Name Roll No:

Shouvik Das FT13170

Ishani Sircar FT13224

Arjun Choudhry FT13312

Namita Joshi FT13351

Vikrant Vijay Mahajan FT13389

Ruchika Salhotra FT13466

Group 4

Brand Equity Model

Salience or creating brand awareness the first step in creating brand equity

Brand elements and Integrated Marketing Communications play a very important role in Creating salience. But with thousands of tvChannels , radio channels, magazines, billboards flooding the market It is very tough to touch consumers meaningfully. Consumers are Getting bombarded with billions of advertisements everyday, Dividing consumer attention and creating absolute confusion.

Interesting Case Fact:

American people were exposed daily to a total of more than• 12 billion display ads• 3 million radio ads• 300,000 tv commercials• 9 billion direct marketing emails were sent

only in 1998

Competition - (Case Facts)• Internet Advertizing Industry

– Fragmented– Constant Changing – high competition– Absence of Significant Barrier to entry

• Competition– BANNER ADS

• Double Click• 24/7 Media • Fly Cast Communications

– Incentive based permission email marketing companies• Netcentives• Lifeminder (reccomendations )

– Direct Competition • NetCreation – Email List Provider

Interruption Marketing• The last slides had examples of interruption marketing. A way of communicating with

potential customers whether they want to hear from you or not.• As more and more such advertisements are encroaching our space their effectiveness is

getting reduced.

The New mantra is Personalized Marketing. YESMAIL.com is an example of personalized marketing using Permission Marketing

Paradigm Shift• With the development of new technologies and the rise

of media lead to Information Clutter & Email SPAM• SPAM is sending unsolicited bulk messages, especially advertising,

indiscriminately• Spam is in the eye of the beholder

• Consequences of Spamming• “Flames,” i.e. hate email• Harassment from spam vigilantes • Badmouthed in discussion forums• Blacklisted• You may even have your Internet privileges revoked by your ISP• Remember, perception is 9/10ths of reality

• How do you reach your consumer and Target Audience?

Email Statistics

Get Permission

• Opt-in, not opt-out. Get recipient’s consent in advance!– Opt-in: recipient volunteered to receive your email– Opt-out: recipient didn’t have the opportunity to avoid

receiving your first email, only to avoid receiving subsequent ones

– “Hand-raisers” are a lot more likely to not only tolerate receiving your emails, but also to respond favorably

• Permission Marketing : – “Turning Strangers Into Friends And Friends Into Customers ” -

seth godin – 1991– It is the method of delivering anticipated, personal and Relevant

Messages to consumers who actually want to receive them

Changes in Trends of Email Marketing

• Focus on Relationship Building– HTML vs. Plain Text– Building own database by

• Opt in list• Collaboration with other networks / businesses

– Personalization of email– List segmentation by demographics, psychographics,

clickographics (visiting behavior and transaction history)– Target who’s most relevant, most profitable, or most likely to

respond– Email Campaign Testing– Tractability & Greater Measurability

• Model 1

Business Models Of Permission Marketing

Advertiser ConsumerPermission

Message

Model 2

Portal/ Media site Consumer

Permission

Message

Partner1

Partner 3

Partner 2

• Model 3

Infomediary ConsumerPermission

Message

Advertiser1

Advertiser 3

Advertiser 2

Model 4

Infomediary ConsumerPermission

Message

Advertiser1

Advertiser 3

Advertiser 2

Partner 1

Partner 2

Consumer

Consumer

Advantages of Permission Marketing

Increased Response Rate • 5% – 15% for opt in vs

1% - 2% for direct mail

Lower Email Deletion Rate• 6% for Opt in Vs 59% in

Direct Mail

Unsubscribe Option• No Hate mail

Improved Click & Open Rates

Reduced cost by 75% to 90%

More Targeted Email

Reduction in No. Of Emails being sent implies less

cost

Network Model of YESMAIL

• To build the member database through partners. Revenues will be shared in 50:50 basis with the partner companies. Permission emails would be sent by YESMAIL but with an explicit reference to the partner site from which the member originated.

• Registered users can choose upto 20 categories, but with an option to choose from around 200 sub- categories in the future.

• To have a dedicated sales team to connect to clients offering a high customer database a value proposition

• To have it’s own proprietary database of members in the long term to remove any revenue sharing.

Value Proposition

• YESMAIL stands for Anti Spam and Privacy protection services.

• It differentiates itself from the category by touching with only interested customers and thus respecting their privacy.

Top 10 Email Marketing Companies

Source : toptenreviews.com

Happy Customers lead to more involvement , lending more meanings to marketing communications and building better brand equity.

• THANK YOU!!