Download - Advanced Marketing Session
8/13/2019 Advanced Marketing Session
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Team Disha 2013
Advanced Marketing session
8/13/2019 Advanced Marketing Session
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Agenda
• Case studies
• Pidilite Case study
•
Ad evaluation• FAQs
• Interview Process
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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.
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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
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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?
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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
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Case 3: Promotional Campaign
• A waterproof sports watch is about to be
launched. Plan a promotional campaign for
the same.
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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
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Case 4:Opportunity Identification
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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
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Ad analysis : example
• Hunny bunny campaign-success/failure?
• McDonalds ad campaign
•
Cadbury ad campaign
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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?
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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
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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?
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Interview Processes
• Dashboard
• Marketing FAQs
•
Know your CV• Read about companies
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Any further questions?
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Good luck
Through
GD
ThroughInterview
And you have
your offer