LAST PRESENTATION

• THIS PPT WILL HIGHLIGHT ALL THE MODULES THAT WERE COVERED IN

THIS INTERNSHIP

PARAMPREET SINGH

TU, PATIALA

parampreet3101@gmail.com

LETS START WITH THE BASICS

HOW TO PRESENT

PRESENTATIONS CAN SOMETIMES BE…

5 DESIGN MISTAKES THAT SHOULD BE AVOIDED ARE

TOO MUCH INFORMATION IN ONE SLIDE

• PLAN YOUR PPT

• DIVIDE YOUR TOPICS

INTO SUB TOPICS AND

INTO FURTHER TOPICS.

NOT ENOUGH VISUAL CONTENT OR PICTURES

• PICTURES MAKE INTEREST

• PPT SHOULD BE VISUALLY

ATTRACTIVE

POOR DESIGN QUALITY

• USING THE OLD DESIGNS

OF POWERPOINT WONT

HELP.

• DESIGN PPT WHICH IS

PLANNED IMPECCABLY

VISUAL VOMIT

• DONOT COPY PASTE

EVERY INFORMATION YOU

GET.

LACK OF PREPARATION

• PREPARE YOUR PPT

• REHEARSE IT

• DRAW A ROUGH DRAFT

• RESEARCH

THREE TIERS OF PPT

1 •PREPARE

2 •DESIGN

3 •DELIVER

STORY TELLING IS THE BEST WAY TO PRESENT A PRESENTATION

LETS ANALYSE WHAT MARKETERS MISUNDERSTAND ABOUT ONLINE

REVIEWS

JONNEY SHIH

• WANTED TO SELL LAPTOP UNDER

HIS OWN NAME.

• BY THE OF ASUS

• BY 2012 ASUS WAS 5TH BEST SELLING LAPTOP

• BY 2013 ASUS TABLETS WERE 3RD

BEST SELLING

WITH THE GROWING AVAILABILITY OF OPINIONS FROM EXPERTS AND USERS, THE IMPORTANCE OF A BRAND NAME

HAD DIMINISHED

EARLIER BUYERS CHARACTERISTICS

• MADE RELATIVE DECISIONS

• WENT BY THE PHRASE “ YOU GET WHAT YOU PAY FOR”.

• WERE DEPENDENT ON THE INFORMATION PROVIDED BY THE MANUFACTURERS

TODAY’S BUYERS CHARCTERISTICS

• CONSULT SOCIAL MEDIA

• EXPERT OPINIONS

• USER GENERATED REVIEWS

• PEER TO PEER INFORMATION

SHIFT IN MARKETING STRATEGIES BY COMPANIES

• DUE TO RISING POWER OF OPINION EXERTED ON FUTURE CUSTOMERS BY EXISTING CUSTOMERS

TWO TOOLS THAT CAN HELP MANAGERS TO ACHIEVE THIS

1. THE INFLUENCE MIX

2. THE O CONTINUUM

INFLUENCE MIX

P •PRIOR PREFERENCES, BELIEFS AND EXPERIENCES.

M •INFORMATION FROM MARKETERS.

O •INPUT FROM OTHER PEOPLE AND INFORMATION SOURCES.

INFLUENCE MIX

IS A ZERO SUM GAME

• THE GREATER THE DEPENDENT ON ONE SOURCE, LESSER IS ON OTHER TWO.

EXAMPLES

SOMEONE SHOPPING FOR A TOOTHBRUSH IS MOST LIKELY TO BE SWAYED BY PACKAGING, BRAND, PRICING, AND POINT-OF-PURCHASE MESSAGES—ALL COMPONENTS OF M.

HABITUAL PURCHASES (SUCH AS MILK) TEND TO BE DOMINATED BY P

THE O CONTINUUM

• THE POWER OF ONE’S VIEWS VARIES FROM ONE PRODUCT CATEGORY TO THE ORHER.

STRATEGIC IMPLICATIONS INTO FOUR REALMS

1. COMPETITIVE POSITION

2. COMMUNICATION

3. MARKET RESEARCH

4. PRODUCT SEGMENTATION

COMPETITIVE POSITION

• IN DOMAINS WHERE CUSTOMERS

DEPEND MAINLY ON O, BRANDING TAKES

ON LESS IMPORTANCE, AND NEWCOMERS

FIND RELATIVELY LOW BARRIERS TO

ENTRY AS A RESULT—AS JONNEY SHIH’S

STORY SHOWS. 

IN CITIES WHERE LARGE NUMBERS OF

DINERS RELY ON YELP REVIEWS,

INDEPENDENT RESTAURANTS TEND TO

BENEFIT, WHILE CHAINS AND

FRANCHISES OFTEN SEE THEIR REVENUES DECLINE.

BRAND EQUITY AND LOYALTY CAN

PROTECT ESTABLISHED PLAYERS IN

O-INDEPENDENT DOMAINS; BRANDS

SUCH AS CLOROX AND BUD LIGHT,

INFLUENCED PRIMARILY BY P AND

M, ENJOY RELATIVE STABILITY

O IS ALSO NOT OF GREAT CONCERN TO THE LIKES OF GREY GOOSE VODKA AND HERMÈS—BRANDS FOR WHICH PRESTIGE AND EMOTIONAL TIES PLAY AN IMPORTANT ROLE AND QUALITY IS A GIVEN.

COMMUNICATION

• MANY CAMERA BUYERS HAVE TURNED TO RATINGS AND USER REVIEWS AS THEIR MAIN SOURCE OF INFORMATION.

• CELEBRITY ENDORSEMENTS ARE LESS EFFECTIVE THAN THEY ONCE WERE.

COMPANIES SUCH AS NIKON AND CANON

SHOULD FOCUS ON GENERATING USER

INTEREST IN PARTICULAR PRODUCTS

MARKET RESEARCH

•  MARKET RESEARCH USUALLY AIMS TO MEASURE P.

• IT TRIES TO PREDICT THE KINDS OF PRODUCTS CONSUMERS WILL LIKE.

•  A MARKET RESEARCH STUDY CONDUCTED IN EARLY 2007

• BEFORE THE RELEASE OF THE FIRST

IPHONE—CONCLUDED THAT U.S.

• CONSUMERS WOULD NOT BE INTERESTED IN A “CONVERGENT” DEVICE

• THAT COMBINED THE FUNCTIONALITY OF A CELL PHONE, AN MP3 PLAYER, AND A CAMERA.

WHAT WENT WRONG ???

• STUDY HAD MEASURED P

• BUT AS SOON AS THE IPHONE HIT THE MARKET

• PEOPLE BECAME INFLUENCED BY O.

WHAT SHOULD BE DONE

• STOP MEASURING INDIVIDUAL CONSUMERS PREFERENCES, SATISFACTION, AND LOYALTY

• REDIRECT RESOURCES TO THE SYSTEMATIC TRACKING, CODING

• QUANTIFYING OF INFORMATION FROM REVIEW SITES, USER FORUMS, AND OTHER SOCIAL MEDIA.

PRODUCT SEGMENTATION

• O CONTINUUM OFTEN VARIES ACROSS CUSTOMER SEGMENTS.

• AND FROM COUNTRY TO COUNTRY.

• ONE GROUP MIGHT RELY PRIMARILY ON O, WHILE ANOTHER RELY ON M.

• AND SOME DISTRIBUTION CHANNELS ARE LESS CONDUCIVE THAN OTHERS TO O.

SHOPPERS IN BRICK-AND

MORTAR STORES ARE OFTEN

MORE SUSCEPTIBLE TO M

THAN ONLINE SHOPPERS ARE.

SITUATIONAL FACTORS

• PEOPLE WHO TAKE FULL ADVANTAGE OF O MAY COME UNDER M’S INFLUENCE ON BLACK FRIDAY

• WHEN ADS TOUTING DEEP ONE-DAY-ONLY DISCOUNTS ABOUND.

• THEY MAY PICK UP PRODUCTS IMPULSIVELY, IN THE BELIEF THAT “IF IT’S ON SALE ON BLACK FRIDAY, IT MUST BE A GOOD DEAL.”

FLIPKART’S ELECTRONIC SALE IS AN EXAMPLE

OF SITUATIONAL FACTOR WHERE PEOPLE

HAVE NO TIME TO DECIDE .

SOCIAL MEDIA PLAYED A HUGE ROLE IN AAP’S SUCCESS IN BOTH THE 2013 AND 2015 ASSEMBLY ELECTIONS IN DELHI.

• CONSUMERS WHO USE SMARTPHONE APPS SUCH AS SHOPSAVVY TO COMPARE PRICES

• CAN MINIMIZE THE WEIGHT OF M ON THEIR DECISIONS EVEN ON BLACK FRIDAY.

GROWING SUSPICION

• COMPANIES SHIFTING THEIR MARKETING MIX IN RECOGNITION OF THE RISING POWER OF O

• GROWING SUSPICION

• THAT ONLINE REVIEWS ARE SUBJECT TO MANIPULATION AND FRAUD.

• MARKETERS BELIEVE THAT CONSUMER RELIANCE ON O WILL DECLINE

• YELP, TRIPADVISOR, AND OTHERS ARE BECOMING INCREASINGLY SOPHISTICATED

• WEEDING OUT FAKE REVIEWS

• CONSUMERS ARE DEVELOPING A BETTER SENSE OF WHICH SITES THEY CAN TRUST.

• 30% OF U.S. CONSUMERS SAY BEGIN THEIR ONLINE PURCHASE RESEARCH BY GOING TO AMAZON FOR PRODUCT INFORMATION AND

REVIEWS

• STUDIES COMMISSIONED BY GOOGLE HAVE FOUND THAT SHOPPERS CONSULT 10.4

SOURCES OF INFORMATION, ON AVERAGE, BEFORE MAKING A PURCHASE.

SOME CONCEPTS FROM “KOTLER” RELATED TO THE ARTICLE.....

THE SELECTION OF COMMUNICATION CHANNEL IS VERY IMPORTANT TO CARRY

THE MESSAGE OF THE COMPANY FORWARD EFFICIENTLY.

COMMUNICATION CHANNEL

COMMUNICATION CHANNEL

PERSONAL

NON-PERSON

AL

PERSONAL COMMUNICATION CHANNELS DIRECTLY RELATE TO THE IMPORTANCE OF

ONLINE REVIEWS, WHEREIN POSITIVE REVIEWS CAN HELP INCREASE BRAND

VALUE ON ONLINE PORTALS!!

ORGANISING

ONLINE FORUMS AND COMMUNITIES

(SOCIAL MEDIA)

CAN PROVIDE COMPANIES WITH USEFUL, HARD-TO-GET CUSTOMER INSIGHTS!

KODAK HAS FOUND THAT PEER-TO-PEERRECOMMENDATIONS AND REVIEWS WITHIN THE ‘IDEA CENTER AT KODAK GALLERY’ HAS LED TO

MORE FREQUENT PURCHASES

BLOGGERS WHO

REVIEW PRODUCTS HAVE BECOME

AN IMPORTANT CONCERN BECAUSE THEY MAY HAVE

THOUSANDS

OF FOLLOWERS INFLUENCED BY THEIR PERCEPTION

ONLINE REVIEWS PLAY AN IMPORTANT ROLE IN

“POST PURCHASE ACTIONS”

OF A CUSTOMER, MAKING THE CUSTOMER FEEL DELIGHTED OR DISAPPOINTED FROM THE

PURCHASE!!

SUCCESS

SUCCESS WILL COME TO COMPANIES THAT CAN CLOSELY TRACK THE SOURCES OF

INFORMATION THEIR CUSTOMERS TURN TO AND FIND THE COMBINATION OF

MARKETING CHANNELS AND TOOLS BEST SUITED TO THE WAYS THOSE CONSUMERS

DECIDE.

DISCLAIMER

THIS PRESENTATION IS CREATED BY PARAMPREET SINGH, TU, PATIALA DURING A MARKETING INTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

( WWW.IIMINTERNSHIP.COM)