UNDERCOVER MARKETING- INDIAN PERSPECTIVE
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UNDERCOVER MARKETING- ALSO KNOWN AS BUZZ MARKETING, STEALTH MARKETING IS A NEW TREND IN THE MARKETING TECHNIQUES ADOPTED BY INDIAN MARKETING ATMOSPHERE. this presentation showcases the classification, types, examples of undercover marketing in india.
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UNDERCOVER MARKETING- INDIAN PERSPECTIVE
- 1. Undercover Marketing SELLING AN EXPERIENCE
- 5. Question 1- Undercover Marketing Question 2- Why is this also known as stealth marketing? Question 3- Why is buzz marketing also known as stealth/undercover?
- 6. Astroturfing form of advocacy getting the consumer to become an “advocate” for the brand or cause senior political leaders approaching technology start-ups remain in the spotlight trying to pull their opponents off the pedestal.
- 7. Purpose to generate buzz. is economical network of referrals which grows and grows reach consumers isolated consumers tend to trust it Financial risk here is relatively small
- 8. Risk • consumers discover they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled. • In some cases, the amount of buzz generated by a failed campaign can exceed that of a successful one, only with the opposite of the desired result.
- 9. Who uses Undercover marketing • small companies with limited advertising budgets • large companies that want to generate buzz for a product ahead of a more traditional marketing campaign.
- 10. For example-1 • a new, independently owned bike shop • to create a viral word-of-mouth effect in its city • employ a few bike enthusiasts • visit bike-related websites , go to biking community events to talk about the shop, through casual conversation with the shop's target demographic.
- 11. For Example-2 • A major shoe company • hire a few professional basketball players • wear a newly designed pair of sneakers in public for several weeks before the company begins advertising the design.
- 12. Brand Pushers (also known as Leaners) hired novice actors approach unsuspecting people real-life situations trendy bars, music stores, malls, & tourist hot spots. act nice create a chain of influence. maintain utter secrecy signing confidentiality agreements . Sony Ericsson, campaign “fake tourists” celebrities paid appearances in marriages, Restaurants, malls, shopping complex prior instructed to pick/promote particular brands and items for themselves and to appraise them. Book Sellers distribute books free specimen copy to the teachers further recommend hundreds of students
- 13. Celebrity Marketing Marketers use celebrities endorse their product and services TV shows, reality shows, advertising commercials, or events etc. Reality shows particular brands like Amul / Rice Brand Oil Master Chef India-season 3 projected as healthiest of all others substitutes available in the markets by the celebrities The product placement Coke paid millions of rupees its appearance noticed in the movie Taal was a part of the movie itself. Lakme a high fashionable movie “Heroine” as a cosmetic range.
- 14. Marketing in Video Games Promoting brands and logo’s in electronic games more interacting with the game numerous of times movies or TV which are typically viewed only once. Gamers show positive attitude brand placements in games did not consider deceptive (M.R. Nelson, 2002). Video games makers mostly use real brands and logos in sport games like in Car racing, real car names are used. Pay a licensing fee to use others company logos increasing their profits and promoting their brands. Electronic Arts world’s biggest producers of video games, paid millions of dollars to the National Football League for its “Madden Football” game series (Kaikati & Kaikati, 2004). capitalize ever-growing popularity video games ability to reach a huge audience.
- 16. Marketing through Music and Music Albums/videos: music albums and videos in a way which doesn’t look like a marketing practice Dabbang movie “Zandu balm “Munni badnam hui…” in Dabbang 2 promoted “Fevicol”
- 17. Product Placement Promotional tactic real commercial product in fictional or non- fictional media make money featuring few products “Big Boss” promoted various products associating it with the task focusing on products as branded eatables, grocery items etc. by blending advertisements with popular media, robbing the public of their ability to control when and where they are advertised too.
- 18. The Corporation
- 19. The Joneses