An appetizing mashup of different modules

Module 1

How to improve presentation skills

5 Design mistakes to be avoided

Too much Info1

Keep one point per slide Keep it relevant Don’t ever do with senseless data Turn data into meaningful

Not Enough Visuals2

Have strong visuals delivering strong punch

Avoid unreachable design

Visual Vomit3

Be mindful spacing and alignment Give a cohesive look Use collection of visual assets

belonging together Stick to color scheme

Crap Quality4

Don’t bore audience Use beautiful fonts to give better

look to presentation

Lack of Preparation5

Craft a perfect story Have a system for collecting ideas

to rework them into master piece Become a great story teller

There are few more things to be taken care of

Use stunning images

75+ words / slide = document

Never use more than 2 – 3 styles

3 Step Model

Prepare

Design

Deliver

3 Step Model

Module 2

Overview of marketing management

A Marketing Management: A South Asian Perspective 14th Edition textbook

Philip KotlerKevin Lane KellerAbraham KoshyMithileshwar Jha

Marketing Management???

Sustaining Growth and Value

Communicating value

Delivering value

Designing Value

Choosing Value

Assessing Market Opportunities and Customer Value

Understanding Marketing Management

Understanding the Marketing Management

arketing is about identifying and meeting human and social needs.M

What is marketed?

What are the tasks necessary for

successful Marketing Management?

Develop Market Strategies and Plan

Capturing Marketing Insights

Connecting with Customers

Building Strong Brands

Shape the market offerings

Strategic Business Units

Strategic Business

Unit

Define Market

Size

Define Market

Opportunity

Perform Customer

Need Assessmen

t

Determine Overhead and Cost Structure

Define Gross and Net Profit

Assessing Market Opportunities and Customer Value

Assessing Market Opportunities and Customer Value

Market research

Creating Customer value and relationship

Analysis of Consumer Market

Analysis of Business Market

Measure and Forecast Demand

Macro Environment Development

Market Intelligence System

Useful Internal Records of such system

Components of Modern Marketing Information System

Market research

Marketing insight

1. Components of a modern marketing information system?

2. Useful internal records for such a system?

3. Make up of marketing intelligence system?

4. Macro-environmental developments?

5. Measurement and forecast of demand

6. Good marketing research

7. Best matrices for measuring marketing productivity

8. Assessment of ROI of market expenditures

Creating customer value and relationship

Build Strong Customer Relationship

Deliver high customer value

Consumer characteristics influencing buying behavior

Major psychological responses influencing consumer responses

Purchasing decisions

Ways of straying from deliberative, rational decision making

Analyzing consumer market

How do institutional buyers and government agencies do their buying?

How can companies build strong relationships with business customers?

How do business buyers make their decisions?

Who participates in the business-to-business buying process?

What buying situations do organizations face?

What is business market and how does it differ from consumer market?

Analyzing business market

Choosing value

Divide the market into segments

Identify the Target Market

Marketing Channel

Communication Distribution Service

Channel Distribution

Value Proposition

What the customer buys……

What he expects……

Our ultimate goal is customer satisfaction

Monitor Customer Satisfaction

designing value

Set Product Strategy

Design and Manage Service

Develop Price strategy and plan

delivering value

Design Integrated Marketing Channel

Manage Marketing Channel

Understand Private Label

Brand

Manage Retailing,

Wholesaling & Logistics

Communicating value

Design and Manage

Marketing Communication

Managing Mass Communication

Managing Personal

Communication

Sustaining growth and value

Introducing New Market Offering

Tapping into Global Market

Managing Holistic Marketing

Module 3

UnME Jeans stands for “you and me”, a brand that is designed to

encourage women to forge their own unique identities and to promote toleranceand appreciation for differences of opinions and tastes.

Margaret foley is Brand Manager of UnME Jeans

What is the present situation?

Foley had been struggling to justify the money she wasspending to advertise her brand in traditional mediaoutlets.

Brand Story was delivered to target customers via 30 –second television advertising spots on the most popularprograms for teenage girls and different other sources.

Her media plan was designed to maximize reach andfrequency among her target market of women 12 to 24and to obtain media placements that were consistentand supported fashion brand.

Situation Analysis (1/2)

Foley asked her advertising agency to investigate fewof emerging Web 2.0 social media options to explore

Biggest challenge can be cutting through all of thetype surrounding Web 2.0 and analyzing itspotential for her brand from media prospective.

Situation Analysis (2/2)

What is the Object?

Objective

• To find consumption and growth rate of different media

• To understand the importance of communication channels for consumers

• What kind of communication channels do the consumers prefer most?

• Most visited social media by consumers

• What are the benefits and risks of each channel?

• Analyze different media channels to find best suitable media plan for branding of UnME

• Budgeting of the media plan

Media in the New Millennium

Foley realized

following trends to bedriving radical change inthe media markets havingpotential to reduce theeffectiveness of her currentmedia plan.

1 Consumer Changing Habits

23% online media consumption

5% newspapers3% magazines

12 hours per week spending online

10/6 hours per week watching television

2 Difficulties to break through advertising clutter

Consumers rememberonly 1% to 3% of theadvertising to whichthey are exposed

2 Turning out of Advertisements

70% of viewerschange channelsthrough commercialbreaks in thetelevision to avoidadvertising.

Online advertising is the only bright spot

Few of big companies using Web 2.0

Cultural Ideology of Web 2.0

Consumer co-creation1

A user generated video sharing website attracted 66 million U.S.

visitors in 2005, spending an average of 50 minutes on site per month

Social Affiliation2

Digital Self-expression3

Capturing the desire for

people to express their

identities online by

creating digital

representations

Example:

Sharing4

Building peer to peer

relationship enabling

consumers to quickly share

information with each other

and collaborate with others

If you are interested in branding, you don’t want to double up and do online the same way as offline.

Th r ee so c ial med ia o u t l et sw er e su g g est ed byad ver t isin g ag en c ies:

Foley believed to do less “talking at” andmore “talking with” her consumers

Foley wanted to go for media plan which

Is most receptive to her brand story

Would foster most constructive dialogue about her brand

Seamlessly integrate with and support her existing media plan

Making an impact on sales

Would develop a line of virtual UnME Jeans thatwould be sold to Avatars on Zwinktopiathrough a virtual UnME Jeans retail store

Bu d g et f o r t h e Zw in kt o pia pr o g r am$200,000 for upfront creative development$100,000 per year for operation, maintenance and updating

1

UnME purchasing targeted bannersadvertising on Facebook, targeting womenages 12 to 24 with an interest in Fashion

Bu d g et f o r t h e Fac ebo o k pr o g r am$350,000 for creative development of profile page, widget & banner ads$150,000 for a three month advertising program

Agency would develop an UnME brandprofile page for Facebook having featuresof fictional character Sasha who wouldembody the UnME brand personality.

2

3

Agency would develop 3-4 minute YouTube video ads telling the storiesof teen girls who embodied the brand essence of UnME

Bu d g et f o r t h e Yo u Tu be pr o g r am$300,000 for creative development of brand channel and video ads$300,000 for buying media with YouTube, which sold the brand channel

and in-video ads at a CPM of $40.

Comparison of Media Plan

Media Budget / year

Zwinktopia $200,000 + $100,000 / year

Facebook $350,000 + $600,000 / year

YouTube $300,000 + $40 CPM

Existing Media Plan of Foley’s UnME Jeans

Budget (in 000’s) CPM

Television $10,000 $29.95

Magazines $2,000 $11.91

Radio $1,000 $11.55

Online Banner Advertising $250 $3.50

Google Search Advertising $250 $8.52

Total Budget for Media Plan = $13,500,000

Comparative Study of Media Plans (1/3)

Potential user base Low cost advertising Direct interaction with

consumers

Virtual product validation Limited user base High risk

Potential user base Good for teen age group Less time taking

High cost involvement Not necessary to reach target market Less growth rate

High user base Customer reach based cost

involvement Good for video lovers

Attractive videos required Long videos may be rejected

from consumers

Which one?

Any pair?

can be a good option to reach target customer but……

Possesses high growth rate butEffective only for video lovers

Now what???

Having high video quality with short timeduration targeting teen age girls

Can be a good option but only for ashort duration of time because of lessgrowth rate

Disparity of Ad spending and Household spent with Media

Media TypeAd spending

(%)Household

spending (%)Household / Ad

TV 43 31 0.73

Newspapers 30 8 0.27

Radio 12 20 1.67

Magazines 8 7 0.88

Online 7 34 4.86

Online Advertising Budget

$300,000

$950,000

$600,000

$1,850,000 / year

Remaining Budget= $ 13,500,000 – $1,850,000

= $11,650,000

Budgeting of Media Plan

Media Type

Ad spending

(%)

Householdspending

(%)Household / Ad

BudgetRequired (in

000’s)

TV 43 31 0.73 $2,396,000

Newspaper 30 8 0.27 $866,000

Radio 12 20 1.67 $5,480,000

Magazines 8 7 0.88 $2,908,000

Online 7 34 4.86 $1,850,000

$13,500,000

Module 4

Brands vs Private Labels:

Fighting to Win

Most of the manufacturers have overreacted to the threatposted by the private labels without fully recognizing twosalient points

Variation of private label strength with economic conditions

Manufacturers tempering challenge posted by private label goods

Reactions to private label

success can have major

repercussions

Exampl e:

Wall street analysis interpreted the price cut by Philip Morris as the death knell of brands

Meeting the

private-label

challenge

requires the same

consideration a

company would

give to any

other company

The Private Label Threats

Improved quality of Private-Label Products

Development of Premium Private-Label Brands

European Supermarkets’ success with Private Labels

Emergence of New Channels

Creation of New Categories

What Drives

Private-Label Shares?

Factors favoring Private-Label Penetration

Product category characteristics

New-product activity

Private Label characteristics

Price and promotions factors

Retailer characteristics

If You Don’t, Don’t Start

For manufacturers seeking only to use excess capacity, private-label production can eventually become a narcotic.

Manufacturers tempted by private-label production should understand that-

Managers invariably examine private-label production opportunities on an incremental marginal cost basis

Private-label production can result in additional manufacturing and distribution complexities

Efficiencies of selling private-label contracts are exaggerated

It is easy to overstate the relative contribution of private-label goods and to understate the cost of cannibalization

Evaluating Private-Label Business

Close excess capacity

Examine the impact of private labels on the market share of national brands

Calculate private-label profitability on both full-cost and marginal-cost basis

Conduct a private-label audit

Winning strategies

Invest in brand equities

Innovate wisely

Use fighting brands sparingly

Build trade relationships

Manage the price spread

Exploit sales-promotion tactics

Manage each category

Use category profit pools as a performance measure

Take private labels seriously

Ways to win

Created By:

Rohit Kumar MittalIIT (BHU), Varanasi

During an internship by:

Prof. Sameer MathurIIM Lucknow