Campaign Planning- Plink Way - Session 1

Please download to get full document.

View again

All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
 11
 
  1. Campaign Planning | sajith@plink.co.in Plink Your Brand Workshop 2. Campaign Planning | sajith@plink.co.in What’s it about? ã Solving a marketing problem ã…
Related documents
Share
Transcript
  • 1. Campaign Planning | sajith@plink.co.in Plink Your Brand Workshop
  • 2. Campaign Planning | sajith@plink.co.in What’s it about? • Solving a marketing problem • Learning by doing • Owner’s perspective on marketing a brand
  • 3. Campaign Planning | sajith@plink.co.in Session 1 Understanding the Problem
  • 4. Campaign Planning | sajith@plink.co.in Examples of a few marketing problems
  • 5. Campaign Planning | sajith@plink.co.in Wild Stone
  • 6. Campaign Planning | sajith@plink.co.in Wild Stone Most know it, But hardly use it
  • 7. Campaign Planning | sajith@plink.co.in MTV Fast and Gorgeous Endorsement
  • 8. Campaign Planning | sajith@plink.co.in Wild by nature >> Barely Legal
  • 9. Campaign Planning | sajith@plink.co.in Video ads 1 & 2
  • 10. Campaign Planning | sajith@plink.co.in Problem Make Consumers change their habit Get them to try something new
  • 11. Campaign Planning | sajith@plink.co.in Success Trial, First Purchase
  • 12. Campaign Planning | sajith@plink.co.in 2] Bullet High on Aspiration Low in Ownership
  • 13. Campaign Planning | sajith@plink.co.in
  • 14. Campaign Planning | sajith@plink.co.in
  • 15. Campaign Planning | sajith@plink.co.in
  • 16. Campaign Planning | sajith@plink.co.in Lots of ad awards, low business rewards
  • 17. Campaign Planning | sajith@plink.co.in Problem People love it but don’t buy it (1st hand)
  • 18. Campaign Planning | sajith@plink.co.in Success Simple Sale ☺
  • 19. Campaign Planning | sajith@plink.co.in Virgin Moobile (India)
  • 20. Campaign Planning | sajith@plink.co.in
  • 21. Campaign Planning | sajith@plink.co.in Problem Not even in the consideration set
  • 22. Campaign Planning | sajith@plink.co.in Success Check Virgin before buying a new connection
  • 23. Campaign Planning | sajith@plink.co.in So if you were an agency Which got these accounts. How would you get about cracking it?
  • 24. Campaign Planning | sajith@plink.co.in Getting Started
  • 25. Campaign Planning | sajith@plink.co.in Understanding the problem….. …. is about understanding • Client • Brand • Category • Customer • Buying Process • And then the Problem itself
  • 26. Campaign Planning | sajith@plink.co.in Client • Overall Business • Resources • Other Brands • Relevance of the particular brand
  • 27. Campaign Planning | sajith@plink.co.in Category • Current Scenario • Competitors – sales, positioning, companies, etc • Any shifts • What’s new?
  • 28. Campaign Planning | sajith@plink.co.in Brand • Current Stage in Life Cycle • Branding Idea • Campaigns till now • Media Used
  • 29. Campaign Planning | sajith@plink.co.in Customer • Who? [at time more than one] • Introduction (I am .....) • Stage in Life – Lifestyle, Attitude • A day in life (Wake up to sleep) • Potential Media Touchpoints
  • 30. Campaign Planning | sajith@plink.co.in Buying Process • Timeline of a Buying Process of your TG • Decision Making Process • Motivators / Influences • Others involved
  • 31. Campaign Planning | sajith@plink.co.in Problem • Why? • Why not? • How? • When? • Where? ….. Any other Ws missed. Keep questioning
  • 32. Campaign Planning | sajith@plink.co.in Tools in this Quest • Internet • Talking to consumers • Power of observation • Research of life • Common sense • Curiosity
  • 33. Campaign Planning | sajith@plink.co.in Tommorow’s work • Do secondary research on Client, Brand, Category • Talk to People your Target group • Know someone who uses it? Detail her. Map her day. Go through her buying process. • Talk to retailers where this brand is being retailed / could be retailed
  • 34. Campaign Planning | sajith@plink.co.in What are we seeking? • Understand the problem • Collaborate • Solve
  • 35. Campaign Planning | sajith@plink.co.in Next Sessions oCreating the Problem Statement oApproach Routes to Solve oReaching the idea oIntegrated Marketing Communications
  • 36. Campaign Planning | sajith@plink.co.in Contact Us Plink Solutions Sajith Narayanan, sajith@plink.co.in www.plink.co.in Ph : 09725 474765 | 09228738198. M 6, Radhesh, Behind Udgam School, Drive In Road, Ahmedabad 380054.
  • 37. Campaign Planning | sajith@plink.co.in Thank You
  • Related Search
    We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks