 AIDA (How to make impactful ad)

Attention->Create Interest-> Develop Desire-> Take Action

Involves significant amount of communication and investment, hence the product should be on shelf
before creating awareness

 Level of Price is one of the factor which drives involvement of consumer during purchases
apart from need and interest

Difference between tagline and slogan

Tagline will always be everchanging as the advertising campaign evolves. The slogan is a long time
statement describing the brand

Brand awareness with the help of a tagline, it needs to be seen along with the brands logo.

Changing a slogan and advertisement campaign will help the brand help its customers refocus on the
brand, and build a different image for the brand. Example, Subway: Eat fresh. Became Subway: Stay
fit and eat fresh

Elastic market: The market in which the price and demand are correlated to each other. i.e. change
in price affects the demand of the product

Inelastic market: This market segment will have products which will not be affected by change in
price. Example salt, in some cases especially when target segment are bachelors, maggi can also be a
product in this category
Market Segmentation/sizing/targeting/positioning

A product is wrapped in a brand, and the reason we need to position it correctly is to have an adv

One project that I would like to share would be Luminous Smart Audie Fan. This was the first project of my
professional life, for which I was the lead developer for the whole solution as well as one of the key members of
the cross-functional focus group in which we used to discuss the marketing strategies, the production plan,
platform to develop, mobile application UI, features to be developed and all other stuff of complete project
management. Few things I realised working in this group is that the problems which you consider or solutions
which you like as the technical person can be totally different from the requirements of the end customer, it is
most important to sit and work around the solution before actually start implementing and be ready for changes
during development. I even got to know and learn different working experiences of production, quality
inspections, procurement sourcing, along with sales pitching and marketing strategies.

Few recommendations I made during the project were on communication protocol, look and feel of the product,
controlling mechanisms, capabilities, etc. Recommendations on communication protocols were accepted readily
and we started implementing those, while on the controlling mechanisms, the recommendations were not
accepted straight forward rather, we deliberated and added few things as well to increase the ease for customers,
which although made implementations a little difficult but were essential for the end-user, it made me realise
that we should work hard in the beginning, which will help us gain in future.

Recommendations that I gave on capabilities, look and feel of the product were mostly rejected by the team, that
was the moment I felt a little emotional as well, that being the youngest member, people are not taking me
seriously, but on looking the final designs, I realised the importance of listening and past learnings, that instead
of pushing your points think on the overall aspects and respect the person who can bring the better solution.

Even today, when I see the product on Amazon, I feel connected with the product and have a feeling of self-
satisfaction that I was able to give a good quality smart product to the Indian public at an affordable price