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Marketing 101

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Marketing 101

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Overview of marketing strategy, execution, and communication. Helpful for MBA grads, and those looking for a primer on Marketing. I cover marketing planning, execution, and a brief overview of the theory of communication.

Overview of marketing strategy, execution, and communication. Helpful for MBA grads, and those looking for a primer on Marketing. I cover marketing planning, execution, and a brief overview of the theory of communication.

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Marketing 101

  1. 1. Marketing 101 b y R a j a n A r o r a
  2. 2. 2 Contents 1. Who Am I? 2. Basic Marketing Planning a. Situational Analysis b. Segmentation, Targeting, and Positioning c. 4Ps 3. Marketing Execution a. Goal Setting b. Choice of channels c. Crafting your message 4. Book and course recommendations 5. Internship overview 6. Announcement of the winner
  3. 3. Who Am I? Rajan Arora You can reach out to me at p18rajan@iima.ac.in 3
  4. 4. 4 Basic Marketing Planning STP  Segmentation  Targeting  Positioning Situation Analysis  Industry Analysis  External Analysis  Internal Analysis 4Ps  Product  Price  Place  Promotion
  5. 5. 5 Attractiveness of the online education industry using Porter’s five forces
  6. 6. 6 Porter’s 5 forces analysis for Udaan
  7. 7. 7 Other tools for situational analysis Internal Analysis External Analysis
  8. 8. 8 STP (1) 1. Hypothesis testing using qualitative market research
  9. 9. 9 STP (2) 2. Abstract fundamental customer needs based on primary research
  10. 10. 10 STP (3) 3. Segment your market based on the abstracted values Togetherness Satisfaction Exotic Indulgence Esteem Accomplishment Health Conscious - - - - High Productivity seekers - Medium - - High Gratification seekers - High Medium Medium - Aficionados - Medium High High - Snackers Medium High - - - Social drinkers High Medium - - -
  11. 11. 11 STP (4) 4. Select a target segment
  12. 12. 12 STP (5) 5. Finally, position yourself for the target segments relative to competitor s Blue Tokai Aficionados Kingsmen Coffee Day Starbucks • Niche specialty brand image • High customisability • Availability of variety of coffee beans and roasts • Availability of flavours • Backward integration and complete control of end product • Very high costs • Backward integration • Strong brand image • Strong distribution coverage along with retail presence • Consistent taste • Low costs • Premium image • Formidable R&D • High variety • Multinational presence • High prices • Strong retail presence • Very high variety • Ability to burn cash through venture funding • Cost disadvantage • Customisability • Variety • Personalisation • Convenience • Consistency • Freshness • Affordability • Premium feel • Consistent taste • High variety • Exotic indulgence • Variety • Exotic Indulgence • Superior taste Rivalry proposition
  13. 13. 13 STP (6) Brand statement
  14. 14. 14 4Ps
  15. 15. “ Marketing Execution 1. Goal Setting 2. Choice of Channels 3. Crafting your message 15
  16. 16. 16 Goal Setting We should aim for at least 50 registrations by week 1, and 100 registrations by week 2, and 150 registrations by week 3, to have a reasonable chance of winning “ “
  17. 17. 17 Choice of Channels Institutional Colleges • Own college • Physically accessible colleges • Colleges accessible through friends Social Media • Facebook • Twitter • LinkedIn • Instagram • YouTube • Quora • Reddit Personal outreach • WhatsApp • Email
  18. 18. 18 How to craft your message – a theoretical perspective 1. Thesis: a single, declarative sentence which sums up your argument. “Democracy is the ideal form of government.”
  19. 19. 19 How to craft your message – a theoretical perspective (2) 2. Choose one or more modes of artistic modes of appeal (along with cited sources, statistics, or testimony) a. “Democracy always promotes the best interests of the majority of people in any decision because everyone in the group can advocate for their interests, and decisions are made by majority consensus.” b. “Democracy is good for the overall success of a country; many of the most powerful and prosperous nations in the world are ruled by democratic governments.” c. “In fifty years of studying the governments of nations on every continent, I have found that the more democratic the government, the happier the people.” d. “What is the alternative to democracy? Every man, woman, and child cowering in terror under the brutal rule of another Hitler, another Stalin! Not one home will be safe from the power of the State!”
  20. 20. 20 How to craft your message – a theoretical perspective (3) 3. Structure your message: a. Exordium b. Narratio c. Confirmatio d. Refutatio e. Peroratio
  21. 21. 21 How to craft your message – a theoretical perspective (4) 4. Choose your style a. Diction b. Register c. Stylistic patterns
  22. 22. “ Book and course recommendations 22
  23. 23. 23 Book Recommendations
  24. 24. 24 Course recommendations 1. Learn Excel ○ Excel/VBA for Creative Problem Solving by University of Colorado on Coursera 2. Learn the basics of Marketing Management ○ Introduction to Marketing by University of Pennsylvania on Coursera 3. Learn digital marketing ○ Marketing in a Digital World by University of Illinois at Urbana-Champaign on Coursera ○ Google Analytics for Beginners by Google 4. Learn Dashboarding using Tableau ○ Tableau 2020 A-Z by Kirill Eremenko on Udemy 5. Learn Persuasive Communication ○ Rhetoric by HarvardX on edX
  25. 25. Thanks Tell me if you liked it, and if you want to learn more, at bit.ly/33TM3Ma
  26. 26. Campus AI Internship Open bit.ly/373q0Vp. Key facts: • Internship ends on December 31, 2021 • Letter of Completion if you complete >60% check items • Letter of Completion with distinction if you complete >90% items, and a paid internship starting January 1, 2021
  27. 27. Last but not the least

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