Presentation skills, Kotler Chapters, HBR cases and Article

1. THE
MASH-UP
PRESENTATION

2. Presentation Skills
Marketing
Management by
Kotler
HBR Cases
HBR Article

3. MODULE 1
PRESENTATION
SKILLS

4. MISTAKES
TO
AVOID

5. TOO MUCH OF INFORMATION

6. NOT ENOUGH VISUALS

7. VISUAL VOMIT

8. CRAP
QUALITY

9. LACK
OF
PREPARATION

10. HOW
TO

11. PRESENT DIFFERENTLY

12. TELL THEM YOUR STORY…

13. PROPER
DESIGN,
COLOUR
&
CONTRAST

14. START FROM HERE….

15. CONNECT WITH AUDIENCE

16. Not to forget…
REHEARSE

17. MODULE 2
MARKETING
MANAGEMENT
BY
KOTLER

18. OVERVIEW
Defining Markets
for the 21st
century
Developing
Marketing
Strategies and
Plans

19. IDENTIFYING VALUE
Scanning the Marketing
Environment,Forcasting
Demand & Conducting
Market research
Creating customer value
and relationships
Analysing consumer
markets
Analysing Business
Markets

20. CHOOSING VALUE
Identifying market
segments & targets
Competitive Dynamics
Crafting the brand
positioning
Creating brand equity

21. DESIGNING VALUE
Setting Product
Strategy
Designing & Managing
Services
Developing Pricing
Strategies & Programs

22. DELIVERING VALUE
Designing & Managing
Integrated Marketing
Communications
Managing
Retailing,Wholesaling
& Logistics

23. COMMUNICATING VALUE
Designing &
Managing Integrated
Marketing
Communications
Managing Mas
Communications
Managing Personal
Communications

24. SUSTAINING GROWTH & VALUE
Introducing New
Market Offerings
Tapping into Global
Markets
Managing a Holistic
Organization for
the Long Run

25. MODULE 3
HBR
Case
Studies

26. 1

27. ISSUES
Majority of the population lives below the
poverty line
Buckingham has outdated market data to
make decisions
Buckingham has deep thinking background
but little industry background

28. CURRENT CONDITION
The only other minor league sports
team in Springfield is a hockey
team, the falcons and they are
contemplating leaving town due to
low ticket sales

29. FIRM RESEARCH
Need new data:game attendance;ticket &
concession prices
Questionaire Postcard:fans potential
spending behaviour
Poll No’easters stakeholder to formulate
Questions
Fans asked to fill out postcards & mail
it,call a phone number to give results
or fill put the form in the web

30. BUYING A LEGEND
2

31. FAVOURABLE CONDITIONS
Manufactured 350
pianos worldwide
Increase in sale of
grand & vertical
piano in
traditional market
Opening of new
potentially large
markets

32. UNFAVOURABLE CONDITIONS
Frequent change in
ownership
Global sales fall by
40%

33. STEPS TO RESOLVE
Manufacturing
Marketing
Used Piano Market
Competitions

34. MOUNTAIN
MAN
BREWING
COMPANY
-BRINGING
THE BRAND
TO LIGHT
3

35. MOUNTAIN MAN LAGER
•Dark beer
•Premium beer segment
•520,000 barrels sold
in 2005
•Revenue of $50 million
in 2005
•Popular among Blue-
collared

36. ISSUES
Sales declined by 2% in 2005 –
1st time in the history of the
company
Light Beer market started to
increase
Demographic Aging

37. SHOULD
LIGHT
BEER
BE
INTRODUCED?

38. BENEFITS
Reach out to
younger
demographic
Increase in
lifetime customer
value

39. THREATS
Canabalization of
core brand
Alienation of core
customers
Dilute brand
equity

40. MODULE 4
HBR Article

41. BRANDING
IN
DIGITALAGE

43. CONSUMER DECISION JOURNEY

44. Today’s Customers take much more iterative & less
reductive journey of 4 stages:
ENJOY,
ADVOCATE &
BOND
CONSIDER
BUY
EVALUATE

45. JOURNEY IN PRACTISE
Instead of focusing on how to allocate
spending across media, marketers should
target stages in the decision jourey.
ADVERTISEMENT
ADVOCACY
Marketers budgets are constructed to meet the
needs of a strategy that is outdates.
ONE WAY COMMUNICATION
HUGE COST INVOLVED

46. Example…

47. Example…
Kit-Kat and Oreo: Oreo has been part of a few brand
interchanges on Twitter, but this one in March was
initiated by Kit-Kat. The chocolate bar challenged
the chocolate cookie to a game of tic-tac-toe with a
specific fan's affections at stake.

48. WHAT THEY DO

49. WHAT THEY SEE
Report Broken Links
Inconsistent Brand
Images

50. WHAT THEY SAY

51. CUSTOMER EXPERIENCE PLAN
A large number of the
internet population
use the internet for
just searching
randomly.
The next large
internet population is
more involved in
research
Online Videos & Music
Social Networking

52. NEW ROLES OF MARKETING

53. Created by Aburvaa Ramesh, SVCE ,
during an internship
By Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com