The Dirty Secret Of Marketing

Let’s assume you are a shop owner and you are running a store may be grocery or medical store or something similar. Now one day a customer comes to your shop and ask you for a hair oil of a particular brand, for example, ABC company hair oil which you had never heard of earlier so you inform the customer that this product is not available with you. However, you try to suggest some substitute to the customer but customer refuse and insist only for the ABC hair oil brand so you deny the customer and he/she returns back.

After few days another customer comes and ask for same ABC hair oil, you refer other brands, but customer insisting for ABC hair oil and returns back.

Now, in a month this happened quite a few times and it irritates you to the core and while you inquire about this product suddenly like an angel a sales person comes with an ABC hair oil brand and ask you if you are interested in keeping the stock of this hair oil brand.  The sales person fakes the story of how successful his product is in your nearby cities and in other states. Also sale men show a good margin of profit as well. Now, due to your last few week’s incidents of returning customers for this product makes you stop thinking about anything and you without giving a second thought orders the stock.

After taking down the order now the sale person up sells and says this product is directly coming from the factory and due to the effectiveness of the product it is every much in demand therefore, the production is less than the demand so why don’t you stock more right now because not sure whether, you may get the next stock in a month or two. So you agree with him and order more stocks in advance.

Now, you are loaded with the ABC hair oil stocks and wait for the customers to come and ask for the hair oil. But to your surprise week passes two weeks passes not a single customer has come suddenly you realize that something is fishy because no one has turn up to buy this hair oil. Over, a month this product became a dead stock and now you starts up selling this hair oil to get rid of the dead stock.


If you are capable or lucky enough, then you can get rid of the stock other wise you have to bear the loss.

So what’s the ABC hair oil company trick:

  • Sending their own people as a customer to the shops asking for ABC hair oil only. And creating a fake curiosity and a need in the market for ABC hair oil in different shops in different localities.
  • All of sudden the ABC hair oil sales men appears like an angel since there was already a fake curiosity  was created it became easy for the salesman to take the orders without much effort. Since it is manufactured locally they give a good margin to the retailers which attracts the retailers.
  • The salesman makes sure to put the maximum stock as possible because he knew that their marketing strategies is fake and he won’t be able to come and put more stock again so he tries to take orders as much as possible in one time.
  • Whether you have paid fully or partially for the stock no business men or store owners like to have a dead stock so he starts up selling the hair oil himself to get rid of the dead stock which ultimately benefits the ABC hair oil company.

Which countries e-commerce business is growing faster?

Here is a quick read that will introduce you with biggest eCommerce countries in the world & some interesting facts about their huge eCommerce market.

1. China:

Sales: $426.26 billion
Increase: 35%
Top online retailer: Alibaba
eCommerce sales as % of total retail sales: 10.1%

China’s eCommerce growth has exploded, coinciding with the massive sales of the world’s largest online retailer, Alibaba. A 35% increase from 2013 is double the growth of every country on this list with the exception of Brazil and Germany. China is estimated to double the United States eCommerce sales numbers by 2018.

2. United States
Sales: $305.65 billion
Increase: 15.7%
Top online retailer: Amazon
eCommerce sales as % of total retail sales: 6.5%

Coming in number two to China is a trend the U.S. is going to have to start getting used to. eCommerce sales still continuing to rise at a healthy rate and the eCommerce sales as a percentage of total retail sales are estimated to reach nearly 10% by 2018. There is a massive gap after China and the U.S. which properly demonstrate the two superpower’s dominance of the retail market compared with the rest of the world, at least for now.

3. United Kingdom
Sales: $82.00 billion
Increase: 16.5%
Top online retailer: Amazon
eCommerce sales as % of total retail sales: 13.0%

Despite being third on this list, there is still a well over $200 billion difference when compared to the United States. Interestingly enough, the U.K. boasts the highest percentage of online sales compared to total retail sales at 13%. A big reason for this can be explained by the diverse geography of the U.K. and the efficient shipping methods of Amazon, which holds a large market share across the countries making up the U.K.

4. Japan
Sales: $70.83 billion
Increase: 14.0%
Top online retailer: Rakuten
eCommerce sales as % of total retail sales: 4.9%

Japan’s eCommerce sales are led by online behemoth Rakuten, not just the largest online retailer in Japan, but also one of the largest in the world. Rakuten has interests in several other countries, including the United States, the U.K., Spain and Canada. They also provide services in many areas beyond online retail sales, such as banking services that include loans and mortgages, travel websites, brokerage services for securities and even managing professional sports teams. Rakuten also just recently finalized a $410 million purchase of U.S. e-book marketplace Over Drive, as it looks to gain traction in the digital content arena.

5. Germany
Sales: $63.38 billion
Increase: 22.1%
Top online retailer: Amazon
eCommerce sales as % of total retail sales: 7.3%

Germany comes in at number 5 on this list, but also has the second largest percentage of growth from 2013, trailing only China and barely beating out Brazil. They are also the fourth highest on this list in terms of percentage of retail sales coming online. Amazon is the largest eCommerce site in Germany where it has had a foothold since 1998. Recent employee strikes this past December are something to watch for as Amazon does not deal with unions and prefers to deal directly with employees, whereas unions remain a fundamental part of German culture.

6. France
Sales: $38.36 billion
Increase: 12.1%
Top online retailer: Odigeo
eCommerce sales as % of total retail sales: 4.6%

The French eCommerce market is led by Odigeo, the largest travel company in France and one of the biggest in the world. For the purpose of this list, travel websites are not considered part of the retail industry, yet despite the largest eCommerce company from France being a travel site, France still comes in at number 6 globally. Amazon is also prevalent in France, but they do not report their French sales numbers publicly. Estimates put Amazon’s numbers at 1.5 billion Euros per year which would place them within the top 5 of French eCommerce sites.

7. South Korea
Sales: $33.11 billion
Increase: 13.o%
Top online retailer: Coupang
eCommerce sales as % of total retail sales: 9.0%

South Korea has the third highest percentage of retail sales coming online at 9%. Online giant Coupang has taken advantage of the high Internet speeds that South Korea has to offer, which are the highest wireless speeds in the world. Only four years old, Coupang’s CEO has called his company the “Amazon of South Korea.” By focusing on creating a top of the line mobile site and app, along with fast and efficient delivery times, Coupang is a company on the rise and one of the fastest growing eCommerce companies in the world.

8. Canada
Sales: $24.63 billion
Increase: 17.4%
Top online retailer: Amazon
eCommerce sales as % of total retail sales: 5.2%

Amazon has a strong hold on the Canadian eCommerce market with 7% of Canada’s total eCommerce sales for 2013. Amazon has had a big lead on Canada’s limited competition having been online there since 2002. Other prominent online sites include Costco, which is second behind Amazon in Canada’s online sales and Wal-Mart which plans to invest heavily to expand their online presence in Canada and globally as well.

9. Russia
Sales: $17.47 billion
Increase: 16.0%
Top online retailer: 
eCommerce sales as % of total retail sales: 2.2%

Russia is the number one country in Europe in terms of Internet users with 59% of the adult population having Internet access as of the beginning of 2014. Yet, despite this widespread Internet access, eCommerce sales make up barely more than 2% of the total retail sales. With Russia’s large population this number is poised to grow and is expected to more than double this year with heavy expectations in the next 5-10 years. It is not far-fetched for Russia to leapfrog several countries on this list in the coming years as its eCommerce sector begins to grow and online payments and transactions become more trusted. Russians pay cash on delivery more than any other method for their online transactions as they do not trust the security of online payments.

10. Brazil
Sales: $16.28 billion
Increase: 22.0%
Top online retailer: B2W Digital Inc.
eCommerce sales as % of total retail sales: 3.8%

Brazil is the only Latin American country to make this list. Double digit growth is expected to continue and as Internet usage and delivery services expand there will be an increase in the eCommerce market for many Latin American countries as well. Brazil’s poor infrastructure makes delivery difficult and impossible in many areas of Brazil, which directly affects the eCommerce market in a large way. B2W is the largest online retailer not only in Brazil, but all of Latin America as well. It has recently acquired multiple logistics companies in Brazil that specialize in deliveries in order to increase the efficiency and overall delivery capabilities in more areas of the country.

Please Note: All sales are for 2014 and % increase is the change from 2013. All data courtesy of Travel websites and event tickets are not included as part of retail numbers.


Micro Management

What is it?

When an owner or the manager of the organisation constantly keeps excessive control and attention detail to the works of subordinates or employees known as “Micro Management”.

Who does that?

A  manager with negative mind-set and lack of trust, self-confidence, and fear of others achievements.

  • How wants to be a decision maker all the time (even if it is moving the desktop from one place to another).
  • Gets too involved in the daily works of employee and their personal life.
  • Never appreciate the team or subordinates.
  • Wants the subordinates to follow “do it as I say approach”.
  • Asking unrelated questions or updates at uncertain times just to show the superiority.
  • Give a lot of attention to the unnecessary details of the work.
  • Finds correcting others fun


  • Low morale in employee.
  • High employee turnover.
  • Employees tend to depend more on the manager .
  • Less productivity.
  • Less creativity in the organisation.
  • Employees lose the trust in the manager.
  • Job dissatisfaction among employees.
  • No scope of learning for employees.

How to avoid:

“Micromanage the process, not the people”.