BASICS OF MARKETING Devdip Purkayastha CLASS CHAT ENGINEERING - - PowerPoint PPT Presentation

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BASICS OF MARKETING Devdip Purkayastha CLASS CHAT ENGINEERING - - PowerPoint PPT Presentation

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BASICS OF MARKETING Devdip Purkayastha CLASS CHAT ENGINEERING & MARKETING? 1 + 1 = 2 CASE STUDY NEW COKE Subtitle Gay Mullins, president of the Old Cola Drinkers of America, holds a six-pack of the original formula Coke which is

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BASICS OF MARKETING

Devdip Purkayastha

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CLASS CHAT ENGINEERING & MARKETING?

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1 + 1 = 2

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CASE STUDY NEW COKE

Subtitle

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Gay Mullins, president of the Old Cola Drinkers of America, holds a six-pack

  • f the original formula

Coke which is being brought back to the market as Coca-Cola Classic, in Bellevue, Wash., July 24,

  • 1985. Mullins was

promised the first delivery by the company.

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CLASS CHAT MARKETING ?

Subtitle

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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) American Marketing Association Board of Directors. Accessed 2012.

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Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing (CIM). Accessed 2012.

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Steve Jobs Video ‘Marketing Values’

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THE EVOLUTION OF MARKETING

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Gutenberg c. 1450

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Josiah Wedgwood was an exceptional potter, and in 1765 he created a new earthenware form which impressed the then British Queen consort Charlotte of Mecklenburg- Strelitz. She gave him permission to call it “Queen’s Ware”, and it sold extremely well across Europe.

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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King Camp Gillette innovated the safety razor – a thin, inexpensive, disposable blade

  • f stamped steel.

By giving away free razors, he had customers coming back to buy disposable blades.

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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These ads look ridiculous today, don’t they? Makes you wonder which ads running today will look ridiculous to our grandchildren!

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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The company has a history of collecting great

  • publicity. In 1862, before it made exclusively

jewellery, Tiffany supplied the Union Army with swords, flags, and surgical implements. Its new store building was described by the New York Times as “a palace of jewels” in 1870. It was the first to strick the famous Yankees logo on a police medal

  • f honor. In 1887, it bought the French Crown Jewels.

It revised the Great Seal of the US in 1885. In 1919, it revised the US Navy’s Medal of Honor. http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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Alexander Graham Bell c1876

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Guglielmo Marconi c1899

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Third Reich Broadcasting Jingle All India Radio Signature Tune

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Brothers Auguste and Louis Lumière

Their first film Sortie de l'usine Lumière de Lyon (1895) is considered the "first true motion picture.".

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John Logie and Philio Farnsworth c1923

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SOAP OPERA IVORY SOAP TV COMMERCIAL

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Timothy John Berners-Lee best known as the inventor

  • f the World Wide Web.
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The very first webpage Tim Berners-Lee and the WWW team ever put online

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http://www.xyzed.com/SiteImages/20120303062422592.jpg

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CLASS CHAT WHY A 'STARTUP MODEL'

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Research by Harvard Business School’s Shikhar Ghosh* shows up to 95% of startups fail to meet their own projections !!

(*http://hbswk.hbs.edu/item/why-companies-failand-how-their-founders-can-bounce-back)

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CLASS CHAT WHAT IS A STARTUP ?

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

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CUSTOMER UN-KNOWN SOLUTION KNOWN

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SOLUTION UN-KNOWN CUSTOMER KNOWN

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Unknown Customer ? Unknown Solution ? Unknown Business Model ?

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STARTUP - ROLE OF MARKETING

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WHAT

  • What Is The Problem ?
  • Worry. Waste. Wave

WHO

  • Who Has The Problem?
  • Segment Profile. Sizing

WHEN

  • When Is the Solution Needed ?
  • Now. Next. Never

WHERE

  • Where Is the Solution Needed ?
  • Global. National. Local

HOW

  • How To Solve the Problem
  • Concept. Product. Service

WHY

  • Why Is The Solution Better ?
  • Benchmarking. Differentiation

PIV PIVOT T / PIT PITCH CH

FEED FEED BACK PIL PILOT

MVP MVP

DE DESIGN

CON CONCEPT CEPT

S O L U T I O N D E S I G N C U S T O M E R D I S C O V E R Y

startup marketing devdipp@gmail.com

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BRANDING

  • Identity. Quality. Loyalty

INVES INVESTMENT TMENT

  • Fixed. Working. Debt. Cash

COST COST

Per Unit. Fixed. Variable PRICE

  • Strategy. Structure. Stickiness

FOUNDERS

  • Vision. Goals.

Alignment

ADVERTISING

  • Channel. Reach. Cost

SERVICING

  • Quality. Cost. Satisfaction

POSITIONING For Whom. What. How. Why DISTRIBUTING

  • Channel. Reach. Cost

SELLING

  • Funnel. Conversion. Costs

ROUTE TO MARKET SCALING UP GENERATING RETURNS SUPPLIERS

  • Quality. Cost,

Commitment

EMPLOYEES

  • Structure. Skills.

Culture

INVESTORS

  • Funding. Terms

Value Add

startup marketing devdipp@gmail.com

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CUSTOMER NEEDS & WANTS

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CUSTOMER PROBLEM IDENTIFICATION

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NEW ERA OF DIGITAL APPLICATIONS IBM TIECON 2016

HTTPS://WWW.DROPBOX.COM/S/3L0USX7F6ULHZE9/SANDY% 20CARTER%205%20OUTTHINK%20STRATEGIES%202016.M4A?D L=0 Sandy Carter May 7, 2016

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  • Google Trends
  • Google Insights
  • Google Consumer Surveys
  • Google Corelate
  • Facebook ads
  • CIA World Factbook
  • ThomasNet
  • Alibaba
  • JustDial
  • IndiaGovtDataPortal
  • Amazon Web Services
  • Linked In Marketing
  • Twitter Marketing
  • Creating Linked In Business Page
  • Creating a Facebook Business Page

FINDING YOUR MARKET

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https://pbs.twimg.com/media/

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http://www.slideshare.net/CMF_VC/case-iidf-team-1-eng

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https://www.linkedin.com/pulse/

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CUSTOMER SEGMENTATION

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http://www.steamfeed.com/wp-content/uploads/2013/11/market-segmentation.png

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https://marketing-insider.eu/wp-content/uploads/2015/03/B2B-Market-Characteristics- Comparison-B2B-Market-to-B2C-Market.png

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https://iot-analytics.com/

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CUSTOMER ADOPTION

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http://img.scoop.it

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http://designdamage.com/

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SOLUTION DESIGN

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WHAT

  • What Is The Problem ?
  • Worry. Waste. Wave

WHO

  • Who Has The Problem?
  • Segment Profile. Sizing

WHEN

  • When Is the Solution Needed ?
  • Now. Next. Never

WHERE

  • Where Is the Solution Needed ?
  • Global. National. Local

HOW

  • How To Solve the Problem
  • Concept. Product. Service

WHY

  • Why Is The Solution Better ?
  • Benchmarking. Differentiation

PIV PIVOT T / PIT PITCH CH

FEED FEED BACK PIL PILOT

MVP MVP

DE DESIGN

CON CONCEPT CEPT

S O L U T I O N D E S I G N C U S T O M E R D I S C O V E R Y

startup marketing devdipp@gmail.com

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CUSTOMER VALUE PROPOSITION

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BRANDING & POSITIONING

Subtitle

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COMPETITIVE POSITIONING

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CLASS ENGAGEMENT MY PERSONAL BRANDING ?

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