everything is marketing: insights from the internship
TRANSCRIPT
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Whether it is marketing a product or marketing YOURSELF !
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Module 1
The art of presentation
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Someone’s boring me…I think it’s YOU
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Too much informationNot enough visualsLack of preparation
Visual vomit
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Keep it simpleTell them a storyDitch the notes
Use color, theme, fonts wisely
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PrepareDesign Deliver
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Creative thinking requires practice
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Think BIGLook for alternatives
Never kill ideasMake good ideas happen
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GossipJudgingNegativityComplainingExcusesLyingDogmatism
7 sins of speaking Follow HAILH – HonestyA – AuthenticityI – IntegrityL - Love
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Also Remember…
Your body language shapes who you are and
how you present yourself
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The art of story telling
Keep mysteriousIts about the audience not about the
characters and plotsDo unexpectedSolid structure
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Module 2 Understanding
Marketing Management
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Assessing market
opportunities and customer
value
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Choosing Value
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Designing Value
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Retailing. Wholesaling. Logistics
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COMMUNICATING
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Sustaining Growth and Value
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Module 3
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THE SPRINGFIELD
Maximizing revenue in minor league
Case study 1
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From this case
Design, implementation and interpretation of research surveys
Develop a “scaled” pricing strategy for a perishable service
Understand the relationship between pricing and its impact on the sales of auxiliary products
Break even analysis
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Disney Consumer products :MARKETING NUTRITION
TO CHILDREN
Case study 2
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Disney was accused contributing towards the growing obesity epidemic
Disney need to reconsider the nutritional value of their food products
Establish credibility with the government, manufacturers, parents and nutritionistProvide leadership for rest of the food industry for nutritious diet
Maintain relationship with all stakeholders like retailers, Imagination farms, Kroger etc.
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Key to getting children to eat healthier food
Kids have to like it - taste goodMoms like it too - nutritious
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Mountain Man Brewing Company : Bringing the brand
to light
Case study 3
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*Legacy brew with strong brand*popular among blue collar working men*2% decline in revenue*4% growth in light beer segment
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Takeaway from this case
*How to capture light beer market segment*Its effect on brand value and current product*Investment and return on the new product*Breakeven analysis
*
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Module 4 HBR article
Advertising’s New Medium:Human Experience
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In this media saturated world… Ads are increasingly becoming
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INTRUSIVE
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Poorly Targeted Boring and Irritating
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Marketers should fundamentally RETHINK about their advertising strategy
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Think less about what advertising says to its
targets & more about what it does for them
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Because yelling won’t work anymore.
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Oh god!!!Then what should I do?
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FOLLOW Sphere Based Approach in
advertising
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1.THE PUBLIC SPHERE
Engage consumers during moments of downtime when they are moving between one point or activity and
the next and have attention free for new inputs.
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IKEA provided to and fro transport facility for its
customers
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Charmin placed temporary public restrooms featuring its products , increasing brand awareness and building goodwill
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Indian companies are trying to
match ad standards with foreign brands
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Keep guessing about the productYo
uTube ad
inside
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2.THE SOCIAL SPHERE
Turn social interactions into carriers of ad messaging
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Diego’s “talking bottles”
Labels enabled the gift giver to scan a code and upload a video for father’s day. Dad could scan the code and receive the
good wishes
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Walmart’s Shopycat generated gift recommendations for customers’ Facebook
friends
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Google Reunion AdThis advertisement touched a raw
nerve among us all. Google created a master-piece advertisement which has
received more than 10 million views on Youtube as of now.
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3.THE TRIBAL SPHERE
It is the domain of more-focused social engagement
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Starbucks, too, had done major social media outreach to bolster tribal identity
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4.THE PSYCHOLOGICAL SPHERE
Insert words, phrases or emotions into a consumer’s psychological
processes.
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Twin benefits
Works as an Ad and a
Motivator
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Ad released by Indian
army. “if you
have it in you!”
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Identify in which sphere each ad falls
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How to place ads in the sphere?
Adopt CUSTOMER CENTRIC approach rather than MEDIA CENTRIC
approach
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1. Define objectives first from a consumer’s, not ab advertiser’s point
of view
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2. Target the campaign to create value for customers
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Choose the right sphere to achieve your goals
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3. Test, listen and adjust ads to improve the customer experience
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4. Evaluate an expansion strategy
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Constantly look for ways to refresh the message
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Advertising in these spheres works only when it is welcome and useful; else, they will reject it or,
worse, react with a scorching backlash.
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Created by :Tanvi Maheshwari
Lady Shri Ram College for Women,
during an internship by Prof. Sameer Mathur,
IIM Lucknow(www.IIMInternship.com)