MARKETING
Frameworks
VINEET DUBEY
MAYANK KUMAR
AIDA MODEL
AIDA STANDS FOR ATTENTION, Commonly used in digital marketing, sales
INTEREST, DESIRE AND ACTION strategies, and public relations campaigns
Which series?
NETFLIX
CREATING
AWARENESS
Netflix uses some common advertising mediums to
inform the users about the offering. The mediums are –
Print advertisements
Youtube Advertisements
Display Advertisements (Adwords)
Partnerships with service providers like Airtel
EXAMPLE
NETFLIX
GENERATING
INTEREST
Once the users are aware and visit the Netflix’s landing
pages, they are offered a one-month free trial to explore
and experience all the shows and features on Netflix.
EXAMPLE
NETFLIX
SECURING
DESIRE
Netflix Exclusive movies, shows, and documentaries. No ads while streaming videos
High-resolution videos Personalized recommendations of TV shows and
Support for every device (watch anywhere you go) movies, based on viewing patterns
Multiple TV series and movies from Hollywood,
Multi-screen viewing
Bollywood, and other regional industries. Continue watching a video from where you left
Multiple profiles under one account
Support for low-speed internet devices
Download and watch offline option
EXAMPLE
NETFLIX
ENABLING
ACTION
Once the user is hooked to the offering, Netflix converts him into a
real customer who pays. This is done by offering a variety of
subscription plans and an option to stop the subscription any time.
SWOT ANALYSIS
Internal attributes of Internal attributes which
a company which can pose obstacles in the path
bring successful outcomes of attaining successful
outcomes
External factors and trends External factors that pose
that the company can challenges and can
exploit and can take jeopardize the company’s
advantage of success
EXTERNAL
ORIGIN
EXAMPLE
HELPFUL HARMFUL
• Most valuable brand in non-alcoholic • Demand fall in winters
drink sector • High debt levels due to
• Biggest market share in beverage
INTERNAL
acquisitions Negative publicity
ORIGIN
Most extensive beverage
• High sugar content
distribution channel
• No diversification
• High brand equity
STRENGTHS WEAKNESSES
SWOT
ANALYSIS • Rise in demand of bottled water • Customer inclination towards
• Increase in demand of healthy healthy lifestyle
EXTERNAL
ORIGIN
food and beverages • Competition from Pepsico
• Growth through acquisitions
• Innovation
OPPORTUNITIES THREATS
GROUP DISCUSSIONS
• 45-55 Seconds ideal entry.
• Examples/applications over generic entries.
• Fight for making entries in the GD, don’t interrupt anyone.
• If confident, always go for the introduction(start 10 seconds early).
• Don’t narrow down the topic(use a single example or subtopic) in the intro.
• Use phrases like ‘as mentioned in the discussion’ and ‘adding on to the
discussion’ instead of pointing out any individual.
• Try not to give only intro and conclusion.
• Never go for your 2nd entry within 3-4 entries in a GD.
• Have filler statements if there is a high chance of fish market GD.
• Don’t hesitate to interrupt someone if they are taking a second turn and
you haven’t had a chance to speak yet in the GD.
PESTEL ANALYSIS
PESTEL STANDS FOR POLITICAL, ECONOMIC,
A framework used to analyse the key factors
SOCIOLOGICAL, TECHNOLOGICAL, LEGAL AND
influencing an organisation from the outside
ENVIRONMENTAL
PESTEL ANALYSIS
Government Economic Population Technology Weather Discrimination
policy growth growth rate incentives Climate laws
Political Exchange Age Automation Environmental Antitrust laws
stability rates distribution R&D activity policies Employment
Corruption Interest Career Technological Climate laws
Foreign trade rates attitudes change change Consumer
policy Inflation Safety Access to Pressures protection laws
Tax policy rates emphasis new from NGOs Copyright and
Labour law Disposable Health technology Natural patent laws
Trade income consciousness Level of disasters Health and
restrictions Unemploym Lifestyle innovation safety laws
ent rates attitudes Technological
Cultural awareness
barriers
PESTEL ANALYSIS
POLITICAL ECONOMIC SOCIAL
Operates under FDI policies for Driven by India’s growing middle Strong aspirational value among
single-brand retail; class, rising disposable urban youth; cultural shift toward
benefits from government incomes, and booming fitness, athleisure, and
initiatives like “Make in India” sportswear market; impacted by influencer-driven fashion; growing
for sourcing; subject to trade inflation and focus on gender-inclusive and
tariffs on imported materials currency fluctuations performance-oriented sports gear
PESTEL ANALYSIS
TECHNOLOGICAL LEGAL ENVIRONMENTAL
Heavy investment in e-commerce platforms, Must comply with Indian labor laws, Increasing pressure to adopt sustainable
Nike App, and data-driven personalization; advertising regulations, and IP protection; practices: “Move to Zero” initiative, use of
leveraging AR/VR for virtual try-ons and digital faces scrutiny on sustainability claims and recycled materials, and alignment with Indian
campaigns ethical sourcing environmental standards
ANSOFF MATRIX
Various Scenarios in which the Ansoff Matrix is relevant are
1. ADAPTING TO CHANGE
2. STRATEGIC DECISION–MAKING
3. RISK MANAGEMENT
4. PORTFOLIO PLANNING
5. CONTINUOUS EVALUATION OF SBUs.
ANSOFF MATRIX
A growth strategy where A growth strategy where a
the business focuses on business aims to introduce
selling existing products new products into existing
into existing markets to markets
gain higher market
share.
A growth strategy where
the business seeks to sell A growth strategy where
its existing products into a business markets new
new markets products in new markets
BCG MATRIX
The BCG Matrix is a.k.a the Growth Share Matrix is a Portfolio
Management Framework that helps companies decide how to
prioritize their different Business on the basis of their
“DEGREE OF PROFITABILITY”
BCG MATRIX
Relative Market Share
Aim is to invest in or discard
Aim is to significantly invest
these question marks
in these stars as they have
depending on their chances
high future potential Market Growth
of becoming stars.
Star Question Mark
Aim is to remove any dogs
Aim is to milk these cash
from the product portfolio
cows for cash to reinvest in
as they are a drain on
Stars or Question Marks
resources.
Cash Cow Dog
Porter’s 5 Forces
Threat of New entry
Bargaining power Competitive Bargaining power
of Suppliers Rivalry of Customers
Threat of Substitution
PRODUCT MIX
THE COMPLETE RANGE OF PRODUCTS Includes 4 elements:
PRESENT WITHIN A COMPANY IS KNOWN AS
Width, Length, Depth and Consistency
THE PRODUCT MIX.
PRODUCT MIX
In this illustration, the product
mix shows a:
Width of 3
Length of 5
Product Line 1 Depth of 2
Product Line 2 Depth of 1
Product Line 3 Depth of 2
The mix is considered consistent
if the products in all the product
lines are similar.
EXAMPLE
PRODUCT WIDTH
PRODUCT DEPTH
Coffee Tumbler Food Equipment
Iced Coffee Starbucks Tumbler Croissant Coffee press
Latte Straight Tumbler Sandwich Coffee grinder
Cappucino Design your own Muffin Espresso machine
Espresso Salad Coffee machine
Curved Tumbler
PRODUCT LENGTH
TYPES OF CONSUMER PRODUCTS
Study of consumer products helps marketers
A CONSUMER PRODUCT IS A PRODUCT
understand the likes and dislikes of consumers
BOUGHT BY FINAL CONSUMERS FOR and design base their marketing efforts based on
PERSONAL CONSUMPTION the findings
TYPES OF CONSUMER PRODUCTS
A consumer product is a product bought by end customers for personal consumption .
But not every consumer product is the same.
There are four different types of consumer products:
CONVENIENCE SHOPPING SPECIALTY UNSOUGHT
PRODUCTS PRODUCTS PRODUCTS PRODUCTS
TYPES OF CONSUMER PRODUCTS
CONVENIENCE
PRODUCTS
Characteristics:
Purchased frequently
At a low price point
Easily available
Not commonly compared with other products
Examples: Sugar, laundry detergent, pencils, pens, and paper
TYPES OF CONSUMER PRODUCTS
SHOPPING
PRODUCTS
Characteristics: Purchased
less frequently At a
medium price point
Commonly compared among other products
Examples: Airline tickets, furniture, electronics, clothing, and phones
TYPES OF CONSUMER PRODUCTS
SPECIALTY
PRODUCTS
Characteristics:
With unique characteristics or brand perception
Purchased less frequently
At a high price point
Seldom compared between other products
Only available at select/special places
Examples: Sports cars, designer clothing, exotic perfumes, luxury watches, famous paintings
TYPES OF CONSUMER PRODUCTS
UNSOUGHT
PRODUCTS
Characteristics:
Not top-of-mind of consumers
Requires extensive advertising and marketing efforts
Examples: Diamond rings, pre-planned funeral services, and life insurance
BUYER DECISION PROCESS
THE CUSTOMER BUYING PROCESS OR Helps marketers identify how consumers
complete the journey from knowing about a
BUYING DECISION PROCESS DESCRIBES
product to making the purchase decision
THE JOURNEY A CUSTOMER GOES
and enables them to align their sales
THROUGH BEFORE BUYING A PRODUCT. strategy accordingly.
BUYER DECISION PROCESS
PRODUCT LIFECYCLE
Product Lifecycle helps us to explain the development of sales that can be observed over the lifetime of a
product.
It aids in determining the required marketing activities and the level of support that is needed to secure the
future success of the product.
4 A’s OF RURAL MARKETING
AFFORDABILITY Products must be priced to fit rural income levels.
Hindustan Unilever (HUL) – Introduced ₹1 sachets of shampoos (Sunsilk, Clinic Plus)
AVAILABILITY Ensure wide distribution and last-mile delivery
ITC e-Choupal – Created a rural distribution network through digital kiosks, enabling better reach to remote villages.
AWARENESS Educate and communicate benefits in a simple, relatable way.
Coca-Cola – “Thanda Matlab Coca-Cola” campaign used local language and relatable scenarios to build rural awareness.
ACCEPTABILITY Design products/services that fit rural needs and culture.
Godrej – Developed “Chotukool,” a low-cost portable refrigerator tailored for rural households.
DISTRIBUTION CHANNEL
A DISTRIBUTION CHANNEL IS A PATH BY WHICH ALL GOODS AND SERVICES MUST TRAVEL
TO ARRIVE AT THE INTENDED CONSUMER.
CONVERSELY, IT ALSO DESCRIBES THE PATHWAY PAYMENTS MAKE FROM THE END
CONSUMER TO THE ORIGINAL VENDOR.
THANK YOU
For any queries feel free to ask right now
