SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, RESEARCH

AND ENTREPRENEURSHIP EDUCATION

PRE-INDUCTION
MATERIAL
360 Degree Marketing Concepts
 PRE-INDUCTION MATERIAL

360 degree Marketing plan includes analyzing following aspect of brand

 Finding Tagline brand is using to promote the product

 ATL(Above the line) Activity brand has done for the promotion of product
 BTL(Below the line) Activity brand has done for the promotion of product
 Activities on Digital platform brand has done for the promotion of product

What do ATL, BTL and Digital activities mean for the brand?

 ATL Activities
 It Involves activities in which there is no involvement of customer for example
 Hoardings/Standees on Bridges, malls, Buses etc
 Advertisements and Articles in Newspaper
 Advertisements on radio and Television etc
 BTL Activities
 It involves activities in which there is involvement of customer for example
 Games played in mall, organized by a brand which leads to the
promotion of the brand thereby involving customer to be the part of the
promotion
 DIGITAL Activities
 It involves activity done on digital platform for the promotion of the brand
 Digital Platform comprises online platform which includes Facebook, twitter,
website of the brand..etc
 Activities done on facebook page like contest, updates about brand on
FB can form part of digital activity

Here is an example explaining 360* marketing campaign for the brand Nissan Evalia

 Tagline
 “Moves like Music”

 ATL activities done for promotion of brand

 Hoardings of Nissan Evalia being used as the official transport vehicle for the
champions of 2012 Indian GP were displayed at T3 Terminal Indira Gandhi
international airport
 Advertisement of Nissan Evalia in Times of India newspaper amplifying
current positioning of Evalia “Moves like Music”

 BTL activities done for promotion of brand

 Tie up with red bull racing where Nissan Evalia was used as official transport
vehicle of the champions of 2012 Indian grand prix

360 DEGREE MARKETING CONCEPTS Page 2

 PRE-INDUCTION MATERIAL

 Nissan Evalia Was displayed at “Mumbai International Motor show” held

from 24-27 jan 2013 at MMRDA ground BKC
 Nissan Safety Driving forum
 It is an event which happened in in-orbit mall Malad on 16th and 17th
Feb 2012
 Nissan used Ranbir Kapoor as an Icon for the event
 The message from the event was to encourage people for safer
behavior on the road

 DIGITAL activities done

 Nissan Evalia-RBR F1 challenge
 The information about the competition was updated on official website
and facebook page of Nissan
 Competition involved participants to watch video of Nissan Evalia
advertisement. On basis of video certain questions were asked and for
those who answered all questions correctly became part of lucky draw.
And from lucky draw five winners were decided
 These five winners were gratified by giving them grand stand ticket of
2012 F1 Indian GP
 Contest on Facebook page which asked visitors to find out how many times
SA appeared in ring tone of Nissan Evalia advertisement and win prizes
 Competition on FB page like to make a creative caption not more than 25
words for describing Music launch video of Evalia and win pass for auto car
performance
 Nissan brand manager contest
 Contest was updated on Competition websites and FB page of Nissan
Evalia
 Contest involved students to find a song which illustrates features of
Evalia and send it by describing how lyrics of song relate to features of
Evalia thereby amplifying current positioning of Evalia “Moves like
Music”

Here are some pointers which will guide you to find information for 360 degree marketing
of brand

 Current ad campaign for the brand(You tube video)

 Facebook page of the Brand
 Website of the brand

360 DEGREE MARKETING CONCEPTS Page 3