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Different perspective about Marketing. Helicopter view of what mutinational companies do traditional way of marketing and at the same time looking at brands like Apple, Dove, Harly's have changed the culture and content. If you want any more information on the concepts explained you can get in touch with me... [email protected]
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MARKETING MANAGEMENT
Vishnu Annapareddy
AGENDA:
▪ Modern Marketing Strategies
▪ Advertising and Promotions – Ideologies behind Ideas
▪ Marketing Channels and Distribution
OBJECTIVES:
▪ Develop a good understanding about modern marketing
▪ Start a Startup company
▪ Introduce ‘Golden Circle’ concept
▪ New 4 P’s of Marketing
▪ Advertising case studies: Apple; Dove; Dominos; Dell
ACTIVITY: DRAW A CAMEL
WHAT IS MARKETING?
▪ Marketing is a communication
WHAT IS STRATEGY?
▪ Strategy is a plan to reach a specific goal
WHAT IS MARKETING STRATEGY?
▪ Communicating company’s vision, beliefs and what they stand for in order to achieve a specific goal
CASE STUDY:
“VISION”
CASE STUDY:
“STANDARDS”
CASE STUDY:
“BELIEFS”
ACTIVITY: STARTUP COMPANY
5 BASIC HUMAN NEEDS…
5 BASIC HUMAN NEEDS…
AND THE IMPORTANT 6TH
MODERN MARKETING STRATEGIES
“GOLDEN CIRCLE”
GOLDEN CIRCLE:
▪ Great companies start with WHY first
▪ Marketing should communicate with customers WHY they exist
▪ Marketing is necessary for long lasting success of a company for which they need to communicate WHY first
GOLDEN CIRCLE:
▪ Modern concept of Marketing is not to just communicate what the product does but to communicate WHY the product exists
▪ Modern customers don’t buy what companies do. They buy WHY they do what they do
▪ Marketing strategies of companies should communicate clarity of WHY to its end users
CASE STUDY:
‘Clear Message’
CASE STUDY:
‘Common believes’
CASE STUDY:
‘Pride’
GOLDEN CIRCLE:
▪ Marketing is just not about how great the product or the service is.
▪ Marketing is communicating company’s vision, belief and what they stand for
CASE STUDY:
‘Think Different’
CASE STUDY:
‘Think Different’
CASE STUDY:
‘Billboard message’
CASE STUDY:
‘Billboard message’
CASE STUDY:
‘Subtle and Strong message’
CASE STUDY:
‘Start with What’
CASE STUDY:
‘Start with What’
CASE STUDY:
‘Start with Why’
CASE STUDY:
‘Start with Why’
TRADITIONAL: 4 P’S
PRICE
P4
PROMOTION
P3
PLACE
P2
PRODUCT
P1
MODERN: 4 P’S = S I V A
ACCESS
A
VALUE
V
INFORMATION
I
SOLUTION
S
CONTENT MARKETING
CONTENT MARKETING:
▪ Marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Source: Content Marketing Institute
FREEMIUM APPS
FREEMIUM APPS:
▪ Pricing strategy by which a product or service (typically a digital offering such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods.
Source: Wikipedia
CASE STUDY:
‘Play for free’
THANK YOU
