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IIM LUCKNOW INTERNSHIP REPORT
Rahul kumar -IITG
#5 TIPS - PRESENTATION
simplicity
Creativity
Story Telling
Unexpectedness
concreteness
Avoid !!!
Overdose
complexity
Simplicity
Creativity
Story telling
Unexpectedness
Concreteness
overdose
complexity
Do Don’t
Lets Move to Marketing !!
We are going to learn..
Market Management
Brand Management
Personal Branding
Global Strategy
#5 Components of21st Century Marketing
Holistic marketing
Marketing
Production
Product
Marketing strategy and planning
4 Level
• Corporate unit• Division unit• Business unit• Product unit
Marketing information system (MIS)
Internal record system
Marketing intelligence system
Marketing resource
Business Risk !!
Who and How it minimizes…
Marketing Research !!
Marketing
Matrices
Marketing-mix
To access marketing effectEstimate casual relationship
Loyalty Relationship - Damn Important !!
Attract ! Engage !
Reward !!
B2C
• MASS COMMUNICATION
• LOCATED ANYWHERE IN WORLD
• SIMPLE ,FEW PEOPLE INVOLVE
B2B
• Relates with customer
• Located near client
• Complex, Lot of people involve
Brand equity - Concept
Integrated Marketing channels
E- commerce
Mass communications
Sales promotion , Ads
Personal Communications
Words of mouth
Indirect marketi
ng
Direct marketi
ng
Personal Communications
Brand Equity – Indian context
A.I.B.• CO-FOUNDER : Rohan , Ashish , Kaneez and Abish
• Comedy and Parody - politics, society, and the Hindi film industry• Initially the group produced podcast , prior to Youtube in 2013.• By March 2015, the group has amassed over 85 million view and over 1.157 millions subscriber on youtube.• Sponser by SnapDeal for youtube upload• In initial stages they depend upon “video to video sustainable” strategy• The way this group emerge and perform outclassic , it strengthm their public reach with clear and vivid message.
Flipkart in India !!
• Started as a price comparison online portal with investment of 8,000 USD• Later , it turned into an e-retailing giant and earned 1 billion USD .• E-retailer policy is greatly boost up by better control Logistic chain.• Warehouse – Delhi , Bangalore , Mumbai and Kolkata .• Due to 3PLs problem , It started its own logistic arm named “e-Kart”• Employee – around 13,000 and plan to add 12,000 more in next year.
Tourist promotion campaign
Benefits
• Started in 2002
• V Sunil and A Kant : initiator
• Objective : Create distinctive identity for the country
• 16% more tourist accounted in 1st Year .
• Aamir Khan was commissioned to endorse the campaign which was titled 'Atithidevo Bhava'
Indian market segment
kids Youth Women
Britannia
• Started in 1892 ,Kolkata• 1921 : Electric oven business• 1997 : Repositioned as “Eat healthy , Think Better”• Low cost product : Tiger biscuit• Ind 2nd most trusted Brand – The economics Times
Britannia
Objective : Relationship between Pricing and its impact on the sales
Concept involve :• Evaluate research surveys• Optimal Price Policy• Breakeven situation
Conclusion :• Spring Nor’easter able to make income of $ 104,833
at the end , due to strategical pricing of Tickets.
Resolve confusion arises in Distribution Channel
China Marketing manager ,ZhouHave to take decision for OEM Business set up.For this purpose, He have to consider followings:
• Response of others Distributors• Message – How competitors look at this issue
• Attitude of Gino’s corporate management
Risk of launching a New Product
Chris Prangel , an MBA graduate trying to launch a new Product which was very risk stuff due to followings :
• High cost ads• Competition from giants company• Brand erosion of existing core customer
Online Review
Benefits of Online Review
• Free advertising• Improve search engine Results• Peer Recommendations• Constructive criticism and suggestions• A closer relationship with customers
Disadvantage of Online Reviews
• Fraud and security concerns• Lack of full cost disclosure• Privacy at stake• Hands-on inspections
This slides were created by Rahul Kumar , as a part of IIML internshipUnder guidance of Prof. S. Mathur