AD

Analysis
When over two million unlettered
Indian kids said
‘Jai Ho’
The campaign exceeded and exploded all
expectations

The first 10 days saw 10000 volunteers

signing up.
60+ NGO’s recruited eager students
32 schools donated space to conduct classes.
31 companies supported the initiative ,both
in terms of sponsorship and volunteers
 Marketing concepts
What is marketed?
•Idea
Marketing concept – First of all Times of
India identified in the society need of
illiterate to become educated then started
spreading their idea in the market.
 Marketing Concepts
Factors influencing consumer behavior
•Opinion leader-Here as we saw in the ad
campaign the opinion leader is Amir
Khan who is offering his informal advice
or information on social initiative of
Teach India.

•Aspirational group-We all would like to

be associated with a name like Amir Khan
.so our aspiration to be associated with
him does have an influence ,as still Amir
Khan continues to teach for two hours
every week.
 Marketing Concepts
Bases for segmenting Markets
•Demographic
Education-India has the
third largest population of
college graduates and the ad
campaign is specifically
designed to motivate them to
be able to teach the illiterates
in India.
PLC-Growth Stage.
According to Nike company , one of the
most famous and easily recognized
slogans in advertising history was
coined at a 1988 meeting of Nike’s ad
agency Wieden and Kennedy and a
group of Nike employees. Dan Weiden,
speaking admiringly of Nike’s can-do
attitude, reportedly said, “You Nike
guys, you just do it.” The rest, as they
say, is (advertising) history.
 Marketing Concepts

What is marketed..????
Goods

Market served – consumer

markets

Product concept as Nike offers

qualitative products with
innovative features.
 Marketing concepts
SOCIAL FACTORS
Aspirational groups-As the sports
lovers would always want to be associated
with such sport icons.
PERSONAL FACTORS
Age and stage in the life cycle-The ad
designed mainly to capture the segment
of youth with high determination for
sports.
Levels Of Market Segmentation
Segment Marketing - Homogeneous
Preferences
 Product Mix of Nike
Footwear Apparel Equipment National Club
team gear Jersey
studs for head wear balls Jersey for Mancheste
striker Brazil r United
mid jersey Bags Jersey for Real
fielders England madrid
defenders jackets Bats
shorts watches
shocks
Market Targeting
Product
specialization – Nike
aims at satisfying
different needs of the
Different sports oriented
costumer groups
through its different
products.
Pricing Strategy
-Psychology pricing
4
 Marketing Concepts
What is marketed?
•Event
Selling Concept
•Times of India aggressively engaged in
promoting the concert of Ar Rehman as
they feel that people if not made aware
will not attend the concert.
Marketing Mix
•Promotion-Advertising
•Product- Counting on the brand name
‘A.R.Rehman’
Factors influencing consumer behavior
•Cultural factors-One of the factor through
which the concert has been promoted is
through the culture of Chennai.
Bases of Market Segmentation
•Geographic-South India
Behavioral
•Attitudes towards Product-
Enthusiast for Music of Chennai.
Segmentation criteria
•Single segment concentration
Levels of market segmentation
•Local marketing-Ad campaign has
been designed in accordance to the
needs and wants of Chennai people.
Presented by:-

Group no. 10

Thank you………….