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Sales, marketing, branding: what’s the difference?<br />7/17/2010<br />1<br />
It all starts with your business model<br />7/17/2010<br />2<br />What is your business model focused on?<br />
Business Models: The Possibilities….<br />Production Focus:<br />Optimize production process to make large quantities at r...
Production Focus<br />Pros & Cons<br />Pros:<br />Lower Price = more consumers<br />Mass Consumer Base<br />Scale - Opport...
Product Focus<br />Pros & Cons<br />Pros:<br />Differentiated<br />Consumer preference<br />Higher margins<br />Cons:<br /...
Selling Focus<br />Pros & Cons<br />Pros:<br />Speed of growth<br />Measureable return on sales investment<br />Opportunit...
Marketing Focus<br />Pros & Cons<br />Pros:<br />Demand based<br />Opportunity to differentiate<br />Build loyalty<br />Lo...
So Which Focus Is Right?<br />There are no right or wrong answers.<br />All aspects are required but it is a question of i...
Types of Marketing Orientation<br />Reactive<br />Focus on consumers’ expressed needs<br />Proactive<br />Focus on consume...
Brands & branding<br />7/17/2010<br />10<br />
Brand as signature have existed for a long time….<br />“Brand is…”<br />“A term, sign, symbol or design, or a combination ...
How Branding Helps?<br />The consumers<br />Help in quick decision on choice of product within a category by:<br />Identif...
How do you evaluate branding?<br />7/17/2010<br />13<br />
Criteria for Choosing Brand Elements<br />7/17/2010<br />14<br />Easy to recognize, remember and ask for?<br />Does it ref...
Criteria for Choosing Brand Elements<br />7/17/2010<br />15<br />Easy to recognize, remember and ask for?<br />Does it ref...
Criteria for Choosing Brand Elements<br />7/17/2010<br />16<br />Easy to recognize, remember and ask for?<br />Does it ref...
Which of these has better branding?<br />7/17/2010<br />17<br />
Criteria for Choosing Brand Elements<br />7/17/2010<br />18<br />Easy to recognize, remember and ask for?<br />Does it ref...
Adaptability of Google<br />7/17/2010<br />19<br />
Branding beyond labeling…<br />7/17/2010<br />20<br />
Four Aspects of Brand Buiding<br />21<br />
Pepsodent Toothpaste<br />22<br />
Pepsodent Toothpaste<br />23<br />
Pepsodent Toothpaste<br />24<br />
Pepsodent Toothpaste<br />25<br />
26<br />
Rules of engagement<br />7/17/2010<br />27<br />
Marketing Value Management Process<br />7/17/2010<br />28<br />- Segmentation<br />- Market Focus<br />- Value Positioning...
Questions to be addressed at the first stage.<br />
Understanding India: Opportunities in Diversity<br />30<br />
Where bullock carts co-exist with Asia’s largest wind farm in Dhule…<br />31<br />In little over a decade, Suzlon Energy h...
A country with twice the number of English speakers as the UK<br />32<br />
Where English is the second most spoken language…<br />33<br />
Two new religions that unite our country…<br />34<br />CRICKET<br />
And BOLLYWOOD!<br />35<br />
Where the richest live side by side the poorest….<br /><ul><li>* Source: Forbes List., March 1, 2010
** Source: CIA Handbook</li></ul>36<br />Number of Indian Billionaires in 2010: 52*<br />Population Below Poverty Line:<br...
We need to define our core target within this diversity:<br />Sharper the target definition = better the branding<br />37<...
38<br />
So, which India are you interested in?<br />39<br />
There is a gold mine in each of the tiers of the Pyramid<br />Source: Rama Bijapurkar, We are like that only.<br />40<br />
Further complexities of defining your core segment…<br />41<br />
An example for defining your core consumer segment …<br />42<br />
Targeting Influencers<br />Influencers are individuals of types of individuals who have the power to shape purchase decisi...
Steps in Influencer Marketing<br />Identifying Influencers – and ranking <br />Marketing to influencers (awareness buildin...
Spotting Influencers<br />Activists: influencers get involved, with their communities, political movements, charities and ...
Putting Influencer Marketing into Practice<br />In developed markets specialized firms in this space have mapped the influ...
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Concept of marketing by Pranesh Mishra (Brandscapes Worldwide)

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This slide deck was shared by Pranesh Mishra at the TiE Institute Knowledge Series in Mumbai in July2010.
The deck covers some concepts in Marketing targeted towards early stage entrepreneurs.


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http://www.youtube.com/watch?v=UsMdP4nkdC0
http://www.youtube.com/watch?v=PpJtQ50t4Vg

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Transcript of "Concept of marketing by Pranesh Mishra (Brandscapes Worldwide)"

  1. 1. Sales, marketing, branding: what’s the difference?<br />7/17/2010<br />1<br />
  2. 2. It all starts with your business model<br />7/17/2010<br />2<br />What is your business model focused on?<br />
  3. 3. Business Models: The Possibilities….<br />Production Focus:<br />Optimize production process to make large quantities at reasonable cost<br />Product Focus:<br />Make products with better quality, performance and innovative features<br />Sales Focus:<br />Aggressively push your product backed by promotional offers, high voltage advertising<br />Marketing Focus:<br />Select your target audience and build the right products for them<br />7/17/2010<br />3<br />
  4. 4. Production Focus<br />Pros & Cons<br />Pros:<br />Lower Price = more consumers<br />Mass Consumer Base<br />Scale - Opportunity to build a big brand.<br />Cons:<br />Heavy investment requirement<br />High competitive pressure<br />Commoditization<br />Low Margins<br />Mass Market confinement<br />7/17/2010<br />4<br />
  5. 5. Product Focus<br />Pros & Cons<br />Pros:<br />Differentiated<br />Consumer preference<br />Higher margins<br />Cons:<br />Innovation: high investment<br />Features do not always add consumer value<br />Heavy communication & distribution investment<br />7/17/2010<br />5<br />
  6. 6. Selling Focus<br />Pros & Cons<br />Pros:<br />Speed of growth<br />Measureable return on sales investment<br />Opportunity to expand territories<br />Cons:<br />Consumer resistance<br />Lower loyalty – lower image<br />High cost of sales<br />7/17/2010<br />6<br />
  7. 7. Marketing Focus<br />Pros & Cons<br />Pros:<br />Demand based<br />Opportunity to differentiate<br />Build loyalty<br />Long term brand building<br />Cons:<br />More time consuming<br />Investment in research<br />Constant investment in fine-tuning.<br />7/17/2010<br />7<br />
  8. 8. So Which Focus Is Right?<br />There are no right or wrong answers.<br />All aspects are required but it is a question of identifying the focus area<br />Studies have shown that “on an average” Marketing Focus gives better business results..<br />7/17/2010<br />8<br />
  9. 9. Types of Marketing Orientation<br />Reactive<br />Focus on consumers’ expressed needs<br />Proactive<br />Focus on consumers’ latent needs<br />7/17/2010<br />9<br />
  10. 10. Brands & branding<br />7/17/2010<br />10<br />
  11. 11. Brand as signature have existed for a long time….<br />“Brand is…”<br />“A term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate it from those of competitors.”<br />American Marketing Association<br />7/17/2010<br />11<br />
  12. 12. How Branding Helps?<br />The consumers<br />Help in quick decision on choice of product within a category by:<br />Identifying the manufacturer<br />Setting expectations of consistent quality<br />Assigning responsibility for past performance<br />The manufacturers<br />Simplify product tracing<br />Protect brand name and trade mark<br />Legal protection of unique features of the brand<br />Copyright and design protection<br />Valuation of the IP rights that encompass the brand<br />7/17/2010<br />12<br />
  13. 13. How do you evaluate branding?<br />7/17/2010<br />13<br />
  14. 14. Criteria for Choosing Brand Elements<br />7/17/2010<br />14<br />Easy to recognize, remember and ask for?<br />Does it reflect and build the core brand proposition?<br />Is it distinctive enough to be legally protectable?<br />Is it inherently likeable and aesthetically pleasant?<br />Can it be used for new products or categories?<br />
  15. 15. Criteria for Choosing Brand Elements<br />7/17/2010<br />15<br />Easy to recognize, remember and ask for?<br />Does it reflect and build the core brand proposition?<br />Is it distinctive enough to be legally protectable?<br />Is it inherently likeable and aesthetically pleasant?<br />Can it be used for new products or categories?<br />
  16. 16. Criteria for Choosing Brand Elements<br />7/17/2010<br />16<br />Easy to recognize, remember and ask for?<br />Does it reflect and build the core brand proposition?<br />Is it distinctive enough to be legally protectable?<br />Is it inherently likeable and aesthetically pleasant?<br />Can it be used for new products or categories?<br />
  17. 17. Which of these has better branding?<br />7/17/2010<br />17<br />
  18. 18. Criteria for Choosing Brand Elements<br />7/17/2010<br />18<br />Easy to recognize, remember and ask for?<br />Does it reflect and build the core brand proposition?<br />Is it distinctive enough to be legally protectable?<br />Is it inherently likeable and aesthetically pleasant?<br />Can it be used for new products or categories?<br />
  19. 19. Adaptability of Google<br />7/17/2010<br />19<br />
  20. 20. Branding beyond labeling…<br />7/17/2010<br />20<br />
  21. 21. Four Aspects of Brand Buiding<br />21<br />
  22. 22. Pepsodent Toothpaste<br />22<br />
  23. 23. Pepsodent Toothpaste<br />23<br />
  24. 24. Pepsodent Toothpaste<br />24<br />
  25. 25. Pepsodent Toothpaste<br />25<br />
  26. 26. 26<br />
  27. 27. Rules of engagement<br />7/17/2010<br />27<br />
  28. 28. Marketing Value Management Process<br />7/17/2010<br />28<br />- Segmentation<br />- Market Focus<br />- Value Positioning<br />- Product Development<br />- Pricing<br />- Sourcing/ Making<br />- Distributing<br />- Integrated Communication<br />- Sales promotion<br />- Sales force<br />
  29. 29. Questions to be addressed at the first stage.<br />
  30. 30. Understanding India: Opportunities in Diversity<br />30<br />
  31. 31. Where bullock carts co-exist with Asia’s largest wind farm in Dhule…<br />31<br />In little over a decade, Suzlon Energy has grown into the world's fifth-largest producer of wind turbines, with each machine selling at around 2 million dollars. 90% of orders come from markets outside India, for the most part the US, South America, and China. <br />
  32. 32. A country with twice the number of English speakers as the UK<br />32<br />
  33. 33. Where English is the second most spoken language…<br />33<br />
  34. 34. Two new religions that unite our country…<br />34<br />CRICKET<br />
  35. 35. And BOLLYWOOD!<br />35<br />
  36. 36. Where the richest live side by side the poorest….<br /><ul><li>* Source: Forbes List., March 1, 2010
  37. 37. ** Source: CIA Handbook</li></ul>36<br />Number of Indian Billionaires in 2010: 52*<br />Population Below Poverty Line:<br />25%**<br />
  38. 38. We need to define our core target within this diversity:<br />Sharper the target definition = better the branding<br />37<br />
  39. 39. 38<br />
  40. 40. So, which India are you interested in?<br />39<br />
  41. 41. There is a gold mine in each of the tiers of the Pyramid<br />Source: Rama Bijapurkar, We are like that only.<br />40<br />
  42. 42. Further complexities of defining your core segment…<br />41<br />
  43. 43. An example for defining your core consumer segment …<br />42<br />
  44. 44. Targeting Influencers<br />Influencers are individuals of types of individuals who have the power to shape purchase decision of other consumers.<br />They may be potential consumers themselves, but could also be intermediaries like:<br />Dealers/ retailers<br />Doctors/ Architects/ Interior Decorators<br />Bloggers on particular topics<br />Columnists<br />Journalists<br />7/17/2010<br />43<br />
  45. 45. Steps in Influencer Marketing<br />Identifying Influencers – and ranking <br />Marketing to influencers (awareness building)<br />Marketing through influencers (amplification)<br />Marketing with influencers (advocacy)<br />7/17/2010<br />44<br />
  46. 46. Spotting Influencers<br />Activists: influencers get involved, with their communities, political movements, charities and so on.<br />Connected: influencers have large social networks<br />Impact: influencers are looked up to and are trusted by others<br />Active minds: influencers have multiple and diverse interests<br />Trendsetters: influencers tend to be early adopters (or leavers) in markets<br />7/17/2010<br />45<br />
  47. 47. Putting Influencer Marketing into Practice<br />In developed markets specialized firms in this space have mapped the influencer network and can tap it for companies:<br />Avant-guide Institute, New York<br />Influencer 50<br />Ammo Marketing<br />Liquid Intelligence<br />Agent Wildfire<br />Vocanic<br />SCB Partners<br />7/17/2010<br />46<br />
  48. 48. Thank you<br />Pranesh.misra@brandscapesworldwide.com<br />7/17/2010<br />47<br />
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