Alternative Marketing Vehicle
• Alternative media, by any other name, including
word-of-mouth, is a confusing collection of
attempts to reach the consumer while bypassing
traditional advertising vehicles.
• Some refer to it as buzz marketing. Others
prefer street marketing, guerrilla marketing,
renegade marketing, virtual marketing, ambush
marketing, vanguard marketing, ambient
marketing, covert marketing, under-the-radar
marketing, below-the-line marketing, diffusion
marketing or viral marketing.
Direct marketing vs. Indirect marketing
Direct Marketing Indirect Marketing
• Advertising • Indirect marketing
• Direct mail, including e-mail includes such factors as
• A strong Web presence the responsiveness of the
production team, the way
• Good collateral materials the receptionist greets
• Trade shows visitors, and the way
• Public relations phone calls are handled.
• Obtaining favorable media It also includes behind-
the-scenes areas, such
coverage as the way the business
affairs or accounting
departments perform their
Parties involved in Alternative
• Connector, Mavens, Salesmen
– Connector : The social glue
– Maven : The information gatherers
– Salesmen: The persuaders
• In his best-selling book The Tipping Point,
author Malcolm Gladwell asserts: "Mavens
are data banks. They provide the
message. Connectors are social glue: they
spread it. But there is also a select group
of people—Salesmen—with the skills to
• Tag team teasers
• Video Games
• Sponsorships / Events
• Mobile Telephony
• Viral Marketing
• Product seeding campaign for the Ford
» September 1999 -- Focus is introduced to the U.S.
market with a live television commercial advertising
campaign during the MTV Video Music Awards. It is
the biggest live commercial campaign since the '50s.
• ―Appe-teaser" strategy also paid off big for
Hotmail when launching its free e-mail
• At the end of the day, it boils down to only
one thing….Blogging holds the key.
– Crude but Credible.
• Blogs are a frequent, chronological
publication of personal thoughts and web
• Blog now refers to a web journal that
comments on the news—often by criticizing
the media and usually in rudely clever tones.
Blogs are the buzz word
Still in their infancy as a business tool,
commercial blogging pioneer Macromedia offers
pointers to interested marketers on "keeping it
– Appoint company evangelists to author blogs.
– Establish guidelines for postings.
– Accept that blogs are the voice of passionate
individuals, not the company.
– Embrace an unwavering commitment to honesty.
Some more marketing techniques!!
• Word-of-mouth now influences two-thirds of all consumer
product sales, according to a May 2001 report by the
venerable McKinsey & Co.
– Ad-blasting technologies like TiVo and Personal video recorders
(PVRs) enable consumers to block out the commercials that
were once the bedrock of consumer product advertising.
– Another factor is economics.
• There's the powerful punch of a viral message delivered
in a seemingly personalized, one-to-one manner. These
surprise, spontaneous encounters prove particularly
appealing to the media savvy. So too is the perception of
Why word-of-mouth works?!
• Immunity syndrome.
• Gladwell believes that word-of-mouth works
because, in the face of complexity, "people
embrace more primitive social bonds and turn
to the very personal networks run by Mavens
• Video games are just one expression of a
much broader marketing program with
many consumer touch points.
– Splinter Cell, the game's hero uses a Sony
Ericsson cell phone.
– Whether through background billboards or
actual character interaction, brands from
McDonald's to Puma to P&G have gotten into
• Viral marketing and viral advertising refer to marketing
techniques that use pre-existing social networks to
produce increases in brand awareness, through self-
replicating viral processes.
• It can be word-of-mouth delivered or enhanced by the
network effects of the Internet.
• Viral marketing is a marketing phenomenon that
facilitates and encourages people to pass along a
marketing message voluntarily.
• Viral promotions may take the form of
– Funny video clips,
– Interactive Flash games,
– Images, or even text messages.
Sponsorship / Events
• Another novel concept of marketing
products where in the company gets
• Enhancing Image/Shaping Consumer Attitudes
• Driving Sales
• Creating positive publicity/heightening visibility
• Differentiating from competitors
• Branded Shows and Reality TV
• In 2006, according to industry estimates,
brand cameos earned around Rs 80 crore,
media analysts and industry watchers expect
that figure to climb to Rs 200 crore this year,
and reach Rs 800 crore in 2010.
• Last year, Farhan Akhtar’s Don promoted Tag Heuer
watches, Motorola, Garnier, Citibank and, of course, Oakley
sunglasses as well as Louis Philippe outfits.
• Dhoom:2 promoted Coke, Pennzoil, Pepe, Sony, Disney
channel, Sugar Free, McDonald’s, Speed, Suzuki Zeus and
Lage Raho Munnabhai featured Worldspace, IOCL, Go Air,
MSN, Good Day, Kurkure, Bright Outdoor and Reliance
• India is one of the fastest growing mobile market
in the world and with that brings immense
mobile marketing opportunities for branded
• Amar Chitra Katha, the flagship brand of India Book House
(IBH), is exploring options to exploit its content through
• Mobile provides an unprecedented level of intimacy: the
brand message reaches each individual one-on-one, on a
portable personal device that is carried with the consumer at
• Small video screens bearing a mix of
news, infotainment and commercials have
migrated from airplanes to taxi cabs,
elevators, stores, rest rooms and even the
INTER ‖marketing‖ NET
• Online advertising including search,
display ads, email, and classifieds.
• I Phone.
• A new form already emerged.
– Plethora of Channels and a host of popular
shows and RJ’s
• Media may have life cycles as well
• Television begat the infomercial.
• Telephones begat the telemarketer.
• The World Wide Web begat the spammer.
• The medium and the consumer have both
Marketing of categories
• It is only because of marketing that we can
up-sell and cross-sell a product
• This results in grossing more revenue and
thereby reaping more profits
• Another point to be noted is that there is
greater exposure of all the categories to the
• The lesser known categories are also brought
• Transition from cost center unit to a revenue