One last presentation
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This document provides tips and strategies for effectively delivering presentations. It discusses that presentation skills are important for the real world and can provide an unfair advantage. It recommends not reading slides verbatim but instead using them as a guide. The presentation should focus on logic but also engage the audience in an interactive way. The presenter is the most important part of the presentation, not the PowerPoint slides themselves. The document then covers several marketing topics like setting product strategies, designing and managing services, and case studies on branding yoga and capitalizing on polarization for certain brands.
![• The other side of the argument focuses on
business rather than religion.“ It’s all about
creating value for a large audience. By using
marketing and branding you can be more
effective and bring [your product] to a larger
audience.
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One last presentation
- 2. Module 1
- 3. Presentation – The Icing on the Cake
- 4. “Presentation is the ‘Killer Skill’ we take into the real world. It’s almost an unfair advantage.” – The McKinsey Mind.
- 6. Do not read your Presentation
- 8. Powerpoint is not the presentation
- 10. Module 2 • Setting Product Strategies • Designing and Managing Services
- 11. Setting Product Strategy What are the characteristics of products, and how do marketers classify products?
- 12. The customer will judge the offering by three basic elements: 1) Product features and quality 2) Services mix and quality 3) Price
- 13. Setting Product Strategy How can companies differentiate products?
- 15. Setting Product Strategy Why is product design important and what factors affect a good design?
- 18. Setting Product Strategy How can a company build and manage its Product mix and product lines?
- 21. Setting Product Strategy How can companies combine products to create strong co-brands or ingredient brands?
- 24. Designing and Managing Services How do we define and classify Services, and how do they differ from goods?
- 25. Define and Classify Services? A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product. Some service sectors are government, business, retail, manufacturing and private non- profit.
- 26. Designing and Managing Services What are the new Services Realities?
- 27. New Service Realities Singapore airlines goes to extra ordinary lengths to ensure that every aspect of the passenger experiences exceeds expectation
- 28. Marketing Excellence External marketing - Normal work of promotion services Internal marketing - Training and motivating employees Interactive marketing - Employees skills in serving client
- 29. Designing and Managing Services How can we achieve excellence in Services Marketing?
- 30. Service Marketing Key Objectives: • Reward Customer Loyalty • Increase Customer Satisfaction • Increase Access & Awareness
- 31. Designing and Managing Services How can we improve Service Quality?
- 32. 3 Methods of improving Service Quality. 1. Motivating Your Employees 2. Using Customer Feedback 3. Updating your Quality Service Tools
- 33. Designing and Managing Services How can goods marketers improve customer-support services?(Refer Q. 2 also)
- 34. Identifying problems • Customers have three specific worries: – Reliability and failure frequency – Downtime (time taken to fix), service dependability – Out of pocket costs (for maintenance and repair)
- 35. Searching the Solution A buyer takes all these factors into consideration and tries to estimate the life cycle cost, which is the product’s purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value. To provide the best support, manufacturers must identify the services customers value most and their relative importance. They may also add value augmenting services that extend beyond the functioning and performance of the product itself.
- 37. Branding Yoga Whether the commercialization of yoga is appropriate?
- 39. Argument • “The argument against it is that religion is something that is very personal, and that it should not be commercialized.”
- 41. • The other side of the argument focuses on business rather than religion.“ It’s all about creating value for a large audience. By using marketing and branding you can be more effective and bring [your product] to a larger audience. Argument
- 42. Evaluation • “Yoga’s very popularity creates the possibility of corruption and distortion, and lowest common denominator teachings,” says Philip Goldberg, spiritual teacher and author of American Veda, in an interview with the Huffington Post.
- 43. • A major benefit of commercialization is the increased accessibility of yoga to the masses. With yoga being offered in more venues, by more teachers and in more styles than ever before, the ways that anyone can get involved increase dramatically. Evaluation
- 44. Solution – Middle Path Being aware of the opportunities created by commercialization, while at the same time taking on only those that support one's authentic values. In this way, yoga as a culture and a movement can thrive within the industry it has created thereby transcending conflicts that exist between the extremes of supporting either commercialization or authenticity alone.
- 45. Module 4 Make the most of a polarizing brand
- 46. • When political campaign managers are formulating strategy, they measure their candidates’ negative polling numbers as a matter of course—after all, knowing what share of the electorate will never be persuaded to vote for the candidate is essential to determining how to approach undecided voters.
- 48. Placate the haters. • One way to reduce polarization is to do what most of us do when confronted with people who dislike us: try to change the haters’ minds. This is the strategy that usually feels the most straightforward and comfortable.
- 49. Poke the haters. • Some companies succeed by intentionally antagonizing brand detractors. This can create buzz and reinforce the brand’s connection with its most enthusiastic consumers, because people often feel compelled to defend a favorite product that has come under attack. And the defense mounted by fans often sways neutral consumers into becoming supporters.
- 50. Amplify a polarizing attribute. • Often a single characteristic is responsible for the deep schism between a brand’s fans and its detractors. Instead of seeking to narrow the gap and reduce the haters’ rancor, some companies decide to create new products that amplify the point of differentiation, in the hope of bolstering loyalty among (and revenue from) diehard fans.
- 52. Drive a wedge in the market. • Because they know that trying to “be all things to all people” can backfire, marketers often target a specific consumer segment. In some cases, such segmentation increases polarization, which in turn can boost revenue.
- 53. Launch a provocative ad. • In other instances, marketers may try to increase a brand’s visibility by running ads all but designed to turn off a certain share of viewers. • Managers should avoid relying on averages; they need to dig deeper to uncover and understand the full range of attitudes toward their products.
- 54. Thanks