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MARKETING MARKETING AT A AT A
GLANCEGLANCE
The basics of creating The basics of creating PresentationPresentation
Avoid 5 design mistakes: The first step towards creating an impactful presentation
MISTAKE 1
TOO MUCH INFORMATION
Every piece of information is not meant to be vomited on
slide
Include only relevant points
MISTAKE 2
NOT ENOUGH VISUALS
Whichever Visuals you use just remember to….
MISTAKE 3
CRAP QUALITY
There are two shortcuts to a good design…
Buy it
OR
Steal it
MISTAKE 4
VISUAL VOMIT
• Consistent use of colors & images
• Wise use of Alignment
• Use collection of Visual assets that belong together
• Stick to one color scheme
And then comes the most shocking mistake…
MISTAKE 5
LACK OF PREPARATION
Spend enough time to prepare
presentation
Be organized
&
Plan well
According to 86% of top executives Communicating with clarity impacts one’s career and income….
Therefore, avoid the five major mistakes and deliver the best of what
you can!
PREPARE.DESIGN.DELIVER
Start with the end in mind
Know your audience as well as possible
Make sure you have solid content to deliver
These are some points that can help to make a brilliant presentation!!
Let us have a Let us have a look at some of look at some of
Kotler’s ConceptsKotler’s Concepts
How can companies exploit the potential of Public Relations & Publicity?
Establish objectives
Choosing messages and vehicles
Implementing plans & Evaluating results
DEVELOPING AN EFFECTIVE ADVERTISING PROGRAM
IDENTIFY THE TARGET MARKET
&
BUYER MOTIVES
THEN MAKE THE FIVE MAJOR DECISIONS:
“THE FIVE M’s”
SO WHENEVER YOU ARE STUCK IN THE MIDDLE OF DESIGNING AN ADVERTISING CAMPAIGN...
YOU KNOW WHAT HAS TO BE
DONE!!!
Concepts learned Concepts learned throughoutthroughout
Customer-Based Brand Equity (CBBE)
&
Brand Extension
In order to build a strong brand one should shape how customers think and feel about the product.
Brand Identity: Who are you?
Application
• Know your customers
• Identify how customers decide between your brand and competitors' brand
• You should be familiar with your USP
Brand Meaning: What are you?
The two building blocks:
‘PERFORMANCE’
vs
‘IMAGERY’
Application
• Identify customers needs
• Transform Customers need into High Quality Product
• Create a Brand Personality
Brand Response: What do I think or feel about you?
The building blocks of this step:
‘JUDGEMENTS’
&
‘FEELINGS’
Application
• Think about the Brand feelings
• What can be done to enhance the feelings for your customers?
Brand Resonance: How much of a Connection would I like to have with you?
Application
• Strengthen each resonance category
• What can be done to increase customer involvement with brand?
• How can the loyal customers be rewarded?
These slides were created by Ila Singh, NMIMS during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com)