Liked new Google ad? Read on...

Google, a week back, launched a new ad - Reunion.  The ad is conceptualized by O&M Mumbai. It shows how somebody with a little help from Google Search can find almost anything and anybody.
A granddaughter reunites her grandfather and his long lost childhood friend who was separated due to the Indo-Pak partition. Thanks to Google. (of-course!)

Here is the ad!



Now we know that if an intelligent company like Google is releasing an ad for a market where it is already the largest player(Market Share ~ 97%), trust me, it must be upto something! But the question is, what?

The answer to this question according to me will come to surface eventually as I disclose a few more key insights.

The ad was first published on YouTube and it went viral, garnering 4 million views even before its debut on Television on 15th November, 2013. The web community responded by reviewing the ad, posting their comments & criticism, reviewing the India-Pakistan visa restrictions et al.

It's a heart-warming ad, says most of the people out there. It has struck an emotional chord. Some people are confused as to why the ad and are asking Google why? I believe the answer to why Google released an ad lies in the future and not present. The second largest country in terms of population is also the second largest in the number of mobile phones. Increasingly, these phones are not just phones but smart devices which are used to access Internet and other rich multimedia content from anywhere and anytime.

Also, a study finds that the online traffic generated by our country, 62% traffic is generated from smart devices and rest from desktops.

The reason lies here. The major way of accessing content on a handheld device is through apps and not via the browser. People used to search news on Google (which is relatively easier on a desktop, opening a browser and typing-in 'latest news' or 'finance news') but on a smart phone people generally access content through 'apps' like an app from TOI. This is because it is relatively easier to tap twice to open a news app and the in-app experience is much better and customized accordingly. These apps, which are downloaded majorly from the App Stores(or are sometimes native), are increasingly taking place of Google on smart phones. Also, the experience via an app is much more visual and rich. Now rather than firing up a browser and searching for ' a vegetarian restaurant in Aundh - Baner area in Pune which serves alcohol' somebody can do the same via Zomato app(Zomato is website listing the restaurants all over India) which can also use my dynamic location to give me more recommendations. This leaves Google out of the way.

Google via its 'Reunion' ad show how Google can help you with all its new services like Maps, travel bookings, weather etc. You need not open any other app. Google has started offering its services in an integrated manner. They call it 'Google Now'.

Previously, Google primarily targeted desktop searching. With the advent of mobile phones, it was evident to Google that mobile phone manufacturers can and will keep their own search engines embedded in their mobile phones which would be a great loss to Google. Google countered this by launching its own mobile OS, Android (One of the reasons). Rest is history.
 
Findings tell us that a certain percentage of people who are joining this mobile revolution are the ones who have little or no experience in using desktop computers. If these people get used to accessing content via the app experience, getting them back to Google would prove to be very difficult.  And hence this ad by Google.


Out there its not an easy world. Its a tough competition and Google has always shown promise. Let's see how much this ad will contribute towards Google's long term mission.




This article takes excerpts from various articles taken from the internet.

MARKETING Mix - 4Ps of MARKETING

MARKETING Mix

Welcome to the third post of this blog!

Let’s recall what the first post talked about: definition of MARKETING.

It can be defined as:

Putting the right product in the right place, at the right price, at the right time.

(for a more elaborate version, please refer to the previous post)

Now let us understand the basics of MARKETING.

MARKETING Mix (4Ps + 3Ps)

MARKETING mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The term MARKETING mix was first coined by Neil H Borden back in 1964 in his article “The concept of MARKETING mix”. The 4 Ps is one way – probably the best-known way – of defining the MARKETING mix, and was first expressed in 1960 by E J McCarthy.

·         MARKETING Mix – Neil H Borden - 1964

·         4P’s - E J McCarthy - 1960

MARKETING mix or 4P’s are interchangeably used terms, but they may not be the same thing!

I’ll be discussing MARKETING mix around the Ps majorly.  J

-          For a product (tangible)

Example: Cars, shampoos, soaps etc. anything tangible (can be seen, felt etc.)

4P’s are

1.        Product

2.        Price

3.        Place

4.        Promotion

-          For a service(intangible)

Example: Insurance services, banking, massage, tutors etc. (has to be experienced)

Apart from the 4Ps (Product (which becomes ‘service’), Price, Place & Promotion), intangible good/services have 3 extra Ps to take care of, this is called Extended MARKETING Mix

5.        People

6.        Process

7.        Physical evidence

So, what does these terms mean?

Product

The first thing you need, if you want to start a business, is a product. Therefore Product is also the first variable in the MARKETING mix. A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Marketers should consider how to position the product, how to exploit the brand, how to exploit the company's resources and how to configure the product mix so that each product complements the other. The marketer must also consider product development strategies

Businesses have to decide which ‘market segment’ they are aiming at – age, income, geographical location etc. They then have to differentiate their product so that it is slightly different from what is on offer at present so that people can be persuaded to ‘give them a try’.

Price

The price must be high enough to cover costs and make a profit but low enough to attract customers. There are a number of possible pricing strategies. The most commonly used are:

1.        PENETRATION PRICING – charging a low price, possibly not quite covering costs, to gain a position in the market. This is quite popular with new businesses trying to get a ‘toehold’.

2.        PREMIUM/CREAMING – the opposite to penetration pricing, this involves charging a deliberately high price to persuade people that the product is of high quality. Luxury car makers often use this strategy

3.        COST PLUS PRICING – this is the most common form of pricing. Costs are totaled and a margin is added on for profit to make the total price.

4.        SKIMMING - Price skimming involves creating as many sales and as much profit early on before potential competitors have a chance to realize you’re there.

Place

Place refers to the distribution channel of a product. If a product is a consumer product, it needs to be available as far and wide as possible. On the other hand, if the product is a Premium consumer product, it will be available only in select stores.

Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the MARKETING mix.

Promotion

Promotions in the MARKETING mix include the complete integrated MARKETING communications which in turn includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing decision.  Customers have to be made aware of the product. The two main considerations are target market and cost.

A new business will not be able to afford to advertise on national television, for instance and would not wish to because its market will be local to start with. Leaflets, billboards, advertisements in local newspapers, Yellow Pages and ‘word of mouth’ would be more appropriate.

The other 3 Ps particular to MARKETING of services:

People

People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a restaurant is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. Consequently, customer service training for staff has become a top priority for many organizations today.

Process

The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff.

Physical Evidence

Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests.

Thank you!

The definition of MARKETING!

So, whenever you think about MARKETING, what comes to your mind?

Whatever it is, it is more or less how you would describe it. It's your definition.

And this is the most basic question someone can ask about your field. So, how exactly you would define it?

If somebody asks me in an interview, what is MARKETING, I would say:

According to the American Marketing Association Board of Directors, MARKETING  is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)

This is the 'CCDV' definiton. Creating, Communicating, Delivering Value!

Marketing can also be defined with much cliched statement- meeeting needs profitably.

What I believe is MARKETING can be defined differently, according to the condition of the market.

(source: A.T. Kearney)

MARKETING can be defined as a Manager, a Supporter, an Analyst or a Strategist depending upon the growth and challenge.

NPL - Growth is high and low challenge. When a company launches a new product for which there is no market. Example: Time of launch of Mobile Phones or a new medicine.

Transition - When the competition is high but still there is growth. Market isn't saturated. Example: Insurance sector in India.

Dead end - A innovative product fails to find a market. Example: Cosmopolitan Yoghurt! Yes, yes!

Mature - Competition is high and the growth has been be declining. Example: Auto market in the current situation is one good example.

Now you can explain the above graph yourself.

The First Post(Official!!)

Hi!

I'm Back2Marketing(B2M) and from today onwards, I'll be talking about my second love(first being computers, long story!), MARKETING!

I'll be revising all the concepts about it and will be sharing articles, gyaan or anything interesting here.

So if you love MARKETING, and all the things associated with it... do come back once in a while!


You can always add on, give me feedback or network here.