Ten things that i have learnt in my marketing career_Talk at AICAR Business School_'09
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The title pretty much describes it all. Marketing is a discipline with tremendous potential and its pursuit as a career very fulfilling i.e. rewarding. This talk at AICAR B-School draws on anecdotes from my two decades plus as a marketer.
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- 1. 10 Most Important Things I have learnt in my Marketing
Career Rohit VarmaAsian Institute of Communication & Research,
Neral 18.12.09
- 2. a.k.a.10 things they never teach you about marketing at an
MBA School !
- 3. My Marketing assignments to dateMarket research
industrialSales industrialNew business developmentConsumer sales
& marketingConsumer salesProduct DevelopmentMarketing
Information SystemBrand ManagementHead of MarketingDigital
MarketingMarketing consultingMarketing Prof. (visiting !) ?
Excludes the non-marketing non-sales assignments non- non-
- 4. My Marketing assignments to dateHoechst IndiaMarket research
industrialSales industrialNew business developmentConsumer sales
& marketingVST IndustriesConsumer salesProduct
developmentMarketing information systemBrand
managementRediff.comHead of Marketing- advertising, PR, BTL, market
research, Mkt. Info systemAptech LimitedDigital marketingMarketing
consulting
- 5. Which are your favouritemarketing success stories ?
- 6. What is marketing ?
- 7. Marketing is the art & science of meeting customer
needs
- 8. Marketing is the art & science of meeting customer
needs, profitably
- 9. Marketing management is the art & science of meeting
customer needs, profitably
- 10. 1. Marketing is not well understoodNot many people
understand it : the fieldhas changed, 4P, 3A, 4 C ?More companies
in India today are sales- sales-led, finance-led, production-led
etc. & finance- production-not marketing-led marketing-
- 11. 1A. Marketing is not a profession In India, and probably
elsewhere, marketing is usually seen as a practise, practise, not a
profession This is not the fate of even direct marketers, ad guys,
market researchers, et al !
- 12. 2. Experience is the best teacher 10,000 hrs of experience
needed for mastery : Malcolm Gladwell in Outliers Outliers Take up
jobs which make you work hard A field stint is critical Need to
experience all aspects viz. sales, customer care, brand management,
market research, advertising, industrial sales, PR : doesnt matter
where you start
- 13. 2. Experience is the best teacher These jobs will
particularly help you appreciate marketing : - consumer marketing -
customer facing - any competitive industry - digital -
entrepreneurship If you want marketing, avoid B2B / industrial
companies early on
- 14. 2. Experience is the best teacher Advertising is best
learnt in jobs which allow you to spend (lots of) money
- 15. 3. The three most important questions in marketingThe 3
most important questions inmarketing, nay in business are :1. Who
is the customer ?2. What does he/she value ?3. What do you have
that is of value to him/ her ?
- 16. 3. The three most important questions in marketingThe most
important Ps are People andProducts :Products should be deemed
valuable for aset of People
- 17. 4. Marketing is becoming more of a team sport Most
organizations moving from products to service Entire organization
involved in delivering the service : multiple touchpoints important
Marketing person has to orchestrate a happy experience Not longer
(even if it ever was) mainly about advertising &
communication
- 18. 5. Marketing people are best poised to deliver growthBuild
and grow marketsGrow market shareGrow share by volume and
value
- 19. 6. Study the most admired brandsMake history your teacher,
learn frommost admired brandsBrands were not built in a dayStudy
Indian brands !
- 20. 7. Digital will make advertising free The best advertising
is free or low cost e.g. websites with organic search, social
media, YouTube, search Consumers are avoiding media or advertising
Consumers are creating their own news / content Consumers content
is more trusted than ads
- 21. 8. What you are is more important than what you sayWorld
moving towards radicaltransparency : what you are is moreimportant
than what you say
- 22. 9. Do goodUse your talents for the public good :- 43
million Micro, Small & MediumEnterprises- Non-profit Non-
- 23. 10. Market yourselfKnow whats different about itPut that
uniqueness up online
- 24. Marketing is changingWont be simply to focus on outbound
messaging but toconsult with sales, customer service, and
humanresources on how the brand must be communicated inevery
consumer interaction, every tweet, and everytouchpoint.Wont be
merely to imagine creative messages but tofashion programs that are
seamless with the actualproduct and service experience.Wont be to
plan bursts of communication on a yearlongcalendar but to respond
to and be part of the ever- ever-changing dialogue with
consumers.Wont be to count friends, page visits, eyeballs,
readers,or viewers but to measure changes in consumer attitudeand
intent.Wont be merely to talk at consumers but to listen andengage
one to one.Wont be to build campaigns but relationships.Wont be to
create impressions but experiences, andWont be to buy media but to
earn it.
- 25. Marketing is changingTo some of you, these changes sound
easy, but they represent painfultransitions for marketing
organizations.In 2010 and the years that follow, everything will
change: jobexpectations, skills, metrics, structure, budgets,
agency demands andcompensation, and the role of the marketing
function within theorganization.While the changes will be
difficult, they will also be extraordinarilyexciting. In the end,
the marketing organization will be integral partnersin everything
the enterprise does, living up to Peter Druckers
famousquote:"Business has only two basic functions -- marketing and
innovation."Marketing is dead. Long live marketing!Social Media
Today blog, in the post 2010 : The Year Marketing Dies
- 26. Why is the Internet important ? It (alone) has reach and
richness Reach : Internet reaches ~ 2 billion people Richness : A
combination of - bandwidth - interactivity - customizationThis has
profound implications !
- 27. What is the difference between ? FMCG and non-FMCG non-
Consumer and industrial Product and service Consumer technology
& non-consumer non- technology categories Public & private
sector Profit and non-profit non- Whether you run a business or
dont run a business how is it like to work in these companies
- 28. Rohit Varma
rohit@interskale.inhttp://marketerskaleidoscope.com
twitter.com/rohitvarma