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These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
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These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
Module 4 assignment
The document discusses three key questions for effective brand positioning: 1) Have we established an appropriate frame of reference for the brand? 2) Are we leveraging the brand's points of parity with competitors? 3) Are the brand's points of difference compelling and desirable to customers? It emphasizes the importance of considering the brand's frame, points of parity, and points of difference, and how a brand's positioning may need to evolve over time to stay relevant to customers' changing needs. An example of Subway adjusting its positioning from a health focus to also emphasize taste is provided.
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Nancy Duarte is an American writer, speaker, and CEO known for her best-selling book "Resonate: Present Visual Stories that Transform Audiences". She received Microsoft's MVP Award in 2013 for her work helping people excel with PowerPoint. Duarte analyzed famous speeches like those from Steve Jobs and Martin Luther King Jr. and found they follow a pattern of moving between the current reality ("what is") and a brighter future ("what could be"). She advocates using stories, engaging audiences emotionally, and ending presentations on a high note. Duarte shared tips for crafting powerful messages, connecting with audiences, and showing why ideas matter to drive change.
Dove case study
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
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(MBASkills.IN) What are the tasks necessary for successful marketing management?
These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
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These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
(MBASkills.IN) What are some core marketing concepts?
These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
(MBASkills.IN) What is the scope of marketing?
These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
(MBASkills.IN) Why is marketing important?
These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.
Module 4 assignment
The document discusses three key questions for effective brand positioning: 1) Have we established an appropriate frame of reference for the brand? 2) Are we leveraging the brand's points of parity with competitors? 3) Are the brand's points of difference compelling and desirable to customers? It emphasizes the importance of considering the brand's frame, points of parity, and points of difference, and how a brand's positioning may need to evolve over time to stay relevant to customers' changing needs. An example of Subway adjusting its positioning from a health focus to also emphasize taste is provided.
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Nancy Duarte is an American writer, speaker, and CEO known for her best-selling book "Resonate: Present Visual Stories that Transform Audiences". She received Microsoft's MVP Award in 2013 for her work helping people excel with PowerPoint. Duarte analyzed famous speeches like those from Steve Jobs and Martin Luther King Jr. and found they follow a pattern of moving between the current reality ("what is") and a brighter future ("what could be"). She advocates using stories, engaging audiences emotionally, and ending presentations on a high note. Duarte shared tips for crafting powerful messages, connecting with audiences, and showing why ideas matter to drive change.
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Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
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The main stages in developing new products and services are: idea screening to evaluate new product concepts, concept testing to get customer feedback, product development to design and manufacture the product, test marketing in a limited market to predict sales, and national launch for full commercial release.
Chap 19, question 3
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Chap 19, question 2
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A company faces several challenges in developing new products and services including high development costs, a shortage of ideas in some areas, social, economic, and governmental constraints, and capital shortages. However, new techniques and strategic partnerships can help shorten required development time while organizational support is enormously needed.
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Un me jeans branding in web 2.0
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For mobile devices think apps, not ads
The document discusses why mobile ads don't work as effectively as apps. It notes that people find mobile ads more intrusive than desktop ads and that the small screen size of mobile devices makes ad placement difficult. The document then outlines the top categories of smartphone apps and argues that marketers should focus on creating engaging apps that add value for consumers rather than buying mobile ad space. It provides tips for developing effective apps, such as adding convenience, unique features, social elements, incentives, and entertainment.
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- In 2008, the Hindu American Foundation (HAF) launched a campaign called "Take Back Yoga" to raise awareness that yoga originated from Hinduism, as they felt yoga's commercialization in the U.S. disconnected it from its Hindu roots.
- HAF reached out to Yoga Journal about the lack of references to Hinduism in its publications. A representative acknowledged they likely avoided mentioning Hinduism due to its "baggage."
- The campaign aimed to have U.S. yoga practitioners acknowledge yoga's origins in Hinduism, rather than seeing it solely as exercise. This caused tensions as some saw yoga as belonging to multiple traditions rather than just Hinduism.
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- More than 30% of American children aged 5-9 were overweight, with 14% being obese. Advertising of packaged goods on children's TV also increased.
- Disney aimed to address childhood obesity through its Disney Consumer Products division by developing healthier food options under characters like Mickey Mouse and launching initiatives like Disney Magic Selections with Kroger.
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Harvard case analysis-branding yoga(Nikunj G Katkoria)
- Yoga originated in ancient India and has grown to a $5.7 billion industry practiced by 16 million people in the US. Prominent figures like Deepak Chopra and Bikram Choudhury have helped popularize and commercialize different yoga styles.
- Bikram Choudhury patented his series of 26 poses and 2 breathing exercises, while Tara Stiles developed a more exercise-focused yoga not tied to any tradition. The Indian government has also worked to catalog 1500 yoga poses.
Dove: Evolution of a brand
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion in sales globally. In an effort to establish Dove as a "Masterbrand" that could extend to new categories, Unilever launched the "Campaign for Real Beauty" to position Dove as promoting a more inclusive definition of beauty. The campaign included controversial ads featuring "real" women and a video addressing low self-esteem that garnered significant publicity. Through its multi-pronged approach, the campaign helped grow Dove's brand value by $1.2 billion over three years while sparking public debate around societal beauty standards.
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Factors that affect the rate of diffusion and adoption of new products and services include an individual's readiness to try new things and personal influences from their social system, characteristics of the new innovation itself and how quickly or slowly it gains acceptance, and an organization's environment, characteristics, administrators, and openness to change.
Chap 19, question 4
The main stages in developing new products and services are: idea screening to evaluate new product concepts, concept testing to get customer feedback, product development to design and manufacture the product, test marketing in a limited market to predict sales, and national launch for full commercial release.
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The document describes the stage-gate system as the best way to manage the new product development process. It breaks the process down into 8 stages with a gate or checkpoint at the end of each stage. The stages include idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization, with each gate determining if the project is worth continuing on to the next stage.
Chap 19, question 2
Most companies use cross-functional teams or stage-gate systems to oversee new product development. Cross-functional teams bring together different departments to collaboratively develop and launch new products. Stage-gate systems divide the process into stages with checkpoints, acting like a funnel to narrow an initial pool of ideas down to a smaller number of high-potential products that are launched.
Chap 19, question 1
A company faces several challenges in developing new products and services including high development costs, a shortage of ideas in some areas, social, economic, and governmental constraints, and capital shortages. However, new techniques and strategic partnerships can help shorten required development time while organizational support is enormously needed.
Presentation Tips | Garr Reynolds
This document provides tips for giving effective presentations like a pro in 3 parts. It recommends focusing on simplicity in preparation, design, and delivery. This includes limiting text, using whitespace and visuals appropriately, knowing your audience and purpose, and practicing being passionate, natural, and connecting with the audience through both logical and emotional content. The overall message is that a good presentation is about the presenter, not the slides, and simplicity, clarity and connecting with the audience are keys to success.
Apetising mashup of different modules
Margaret Foley, brand manager of UnME Jeans, is struggling to justify her brand's advertising spending on traditional media. She is exploring emerging social media options like Facebook, YouTube, and virtual worlds. Three options are proposed: developing virtual UnME Jeans for an online virtual world; purchasing targeted Facebook ads; and creating YouTube brand videos. Each option is compared based on budget, potential reach, and growth. Foley must determine the best media plan to communicate her brand's message to teen girls in a cost-effective way.
Un me jeans branding in web 2.0
UnME Jeans brand manager Foley was struggling to justify her traditional media spending. She asked her agency to investigate emerging social media options. The agency suggested Facebook, YouTube, and virtual goods in Zwinktopia. Foley believed these could foster constructive brand dialog compared to traditional "talking at" consumers. The agency provided budgets and comparisons of each plan. Foley ultimately decided a short YouTube campaign targeting teen girls could be effective if videos were high quality and short duration, but growth was limited. She allocated most of the remaining $11.6 million budget to traditional television, newspapers, radio, and magazines based on their household spending percentages.
Building a Brand (Social Media Marketing)
1) The document discusses how leading brands like Gap, Coca-Cola, and McDonald's struggled when they failed to understand their target audiences and strayed from their core brand promises on social media.
2) It provides examples of how Volkswagen India and Snapdeal effectively use social media to engage customers and address issues, highlighting the importance of listening to customers.
3) Virgin Atlantic is cited for its customer-centric social media approach focused on learning from customers, supporting its brand values, and continually improving based on social media insights.
Module4 iitk neel sharma
The document discusses the development of a new smartphone application. It details the features and functionality of the app, including the ability to view photos, check social media, and play music. The document also outlines the development timeline, with the goal of releasing the first version of the app within 6 months.
Final presentation IIM Internship (Module-4)
The document provides an overview of presentation secrets and marketing insights. It discusses that most presentations are confusing, boring and a waste of time due to issues like data overload, lack of visuals, and poor quality. It emphasizes the importance of rehearsing thoroughly and storytelling. Presentations can be a killer skill if used perfectly to convince clients. The document also outlines 7 modules for marketing management including understanding the marketing environment, assessing market opportunities, choosing and designing value, delivering value through integrated channels, and communicating value to sustain growth. It provides examples of 3 case studies on branding for yoga, a sports team, and a brewing company.
Creativity in Advertising
Creativity in Advertising discusses the key dimensions of creative advertising. It identifies five dimensions - originality, elaboration, flexibility, synthesis, and artistic value - and provides definitions and examples for each. Research by Robert Smith in the early 2000s quantified these dimensions and found that elaboration scored highest at 1.32, while originality also plays an important enabling role for effective advertising. The document examines what makes for successful creative advertising and how different dimensions of creativity can be measured.
For mobile devices think apps, not ads
The document discusses why mobile ads don't work as effectively as apps. It notes that people find mobile ads more intrusive than desktop ads. It also states that mobile screens are too small to have usable right margins like desktops, so ads appear in unexpected places. Additionally, many taps on mobile ads are inadvertent due to their small size. The document recommends that marketers create apps that add value to consumers rather than buying mobile ads. It provides examples of how apps can add convenience, offer unique value, provide social value, offer incentives, and entertain to engage users.
For mobile devices think apps, not ads
The document discusses why mobile ads don't work as effectively as apps. It notes that people find mobile ads more intrusive than desktop ads and that the small screen size of mobile devices makes ad placement difficult. The document then outlines the top categories of smartphone apps and argues that marketers should focus on creating engaging apps that add value for consumers rather than buying mobile ad space. It provides tips for developing effective apps, such as adding convenience, unique features, social elements, incentives, and entertainment.
Case study
Grey Global Group is a communications company with 16 partner companies focused on marketing and communications. Viveca Chan, CEO of Grey Hong Kong and China, was considering how to develop a customer relationship management (CRM) proposition for local clients by merging technology and traditional marketing. CRM manages relationships with customers across marketing, sales and service regardless of communication channel. This case study examines how Grey Hong Kong and China developed an e-marketing strategy called Grey Relationship Management (GRM) to build brands, develop customers, create positive experiences, and build knowledge through constant dialogue with customers.
Branding Yoga
- In 2008, the Hindu American Foundation (HAF) launched a campaign called "Take Back Yoga" to raise awareness that yoga originated from Hinduism, as they felt yoga's commercialization in the U.S. disconnected it from its Hindu roots.
- HAF reached out to Yoga Journal about the lack of references to Hinduism in its publications. A representative acknowledged they likely avoided mentioning Hinduism due to its "baggage."
- The campaign aimed to have U.S. yoga practitioners acknowledge yoga's origins in Hinduism, rather than seeing it solely as exercise. This caused tensions as some saw yoga as belonging to multiple traditions rather than just Hinduism.
Disney consumer products marketing nutrition to children
- More than 30% of American children aged 5-9 were overweight, with 14% being obese. Advertising of packaged goods on children's TV also increased.
- Disney aimed to address childhood obesity through its Disney Consumer Products division by developing healthier food options under characters like Mickey Mouse and launching initiatives like Disney Magic Selections with Kroger.
- By 2005, 75% of DCP's US products complied with nutritional standards, with full compliance targeted by 2008. DCP partnered with farms to develop healthier produce and snacks for children.
Harvard case analysis-branding yoga(Nikunj G Katkoria)
- Yoga originated in ancient India and has grown to a $5.7 billion industry practiced by 16 million people in the US. Prominent figures like Deepak Chopra and Bikram Choudhury have helped popularize and commercialize different yoga styles.
- Bikram Choudhury patented his series of 26 poses and 2 breathing exercises, while Tara Stiles developed a more exercise-focused yoga not tied to any tradition. The Indian government has also worked to catalog 1500 yoga poses.
Dove: Evolution of a brand
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion in sales globally. In an effort to establish Dove as a "Masterbrand" that could extend to new categories, Unilever launched the "Campaign for Real Beauty" to position Dove as promoting a more inclusive definition of beauty. The campaign included controversial ads featuring "real" women and a video addressing low self-esteem that garnered significant publicity. Through its multi-pronged approach, the campaign helped grow Dove's brand value by $1.2 billion over three years while sparking public debate around societal beauty standards.
Case study
Grey Global Group is a communications company with 16 partner companies focused on marketing and communications. Viveca Chan, CEO of Grey Hong Kong and China, was considering how to develop a customer relationship management (CRM) proposition for local clients by merging technology and traditional marketing. CRM manages relationships with customers across marketing, sales and service regardless of communication channel. This case study examines how Grey Hong Kong and China developed an e-marketing strategy called Grey Relationship Management (GRM) to build brands, develop customers, create positive experiences, and build knowledge through constant dialogue with customers.
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Disney consumer products marketing nutrition to children
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Harvard case analysis-branding yoga(Nikunj G Katkoria)
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important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
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