Prof Ujjwal K ChowdhuryFormer Dean, Symbiosis Intrntnl UniversityChief ConsultantNew Business Age group andHimalaya TV, Kathmandu

1. Discovering Marketing
Communication &
Media Consumption
Trends
Prof Ujjwal K Chowdhury
Former Dean, Symbiosis Intrntnl University
Chief Consultant
New Business Age group and
Himalaya TV, Kathmandu

2. What is Communication?
Sender
Feedback
Receiver
Message
Noise

3. What is Marketing?
Seeding the market
Creating consumer awareness
Creating Brand Demand
Creating desire for a product or service
Creating Brand Image/ Brand Equity
Creating Brand Recall or Brand Re-positioning
Encourage Repeat Purchase
Build Customer Traffic
Turn Suspects to Prospects to Customers to Clients to Advocates

4. Marketing Redefined: 4Ps to
4Cs:
Not PRODUCT, but CONSUMER
Not PRODUCT, but CONSUMER
Not PRICE, but COST
Not PLACE, but CONVENIENCE
Not PROMOTION, but COMMUNICATION

5. Communication Channels:
OFFLINE
Printed
Material
Outdoors
Kiosks
ON AIR
Television
Radio
ON
GROUND
Events
Roadshows
Activation
ONLINE

6. Communication Functions:
• Information/ News
Traditi • Education
onal • Entertainment
• Info-tainment: News-packaging today
• Edu-tainment: Polio or Ecology Awareness
Modern • Persuasion/ Behavior Change: Branded Apparel;
Condoms/ Contraceptives; Branded Coffee
• Interact: Social Media
• Engage: Online contests, Campaigns online, Egroups
Digital
• Empower: Learning new opportunities online

7. Marketing Communication:
Communication of Persuasion
CHANNELS: Needs all: Integrated Marketing
Communication
MESSAGE: Brand Positioning: Unique
Market Placement of the Brand
ROUTE:
Diverse, Creative, Seamless, Interactive, Eng
aging
GOALS: Recall, WOW Effect, WOM (Buzz),
Referral, Viral, Lead to Purchase
EVALUATION: Evolution further

8. Why Integrated?
From media advertising to
multiple forms of
communication: three
generations use of media
From mass media to more
specialized (niche)
media, which are centred on
specific target audiences: e.g.
Automobile media
Market Scenario
Changes since
LPG
From a manufacturerdominated market to a retailerdominated, consumercontrolled market:
Value Co-Creation
From general-focus
advertising and marketing to
data-based marketing: Not to
all, but to some who matter

9. Why Integrated?
From low agency
accountability to greater
agency
accountability, particularly in
advertising: ROI
From traditional compensation
to performance-based
compensation (increased
sales or benefits to the
company).
Market Scenario
Changes since
LPG
From limited Internet access
to 24/7 Internet availability and
anywhere anytime access to
goods and services.
Cell phones with value added
features outnumber the fixed
value landlines of the past:
VAS to determine MarCom

10. Why Integrated?
Media Consumption
Converging:
Multi-media
Consumer
Communication
Technologies
Converging: Digital
Media Ownership
Converging:
TOI, Zee Group
Media Buying/Selling
Converging:
Multi-media Joint
Tariffs
Media Skills Converging:
Mobile Multi-media Journalist/
Integrated Brand Manager

11. Elements of IMC
Advertising: print, online, radio, TV
and/or mobile.
Public Relations, Press
Releases, Conferences, Acculturation.
Portal/Website/ Social Media/ EDM/ Egroups.
Sales Promotions
& Point of
Purchase
Communication
Trade-shows,
Road-shows &
Conferences:
Experiential
Marketing.
Online Marketing:
advertising, opt-in
email marketing
and links.
Mobile and Apps
based Marketing.
Marketing
Collateral:
brochures, case
studies, white
papers.
Electronic Direct
mail, personal
selling, enetworking.

12. Case-study: INDIA:
Incredible India Campaign
www.incredibleindiacampaign.com:
for print and television campaign
www.
incredibleindia.org
Extensive participation in
every major tourism meet,
: for digital
expo, conference.
campaign, PR, facts, and
research.
Extensive use of youtube
and facebook in
campaign.

13. How do you run a campaign?
Account
Planning Job
(assisted by
Client
Servicing):
Market &
Advertising
Research Job:
• What is the marketing
problem/need?
• What is the communication
problem/need?
• What are the resources and
timelines available?
• What are the preferences and
history of the brand/client?
• Who are the target
audiences?
• What are the key consumer
insights?

14. How do you run a campaign?
Account Planning Job:
What is the Big Idea that satisfies the key
insights and the needs?
Creative Job:
Research Job:
Media Investments
How do you express
Job:
Test-market before
the Big Idea through
the final launch;
Where do you take
still images, copy,
Impact research
your campaign, why
moving images,
after the final launch
and what costs?
sound, online
Media Planning &
Report to Account
appearances,
Buying
Management
hoardings, kiosks?

15. Emerging Consumer Trends in
India:
Media Disloyalty: beginning in
rural India as well
• Anytime, anywhere access to Media
New Media Emergence: cyber
and mobile: 75+ crore cell phone
• Conversation as against Telling/
Communication: „Seeding‟ the ideas

16. Emerging Consumer Trends in
India:
WOM/ Viral/ Buzz/ Peer Groups/
Referral (Health & Education brands)
• Acculturation (Barista, Cornflakes)
Convenience Dominates for a timestressed consumer (Retail at doorsteps)
• POP and Consumer coming closer: Buying
decisions influenced hugely by the POP
communication: in-flight and airport purchases

17. Emerging Consumer Trends in
India:
Experiential Branding amidst ad-clutter:
touch, feel, drive, see.
• Multi-media seamless reach ensures better brand
recall and WOM
Diversity within families and peer
groups: no uniform choices even in a
group
• Regional and global/inter-national differences
reducing

18. Nothing is more satisfying than
building your Own Brand.
Offline: your
qualifications;
your Portfolios
Online: your
social media
identity and cyber
skills
On Ground: your
personality, teamwork, knowledge,
grit, innovation
On-air: your
screen presence,
your voice,
presentation
Positioning: your
focus & working
to achieve it
Above all: the
PRODUCT: you
as a Good Strong
Human Being.

19. Food for Thought:
“Do not let others‟ views about you
become your reality. Make your reality”.
“I compete with my yesterday for a better
tomorrow, I compete with no one else.”
Email id: ujjwalk.chowdhury@gmail.com
Cell: 0-93733-11239.