A brief on the current marketing scenario in most developing countries and ways to change it.

1. NEXGENCONSULTING Smart, realistic and strategic marketing solutions to enhance your brand value use your “market” sense

2. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

3. About Us We are a branding and strategic marketing solutions company specialized in helping businesses achieve their marketing and business development goals. We do this keeping in mind current market trends, scenarios and existing resources to create integrated marketing plans that enhance brand value, increase market share and ultimately increase bottom-line profitability.

4. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

5. Our Competencies Strategic imagination Process focus Design excellence Logic Integration capability Empathy & insight Mindfulness & curiosity Tenacity Organization Passion

6. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

7. Brand Management Brand evaluation Auditing & market research Brand strategy & positioning Brand creation, revitalization & enforcement Corporate identity Brand alignment Marketing/media kits Film & animation

8. Online Marketing Digital marketing strategy Website design including structure, content etc. Search Engine Optimization Social media & online customer engagement Online PR & reputation management Email marketing Affiliate marketing Creative development for digital media

9. Outsourced Marketing Experienced consultancy Business plans Marketing plans Case studies Feasibility studies Integrated media plans PR campaigns Corporate communications

10. Marketing Support Advertising services Brochures (content & design) Interior & exterior signage Tender & proposal management Training & development Interior design & decoration Product/merchandising displays Sales development & support Event management

11. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

12. What people think of marketers Marketers are faddish, irresponsible, … don’t think like business people … more akin to a child … McKinsey & Company, CEO/CMO Survey, 2005

13. What people think of marketers The average tenure of CMOs in consumer markets is 23, 15 or 12 months.

14. What people think of marketers Too many marketers have become so specialized that they don’t think in terms of the company’s big picture. Philip Kotler

15. What people think of marketers Withhold research Take credit for other’s work Lack structure Are cocky & arrogant Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Care about cars & status Use jargon Cranfield University

16. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

17. The need: Perception vs reality Perception 80% of CEOs believe that their brand provides a superior customer experience Reality 12% of their customers agree BAIN & COMPANY

18. The need: It’s all about the money Marketers say: Our advertising creates the branding & strong creative to ensure we are different in our market The CEO/CFO wants to hear: Our analysis shows that our million dollar advertising campaign generated 1xxx in revenue We can continue to generate ROI up to an additional xx percentage at which point we will need to reduce advertising/media spend.

20. Marketing companies need to find strategic solutions to brand development

21. Brands need to adopt a more synergized approach

22. Marketing companies need to add value to the bottom line

23. Solutions need to be scalable yet long term

24. Marketing plans need to be integrated and not stand-alone

25. Companies need to focus on building communities for better communication

27. Some interesting statistics 18%: Proportion of TV advertising that generates positive ROI 85%: Percentage of people that tend to skip TV advertising 40%: People prone to banner blindness on the internet 56% Proportion of people who try to avoid buying products that are advertised too much 65%: Proportion of people that feel bombarded by too much advertising 68%: Proportion of people interested in technology that skips/blocks advertising 55% : Proportion of people that do not believe in advertising messages

28. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

29. Brands need to tell their story In a world with millions of channels of communication, brands whose customers tell stories of the brand almost always end up being winners in the market-place. Relate to the customer, touch their emotions and win their praise

30. Command respect Don Corleone commanded respect even among his fiercest rivals! Most leading brands of today are swiftly losing respect among their customers. This could be due to a variety of reasons ranging from false advertising, bad quality products/services, bad after sales or even bad customer services from employees representing the brand

31. Don’t treat customers like children One message does not fit all. Learn to classify your market and communicate accordingly.

32. Don’t make false claims in your marketing communications

33. Communicate with not only your customers but your employees In most companies, only 5% of the workforce understands the company’s strategy completely Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005

34. Invest in a good CRM or a database tool that can record your customers likes, dislikes, history & other details Data mining is a key aspect of today’s business. The more you know about your customers, the better you can serve them and enhance their customer xperience

35. About Us Our competencies Our services What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Why NexGen? What we aim to do

37. You need huge budgets to create a good marketing plan

38. A perfectly executed plan will guarantee results

39. Innovation comes from inside

40. Never give the product/service away

41. You must identify with the competition

43. Traditional vs New Age Marketing TRADITIONAL Monologue (1 way) Short term viability Does not affect bottom-line in most cases Stand alone elements Fixed Expensive NEW-AGE Dialogue (2 way) Long term sustainability Affects company bottom-line Integrated platform Scalable & flexible Cost effective v/s

44. About Us What people think about Marketers The need of the hour Statistics A few ways to sustain a brand Marketing Myths Traditional vs New Age Marketing Our competencies Our services Why NexGen? What we aim to do

46. Internal involvement to positively affect your bottom-line

47. Leverage the experience of a network of professionals

48. Non affiliation with any group or business

49. Emphasis on clarity & simplicity – no bells & whistles

51. NexGen aims to help businesses…

52. Are you ready to take your business into the NEXGEN? use your “market” sense FUTURELAB BAIN & COMPANY Information courtesy: