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Rahul Gandhi Congress launched him as their marketing weapon He has added a new constituency” the youth “ Shows freshness , sincerity , positivity – all of which is a rare combination amongst the politicians Political scion gifted with a glorious smile Samsung • Launched 225 products in 2009 against 2000 the year before • It is closing the gap effectively with technology breakthrough / products customized to Indian needs • They made an exclusive 32” LED TV for Indian customers as Indians have smaller rooms • They target to lead in product innovation space & be relevant to consumers Aircel • Till 2006 it was just in 2 circles with 2.2 million consumers • Positioning was on non-voice uses –pay bills/book tickets/network with friends • Monthly subscriber additions have doubled from 600,000 6 months ago to 1.4 million Virgin Mobile • Decided to target youngistan – focused exclusively on youth • Focus on communication where the youth “ gets around “ not necessarily rebels ..they find a way • Introduced many first “ including ..get paid to receive a call” -Cut clutter • It has achieved a 92 % awareness , and 69 % consideration a year since its launch GHAJINI Before 25th December • First Look: Ghajini's marketing started way back from March 20 • when he came out on the premier of RACE with his new BALD look. • It actually gave the perfect sneak peek at the two looks of Aamir in the movie. • Notice the jacket and rolled up half sleeves? • Did anyone say Sanjay Singhania? • And then – in November, this photo shot across leading dailies and Aamir without even showing his face and his 8 packs instantly became the talk of the town. • The 8 pack promotion: October 2007 and remember SRK and the ho- • • • • hallah around his 6 pack abs. It was only around that time that Aamir silently started working on his own, and just to make it better, he added a pair and made it eight! The fact that the man now had a 8 pack and a fantastic body, he decided to show the world how he got it! Up came the videos with 'Making of Aamir's 8 pack' on all news and entertainment channels. Videos similar to this you tube got thousands of visits! He even went a step ahead and called a press conference to introduce his trainer and explain his diet chart! –Television appearances With the TV channels filled with Ghajini promos, Aamir went into overdrive with his interviews, which came in by the day on every news and entertainment channel. Not to forget the guest appearances on reality shows, which is now a sort of a norm. –Offline Promos at Theaters – 'Theater personnel's with Ghajini hair cut' act that he did on the release on Rab neBana di Jodi. Simply Fantastic. Imagine going to a cinema hall to watch RNBDJ and you watch all these Aamir Khan look alkies and his life size cut outs. You almost wish that you had come to watch Ghajini! Co branding • Tata Sky started running Ghajini “specials” complete with behind-thescenes stories of the upcoming film. Samsung launched special Ghajini edition mobile phones of L700 and M200 models. These handsets have preloaded with Ghajini ringtones, pictures and songs. Tata Indicom started with a outbound dialer service with Khan's pre-recorded voice. Co branding • Van Heusen launched Ghajini's apparels in their stores all across India and is backing it with in-store campaigns and giant posters of Khan dressed in formal attire. Van Heusen also organized a fashion show wherein models along with Aamir sported the Ghajini look. Add a little big of jig and a bit of Guzarish and he had all the TV channels beaming again! Viral SMS campaign • Remember the chain SMS which threatened to reveal what could possibly be the climax of the film? For those who were not on the mailing list, here it goes...“Someone killed Aamir’s girlfriend and he lost his memory. Then he tries to find out the killer. Suspense… Aamir himself is the killer. Now enjoy Ghajini!” • I bet this one was proposed by someone at Tata Indicom!!! Digital Promotion • With so much happening offline, something had to be done online to and Ghajini makers had that well covered. • Websites like www.rememberghajini.com, www.findghajini.com and www.wallofsuspects.com were built to drive curiousity levels around the movie and provide a movie like experience on the Internet. Add to that a 3D PC game and a number of mobile games and applications, and you have the digital space busy. Not to forget that he has his own popular blog, which was a constant source of dope for all those waiting for Ghajini to release. Final Week Controversy Just to cap it all, we had this 'Ghajini Release Stayed' court notices which threatened to stop the release of the immensely anticipated film a day before 25th December. Naturally, this became breaking news with minute to minute tracking on the latest updates. And after much drama, when the permission was granted, it was like a whole nation had taken a sigh of relief and they could all breath again! 10 month Campaign, where we saw Aamir from 8 pack fighting machine to turning in to a barber on the streets of Delhi, is a real case study in motion picture marketing. •To hear from the horse's mouth : With Ghajini we've opened with the highest number of screens ever. So the marketing needed to have depth and width, so we needed to be very aggressive with the marketing of the film. After 25th December: • 100% opening day collections with over 1500 prints • Over 90 crore business by the end of first Sunday • Expected 120 crore by end of first week • Best Ever Opening • Top film of 2008 already The End Result It raked in Rs 90 crores in the ist weekend of its release Marketing cost was Rs 7.5 crore and the global box office off-take Rs 260 crore They honestly told the consumers what to expect through a major use of IMC – Aamir’s physical appearance , the haircut , the in cinema visibility ; ushers having a similar haircut The audience was prepared for what they were going to see What is Marketing Strategy? • A Marketing Strategy is an integrated set of choices about how we will create and capture value, over long periods of time. • A marketing strategy should be centred around the key concept that customer satisfaction is the main goal. • A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe Momentum develops the Marketing Strategy and prepares the tactics to the market Momentum Agency Sales & Distribution Target Market Marketing Strategy Plan Positioning Communication Branding Objectives Tactics Management Marketing Dept. Promotion Policy Product Mix Pricing Policy Market Marketing Planning is a step-by-step process Market Research Bus. Review Competition An. Marketing Strategy Development Target market Definition Positioning Communication Branding Strategy Tactics 4 Main Ways of Approaching Marketing Strategy THINKING FIRST SEEING FIRST DOING FIRST SIMPLE RULES COMPETITIVE MARKETING STRATEGY Marketing Strategy Planning Process Narrowing down to focused strategy with screening criteria Customers Company S. W. O. T. Segmentation & Targeting Product Place Target Market Differentiation & Positioning Competitors External Market Environment Price Promo Integrating Analysis with Planning CUSTOMER ANALYSIS Who BUYS What, Where, When, How and Why Determine Basis of Segmentation ASSESS MARKETCOMPANY FIT Define Quality and Identify Segments You Can Serve (Targeting) COMPETITOR ANALYSIS Who OFFERS What, Where, When, How and Why COMPANY ANALYSIS Given your objectives and resources … what can you do, for whom, where and when? Determine Basis of Differentiation ASSESS PRODUCTCOMPANY FIT Evaluate Relative Quality and Identify Competitors You Can Beat (Targeting & Positioning) The Segmentation Grid Consumer Profiling Contents: • Who buys… – – – – – What Where When Why How Types Of Toys • Plastic Toys – capture 80%; earn a profit of approximately 10-20% every yr • Fabric Toys • Wooden Toys • Metal Toys – Harmful; hence loosing its popularity • Educational Toys • Activity Toys • Soft Toys • Electronic Toys • Battery Operated Toys • Board games like chess, scrabble and monopoly How could you segment the toy market? • Infants (0-12 months) • Toddlers (12-36 months) • Pre - schoolers (3 yrs & up) • Tweens (8 to 12 yrs) • Teens (12 to17 yrs) • Upper, Middle and Lower Income. Competitive Assessment For Each Competitor, Assess the following: Marketing Strategy • • • • • • • Target Market(s) Business Strategy Generic Strategy Market Share Key Success Factors Share of Mind Competitive Advantage (Positioning) Marketing Mix Elements • • • • • • • • Core Offering(s) Product/Service Quality Pricing Communication Media Personal Selling Methods Distribution Methods Location Post-sales service Assessment of Current Marketing Situation Current marketing strategy assessment Segmentation strategy Target Markets Positioning & Branding Marketing Mix Elements Sources of competitive advantage Constraints Budget Technology Human factors Channels Suppliers Management, etc. The Tools of Marketing Mission SBUs Business Strategy Marketing Strategy Who to Serve How to Serve STP Marketing Tactics and Programs Pricing Policy List prices Discounts and promotions Credit terms Etc. Product Policy Length and depth of line Quality Associated services Packaging/labeling Design Etc. Promotional Policy Communication Mix Elements the “Offering” Place/Distribution Policy Intensity Terms Service Etc. STRATEGY FORMULATION SWOT • SWOT Analysis – Identifies Organization’s Strengths, Weaknesses, Opportunities, and Threats • Core Competency – A special strength that gives an organization a competitive advantage Porter’s 5 Forces Model MACRO (REMOTE) ENVIRONMENT: PEST MODEL PEST: Political Factors, Economic Factors, Socio-cultural Factors, Technological Factors A framework that assists in analyzing the external (remote) environment and identifying the existing opportunities & threats Business Strategy A Business has customer groups (i.e. markets), customer needs, core offering Three generic business strategies (Porter): 1. Overall cost leadership 2. Differentiation 3. Focus 5 Generic Competitive Strategies Marketing Strategy (STP) • Segmentation of customer groups (markets) • Selection of specific Target Markets • Positioning of core offering to each target market STP Segmentation Targeting Positioning Perceptual Mapping Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ... Psychographic Lifestyle or Personality Behavioral Occasions, Benefits, Uses, or Attitudes Market Targeting Evaluating Market Segments Segment Size and Growth Analyze sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers. Company Objectives and Resources Company skills & resources relative to the segment(s). Look for Competitive Advantages. Positioning • The “definition”, “place”, or “identity” of a product in the minds of consumers, relative to competitive offerings. • Assumes – Differentiation • A positioning statement – To defined target segment – X is the brand of defined category – That unique selling proposition Positioning Strategies • Product Attributes • Benefits, Problem Solutions & Basic Needs • Price & Quality • Specific Use • Against Other Products • Product User • Against a Competitor Positioning: The Unifying Theme for Marketing Efforts What the Customer Gets Level of quality Brand identity Features What the Customer Wants Image Packaging Associated services Installation Positioning Reflects Key Elements of Strategy How we think the customer views the product How we want the customer to think about us Who the customer sees as a substitute for us What we feel we can do better than the competition Positioning Shapes Customer Expectations A “promise” to potential customers The reason they give us trial; the standard we must meet All Marketing Elements Must Reinforce the Positioning Positioning embodies the principle of market FOCUS Focus requires a concentration on a specific type of customer Inconsistencies between marketing tools leads to a loss of efficiency and effectiveness Creating a Value Proposition (Positioning) • Part 1: What We Do – For – Who want – Our product is – That features – As measured by the target market the “consumption problem” (what “need” do you serve?) our portion of the “solution” (when do they think about your class of product in connection with that need?) key benefit provided (what’s the one or two things you want them to remember about you?) how the customer infers quality • Part 2: Why We Will Win – Unlike – Our product provides – As supported by – And protected by our main competitors key point's of difference what makes our difference possible (why they should believe us…TODAY) why the competition cannot easily overcome it (why they should believe us…TOMORROW) The Role of the Marketing Mix Product Price Place Promotion Physical Evidence Process People Partnering Marketing Strategy Decisions Tactical Implementation Target Customers Customer Effects Some Decision Areas Organized by the Four Ps Product Place Promotion Price • • • • • • • • • • • • • Objectives • Channel Type • Market Exposure • Kinds of Middleman • Kinds and Locations of Stores • How to Handle Transporting and Storing • Service Levels • Recruiting Middlemen • Managing Channels • Objectives • Blend • Salespeople - Kind - Number - Selection - Training - Motivation • Advertising - Targets - Kinds of Ads - Media Type - Copy Thrust - Who Prepares? • Sales Promotion • Publicity • Objectives • Flexibility • Level over Product Life Cycle • Geographic Terms • Discounts • Allowances Objectives Physical Goods Service Features Quality Level Accessories Installation Instructions Warranty Product Lines Packaging Branding Some Decision Areas Organized by the other Ps Phys. Evidence Process People Partnering • • • • • • • Objectives • Flow of activities • Customer involvement • Number of steps • Queuing • Payment methods • Objectives • HR activities • Customer training • Customer education • Objectives • Loyalty programs • Incentive programs • Alliances • Networking Objectives Facility Design Equipment Signage Employee Dress Other tangibles - Reports - Bus. Cards - Statements - Guarantees Differentiation How? •The creation of strong Brand activity •The consistent pursuit of those factors which customers perceive to be important •High performance in one or more of a spectrum of activities Benefits Possible problems •A distancing from others in the market •The creation of a major competitive advantage •Flexibility •The difficulty of sustaining the bases for differentiation •Possibly higher costs •The difficulty of achieving true and meaningful differentiation Product Differentiation Form Features Performance Durability Reliability Repairability Quality Style Conformance Quality Design Services Differentiation Delivery Customer Maintenance Training & Repair Miscellaneous Services Ordering Customer Installation Ease Consulting Core Competencies -- A Valuable Company Resource • A competence becomes a core competence when the well-performed activity is central to a company’s competitiveness and profitability • Often, a core competence results from collaboration among different parts of a company • Typically, core competencies reside in a company’s people, not in assets on the balance sheet • A core competence gives a company a potentially valuable competitive capability and represents a definite competitive asset What Are the Key Factors for Competitive Success? • Competitive factors most affecting every industry member’s ability to prosper – Specific strategy elements – Product attributes – Resources – Competencies – Competitive capabilities • KSFs spell the difference between – Profit and loss – Competitive success or failure Market leadership Expansion of the overall market •Target groups – currently non-users •Identifying new uses for the offering •Increasing usage rates Guarding the existing market share Expansion of the current market share •Strong market positioning •Developing competitive advantage •Product / process innovation •Heavy advertising •CRM •Strong distribution relations •Heavy advertising •Improved distribution •Price incentives •New product development •Mergers •Takeovers •Geographic expansion •Distributor expansion