tips for frugal marketing

Post on 16-Apr-2017

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Frugal MarketingWhy > What >How>

1

When is frugal marketing required?

Upstart brands take on brands that are larger, more established than themselves

1. New business model challengers

2. Old model, new market challengers

high

high

low

low

Rel

ativ

e M

arke

tsha

re

Relative Growth Rate

Laggards

Mature Champions

Challengers

New Money Marketing, Jessie Paul, McGraw-Hill Education

Core vs Surround

Input Elements

Core Service Attributes

Output Impact

People

Elements that are directly related to service performance

Service Delivery Process

Delivery Facilities

PriceCountry of origin

Executive Management

Vision

Corporate Governance

Environment

Community

Investor Returns

Business Benefits

Industry Development

Sur

roun

d Surround

Core

Quality

New Money Marketing, Jessie Paul, McGraw-Hill Education

Flat World Trends

Digitization, globalization: People are buying things they cannot see!

1.The world is connected electronically: Everyone is a

journalist, opinion-maker, and salesperson!2.3.

The market is very small: You have a target audience of one4.

Advertising is free: But getting it is hard work

New Money Marketing, Jessie Paul, McGraw-Hill Education

IndividualsInterconnected

Marketing changes in the Flat World

Location-specificLocation-independent

Customers

Access controlledEasily accessible

At costFreeInformation

One way2-way, interactive

LagInstantaneous

Opt outOpt-in

At costFreeCommunication Old WorldFlat World

New Money Marketing, Jessie Paul, McGraw-Hill Education

• Executive Branding

• Pricing

• Country of Origin

• Sustainability

Levers Channels• Thought Leadership

• Public Relations

• Awards

• Online Presence+

Useful levers and tools for smart branding

New Money Marketing, Jessie Paul, McGraw-Hill Education

5 Frugal Tips

Create Your OwnMarketing Channels

Insights vs Information Go OnlineOwn the

Eco-system

Define your

Audience Narrowly

1 2 3 4 5

Confidential © Copyright 2007 Wipro Ltd

Define your

Audience Narrowly

Industry Associations

Analysts

Consumer Reports

Consulting Firms

Sourcing Advisors

Other Customers

Journalists

Expert Users

Government

Academics Internet Pundits

Friends & Family

Employees

SalespersonDecision Maker

Own the Eco-

system

New Money Marketing, Jessie Paul, McGraw-Hill Education

Confidential © Copyright 2007 Wipro Ltd

Create Your OwnMarketing Channels

Confidential © Copyright 2007 Wipro Ltd

First global award for innovation in sourcing. Blue-chip partners: ITAA, IAOP, Forbes.150+ nominations, 12

Winners announced at gala event in NY

Insights vs Information

Confidential © Copyright 2007 Wipro Ltd

Go Online

MyBo

Twitter

YouTube

Facebook

LinkedIn

MySpace

Barack Obama

478,028 “friends” and 88,009 comments.

500+ connections

1,465,128 “supporters”, 340,142 comments or wall posts

68,836 “followers”

181 updates

900,000+ supporters

Acts as a hub for his other online media presence

1185 videos

76,095 subscribers

15,603,285 million channel views

New Money Marketing, Jessie Paul, McGraw-Hill Education

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