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No Money Marketing

No Money Marketing

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Published by Kunal Parekh

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Published by: Kunal Parekh on Dec 03, 2010
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By Kunal Parekh

The market is small. New business model upstarts 2. Wired world (everyone is empowered to be a journalist. opinion-makers and salesperson!) 3. Old model new market upstarts   Change Drivers 1.Frugal Marketing Ø Think Flat and Live Frugal Ø Upstart Brands old & New 1. globalization (customers are buying things they can not see!) 2. Advertising is now free-but getting it is hard work 4. very small-target audience of one  . Digitization.

Time . Citi Bank. Wipro.e Accenture. i. fortune. The Economist. Newsweek Champion i.e. Businesss week. Forbes. SBI. Champions Upstarts  Low High  Relative Growth rate Upstart four square model (BCG matrix) .Relat ive mark et share Low high Mature I. IBM.e. NYtimes.Capgemini. Infosys. WSJ.e. TCS. Financial Times. Mature Stragglers Stragglers Upstarts i.

  The ecosystem is the universe of people and media that could potentially impact the decision maker. The simplest way to identify the ecosystem is to put yourself in the shoes of your potential buyer and think about all the potential sources of information of information that you would consult before you decided to buy. Managing ecosystem  .

Employees Other customers Industry Association Sales person Analysts Consumer Reports Government Decision maker Sourcing Advisors Consulting firm Internet Pundits Journalists Academics Ec o s  ys te m .

Why buy me?  USP  Benefits provided to consumers  Helps firm in setting long term vision in more complex package implementing skills instead of vanilla application development efforts  i. Infosys’ “to be respected”. McDonald’s “quick service”.1. Who am I?  Core principle or core identity  Mission statement. Wipro’s “powered by intellect” and “applying thought”.e.e. . Reliance’s “Growth is Life”   Define Brand Identity 2. vision and goal  Define with respect to competitors and upstart firms  Various promotion carried out to define any firm’s identity  i.

 3. Why not buy someone else?  Purpose behind convincing consumers  Creating mouse traps  Promoting significant benefits  Demonstrating superiority   Identify the Brand DNA .

but is delivered differently or has unique features Level of interaction with service is high. company’s DNA is marketing and innovation Offering is not the first. usage impacts selfesteem Management is interested in playing larger role in industry.Core Vs Surround Branding  Core  Offering is unique and has sufficient entry barriers to copying. .  Company’s DNA is delivery oriented innovation  Offering is first entrant  Service does not require emotional engagement or interaction  Management is tightly focused on  Surround      Offering is getting commoditized or there are many competing players.

Price § Correlation between price and quality perception § Promoting oneself as premium player by keeping lowest possible price § Passing on gains to customers § Pricing strategies reflects management intent § Pricing should be promoted as branding tool not just as sales lever  . Brand Channel Brand Lever 1-Executive Branding § Create a brand blueprint § Access is key § Have a point of view-preferably a contrarian one Brand Lever 2.Building an upstart brand This has to be done by 1. Brand Lever 2.

3. Country of origin § Using country’s reputation for quality or certain behavioral quirks § i. various airlines starting with their country’s name 4.   . India’s IT firm. green marketing.e promoting e cards. online prospectus. Sustainability § curtailing consumption of good that negatively impact the enviornment § Investment in CSR activities § i. Italian apparel industry. paperless office.e German engineering firm.Brand Levers Cont….

e.e. Narayan Murthy. technical and business) § Prodcast (audio or video talks on popular topics) § Seminars/ webinars § Books § i.Barnd Channels Brand Channel 1.e. research. Vineet Nayar. Deepak Parekh. Nandan nilekani’s“flattening the world” phrase got media attention but the same has been popularized by thomas friedmen  § § . Subroto Bagchi Brand channel 2-Media Relations § Content is king § News has to be current and interesting § Oil the wheels of PR § Hire medial consultants § i.Thought leadership § Presenting white papers (i. Azim Premji.

. Wipro’s Global Information Award Brand Channel 4.e.Online Presence Building online strategy address the following five aspects Coherent. Simple and Pervasive (CRISP)  Brand Channels Cont. Relevant. Interactive. Wharton Infosys Business Information Award.Brand Channel 3.Awards marketing  proves credibility of a firm and creates awareness in the media  Allows any firm to integrate with other institutions  Setting up an award program to appreciate valued customers  Instituting an award  i. .

 Thank You .

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