IIM LUCKNOW INTERNSHIP REPORT

Rahul kumar -IITG

#5 TIPS - PRESENTATION

simplicity

Creativity

Story Telling

Unexpectedness

concreteness

Avoid !!!

Overdose

complexity

Simplicity

Creativity

Story telling

Unexpectedness

Concreteness

overdose

complexity

Do Don’t

Lets Move to Marketing !!

We are going to learn..

Market Management

Brand Management

Personal Branding

Global Strategy

#5 Components of21st Century Marketing

Holistic marketing

Marketing

Production

Product

Marketing strategy and planning

4 Level

• Corporate unit• Division unit• Business unit• Product unit

Marketing information system (MIS)

Internal record system

Marketing intelligence system

Marketing resource

Business Risk !!

Who and How it minimizes…

Marketing Research !!

Marketing

Matrices

Marketing-mix

To access marketing effectEstimate casual relationship

Loyalty Relationship - Damn Important !!

Attract ! Engage !

Reward !!

B2C

• MASS COMMUNICATION

• LOCATED ANYWHERE IN WORLD

• SIMPLE ,FEW PEOPLE INVOLVE

B2B

• Relates with customer

• Located near client

• Complex, Lot of people involve

Brand equity - Concept

Integrated Marketing channels

E- commerce

Mass communications

Sales promotion , Ads

Personal Communications

Words of mouth

Indirect marketi

ng

Direct marketi

ng

Personal Communications

Brand Equity – Indian context

A.I.B.• CO-FOUNDER : Rohan , Ashish , Kaneez and Abish

• Comedy and Parody - politics, society, and the Hindi film industry• Initially the group produced podcast , prior to Youtube in 2013.• By March 2015, the group has amassed over 85 million view and over 1.157 millions subscriber on youtube.• Sponser by SnapDeal for youtube upload• In initial stages they depend upon “video to video sustainable” strategy• The way this group emerge and perform outclassic , it strengthm their public reach with clear and vivid message.

Flipkart in India !!

• Started as a price comparison online portal with investment of 8,000 USD• Later , it turned into an e-retailing giant and earned 1 billion USD .• E-retailer policy is greatly boost up by better control Logistic chain.• Warehouse – Delhi , Bangalore , Mumbai and Kolkata .• Due to 3PLs problem , It started its own logistic arm named “e-Kart”• Employee – around 13,000 and plan to add 12,000 more in next year.

Tourist promotion campaign

Benefits

• Started in 2002

• V Sunil and A Kant : initiator

• Objective : Create distinctive identity for the country

• 16% more tourist accounted in 1st Year .

• Aamir Khan was commissioned to endorse the campaign which was titled 'Atithidevo Bhava'

Indian market segment

kids Youth Women

Britannia

• Started in 1892 ,Kolkata• 1921 : Electric oven business• 1997 : Repositioned as “Eat healthy , Think Better”• Low cost product : Tiger biscuit• Ind 2nd most trusted Brand – The economics Times

Britannia

Objective : Relationship between Pricing and its impact on the sales

Concept involve :• Evaluate research surveys• Optimal Price Policy• Breakeven situation

Conclusion :• Spring Nor’easter able to make income of $ 104,833

at the end , due to strategical pricing of Tickets.

Resolve confusion arises in Distribution Channel

China Marketing manager ,ZhouHave to take decision for OEM Business set up.For this purpose, He have to consider followings:

• Response of others Distributors• Message – How competitors look at this issue

• Attitude of Gino’s corporate management

Risk of launching a New Product

Chris Prangel , an MBA graduate trying to launch a new Product which was very risk stuff due to followings :

• High cost ads• Competition from giants company• Brand erosion of existing core customer

Online Review

Benefits of Online Review

• Free advertising• Improve search engine Results• Peer Recommendations• Constructive criticism and suggestions• A closer relationship with customers

Disadvantage of Online Reviews

• Fraud and security concerns• Lack of full cost disclosure• Privacy at stake• Hands-on inspections

This slides were created by Rahul Kumar , as a part of IIML internshipUnder guidance of Prof. S. Mathur