This document discusses marketing lessons for Indians using Bollywood celebrities as examples, specifically focusing on Katrina Kaif and Ajay Mishra. It covers topics like targeting and positioning consumers in India using mobile platforms and services. Various dimensions of mobile services are analyzed like cost, coverage, clarity. The role of imagery and association with celebrities like Priyanka Chopra are discussed for positioning a brand to rural Indian audiences.

1. KATRINA – KAIF TURCOTTE-TURQUOTTE MISHRA AJAY – MARKETING
LESSONS:
KATRINA-AJAY-MARKETING LESSONS:
TAILORED FOR INDIANS PEOPLES WITH EXAMPLES SPECIALLY MOBILE
AND
KATRINA-AJAY: KATRINA – KAIF TURCOTTE-TURQUOTTE MISHRA AJAY –
MARKETING LESSONS + ROLE OF BOLLYWOOD IN ADVERTISING/SELLING
PRODUCTS AND/OR SERVICES TO INDIAN CONSUMER SEGMENTS:
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@KatrinaKaif_ GROWING VOLUMES OF SMS, MMS, MOBILE AND TWEETS,
SUPPORTS YOUR STATEMENT: INDEED UPPER , MIDDLE+EVEN LOWER CLASS
NOW HAS MOBILE
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@mishrainsead03
@KatrinaKaif_ MOBILE growth=F(cost of handsets, cost of txns,+ve network
externalities, absence or lack of cable - ie last mile telecom)
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@mishrainsead03

2. @KatrinaKaif_ peoples not pay for net, but wtp for mobile=exists. ad networks on
mobile wanting to seize opportunity offered due to mobile
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@mishrainsead03
@KatrinaKaif_ china, india, brazil, russia = big market+ growth potential + opportunity
for mobile & mobile apps also happening, its called VAS
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@mishrainsead03
@KatrinaKaif_ Samsung does value innovation, it’s also client of INSEAD, what swatch
watch did to watch, Samsung does to its things
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@mishrainsead03
@KatrinaKaif_ [a]HANDSETS- form fit function, fashion-samsung 'innovates' around
fashion - lifestyle-making a statement; NOKIA DOES THINGS 2
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@mishrainsead03
@KatrinaKaif_
[a] handset
[B] SERVICE - eg: vodafone,verizon,airtel,etc service dimensions :
(i)comfort
(ii)cost

3. (iii)clarity
(iv)conformity
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@mishrainsead03
@KatrinaKaif_ mobile service + comfort: means - how easy is it to use+contact in case
of trouble shooting etc :
clarity=reception-sound quality
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@mishrainsead03
@KatrinaKaif_ coverage=range - ie. reach, obstructions , signal quality etc covered in
coverage = f(technology, network, alliances)
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@mishrainsead03
@KatrinaKaif_ cost= per minute price of making calls - it shows up in mobile bill and
then there is this cost for service a ratio ie
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@mishrainsead03
@KatrinaKaif_ means cost=low, but is cost low comes at a cost, ie - is coverage=low, or
is network =down or slow or is switching costs=high
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@mishrainsead03
@KatrinaKaif_ so IF costs=lowBUT low costs comes at a cost THENcomp based on
cost alone - means either [1] tsp needs filled [2] apples&sushi

4. ______________________________________________________________________
@mishrainsead03
@KatrinaKaif_ tsp=target, segment, positioning, for example: BSNL taget=not comso,
not hip urban but mid or low tier cities+villages indian
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@mishrainsead03
@KatrinaKaif_ so BSNL TARGETS not same peoples which isb targets by airtel or
vodafone or samsung alliance service whatever that is..
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@KatrinaKaif_ a target market is mostly associated with a segment, like rural india -
maybe a segment, within rural india, sub segments
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@mishrainsead03
@KatrinaKaif_ eg: BSNL targets so &so segment, and POSITIONING IS now the next
after target and segment=chosen to focus on;q=howto position
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@mishrainsead03
@KatrinaKaif_ target segment POSITIONING=CALLED TSP IN SHORT: we talked
about t=target, s=segment, - which btw =same was with paints ref jthj
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@mishrainsead03
@KatrinaKaif_ so in P=posiioning: we is has eg BSNL: ok, so WHAT TO SAY WHY
CHOSE BSNL NOT AIRTEL OR VODAFONE to your chosen t and s=quest4P
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@mishrainsead03

5. @KatrinaKaif_ ITS LIKE THIS - CREST=FOR CAVITIES, COLGATE=FRESH
BREATH-SAANS IE, OR IS IT CLOSEUP FOR CLOSE ENCOUNTERS MINUS BAD
BREATH? :)
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@mishrainsead03
@KatrinaKaif_ SIMILARLY, MOBILE SERVICES HAVE TO POSITION THEMSELVES
FOR THEIR RESPECTIVE CHOSEN TARGET AND SEGMENT POPULACE =AN
EXCERCISE
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@mishrainsead03
@KatrinaKaif_ TARGET AND SEGMENT FOR ANY PRODUCT(SUCH AS PAINTS,
OR MOBILE} NEEDS [A] DATA+ANALYSIS [B] INTUITION
[C]QUANTIFICATION+DECISION
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@mishrainsead03
@KatrinaKaif_ DATA =NUMBERS= NEEDED FOR T SP - SUCH AS -[A]HOW
BIG=MKT [B]COMPETITOR=HAS-WHAT+WANTS-WHAT+WILL-DO-WHAT-IF-WE-
DO-THISOR-THAT
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@mishrainsead03
@KatrinaKaif_ [C] ADDITIONAL DATA= NEEDED TOO & YES, THERE R SOME
MODELS & SOME EXCEL SHEETS - SOME PREMADE SOME BESPOKE: ITS LIKE
TAILORING
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@mishrainsead03
@KatrinaKaif_
COOKIE CUTTER ANALYSIS WITH OR WITHOUT MODELS +/- EXCEL=SKILLS &
ROTE::

6. BESPOKE=MADE TO ORDER TAILORED SUIT-CUSTOM ANALYSIS IE
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@mishrainsead03
@KatrinaKaif_ DATA ANALYSIS ;ACUMEN, COMPETITORS RESPONSES ETC ETC=
ANALYTICAL ASPECTS OF BIZ, P=POSITIONING =LEFT+RIGHT BRAIN:
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@mishrainsead03
@KatrinaKaif_ THINK OF POSITIONG AS LIKE THIS -> CHOOSE MY MOVIE
BECAUSE XYZ, CHOOSE MY BRAND PROD BECAUSE XYZ REASONS, CHOOSE
BSNL BCUZ---
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@mishrainsead03
@KatrinaKaif_ WEKNOW DIMENSIONS OF COST, CLARITY, COVERAGE
CUSTOMER SERVICE ETC IN BOTH
[A] ABSOLUTE TERMS
[B] RELATIVE TERMS, B MATTERS MORE WHAN?
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@mishrainsead03
@KatrinaKaif_
COST DIMENSIONS
=
[1] PRICE PER MINUTE

7. [2]PLAN DETAILS HAS THAM TOO, LIKE FRIENDS AND FAMILY GET LOWER
PRICE, IF EXTERNALITY ETC
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@mishrainsead03
@KatrinaKaif_ NOT ONLY WE KNOW ON COST PER MIN OF BSNL{ABSOLUTE
COST} BUT ALSO, COST PER MIN, COMPARED TO OTHER
COMPETITORS(RELATIVE COST)
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@mishrainsead03
@KatrinaKaif_ B=RELATIVE DIMENSIONS MATTER MORE, WHEN ITS EITHER [1]
CUST WANTS TO DECIDE [2]WANT TO LAUNCH SWITCH TO US BCUZ Xyz
HERE=BETTER
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@mishrainsead03
@KatrinaKaif_ POSITIONING = WHY CHOOSE BSNL BECAUSE ? - AND THIS IS
SOME SORT OF A LINE, LIKE - CHOOSE BSNL BECAUSE ITS CHEAPER THAN
XYZ
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@mishrainsead03
@KatrinaKaif_ NOW, LETS SAY P=CHOOSE-BSNL 'CUZ ITS CHEAPER - IN BOLD
PRINT, FOLLOWED BY COPY - THAT SAYS, WE HAS COVERAGE ALL OVER INIDA
ETC
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@mishrainsead03
@KatrinaKaif_ once the P-STATEMENT=decided, ie position-COST CONSCIOUS
peoples, USE =WORD CALLED CHEAPER, ok after that - few more questions

8. ______________________________________________________________________
@mishrainsead03
@KatrinaKaif_ NOW, FROM T=TARGET, AND S=SEGMENT AND NAME=BSNL, did
we has t and s -somehow evoke rural too - for now or in furture? ok THAN
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@mishrainsead03
@KatrinaKaif_ t+s = midtier+low-tier+rural indians - ok B IN BSNL FOR ? - B FOR
BHARAT =[1] desi word ? or [2] videshi word?
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@mishrainsead03
@KatrinaKaif_ DESI FUN PLACE IS NRI BTW, BSNL: B FOR BHARAT,
IMAGERY=DESI OR COSMOPOLITAN? OR ANY OF THE [A] BHARAT WORD [B]
CHOSEN Target & Segment ie
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@mishrainsead03
@KatrinaKaif_ & ANSWER IS: BSN+T&S= NOT HIP, NON COSMO, NON ULTRA
SLEEK URBAN, BIUT MID+LOW-TIER CITY +VILLAGE DWELLERS4 WHOM
COST=MATTERS
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@mishrainsead03
@KatrinaKaif_
NOW, THE QUETSIONs IS
- > [1] WHO WILL SAY CHOOSE BSNL BECAUSE OF SOME XYZ REASON
IN TV-

9. MEDIA
PRINT
->[2]WHAT IMAGERY AND AMBIANCE
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@mishrainsead03
@KatrinaKaif_ SO FOR WHO WILL SAY WHAN NATION= NOT USA/ LONDON,
WEHER WE HAS MODELS AND MADISON AVE, BUT NATION=INDIA, WHERE
MADISON AVE=Not exists
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@KatrinaKaif_ WHAN NATION=INDIA: M 4 MODELS, M 4 MUSIC, M 4 MOVIE M 4
MAFIA ALL MEANS - B FOR BOLLYWOOD. AND BOLLYWOOD=ADS+SONGS &
SONGS=ADS

10. ______________________________________________________________________
@mishrainsead03
@KatrinaKaif_ SO NATION=INDIA, WHO = WHAT ARE OPTIONS= NO MODELS LIKE
MADISON BUT CHOSE - FROM BOLLYWOOD - AS WE KNOW
M for -> MUSIC MOVESMOVIES
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@mishrainsead03
@KatrinaKaif_ M 4->MUSIC+MOVES->MOVIES SO WHICH MODEL?
ANSWER = THE ONE WHO RHYMES AND JIVES WITH THE CHOSEN for target and
segment to which U WANNA SELL
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@mishrainsead03
@KatrinaKaif_ IN THIS - COMES - OPTIONS TO CHOOSE =? - OK LETS GUESS, IS
THERE B=BHARAT=DESI? OK, THAN, M4 MODELS-IN -MUSIC-MOVES-MOVIES?
OK
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@mishrainsead03
@KatrinaKaif_
SO,
IS
PC = PRIYANKA CHOPRA=DESI GIRL SONG SHE DID OR IS SHE MORE COSMO
THAN KATRINA ?
I know there is another name like deepika
and

11. mobile bill guy – kapoor lad , had mobile issues, so much only his mom has
answers - much the same way piggy chops is that called pc – desi girl, had
mobile and relationships in media all over issue with whats that guy name who
did air force ala tom cruise in monsoon, mausam ?
ANSWER = CC=CHIKNI CHAMELI=NOT PC :)
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@mishrainsead03
@KatrinaKaif_ CC=CHIKINI CHAMELI=NOT PC 'CUZ? [1] RATIOS +PROPORTIONS
[2] IMAGERY TAKES TIME TO ESTABLISH; SO, PC=DESI SORTALIKE RANI
Mukehrjee IS TOO
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@mishrainsead03
@KatrinaKaif_ OK, THEN KAT IS OUT OF SCOPE FOR SAYING CHOOSE BSNL
BECAUSE OF XYZ REASON, BETTER TO CHOOSE PC - THE DESI GIRL,
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@mishrainsead03
@KatrinaKaif_ ITS CALLED ?
- WHATS FEW WORDS U CAN USE TO ANSWER THIS?
-> THIS WILL HELP U TAILOR YOUR CARRER,
SAYS WHO? SAYS - AJAY MISHRA
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@mishrainsead03
@KatrinaKaif_ SO: THINK HERE IS ONE WORD - [1] ASSOCIATION OK ILL GIVE U
MORE WORD [2]IMAGERY OK ONE MORE - SOURCE OF IMAGE AND IMAGERY
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12. @mishrainsead03
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@KatrinaKaif_ OK KATRINA -> SOURCE OF IMAGE AND IMAGERY IN THE MINDS
OF THE TARGET MARKET SEGMENT POPULACE =??? WHAT? -> THIS -> M FOR
?:)
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@KatrinaKaif_ BONUS FOR U - V FOR VARIETY - REASONS? - START WITH
BENEFITS OF VARIETY? NOT JUST MORPHS OF VARITEY, M 4 MORPHS TOO
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@mishrainsead03
@KatrinaKaif_ M 4 MORPHS: IN IMAGERY THAT COMES ASSOCIATED WITH
VARIETY IN CLOTHING, SYLES, LOOKS, MOVIES, ROLES ETC - FOR EG:
CC=chikni chameli= VARIETY
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@mishrainsead03

13. @KatrinaKaif_ SING IS KING IS ONE STYLE OR TYPE, NAKSHATRA, KUNDAN
JEWLERRY - RAJNEETI SAREE, CC=CHIKINI CHAMELI = VARIETY, U CAN HAS
WORDS
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@mishrainsead03
@KatrinaKaif_ IMAGERY IS FORMED VIA MUSIC-MOVES-MOVIES - BECOMES
MORPHS INTHIS TOO :
CC'S CLOTHES+AMBIANCE BOTH=RUSTIC=VARIED
Different – variation FROM SAY JTHJ

14. ______________________________________________________________________
@mishrainsead03
@KatrinaKaif_ =VARIED FROM SING IS KING
FOR EG CHIKNI CHAMELI CLOTHING, COSTUMES , IMAGE IMAGERY
AMBIANCE=NOT SAME AS CONVEYS IN ISSQ SHAVE SONG ISNT IT?
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@KatrinaKaif_ BENEFITS OF V=VARIETY? =
[1]
[2] SATISFACTION FROM VARIETY + BOREDOM ANTIDOTE=VARIETY
[3]

15. [4] –
AND SO ON, THE BOAVE = AN EXERCISE FOR YOU
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@mishrainsead03
@KatrinaKaif_ BTW - I KNOW,
-> GREEN=NOW A DIMENSION TOO

16. -AND U CAN IF U WANTS ->REFER TO WHAT ME SAID ON
SAANS, BREATHE EASY SILK & PAINT+GREEN
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@mishrainsead03
@KatrinaKaif_ MOTLEY GREEN= 1 PLATFORM WHERE GREEN CONSCIOUS
CUSTOMERS SHARE AND SHOW THEIR GREENLINESS LIKE YO CHECK THIS
HERE ME DID DIS AND THAT
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17. @KatrinaKaif_ BTW WTP = WILLINGNESS TO PAY,
THESE ARE ALL ECON TERMS, BUT TWITTER=140 CHAR
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@mishrainsead03
@KatrinaKaif_ VAS=VALUE ADDDED SERVICES - A TERM USED FOR MOBILE
SPECIALLY BUT ALSO FOR MANY OTHER PLATFORMS
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@mishrainsead03

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http://www.slideshare.net/ajayinsead03/katrina-turquotte-trucotte-kaif-mishra-ajay-
katrina-ajay-marketing-lessons-tailored-with-examples-for-indians-peoples …