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)
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.)
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
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 :
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
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.
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.
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.
