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Marketonomics
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HOW TO MAKE A MARKETING PLAN............................................................................................. 53
AIDA MODEL ........................................................................................................................................ 54
DIFFUSION OF INNOVATION CURVE .............................................................................................. 59
CUSTOMER LIFETIME VALUE .......................................................................................................... 60
SURROGATE MARKETING................................................................................................................. 61
BRAND PERSONALITY ....................................................................................................................... 62
MARKETING RESEARCH .................................................................................................................... 63
AD ANALYSIS ....................................................................................................................................... 66
QUESTIONS FROM THE PREVIOUS YEAR INTERVIEWS: ........................................................... 71
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WHAT IS MARKETING?
“Marketing is the science and art of exploring, creating, and delivering value to satisfy
the needs of a target market at a profit. Marketing identifies unfulfilled needs and
desires. It defines, measures and quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of serving best and it designs
and promotes the appropriate products and services.” – Dr. Philip Kotler.
SALES VS MARKETING
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NEEDS, WANTS, DEMANDS, AND DESIRES
Needs:-
• Needs are basic human requirements
• They are states of felt deprivation for basic human requirements
• These may include:
i. Physical Needs: Food, clothing, shelter, clean air
ii. Social Needs: Belonging and affection
iii. Individual Needs: Knowledge and self-expression
• Generally, the products which fall under the needs category of products do not require a
push.
Berger Weather Coat All-Guard has positioned its brand to meet the following 5 needs
of consumers:
❖
Stated Need: “I need an exterior paint which is economical.”
❖
Real Need: “An economical paint which is durable and will provide weather
protection”
❖
Unstated Need: “Water resistance, high sheen”
❖
Delight Need: “For ex: Product warranty, unique colors”
❖
Secret Need: “Admiration and appreciation from neighbors and
guests”
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Wants:-
• Wants are need satisfiers; they are described in terms of objects that will satisfy needs
• Wants are shaped by culture, society and individual personality. Ex: A hungry person in
Australia may want a hamburger, chips and a cola while someone from Singapore may
want noodles and someone from the South Pacific region may want mango, coconuts, and
beans
• Companies must measure not only how many people want their product but how many
are willing and able to buy it
• Customers view products as bundles of benefits and choose products that give them the best
bundle for their money
Desire is the basic difference between wants and demands. A customer may desire
something but he may not be able to fulfill it.
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CONSUMER BEHAVIOUR
Consumer behavior is the study of how individuals, groups, and organizations SELECT, BUY,
USE and DISPOSE OFF goods, services, ideas, or experiences to satisfy their needs and wants.
A consumer’s buying behavior is influenced by cultural, social and personal factors with cultural
factors exerting the broadest and deepest influence.
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SEGMENTATION
It is the process of defining and subdividing a large market into clearly identifiable segments
having similar needs, wants, or demand characteristics i.e. dividing a whole into parts based on
various criteria like geography, demography, behavior, gender, personality etc. Why do we need
segmentation?
Not all individuals have similar needs. A male and a female would have varied interests and
liking towards different products. A kid would not require something which an adult needs. A
school kid would have a different requirement than an office goer. Market segmentation helps
the marketers to bring together individuals with similar choices and interests on a common
platform. Segmentation is done along the following factors:
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DEMOGRAPHIC SEGMENTATION
Based on demographic variables, the firm can decide which group they need to cater to.
INCOME
TATA NANO Market Segmentation
Specially designed & manufactured for middle class & lower middle-class people of
India.
Income
An income group of $220 p.m. (Middle and Lower middle-income class)
can easily purchase the car
GEOGRAPHIC SEGMENTATION
Categorizing customers according to the geographic units and customizing group
requirements accordingly. This type of marketing strategy can be explained with some
examples:
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PSYCHOGRAPHIC SEGMENTATION
The art of marketing is such that the marketer needs to highlight that part of the commodity that
appeals most to a customer and tell him the features of the product and how it will benefit him,
as a part of the advertising process.
For example
Patanjali
Patanjali correctly identified the change in behavioral
trends and shifting towards a healthier lifestyle. It appeals
the most to consumers through its “Ayurvedic, Herbal,
Non-chemical” feature. It advertises to show how the
herbal ingredients would benefit the consumer.
Thums Up
Thums Up is synonymous with power, enthusiasm, and energy.
Brand Thums Up has been positioned as a manly drink with a strong
taste.
Behavioral SEGMENTATION
For example
Dove Shampoo
Dove Shampoo comes in a large variety. Hair fall, Anti-dandruff, Soft & silky,
Damage repair, etc. are all examples of different hair problems that are
addressed by DOVE by segmenting the consumers basis their USAGE
patterns.
Source: http://dispur.nic.in/sixthpay/sixth-pay-allowances.pdf
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TARGETING
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments consisting of the customers whose needs and
desires are first identified and then attempted to be met by your product or service offerings. It can
be the key to attract new business, increasing your sales or profitability.
For example
Paper Boat
GSKCH has segmented the consumers based on age and targeted each segment with specific
products
Horlicks for growing children Horlicks Lite for adults Junior Horlicks for toddlers
and pre-schoolers
POSITIONING
Positioning is defined as the act of designing the company’s offering and image to occupy
distinctive place in the target market’s mind.
Positioning is all about ‘perception’. As perception differs from person to person, so do the results
of the positioning map, example, what one perceives as quality, value for money in terms of worth,
etc.
will be different to any other person’s perception. However, there will be similarities in certain
cases.
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For example
Elements of positioning:
1. Target Audience: For whom the product is intended
2. Points of Parity (POP): Attributes like other products in the category. Points of parity are
important because customers expect basic offerings from a category. For example, when
purchasing a toothpaste, a customer will expect that it should have freshness as well as it tastes
well.
3. Points of Difference (POD): Attributes that differentiates the products from others in the
category. The more the number of PODs the better the positioning. PODs should satisfy the
following criteria:
Apple introduced the fingerprint scanner to unlock device in the iPhone models. This was
a POD until Samsung and all other manufacturers used the same technology to make it
into a POP, thus nullifying Apple’s unique POD
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MARKETING MIX
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Place - Distribution Channels
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GENERAL TRADE VS MODERN TRADE
General Trade
General trade is associated with a spread-out distribution network of small retailers, dealers,
stockists, wholesalers, and distributors. It maintains inter-personal relations between the
customers and the retailers. Erratic demand leads to quick and ad-hoc orders which put a strain on
the schedule planning and last mile delivery for the distributors.
Modern Trade
Modern trade includes the larger players such as supermarket chains, mini -markets (Indonesia),
hypermarkets, etc. The customer-seller interaction is not as personal or regular as that in general
trade. It involves a more planned and organized approach to distribution and logistics
management.
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Some of the key differences are:
Customer
interaction Personal (retailer hands out the products to Customer can pick and choose the items
the customer) and then proceed to check-out.
Order
placement
Based on current stocks Strategically planned to meet
promotional demands
Product
range
Limited Extravagant
On-time
deliveries
Comparatively lower focus Comparatively higher focus
Order
fulfillment Must be specific to pre-decided
time Can be accommodated at different time- slots (missing which might
Times raise a penalty on the distributor)
Economies
of scale
Goods traded on MRP Retailers can absorb cost and give
promotional discounts to drive purchases
Credit
cycle
Short Long (customized)
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Price:-
CPV is the difference between the perceived customer evaluation of all the benefits and costs of
the offering and the perceived alternatives.
Total Customer Benefit is the perceived monetary value of the bundle of economic, functional
and psychological benefits customers expect from a given market offering because of the
product, service, people and image.
Total customer cost is the complete packet or fees a customer expects to pay in the researching,
buying, obtaining and maintaining of a given product or service including monetary, time,
energy, and psychological costs.
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For example
While buying a car, the expected reactions from family and friends also
become a part of benefits or gain. The customer evaluates whether the car
would be able to provide whatever he/she is looking for. Whether the car
would provide the comfort and the usability. Also, for many customers, the
perceived value would also include the mileage a car, the opportunity, and
the monetary cost as well.
Can you think of the factors that you considered while deciding to buy your last smartphone?
Product – Benefits
Products provide benefits, and it is for these benefits that they are bought by customers. These
benefits may be classified into three types:
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Go-to-Market Strategy
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach
customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a
blueprint for delivering a product or service to the end customer, considering such factors as
pricing and distribution. A GTM strategy is somewhat like a business plan, although the latter is
broader in scope and considers such factors as funding.
EXTENDED P’s
In case of a service offering, 3 more Ps are added to the marketing Mix, together they make 7 Ps
for an extended marketing mix of a service.
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Physical Evidence
7. Process
People:
All companies are reliant on the people who run them from frontline Sales
staff to the Managing Director. Having the right people is essential because
they are as much a part of your business offering as the products/services you
are offering.
Processes:
The delivery of your service is usually done with the customer present so
how the service is delivered is once again part of what the consumer is
paying for.
Physical Evidence:
Almost all services include some physical elements even if the bulk of what
the consumer is paying for is intangible. For example, while taking a flight,
luggage tags are put by the airline service providers on the bags that
passengers carry. Here even though the service is intangible, the tags act as
physical evidences to the service.
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4 A’s
Poor management as a consequence of not knowing what drives consumers is behind the majority
of marketing failures. Consumer knowledge is a much more reliable route to success. This
customer-centric marketing management framework emphasizes on the most important consumer
values – Acceptability, Affordability, Accessibility, and awareness – which is dubbed as the four
A’s.
This is based on the four distinct roles that consumers play in the marketplace – seeker, buyer,
payer, and user.
The 4 As can also easily be related to the traditional 4 Ps.
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Acceptability Affordability
Availability Awareness
Tying up with initiatives like E- Choupal and Colgate created awareness by melas, door
Disha to strengthen distribution network. to door selling, haats, sampark campaign,
vans, free dental checkups, free samples.
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Product Mix – Length & Breadth
Product Mix
The complete set of all products that a company offers to the market is called as the product
mix of the company. For example, this is the product mix for Procter & Gamble.
Product Line
A product line is a group of products within the product mix that are closely related, either
because they function in a similar manner, are sold to the same customer groups, are marketed
through the same types of outlets or fall within given price ranges.
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For example, Dove has 10 different types of
shampoos for different hair needs (Intense
Repair, Hair Fall Rescue, Daily Shine, Dandruff
Care, Dryness Care, Oxygen Moisture,
Environmental Defence, Nourishing Oil Care,
Regenerative Repair, Rejuvenated Volume), it
contains a depth of 10.
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PUSH V/S PULL MARKET
A push strategy uses the manufacturer’s sales force, trade promotion money, or other means to
induce intermediaries to carry, promote, and sell product to the end users. This strategy is
appropriate when there is low brand loyalty, brand choice is made in the store, the product is
an impulse item and the benefits are well understood.
In a pull strategy, the manufacturer uses advertising, promotion and other forms of
communication to persuade consumers to demand the product from intermediaries, thus inducing
the intermediaries to order it. This strategy is appropriate when there is high brand loyalty, high
involvement, and the consumers choose the brand before they go to the store.
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PULL PUSH
Advertisements: Radio, TV, Print Ad, Sales promotion: Trade promotions - Buy 1
Online Get 1 free
Consumer Promotion: 30% extra Pricing offers: Get Rs.500 off on purchase
above Rs.2000
PR & Publicity: Non-paid, online blogs, Personal: Face to face sales push
press releases, etc.
Events and Experiences: Mall activations Direct to Consumer: Telemarketing
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PRODUCT LIFE CYCLE
PLC describes the various stages that a product goes through from the time it was initially thought
of until it is finally removed from the market.
This is the stage where the product is conceived and developed. This stage is characterized by
high R&D costs and losses in the form of manufacturing costs.
Stage 2: Introduction Stage
This is the stage where products are introduced to the market. This stage is characterized by high
marketing costs since the company invests a lot in creating awareness for the product. Sales
growth is slow in this stage due to which the company experiences huge losses during this period.
Due to the inability to continuously sustain losses, the failure at this stage is the highest.
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Stage 3: Growth
This stage is marked by a sharp increase in sales and the product becomes profitable in this stage.
Company spends on marketing to strengthen market share and capture market share. This stage
also experiences competition from new entrants who now see value in entering the segment. This
stage also experiences the highest profits.
Stage 4: Maturity
This stage sees stagnation in profits and the sales after growing for a certain period start going
down. Companies often spend a lot on innovation and promotions to sustain this stage as long as
possible. This is also a stage that is characterized by strong competition since the segment is now
an established one. A product might be in this stage for months or for decades.
Stage 5: Decline
This is the stage when players start moving out of the segment because it has been replaced by
better and more lucrative alternatives. Companies reduce their marketing spends and do not invest
in innovations and the product sells by itself. The sales in this stage continuously decrease until
the product goes obsolete.
PLC extension is a way for firms to compete for sales and market share. This can take place in a
number of ways:
• Increase use of the product among current users
• Obtain more varied use among current users
• Identify new users
• Bring in product line extension
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Android has been continuously bringing out
new versions of its software version to
extend its product life cycle
BRAND EXTENSION
Brand extension is a method used by companies to launch a new product by using an existing
brand name. Brands Extensions fall into general categories:
Benefits:
• Allows company to leverage its existing customer base and brand loyalty to increase profits
and promote new products with reduced promotional costs because the new lines or brands benefit
from being part of an established name
• Achieves success much quicker than it would have as an original brand
• Brand dilution: It occurs when consumers start thinking less of the brand. If a firm launches
extensions consumers find inappropriate, they may question the brand integrity or become
confused or even frustrated.
E.g. Tata Nano being launched as a “cheap” vehicle hit the positioning of Tata Motors hard.
• Brand confusion: Line extensions may cause the brand name to be less strongly identified with
one product.
E.g. By getting into powdered milk, soups and beverages, Cadbury ran the risk of losing its more
specific meaning as a chocolate and candy brand
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• Cannibalization: Consumers may switch to extensions from parent-brand offerings,
hence cannibalizing the brand sales.
ATTACKS
Attacks are aggressive marketing campaigns to increase brand awareness and respond to
competitors' marketing strategies. Sometimes, meek campaigns and responses don't generate any
buzz and companies need to get aggressive and create unique campaigns that stay in the minds of
consumers to remain competitive.
Frontal Attack
Attacker matches its opponent’s product, advertisement, price, and distribution. There are
different types of frontal attacks:
Pure frontal attack: It involves matching the competitors in all aspects of marketing
Limited frontal attack: It involves attacking in specific customer segments
Price based frontal attack: Price attributes are matched by the competitors
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Flank Attack
This type of attack targets weak spots or gaps. They can be geographic gaps (where competition
product or distribution is weak) or product gaps (when competition product is not meeting some
specific needs).
An example would be H&M opening stores across metro cities, tier 1, tier 2 cities in 18 months
compared to Zara’s 16 metro and tier 1 cities since 2010. This led it to more than double its sales
in 2017.
An example for product gap would be Dabur entering the beverage market through its Real fruit
juice and entering a space that hadn’t been occupied by Coca Cola yet.
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Guerrilla Attacks
These consist of small, intermittent attacks, conventional and unconventional attacks to embarrass
competition which includes selective price cuts, intense promotional blitzes, and even legal
actions.
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BCG Matrix
The BCG matrix (or Growth-Share Matrix), is a planning tool used to evaluate the strategic
position of a business brand portfolio and its potential. It classifies business brand portfolio into
four categories on the basis of industry attractiveness (growth rate of that industry) and
competitive position (relative market share).
The BCG analysis helps the company in deciding which entities in the business portfolio are
actually profitable and which are not. This helps businesses identify what it should
concentrate on and what gives it a competitive advantage over others.
Relative market share: Represented by the horizontal axis. Higher market share results in
higher cash returns. The mid-point is generally set at 1.0.
Market growth rate: Represented by the vertical axis. Higher market growth rate might lead
to higher returns in future, but this requires investment to stimulate further growth. So, this
would lead to higher cash usage.
The four categories are:
1. Dogs (Low market share, Low growth prospects)
• Dogs have low market share and a low growth rate and thus neither generate nor
consume a large amount of cash.
• They are cash traps because of the money tied up in a business that has little potential.
• Such businesses are candidates for divestiture.
Strategies for Dogs:
• The company can either divest the product altogether.
• Product can be revamped through rebranding/innovation / adding features etc.
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• They have the potential to gain market share and become a star, and eventually a cash cow
when the market growths lows.
• If the question mark does not succeed in becoming the market leader, then after
perhaps years of cash consumption it will degenerate into a dog when the market
growth declines.
Strategies for Question marks:
• Question marks must be analyzed carefully in order to determine whether they are
worth the investment required to grow market share.
• Companies are advised to invest in question marks if the product has potential for growth
or to sell if it does not.
3. Stars (High market share, High growth prospects)
• The business units or products that have the best market share and generate the most
cash are considered stars.
• Monopolies and first-to-market products are frequently termed stars.
• However, because of their high growth rate, stars also consume large amounts of
cash. This generally results in the same amount of money coming in that is going out.
• Stars can eventually become cash cows if they sustain their success until a time when
the market growth rate declines.
• Companies are advised to invest in stars.
Strategies for Stars:
All types of marketing, sales promotion, and advertising strategies are used for Stars because
of the high competition and rising market share to increase and retain market share.
4. Cash Cows (High market share, Low growth prospects)
• Cash cows are the leaders in the marketplace and generate more cash than they consume.
• They provide the cash required to turn question marks into market leaders, to cover
the administrative costs of the company, to fund research and development, to service
the corporate debt, and to pay dividends to shareholders.
• Companies are advised to invest in cash cows to maintain the current level of productivity,
or to "milk" the gains passively.
Strategies for Cash Cows:
• Strategy generally includes retention of the market share.
• Thus customer satisfaction programs, loyalty programs, and other such
promotional methods form the core of the marketing plan for a cash cow product.
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Ansoff Matrix
The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing
planning tool which usually aids a business in determining its product and market growth. This
is usually determined by focusing on whether the products are new or existing and whether the
market is new or existing.
The matrix shows four strategies you can use to grow and analyse the risks with each.
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• It is slightly riskier because you're introducing a new product into your existing market.
Example: ITC introduced ready-to-eat gourmet cuisine ‘Kitchens of India’ which specializes
in bringing to life age-old Indian dishes from across the country, especially from the gourmet
cuisines of Dum Pukht, Bukhara and Dakshin. ITC developed this new product for an existing
RTE market.
Market Development
• This strategy entails finding new markets for existing products. Market research
and further segmentation of markets helps to identify new groups of customers.
• This strategy assumes that the existing markets have been fully exploited thus the need
to venture into new markets.
• There are various approaches to this strategy, which include: New geographical markets,
new distribution channels, new product packaging, and different pricing policies.
Example: ITC's Agri Business Division, has conceived e-Choupal, an initiative by ITC to
link directly with rural farmers via the Internet for procurement of agricultural and
aquaculture products. This will help develop the market in the rural sector.
Diversification
• This involves moving new products into new markets at the same time.
• It is the riskiest strategy among the others as it involves two unknowns, new products
being created and the business does not know the development problems that may occur in
the process. Additionally, you're introducing a new, unproven product into an entirely new
market that you may not fully understand.
• There are two types of diversification
- Related diversification: This means that the business remains in the same industry
in which it is familiar with.
- Unrelated diversification: In this, there are usually no previous industry relations
or market experiences. One can diversify from a food industry to a mechanical
industry for instance.
Example: Diversified group ITC Ltd plans to set up multi-specialty hospitals and leverage its
experience in hospitality for tapping into the expanding medical tourism segment in India.
Ansoff matrix for ITC
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Porter’s Five Forces
Porter’s five forces is a tool used to analyse any Industry’s attractiveness and likely profitability.
It helps one answer the following questions:
• Whether or not a business can be profitable, based on the level of competition within a
certain industry.
• How does your competition’s action, changes your current bottom line and
future planning?
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- Number of buyers in the market
- Importance of each individual buyer to the organization
- Cost to the buyer of switching from one supplier to another
• Substitutes are unavailable, buyer purchases product in low volume.
• Buyer is not much informed regarding the product.
Threat of Substitutes
• When close substitute product exists in a market, it increases the likelihood of customers
switching to alternatives in response to price increases.
• In order to discover these alternatives, one should look beyond similar products, which are
branded differently by competitors. Instead, every product that serves a similar need for
customers should be taken into account.
• This reduces both the power of suppliers and market attractiveness.
Rivalry among existing competitors
• The main driver is the number and capability of competitors in the market.
• Many competitors, offering undifferentiated products and services, will reduce the market
attractiveness.
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Above The Line Marketing (ATL)
Billboard Ads
A creative magazine by The Economist was put up where the bulb would light up whenever
any pedestrian would pass by it, creating the brand image of a magazine that stimulates
thinking.
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Facebook Campaign by Worldwide Breast Cancer
Worldwide Breast Cancer, a global charity focused on early detection of breast cancer, had their
work cut out for them, touching on a very sensitive topic for many women: checking for signs of
cancer. They wanted to find a way to build awareness of the importance of checking while
alleviating some of the anxiety or fear around it.
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Fevicol Inseparables
The Kumbh Mela is one of India’s largest religious gatherings. Unfortunately, many
people get separated from their loved ones during the mela.
Fevicol, India’s ultimate adhesive brand, known for its unbreakable bond, made T-
Shirts with 2 and 3 heads. Families, siblings and friends were bound together in one T-
Shirt and walked everywhere as one, making them inseparable. The activation took place
at the Kumbh gathering in Ujjain, Madhya Pradesh, over a period of five days
• The advent of social media has blurred the ‘line’ segregating the marketing
techniques
• Companies now use an integrated approach involving both ATL and BTL
and it is called Through The Line (TTL)approach
• Allows brands to engage with a customer at multiple points
• Delivers both a wide reach and a focus on conversions
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Launch of IGTV
The app is designed for users to upload and watch long-form vertical video (up
to 1hr in length). Featuring content from various Instagram 'creators' the app has
been released both as a standalone and embedded Instagram app. Like
YouTube, the app will likely generate revenue for the brand through advertising.
This will offer consumers the opportunity to purchase products straight from
the Stories of their favourite brands, also offering brands and advertisers the
opportunity to conjure up compelling narratives in their Stories to encourage
conversions.
The terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising
firms separately (and at a different rate) from other suppliers who dealt with more direct promotional
efforts. In effect, marketing that was more broad in nature was separated from marketing that was
more direct in nature.
Marketing is NOT JUST advertising - it includes ALL the elements of the marketing mix (4
or 7Ps).
Promotion is NOT JUST advertising - it includes ALL the elements, such as PR and
direct selling.
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BRAND POSITIONING: Monitoring Competition
Brand positioning describes how a brand is different from its competitors and where, or how, it
sits in customers’ minds.
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BRAND EQUITY
Brand Equity is the value premium that a company realizes from a product with a recognizable
name as compared to its generic equivalent. Companies can create brand equity for their products
by making them memorable, easily recognizable and superior in quality and reliability. Mass
marketing campaigns can also help to create brand equity.
The additional money that consumers are willing to spend to buy iPhone X rather than a
Moto G5 s plus is an example of brand equity.
Starbucks’ customers choose its brand of coffee over others both because of its quality
and the kind of personalized experience it offers. A customer really likes it when their
name is called out once the order arrives. Starbucks is able to build an emotional connect
with the consumers. Also, it remains the largest roaster and retailer of Arabica coffee
beans and specialty coffees. Therefore, due to the brand equity, consumers are ready to
pay a premium for the coffee.
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MANAGING BRAND EQUITY
1. Brand Revitalization
Focus to capture lost sources of brand equity and identify and establish its new sources. This may
include brand modification or brand positioning. In short, it is to make a brand revival.
Cadbury India Ltd now named, Mondelez India Foods Pvt. Ltd, earlier
in 2006 had to fight a lawsuit since its chocolate products were found
plagued with worms. But they came back strongly with an advertisement
casting ‘Big B’ who believed in the brand of Cadbury as he saw the
manufacturing process in the factories himself. The repositioning was
effective as it utilized the high brand equity of Amitabh Bachchan. The
change in packaging reassured the consumer that an extra layer has been
added which protects the chocolate.
In the 1990’s Burberry was widely used by Hooligans who had habit of
instigating violence after the matches. The brand was being associated
with violence and crimes. Burberry revitalized the brand as a fashion
brand.
They discontinued their mass market line especially the caps that were
creating most of the problem. The reduction of this line and their non-
availability to the gangs led to decline in their popularity among this
segment.
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2. Brand Reinforcement
Focus on maintaining the brand equity by keeping the brand alive among both the existing and
new customers.
A brand needs to be carefully managed so its value does not depreciate. Brand mascots which was
created 70 years ago are used to personify a brand even today — companies such as Amul, Nirma
washing powder, Parle-G, Coca-Cola — only do so by constantly striving to improve their products,
services, and marketing. Marketers can reinforce brand equity by consistently conveying the brand’s
meaning in terms of:
(1) What products it represents, what core benefits it supplies, and what needs it satisfies
(2) How the brand makes products superior, and which strong, favorable, and unique brand
associations should exist in consumers’ minds.
The Dancing girl of Nirma was created 44 years ago but she is still seen
in Nirma advertisements every day. A little girl in a frilly white dress
twirls her way into a pack of detergent to the tune of a catchy jingle. This
petite mascot that appeared in every commercial back then was none
other than Nirma Group founder Karsanbhai Patel's daughter
The Amul girl was created in 1966. Half a century later, she is still seen in
witty advertisements every day. The ads funnily address pressing issues yet
are able to evoke nostalgia for one of India's most loved mascots.
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COMPETITIVE ADVANTAGE
The theory was proposed by Michael Porter in 1985. Competitive advantage occurs when an
organization acquires or develops an attribute or a combination of attributes that allow it to
outperform its competitors. It is the ability to perform at a higher level than others in the same market
or industry. There are four strategies that can be followed to achieve a competitive advantage.
Scope of Business Products
BROAD NARROW
Cost Leadership: Cost Focus:
• The idea here is to produce goods at the • Companies that use Focus strategies
lowest cost possible, typically by exploiting concentrate on particular niche markets
economies of scale • By understanding the dynamics of that
• Nearly all segments in the market focus on
O
C
differentiation and are accepted by a wide • This makes their particular market segment
tage
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allow the company to offer its foods for bargain a fun flying experience, unlike any other
prices. It uses a distinctive hiring strategy to be airline.
the cost leader.
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F
I
• The business targets a much larger audience Differentiation involves making your
with its offerings products or services different from more
• This strategy involves selecting one or more
price that covers the additional p roduction high-end market for elect ric vehicles . They
attractive than those of your competitors
criteria used by buyers in a market - and The important issue is to know that the
then positioning the business uniquely to customers in this segment have different
meet those criteria needs and to satisfy them in order to create
• Usually associated with charging a premium Differentiation
price for the product - often to reflect the This is a niche marketing strategy
higher production costs and extra value-
added features provided for the consumer Tesla emphasizes the uniqueness of its products,
• Differentiation is about charging a premium but also focused mainly on early adopters in the
costs, and giving customers clear reasons to integrate advanced environmentally friendly
prefer the product over others technology, considering that the vast majority of
automobiles today use internal combustion
Apple is targeting a number of customers who are
engines. Its consumer base are affluent
ready to pay a huge premium for an iPhone. This
customers who have a high tendency to purchase
is occurring because of the high brand perception
newly introduced products.
of the brand and its differentiation leadership.
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DIGITAL MARKETING
Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising, and
any other digital medium that may or may not require the internet. It consists of search engine
optimization, search engine marketing, content marketing, influencer marketing, e-commerce
marketing, social media optimization, email direct marketing, etc.
Viral Viral
Digital
Content
Online
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EXPERIENTIAL MARKETING
Social media marketing is a form of Internet marketing that utilizes social networking websites as
a marketing tool. The goal of SMM is to produce content that users will share with their social
network to help a company increase brand exposure and broaden customer reaches. This form of
marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
Volvo let the word out that you could win a brand
new Volvo for someone you love by simply
tweeting the name of the person you would like to
give the car to and hashtag #VolvoContest during
any car commercial. The idea was to shift the
viewer’s focus from the car commercial on the TV
to tweeting about Volvo instead.
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GUERRILLA MARKETING
In other words, guerrilla marketing is the act of executing an unusual or unexpected marketing
activity in a common, everyday place in order to generate a buzz for products or services. The
main point of guerrilla marketing is to get your business's name in front of as many people as
possible in an unexpected way. Guerrilla marketing is usually a low or no-cost form of marketing
that can reap substantial profits if implemented correctly.
Thus, it is a marketing tactic in which a company uses surprise and/or unconventional interactions
in order to promote a product or service. Guerrilla marketing is different than traditional
marketing in that it often relies on personal interaction, has a smaller budget, and focuses on
smaller groups of promoters that are responsible for getting the word out in a particular location
rather than through widespread media campaigns.
For instance (clockwise from top left), KitKat came up with a brilliant billboard campaign, trying
to highlight its punch line, but in an unconventional way. Similarly, Netflix, in order to scale up
the viewership of its flagship series- House of Cards in India, celebrated the birthday of Kevin
Spacey in the same way as birthdays of any typical Indian leaders are celebrated. Ikea re-
modeled an entire bus stop with furniture at Hyderabad, before launching their first store in
India. Nike funnily modified a park bench to encourage running.
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Some other examples:
Companies are increasingly turning to image and emotional marketing to win customer mind
share and heart share. Although this has gone on from the beginning of time, today it is
accelerating. In today’s economy, companies rapidly copy any competitor’s advantage until it no
longer remains. Volvo’s benefit of making the safest car means less when customers start seeing
most cars as safe.
More companies are now trying to develop images that move the heart instead of the head. Those
addressed to the head tend to state the same benefits. So, companies are trying to sell an attitude
like Nike’s “Just do it.” Celebrities are shown wearing “milk moustaches.” These campaigns work
more on Affect than Cognition.
From top left, clockwise: Zomato (Conscience), Mentos: Dimaag Ki Batti (Humour), Tata Tea:
Jaago Re (Self Awakening), Royal Enfield: Himalayan (Travel Emotion), Ponds: Googly
WooglyWoosh (Happiness) Happydent White (Humour), Indian Army: Live a Life Less Ordinary
(Pride and Motivation), Maggi: Miss You Maggi (Nostalgia), Coca-Cola: Ummedon Wali,
Dhoop/Reasons to Believe (Trust), Fortune Oil: Maa Ki Haath Ka Khana (Family Emotion),
Maruti Suzuki: India Comes Home (Homecoming Emotion), Fevicol (Humour)
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FADS, TRENDS, AND MEGATRENDS
FADS
A Fad is an intense and widely shared enthusiasm for something, especially one that is short-
lived; a craze.
• Fads can be a powerful influence over consumer purchases and can even move
entire industries in a new direction, at least for a time.
• Riding the wave of a fad can get a company big revenue relatively quickly. It can
also leave the marketers stranded when the fad inevitably ends.
• Fads can disappear just as quickly as they begun, and having an escape route is
one way to eliminate the dangers of being left with piles of unused inventory.
One of the major Fads that arose during the recent times was the Fidget
Spinner- a small toy that could be used by restless people to while away
time. The product rose to popularity and sales increased before dipping as
the toy slowly became less popular.
TRENDS
Trend is a direction of sequence of events with more momentum, predictability, and durability as
compared to a fad
• Trends don’t skyrocket and then crash in popularity. Trends are in it for the long
haul so they tend to rise in popularity more slowly.
• Trends have identifiable and explainable rises that are driven by audience needs
and demonstrated in cultural shifts.
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• It has a sense of permanence and place. Trends point to the future as much as
they do the present.
Memes are one of the major Trends in the current online space.
Millennials spend over 200 minutes being online every day.
Memes are so prolific that there's a good chance millennials and
Gen Z’ers are laughing at or sharing memes while online.
MEGATRENDS
Megatrend is a global, sustained and macro-economic forces of development that impact business,
economy, society, cultures and personal lives, defining our future world and its increasing pace of
change.
• It is slow to form, and once in place, influences us for some time- between 7 and
10 years or longer
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HOW TO MAKE A MARKETING PLAN
Marketing Plan: It is a document that summarizes what the marketer has learned about the
marketplace and indicates how the firm plans to reach its marketing objectives. A marketing plan
focuses on winning and keeping customers; it's strategic and includes numbers, facts, and
objectives. A good marketing plan spells out all the tools and tactics you’ll use to achieve your
sales goals. It’s your plan of action—what you’ll sell, who'll want to buy.
Situation Analysis: Gather data on current sales, market share, cost to company. Analyze your
product’s features and decide how they distinguish your product from its competitors. Make your
situation analysis a succinct overview of your company’s strengths, weaknesses, opportunities and
threats.
Determine Target Market: List anything and everything about the ideal customer. This includes
basic demographic information, such as gender, age, sex, family composition, earnings and
geographic location—as well as lifestyle. Gather relevant customer traits such as are they
conservative or innovative? Leaders or followers? Timid or aggressive? Traditional or modern?
Introverted or extroverted? How often do they purchase what I offer? In what quantity?
Set Goals: Set measurable goals depending on current situation and ambitions. Goals can range
from lofty and grandiose (such as doubling sales or increasing market share) to smaller, more bite-
sized ambitions (like getting 1000 new Instagram followers on your brand’s account or starting a
blog for your business).
Distribution Plan: Think through different ways in which you might be able to reach customers
and document them in this section of your marketing plan. The distribution plan should provide
details on the buying method preferences. For example, will customers purchase directly from you
on your website? Will they buy from distributors or other retailers?
Develop Marketing Communication Strategies: Define the marketing methods and decide upon
the advertisement method, using Internet marketing, direct marketing, or public
relations? Depending on the target audience, you will need to pick the best marketing methods
to explain, teach, and promote how your product or service stands out above other competitors.
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Set a Budget: Stay focused on marketing related activities. Chalk out a plan and decide the budget
allocation on marketing and promotion throughout the next year, and the cost of the item. Most
importantly, also decide the source of these funds.
• All these models assume the buyer passes through cognitive, affective and
behavioral stages.
• Moving from step to step in these models, one loses some percent of prospects.
Analyzing this structure helps one understand the root cause of an
underperforming communication (advertising/marketing) campaign.
AIDA MODEL
AIDA is an acronym used in marketing and advertising that describes a common list of events
that may occur when a consumer engages with an advertisement.
Attention
Typical promotion includes commercials, print ads, billboards, contests, etc.
Advertisements are designed to occupy the mind space of the potential customer. Every major
medium is used to deliver these messages, including television, radio, cinema, magazines,
newspapers, video games, the Internet and billboards. Advertising is often placed by an
advertising agency on behalf of a company or other organization. These advertisements expose
people to the product’s existence.
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Interest
By demonstrating the advantages and benefits, potential customer interest rises. To boost sales it
may include an advertising campaign, increased PR activity, a free- sample campaign, offering
free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with
attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal
letters on other methods. This stage involves short-term incentives to encourage buyers to
purchase a product.
Example: A temporary reduction in the price is given to consumer during some festival session
by Dabur foods. Sometimes there are price pack deals where the packaging offers a consumer a
certain percentage more of the product for the same price (for example, 25 % extra). Dabur also
gives a gift with purchase to increase interest (for example a glass, spoon etc).
Desire
After the potential customers find your product interesting, at some point, there’s a shift in their
mind. It’s about that moment of the shift, from intellectual curiosity to making the decision “I
want that for myself.”
Dabur tries to convince customers that they want and desire the product and that it will satisfy
their needs. If there is a need to stay healthy and fit, the person will desire a Dabur product to
satisfy this need. It has developed a temptation among consumer that they really need these
products, to pursue healthy and carefree life.
Action
Once you’ve stirred up enough desire to get your prospect thinking about taking action, it’s time
to close the deal. This focuses primarily on using a powerful call to action. Calls to action are
simple statements that let readers know what you want them to do next. For example, buy a
product, sign up for a newsletter, watch a video, or share your tweets.
There is a need to make the customer to take action and buy their product. This will reflect in
sales. Because of action, 2.5 crore Hajmola tablets are consumed daily in India, Dabur Amla is
the largest hair oil brand in India with 35 million consumers, one in every three fairness bleach
consumers uses Fem and Dabur Chyawanprash is the largest-selling nutraceutical in the country.
Purchase Funnel
• The purchase/purchasing funnel is a model which describes the theoretical customer journey
from the moment of first contact with your brand to the ultimate goal of a purchase.
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This can help with the following:
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Digital Marketing Funnel
The traditional marketing funnel revolved around awareness, interest, and desire. Customers had
to be aware that a kind of product existed and had to be interested in obtaining the product. They
also needed desire to actually make the purchase.
There are two major differences between the traditional marketing funnel and the digital
marketing funnel.
The first is that customers experience the funnel in a different way. Before the internet, customers
tended to experience the marketing funnel in the same order. Now, customers can experience
stages of the funnel out of order, or even skip phases entirely. People demand a more customized
experience, and the marketing funnel has adapted to that demand.
The second major difference is an increased focus on the brand/customer relationship. Customers
have become more aware of marketing and being “sold to,” so brands have to work harder to
ensure that their interactions with customers are positive, authentic, and valuable.
The digital marketing funnel goes beyond the purchase state
Engagement
This stage of the digital marketing funnel is concerned with ensuring that customers’ interactions
with your brand are positive and that they’re open to future interactions.
Many brands use social media sites like Facebook and Twitter to engage with potential customers.
Education
It is specifically, helping potential customers realize that they have a problem that you can solve
for them.
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Example, potential user might not even know that automation, drones, and robotics could increase
efficiency on a job site; the education stage is about identifying that pain point.
Research
At this point, marketing still isn’t focused on selling a product, but rather on helping customers
identify how they can benefit from solving the problem.
Evaluation
Customers may be looking at multiple competing solutions to their problem, so your focus should
be on showing customers why your product is their best solution.
Justification
The justification stage is about finding ways to overcome objections, obstacles, or inertia. Perhaps the
customer isn’t the one with the ability to make buying decisions. Maybe the customer is simply fine
with the status quo, and solving the problem isn’t a high priority. Provide customers with reasons why
it is a priority or with information they can use to convince those with buying power.
Purchase
The purchase stage is all about the sale. Make sure customers are comfortable with the purchase,
that you’ve answered all their questions, and that they’re confident in the value your product will
provide for them.
Adoption
Adoption, the first post-purchase stage of the digital marketing funnel, necessitates making good
on your promises so that the customer has a good experience with your product.
Retention
Satisfied customers become repeat customers. To retain customers, give them help when they
need it and provide them with educational materials on how to get the most out of your product.
Expansion
This might mean selling customers additional products or services, upgrading their service, or
getting them interested in a completely different product that solves a different problem. The key
to reaching this stage is helping the customer see your brand as dependable and an authority on
the products you sell and the problems you solve.
Advocacy
Extremely satisfied customers can help you expand your customer base further. They become
brand advocates and do part of the work of selling your product to their peers, colleagues,
and friends.
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DIFFUSION OF INNOVATION CURVE
Innovation diffusion process (Everett Rodgers): spread of new ideas from source of invention
or creation to its ultimate users or adopters.
The curve is the graphical representation illustrating
this concept.
Adoption of a new idea, behavior or product does not happen simultaneously in a social system,
but rather it is a process whereby some people are more suited to adopt innovation than others.
Research has shown that people who adopt innovation early have different characteristics to those
who adopt innovation later on- they have different motives for adopting or resisting. When selling
an innovation to various target markets, it is important to understand the characteristics of each of
them.
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Form the mainstream
market; adopt before the
average person
Customer Lifetime Value is the projected revenue a customer will realize during his/her lifetime
after deducting the costs.
With a CLV calculation, you’re learning, in essence, what your average customer is “worth” to
your company. It is useful metric used by marketing managers especially at a time of acquiring a
customer. Ideally, lifetime value should be greater than the cost of acquiring a customer. Some
also call it a break-even point.
For example, let's say you run a Health Club where customers pay Rs 1000 per month and the
average time that a person remains a customer in your club is 3 years. Then the lifetime value of
each customer is (according to the formula above):
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Rs 1,000 per month x 12 months x 3 years = Rs 36,000. This means each customer is worth a
lifetime value of Rs 36,000.
Once we calculate CLV we know how much the company can spend on paid advertising such as
Facebook ads, YouTube ads, Google Adwords etc. in order to acquire a new customer.
CLV helps you make important business decisions about sales, marketing, product development,
and customer support. For example:
Surrogate Marketing
Surrogate marketing, uses the marketing campaign of a brand or product, to convey a message
which is related to another brand or product. This is done due to various reasons. Primary reason
is to circumvent the ban on advertising for a particular type of product(s).
Example: Kingfisher’s campaign in IPL: “Divided by Team, United by Kingfisher”. Here they
say Kingfisher is the partner of good times. They never talk about the product they intend to
market.
Surrogate marketing may also be used in cases where the use of a product is linked to a service. In
such cases, the service is advertised widely, and the service provider uses only the product in
question.
Example: Custom Fitness Tracker Apps of brands like Nike and Under Armour may be
advertised. But, without a Nike Shoe or a UA pad, the app can’t function anyway. So, it would be
surrogate marketing for the products through the service provided by this app.
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How marketing campaigns of companies changed after ban in India?
Trends before Ban in advertising – Direct Advertising
• “Wills” a cigarette brand of ITC, used to sponsor the Indian Cricket Team/Matches
• Tennis Tournaments were sponsored by “Gold Flake”, another cigarette brand
• “Manikchand”, manufacturers of ghutka, sponsored the Filmfare Awards for number of
years
Advertising post imposition of Ban
However, after the imposition of a ban on advertising for liquor/tobacco and related products,
brands are increasingly using surrogates for advertising. Here are a few examples.
BRAND SURROGATE
Seagram’s Music
McDowell’s Water and Soda
Bagpiper Water, Soda, and Music
Bacardi Music
Kingfisher Water and Calendars
Wills Lifestyle Apparels, Accessories
Brand Personality
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Some marketers carefully orchestrate brand experiences to express brand personalities. For
example, Axe, the popular deodorant, caters to consumers who want others to view them as
attractive and appealing.
These traits may vary depending on the socio-economic factors in different geographies with
different people.
For example, Japan lacks ‘Ruggedness’ and has Peacefulness instead. China lacks ‘Ruggedness’
and ‘Sincerity’ and instead has ‘Joyfulness’, ‘Traditionalism’ and ‘Trendiness’.
Marketing Research
Market research consists of systematically gathering data about consumers and then analyzing it to
better understand their needs. Market research results are then used to identify and define
marketing opportunities and problems; generate, evaluate, refine marketing actions; monitor
marketing performance and improve understanding of marketing as a process. The Market
Research process includes:
1. Define the problem and research objectives: Understand the root question that needs to be
addressed by market research. For example “Business problems” might be “How should we price
this new widget?” or “Which features should we prioritize?” or “How are customers responding
to our offering?
2. Determine research design: 4 types of research approaches depending on the objectives:
• Observational research is used to gather data by observing customers as they shop
or consume products. For Example, Large retail chains use new age technologies to
understand consumer behavior
• Focus group research is a gathering of 6 to 10 people carefully selected to discuss
various topics at length where the questions are based on the marketing research agenda.
For Example Gathering of women by a cosmetic company to understand how they view
the product and what they expect, etc.
• Survey research is used to assess thoughts, opinions, and feelings of larger set of
customers by standardized questionnaires through online or offline surveys, face to face
interviews, telephonic interviews etc. For Example, Researchers approach people in a
mall and ask them to fill out surveys
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=
• Behavioral research is to trace and analyze consumer purchase behavior from customer
database and in-store scanning data to make reliable conclusions, For Example, Amazon
analyses consumer preferences based on usage patterns and then shows customized
recommendations.
3. Decide research instrument: The market research instrument to collect the data can be
following
• Qualitative market research data collection ranges from focus group, case study,
participation observation, innovation game, and individual depth interview
• Quantitative marketing research involves the construction of questionnaires and scales
which aids in the conduction of surveys and experiments.
4. Sample design: Sampling unit: Whom should we survey? Sample size: How many people
should we survey? Sampling procedure: How should we choose the respondents?
5. Analyze the data: Extract findings by tabulating the data and developing summary measures
6. Visualize & communicate results: Make decisions
Business Models
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The main feature of the marketplace model is that the e-commerce firm like Flipkart, Snapdeal,
Amazon etc. will be providing a platform for customers to interact with a selected number of
sellers. When an individual is purchasing a product from Flipkart, he will be actually buying it
from a registered seller in Flipkart. The product is not directly sold by Flipkart. Here, Flipkart is
just a website platform where a consumer meets a seller. Inventory, stock management, logistics
etc. are not supposed to be actively done by the e-commerce firm.
Inventory model of e-commerce means an e-commerce activity where inventory of goods and
services is owned by e-commerce entity and is sold to the consumers directly. The main feature
of inventory model is that the customer buys the product from the e-commerce firm. He
manages an inventory (stock of products), interfaces with customers, runs logistics and involves
in every aspects of the business. Alibaba of China is following the inventory model.
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AD ANALYSIS
Summary: #ShaveToRemember
Ogilvy teamed up with Philips and Nelson Mandela Foundation to turn Mandela's(often called
Madiba) legacy into a tangible action(so that others can also aspire to be like him) that anyone
can make their own.
Purpose: #ShaveToRemember urges people to live the values of freedom, peace, forgiveness,
and equality.
Link: https://player.vimeo.com/video/284006152
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2. Savlon Healthy Hands Chalk Sticks | ITC (Ad Agency: Ogilvy India)
Summary: Under the Healthy Hands Chalk Sticks campaign, which is a part of Savlon Swasth
India Mission, soap brand Savlon introduced special chalk sticks infused with soap to young
children in rural India. These can be used like regular chalk sticks, however, the chalk dust
lathers up when it comes in contact with water.
Purpose: The programme is designed to encourage behavioral change towards washing hands
among children through various engaging and entertaining educational initiatives in schools.
ITC chose to use Savlon, the brand that has adopted hygiene as one of its core values to push
through the message.
Trivia: The ad won the Creative Effectiveness Grand Prix, one of the toughest and most
prestigious awards at the Cannes Lions.
Link: https://www.youtube.com/watch?v=VVWUlWEfJ1k
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3. Vodafone: The pug Returns (2018) (Ad Agency: Ogilvy India)
Summary: Stronger Together features a full army of pugs (30 to be precise) running behind a
young boy through different locations, signifying the strong 4G network of Vodafone.
Purpose: The ads of Vodafone have previously depicted that the Vodafone network is
everywhere. This campaign uses the brand’s most loved assets i.e. the pug to retain the brand’s
simplicity and build on it conveying the new network proposition, "we are getting stronger”,
highlighting the continued commitment of Vodafone to providing a world-class network.
Link: https://www.youtube.com/watch?v=4EIwhPoAdV0
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4. UBER Eats: 90’s Nostalgia (In-House Creative Team)
Summary: Three iconic ads-Dhara's 'Jalebi boy', the Cadbury Dairy Milk girl with her strange
dance on the cricket field, Nirma Super's 'Deepikaji' with her 'paar ki nazar' for 'sasta' options
are being used by UBER to create 90’s nostalgia campaign where they signify that the app is
new but with a 90’s factor i.e. the prices.
Purpose: Recognizing that value for money is one of the key things customers care about while
ordering-in food, Uber communicates that prices are low on their app, as low as the 90’s in order
to get consumers to try the new Uber app.
Link: https://www.youtube.com/watch?v=cS9_XczpCGs
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5. Asian Paints: Homes not Showrooms (Ad Agency: Ogilvy)
Summary: The ad showcases a storyline where a son tells his father repeatedly to not mark the
walls and furniture as he doesn’t want it to be spoiled. One day the son comes across old
childhood photos and he reminisces the fun times with his father.
Purpose: The commercial shows the real meaning of a ‘home’ as opposed to a dream ‘house’
through these little instances. The ad instills meaning and emotion into décor, creating homes
that are cherished. It strengthens the positioning of Asian Paints’ ‘Har Ghar Kuch Kehta Hai’.
Link: https://www.youtube.com/watch?v=JPDY6q_H0c0
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6.Fevicol Ezee Spray (Ad Agency: Ogilvy)
Summary: The film opens in a studio where a Deodorant ad is being shot and a girl is drooling over a
boy as he uses the deodorant. As the director calls for the break, a woodworker appears to put a laminate
on table. He uses Ezeespray to paste the laminate on wooden table with much ease which attracts the girl.
The film concludes with a voiceover – Fevicol Ezeespray – ‘wohi majboot jod spray mein bhi’.
Purpose: It is the first TVC ad for Ezee Spray though the product has been present in the
market for five year. It conveys the innovative format of this spray through humour and
exaggeration, a Fevicol signature.
Link: https://www.youtube.com/watch?v=MH3AC0a7uzg
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7. Flipkart #ChooseYourAge: (Ad agency: Lowe Lintas)
Summary: The campaign film begins with a famous quote "How old would you be if you didn't
know how old you are?", and then unveils nine inspiring stories of people who have defied age-
related stereotypes and pursued what brings them real joy.
Flipkart conducted engagement activities on almost every social media platform including
Facebook, YouTube, Twitter, and Instagram to spread the core message behind the campaign as
well as partnering with content creators like The Better India and Terribly Tiny Tales.
Purpose: The campaign challenges the notion of age and what one can do at a certain age. It
conveys that age is not the years one has lived but the experiences one has had. The campaign
adds to Flipkart’s positioning of being a partner of progressive India.
Link: https://www.youtube.com/watch?v=3WFGHCqC_1c
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8. Amazon: Chonkpur Cheetahs (Ad Agency: Ogilvy)
Summary: Amazon India creates a fictional team ‘Chonkpur Cheetahs’ which is a part of the
company’s IPL campaign and it traces the journey of this aspiring team which wants to play the
T20 tournament. Under the campaign, multiple films are released, touching upon various
characters and aspects of Chonkpur Cheetahs team.
Taking this further, Amazon released another ad for IPL 2018. The campaign “Ajnabi Shahar
Mein Apni Dukaan”, shows the everyday struggles of an unknown city through this endearing
team, where Amazon helps resolve dilemmas getting in the way of things truly important.
Link: https://www.youtube.com/watch?v=akH-5adtYoA
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QUESTIONS FROM THE PREVIOUS YEAR INTERVIEWS:
These are some of the questions that were asked during previous years’ marketing interviews at
LBSIM.
The questions have been classified into three types: Concept-related questions, Industry/Trend
related questions and Application questions.
General Pointers for Marketing Interviews
● Read up about the company and analyze their marketing strategies and campaigns
● See how you can fit marketing concepts to the company and its brands/products
● Prepare convincing answers for questions like ‘Why Sales?’ and ‘Why Marketing?’
● Read up on the latest trends and marketing techniques involved in the company’s industry
Concept-based questions
These are general marketing concepts found in Kotler and available through other online sources.
Companies test your basic marketing knowledge through these questions.
● What is the difference between Sales and Marketing?
● Explain STP through examples.
● Positioning vs. Proposition.
● 4 Ps of Marketing?
● What is Porter's five forces model?
● What is Product Lifecycle?
● What is Go to Market Strategy?
● What are the key characteristics of B2B marketing?
● B2B Vs B2C?
● What are ATL, BTL, and TTL?
● What is the distribution channel and role of technology in distribution?
● FMCG vs. FMCD?
● What is Modern Trade? Challenges in Modern Trade?
● What is Brand management?
● Favorite Marketing Campaign.
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● Difference between sales and marketing in pharma and FMCG
● What’s wrong with the logo of Minute Maid?
● What should Snapdeal do to increase its market share?
● What is the business model of Snapdeal?
● Questions on digital marketing like bidding strategy, customer lifetime value, customer
acquisition cost.
● Sketch an entire marketing plan for a residential unit that GPL is launching.
● Google AdWords and Marketing at Google
● Where will a certain product (Garnier Men Face Wash) be placed in the Modern Trade
store?
● How do you add value to a product if you are simply reselling it?
● Compare brand positioning of Nivea and HUL, Nike and Adidas.
● What is digital marketing? Devise a digital marketing strategy for one of Loreal's
products.
● Rural marketing strategies for Telecom companies?
● Recent social media marketing campaigns by companies?
● Conventional Marketing vs. Digital Marketing?
● What is the product portfolio of banks?
● Which are the 2 best and the 2 worst FMCG companies according to you? Give
reasoning.
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● Online marketing strategies for our company.
● SWOT analysis for our company.
● Apply Maslow's hierarchy of needs for automobile industry? (Maruti Suzuki)
● What is the Positioning of Maruti Suzuki? (Maruti Suzuki)
● Which category of products of our company according to you is not doing well? Why?
● Suppose we make you the manager for XYZ category (answered above). What will you
do to boost the sales?
● Suppose you have to deal with the vendors for XYZ category. What are the things you
will negotiate with him?
● Estimate budget of marketing campaign of a company.
● What is the behaviour of Indian customers depending on the region they live in?
● Suppose a company comes to Group M with a luxury sports cycle. Now you are given the
responsibility to lead this project and you are required to select your own team of 3
people. Which 3 persons/what kind of 3 people would you hire? Why? (Group M)
● Form a story out of 10 words (like 4g, John, executive, sales, Airtel)
● If you were to market yourself as a student of LBSIM, how would you do it? Your
tagline?
● Which of the 4Ps are the most important?
● Automobile market scenario (Maruti Suzuki)
● Red and Blue Ocean strategy.
● Give examples of brand expansion and extension. Better option in a given condition?
● How will you conduct a survey? Give examples of surveys by different companies.
● How is a village different from Delhi in terms of marketing channels for telecom?
● If you have to bring innovation into a loss-incurring hair oil, how would you go about it?
● How do you apply Porter’s 5 forces model on the same?
● What is a brand? Name two brands without which you cannot live and explain why?
● Branding strategy for Navratan Oil in urban area?
● How will you distribute Aashirvaad Atta Sugar-Free in Ahmedabad?
● Questions on company’s advertising theme.
These questions were some of the frequently asked ones in the last two years and you can
see that some of them are often repeated. Having unique examples to these questions is
strongly advised so that one can differentiate their answers from the standard examples
others might choose.
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