Prof. Dr.

Vinod Kumar - PHD, MPHIL, 1/11/2020

MBA, MCOM, MMC, UGC NET, PGDBM

Surrogate: Duplicating to promote other

• Surrogate marketing: Refer advertising
Recent trends in Marketing worksheet
–Duplicating brand image

• Surrogate advertising:
–Duplicate brand image to promote another products
called surrogate products such as soda water, playing
cards etc.
• (Surrogate means subsititute)

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Surrogate d RURBAN
• Why Surrogate advertising: •RURBAN Customers to be
no
–to promote products which are not allowed to be
advertised or served
Vi

–limited advertising is allowed such as liquor or

tobbacco
–The differentiation between rural
• E.g. and urban is getting less distinct
r.

–Haywards, McDowels, Bacardi, Bagpiper, Kingfisher, –Rural locations with urban facilities
-D

wills, Johny walker, Royal Challengers, Signature,

• E.g. •E.g. Ghaziabad,
–Signature surrogate print ad
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–Khob machega rang jab mil baithenge teen yaar app

mein aur mera bagpiper club soda
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Experiential: Participating in actual

What is Experiential Marketing…
• Experiential marketing or “Experiential marketing is a concept of creating experience that integrates elements
of emotions, logic, and general thought processes to connect with the consumer.”
engagement marketing, event
marketing, onground marketing, live Objective: To establish the connection in such a way that the consumer responds to a
product offering based on both emotional and rational response levels.
marketing
–Creating a superior customer experience
as a tool to create a better image
–Airlines, hospitals, Disney land,
Funnfood parks
Nowadays striking displays with powerful visual elements: such as websites, visual
media such as print ads are made visually appealing.

AMM Trends 1
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

How does it work… Why Brands Are Using

Experiential Marketing
+More creative

+Spread awareness

+More memorable (betterrecall)

+To dodge “ad blindness”/get consumer

attention

+Create Goodwill for brandname

+Emotionally connect withconsumers

“Experiential marketing interrupts the
purchasing Funnel which has been long +Involve consumer with brand

seen as a prevalent model for a +Budget conscious

consumer's decision making process”.
Top: Nivea, Bottom: McDonalds

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Experiential
Most Common Forms of
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• Marketing strategy that engage consumers
Experiential Marketing
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– to participate in the evolution of a brand
+Flashmobs • Live one on one interactions that allow
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+Street – consumers to create connections with the brands

performance teams
+Augmented reality
+Consumer
• Engaging customers to participate in a marketing
r.

events/exhibits program
-D

+Contests – through fun and memorable experience

+What’s to come… – Video from customer cooperative folder under marketing folder
• E.g.
– Participating in the display stands installed in various malls and
ht

event
• by popular brands such as Samsung, Vivo, Maruti, Hyundai etc.
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Experiential Benefits to Marketer

• Experiential marketing engage • Branding

customers through events such as • Positioning
• Data base
–exhibitions, product launches, road
• Customer feedback
shows etc. and
–people start spreading positive word of
mouth
• through several medias such as
–social media,
–digital media,
–electronic media etc.

AMM Trends 2
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Benefits to customers
EXPERIENTIAL MARKETING
• Networking
• Interaction with marketer • Experiential marketing is a growing trend which involves marketing a 
product or a service through experiences that engage the customers 
• Feeling of connectivity and create emotional attachment to the product/service.
• Pride of ownership etc. • https://thepineappleagency.com/video/mcdonalds‐experiential‐
were‐lovin‐it/

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IKEA STORE EXPERIENCE Strategic Marketing – Designing 4 Ps
d
• System of integrated business activities or
no
program
–designed to develop marketing mix in such a way that
• leads to the satisfaction of customers wants
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– of selected market segments.

• Marketing Mix:
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–Product
–Price
-D

–Place
–Promotion
–Note: Operational strategies have to be developed in
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each of the 4 areas.

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Relationship Marketing – By giving

something special and extra
• It is the process of
–creating, maintaining and enhancing strong
Factors relationships
Influencing • with customers and other stakeholders.
Company’s • How
Marketing –By providing additional services, special recognition
Strategy and reward schemes to
• Regular and loyal customers
• E.g. British Airways offers
–special lounges with showers at 199 Airports for
frequent flyers
• to enhance relationship in a long way.
17

AMM Trends 3
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Augmented Marketing - Enlightened Marketing

• Company’s marketing system should support the best
•Additional benefits built around long run performance.
• 5 Principles:
the actual product. – Customer oriented marketing
• Identifying their need and fulfilling it
–E.g. Movies on demand – Innovating marketing
• Improving on your products by having a competitive edge
–E.g. Online computer repair service – Value marketing
• Utilization of resources in to value building marketing investments
–E.g. Onsite warranty – Sense of mission marketing and
• Company’s mission should be defined in social terms rather than
narrow product terms
– Societal Marketing
• Marketing decisions should take care of customers, company and
society as a whole in the long run

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Humanistic or Societal Marketing Concept Humanistic or Societal Marketing Concept
– Environment + Redesigning harmful – Environment + Redesigning harmful
d
products products
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• The ideas that consumers will favor for those • It includes:
products and services – Company - Profit
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– Customers – Want Satisfaction

–that improves the living standards of customers as
– Society – Human Welfare
well as society in the long run.
r.

• E.g.
• It is a principle of enlightened marketing which – Macdonald changed its oil
-D

requires • E.g.
–the redesigning of such products which might harm – Khadi Gramdodyog sells recycled eco friendly paper, chart and
social interests. greeting cards.
–Firms to take care of social and ethical considerations • E.g.
ht

while developing marketing strategies – Advertisement of Hamam Says, it is natural without adding
artificial fragrance or color.
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Social Marketing Concept

The Societal Marketing Concept • Action programs designed to increase the acceptability
of
Societal marketing concept is a management philosophy that takes into – social idea, image, cause or practice among a target group
account the welfare of society, the organisation, and its customers. • For social welfare
• Action program to guide the public
– away from products that are harmful for them (e.g. drugs, tobacco
and alcohol) or
– to direct them towards products that are helpful for them or
society (e.g. praying together, condoms etc.)
• This is usually done by non profit organization,
government or quasi government agency.
• E.g.
– Publicity campaign for prohibition of smoking in Delhi explained
the place where one can and cannot smoke in Delhi

AMM Trends 4
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Social Mohalla Sabha: issues for discussion

• Social Marketing = Target society + 7Ps
• Improving security in Mohalla by Installation of CCTVs, streetlights, colony
• Guidance for good and bad through action gates etc.

programs for social welfare

• Broker and smelly public toilets
• 7Ps:
–Product, Price, Place, Promotion, Public, Policy and • Dengue or mosquito related problems

Partnership
• Clearing of garbage and debris
• Spreading socialy beneficial ideas or behaviors
• Repair of footpaths and drains
• Objective: Social welfare
• Who does this • Broken neighbourhood roads

–NGO
• Roads, drains, footpaths in unauthorized colonies
–Government
–Non profit organization • Cleaning and maintenance of public parks

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Cause and cause related d Examples
• Cause marketing or cause related marketing • Times of india –
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– educating individuals who have not had the opportunity to go to a
• Cooperative efforts of a profit and non profit formal school
organization • Jet airways –
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–for social and charitable causes on mutually – save the children

agreement basis • P&G –
• Cause means taking an issue and building
r.

– Rs. 1 goes for child education for every pack sold of their
products
promotion on it
-D

• Tata through NGO to promote responsible citizenship -

–to affect changes which could benefit the individual
Jago Re
and society
• IKEA case study will help here
• Cause related means
ht

• Govt of india –
–sharing your profit with NGO – family planning, child care, abolition of child marriages and dowry
• to be distributed to the needy segment of the society related campaign
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Areas of cause marketing Benefits, project launched

• Some of the areas of cause marketing • Enhancing business profits
–Preservation of the environment • Enhancing social equity
–Acceptance of girl child
–Abolish gender biasedness • Project Shakti launched by P&G in collaboration with
–Avoiding use of plastics which are likely to damage the National association for the blind
environment • Project Drishti restored the sight of over 250 blind girls
–Avoid or discontinue unhealthy habits like smoking, through corneal transplant operations
drug abuse or unsafe sex
–Assisting the police in controlling crime in the • According to a research, 72% people agreed that when
neighbourhood price and quality are equal they are more likely to buy
products or services which help a cause

AMM Trends 5
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Examples Word of mouth marketing

• E.g. • means consumer providing information to other
–Promotion for where to smoke and not consumer
–Pulse polio campaign – Conversation regarding your products and services

–Social awareness ad campaign

–NACO Muqadar ka sikandar • Basic elements of WoM: Education +
–Census of india ad Identification + Platform + Supervision +
–AAJ Tak campaigns Feedback
–Latest clip on Places for cigreette smoking – Educating people about your solutions
– Identifying people most likely to share their opinions
– Providing tools that make it easier to share information: Social
media platforms
– Studying how, where and when opinions are being shared
– Listening and responding to supporters, detractors and neutrals

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Types of word of mouth d
• Buzz Marketing BUZZ MARKETING
no
Buzz marketing captures the attention of the consumers and the media to the point where
–Advocacy message from a trusted friend talking about your product, brand or company becomes entertaining, fascinating and
newsworthy
–Physical word of mouth
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–Clip from Dhoni, Dangal For a brand to be buzz able it should be:

–Dhoni •Invasive but invited

•Individualised
–IKEA case will help, P&G case study will help here
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•Provocative
•Conspiratorial
-D

•Connective
•Creative
• Ensuring people talk about your brand using
tools such as entertainment, news etc.
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BUZZ MARKETING
People want to know
and become curious
 It is the practice of creating a talk
around a product, service, company
or brand.
They discuss it with their
close ones and it
becomes popular  The best buzz- generating products
and services, of course, are those,
consumers feel good talking about.

AMM Trends 6
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Jio’s Buzz marketing at its introduction in 2016 Types of word of mouth

#JioMereLal: Jio's launch buzz took social media by storm • Viral Marketing: Electronic speak
(source: ET) –Process of using social networks or media
• to increase awareness or any other marketing objective
• For the social media, where #RelianceJio and –Creating informative messages
#RelianceAGM were among the country's top
• that are designed to be passed electronically or by email
trending stories, Jio's launch meant mainly only
thing: that it is a sureshot gamechanger. –It is delivered by
• electronic word of mouth or through internet
• At the RIL's 42nd Annual General Meeting,
Chairman Mukesh Ambani said Reliance Jio will –Spread of a message using word of mouth or via
be preview-launched on September 5 while a
commercial launch will take place on December
email
31.

• On offer were free voice calls, SMS and national

roaming forever, 4G data plans
• E.g. Jokes, film clips, games and website
addresses
• They are suitable interesting to be forwarded to
others

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Types of word of mouth d Types of word of mouth

•Viral Marketing forms preferred •Apps for viral marketing

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–Video clips –Whats app
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–Interactive flash games –Face book

–E Books
r.

–Twitter
–Software
-D

–Linkedin
–Images
–Text messages etc.
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Reasons of viral marketing

VIRAL MARKETING
• Reasons What is viral marketing ?
– Publicity • Technique that uses pre-existing social networking
services or other technologies to try to produce
– Trends increases in brand awareness
– Fun • It is something created by the companies themselves
– Advertising to promote their product, in hope that people will be so
impressed that they will pass on the message to their
– Spreading awareness about solutions friends and family.

– Cause related • The basis of viral marketing is in the spread of

information by word of mouth, but modern technology
– Likes has allowed viral effect to include many internet based
– Comment platforms as well.

– Hash tags
– Connections
– Raising funds
– Reshare

AMM Trends 7
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Its Important to get it right

• The beauty of viral marketing is that anyone can do it. It does not have to be
The aim and how to achieve it
costly but needs to be thought of thoroughly
Use tactics to build awareness and trial:

• Be clear about what you want the campaign to accomplish

• Use most appropriate techniques to achieve the goal
No acquisition without identification:

• The campaign is successful not when it is famous but when you

• People around the globe are pleased and proud to be able to share or send have the tools in place to record details of customers.
their friends something funny or tell them about new product only they know • Only then you can check if they bought from you or
about but they are just as quick to send bad news. recommended you to someone
Connect your customers to product development:

• It should be two way communication

•The customers should be able to give suggestions about new
products and improvements

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Influencer d Referral

• Influencer marketing: • Referral programs

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–Creating tools that enable satisfied customers to refer
–Opinion leaders their friends
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• Identifying opinion leaders • E.g.

–Goibibo contact list,
–who are likely to talk about products and
–ola,
r.

have the ability to influence opinion of

–uber,
-D

others –grofers,
–paytm,
–referrels
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WoM Ambush: Unofficial awareness

• Word of Mouth: In the form of • Ambush Marketing or Undercover or Stealth or Shill marketing or
covert marketing
–Shares – Process wherein advertisers associate themselves with a particular event without
paying any sponsorship fee
–Likes
– Unofficially getting attached to an event for image building
–Mentions • E.g.
–Tweets – FIFA official sponsor Adidas, however public opinion is Nike
• E.g.
–Retweets
– Event management companies like SWIFT for unofficial promotions due to
–Reposts jobwork

–Reviews • E.g.
– Colgate bags at Dental expo instead of pepsodent official sponsor
–Recommendations
–Ratings • E.g. REEBOK CONVINCED 7 OF ITS INDIAN CRICKET
AMBASSADORSTO SPORT ITS LOGO ON BATS, PADS,
GLOVES
• BECAUSE VIEWERS GIVING GREATER ATTENTION TO BATS

AMM Trends 8
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

Industries
• Industries doing ambush marketing
–Insurance - Metlife AMBUSH MARKETING
–Banking REEBOK NIKE
–Footwear such as Reebok, Nike
–Beverages such as Coca cola and Nike
–Event management companies such as P&I, Swift
corporation
–FMCG - Colgate, Pepsodent

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Ambush Marketing Source : ET
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Ambush marketing, a term first coined by marketing guru Jerry 
Welsh, has not really been rigorously defined. However, it broadly 
refers to a situation in which a company or product seeks to ride 
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“A planned effort (campaign) by an organization to associate itself  on the publicity value of a major event without having 
indirectly with an event in order to gain at least some of the  contributed to the financing of the event through sponsorship. It 
recognition and benefits that are associated with being an  is typically targeted at major sporting events ‐ like the Olympic 
r.

official sponsor.” Games or the world cups in various games ‐ and is a strategy 

adopted by rivals of the official sponsors.
-D
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Nike
First gained major recognition in 1984 Olympic Games. Nike became known for several major ambush marketing schemes at the 
Olympics and association football tournaments.
Kodak (ambusher) Vs. Fuji (sponsor) At the 1996 Summer Olympics, Nike (whose presence competed with official 
sponsor Reebok) set up a prominent pop‐up store near the athletes' village. 
Consistent with its aggressively‐toned marketing of the time, its campaign 
featured slogans parodying those of the Olympics and attacking its values, 
including "Faster, Higher, Stronger, Badder", and "If you're not here to win, 
Some potential impacts include: you're a tourist".
Diminishing the value of sport properties
Increasing clutter in an already cluttered 
marketplace.

AMM Trends 9
Prof. Dr. Vinod Kumar - PHD, MPHIL, 1/11/2020
MBA, MCOM, MMC, UGC NET, PGDBM

THE 3 MOST FAMOUS AMBUSH STRATEGIES • SAMSUNG AGAINST APPLE

• PROMOTIONS STRATEGY
• WHEN USING A EVENT STRATEGY , PSEUDO SPONSORS ADAPT THEIR COMMUNICATION BEFORE AND In October 2011, Samsung launched the
DURING THE EVENT TO SUGGEST AN AFFILIATION THROUGH THE USE OF VISUAL AND TERMINOLOGICAL Galaxy S II around the same time as its
REFERENCES SPECIFIC TO THE EVENT - EVENT STRATEGY main competition, Apple's iPhone 4s.
People frequently line up outside apple
stores, but Samsung isn't known for its
retail operations.

So Samsung put a pop-up store a few feet

away from Apple's flagship Sydney site
and offered their Galaxy S II at AUS$2
instead of the near AUS$850 full retail
price. Despite only being open for three
days, the pop-up store achieved its goal —
take away from apple's moment by having
a bigger line throughout the week.

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d Guerrilla: Big, creative, catchy
• Guerrilla Marketing
no
Kodak, which had lost out to its great –Unconventional, interactive system of
rival, Fuji, in the camera category and
was determined to find a way of getting promotions that relies on time, energy
Vi

its name in front of spectators.

As a result, Kodak signed a deal to
sponsor broadcasts of the games. It
and imagination or creativity
proved to be a shrewd ploy because the
–Consumers are targetted in an
r.

coverage (along with Kodak's ads) was

seen by far more people than the live
events. unexpected places
-D

Fuji, having paid big money to be an

official sponsor, thought it vastly unfair.
Unfortunately, there was no contractual –Big and catchy outdoor campaign to get
bar on a competitor’s ads running during
the event. attention of segment, time bound and
creative
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–Run Ads - Nokia, Idea ads

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Examples
What is Guerrilla Marketing? • E.g.
Guerrilla marketing is a body of unconventional –Intercept encounters in public places,
ethical ways of pursuing conventional goals
–Street giveaways of products,
Guerrilla marketing is a proven method of achieving –PR Stunts,
profits with minimum outlay
–mobile digital technologies to engage customers and
Guerrilla marketing can be as different from • create a memorable brand exp.
conventional marketing as guerrilla warfare is from
conventional warfare • PVR - We have posters for upcoming movies
Guerrilla marketing is about matching the wits of
your competitors, rather than their budgets.

Gerry Faloona 07762 768 492 [email protected]

AMM Trends 10