Product PromotionWhat. Why. How.

ARUN TYAGIGeneral Manager – Marketing

IndiaMART.com

IILM, Greater Noida, 23 July 2010

Why do we buy the television we watch, the cars we drive, and even the toothpaste we use?

Answer isPRODUCT PROMOTION

What is Marketing?

Anything and everything

you do to persuade your

customer to buy your

product

Ultimate objective of

marketing is to generate

INTENT to buy the

product

MarketingCycle

Creating buzz around your product with an aim to sell it

How does it work?Address 4 strategic questions: What are the objectives? What product is to be offered? Who is the target audience? What is the communication to motivate the

target audience buy the product?

What is Product Promotion?

Product Target Audience

Communication

Benefits Pain Areas/ NeedsAspirations

MapMap

That is

Product or Service◦ Tangibility is the key differentiator

Distinctive Attributes◦ Usefulness◦ Innovation◦ Convenience◦ Value◦ Quality◦ Packaging◦ Branding◦ Design◦ Technology◦ Process◦ Experience

What is Your Product?

Demographic Profile Geographical Location Culture Behaviour Needs Aspirations

Define Your Target Audience

Customer Insights

• Listen • Observe • Think • Walk……like your customer

Analyse needs of the target audience Find out how product satisfies these needs, better than competition Align your communication on addressing these needs

◦ Clearly define your messages

Follow AIM: Attract... Inform... Motivate

Define Your Communication

Key Elements of Product Promotion

Advertising

Direct Marketing

Public Relations

DisplayMerchandising

Sales Promotion

Newspapers TV Channels

Social Media

Online PR Sites

Direct Mailers

Events

Out-of-home Media

Internet

Radio

Weigh Your Options of Promotion Vehicles…

I’l go wherever my target audience goes....medium is secondary

Public Relations

Product Promotion Process

Online B2B Matchmaking/Marketplace Platform – the product Small & Medium Enterprises (SMEs) – the target audience Mapping IndiaMART's benefits with SMEs' pain areas – the communication

Solutions• Free Registration , pay for premium• 24X7 online presence• Reach out to national & global buyers & receive business queries

Key Challenges Cost Time Distance

Case Study: IndiaMART.com

2008 2009 2010

Thank You

ARUN TYAGIaruntyagi@indiamart.com

Twitter: twitter.com/aruntyagi77

LinkedIn: linkedin.com/in/aruntyagi77