Transcript BPM Presentation Best practices

Low Budget Marketing Strategies
Prasenjit Roy
Director Marketing
Tech Mahindra
Broad Structure
End Customer
Americas
Brand Enablement
Business Enablement
Digital Marketing
Analyst / Advisory / Alliances
Media & PR
Direct Marketing /
Inside Sales
Branding Services
Customer Intimacy / CRM /
Account-based Marketing
Associate Connect
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Imperative need of Business…
 For an economic reason
 After spotting an unfulfilled need
 For a target market
 With a high energy level
 With a high customer focus
 With a clear understanding that the opportunity is not
going to last forever
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Business aspiration..
 Either a
 Least Cost Producer
 Highest Quality Producer or
 Specialized Producer
 Each of these strategies requires a move towards
creating a Differentiated product or service
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Differentiation
Number of Differentiation Attributes
Large
Many
Volume Market
(Excavators)
Specialized
(Machinery Makers)
Small
Size of The
Advantage
Few
Stalemated
(Steel Makers)
Fragmented
(Restaurants)
Act of designing a set of meaningful differences to distinguish your
offering from competition
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Develop compelling USP
Identify your competitors and their offerings
Identify what your product / service does for the
customer and communicate it well
Every product has to provide some benefit to
customer – tangible or intangible. Identify same
for your product
A claim of Differentiation repeatedly
Communicated, Delivered and Perceived by the
customers
Go all out to own a word in the customer’s mind,
stand for something
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Build a Brand
Brand Promise
Colour scheme, logo, brand identity
Use wherever possible at all customer touch
points
Live the brand promise /brand experience at
every touch point
Do not overstate benefits of product/services
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Brand Promise
 Repeatedly communicated the USP gets to be seen as a
Brand Promise
 The whole organization should be structured to deliver
on the Brand Promise
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Positioning
 Need not have all superior features in your
product/service
 Maintain parity and build huge lead in one or two
features over competition
 Communicate far and wide
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Customer Service
 Excellent customer service should be the cornerstone
 If you are starting – make sure you have a big splash /
celebration about the inauguration – prominent figure
and publicity
 Customer is not “King” …..but “GOD”
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Low Budget Marketing strategies
 Drive customer acquisition. That is what gets bread &
butter
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Use multiple channels to acquire customers. Evaluate channel
cost. Focus on channels with least cost
Use tried & tested methods – brouchers, sms, e-mails, direct
mailers
websites
Generate Referrals. One of the least cost methods
Excellent follow up
Build Retention programs
Build and use customer data effectively for target
marketing – cross selling and up selling
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Low Budget Marketing strategies
 Use networking. Use personal contacts, family relations,
friend circle, business contacts – can give desired
breaks
 Use PR. Get close to who writes about your industry.
Maintain relationships with such journalists
 Launch a website – use it as a traffic puller
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Clearly state a call for action
Make it enjoyable, use online customer engagement techniques
 Avoid ATL till u reach a critical mass. BTL may be more
effective. This however depends on product category
 Create and promote contents about industry than product
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Google Rankings
Tech Mahindra
continues to be the #1
Result on Google
Search, competing
with TCS, Wipro,
Infosys, Patni,
Accenture and IBM
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Digital Technology – Social Media
 Interact with Brands – build dialogue
 Reach out to a wider evolved audience
 Viral Marketing
 Use it as sourcing hub
 Make employees Brand Ambasadors
 End game is to build a Digital Technology ecosystem with
integration of analytics, social media, mobile,
ecommerce…
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Summary - Key Mantras…..
 Follow SST (Sunder Sasta Tikao) philosophy
 “Jo Dikhta hai woh hi Bikhta hai”
 Focus on BTL with emphasis on “Bang for the Buck”
 Identify Target Audience and create USP
 Thrust on Lead Generation
 Monitor your Brand
 Innovate to Reduce expenses
 Have PASSION and FIRE IN THE BELLY…..
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