Marquity Compendium 2019

MARKETING COMPENDIUM

INDEX Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 41. 42. 43. 44.

Topics What is Marketing? Sales vs Marketing Needs, Wants, Demands and Desires Consumer Behaviour Segmentation, Targeting and Positioning Marketing Mix General Trade vs Modern Trade Go-To-Market Strategy Extended Ps 4 As 4 Cs Product Mix – Length and Breadth Push vs Pull Strategy Product Life Cycle Brand Extension Brand Attacks BCG Matrix Ansoff Matrix Potter’s 5 Forces Above the Line Marketing Below the Line Marketing Through the Line Marketing Brand Positioning – Monitoring Competition Brand Equity Managing Brand Equity Competitive Advantage Digital Marketing Experiential Marketing Social Media Marketing Guerrilla Marketing Image and Emotional Marketing Fads, Trends and Megatrends How to make a Marketing Plan? AIDA Model Digital Marketing Funnel Diffusion of Innovation Curve Customer Lifetime Value Surrogate Marketing Brand Personality Marketing Research Business Model Ad Analysis Questions from previous year interviews

Page No. 1 1 2 4 4 10 13 17 17 19 20 21 23 25 27 28 31 34 36 39 40 41 43 44 45 47 48 49 50 51 52 54 56 57 60 62 63 64 65 66 67 69 78

MARKETING COMPENDIUM WHAT IS MARKETING? Formal definition of Marketing as per American Marketing Association: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing is the process by which a firm profitably translates customer needs into revenue. “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” – Dr. Philip Kotler.

SALES VS MARKETING Arena Product

Sales

Marketing

-

Emphasis on product Push strategy implemented to increase revenue

- Emphasis on customer needs - Wide array of products offered as per customer requirements - Pull strategy implemented to attract customers

Price

-

Convince people to buy at stated price

Audience

-

Primarily involves interaction with the buyer

- Aim is to capture value - To price products based on customer demand analysis - Wide audience requiring both internal and external relationship management

Time Horizon - Short-term oriented - Focused on generating revenue & profits thereby improving financials - Focuses on making products

Strategy

- available to customers through right channels in the right quantities to meet demand

Dependency - Depends on marketing to

- Long- run oriented - Focused on both present customer needs and on future market prospects - Focuses on pulling the customer towards the product and in maintaining long term engagement - Depends on sales to close leads

generate lead

Concept

-

Factory – Products- Sales & Promotion - Profits

- Target market- customer needscoordinated marketing- customer satisfaction

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MARKETING COMPENDIUM NEEDS, WANTS, DEMANDS, AND DESIRES Needs • Needs are basic human requirements • They are states of felt deprivation for basic human requirements • These may include: i. Physical Needs: Food, clothing, shelter, clean air ii. Social Needs: Belonging and affection iii. Individual Needs: Knowledge and self-expression • Generally, the products which fall under the needs category of products do not require apish. Example: I need some food. I feel hungry. Given below are the different types of needs:

The new OnePlus 7 has positioned its brand to meet the following 5 needs of consumers as felt by them: Stated Need: “I need a premium smartphone” Real Need: “I need a smartphone with latest features at an affordable rate” Unstated Need: “I need a smartphone with high safety and durability and good customer service support from seller” Delight Need: “A smartphone with inbuilt application subscriptions, and free extended warranty”

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MARKETING COMPENDIUM Wants • Wants are need satisfiers; they are described in terms of objects that will satisfy needs • Wants are shaped by culture, society and individual personality. Ex: A hungry person in Australia may want a hamburger, chips and a cola while someone from Singapore may want noodles and someone from the South Pacific region may want mango, coconuts and beans • Thus, wants are not mandatory part of life. Example: I want to have a pizza.

Demands and Desires: • Demands are wants backed by consumer purchasing power i.e. wants for specific products backed by an ability to pay for them • Companies must measure not only how many people want their product but how many are willing and able to buy it • Customers view products as bundles of benefits and choose products that give them the best bundle for their money Desire is the basic difference between wants and demands. A customer may desire something but he may not be able to fulfil it. Example: My Demand is to buy an Ajanta shoe, but my desire is to buy a Reebok.

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MARKETING COMPENDIUM CONSUMER BEHAVIOUR Consumer behaviour is the study of how individuals, groups, and organizations SELECT, BUY, USE and DISPOSE OFF goods, services, ideas, or experiences to satisfy their needs and wants. A consumer’s buying behaviour is influenced by cultural, social and personal factors.

Cultural Factors • Culture

Social Factors

Factors

• Reference Groups

• Fundamental Determinants of wants and behaviour

• These are groups that people compare themselves with and are influenced by. • E.g. As a cultural norm, indians take sweets as gifts while visiting • These Groups affect people by: family or friends, which is very • Exposing them to new different from that of Americans. behaviour This presents opportunities to brand and companies like Cadbury. • Influencing product choices • SubCulture • E.g., Boys usually dont wear skirts • Specific Identification and because it does not conform to Socialization social norms • Nationalities • Cliques • Religion • "People I know and Trust". • Racial groups These groups are often • E.g., People in South India Prefer responsible for convincing you drinking filter coffee over instant to buy a product premix coffee. This poses challenge to brands like Nescafe and Bru

• Social Class

Personal Factors Personal factors

• Age and Stage in Life Cycle • Age • Number and composition of house members in houses • E.g., Parents spend an inordinate amount of money on new born children

• Occupation and Economic Circumstances

• Occupational groups show above average interest in certain products/ services. Circumstances include debts, income, savings, assets, borrowing power etc. • E.g., People who earn more also pay a lot more via credit • E.g., You are likely to ask a tech cards savvy friend before buying a new • Personality smartphone

• Family

Concept

and

Self

• Homogenous and enduring • Immediate family members • Personalities respond to external stimuli in an expected divisions in a society with affect buying manner including buying common values and interests • E.g., Husband and wife will buy the behaviour • E.g., Divisions of society into same insurance upper, upper middle, lower • E.g., Netflix attracts people middle and lower class with variety of their choice

SEGMENTATION, TARGETING & POSITIONING (STP)

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MARKETING COMPENDIUM SEGMENTATION Segmentation is a practice that seeks out pieces of the total market that contain customers with identifiable characteristics, as defined by income, age, personal interests, ethnic background, special needs, and so forth. The point of segmentation is to break a mass market into submarkets of customers who have common needs. Why do we need segmentation? Not all individuals have similar needs. Individuals have different needs based on various factors which define them or their lifestyle like needs of men, women and kids differ from each other completely, or the needs of married individuals would differ from bachelors or needs of people from different countries will be different, when they are to be satisfied using various products and services. Identifying these segments makes it possible to do two things: (1) create goods and services that are better tailored to the needs of specific customers and (2) focus marketing resources more efficiently

Segmentation is done along the following factors:

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MARKETING COMPENDIUM

DEMOGRAPHIC SEGMENTATION Based on demographic variables, the firm can decide which group they need to cater to. The Demographics in consideration are: gender, age, family, income, educational background, religion, socio economic status, race, etc.

AGE

Horlicks Lite for adults

Junior Horlicks for toddlers and pre schoolers

Horlicks has segmented the market to cater to all the age groups separately. It has 3 major segments, i.e. Toddlers, growing children and adults.

GEOGRAPHIC SEGMENTATION Categorizing customers according to the geographic units and customizing group requirements accordingly. This type of marketing strategy can be explained with some examples:

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MARKETING COMPENDIUM PSYCHOGRAPHIC SEGMENTATION The art of marketing is such that the marketer needs to highlight that part of the commodity that appeals most to a customer and tell him the features of the product and how it will benefit him, as a part of the advertising process. For example Patanjali Patanjali correctly identified the change in behavioral trends and shifting towards a healthier lifestyle. It appeals the most to consumers through its “Ayurvedic, Herbal, Non-chemical” feature. It advertises to show how the herbal ingredients would benefit the consumer. Mountain Dew Mountain Dew with its tagline of “Dar ke aage jeet hai” has positioned itself as a synonym of people who are adventurous. It appeals to the young enthusiasts who are willing to take on challenges in life

BEHAVIOURAL SEGMENTATION For example DOVE Shampoo Dove Shampoo comes in a large variety. Hair fall, Anti-dandruff, Soft & silky, Damage repair, etc. are all examples of different hair problems that are addressed by DOVE by segmenting the consumers basis their USAGE patterns. Classification of cities as a basis of segmentation:

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MARKETING COMPENDIUM TARGETING Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customers whose needs and desires are first identified and then attempted to be met by your product or service offerings. It can be the key to attract new business, increasing your sales or profitability. For example Paper Boat To enter into the saturated market of juices in India, paper boat had to look for a unique strategy. The target group being already overwhelmed with juices, emotional marketing was adopted, by giving it a nostalgic touch via names and quotes. The target group was offered, a fruit content rich drink option which could also connect them to their traditional roots, and thereby attracting them towards Paper Boat.

. ZARA

Zara’s target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. They segment their product line by women’s (60%), men’s (25%) and the fast- growing children’s (15%) department.

POSITIONING Positioning is defined as the act of designing the company’s offering and image to occupy distinctive place in the target market’s mind. Positioning is all about ‘perception’. As perception differs from person to person, so do the results of the positioning map e.g. what one perceives as quality, value for money in terms of worth, etc. will be different to any other person’s perception. However, there will be similarities in certain cases.

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MARKETING COMPENDIUM For example GSK’s ENO, an antacid, has always positioned itself as an instant reliever from acidity. Positioning statement: Take ENO for fast relief from acidity. It gets to work in 6 seconds. “To acidity-stricken people, ENO is a powdered antacid that gives instant relief in 6 seconds”

Elements of positioning: 1. Target Audience: For whom the product is intended. 2. Points of Parity (POP): Attributes similar to other products in the category. Points of parity are important because customers expect basic offerings from a category. For example, when purchasing a toothpaste, a customer will expect that it should have freshness as well as it tastes well. 3. Points of Difference (POD): Attributes that differentiate the product from others in the same category. The more the number of PODs, the better is the positioning. PODs should satisfy the following criteria  It should be desired by the customer  It should be sustainable for the producer  It should be differentiated from its competitors

Apple introduced the fingerprint scanner to unlock device in the iPhone models. This was a POD until Samsung and all other manufacturers used the same technology to make it into a POP, thus nullifying Apple’s unique POD

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MARKETING COMPENDIUM

MARKETING MIX Its purpose is to make a marketing strategy for a new market or an existing market. For a product marketing mix has 4 Ps

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MARKETING COMPENDIUM

PLACE - Distribution Channels

Channels of Distribution: 1. Intensive Distribution: Intensive distribution mainly means distribution on a large scale and displaying the product in as many ways and places as possible so that the seller sells in high volume due to large scale distribution. The chosen level of distribution generally depends on different factors such as the production capacity, the size of the target market, pricing and promotion policies as well as the seasonal requirement of the product by the end user. Intensive distribution is most commonly used when the product is a very common product in the market and there are many different alternatives available, for example, cigarettes, alcohol, soft drinks, soaps etc.

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MARKETING COMPENDIUM

2. Exclusive Distribution: As the name suggests, Exclusive Distribution is a type of distribution where a company ties up exclusively with a distributor. This type of distribution includes an agreement between the distributor and the manufacturer that the manufacturer will not sell the product to anyone else and will sell it only to the exclusive distributor. For example, companies like Rolex, BMW, Mercedes etc follow this type of distribution channel. Main advantages of exclusive distribution include focus, availability, control, financial advantages for the company etc.

3. Selective Distribution: Selective distribution is a distribution approach where selective and few outlets are chosen through which the product is made available to the customers. Unlike intensive distribution, not all available outlets are targeted and neither is it like exclusive distribution where there is only one outlet. A few outlets with calculated potential are identified and then they are given the rights to stock and sell the offerings of a company. For example, this distribution strategy is used for low-end range and mid-level range cars or for clothing brands such as Louis Philippe or Van Huesen.

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MARKETING COMPENDIUM

GENERAL TRADE v/s MODERN TRADE General Trade

General trade is associated with a spread-out distribution network of small retailers, dealers, stockists, wholesalers, and distributors. It maintains inter-personal relations between the customers and the retailers. Erratic demand leads to quick and ad-hoc orders which put a strain on the schedule planning and last mile delivery for the distributors.

Modern Trade

Modern trade includes the larger players such as supermarket chains, mini -markets (Indonesia), hypermarkets, etc. The customer-seller interaction is not as personal or regular as that in general trade. It involves a more planned and organized approach to distribution and logistics management.

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MARKETING COMPENDIUM

Some of the key differences are: Metric

General trade

Modern Trade

Erratic or Seasonal

Consistent (Interim promotions)

Personal (retailer hands out the products to the customer)

Customer can pick and choose the items and then proceed to check-out.

Based on current stocks

Strategically planned to meet promotional demands

Limited

Extravagant

Comparatively lower focus

Comparatively higher focus

Demand

Customer interaction

Order placement

Product range

On-time deliveries

Order fulfilment time

Economies of scale

Credit cycle

Can be accommodated at different times

Goods traded on MRP

Short

Must be specific to pre-decided time- slots (missing which might raise a penalty on the distributor)

Retailers can absorb cost and give promotional discounts to drive purchases

Long (customized)

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MARKETING COMPENDIUM

PRICE

Consumer-Perceived Value (CPV) CPV is the difference between the perceived customer evaluation of all the benefits and costs of the offering and the perceived alternatives. Customer-Perceived Value = Total Customer Benefit – Total Customer Cost Total Customer Benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits customers expect from a given market offering because of the product, service, people and image. Total customer cost is the complete packet or fees a customer expects to pay in the researching, buying, obtaining and maintaining of a given product or service including monetary, time, energy, and psychological costs.

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MARKETING COMPENDIUM

For example While buying a car, the expected reactions from family and friends also become a part of benefits or gain. The customer evaluates whether the car would be able to provide whatever he/she is looking for. Whether the car would provide the comfort and the usability. Also, for many customers the perceived value would also include the mileage a car, the opportunity and the monetary cost as well.

Can you think of the factors that you considered while deciding to buy your last smart phone?

PRODUCT – Benefits Products provide benefits, and it is for these benefits that they are bought by customers. These benefits may be classified into three types:

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MARKETING COMPENDIUM

Go-to-Market Strategy A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, considering such factors as pricing and distribution. A GTM strategy is somewhat like a business plan, although the latter is broader in scope and considers such factors as funding.

EXTENDED P’s In case of a service 3 more Ps are added to the marketing Mix, together they make 7 Ps for an extended marketing mix of a service. 1. 2. 3. 4. 5. 6. 7.

Product Price Place Promotion People Physical Evidence Process

People All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering. Processes The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.

Physical Evidence

Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible. For example, a hair salon (using all L’Oréal Professional products) would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material. Even if the material is not physically printed (in the case of PDFs) they are still receiving a “physical product” by this definition.

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MARKETING COMPENDIUM

4P Analysis of KitKat

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MARKETING COMPENDIUM

4 A’s Poor management as a consequence of not knowing what drives consumers is behind the majority of marketing failures. Consumer knowledge is a much more reliable route to success. This customer-centric marketing management framework emphasizes on the most important consumer values – Acceptability, Affordability, Accessibility, and awareness – which is dubbed as the four A’s. This is based on the four distinctive roles that consumers play in the marketplace – seeker, buyer, payer, and user. The 4 As can also easily be related to the traditional 4 Ps.

Here, 4 As have been explained keeping a rural consumer in mind.

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MARKETING COMPENDIUM

Acceptability

Affordability

Came up with a new product, Colgate Ayurvedic Toothpowder targeting rural rich and consuming class.

Quantity that Colgate offered consumer was much higher than the competitor at the same price. Price was also set low for market penetration. Current Price: 50 gm – Rs. 20

Came up with a sachet of tooth powder for rural population who buy in smaller lots. Availability

Awareness

Tying up with initiatives like E- Choupal and Disha to strengthen distribution network.

Colgate created awareness by melas, door to door selling, haats, sampark campaign, vans, free dental checkups, free samples.

To focus more on customer’s wants and needs we can use the 4 C’s

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MARKETING COMPENDIUM Product Mix – Length & Breadth Product Mix The complete set of all products that a company offers to the market is called as the product mix of the company. For example, this is the product mix for Procter & Gamble.

Product Line A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets or fall within given price ranges.

For example, Milkybar, KitKat, Munch, BarOne, Alpino, Nestle Classic all belong to the chocolate product line for Nestle.

Product Mix Breadth The breadth (or width) of the product mix consists of all the product lines that the company has to offer to its customers. If we take P&G, for example, the breadth of the major product lines would consist of hair products, oral care, soaps and detergents, baby care, and personal care. This means that the product mix breadth is five. Product Line Depth The number of products in a product line refers to its product line depth. The depth of product blend refers to how many variants are offered of each product in the line.

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For example, Dove has 10 different types of shampoos for different hair needs (Rejuvenated Volume, Rejuvenated Repair, Split-End Rescue, Nourishing Oil Care, Intense Repair, Hair Fall Rescue, Daily Shine, Dandruff Care, Dryness Care, Oxygen Moisture), it contains a depth of 10.

Length of the Product Mix It refers to the whole number of items in the mix. For example, if a company has 5 product lines and 10 products each under those product lines, the length of the mix will be 50 [5 x 10].

Product Mix Consistency It pertains to how closely related product lines are to one another - in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, Amul has various product lines which are all dairy related. So that product mix consistency is high. But Samsung as a company has many product lines which are completely independent of each other. Like Air conditioners, televisions, smart phones, home appliances, so on and so forth. Thus, the product mix consistency is low in Samsung.

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MARKETING COMPENDIUM

PUSH V/S PULL MARKET In PUSH; uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell product to the end users. This strategy is appropriate when there is low brand loyalty, brand choice is made in the store, the product is an impulse item and the benefits are well understood.

MR to Doctors product explanation

Giving Samples of medicines to Doctors

D2C - E-Commerce

In a pull strategy the manufacturer uses advertising, promotion and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it. This strategy is appropriate when there is high brand loyalty, high involvement and the consumers choose the brand before they go to the store.

Advertisements

Consumer Promotion

PR & Publicity L'Oreal Citizen Day

Events & Experiences L'Oreal Powder Room

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Parameters explaining Push and Pull Marketing PULL

PUSH

Advertisements: Radio, TV, Print Ad, Online

Sales promotion: Trade promotions - Buy 1 Get 1 free

PR & Publicity: Non-paid, online blogs, press releases, etc.

Personal Selling : Face to face sales

Events and Experiences: Mall activations

Direct to Consumer: Tele marketing

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PRODUCT LIFE CYCLE PLC describes the various stages that a product goes through from the time it was initially thought of until it is finally removed from the market.

Profit Curve

Stage 1: Product Development (Phase 1: Introduction) This is the stage where the product is conceived and developed. This stage is characterized by high R&D costs and losses in the form of manufacturing costs. Example: Apple Car an autonomous EV is an example of product development phase 25 | P a g e

Stage 2: Introduction Stage (Phase 1: Introduction) This is the stage where products are introduced to the market. Companies either create a new product market or they enter with breakthrough or they come up with competitive products to the existing products. This stage is characterized by high marketing costs since the company invests a lot in creating awareness for the product. Sales growth is slow in this stage due to which the company experiences huge losses during this period. Due to the inability to continuously sustain losses, the failure at this stage is the highest. MG launched its new car MG Hector on 27th June, 2019 in India. It is currently in its introductory phase. Stage 3: Growth This stage is marked by a sharp increase in sales and the product becomes profitable in this stage. Company spends on marketing to strengthen market share and capture market share. This stage also experiences competition from new entrants who now see value in entering the segment. This stage also experiences the highest profits. With the rise in proliferation of data, online video streaming services are catching on.

Stage 4: Maturity This stage sees stagnation in profits and the sales after growing for a certain period start going down. Companies often spend a lot on innovation and promotions to sustain this stage as long as possible. This is also a stage that is characterized by strong competition since the segment is now an established one. A product might be in this stage for months or for decades. LED TVs are currently in the maturity stage, coming up with new features and innovation to sustain their sales

Stage 5: Decline This is the stage when players start moving out of the segment because it has been replaced by better and more lucrative alternatives. Companies reduce their marketing spends and do not invest in innovations and the product sells by itself. The sales in this stage continuously decrease until the product goes obsolete.

Desktop computers are in the decline stage with a decreasing market and little to no innovation 26 | P a g e

Product Life Cycle Extension PLC extension is a way for firms to compete for sales and market share. This can take place in a number of ways:  Increase use of the product among current users  Obtain more varied use among current users  Identify new users  Bring in product line extension Android has been continuously bringing out new versions of its software version to extend its product life cycle

BRAND EXTENSION Brand extension is a method used by companies to launch a new product by using an existing brand name. Brands Extensions fall into general categories:

Benefits: • Allows company to leverage its existing customer base and brand loyalty to increase profits and promote new products with reduced promotional costs because the new lines or brands benefit from being part of an established name • Achieves success much quicker than it would have as an original brand 27 | P a g e

Disadvantages of brand extension: • Brand dilution: It occurs when consumers start thinking less of the brand. If a firm launches extensions consumers find inappropriate, they may question the brand integrity or become confused or even frustrated. E.g. Tata Nano being launched as a “cheap” vehicle hit the positioning of Tata Motors hard. • Brand confusion: Line extensions may cause the brand name to be less strongly identified with one product. E.g. By getting into powdered milk, soups and beverages, Cadbury ran the risk of losing its more specific meaning as a chocolate and candy brand • Cannibalization: Consumers may switch to extensions from parent-brand offerings, hence cannibalizing the brand sales. Apple introduced iPhone which include the features of iPod and thereafter started its semi-yearly product launches introducing iPhone 4S within a year of launching iPhone 4. According to Walter Isaacson’s interview of Steve Jobs, one of his business rules was to never be afraid of cannibalizing yourself. “If you don’t cannibalize yourself, someone else will,” he said.

ATTACKS Attacks are aggressive marketing campaigns to increase brand awareness and respond to competitors' marketing strategies. Sometimes, meek campaigns and responses don't generate any buzz and companies need to get aggressive and create unique campaigns that stay in the minds of consumers to remain competitive. Frontal Attack Attacker matches its opponent’s product, advertisement, price and distribution. There are different types of frontal attacks:  Pure frontal attack: It involves matching the competitors in all aspects of marketing  Limited frontal attack: It involves attacking in specific customer segments  Price based frontal attack: Price attributes are matched by the competitors

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Flank Attack This type of attack targets weak spots or gaps. They can be geographic gaps (where competition product or distribution is weak) or product gaps (when competition product is not meeting some specific needs). An example would be H&M opening stores across metro cities, tier 1, tier 2 cities in 18 months compared to Zara’s 16 metro and tier 1 cities since 2010. This led it to more than double its sales in 2017. An example for product gap would be Dabur entering the beverage market through its Real fruit juice and entering a space that hadn’t been occupied by Coca Cola yet. Defense against Flank attack A dominant company may defend against potential flank attacks by creating its own flanker brand—a brand to occupy the flank position on a core product. For example, to entice a new market segment, the makers of Tide laundry detergent launched its Cheer brand as a lower-cost alternative to Tide. While sales of Tide fell a little, the combined sales of Tide and Cheer were greater than Tide’s sales before the launch. Sitting on Tide’s lowprice flank, any flanking attack made by a future competitor will threaten Cheer before it can threaten Tide, the core product.

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MARKETING COMPENDIUM

Guerrilla Attacks These consist of small, intermittent attacks, conventional and unconventional attacks to embarrass competition which includes selective price cuts, intense promotional blitzes and even legal actions. Samsung wooed the “Appel” community When Samsung handed out a few hundred Galaxy S9s to the entire population of the Dutch hamlet Appel, it had a clever bit of marketing on its hands. The stunt is charming and shows that many of Appel's community may now be part of Samsung's community as well. When Wendy’s roasted McDonald’s

When Chick-fil-A roasted Burger King

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MARKETING COMPENDIUM BCG Matrix The BCG matrix (or Growth-Share Matrix), is a planning tool used to evaluate the strategic position of a business brand portfolio and its potential. It classifies business brand portfolio into four categories on the basis of industry attractiveness (growth rate of that industry) and competitive position (relative market share). The BCG analysis helps the company in deciding which entities in the business portfolio are actually profitable and which are not. This helps businesses identify what it should concentrate on and what gives it a competitive advantage over others.

Relative market share: Represented by the horizontal axis. Higher market share results in higher cash returns. The mid-point is generally set at 1.0. Market growth rate: Represented by the vertical axis. Higher market growth rate might lead to higher returns in future, but this requires investment to stimulate further growth. So, this would lead to higher cash usage.

The four categories are: 1. Dogs (Low market share, Low growth prospects) • • •

Dogs have low market share and a low growth rate and thus neither generate nor consume a large amount of cash. They are cash traps because of the money tied up in a business that has little potential. Such businesses are candidates for divestiture. 31 | P a g e

MARKETING COMPENDIUM Strategies for Dogs: • •

The company can either divest the product altogether. Product can be revamped through rebranding / innovation / adding features etc.

2. Question marks (Low market share, High growth prospects) •

Question marks are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash. The result is a large net cash consumption.

•

They have the potential to gain market share and become a star, and eventually a cash cow when the market growth slows. • If the question mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it will degenerate into a dog when the market growth declines. Strategies for Question marks: • •

Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share. Companies are advised to invest in question marks if the product has potential for growth, or to sell if it does not.

3. Stars (High market share, High growth prospects) •

The business units or products that have the best market share and generate the most cash are considered stars. • Monopolies and first-to-market products are frequently termed stars. • However, because of their high growth rate, stars also consume large amounts of cash. This generally results in the same amount of money coming in that is going out. • Stars can eventually become cash cows if they sustain their success until a time when the market growth rate declines. • Companies are advised to invest in stars. Strategies for Stars: All types of marketing, sales promotion and advertising strategies are used for Stars because of the high competition and rising market share to increase and retain market share. 4. Cash Cows (High market share, Low growth prospects) • •

Cash cows are the leaders in the marketplace and generate more cash than they consume. They provide the cash required to turn question marks into market leaders, to cover the administrative costs of the company, to fund research and development, to service the corporate debt, and to pay dividends to shareholders. • Companies are advised to invest in cash cows to maintain the current level of productivity, or to "milk" the gains passively. Strategies for Cash Cows: • Strategy generally includes retention of the market share. • Thus customer satisfaction programs, loyalty programs and other such promotional methods form the core of the marketing plan for a cash cow product. 32 | P a g e

MARKETING COMPENDIUM Disadvantages of BCG Matrix: • • • •

The model uses only two dimensions (i.e. growth and share) to assess competitive position, others are ignored. More emphasis on cost leadership rather than differentiation as a source of competitive advantage. A high market share does not necessarily lead to profitability at all times. Assumes that each business unit is independent of the others. In some cases, a business unit that is a "dog" may be helping other business units gain a competitive advantage.

BCG Matrix for ITC

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MARKETING COMPENDIUM Ansoff Matrix The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing planning tool which usually aids a business in determining its product and market growth. This is usually determined by focusing on whether the products are new or existing and whether the market is new or existing. The matrix shows four strategies you can use to grow and analyze the risks with each.

The Ansoff matrix provides four different growth strategies:

Market Penetration •

•

This involves increasing market share within existing market segments. This can be achieved by selling more products/services to established customers or by finding new customers within existing markets. The risk involved in its marketing strategies is usually the least since the products are already familiar to the consumers and so is the established market. Example: ITC has a strong presence in the cigarette industry and attempts to penetrate the market further.

Product Development •

• •

Product Development involves developing new products for existing markets. It involves thinking about how new products can meet customer needs more closely and outperform the products of competitors. It can also involve the modification of an existing product so that it can appeal more to the already existing market. It is slightly riskier, because you're introducing a new product into your existing market. Example: ITC introduced ready-to-eat gourmet cuisine ‘Kitchens of India’ which specialises in bringing to life age-old Indian dishes from across the country, especially from the gourmet cuisines of Dum Pukht, Bukhara and Dakshin. ITC developed this new product for an existing RTE market. 34 | P a g e

MARKETING COMPENDIUM Market Development • • •

This strategy entails finding new markets for existing products. Market research and further segmentation of markets helps to identify new groups of customers. This strategy assumes that the existing markets have been fully exploited thus the need to venture into new markets. There are various approaches to this strategy, which include: New geographical markets, new distribution channels, new product packaging, and different pricing policies. Example: ITC's Agri Business Division, has conceived e-Choupal, an initiative by ITC to link directly with rural farmers via the Internet for procurement of agricultural and aquaculture products. This will help develop the market in the rural sector.

• •

• • •

Diversification This involves moving new products into new markets at the same time. It is the riskiest strategy among the others as it involves two unknowns, new products being created and the business does not know the development problems that may occur in the process. Additionally, you're introducing a new, unproven product into an entirely new market that you may not fully understand. There are two types of diversification Related diversification: This means that the business remains in the same industry in which it is familiar with. Unrelated diversification: In this, there are usually no previous industry relations or market experiences. One can diversify from a food industry to a mechanical industry for instance. Example: Coca Cola is using a number of strategies including introduction of new products in existing markets and introducing products in new segments to increase its market share.

Ansoff matrix for Coca Cola

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MARKETING COMPENDIUM Porter’s Five Forces Porter’s five forces is a tool used to analyze any Industry’s attractiveness and likely profitability. It helps one answer the following questions: • •

Whether or not a business can be profitable, based on the level of competition within a certain industry. How does your competition’s action, changes your current bottom line and future planning?

Bargaining Power of Suppliers • An assessment of how easy it is for suppliers to drive up prices. • This is driven by the: -Number of suppliers of each essential input -Uniqueness of their product or service -Relative size and strength of the supplier -Cost of switching from one supplier to another Threat of New Entrants • This examines how easy or difficult it is for competitors to join the marketplace in the industry being examined. • If it takes little money and effort to enter your market and compete effectively, or if you have little protection for your key technologies, then rivals can quickly enter your market and weaken your position. • If you have strong barriers to entry, then you can preserve a favorable position and take fair advantage of it.

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MARKETING COMPENDIUM Bargaining Power of Buyers • •

An assessment of how easy it is for buyers to drive prices down. This is driven by: - Number of buyers in the market - Importance of each individual buyer to the organization - Cost to the buyer of switching from one supplier toanother • Substitutes are unavailable, buyer purchases product in low volume. • Buyer is not much informed regarding the product. Threat of Substitutes • When close substitute product exists in a market, it increases the likelihood of customers switching to alternatives in response to price increases. • In order to discover these alternatives, one should look beyond similar products, which are branded differently by competitors. Instead, every product that serves a similar need for customers should be taken into account. • This reduces both the power of suppliers and market attractiveness. Rivalry among existing competitors • The main driver is the number and capability of competitors in the market. • Many competitors, offering undifferentiated products & services reduce market attractiveness.

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MARKETING COMPENDIUM Five Forces Analysis: Industry-wise High

Low

Bargaining Power of Suppliers

Airlines Industry

Two-wheeler Automobile Industry

Threat of New Entrants

Beer Industry

Telecom Industry

Bargaining Power of Buyers

Packaged fruit beverages industry

Industrial adhesive industry

Threat of Substitutes

Aerated beverages industry

Men's Shaving industry

Rivalry among existing competitors

Chocolate industry

Railways Industry

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Above The Line Marketing (ATL)  Refers to promotional activities done at mass level  Broad reach and largely untargeted  Used for building brand awareness and goodwill  Difficult to measure Media such as television, cinema, radio, newspapers, and billboards are used to create an impact about the company and its product.

Billboard Ads

Air Asia’s billboards were put up across various metros in India to attract travelers with the low-priced flights to Phuket, Thailand

McDonald’s has conceived an astute way of using its branding to lead commuters into its outlets, by sharing bits of its famous golden arches upon select outdoor ad buys. The campaign is a playful example of how the arches are recognizable, even when the consumer only sees a portion of the logo.

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Facebook Campaign by Worldwide Breast Cancer Worldwide Breast Cancer, a global charity focused on early detection of breast cancer, had their work cut out for them, touching on a very sensitive topic for many women: checking for signs of cancer. They wanted to find a way to build awareness of the importance of checking while alleviating some of the anxiety or fear around it.

Below The Line Marketing (BTL)    

Targets specific groups of people with focus More on personal level (one-to-one) Also used for markets where reach of mass media like print or television is limited Best for conversions and direct response

BTL activities include distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes.

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Coca Cola’s 2018 World Cup AR experience Coca Cola celebrated the start of the 2018 FIFA World Cup with an augmented reality experience outside of Zurich train station. Participants could show off their skills on screen with Switzerland’s Xherdan Shaqiri, take a photo with The Powercube (one of his many nicknames) and enter a competition to win the official match ball of the FIFA World Cup. An immersive experience using AR on a grand scale was a great way to engage true football fans and give them a memory tied to the Coca-Cola brand and the world’s biggest sporting event.

Through The Line Marketing (TTL)    

The advent of social media has blurred the ‘line’ segregating the marketing techniques Companies now use an integrated approach involving both ATL and BTL and it is called Through The Line (TTL)approach Allows brands to engage with a customer at multiple points Delivers both a wide reach and a focus on conversions

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Launch of IGTV The app is designed for users to upload and watch long-form vertical video (up to 1 hr in length). Featuring content from various Instagram 'creators', the app has been released both as a standalone and embedded Instagram app. Like YouTube, the app will likely generate revenue for the brand through advertising.

Shoppable Stories on Instagram

It will offer consumers the opportunity to purchase products straight from the Stories of their favorite brands, offering brands & advertisers the chance to conjure up compelling narratives in their Stories to increase conversions. The terms ATL and BTL were first used in 1954 after Procter & Gamble began paying advertising firms separately (and at a different rate) from other suppliers who dealt with more direct promotional efforts. In effect, marketing that was broader in nature was separated from marketing that was more direct in nature. 

Marketing is NOT JUST advertising - it includes ALL the elements of the marketing mix (4 or 7Ps).



Promotion is NOT JUST advertising - it includes ALL the elements, such as PR and direct selling.

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BRAND POSITIONING: Monitoring Competition Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.  It requires an organizational commitment.  It is not something that is constantly changed. 

At the same time, it is important to regularly monitor the desirability, deliverability and differentiability of the brand’s POPs and PODs in the marketplace to understand how the positioning might have to evolve or rarely replaced.



When analyzing potential threats posed to the brand positioning by competitors three high level variables are useful:

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BRAND EQUITY Brand Equity is the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity.

Availability

Preference

Association

BRAND EQUITY

Image & Personality

Loyalty

Familiarity

Awareness

The additional money that consumers are willing to spend to buy iPhone X rather than a Moto G5 s plus is an example of brand equity.

Starbucks’ customers choose its brand of coffee over others both because of its quality and the kind of personalized experience it offers. A customer really likes it when their name is called out once the order arrives. Starbucks is able to build an emotional connect with the consumers. Also, it remains the largest roaster and retailer of Arabica coffee beans and specialty coffees. Therefore, due to the brand equity, consumers are ready to pay a premium for the coffee.

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MANAGING BRAND EQUITY 1. Brand Revitalization Focus to capture lost sources of brand equity and identify and establish its new sources. This may include brand modification or brand positioning. In short it is to make a brand comeback. The music label Carvaan, owned by Saregama ruled India’s music intellectual property scene for nearly five decades postindependence. But Nipper, who fetched cash for Saregama for decades, vanished from India’s music scene two decades back. After two decades, Saregama released a new product Carvaan, a portable retro-style, music-player, which comes pre-loaded with 5,000 classic Hindi songs from ’50s to ’80s. Carvaan has been greatly received and has become popular in Indian markets.

In the early 2000s, Starbucks was expanding very fast. But, the quality of service couldn't keep up with its rapid expansion. Also, by investing in non-coffee-related products, Starbucks was diluting its brand. By 2008, Starbucks was in dire straits.

So, it launched the multi-million dollar "Coffee value and values" campaign- the largest marketing campaign in Starbucks' history. It made Starbucks the star of the show once again. Ad copy included lines like "If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks.” In the late '90s, LEGO expanded their brand via new, innovative product designs but it turned out that these new designs had never actually resonated with their target audience: kids. So, when Jorgen Vig Knudstorp took over as CEO in 2004, he took a new approach: Ask the kids what they want. They discovered kids didn't want to play with pre-built action figures. They wanted to build. So, LEGO got rid of all those new, super-fancy pieces, and made sure they were creating what kids actually wanted. In 2015, LEGO became the second biggest toy company in the world.

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2. Brand Reinforcement Focus on maintaining the brand equity by keeping the brand alive among both the existing and new customers. A brand needs to be carefully managed, so its value does not depreciate. Brand leaders of 70 years ago that remain leaders today — companies such as Amul, Nirma washing powder, Parle-G, Coca Cola — only do so by constantly striving to improve their products, services and marketing. Marketers can reinforce brand equity by consistently conveying the brand’s meaning in terms of: (1)

What products it represents, what core benefits it supplies, and what needs it satisfies

(2)

How the brand makes products superior, and which strong, favorable and unique brand associations should exist in consumers’ minds.

The Dancing girl of Nirma was created 44 years ago but she is still seen in Nirma advertisements every day. A little girl in a frilly white dress twirls her way into a pack of detergent to the tune of a catchy jingle. This petite mascot that appeared in every commercial back then was none other than Nirma Group founder Karsanbhai Patel's daughter

The Amul girl was created in 1966. Half a century later, she is still seen in witty advertisements every day. The ads funnily address pressing issues, yet are able to evoke nostalgia for one of India's most loved mascots.

Parle-G, the 80-year-old biscuit brand with striped yellow packaging featuring the iconic Parle girl, has tweaked its advertising strategy to talk to millennials and highlight the immense nostalgia associated with it. The brand is still talking to people through its “You’re my Parle-G campaign”.

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BRAND POSITIONING: Monitoring Competition  Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.  It requires an organizational commitment.  It is not something that is constantly changed.

COMPETITIVE ADVANTAGE The theory was proposed by Michael Porter in 1985. Competitive advantage occurs when an organization acquires or develops an attribute or a combination of attributes that allow it to outperform its competitors. It is the ability to perform at a higher level than others in the same market or industry. There are four strategies that can be followed to achieve a competitive advantage.

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DIGITAL MARKETING Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium that may or may not require the internet. It consists of search engine optimization, search engine marketing, content marketing, influencer marketing, e- commerce marketing, social media optimization, email direct marketing, etc. E-mail

Viral

Viral

Digital Content

Online

Let us look at some of them1) Email Marketing: It includes delivering personalized or targeted messages at the correct time. For example, brands like Amazon, Flipkart, etc. deliver emails that are tailored to meet the user’s requirement. 2) SEO (search engine optimization): It is used to increase the website’s visibility across the search engines. For example, the search results on Google with a prefix “Ad” are the example of this. Companies pay predefined amount per click on this ad to Google. 3) PPC (pay per click): It is better known as Paid Search. In this process paid adverts are typically placed to the right or above of the ‘organic’ search results. The cost will depend on the competitiveness of the keyword you’re bidding on. 4) Online Advertising: This involves the process of advertising on others website. For example, you can buy a banner space on popular website, paying the website owner for the same. 5) Text Messaging: SMS Marketing is sending promotional campaigns or transactional messages for marketing purposes using text messages (SMS). These messages are mostly meant to communicate time-sensitive offers, updates, and alerts to people who have consented to receive these messages from your business. For example, Kraft Foods created an SMS promotion to highlight a new instant coffee they produced. The campaign offered customers who signed up for their mobile messages a free sample.

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EXPERIENTIAL MARKETING Experiential marketing, sometimes used interchangeably with “live marketing” or “event marketing,” is a marketing strategy that engages consumers using branded experiences. These experiences could include an event, a part of an event, or a pop-up activation not tied to any event. Rather than looking at consumers as a passive entity in marketing, this branch believes that consumers should be involved in the production and co-creation marketing programs, developing relationship with brand. For example- OnePlus India OnePlus makes effective use of unconventional methods of marketing such as experiential marketing in the form of photo walks, pop up stores, etc. Since the product is sold in India exclusively on Amazon, these events help create buzz amongst existing customers and attract new ones for a touch and feel experience and to inculcate a sense of the brand’s community. These stores were set up in major cities in posh malls and engaged the customers inside as well as in the queues outside in various activities that fetched them rewards and prices, and in a select few cases, their very own handsets.

As a celebration of the 16th Anniversary of ‘Gilmore Girls’ and to promote the upcoming part of the series, Netflix turned more than 200 cafes across US and Canada into ‘Luke’s Diner’. Each coffee shop was made to replicate the café from the series, so as to create a live experience for the fans, who in turn created a buzz on social media, especially Twitter. Netflix regularly engages in such marketing, engaging customers based on their interest in different TV shows. Given that pop culture is at an all-time high, it works well for them, especially as competition in the online video streaming service industry is steadily rising.

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SOCIAL MEDIA MARKETING (SMM) Social media marketing is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reaches. This form of marketing is driven by word- of-mouth, meaning it results in earned media rather than paid media. For example- Volvo Super Bowl Contest #VolvoContest

Volvo let the word out that you could win a brand new Volvo for someone you love by simply tweeting the name of the person you would like to give the car to and hash tag #VolvoContest during any car commercial. The idea was to shift the viewers’ focus from the car commercial on the TV to tweeting about Volvo instead.

KFC India successfully boosted its online presence with campaigns such as ‘Radio KFC RJ Hunt’, ‘Design your own bucket’, and the ‘Currycature’ campaign to target the youth audience using mobile apps. All three of these saw a great number of participants and thus high overall engagement. The overall positive engagement of their Facebook page grew from 6.2% to 93.8%.

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GUERRILLA MARKETING Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. In other words, guerrilla marketing is the act of executing an unusual or unexpected marketing activity in a common, everyday place in order to generate a buzz for products or services. The main point of guerrilla marketing is to get your business's name in front of as many people as possible in an unexpected way. Guerrilla marketing is usually a low or no- cost form of marketing that can reap substantial profits if implemented correctly. Thus, it is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than through widespread media campaigns. For instance, (clockwise from top left), Adidas opened up stores that were shaped liked their shoe boxes to attract customers; Axe creatively used the exit signs to demonstrate its position as a deodorant that helps men attract women; Marvel Studios placed giant hammers on the streets to advertise for Avengers; Duracell placed torches at places to create an image of it emitting light.

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MARKETING COMPENDIUM Some other examples:

Left: ASPCA.org; Right: Snickers

IMAGE AND EMOTIONAL MARKETING Companies are increasingly turning to image and emotional marketing to win customer mind share and heart share. Although this has gone on from the beginning of time, today it is accelerating. In today’s economy, companies rapidly copy any competitor’s advantage until it no longer remains. Volvo’s benefit of making the safest car means less when customers start seeing most cars as safe. More companies are now trying to develop images that move the heart instead of the head. Those addressed to the head tend to state the same benefits. So, companies are trying to sell an attitude like Nike’s “Just do it.” Celebrities are shown wearing “milk moustaches.” These campaigns work more on affect than cognition. Below are few more examples to demonstrate: From top left, clockwise: Zomato (Conscience), Mentos: Dimaag Ki Batti (Humour), Tata Tea: Jaago Re (Self Awakening), Royal Enfield: Himalayan (Travel Emotion), Ponds: Googly WooglyWoosh (Happiness) Happydent White (Humour), Indian Army: Live a Life Less Ordinary (Pride and Motivation), Maggi: Miss You Maggi (Nostalgia), Coca Cola: Ummedon Wali Dhoop/Reasons to Believe (Trust), Fortune Oil: Maa Ki Haath Ka Khana (Family Emotion), Maruti Suzuki: India Comes Home (Homecoming Emotion), Fevicol (Humour)

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FADS, TRENDS AND MEGATRENDS FADS A Fad is an intense and widely shared enthusiasm for something, especially one that is short-lived; a craze. • • •

Fads can be a powerful influence over consumer purchases and can even move entire industries in a new direction, at least for a time Riding the wave of a fad can get a company big revenue relatively quickly. It can also leave the marketers stranded when the fad inevitably ends Fads can disappear just as quickly as they begun, and having an escape route is one way to eliminate the dangers of being left with piles of unused inventory

One of the major Fads that arose during the recent times is the Pokemon Go. Pokémon Go is an augmented reality mobile game developed and published by Niantic. The game has crossed 1 billion downloads worldwide as of February 2019 and has 147 million monthly active users as of May 2018. As of December 2018, the game has grossed over $3 billion in worldwide revenue.

Other Examples-YOLO, Keep Calm and

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TRENDS Trend is a direction of sequence of events with more momentum, predictability and durability as compared to a fad • • •

Trends don’t skyrocket and then crash in popularity. Trends are in it for the long haul, so they tend to rise in popularity more slowly Trends have identifiable and explainable rises that are driven by audience needs and demonstrated in cultural shifts It has a sense of permanence and place. Trends point to the future as much as they do the present

MEGATRENDS Megatrend is a global, sustained and macro-economic forces of development that impact business, economy, society, cultures and personal lives, defining our future world and its increasing pace of change. It is slow to form, and once in place, influences us for some time- between 7 and 10 years or longer. Examples- Blockchain, Augmented Reality, Social Media Marketing, Artificial Intelligence

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HOW TO MAKE A MARKETING PLAN

Marketing Plan: It is a document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives. A marketing plan focuses on winning and keeping customers; it's strategic and includes numbers, facts and objectives. A good marketing plan spells out all the tools and tactics you’ll use to achieve your sales goals. It’s your plan of action—what you’ll sell, who'll want to buy.

Steps to create an efficient Marketing Plan: Situation Analysis: Gather data on current sales, market share, cost to company. Analyze your product’s features and decide how they distinguish your product from its competitors. Make your situation analysis a succinct overview of your company’s strengths, weaknesses, opportunities and threats. Determine Target Market: List anything and everything about the ideal customer. This includes basic demographic information, such as gender, age, sex, family composition, earnings and geographic location— as well as lifestyle. Gather relevant customer traits such as are they conservative or innovative? Leaders or followers? Timid or aggressive? Traditional or modern? Introverted or extroverted? How often do they purchase what I offer? In what quantity? Set Goals: Set measurable goals depending on current situation and ambitions. Goals can range from lofty and grandiose (such as doubling sales or increasing market share) to smaller, more bite- sized ambitions (like getting 1000 new Instagram followers on your brand’s account or starting a blog for your business). Distribution Plan: Think through different ways in which you might be able to reach customers and document them in this section of your marketing plan. The distribution plan should provide details on the buying method preferences. For example, will customers purchase directly from you on your website? Will they buy from distributors or other retailers? Develop Marketing Communication Strategies: Define the marketing methods and decide upon the advertisement method, using Internet marketing, direct marketing, or public relations? Depending on the target audience, you will need to pick the best marketing methods to explain, teach, and promote how your product or service stands out above other competitors.

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Set a Budget: Stay focused on marketing related activities. Chalk out a plan and decide the budget allocation on marketing and promotion throughout the next year, and the cost of the item. Most importantly, also decide the source of these funds. Models of consumer responses Micro models of marketing communication concentrate on consumer’s specific responses to communication. All these models assume the buyer passes through cognitive, affective and behavioral stages. Moving from step to step in these models, one loses some percent of prospects. Analyzing this structure helps one understand the root cause of an underperforming communication (advertising/marketing) campaign.

AIDA MODEL AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.

Attention Typical promotion includes commercials, print ads, billboards, contests, etc. Advertisements are designed to occupy the mind space of the potential customer. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. These advertisements expose people to the product’s existence. Example: Celebrity endorsement by Dabur By associating with names like Amitabh Bachchan, M. S. Dhoni etc Dabur intrigues its customers and gets their attention. Dabur invested Rs.150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. 57 | P a g e

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Interest By demonstrating the advantages and benefits, potential customer interest rises. To boost sales, it may include an advertising campaign, increased PR activity, a free- sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on other methods. This stage involves short-term incentives to encourage buyers to purchase a product. Example: A temporary reduction in the price is given to consumer during some festival session by Dabur foods. Sometimes there are price pack deals where the packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 % extra). Dabur also gives a gift with purchase to increase interest (for example a glass, spoon etc.) Desire After the potential customers find your product interesting, at some point, there’s a shift in their mind. It’s about that moment of the shift, from intellectual curiosity to making the decision “I want that for myself.” Dabur tries to convince customers that they want and desire the product and that it will satisfy their needs. If there is a need to stay healthy and fit, the person will desire a Dabur product to satisfy this need. It has developed a temptation among consumer that they really need these products, to pursue healthy and carefree life. Action Once you’ve stirred up enough desire to get your prospect thinking about taking action, it’s time to close the deal. This focuses primarily on using a powerful call to action. Calls to action are simple statements that let readers know what you want them to do next. For example, buy a product, sign up for a newsletter, watch a video, or share your tweets. There is a need to make the customer to take action and buy their product. This will reflect in sales. Because of action, 2.5 crore Hajmola tablets are consumed daily in India, Dabur Amla is the largest hair oil brand in India with 35 million consumers, one in every three fairness bleach consumers uses Fem and Dabur Chyawanprash is the largest-selling nutraceutical in the country. Purchase Funnel The purchase / purchasing funnel is a model which describes the theoretical customer journey from the moment of first contact with your brand to the ultimate goal of a purchase. This model is important when marketing your business as it provides a method of understanding and tracking the behavior of an average customer throughout the sales process. 58 | P a g e

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This can help with the following: • Planning marketing campaigns • Highlighting areas in order to improve your conversion rate (from potential to actual customers) • Evolving the sales process • Designing customer relationship management (CRM) System

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Digital Marketing Funnel The traditional marketing funnel revolved around awareness, interest, and desire. Customers had to be aware that a kind of product existed and had to be interested in obtaining the product. They also needed desire to actually make the purchase. There are two major differences between the traditional marketing funnel and the digital marketing funnel. The first is that customers experience the funnel in a different way. Before the internet, customers tended to experience the marketing funnel in the same order. Now, customers can experience stages of the funnel out of order, or even skip phases entirely. People demand a more customized experience, and the marketing funnel has adapted to that demand. The second major difference is an increased focus on the brand/customer relationship. Customers have become more aware of marketing and being “sold to,” so brands have to work harder to ensure that their interactions with customers are positive, authentic, and valuable. The digital marketing funnel goes beyond the purchase state

Engagement This stage of the digital marketing funnel is concerned with ensuring that customers’ interactions with your brand are positive and that they’re open to future interactions. Many brands use social media sites like Facebook and Twitter to engage with potential customers. Education It is specifically, helping potential customers realize that they have a problem that you can solve for them. 60 | P a g e

Example, potential user might not even know that automation, drones, and robotics could increase efficiency on a job site; the education stage is about identifying that pain point. Research At this point, marketing still isn’t focused on selling a product, but rather on helping customers identify how they can benefit from solving the problem. Evaluation Customers may be looking at multiple competing solutions to their problem, so your focus should be on showing customers why your product is their best solution. Justification The justification stage is about finding ways to overcome objections, obstacles, or inertia. Perhaps the customer isn’t the one with the ability to make buying decisions. Maybe the customer is simply fine with the status quo, and solving the problem isn’t a high priority. Provide customers with reasons why it is a priority or with information they can use to convince those with buying power. Purchase The purchase stage is all about the sale. Make sure customers are comfortable with the purchase, that you’ve answered all their questions, and that they’re confident in the value your product will provide for them. Adoption Adoption, the first post-purchase stage of the digital marketing funnel, necessitates making good on your promises, so that the customer has a good experience with your product. Retention Satisfied customers become repeat customers. To retain customers, give them help when they need it and provide them with educational materials on how to get the most out of your product. Expansion This might mean selling customers additional products or services, upgrading their service, or getting them interested in a completely different product that solves a different problem. The key to reaching this stage is helping the customer see your brand as dependable and an authority on the products you sell and the problems you solve. Advocacy Extremely satisfied customers can help you expand your customer base further. They become brand advocates and do part of the work of selling your product to their peers,

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Diffusion of Innovation Curve Innovation diffusion process (Everett Rodgers): spread of new ideas from source of invention or creation to its ultimate users or adopters. The curve is the graphical representation illustrating this concept.

Adoption of a new idea, behaviour or product does not happen simultaneously in a social system, but rather it is a process whereby some people are more suited to adopt innovation than others. Research has shown that people who adopt innovation early have different characteristics to those who adopt innovation later on- they have different motives for adopting or resisting. When selling an innovation to various target markets, it is important to understand the characteristics of each of them.

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Customer Lifetime Value Customer Lifetime Value is the projected revenue a customer will realize during his/her lifetime after deducting the costs. With a CLV calculation, you’re learning, in essence, what your average customer is “worth” to your company. It is useful metric used by marketing managers especially at a time of acquiring a customer. Ideally, lifetime value should be greater than the cost of acquiring a customer. Some also call it a break-even point. Conceptually, this is what it means:

The basic formula for calculating CLTV is the following: (Average Order Value) x (Number of Repeat Sales) x (Average Retention Time) For example, let's say you run a Health Club where customers pay Rs 1000 per month and the average time that a person remains a customer in your club is 3 years. Then the lifetime value of each customer is (according to the formula above): Rs 1,000 per month x 12 months x 3 years = Rs 36,000.

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Once we calculate CLTV we know how much the company can spend on paid advertising such as Facebook ads, YouTube ads, Google Adwords etc. in order to acquire a new customer. CLV helps you make important business decisions about sales, marketing, product development, and customer support. For example: Marketing: How much should I spend to acquire a customer? Product: How can I offer products and services tailored for my best customers? Customer Support: How much should I spend to service and retain a customer? Sales: What types of customers should sales reps spend the most time on trying to acquire?

Surrogate Marketing Surrogate marketing uses the marketing campaign of a brand or product, to convey a message which is related to another brand or product. This is done due to various reasons. Primary reason is to circumvent the ban on advertising for a particular type of product(s). Example: This is an advert in India for Club glasses manufactured by Carlsberg. A company which is proud about its beer quality and states that it is gives the best beer in the world is not able to advertise its beer. And therefore, it has to advertise its club glasses which can symbolize for its beer.

Surrogate marketing may also be used in cases where the use of a product is linked to a service. In such cases, the service is advertised widely, and the service provider uses only the product in question. How marketing campaigns of companies changed after ban in India: Trends before Ban in advertising – Direct Advertising • “Wills” a cigarette brand of ITC, used to sponsor the Indian Cricket Team/Matches • Tennis Tournaments were sponsored by “Gold Flake”, another cigarette brand • “Manikchand”, manufacturers of ghutka, sponsored the Filmfare Awards for number of years.

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Advertising post imposition of Ban However, after the imposition of a ban on advertising for liquor/tobacco and related products, brands are increasingly using surrogates for advertising. Here are a few examples.

BRAND

SURROGATE

Seagram’s

Music

McDowell’s

Water and Soda

Bagpiper

Water, Soda, and Music

Bacardi

Music

Kingfisher

Water and Calendars

Brand Personality Specific mix of human traits that we can attribute to a brand. The theory is that consumers are more likely to choose brands with which they can associate their own personalities. Brands are generally positioned in the following 5 traits:

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MARKETING COMPENDIUM Some marketers carefully orchestrate brand experiences to express brand personalities. For example, Axe, the popular deodorant, caters to consumers who want others to view them as attractive and appealing. These traits may vary depending on the socio-economic factors in different geographies with different people. For example, Japan lacks ‘Ruggedness’ and has Peacefulness instead. China lacks ‘Ruggedness’ and ‘Sincerity’ and instead has ‘Joyfulness’, ‘Traditionalism’ and ‘Trendiness’.

Marketing Research Market research consists of systematically gathering data about consumers and then analysing it to better understand their needs. Market research results are then used to identify and define marketing opportunities and problems; generate, evaluate, refine marketing actions; monitor marketing performance and improve understanding of marketing as a process. The Market Research process includes:

1. Define the problem and research objectives: Understand the root question that needs to be addressed by market research. For example, “Business problems” might be “How should we price this new widget?” or “Which features should we prioritize?” or “How are customers responding to our offering? 2. Determine research design: 4 types of research approaches depending on the objectives • Observational research is used to gather data by observing customers as they shop or consume products. For Example, Large retail chains use new age technologies to understand consumer behavior • Focus group research is a gathering of 6 to 10 people carefully selected to discuss various topics at length where the questions are based on the marketing research agenda. For Example: Gathering of women by a cosmetic company to understand how they view the product and what they expect, etc. • Survey research is used to assess thoughts, opinions, and feelings of larger set of customers by standardized questionnaires through online or offline surveys, face to face interviews, telephonic interviews etc. For Example, Researchers approach people in a mall and ask them to fill out surveys

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Behavioral research is to trace and analyze consumer purchase behavior from customer database and in-store scanning data to make reliable conclusions For Example, Amazon analyses consumer preferences based on usage patterns and then shows customized recommendations. 3. Decide research instrument: The market research instrument to collect the data can be following •

Qualitative market research data collection ranges from focus group, case study, participation observation, innovation game and individual depth interview • Quantitative marketing research involves the construction of questionnaires and scales which aids in the conduction of surveys and experiments. 4. Sample design: Sampling unit: Whom should we survey? Sample size: How manypeople should we survey? Sampling procedure: How should we choose the respondents? 5. Analyze the data: Extract findings by tabulating the data anddeveloping summary measures by analyzing and extrapolating the same in a structured manner. 6. Visualize & communicate results: Make decisions using the formulated data and arrive at a plausible outcome, keeping in mind all the input parameters and expected outputs.

Business Models B2B Model (Business 2 Business) It is a type of commerce transaction that exists between businesses, such as those involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business to business refers to business that is conducted between companies, rather than between a company and individual consumers. For instance, the tires, batteries, electronics, hoses and door locks may be manufactured elsewhere and sold directly to the automobile manufacturer.

B2C Model (Business 2 Customer) Business or transactions conducted directly between a company and consumers who are the endusers of its products or services. While most companies that sell directly to consumers can be referred to as B2C companies, the term became immensely popular during the dotcom boom of the late 1990s, when it was used mainly to refer to online retailers, as well as other companies that sold products and services to consumers through the Internet.

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C2C Model (Customer 2 Customer) A type of business model that facilitates interaction between customers. Customer to customer businesses provides individuals with a place to converse, exchange and interact with other people. Many C2C businesses have online operations. Online auctions and classifieds such as Ebay and Craig's List are examples of very successful customer to customer business models. These sites don't look to directly sell goods to their members, instead the customers are exchanging with other customers.

Marketplace Model vs Inventory Model Marketplace model of e-commerce refers to providing an information technology platform by an e-commerce entity on a digital and electronic network to act as a facilitator between buyer and seller. Marketplaces are platforms that enable a large, fragmented base of buyers and sellers to discover price and transact with one another in an environment that is efficient, transparent and trusted. The main feature of the marketplace model is that the e-commerce firm like Flipkart, Snapdeal, Amazon etc. will be providing a platform for customers to interact with a selected number of sellers. When an individual is purchasing a product from Flipkart, he will be buying it from a registered seller in Flipkart. The product is not directly sold by Flipkart. Here, Flipkart is just a website platform where a consumer meets a seller. Inventory, stock management, logistics etc. are not supposed to be actively done by the ecommerce firm.

Inventory model of ecommerce means an ecommerce activity where inventory of goods and services is owned by e-commerce entity and is sold to the consumers directly. The main feature of inventory model is that the customer buys the product from the ecommerce firm. He manages an inventory (stock of products), interfaces with customers, runs logistics and involves in every aspects of the business. Alibaba of China is following the inventory model.

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AD ANALYSIS 1. Coca Cola – Share a Coke Campaign (Ad Agency: Oligvy)

Summary: In keeping with the campaign’s principal idea ‘Har Rishta Bola, Mere Naam Ki CocaCola,’ Coke cans and bottles are now available with 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Daughter, etc. The brand wanted to give people a reason to ‘share a coke’. These bottles were placed across retail shops and the campaign was launched across multiple channels including newspapers, social media platforms like Facebook and YouTube etc. Enlisted below are the findings from Share a Coke campaign analysis: (i) The ratio of young to adult consumption of Coca-Cola was up by 7%. (ii) The campaign earned around 18.3 Lakhs media impressions. (iii) The Facebook website saw traffic increased by 870% while the Facebook page, on the other hand, grew by 39% in terms of fans. (iv) Around 76,000 virtual Coke cans were shared online. (v) A total of 378,000 custom Coke cans were printed across the country. (vi) The campaign created a positive image of Coca-Cola as a brand. Purpose: The primary objective of the campaign was to increase the sale of Coca-Cola over summers and to get people to actually consume more of the brand instead of just talking about it. With the world shifting significantly towards the digital space, Coca-Cola remind people to jumpstart real conversations and remind them of those people with whom they may have lost touch. Their primary objective was to encourage people to see more friends in real life while sharing a Coke. Target Group: All age groups and genres Tagline: Share a Coke Links:https://www.youtube.com/watch?v=5-ahnFYzMp8 https://www.youtube.com/watch?v=e2Rxj2z4HZA https://www.youtube.com/watch?v=Sso64xi5vuo

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2. Ariel-Share the Load Campaign | P&G (Ad Agency: BBDO India)

Summary: The campaign shows the long -lasting gender inequality in India through one of its most basic aspects, not sharing the housework load across the Genders. It picks upon various relationships such as father-daughter/ Son-mother where the first generation corrects their mistake and set a precedent now, to teach their sons, what they had only taught their daughters until now, to do the household chores. The campaign was first launched in 2015, and has been continued time and again in the following years till 2019, where they have been showing the improvements since the campaign was launched and inspiring others to join the change. Purpose: The campaign is presented via emotional marketing, to reach out to every household across India, towards removing gender inequality stains, promoting sharing of domestic workload as the jobs have become gender neutral by questioning, “Is laundry only a woman’s job?” which certainly struck many conversations in the target segment across the nation. This gave a re-birth to Ariel in India, creating a new brand identity to be continued for the years to come till today, where Ariel stands for a positive change towards progress. Tag Line: #ShareTheLoad Link: https://youtu.be/8QDlv8kfwIM

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3. VodaFone: The pug Returns (2018)

(Ad Agency: Ogilvy & Mather India)

Summary: Stronger Together features a full army of pugs (30 to be precise) running behind a young boy through different locations, signifying the strong 4G network of Vodafone. Purpose: The ads of Vodafone have previously depicted that the Vodafone network is everywhere. This campaign uses the brand’s most loved assets i.e. the pug to retain the brand’s simplicity and build on it conveying the new network proposition, "we are getting stronger”, highlighting the continued commitment of Vodafone to providing a world class network. Target Group: Current and prospective Vodafone users Tag Line: Stronger Together Link: https://www.youtube.com/watch?v=4EIwhPoAdV0

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4. UBER Eats: 90’s Nostalgia

(In House Creative Team)

Summary: Three iconic ads-Dhara's 'Jalebi boy', the Cadbury Dairy Milk girl with her strange dance on the cricket field, Nirma Super's 'Deepikaji' with her 'paar ki nazar' for 'sasta' options are being used by UBER to create 90’s nostalgia campaign where they signify that the app is new but with a 90’s factor i.e. the prices. Purpose: Recognizing that value for money is one of the key things customers care about while ordering-in food, Uber communicates that prices are low on their app, as low as the 90’s in order to get consumers to try the new Uber app. Target Audience: Youth Tag Line: Purane prices, Naya app Link: https://www.youtube.com/watch?v=cS9_XczpCGs

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5. Samsonite gives packing your bags on voting day a new twist - #EkDinKiChhutti

Summary Samsonite launched the #EkDinKiChutti initiative, which encouraged people to take a day off and travel home to vote. With this unique initiative, company wanted to remind everyone that the chutti (holiday) that they might have been ignoring all this while, shouldn’t be disregarded at all. Reinforcing this thought process, brand announced an official #EkDinKiChutti for all outstation employees who were registered in their home towns, giving them an opportunity to #TravelToVote. Samsonite worked on the insight that most of the employees had migrated to another city for work years back and had never made an effort to go back home to cast their vote.” The film opens with a man taking a day’s leave from work to visit his home town. Over the course of his journey, he savors the sights and sounds of his birthplace, reconnecting with old friends and spending time with his loved ones. But these reunions are short-lived as his motive to take the chutti is different. The man informs us that he’s only in town for a day. With this revelation, the camera zooms out to reveal him casting a vote in a polling booth. Purpose The ad campaign champions the idea of packing your bags on voting day and hence travelling for one day to vote leading to top of the mind recall of the brand Samsonite Tagline: #EkDinKiChutti and #TravelToVote – For General Election Voting 2019 Link: https://youtu.be/BPBJH9FUZSE

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6. Onida : The Devil Returns (2018) (Ad Agency: Taproot Dentsu)

Summary: The new Onida Inverter ACs advertisement shows the devil beating the heat in hell with Onida ACs. After all, who but the devil knows which AC works the best even in the most extreme heat. Purpose: The devil mascot helped Onida to make a space in the heart of Indians back in the 90s when the company was a market leader in the country. The ads involved the devil to show that Onida products induced envy in the hearts of those who did not own them. The ads focused on indulgence and showed the devil endorsing the luxury that Onida TVs were synonymous with at that time. The relaunched campaign plays on the nostalgia of the 1990s campaign and tries to entice potential customers through brand recall. However, the devil now endorses the whole Onida range, namely TV, washing machine, AC and microwave, as compared to only TVs the last time. Target Group: Potential customers who have grown up watching Onida commercials Tag Line: Neighbors’ envy, owners’ pride Link: https://www.youtube.com/watch?v=vUT44N_h408

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MARKETING COMPENDIUM 7. Swiggy IPL 2018 ads (Ad agency: MullenLowe Lintas Group)

Summary: The food ordering and delivery platform is made commercials that celebrate India’s undying love for cricket and food in a witty and relatable manner. Under the ‘What a Delivery’ theme, Swiggy is allowing consumers the convenience of enjoying the cricketing action while it takes care of all their food needs. Shot in an entertaining and tongue-in-cheek manner, the ads are inspired by everyday situations with simple storylines and minimum dialogues. The brand has witnessed a 25% growth in orders during IPL and over a 10X increase in consumers searching for gulab jamuns on the platform post the gulab jamun ad's success. Purpose: After influencing a change in consumers’ food-ordering habits with some unique differentiators such as ‘No Minimum Order’, ‘Lightning Fast Delivery’ and ‘Variety of Restaurants’ to choose from, Swiggy current advertising narrative focuses on how Swiggy brings convenience in the life of the consumers through 'Swiggy karo, phir jo chahe karo' thought. Swiggy has to be intelligent and dynamic as a brand creating simple stories rooted in real consumer behaviour. Target Groups: All age groups and genres Tag Line: Swiggy karo, phir jo chahe karo Link: https://youtu.be/nq9P2KxHvoU

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8. Amazon: Chonkpur Cheetahs

(Ad Agency: Ogilvy & Mather)

Summary: Amazon India creates a fictional team ‘Chonkpur Cheetahs’ which is a part of the company’s IPL campaign and it traces the journey of this aspiring team which wants to play the T20 tournament. Under the campaign multiple films are released, touching upon various characters and aspects of Chonkpur Cheetahsteam. Taking this further, Amazon released another ad for IPL 2018. The campaign “Ajnabi Shahar Mein Apni Dukaan”, shows the everyday struggles of an unknown city through this endearing team, where Amazon helps resolve dilemmas getting in the way of things truly important. Purpose: The objective is to communicate how Amazon is helping aspirational Indians in fulfilling their dreams through its extensive product portfolio (over 10 crore products), convenient delivery and value for money price. Target Group: Every Age Group Tag Line: Ajnabi Shahar Mein Apni Dukaan (2018) Link: https://www.youtube.com/watch?v=akH-5adtYoA

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MARKETING COMPENDIUM 9. FEVICOL 60 YEARS CAMPAIGN (Ad agency: Ogilvy)

Summary: To celebrate its 60 years anniversary, Pidilite’s flagship brand Fevicol has unveiled a new mega campaign that captures its bonding qualities. Conceptualized by Ogilvy, its creative agency partner, the new TV film highlights Fevicol’s journey over the years in its typical human and humorous fashion. The film showcases the strength of Fevicol while drawing parallels with the changing paradigms of Indian social and cultural scenario. It takes the audience on a journey of multiple generations through a perspective of a sofa. The spot opens in the old era where we see a newly wedded couple heading home with a gifted sofa. As the story progresses, we see the sofa being handed over from one family to another, one generation to another. The same is complimented through a peppy background score in UP dialect. It showcases how the sofa has witnessed various events through its lifetime yet it’s going strong. The closing visuals takes us through the making of the sofa and how Fevicol is integral to making any furniture. Purpose: The campaign seeks to take advantage of the high recall value that the brand possesses. The brand’s name does not appear on the screen till the very end. The ad portrays the fact that the brand has been there through social changes in the country with a subtle hint of its functional benefits in a quirky manner with a catchy background score. The company is known for its quirky and contemporary advertisements. With Schbang as its digital creative (AOR), it has been creating minimalistic ads for social media in the past couple years. Link: https://www.youtube.com/watch?v=LM48JJRkQu8 77 | P a g e

MARKETING COMPENDIUM QUESTIONS FROM THE PREVIOUS YEAR INTERVIEWS: These are some of the questions that were asked during previous years’ marketing interviews at MDI. The questions have been classified into three types: Concept-related questions, Industry/Trend related questions and Application questions. General Pointers for Marketing Interviews ● Read up about the company and analyses their marketing strategies and campaigns ● See how you can fit marketing concepts to the company and its brands/products ● Prepare convincing answers for questions like ‘Why Sales?’ and ‘Why Marketing?’ ● Read up on the latest trends and marketing techniques involved in the company’s industry Concept-based questions ● These are general marketing concepts found in Kotler and available through other online sources. Companies test your basic marketing knowledge through the questions. ● What is the difference between Sales and Marketing? (Godrej Consumers Products Ltd) ● Explain STP through examples. (Snapdeal) ● Positioning vs. Proposition. (BCCL) ● 4 Ps of Marketing? (Sony Pictures) ● What is porter's five forces model? (Tata Motors) ● What is Product Lifecycle? (Philips) ● What is Go to Market Strategy? (Snapdeal) ● What are the key characteristics of B2B marketing? (Asian Paints) ● B2B Vs B2C? (Danaher, Lenovo) ● What are ATL, BTL and TTL?(Lenovo) ● What is the distribution channel and role of technology in distribution? (BCCL) ● FMCG vs. FMCD? (Pidilite) ● What is Modern Trade? Challenges in Modern Trade? (Loreal) ● What is Brand management? (DCM Sriram) ● Favorite Marketing Campaign. (BCCL) Industry specific and latest Trends related questions ● These questions are specific to the company’s industry and the latest trends involved in the sector. These questions can be answered by reading up on the how the industry works, following the latest trends and understanding how new developments impact the companies in the industry ● Tell about latest ads, captions, marketing strategy, difference in marketing strategies of companies from same industry. (ITC) ● How will you increase the monthly sale of cards from 8000 to 20000? (StandardChartered) ● SWOT Analysis of Fevicol (Pidilite) ● Sales pitch of any healthcare device. (Philips Healthcare)

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MARKETING COMPENDIUM ● How would you market Stella Artois in market without any budget. (AbInBev) ● Difference between sales and marketing in pharma and FMCG (Novartis) ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

What’s wrong with the logo of Minute Maid? (CocaCola) What should Snapdeal do to increase its market share? (Snapdeal) What is the business model of Snapdeal? (Snapdeal) Questions on digital marketing like bidding strategy, customer lifetimevalue, customer acquisition cost. (Snapdeal) Sketch an entire marketing plan for a residential unit that GPL is launching. (GPL) Google AdWords and Marketing at Google (Google) Where will a certain product (Garnier Men Face Wash) be placed inthe Modern Trade store? (Loreal) How do you add value to a product if you are simply reselling it? (Agro Tech Food Ltd) Compare brand positioning of Nivea and HUL, Nike and Adidas. (Nivea) What is digital marketing? Devise a digital marketing strategy foroneof Loreal's products. (Loreal) Rural marketing strategies for Telecom companies? (Vodafone) Recent social media marketing campaigns by companies? (Raymond) Conventional Marketing vs. Digital Marketing? (Axis Bank, Emami) What is the product portfolio of banks? (Axis Bank) Which are the 2 best and the 2 worst FMCG companies according to you? Give reasoning. (Reckitt Benckiser)

Application of Concepts/Situation based questions ● These questions require the application of marketing concepts learnt to real life scenarios, mostly for the company that is interviewing you. Hence, try applying a few concepts to the company’s marketing strategies and its products before going into the interview. Think about the industry and the situations that could arise as a result of the developments in the industry. Make sure relevant examples are provided for these questions. ● Design a marketing campaign for a specific brand (Asian Paints) ● Sell the Bisleri pet bottle to us (Asian Paints) ● SWOT analysis of home state (Aviva) ● STP of any brand (Aviva, ITC) ● How would you market Horlicks in Tier-3 cities? (GSK) ● Give recommendation to improve any product of ITC. (ITC) ● What should be the Digital Marketing strategy for Benetton? (Benetton) ● How is selling Castrol different from, say, selling Coke? (Castrol) ● How will you sell a Maruti to someone who is a lifetime Honda buyer? (Castrol) ● What will you do to strengthen the positioning of Castrol? (Castrol)

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MARKETING COMPENDIUM ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Suggest marketing strategy for Cinepolis? (Cinepolis) STP of Fogg deodorant? (Dabur) Design new product for Dabur and position it (Dabur) Design a laptop selling web page that would give the best customer experience?(eBay) Online marketing strategies for ShopClues? (ShopClues.com) Design the market launch strategy for a new product to be sold by Snapdeal?(Snapdeal) SWOT analysis for Snapdeal? (Snapdeal) Apply Maslow's hierarchy of needs for automobile industry? (TataMotors) What is the Positioning of Tata Nano? (Tata Motors) Which category of products of our company according to you is notdoing well? Why? (Flipkart) Suppose we make you the manager for XYZ category (answeredabove). What will you do to boost the sales? Suppose you have to deal with the vendors for XYZ category. What arethe things you will negotiate with him? Estimate budget of marketing campaign of a company (Group M) Sensitivity of Indian customers depending on the region they livein.(Tetrapack) Suppose a company comes to Group M with a luxury sports cycle. Now you are given the responsibility to lead this project and you are required to select your own team of 3 people. Which 3 persons/what kind of 3 people would you hire? Why? (Group M) Form a story out of 10 words (like 4g, john, executive, sales, Vodafone)(Vodafone) If you were to market yourself as a student of MDI, how would you doit? Your tagline? (Akzo Nobel) Which of the 4Ps are the most important? Automobile market scenario (Mahindra) Red and Blue Ocean strategy (PVM) Give examples of brand expansion and extension. Better option in agiven condition? (DCM Sriram) How will you conduct a survey? Give examples of surveysbydifferent companies. (DCM Sriram) How is a village different from Delhi in terms of marketing channels for telecom? (Idea) If you have to bring innovation into a loss-incurring hair oil, how would you goaboutit? How do you apply Porter’s 5 forces model on the same? (ATFL) What is a brand? Name two brands without which you cannot live?(ATFL) Branding strategy for Navratan Oil in urban area? (Emami) How will you distribute Aashirvaad Atta Sugar Free in Ahmedabad? (ITC) Questions on Nivea advertising theme. (Nivea)

These questions were some of the frequently asked ones in the last two years and you can see that some of them are often repeated. Having unique examples to these questions is strongly advised, so that one can differentiate their answers from the standard example’s others might choose.

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