Low Budget Marketing Strategies Prasenjit Roy Director Marketing Tech Mahindra

2 End Customer 4 BrandEnablementBusinessEnablement DigitalMarketing Media& PR BrandingServices Analyst/Advisory/Alliances DirectMarketing/ InsideSales CustomerIntimacy/CRM/ Account-basedMarketing Americas Associate Connect Broad Structure

3 Imperative need of Business…  For an economic reason  After spotting an unfulfilled need  For a target market  With a high energy level  With a high customer focus  With a clear understanding that the opportunity is not going to last forever

4 Business aspiration..  Either a  Least Cost Producer  Highest Quality Producer or  Specialized Producer  Each of these strategies requires a move towards creating a Differentiated product or service

5 Differentiation Volume Market (Excavators) Specialized (Machinery Makers) Stalemated (Steel Makers) Fragmented (Restaurants) FewMany Size of The Advantage Small Large Number of Differentiation Attributes Act of designing a set of meaningful differences to distinguish your offering from competition

6 Develop compelling USP  Identify your competitors and their offerings  Identify what your product / service does for the customer and communicate it well  Every product has to provide some benefit to customer – tangible or intangible. Identify same for your product  A claim of Differentiation repeatedly Communicated, Delivered and Perceived by the customers  Go all out to own a word in the customer’s mind, stand for something

7 Build a Brand  Brand Promise  Colour scheme, logo, brand identity  Use wherever possible at all customer touch points  Live the brand promise /brand experience at every touch point  Do not overstate benefits of product/services

8 Brand Promise  Repeatedly communicated the USP gets to be seen as a Brand Promise  The whole organization should be structured to deliver on the Brand Promise

9 Positioning  Need not have all superior features in your product/service  Maintain parity and build huge lead in one or two features over competition  Communicate far and wide

10 Customer Service  Excellent customer service should be the cornerstone  If you are starting – make sure you have a big splash / celebration about the inauguration – prominent figure and publicity  Customer is not “King” …..but “GOD”

11 Low Budget Marketing strategies  Drive customer acquisition. That is what gets bread & butter Use multiple channels to acquire customers. Evaluate channel cost. Focus on channels with least cost Use tried & tested methods – brouchers, sms, s, direct mailers websites  Generate Referrals. One of the least cost methods  Excellent follow up  Build Retention programs  Build and use customer data effectively for target marketing – cross selling and up selling

12 Low Budget Marketing strategies  Use networking. Use personal contacts, family relations, friend circle, business contacts – can give desired breaks  Use PR. Get close to who writes about your industry. Maintain relationships with such journalists  Launch a website – use it as a traffic puller Clearly state a call for action Make it enjoyable, use online customer engagement techniques  Avoid ATL till u reach a critical mass. BTL may be more effective. This however depends on product category  Create and promote contents about industry than product

13 Google Rankings Tech Mahindra continues to be the #1 Result on Google Search, competing with TCS, Wipro, Infosys, Patni, Accenture and IBM

14 Digital Technology – Social Media  Interact with Brands – build dialogue  Reach out to a wider evolved audience  Viral Marketing  Use it as sourcing hub  Make employees Brand Ambasadors  End game is to build a Digital Technology ecosystem with integration of analytics, social media, mobile, ecommerce…

15 Summary - Key Mantras…..  Follow SST (Sunder Sasta Tikao) philosophy  “Jo Dikhta hai woh hi Bikhta hai”  Focus on BTL with emphasis on “Bang for the Buck”  Identify Target Audience and create USP  Thrust on Lead Generation  Monitor your Brand  Innovate to Reduce expenses  Have PASSION and FIRE IN THE BELLY…..