MARKETING CLUB Gspuime MAR‘'19 WHAT THE HECK IS THAT ADVOCACY MARKETING Advocacy Marketing is a form of marketing that emphasizes getting existing customers to talk about the company and its products. With the increasing reliance on e-commerce for shopping, a huge chunk of shoppers re- search online before buying, and having people publicly advocating for the product gives these researchers something to find and study. In a 2015 report by Nielsen, a global infor- mation and research organization, it was found that 83% of consumers placed the most trust in the recommendations of friends and family. Furthermore, 66% trust- ed the opinions of consumers they found online. Advocacy works because, as the above stud- ies illustrate, people are more likely to trust their peers than direct advertising. When someone asks a friend about their experi- ences with a particular product or company, the feedback can be significantly more im- pactful than any marketing campaign could hope to attain. Advocacy marketing is also one of the most affordable methods of acquiring new cus- tomers because it leverages previous invest- ments in products and customer service. Happy customers tend to talk about prod- ucts without being prompted to do so, which can lead to new customers at no additional cost. The best companies already drive growth through advocacy by the strong narratives of the brands— the amazing Customer Experi- ence and great products. By utilizing this, they can supercharge growth by using their customers as a decentralised sales team “shot on iPhone” where user shots includ- ed stunning photos ranging from colorful scenery to meaningful family photos and the #tweetacoffee ran by Starbucks that al- lowed friends to buy a 5 dollar gift card for a friend can both be categorized under ad- vocate marketing.From the project, Star- bucks gained knowledge of the tie-in be- tween Twitter accounts, mobile devices and their customer list for 27,000 unique advo- cates, and 27,000 potential new customers. leper twort o Coffer Vol.1 No. 1 mars @spjimr.org Page 1MARKETING CLUB Gspume MAR’19 KNOW YOUR BRAND ASTRAZENCA AstraZeneca is a British-Swedish multina- tional pharmaceutical and biopharmaceuti- cal company. It was founded on April 6th, 1999 through the merger of the Swedish Astra AB and the English Zeneca Group and is now headquartered at Cambridge, United Kingdom. Its product portfolio includes products for major disease areas including cancer, cardiovascular, gastrointestinal, in- fection, neuroscience, respiratory and in- flammation. The company does not make over-the-counter drugs but manages a size- able portfolio of prescription products, in- cluding eight $1bn-plus blockbusters in 2018. The company sells products under the brands Atacand, Crestor, Onglyza, Nexium, Entocort, Losec, Merrem/Mero- nem, Carbocaine, Citanest, Diprivan, Mar- caine/Sensorcaine. As the company doesn't sell OTC drugs, thefe is, ma, keting products c co, s PMLive ranks thelco! 1 world in terms of revenue making it one of the leading pharmaceuticals brand globally and second largest in Britain after GSK. The company's purpose is to push the ‘boundaries of science to deliver life-changing medicines’ and their value is that ‘they follow the science. They put pa- tients first. They play to win. They do the right thing. They are entrepreneurial.’ The company's business strategy is focussed on “returning to growth through science-led innovation." According to its CEO, Mr. Pascal Soriot, "AstraZeneca is making great progress in its strategic journey. We have rebuilt our pipeline and are on track to return to sustainable growth. Our efforts are creating significant value for patients and shareholders." Che Cd. The company has been voted as one of the top science employers worldwide in the prestigious Science 2018 Top Employers Survey. IDEA Pharma’s Pharmaceutical In- novation Index (Pil) - an index which cele- brates the most innovative companies in pharma recognizes AstraZeneca as the most innovative company in the pharmaceutical sector. The company was able to improve its standing in IDEA’s list through promis- ing clinical data for its experimental drug pipeline and a number of new products that recently hit the market. AstraZeneca managed to launch five significant new medicines in 2017, across their primary therapy areas, which include cancer and lung diseases. Based y internal guid- ance, the company owed its R&D focus to provide ts from its ost notably a has struck a deal worth up to $6.9bn with Japan’s Daii- chi Sankyo to develop and sell a promising new cancer drug, as the Anglo-Swedish group makes a bolstered oncology push on the back of a recent turnround in reve- nue.The agreement will also involve a $1.35bn upfront payment with a further $5.6bn contingent on regulatory and sales targets. Daiichi has formed small tie-ups with Astra- Zeneca in the past, but the latest deal would be far larger in global scale.The agreement will see the two companies sharing the development and commerciali- sation costs as well as global profits from the drug, except for Japan, where Daiichi will retain exclusive rights. Vol.1 No. 1 mars@spjimr.org Page 2MARKETING CLUB sPiimrR MAR‘'19 WHAT’S NEW Marketing at Kumbh Mela The Kumbh Mela is the largest congre- gation of people in the world. With 150 million people expected at Prayagraj this year, the Ardh Kumbh (January 15 to March 4) expects to break all re- cords. The UP government pumped in %2,800 crore of investments in infra- structure, touristic and cultural activi- ties. The Mela will stretch across 3,200 ha, housing a gigantic temporary city of tents. Around 1.2 lakh toilets have been built, 20,000 dustbins placed, 40,000 LED lights installed, 1,400 CCTVs set up, and a veritable sea of changing rooms placed strategically near the ghats. Divya Kumbh, Bhavya Kumbh; Swachh Kumbh and Surakshit Kumbh are some of the slogans for this edition Marketing tactics: As devotees take the holy dip in the Ganges, marketers are ready to dive in, chasing some branding nirvana and seeding new products. Asia’s largest terry towel producer Welspun is enter- ing the Kumbh arena for the first time, showcasing its new mass market prod- uct with the tag line Towel jo jaldi sookhe Aur jaldi sookhaye Dabur is taking its hit dant snaan (teeth baths) campaign that it had done in an earlier Kumbh a step further. It is set- ting up Dabur Red toothpaste dispens- ers — a new offering — across Akharas. Kumbh regulars like HUL, Marico and Coca-Cola are still firming up their strategies. Dabur’s intent at Kumbh is to connect with rural folk and influence word-of-mouth endorsements The Kumbh is a great place for FMCG marketers to display some brand bhakti — with their soaps, oils, hand sanitis- ers, face washes — and win recall through innovative campaigns. But even non-personal care or food brands are there to make a statement. Take Birla Corp, which is distributing 2 lakh branded headbands promoting its Per- fect Cement at the Kumbh and also co-branding 70 changing rooms. Pp Ges Ts FECT PT mths the intent is to generate awareness for its new product, Wel- spun Quik Dry Towel, which was launched this October in the west and is now expanding to the north. Till now the company was predominantly ex- ports-focused but now it is trying to grow the domestic business. Almost 65% of the towel market in India is or- ganized and Welspun wanted to usher in the brand revolution in towels. The target group at Kumbh is so rele- vant for Welspun product — they are all visiting for a bath and need something to wipe their bodies with. Welspun has taken 20 changing rooms that are clos- est to the ghat and will be offering free trials. Welspun hopes to touch at least PER For Welspun, Vol.1 No. 1 mars @spjimr.org Page 3