This document summarizes key concepts from marketing modules covered during an internship. It discusses presentation tips, concepts of pricing strategies, a Disney consumer products case study, and an HBR article on human experience in advertising. The document provides an overview of developing price strategies, setting prices, adapting prices, and Disney's approach to marketing healthier foods to children. It also outlines four domains - public, social, tribal, and psychological - for placing effective ads based on the HBR article.

2. A big ThankYou to
Prof. Sameer Mathur for
guiding me throughout the
internship and making
these days fruitful and
effective

3. Module 1
Presentation Tips by
Garr Reynolds and
Jesse Desjardins

4. DEATH
By
Presentation

5. Designing
mistakes you
need to avoid in
Presentations

6. Too Much Information

7. Not Enough
Visuals

8. CRAP
Quality

9. Visual
Vomit

10. Lack Of
Preparation

11. What should be
done then?

12. Prepare
Design
Deliver
Perfect
Presentation
Three Step Model
for a Perfect
Presentation

14. Begin and end in mind.

15. Know your Audience as well
as possible

17. Plan
on
paper

18. Cut Short your Content

19. Storytelling is the best
way to Present

24. Is the Key

25. Module 2
Concepts of
Kotler

26. Developing
Price
Strategies
and
Programs

27. Consumer’s
Price
Evaluation

28. Consumers Evaluate Price
From
• Prior Purchasing
experience
• Advertising
• Informal
Communication
• Online resources

29. Setting The
Price

30. 6 Steps in Setting
a Pricing Policy

31. 1.
Selecting
the
Principle
Objective

32. 2. Determining
Demand

33. 3. Estimating
Costs

34. 4. Analyzing
Competitor’s
Costs, Prices
and Offers

35. 5. Selecting a
Pricing
Method

36. 6.
Selecting
the Final
Price

37. Adapting The
Price

38. Ways for

39. Initiating and
Responding
to Price
Changes

40. Companies often
need to cut or
raise prices

41. Increasing PriceIncreasingProfit
A successful
price
increase can
raise profits
considerably

42. Responding to
Competitor’s
Price Change

43. Respond to Low
Cost Rival by
1. Maintaining Price and adding Value
2. Reducing Price
3. Increasing Price and Improving
Quality
4. Launching a low price fighter line

44. Module 3
Case Study:
Disney Consumer
Products

45. Disney Consumer
Products
Marketing nutrition to
children

46. Disney Brand Stretch

47. 2.5 Billion Dollars Net Income in
2005

48. Disney Consumer Product
Business Lines
• Softlines
• Home and Infant
• Buena Vista Games
• Hardlines
• Publishing
• Toys

49. Disney faced
Criticism for
contributing
to Obesity
Epidemic

50. Government
imposed Rules on
Broadcasters
asking not to
encourage
EXCESSIVE FOOD
CONSUMPTION

51. Disney saw it as an Opportunity
to reconsider its entire range of
products

52. The Company
adopted Three
Approaches
Towards
Creating Disney
Food Products

53. Offer Products that already
had broad Appeal
Such as peanut
butter, milk, apples
and peaches

54. Take Products that are
more heathy and fun
Making
attractive
shapes of
heathy foods
Shaped Pasta
and Fruits

55. Use Packaging to Inspire
Product Sampling
Using water bottles
with characters to
attract children

56. Imagination Farms
It served DCP
as a license in
fresh products

57. Along with
The largest grocery retailer in US,
established a new brand “Disney
Magic Selection”

58. Disney has used its
MAGIC to switch
Children from
processed unhealthy
food to a heathy diet

59. Module 4
The Concepts, Contribution
and Ideas in the HBR
Article

60. Advertising’s
New Medium:
Human
Experience

61. In this
Media
Saturated
World

62. Advertising Strategies have become
Highly Ineffective

63. Marketers Must
Their Advertising
Strategies

64. Think less about what
advertising says to its
targets and more about
what it does for them!

65. Diageo’s
Fathers
Day
Marketing

66. Marketers should
follow the FOUR
DOMAIN approach

67. Public
Sphere

68. Engages consumers during
moments of downtime when
they’re moving between one
point or activity and the next
and have attention free for
new inputs.

69. Using
powerful
and
effective
advertising

70. Social
Sphere

71. Social sphere helps people
forge new connections or
enrich existing ones.

72. Using
advertising
desks to
interact
more with
people

73. Tribal
Sphere

74. Tribal Sphere is the domain
which is more focused
Social Engagement

75. Psychological
Sphere

76. Psychological Sphere is the
domain of language,
cognition, and emotion.

77. Not just an
ad but shows
the Tradition
as well

78. How To Place
Ads in the
Spheres?

79. Define objectives
first from a
consumer’s, not
an advertiser’s,
point of view.

80. Target the
campaign
to create
value for
consumers.

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

82. Evaluate an
expansion
strategy.

83. Constantly
look for ways
to refresh the
message.

85. Created by ANKEITA
MALL, S.G.S.I.T.S. ,
during an internship by
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com