08/10/2009 10:00:00

← Presentation 1
← Unconventional Marketing
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← Marketing as defined by Kotler encompasses the 4 Ps- Product,
Price,
Promotion and Placement
← The broad guidelines for all marketing have been well defined by
Kotler and there doesn’t seem to be any thing left out.
← The marketing styles of today are quite different from those even a
decade ago and continue to change at a rapid pace. But despite the
drastic changes happening in the marketing business, the rules laid down
by Kotler are still followed quite religiously.
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← Marketers today use low cost, quick methods like redoing a shop
wall and then emblazoning it with their ensign, and even graffiti.
← Marketing has gone digital and gains large viewership for a product
in the e-domain.
← The Media being to implement marketing plans are becoming more
unconventional.Though media like Facebook and Twitter weren’t
mentioned by Kotler per se, the tactics used by these media essentially
follow the same guidelines set by Kotler for any marketing campaign like
consumer involvement, satisfaction of a need, giving consumers value for
their money etc.
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← Presentation 2
← Digital Advertising
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← Trends in Advertising are tending towards digitalization of
advertising and a reduction in physical and TV advertising.
← Companies like GAP are turning to digital advertising for the
activation and launch of new products under their brand umbrella. The
question arises if digital advertising would be equally effective for new
brands as it is for established brands. The effectiveness of digital
advertising all rests on the type of product, the target market and the
price, which in turn drives a need for information which can be got from
the net.
← Some advertising agencies do not advocate greater e-ads for new
companies trying to establish themselves, however the low cost of such
advertising lures start-ups to go in for a greater proportion of digital
advertisements to bring down their costs.
← Many ad agencies are in the transition stage of gathering the
technological know-how needed to launch into digital media like the
internet and mobile ads on a large scale.
← However conflict management is needed as well as clients who are
accustomed to conventional methods of advertising show resistance to a
shift into the digital space. This resistance is evident as the total spending
on digital and online ads in India today is barely 2% of the total
advertising pie.
← Ad Agencies today advocate a blend of conventional and digital
advertising which makes it truly “INTEGRATED” Marketing
Communication.
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← Presentation 3:
← Trends and Myths: Beyond 2010
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← Marketing trends are defined by the environment ( Political,
Economic, Social, Technological and Legal) that influence the strategic
paths employed by firms to market their products.
← Some trends that persist for a long time result in the emergence of
myths.
← These include:
← Advertising is not as important in the launch of a product
← Promotion of products doesn’t often result in a substantial increase
in sales and hence revenue
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← The possibility of the current trends continuing till 2010 is
dependent on factors in the environment that is in a constant state of
flux.
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Presentation 4:
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← Rebranding:
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← Rebranding of a product represents a tactical shift in the way a firm
markets its product.
← The process of rebranding may cover the entire line of products in
the product portfolio of the firm or just a single product. At times
rebranding represents a change of company of corporate vision and a
radical change in how the firm potrays itself in the minds of the
consumer. Eg: Godrej re-configured its logo from a plain red script to a
multi-colored one.
← Certain instances of rebranding involve a sea change in the Vision
and Mission of the company. This is clearly visible in the case of Videocon,
that changed its vision and introduced Chouw and Mhouw to gain the
attention of its target market.
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← Apart from these tactical changes, companies have resorted to new
rebranding strategies like
← Changing the brand ambassador to one who better represents the
image of the brand.
← Game Shows: Godrej has introduced a game show in which
participants can win an entire Godrej Home.
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← Presentation 5:
← Outdoor Advertising in the French Context: B2B
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← The current trend in the marketing world seems to be capturing as
many eyeballs as is possible. This has lead advertisers to move out of the
traditional print, radio and television ads to out of home (OOH)
advertising. The varied forms taken by this form of advertising shows the
importance of this form. Everywhere you look the appears a new
specimen of OOH advertising.
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← Ads on Public facilities:
← Free urban facilities free bus stop with advertising. This is an
emerging trend in India as well. Bus-stops feature advertisements both
on the shelter and on the back wall of the structure.
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← Roadways: Roadways that lead to hypermarkets are often used to
inform prospective consumers about the offers available at the market.
Advertising along roads may take many forms, the most common one
being billboards.
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← Billboards: Ads are now flashed for 8 seconds before giving
way to another ad. This system of rotating ads enables the owner
of the billboard to showcase a maximum of 1250 ads per day
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← Restrictions: The restrictions imposed on OOH range from limits
on the size of the billboard, content, placement of the hoarding etc. this
has lead to increased importance of B2G relations in the marketing field.
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← Commercialisation: Public information billboards feature both the
information and an advertisement that brings in revenue to the local
governing body.
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← Stagnation: of market in 2007-08
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← Advertising saw negative growth in 2009
← Only internet advertising is seen to still be growing. The growth rate
is approximated at 8.6%
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← Telecomm providers getting into the picture in addition to ad
agencies that specialize in OOH media.
← Greater interaction with customers Is enabled by Bluetooth
technology. Other new technology includes digital boards etc.
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 ← Presentation 6
← Brands that Failed
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← The process of branding strives to establish a firm position for the
product of the line of products in the mind of the consumer. The first
impression made by a brand often tends to be a lasting one, so Brand
managers need to get it right, right at the start.
← Once the image of the brand is established with a tag line, logo and
other elements, customers don’t respond to any “fiddling” with the brand
elements, so if an attempt at rebranding is needed, it needs to be subtle
and acceptable to the customers, without shaking the initial position too
much. If the initial position is not favorable, only then is a strategic
revemp of the brand advisable.
← This is proven in the case of EuroDisney, which wasn’t well received
by Europeans for three key reasons:
← Euro was a term linked to business, and not to recreation and fun
← Europeans didn’t grow up with Disney, so they took some time to
relate to the whole concept of Disneyland
← The dining experience wasn’t to the liking of European visitors who
expected dinner at a particular hour which created long lines and hungry
dissatisfied diners waiting in them.
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← Some of my take aways from the presentation:
← Don’t contradict your brand values.
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← Adapt or die. For youth brands, the only constant is change. The
same tried and tested formula for too long, and should be changed
according to environmental factors
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← Avoid over-exposure. As the brand extends its line, the identity
becomes diluted and consequently it struggles to attract enough custom
to keep it going.
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← Watch market trends. The Brand must change according to the
customers needs which tends to change quickly with time.
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← Match the culture of your market: When launching into a new
market (EG Kellogs in India), match the brand attributes with the needs
and culture of the target consumers
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← Don’t focus too much on internal factors: Excessive focus on the
factors within the organization might result in losing track of internalities,
and the environment.
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← Presentation 7
← Blue Ocean Strategy
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← Define Blue Ocean Strategy- it is not a market but a way of doing
business.
← It is an innovation on the normal business model or a totally new
model.
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← It has been in existence since the start of the 20th century but has
only been defined as “Blue Ocean “ in 2004.
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← Any market that is being exploited by the Blue Ocean Strategy is
bound to become a Red Ocean at some point in time. The only difference
in different markets is the time taken for the transformation from Blue to
Red.
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← Firms that enter into a market using Blue Ocean strategy need to
beware of the following:
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← The Blue Ocean strategy is not sustainable, and needs constant re-
invention so that the competitors who enter the same space can’t match
the strategy of the first mover in the market. Blue Ocean strategy does
not have a high sustainability factor and the firm using it should be
aware of this fact.
← Once a firm implements Blue Ocean strategy there are no
benchmarks to measure its degree of success. If the are no benchmarks
and success can’t be measured, it becomes hard to control and manage.
This is because anything that can be measured can be managed.
← Firms try to capitalize on the fact that they are following a Blue
Ocean strategy and make efforts to increase their revenue as far as is
possible until other players enter the market and copy their strategy. The
firm should take care to ensure that it is not perceived as being too
opportunistic while doing this. If the firm gets such an image in the
minds of its consumers, it will be very difficult to change such a negative
first impression.
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← Presentation 8
← Retailing in India
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← The Retailing industry in India is on the rise, with over 12 million
outlets which contribute over 10% to the GDP of India. The Indian retail
industry employs over 18 million people and is the largest employer after
agriculture. The A.T. Kearney’s annual Global Retail Development Index
rated India as No 1 for retail investment.
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← Despite this apparently rosy picture painted by various global
bodies, there are a number of challenges faced by the retail sector in
India today.
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← Challenges:
← Increasing working capital requirement, made wore by tightening
bank loans to retailers.
← Continuously decreasing inventory turnover, which is obvious by the
way retail outlets are bleeding in the present scenario.
← No single retailer has a significantly high profit margin as compared
to the other players in the sector, thus the sector is not particularly
attractive to any particular retailer
← Decreasing profit margins, due to the above factors and high rents
and tax rates
← Poor Supply chain management and inefficient transportation
facilities, combined with lack of ERP and SAP technologies and 3PL ( third
Party Logistics suppliers) to ensure effective implementation of the retail
strategies.
← Focus on realty development rather than on retail. Many Indian
retailers are not really concerned with the retail part of their business.
They are equally satisfied to sell their real estate once the retail outlet has
been wound up.
← Over leveraging of assets. The retailers go deep into debt due to
leveraging of their assets and then being unable to pay the debt incurred.
← The sales people employed in the retail outlets also have limited
knowledge about the products they sell in the store which often leads to
customer dissatisfaction. This has been proved by consumer surveys that
show that consumers think that salespersons have satisfactory knowledge
at best. This can be remedied by proper training of the staff by the retail
outlet.
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← Solutions:
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← Foreign players like SPAAR and MAX coming into India and doing
the SCM part and the back office administration for the store. This is to
get around the restriction imposed by the Indian government on the
maximum FDI in the retail sector .
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← Other solutions employed are cost cutting , customer research by
the management and retail management schools.
← Centralised warehouses are established to optimize transport times
and expenses for the products and also to minimize inventory.
← Retailers also have their instore brands that compete with better
known brands for revenue and shelf space. Retailers must strike a
balance between the two to optimize their revenue.
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← Presentation 9
← Consumer Behaviour

Consumer behaviour is an essential element in any marketing plan. Most

companies carry out intensive research into the behaviour of their
consumers in various stages of product purchase:
1) Pre purchase quest for information
2) Identification of alternatives and influencing factors at this stage
3) Purchase of the product/service
 4) Post Purchase behaviour

A consumer behaves differently based on the quality of the product/

service or even the experience of the consumer while making the
purchase in a store or a supermarket.

Comparison of French and Indian consumer behaviour:

This can be analysed based on the Maslow pyramid. The French

consumers are at a higher level in the Pyramid and this dictates the way
they behave, and the same goes for India consumers who are at a lower
level in the Pyramid.
Another fact that determines behaviour in India is the location of the
consumer: Urban or Rural.

Important factors of consumer bahaviour are:

• Bargaining- This is a necessity and even a fun activity for some

consumers.
• Availability of Information : consumers today are better informed
than their counterparts from the 1990s.
• Internet shopping: The consumer culture is influenced by the
penetration of the internet and e-shopping which has caused a
change in consumption patterns of individuals.

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← Presentation 10
← Female Economy
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← Women have a global spending power of $ 14 trilion per year. This
represents a large market for a variety of products ranging from beauty
products to households appliances to laptops.
← Women control almost half of the income and the spending patterns
too depend to a large extent on them.
← Many marketers are waking up to the avenue of targeting women
with differentiated products and services and a whole slew of marketing
campaigns directed at them.
← This type of marketing differs with the type of product being
marketed, as some products are perceived as being exclusively for
women or for men.
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← A thorough analysis is required before any such marketing steps are
undertaken.
← This is because women would like to be treated on par with men
with regards to certain products and like to have differential treatment
with respect to other products.
← Another issue that arises is that feminists might raise an issue that
differential treatment of women in terms of marketing and product
differentiation is a return to discrimination against women. Here it is
essential to keep the consumer in mind and consider the possibilities
before taking on such steps.
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← Another issue that might arise is the alienation of the male market.
← If a product is targeted to the female consumer it might become
perceived as a feminine product and this might drive away the potential
male consumers.
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 ← Presentation 11
← Tourism in India
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Current scene in India:
Focus on national monuments only
Increase in the number of foreign medical tourists who avail of packages
that are offered to them in conjunction with their hospital packages.
A rise in different types of tourism in India
Spiritual tourism
Experiential tourism
Medical tourism
Business travel
The government of India is making a great effort to attract foreigners to
India with its “India Shining” and “ Incredible India” campaigns that ptray
India as something close to heaven on earth, and a phenomenal place to
enjoy a holiday.
However this promise is made just to bring tourists in.
Once they are here, they don’t really experience all that they have been
promised in the campaigns.
A huge amount of money is funneled into marketing but not enough is
ploughed into the actual implementation of the promises made in the
marketing campaigns.
If the delivery of “heavenly” experiences is made the main focus of the
tourism department, India tourism and monuments will virtually market
themselves.

A vital flaw in the view of the Government is that tourism is just not as
important as the more obviously important industries in the nation.

The way forward is to bring in a change in the attitude of the Central and
State Governments towards tourism.
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← Business to Business
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← Business-to-business (B2B) marketing is the organizational sales
and purchases of goods and services to support production of other
products, to facilitate daily company operations, or for resale.
← The major players in a Business to Business marketing campaign
are: Buyers, Users, Deciders, Influencers, Gate keepers
← A complex inter-working of these players finally decide the outcome
of the B2B endeavor.
← B2B INCLUDES MARKETING OF GOODS AND SERVICES TO:
← Companies
← Government Bodies
← Institutions (i.e. hospitals)
← Non-Profit Organizations

New trends in B2B:

Businesses uses Loyalty programs, buzz marketing, Industrial Branding to
obtain the order from the business buyers.
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← Presentation 13
← Movie Marketing
In todays world where movies gross millions of dollars in box offices
around the world, they have turned into important tools in the hands.
Movies have enormous power over their audiences to influence their ways
of life and even they way they respond to situations that come their way.
Movies based on novels draw large revenues for the authors of the books
and vice versa. Books that have been turned into movies often feature
movie scenes on their covers which serve to draw attention of movie
goers towards books they would not normally consider reading.
Examples of these include P.S. I love you, and The Da Vinci Code.

Product placement in movies is also used to a large extent especially by

manufacturers of branded goods
Examples include The Pink Panther which featured a Dell display unit and
Sweet November and Bride Wars publicizing Apple

Film releases are timed to coincide with events and specific dates to
create hype among the public. Example the movie 2012 was released
precisely at 8:12 p.m. to emphasize the name of the movie.
 ← Presentation 14
← Advertising v/s PR
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← PR is assuming more important roles and the difference between
advertising and PR is getting increasingly blurred.
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← Ads:
Trends in Advertising today:
1) Brand linked to a single benefit
← 2) Character that reflects a personality
3) Glamour and sex to capture attention

PR:
PR is generally something not paid for and
Delivery of a messg, endorsement of a messg
Sports event marketing
You don’t pay for it
Invite press, create news

PR is based on an element of trust and is more credible.

← There have been instances where firms have paid to be featured in
newspaper editorials which result in both the firm and the newspaper
losing their credibility.
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