US Universities Frugal Marketing

Frugal Marketing 1 Jessie Paul Chief Marketing Officer Wipro Technologies http://www.flickr.com/photos/alancleaver/

Do YOU need to be frugal? 1. New business model challengers 2. Old model, new market challengers high high low low Relative Marketshare Relative Growth Rate Mature Champions Laggards Challengers Upstart brands take on brands that are larger, more established than themselves

Think Experience: Investing in Cheese or Mousetrap? People Delivery Facilities Price Country of origin Executive Management Vision Corporate Governance SURROUND Delivery Process Business Benefits Quality CORE Photo Credit: Rennett Stowe

Think Narrow

This allows you to operate without mass media

Enables focused offerings

One-to-one communication is possible

You can own a superlative - first/largest/only - in a smaller space

Think Collaboration Industry Associations Analysts Consumer Reports Consulting Firms Sourcing Advisors Other Customers Journalists Partners Government Academics Internet Pundits Friends & Family Employees Salesperson Decision Maker

Think Frugal Marketing Thought Leadership PR Awards Online presence

Executive Branding

Pricing

Country of Origin

Sustainability

Channels Levers

Lever: Price as a differentiator Use Extreme Pricing – Either Low-cost or Premium Pricing determines ability to experiment Reproduced from No Money Marketing

Lever: Country of Origin You can CHOOSE your home country Does your “home” add value or detract? Have you invested in relationships at home? How much of national flavour is differentiating and not overbearing?

Channels: Build vs Buy