Frugal marketing is necessary for upstart brands to compete with established companies by focusing on innovative business models and targeted audiences. The document outlines the shift in marketing due to digitization and globalization, emphasizing the importance of creating personalized marketing channels and building an online presence. It also provides practical tips for effective branding and audience targeting in a rapidly evolving market.

1. Frugal Marketing Why > What > How >

2. When is frugal marketing required? Upstart brands take on brands that are larger, more established than themselves 1. New business model challengers 2. Old model, new market challengers high high low low Relative Marketshare Relative Growth Rate Laggards Mature Champions Challengers New Money Marketing , Jessie Paul, McGraw-Hill Education

3. Core vs Surround Input Elements Core Service Attributes Output Impact People Elements that are directly related to service performance Service Delivery Process Delivery Facilities Price Country of origin Executive Management Vision Corporate Governance Environment Community Investor Returns Business Benefits Industry Development Surround Surround Core Quality New Money Marketing , Jessie Paul, McGraw-Hill Education

4. Flat World Trends Digitization, globalization: People are buying things they cannot see! 1. The world is connected electronically: Everyone is a journalist, opinion-maker, and salesperson! 2. 3. The market is very small: You have a target audience of one 4. Advertising is free: But getting it is hard work New Money Marketing , Jessie Paul, McGraw-Hill Education

5. Marketing changes in the Flat World Individuals Interconnected Location-specific Location-independent Customers Access controlled Easily accessible At cost Free Information One way 2-way, interactive Lag Instantaneous Opt out Opt-in At cost Free Communication Old World Flat World New Money Marketing , Jessie Paul, McGraw-Hill Education

6. Executive Branding Pricing Country of Origin Sustainability Useful levers and tools for smart branding Levers Channels Thought Leadership Public Relations Awards Online Presence + New Money Marketing , Jessie Paul, McGraw-Hill Education

7. 5 Frugal Tips Create Your Own Marketing Channels Insights vs Information Go Online Own the Eco-system Define your Audience Narrowly 1 2 3 4 5

8. Confidential © Copyright 2007 Wipro Ltd Define your Audience Narrowly

9. Own the Eco-system New Money Marketing , Jessie Paul, McGraw-Hill Education Industry Associations Analysts Consumer Reports Consulting Firms Sourcing Advisors Other Customers Journalists Expert Users Government Academics Internet Pundits Friends & Family Employees Salesperson Decision Maker

10. Confidential © Copyright 2007 Wipro Ltd Create Your Own Marketing Channels

11. Confidential © Copyright 2007 Wipro Ltd First global award for innovation in sourcing. Blue-chip partners: ITAA, IAOP, Forbes.150+ nominations, 12 Winners announced at gala event in NY Insights vs Information

12. Confidential © Copyright 2007 Wipro Ltd Go Online 478,028 “friends” and 88,009 comments. 500+ connections 1,465,128 “supporters”, 340,142 comments or wall posts 68,836 “followers” 181 updates 900,000+ supporters Acts as a hub for his other online media presence 1185 videos 76,095 subscribers 15,603,285 million channel views New Money Marketing , Jessie Paul, McGraw-Hill Education MyBo Twitter YouTube Facebook LinkedIn MySpace Barack Obama