The Congress VP, in his new found aggression of tone and tenor, mocked his political rivals, BJP and AAP. He said at the AICC meet, “Opposition parties can say anything. Their marketing is very good. They have used everything, name, shine and song. They are the ones who will sell combs to the bald”. “Now, some new people have come. The earlier ones used to sell combs to the bald; the new ones are giving haircuts. They are giving a haircut to the bald. Do not fall prey to what they say,”
His statement could be intriguing to many and confusing to others. Why did he get rousing applause when he mockingly said that rival parties’ ‘marketing is very good’. The people in the audience probably did not understand the real meaning of what he said.
Prima facie it is not possible to sell comb to a bald but if you are really a marketer it is not impossible. How? It all depends upon the extent of clarity that one has about marketing and selling. These are two alternate ideas or concepts or philosophies of running business. But most people in the absence of understanding of fundamentals consider selling and marketing as same. But reality these concepts are diametrically opposite of each other. In this context Drucker wrote that the purpose of marketing is to make selling superfluous. Marketing and selling differ in terms of understanding of what constitutes ‘means’ and ‘ends’. That is if you practice marketing then the need for selling ceases. And with the practice of selling, marketing is preempted.
Then what is the difference between the two and what is their connection with comb and bald? Marketing is about creating satisfied customer (end/goal) by understanding customer needs/ wants by designing and delivering value (means) according to them. This diminishes the need for selling /manipulation (fitting square peg in square hole). Selling on the other hand focuses on conversion of goods into cash (end) to satisfy seller by all kinds of persuasion and manipulation (means)- fitting square peg in round hole. In political marketing, most of the times the candidates are thrust upon voters and the lack of choice forces voters to choose from a limited menu. Political markets are not fully competitive or perfectly competitive for the want of free entry.
The true practice of marketing requires innovation. The process of innovation implies that an idea is converted into something that creates customer satisfying value. It is about a new way of doing or making something. The goal of innovation is to make something better or making someone better (customer). Now consider selling or marketing comb to a bald. It is very in the box or un-innovative to connect comb with hair. In this scheme of things a comb is means to satisfying need for combing and which only a person with hair can have. So combs cannot be sold to bald. And the idiom ‘selling comb to the bald’ becomes a joke.
Now wear innovation hat on your head and think out of box. Free comb from its established connection and take a real close look and list all the wonderful needs/wants it could satisfy: scratching back, gift to your wife or girlfriend, decoration (imagine a big comb in your drawing room-pastiche), tucking bed cover with comb, use it as a scale, to make rangoli & draw patterns, brush your coat, to scrub corners and the list goes on. I am reminded of a case of a hair color marketer who discovered that his color was used by buffalo traders to give them a darker shade because dark animals fetched high price. In Punjab, many dhabawalas use washing machines to churn lassi in big quantities .Dettol by liberating the brand from narrow confines of nicks and cuts managed to stay relevant by innovating new uses and making people better.
So there is nothing to laugh about when he says, opposition parties can sell comb of the bald. What he meant was they are very innovative.