Date post: | 22-Jan-2018 |
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Energizing Brands
Meeting tomorrow -
Today
Dr Karthik Anantharaman
Energizing Brands
Change is constant
Learn
Unlearn
Relearn
Customer Centricity
Functions of business
• Production
• Operations
• Accounting and finance
• Management and administration
• Marketing
• HR
• Coordination of business functions
The
changing
approach
to
marketing
Production Era
• Emphasis on producing and
distributing new products
1900s–1920s
Sales Era
• Emphasis on using
advertising and salespeople
to convince customers to buy
a company’s products
1930s–1940s
Marketing Department Era
• Emphasis on developing
many new marketing
activities to sell products
1950s–1960s
Marketing Concept Era
• Emphasis on satisfying
customers’ needs with a
carefully developed
marketing mix
1970s–Today
Pay per use, PPP, Lease
TCO, Customer incentivized
pricing, Loyalty
Fair, balanced, honest: Reality
driven
Good marketing kills a wrong
product
Consultative & honest approach:
Relationship Marketing
Direct, Indirect, e-Commerce
synergy
TAT, Digital leverage
Product
Price
Place
Promotion
Physical Layout
Provision for customer service
Processes
Marketing
Transformation
from 4Ps to 7Ps
• Positively Impacts the business ROI– Automation of information sharing– Scales up sales
• 100% transparency– GPS enabled and intelligent algorithms– Geo tagging of Images and Video & content
• Provides Geographical Coverage– Google Maps and Actual KM tracking
• Lead Generation in real time– Sales management– Effective is ISD programs
• Anytime, Anywhere check status– Dash board on reporting – excel and graphs– Projection of uploads on maps
ROI focus: RealTime activity tracking app
Mobi EYE
The power of social media
Energizing Brands
The emergence of
Experiential Marketing
Apps, AR & VR
Projection Mapping
AR Augmented Reality
Additional reading
Thank you