Convergence & MarketingCommunication Adaptation. Marketing Strategies like Direct marketing, guerrilla marketing etc

1. Convergence &
Marketing
Communication
Adaptation.
Group II

2. Introduction
In today‘s day & age
 Technology is developing rapidly
 All sphere‘s of life are changing
 There are new challenges & opportunities
 It‘s making marketing easier yet complex
 Marketer‘s of the 21th century need to be Pro-Active

3. Introduction Contd.
Contributing Factors:
 Internet
 Cellphone
 Digitized lives
 Social Media
 Interactive Media

4. IMPACT of Technology
It has altered traditional marketing irreversibly
 It‘s put the information on the Consumer’s Lap
 Has changed the Methods of Approach
 Altered the mechanics for Brand Management &
Brand Equity Creation.
 Changed the Media Landscape, through new
alternative‘s

5. Marketing Strategy is now based
on continuous re-invention
The 4 pillars of continuous re-invention are:
 Brand Building
 Marketing Accountability
 The Marketing Organization
 Integrated Marketing Communications

6. Types of Marketing
 Traditional Marketing
 Internet Marketing
 Social Marketing
 Direct Marketing
 Viral Marketing
 Ambush Marketing
 Guerilla Marketing

7. Traditional Marketing
 We‘ve come a long way since the early 20th century.
 Out of the Box thinking, is the need of the hour.
 A paradigm shift with respect to television & radio is
underway.
 Opportunities for marketers have increased as they can
reach a far wider audience.

8. Advantages of Print Media
 Specific Target Audience
 Loyal Readerships
 Special Advertorial Positioning
 Credibility
 Life Span
 High Reach Prospective

11. Internet Marketing
The most common types of Online Marketing
include:
 Pay Per Click
 Banner Advertising
 Email Marketing
 Organic Search

12. Examples
 Face book page of Axe angels
 LUX – Gang of Girls website
 In October, 2008, Pizza Hut became the first pizza chain to add
an application allowing users of social networking site
Facebook to order food directly through the site with its Pizza
Hut Interface.
 Also done by Papa John‘s and Dominos.

14. Top 5 Social Networks in India
Source PwC analysis.

15. Some worthwhile Statistics:
 60% of the social networking traffic come from Non Metro-Cities but the
highest traffic generating city still remains to be a Metro i.e. Mumbai
 The highest number of active users are from the 15-24 age group but
LInkedln has a different age group of active users i.e. 25-34 age-group
 Social media in India reaches out to 60 per cent of the online Indian
audience
 Facebook and Orkut, together cater to about 90 per cent of the users in the
social media space.
 The maximum users come from the ‗less than 2 lakhs p.a.‘ income category.
This is because social networks are primarily driven by the youth
 More than 45% of the users on Social Networks return during the day.
Facebook tops the list with users re-visiting more than 3 times during a day
 Majority of the time spent by the Indian audience on Facebook is on
Interactive Games/Applications and then on viewing Photos

16. Social Marketing
 A process that uses commercial marketing
techniques to promote the adoption of positive
health or social behaviors.
 An approach that benefits the people who are
adopting the behaviors or society as a
whole, rather than the organization doing the
marketing.

17. Strategies adopted for
effective Social Marketing
 Talk to customers
 Segment audience
 Position product
 Know the competition
 Go where the audience is
 Build partnerships with key allies
 Using correct Models

18. Example
 Lifebuoy's “Swasthya Chetna” (LSC): a five-year health &
hygiene education program initiated by HUL. The program was
formally launched in 2002, in eight states across India.
 The methods used: traditional media, direct marketing and
internet.

19. Direct marketing
 communicate straight to the customer
 Three types
 Telemarketing
 Email direct marketing
 Direct mail marketing
 results can be measured directly
 Cost per customer is high

20. Viral Marketing
 achieve marketing objectives through self-replicating
viral processes. It can be delivered by word of mouth or
Internet
 The ultimate goal is to create viral messages that appeal
to individuals with high social networking potential (SNP)
 Three factors in viral marketing are
 Messenger
 Message
 environment

21. Theories of Viral Marketing

22. Vodafone‘s ad campaign featuring the Zoozoo creatures have become an
international sensation. Developed in India, the playful commericals have made their
way to the internet and become viral hits. The campaign, ―Make the Most of Now,‖
has become truly global as a result. The videos have collected millions of online views
worldwide and firmly positioned the Zoozoo creatures as loveable global icons.

23. Surrogate Marketing
 Surrogate marketing refers to intentionally utilizing
a company, person or object to help convey the
message of another party.
 The makers of certain products are banned to
advertise and they resort to surrogate advertising.
It is a sort of advertising where a cover product is
promoted in order to promote

24. Examples
 Bacardi music CD‘s
 Kingfisher mineral water
 Royal Stag music cd‘s

25. What‘s Guerrilla Marketing?

26. Definition of GUERRILLA
MARKETING
JAY CONRAD
LEVINSON – Father
of Guerrilla
Marketing

27. GUERRILLA MARKETING
 Guerrilla marketing was once called STREET
Marketing because it was placed in the street.
 Street marketing is a form of communication that
takes place in the street and tries to entertain the
audience in order to make the public the actor
of the promotion

28. Why use street marketing ?
 To develop brand loyalty
 To recruit new consumers
 To optimize visibility, attribution and memorization of
the message
 To build a community
 To stand out from the competition
 To create curiosity rather than hostility and lack of
interest
 To get press

29. Types of Guerrilla
Marketing?

30. Examples of Ambient
marketing
MINI COOPER CAMPAIGN
THE FITNESS COMPANY CAMPAIGN

31. Ambush Marketing
Ambush marketing refers to the practice of
appearing to align a brand with an event for which
that brand has not paid for the right to be a sponsor.
Probably this practice had existed in some form long
before 1984, but the sheer volume of money
involved and the worldwide attention given Olympic
events have led many to view the 1984 Olympic
games as the origin of ambush marketing.

32. Examples
 1984 – Kodak Ambushes Fuji – Ambush Marketing
Is Born
 FIFA World Cup 2010- NIKE went for Ambush
Marketing and launched ―Write the Future
Campaign‖. The campaign featured TV
commercials consisting of football stars like
Rooney, Ronaldo were launched three weeks
before the starting of FIFA World Cup.

33.  Wills Cup 1996:- Pepsi used Ambush Marketing to capitalize
such an event by launching a campaign called ―There is
nothing official about it‖.

34. Indian and international
examples of guerrilla
marketing
PANTENE CAMPAIGN
NIKE CAMPAIGN

35. REXONA CAMPAIGN
Anando Milk Campaign

37. Convergence in Marketing
Marketing convergence is the orchestration of information
technology, marketing and design required to ensure that
companies present an integrated, consistent, clear and
interactive message across all the media they use.

38. These "five C's" are areas in which some
of the most interesting new "fusion"
concepts can be developed:
 Customerization—Convergence of customized and
standardized offerings and messages
 Community—Convergence of virtual and physical
communities
 Channels—Seamless convergence of call, click, and visit
 Competitive value—Convergence of new and traditional
competitive value equations and pricing models
 Choice tools—Convergence of new search engines and
decision tools for consumers and company-provided advice

39. Choosing the perfect
Medium
 Direct mail has the highest impact of any medium.
Your message reaches each recipient in a
personalized way.
 Television also offers the advertiser an opportunity
to speak to a captive audience. In fact, television
viewers are even more apt to fully ―tune into‖ an
advertisement.
 Radio offers a dramatic improvement over ―print‖
advertisements. The ―listener‖ is captive to the
message unless they switch stations or turn the radio
off. The cost to reach the same amount of people
that a print ad would reach, however, is significantly
higher.

40.  Outdoor and transit advertisements are hard to avoid viewing.
But, despite the high visibility factor, no one spends any great
amount of time reading them. They are appropriate for very
simple messages.
 Magazines offer a slightly better opportunity to catch the
reader‘s attention. Readers tend to peruse magazines more
carefully than they do newspapers, and because magazine
ads are placed fewer per page, the competition for the
reader‘s eye is reduced.
 Newspapers are generally the cheapest way to reach a mass
audience. However, newspapers carry many ads.

41. Types of Advertisement for
which you have to choose a
combination of suitable
mediums
 Price advertising
 Image advertising
 Local service advertising
 Business-to-business advertising
 Direct response advertising

42. Conclusion
 It‘s the imperative – driven by technology – that will relentlessly
transform every aspect of the profession in the future. Thus we
can say that the future holds the followings:-
 Consumer in Control:
 New Agenda for Agencies
 Hail to the Chief
 Unconventional Outreach:
 Media Buying Metamorphosis
 Continuous Marketing Reinvention:

43. Growth of Indian Television
Industry
INR(in millions)
450000
400000
350000
300000
250000
200000
150000 INR(in millions)
100000
50000
0
Source : PwC

44. Growth of Indian Internet
Advertisement Industry
INR (in Millions)
8000
7000
6000
5000
4000
3000 INR (in Millions)
2000
1000
0
Source : PwC

45. Indian Entertainment and Media
Industry: 2010
Radio
2% 2% 2.00%
Direct / Live
18% Out-of-Home
1% Filmed
51%
Entertainment
Music
23%
Print Media
Internet Ads
1.00% Television
Source : PwC

46. Ad spend as a percentage
of GDP
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
Source : PwC

47. Thank You