This document discusses how ideas are spread and marketed in the modern era. It advocates making remarkable products to stand out from other choices by innovating and differentiating honest buyers from random passers-by. The document also recommends targeting early adopters and innovators as loyal customers by understanding customer requirements and being unique. These strategies are presented as alternatives to traditional television advertising for spreading ideas.

2. DO WE SELL
PRODUCTS?

4. WE SELL IDEAS!

5. WHATEVER THE
IDEA IS……

6. SO…..
WHAT
MATTERS
THEN???

7. WHAT
MATTERS
IS….
HOW
YOU
SPREAD
THE
IDEA!!!

8. HOW WERE IDEAS SPREAD TRADITIONALLY??

9. BY TV ADVERTISING!

10. HOW ARE
IDEAS
SPREAD
NOW?

11. ANYTHING BUT TV ADVERTISING

12. Insight 1 : What do we do?
MAKE A REMARKABLE PRODUCT!

14. BECAUSE THERE ARE MANY CHOICES
AVAILABLE
AND PEOPLE HAVE LESS TIME

15. HENCE, CUSTOMERS IGNORE OTHER
CHOICES AND GO WITH STATUS QUO IF
THE PRODUCT IS NOT REMARKABLE

16. HOW TO MAKE A REMARKABLE
PRODUCT?
1.INNOVATE
2.DIFFERENTIATE BETWEEN HONEST BUYER
AND RANDOM PASSER-BY

17. Insight 2 : Who do we target?
1. INNOVATORS
2. EARLYADOPTERS

19. WILL BE LOYAL
CUSTOMERS
BECAUSE THEY WILL
PERSUADE OTHERS

20. HOW TO CHOOSE EARLY ADOPTERS AND
INNOVATORS?
1.STUDY THE CUSTOMER REQUIREMENT (India
has very rich and varied customer base)
2.BE UNIQUE

21. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
21
© Sameer Mathur 21
Saransh Chauksi
Indian Institute of Technology,
Kanpur
MBA Student