advanced marketing session

8/13/2019 Advanced Marketing Session

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Team Disha 2013

Advanced Marketing session



Agenda

• Case studies

• Pidilite Case study

•

Ad evaluation• FAQs

• Interview Process



Case 1: Sales decline

• You are the brand manager of ABC coffee. The

sales are declining since the past two years.

Please bail us out.



Since when has it been happening?

Its is an industry trend or company specifics?

How have the competitors been doing?

Nature of the product• Features/benefits delivered? Any special USP?

• Price range?

• Channel strategy?

• Target audience?

Possible problems

Geography

• Particular

state?

• Urban/rural?

Channel problem?

• Modern trade?

• Whole sale?

• Mom & Pop

stores

Benchmarking

• Better VFM?

• Lower prices?

• New avenues

• Promotions?

Consumer trade

Others?

• Supplier-dealer

relationship?

• Negative

publicity?

• Wrong target

audience

Qualifying

Questions



Case 2: Market Entry/Launch

• You are the Regional brand manager and have

been given an option to launch Bath and Body

works in India.

You need to evaluate and come back with whether

or not to launch it in India. How would you arrive at

this decision?



Company• What categories d o

they operate in?

• Nature of product

they plan to launch

• Background about

the company

• Strengths &

weakness( 4ps)

Competition• Is it a saturated

market?

• Other similar

offerings? price

points?

• CSFs

Customers?• What all segments?

• Most profitable

segments?

Cost-benefit• Funding?

• Sourcing?

Yes/no

If the answer is yes

Product

• Features

• POD

Promotion

• Media?

• ATL/BTL?

Place?

• Retail outlets?

• D-T-D

• JV

Price?

• Skimming?

• Penetration?

Proposition

Hot to pitch?

Qualifying

Questions

Recommend

ations



Case 3: Promotional Campaign

• A waterproof sports watch is about to be

launched. Plan a promotional campaign for

the same.



What are the objectives of the campaign?

Communication objectives

• Build awareness• Increase liking

• preference

Marketing objectives

• Increase penetration• Increase sales by targeting

new market

Segment-Target-Position

• Segment the market

•

Choose the most profitable segment• Position your offerings based on needs

Check for the budgetary constraints

Qualifying

questions

Strategy

Creative StrategyMedia Strategy

Channel &

Vehicle options Schedulingeffectiveness Ad theme Ad appealLayout



Case 4:Opportunity Identification



Ad analysis : Parameters

• Retention value

• Build a connect with its TG

• Reach

• Solve a problem/evokes interest

• Design matters

• Forces the audience to act

• Unique/involving

• Proposition in-line with TG’s needs



Ad analysis : example

• Hunny bunny campaign-success/failure?

• McDonalds ad campaign

•

Cadbury ad campaign



FAQs

• Name a brand you like and give reasons forchoosing that brand. Segment the categorychosen

ex- Zara

why?• analyze the 4 Ps

product- quality, latest designs, fashionable, esteem needs

price- pocket friendly vis-a vis CK, Armani

stores- atmosphere, location

services- refund policy, staff

promotion- ?

brand value for me- has a badge vale

Is it VFM?



FAQs

•

Which brand do you relate to the most andwhy?

Begin with describing

yourself.

Some qualities,

adjectives that describe

you

Explain by bringing

out similar qualities

and brand attributes.

For eg, Apple stands forCreativity

Style

Good looks

Excellence

World wide acceptance/loyalty/love

Does any adjective

match with your traits?

If no, move to the other

brand

How to answer?

Name a

brand

How to find the answer?

Brain storm

about a brand

and its

features



FAQs

• Projection : name 4 places that you have seenand give them a brand identity. Further, sell

your favorite place to me.

AmritsarDelhi

Singapore

Mumbai

Loving, enjoyable, hospitableDemanding, mysterious, exciting

Fascinating, indulging, fun loving

Welcoming, beautiful, addictive

How do you sell?

Break the ice Introduce the

productWhat is in for

him?

How is it

different

from

others?



Interview Processes

• Dashboard

• Marketing FAQs

•

Know your CV• Read about companies



Any further questions?



Good luck

Through

GD

ThroughInterview

And you have

your offer

advanced marketing session

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