Presentation stating the different strategies used for the marketing activties of AIESEC in Chennai in 2015.

1. Marketing
2015
AIESEC in Chennai

2. Strategy Development - How do you develop your strategy?
Strategic Planning
Process
Strategy
Considera2ons
Strategic
Objec2ves
1. Ruthless priori-sa-on of
quarters depending on
products
2. Product wise department
split - GC and GT marke-ng
taken care of separately
3. GTCM and Smarke-ng
principles applied to every
strategy and campaign
4. Resources (HR, Finance etc)
distributed in a 70-30% split
for program contribu-on and
brand respec-vely
We happened to have a good
blend of crea7ve and prac7cal
inputs from the VPs. It became
easy to formulate ideas and
execute them. We had the ability
to sense our membership’s needs
and also the city’s.
Our main goal was to generate
maximum leads and supply them
to opera7ons. And also recreate
a brand name that ensures an
AIESEC for Chennai.
1. 4DX plan implementa-on
2. Becoming more customer
centric
(More explained in the Customer
Focus section)

3. Strategy Implementa8on - How do you implement your strategy?
Action Plan
Development and Deployment
Year Plan
Department Meet: Ac-vi-es Department Scoreboard
1. Year Plan reviewed and checked
weekly for execu-on
2. Department mee-ngs mostly consisted
of idea-ng and designing
3. Membership were given full crea-ve
freedom to design and ideate for the
department
4. MB was required to align their
ac-on plans to the func-on’s
5. Synergy meets on the MB level
were conducted to track progress and
tackle roadblocks

4. Voice of the Customer - How do we obtain informa8on from our
customers?
h"p://bit.ly/FilterKaapi1
h"p://bit.ly/FilterKaapi2
1. This was our pilot
project to listen to our
customers specifically from
iCX.
2. These projects also help with synergy with
opera-ons to gauge the needs of our
customers.

5. Customer Engagement - How did we engage our customers to serve
their needs and build rela8onships?
1. Customer support was done mostly due to email and some-mes through social media.
2. NewsleZers and brochures were sent to the poten-al customers which helped clarify
their doubts about the products.
3. AIESEC representa-ve would always answer their calls clearing any doubts the customer
had in mind.
4. Market improvement was done by re-integra-on of realized EPs.
5. New markets were tapped by the use of YES! Chennai sessions, where not only AIESEC
was promoted as a brand, the GC program was promoted as well.
Customer engagement sessions were held for better understanding of the
products and also build good relationships with the customer.

6. Customer Engagement - How did we engage our customers to serve
their needs and build rela8onships?
Campaigns
1. Global Talent Start Up
campaign
2. The Year That Was 2015
Yearbooks given to all
stakeholders 3. Chancey-Illa Campaign for
ICX and internal branding
4. YES! Chennai to penetrate into different
college markets and create brand value for GCs
5. Live EP Tracking on social media