MARKETING MANAGEMENT Vishnu Annapareddy
Jul 03, 2015
MARKETING MANAGEMENT
Vishnu Annapareddy
AGENDA:
▪ Modern Marketing Strategies
▪ Advertising and Promotions – Ideologies behind Ideas
▪ Marketing Channels and Distribution
OBJECTIVES:
▪ Develop a good understanding about modern marketing
▪ Start a Startup company
▪ Introduce ‘Golden Circle’ concept
▪ New 4 P’s of Marketing
▪ Advertising case studies: Apple; Dove; Dominos; Dell
ACTIVITY: DRAW A CAMEL
WHAT IS MARKETING?
▪ Marketing is a communication
WHAT IS STRATEGY?
▪ Strategy is a plan to reach a specific goal
WHAT IS MARKETING STRATEGY?
▪ Communicating company’s vision, beliefs and what they stand for in order to achieve a specific goal
CASE STUDY:
“VISION”
CASE STUDY:
“STANDARDS”
CASE STUDY:
“BELIEFS”
ACTIVITY: STARTUP COMPANY
5 BASIC HUMAN NEEDS…
5 BASIC HUMAN NEEDS…
AND THE IMPORTANT 6TH
MODERN MARKETING STRATEGIES
“GOLDEN CIRCLE”
GOLDEN CIRCLE:
▪ Great companies start with WHY first
▪ Marketing should communicate with customers WHY they exist
▪ Marketing is necessary for long lasting success of a company for which they need to communicate WHY first
GOLDEN CIRCLE:
▪ Modern concept of Marketing is not to just communicate what the product does but to communicate WHY the product exists
▪ Modern customers don’t buy what companies do. They buy WHY they do what they do
▪ Marketing strategies of companies should communicate clarity of WHY to its end users
CASE STUDY:
‘Clear Message’
CASE STUDY:
‘Common believes’
CASE STUDY:
‘Pride’
GOLDEN CIRCLE:
▪ Marketing is just not about how great the product or the service is.
▪ Marketing is communicating company’s vision, belief and what they stand for
CASE STUDY:
‘Think Different’
CASE STUDY:
‘Think Different’
CASE STUDY:
‘Billboard message’
CASE STUDY:
‘Billboard message’
CASE STUDY:
‘Subtle and Strong message’
CASE STUDY:
‘Start with What’
CASE STUDY:
‘Start with What’
CASE STUDY:
‘Start with Why’
CASE STUDY:
‘Start with Why’
TRADITIONAL: 4 P’S
PRICE
P4
PROMOTION
P3
PLACE
P2
PRODUCT
P1
MODERN: 4 P’S = S I V A
ACCESS
A
VALUE
V
INFORMATION
I
SOLUTION
S
CONTENT MARKETING
CONTENT MARKETING:
▪ Marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Source: Content Marketing Institute
FREEMIUM APPS
FREEMIUM APPS:
▪ Pricing strategy by which a product or service (typically a digital offering such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods.
Source: Wikipedia
CASE STUDY:
‘Play for free’
THANK YOU