Dr KA Marketing Transformation Summit 4th Aug 2016

Energizing Brands

Meeting tomorrow -

Today

Dr Karthik Anantharaman

Energizing Brands

Change is constant

Learn

Unlearn

Relearn

Customer Centricity

Functions of business

• Production

• Operations

• Accounting and finance

• Management and administration

• Marketing

• HR

• Coordination of business functions

The

changing

approach

to

marketing

Production Era

• Emphasis on producing and

distributing new products

1900s–1920s

Sales Era

• Emphasis on using

advertising and salespeople

to convince customers to buy

a company’s products

1930s–1940s

Marketing Department Era

• Emphasis on developing

many new marketing

activities to sell products

1950s–1960s

Marketing Concept Era

• Emphasis on satisfying

customers’ needs with a

carefully developed

marketing mix

1970s–Today

Pay per use, PPP, Lease

TCO, Customer incentivized

pricing, Loyalty

Fair, balanced, honest: Reality

driven

Good marketing kills a wrong

product

Consultative & honest approach:

Relationship Marketing

Direct, Indirect, e-Commerce

synergy

TAT, Digital leverage

Product

Price

Place

Promotion

Physical Layout

Provision for customer service

Processes

Marketing

Transformation

from 4Ps to 7Ps

• Positively Impacts the business ROI– Automation of information sharing– Scales up sales

• 100% transparency– GPS enabled and intelligent algorithms– Geo tagging of Images and Video & content

• Provides Geographical Coverage– Google Maps and Actual KM tracking

• Lead Generation in real time– Sales management– Effective is ISD programs

• Anytime, Anywhere check status– Dash board on reporting – excel and graphs– Projection of uploads on maps

ROI focus: RealTime activity tracking app

Mobi EYE

The power of social media

Energizing Brands

The emergence of

Experiential Marketing

Apps, AR & VR

Projection Mapping

AR Augmented Reality

Additional reading

Thank you