Group B6- Eagle- Source - Pitch

9 Ps of Marketing using Technology

-ABHISHEK SHETTY

1. Participation - Does your brand have a social life? Make sure it is set up to thrive in the digital dialogs taking place all around it. Create participatory conversations with consumers via social media platforms and rich media ad formats, and use these to give users greater access and ability to co-create the brand experience.

2. Precision - Hyper targeting – Marketers can move away from ‘Spray-n-Pray’ strategy to ‘Aim-n-Shoot’. Today targeting can be done to the individual level. We can reach THE Geeta in Gorakhpur.

3. Personalisation - More than ever consumers need messages of value and relevance – messages that cut through the clutter and speak to them.

4. Pace-to-market - So don’t wait for perfection or deliberate over choices for too long. Instead, leap and learn as you g

5. Presence - Technology helps in widening the distribution network. Hippo the snack food from Parle asked consumers to tweet to them in case they did not have the product in their city or town, company then ensured they reached the product to that city.

6. Performance - Expectations for results are higher than ever, but luckily you’re now armed with powerful tools to measure results, prove progress and diagnose areas for improvement. Drive effectiveness and efficiency by choosing accountable, measurable media and by embracing reporting and optimisation habits as standard protocol.

7. Pulse - Keep pulse on your consumers, your brands, your category, and your competition to stay attuned in real-time. And be prepared to quickly act on what you learn.

8. Pull - based inbound marketing – Companies should spend resources to create content, conversations and valuable resources that draw customers to their products or websites without paid marketing.

9. Price(less) - Today you do not need to spend millions of dollars on producing hi-end advertisements. Technology allows you to create good quality messages at fraction
of cost.

Why 2013 will be big for mobile        -Suhasini seshan

             

·         According to TRAI, there were close to 904 million mobile phone users out which 10 per cent, that is 87 million are mobile internet users, which is expected to almost double and reach around 165 million by 2015.

·         Global survey done by Ernst & Young shows that 54 per cent of the respondents prefers unlimited data plans over usage plans. Mobile penetration and internet usage will be two key factors that will be important for marketers .

·         Mobile Search
Brands have begun investing in search engines and integrating it with social media

SMS and Missed Call Marketing
This will become important for regular feature phone users and is an effective tool for mass marketing.

Mobile Commerce and Mobile Shopping
Mobile coupons will become popular in 2013. Marketers will offer special discounts to create loyalty

Mobile Entertainment
There is a lot of scope for creating branded content for on the go entertainment. Online gaming presents the biggest opportunity for marketers to integrate their brands with games

Mobile Apps
An increasing number of mobile users are accessing a wide range of apps daily. There exists a huge opportunity for marketers in terms of app advertising and creating branded content in apps

Sony launches Xperia Z in India; Ups marketing budget to Rs. 300 crore for FY13
  Asghar Zaidi
In a bid to cement its position in the surging smartphone market dominated by the likes of Apple and Samsung and to reclaim some of its lost popularity after the brand’s demerger with Ericsson, Sony has launched its flagship smartphone, Xperia Z in India.
Nursing an objective of establishing Xperia among the top three smartphones in India, this new launch is accompanied by the rollout of an aggressive marketing strategy by Sony. To increase connect and engagement with consumers, Katrina Kaif has been brought on board to endorse Sony mobiles.

In keeping with the announcement of a new brand ambassador, Xperia’s marketing budget has been tripled to Rs. 300 crore. Besides television commercials, there will also be an extensive print campaign featuring Kaif. Cinema and digital platforms are the other key media platforms that will be used. In addition, the company will also launch outdoor campaigns and organize road shows in malls on a pan India basis to facilitate direct engagement with consumers.

The smartphone market in India hold very strong mid-term growth potential, with smartphone sales projected to be approximately 33 million units by FY13 in India,” he added.
Sony Corp aims to triple sales of Xperia in India to Rs. 3,500 crore in FY 13, said Kenichiro Hibi, Managing Director, Sony India unit. He also added that the brand plans to double the sales channel counters from 3,000 in FY12 to 8,000 in FY13, increase the service touch points to 200 and expand coverage to 150 cities in the country.

Greenlam Laminates tunes into Radio marketing

-PRACHI TREHAN

With the advent of new media and marketers leveraging spaces like digital to instantaneously link the consumer to the brand. Greenlam Laminates is building a case to reincarnate the strength of the medium. Greenlam, as the Laminate brand under Greenply Industries, reaches out to its consumers through a healthy network of more than 300 distributors and dealers.

Top 25 Lies: Marketers say on the job                               

-GIGITHA VADAKOOT

Pitch interviewed over 100 marketers from across sectors in India to ask them – 5 marketing lies they speak, while being on the job. While most refrained from answering the question, some were candid. The lie is: “MARKETING IS NOT ABOUT LIES… WE DO NOT LIE.” There’s in fact an “All Marketers Are Liars Blog” by Seth Godin, even though he starts with a  disclaimer: “Just to be clear, especially if you’re just joining us:

So here is a list of 25 lies culled out from the exhaustive list:

1. “A good product will sell on its own”
2. “More customers will mean more profit”
3. “More visibility (advertising) will mean more customers”
4. “Our products are too good to lie about”
5. “We are trained and taught not to tell lies”
6. Never reject an idea or concept bluntly. So the feedback begins with something like – “It’s a very different concept”
7. “I have a better deal with me already” while negotiating with external partners
8. “I appreciate your point of view “– Even if you hate it While dealing with contrary opinion without sounding logic
9. “Let’s meet next quarter to see what we can do” – when the company doesnot have budget or is not keen on the proposal
10. “I think I was not very clear, I meant”- when the argument gets the boss upset.
11. “I am a regular user of the product we sell and trust us they are really good”
12. “We don’t loose on our products sales even in off season”
13. “Ours is a win-win deal”
14. “This is a unique concept (I just saw it on Google)”
15. “Ours is a long-term relationship”
16. “My marketing budget has been exhausted, can you give us a free trial of your media services/panning tool?”
17. “We are in business of fulfilling customer’s aspirations so sales numbers don’t matter”
18. “Once you acquire a customer, the product takes over and marketing steps back”
19. “Let the customer decide”
20. “The competition also has good products”
21. “We know our consumers the best”
22. “Competition doesn’t matter”
23. “TV advertising is accurately measurable”
24. “Digital advertising is waste”
25. “All that had to be invented has already been invented

After Oats, Now Quaker comes up with Upma and Poha

-JAI GANDHI

Quaker, the oats brand from PepsiCo stable has announced the launch of a new range of ready-to- cook traditional breakfasts. This marks the brand’s first foray into the traditional breakfast space and it is banking on the health benefits of wholegrain to attract consumers to these products.

Quaker Nutri Poha, in two variants – Quaker Nutri Poha Home-Style and Quaker Nutri Poha-Green; and Quaker Nutri Upma, again in two variants – in Home Style and Onion Tomato are the two additions to the existing product basket of Quaker.

The two are priced at Rs. 26 each for a 150 g pack.