ‘product’, whether, it is costly or cost-effective.

Corporate and the business ‘pundits’ might have gained this ‘wisdom’ recently, but the
nature knows this management principle ever during the creation of wide variety of
flowering plants. It means, nature knew this principle several thousand million years
ago. The message to be remembered is that while giving advertisement, keep the
quality and how the product meets the needs of the consumers as well.

This truth is known to all the flowering plants that are pollinated by several insects. The
flower that offer ‘more’ nectar are the one, attract the insects competitively. For the
pollination event to occur, just the ‘visit’ of the insects to the flower is not enough, the
insect must stay and move around within the flower, only then the complete transfer
and or the collection of pollen grains would occur. Having very little nectar in the flower
may not help the plant to keep the interest of the insect to the flower for a longer
duration of time and hence the flowers have to have sufficient quantity of nectar.

Research studies have proven that the flowers of many plants produce nectar if it were
removed artificially. That means, when the insect draws the nectar, do get nectar again
from the same flower. Since the nectar is continuously available, the insect would
prefer to stay in the flower and move around within for longer duration of time.

In some flowers, nectar replacement doesn’t seem to occur. From such plants, when the
nectar is removed, although the insects may visit them but quickly recognizes that the
nectar is not available. Hence, the insects quickly move away from it without doing the
job of pollination for the plant.

Consumers can be easily compared with the pollinating insects. Insects visit flower after
flower only for nectar. Whenever they see a flower, they move towards them. If the
nectar is not there, they reject such flowers. The beauty of flowers although catch the
attention of the insects but they primarily come for nectar only. Similarly, the
consumers buy a product only with a purpose or need in mind.
Corporate should realize that advertisements will do little if the product lacks quality
and superiority. If they think that they can ‘buy’ consumers through eye catching
advertisements, they are terribly mistaken.

Look at the nature; you can learn many things for your business success and business
planning. Let nature be your management teacher.

Ref: Management book – Jungle wisdom for corporate management – lessons from
university of nature by Swami Sukhabodhananda and Dr S Ranganathan

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