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MARKETING BY JESSIE
PAUL
By Kunal Parekh
Frugal Marketing
Ø Think Flat and Live Frugal
Ø Upstart Brands old & New
1. New business model upstarts
2. Old model new market upstarts
Change Drivers
1. Digitization, globalization (customers are buying
things they can not see!)
2. Wired world (everyone is empowered to be a
journalist, opinion-makers and salesperson!)
3. Advertising is now free-but getting it is hard work
4. The market is small, very small-target audience
of one
Mature Champion
Relat I.e Accenture, Time , Newsweek i.e.
IBM, WSJ, NYtimes, Citi Bank,
ive
mark Mature
Stragglers Champions
Upstarts
et i.e.Capgemini, Businesss week, fortune, Forbes, i.e. The Economist, TCS, Infosys, Wipro, SBI,
Financial Times.
share
Low Stragglers Upstarts
high
Low High
Relative Growth rate
Sales person
Analysts
Consumer Reports
Sourcing Advisors
Consulting firm
Journalists Academics
Internet Pundits
Ec o s ys te m
Define Brand Identity
1. Who am I?
Core principle or core identity
Mission statement, vision and goal
Define with respect to competitors and upstart
firms
Various promotion carried out to define any firm’s
identity
i.e. Infosys’ “to be respected”, Reliance’s “Growth is
Life”
Demonstrating superiority
Core Vs Surround Branding
Core
Surround
§ Content is king
§ News has to be current and interesting
§ Oil the wheels of PR
§ Hire medial consultants
§ i.e. Nandan nilekani’s“flattening the world” phrase
got media attention but the same has been
popularized by thomas friedmen
§
§
Brand Channels Cont..
Brand Channel 3- Awards marketing
proves credibility of a firm and creates
institutions
Setting up an award program to appreciate
valued customers
Instituting an award
aspects
Coherent, Relevant, Interactive, Simple and
Pervasive (CRISP)
Thank You