Customer checking out stuff!!

Alternative Marketing Vehicle

• Alternative media, by any other name, including

word-of-mouth, is a confusing collection of

attempts to reach the consumer while bypassing

traditional advertising vehicles.

• Some refer to it as buzz marketing. Others

prefer street marketing, guerrilla marketing,

renegade marketing, virtual marketing, ambush

marketing, vanguard marketing, ambient

marketing, covert marketing, under-the-radar

marketing, below-the-line marketing, diffusion

marketing or viral marketing.

Direct marketing vs. Indirect marketing

Direct Marketing

• Advertising

• Direct mail, including e-mail

• A strong Web presence

• Good collateral materials

• Trade shows

• Public relations

• Obtaining favorable mediacoverage

Indirect Marketing

• Indirect marketingincludes such factors asthe responsiveness of theproduction team, the waythe receptionist greetsvisitors, and the wayphone calls are handled.It also includes behind-the-scenes areas, suchas the way the businessaffairs or accountingdepartments perform theirfunctions.

Parties involved in Alternative

Marketing

• Connector, Mavens, Salesmen

– Connector : The social glue

– Maven : The information gatherers

– Salesmen: The persuaders

Author’s speak…

• In his best-selling book The Tipping Point,

author Malcolm Gladwell asserts: "Mavens

are data banks. They provide the

message. Connectors are social glue: they

spread it. But there is also a select group

of people—Salesmen—with the skills to

persuade us."

AMV tools!!

• Freebies

• Tag team teasers

• Blogs

• Word-of-mouth

• Video Games

• Sponsorships / Events

• Mobile Telephony

• Viral Marketing

Freebies

• Product seeding campaign for the Ford

Focus» September 1999 -- Focus is introduced to the U.S.

market with a live television commercial advertising

campaign during the MTV Video Music Awards. It is

the biggest live commercial campaign since the '50s.

Contd..

• ―Appe-teaser" strategy also paid off big for

Hotmail when launching its free e-mail

service.

Tag team teasers

• Electronic Arts

• Vespa

Street Marketing

Blogging

• At the end of the day, it boils down to onlyone thing….Blogging holds the key.

– Crude but Credible.

• Blogs are a frequent, chronologicalpublication of personal thoughts and weblinks.

• Blog now refers to a web journal thatcomments on the news—often by criticizingthe media and usually in rudely clever tones.

Blogs are the buzz word

Still in their infancy as a business tool,

commercial blogging pioneer Macromedia offers

pointers to interested marketers on "keeping it

real―.

– Appoint company evangelists to author blogs.

– Establish guidelines for postings.

– Accept that blogs are the voice of passionate

individuals, not the company.

– Embrace an unwavering commitment to honesty.

Some more marketing techniques!!

• Word-of-mouth now influences two-thirds of all consumerproduct sales, according to a May 2001 report by thevenerable McKinsey & Co.– Ad-blasting technologies like TiVo and Personal video recorders

(PVRs) enable consumers to block out the commercials thatwere once the bedrock of consumer product advertising.

– Another factor is economics.

• There's the powerful punch of a viral message deliveredin a seemingly personalized, one-to-one manner. Thesesurprise, spontaneous encounters prove particularlyappealing to the media savvy. So too is the perception ofword-of-mouth

Why word-of-mouth works?!

• Immunity syndrome.

• Gladwell believes that word-of-mouth works

because, in the face of complexity, "people

embrace more primitive social bonds and turn

to the very personal networks run by Mavens

and Connectors.―

Video Games

• Video games are just one expression of a much broader marketing program with many consumer touch points.

– Splinter Cell, the game's hero uses a SonyEricsson cell phone.

– N.F.S

– Whether through background billboards oractual character interaction, brands fromMcDonald's to Puma to P&G have gotten intovideogames-literally.

Viral Marketing

• Viral marketing and viral advertising refer to marketingtechniques that use pre-existing social networks toproduce increases in brand awareness, through self-replicating viral processes.

• It can be word-of-mouth delivered or enhanced by thenetwork effects of the Internet.

• Viral marketing is a marketing phenomenon thatfacilitates and encourages people to pass along amarketing message voluntarily.

• Viral promotions may take the form of– Funny video clips,

– Interactive Flash games,

– Images, or even text messages.

http://www.facebook.com/video/video.php?v=61641997789&ref=mf

Sponsorship / Events

• Another novel concept of marketing

products where in the company gets

benefits like• Enhancing Image/Shaping Consumer Attitudes

• Driving Sales

• Creating positive publicity/heightening visibility

• Differentiating from competitors

• Branded Shows and Reality TV

Contd…

• In 2006, according to industry estimates,

brand cameos earned around Rs 80 crore,

media analysts and industry watchers expect

that figure to climb to Rs 200 crore this year,

and reach Rs 800 crore in 2010.• Last year, Farhan Akhtar’s Don promoted Tag Heuer

watches, Motorola, Garnier, Citibank and, of course, Oakley

sunglasses as well as Louis Philippe outfits.

• Dhoom:2 promoted Coke, Pennzoil, Pepe, Sony, Disney

channel, Sugar Free, McDonald’s, Speed, Suzuki Zeus and

Lage Raho Munnabhai featured Worldspace, IOCL, Go Air,

MSN, Good Day, Kurkure, Bright Outdoor and Reliance

Communications.

Mobile Telephony

• India is one of the fastest growing mobile market

in the world and with that brings immense

mobile marketing opportunities for branded

consumer companies.• Amar Chitra Katha, the flagship brand of India Book House

(IBH), is exploring options to exploit its content through

mobile.

• Mobile provides an unprecedented level of intimacy: the

brand message reaches each individual one-on-one, on a

portable personal device that is carried with the consumer at

all times.

Captive Marketing

• Small video screens bearing a mix of

news, infotainment and commercials have

migrated from airplanes to taxi cabs,

elevators, stores, rest rooms and even the

golf course.

INTER ‖marketing‖ NET

• Online advertising including search,

display ads, email, and classifieds.

• I Phone.

Radio

• A new form already emerged.

– Plethora of Channels and a host of popular

shows and RJ’s

Category Management

Co- Opting

• Media may have life cycles as well• Television begat the infomercial.

• Telephones begat the telemarketer.

• The World Wide Web begat the spammer.

• The medium and the consumer have both

matured.

Marketing of categories

• It is only because of marketing that we canup-sell and cross-sell a product

• This results in grossing more revenue andthereby reaping more profits

• Another point to be noted is that there isgreater exposure of all the categories to thecustomers

• The lesser known categories are also broughtforth

• Transition from cost center unit to a revenuegenerator

Thank You