The document discusses different types of social groups and marketing techniques. It defines a social group as a collection of people who interact and share similarities. There are various types of social groups including primary, secondary, informal, and formal groups. It also outlines characteristics of social groups like we-feeling, role, and status. Additionally, the document covers different social marketing techniques such as viral marketing, guerrilla marketing, ambush marketing, and pull marketing. It provides examples of advertisements that utilize each technique.

1. Social Groups
-Consumer
Behavior

2. Introduction – A Group
What is a Group?
A collection of individuals who have regular contact and
frequent interaction and who work together to achieve a
common set of goals.

3. Types of Groups
• Are those that are close-knit. They are typically small
scale, include intimate relationships, and are usually long
lasting.
• Are those that have the opposite characteristics of
primary groups. They can be small or large and are
mostly impersonal and usually short term. These groups
are typically found at work and school.

4. Introduction – A Social Group
What is a social Group?
A social group is a collection of people who interact with each
other and share similar characteristics and a sense of unity.

5. Types of Social Groups
Transitory
Group
Recurrent
Group
A Formal
Group
Associative
Primary
Secondary
Dissociative
Primary
Secondary
Informal
Group
Associative
Primary
Secondary
Dissociative
Primary
Secondary

6. Characteristics of a Social Group
We-Feeling Role Status
Reciprocal
Feeling

7. Ads
• Reciprocal ad: Heineken-http://
www.youtube.com/watch?v=sC7Vwwp-
XDo
• We Feeling ad: Carlsberg-http://
www.youtube.com/watch?v=t5doV5WBgh
M
• Role ad: Lenskart-http://
www.youtube.com/watch?v=lgcMWZZMP
4Y
• Status ad: Rolex-http://
www.youtube.com/watch?v=Nl69kih7YnA

8. Social Power
Social Power is the capacity to alter the actions of others
There are 6 types of Social Power :
Information Power
Legitimate Power
Coercive Power
Expert Power
Referent Power
Reward Power

9. Information power
Information Power is a form of power that is based on controlling
the information needed by others in order to reach an important
goal.

10. Legitimate power
Legitimate Power is a form of power that is based on the
perception that someone has the right to prescribe behavior,
typically but not necessarily due to election or appointment to a
position of responsibility in the organizational hierarchy.

11. Coercive power
Coercive Power is a form of power that is based on the perceived
ability to punish those who don’t conform to your ideas or
demands.

12. Expert power
Expert Power is a form of power that is based on having
distinctive knowledge, expertness, ability or skills.

13. Referent Power
Referent Power is a form of power by virtue of the follower
wanting to emulate the person who possesses this form of power
(wanting to be be like him).

14. Reward Power
Reward Power is a form of power that is based on the perceived
ability to give positive consequences or remove negative ones.

15. Ads For Social Power
• Information Power ad- Jaago Grahak Jaago-http://
www.youtube.com/watch?v=faVVlWG-M2o
• Legitimate Power ad- Narendra Modi’s Campaign-http://
www.youtube.com/watch?v=ffcItiSzUuA
• Coercive Power ad- Pepsi-http://
www.youtube.com/watch?v=oLOItXdQTp0
• Expert Power ad- Sensodyne-http://
www.youtube.com/watch?v=tU9O5YCZ-eM
• Referent Power ad- Fair & Handsome ad-http://
www.youtube.com/watch?v=mqXiPCI0OTs
• Reward Power ad- Starbucks-http://
www.youtube.com/watch?v=gtvPxWQ097g

16. Reference groups
• Any person or group of people who significantly influences an
individual’s behavior
• May be individuals (celebrities, athletes, or political leaders)
or groups of individuals with similarities (musical groups or
sports teams)
• (Ad- Nike with C.Ronaldo & Rafael Nadal-http://
www.youtube.com/watch?v=_mdgTR5ZyDs )

17. Viral
Pull
Ambush
Guerrilla

18. -Low-cost, unconventional means (graffiti, sticker
bombing, flyer posting) used in localized fashion to
draw attention to an idea, product, or service.
-Promotion through a network of individuals, groups,
or organizations working to popularize a product or
idea by use of flash mobs, viral marketing campaigns,
or internet marketing.
-Popular Techniques:
 Technique #1 – Do Something Totally Outlandish
and Creative in a Local Community
 Technique #2 – Viral Videos
 Technique #3- Creative Bill Boards
Guerrilla
Marketing

19. • Ad- Coca Cola Dancing Machine-http://
www.youtube.com/watch?v=3MnDAWl
hegw

20. -Using pre-existing social networking services and
other technologies to try to produce increase in brand
awareness
-Can be delivered by word of mouth or enhanced by the
network effects of the Internet and mobile networks.
-Interactive Flash games, ebooks, brandable
software, images, text, email messages, or web pages.
-Popular Techniques:
 Pass-along based
 Incentive based
 Trendy based
 Undercover based
Viral
Marketing

21. • Viral Marketing Ad- Carrie Telekinetic Coffee
Shop-http://
www.youtube.com/watch?v=f0YacdEeF
UY

22. -Used to capitalize and associate with a
specific event without the payment of any
sponsorship fee.
-Undeniably effective as it damages & attracts
consumers at the expense of competitors, while
undermining an event’s integrity and, most
importantly, its ability to attract future
sponsors.
-Popular Technique:
Direct or predatory ambushing
 Indirect ambushing by association.
Ambush
Marketing

23. • Ambush Marketing – TOI Vs The Hindu-http://
www.youtube.com/watch?v=aWdwlZ6S
tA0

24. -The idea is to establish a loyal following and
draw consumers to the products.
-Attempts to create brand loyalty and keep
customers coming back
-Popular Technique:
 Mass media promotions
 Word-of-mouth referrals
 Advertised sales promotions.
• Aims at- Producer
Consumer
Wholesaler Retailer
PULL
Marketing

25. BIBLIOGRAPHY/WEBLIOGRAPHY
• http://www.businessdictionary.com/definition/group.html#ixzz3D7ORgFzu
• http://infed.org/mobi/what-is-a-group/
• http://www.cliffsnotes.com/sciences/sociology/social-groups-and-organizations/
social-groups
• http://education-portal.com/academy/lesson/types-of-social-groups-primary-secondary-
and-reference-groups.html#lesson

26. A Team Effort By:
Abhishek Shinde
Ashish Jain
Imad Sirkhot
Karen D’Souza
Ketaki Misra
Kirk Coutinho

27. Thank You