undercover marketing- indian perspective
DESCRIPTION
UNDERCOVER MARKETING- ALSO KNOWN AS BUZZ MARKETING, STEALTH MARKETING IS A NEW TREND IN THE MARKETING TECHNIQUES ADOPTED BY INDIAN MARKETING ATMOSPHERE. this presentation showcases the classification, types, examples of undercover marketing in india.TRANSCRIPT
Undercover MarketingSELLING AN EXPERIENCE
BROAD OUTLOOK
Marketing Techniques
Conventional
Marketing
Advertising
Sales Promotion
Publicity & Public
RelationsPersonal Selling
Unconventional Marketing
Guerilla Marketing
Ambient Marketing
Wild Posting
Undercover Marketing
Viral Marketing
Alternative Marketing
Presence Marketing
Ambush Marketing
Experiential Marketing
Presume Marketing
Social Marketing
Guerilla Marketing
Ambush
Ambient
Presence
Wild Posting
UndercoverViral
Experiential
Alternative
Presume
WHAT IS UNDERCOVER MARKETING?
Undercover
Stealth
One Marketing technique
(3 outlooks)
Buzz
Question 1- Undercover Marketing
Question 2- Why is this also known as stealth marketing?
Question 3- Why is buzz marketing also known as stealth/undercover?
Astroturfingform of advocacy
getting the consumer to become an “advocate” for the brand or cause
senior political leaders
approaching technology start-ups
remain in the spotlight
trying to pull their opponents off the pedestal.
Purpose
to generate buzz.
is economical
network of referrals which grows and grows
reach consumers isolated
consumers tend to trust it
Financial risk here is relatively small
Risk
• consumers discover they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled.
• In some cases, the amount of buzz generated by a failed campaign can exceed that of a successful one, only with the opposite of the desired result.
Who uses Undercover marketing
• small companies with limited advertising budgets
• large companies that want to generate buzz for a product ahead of a more traditional marketing campaign.
For example-1
• a new, independently owned bike shop • to create a viral word-of-mouth effect in its
city• employ a few bike enthusiasts• visit bike-related websites , go to biking
community events to talk about the shop, through casual conversation with the shop's target demographic.
For Example-2
• A major shoe company • hire a few professional basketball players • wear a newly designed pair of sneakers in
public for several weeks before the company begins advertising the design.
Brand Pushers (also known as Leaners)
hired novice actors
approach unsuspecting people
real-life situations
trendy bars, music stores, malls, & tourist hot spots.
act nice
create a chain of influence.
maintain utter secrecy
signing confidentiality agreements .
Sony Ericsson, campaign “fake tourists”
celebrities
paid
appearances in marriages, Restaurants, malls, shopping complex
prior instructed to pick/promote particular
brands and items for themselves and to appraise
them.
Book Sellers
distribute books free
specimen copy to the teachers
further recommend
hundreds of students
Celebrity MarketingMarketers use
celebrities
endorse their product and
services
TV shows, reality shows, advertising
commercials, or events etc.
Reality shows
particular brands like Amul / Rice
Brand Oil
Master Chef India-season 3
projected as healthiest of all
others substitutes
available in the markets by the
celebrities
The product placement
Coke paid millions of rupees
its appearance noticed in the
movie Taal
was a part of the movie itself.
Lakme
a high fashionable movie “Heroine”
as a cosmetic range.
Marketing in Video GamesPromoting brands and logo’s in electronic
games
more
interacting with the game
numerous of times
movies or TV which are typically viewed only once.
Gamers
show positive attitude
brand placements in games
did not consider deceptive (M.R. Nelson, 2002).
Video games makers mostly use real brands and logos in sport games like in Car racing,
real car names are used.
Pay a licensing fee to use others company logos
increasing their profits and promoting their brands.
Electronic Arts
world’s biggest producers of video games,
paid millions of dollars to the National Football League for its “Madden Football”
game series
(Kaikati & Kaikati, 2004).
capitalize
ever-growing popularity
video games
ability to reach a huge audience.
Marketing through Music and Music Albums/videos:
music albums and videos
in a way which doesn’t look like a
marketing practice Dabbang movie “Zandu balm
“Munni badnam hui…”
in Dabbang 2 promoted “Fevicol”
Product Placement Promotional tactic
real commercial product
in fictional or non-fictional
media
make money
featuring few products
“Big Boss” promoted various
products
associating it with the task
focusing on
products
as branded eatables, grocery
items etc.
by blending
advertisements with popular
media,
robbing the public of their
ability to control when and where
they are advertised too.
The Corporation
The Joneses