Creative out of box thinking
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The document outlines 6 steps for thinking outside the box: 1) understand the necessity of out-of-the-box thinking, 2) breach boundaries by considering alternatives rather than correct answers, 3) cross borders by incorporating divergent information, 4) evaluate ideas on their own merits rather than preconceived notions, 5) challenge conventions when appropriate, and 6) provide an example that applies divergent thinking to generate new ideas for TEDx conferences.
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The one thing you must get right when building a Brand
Social media requires companies to focus on their brand promise and get the basics right. While social media offers engagement opportunities, companies should not get distracted and lose sight of their core promise. Successful companies leverage social media while maintaining their brand promise, building trust by delivering on that promise, and continually improving. They also seek new advantages through innovation beyond familiar approaches.
Creativity in advertising-a havard business article
Creative advertising is more memorable and effective than non-creative ads according to advertising experts. Creativity involves elements like originality, flexibility, elaboration, synthesis, and artistic value. Some successful Indian ad campaigns that demonstrated creativity included Airtel's "Har ek friend" jingle, Amul's long-running print ads, Vodafone's Zoozoos characters, and Flipkart's ads featuring kids acting as adults. Creative ads can increase brand awareness and sales, though the impact may differ by product category.
Too many ads on my mobile
Mobile advertising is an effective option because 80% of internet users own smartphones, India will soon have over 200 million smartphone users, and most web traffic in India is from mobile phones. Apps are widely used for activities like gaming, social media, and shopping, and people value apps for their simplicity and convenience. While app-based advertising may not be suitable for all markets, it can be successful in developed countries and for targeting urban users in developing countries through in-app ads or branded games.
intern under prof. mathur
This document covers topics from 4 modules of an internship. Module 1 discusses tips for effective presentations from authors Nancy Duarte and Garr Reynolds. Module 2 covers important marketing research and customer relationship concepts. Module 3 examines a Harvard Business School case study on Goodyear's Aquatred tire launch. Module 4 discusses how highly polarizing brands can perform better through increased brand awareness, though they are also more volatile. It provides strategies for capitalizing on and creating polarization through segmentation, provocative advertising, and managing brand haters and fans.
Presentation 4, End of Marketing Intern
This document discusses adaptive pricing strategies as an alternative to discounting during periods of low demand. It explains that adaptive pricing allows companies to adjust product attributes, offerings, or prices to appeal to different customer needs and values, without devaluing the brand through constant discounting. Examples mentioned include versioning products, offering different service levels or product configurations, and using loyalty programs. The document advocates that these strategies provide flexibility to both maintain prices and attract customers as the economy rebounds from recession.
Preseve the luxury or extend the brand
Gaspard de Sauveterre owns Chateau de Vallois, a famous wine estate. His granddaughter Claire wants to extend the brand by selling a more affordable wine directly to consumers. This could open new customers but risks diluting the brand. Preserving the luxury brand only produces two rare, high-end wines sold through distributors. Stakeholders disagree on the best path.
Creative that cracks the code(hbr article)
The document highlights several creative advertising campaigns that stood out. It discusses campaigns by Wonderful Pistachios, Coca-Cola China, Oreo Cookies, Kia Motors America, Marks and Spencer, Neiman Marcus and Target, Flipkart, and Godrej that used novel approaches like variations on memes, games, collaborating with customers on social media, humor, and integrating ads into TV shows. The conclusion is that creative advertising will continue to be needed as long as companies are selling to consumers.
Gino sa – distribution channel management
Gino, a burner manufacturer, faces a dilemma regarding a proposed deal with Feima boiler, one of its customers. Feima wants to buy direct from Gino to get better discounts, but Gino's largest distributor Jinghua, which accounts for 40% of Gino's China sales, opposes this deal. The document analyzes various options for Gino to find a win-win solution where it can pursue the promising Feima deal while keeping Jinghua satisfied to avoid losing significant sales.
Grey worldwide strategic repositioning through crm
Grey Worldwide faced pressure to reposition itself due to changing market conditions. It developed a CRM philosophy called Grey Relationship Management (GRM) to take a more holistic, integrated approach to customer management. GRM aimed to create, identify, evaluate, capture, and enhance Grey's customer knowledge base and intellectual capital. It implemented tools like "Brand Futures+" and the "CRM Charter" to segment customers and develop customized CRM strategies. This strategic repositioning through CRM helped Grey Worldwide differentiate itself from competitors and build stronger customer relationships.
Saxonville sausage company
Saxonville is a family-owned sausage company that produces bratwurst, breakfast sausage, and Italian sausage called Vivio. While bratwurst sales were flat and breakfast sausage sales declined, Vivio sales grew significantly since its launch in 2002. Saxonville hired a consultant to conduct focus groups to understand the Italian sausage market better. The focus groups revealed Italian sausage was seen as a "meal solution" and identified six potential positioning strategies. Testing four mock branding concepts showed preferences for "Family Connection" and "Clever Cooking." However, research suggested "Clever Cooking" had broader appeal and was less susceptible to competition. It was recommended Saxonville develop a new premium brand with nationwide distribution, focused on its top
Disney consumer products
Harvard Business School Case study analysis
Disney Consumer Products: Marketing Nutrition to Children
Goodyear
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions
3. Major Tire Industries in U.S
4. Three major changes in US Tire Industry
5. Emergence of RADIAL tires to replace older “bias” and “bias-belted” tires. Between 1971-91 radial’s share of unit sales increased from 32% to 95%.
6. Increased in foreign competition
7. Change in nature of demand from consumers and car makers.
8. FOUR major impacts of these changes
9. Demand for the passenger tires grew sluggishly
10. New tires in the U.S market declined
11. Tires producing capacity outstripped demand Tire making capacity rose 12% and capacity utilization fell from 87% to 76%
12. Industry difficult economic conditions, coupled with the tire manufacturer slow response resulted in a number of mergers and acquisitions
13. In, 1991 company operated 41 plants in U.S, 43 plants in other 25 countries and 6 rubber plantations Known as “THE GORILLA” in world tire industry
14. Goodyear ranked third in worldwide sales of new tires
15. In 1977, company introduced the TIEMPO, first all season radial their unit sales grew from 2% to 71%
16. In 1981, company successfully launched the EAGLE
17. Market for Passenger Tires could be segmented in three ways
18. Distinction between Performance and Broad-line tires Performance Tires Broad-line Tires
19. Market can be also segmented on Replacement and OEM tires Replacement tires sold directly to the individual consumers OEM tires were sold to the car manufacturers
20. In 1986, Sir James Goldsmith attempt to takeover Goodyear greatly increased their debt. Their earnings were sluggish despite spending $1 million per day on investments.
21. Third segmentation was along brand classification It includes major brands, minor brands and private labels
22. Most consumers viewed tires as a “grudge purchase” An expensive necessity to keep vehicle in driving condition
23. Five important tire attributes 1)Tread life 2)Wet traction 3)Handling 4)Snow traction 5)Dry traction
24. Criteria for selecting Tire Retailer 1)Price 2)Offers fast service 3)Can trust personnel 4)Store is attractive 5)Offers mileage warranty 6)Brand selection 7)Maintains convenient hours
25. CONSUMER SEGMENTS
26. Price constrained buyer
27. Value oriented buyer
28. Quality buyers
29. Commodity buyers
30. Wholesale distribution channels
31. Retail distribution channels
32. Goodyear Distribution Structure 4,400 independent dealers accounted for 50% of sales revenue, 1,047 manufactured owned outlets generated 27% and the 600 franchised dealers for 8% and remaining 15% were to government agencies
33. Just Tires was a new retail format under test by Goodyear
34. Goodyear supported core events with radio, television and print advertising, announcing special prices on specific tire lines.
35. Independent Dealers
36. Indepe
Branding yoga
Yoga originated in ancient India as a physical, mental, and spiritual practice. It has now become commercialized as a profitable business with different yoga entrepreneurs branding their own styles. While commercialization has increased yoga's accessibility, it has distanced modern yoga practices from their philosophical roots in Hinduism. There is debate around whether commercialization of yoga and branding of styles is appropriate given yoga's religious origins in India. Advocacy groups like the Hindu American Foundation aim to increase awareness of yoga's Hindu roots amid its growth as a global mass culture phenomenon.
Case analysis on What are Brands Good for?
The document discusses aggregation and disaggregation approaches to marketing. Aggregation involves treating all consumers as the same and using mass marketing strategies. Disaggregation involves segmenting the market into distinct groups and customizing products and communications for each segment. The document argues that disaggregation allows companies to build better relationships with consumers through personalized two-way communication and is more efficient and profitable than aggregation approaches that brands have traditionally relied on. It also discusses how disaggregation impacts brand management and relationships with retailers.
What are brands good for
The document discusses how brands can adapt to the era of consumer disaggregation enabled by information technology. It argues that brands should shift their focus from product-based aggregation to building direct consumer relationships through personalized and targeted communication.
It identifies three core areas for brands - the consumer relationship, the channel relationship, and organization of brand management. Companies can tailor products to individual consumer needs and ensure a two-way communication flow. Retailers now control consumer access, so brands must avoid being delisted. Organizational changes are also needed to focus on consumer segments rather than just products or volume sales. Developing a deep understanding of consumer behavior through data analysis and loyalty programs was highlighted as important for the future of brand management in
A brand is forever! A framework for revitalizing declining and dead brands
This document discusses guidelines for revitalizing declining or dead brands. It begins by providing an example of Oldsmobile, which lost its identity as an innovator and ultimately died. It then discusses factors that can lead to brand decline, such as poor product quality, price increases/cuts, brand neglect, and an inability to stay relevant to the target market. The document explains how brand equity is diminished when the differential effect, brand knowledge, and customer response are negatively impacted. Finally, it offers four guidelines for revitalizing brands: determining if the brand is worth reviving, taking a long-term perspective, carefully repositioning and investing in the brand to educate the market, and correcting any past mismanagement.
How can company exploit the potential of public
Public relations is the practice of managing information between an organization and individuals. It includes various programs to promote or protect a company's image or individual products in a credible way. There are several steps to effectively manage public relations, including press relations to develop good media relations, product publicity to sponsor efforts promoting specific products, and corporate communications to create a favorable view of the company among stakeholders. Other steps are lobbying to influence legislation, and counselling to advise management on adopting positive programs and practices.
How should sales promotion decision be made
Sales promotion decision making involves establishing objectives, selecting appropriate tools, developing programs, and evaluating results. Objectives may target consumers, retailers, or salesforce. Tools include consumer incentives like coupons, samples, and premiums or trade incentives like price discounts and free goods. Programs for consumers use tools tailored to market type and objectives, while trade programs focus on price discounts and allowances. Business promotions utilize trade shows, sales contests, and specialty advertising. Effective implementation and evaluation are also important.
More from Sameer Mathur (20)
Preserve the Luxury Or Extend the Brand? HBR Case Study
Preserve the Luxury Or Extend the Brand? HBR Case Study
The one thing you must get right when building a Brand
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Creativity in advertising-a havard business article
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A brand is forever! A framework for revitalizing declining and dead brands
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This session will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
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Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change?
Learning to control and direct conversations takes understanding and practice.
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Career goals serve as a roadmap for individuals, guiding them toward achieving long-term professional aspirations and personal fulfillment. Establishing clear career goals enables professionals to focus their efforts on developing specific skills, gaining relevant experience, and making strategic decisions that align with their desired career trajectory. By setting both short-term and long-term objectives, individuals can systematically track their progress, make necessary adjustments, and stay motivated. Short-term goals often include acquiring new qualifications, mastering particular competencies, or securing a specific role, while long-term goals might encompass reaching executive positions, becoming industry experts, or launching entrepreneurial ventures.
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This presentation was uploaded with the author’s consent.
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Creative out of box thinking
- 1. CREATIVE- OUT OF THE BOX THINKING PRAKHAR BANSAL MNIT JAIPUR
- 2. HOW TO
- 3. 6 STEPS TO THINK OUT OF THE BOX BY- GIOVANNI CORAZZA
- 4. WHY ITS NECESSITY NOT LUXURY WHY
- 5. WHICH A BOUNDARY NEEDS TO BE BREACHED
- 6. HOW DIVERGENT INFORMATION TO CROSS BORDERS
- 7. WHERE LOOK FOR ALTERNATIVES AND NOT CORRECT ANSWERS
- 8. WHAT EVALUATE THE IDEA PER SE
- 9. WHEN WHEN TO CHALLENGE CONVENTION?
- 10. EXPERIMENT EXAMPLE ON OUT OF BOX THINKING
- 11. CONVERGENT INFORMATION • BRILLIANT SPEAKERS • EXCELLENT THEME • GRAND SETTING TO GENERATE NEW IDEAS ABOUT TEDx CONFERENCES
- 12. DIVERGENT INFORMATION APPLY DIVERGENT MODIFIER TO -GRAND SETTING -BRILLIANT SPEAKERS
- 13. TED IN STADIUM
- 14. SPEAKER SPEAKING SOMEONE ELSE’S SPEECH
- 16. CREDITS • https;//flic.kr/p/dsLPRX • https;//flic.kr/p/7vn3So • www.google.com/thankyou/images
- 18. CREATED BY PRAKHAR BANSAL MNIT JAIPUR During An Internship by Prof. SAMEER MATHUR IIM LUCKNOW www.IIMInternship.com