This document provides tips and strategies for effectively delivering presentations. It discusses that presentation skills are important for the real world and can provide an unfair advantage. It recommends not reading slides verbatim but instead using them as a guide. The presentation should focus on logic but also engage the audience in an interactive way. The presenter is the most important part of the presentation, not the PowerPoint slides themselves. The document then covers several marketing topics like setting product strategies, designing and managing services, and case studies on branding yoga and capitalizing on polarization for certain brands.

1. Marketing
One Last Presentation

2. Module 1

3. Presentation – The Icing on the Cake

4. “Presentation is the ‘Killer Skill’ we take into the real
world. It’s almost an unfair advantage.”
– The McKinsey Mind.

5. Tips
DeliveryVisualPreparation

6. Do not read your Presentation

7. Logic isn’t enough

8. Powerpoint is not
the presentation

9. You
are the
Presentation

10. Module 2
• Setting Product Strategies
• Designing and Managing Services

11. Setting Product Strategy
What are the characteristics of products, and how
do marketers classify products?

12. The customer will judge the offering by three basic elements:
1) Product features and quality
2) Services mix and quality
3) Price

13. Setting Product Strategy
How can companies differentiate products?

15. Setting Product Strategy
Why is product design important and what factors
affect a good design?

18. Setting Product Strategy
How can a company build and manage its
Product mix and product lines?

21. Setting Product Strategy
How can companies combine products to create strong
co-brands or ingredient brands?

23. Packaging
Labeling
Product Warranty
Guarantee
Ma. Joanna Miranda

24. Designing and Managing
Services
How do we define and classify
Services, and how do they differ
from goods?

25. Define and Classify Services?
A service is any act of performance
that one party can offer another
that is essentially intangible and
does not result in the ownership of
anything; its production may or may
not be tied to a physical product.
Some service sectors are
government, business, retail,
manufacturing and private non-
profit.

26. Designing and Managing
Services
What are the new Services
Realities?

27. New Service
Realities
Singapore airlines goes to extra
ordinary lengths to ensure that
every aspect of the passenger
experiences exceeds expectation

28. Marketing Excellence
External marketing - Normal work of
promotion services
Internal marketing - Training and
motivating employees
Interactive marketing - Employees skills
in serving client

29. Designing and Managing
Services
How can we achieve excellence in
Services Marketing?

30. Service Marketing
Key Objectives:
• Reward Customer Loyalty
• Increase Customer Satisfaction
• Increase Access & Awareness

31. Designing and Managing
Services
How can we improve Service Quality?

32. 3 Methods of improving Service Quality.
1. Motivating Your Employees
2. Using Customer Feedback
3. Updating your Quality Service Tools

33. Designing and Managing
Services
How can goods marketers improve
customer-support services?(Refer Q. 2 also)

34. Identifying problems
• Customers have three specific worries:
– Reliability and failure frequency
– Downtime (time taken to fix), service
dependability
– Out of pocket costs (for maintenance and repair)

35. Searching the Solution
A buyer takes all these factors into
consideration and tries to estimate the life
cycle cost, which is the product’s purchase
cost plus the discounted cost of maintenance
and repair less the discounted salvage value.
To provide the best support, manufacturers
must identify the services customers value
most and their relative importance. They may
also add value augmenting services that extend
beyond the functioning and performance of the
product itself.

36. Module 3
Case Studies

37. Branding Yoga
Whether the commercialization of
yoga is appropriate?

39. Argument
• “The argument against it is that religion is
something that is very personal, and that it
should not be commercialized.”

41. • The other side of the argument focuses on
business rather than religion.“ It’s all about
creating value for a large audience. By using
marketing and branding you can be more
effective and bring [your product] to a larger
audience.
Argument

42. Evaluation
• “Yoga’s very popularity creates the possibility
of corruption and distortion, and lowest
common denominator teachings,” says Philip
Goldberg, spiritual teacher and author of
American Veda, in an interview with the
Huffington Post.

43. • A major benefit of commercialization is the
increased accessibility of yoga to the masses.
With yoga being offered in more venues, by
more teachers and in more styles than ever
before, the ways that anyone can get involved
increase dramatically.
Evaluation

44. Solution – Middle Path
Being aware of the opportunities created by
commercialization, while at the same time
taking on only those that support one's
authentic values. In this way, yoga as a culture
and a movement can thrive within the
industry it has created thereby transcending
conflicts that exist between the extremes of
supporting either commercialization or
authenticity alone.

45. Module 4
Make the most of a polarizing brand

46. • When political campaign managers are
formulating strategy, they measure their
candidates’ negative polling numbers as a
matter of course—after all, knowing what
share of the electorate will never be
persuaded to vote for the candidate is
essential to determining how to approach
undecided voters.

47. Capitalizing on Polarization

48. Placate the haters.
• One way to reduce polarization is to do what
most of us do when confronted with people
who dislike us: try to change the haters’
minds. This is the strategy that usually feels
the most straightforward and comfortable.

49. Poke the haters.
• Some companies succeed by intentionally
antagonizing brand detractors. This can create
buzz and reinforce the brand’s connection
with its most enthusiastic consumers, because
people often feel compelled to defend a
favorite product that has come under attack.
And the defense mounted by fans often sways
neutral consumers into becoming supporters.

50. Amplify a polarizing attribute.
• Often a single characteristic is responsible for
the deep schism between a brand’s fans and
its detractors. Instead of seeking to narrow
the gap and reduce the haters’ rancor, some
companies decide to create new products
that amplify the point of differentiation, in
the hope of bolstering loyalty among (and
revenue from) diehard fans.

51. Creating Polarization

52. Drive a wedge in the market.
• Because they know that trying to “be all things
to all people” can backfire, marketers often
target a specific consumer segment. In some
cases, such segmentation increases
polarization, which in turn can boost revenue.

53. Launch a provocative ad.
• In other instances, marketers may try to
increase a brand’s visibility by running ads all
but designed to turn off a certain share of
viewers.
• Managers should avoid relying on averages;
they need to dig deeper to uncover and
understand the full range of attitudes toward
their products.

54. Thanks