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Word of Mouth Marketing

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  • 1. OF MARKETING
  • 2. WORD OF MOUTH MARKETING
  • 3. LETS UNDERSTAND… • Word-of-mouth marketing, also called word of mouth advertising, is an unpaid form of promotion—oral or written—in which satisfied customers tell other people how much they like a business, product, service, or event. • According to Entrepreneur Media, word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation • Word of mouth-the outcome (customer to customer) • Word of mouth marketing- the activity (brand to consumer)
  • 4. EXAMPLE
  • 5. WOM VIRAL MARKETING
  • 6. VIRAL MARKETING A marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as the internet or e-mail.
  • 7. EXAMPLE • • • 2010 FIFA World cup official song- Waka Waka (This time for Africa) FIFA in itself is a brand FIFA 2010 World Cup anthem Waka Waka by shakira went Viral on Youtube. (550 million views as of September 2013.)
  • 8. THE AD…
  • 9. WOM PARTICIPATION MARKETING
  • 10. PARTICIPATION MARKETING • It is a form of marketing where in the Brand, makes its customers a partner • It involves some kind of input of participation from the TA of the Brand • Example: RTE Snack Brand Kurkure with its Kurkure Chai Time Achiever’s Award
  • 11. EXAMPLE • Since snacking is mostly a hunger-driven impulse decision • Staying fresh in the consumer mind is very important. • Took measures to maintain top of the mind recall among its customers the kurkure • Kurkure came up with The "Kurkure Chai Time Achiever’s Award" was a contest launched by the brand where families were invited to submit interesting recipes made with Kurkure. • The winning family would have the opportunity to be famous and have their photograph featured on one million Kurkure packs • In addition to targeting housewives, who play a significant role in making purchase decisions, the brand appeals to the Indian family as a whole. • 2004 it launched the "Kahani mein Kurkure" campaign, which was a take on Indian popular culture. The advertising campaign spoofed popular Indian TV shows
  • 12. WOM INFLUENCER MARKETING
  • 13. INFLUENCER MARKETING • This a type of WOM wherein brands use influencers to create a pull for itself • Influence works as a major factor in buying process • This works at four levels :
  • 14. INFLUENCER MARKETING
  • 15. INFLUENCER MARKETING • As you go down the pyramid, Reach decreases and influence increases. • Talking about more influence, the best example comes in the form of brands using celebrities to communicate to the Target Audience • Example : When Coke suffered a great drop in sales bacause of growing talk about it having pesticides and being unsafe for human consumption, the brand used influencer marketing • They chose Amir khan to endorse the brand in an ad campaign that was shot in a coke factory and said coke was 100% safe for consumption • They came up with a similar campaign with Smriti Irani when she was starring in a popular Indian daily soap, “Kyunki saas bhi kabhi thi” • She was a major influencer for the house wives who were decision makers in purchase and in turn acted as influencers for their families
  • 16. EXAMPLE OF MORE REACH
  • 17. EXAMPLE OF MORE INFLUENCE
  • 18. EXAMPLE OF MORE INFLUENCE
  • 19. WOM CAUSE MARKETING
  • 20. CAUSE MARKETING Cause-marketing is an initiative by a company or brand to raise awareness, money, and/or consumer engagement in a social or environmental issue.
  • 21. EXAMPLE
  • 22. EXAMPLE
  • 23. WOM ADVOCATE COMMUNITY MARKETING
  • 24. ADVOCATE COMMUNITY MARKETING It is done by forming or supporting a community that is around a cause, interest or passion. To support the community a marketer provides it’s Target Audience with tools, content, experiences and information.
  • 25. EXAMPLE
  • 26. EXAMPLE
  • 27. WOM BUZZ MARKETING
  • 28. BUZZ MARKETING Another type of WOM marketing is Buzz marketing which is the interaction of consumers and buyers among themselves regarding product or service which serves to amplify the original marketing message.
  • 29. EXAMPLE
  • 30. THANK YOU ABHISHEK ARORA AKHIL KHARBANDA ARIHANT JAIN KANIKA HANS NAMRITA BAGGA TRIPTI KAUR BAGGA VANSHUJ DUTTA VISHU BHATIA