my summer internship’15, an awesome journey

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My Summer Internship’15 An Awesome Journey IIM Lucknow

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My Summer Internship’15

An Awesome Journey

IIM Lucknow

Following slides are a mashup of:

HBR Article

Marketing In Indian Context

Theoretical Concept

Of Marketing

Make A Good

Presentation

The Harvard Business Review is intended to be the highest type of business journal that

can be used by the student and the business man.

To thrive in this environment,

brand managers need new strategies.

Rethinking And Reinventing Marketing

These start with understanding and using a new metric, which we call brand dispersion,that measures polarization.

Managers also need to realize that having a group of consumers who hate your brand can be a good thing.

Some companies have boosted sales by increasing the number of product haters.

The higher the percentages of brand lovers and brand haters, the greater the polarization.

For instance, McDonald’s is a highly polarizing brand.

Intel has low polarization.

If your analysis reveals that your brand exhibits a high degree of polarization, here are three strategies to consider:

Placate the haters. Try to change the haters’ minds. This is the strategy that usually feels the most straightforward and comfortable. It reduce negative word of mouth and create a larger pool of potential buyers.

Poke the haters. Some companies succeed by intentionally antagonizing brand detractors. This create buzz and reinforce the brand’s connection with its most enthusiastic consumers, because people often feel compelled to defend a favourite product.

Amplify a polarizing attribute. Instead of seeking to narrow the gap and reduce the haters’ rancor, some companies decide to create new products that amplify the point of differentiation, in the hope of strengthening loyalty among diehard fans.

Creating Polarization

Drive a wedge in the market. Marketers often target a specific consumer segment. In some

cases, such segmentation increases polarization, which in turn can boost revenue.

Launch a provocative ad. marketers may try to increase a brand’s visibility by running ads all but designed to turn off a certain share of viewers.

Brand managers, are gaining

access to new kinds of data.

Managers should avoid relying on averages; they

need to dig deeper to

uncover and understand the

full range of attitudes toward their products.

Want to learn about Marketing ?

“This book is the Bible of Marketing”

-Prof. Sameer Mathur

DOING BUSINESS IN

INDIA BASICS

Large population

Agriculture are the major source of income for majority of the rural population.

Large, diverse and scattered market

Majority of rural people have low purchasing power and per capita income.

Rural India has a literacy level of 36% as compared to 62% in the urban areas.

Villages have a traditional outlook. They accept changes gradually.

Conservative lifestyle

The India

n market has been

adding

more

than one million

new consume

rs ever

y year.

Rising

rural prosperit

y

Infrastructure

is improvin

g rapidly increasing

income and purchasing

power

New employ

ment

opportunitie

s

Governmen

t schemes have created new employment opportunities in

rural India

.

POTENTIAL

Problems

related to

distribution and channel

manageme

nt

Traditional outlook

Many language and

Dialects

Understanding the rural consumer

Cultural

Factors

Vast and

scattered

market

CHALLENGES

Accurate

level of

productions

. More target

ed communications. More releva

nt purchasing.

Today societ

al forces have

created new marketing behaviours, opportunities, & challenges.

Easier for

consumers

to buy

from.

Create

greater

competition and opportuniti

es.

Consumer can

compare

prices,

features .

Consumer can

collect

informatio

n about practically

anything.

How Has Marketing Management In India Changed In Recent Years?

Objectives In Indian Market

To decide market strategy behind product development.

To understand target market.

To understand potential customers.

Understanding different aspects of marketing in an Indian Context with focus on ethical aspect.

To know the effect of growing consumer impatience on products in an Indian context.

Advertisement

Thereafter they can take five major decisions:

Objectives of advertising

Deciding on the advertising budget

Message

Media

Evaluating advertising effectiveness

In developing an advertising program in India, marketing managers must always start by identifying the target market and buyer motives.

Advertising In An Indian Context

In the Indian context humour has been applied in four ways:

Introducing humour in family relationships.

At an individual level.

Associate fun with group associations.

Use of celebrities.

Humour is often used in ads in the Indian context. While using humour it is important that it does not distract consumers from brand’s proposition.

FEVICOL ad depicting a “fevicol” bind

VODAFONE ZOO ZOO ads

Leher kurkure ad with a tagline “Tedha Hai Par Mera Hai ” featuring Parineeti Chopra

In India, company tries to reach in every level

of their potential customers by creating creative ads aimed for a particular segment.

Ad also aims to educate customer about the product.

Idea’s ad campaign 'What an Idea Sirji' reinforced and highlighted Idea as a brand.

'No Ullu Banaoing' had a sense of humour added to which was a serious message of the usefulness of Internet.

The current campaign, ‘IIN’ on the other hand, provides an alternative to formal education and brings out the process of gaining knowledge.

Amul was founded in the year 1946 at Anand in the state of Gujarat, India.

Its founder Verghese Kurien, was known as the "Father of the White Revolution", for his 'billion-litre idea' – the world's largest agricultural development programme.

Marketing Strategy Of Amul

Market Segmentation

Amul’s Market segmentation aims to increase its precision marketing.

It have created the largest potential market, with lower costs, which in turn lead to lower prices and

higher margins.

The product are bombarded with messages pitched through a growing number of channels:

television, radio, the Internet, and niche magazines and other print media.

Target Marketing

Target marketing of Amul has lead it to some marketing programs that are

tailored to the needs and wants of local customer groups.

Amul recognised its potential customers of various demography and designed product for the concerned individual.

Socially responsible marketing calls for targeting and positioning helped not only Amul’s interests but also the interests of

those targeted.

Brand positioning

Amul focused on India's middle class society. This segment of consumers is urban and knowledgeable.

They need a great taste but they are equally health and quality conscious.

Distribution Strategy

Amul products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors.

There are 47 depots with dry and cold warehouses to buffer inventory of the entire range of products.

Price Analysis

At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products.

Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.

Role Of Advertisement

A thumb-sized girl on all the hoardings of Amul’s have not only revolutionised the brand but also put a spell on the masses.

Customer Analysis

Amul narrowed the gap between the producer and the consumer, connecting the dairy farmer to the consumer through its organic network.

Amul have not changed their core values—give the best quality product to the consumer, and the best possible price.

Indian Context

Indian masses are more emotional, believe in brand

values.

They tend to align with companies having a

permanent core value.

Indian need a great taste but they are equally health

and quality conscious.

Still, why many new product fails?

A high-level

executive pushes a favorite

idea through in spite

of negative market

research findings.

The idea is good, but the market size is

overestimate.

The product

is not well

designed.

The product

is incorrectl

y positioned in the market,

not advertise

d effectivel

y, or overprice

d.

Development

costs are higher than

expected.

Competitors fight

back harder than

expected.

A Product Must Maintain:

Availability Affordability

Acceptability Awareness

A Company aims for their product to:

Be noticed

Be understood

Stimulate action (such as an enquiry or visit to the store)

Achieve a sale

Company’s major goals are:

Raise customer awareness.

Explain a product’s features and benefits.

Create associations between a product and a certain lifestyle.

Now, lets talk about making a good Presentation.

There are 10 steps to make a good presentation.

TURN OFF YOUR COMPUTER. PUT THE AUDIENCE FIRST.

HAVE A SOLID STRUCTURE. HAVE A CLEAR THEME.

REMOVE THE NON-ESSENTIALS. HOOK THEM EARLY.

SHOW A CLEAR CHANGE. DO SOMETHING UNEXPECTED.

MAKE THEM FEEL. BE AUTHENTIC.

There are some

mistakes which need

to be avoided.

TOO MUCH INFO.

Keep 1 main point per slide.

Do not overdo it.

Do the work for your audience.

These slides were created by-

Biswajit Biswas as part of an internship done under the guidance of

Prof. Sameer Mathur (www.IIMInternship.com)