This summer I did an internship under Prof. Sameer Mathur, IIM Lucknow. This presentation is a summary of what i learned through this amazing internship.

1. Four weeks of my
journey through this
internship

2. Module 1
Realising the truth

3. Rectifying the mistakes

4. Lessons from experts
“Prepare, Design and Deliver”
- Garr Reynolds
“Create Resonance by connecting with
your audience. Make them physically react
to what you are talking.”
- Nancy Duarte

5. Application
Presentations on two TED talks

6. Module 2
 Core concepts of Marketing
 Marketing in modern world
 Solved Mini Cases reflecting
real-time situations
Learnings from Marketing
Bible

7. Highlights
Assessing
Market
opportunities
and customer
value
Understanding
Marketing
Management
Choosing Value
1.Identifying
Target Markets
2.Everthing on
Branding
Designing
Value
1.Product
strategy
2.Managing
Services
3.Pricing
Delivering
Value
1.Integrated
Marketing
Channels
2.Retailing
Wholesaling
and logistics
Communicating
value
1.Integrated
Marketing
Communications
2.Mass and
personal
Communications
Sustaining
growth and
value
1.New market
offerings
2.Entering
Global
markets
3.Holistic
marketing for
long run

8. Key Insights
Identifying needs of the society
Designing and delivering the needs
Take customer feedback and improve
your offering
Keep an eye on competitors
Advance towards improving your
offerings according to changing needs of
the society

9. In depth learning
of
“Crafting the Brand Position”

10. Compelling
and well
differentiated
message
Brand Mantra
Well
communicated
POPs and
PODs
Determine competitive
Frame of Reference
Emotional
element
Make customers feel for
your products
What Branding should contain

11. Module 3
The most challenging phase

12. Situation
(understanding
the problems)
Questions
(framing
questions to be
answered)
Hypothesis
(assuming a
solution)
Proof and action
(checking if the
solution is
appropriate)
Alternatives
(suggesting
alternatives)
Solving a case

13. Cases solved

14. Module 4
The successive slides will show
the analysis of an HBR article
made reflecting the lessons from
Modules 1,2 &3 and including the
research on corresponding topic.

15. For Mobile
Devices,
think Apps,
not Ads
Please
don’t
Place
your
Annoying
Ad here

16. Mobile usage
grew
tremendously
surpassing
Personal
computers

17. Text messages
Display ads
Change in
Personal communications
with customers
Marketers
were
quick enough
to leverage
this
ubiquitous
nature of
mobiles

18. With increase
in smart- phone
market,
marketers
began
spending heavily
on mobile ads
Mobile ad budgets in the U.S. are expected
to increase from $2.3 billion in 2012
to almost $11 billion in 2016

19. It is
High time
marketers
should know the truth

20. Mobile ads
Suck!

21. Display ads
function
well in print and
on desktop
computers. But
they
just don’t
work
on
mobile devices.

22. People
Don’t
Like
Them
Surveys show that people find mobile
ads more intrusive than desktop ads,
because mobile is a more private venue

23. There’s
No
Right
Side

24. Many of the taps tracked are inadvertent
The
fat
finger
effect

25. Banners are
Ugly
They offer little
Real estate for
a clear message

26. Mobile ads are
Dumb
Why do I see
a banner of
an app I
already have?

27. Mobile ads are
Not
respectful
This banner is
advertising an
App which has
always been
free.
Users are
not dumb.

28. What to do

29. Go for

30. People value
apps for their
functionality
and don’t
find them
intrusive

32. Games and
entertainment
Social
Networks
UtilitiesDiscovery
Brands Categories
of
Smart phone
Apps

33. Strategies to create
apps that add value
to customers’ lives

34. Add
Convenience
Customer satisfaction: Get info smoothly and quickly
Marketer satisfaction: Increases customer exposure to
the brand.

36. Convenience face 3 constraints
1.They aren’t very effective at acquiring new customers.
2.These apps aren’t a viable alternative for every company. Established
brands with large customer bases have an inherent advantage.
3.As more and more companies build convenience into their apps,
they will find it harder to differentiate themselves.

37. Offer
unique value
Customer satisfaction: Delivery of unique benefits
Marketer satisfaction: Increases Sales

38. Tesco’s Homeplus
Allows you to shop while waiting
for train.
(within 3 months, registered users
rose by 76% and sales by 130%)
App Nike+ works
with a special chip in
Nike’s shoes to
monitor speed, distance,
and calories burned.
(drove 30% of sales of
Its running shoes)

39. Provide
Social value
Customer satisfaction: Connecting with friends and
social gifting.
Marketer satisfaction: Improves sales.

40. Wrapp allows to
send your Facebook
friends gift cards
with one click.
(more than 1.2 million
cards have been sent)
Facebook with social
gifting company karma
offers features to send
gift cards.

41. Offer
Incentives
Customer satisfaction: Incentives
Marketer satisfaction: Promotion of Brand

43. Entertain
Customer satisfaction: Entertainment
Marketer satisfaction: Engagement with the brand

44. Play and engage with
Red bull

45. Apps are not only
the most effective
way to reach
mobile consumers;
they’re also more
cost-efficient
than many
traditional
ad campaigns
Thousands of computer programmers
entered the industry as freelance app
designers.

46. Mobile app
market in
India

47. India has one of the largest
and fastest growing mobile
user bases in the world.
It is the second-largest
mobile phone user in the
world with 960,579,472users.
In India no. of
smartphones grew
by 54% in 2014 reaching
140 million users and
with a growth rate
of 4.7%.
According to statistics
India has the fastest
growing telecom
network in the world.
Mobile app usage in
India grew 131 %,
as per Yahoo's latest
report.

48. A recent article on The Hindu
Showed a study conducted by
Boston consulting group and
India@digital.bharat on mobile
and apps usage.
“With a smartphone in hand, a
Customer can browse, shop, buy,
Complain, refer, write a review—
in no time. And so, Businesses
and services need to re-create
the whole user experience,
realising well that it is a personal
device” – The Hindu

49. The article states mobiles are a
great way to connect with rural India.
rural mobile internet users total about
a third of their counterparts.
Accessibility with easy to use apps
can be an asset to companies to
spread their extent into vast
rural India.
Social networking is major activity
of Indian user. Hence apps providing
social value will be advantageous
for Indian market.

50. .
Rural Markets are great opportunities
National Dairy Development Board (NDDB) launched a mobile application for
livestock farmers.
The mobile application, named 'Pashu Poshan' resulted in reducing the feed
cost by Rs 5-15 per day per animal and an average increase in milk production
by an average 300 ml per animal per day

51. A study of app usage on Phablets by Yahoo in India mentions:
The top three app growth categories in India are personalization
(such as Android launchers like Aviate and Hola), followed by News
& Reading and Photography.
• Personalization apps grew per cent year over year,
• News and Reading apps grew per cent while,
• Photography apps grew per cent.
533
311
178

52. The time is right for
developers to leverage this
appetite for apps .
App use is shifting from
entertainment to more
functional categories that
are utilitarian and enhance
productivity
The move from e-
commerce to m-commerce
is accelerating, as more
and more Indians shop via
apps on their mobile
phones
Gaming remains one of
the most engaged
categories

53. .
Snapdeal is doing it
Snapdeal is delivering great value through its app. It provides great
convenience and offers a lot of incentives. It is now creating a more user-
friendly and simplified version with less distractions from ads and colours,
and more focus on visuals and product information.

54. Snap deal’s App marketing is very good with attractive offers.
App marketing is a great way to get customers use your app.

55. Thank you

56. An Internship with
Prof. Sameer Mathur,
IIM Lucknow.
wwW.IIMInternship.com
A.Kruthika
Indian School of Mines, Dhanbad