Four weeks of my

journey through this

internship

Module 1

Realising the truth

Rectifying the mistakes

Lessons from experts

“Prepare, Design and Deliver” - Garr Reynolds

“Create Resonance by connecting with

your audience. Make them physically react

to what you are talking.” - Nancy Duarte

Application

Presentations on two TED talks

Module 2

Core concepts of Marketing Marketing in modern world

Solved Mini Cases reflecting

real-time situations

Learnings from Marketing Bible

Highlights

Assessing Market

opportunities and customer

value

Understanding Marketing

Management

Choosing Value 1.Identifying

Target Markets 2.Everthing on

Branding

Designing Value

1.Product strategy

2.Managing Services 3.Pricing

Delivering Value

1.Integrated Marketing Channels

2.Retailing Wholesaling and logistics

Communicating value

1.Integrated Marketing

Communications 2.Mass and

personal Communications

Sustaining growth and

value 1.New market

offerings 2.Entering

Global markets

3.Holistic marketing for

long run

Key Insights

Identifying needs of the society

Designing and delivering the needs

Take customer feedback and improve your offering

Keep an eye on competitors

Advance towards improving your offerings according to changing needs of

the society

In depth learning

of

“Crafting the Brand Position”

Compelling and well

differentiated message

Brand Mantra

Well communicated

POPs and PODs

Determine competitive Frame of Reference

Emotional element

Make customers feel for your products

What Branding should contain

Module 3

The most challenging phase

Situation

(understanding the problems)

Questions

(framing questions to be

answered)

Hypothesis

(assuming a solution)

Proof and action

(checking if the solution is

appropriate)

Alternatives

(suggesting alternatives)

Solving a case

Cases solved

Module 4

The successive slides will show the analysis of an HBR article made reflecting the lessons from Modules 1,2 &3 and including the research on corresponding topic.

For Mobile

Devices,

think Apps,

not Ads

Please

don’t Place

your

Annoying

Ad here

Mobile usage grew

tremendously surpassing

Personal computers

Text messages

Display ads

Change in

Personal communications with customers

Marketers were

quick enough to leverage

this ubiquitous nature of mobiles

With increase in smart- phone

market, marketers

began spending heavily

on mobile ads

Mobile ad budgets in the U.S. are expected to increase from $2.3 billion in 2012

to almost $11 billion in 2016

It is

High time marketers

should know the truth

Mobile ads

Suck!

Display ads function

well in print and on desktop

computers. But they

just don’t work

on mobile devices.

People

Don’t

Like

Them

Surveys show that people find mobile ads more intrusive than desktop ads, because mobile is a more private venue

There’s No

Right

Side

Many of the taps tracked are inadvertent

The

fat

finger

effect

Banners are

Ugly

They offer little Real estate for

a clear message

Mobile ads are

Dumb Why do I see a banner of

an app I already have?

Mobile ads are

Not respectful

This banner is advertising an App which has always been

free. Users are

not dumb.

What to do

Go for

People value apps for their

functionality and don’t find them intrusive

Games and entertainment

Social Networks

Utilities Discovery

Brands

Categories of

Smart phone Apps

Strategies to create

apps that add value

to customers’ lives

Add

Convenience Customer satisfaction: Get info smoothly and quickly Marketer satisfaction: Increases customer exposure to the brand.

Convenience face 3 constraints

1.They aren’t very effective at acquiring new customers. 2.These apps aren’t a viable alternative for every company. Established brands with large customer bases have an inherent advantage. 3.As more and more companies build convenience into their apps, they will find it harder to differentiate themselves.

Offer

unique value Customer satisfaction: Delivery of unique benefits Marketer satisfaction: Increases Sales

Tesco’s Homeplus Allows you to shop while waiting

for train.

(within 3 months, registered users

rose by 76% and sales by 130%)

App Nike+ works

with a special chip in

Nike’s shoes to monitor speed, distance,

and calories burned.

(drove 30% of sales of

Its running shoes)

Provide

Social value Customer satisfaction: Connecting with friends and social gifting. Marketer satisfaction: Improves sales.

Wrapp allows to

send your Facebook

friends gift cards

with one click.

(more than 1.2 million cards have been sent)

Facebook with social gifting company karma

offers features to send

gift cards.

Offer

Incentives Customer satisfaction: Incentives Marketer satisfaction: Promotion of Brand

Entertain

Customer satisfaction: Entertainment

Marketer satisfaction: Engagement with the brand

Play and engage with Red bull

Apps are not only the most effective

way to reach mobile consumers;

they’re also more

cost-efficient than many traditional

ad campaigns

Thousands of computer programmers entered the industry as freelance app designers.

Mobile app

market in

India

India has one of the largest and fastest growing mobile user bases in the world. It is the second-largest mobile phone user in the world with 960,579,472users.

In India no. of smartphones grew by 54% in 2014 reaching 140 million users and with a growth rate of 4.7%.

According to statistics India has the fastest growing telecom network in the world.

Mobile app usage in India grew 131 %, as per Yahoo's latest report.

A recent article on The Hindu Showed a study conducted by Boston consulting group and India@digital.bharat on mobile and apps usage.

“With a smartphone in hand, a Customer can browse, shop, buy, Complain, refer, write a review— in no time. And so, Businesses and services need to re-create the whole user experience, realising well that it is a personal device” – The Hindu

The article states mobiles are a great way to connect with rural India. rural mobile internet users total about a third of their counterparts. Accessibility with easy to use apps can be an asset to companies to spread their extent into vast rural India.

Social networking is major activity of Indian user. Hence apps providing social value will be advantageous

for Indian market.

.

Rural Markets are great opportunities

National Dairy Development Board (NDDB) launched a mobile application for

livestock farmers.

The mobile application, named 'Pashu Poshan' resulted in reducing the feed

cost by Rs 5-15 per day per animal and an average increase in milk production

by an average 300 ml per animal per day

A study of app usage on Phablets by Yahoo in India mentions: The top three app growth categories in India are personalization (such as Android launchers like Aviate and Hola), followed by News & Reading and Photography. • Personalization apps grew per cent year over year, • News and Reading apps grew per cent while, • Photography apps grew per cent.

533

311

178

The time is right for developers to leverage this

appetite for apps .

App use is shifting from entertainment to more

functional categories that are utilitarian and enhance

productivity

The move from e-commerce to m-commerce

is accelerating, as more and more Indians shop via

apps on their mobile phones

Gaming remains one of the most engaged

categories

.

Snapdeal is doing it

Snapdeal is delivering great value through its app. It provides great convenience and offers a lot of incentives. It is now creating a more user-

friendly and simplified version with less distractions from ads and colours,

and more focus on visuals and product information.

Snap deal’s App marketing is very good with attractive offers. App marketing is a great way to get customers use your app.

Thank you

An Internship with

Prof. Sameer Mathur,

IIM Lucknow.

wwW.IIMInternship.com

A.Kruthika

Indian School of Mines, Dhanbad