This presentation highlights the different concepts of marketing excluding the 4P's. Also, along with the presentation I have highlighted some case studies for ease of understanding of the concepts. Concepts explained are as follows Affiliate Marketing Referral Marketing Loyalty Marketing Visual Marketing Viral Marketing Word – Of – Mouth Marketing Relationship Marketing Multi – Level Marketing Peripheral Marketing Umbrella marketing Sample marketing POS Marketing Online marketing Up-sale marketing Direct marketing Event marketing Cross marketing Inbound Marketing Permission Marketing Guerrilla marketing

3. Affiliate Marketing: In simple terms Affiliate Marketing focuses on “Commission Based”
marketing techniques. This strategy has been used by most of the businesses, since they
appoint distributor, sub – distributor and further marketing affiliates for increasing the
sales. One of the most niche features of this type of marketing is, they focus wholly on
“Performance Based”.

4. Referral Marketing: As the term itself highlights, “Referral Marketing” works on customer /
client referrals. In this type of marketing customers are encouraged to pass on references
for momentary benefits or recognitions. This is a pull based type of marketing technique
where the customers are more often brand ambassadors. This is largely used in healthcare
marketing, since they have strict laws on marketing. Also networking associations like
BNI, IMC, FICCI, etc use this system to get leads for the members.

5. Loyalty Marketing: Loyalty marketing emphasis
on marketing strategy for retaining clients
through offers, vouchers and freebies. Only
recently corporate have began using it to build
larger customer base. This type of marketing
strategy mostly works along with Referral
Marketing, since both are inter – related.

6. Visual Marketing: One of the most innovative marketing techniques, Visual Marketing
focuses on the use of images, experience and other aspects of senses. The most important
aspect being to understand how images can be used to communicate an idea or concept. If
images and designs are used appropriately, in conjunction with each
other, aesthetically, this can produce best results. Visual marketing also forms an important
element in all types of marketing whether events, advertising, social

7. Viral Marketing: Viral marketing as the word itself explains, is any marketing strategy that
includes all the components of marketing like web, events, mass mailers, advertisements or
gift coupons which creates potentially exponential growth with visibility and effect. In
olden days this was also regarded as word – of – mouth, but with the increase in internet
penetration this activity is now geared along with Online Marketing.

9. Word – Of – Mouth
Marketing:
Word – Of – Mouth
marketing differs from the
naturally happening
Word – Of – Mouth,
as in WOMM the message is
induced in the crowd or In
the minds of customers. The
communication or message
is pushed using innovative
creative’s. In last five to ten
years, with the increase in
internet penetration many
companies have been using
Facebook, YouTube, Twitter,
etc to create buzz. WOMM
usually works in conjunction
with viral marketing by
merging strategies with
social networks having huge
reach.

10. Relationship Marketing: Relationship marketing is a form of marketing which emphasis on
developing customer relations, retention and satisfaction, keeping the goal, that in long
tenure this will help to build robust foundation of customer base. Relationship marketing
has been more often used in B2B sector and high net value products like servers, power
generators, etc.

11. Multi – Level Marketing: Multi – Level – Marketing is a strategic form of marketing in
which the sales team is compensated not only for sales they generate, but also on the
sales of sales team they recruit. Usually, the recruited sales team is referred as “Downline”.
The other terminology for this type of marketing is MLM, Pyramid scheme, Network
marketing, Direct Marketing and Referral marketing. Mostly this is a strategic decision
taken by the top management to increase sales using MLM.

12. Peripheral Marketing: Peripheral Marketing is a concept which essentially focuses on the
secondary marketing and promotion strategies. This type of marketing focuses on
promoting the service tangentially. Peripheral marketing encompasses In – Film
placement, Sponsorships to events, Brand Ambassadors, etc.

13. Umbrella marketing: Umbrella Marketing or Branding is a concept where different
products under a single company are co – branded by the same brand name. The whole
idea behind this type of marketing is to leverage the product portfolio, using established
brand name. Though this idea has been discouraged by lot of brand consultants, but few
companies have successfully leveraged the concept, majorly Johnson & Johnson, Tata
group, etc.

14. Sample marketing: Sample marketing is a concept wherein a product sample is shared or
given to the consumer of the product or service, free of cost, so that he or she may try it
before committing to the purchase. This concept usually works in automobile sector, where
customers often opt for test drives.

15. POS Marketing: Point of sale marketing is mostly known as POP Advertising, it is done to
attract retail shoppers at the point of a purchase. In other words, it lures shoppers into
buying additional products or services at checkout point. This type of the marketing utilizes
display to catch the shopper's attention; this is done through advertising, product
placement or BTL activity.

16. Online marketing: Online marketing encompasses everything that is digital, right from
mobile to internet. This type of marketing is usually bifurcated into Pay – Per – Click, Search
Engine Optimization and Social Media Optimization. With the increase in internet
penetration the number of companies opting for this type of marketing has grown to more
than 50%. Another reason behind its exponential growth is that, online marketing is
relatively inexpensive and can be easily tracked.

17. Up-sale marketing: Up – Sale Marketing or Upselling is usually a sales technique whereby
a seller pitches the client to purchase better or more expensive upgrades or add-ons in an
attempt to make more profit. This strategy usually involves marketing more profitable
services which will result more profit for the clients and sellers as well. Companies usually
use combination of Up – Selling and Cross – Selling strategies to increase profitability. This
is often used in QSR restaurants, but in other businesses like in car sales this might be
viewed negatively.

18. Direct marketing: Direct marketing is one of the most focused types of marketing and
advertising that allows sellers to directly approach customers. This type of marketing
includes cell phone text messaging, email, interactive consumer websites, database
marketing, fliers, catalog distribution, promotional letters, etc. This form of marketing has
been mostly used by sectors which have restrictions on other types of marketing.

19. Event marketing: Events is considered one of the most the strategic marketing and
communication tools by all types of companies. The whole activity encompasses different
strategies right from inviting customers to the events to themed activity, press conferences,
music festival, concert, exhibitions, etc. Event marketing integrates different marketing
elements like direct marketing, visual marketing, peripheral marketing, etc.

20. Cross marketing: Over the years this concept of marketing has evolved largely to target
customers with different segment products or services. In this type of marketing form,
customers of one product or service are targeted with promotion of another product.
Typically telecom service provider tie – up with music festivals in India, which Idea has
efficiently used for marketing its services.

22. Inbound Marketing: Inbound marketing strategy focuses on drawing customers to the
company; this is usually referred as pull based marketing strategy. Most often Inbound
Marketing is done using web based tools like blogs, podcasts, video, eBooks, SEO, social
media marketing, and other forms of marketing which focus to bring customers closer to
the brand.

23. Permission Marketing: Permission marketing is a term that has been popularized by Seth
Godin. In this concept, marketers obtain permission from customers and probable
interested customers before advancing to the next step in the purchasing process. Most
marketers feel this is a more efficient since focus oriented, since the resources or offers are
sent to only those customers who are interested.

24. Guerrilla
marketing:
Guerrilla
marketing
is
considered as one of the
most
inexpensive
yet
effective
marketing
strategies. This involves
unconventional means like
graffiti, street art, flash
mobs, stunts, etc. Guerrilla
marketing is often used for
local
branding
and
marketing requirements.
Since this is low – cost most
often it is used by startups
to increase profits rather
than drive sales. Lately
digital marketing has been
considerable used for
this type of marketing.

25. Reference for pics
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
http://www.awardspace.com/wp-content/uploads/2009/10/whats_affiliate_marketing.jpg
http://www.bniyuma.com/aboutus.html
http://www.futuregroup.in/businesses/payback-loyalty-program.html
http://blog.marketo.com/2012/08/marketo-column-five-webinar-visual-content-marketing-capture-and-engage-your-audience.html
http://www.examiner.com/article/viral-marketing-vs-buzz-marketing
http://thebuildnetwork.com/leadership/viral-marketing/
http://www.thedrum.com/news/2012/10/30/case-study-how-gangnam-style-went-viral-campaign-yg-entertainment
http://www.firstpost.com/sports/viral-video-djokovic-and-serena-dance-gangnam-style-on-court-586205.html
http://www.marketingweek.co.uk/analysis/essential-reads/gangnam-style-marketing/4006173.article
http://viralmarketing.toviral.com/
http://www.wordstream.com/images/viral-marketing.jpg
http://badboy-dev.blogspot.in/2010/12/shakira-waka-waka-blu-ray-from-africa.html
http://www.hindu.com/mp/2007/08/11/stories/2007081150770100.htm
http://jyothsnay.wordpress.com/2011/02/18/kurkure-tedha-hai-par-mera-hai/
http://www.upto75.com/Club_Mahindra_Holidays/m/4622/Sale_Offer.html
http://www.niyati.com/multimedia-portfolio/corporate-demo/53
http://influx.co.in/portfolio_details.php?cat=portfolio&cid=3&pid=20
http://www.fastmoving.co.za/news/marketing-74/the-power-of-on-pack-cross-promotions-252
http://crwconnect.com/blog/cross-media-marketing-drives-sales-for-businesses/
http://www.calpolyama.org/1/post/2013/01/clever-usage-of-cross-promotion.html
http://apexassisting.com/the-shift-in-marketing.html
http://www.mycustomer.com/topic/permission-marketing-10-principles-and-examples-drive-your-ecommunication/120528
http://www.conversationagent.com/2008/07/permission-marketing-revisited.html
http://blog.larrybodine.com/2008/01/articles/marketing/favorite-examples-of-guerrilla-marketing/
http://taurusying.blogspot.in/2012/11/guerrilla-marketing-ambush-marketing.html
http://inagorillacostume.com/2011/wwf-guerrilla-marketing-giant-inflatable-smog-cloud/
http://stevenpreston21.wordpress.com/2013/03/09/guerrilla-marketing-top-tips/
https://helpified.com/toolsets/guerrilla-marketing
•
http://www.ubiquitypr.co.uk/marketing/

26. More of reference list
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
http://marketingeasy.net/wow-great-relationship-marketing/2009-06-14/
http://www.becausexm.com/blog/fantastic-new-guerilla-marketing-examples
http://mlmgod.com/amway-ek-company-jo-1959-se-kaam-kar-rahi-hai/
http://www.investmentkit.com/articles/2012/02/mlm-with-amway-herbalife-and-tupperware-think-again/
http://www.mbaskool.com/business-articles/marketing/5279-marketing-lingos-important-marketing-terms.html
http://smallbusiness.chron.com/peripheral-marketing-23190.html
http://www.brandchannel.com/home/post/2011/02/22/2010-brandcameo-product-placement-awards.aspx
http://gimmecca.wordpress.com/tag/brand-placement/
http://www.morriscenter.org/fridays-by-the-fountain.php
http://www.highergroundcreative.co.uk/2011/10/sub-branding-and-the-potentials/
http://www.toysrus.com/buy/baby-essentials-gift-sets/johnson-s-bathtime-essentials-gift-set-002738-2404652
http://www.cultbranding.com/retail-marketing/52-types-of-marketing-strategies/
http://hauspromotions.com/about_us.htm
http://www.petersung.com/recent-work/pos-counter-table-wrap/
http://www.horizont.net/aktuell/agenturen/pages/protected/PoS-Marketing-Awards-2010-Doppelt-Gold-fuer-Frey-G2--Pro-Conceptgewinnt-dreifach-Silber_96479.html
http://gekartel.de/en/POS_success_2151.html
http://www.net5internetmarketing.com/services
http://live.conversionleadership.com/articles/up-selling-cross-selling-ways-to-increase-your-average-dollar-sale/
http://www.coloribus.com/adsarchive/directmarketing/blenders-break-the-mould-15446805/
http://nationalinsuranceblog.com/national-insurance/insurance-companies-in-indi/
http://garyfage.wordpress.com/inbound-marketing-and-a-philosophy-for-success/
http://www.sqmedia.us/social-quotient/the-velocity-of-change-and-the-worlds-best-leads/
http://www.newincite.com/role-of-the-cmo/b2b-marketing-trends-im-thankful-for/
http://thecampuscareercoach.com/2013/03/15/what-is-the-right-career-path-for-someone-majoring-in-marketing/