tag:blogger.com,1999:blog-39007699245892931722024-02-09T01:30:00.503+05:30marketing and sales in indiaDr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.comBlogger25125tag:blogger.com,1999:blog-3900769924589293172.post-85244778624472740992010-09-18T22:59:00.000+05:302010-09-18T22:59:02.641+05:30Product , brand development<a href="http://www.scribd.com/doc/37684942/pbm-2010">http://www.scribd.com/doc/37684942/pbm-2010</a><br />
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happy reading ...Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-88336264842317140032010-08-03T07:33:00.001+05:302010-08-03T07:33:36.274+05:30Advertising , IMChappy reading friendsDr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-12002211652383556772010-03-14T22:22:00.001+05:302010-03-14T22:22:31.878+05:30guidelines to marketing planning and strategyenjoy reading it ..hope it helps<br />
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<a href="http://www.scribd.com/doc/28348820/Marketing-Planning-Strategy">http://www.scribd.com/doc/28348820/Marketing-Planning-Strategy</a>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-42628008454882309002010-01-08T20:06:00.000+05:302010-01-08T20:06:52.479+05:30basics in selling skillsSome skills like -selling process, forecasting , territory management,recruitment,training ,compensation<br />
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..happy reading<br />
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<a href="http://www.scribd.com/doc/24945009/Basics-of-selling-skills">http://www.scribd.com/doc/24945009/Basics-of-selling-skills</a>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-58710133549237191102009-12-24T16:38:00.000+05:302009-12-24T16:41:33.686+05:30channel managment environment behavior direct<div> readers</div><div><br /></div><div>some more snapshots on aspects of channel management..enjoy </div><div><br /></div><div><a href="http://www.scribd.com/doc/24479132/Snapshot-Environment-Behaviour-Physical-Distribution-Direct-Selling">http://www.scribd.com/doc/24479132/Snapshot-Environment-Behaviour-Physical-Distribution-Direct-Selling</a></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-48205260885262001612009-11-20T12:58:00.003+05:302009-11-20T12:58:51.781+05:30channel management ..overview<div>introduction to channel concepts , an overview ..happy reading</div><div><br /></div><a href="http://www.scribd.com/doc/22791098/Introduction-to-Channel-Management">http://www.scribd.com/doc/22791098/Introduction-to-Channel-Management</a>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-41107059080473707962009-11-05T17:13:00.000+05:302009-11-05T17:17:04.829+05:30some interesting marketing successes of 2009 in IndiaHi sharing with you all..was reading the BW , Nov 2009..thought it would be interesting to share..what is important that each of these successes .. they have a unique differentiation ..something which was clear to them and the consumers ..have fun <div><br /></div><div><p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt">2009<o:p></o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l7 level1 lfo1" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Consumer was seeking value and looking at fundamentals more than emotional connect<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l7 level1 lfo1" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Most companies emphasized on basic 4 P’s which became even more important –with 3 P’s of process/people/physical evidence becoming more important<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l7 level1 lfo1" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Starting April 2011 , valuations of brands will have a significant role in company valuations , & companies will have to report the growth in brand valuations & this would place the onus directly on the management<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Samsung</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l4 level1 lfo2" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Launched 225 products in 2009 against 2000 the year before<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l4 level1 lfo2" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">It is closing the gap effectively with technology breakthrough / products customized to Indian needs<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l4 level1 lfo2" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">They made an exclusive 32” LED TV for Indian customers as Indians have smaller rooms<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l4 level1 lfo2" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">They target to lead in product innovation space & be relevant to consumers<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Aircel</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l6 level1 lfo3" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Till 2006 it was just in 2 circles with 2.2 million consumers<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l6 level1 lfo3" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Positioning was on non-voice uses –pay bills/book tickets/network with friends<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l6 level1 lfo3" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Monthly susbscriber additions have doubled from 600,000 6 months ago to 1.4 million<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Rahul Gandhi</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l5 level1 lfo4" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Congress launched him as their marketing weapon<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l5 level1 lfo4" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">He has added a new constituency” the youth “<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l5 level1 lfo4" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Shows freshness , sincerity , positivity – all of which is a rare combination amongst the politicians<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l5 level1 lfo4" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Political scion gifted with a glorious smile<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Virgin <st1:city st="on"><st1:place st="on">Mobile</st1:place></st1:city></o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l0 level1 lfo5" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Decided to target youngistan – focused exclusively on youth<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l0 level1 lfo5" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Focus on communication where the youth “ gets around “ not necessarily rebels ..they find a way<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l0 level1 lfo5" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Introduced many first “ including ..get paid to receive a call” -Cut clutter<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l0 level1 lfo5" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">It has achieved a 92 % awareness , and 69 % consideration a year since its launch<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> LIC</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l1 level1 lfo6" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Their nearest competitor is less than 1/ 10<sup>th</sup> of their size <o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l1 level1 lfo6" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">They increased their MS from 60 to 67% last year<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l1 level1 lfo6" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Their IMC initiative was through its people – they decided to give a select band of its agents the title of chief life insurance advisors ..and task them with appointing and mentoring agents ; hitherto the prerogative of development officers<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l1 level1 lfo6" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">They created an army with brought about Rs 700 cr of business last year <o:p></o:p></span></span></li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Ghajini</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l3 level1 lfo7" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">It raked in Rs 90 crores in the ist weekend of its release<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l3 level1 lfo7" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Marketing cost was Rs 7.5 crore and the global box office offtake Rs 260 crore<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l3 level1 lfo7" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">They homestly told the consumers what to expect through a major use of IMC – Aamir’s physical appearance , the haircut , the in cinema visibility ; ushers having a similar haircut<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l3 level1 lfo7" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">The audience was prepared for what they were going to see<o:p></o:p></span></span> </li></ul> <p class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> Rakhi Sawant</o:p></span></span></p> <ul style="MARGIN-TOP: 0in" type="disc"> <li style="COLOR: red; mso-list: l2 level1 lfo8" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">From an item girl she became the biggest start for NDTV imagine<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l2 level1 lfo8" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">As a brand she is brash , crude , willingly flaunts her unsophistication<o:p></o:p></span></span> </li><li style="COLOR: red; mso-list: l2 level1 lfo8" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Her appeal connected with the masses<o:p></o:p></span></span> </li></ul> <p style="MARGIN-LEFT: 0.25in" class="MsoNormal"><span style="font-family:Arial;font-size:85%;color:red;"><span style="FONT-FAMILY: Arial; COLOR: red; FONT-SIZE: 10pt"><o:p> </o:p></span></span></p></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-46976834451922995132009-09-29T16:03:00.000+05:302009-09-29T16:05:22.621+05:30Consumer Behaviour ,Response to Communication StimuliHi<div><br /></div><div>this is collated for a quick review , understanding of the same. </div><div><br /></div><div><a href="http://www.scribd.com/doc/20363403/Consumer-Behavior-to-Communication">http://www.scribd.com/doc/20363403/Consumer-Behavior-to-Communication</a></div><div><br /></div><div><span class="Apple-style-span" style="font-family: arial, 'helvetica neue', helvetica, Trebuchet, sans-serif; font-size: 13px; color: rgb(54, 54, 54); line-height: 16px; ">A lot of understanding is drawn from "An Integrated Marketing Communications Perspective" from Belch & Belch</span></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-66759586170513816022009-09-18T13:04:00.000+05:302009-09-18T14:22:12.291+05:30Integrated marketing communication processWith the media getting fragmented , budgets getting squeezed , consumers getting distracted an effective way being focussed nowadays is to target consumer touchpoints .<div><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026"> <div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span class="Apple-style-span" style="font-size:7;"><span class="Apple-style-span" style="font-size:32px;"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026" class="O"> <div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="font-size:178%;"><span style="mso-special-format: bullet;position:absolute;left:-4.59%">•</span><span style="mso-special-format: bullet;position:absolute;left:-4.59%"><br /></span></span><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-size: medium;"><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026"> <div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span style="font-size:89%"><span style="mso-special-format:bullet;position:absolute;left:-3.46%">•</span></span><span style="mso-bidi-font-family:Arial;font-size:16pt"><div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><br /></div><span class="Apple-style-span" style="font-size: medium;">Involves coordinating various promotional tools ,marketing activities to form a message , </span></span><span class="Apple-style-span" style="font-size: medium;">rather than only relying on media advertising </span></div><div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><br /></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Get the consumer at touchpoints </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Avoid duplication </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Consistent message for the product /brand </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Maximise the ROI ,more cost effective </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Leverage on changing environment /behavior </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.81%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Focus on actual purchase /trials</span></div></div></p:colorscheme></div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><br /></div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1">Tools of IMC</div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1">•</div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1">-Advertising</div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><div shape="_x0000_s1026" class="O"> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-Direct marketing </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-Interactive/internet marketing </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-Sales promotion </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-PR </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-WOM </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-Personal selling </span></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">•</span><span style="mso-bidi-font-family:Arial">-BTL </span></div><div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1">-POS</div><div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><br /></div><div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026"> <div class="O" style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span style="font-size:89%"><span style="mso-special-format:bullet;position:absolute;left:-4.59%">•</span></span><span class="Apple-style-span" style="font-size: medium;">IMC planning process</span></div><div class="O" style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><br /></div><div class="O"><span class="Apple-style-span" style="font-size: medium;">-Review of marketing plan </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-4.37%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-SWOT :environment/competition/TG/product/distribution/ manpower… </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Define the product message /TG/objective </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Understand the best mix of IMC basis the product /message /TG </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Understand the budget </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Develop IMC </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-4.37%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Message /strategy/tools of IMC/adapting the message </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Integrate the IMC strategy/execution </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">- Monitor/evaluate & control the IMC </span></div><div class="O"><br /></div> <div class="O" style="mso-line-spacing:"90 50 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></div> <div style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-6.06%">POS</span></div></div></p:colorscheme></div>Participants of IMC</span></span></div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span class="Apple-style-span" style="font-size:130%;"><span class="Apple-style-span" style="font-size: 16px;"><br /></span></span></div><div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-size: medium;">- Advertisers</span></span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Agencies </span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Media companies </span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-4.36%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Marketing communication specialists </span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-4.59%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Collateral services</span></div><div><span class="Apple-style-span" style="font-size:130%;"><span class="Apple-style-span" style="font-size: 16px;"><br /></span></span></div><div><span class="Apple-style-span" style="font-size: 16px; ">Process towards defining the IMC for a product</span></div></div></p:colorscheme></span></span></div><div class="O"><ul><li>understand : opportunity /competition/target market-TG</li><li>identify target markets - segment /define the positioning /product benefits </li><li>product decisions- product/pricing /packaging /placement-distribution channels/promotional activities/people/processess</li><li>elements of IMC which maximise the consumer touch-points and enable objectives</li><li>monitor /evaluate /replan</li></ul></div><div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span class="Apple-style-span" style="font-size:7;"><span class="Apple-style-span" style="font-size:32px;"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026"> <div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span style="font-size:133%;"><span style="mso-special-format:bullet;position:absolute;left:-3.63%">•</span></span><span class="Apple-style-span" style="font-size: medium;">Consumer decision making process which IMC influences</span></div><div class="O"><span class="Apple-style-span" style="font-size: medium;"><br /></span></div><div class="O" style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><span class="Apple-style-span" style="font-size:130%;"><span class="Apple-style-span" style="font-size:16px;"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><span class="Apple-style-span" style="font-size: medium;"> </span><div shape="_x0000_s1026"> <div class="O"><span><span style="mso-special-format:bullet;position:absolute;left:-3.63%"><span class="Apple-style-span" style="font-size: medium;">•</span></span></span><span class="Apple-style-span" style="font-size: medium;">-Problem recognition need/repeat purchase/desire/greed </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.75%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-maslow’s heirarchy </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.75%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-Psychoanalalytic theory –sigmund freud </span></div> <div class="O1"><span style="mso-special-format:bullet;position:absolute;left:-3.17%"><span class="Apple-style-span" style="font-size: medium;">–</span></span><span class="Apple-style-span" style="font-size: medium;">-MR probes needs-in depth interview/FGD/associaiton tests/projecting techniques </span></div> <div class="O1"> </div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-3.96%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Information search </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-3.96%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Alternatives evaluation </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-3.96%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Purchase decision </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-3.96%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Post purchase evaluation –cognitive dissonance </span></div> <div class="O"><span style="mso-special-format:bullet;position:absolute;left:-3.96%"><span class="Apple-style-span" style="font-size: medium;">•</span></span><span class="Apple-style-span" style="font-size: medium;">-Recommendation-WOM</span></div><div class="O"><span class="Apple-style-span" style="font-size: medium;"><br /></span></div><div class="O"><span class="Apple-style-span" style="font-size: medium;">examples abound </span></div><div class="O"><span class="Apple-style-span" style="font-size: medium;">-Nano launch (Tata) ,Ghajini (Aamir Khan) , Virgin Airlines (Richard Branson) ,Hero Honda ( MTV roadies )</span></div><div class="O"><span class="Apple-style-span" style="font-size:130%;"><span class="Apple-style-span" style="font-size: 16px;"><br /></span></span></div><div class="O"><span class="Apple-style-span" style="font-size: 16px; ">Depending on the stage of PLC of a product , IMC can work to address objectives like -</span></div><div class="O"><span class="Apple-style-span" style="font-size:130%;"><span class="Apple-style-span" style="font-size: 16px;"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026" class="O"> <div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-5.86%">St</span><span style="mso-bidi-font-family:Arial"><ul><li>awareness</li><li>Recall</li><li>Trials</li><li>Informative</li><li>Consumption</li><li>Repeat purchase</li></ul></span></div> <div style="mso-line-spacing:"100 50 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></span></span></div><div class="O"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><span class="Apple-style-span" style="font-size: medium; "> </span><div shape="_x0000_s1026" class="O"> <div><span><span style="mso-special-format: bullet;position:absolute;left:-4.91%"><span class="Apple-style-span" style="font-size: medium;">St</span></span></span></div> </div></p:colorscheme></div><div class="O"><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026" class="O"> <div style="mso-line-spacing:"100 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="mso-special-format:bullet;position:absolute; left:-5.86%">•</span></div></div></p:colorscheme></div></div></p:colorscheme></span></span></div></div></p:colorscheme></span></span></div><div class="O1"><span class="Apple-style-span" style="font-size:medium;"><div><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><div shape="_x0000_s1026" class="O"><div><span class="Apple-style-span" style="font-size:medium;"><div><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><div shape="_x0000_s1026"><div class="O" style="mso-line-spacing:"90 20 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"><div><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><div shape="_x0000_s1026"> <div class="O" style="mso-line-spacing:"90 50 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></div></div> <div class="O" style="mso-line-spacing:"90 50 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></div></span></div> </div></p:colorscheme></div></span></div> <div class="O" style="mso-line-spacing:"100 50 0";mso-margin-left-alt:216; mso-char-wrap:1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-30322477103267948182009-09-18T13:01:00.000+05:302009-09-18T13:04:43.559+05:30Celebrity endoresementsWith more and more companies thinking it as the way to break clutter , it is relevant to reflect on the same.<div><br /></div><div><p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"> <div shape="_x0000_s1026" class="O"> <div style="mso-line-spacing:"80 20 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"><span style="font-size:89%"><span style="mso-special-format: bullet;position:absolute;left:-3.62%">•</span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Stage of the product</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> - It depends on what stage of the product life cycle is the brand in. </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.43%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Is it a strategic decision over 4, 5 years</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">- brand value must remain consistent with the value of the celebrity being endorsed in terms of personality, positioning. So even if the celebrity changes the values remain consistent .. </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></b></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.63%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Celebrity–brand match:</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> , strong enough so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand ? </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></b></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.44%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Constant monitoring mechanism :</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> Are we able to monitor the behavior, conduct and public image of the celebrity continuously to minimize/maximize any potential. </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.52%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Brand over endorser:</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> should ensure that this does not happen by formulating advertising collaterals and other communications </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></b></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.49%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Celebrity endorsement is just a channel:</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> it is one part of the communication mix that falls under the broader category of marketing. I have observed that the teams/ sales /CP </span></span></div><div><span class="Apple-style-span" style="color:#FF0000;"><br /></span></div> <div><span style="visibility: hidden; "><span style="mso-special-format:bullet;position:absolute;left:-4.1%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> </span></span></b></div> <div><span style="mso-special-format: bullet;position:absolute;left:-3.6%"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">•</span></span></span><b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;">Celebrity ROI:</span></span></b><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color:#FF0000;"> should have a system combining quantitative and qualitative measures to measure the overall effect of celebrity endorsements. </span></span></div><div><br /></div> <div style="mso-line-spacing:"80 50 0";mso-margin-left-alt:216;mso-char-wrap: 1;mso-kinsoku-overflow:1"></div></div></p:colorscheme></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-802451771119448032009-09-18T12:40:00.000+05:302009-09-18T13:01:46.106+05:30Small SKU's are again the darling of the consumers..The Magic Price point -SMALL is buyableGood day biscuit - Rs 5/- ;Nestea at Rs 2/-; Lux at Rs 10/-; pepsico has started advertsising its Kurkure in packs of Rs 3/- and Rs 5/-<div><br /></div><div>The escalating prices have forced the consumers to lap the low ..CONVENIENTLY priced small vol units . Companies like HUL,ITC,Frito lays ,Britannia are all encouraging the same .Last year claim the companies the small SKU's contributed around 25/30% of their sales. </div><div><br /></div><div>Cigarette companies/confectionary companies /haircare companies have all been working on convenient price points for a long time . It helps substitute for - change which is not available / it helps dispose of unnecesary Rs 2/, Rs 5/, Rs 1 coins ...it helps define the price points for the companies .Earlier when 10p/20p/50 p was available the pricing of cigarettes/toffees/chewing gum was such .Later on with the shortage of coins it started moving towards the most conveniently available coin.</div><div><br /></div><div>However nowadays affordability /accessability alongwith</div><div><br /></div><div>-the inflationary pressures on prices of products</div><div>-the choice /options/variants available</div><div>-the reduced shelf space to stock</div><div>-the reduced space to merchandise</div><div>-abundant distribution</div><div><br /></div><div>all of it makes a small conveniently priced product a good option for generating trails /repeat purchase and the acceptability of a consumer to stock multiple variants.</div><div><br /></div><div><br /></div><div><br /></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-6776362010207568922009-07-01T14:30:00.000+05:302009-07-01T14:32:23.416+05:30Changing Rural Markets –have we noticed ?<p class="MsoNormal">As of 2005 , urban areas accounted for 52% of <st1:country-region st="on"><st1:place st="on">India</st1:place></st1:country-region>’s NDP ,despite having just over one quarter of the population. Although the primary source of income is agriculture in the rural areas , the economy is more diverse in terms of the economic output .</p> <p class="MsoNormal">Traditionally rural / urban markets are considered in isolation by FMCG companies . During drought since the PPP drops , so do the targets , conversely when the industrial activity slows down , the focus is renewed on rural markets . </p> <p class="MsoNormal"><o:p> Is it really the case ?</o:p></p> <ul style="margin-top:0in" type="disc"> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Has the transformation been mapped ? </li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Or are the companies limited in their reach of products </li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Are the company personnel unable to travel the rural markets since it is a “tough” non AC terrain</li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Have the marketers really talked to the rural consumers to see what their drivers are ?</li> </ul> <p class="MsoNormal" style="margin-left:.25in"><o:p> The rural markets are becoming prosperous . The “bottom of the pyramid” is expanding</o:p></p> <p class="MsoNormal">In the past 4 /5 years the economy has improved in these markets on account of better support prices , normal monsoon, escalating real estate prices income emanating from activities in towns are sent back .</p> <p class="MsoNormal"><o:p> The aspirations of the rural today mimic those of the urban consumers. The emergenceof modern retail trade , the growing demand for ready to eat food , the exposure through C&S network , penetration of colour televisions seem to transform the needs. Today girls / women wear less sarees and more salwars/jeans , for it is trendy and apparently more comfortable .</o:p></p> <p class="MsoNormal"><o:p> Improvements in infrastructure , rural connectivity on roads ( which from 40% in 2004 is today at 70% ), mobile penetration , improvement the cross migration of the rural –urban consumer into real time situation , all contribute to an aware rural consumer .</o:p></p> <p class="MsoNormal"><o:p> As the younger generation grows , the inability of the fsarm to support a family forces , family members to move away from the agricultural income .as the proporation of non-agricultural income grows , and dominates the character of consumption changes .The evidence points to the PPP of a rural consumer coming from dual sector = agriculture+ non agricultural activities.</o:p></p> <p class="MsoNormal"><o:p> BW reaserach ,based on data provided by Indicus Analytics , CMIE finds that less than 10% of the FMCG business is actually susceptible to the vagaries of the monsoon .</o:p></p> <p class="MsoNormal"><o:p> Knowing consumer behavior is the key , so do the traditional consumer companies approach the rural markets from a sales /distribution perspective rather than a marketing understanding ?</o:p></p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><span style="mso-spacerun:yes"> </span></p>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-63091079729777382502009-06-16T10:40:00.000+05:302009-06-16T11:12:50.905+05:30Traditional Outlets vs Modern Trade , the scales tilt againFMCG companies need to , and they are refocussing on traditional outlets since the sales in modern trade are slipping .<div><br /></div><div>Companies have a marked increase in throughput from neighbourhood ,traditional stores . The advantages cited are </div><div><ul><li>fresh stocks , due to lower pipelines</li><li>Better merchandised</li><li>Very high CRM , due to personal interaction of the outlet owner/manager with the customer </li><li>Increased margins are given by the companies which are getting passed on </li><li>ease of "touch and feel"</li></ul><div>Traditional sales for established FMCG companies like Dabur account for 95% of their sales , it continues to define and decide the market direction</div><div><br /></div><div>Companies due to the non-uniformity / learning curve of the modern trade are encouraging traditional retailers with higher margins , credit terms . </div><div><br /></div><div>The modern trade gets beaten on </div><div><ul><li>higher fixed costs (upto 30% higher) where they have to manage customer expectations of a more frill environment .</li><li>increasing focus on private labels</li></ul><div>Companies like Colgate,Dabur,HUL,ITC and several others have stepped up their discounts ,freebies, credit terms without resorting to price cuts for the traditional outlets. The efforts are to boost volumes and counter the regional players who are nibbling away-stated a recent Motilal Oswal report.</div><div><br /></div><div>Dabur for eg last year has heightened , investments on brands with a strong rural franchise focus .It rolled out a special rural focussed sales initiative across seven states -UP,MP,Bihar,Punjab,West Bengal,Maharashtra,Gujrat -stepping up presence by going into villages with a population of under 3000 people .The company says this resulted in a 20% surge in growth in rural areas , ahead of urban markets.</div><div><br /></div><div>The role of trade marketing is increasingly becoming relevant </div><div><ul><li>to address the need for companies and talk to the consumers </li><li> ensuring that companies are always working with the traditional trade.</li></ul></div></div></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-58496855032328999862009-06-15T22:51:00.000+05:302009-06-15T22:53:58.278+05:30Pricing Strategy , a refresherVery interesting ppt , thought I shall share . Read it , it is a good refresher<div><br /></div><div><a href="http://www.scribd.com/doc/16068462/Pricing-strategies">http://www.scribd.com/doc/16068462/Pricing-strategies</a></div><div><br /></div><div>how often are we consious of what we do ? In India are we working out a pricing or are we reactive to the environment / competition of we simply just add a mark up on cost ?</div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-48883863333180214872009-06-15T20:19:00.000+05:302009-06-16T10:34:22.683+05:30Leadership Role in tough times , in fact at any time<p class="MsoNormal">According to a study, Indian employees continue to be the most engaged in Asia-Pacific, but with the current downturn it has taken a toll with the employee engagement dwindling –ref Watson Wyatt’s Work Asia survey for 2008-09</p> <p class="MsoNormal"><o:p> What are the reasons?</o:p></p> <ul style="margin-top:0in" type="disc"> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Need for accountability /deliveries</li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Pressure on bosses/ owners to demand deliveries at any cost .As a result they are also getting caught in a trap of reacting rather than evolving</li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Lack of transparency at all stages </li> <li class="MsoNormal" style="mso-list:l0 level1 lfo1;tab-stops:list .5in">Stress increases ,as employees get younger, more intelligent ,and their bosses /owners at such times are left handling changes in organizational structures.</li> </ul> <p class="MsoNormal"><o:p> All of this leads to reduced respect that employees have for the place where they work.</o:p></p> <p class="MsoNormal"><o:p> This is where the role of leaders at all levels comes in .NR Narayan Murthy says in his book “A Better India, A Better World “</o:p></p> <ul style="margin-top:0in" type="disc"> <li class="MsoNormal" style="mso-list:l1 level1 lfo2;tab-stops:list .5in">what is the task of a leader in energizing his people? It is creating a grand vision – a purpose which is noble, lofty and aspirational. It is a dream that should excite and energize everybody on the community /corporation. The leader has to craft and articulate a vision in which everybody sees a better future for himself. The vision has to be powerful enough to make every tired mind and body that leaves the office in the evening come back early the next morning saying “ I am proud to belong to this company and I will work hard to make it a better company “</li> <li class="MsoNormal" style="mso-list:l1 level1 lfo2;tab-stops:list .5in">When the company was being formed I said – I want this to be the most respected software services company in the world, if you seek respect, you will not short change your customers, you will be fair to your colleagues in the company, you will be transparent with your investors, you will treat your vendor partners with care and understanding, you will not violate the laws of the country you operate and you will live in harmony in whichever society you operate in. My conviction is that such a pursuit will bring revenues,jobs,profits and market capitalization"</li> </ul> <p class="MsoNormal"><o:p> <i><b>How many of bosses, owners are able to say this? Practice this with a hand on their heart? How many , have the courage to talk like this and walk the talk..This is a a true example </b></i></o:p></p>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-5830699107221170942009-06-12T11:47:00.000+05:302009-06-16T10:35:21.580+05:30Evolving Distribution<p class="MsoNormal">The current structure popularized by the FMCG behemoths like HLL,ITC,Amul etc is multilayered going through various intermediaries before it reaches the consumers . At the last point of sale it fights for shelf space , share of investment of the retailer ,TOMA</p> <p class="MsoNormal"><o:p> The inventory levels of idle , in transit inventory are large. Typically any of the companies would at least have 3000 – 4000 retailers serving their products .</o:p></p> <p class="MsoNormal"><o:p> And all of them continue to struggle to develop world class infrastructure , services and all of them focused in increasing the pipeline of retail stock</o:p></p> <p class="MsoNormal"><o:p> The future is typically a scenario where product availability is not a USP any more . It is a given , one has to be available and it cannot be a point of differentiation.</o:p></p> <p class="MsoNormal"><o:p> Equipping the field force in this scenario requires superior training , better automated tools and higher point of sale communication targeted to the consumer</o:p></p> <p class="MsoNormal"><o:p> Consumer want fresh stocks for food items, for personal care products , for just about anything –Freshness is the buzzword. The days of inventory pumping are passé as dead / old inventory “from a consumer’s point of view “ are a strict , no-no</o:p></p> <p class="MsoNormal"><o:p> Uniformity of tax structures , better road infrastructure , reduced –efficient manpower will all lead to removal of the traditional structure of distribution.</o:p></p> <p class="MsoNormal"><o:p> The future will be lesser , efficient , intelligent more sophisticated distributors who are equally or more efficient than the best of FMCG companies . They have as their strengths , local knowledge , better warehousing , tighter networking , automation . From being distributors who are just involved with making the product available , they shall become logistics , marketing managers and future brand managers for their areas.</o:p></p> <p class="MsoNormal"><o:p> Organizations shall reduce the pipeline inventory of in-transit / godown –backroom stocks till the time comes when they become JIT<span style="mso-spacerun:yes"> </span>and consolidate distributors . A typical situation of BAT in <st1:country-region st="on"><st1:place st="on">Bangladesh</st1:place></st1:country-region> 8 / 10 years back was when their distributors were required to just go to a cntral warehopuse , order /pay for the stocks and they would be replenished by the evening . Inventory levels in their godowns was unheard of .The sales teams had small hand-helds to record retail inventory / factory ordering /replenishment norms.</o:p></p> <p class="MsoNormal"><o:p> Focus shall increase more on sell-out and less on selling –in and thereafter from a forecast based ordering of a sales team it shall be come demand led requirement from the consumers.</o:p></p> <p class="MsoNormal"><o:p> Tighter inventory shall result in lesser dead stock , higher margins and fresh rightly priced stocks to the consumer .</o:p></p> <p class="MsoNormal"><o:p> </o:p></p>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-71983940917108275342009-06-01T19:30:00.000+05:302009-06-01T19:44:30.260+05:30Service Marketing .. a quick snapshotHi a small ppt , which was shared with students /faculty in MDI , Gurgoan in a guest lecture session <div><br /></div><div><a href="http://www.scribd.com/doc/16000068/Services-1">http://www.scribd.com/doc/16000068/Services-1</a><br /><div><br /></div><div><br /><div><br /></div><div><br /><div><br /></div></div></div></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-80624952509158482942009-06-01T19:12:00.000+05:302009-06-16T10:36:48.575+05:30personality development<a href="http://www.scribd.com/word/embed/5641037?slag=Personality-Development-Notes">http://www.scribd.com/word/embed/5641037?slag=Personality-Development-Notes</a><div><br /></div><div>read this..helps connect with the self and the world a lilttle differently</div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-58402159798186276972008-05-05T16:13:00.000+05:302009-06-16T10:38:18.008+05:30Who Moved my CheeseA lot of paradigms get challenged , changed , questioned as we start moving into the Indian territory . <div><br /></div><div>let us see how things move,.. the consumer and the markets /the organizations are constantly changing ..and here we need to read "who moved my cheese "<br /><br />presented in an exciting ppt<br /><a href="http://www.scribd.com/doc/2881282/CHEESE">http://www.scribd.com/doc/2881282/CHEESE</a></div>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-39735045922642744492008-05-05T16:05:00.001+05:302009-06-16T10:37:27.753+05:30Marketing Concepts -Summary Full<a href="http://www.scribd.com/doc/2881241/uploaded-on-scribd-MARKETING-concepts"></a><br /><p><a href="http://www.scribd.com/doc/2881296/uploaded-on-scribd-MARKETING-concepts">http://www.scribd.com/doc/2881296/uploaded-on-scribd-MARKETING-concepts</a></p><p> </p>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-71021678179462396722008-05-05T15:46:00.000+05:302009-06-16T10:38:44.390+05:30Marketing Concepts -Summary 2MARKETING MOTIVES<br />-----------------------------------<br />S T P Product offering<br />Needs wants demand value & satisfaction <br />Exchange / transaction (process) <br />Relationships & stakeholder network<br /><br />Marketing channels<br />· Communication ATL/BTL<br />· Dialogue email/Toll free<br />· Monologue ads<br />· Distribution trade<br />· Selling all outlets<br /><br />Supply chain is a value delivery system<br /><br />Competition<br />· Brand Competes for demand<br />· Industry Competes for want<br />· Form competing for the need<br />· Generic competes for the same money.<br /><br />Environment<br />· Task – involves all stakeholders - producing / distributing / promoting<br />· Broad – demographic<br />Economic<br />Natural<br />Technological<br />political/legal<br />Socio cultural<br /><br />MARKETING MIX ( 4 P --- > 4 C )<br />--------------------------<br />PRICE PRODUCT PLACE PROMOTION<br /><br />Results in<br /><br />Customer cost customer soln convenience communication<br /><br /><br /><br /><br />MARKETING<br />-----------------<br />Production concept high prdt efficiency/low cost/mass distribution.Useful for new prdt / developing countries /penetration<br />Product concept Superior prdt (without focus on needs / wants )<br />Selling concept consumers suffer from inertia /aggressive sales pitch / promotion by orgnz ( insurance / encyclopedia ) <br />Marketing concept Be more effective thru S T P <br /><br />STP satisfies needs thru integrated marketing reaping profits from customer satisfaction.<br /><br />SATISFACTION = fn ( perceived performance & expectations )<br /><br />DELIGHT YOUR CONSUMERS<br /><br />Customer delivered value = total customer value - total customer cost<br /> Prdt value monetary cost<br />Services / personnel /image time/energy/psychic cost<br /> <br />Arthur D Little’s model of characteristics of high performance business<br /><br /><br />PROCESSES (improve critical business processes )<br /><br />STAHEHOLDERS strategies to satisfy key stakeholders<br /><br /><br /><br /><br />organization<br />Resourcesallign<br />resources &<br />orgaznDr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-55211322643431699582008-05-05T15:44:00.000+05:302009-06-16T10:39:27.689+05:30Marketing Concepts - summary-1<strong>MARKETING<br /></strong><br />Successful companies – stretch resources , live close to the consumers , create more satisfying solutions.<br /><br />Questions which need to be answered -<br />· Spot & choose the right mkt seg ?<br />· Differentiate our offering vis-vis the compt ?<br />· How to compete against lower cost /price compt ?<br />· How to customize offering for each customer ?<br />· Major way to grow business ?<br />· How to build stronger brands ?<br />· How to reduce the cost of customer acquisition ?<br />· Retain loyalty for longer time frames ?<br />· How do we tell which customers are more important ?<br />· How do we measure the payback from advstg , sales promo , public relations ?<br />· How do we improve sales force productivity ?<br />· How do we establish multiple channels ? & yet manage channel conflicts ?<br />· How do we make other deptts customer friendly ?<br /><br />Types of Markets<br />----------------------<br />Consumer Business Global Non profit & govt<br /><br />DEMAND TYPES<br />----------------------<br />Negative demand No demand Latent Demand Declining Demand <br />Irregular demand Full demand Overfull demand Unwholesale Demand<br /><br />STP MARKETING<br />==============<br />Segment demographic,Psychographic,Behavioral<br />Target<br />Position<br />Demand is want for a sp. Prdt with an ability to pay.<br />Need Want Demand<br />==== ===== =======<br />food burger McDonald<br /><br />Stated<br />Real<br />Secret<br />UnStated <br />Delight<br /><br />VALUE = BENEFIT = (functional+emotional) benefit<br /> COST ( monetary + time + energy+psychic ) costDr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-87452036536982846112008-05-05T15:25:00.001+05:302009-06-16T10:40:07.526+05:30Updated Statistics for India -some sites...<a href="http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAEXTN/0,,menuPK:295609~pagePK:141132~piPK:141109~theSitePK:295584,00.html">http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAEXTN/0,,menuPK:295609~pagePK:141132~piPK:141109~theSitePK:295584,00.html</a><br /><a href="http://www.indiastat.com/">http://www.indiastat.com/</a><br /><a href="http://www.censusindia.gov.in/">http://www.censusindia.gov.in/</a><br /><a href="http://www.rbi.org.in/scripts/Statistics.aspx">http://www.rbi.org.in/scripts/Statistics.aspx</a><br /><a href="http://www.neoncarrot.co.uk/h_aboutindia/india_tourism_stats.html">http://www.neoncarrot.co.uk/h_aboutindia/india_tourism_stats.html</a><br /><a href="http://www.siamindia.com/scripts/industrystatistics.aspx">http://www.siamindia.com/scripts/industrystatistics.aspx</a><br /><a href="http://www.indiaeconomystat.com/">http://www.indiaeconomystat.com/</a><br /><a href="http://www.infodriveindia.com/Export-Import/Trade-Statistics.aspx">http://www.infodriveindia.com/Export-Import/Trade-Statistics.aspx</a><br /><a href="http://www.nriol.com/indiandiaspora/index.asp">http://www.nriol.com/indiandiaspora/index.asp</a><br /><a href="http://www.mapsofindia.com/index.html">http://www.mapsofindia.com/index.html</a><br /><a href="http://www.ieo.org/">http://www.ieo.org/</a><br /><a href="http://www.indianindustry.com/indian-economy/">http://www.indianindustry.com/indian-economy/</a><br /><a href="http://www.ibef.org/economy/economyoverview.aspx">http://www.ibef.org/economy/economyoverview.aspx</a>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-11964410929448024992008-05-03T13:27:00.000+05:302008-05-03T13:30:26.690+05:30The way info will be ..<span style="font-family:arial;">I will keep on adding with some info on</span><br /><ul><li><span style="font-family:arial;"> India , indian markets </span></li><li><span style="font-family:Arial;">some recap on key marketing elements and how Indian markets adaptability helps</span></li><li><span style="font-family:Arial;">situations , examples and develop it further </span></li></ul><p><span style="font-family:Arial;">Would adapt it as and how u guys enjoy it</span></p>Dr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0tag:blogger.com,1999:blog-3900769924589293172.post-88102622082348815462008-05-02T18:37:00.000+05:302008-05-02T18:38:40.775+05:30Marketing & Sales In IndiaHi there<br />will share what ever knowledge info i can for making inroads in the indian market. trust you would find it usefulDr. Aayushmanhttp://www.blogger.com/profile/12159418427589143778noreply@blogger.com0