Here's my take on what could the best way forward in marketing with some interesting case studies

1. Thinking Beyond Numbers
RAGHAV HARIHARASUBRAMANIAN

2. What’s our day like?
 Total Visits. ...
 New Sessions. ...
 Click Through Rate…
 Cost per Click…
 Channel-Specific Traffic. ...
 Bounce Rate...
 Total Conversions. ...
 Lead to Close Ratio...
 Customer Retention Rate…
 Customer Life Time Value…

3. Reengineering our priorities from number driven to goal driven
 Building Indispensable Mindshare
 Achieving Privileged Positioning through compelling value proposition
 Marketing without Marketers

4. “
”
Often our focus is on micro environment
losing track of what macro environment
could potentially offer

5. Building Mindshare – Intel Inside
 Marketing Campaign of ‘Intel Inside ‘ made Intel almost a household name in the early
1990’s
 Idea of promoting Intel as a crucial component for performance of computers was novel and
a never before task
 Analogy of Intel campaigns maybe equated to making customers demand for Fiat engine
while buying a Maruthi car, which as a marketer we think is impossible.

6. Building Mindshare – Intel Inside
Customer’s Purchase Behaviour
 Going by the recommendations of friends
and family
 Motivated by the advertisements of the
PC Brands
 Influenced by the sales guy at retail stores
 With little to no abilities in decoding the
functional value of the PC’s they buy
Campaign Objectives
 Talking about the importance of evaluating
the functional attributes of the PC’s
 Making customers believe their computers
can perform a lot better given they
operate on Intel processor
 Limiting their range of choices within the
organised market

7. Building Mindshare – Intel Inside
Approach
 Bypassing B2B buyers, instead
communicating their differentiator to end
users
 Creating value through educating customers
 Messaging the vision of the organization
through Ad’s
Outcomes
 Increased negotiation power by building a
brand image overpowering the PC’
manufacturers
 Gained market share by indirect demand
 Campaign covered all product lines, even
the one’s for the future

8. Intel IMPACT
Intel posted astronomical
growth numbers after ‘Intel
Inside campaign’
Since 1993 the brand has
gone on to dominate every
quadrant, beating all market
expectations consistently

9. “
”
It is never easy to influence
customers to buy your products
unless they connect with your brand
and it’s positioning

10. Achieving Privileged Positioning
Leader
Pioneer
Reliable Product
Proven track
record
Highest of Market
share
Follower
Typically 2nd
highest market
share
‘Me-too’ product
Up for a price war
Challenger
Looking to
Improve revenue
QoQ
Limited influence
& capabilities
Can’t afford Price
war
Niche
New entrant,Start
up environment
Rely on Innovation
Negligible network
and experience

11. “
”
Is it within the capabilities of a marketer to
position a new brand against market
leader given all limitations?

12. Market Leader Vs New Brand(2014 scenario)
Brand NaMo Brand Kejiriwal

13. High Level Comparison – 2014 Scenario
Narendra Modi
 Leader of an established party, with over
30+ years of ground level experience in
politics
 Built MVP model as the chief minister of
Gujarat
 Unmatched organized network across the
nation
Arvind Kejriwal
 First generation political leader, leading a
party with negligible network and no
experienced members
 Gained limelight through IAC movement
 Won Delhi elections contending major
parties

14. Facts Check
2014
Kejiriwal had little less than
50% of NaMo’s mammoth
following on social media
Some metrics like average
daily mention, Kejiriwal was
ahead of NaMo
His engagement rate was only
a touch below NaMo

15. “
”
Let’s decode what Mr. Kejiriwal
conveyed to acquire massive
following in less than 3 years of time

16. Articulation of Value Proposition
Accepted Voter Belief
Cashed on the negative
sentiments of people
towards the established
political parties
Differentiator
Positioned himself as an
educated approachable
common man fighting
against red tape and
corruption along with all
energetic young party
members
Reason to Believe
Been an active part of IAC
movement, and showed
his clean track record
while holding government
office

17. Immaterial of election outcomes
campaigns of Mr.Kejiriwal has
earned him the status of challenger
from Niche, he has overshadowed
other possible proven contenders
like Nitish Kumar, Mamta Banerjee
and Late CM Ms. Jayalalitha to
garner massive following across
India

18. “
”
Would you be able to run successful
marketing campaigns without a
marketing team?

19. Tesla Made it look Possible

20. What went right?
Elon Musk
 Larger than life image
 Poster boy for Innovation
 Advocates Technology that serves human
interests
 Connect with masses through social media,
has over 12Mn followers on twitter
 Recently in the news for quitting President
Trump’s Business advisory panel over Paris
Agreement withdrawal

21. Taking Consumers by Surprise
Product Innovation
 Tesla Model S was given 5.4 out of 5 by
National Highway Safety Administration
 Focused on Design & value instead of being
cost conscious
 Introduced high priced cars with
unparalleled CX, engaging price wars with
established players was never a choice
 Utilizing the revenue from premium cars to
build low priced cars for the masses

22. Tesla
Tesla has about 45%
Market share in the electric
vehicle segment
It also has 2nd highest
market share in luxury
vehicle segment only next to
Mercedes Benz

23. “
”
MAKE EVERYONE YOUR FAN
I know a lot of very wealthy people. Most of them made their money in
technology.
I don’t think Bentley or Rolls-Royce is anywhere near the top of very many
of these people’s idea of an impressive car.
A Tesla is more like it. –
Jimmy Wales, on Quora

24. Thank you!
Raghav Hariharasubramanian,
Marketing Manager at SolvEdge Technologies Inc