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Product Promotion What. Why. How ARUN TYAGI General Manager – Marketing IndiaMART.com IILM, Greater Noida, 23 July 2010

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Why do we buy the television we watch, the cars we drive, and even the toothpaste we use? Answer is PRODUCT PROMOTION

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What is Marketing? <ul><li>Anything and everything you do to persuade your customer to buy your product </li></ul><ul><li>Ultimate objective of marketing is to generate INTENT to buy the product </li></ul>Marketing Cycle

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<ul><li>Creating buzz around your product with an aim to sell it </li></ul><ul><li>How does it work? </li></ul><ul><li>Address 4 strategic questions: </li></ul><ul><li>What are the objectives ? </li></ul><ul><li>What product is to be offered? </li></ul><ul><li>Who is the target audience ? </li></ul><ul><li>What is the communication to motivate the target audience buy the product? </li></ul>What is Product Promotion?

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Communication Benefits Pain Areas/ Needs Aspirations Map That is Product Target Audience

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<ul><li>Product or Service </li></ul><ul><ul><li>Tangibility is the key differentiator </li></ul></ul><ul><li>Distinctive Attributes </li></ul><ul><ul><li>Usefulness </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Value </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Experience </li></ul></ul>What is Your Product?

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<ul><li>Demographic Profile </li></ul><ul><li>Geographical Location </li></ul><ul><li>Culture </li></ul><ul><li>Behaviour </li></ul><ul><li>Needs </li></ul><ul><li>Aspirations </li></ul>Define Your Target Audience Customer Insights • Listen • Observe • Think • Walk……like your customer

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<ul><li>Analyse needs of the target audience </li></ul><ul><li>Find out how product satisfies these needs, better than competition </li></ul><ul><li>Align your communication on addressing these needs </li></ul><ul><ul><li>Clearly define your messages </li></ul></ul><ul><li>Follow AIM: </li></ul><ul><li>Attract... Inform... Motivate </li></ul>Define Your Communication

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Key Elements of Product Promotion Advertising Direct Marketing Public Relations Display Merchandising Sales Promotion

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Newspapers TV Channels Social Media Online PR Sites Direct Mailers Events Out-of-home Media Internet Radio Weigh Your Options of Promotion Vehicles… I’l go wherever my target audience goes....medium is secondary

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Public Relations Product Promotion Process

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<ul><li>Online B2B Matchmaking/Marketplace Platform – the product </li></ul><ul><li>Small & Medium Enterprises (SMEs) – the target audience </li></ul><ul><li>Mapping IndiaMART's benefits with SMEs' pain areas – the communication </li></ul><ul><li>Solutions </li></ul><ul><ul><li>Free Registration , pay for premium </li></ul></ul><ul><ul><li>24X7 online presence </li></ul></ul><ul><ul><li>Reach out to national & global buyers & receive business queries </li></ul></ul><ul><li>Key Challenges </li></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Distance </li></ul></ul>Case Study: IndiaMART.com 2008 2009 2010

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Thank You ARUN TYAGI [email_address]