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Katrina turquotte trucotte kaif mishra ajay – katrina ajay – marketing lessons – tailored with examples for indians peoples
 

Katrina turquotte trucotte kaif mishra ajay – katrina ajay – marketing lessons – tailored with examples for indians peoples

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KATRINA TURQUOTTE TRUCOTTE KAIF MISHRA AJAY – KATRINA AJAY – MARKETING LESSONS – TAILORED WITH EXAMPLES FOR INDIANS PEOPLES

KATRINA TURQUOTTE TRUCOTTE KAIF MISHRA AJAY – KATRINA AJAY – MARKETING LESSONS – TAILORED WITH EXAMPLES FOR INDIANS PEOPLES

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    Katrina turquotte trucotte kaif mishra ajay – katrina ajay – marketing lessons – tailored with examples for indians peoples Katrina turquotte trucotte kaif mishra ajay – katrina ajay – marketing lessons – tailored with examples for indians peoples Document Transcript

    • KATRINA TURQUOTTE TRUCOTTE KAIF MISHRA AJAY – KATRINAAJAY – MARKETING LESSONS – TAILORED WITH EXAMPLES FORINDIANS PEOPLES:KATRINA-AJAY- MARKETING PRODUCTS AND SERVICES + ROLEOF BOLLYWOOD IN INDIAN CONSUMER SEGMENT MAREKTINGFOR PRODUCTS AND/OR SERVCES:Its in a reverse chronological order: means – to make sense – tofollow the threads – read from bottom to topAJAY KATRINA @mishrainsead03@KatrinaKaif_ GROWING VOLUMES OF SMS, MMS, MOBILE AND TWEETS, SUPPORTS YOURSTATEMENT: INDDED UPPER , MIDDLE+EVEN LOWER CLASS NOW HAS MOBILEView conversationView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ coverage=range - ie. reach, obstructions , signal quality etc covered in coverage =f(technology, network, alliances)View conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ mobile ser+comfort: means - how easy is it to use+contact in case of troubleshottingetc : clarity=reception-sound qualityView conversation3h AJAY KATRINA @mishrainsead03
    • @KatrinaKaif_ [a] handset [B] SERVICE - eg: vodafone,verizon,airtel,etc serv dimensions :(i)comfort(ii)cost (iii)clarity (iv)conformityView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ [a]HANDSETS- form fit function, fashion-samsung innovates around fashion -lifestyle-making a statement; NOKIA DOES THINGS 2View conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ samsung does value innovation, its also client of INSEAD, waht swatsh watch did towatch, samsung does to its thingsView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ china, india, brazil, russia = big market+ growth poetntial+opportunity for mobile&mobile apps also happeing, its caleld vasView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ peoples not pay for net, but wtp for mobile=exists. ad networks on mobile wantsing toseize opportunity offered due to mobileView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ MOBILE growth=F(cost of handsets, cost of txns,+ve network externalities, absenceor lack of cable - ie last mile telecom)View conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ google.co.in/imgres?hl=en&s http://www. afe=off&s a=X&tbo= d&bi w=1366&bi h=667&tbm=isc h&tbnid=C xeShXnxmr973M :&i mgrefurl=http://www.telec omasia.net/c ontent/mobile- price- war-20&docid=N domN nDZ ws 2g-M&img url=htt p://www.tel ec omasi a.net/s ystem/files/ta/T A10M ar_C ountr yF oc us _Chart_500.gif&w= 500&h= 432&ei= ouO1UJ fjJ8SrrAf5pYH YCg&z oom= 1&i act= hc &vpx=4&vpy=337&dur= 4122&hovh= 209&hovw=242&tx=142&ty= 89&sig=108075235323812256283&page= 2&tbnh= 149&tbnw= 173&start=19&nds p=26& ved=1t:429,r:19,s:0,i:142 …View conversation
    • AJAY KATRINA @mishrainsead03@KatrinaKaif_ VAS=VALUE ADDDED SERVICES - A TERM USED FOR MOBILE SPECIALLYBUT ALSO FOR MANY OTHER PLATFORMSExpand1h AJAY KATRINA @mishrainsead03@KatrinaKaif_ BTW WTP = WILLINGNESS TO PAY, THESE ARE ALL ECON TERMS, BUTTWITTER=140 CHARExpand2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ MOTLEY GREEN= 1 PLATFORM WHERE GREEN CONSCIOUS CUSTOMERSSHARE AND SHOW THEIR GREENLINESS LIKE YO CHECK THIS HERE ME DID DISView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ BTW - I KNOW, -> GREEN=NOW A DIMENSION TOO - & U CAN IF U WANTSREFER TO WHAT ME SAID ON SAANS, BREATHE EASY SILK& PAINT+GREENView conversation
    • 2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ BENEFITS OF V=VARIETY? = [1] [2] [3] [4] -- AND SO ON, ITS AN EXCERCISE, 1OFTHAM IS-> SATISFACTION COMES FROM VARIETY+BOREDOMView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ =VARIED FROM SING IS KING FOR EG CC CLOTHING, COSTUMES , IMAGEIMAGERY AMBIANCE=NOT SAME AS CONVEYS IN ISSQ SHAVE SONG ISNTIT?View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ IMAGERY IS FORMED VIA MUSIC-MOVES-MOVIES - BECOMES MORPHSINTHIS TOO : CCS CLOTHES+AMBIANCE BOTH=RUSTIC=VARIED FROM SAY JTHJView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SING IS KING IS ONE STYLE OR TYPE, NAKSHATRA, KUNDAN JEWLERRY -RAJNEETI SAREE, CC=CHIKINI CHAMELI = VARIETY, U CAN HAS WORDSView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ M 4 MORPHS: IN IMAGERY THAT COMES ASSOCIATED WITH VARIETY INCLOTHING, SYLES, LOOKS, MOVIES, ROLES ETC - FOR EG: CC= VARIETYView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ BONUS FOR U - V FOR VARIETY - REASONS? - START WITH BENEFITS OFVARIETY? NOT JUST MORPHS OF VARITEY, M 4 MORPHS TOOView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ OK KATRINA -> SOURCE OF IMAGE AND IMAGERY IN THE MINDS OF THETARGET MARKET SEGMENT POPULACE =??? WHAT? -> THIS -> M FOR ?:)View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SO: THINK HERE IS ONE WORD - [1] ASSOCIATION OK ILL GIVE U MOREWORD [2]IMAGERY OK ONE MORE - SOURCE OF IMAGE AND IMAGERY=?View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ ITS CALLED ? - WHATS FEW WORDS U CAN USE TO ANSWER THIS? -> THISWILL HELP U TAILOR YOUR CARRER, SAYS WHO? SAYS - AJAY MISHRAView conversation
    • 2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ OK, THEN KAT IS OUT OF SCOPE FOR SAYING CHOOSE BSNL BECAUSE OFXYZ REASON, BETTER TO CHOOSE PC - THE DESI GIRL,View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ CC=CHIKINI CHAMELI=NOT PC CUZ? [1] RATIOS +PROPORTIONS [2] IMAGERYTAKES TIME TO ESTABLISH; SO, PC=DESI SORTALIKE RANI M IS 2View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SO, IS PC = PRIYANKA CHOPRA=DESI GIRL SONG SHE DID OR IS SHE MORECOSMO THAN KATRINA ? ANSWER = CC=CHIKNI CHAMELI=NOT PC :)View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ IN THIS - COMES - OPTIONS TO CHOOSE =? - OK LETS GUESS, IS THEREB=BHARAT=DESI? OK, THAN, M4 MODELS-IN -MUSIC-MOVES-MOVIES? OKView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ M 4->MUSIC+MOVES->MOVIES SOWHICH MODEL? ANSWER = THE ONE WHORHYMES AND JIVES WITH THE CHOSEN T AND S FOR WHAT U WANNA SELLView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SO NATION=INDIA, WHO = WHAT ARE OPTIONS= NO MODELS LIKE MADISONBUT CHOSE - FROM BOLLYWOOD - AS WE KNOW M 4 MUSIC,MOVES,MOVIESView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ WHAN NATION=INDIA: M 4 MODELS, M 4 MUSIC, M 4 MOVIE M 4 MAFIA ALLMEANS - B FOR BOLLYWOOD. AND BOLLYWOOD=ADS+SONGS & SONGS=ADSView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SO FOR WHO WILL SAY WHAN NATION= NOT USA/ LONDON, WEHER WE HASMODELS AND MADISON AVE, BUT NATION=INDIA, WHERE MADISON AVE=NOView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ NOW, THE QUETSION IS - > [1] WHO WILL SAY CHOOSE BSNL BECAUSE XYZ -REASON IN TVM MEDIA PRINT? [2]WHAT IMAGERY, AND AMBIANCEView conversation
    • 2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ & ANSWER IS: BSN+T&S= NOT HIP, NON COSMO, NON ULTRA SLEEK URBAN,BIUT MID+LOW-TIER CITY +VILLAGE DWELLERS4 WHOM COST=MATTERSView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ DESI FUN PLACE IS NRI BTW, BSNL: B FOR BHARAT, IMAGERY=DESI ORCOSMOPOLITAN ? OR ANY OF THE [A] BHARAT WORD [B] CHOSEN T & SView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ t+s = midtier+low-tier+rural indians - ok B IN BSNL FOR ? - B FOR BHARAT =[1]desi word ? or [2] videshi word?View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ NOW, FROM T=TARGET, AND S=SEGMENT AND NAME=BSNL, did we has t ands -somehow evoke rural too - for now or in furture? ok THANView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ once the P-STATEMENT=decided, ie position-COST CONSCIOUS peoples, USE=WORD CALLED CHEAPER, ok after that - few more questionsView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ NOW, LETS SAY P=CHOOSE-BSNL CUZ ITS CHEAPER - IN BOLD PRINT,FOLLOWED BY COPY - THAT SAYS, WE HAS COVERAGE ALL OVER INIDA ETCView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ POSITIONING = WHY CHOOSE BSNL BECAUSE ? - AND THIS IS SOME SORTOF A LINE, LIKE - CHOOSE BSNL BECAUSE ITS CHEAPER THAN XYZView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ B=RELATIVE DIMENSIONS MATTER MORE, WHEN ITS EITHER [1] CUSTWANTS TO DECIDE [2]WANT TO LAUNCH SWITCH TO US BCUZ XYXHERE=BETTERView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ NOT ONLY WE KNOW ON COST PER MIN OF BSNL{ABSOLUTE COST} BUTALSO, COST PER MIN, COMPARED TO OTHER COMPETITORS(RELATIVE COST)View conversation
    • 2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ COST DIMESIONS= [1]PRICE PER MINUTE [2]PLAN DETAILS HAS THAM TOO,LIKE FRIENDS AND FAMILY GET LOWERR PIRCE, IF EXTERNALITY ETCView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ WEKNOW DIMENSIONS OF COST,CLARITY, COVERAGE CUSTOMER SERV INBOTH [A]ABSOLUTE TERMS [B] RELATIVE TERMS, B MATTERS MORE WHAN?View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ THING OF POSITIONG AS LIKE THIS -> CHOOSE MY MOVIE BECAUSE XYZ,CHOOSE MY BRAND PROD BECAUSE XYZ REASONS, CHOOSE BSNL BCUZ---View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ DATA ANALYSIS ACUMEN, COMPETITORS RESPONSES ETC ETC=ANALYTICAL ASPECTSOF BIZ, P=POSITIONING =LEFT+RIGHT BRAIN:View conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ COOKIE CUTTER ANALYSIS WITH R WITHOUT MODELS +/- EXCEL=SKILLS &ROTE::BESPOKE=MADE TO ORDER TAILORED SUIT,CUSTOM ANALYSIS IEView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ [C] ADDITIONAL DATA= NEEDED TOO & YES, THERE R SOME MODELS &SOME EXCEL SHEETS - SOME PREMADE SOME BESPOKE: ITS LIKE TAILORINGView conversation2h AJAY KATRINA @mishrainsead03@KatrinaKaif_ DATA =NUMBERS= NEEDED FOR T SP - SUCH AS -[A]HOW BIG=MKT[B]COMPETITOR=HAS-WHAT+WANTS-WHAT+WILL-DO-WHAT-IF-WE-DO-THISOR-THATView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ TARGET AND SEGMENT FOR ANY PRODUCT(SUCH AS PAINTS, OR MOBILE}NEEDS [A] DATA+ANALYSIS [B] INTUITION [C]QUANTIFICATION+DECISIONView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ SIMILARLY, MOBILE SERVICES HAVE TO POSITION THEMSELVES FOR THEIRRESPECTIVE CHOSEN TARGET AND SEGMENT POPULACE =AN EXCERCISEView conversation
    • 3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ ITS LIKE THIS - CREST=FOR CAVITIES, COLGATE=FRESH BREATH-SAANS IE,OR IS IT CLOSEUP FOR CLOSE ENCOUNTERS MINUS BAD BREATH? :)View conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ so in P=posiioning: we is has eg BSNL: ok, so WHAT TO SAY WHY CHOSE BSNLNOT AIRTEL OR VODAFONE to your chosen t and s=quest4PView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ targetsegment POSITIONING=CALLED TSP IN SHORT: we talked about t=target,s=segment, - which btw =same was with paints ref jthjView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ eg: BSNL targets so &so segment, and POSITIONING IS now the next after targetand segment=chosen to focus on;q=howto positionView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ a target market is mostly associated with a segment, like rural india - maybe asegment, within rural india, sub segmentsView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ so BSNL TARGETS not same peoples which isb targets by airtel or vodafone orsamsung alliance service whatever that is..View conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ tsp=target, segment, positioning, for example: BSNL taget=not comso, not hip urbanbut mid or low tier cities+villages indianView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ so IF costs=lowBUT low costs comes at a cost THENcomp based on cost alone -means either [1] tsp needs filled [2] apples&sushiView conversation3h AJAY KATRINA @mishrainsead03@KatrinaKaif_ means cost=low, but is cost low comes at a cost, ie - is coverage=low, or is network=down or slow or is switching costs=highView conversation
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