consist of buygrid model, sheth model, GE matrix, pestle analysis, 4ps of marketing systems marketing, targeting, positioning, buyer seller dyad, selling process
Lululemon is one of the leading brands in the performance fitnesswear industry. However, due to PR gaffe involving a recall of one of their product lines, their fast growth almost halted to a standstill in 2014.
This case presentation examines the scenario and suggests directions Lululemon can pursue in the wake of this event to restart its momentum and fend off the increasing competition in its industry.
Lululemon is one of the leading brands in the performance fitnesswear industry. However, due to PR gaffe involving a recall of one of their product lines, their fast growth almost halted to a standstill in 2014.
This case presentation examines the scenario and suggests directions Lululemon can pursue in the wake of this event to restart its momentum and fend off the increasing competition in its industry.
Analysis of Motorcycle section in IndiaSuraj nayak
Analysis of Automobile Industry In India with special focus on Motorcycle section.
Industry Analysis by Porter's 5 force framework.
Swot Analysis of Yamaha 2 wheeler
Competition Analysis
Business policy & Strategic management: SWOT,ETOP,PESTLE,PORTER's FIVE MODEL ...mpavi257
Business policies are an important tool to ensure
that the business operates at maximum efficiency.
Strategic Management is all about identification
and description of the strategies that managers
can carry so as to achieve better performance
and a competitive advantage for their organization
.
Vertex | Customer Managerment Outsourcing | Cross Sell / Up SellVertex Group
Are you making the most of every interaction with your customers? Vertex uses transformational strategies that analyze the process, technology, and business aspects of your organization to identify opportunities for upsell and cross-sell. We enable to you realize increased brand value and enhanced customer relationships, ultimately resulting in increased share of wallet, margins and revenue.
Analysis of Motorcycle section in IndiaSuraj nayak
Analysis of Automobile Industry In India with special focus on Motorcycle section.
Industry Analysis by Porter's 5 force framework.
Swot Analysis of Yamaha 2 wheeler
Competition Analysis
Business policy & Strategic management: SWOT,ETOP,PESTLE,PORTER's FIVE MODEL ...mpavi257
Business policies are an important tool to ensure
that the business operates at maximum efficiency.
Strategic Management is all about identification
and description of the strategies that managers
can carry so as to achieve better performance
and a competitive advantage for their organization
.
Vertex | Customer Managerment Outsourcing | Cross Sell / Up SellVertex Group
Are you making the most of every interaction with your customers? Vertex uses transformational strategies that analyze the process, technology, and business aspects of your organization to identify opportunities for upsell and cross-sell. We enable to you realize increased brand value and enhanced customer relationships, ultimately resulting in increased share of wallet, margins and revenue.
Finding Your Way with Marketing Automation Workflow [Infographic]Neolane, Inc.
Whether your organization is B2B, B2C, or a hybrid of the two, marketing automation platforms can help accelerate customer acquisition, retention, and loyalty. A core feature of these platforms is workflow: a visual interface for designing and executing campaigns, messages, and even internal processes. Many marketers are surprised by just how many things can be automated with workflow. To shed some light on the possibilities, we created this infographic.
Each subway line on the map represents a different category of automation, with the stops being specific examples. Explore the map to understand the true breadth and versatility of marketing automation workflow.
America’s most decorated gymnast, Shannon Miller once said, “At the Olympics, you (are) there to do a job. I feel you should take it seriously. You should be respectful. You are putting on the red-white-and-blue and going out there to perform for your country.” Today as the planet’s foremost sporting event is on we look at what the B2B marketing landscape can imbibe from the spirit of the games.
More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound Kula Partners
As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?
The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.
A keynote presentation at Ogilvy Verge Singapore
For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer
Marketing automation is no longer a “shiny new toy” for marketers—and that’s a good thing. Adoption continues to grow, and marketers are becoming more sophisticated by adding capabilities like predictive analytics and account-based marketing tools. Topics in this webinar include: Marketers’ current adoption and use of marketing automation platforms; How and why marketing automation platforms are being connected to other systems and data sources; What role marketing automation plays in enabling the buzzed-about practice of account-based marketing; What challenges marketers still need to overcome with marketing automation.
Life Insurance industry has been witnessing low persistency (a policy's ability to be active and sustained premium payment)rate hence the proactive need for customer retention and maximizing renewal premium collection and need for monitoring the performance of intermediaries and agents could gain immense value from deriving highly usable recommendations.
The need for such inferences, importantly in a timely basis can't be more important than now as the rightful and the revised guidelines by the regulator ensures the need to minimize wrong selling, increased persistency and performance of all the stakeholders in Life Insurance to make business a flourishing one.
How did the evolving need of the industry coupled with constant change in market and competitive landscape was married and focused approaches were espoused through with tangible benefits on Customer Value Retention and Maximization & agent's performance improvement were met.
What are the recommendations from Sameer to individuals & enterprises who intend to devise their Analytical Vision for their respective organization, what are the areas to be considered before embarking such a journey
.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
Sold on marketing automation, but having trouble getting the C-suite on board? Sometimes all you need is a well-planned strategy — and this presentation template can help you show upper management that you've thought ahead. Check out our blog post to download the editable template: prd.to/1kVo1pF
INDUSTRY ANALYSIS One of the major competences that str.docxcarliotwaycave
INDUSTRY ANALYSIS
One of the major competences that strategic managers need is the ability to define their business, conduct an effective industry analysis,
and identify the "key success factors" for firms competing in their industry. This brief note discusses the steps most often found in a
solid analysis of an industry.
A.DEFINE THE INDUSTRY.
The boundaries for an industry analysis are determined by the markets and products that best describe the domain of the industry. Once
you fully understand the business segment that is to be analyzed, you are in a position to identify the capabilities required to participate
successfully in that industry, and the competitors that are likewise able to effectively target the same business segments. These
elements set the parameters for understanding and analyzing the industry. As industries converge and shift, business definitions become
more difficult. In virtually all industries, consumers are becoming more demanding for customized products and services. These
demands encourage the development of innovations, products, and competitors.
B. DESCRIBE THE INDUSTRY STRUCTURE.
For each product-market segment, an industry analysis will describe the "five-forces" of competition. The five forces discussed briefly
below predict the long run profitability of an industry and are an important first step in analyzing the industry once it has been identified.
1. Bargaining Power of Buyers: This primary force comes from the customer segments that make up the markets in which firms
compete. The size and importance of customers influences their power to negotiate prices and terms that reduce the overall
profitability of the industry. The sizes and types of buyers present in an industry determine their potential influence on product
development and influence the level of competition to be found in the industry.
2. Intensity of Rivalry: A second force comes from the competitors and the ways they compete. Each competitor offers a set of
products and services that attempts to provide higher value to the product-market segments they address. Strategies can be
designed to provide combinations of higher performance, more fashion and features, higher quality, or lower price. Increased
rivalry always leads to price or service competition that reduces the profitability of the industry.
3. Bargaining Power of Suppliers: A third influence on the profitability of an industry comes from its suppliers. In some industries,
suppliers might control critical inputs that can affect all firms’ ability to compete. Analogous to Bargaining power of Buyers,
whenever suppliers are large or few, their leverage tends to be high. Limited access to critical factors of production, equipment,
materials, or components can increase prices and accordingly limit profit potential.
4. Threat of New Entrants; a fourth force represents the ease with which a new competitor can compete for exi ...
CHAPTER 3EVALUATING A COMPANY’S EXTERNAL ENVIRONMENT.docxwalterl4
CHAPTER 3
EVALUATING A COMPANY’S
EXTERNAL ENVIRONMENT
McGraw-Hill/Irwin
Copyright ®2012 The McGraw-Hill Companies, Inc.
3–*
Gain command of the basic concepts and analytical tools widely used to diagnose the competitive conditions in a company’s industry.Learn how to diagnose the factors shaping industry dynamics and to forecast their effects on future industry profitability.Become adept at mapping the market positions of key groups of industry rivals.Understand why in-depth evaluation of a business’s strengths and weaknesses in relation to the specific industry conditions it confronts is an essential prerequisite to crafting a strategy that is well-matched to its external situation.
3–*
3.1
From Thinking Strategically about the Company’s Situation to Choosing a Strategy
Chapter 3
Chapter 4
Thinking
strategically
about a firm’s
external
environment
Thinking
strategically
about a firm’s
internal
environment
Forming a
strategic
vision of
where the
firm needs
to head
Identifying
promising
strategic
options
for the firm
Selecting the
best strategy
and business
model for
the firm
3–*
3.2
The Components of a Company’s Macro-Environment
3–*
3.1
The Seven Components of the Macro-EnvironmentComponentDescriptionDemographicsThe size, growth rate, and age distribution of different sectors of the population. It includes the geographic distribution of the population, the distribution of income across the population, and trends in these factors.Social forces Societal values, attitudes, cultural factors, and lifestyles that impact businesses. Social forces vary by locale and change over time. Political, legal, and regulatory factors Political policies and processes, as well as the regulations and laws with which companies must comply—labor laws, antitrust laws, tax policy, regulatory policies, the political climate, and the strength of institutions such as the court system.Natural environment Ecological and environmental forces such as weather, climate, climate change, and associated factors like water shortages.Technological
factors The pace of technological change and technical developments that have the potential for wide-ranging effects on society, such as genetic engineering, the rise of the Internet, changes in communication technologies, and knowledge and controlling the use of technology, Global forces Conditions and changes in global markets, including political events and policies toward international trade, sociocultural practices and the institutional environment in which global markets operate.General economic
conditions Rates of economic growth, unemployment, inflation, interest, trade deficits or surpluses, savings, per capita domestic product, and conditions in the markets for stocks and bonds affecting consumer confidence and discretionary income.
3–*
THINKING STRATEGICALLY ABOUT A COMPANY’S INDUSTRY AND COMPETITIVE ENVIRONMENT
Does the industry offer attractive opportunities for growth?
What k.
Media Management 2011-Strategy Module - Jan 21_2Robin Teigland
Slides from my second lecture in the Strategy module in the 2011 Media Management Course at Stockholm School of Economics and the Royal Institute of Technology. here is more information on the course: http://nordicworlds.net/2011/01/21/strategy-course-focuses-on-virtual-worlds-and-gaming-industries/
GETTING STARTED WITH MERGENTACCESSING MERGENT1 Go to tMatthewTennant613
GETTING STARTED WITH MERGENT
ACCESSING MERGENT
1 Go to the Library Homepage(access through Course Homepage or Student Portal)
2 Click “Find Articles & More”
3 Select “Databases by Subject”
4 Select “Business & Economics”
5 Select “Mergent”
RESEARCHING MERGENT
1 Enter the company name or ticker symbol
2 Select your company from the search results
3 Locate important information
}
}
Contact
information
Key
Figures
}
Company
information
in tabs
4 Select reports and download
5 Citation Format
Author. (year). Title of Document. Retrieved from name of database.
Examples:
Mergent. (2016). Acadia Healthcare Annual Report. Retrieved from Mergent Online database.
Mergent. (2017). Acadia Healthcare Company Details. Retrieved from Mergent Online database.
Mergent. (2017). Acadia Healthcare Company Financials. Retrieved from Mergent Online database.
LIBRARY
ASHFORD UNIVERSITY
October 2017
BUSINESS INSIGHTS: GLOBAL
Accessing Business Insights: Global
Watch a short video to
learn more about what this
resource has to offer,
including:
company information
industry information
data visualization tools
case studies
a business glossary
Go to the Library Homepage
(access through Course Homepage or Student Portal)
Click “Find Articles & More”
Select “Databases by Subject”
Select “Business & Economics”
Select “Business Insights: Global (Gale)”
1
2
3
4
5
https://www.youtube.com/watch?v=aXAKj6lQICg
Researching Business Insights: Global
1 Enter the company name or ticker symbol
2 Select your company from the search results
3 Locate important information
}Contact information
} CompanyInformation
Key
Figures}
4 Limit to Full Text
5 View Full Text
6
Share, save, print, download, or cite*
*always double-check database citations. For citation information, go to writingcenter.ashford.edu
LIBRARY
ASHFORD UNIVERSITY
November 2017
http://writingcenter.ashford.edu/
External Environmental
Analysis
Learning Objectives
By the time you have completed this chapter, you should be able to do the following:
• Conduct an industry and competitive analysis and understand why it is important.
• Conduct a market analysis and understand why it is important.
• Scan the general environment for any changes or trends that might favor or adversely affect the company.
4
Belinda Images / SuperStock
CHAPTER 4Section 4.1 Industry and Competitive Analysis
Chapter Outline
4.1 Industry and Competitive Analysis
4.2 Market Analysis
4.3 Environmental-Trend Analysis
An analysis of the external environment covers the industry or segment in which the company
competes, its competitors, markets, and other relevant environmental trends and changes. The
purpose is to understand how the company’s relevant environment is changing and might change
in the future—in this sense, “relevant” means anything the company might affect or could be
affected by. Without such an understanding, doing strategic planning becom ...
this ppt includes these following windows xp ,operating system ,xp interface ,history ,concurrency control ,process schedulling ,thread management in windows xp ,memory management in windows xp ,multiprogramming ,problems related to concurrency ,input output management ,i/o management
this presentation is about satellite communication which includes working of gps ,vsat ,frequency bands ,needs of communication satellite ,types of satellite ,working ,orbits ,elements involved in working ,transponder ,satellite control center ,satellite network
walmart closes up their shops in germanyaditi sehgal
walmart ,growth of walmart ,sucess of walmart ,cultural barriers ,financial barriers ,effects of walmart after withdrawing from germany , worlds biggest retailer closes up in germany
strategic management presentation on walt disney also include blue ocean strategy, swot and tows analysis,ansofs matrix, porters five forces strategy,analysis of vision and mission statement of walt disney
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
oglivy marketing strategies
1. Poulami Barman (I-006)
Animesh Jain (I-018)
Kishan Rungta (I-033)
Nihal Shah (I-036)
Mohak Bhatia (I-042)
Akshat Garg (I-047)
Aman
2. OVERVIEW OF THE INDUSTRY
ADVERTISING
INDUSTRY
Worldwide -
$500 Billion
India - $14
Billion
Growth
Potential – 20%
Scaling Up of
Operations
Effect of
Recession
Upcoming
Fields
17. SWOT
Strengths Weakness
Opportunities Threats
TOWS
S3
O
2
S4
O
5
S7
O
5
Strengths and Opportunities1. One of the biggest names in the world of
advertising
2. Strong distribution networks all over the
country
3. Reputation for quality work
4. High number of mergers and acquisitions for
expansion
5. Skilled workforce
6. High barriers to entry
7. Very High gross margins
1. Growing demand in existing markets
2. New markets
3. Growing economy
4. Online advertising is a new source of
revenue
5. Adapting new strategies for market research
to bring in more revenues
6. Decentralized decision making is helpful as
local marketing needs vary from one region
to another
7. Development of proprietary products
S5
O
7
18. SWOT
Strengths Weakness
Opportunities Threats
TOWS
W
1
O
2
W
1
O
7
W
2
O
4
Weakness and Opportunities
1. Limited Market Share
2. Limited geographic penetration
3. Premium charged is high
1. Growing demand in existing markets
2. New markets
3. Growing economy
4. Online advertising is a new source of
revenue
5. Adapting new strategies for market research
to bring in more revenues
6. Decentralized decision making is helpful as
local marketing needs vary from one region
to another
1. Development of proprietary products
19. SWOT
Strengths Weakness
Opportunities Threats
TOWS
S3 T2
S4 T3
S7 T4
Strengths and Threats
1. One of the biggest names in the world of
advertising
2. Strong distribution networks all over the
country
3. Reputation for quality work
4. High number of mergers and acquisitions for
expansion
5. Skilled workforce
6. High barriers to entry
7. Very High gross margins
1. Increasing lawsuits due to negligence in
advertisements
2. Recession may hit the industry as cut is primarily on
marketing budget of corporates
3. Cut-throat competition offered by other players
4. Rising costs of raw materials
5. Government regulations
6. Competitors can offer similar products quickly
20. SWOT
Strengths Weakness
Opportunities Threats
TOWS
W
2
T3
W
3
T2
Weakness and Threats
1. Increasing lawsuits due to negligence in
advertisements
2. Recession may hit the industry as cut is primarily on
marketing budget of corporates
3. Cut-throat competition offered by other players
4. Rising costs of raw materials
5. Government regulations
6. Competitors can offer similar products quickly
1. Limited Market Share
2. Limited geographic penetration
3. Premium charged is high
28. Positioning
What position do we own?
What position do we want to
own?
Whom must the firm outgun?
Once chosen, can the firm
stick it out?
Does the firm match its
positioning strategy?
30. Points of Difference
The Father of
Advertising
Customization Target Audience
360 Degree Brand
Stewardship
31. Systems Marketing
Multiple services (
various domains of
branding, advertising,
marketing)
High quality
standards (
innovation and
creativity, 360 degree
integrated marketing )
Digital Capabilities
32. Buyer Seller Dyad
1. Setting the stage
• Mood, professionalism
• Credibility
• Communication level(s)
2. Determining buyer(s)’ needs
• Organizational needs
• Individual needs
• Departmental needs
3. Presentation
• Stage 1—Develop interest
• Stage 2—Demonstration
• Stage 3—Handle objections
close, or conclude
4. Exit
Buyer-
Seller
Dyad
A. Buying group
identification
B. Influence pattern
Identification
C. Organizational
factor
identification
D. Environmental
factor
identification
http://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/
Your role is to sell, don’t let anything distract you from the sole purpose of advertising.
Clearly define your positioning: What and for Who?
Do your homework. Study your consumer in detail.
Think of the consumer as a woman, she wants all the information you can give her.
Talk to them in the language they use every day.
Write great headlines and you’ll have successfully invested 80% of your money.
Highlight the product by making it the hero.
Upcoming Fields include RM and Online Advertising
The Indian luxury market is estimated to be worth US$ 18 billion by 2017 from the current level of US$ 14 billion with unprecedented growth in luxury categories including fashion, automobiles and fine dining. - The Indian government has given tremendous support to the advertising and marketing industry. - With this level of growth and subsequent investment from luxury businesses, it is estimated that by 2020 the luxury market in India could be employing 1.8 million people.
Inception- Incorporated in India in August 1928 under the name of DJ Keymer & Co. Ltd- Ogilvy & Mather was launched in New York in 1948
Global Scenario- Subsidiary of WPP Group plc- Current CEO & Chairperson – Miles Young- 11th Top Agency in the world
Indian Scenario- 1st Advertising agency in India- Exececutive Chairman & Creative Director – Piyush Pandey- Growth Rate of 27% in 2007- Local perspective in accordance with Indian Culture
Highlights- 2015 : Agency of the year- Campaign of the century : Campaign for Cadbury Dairy Milk- Commercial of the Century : TV Commercial for Fevikwik
http://www.cheatography.com/davidpol/cheat-sheets/ogilvy-marketing-4ps-redefined-to-4es/pdf_bw/
http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-are_in.aspx
EXPERIENCE
Where marketers used to focus on their product, now we must think of the entire customer experience- what does a customer encounter related to purchasing and using your product/service?
EXCHANGE
With so much on the web being offered for free, pricing has become much different. Words like Freemium, describing how premium services pay for free services offered by the same company would have boggled marketers minds a few years ago.
Freemium is a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods.
EVERYPLACE
Today, place has become everyplace- there’s just SO MANY methods for conveying your message: IM, SMS, countless social media websites, video games, product placement in places like TV, Movies, internet video clips- the list goes on.
EVANGALISM / ENGAGEMENT
Promotion isn’t enough any longer. With so many more message channels, we can’t just bombard people with messages and hope they’ll pick them up. Companies have to figure out how to get consumers to allow them into their attention spans.
Location is in these 3 cities to be in the vicinity of major brands but they have presence in various other cities.
Close proximity to the top companies (potential clients)
163 cities worldwide with worldwide headquarters in New York City, New York, United States.
Cadbury TV commercial
User: client servicing team
Influencer: Account director, acc executive, client, Strategic planning team
Buyer: creative director
Decider: Art and creative directors
Gatekeeper: client servicing
Unilever: National
Vodafone: Major
Transactional: Kurl On
For B2B positioning, the organizations try to occupy a share of mind as compared to a share of mind & heart in B2C. For a good positioning strategy, a firm needs to address these 5 questions.
What is our current position? Where does the firm stand in the market? They are currently market leaders in world providing end-to-end solutions
What position do we want to own? The firm must think of a position that will provide it with long-term advantage and will be achievable. They want to sustain their long their position by providing highest standards of customer centricity, technological expertise, creative leadership and service excellence on a continuous basis.
Whom must the firm outgun? List of competitors of the firm. Kansai Nerolac, Berger
Once chosen, can the firm stick it out? Can the firm actually achieve the said position? PPG Asian Paints has a strong R&D and has been innovating in one way or the other which makes other firms follow its suit.
Does the firm match its positioning strategy? Does the firm’s vision & mission match the stance taken? The mission of the company is to become a customer centric organization, making continual improvements in its business processes through a highly skilled task force and a collaborative team culture. Hence, the strategy to provide customized products and continuous innovation through strong R&D resonates with the firm’s ideals.
Technology- enabler of business, creativity
Father of advertising- customer as wife, friend, simple words, target emotions, make product the hero, most organisations do different
Target Audience- study, keep them updated through social network, campaigns
Customization-solutions for everything
360degree brand stewardship- discovery, strategy and plannning, execution
Package of interrelated products
O&M via its grapevine (connections, contacts)
3rd party vendors – ad films, get directors etc
Tender- pitch (creatives, planning)
Cadbury (this) ,Unilever: National
Vodafone: Major
Transactional: Kurl On
Minor: Crosswords
The various positions or the departments involved in the sales force are as follows:
1. Accounts executives
4 Client Servicing
2. Brand Communication
3. Art director
Strategic communication
Planning
creative
Studio Operations