This document provides an overview of marketing concepts including basic marketing planning, situational analysis using tools like Porter's Five Forces, segmentation, targeting, and positioning (STP). It discusses marketing execution through goal setting, choice of channels, and crafting effective messages. The document concludes by recommending books and courses on topics like Excel, marketing management, digital marketing, dashboarding in Tableau, and persuasive communication. It also announces an open campus AI internship opportunity.

1. Marketing
101
b y R a j a n A r o r a

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. Who Am I?
Rajan Arora
You can reach out to me at
p18rajan@iima.ac.in
3

4. 4
Basic Marketing Planning
STP
 Segmentation
 Targeting
 Positioning
Situation
Analysis
 Industry
Analysis
 External
Analysis
 Internal
Analysis
4Ps
 Product
 Price
 Place
 Promotion

5. 5
Attractiveness of the online
education industry using Porter’s
five forces

6. 6
Porter’s 5 forces analysis for Udaan

7. 7
Other tools for situational analysis
Internal Analysis External Analysis

8. 8
STP (1)
1. Hypothesis testing using qualitative market research

9. 9
STP (2)
2. Abstract fundamental customer needs based on primary
research

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
STP (4)
4. Select a target segment

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
STP (6)
Brand statement

14. 14
4Ps

15. “
Marketing Execution
1. Goal Setting
2. Choice of Channels
3. Crafting your message
15

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
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
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
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
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
How to craft your message – a
theoretical perspective (4)
4. Choose your style
a. Diction
b. Register
c. Stylistic patterns

22. “
Book and course
recommendations
22

23. 23
Book Recommendations

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. Thanks
Tell me if you liked it, and if you want to learn more, at
bit.ly/33TM3Ma

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. Last but not the least