This presentation contains four modules covered during the internship by Prof. Sameer Mathur (www.IIMInternship.com)

1. Whether it is
marketing a product or
marketing YOURSELF !

2. Module 1

10. Gossip
Judging
Negativity
Complaining
Excuses
Lying
Dogmatism
Follow
HAIL
H – Honesty
A – Authenticity
I – Integrity
L - Love

11. Also
Remember…
Your body language
shapes who you are
and how you present
yourself

12. The art of story telling
Keep mysterious
Its about the audience not about the
characters and plots
Do unexpected
Solid structure

13. Module 2
Understanding Marketing
Management

14. Assessing
market
opportunities
and customer
value

15. Choosing Value

16. Designing
Value

17. Retailing. Wholesaling. Logistics

18. COMMUNICATING

19. Sustaining Growth and Value

20. Module 3

21. THE SPRINGFIELD
Maximizing revenue in minor league
Case study 1

22. From this case
Design, implementation and
interpretation of research surveys
Develop a “scaled” pricing strategy
for a perishable service
Understand the relationship between pricing and its
impact on the sales of auxiliary products
Break even analysis

23. Disney Consumer products :
MARKETING
NUTRITION
TO
CHILDREN
Case study 2

24. Disney was accused contributing towards
the growing obesity epidemic
Disney need to reconsider the nutritional
value of their food products
Establish credibility with the
government, manufacturers,
parents and nutritionist
Provide leadership for rest of the
food industry for nutritious diet
Maintain relationship with all
stakeholders like retailers,
Imagination farms, Kroger etc.

25. Key to getting children to eat healthier food
Kids have to like it - taste good
Moms like it too - nutritious

26. Mountain Man
Brewing Company :
Bringing the brand
to light
Case study 3

27. *Legacy brew with strong
brand
*popular among blue
collar working men
*2% decline in revenue
*4% growth in light beer
segment

28. Takeaway from
this case
*How to capture light
beer market segment
*Its effect on brand value
and current product
*Investment and return
on the new product
*Breakeven analysis
*

29. Module 4
HBR article

30. In this media saturated world… Ads
are increasingly becoming

31. INTRUSIVE

32. Poorly Targeted Boring and Irritating

35. Marketers should fundamentally
RETHINK about their advertising
strategy

36. Think less about what
advertising says to its targets &
more about what it does for
them

37. Because yelling won’t work
anymore.

38. Oh god!!!
Then what should I do?

39. FOLLOW
Sphere Based Approach
in advertising

40. 1.
THE PUBLIC SPHERE
Engage consumers during moments
of downtime when they are moving
between one point or activity and
the next and have attention free for
new inputs.

41. IKEA provided to
and fro transport
facility for its
customers

42. Charmin placed temporary public
restrooms featuring its products ,
increasing brand awareness and
building goodwill

43. Indian companies
are trying to
match ad
standards with
foreign brands

44. Keep guessing about the product

45. 2.
THE SOCIAL SPHERE
Turn social interactions into carriers
of ad messaging

46. Diego’s “talking bottles”
Labels enabled the gift giver to scan a
code and upload a video for father’s
day. Dad could scan the code and
receive the good wishes

47. Walmart’s Shopycat generated gift
recommendations for customers’
Facebook friends

48. Google Reunion Ad
This advertisement touched a raw
nerve among us all. Google created a
master-piece advertisement which has
received more than 10 million views
on Youtube as of now.

49. 3.
THE TRIBAL SPHERE
It is the domain of more-focused
social engagement

50. Starbucks, too, had done major
social media outreach to bolster
tribal identity

51. 4.
THE PSYCHOLOGICAL
SPHERE
Insert words, phrases or emotions
into a consumer’s psychological
processes.

52. Twin benefits
Works as an Ad
and a
Motivator

53. Ad
released
by Indian
army.
“if you
have it in
you!”

54. Identify in
which sphere
each ad falls

55. How to place ads in the sphere?
Adopt CUSTOMER CENTRIC approach
rather than MEDIA CENTRIC
approach

56. 1. Define objectives first from a
consumer’s, not ab advertiser’s point
of view

57. 2. Target the campaign to create
value for customers

58. Choose the right sphere to
achieve your goals

59. 3. Test, listen and adjust ads to
improve the customer
experience

60. 4. Evaluate an expansion strategy

61. Constantly look for ways to refresh
the message

62. Advertising in these spheres works
only when it is welcome and useful;
else, they will reject it or, worse,
react with a scorching backlash.

63. Created by :
Tanvi Maheshwari
Lady Shri Ram College for
Women,
during an internship by
Prof. Sameer Mathur,
IIM Lucknow
(www.IIMInternship.com)