How Much Does A Butter Chicken Cost?

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Marketing basics presentation for Start-Up Saturday. Introducing the basics of marketing to an audience of mostly engineers.

These slides were presented by me to a large group and are not meant to be stand-alone.

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How Much Does A Butter Chicken Cost?

  1. 1. How much does a butter chicken cost?<br />Image source: www.ezymeal.co.nz<br />
  2. 2. Vivek Singh<br />Working in Hyderabad<br />Studied at IIM Ahmedabad<br />Marketing & Sales<br />FMCG , Steel, Real Estate & Edible Oils<br />Presentations Blogger<br />
  3. 3. Nov 14<br />Saturday<br />Marketing for Start Ups<br />
  4. 4. What is Marketing?<br />
  5. 5. What brings the customer to your store (website) is Marketing. <br />
  6. 6. Marketing is Customer Pull<br />Image source: http://freedigitalphotos.net/<br />
  7. 7. Marketing is all about…<br />
  8. 8. The <br />Target Consumer<br />Image source: www.openclipart.org<br />
  9. 9. Hi!<br />My name is Target Consumer<br />
  10. 10. Every one is not a consumer.<br />
  11. 11. When you segment, <br />you can group them<br />
  12. 12. Don’t Target<br />Target<br />Target<br />and target the groups which <br />are more lucrative $$$<br />
  13. 13. Psychographic Profile<br />(Personality, Lifestyle, <br />Interest, Opinion)<br />Behavioral<br />(Benefit sought, User status)<br />Demographics <br />(Age, Sex, Income, Location,<br />Language, Education)<br />Market Segmentation<br />
  14. 14. Task #1<br />Write down who your target consumer is?<br />
  15. 15. Task #2<br />How have you segmented your market?<br />
  16. 16. How do you target the consumer?<br />
  17. 17. Steps in Targeting<br />Develop a strong value proposition<br />“Consumer pays XX and gets YY”<br />
  18. 18. Steps in Targeting<br />Make your value proposition different from competition (Unique Selling Proposition)<br />
  19. 19. Steps in Targeting<br />Develop a Reason to Believe (RTB).<br />Why should a consumer believe your proposition?<br />
  20. 20. Task #3<br />What is your Proposition,USP and RTB?<br />
  21. 21. Elevator Pitch<br />Image source: www.eastbaymom.com<br />
  22. 22. What you do and Why are you better than others (USP)?<br />
  23. 23. Put this on the back of your visiting card<br />
  24. 24. Add this to your email signature<br />
  25. 25. So consumers remember and pass it on (correctly)<br />
  26. 26. Making an Elevator Pitch<br />What is your product/service?<br />What does it do for the consumer? (benefits)<br />Who is behind the company?<br />What is your competitive advantage?<br />Source: http://en.wikipedia.org/wiki/Elevator_pitch<br />
  27. 27. Task #4<br />What is your Elevator Pitch?<br />
  28. 28. Equipped with your propositionyou target the market<br />Image source: www.freeditigalphotos.net<br />
  29. 29. Where to target the consumer?<br />
  30. 30. Media habits<br />Listens to<br />Hang Out<br />Likes/Dislikes<br />
  31. 31. Follow your consumer<br />
  32. 32. Social Media<br />
  33. 33. Image source: www.thedewview.wordpress.com<br />
  34. 34. Use it if and only if your consumersare using social media<br />
  35. 35. How many of you have a website and not a blog?<br />
  36. 36. How many of you have not updated your blog in the last 30 days?<br />
  37. 37. Have you uploaded your presentation on slideshare?<br />
  38. 38. Task #5<br />Do you need a Social Media Strategy?<br />
  39. 39. “Half the money I spend on advertising is wasted, and the problem is I do not know which half.”<br />- Lord Leverhulme, British founder of Unilever<br />
  40. 40. Measure what you spend<br />
  41. 41. A Start Up Case Study<br />
  42. 42. How much does a butter chicken cost?<br />
  43. 43. Rs.6,000 for 2<br />
  44. 44. Anaarkali Butter Chicken<br />
  45. 45. Who is their target consumer?<br />
  46. 46. Target Consumer<br />Upper Middle Class<br />The Rich<br />Connoisseurs of Food<br />Living in Metros<br />Conspicuous Consumption<br />
  47. 47. Proposition:World’s finest butter chicken<br />
  48. 48. Unique Selling Proposition<br />Price<br />Home Delivery<br />Order online (only)<br />It is the only product they sell<br />
  49. 49. Reason to Believe<br />Cooked by owner himself <br />Cooked for 12 hrs<br />Exotic ingredients<br />Took 8 years to perfect the recipe<br />
  50. 50. Social Media Strategy<br />Website<br />PR<br />Media coverage<br />Link back to reviews on blogs<br />Facebook Fan Page<br />
  51. 51. City Tours<br />Tangibilize the intangible<br />Bring in a personal touch<br />Meeting and taking feedback from consumers<br />
  52. 52. To Summarize<br />Segment the market<br />Target the most lucrative ones<br />Define your target consumer<br />Understand the consumer<br />
  53. 53. To Summarize<br />Develop value proposition, USP and RTB<br />Develop your elevator pitch<br />Develop a social media strategy (if needed)<br />Marketing ROI<br />
  54. 54. Recommended Reading<br />
  55. 55. BlogsSeth Godin (Internet marketing)Avinash Kaushik (Web Analytics)ProBlogger (Blogging)BookStay Hungry Stay Foolish<br />Image source: www.freeditialphotos.net<br />
  56. 56. Vivek Singh<br />www.allaboutpresentations.com<br />

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