Lessons from Philip Kotler

1. {What are the differences in
positioning and branding
with a small business?

3. The problem with small businesses is this
What to do??

4. in marketing programs

5. Fill them with

6. Creatively conduct low-cost marketing research

7. You can try conducting course projects in colleges
and universities

8. Focus on only one or two brands and key
associations as points of difference

9. Rooted in snowboarding and surfing cultures, Volcom
adopted YAE credo

10. Employ well integrated Brand elements

11. Innovative packaging can substitute for Ad campaigns

12. Create Buzzzz……. and a loyal brand community
As you have to depend on word of mouth

13. 3M security glass provider
The brand placed stacks of money into a hoarding made from its own brand
of tough security glass. Passers-by were then invited to break the glass with
their feet, with the promise they could keep the cash if they were successful.
Despite countless attempts, nobody managed to break through—a stunning
testimony to the effectiveness of 3M’s product.
3M Security Glass

14. Leverage as many secondary associations as
possible to build brand equity

15. Used by
Cogent draws 12% of its revenue and brand equity
from such connection

16. RECAP
 Problem with small businesses
 Requirements: focus and consistency in
marketing research and creativity
 Branding guidelines

17. Created by
A.Kruthika
Indian School of Mines, Dhanbad
During an internship with
Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com