Campaign Planning | sajith@plink.co.in




      Plink Your Brand Workshop
Campaign Planning | sajith@plink.co.in



  What’s it about?

  • Solving a marketing problem

  • Learning by doing

  • ...
Campaign Planning | sajith@plink.co.in




                                    Session 1
                     Understandin...
Campaign Planning | sajith@plink.co.in




        Examples of a few marketing
                problems
Campaign Planning | sajith@plink.co.in

  Wild Stone
Campaign Planning | sajith@plink.co.in




                                   Wild Stone
                  Most know it, B...
Campaign Planning | sajith@plink.co.in



  MTV Fast and Gorgeous Endorsement
Campaign Planning | sajith@plink.co.in



               Wild by nature >> Barely Legal
Campaign Planning | sajith@plink.co.in




                           Video ads 1 & 2
Campaign Planning | sajith@plink.co.in




             Problem
 Make Consumers change their habit
   Get them to try some...
Campaign Planning | sajith@plink.co.in




                              Success
                       Trial, First Purch...
Campaign Planning | sajith@plink.co.in




  2] Bullet




                                         High on Aspiration
   ...
Campaign Planning | sajith@plink.co.in
Campaign Planning | sajith@plink.co.in
Campaign Planning | sajith@plink.co.in
Campaign Planning | sajith@plink.co.in



  Lots of ad awards, low business rewards
Campaign Planning | sajith@plink.co.in




                     Problem
            People love it but don’t buy it
      ...
Campaign Planning | sajith@plink.co.in




                               Success
                             Simple Sale...
Campaign Planning | sajith@plink.co.in




                 Virgin Moobile (India)
Campaign Planning | sajith@plink.co.in
Campaign Planning | sajith@plink.co.in




                 Problem
       Not even in the consideration
                 ...
Campaign Planning | sajith@plink.co.in




                    Success
           Check Virgin before buying a
           ...
Campaign Planning | sajith@plink.co.in




             So if you were an agency
               Which got these accounts.
...
Campaign Planning | sajith@plink.co.in




                            Getting Started
Campaign Planning | sajith@plink.co.in



  Understanding the problem…..

  …. is about understanding

  • Client

  • Bra...
Campaign Planning | sajith@plink.co.in



  Client

  •     Overall Business

  •     Resources

  •     Other Brands

  •...
Campaign Planning | sajith@plink.co.in



  Category

  • Current Scenario

  • Competitors – sales, positioning, companie...
Campaign Planning | sajith@plink.co.in



  Brand
  • Current Stage in Life Cycle

  • Branding Idea

  • Campaigns till n...
Campaign Planning | sajith@plink.co.in



  Customer
  •     Who? [at time more than one]

  •     Introduction (I am .......
Campaign Planning | sajith@plink.co.in



  Buying Process

  •     Timeline of a Buying Process of your TG

  •     Decis...
Campaign Planning | sajith@plink.co.in



  Problem
  • Why?

  • Why not?

  • How?

  • When?

  • Where?

  ….. Any oth...
Campaign Planning | sajith@plink.co.in



  Tools in this Quest
   • Internet

   • Talking to consumers

   • Power of ob...
Campaign Planning | sajith@plink.co.in



  Tommorow’s work
  • Do secondary research on Client, Brand, Category

  • Talk...
Campaign Planning | sajith@plink.co.in



  What are we seeking?
  • Understand the problem

  • Collaborate

  • Solve
Campaign Planning | sajith@plink.co.in




                             Next Sessions

                         oCreating ...
Campaign Planning | sajith@plink.co.in



Contact Us

 Plink Solutions
 Sajith Narayanan,
 sajith@plink.co.in
 www.plink.c...
Campaign Planning | sajith@plink.co.in




                                 Thank You
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Campaign Planning- Plink Way - Session 1

  1. 1. Campaign Planning | sajith@plink.co.in Plink Your Brand Workshop
  2. 2. Campaign Planning | sajith@plink.co.in What’s it about? • Solving a marketing problem • Learning by doing • Owner’s perspective on marketing a brand
  3. 3. Campaign Planning | sajith@plink.co.in Session 1 Understanding the Problem
  4. 4. Campaign Planning | sajith@plink.co.in Examples of a few marketing problems
  5. 5. Campaign Planning | sajith@plink.co.in Wild Stone
  6. 6. Campaign Planning | sajith@plink.co.in Wild Stone Most know it, But hardly use it
  7. 7. Campaign Planning | sajith@plink.co.in MTV Fast and Gorgeous Endorsement
  8. 8. Campaign Planning | sajith@plink.co.in Wild by nature >> Barely Legal
  9. 9. Campaign Planning | sajith@plink.co.in Video ads 1 & 2
  10. 10. Campaign Planning | sajith@plink.co.in Problem Make Consumers change their habit Get them to try something new
  11. 11. Campaign Planning | sajith@plink.co.in Success Trial, First Purchase
  12. 12. Campaign Planning | sajith@plink.co.in 2] Bullet High on Aspiration Low in Ownership
  13. 13. Campaign Planning | sajith@plink.co.in
  14. 14. Campaign Planning | sajith@plink.co.in
  15. 15. Campaign Planning | sajith@plink.co.in
  16. 16. Campaign Planning | sajith@plink.co.in Lots of ad awards, low business rewards
  17. 17. Campaign Planning | sajith@plink.co.in Problem People love it but don’t buy it (1st hand)
  18. 18. Campaign Planning | sajith@plink.co.in Success Simple Sale ☺
  19. 19. Campaign Planning | sajith@plink.co.in Virgin Moobile (India)
  20. 20. Campaign Planning | sajith@plink.co.in
  21. 21. Campaign Planning | sajith@plink.co.in Problem Not even in the consideration set
  22. 22. Campaign Planning | sajith@plink.co.in Success Check Virgin before buying a new connection
  23. 23. Campaign Planning | sajith@plink.co.in So if you were an agency Which got these accounts. How would you get about cracking it?
  24. 24. Campaign Planning | sajith@plink.co.in Getting Started
  25. 25. Campaign Planning | sajith@plink.co.in Understanding the problem….. …. is about understanding • Client • Brand • Category • Customer • Buying Process • And then the Problem itself
  26. 26. Campaign Planning | sajith@plink.co.in Client • Overall Business • Resources • Other Brands • Relevance of the particular brand
  27. 27. Campaign Planning | sajith@plink.co.in Category • Current Scenario • Competitors – sales, positioning, companies, etc • Any shifts • What’s new?
  28. 28. Campaign Planning | sajith@plink.co.in Brand • Current Stage in Life Cycle • Branding Idea • Campaigns till now • Media Used
  29. 29. Campaign Planning | sajith@plink.co.in Customer • Who? [at time more than one] • Introduction (I am .....) • Stage in Life – Lifestyle, Attitude • A day in life (Wake up to sleep) • Potential Media Touchpoints
  30. 30. Campaign Planning | sajith@plink.co.in Buying Process • Timeline of a Buying Process of your TG • Decision Making Process • Motivators / Influences • Others involved
  31. 31. Campaign Planning | sajith@plink.co.in Problem • Why? • Why not? • How? • When? • Where? ….. Any other Ws missed. Keep questioning
  32. 32. Campaign Planning | sajith@plink.co.in Tools in this Quest • Internet • Talking to consumers • Power of observation • Research of life • Common sense • Curiosity
  33. 33. Campaign Planning | sajith@plink.co.in Tommorow’s work • Do secondary research on Client, Brand, Category • Talk to People your Target group • Know someone who uses it? Detail her. Map her day. Go through her buying process. • Talk to retailers where this brand is being retailed / could be retailed
  34. 34. Campaign Planning | sajith@plink.co.in What are we seeking? • Understand the problem • Collaborate • Solve
  35. 35. Campaign Planning | sajith@plink.co.in Next Sessions oCreating the Problem Statement oApproach Routes to Solve oReaching the idea oIntegrated Marketing Communications
  36. 36. Campaign Planning | sajith@plink.co.in Contact Us Plink Solutions Sajith Narayanan, sajith@plink.co.in www.plink.co.in Ph : 09725 474765 | 09228738198. M 6, Radhesh, Behind Udgam School, Drive In Road, Ahmedabad 380054.
  37. 37. Campaign Planning | sajith@plink.co.in Thank You

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