Marketing management
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This document provides an overview of key concepts in marketing management. It discusses defining marketing as meeting customer needs profitably. It also summarizes developing marketing strategies and plans, focusing on customer value creation and delivery. Additional topics covered include the marketing research process, analyzing consumer and business markets, identifying market segments and targets, developing marketing mixes, and managing integrated marketing communications.
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The document discusses Gino Burner Co., a large manufacturer of burners that emerged as one of the largest in the world by 1999. To expand in China, Gino enlisted three distributors but now faced changes in their behavior as the distributors grew more powerful and reluctant to stock industrial burners. Gino was approached by Tianjin Feima Boiler company to purchase directly instead of through Gino's largest distributor, forcing Gino to decide whether to grant direct access, risking damage to distributor relationships, or deny the request and potentially lose a customer.
Preserve the luxury or extend the brand
The document discusses the situation facing Chateau de Vallois, a famous wine estate in Bordeaux, France. Claire de Val Hubert proposes introducing a lower-priced branded wine targeted at younger customers, in order to capture the next generation of wine drinkers. However, this could dilute the brand equity of the estate's prestigious GrandVin wines. It is debated whether the estate should preserve its luxury status or extend its brand through the new product line.
Preserve the luxury or extend the brand.
This document discusses luxury brand marketing in India and focuses on Louis Vuitton. It notes that while India's growing middle and wealthy classes increase demand for luxury goods, many "closet consumers" seek value and affordability. The document considers whether LV should lower prices or create a new brand, but concludes this could dilute the core brand. Instead, LV should focus on exclusive pricing, boosting foot traffic through selective partnerships and locations, and appealing to young wealthy Indians to drive growth in India's luxury market.
Three Questions about Brand, Harvard Business Review
An attempt by Deboleena Dutta to adapt the Harvard Business Review article 'Three Questions you need to ask about brand' by Keller, Sternthal and Tybout in Indian context.
The World of Advertisements
This document discusses advertisements and different creative approaches used in ads. It provides examples of print, broadcast and interactive ads from brands like Oreo, Coca-Cola, Kia Motors and Vodafone. The document notes that while creativity was previously prioritized, most brands now use more conventional methods. It also highlights how some Indian brands have found success through product placements, humor, social messages and storytelling in their ads.
Creative that cracks the code
This document summarizes several creative advertising campaigns that were highly successful:
1) Wonderful Pistachios' campaign featuring memes like Honey Badger led to a 233% increase in sales. Mauka Mauka ads for Star Sports also went viral.
2) Coca-Cola China's app-based CHOK! ads exceeded 9 million views and boosted sales.
3) Oreo's Daily Twist crowdsourcing campaign increased their Facebook shares by 4.4% and launched a 100-day cookie design voting series.
4) Kia's dancing hamster ads for its Soul model helped Kia achieve double-digit sales growth in the US.
Three questions you need to ask about your brand
1. This document discusses three important questions for brands to consider regarding their positioning: establishing a frame of reference, leveraging points of parity, and ensuring compelling points of difference.
2. It emphasizes that brands must not only focus on their unique selling points but also show how they fit within the category frame and meet basic consumer expectations on parity points.
3. Examples are given of both brands that successfully positioned themselves by answering these three questions as well as those that failed by neglecting the frame or parity points. Compelling differences are also discussed in terms of desirability and deliverability.
Advertising's new medium human experience
Advertisements have increasingly moved from intrusive formats to more human experiences as technology has advanced. Now, ads aim to engage consumers during moments of downtime and free attention by inserting messages into people's daily lives through public, social, and tribal spheres of interaction. To be effective, ad campaigns should take a customer-centric approach by understanding the customer point of view, targeting messages to create value, testing and listening to improve the experience, evaluating expansion strategies, and constantly refreshing the brand image.
A framework for revitalization of declining and dead brands
This document discusses factors that can lead to brand decline and strategies for revitalizing declining or dead brands. It identifies common causes of brand decline such as poor product quality, price increases without added value, brand neglect, inability to stay relevant to target markets, and actions of competitors. Strategies for reviving a brand include rebuilding quality, resisting the temptation to excessively discount prices, pursuing a clear target market, correcting past management mistakes, repositioning the brand, and educating the market about the brand's unique value through investment and advertising. Reviving a brand is a long-term process that requires assessing residual brand equity and addressing the root causes of decline.
Brand resurrection! by Deboleena Dutta
A brand's evolution analogous to Christ's crucifixion and hence, resurrection.
This presentation is an adaptation of 'A brand is forever! A framework for revitalizing declining and dead brands' by S. Thomas and C. Kohli (published in Harvard Business Review)
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
What are brands good for?
The document discusses the changing roles of brands in marketing. It notes that there is a shift from mass communication to more personalized marketing strategies focused on customers. Brand managers need to justify the roles of brands and examine how to build customer relationships through various channels. As marketing becomes more disaggregated, brands must act as team players rather than individual stars. Retailers now threaten manufacturers, so brands must obtain expertise in product and brand development. A coordinated team approach is strongest.
What are brands good for?
The document discusses the changing roles of brands in marketing. It notes that there is a shift from mass communication to more personalized marketing strategies focused on customers. Brand managers need to justify the roles of brands and examine how to build customer relationships through various channels. As marketing becomes more disaggregated, brands must act as team players rather than individual stars. Retailers now threaten manufacturers, so brands must obtain expertise in product and brand development. A coordinated team approach is strongest.
Brand Revitalization
This document provides guidelines for revitalizing declining or dead brands. It discusses causes of brand decline such as managerial actions, environmental factors, and competitive actions. The three key elements of brand equity that decline are brand knowledge, the brand's differential effect, and customer responses. Managers must carefully assess if residual brand equity exists to make revival feasible. Successful revivals involve repositioning the brand, investing in it, educating the market, and correcting past mismanagement. Taking a long-term perspective is important, as is focusing on a defined target market.
What Are Brands Good For - Niraj Dawar
This document discusses the role of brands in an era of consumer disaggregation. It defines brands and explains how they traditionally aggregate consumers. However, with the rise of information technology, disaggregating consumers into distinct segments allows for more efficient, personalized marketing. The document examines how brands can thrive in this new environment by focusing on strong consumer relationships, alliances with retailers, and consumer-centric organizational structures. It provides examples like Kraft Foods and P&G collaborating with retailers to target specific consumer segments. The key takeaway is that brands reduce consumer information costs and can develop deep relationships by offering differentiated value propositions to disaggregated market baskets.
Gino Sa - Harvard Case Study
Gino Burner Co. faced a request from its customer Tianjin Feima Boiler to purchase burners directly instead of through Jinghua, Gino's largest distributor in China. This posed a dilemma for Gino on whether to approve the direct sale and potentially damage relationships with distributors, or deny the request and risk losing Feima as a customer. Gino had 6 weeks to determine the best approach among 3 options - proceed with Feima as an OEM, deny the request to maintain distributor relationships, or approve for industrial burners only to balance the interests.
A brand is forever
This document discusses strategies for revitalizing declining or dead brands. It begins by providing examples of brand declines, such as Pan Am and Oldsmobile, and successes like Harley-Davidson. Common causes of brand decline are then examined, such as poor product quality, price increases, brand neglect, or an inability to stay relevant to the target market. Environmental factors and competitive actions can also contribute to decline. The document emphasizes that brands with high past awareness and strong associations can often be revived by addressing the root causes of decline, realigning the brand promise, educating the market, and making long-term investments. Case studies show successes from repositioning the brand, improving quality, pursuing a focused target market,
A brand is forever!
This document discusses approaches to revitalizing declining or dead brands. It analyzes case studies of Ford's Taurus and Harley-Davidson, both of which saw declines but were later revived. Brands can decline due to bad management, changes in the market environment, or competitive actions. Signs of impending decline include losing brand differentiation, decreasing brand awareness, and damage to brand image. The document provides frameworks for understanding the generative, selective, and mediative forces that affect a brand's success or decline over time.
A brand is forever
This document summarizes a case study on revitalizing declining and dead brands. It begins by looking at examples of Ford's Taurus and Harley-Davidson, which both nearly died but were revived. It then discusses reasons why brands decline, such as poor management, changes in the market environment, and competitive actions. Signs of impending decline are identified as decreasing brand differentiation, awareness, and customer response. Approaches to strengthening brands include rebuilding quality, resisting price cuts, and clearly defining the target market. The case of Cadillac's successful repositioning in the late 20th century is provided as an example of effective brand revitalization.
A brand is forever- Framework for revitalising declining and dead brands
Analysing the conditions that lead to brand decline, highlighting the signs that indicate impeding decline and assessing the viability of reviving a rand
More from Vaishnavi Ketharnathan (20)
Three Questions about Brand, Harvard Business Review
Three Questions about Brand, Harvard Business Review
A framework for revitalization of declining and dead brands
A framework for revitalization of declining and dead brands
A brand is forever- Framework for revitalising declining and dead brands
A brand is forever- Framework for revitalising declining and dead brands
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
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Learn how to use specific GPTs to help you Learn how to build your own marketing tools
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
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4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
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:
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Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
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#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
No Cookies, No Problem - Steve Krull, Be Found Online
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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Advanced Storytelling Concepts for Marketers
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The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
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In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
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If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
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- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
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◇申请留学生创业基金
留信网认证的作用:
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How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsBasic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
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
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Mastering SEO for Google in the AI Era - Dennis Yu
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
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Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.Recently uploaded (20)
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Influencer Marketing Master Class - Alexis Andreasik
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Marketing management
- 3. Marketing is meeting needs profitably. Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- 4. 4 Ps & 5 Cs of Marketing
- 5. Developing Marketing Strategies and Plan
- 6. Holistic Marketing Orientation & Customer Value • Value exploration • Value Creation • Value delivery
- 7. Business Unit Strategic Planning
- 9. The Marketing research Process • Define the Problem, the Decision Alternatives, and the Research Objectives • Develop the Research Plan • Collect the Information • Analyse the Information • Present the findings • Make the Decision
- 10. Creating Customer Value and Customer relationship
- 11. Companies are becoming skilled in Customer relationship Management (CRM), which focuses on developing programs to attract and retain the right customers and meeting the individual needs of those valued customers
- 13. The Buying Decision Process Problem Recognition Information search Post Purchase Behaviour Purchase Decision Evaluation of Alternatives
- 15. Organizational buying is the decision-making process by which formal organizations establish the need for purchased products and services.
- 16. Identifying Market Segments and Targets
- 17. Psychographic Segmentation • In psychographic segmentation, buyers are divide into different groups on the basis of psychological/personality traits, lifestyle, or values. • People within the same demographic group can exhibit very different psychographic profiles.
- 18. Market Targeting
- 20. Product Life-Cycle Marketing Strategies
- 21. Brand Positioning & Brand Equity
- 22. No company can win if its products and services resemble every other
- 24. Choosing POPs and PODs • Brand Benefits in choosing the Points-of-parity and Points-of- difference • Perceptual maps are visual representations of consumer perceptions and preferences.
- 25. Most Valuable Intangible Asset of a Firm :Brand Equity
- 26. Customer-based brand equity is the differential effect brand knowledge has on consumer response to the marketing of that brand. A brand has positive customer-based brand equity when customers react more favourably to a product and the way it is marketed when the brand is identified
- 27. Designing Value
- 28. Product & Services Differentiation
- 29. Superior service providers consciously strive to create a memorable customer
- 30. Price is the one element of the marketing mix that produces revenue
- 32. Channel Integration and Systems A conventional marketing channel consists of an independent producer, wholesaler and retailer
- 33. Managing Retailing, Wholesaling, and Logistics
- 35. Marketing Communications Mix • Advertising • Sales Promotion • Events and experiences • Public relations and publicity • Direct marketing • Interactive Marketing • Word-of-mouth marketing • Personal selling
- 37. 5 Ms of Advertising Mission Media MeasurementMoney Message
- 39. Word of mouth
- 41. Challenges in New-Product Development • The Innovation Imperative • New-Product Success • New-Product Failure
- 42. Global Markets
- 43. Entering The Market • Indirect and Direct Export • Licensing • Joint ventures • Direct investment
- 45. Marketing Metrics Sales Metrics Customer Readiness to Buy Metrics Customer metrics Distribution Metrics Communication Metrics
- 46. CASE STUDY
- 48. Google acquired the video hosting site in 2006 for $1.65 billion
- 49. CREATIVE THAT CRACKS THE CODE -Julia Kirby
- 50. Creative concepts for Ads • Ad-optimizing technologies • Filter-defying product placement, search-based • Ad serves, real-time media bidding • Location-based features for mobile devices
- 51. IDEAS • Variations on a Meme: Wonderful Pistachios • The Ad as a Game: Coca-Cola China • Collaborating with the Crowd: Oreo Cookies • Just Enough Humour: Kia Motors America • A New Social Movement: Marks and Spencer • Ads That “Go Native”: Neiman Marcus and Target
- 52. Creative Indian Ads By setting up camera feeds connected in real-time and a touchscreen vending machine that spews out instructions, friends in Lahore, Pakistan and New Delhi, India connect with gestures, waves and dance — in exchange for free Coke. Dove made an earlier bid to reflect a woman’s true beauty in a much earlier campaign.
- 53. Creative Indian Ads Volvo – Suspensions & Speedbumps Car buyers associated the smooth ride across the fake speedbump with a feeling of a smooth ride made possible with the suspension system
- 54. Created by Subhasis Panda, IIT Bombay, during an internship by Prof.Sameer Mathur, IIM Lucknow www.IIMInternship.com