Marketing basics presentation for Start-Up Saturday. Introducing the basics of marketing to an audience of mostly engineers. These slides were presented by me to a large group and are not meant to be stand-alone.

1. How much does a butter chicken cost? Image source: www.ezymeal.co.nz

2. Vivek Singh Working in Hyderabad Studied at IIM Ahmedabad Marketing & Sales FMCG , Steel, Real Estate & Edible Oils Presentations Blogger

3. Nov 14 Saturday Marketing for Start Ups

4. What is Marketing?

5. What brings the customer to your store (website) is Marketing.

6. Marketing is Customer Pull Image source: http://freedigitalphotos.net/

7. Marketing is all about…

8. The Target Consumer Image source: www.openclipart.org

9. Hi! My name is Target Consumer

10. Every one is not a consumer.

11. When you segment, you can group them

12. Don’t Target Target Target and target the groups which are more lucrative $$$

13. Psychographic Profile (Personality, Lifestyle, Interest, Opinion) Behavioral (Benefit sought, User status) Demographics (Age, Sex, Income, Location, Language, Education) Market Segmentation

14. Task #1 Write down who your target consumer is?

15. Task #2 How have you segmented your market?

16. How do you target the consumer?

17. Steps in Targeting Develop a strong value proposition “Consumer pays XX and gets YY”

18. Steps in Targeting Make your value proposition different from competition (Unique Selling Proposition)

19. Steps in Targeting Develop a Reason to Believe (RTB). Why should a consumer believe your proposition?

20. Task #3 What is your Proposition,USP and RTB?

21. Elevator Pitch Image source: www.eastbaymom.com

22. What you do and Why are you better than others (USP)?

23. Put this on the back of your visiting card

24. Add this to your email signature

25. So consumers remember and pass it on (correctly)

26. Making an Elevator Pitch What is your product/service? What does it do for the consumer? (benefits) Who is behind the company? What is your competitive advantage? Source: http://en.wikipedia.org/wiki/Elevator_pitch

27. Task #4 What is your Elevator Pitch?

28. Equipped with your propositionyou target the market Image source: www.freeditigalphotos.net

29. Where to target the consumer?

30. Media habits Listens to Hang Out Likes/Dislikes

31. Follow your consumer

32. Social Media

33. Image source: www.thedewview.wordpress.com

34. Use it if and only if your consumersare using social media

35. How many of you have a website and not a blog?

36. How many of you have not updated your blog in the last 30 days?

37. Have you uploaded your presentation on slideshare?

38. Task #5 Do you need a Social Media Strategy?

39. “Half the money I spend on advertising is wasted, and the problem is I do not know which half.” - Lord Leverhulme, British founder of Unilever

40. Measure what you spend

41. A Start Up Case Study

42. How much does a butter chicken cost?

43. Rs.6,000 for 2

44. Anaarkali Butter Chicken

45. Who is their target consumer?

46. Target Consumer Upper Middle Class The Rich Connoisseurs of Food Living in Metros Conspicuous Consumption

47. Proposition:World’s finest butter chicken

48. Unique Selling Proposition Price Home Delivery Order online (only) It is the only product they sell

49. Reason to Believe Cooked by owner himself Cooked for 12 hrs Exotic ingredients Took 8 years to perfect the recipe

50. Social Media Strategy Website PR Media coverage Link back to reviews on blogs Facebook Fan Page

51. City Tours Tangibilize the intangible Bring in a personal touch Meeting and taking feedback from consumers

52. To Summarize Segment the market Target the most lucrative ones Define your target consumer Understand the consumer

53. To Summarize Develop value proposition, USP and RTB Develop your elevator pitch Develop a social media strategy (if needed) Marketing ROI

54. Recommended Reading

55. BlogsSeth Godin (Internet marketing)Avinash Kaushik (Web Analytics)ProBlogger (Blogging)BookStay Hungry Stay Foolish Image source: www.freeditialphotos.net

56. Vivek Singh www.allaboutpresentations.com