1 / 15

Low Budget Marketing Strategies

Low Budget Marketing Strategies. Prasenjit Roy Director Marketing Tech Mahindra. End Customer. Broad Structure. Americas. Br. a. nd. En. a. bl. e. m. e. nt. B. u. s. in. es. s. En. a. bl. em. e. nt. Digital. M. arketing. Anal. y. st. /. Ad. v. isor. y. /.

oceana
Download Presentation

Low Budget Marketing Strategies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Low Budget Marketing Strategies Prasenjit Roy Director Marketing Tech Mahindra

  2. End Customer Broad Structure Americas Br a nd En a bl e m e nt B u s in es s En a bl em e nt Digital M arketing Anal y st / Ad v isor y / Alliances Direct M arketing / M edia & PR Inside Sales Customer Intimac y / CR M / Branding Ser v ices Ac cou n t-ba s ed M ark e ting Associate Connect 4

  3. 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

  4. 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

  5. Act of designing a set ofmeaningful differencesto distinguish your offering from competition Differentiation Number of Differentiation Attributes Few Many Size of The Advantage Large Small

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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”

  11. Low Budget Marketing strategies • Drive customer acquisition. That is what gets bread & butter • 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

  12. 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 • 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

  13. Google Rankings Tech Mahindra continues to be the #1 Result on Google Search, competing with TCS, Wipro, Infosys, Patni, Accenture and IBM

  14. 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…

  15. 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…..

More Related