A few more takeaways…………

• Retail Therapy (Positive Term) - Retail therapy is shopping with the primary purpose of
improving the buyer's mood or disposition.
• Often seen in people during periods of depression or transition, it is normally a short-lived
habit.
• Items purchased during periods of retail therapy are sometimes referred to as "comfort
buys".
• Oniomania (Negative term) is a term for the compulsive desire to shop. Oniomania is the
technical term for the compulsive desire to shop, more commonly referred to as
compulsive shopping, compulsive buying, shopping addiction or shopaholism.

• Teaser Ads
• Co- branding- Whirlpool washing machine recommending Ariel, Colgate Toothpaste
recommending Colgate Toothbrush for best results etc.
• Surrogate Advertising
• Over marketing- Too much emphasis on marketing efforts while neglecting product
quality
 A few more takeaways…………
• Product Placements- Omega wrist watch , the
Aston Martin car , the VISA credit card etc. .
used in Bond movies like Die Another Day ,
Sharukkhan’s Compaq laptops in Rab Ne Bana
Di Jodi, BMW’s video campaign
• Marketers usually pays a huge amount of
money so that their products make cameo
appearances in movies and on television
A few more takeaways…………
• Some firms get product placement at no
cost by supplying their product to the
movie company
• Nike does not pay to be in movies but
often supplies shoes, jackets, bags etc.
• Firms sometime just get lucky and are
included in movies for plot reasons. For
example, FedEx received lots of favorable
exposure from the Tom Hanks starring
movie Cast Away
 A few more takeaways…………

• Viral/ Buzz Marketing – Word- of- mouth Marketing

• Meta Marketing (Developed by E.J. Kelly)- Meta marketing is a comprehensive and broad
term and includes not only the marketing of products and services but also of an
organization, place, person, cause etc. Examples for Meta Marketing- Marketing of a
candidate by a political party in the election, Marketing of an actor by his Personal
Secretary, Marketing of a place by a tourist agency etc.
• Synchro Marketing- many products have seasonal fluctuations in demand(eg- low
demand for umbrellas during summer season, excessive demand for bus seats during
festival seasons). Synchro Marketing tries to find a balance between the demand and
supply by adopting some measures like flexible pricing(high price during peak season and
low price during off season) offering incentives during off season(End of season sale) etc
• Mega Marketing- adopted by large companies to enter blocked markets. Example- When
Pepsi tried to enter India, they were allowed by the Indian Government on the condition
that they will focus their sales in rural areas which can in turn help the Indian economy.
Pepsi did a lot for rural areas including transfer of new packaging technology to rural
areas in India. This is known as Mega Marketing.
• Mega Marketing- adopted by large companies to enter blocked markets.
 A few more takeaways…………

• Flankers or “Fighter” brands (Flanker products) : To protect Dettol Original (the flagship
brand) from the competitors, flankers like Dettol Fresh, Dettol Cool and Dettol Skincare are
introduced. In other words, the Flankers are variants of the flagship or main brand flanking
the flagship brand from its competitors.
• In designing these “fighter” brands, marketers must walk a fine line
• Fighter brands must not be so attractive that they take sales away from their higher- priced
flagship brand
• At the same time, since the flankers are connected to the flagship brand, they must not be
so cheap because that can adversely affect the flagship brand
• Usually a company introducers flankers for its flagship brand during the growth stage of its
Product Life Cycle
• More examples for flankers: Liril Lime, the flagship brand, is flanked by Liril Icy Mint and
Liril Orange Splash or Coke Classic flanked by Diet Coke and Vanilla Coke, Mirinda Orange,
the flagship brand was flanked by Mirinda Lime and Mirinda Green Apple
 A few more takeaways…………
• Counter marketing- is aimed at destroying the demand for a product. Classic examples
for Counter marketing are ‘Cigarette Smoking / Alcohol consumption is Injurious to
Health”
• DE marketing- Aimed at decreasing the demand for a product. Classic examples are “Save
Oil/ Water” ads
• Counter Marketing V/s DE marketing- Counter marketing tries to destroy the demand for
a product altogether while DE marketing attempts only to decrease the demand for a
product
• Remarketing- finding new uses for an existing product- Milkmaid used as an ingredient
for sweets
• Cause- related Marketing, Causal Marketing, Social Marketing
• Green Marketing- making the products more eco- friendly
• TVC- Television Commercial
• POP Promotion- Point of Purchase Promotion- Displays and Demonstrations inside the
store, i.e. promotion at the point of purchase
• According to marketing theory, there are two basic brand portfolio models –House of
Brands and Branded House.
A few more takeaways…………

• House of Brands
• House of Brands model
refers to a brand portfolio
where firms will choose
different brand names for
various products across
categories.
• These brands will have own
identity and personality.

• Different products in the same category will

also have individual brand names.
• FMCG giants like Hindustan Unilever, P&G
follow the model of House of Brands.
• For example HUL has soap brands like Lux,
Rexona, Hamam, Lifebuoy, Dove etc.
A few more takeaways…………
• Branded House
• Branded House portfolio model is where the firm chooses to have one brand name for all
the products that is marketed by the company.
• Many firms use the corporate brand name for all the products that they sell in the market.
• Dell is often cited as a classic example of a Branded House.
• Virgin is another very good example for Branded House
 Some mismatch between endorser and
brand………..

• The traditional image of Mysore Sandal Soap and Modern image or youn Dhoni seems to
be contradicting…….
 Some mismatch between endorser and
brand………..

• The presence of Dhoni in an ad for cooking oil is hard to understand. The biggest doubt is
why Dhoni is dressed up as a warrior for a sunflower oil ad which is expected to inform the
customer about the health benefits and also the taste of its product
 Some mismatch between what the ad conveyed
and what the ad should have conveyed………..

• The success of Sunfeast with Sharukh khan might have prompted Parle to do this. But
instead of speaking about the choco chips in Hide & Seek, the ad was concentrating on
Hrithik Roshan’s dancing skills
Some mismatch between what the ad conveyed
and what the ad should have conveyed………..

• The target market for this biscuit will be

health- conscious adults and not kids. So
parle is wasting money on a celebrity
endorsement here….
 A wrong brand extension………..

• The extension of a coconut oil brand to a cool and trendy product doesn’t look good. Marico
could have used a new brand name, and not Parachute, for its after shower, which is
supposed to be a trendy product
 Poor positioning of the brand………..

• The campaign shows the young man doing the unconventional act like starting his own
business and the people getting really impressed by that. Very unlikely fit; such kinds of guys
drive a Scorpio or a Safari. Also the locale of the ad is a riverside; Wagon-R is not an off-
roader!
An effective advertisement………..
 A few more takeaways…………
• Micro Marketing: As the name suggests, a micro term and focus on the problems of
administering specific units or entities in an economy, for example, a hotel, a super
market, an amusement park etc
• Macro Marketing- As the name suggests, a macro term and in addition to mere profit,
focuses on development of the society also. Hence we can say that Societal Marketing is
a part of Macro Marketing
• In fact Macro Marketing and Societal Marketing are almost similar
 A few more takeaways…………

• Prospect V/s Suspect- A tentative prospect is known as a ‘suspect’

• Consumer V/s Customer
• Persona Selling V/s Direct Marketing V/s Salesmanship
• Personal Selling- Salesman going directly to the prospect and selling, i.e. there is face- to-
face contact
• Direct Marketing- the salesman directly contact the prospect through telephone, mail etc.
but no face- to- face contact. Examples for Direct Marketing- Direct Mail, Telemarketing,
Television Marketing etc.
• Salesmanship- is “the ability to persuade people to buy goods or services at a profit to the
seller and benefit to the buyer”
• Salesmanship is only one of the skills used in personal selling
• Salesmanship may or may not be employed in personal selling
• In fact, salesmanship need not be merely confined to personal selling alone
• Salesmanship can be effectively employed in advertising also
• Hence, on many occasions , advertising is described as “Salesmanship in print or Printed
Salesmanship”
• Thus, salesmanship utilizes non- personal persuasion also
 A few more takeaways…………
• Corrective Advertising requires advertisers to rectify past
deception by making suitable statements in future commercials
• The 1975 corrective advertising order against Warner- Lambert’s
Listerine is a classic example
• Listerine has advertised for over fifty years that gargling with
Listerine mouthwash helped prevent colds and sore throats by
killing germs
• The order required them to include the statement, “Listerine will
not help prevent colds or sore throats or lessen their severity” in
$10 million of advertising, which was equal to the average annual
Listerine expenditure during the prior ten- year period
• Listerine implemented the order by embedding the statement in
a commercial featuring two couples, each with a husband finding
himself having “onion breath”
• The corrective disclosure appeared mid- way in the thirty- second
spot as follows:
• “While Listerine will not help prevent colds or sore throats or
lessen their severity, breath tests prove Listerine fights onion
breath better than Scope(a rival mouthwash brand for Listerine)”
 A few more takeaways…………

• Bait Advertising: Advertising shall not offer or services for sale

unless such offer constitutes a bona fide effort to sell the
advertised products or services and is not a device to switch
consumers to other goods or services, usually higher priced.
• Such type of unethical adverting is known as Bait Advertising
• Holistic Marketing: recognizes that “everything matters” Includes:
1. Relationship Marketing
2. Integrated Marketing
3. Internal Marketing
4. Social Responsibility Marketing
 A few more takeaways…………

• Pillsbury globally is famous for

its mascot “ Poppin Fresh”
popularly known as the
doughboy.
• Although the mascot is in
Indian market too, it does not
have the same fan following as
it is in the west.
• Pillsbury is from Nederland
THANK YOU !!!