The document discusses six advertising campaigns that effectively cracked the code of marketing. 1. Pistachios used celebrities in its campaign and national TV spots, yielding a 233% increase in sales in its first year. 2. Coca-Cola China allowed viewers to interact with ads by "choking" bottle caps on screen. 3. Oreo crowdsourced daily cookie designs on Facebook, increasing shares by 4,400%. 4. Kia used subtle humor in ads to sell cars more effectively than excessive entertainment. 5. Marks & Spencer launched a campaign with Oxfam to encourage socially responsible shopping. 6. Target and Neiman Marcus hired the cast of TV show

1. CREATIVE THAT CRACKS
THE CODE

2. EARLIER WEB BROWSER
Polluted with mortgage refinancing and weight-loss ads

3. NOWADAYS WEB BROWSER
ad-optimizing technologies and filter-defying product placement, search-based ad
serves, real-time media bidding, and location-based features.

4. HENCE WE CAN SAY THAT :
MARKETING IS A SCIENCE
NOT
AN ART

5. SIX CAMPAIGNS THAT CRACKS THE CODE OF
ADVERTISING :

6. 1
Variations on a meme:
wonderful Pistachios

7. • Advertising creative knows the power of memes
• Wendy’s tagline “Where’s the beef?” were picked up and repurposed
from preschools to presidential debates.

8. PISTACHIOS CAMPAIGN AND ADS
• The campaign started using celebrities which was successful
• National TV spots in its first year yielded a 233% increase in sales.

9. INDIAN CONTEXT
Adidas India ad

10. SOME INSIGHTS ABOUT ADIDAS INDIA AD
• The idea is to connect people , give goodies & promote their product
• The brand’s objective is to create a buzz about the Adidas Originals Store that has
been newly launched in Chennai via Twitter and also drive more walk-ins to the
store
• User have to tweet with a hashtag #tweetatee between 5pm & 5:15 pm to avail free
tee

11. 2

12. • Plenty of advertising is already embedded in electronic games
• The new wrinkle is that gaming can be embedded in ads
• Coca cola china TV ads allow viewers to “chok” bottle caps flying across their tv
screen

13. • Electronic games started out as all whiz-bang technology
• Today’s gamers demand not only stunning visuals but also narrative and
emotional depth

14. 3
Collaborating
with Crowd:
Oreo Cookies

15. CROWDSOURCING
• Business world rediscovered, crowd sourcing is way to get fresher,
better ideas
• Tongal can be used to extract ideas

16. CROWDSOURCING
• Time commitment asked to the crowd measures in minutes
• 99% of the people lacks time & engagement

18. • Brand launched a 100 day series of cookie designs
• Invited people to nominate pegs every morning & vote later for best
design

19. Sharing of Oreo's
Facebook page rose by
4,400%

20. INDIAN CONTEXT
Zomato Crowdsourcing For It’s New TVC #20toMillion

21. • 20 seconds of creative work can fetch you a Million
• Zomato is on the hunt for it’s next television commercial and instead
of going to a well-known agency, it is knocking at your doors
• The winner will be awarded with Rs 5 lakh

22. 4
Just Enough
Humour:
Kia Motors
America

23. • Kia motors America showed roads filled with hamster wheels
• Evoked the drab mindlessness of daily commute
• The hamster ad showed everyone a “new way to roll”

24. • They’re funny but not uproariously so.
• That is the key to their product selling success
• “excessive amounts of entertainment” tend to backfire and actually
reduce an ad’s persuasiveness”.

25. • There is not a single humorous line in two of the most influential
books in the world, bible and the Sears, Roebuck catalog
• Be Funny but not too Funny
• You can entertain a million people and not sell one of them

26. INDIAN CONTEXT
Vodafone –Zoozoo-

27. • Vodafone Zoo zoo's were launched during the IPL season by Oglivy &
Mather, India
• 25 zoo zoo commercials released each day till the end of IPL season 2.
• These scrawny big-headed creatures, Zoozoos are actually ballet dancers
dressed in white outfits while their facial expressions are black stickers

28. 5
A New Social
Movement:
Marks and
Spencer

29. • “socially responsible” goods cost more to produce than alternatives and those
costs translate into higher prices
• When marketers gets committed social responsible goals tries to change
consumer behaviour

30. Marks and Spencer
• M&S and Oxfam launched Shwopping in April 2012
• CEO Marc Bolland : “We’re leading a change in the way we all shop for
clothing, forever”

31. INDIAN CONTEXT
Ford India “I Pledge To Drive Safe” Facebook Campaign

32. • The Facebook app had multiple pledges which can be chosen by fans with
badges to be earned
• It also has a leadership board displaying top pledgers
• The idea of safe driving was brought out through fun and sharing on
Facebook

33. 6
Ads That “Go
Native”:
Neiman Marcus
and Target

34. • Content providers maintain an uneasy alliance with advertiser
• Ads enjoy greater attention when they are hard to separate from the content
that surrounds them.

35. • Target and Neiman Marcus teamed up on some merchandise and decided to
advertise it on ABC’s drama series Revenge
• First they opted for a “takeover” of the program
• Finally they hired the show’s cast to advertise for them

36. INDIAN CONTEXT
Cadbury diary milk advertising through Kaun banega crorepati (KBC)

37. • Cadbury diary milk promotes itself by providing the kbc winner with its
product.

38. MODULE 3

39. DECLINE AND DEATH OF BRANDS
• Branding used to differentiate sellers
• Customer based brand equity has been developed
• Death of a brand is preceded by slow and debilitating
decline over a prolonged period
Brand Equity – “ The differential effect that consumer
knowledge about a brand has on the customer’s response to
marketing activity ”
Famous Brands that declined over time :
• Pan America
• GM Oldsmobile

40. CAUSES OF BRAND DECLINE

41. PRODUCT EVOLUTION CYCLE
Monitored by 3 forces:
• Managerial and entrepreneurial activities (Generative force)
• The market environment (The selective force)
• Competitors’ actions and responses to marketing initiatives (Mediative force)

42. PRODUCT EVOLUTION CYCLE
Managerial actions (generative force) divided into 5 categories:
• Product quality
• Price increases
• Price cuts
• Brand neglect
• Inability to stay with target market
Brands often decline because of “leadership , management & employees
making excuses rather than making integrity” – Ron Strauss

43. PRODUCT EVOLUTION CYCLE
Environmental factors (selective force) :
• Markets-dynamic in nature
• Major market transformation impacts various companies
• Changes in legal environment
• Example – cigarette brands
• Affected by changes in legal environment
• Strong regulation and negative publicity

44. PRODUCT EVOLUTION CYCLE
Competitive actions (Mediative Force) :
• Onslaught from competitors
• Mergers and acquisitions
• Innovative changes
• Technological advancement
• Cost cutting

45. DECONSTRUCTURING BRAND DECLINE
To deconstruct brand decline , revisit brand equity concept
Three key elements of brand equity :
• Differential effect
• Brand knowledge
• Customer response

46. REVITALIZING BRAND
• Brand’s equity most valuable asset
• Lesser known brands can be valuable
• New brands costs lot of money
• Revitalizing existing brand is worthful

47. GUIDELINES FOR REVIVAL OF A BRAND
• Is the brand worth reviving ?
• Take a long term perspective
• Carefully reposition the brand , invest in it , & educate the market
• Correct mismanagement of the brand

48. IS THE BRAND WORTH REVIVING ?
Criteria for revitalization :
• Significant residual value
• Examine all three aspects of brand equity
• The revival cost must be comparable to the cost of new product
• Measuring the level of awareness
• Brands with :
singular focus
well defined differentiation
high premium

49. TAKING A LONG TERM PERSPECTIVE
• Long-term perspective is imperative
• Vision followed by well through out strategy & execution
Example – Netflix vs. Blockbuster
Blockbuster marketing strategy to tackle Netflix :
• Opened physical store to benefit total access online program
• Returning back a rented movie in return for a free movie rental
Results :
• Rental revenue increased from 4.9% to 10.4%
• Subscribers increased by 1 million
Example :
“ research was the primary tool used to revive the dewalt brand ”
- brand manager of dewalt

50. CAREFULLY REPOSITION THE BRAND,INVEST IN IT
& EDUCATE THE MARKET
• proper positioning
• Differentiation
Example – Oldsmobile
• Playing catch up with the competition
• Strong brand differentiation is not followed
Result :
• GM lost the Oldsmobile brand
Brand Repositioning :
• GM repositioned the brand by introducing Cadillac

51. CORRECT MISMANAGEMENT OF THE BRAND
• Failure to understand the reasons behind brand decline
• Inability to introduce new strategy
Ways to address themes behind brand decline :
Rebuild quality :
• Brand killed by poor quality
• Quality must be improved with cost
Example – Harley Davidson
• Improved quality
• Extended product line
• Cost cutting strategy
Result – sales increased

52. Example cont.… : Hyundai
• Significant investment in quality
• 100,000 mile service warranty
Results :
• Hyundai rated above Mercedes Benz in 2006
REBUILD QUALITY

53. RESIST TEMPTATION TO “MILK” THE BRAND
Aggressive form of milking entails :
• Cutting prices steadily
• Reflection of brand weakened position
Example : Apple
• Losing awareness
• Invested in MP3 technology , IPOD
• Came to forefront once more
Example : Levi’s
• Selling lower quality jeans hurts the image
• Needs to invest in styling the product

54. So what do we learn :
• Revitalization is a worthwhile exercise
• Doesn’t costs much
LET THE REVITALIZATION BEGIN !!

55. MODULE

56. It consists of:
price paid for some goods or
services.
Rents
Fares
Wages
Commissions
Adjusted by:
Rebates
Dealer incentives
Price understanding

57. Changing pricing environment
Market in south-asia
Affluent customer
Aspiring
customer
strugglers

58. Internet:buyers discriminate sellers

59. Internet:sellers discriminate buyers

60. Internet: both buyers and sellers discriminate each other
Negotiate prices in online auctions and
exchanges or even in person

61. Consumer psychology and pricing
•Price takers
•Accepts prices at face value

62. Consumers arrival at their perceptions of price
1.Reference prices : compare prices
2. Price quality inferences
3. Price endings

63. Adapting the price
Price adaption strategies
•Geographical pricing.
•Price discounts and allowances.
•Promotional pricing.
•Differentiated pricing.

64. Geographical pricing
Cash , countertrade , barter
Countertrade features:-
1.Barter
2. Compensation deal
3. Buyback arrangement
4. offset

65. Price discount and allowances
•Early payment
•Volume purchases
•Off season buying
Discount pricing is the modus operandi of
companies products and services

66. Promotional pricing
Loss leader pricing Special event
pricing
Special customer
pricing

67. differentiated pricing
Price discrimination –
1.first-degree ( demand )
2.Second - degree ( volume )
3.Tiered pricing - paying more with
higher usage

68. Responding to competitors’ price change
The company must consider:
1.Product’s stage in the life cycle
2. Company’s portfolio
3. Competitors’ intention and resources
4. Market’s price & quality sensitivity
5.Behaviour of costs with volume
6. Alternative opportunities

69. Homogeneous market
Cost cut?
Enhance its augmented product
Cost rise?
Match the price only if
beneficial to industry

70. Non-Homogeneous market

71. Issues considered in non homogeneous market
1.Why did the competitor change price ?
2. Does he plan to make the price change temporary or
permanent ?
3. What will happen to company’s market share & profit ?
4. What about other companies ? Will they respond ?

72. Low cost competitors
v
s
v
s

73. Response to Low cost competitors
1.Further differentiate the product or service
2. Introduce a Low cost venture
3. Reinvent as a low cost player

74. Setting the price

75. Selecting the pricing objective
1.Survival
2.Maximum current profit
3.MAXIMUM MARKET SHARE
4.Maximum market skimming
5.Product quality leadership

76. Determining demand
1.Price sensitivity
2.Estimating demand curves
3.Price elasticity of demand

77. estimating cost
1.Types of cost
2.Accumulated production
3.Target costing

78. analyzing competitors’ costs prices and offers
1.Value of competitor’s offer
2.How can a firm anticipate a competitior’s reaction ?

79. selecting pricing method
1.Markup pricing
2.Target – return pricing
3. Perceived -value pricing
4. value pricing
5. Going rate pricing
6. Auction – type pricing

80. Selecting the final price
1.Impact of marketing activities
2. Company pricing policies
3. Gain and risk sharing pricing
4. Impact of price on other parties

81. Initiating and responding to price
changes
Companies often :
1. Cut prices 2.
raise prices

82. Initiating price cuts
•Excess plant capacity
•Drive to dominate market through lower costs

83. Traps due to price cuts
•Low-quality trap
( consumers assume quality is low )
•Fragile market share trap
( no market loyalty )
• shallow pockets trap
longer staying power
•Price war trap

84. initiating price increase
• cost inflation
•Anticipatory pricing
•Over demand

85. Ways to increase price
•Delayed quotation pricing
• escalator clauses
( todays price+rise due to inflation )
•Unbundling
•Discount reduction

86. Alternates adopted to avoid price increase
• product downsizing
•Reducing product services , ex-free installation
•Using less expensive packaging material
•Reducing the number of models offered

87. MODULE

88. • WE LEARNT ABOUT CREATIVE PRESENTATION
WITHOUT SAYING THROUGH MUCH THROUGH
THE SLIDES
• EACH LINE SHOULD CONTAIN 7 WORDS ONLY
• USE OF CREATIVE FONTS
• USE OF PICTURES TO CONVEY MESSAGE
• NEGATIVE SPACING IS GOOD

90. These slides were created by :
Akash Ranjan Pradhan
NIT Rourkela
As part of an internship under the guidance of
Prof.Sameer Mathur IIM Lucknow
WWW.IIMInternship.com