Whether it is marketing a product or marketing YOURSELF !

Module 1

The art of presentation

Someone’s boring me…I think it’s YOU

Too much informationNot enough visualsLack of preparation

Visual vomit

Keep it simpleTell them a storyDitch the notes

Use color, theme, fonts wisely

PrepareDesign Deliver

Creative thinking requires practice

Think BIGLook for alternatives

Never kill ideasMake good ideas happen

GossipJudgingNegativityComplainingExcusesLyingDogmatism

7 sins of speaking Follow HAILH – HonestyA – AuthenticityI – IntegrityL - Love

Also Remember…

Your body language shapes who you are and

how you present yourself

The art of story telling

Keep mysteriousIts about the audience not about the

characters and plotsDo unexpectedSolid structure

Module 2 Understanding

Marketing Management

Assessing market

opportunities and customer

value

Choosing Value

Designing Value

Retailing. Wholesaling. Logistics

COMMUNICATING

Sustaining Growth and Value

Module 3

THE SPRINGFIELD

Maximizing revenue in minor league

Case study 1

From this case

Design, implementation and interpretation of research surveys

Develop a “scaled” pricing strategy for a perishable service

Understand the relationship between pricing and its impact on the sales of auxiliary products

Break even analysis

Disney Consumer products :MARKETING NUTRITION

TO CHILDREN

Case study 2

Disney was accused contributing towards the growing obesity epidemic

Disney need to reconsider the nutritional value of their food products

Establish credibility with the government, manufacturers, parents and nutritionistProvide leadership for rest of the food industry for nutritious diet

Maintain relationship with all stakeholders like retailers, Imagination farms, Kroger etc.

Key to getting children to eat healthier food

Kids have to like it - taste goodMoms like it too - nutritious

Mountain Man Brewing Company : Bringing the brand

to light

Case study 3

*Legacy brew with strong brand*popular among blue collar working men*2% decline in revenue*4% growth in light beer segment

Takeaway from this case

*How to capture light beer market segment*Its effect on brand value and current product*Investment and return on the new product*Breakeven analysis

*

Module 4 HBR article

Advertising’s New Medium:Human Experience

In this media saturated world… Ads are increasingly becoming

INTRUSIVE

Poorly Targeted Boring and Irritating

Marketers should fundamentally RETHINK about their advertising strategy

Think less about what advertising says to its

targets & more about what it does for them

Because yelling won’t work anymore.

Oh god!!!Then what should I do?

FOLLOW Sphere Based Approach in

advertising

1.THE PUBLIC SPHERE

Engage consumers during moments of downtime when they are moving between one point or activity and

the next and have attention free for new inputs.

IKEA provided to and fro transport facility for its

customers

Charmin placed temporary public restrooms featuring its products , increasing brand awareness and building goodwill

Indian companies are trying to

match ad standards with foreign brands

Keep guessing about the productYo

uTube ad

inside

2.THE SOCIAL SPHERE

Turn social interactions into carriers of ad messaging

Diego’s “talking bottles”

Labels enabled the gift giver to scan a code and upload a video for father’s day. Dad could scan the code and receive the

good wishes

Walmart’s Shopycat generated gift recommendations for customers’ Facebook

friends

Google Reunion AdThis advertisement touched a raw

nerve among us all. Google created a master-piece advertisement which has

received more than 10 million views on Youtube as of now.

3.THE TRIBAL SPHERE

It is the domain of more-focused social engagement

Starbucks, too, had done major social media outreach to bolster tribal identity

4.THE PSYCHOLOGICAL SPHERE

Insert words, phrases or emotions into a consumer’s psychological

processes.

Twin benefits

Works as an Ad and a

Motivator

Ad released by Indian

army. “if you

have it in you!”

Identify in which sphere each ad falls

How to place ads in the sphere?

Adopt CUSTOMER CENTRIC approach rather than MEDIA CENTRIC

approach

1. Define objectives first from a consumer’s, not ab advertiser’s point

of view

2. Target the campaign to create value for customers

Choose the right sphere to achieve your goals

3. Test, listen and adjust ads to improve the customer experience

4. Evaluate an expansion strategy

Constantly look for ways to refresh the message

Advertising in these spheres works only when it is welcome and useful; else, they will reject it or,

worse, react with a scorching backlash.

Created by :Tanvi Maheshwari

Lady Shri Ram College for Women,

during an internship by Prof. Sameer Mathur,

IIM Lucknow(www.IIMInternship.com)