MARKETING MARKETING AT A AT A

GLANCEGLANCE

The basics of creating The basics of creating PresentationPresentation

Avoid 5 design mistakes: The first step towards creating an impactful presentation

MISTAKE 1

TOO MUCH INFORMATION

Every piece of information is not meant to be vomited on

slide

Include only relevant points

MISTAKE 2

NOT ENOUGH VISUALS

Whichever Visuals you use just remember to….

MISTAKE 3

CRAP QUALITY

There are two shortcuts to a good design…

Buy it

OR

Steal it

MISTAKE 4

VISUAL VOMIT

• Consistent use of colors & images

• Wise use of Alignment

• Use collection of Visual assets that belong together

• Stick to one color scheme

And then comes the most shocking mistake…

MISTAKE 5

LACK OF PREPARATION

Spend enough time to prepare

presentation

Be organized

&

Plan well

According to 86% of top executives Communicating with clarity impacts one’s career and income….

Therefore, avoid the five major mistakes and deliver the best of what

you can!

PREPARE.DESIGN.DELIVER

Start with the end in mind

Know your audience as well as possible

Make sure you have solid content to deliver

These are some points that can help to make a brilliant presentation!!

Let us have a Let us have a look at some of look at some of

Kotler’s ConceptsKotler’s Concepts

How can companies exploit the potential of Public Relations & Publicity?

Establish objectives

Choosing messages and vehicles

Implementing plans & Evaluating results

DEVELOPING AN EFFECTIVE ADVERTISING PROGRAM

IDENTIFY THE TARGET MARKET

&

BUYER MOTIVES

THEN MAKE THE FIVE MAJOR DECISIONS:

“THE FIVE M’s”

SO WHENEVER YOU ARE STUCK IN THE MIDDLE OF DESIGNING AN ADVERTISING CAMPAIGN...

YOU KNOW WHAT HAS TO BE

DONE!!!

Concepts learned Concepts learned throughoutthroughout

Customer-Based Brand Equity (CBBE)

&

Brand Extension

In order to build a strong brand one should shape how customers think and feel about the product.

Brand Identity: Who are you?

Application

• Know your customers

• Identify how customers decide between your brand and competitors' brand

• You should be familiar with your USP

Brand Meaning: What are you?

The two building blocks:

‘PERFORMANCE’

vs

‘IMAGERY’

Application

• Identify customers needs

• Transform Customers need into High Quality Product

• Create a Brand Personality

Brand Response: What do I think or feel about you?

The building blocks of this step:

‘JUDGEMENTS’

&

‘FEELINGS’

Application

• Think about the Brand feelings

• What can be done to enhance the feelings for your customers?

Brand Resonance: How much of a Connection would I like to have with you?

Application

• Strengthen each resonance category

• What can be done to increase customer involvement with brand?

• How can the loyal customers be rewarded?

These slides were created by Ila Singh, NMIMS during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com)