The Mash-Up Presentation of the Internship

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  1. 1. THE MASH-UP PRESENTATION
  2. 2. Presentation Skills Marketing Management by Kotler HBR Cases HBR Article
  3. 3. MODULE 1 PRESENTATION SKILLS
  4. 4. MISTAKES TO AVOID
  5. 5. TOO MUCH OF INFORMATION
  6. 6. NOT ENOUGH VISUALS
  7. 7. VISUAL VOMIT
  8. 8. CRAP QUALITY
  9. 9. LACK OF PREPARATION
  10. 10. HOW TO
  11. 11. PRESENT DIFFERENTLY
  12. 12. TELL THEM YOUR STORY
  13. 13. PROPER DESIGN, COLOUR & CONTRAST
  14. 14. START FROM HERE.
  15. 15. CONNECT WITH AUDIENCE
  16. 16. Not to forget REHEARSE
  17. 17. MODULE 2 MARKETING MANAGEMENT BY KOTLER
  18. 18. OVERVIEW Defining Markets for the 21st century Developing Marketing Strategies and Plans
  19. 19. IDENTIFYING VALUE Scanning the Marketing Environment,Forcasting Demand & Conducting Market research Creating customer value and relationships Analysing consumer markets Analysing Business Markets
  20. 20. CHOOSING VALUE Identifying market segments & targets Competitive Dynamics Crafting the brand positioning Creating brand equity
  21. 21. DESIGNING VALUE Setting Product Strategy Designing & Managing Services Developing Pricing Strategies & Programs
  22. 22. DELIVERING VALUE Designing & Managing Integrated Marketing Communications Managing Retailing,Wholesaling & Logistics
  23. 23. COMMUNICATING VALUE Designing & Managing Integrated Marketing Communications Managing Mas Communications Managing Personal Communications
  24. 24. SUSTAINING GROWTH & VALUE Introducing New Market Offerings Tapping into Global Markets Managing a Holistic Organization for the Long Run
  25. 25. MODULE 3 HBR Case Studies
  26. 26. 1
  27. 27. ISSUES Majority of the population lives below the poverty line Buckingham has outdated market data to make decisions Buckingham has deep thinking background but little industry background
  28. 28. CURRENT CONDITION The only other minor league sports team in Springfield is a hockey team, the falcons and they are contemplating leaving town due to low ticket sales
  29. 29. FIRM RESEARCH Need new data:game attendance;ticket & concession prices Questionaire Postcard:fans potential spending behaviour Poll Noeasters stakeholder to formulate Questions Fans asked to fill out postcards & mail it,call a phone number to give results or fill put the form in the web
  30. 30. BUYING A LEGEND 2
  31. 31. FAVOURABLE CONDITIONS Manufactured 350 pianos worldwide Increase in sale of grand & vertical piano in traditional market Opening of new potentially large markets
  32. 32. UNFAVOURABLE CONDITIONS Frequent change in ownership Global sales fall by 40%
  33. 33. STEPS TO RESOLVE Manufacturing Marketing Used Piano Market Competitions
  34. 34. MOUNTAIN MAN BREWING COMPANY -BRINGING THE BRAND TO LIGHT 3
  35. 35. MOUNTAIN MAN LAGER Dark beer Premium beer segment 520,000 barrels sold in 2005 Revenue of $50 million in 2005 Popular among Blue- collared
  36. 36. ISSUES Sales declined by 2% in 2005 1st time in the history of the company Light Beer market started to increase Demographic Aging
  37. 37. SHOULD LIGHT BEER BE INTRODUCED?
  38. 38. BENEFITS Reach out to younger demographic Increase in lifetime customer value
  39. 39. THREATS Canabalization of core brand Alienation of core customers Dilute brand equity
  40. 40. MODULE 4 HBR Article
  41. 41. BRANDING IN DIGITALAGE
  42. 42. CONSUMER DECISION JOURNEY
  43. 43. Todays Customers take much more iterative & less reductive journey of 4 stages: ENJOY, ADVOCATE & BOND CONSIDER BUY EVALUATE
  44. 44. JOURNEY IN PRACTISE Instead of focusing on how to allocate spending across media, marketers should target stages in the decision jourey. ADVERTISEMENT ADVOCACY Marketers budgets are constructed to meet the needs of a strategy that is outdates. ONE WAY COMMUNICATION HUGE COST INVOLVED
  45. 45. Example
  46. 46. Example Kit-Kat and Oreo: Oreo has been part of a few brand interchanges on Twitter, but this one in March was initiated by Kit-Kat. The chocolate bar challenged the chocolate cookie to a game of tic-tac-toe with a specific fan's affections at stake.
  47. 47. WHAT THEY DO
  48. 48. WHAT THEY SEE Report Broken Links Inconsistent Brand Images
  49. 49. WHAT THEY SAY
  50. 50. CUSTOMER EXPERIENCE PLAN A large number of the internet population use the internet for just searching randomly. The next large internet population is more involved in research Online Videos & Music Social Networking
  51. 51. NEW ROLES OF MARKETING
  52. 52. Created by Aburvaa Ramesh, SVCE , during an internship By Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com