Marketing Internship with Professor Sameer Mathur
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Four weeks of my
journey through this
internship
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Module 1
Realising the truth
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Rectifying the mistakes
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Lessons from experts
“Prepare, Design and Deliver” - Garr Reynolds
“Create Resonance by connecting with
your audience. Make them physically react
to what you are talking.” - Nancy Duarte
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Application
Presentations on two TED talks
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Module 2
Core concepts of Marketing Marketing in modern world
Solved Mini Cases reflecting
real-time situations
Learnings from Marketing Bible
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Highlights
Assessing Market
opportunities and customer
value
Understanding Marketing
Management
Choosing Value 1.Identifying
Target Markets 2.Everthing on
Branding
Designing Value
1.Product strategy
2.Managing Services 3.Pricing
Delivering Value
1.Integrated Marketing Channels
2.Retailing Wholesaling and logistics
Communicating value
1.Integrated Marketing
Communications 2.Mass and
personal Communications
Sustaining growth and
value 1.New market
offerings 2.Entering
Global markets
3.Holistic marketing for
long run
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Key Insights
Identifying needs of the society
Designing and delivering the needs
Take customer feedback and improve your offering
Keep an eye on competitors
Advance towards improving your offerings according to changing needs of
the society
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In depth learning
of
“Crafting the Brand Position”
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Compelling and well
differentiated message
Brand Mantra
Well communicated
POPs and PODs
Determine competitive Frame of Reference
Emotional element
Make customers feel for your products
What Branding should contain
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Module 3
The most challenging phase
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Situation
(understanding the problems)
Questions
(framing questions to be
answered)
Hypothesis
(assuming a solution)
Proof and action
(checking if the solution is
appropriate)
Alternatives
(suggesting alternatives)
Solving a case
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Cases solved
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Module 4
The successive slides will show the analysis of an HBR article made reflecting the lessons from Modules 1,2 &3 and including the research on corresponding topic.
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For Mobile
Devices,
think Apps,
not Ads
Please
don’t Place
your
Annoying
Ad here
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Mobile usage grew
tremendously surpassing
Personal computers
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Text messages
Display ads
Change in
Personal communications with customers
Marketers were
quick enough to leverage
this ubiquitous nature of mobiles
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With increase in smart- phone
market, marketers
began spending heavily
on mobile ads
Mobile ad budgets in the U.S. are expected to increase from $2.3 billion in 2012
to almost $11 billion in 2016
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It is
High time marketers
should know the truth
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Mobile ads
Suck!
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Display ads function
well in print and on desktop
computers. But they
just don’t work
on mobile devices.
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People
Don’t
Like
Them
Surveys show that people find mobile ads more intrusive than desktop ads, because mobile is a more private venue
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There’s No
Right
Side
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Many of the taps tracked are inadvertent
The
fat
finger
effect
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Banners are
Ugly
They offer little Real estate for
a clear message
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Mobile ads are
Dumb Why do I see a banner of
an app I already have?
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Mobile ads are
Not respectful
This banner is advertising an App which has always been
free. Users are
not dumb.
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What to do
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Go for
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People value apps for their
functionality and don’t find them intrusive
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Games and entertainment
Social Networks
Utilities Discovery
Brands
Categories of
Smart phone Apps
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Strategies to create
apps that add value
to customers’ lives
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Add
Convenience Customer satisfaction: Get info smoothly and quickly Marketer satisfaction: Increases customer exposure to the brand.
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Convenience face 3 constraints
1.They aren’t very effective at acquiring new customers. 2.These apps aren’t a viable alternative for every company. Established brands with large customer bases have an inherent advantage. 3.As more and more companies build convenience into their apps, they will find it harder to differentiate themselves.
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Offer
unique value Customer satisfaction: Delivery of unique benefits Marketer satisfaction: Increases Sales
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Tesco’s Homeplus Allows you to shop while waiting
for train.
(within 3 months, registered users
rose by 76% and sales by 130%)
App Nike+ works
with a special chip in
Nike’s shoes to monitor speed, distance,
and calories burned.
(drove 30% of sales of
Its running shoes)
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Provide
Social value Customer satisfaction: Connecting with friends and social gifting. Marketer satisfaction: Improves sales.
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Wrapp allows to
send your Facebook
friends gift cards
with one click.
(more than 1.2 million cards have been sent)
Facebook with social gifting company karma
offers features to send
gift cards.
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Offer
Incentives Customer satisfaction: Incentives Marketer satisfaction: Promotion of Brand
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Entertain
Customer satisfaction: Entertainment
Marketer satisfaction: Engagement with the brand
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Play and engage with Red bull
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Apps are not only the most effective
way to reach mobile consumers;
they’re also more
cost-efficient than many traditional
ad campaigns
Thousands of computer programmers entered the industry as freelance app designers.
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Mobile app
market in
India
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India has one of the largest and fastest growing mobile user bases in the world. It is the second-largest mobile phone user in the world with 960,579,472users.
In India no. of smartphones grew by 54% in 2014 reaching 140 million users and with a growth rate of 4.7%.
According to statistics India has the fastest growing telecom network in the world.
Mobile app usage in India grew 131 %, as per Yahoo's latest report.
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A recent article on The Hindu Showed a study conducted by Boston consulting group and [email protected] on mobile and apps usage.
“With a smartphone in hand, a Customer can browse, shop, buy, Complain, refer, write a review— in no time. And so, Businesses and services need to re-create the whole user experience, realising well that it is a personal device” – The Hindu
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The article states mobiles are a great way to connect with rural India. rural mobile internet users total about a third of their counterparts. Accessibility with easy to use apps can be an asset to companies to spread their extent into vast rural India.
Social networking is major activity of Indian user. Hence apps providing social value will be advantageous
for Indian market.
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.
Rural Markets are great opportunities
National Dairy Development Board (NDDB) launched a mobile application for
livestock farmers.
The mobile application, named 'Pashu Poshan' resulted in reducing the feed
cost by Rs 5-15 per day per animal and an average increase in milk production
by an average 300 ml per animal per day
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A study of app usage on Phablets by Yahoo in India mentions: The top three app growth categories in India are personalization (such as Android launchers like Aviate and Hola), followed by News & Reading and Photography. • Personalization apps grew per cent year over year, • News and Reading apps grew per cent while, • Photography apps grew per cent.
533
311
178
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The time is right for developers to leverage this
appetite for apps .
App use is shifting from entertainment to more
functional categories that are utilitarian and enhance
productivity
The move from e-commerce to m-commerce
is accelerating, as more and more Indians shop via
apps on their mobile phones
Gaming remains one of the most engaged
categories
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.
Snapdeal is doing it
Snapdeal is delivering great value through its app. It provides great convenience and offers a lot of incentives. It is now creating a more user-
friendly and simplified version with less distractions from ads and colours,
and more focus on visuals and product information.
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Snap deal’s App marketing is very good with attractive offers. App marketing is a great way to get customers use your app.
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Thank you
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An Internship with
Prof. Sameer Mathur,
IIM Lucknow.
wwW.IIMInternship.com
A.Kruthika
Indian School of Mines, Dhanbad