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oglivy marketing strategies
- 1. Poulami Barman (I-006) Animesh Jain (I-018) Kishan Rungta (I-033) Nihal Shah (I-036) Mohak Bhatia (I-042) Akshat Garg (I-047) Aman
- 2. OVERVIEW OF THE INDUSTRY ADVERTISING INDUSTRY Worldwide - $500 Billion India - $14 Billion Growth Potential – 20% Scaling Up of Operations Effect of Recession Upcoming Fields
- 5. COMPETITORS
- 6. 4P’s
- 7. From 4 P’s to the 4 E’s From PRODUCT PRICE PLACE PROMOTION To EXPERIENCE EXCHANGE EVERYPLACE EVANGALISM
- 8. Product Life Cycle S A L E S TIME Social@Ogilvy Neo@Ogilvy, Ogilvy Noor Ogilvy One Ogilvy RED Ogilvy Public Relations
- 9. PLACE
- 10. Varies with customer requirements Intensive customer supplier interaction Complex procedure Understanding customer requirements Involves top management participation PRICE
- 11. Buygrid Model
- 13. GE Matrix
- 14. PESTEL Analysis Political & Legal Economic Social Technological Environmental
- 15. SWOT & TOWS
- 17. SWOT Strengths Weakness Opportunities Threats TOWS S3 O 2 S4 O 5 S7 O 5 Strengths and Opportunities1. One of the biggest names in the world of advertising 2. Strong distribution networks all over the country 3. Reputation for quality work 4. High number of mergers and acquisitions for expansion 5. Skilled workforce 6. High barriers to entry 7. Very High gross margins 1. Growing demand in existing markets 2. New markets 3. Growing economy 4. Online advertising is a new source of revenue 5. Adapting new strategies for market research to bring in more revenues 6. Decentralized decision making is helpful as local marketing needs vary from one region to another 7. Development of proprietary products S5 O 7
- 18. SWOT Strengths Weakness Opportunities Threats TOWS W 1 O 2 W 1 O 7 W 2 O 4 Weakness and Opportunities 1. Limited Market Share 2. Limited geographic penetration 3. Premium charged is high 1. Growing demand in existing markets 2. New markets 3. Growing economy 4. Online advertising is a new source of revenue 5. Adapting new strategies for market research to bring in more revenues 6. Decentralized decision making is helpful as local marketing needs vary from one region to another 1. Development of proprietary products
- 19. SWOT Strengths Weakness Opportunities Threats TOWS S3 T2 S4 T3 S7 T4 Strengths and Threats 1. One of the biggest names in the world of advertising 2. Strong distribution networks all over the country 3. Reputation for quality work 4. High number of mergers and acquisitions for expansion 5. Skilled workforce 6. High barriers to entry 7. Very High gross margins 1. Increasing lawsuits due to negligence in advertisements 2. Recession may hit the industry as cut is primarily on marketing budget of corporates 3. Cut-throat competition offered by other players 4. Rising costs of raw materials 5. Government regulations 6. Competitors can offer similar products quickly
- 20. SWOT Strengths Weakness Opportunities Threats TOWS W 2 T3 W 3 T2 Weakness and Threats 1. Increasing lawsuits due to negligence in advertisements 2. Recession may hit the industry as cut is primarily on marketing budget of corporates 3. Cut-throat competition offered by other players 4. Rising costs of raw materials 5. Government regulations 6. Competitors can offer similar products quickly 1. Limited Market Share 2. Limited geographic penetration 3. Premium charged is high
- 21. Sheth Model
- 23. Industry End use market Product applicationOrganizational Characteristics Segmentation Macro Variables
- 24. Organizational Variables Individual VariablesPurchase Situation Variables Segmentation Micro Variables
- 28. Positioning What position do we own? What position do we want to own? Whom must the firm outgun? Once chosen, can the firm stick it out? Does the firm match its positioning strategy?
- 29. Points of Parity Technology Planning, preparing & placing advertisements Creative and research function Advertising Budgeting
- 30. Points of Difference The Father of Advertising Customization Target Audience 360 Degree Brand Stewardship
- 31. Systems Marketing Multiple services ( various domains of branding, advertising, marketing) High quality standards ( innovation and creativity, 360 degree integrated marketing ) Digital Capabilities
- 32. Buyer Seller Dyad 1. Setting the stage • Mood, professionalism • Credibility • Communication level(s) 2. Determining buyer(s)’ needs • Organizational needs • Individual needs • Departmental needs 3. Presentation • Stage 1—Develop interest • Stage 2—Demonstration • Stage 3—Handle objections close, or conclude 4. Exit Buyer- Seller Dyad A. Buying group identification B. Influence pattern Identification C. Organizational factor identification D. Environmental factor identification
- 33. Channel Distribution External vendors Ogilvy & Mather Client servicing Team / Planning ,Creatives Client
- 34. Management of Accounts Major Account National Account Transactional Account Minor Account Small Large Size of customers Simple Complex Complexity of customers
- 36. Selling Process Answering objections Closing the sale Following up Searching for & identifying organizations and individuals who might be potential customers Qualifying prospect Making the approach Making the sales presentation
- 37. Thank You!!
Hinweis der Redaktion
- http://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/ Your role is to sell, don’t let anything distract you from the sole purpose of advertising. Clearly define your positioning: What and for Who? Do your homework. Study your consumer in detail. Think of the consumer as a woman, she wants all the information you can give her. Talk to them in the language they use every day. Write great headlines and you’ll have successfully invested 80% of your money. Highlight the product by making it the hero.
- Upcoming Fields include RM and Online Advertising The Indian luxury market is estimated to be worth US$ 18 billion by 2017 from the current level of US$ 14 billion with unprecedented growth in luxury categories including fashion, automobiles and fine dining. - The Indian government has given tremendous support to the advertising and marketing industry. - With this level of growth and subsequent investment from luxury businesses, it is estimated that by 2020 the luxury market in India could be employing 1.8 million people.
- Inception - Incorporated in India in August 1928 under the name of DJ Keymer & Co. Ltd - Ogilvy & Mather was launched in New York in 1948 Global Scenario - Subsidiary of WPP Group plc - Current CEO & Chairperson – Miles Young - 11th Top Agency in the world Indian Scenario - 1st Advertising agency in India - Exececutive Chairman & Creative Director – Piyush Pandey - Growth Rate of 27% in 2007 - Local perspective in accordance with Indian Culture Highlights - 2015 : Agency of the year - Campaign of the century : Campaign for Cadbury Dairy Milk - Commercial of the Century : TV Commercial for Fevikwik
- http://www.cheatography.com/davidpol/cheat-sheets/ogilvy-marketing-4ps-redefined-to-4es/pdf_bw/ http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-are_in.aspx EXPERIENCE Where marketers used to focus on their product, now we must think of the entire customer experience- what does a customer encounter related to purchasing and using your product/service? EXCHANGE With so much on the web being offered for free, pricing has become much different. Words like Freemium, describing how premium services pay for free services offered by the same company would have boggled marketers minds a few years ago. Freemium is a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods. EVERYPLACE Today, place has become everyplace- there’s just SO MANY methods for conveying your message: IM, SMS, countless social media websites, video games, product placement in places like TV, Movies, internet video clips- the list goes on. EVANGALISM / ENGAGEMENT Promotion isn’t enough any longer. With so many more message channels, we can’t just bombard people with messages and hope they’ll pick them up. Companies have to figure out how to get consumers to allow them into their attention spans.
- BASIC : PROTECT FROM RUSTING (PROTECTION) ENHANCED : SCRATCH PROOF AUGMENTED : SELF-HEALING
- Location is in these 3 cities to be in the vicinity of major brands but they have presence in various other cities. Close proximity to the top companies (potential clients) 163 cities worldwide with worldwide headquarters in New York City, New York, United States.
- Cadbury TV commercial User: client servicing team Influencer: Account director, acc executive, client, Strategic planning team Buyer: creative director Decider: Art and creative directors Gatekeeper: client servicing
- STRENGTHS 2 : Creative ideas, innovation. Tender Floatation through grape vine.
- Org Orient: Profit oriented…if asked about purchasing orientation thn buying orientation
- Unilever: National Vodafone: Major Transactional: Kurl On
- For B2B positioning, the organizations try to occupy a share of mind as compared to a share of mind & heart in B2C. For a good positioning strategy, a firm needs to address these 5 questions. What is our current position? Where does the firm stand in the market? They are currently market leaders in world providing end-to-end solutions What position do we want to own? The firm must think of a position that will provide it with long-term advantage and will be achievable. They want to sustain their long their position by providing highest standards of customer centricity, technological expertise, creative leadership and service excellence on a continuous basis. Whom must the firm outgun? List of competitors of the firm. Kansai Nerolac, Berger Once chosen, can the firm stick it out? Can the firm actually achieve the said position? PPG Asian Paints has a strong R&D and has been innovating in one way or the other which makes other firms follow its suit. Does the firm match its positioning strategy? Does the firm’s vision & mission match the stance taken? The mission of the company is to become a customer centric organization, making continual improvements in its business processes through a highly skilled task force and a collaborative team culture. Hence, the strategy to provide customized products and continuous innovation through strong R&D resonates with the firm’s ideals.
- Technology- enabler of business, creativity
- Father of advertising- customer as wife, friend, simple words, target emotions, make product the hero, most organisations do different Target Audience- study, keep them updated through social network, campaigns Customization-solutions for everything 360degree brand stewardship- discovery, strategy and plannning, execution
- Package of interrelated products
- O&M via its grapevine (connections, contacts) 3rd party vendors – ad films, get directors etc Tender- pitch (creatives, planning)
- Cadbury (this) ,Unilever: National Vodafone: Major Transactional: Kurl On Minor: Crosswords
- The various positions or the departments involved in the sales force are as follows: 1. Accounts executives 4 Client Servicing 2. Brand Communication 3. Art director Strategic communication Planning creative Studio Operations