Frugal Marketing
Why > What >How>
1

When is frugal marketing required?
Upstart brands
take on brands
that are larger,
high
Mature Champions
more established
Relative Marketshare
than themselves
1. New business
model
challengers
Laggards Challengers
low
2. Old model, new
market
challengers
New Money Marketing, Jessie Paul, McGraw-Hill Education
low high
Relative Growth Rate

Core vs Surround
Vision Environment
People Input Core Output Community
Elements Service Impact
Surround
Surround
Delivery Facilities Attributes Investor
Returns
Price
Country of origin Industry
Development
Executive
Management New Money Marketing, Jessie Paul, McGraw-Hill Education
Corporate Core
Governance
Elements that are directly related to service performance
Service Delivery Quality Business
Process Benefits

Flat World Trends
1. Digitization, globalization: People are buying things they
cannot see!
2. The world is connected electronically: Everyone is a
journalist, opinion-maker, and salesperson!
3.
Advertising is free: But getting it is hard work
The market is very small: You have a target audience of
4.
one
New Money Marketing, Jessie Paul, McGraw-Hill Education

Marketing changes in the Flat World
Flat World Old World
Communication Free At cost
Opt-in Opt out
Instantaneous Lag
2-way, interactive One way
Information Free At cost
Easily accessible Access controlled
Customers Interconnected Individuals
Location-independent Location-specific
New Money Marketing, Jessie Paul, McGraw-Hill Education

Useful levers and tools for smart branding
Levers Channels
• Thought
• Executive
+
Branding Leadership
• Pricing • Public Relations
• Country of
Origin • Awards
• Sustainability • Online Presence
New Money Marketing, Jessie Paul, McGraw-Hill Education

5 Frugal Tips
1 2 3 4 5
Define Create
Own the Insights vs
your Your Own Go Online
Eco- Information
Audience Marketing
system
Narrowly Channels

Define
your
Audience
Narrowly
Confidential © Copyright 2007 Wipro Ltd

Own the
Eco-
system
Government
Analysts Friends &
Family
Employees
Other
Customers
Journalists
Decision Maker Salesperson
Consumer
Reports
New Money Marketing, Jessie Paul, McGraw-Hill Education
Industry
Consulting Associations
Firms
Sourcing Expert
Advisors Users
Internet
Academics
Pundits

Create
Your Own
Marketing
Channels
Confidential © Copyright 2007 Wipro Ltd

Insights vs
Information
First global award for innovation in sourcing. Blue-chip
partners: ITAA, IAOP, Forbes.150+ nominations, 12
Winners announced at gala event in NY
Confidential © Copyright 2007 Wipro Ltd

478,028 “friends” and 88,009
Go Online comments.
MySpace
500+ connections
900,000+ supporters MyBo
LinkedIn
Acts as a hub for his other
online media presence
Barack Obama
New Money Marketing, Jessie Paul, McGraw-Hill Education
68,836 “followers” 1,465,128 “supporters”,
Twitter Facebook
340,142 comments or wall
181 updates
posts
YouTube
1185 videos
76,095 subscribers
15,603,285 million
Confidential © Copyright 2007 Wipro Ltd
channel views