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Frugal Marketing ,[object Object]
When is frugal marketing required? Upstart brands take on brands that are larger, more established than themselves 1.  New business model challengers 2.  Old model, new market challengers high high low low Relative Marketshare Relative Growth Rate Laggards Mature Champions Challengers New Money Marketing , Jessie Paul, McGraw-Hill Education
Core vs Surround Input Elements Core Service Attributes Output Impact People Elements that are directly related to service performance Service Delivery Process Delivery Facilities Price Country of origin Executive Management Vision Corporate Governance Environment Community Investor Returns Business Benefits Industry Development Surround Surround Core Quality New Money Marketing , Jessie Paul, McGraw-Hill Education
Flat World Trends  Digitization, globalization: People are buying things they cannot see! 1. The world is connected electronically: Everyone is a journalist, opinion-maker, and salesperson! 2. 3. The market is very small: You have a target audience of one 4. Advertising is free: But getting it is hard work New Money Marketing , Jessie Paul, McGraw-Hill Education
Marketing changes in the Flat World Individuals Interconnected Location-specific Location-independent Customers Access controlled Easily accessible At cost Free Information One way 2-way, interactive Lag Instantaneous Opt out Opt-in At cost Free Communication  Old World Flat World New Money Marketing , Jessie Paul, McGraw-Hill Education
[object Object],[object Object],[object Object],[object Object],Useful levers and tools for smart branding Levers Channels ,[object Object],[object Object],[object Object],[object Object],+ New Money Marketing , Jessie Paul, McGraw-Hill Education
5 Frugal Tips  Create Your Own Marketing Channels Insights vs Information Go Online Own the Eco-system Define your Audience Narrowly 1 2 3 4 5
Confidential © Copyright 2007 Wipro Ltd Define your Audience Narrowly
Own the Eco-system New Money Marketing , Jessie Paul, McGraw-Hill Education Industry Associations Analysts Consumer Reports Consulting Firms Sourcing Advisors Other Customers Journalists Expert Users Government  Academics Internet Pundits Friends & Family Employees Salesperson Decision Maker
Confidential © Copyright 2007 Wipro Ltd Create Your Own Marketing Channels
Confidential © Copyright 2007 Wipro Ltd First global award for innovation in sourcing. Blue-chip partners: ITAA, IAOP, Forbes.150+ nominations, 12 Winners announced at gala event in NY Insights vs Information
Confidential © Copyright 2007 Wipro Ltd Go Online 478,028 “friends” and 88,009 comments.  500+ connections 1,465,128 “supporters”, 340,142 comments or wall posts 68,836 “followers” 181 updates 900,000+ supporters Acts as a hub for his other online media presence 1185 videos 76,095 subscribers 15,603,285 million channel views New Money Marketing , Jessie Paul, McGraw-Hill Education MyBo Twitter YouTube Facebook LinkedIn MySpace Barack Obama

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Tips For Frugal Marketing

  • 1.
  • 2. When is frugal marketing required? Upstart brands take on brands that are larger, more established than themselves 1. New business model challengers 2. Old model, new market challengers high high low low Relative Marketshare Relative Growth Rate Laggards Mature Champions Challengers New Money Marketing , Jessie Paul, McGraw-Hill Education
  • 3. Core vs Surround Input Elements Core Service Attributes Output Impact People Elements that are directly related to service performance Service Delivery Process Delivery Facilities Price Country of origin Executive Management Vision Corporate Governance Environment Community Investor Returns Business Benefits Industry Development Surround Surround Core Quality New Money Marketing , Jessie Paul, McGraw-Hill Education
  • 4. Flat World Trends Digitization, globalization: People are buying things they cannot see! 1. The world is connected electronically: Everyone is a journalist, opinion-maker, and salesperson! 2. 3. The market is very small: You have a target audience of one 4. Advertising is free: But getting it is hard work New Money Marketing , Jessie Paul, McGraw-Hill Education
  • 5. Marketing changes in the Flat World Individuals Interconnected Location-specific Location-independent Customers Access controlled Easily accessible At cost Free Information One way 2-way, interactive Lag Instantaneous Opt out Opt-in At cost Free Communication Old World Flat World New Money Marketing , Jessie Paul, McGraw-Hill Education
  • 6.
  • 7. 5 Frugal Tips Create Your Own Marketing Channels Insights vs Information Go Online Own the Eco-system Define your Audience Narrowly 1 2 3 4 5
  • 8. Confidential © Copyright 2007 Wipro Ltd Define your Audience Narrowly
  • 9. Own the Eco-system New Money Marketing , Jessie Paul, McGraw-Hill Education Industry Associations Analysts Consumer Reports Consulting Firms Sourcing Advisors Other Customers Journalists Expert Users Government Academics Internet Pundits Friends & Family Employees Salesperson Decision Maker
  • 10. Confidential © Copyright 2007 Wipro Ltd Create Your Own Marketing Channels
  • 11. Confidential © Copyright 2007 Wipro Ltd First global award for innovation in sourcing. Blue-chip partners: ITAA, IAOP, Forbes.150+ nominations, 12 Winners announced at gala event in NY Insights vs Information
  • 12. Confidential © Copyright 2007 Wipro Ltd Go Online 478,028 “friends” and 88,009 comments. 500+ connections 1,465,128 “supporters”, 340,142 comments or wall posts 68,836 “followers” 181 updates 900,000+ supporters Acts as a hub for his other online media presence 1185 videos 76,095 subscribers 15,603,285 million channel views New Money Marketing , Jessie Paul, McGraw-Hill Education MyBo Twitter YouTube Facebook LinkedIn MySpace Barack Obama

Notas del editor

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