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THE MASH-UP PRESENTATION

The Mash-Up Presentation of the Internship

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THE

MASH-UP

PRESENTATIO

N

Presentation Skills

Marketing Management by

Kotler

HBR Cases

HBR Article

MODULE 1

PRESENTATION

SKILLS

MISTAKES

TO

AVOID

TOO MUCH OF INFORMATION

NOT ENOUGH VISUALS

VISUAL VOMIT

CRAP

QUALITY

LACK

OF

PREPARATION

HOW

TO

PRESENT DIFFERENTLY

TELL THEM YOUR STORY…

PROPER

DESIGN,

COLOUR

&

CONTRAST

START FROM HERE….

CONNECT WITH AUDIENCE

Not to forget…

REHEARSE

MODULE 2

MARKETING

MANAGEMENT

BY

KOTLER

OVERVIEW

Defining Markets for the 21st century

Developing Marketing Strategies and Plans

IDENTIFYING VALUE

Scanning the Marketing Environment,Forcasting Demand & Conducting Market research

Creating customer value and relationships

Analysing consumer markets

Analysing Business Markets

CHOOSING VALUE

Identifying market segments & targets

Competitive Dynamics

Crafting the brand positioning

Creating brand equity

DESIGNING VALUE

Setting Product Strategy

Designing & Managing Services

Developing Pricing Strategies & Programs

DELIVERING VALUE

Designing & Managing

Integrated Marketing

Communications

Managing

Retailing,Wholesaling

& Logistics

COMMUNICATING VALUE

Designing & Managing Integrated Marketing Communications

Managing Mas Communications

Managing Personal Communications

SUSTAINING GROWTH & VALUE

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Organization for the Long Run

MODULE 3HBR

Case

Studies

1

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Buckingham has outdated market data to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

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

FIRM RESEARCH

Need new data:game attendance;ticket & concession prices

Questionaire Postcard:fans potential spending behaviour

Poll No’easters 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

BUYING A LEGEND

2

FAVOURABLE CONDITIONS

Manufactured 350 pianos worldwide

Increase in sale of grand & vertical piano in traditional market

Opening of new potentially large markets

UNFAVOURABLE CONDITIONS

Frequent change in

ownership

Global sales fall by

40%

STEPS TO RESOLVE

Manufacturing

Marketing

Used Piano Market

Competitions

MOUNTAIN MAN

BREWING COMPANY-BRINGING THE BRAND TO LIGHT

3

MOUNTAIN MAN LAGER

•Dark beer

•Premium beer segment

•520,000 barrels sold in 2005

•Revenue of $50 million in 2005

•Popular among Blue-collared

ISSUES

Sales declined by 2% in 2005 – 1st time in the history of the company

Light Beer market started to increase

Demographic Aging

SHOULD

LIGHT

BEER

BE

INTRODUCED?

BENEFITS

Reach out to

younger

demographic

Increase in

lifetime customer

value

THREATS

Canabalization of

core brand

Alienation of core

customers

Dilute brand

equity

MODULE 4

HBR Article

BRANDING

IN

DIGITAL AGE

CONSUMER DECISION JOURNEY

Today’s Customers take much more iterative &

less reductive journey of 4 stages:

ENJOY,ADVOCATE &

BOND

CONSIDER

BUY

EVALUATE

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 COMMUNICATIONHUGE COST INVOLVED

Example…

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.

WHAT THEY DO

WHAT THEY SEE

Report Broken Links

Inconsistent Brand Images

WHAT THEY SAY

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

NEW ROLES OF MARKETING

Created by Aburvaa Ramesh, SVCE ,

during an internship By Prof. Sameer Mathur, IIM

Lucknow.www.IIMInternship.com