BOOK REVIEW ON MONEY

MARKETING BY JESSIE
PAUL

By Kunal Parekh
 Frugal Marketing
Ø Think Flat and Live Frugal
Ø Upstart Brands old & New
1. New business model upstarts
2. Old model new market upstarts


 Change Drivers
1. Digitization, globalization (customers are buying
things they can not see!)
2. Wired world (everyone is empowered to be a
journalist, opinion-makers and salesperson!)
3. Advertising is now free-but getting it is hard work
4. The market is small, very small-target audience
of one

 Mature Champion
Relat I.e Accenture, Time , Newsweek i.e.
IBM, WSJ, NYtimes, Citi Bank,
ive
mark Mature
Stragglers Champions
Upstarts
et i.e.Capgemini, Businesss week, fortune, Forbes, i.e. The Economist, TCS, Infosys, Wipro, SBI,
Financial Times.
share
Low Stragglers Upstarts

high


Low High

Relative Growth rate

Upstart four square model

(BCG matrix)
 Managing ecosystem
 The ecosystem is the universe of people
and media that could potentially
impact the decision maker.
 The simplest way to identify the
ecosystem is to put yourself in the
shoes of your potential buyer and think
about all the potential sources of
information of information that you
would consult before you decided to
buy.

 Employees Other customers Industry Association

Sales person
Analysts

Consumer Reports

Government Decision maker

Sourcing Advisors

Consulting firm

Journalists Academics
Internet Pundits

Ec o s ys te m

 Define Brand Identity
1. Who am I?
 Core principle or core identity
 Mission statement, vision and goal
 Define with respect to competitors and upstart
firms
 Various promotion carried out to define any firm’s
identity
 i.e. Infosys’ “to be respected”, Reliance’s “Growth is
Life”


 2. Why buy me?

 USP
 Benefits provided to consumers
 Helps firm in setting long term vision in more
complex package implementing skills instead of
vanilla application development efforts
 i.e. Wipro’s “powered by intellect” and “applying
thought”, McDonald’s “quick service”,
 Identify the Brand DNA
3. Why not buy someone else?


 Purpose behind convincing consumers

 Creating mouse traps

 Promoting significant benefits

 Demonstrating superiority


 Core Vs Surround Branding
Core

Surround


 Offering is unique  Offering is getting

and has sufficient commoditized or
there are many
entry barriers to competing players.
copying.  company’s DNA is
 Company’s DNA is marketing and
delivery oriented innovation
innovation  Offering is not the first,
 Offering is first
but is delivered
differently or has
entrant unique features
 Service does not  Level of interaction
require emotional with service is high,
usage impacts self-
engagement or esteem
interaction  Management is
 Management is interested in playing
tightly focused on larger role in
industry.
 Building an upstart brand
This has to be done by 1. Brand Lever 2. Brand
Channel
Brand Lever 1-Executive Branding

§ Create a brand blueprint

§ Access is key
§ Have a point of view-preferably a contrarian one
Brand Lever 2- Price

§ Correlation between price and quality perception

§ Promoting oneself as premium player by keeping
lowest possible price
§ Passing on gains to customers
§ Pricing strategies reflects management intent
§ Pricing should be promoted as branding tool not
just as sales lever
 Brand Levers Cont….
3. Country of origin
§ Using country’s reputation for quality or certain
behavioral quirks
§ i.e German engineering firm, Italian apparel
industry, India’s IT firm, various airlines
starting with their country’s name
4. Sustainability

§ curtailing consumption of good that negatively

impact the enviornment
§ Investment in CSR activities
§ i.e promoting e cards, green marketing, online
prospectus, paperless office.

 Barnd Channels
Brand Channel 1- Thought leadership
§ Presenting white papers (i.e. research, technical and
business)
§ Prodcast (audio or video talks on popular topics)
§ Seminars/ webinars
§ Books
§ i.e. Deepak Parekh, Narayan Murthy, Vineet Nayar,
Azim Premji, Subroto Bagchi
Brand channel 2-Media Relations

§ Content is king
§ News has to be current and interesting
§ Oil the wheels of PR
§ Hire medial consultants
§ i.e. Nandan nilekani’s“flattening the world” phrase
got media attention but the same has been
popularized by thomas friedmen
§
§
 Brand Channels Cont..
Brand Channel 3- Awards marketing
 proves credibility of a firm and creates

awareness in the media

 Allows any firm to integrate with other

institutions
 Setting up an award program to appreciate

valued customers
 Instituting an award

 i.e. Wharton Infosys Business Information Award,

Wipro’s Global Information Award

Brand Channel 4- Online Presence

Building online strategy address the following five

aspects
Coherent, Relevant, Interactive, Simple and

Pervasive (CRISP)
 Thank You