Through the line (TTL) advertising simplified

In my previous post, I had explained two advertising execution methods i.e Above the line (ATL) and Below the line (BTL) advertising. This post will be the continuation of the earlier one with the focus on Through the line (TTL) advertising.

Related : ATL & BTL activation simplified

TTL can be defined as the use of mass advertising forming a prospect or customer database, which can be implemented for direct marketing activities. This kind of advertising is an integrated approach, where a company uses BTL and ATL methods in addition to online advertising to reach their customer base and generate conversions.

 

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9 best ad campaigns that define Out of Box creativity

It will be an understatement to say that marketing has seen a paradigm shift in last five years. In a recent interview Brian Fetherstonhaugh – Chairman & CEO of Ogilvy One Worldwide shared his thoughts on the paradigm shift in marketing. He stated in his interview that

The traditional Marketing Mix i.e 4P’s of Marketing has now changed to 4 E’s of Marketing which is From Product to Experience, From Place to Everywhere, From Price to Exchange and From Promotion to Evangelism.

Read more about the new 4E’s

In last five years I have come across many campaigns which can be termed as BEST marketing campaigns but for my readers I have pruned it to 9 best marketing campaigns that define out of box creativity. The list is as follows:

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6 Marketing Strategies for preschools and high schools

In the last decade, India has witnessed a humongous growth in the education sector. This growth is led by first generation entrepreneurs attracted by the huge opportunity and market size of this sector. The sector has its own characteristics that one must consider while developing a long-term strategy. Before I share the strategies have a look at Planning to start a preschool or school? and 5 marketing tactics for preschool and school

 

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Paradigm shift in the Marketing Mix – 4P’s out 4E’s in

Rarely you will come across a marketing professional who is not aware of the 4P’s of Marketing. These P’s were first coined by Jerome McCarthy in 1960. But this was made famous by an American professor known as Dr. Philip Kotler in his book “Principles of Marketing”. I personally have one copy of 2009 edition and for me, it is one my favorite books in marketing.

Before I share what the new 4 E’s of marketing  are let me first throw some light on our traditional 4 P’s of marketing:

  1. Product : A product can be either a tangible good or an intangible service that fulfills the need of the customer.
  2. Price: The price determination will impact the profit margin, costing, supply and demand.
  3. Promotion: Sharing relevant product / service information to consumers.
  4. Place: An ideal location to sell the product that will convert potential customers to customers.

Here is an example of traditional Marketing Mix:

Traditional Marketing Mix
4 P’s of Marketing

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WOW Popcorn – watch out for a brand in making

In 2013 Economic Times reported that Popcorn industry in India has fatter margins than Bollywood movies. Puzzled?

Despite a 56% Customs duty on quality imported corn (mostly sourced from the United States of America), the two major popcorn players in India are  Agro Tech Food, which has India rights for American company Con Agra’s Act II brand and Banaco Overseas – import around 23,000 tonnes annually. The third player which is not as big as its former counterparts but is in the race, it’s known as WOW Popcorn.

WOW Popcorn is a brand of WOW Food Brands Pvt. Ltd which is based in Mumbai. Currently, the company has 5 flagship stores and kiosk in Mumbai. Started in 2014 at a posh locality in south Mumbai known as Napeansea Road, the brand has been making quite some noise in the snack category. At present WOW has 7 flavors and the brand promises to increase more in near future. The brand is selling only in traditional retail format and has not yet made it presence in the online retail marketplace like GrofersLocal Banya and ZopNow.

As part of its marketing strategy, the brand is focused on making its mark with digital marketing.  As of now, it has around 6,400 fans on Facebook  and 750 followers on Twitter @wowpopcorn. The brand actively engages with its followers by way of contest, questions, trivia and more stuff.

WOW pop 01

 

It will be interesting to see whether WOW Popcorn makes it way to multiplexes and eCommerce portals.

 

 

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Tata GenX Nano – Perfect example of repositioning

Tata Nano genX

One of my all time favorite Indian car brand is Tata Nano. The Indian automobile sector is one sector which demonstrates different facets of branding. Tata Nano started out in rough waters (relocating the complete manufacturing plant from West Bengal to Gujrat) and has been struggling for many years now. Nano was launched in the year 2009 by Sir Ratan Tata at Delhi. Read More »

Cadbury Perk and Nestle Munch in race to be the market leader

It is not because of its marketing but because of its confused state. The chocolate industry in India was valued at INR 58bn (USD 966mn) in FY 2014,  and has been growing at a CAGR of 15% over the last three years. Two brands that have given stiff competition to each other to gain maximum market share are Cadbury Perk and  Nestle Munch , both the brands fall in the range of Rs. 5 to Rs 20. Over the years Munch has positioned itself as a lightweight wafer chocolate whereas Perk has positioned itself as chocolate with glucose energy.Read More »