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Radical Marketing
 

Radical Marketing

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  • Ten commandments of radical mktg
  • Excel sheet
  • The trick is to draw….
  • These are a few, Amongst a nmbr of star NBA has ever produced. Each time the word nba comes up, we either think of Jordan, or Shaquille O’Neal, or Kobe. That is the power of the brand named NBA. In today’s world NBA has become a global brand. Nba has become so popular that Drazen Brajic, Croatian sports reporter for Vecernji List says, Michael Jordan is the most popular man in croatia.
  • These are a few, Amongst a nmbr of star NBA has ever produced. Each time the word nba comes up, we either think of Jordan, or Shaquille O’Neal, or Kobe. That is the power of the brand named NBA. In today’s world NBA has become a global brand. Nba has become so popular that Drazen Brajic, Croatian sports reporter for Vecernji List says, Michael Jordan is the most popular man in croatia.
  • Jerry Alan West played his entire professional career for the Los Angeles Lakers.His nicknames include "Mr. Clutch" for his ability to make a big play in a clutch situation. Perhaps that’s the reason he features in the NBA logo. The league was founded in New York City on June 6, 1946 as the Basketball Association of America ( BAA ). The league adopted the name National Basketball Association in 1949 after merging with the rival National Basketball League (NBL). David stern began his association with the NBA in 1966 as outside counsel, joined the NBA in 1978 as General Counsel, and became the league's Executive Vice President in 1980. He became Commissioner in 1984, succeeding Larry O'Brien.
  • Stern took nba to new heights, in 97-98 NBA took in more than $2 billion in ticket sales & tv rights, as compared to $255 million in 1987. Also big revenue generators are the 150 licensing partners & 15-20 sponsorships that grossed more than $3 billion in worldwide retail,10 time more than $300 million a decade earlier, with a labour force of 348 international players, sum of 12 man rosters in 29 teams in the league.
  • 1. C K Ranganathan , chairman and managing director of CavinKare, has shown the world it is possible to beat the multinationals even in the most difficult market of fast moving consumer goods. Ranganathan's journey, which started from a small town of Cuddalore in Tamil Nadu, has been an amazing one. A business which he started with only with Rs 15,000 is now worth Rs 750 crore. 3. 'Whatever he make, he wanted the coolies and the rickshawpullers to use. he want to make his products affordable to them. so he launched the concept of sachets.  
  • Right from his easy to follow pranayam and yoga exercises to his rants against cola and junk food companies, the swami's actions demonstrate a carefully planned strategy for success
  • Protecting economics of dell while delivering great value to the customers.
  • http://www.ise.ufl.edu/ein4343/pdf/recommends/4.Dell%20Online%20%28Case%20Study%29.pdf http://faculty.bschool.washington.edu/aschloss/ebiz501/Win03%20Personalization%20%20Interactivity.pdf
  • Traditional marketers who pass the tattoo test= “TRADS/ RADS” : bcz they have managed to marry the best elements of the radical marketing model with the raw power of the traditional marketing approach to become the industry leaders
  • These are a few, Amongst a nmbr of star NBA has ever produced. Each time the word nba comes up, we either think of Jordan, or Shaquille O’Neal, or Kobe. That is the power of the brand named NBA. In today’s world NBA has become a global brand. Nba has become so popular that Drazen Brajic, Croatian sports reporter for Vecernji List says, Michael Jordan is the most popular man in croatia.

Radical Marketing Radical Marketing Presentation Transcript

  • From Harvard to Harley, Lessons from Ten that Broke the Rules and Made it Big
    • Being Radical
    • Radical vs. Traditional Marketing
    • Passion Rules !
    • Ten commandments of Radical Marketing
    • Case Studies
  • http://en.wikipedia.org/wiki/Radical_(Chemistry) 113.STORES:57 CITIES:20 LAC CUSTOMERS PER WEEK
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    • Deeply skeptical of most market research
    • Rely heavily on market research
    • Have tiny marketing departments; passionate missionaries
    • Professional marketing departments
    • Marketing plan based on grassroots communication
    • Marketing plans based primarily on advertising
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    • The CEO must own the marketing function
    • Make sure the marketing department starts small and flat and stays small and flat
    • The CEO and Senior management regularly interact in the market with their customers
    • The marketing department uses market research cautiously
    • The company hires only passionate missionaries
    • The First 5 rules
  • The next 5 rules
  • NBA Harvard Business School Boston Beer Co. 1) CEO owns the marketing function − √ − 2) Small marketing department − − √ 3) Face- to- face with customers √ − √ 4) Caution in market research − − √ 5) Hire passionate missionaries √ − √ 6) Love/ respect customers − √ − 7) Create customer community − √ − 8) Rethink Marketing Mix − √ √ 9) Celebrate uncommon sense − √ √ 10) Be true to the brand √ √ −
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    • In 1949 , BAA + NBL= NBA
    • The NBA became the world’s most popular sport after soccer
    • Building & nurturing a deeply emotional bond with it’s fans & customers
    • F or Stern, the league was a marketable brand, not simply a loose collection of individual franchises
    • Key alliances with both sponsors & television networks
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  • CEO owned the marketing function Celebrate uncommon sense Hired passionate missionaries Small marketing department Rethink marketing mix Intuitive connection with customers (Empathize from their point of view) Caution with market research
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    • Founded in 1908 and a successful
    • non profit business entity
    • Harvard defined the MBA &
    • built a lucrative market around it.
    • Focuses on:
      • Clear mission
      • Remain close to core customers
      • Maintaining relentless brand control
  • Brand Extension (Rule no. 10) Executive Education Program Harvard Business Review Top Management Involvement (Rule no. 1) Deans serve as Keepers Customer Community (Rule no. 7) More than 110 Alumini Clubs Network is 6 times larger than rivals Shaping the Product (Rule no. 9) Seeing World War II as an opportunity Rethinking the Mix (Rule no. 8) Restructuring entire programs, grabbing market share Own Internal assessment Making business education practical
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  • Porus Munshi, 2009. Breakthrough Innovation . India: HarperCollins Publishers
  • Porus Munshi, 2009. Breakthrough Innovation . India: HarperCollins Publishers
    • Full roaming
    • Voice quality enhancers
    • Express Yourself
    • One to one relation with customer
    • Tele- voting
    • Electronic recharge
    • Minute of usages per customer as a revenue model
    Bharti Airtel, Annual Report -2008 Indian knowledge @ Wharton, http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4292 Telecommunication Sector Report – March 2008, CRISIL
    • Spiritual marketing
      • Repackaged Yoga and Ayurveda
    • "If an individual can be credited with reviving yog in this country (India), it is solely Swami Ramdev”
    • -Sri Sri Ravi Sankar
    • Televised Guru: Over 85 million see his show on TV in 170 countries
    • Carefully planned strategy for success
    http:// en.wikipedia.org/wiki/Swami_Ramdev http://www.baba-ramdev.info/
  • The Digital Innovator
  • http:// en.community.dell.com/blogs/direct2dell/archive/2006/08/06/1510.aspx
    • Customer places order (electronically)
    • Activation of production process
    • Minimization of inventory
    • Revenue collection from customers
    • Payment to suppliers
    *Negative cash conversion cycle* http://www.scribd.com/doc/14651604/Dells-Innovative-Supply-Chain
  • http://www.ise.ufl.edu/ein4343/pdf/recommends/4.Dell%20Online%20%28Case%20Study%29.pdf http://faculty.bschool.washington.edu/aschloss/ebiz501/Win03%20Personalization%20%20Interactivity.pdf
  • “ RADICAL MARKETING IS THE ABILITY TO SEE TOMORROW”
    • --Mohit Jain (Director, Business & Communication, TOI)
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    • Traditional marketers who pass the tattoo test=
    • “ TRADS/ RADS”
    • “ WE TURN LEFT WHEN THE COMPETITION TURNS RIGHT”
    • -Clyde Fessler
    • (Former Marketing head, HARLEY DAVIDSON)
  •