The Mash-Up Presentation of the Internship

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This document provides an overview of a presentation covering various topics: - Module 1 discusses presentation skills and common mistakes to avoid. It provides tips on storytelling, visual design, and preparation. - Module 2 covers marketing management concepts from Kotler including identifying customer value, market segmentation, branding, and integrated marketing communications. - Module 3 presents three Harvard Business Review case studies on issues facing a minor league sports team, a piano manufacturer, and a brewery considering introducing a light beer. - Module 4 discusses branding challenges in the digital age where consumers have a more iterative decision journey across online channels. It emphasizes targeting different stages and using advocacy over one-way advertising.

Marketing

OVERVIEW
Defining Markets
for the 21st
century
Developing
Marketing
Strategies and
Plans

IDENTIFYING VALUE
Scanning the Marketing
Environment,Forcasting
Demand & Conducting
Market research
Creating customer value
and relationships
Analysing consumer
markets
Analysing Business
Markets

DESIGNING VALUE
Setting Product
Strategy
Designing & Managing
Services
Developing Pricing
Strategies & Programs

DELIVERING VALUE
Designing & Managing
Integrated Marketing
Communications
Managing
Retailing,Wholesaling
& Logistics

COMMUNICATING VALUE
Designing &
Managing Integrated
Marketing
Communications
Managing Mas
Communications
Managing Personal
Communications

SUSTAINING GROWTH & VALUE
Introducing New
Market Offerings
Tapping into Global
Markets
Managing a Holistic
Organization for
the Long Run

ISSUES
Majority of the population lives below the
poverty line
Buckingham has outdated market data to
make decisions
Buckingham has deep thinking background
but little industry background

CURRENT CONDITION
The only other minor league sports
team in Springfield is a hockey
team, the falcons and they are
contemplating leaving town due to
low ticket sales

FIRM RESEARCH
Need new data:game attendance;ticket &
concession prices
Questionaire Postcard:fans potential
spending behaviour
Poll No’easters stakeholder to formulate
Questions
Fans asked to fill out postcards & mail
it,call a phone number to give results
or fill put the form in the web

FAVOURABLE CONDITIONS
Manufactured 350
pianos worldwide
Increase in sale of
grand & vertical
piano in
traditional market
Opening of new
potentially large
markets

UNFAVOURABLE CONDITIONS
Frequent change in
ownership
Global sales fall by
40%

STEPS TO RESOLVE
Manufacturing
Marketing
Used Piano Market
Competitions

MOUNTAIN MAN LAGER
•Dark beer
•Premium beer segment
•520,000 barrels sold
in 2005
•Revenue of $50 million
in 2005
•Popular among Blue-
collared

ISSUES
Sales declined by 2% in 2005 –
1st time in the history of the
company
Light Beer market started to
increase
Demographic Aging

BENEFITS
Reach out to
younger
demographic
Increase in
lifetime customer
value

Today’s Customers take much more iterative & less
reductive journey of 4 stages:
ENJOY,
ADVOCATE &
BOND
CONSIDER
BUY
EVALUATE

JOURNEY IN PRACTISE
Instead of focusing on how to allocate
spending across media, marketers should
target stages in the decision jourey.
ADVERTISEMENT
ADVOCACY
Marketers budgets are constructed to meet the
needs of a strategy that is outdates.
ONE WAY COMMUNICATION
HUGE COST INVOLVED

CUSTOMER EXPERIENCE PLAN
A large number of the
internet population
use the internet for
just searching
randomly.
The next large
internet population is
more involved in
research
Online Videos & Music
Social Networking

Created by Aburvaa Ramesh, SVCE ,
during an internship
By Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

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Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

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Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

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Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

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Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

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From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth. Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.” They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all. In this webinar, you’ll discover: The underlying dynamics fueling sales and marketing misalignment How to implement practical solutions without disrupting day-to-day operations How to cultivate a culture of collaboration and unity for long-term success How to align on metrics that matter Why it’s essential to break down technology and data silos How ABM can be a powerful unifier

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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

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Gokila digital marketing| consultant| Coimbatore

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The Mash-Up Presentation of the Internship

1. THE MASH-UP PRESENTATION

2. Presentation Skills Marketing Management by Kotler HBR Cases HBR Article

3. MODULE 1 PRESENTATION SKILLS

4. MISTAKES TO AVOID

5. TOO MUCH OF INFORMATION

6. NOT ENOUGH VISUALS

7. VISUAL VOMIT

8. CRAP QUALITY

9. LACK OF PREPARATION

10. HOW TO

11. PRESENT DIFFERENTLY

12. TELL THEM YOUR STORY…

13. PROPER DESIGN, COLOUR & CONTRAST

14. START FROM HERE….

15. CONNECT WITH AUDIENCE

16. Not to forget… REHEARSE

17. MODULE 2 MARKETING MANAGEMENT BY KOTLER

18. OVERVIEW Defining Markets for the 21st century Developing Marketing Strategies and Plans

19. IDENTIFYING VALUE Scanning the Marketing Environment,Forcasting Demand & Conducting Market research Creating customer value and relationships Analysing consumer markets Analysing Business Markets

20. CHOOSING VALUE Identifying market segments & targets Competitive Dynamics Crafting the brand positioning Creating brand equity

21. DESIGNING VALUE Setting Product Strategy Designing & Managing Services Developing Pricing Strategies & Programs

22. DELIVERING VALUE Designing & Managing Integrated Marketing Communications Managing Retailing,Wholesaling & Logistics

23. COMMUNICATING VALUE Designing & Managing Integrated Marketing Communications Managing Mas Communications Managing Personal Communications

24. SUSTAINING GROWTH & VALUE Introducing New Market Offerings Tapping into Global Markets Managing a Holistic Organization for the Long Run

25. MODULE 3 HBR Case Studies

26. 1

27. ISSUES Majority of the population lives below the poverty line Buckingham has outdated market data to make decisions Buckingham has deep thinking background but little industry background

28. CURRENT CONDITION The only other minor league sports team in Springfield is a hockey team, the falcons and they are contemplating leaving town due to low ticket sales

29. FIRM RESEARCH Need new data:game attendance;ticket & concession prices Questionaire Postcard:fans potential spending behaviour Poll No’easters stakeholder to formulate Questions Fans asked to fill out postcards & mail it,call a phone number to give results or fill put the form in the web

30. BUYING A LEGEND 2

31. FAVOURABLE CONDITIONS Manufactured 350 pianos worldwide Increase in sale of grand & vertical piano in traditional market Opening of new potentially large markets

32. UNFAVOURABLE CONDITIONS Frequent change in ownership Global sales fall by 40%

33. STEPS TO RESOLVE Manufacturing Marketing Used Piano Market Competitions

34. MOUNTAIN MAN BREWING COMPANY -BRINGING THE BRAND TO LIGHT 3

35. MOUNTAIN MAN LAGER •Dark beer •Premium beer segment •520,000 barrels sold in 2005 •Revenue of $50 million in 2005 •Popular among Blue- collared

36. ISSUES Sales declined by 2% in 2005 – 1st time in the history of the company Light Beer market started to increase Demographic Aging

37. SHOULD LIGHT BEER BE INTRODUCED?

38. BENEFITS Reach out to younger demographic Increase in lifetime customer value

39. THREATS Canabalization of core brand Alienation of core customers Dilute brand equity

40. MODULE 4 HBR Article

41. BRANDING IN DIGITALAGE

42.

43. CONSUMER DECISION JOURNEY

44. Today’s Customers take much more iterative & less reductive journey of 4 stages: ENJOY, ADVOCATE & BOND CONSIDER BUY EVALUATE

45. JOURNEY IN PRACTISE Instead of focusing on how to allocate spending across media, marketers should target stages in the decision jourey. ADVERTISEMENT ADVOCACY Marketers budgets are constructed to meet the needs of a strategy that is outdates. ONE WAY COMMUNICATION HUGE COST INVOLVED

46. Example…

47. Example… Kit-Kat and Oreo: Oreo has been part of a few brand interchanges on Twitter, but this one in March was initiated by Kit-Kat. The chocolate bar challenged the chocolate cookie to a game of tic-tac-toe with a specific fan's affections at stake.

48. WHAT THEY DO

49. WHAT THEY SEE Report Broken Links Inconsistent Brand Images

50. WHAT THEY SAY

51. CUSTOMER EXPERIENCE PLAN A large number of the internet population use the internet for just searching randomly. The next large internet population is more involved in research Online Videos & Music Social Networking

52. NEW ROLES OF MARKETING

53. Created by Aburvaa Ramesh, SVCE , during an internship By Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com

The Mash-Up Presentation of the Internship

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