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 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.
CLASS CHAT MARKETING ? Subtitle
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.
Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing (CIM). Accessed 2012.
Steve Jobs Video ‘Marketing Values’
THE EVOLUTION OF MARKETING Subtitle
Gutenberg c. 1450
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/
King Camp Gillette innovated the safety razor – a thin, inexpensive, disposable blade of 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/
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/
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 of 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/
Alexander Graham Bell c1876
Guglielmo Marconi c1899
Third Reich Broadcasting Jingle All India Radio Signature Tune
Their first film Sortie de l'usine Lumière de Lyon (1895) is considered the "first true motion picture.". Brothers Auguste and Louis Lumière
John Logie and Philio Farnsworth c1923
SOAP OPERA IVORY SOAP TV COMMERCIAL
Timothy John Berners-Lee best known as the inventor of the World Wide Web.
The very first webpage Tim Berners-Lee and the WWW team ever put online
http://www.xyzed.com/SiteImages/20120303062422592.jpg
CLASS CHAT WHY A 'STARTUP MODEL'
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)
CLASS CHAT WHAT IS A STARTUP ?
CUSTOMER UN-KNOWN SOLUTION SOLUTION UN-KNOWN KNOWN CUSTOMER KNOWN
CUSTOMER UN-KNOWN SOLUTION KNOWN
CUSTOMER KNOWN SOLUTION UN-KNOWN
Unknown Customer ? Unknown Solution ? Unknown Business Model ?
STARTUP - ROLE OF MARKETING
startup marketing devdipp@gmail.com • What Is The Problem ? C • Worry. Waste. Wave U WHAT CONCEPT CON CEPT S T • Who Has The Problem? O M • Segment Profile. Sizing WHO E R DESIGN DE • When Is the Solution Needed ? D MVP MVP • Now. Next. Never I WHEN S S O C • Where Is the Solution Needed ? L O U V • Global. National. Local WHERE T E PILOT PIL I R O Y • How To Solve the Problem N FEED FEED • Concept. Product. Service HOW D BACK E PIVOT PIV T / S • Why Is The Solution Better ? I PIT PITCH CH • Benchmarking. Differentiation G WHY N
startup marketing devdipp@gmail.com ROUTE TO MARKET ADVERTISING POSITIONING BRANDING Channel. Reach. Cost For Whom. What. How. Why Identity. Quality. Loyalty DISTRIBUTING SERVICING SELLING Channel. Reach. Cost Quality. Cost. Satisfaction Funnel. Conversion. Costs GENERATING RETURNS SCALING UP PRICE INVESTORS FOUNDERS Strategy. Structure. Stickiness Funding. Terms Vision. Goals. Value Add Alignment COST COST Per Unit. Fixed. Variable SUPPLIERS EMPLOYEES INVES INVESTMENT TMENT Quality. Cost, Structure. Skills. Commitment Culture Fixed. Working. Debt. Cash
CUSTOMER NEEDS & WANTS
CUSTOMER PROBLEM IDENTIFICATION
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
FINDING YOUR MARKET 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
https://pbs.twimg.com/media/
http://www.slideshare.net/CMF_VC/case-iidf-team-1-eng
https://www.linkedin.com/pulse/
CUSTOMER SEGMENTATION
http://www.steamfeed.com/wp-content/uploads/2013/11/market-segmentation.png
https://marketing-insider.eu/wp-content/uploads/2015/03/B2B-Market-Characteristics- Comparison-B2B-Market-to-B2C-Market.png
https://iot-analytics.com/
CUSTOMER ADOPTION
http://img.scoop.it
http://designdamage.com/
SOLUTION DESIGN
startup marketing devdipp@gmail.com • What Is The Problem ? C • Worry. Waste. Wave U WHAT CONCEPT CON CEPT S T • Who Has The Problem? O M • Segment Profile. Sizing WHO E R DESIGN DE • When Is the Solution Needed ? D MVP MVP • Now. Next. Never I WHEN S S O C • Where Is the Solution Needed ? L O U V • Global. National. Local WHERE T E PILOT PIL I R O Y • How To Solve the Problem N FEED FEED • Concept. Product. Service HOW D BACK E PIVOT PIV T / S • Why Is The Solution Better ? I PIT PITCH CH • Benchmarking. Differentiation G WHY N
CUSTOMER VALUE PROPOSITION Subtitle
BRANDING & POSITIONING Subtitle
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