Discovering Marketing
Communication &
Media Consumption
Trends
Prof Ujjwal K Chowdhury
Former Dean, Symbiosis Intrntnl Uni...
What is Communication?

Sender

Feedback

Receiver

Message

Noise
What is Marketing?
Seeding the market

Creating consumer awareness
Creating Brand Demand

Creating desire for a product or...
Marketing Redefined: 4Ps to
4Cs:
Not PRODUCT, but CONSUMER
Not PRODUCT, but CONSUMER
Not PRICE, but COST
Not PLACE, but CO...
Communication Channels:
OFFLINE

Printed
Material

Outdoors
Kiosks

ON AIR

Television

Radio

ON
GROUND

Events
Roadshows...
Communication Functions:
• Information/ News
Traditi • Education
onal • Entertainment
• Info-tainment: News-packaging toda...
Marketing Communication:
Communication of Persuasion
CHANNELS: Needs all: Integrated Marketing
Communication

MESSAGE: Bra...
Why Integrated?
From media advertising to
multiple forms of
communication: three
generations use of media

From mass media...
Why Integrated?
From low agency
accountability to greater
agency
accountability, particularly in
advertising: ROI

From tr...
Why Integrated?
Media Consumption
Converging:
Multi-media
Consumer

Communication
Technologies
Converging: Digital

Media ...
Elements of IMC
Advertising: print, online, radio, TV
and/or mobile.

Public Relations, Press
Releases, Conferences, Accul...
Case-study: INDIA:
Incredible India Campaign
www.incredibleindiacampaign.com:
for print and television campaign

www.
incr...
How do you run a campaign?
Account
Planning Job
(assisted by
Client
Servicing):

Market &
Advertising
Research Job:

• Wha...
How do you run a campaign?
Account Planning Job:
What is the Big Idea that satisfies the key
insights and the needs?
Creat...
Emerging Consumer Trends in
India:
Media Disloyalty: beginning in
rural India as well
• Anytime, anywhere access to Media
...
Emerging Consumer Trends in
India:
WOM/ Viral/ Buzz/ Peer Groups/
Referral (Health & Education brands)
• Acculturation (Ba...
Emerging Consumer Trends in
India:
Experiential Branding amidst ad-clutter:
touch, feel, drive, see.
• Multi-media seamles...
Nothing is more satisfying than
building your Own Brand.
Offline: your
qualifications;
your Portfolios

Online: your
socia...
Food for Thought:

“Do not let others‟ views about you
become your reality. Make your reality”.
“I compete with my yesterd...
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Discovering Marketing Communication & Media Consumption Trends

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Prof Ujjwal K Chowdhury Former Dean, Symbiosis Intrntnl University Chief Consultant New Business Age group and Himalaya TV, Kathmandu

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Discovering Marketing Communication & Media Consumption Trends

  1. 1. Discovering Marketing Communication & Media Consumption Trends Prof Ujjwal K Chowdhury Former Dean, Symbiosis Intrntnl University Chief Consultant New Business Age group and Himalaya TV, Kathmandu
  2. 2. What is Communication? Sender Feedback Receiver Message Noise
  3. 3. What is Marketing? Seeding the market Creating consumer awareness Creating Brand Demand Creating desire for a product or service Creating Brand Image/ Brand Equity Creating Brand Recall or Brand Re-positioning Encourage Repeat Purchase Build Customer Traffic Turn Suspects to Prospects to Customers to Clients to Advocates
  4. 4. Marketing Redefined: 4Ps to 4Cs: Not PRODUCT, but CONSUMER Not PRODUCT, but CONSUMER Not PRICE, but COST Not PLACE, but CONVENIENCE Not PROMOTION, but COMMUNICATION
  5. 5. Communication Channels: OFFLINE Printed Material Outdoors Kiosks ON AIR Television Radio ON GROUND Events Roadshows Activation ONLINE
  6. 6. Communication Functions: • Information/ News Traditi • Education onal • Entertainment • Info-tainment: News-packaging today • Edu-tainment: Polio or Ecology Awareness Modern • Persuasion/ Behavior Change: Branded Apparel; Condoms/ Contraceptives; Branded Coffee • Interact: Social Media • Engage: Online contests, Campaigns online, Egroups Digital • Empower: Learning new opportunities online
  7. 7. Marketing Communication: Communication of Persuasion CHANNELS: Needs all: Integrated Marketing Communication MESSAGE: Brand Positioning: Unique Market Placement of the Brand ROUTE: Diverse, Creative, Seamless, Interactive, Eng aging GOALS: Recall, WOW Effect, WOM (Buzz), Referral, Viral, Lead to Purchase EVALUATION: Evolution further
  8. 8. Why Integrated? From media advertising to multiple forms of communication: three generations use of media From mass media to more specialized (niche) media, which are centred on specific target audiences: e.g. Automobile media Market Scenario Changes since LPG From a manufacturerdominated market to a retailerdominated, consumercontrolled market: Value Co-Creation From general-focus advertising and marketing to data-based marketing: Not to all, but to some who matter
  9. 9. Why Integrated? From low agency accountability to greater agency accountability, particularly in advertising: ROI From traditional compensation to performance-based compensation (increased sales or benefits to the company). Market Scenario Changes since LPG From limited Internet access to 24/7 Internet availability and anywhere anytime access to goods and services. Cell phones with value added features outnumber the fixed value landlines of the past: VAS to determine MarCom
  10. 10. Why Integrated? Media Consumption Converging: Multi-media Consumer Communication Technologies Converging: Digital Media Ownership Converging: TOI, Zee Group Media Buying/Selling Converging: Multi-media Joint Tariffs Media Skills Converging: Mobile Multi-media Journalist/ Integrated Brand Manager
  11. 11. Elements of IMC Advertising: print, online, radio, TV and/or mobile. Public Relations, Press Releases, Conferences, Acculturation. Portal/Website/ Social Media/ EDM/ Egroups. Sales Promotions & Point of Purchase Communication Trade-shows, Road-shows & Conferences: Experiential Marketing. Online Marketing: advertising, opt-in email marketing and links. Mobile and Apps based Marketing. Marketing Collateral: brochures, case studies, white papers. Electronic Direct mail, personal selling, enetworking.
  12. 12. Case-study: INDIA: Incredible India Campaign www.incredibleindiacampaign.com: for print and television campaign www. incredibleindia.org Extensive participation in every major tourism meet, : for digital expo, conference. campaign, PR, facts, and research. Extensive use of youtube and facebook in campaign.
  13. 13. How do you run a campaign? Account Planning Job (assisted by Client Servicing): Market & Advertising Research Job: • What is the marketing problem/need? • What is the communication problem/need? • What are the resources and timelines available? • What are the preferences and history of the brand/client? • Who are the target audiences? • What are the key consumer insights?
  14. 14. How do you run a campaign? Account Planning Job: What is the Big Idea that satisfies the key insights and the needs? Creative Job: Research Job: Media Investments How do you express Job: Test-market before the Big Idea through the final launch; Where do you take still images, copy, Impact research your campaign, why moving images, after the final launch and what costs? sound, online Media Planning & Report to Account appearances, Buying Management hoardings, kiosks?
  15. 15. Emerging Consumer Trends in India: Media Disloyalty: beginning in rural India as well • Anytime, anywhere access to Media New Media Emergence: cyber and mobile: 75+ crore cell phone • Conversation as against Telling/ Communication: „Seeding‟ the ideas
  16. 16. Emerging Consumer Trends in India: WOM/ Viral/ Buzz/ Peer Groups/ Referral (Health & Education brands) • Acculturation (Barista, Cornflakes) Convenience Dominates for a timestressed consumer (Retail at doorsteps) • POP and Consumer coming closer: Buying decisions influenced hugely by the POP communication: in-flight and airport purchases
  17. 17. Emerging Consumer Trends in India: Experiential Branding amidst ad-clutter: touch, feel, drive, see. • Multi-media seamless reach ensures better brand recall and WOM Diversity within families and peer groups: no uniform choices even in a group • Regional and global/inter-national differences reducing
  18. 18. Nothing is more satisfying than building your Own Brand. Offline: your qualifications; your Portfolios Online: your social media identity and cyber skills On Ground: your personality, teamwork, knowledge, grit, innovation On-air: your screen presence, your voice, presentation Positioning: your focus & working to achieve it Above all: the PRODUCT: you as a Good Strong Human Being.
  19. 19. Food for Thought: “Do not let others‟ views about you become your reality. Make your reality”. “I compete with my yesterday for a better tomorrow, I compete with no one else.” Email id: ujjwalk.chowdhury@gmail.com Cell: 0-93733-11239.
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