The document discusses marketing communication and media consumption trends. It defines communication and marketing, explaining how marketing has evolved from focusing on the 4Ps (product, price, place, promotion) to focusing on the 4Cs (consumer, cost, convenience, communication). It outlines different communication channels and functions, and emphasizes the importance of integrated marketing communication that uses multiple channels to achieve goals like brand recall. The document also discusses emerging consumer trends in India like increased media disloyalty, the rise of new media, the importance of word-of-mouth marketing, and consumers' preference for convenience and experiential branding.

1. Discovering Marketing
Communication &
Media Consumption
Trends
Prof Ujjwal K Chowdhury
Former Dean, Symbiosis Intrntnl University
Chief Consultant, New Business Age group Himalaya TV, Kathmandu
Strategic Consultant (South Asia),
Consumer51, Brand Consultancy,
Philadelphia, USA

2. What is Communication?
Sender
Message
Feedback
Receiver Noise

3. What is Marketing?
Seeding the market
Creating consumer awareness
Creating Brand Demand
Creating desire for a product or service
Creating Brand Image/ Brand Equity
Creating Brand Recall or Brand Re-positioning
Encourage Repeat Purchase
Build Customer Traffic
Turn Suspects to Prospects to Customers to Clients to Advocates

4. Marketing Redefined: 4Ps to
4Cs:
Not PRODUCT, but CONSUMER
Not PRODUCT, but CONSUMER
Not PRICE, but COST
Not PLACE, but CONVENIENCE
Not PROMOTION, but COMMUNICATION

5. Communication Channels:
OFFLINE Printed
Material
Outdoors
Kiosks
ON AIR Television Radio
ON
GROUND
Events
Road-shows
Activation
ONLINE

6. Communication Functions:
Traditi
onal
• Information/ News
• Education
• Entertainment
Modern
• Info-tainment: News-packaging today
• Edu-tainment: Polio or Ecology Awareness
• Persuasion/ Behavior Change: Branded Apparel;
Condoms/ Contraceptives; Branded Coffee
Digital
• Interact: Social Media
• Engage: Online contests, Campaigns online, E-groups
• Empower: Learning new opportunities online

7. Marketing Communication:
Communication of Persuasion
CHANNELS: Needs
all: Integrated
Marketing
Communication
MESSAGE: Brand
Positioning: Unique
Market Placement of
the Brand
ROUTE: Diverse,
Creative, Seamless,
Interactive,
Engaging
GOALS: Recall,
WOW Effect, WOM
(Buzz), Referral,
Viral, Lead to
Purchase
EVALUATION:
Evolution further

8. Why Integrated?
From media advertising to
multiple forms of
communication: three
generations use of media
From mass media to more
specialized (niche) media,
which are centred on specific
target audiences: e.g.
Automobile media
Market Scenario
Changes since
From a manufacturer-dominated
market to a
retailer-dominated,
LPG
consumer-controlled market:
Value Co-Creation
From general-focus
advertising and marketing to
data-based marketing: Not to
all, but to some who matter

9. Why Integrated?
From low agency
accountability to greater
agency accountability,
particularly in advertising: ROI
From traditional compensation
to performance-based
compensation (increased
sales or benefits to the
company).
Market Scenario
Changes since
LPG
From limited Internet access
to 24/7 Internet availability and
anywhere anytime access to
goods and services.
Cell phones with value added
features outnumber the fixed
value landlines of the past:
VAS to determine MarCom

10. Why Integrated?
Media Consumption
Converging:
Multi-media
Consumer
Communication
Technologies
Converging: Digital
Media Ownership
Converging:
TOI, Zee Group
Media Buying/Selling
Converging:
Multi-media Joint
Tariffs
Media Skills Converging:
Mobile Multi-media Journalist/
Integrated Brand Manager

11. Elements of IMC
Advertising: print,
online, radio, TV
and/or mobile.
Sales Promotions
& Point of
Purchase
Communication
Mobile and Apps
based Marketing.
Public Relations,
Press Releases,
Conferences,
Acculturation.
Trade-shows,
Road-shows &
Conferences:
Experiential
Marketing.
Marketing
Collateral:
brochures, case
studies, white
papers.
Portal/Website/
Social Media/
EDM/ E-groups.
Online Marketing:
advertising, opt-in
email marketing
and links.
Electronic Direct
mail, personal
selling, e-networking.

12. Case-study: INDIA:
Incredible India Campaign
www.incredibleindiacampaign.com:
for print and television campaign
Extensive
participation in
every major
tourism meet,
expo, conference.
www.
incredibleindia.org
: for digital
campaign, PR,
facts, and
research.
Extensive use of
youtube and
facebook in
campaign.

13. How do you run a campaign?
• What is the marketing
problem/need?
• What is the communication
problem/need?
• What are the resources and
timelines available?
Account
Planning Job
(assisted by
Client
Servicing):
• What are the preferences and
history of the brand/client?
• Who are the target
audiences?
• What are the key consumer
insights?
Market &
Advertising
Research Job:

14. How do you run a campaign?
Account Planning Job:
What is the Big Idea that satisfies the key
insights and the needs?
Creative Job:
How do you
express the Big
Idea through still
images, copy,
moving images,
sound, online
appearances,
hoardings, kiosks?
Media
Investments Job:
Where do you
take your
campaign, why
and what costs?
Media Planning &
Buying
Research Job:
Test-market before
the final launch;
Impact research
after the final
launch
Report to Account
Management

15. Emerging Consumer Trends in
India:
Media Disloyalty: beginning in
rural India as well
• Anytime, anywhere access to Media
New Media Emergence: cyber
and mobile: 75+ crore cell phone
• Conversation as against Telling/
Communication: ‘Seeding’ the ideas

16. Emerging Consumer Trends in
India:
WOM/ Viral/ Buzz/ Peer Groups/
Referral (Health & Education brands)
• Acculturation (Barista, Cornflakes)
Convenience Dominates for a time-stressed
consumer (Retail at doorsteps)
• POP and Consumer coming closer: Buying
decisions influenced hugely by the POP
communication: in-flight and airport purchases

17. Emerging Consumer Trends in
India:
Experiential Branding amidst ad-clutter:
touch, feel, drive, see.
• Multi-media seamless reach ensures better brand
recall and WOM
Diversity within families and peer
groups: no uniform choices even in a
group
• Regional and global/inter-national differences
reducing

18. Nothing is more satisfying than
building your Own Brand.
Offline: your
qualifications;
your Portfolios
Online: your
social media
identity and cyber
skills
On Ground: your
personality, team-work,
knowledge,
grit, innovation
On-air: your
screen presence,
your voice,
presentation
Positioning: your
focus & working
to achieve it
Above all: the
PRODUCT: you
as a Good Strong
Human Being.

19. Food for Thought:
“Do not let others’ views about you
become your reality. Make your reality”.
“I compete with my yesterday for a better
tomorrow, I compete with no one else.”
Email id: ujjwalk.chowdhury@gmail.com
Cell: 0-93733-11239.