Katrina kaif turcotteturquotte mishra ajay marketing lessons + role of bollywood in advertising...

KATRINA – KAIF TURCOTTE-TURQUOTTE MISHRA AJAY – MARKETING

LESSONS:

KATRINA-AJAY-MARKETING LESSONS:

TAILORED FOR INDIANS PEOPLES WITH EXAMPLES SPECIALLY MOBILE

AND

KATRINA-AJAY: KATRINA – KAIF TURCOTTE-TURQUOTTE MISHRA AJAY –

MARKETING LESSONS + ROLE OF BOLLYWOOD IN ADVERTISING/SELLING

PRODUCTS AND/OR SERVICES TO INDIAN CONSUMER SEGMENTS:

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@KatrinaKaif_ GROWING VOLUMES OF SMS, MMS, MOBILE AND TWEETS,

SUPPORTS YOUR STATEMENT: INDEED UPPER , MIDDLE+EVEN LOWER CLASS

NOW HAS MOBILE

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4h AJAY KATRINA @mishrainsead03

@KatrinaKaif_ MOBILE growth=F(cost of handsets, cost of txns,+ve network

externalities, absence or lack of cable - ie last mile telecom)

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@KatrinaKaif_ peoples not pay for net, but wtp for mobile=exists. ad networks on

mobile wanting to seize opportunity offered due to mobile

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@KatrinaKaif_ china, india, brazil, russia = big market+ growth potential + opportunity

for mobile & mobile apps also happening, its called VAS

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@KatrinaKaif_ Samsung does value innovation, it’s also client of INSEAD, what swatch

watch did to watch, Samsung does to its things

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@KatrinaKaif_ [a]HANDSETS- form fit function, fashion-samsung 'innovates' around

fashion - lifestyle-making a statement; NOKIA DOES THINGS 2

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@KatrinaKaif_

[a] handset

[B] SERVICE - eg: vodafone,verizon,airtel,etc service dimensions :

(i)comfort

(ii)cost

(iii)clarity

(iv)conformity

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@KatrinaKaif_ mobile service + comfort: means - how easy is it to use+contact in case

of trouble shooting etc :

clarity=reception-sound quality

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@KatrinaKaif_ coverage=range - ie. reach, obstructions , signal quality etc covered in

coverage = f(technology, network, alliances)

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@KatrinaKaif_ cost= per minute price of making calls - it shows up in mobile bill and

then there is this cost for service a ratio ie

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@KatrinaKaif_ means cost=low, but is cost low comes at a cost, ie - is coverage=low, or

is network =down or slow or is switching costs=high

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@KatrinaKaif_ so IF costs=lowBUT low costs comes at a cost THENcomp based on

cost alone - means either [1] tsp needs filled [2] apples&sushi

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@KatrinaKaif_ tsp=target, segment, positioning, for example: BSNL taget=not comso,

not hip urban but mid or low tier cities+villages indian

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@KatrinaKaif_ so BSNL TARGETS not same peoples which isb targets by airtel or

vodafone or samsung alliance service whatever that is..

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@KatrinaKaif_ a target market is mostly associated with a segment, like rural india -

maybe a segment, within rural india, sub segments

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@KatrinaKaif_ eg: BSNL targets so &so segment, and POSITIONING IS now the next

after target and segment=chosen to focus on;q=howto position

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@KatrinaKaif_ target segment POSITIONING=CALLED TSP IN SHORT: we talked

about t=target, s=segment, - which btw =same was with paints ref jthj

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@KatrinaKaif_ so in P=posiioning: we is has eg BSNL: ok, so WHAT TO SAY WHY

CHOSE BSNL NOT AIRTEL OR VODAFONE to your chosen t and s=quest4P

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@KatrinaKaif_ ITS LIKE THIS - CREST=FOR CAVITIES, COLGATE=FRESH

BREATH-SAANS IE, OR IS IT CLOSEUP FOR CLOSE ENCOUNTERS MINUS BAD

BREATH? :)

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@KatrinaKaif_ SIMILARLY, MOBILE SERVICES HAVE TO POSITION THEMSELVES

FOR THEIR RESPECTIVE CHOSEN TARGET AND SEGMENT POPULACE =AN

EXCERCISE

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@KatrinaKaif_ TARGET AND SEGMENT FOR ANY PRODUCT(SUCH AS PAINTS,

OR MOBILE} NEEDS [A] DATA+ANALYSIS [B] INTUITION

[C]QUANTIFICATION+DECISION

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@KatrinaKaif_ DATA =NUMBERS= NEEDED FOR T SP - SUCH AS -[A]HOW

BIG=MKT [B]COMPETITOR=HAS-WHAT+WANTS-WHAT+WILL-DO-WHAT-IF-WE-

DO-THISOR-THAT

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@KatrinaKaif_ [C] ADDITIONAL DATA= NEEDED TOO & YES, THERE R SOME

MODELS & SOME EXCEL SHEETS - SOME PREMADE SOME BESPOKE: ITS LIKE

TAILORING

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@KatrinaKaif_

COOKIE CUTTER ANALYSIS WITH OR WITHOUT MODELS +/- EXCEL=SKILLS &

ROTE::

BESPOKE=MADE TO ORDER TAILORED SUIT-CUSTOM ANALYSIS IE

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@KatrinaKaif_ DATA ANALYSIS ;ACUMEN, COMPETITORS RESPONSES ETC ETC=

ANALYTICAL ASPECTS OF BIZ, P=POSITIONING =LEFT+RIGHT BRAIN:

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@KatrinaKaif_ THINK OF POSITIONG AS LIKE THIS -> CHOOSE MY MOVIE

BECAUSE XYZ, CHOOSE MY BRAND PROD BECAUSE XYZ REASONS, CHOOSE

BSNL BCUZ---

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@KatrinaKaif_ WEKNOW DIMENSIONS OF COST, CLARITY, COVERAGE

CUSTOMER SERVICE ETC IN BOTH

[A] ABSOLUTE TERMS

[B] RELATIVE TERMS, B MATTERS MORE WHAN?

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@KatrinaKaif_

COST DIMENSIONS

=

[1] PRICE PER MINUTE

[2]PLAN DETAILS HAS THAM TOO, LIKE FRIENDS AND FAMILY GET LOWER

PRICE, IF EXTERNALITY ETC

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@KatrinaKaif_ NOT ONLY WE KNOW ON COST PER MIN OF BSNL{ABSOLUTE

COST} BUT ALSO, COST PER MIN, COMPARED TO OTHER

COMPETITORS(RELATIVE COST)

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@KatrinaKaif_ B=RELATIVE DIMENSIONS MATTER MORE, WHEN ITS EITHER [1]

CUST WANTS TO DECIDE [2]WANT TO LAUNCH SWITCH TO US BCUZ Xyz

HERE=BETTER

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@KatrinaKaif_ POSITIONING = WHY CHOOSE BSNL BECAUSE ? - AND THIS IS

SOME SORT OF A LINE, LIKE - CHOOSE BSNL BECAUSE ITS CHEAPER THAN

XYZ

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@KatrinaKaif_ NOW, LETS SAY P=CHOOSE-BSNL 'CUZ ITS CHEAPER - IN BOLD

PRINT, FOLLOWED BY COPY - THAT SAYS, WE HAS COVERAGE ALL OVER INIDA

ETC

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@KatrinaKaif_ once the P-STATEMENT=decided, ie position-COST CONSCIOUS

peoples, USE =WORD CALLED CHEAPER, ok after that - few more questions

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@KatrinaKaif_ NOW, FROM T=TARGET, AND S=SEGMENT AND NAME=BSNL, did

we has t and s -somehow evoke rural too - for now or in furture? ok THAN

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@KatrinaKaif_ t+s = midtier+low-tier+rural indians - ok B IN BSNL FOR ? - B FOR

BHARAT =[1] desi word ? or [2] videshi word?

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@KatrinaKaif_ DESI FUN PLACE IS NRI BTW, BSNL: B FOR BHARAT,

IMAGERY=DESI OR COSMOPOLITAN? OR ANY OF THE [A] BHARAT WORD [B]

CHOSEN Target & Segment ie

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@KatrinaKaif_ & ANSWER IS: BSN+T&S= NOT HIP, NON COSMO, NON ULTRA

SLEEK URBAN, BIUT MID+LOW-TIER CITY +VILLAGE DWELLERS4 WHOM

COST=MATTERS

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@KatrinaKaif_

NOW, THE QUETSIONs IS

- > [1] WHO WILL SAY CHOOSE BSNL BECAUSE OF SOME XYZ REASON

IN TV-

MEDIA

PRINT

->[2]WHAT IMAGERY AND AMBIANCE

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@KatrinaKaif_ SO FOR WHO WILL SAY WHAN NATION= NOT USA/ LONDON,

WEHER WE HAS MODELS AND MADISON AVE, BUT NATION=INDIA, WHERE

MADISON AVE=Not exists

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@KatrinaKaif_ WHAN NATION=INDIA: M 4 MODELS, M 4 MUSIC, M 4 MOVIE M 4

MAFIA ALL MEANS - B FOR BOLLYWOOD. AND BOLLYWOOD=ADS+SONGS &

SONGS=ADS

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@KatrinaKaif_ SO NATION=INDIA, WHO = WHAT ARE OPTIONS= NO MODELS LIKE

MADISON BUT CHOSE - FROM BOLLYWOOD - AS WE KNOW

M for -> MUSIC MOVESMOVIES

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@KatrinaKaif_ M 4->MUSIC+MOVES->MOVIES SO WHICH MODEL?

ANSWER = THE ONE WHO RHYMES AND JIVES WITH THE CHOSEN for target and

segment to which U WANNA SELL

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@KatrinaKaif_ IN THIS - COMES - OPTIONS TO CHOOSE =? - OK LETS GUESS, IS

THERE B=BHARAT=DESI? OK, THAN, M4 MODELS-IN -MUSIC-MOVES-MOVIES?

OK

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@KatrinaKaif_

SO,

IS

PC = PRIYANKA CHOPRA=DESI GIRL SONG SHE DID OR IS SHE MORE COSMO

THAN KATRINA ?

I know there is another name like deepika

and

mobile bill guy – kapoor lad , had mobile issues, so much only his mom has

answers - much the same way piggy chops is that called pc – desi girl, had

mobile and relationships in media all over issue with whats that guy name who

did air force ala tom cruise in monsoon, mausam ?

ANSWER = CC=CHIKNI CHAMELI=NOT PC :)

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@KatrinaKaif_ CC=CHIKINI CHAMELI=NOT PC 'CUZ? [1] RATIOS +PROPORTIONS

[2] IMAGERY TAKES TIME TO ESTABLISH; SO, PC=DESI SORTALIKE RANI

Mukehrjee IS TOO

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@KatrinaKaif_ OK, THEN KAT IS OUT OF SCOPE FOR SAYING CHOOSE BSNL

BECAUSE OF XYZ REASON, BETTER TO CHOOSE PC - THE DESI GIRL,

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@KatrinaKaif_ ITS CALLED ?

- WHATS FEW WORDS U CAN USE TO ANSWER THIS?

-> THIS WILL HELP U TAILOR YOUR CARRER,

SAYS WHO? SAYS - AJAY MISHRA

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@KatrinaKaif_ SO: THINK HERE IS ONE WORD - [1] ASSOCIATION OK ILL GIVE U

MORE WORD [2]IMAGERY OK ONE MORE - SOURCE OF IMAGE AND IMAGERY

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@KatrinaKaif_ OK KATRINA -> SOURCE OF IMAGE AND IMAGERY IN THE MINDS

OF THE TARGET MARKET SEGMENT POPULACE =??? WHAT? -> THIS -> M

FOR ?:)

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@KatrinaKaif_ BONUS FOR U - V FOR VARIETY - REASONS? - START WITH

BENEFITS OF VARIETY? NOT JUST MORPHS OF VARITEY, M 4 MORPHS TOO

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@KatrinaKaif_ M 4 MORPHS: IN IMAGERY THAT COMES ASSOCIATED WITH

VARIETY IN CLOTHING, SYLES, LOOKS, MOVIES, ROLES ETC - FOR EG:

CC=chikni chameli= VARIETY

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@KatrinaKaif_ SING IS KING IS ONE STYLE OR TYPE, NAKSHATRA, KUNDAN

JEWLERRY - RAJNEETI SAREE, CC=CHIKINI CHAMELI = VARIETY, U CAN HAS

WORDS

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@KatrinaKaif_ IMAGERY IS FORMED VIA MUSIC-MOVES-MOVIES - BECOMES

MORPHS INTHIS TOO :

CC'S CLOTHES+AMBIANCE BOTH=RUSTIC=VARIED

Different – variation FROM SAY JTHJ

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@KatrinaKaif_ =VARIED FROM SING IS KING

FOR EG CHIKNI CHAMELI CLOTHING, COSTUMES , IMAGE IMAGERY

AMBIANCE=NOT SAME AS CONVEYS IN ISSQ SHAVE SONG ISNT IT?

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@KatrinaKaif_ BENEFITS OF V=VARIETY? =

[1]

[2] SATISFACTION FROM VARIETY + BOREDOM ANTIDOTE=VARIETY

[3]

[4] –

AND SO ON, THE BOAVE = AN EXERCISE FOR YOU

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@KatrinaKaif_ BTW - I KNOW,

-> GREEN=NOW A DIMENSION TOO

-AND U CAN IF U WANTS ->REFER TO WHAT ME SAID ON

SAANS, BREATHE EASY SILK & PAINT+GREEN

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@KatrinaKaif_ MOTLEY GREEN= 1 PLATFORM WHERE GREEN CONSCIOUS

CUSTOMERS SHARE AND SHOW THEIR GREENLINESS LIKE YO CHECK THIS

HERE ME DID DIS AND THAT

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@KatrinaKaif_ BTW WTP = WILLINGNESS TO PAY,

THESE ARE ALL ECON TERMS, BUT TWITTER=140 CHAR

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@KatrinaKaif_ VAS=VALUE ADDDED SERVICES - A TERM USED FOR MOBILE

SPECIALLY BUT ALSO FOR MANY OTHER PLATFORMS

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_AJAY KATRINA @mishrainsead03

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Katrina kaif turcotteturquotte mishra ajay marketing lessons + role of bollywood in advertising...

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