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BY:
SHREYA SOOD (13280)
SHRISHMA KUDADAH (13281)
SHWETA HANSDA (13289)
SIMRAN SONI (13292)
SUGANDHA PRIYA (13297)
SWATI KU...
*Difference between Undercover, Stealth and Buzz Marketing
*Undercover Marketing
Introduction
Examples
* Stealth Marketing...
SELLING AN EXPERIENCE
form of advocacy
getting the consumer to become an “advocate” for the brand or
cause
senior political leaders
approaching ...
to generate buzz is economical
network of referrals which
grows and grows
reach consumers isolated
consumers tend to trust...
A new, independently owned bike shop
to create a viral word-of-mouth effect
in its city
employ a few bike enthusiasts and
...
A major shoe company
hires a few professional basketball
players
who wear a newly designed pair of
sneakers in public for ...
music albums and videos
in a way which doesn’t look
like a marketing practice
Dabbang movie “Zandu
balm
“Munni badnam hui…...
*Formed in October 2001 as a 50/50 joint venture
between Japan- based consumer electronics maker
Sony and Sweden-based Eri...
*60 actors took the streets of 10 cities.
*Focused on tourist attractions like The Empire State
Building in New York, the ...
*Sony Ericsson responds to
those who opposed the idea,
that most consumers won't be
offended. "How many times
do people th...
*60 actresses and female models with extensive
training in the phone's features.
*Target: trendy lounges & bars.
*Got scri...
*Due to technical difficulties in past, which led to
bad brand sentiment on their facebook page.
* To overcome this a live...
*Challenges: rap, wax legs, etc.
*Sounds silly, but did gain
public attention.
*Received over 850 challenges
in a day, 100...
Microsoft, inc. is a multinational company that develops a
wide range of software products.
The most profitable products...
*Xbox One is a video game console
developed and marketed by Microsoft.
*Announced on May 21, 2013, it is the
successor to ...
Microsoft is paying
bloggers on YouTube
gaming channel
Machinima for featuring
Xbox in their video
updates.
The video prod...
*Microsoft has signed a secret deal with the Machinima video games
network in which Microsoft will pay people an extra $3 ...
Though it’s a very unique strategy but in my view,
Microsoft is misleading the audience by purposely
making the bloggers p...
*The campaign may fall afoul of FTC guidelines designed to let people
know when endorsements are being paid for.
*Where th...
Indian Railways is an Indian state-
owned enterprise, owned and operated by 
the Government of India through the Ministry...
IRCTC was incorporated on 27th September, 
1999 as an extended arm of the Indian 
Railways to upgrade, professionalize and...
*Let’s take an example of a website that sells weight loss
pills.
*This site might create a few other sites such as discus...
*During the year 2008-09, the Corporation achieved a total
income of Rs. 618.77 Crores as compared to Rs. 527.66 Crores
in...
.
*.
*
“Ab tera kya hoga Kaliya?”
“Bade bade shehron mei aisi choti choti
baatein hoti rehti hain”
“Mere paas maa hai”
Cloverfield (2008)
The viral sites helped Cloverfield to a $40m
opening weekend and laid down the gauntlet for
future camp...
CASE 4 :
ixigo.com
Introduction
 India’s leading online travel search and
planning website
 Based in Gurgaon, India
 Infomediary that aggr...
*Reach the rising Indian middle classes and global
travellers alike.
*Belief- if the product was good enough, it would
suc...
*Within 6 months, visited by more than 105,000 unique visitors
*attract the quality target audience - those with money to ...
OBJECTIVE
*Launched in November 2013 to highlight pitfalls of
blindfolded travelling.
*Used television, radio, outdoor and...
EXECUTION
*Answer the TVC related questions using the hashtag
#PattiBandhKe.
*The most number of right answers become the ...
RESULT
*Big success attracting impressive traction
*Increased buzz around ixigo’s first television
commercial
*Gained mean...
They had to identify and get progressive farmers
and
opinion leaders to interact with the brand. So,
* created an event ar...
ASIAN PAINTS
*Participating in an ongoing activity
*Objective was to create ‘reference sites’
*Opted for high visibility s...
October, 2003- Apna
Bazaar, chanted "Jassi,
Jassi, Jassi" and
dispersed-to promote
Jassi Jaisi Koi Nahin.
[India's first f...
In Gurgaon -promotion of
Don 2 started with a group
of guys indulging in a fake
fight and asking each other
where is Don.
...
In December, 2011
-“Dance India
Dance” promoted the
third season in the
capital. Several mobs
were organised at the
popula...
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
Undercover, Stealth & Buzz Marketing
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Undercover, Stealth & Buzz Marketing

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CASE STUDY ANALYSIS ON UNDERCOVER, STEALTH AND BUZZ MARKETING

Undercover marketing is a subset of Guerrilla Marketing where consumers do not realize they are being marketed to. Undercover marketing strategies involve introducing a product to consumers in a way that does not seem like advertising. It is a strategy within the broader technique of stealth marketing, where agents pose as regular people and show products to others who are unaware of the marketing push. It is common for companies to employ people in positions of power or respect in their undercover campaigns.

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Undercover, Stealth & Buzz Marketing

  1. 1. BY: SHREYA SOOD (13280) SHRISHMA KUDADAH (13281) SHWETA HANSDA (13289) SIMRAN SONI (13292) SUGANDHA PRIYA (13297) SWATI KUMAWAT (13301) VANDITA NIM (13311) B.M.S - II
  2. 2. *Difference between Undercover, Stealth and Buzz Marketing *Undercover Marketing Introduction Examples * Stealth Marketing Introduction Examples *Buzz Marketing Introduction Examples
  3. 3. SELLING AN EXPERIENCE
  4. 4. 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.
  5. 5. 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
  6. 6. A new, independently owned bike shop to create a viral word-of-mouth effect in its city employ a few bike enthusiasts and visit bike-related websites, go to biking community events to talk about the shop, through casual conversation with the shop's target demographic.
  7. 7. A major shoe company hires a few professional basketball players who wear a newly designed pair of sneakers in public for several weeks before the company begins advertising the design.
  8. 8. 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”
  9. 9. *Formed in October 2001 as a 50/50 joint venture between Japan- based consumer electronics maker Sony and Sweden-based Ericsson. * Sony Ericsson (market a line of co-developed cellular phones) = Sony’s expertise in developing popular gadgets + Ericsson’s cellular technology
  10. 10. *60 actors took the streets of 10 cities. *Focused on tourist attractions like The Empire State Building in New York, the Space Needle in Seattle, etc. *Supposed to say, “Excuse me, you mind taking a picture of us?” asks one fake tourist, handing over the gadget to the person. Later, responding to the favor in way like, “Thanks a lot, man. It’s cool, right?” *Then, explained some phone’s features. *This operation – brainchild of John Maron, Sony Ericsson’s Marketing Director.
  11. 11. *Sony Ericsson responds to those who opposed the idea, that most consumers won't be offended. "How many times do people that you don't know come up to you and talk to you?" asks John Maron. *"It's very natural, especially in a club or restaurant." He adds that the actors will confess that they work for the company if they are asked directly.
  12. 12. *60 actresses and female models with extensive training in the phone's features. *Target: trendy lounges & bars. *Got scripted scenarios like: - phone rings & caller’s picture pops up on the screen. - 2 women sit at opposite ends of the bar playing an interactive version of the Battleship game on their phones.
  13. 13. *Due to technical difficulties in past, which led to bad brand sentiment on their facebook page. * To overcome this a live online experiment “ Xperia Social Xperiments” was created with comedian; Tommy Little *Locked in a room with just Xperia & a live video link *GOAL: Within 8 hrs, has to get maximum possible people like him on FB, by doing whatever he was asked to do.
  14. 14. *Challenges: rap, wax legs, etc. *Sounds silly, but did gain public attention. *Received over 850 challenges in a day, 1000s followed the activity, gained 1500+ likes. *Users were incentivized with prizes. *People engaged & had fun with the brand. This was a well executed campaign.
  15. 15. Microsoft, inc. is a multinational company that develops a wide range of software products. The most profitable products are the Microsoft Windows operating system. The company was founded in 1975 by Bill Gates and Paul Allen. Microsoft has been the largest software company in the world for at least 8 years in a row.
  16. 16. *Xbox One is a video game console developed and marketed by Microsoft. *Announced on May 21, 2013, it is the successor to the Xbox 360 and is the third console in the Xbox family. *It directly competes with Sony's PlayStation 4. *Xbox One was released across North America, several European markets, Australia, and New Zealand on November 22, 2013, and is scheduled for release in Japan and the remaining European markets in 2014.
  17. 17. Microsoft is paying bloggers on YouTube gaming channel Machinima for featuring Xbox in their video updates. The video producers get paid extra for including 30 seconds of Xbox One game footage and mentioning the Xbox One with the tag “XB1M13”.
  18. 18. *Microsoft has signed a secret deal with the Machinima video games network in which Microsoft will pay people an extra $3 per thousand video views above Machinima's normal payments. *Main part of the agreement : 1. "You may not say anything negative or disparaging about Machinima, Xbox One or any of its Games in your Campaign Video; 2. "You must feature at least thirty seconds (:30) of gameplay/footage of any Xbox One game within the first 2 minutes of Campaign Video 3. "You must verbally mention that you are playing the game shown on the Xbox One console."
  19. 19. Though it’s a very unique strategy but in my view, Microsoft is misleading the audience by purposely making the bloggers post videos for the sake of the monitory gain. Microsoft's motive was to compete with Sony’s PlayStation 4 by marketing and advertising the Xbox One by the Undercover Marketing technique.
  20. 20. *The campaign may fall afoul of FTC guidelines designed to let people know when endorsements are being paid for. *Where the Microsoft campaign might fall into trouble is the section regarding "Disclosure of material connections." (Part 255.5 of section 5 of the the FTC Act) *That section says in part that “When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement...such connection must be fully disclosed.” *The Microsoft deal seem to violate the FTC guidelines. Microsoft denies any violation. But whether or not the agreement violates the guidelines, it's still wrong. *When people see YouTube content not associated with an advertiser, they don't expect it to be influenced by an advertiser. Microsoft's paying people to post videos of Xbox One games and not say anything negative about the Xbox One is clearly undue influence.
  21. 21. Indian Railways is an Indian state- owned enterprise, owned and operated by  the Government of India through the Ministry of  Railways. It is one of the world's largest railway networks  comprising 115,000 km (71,000 mi) of track over  a route of 65,000 km (40,000 mi) and 7,500  stations. There are fourteen public undertakings under the  administrative control of the Ministry of Railways,  out of which, one is Indian Railway Catering and Tourism Corporation (IRCTC).
  22. 22. IRCTC was incorporated on 27th September,  1999 as an extended arm of the Indian  Railways to upgrade, professionalize and  manage the catering and hospitality services at  stations, on trains and other locations and to  promote domestic and international tourism  through development of budget hotels, special  tour packages, information & commercial  publicity and global reservation systems.
  23. 23. *Let’s take an example of a website that sells weight loss pills. *This site might create a few other sites such as discussion boards about weight loss pills, a forum, a review site, a comparison site, and a blog.  *These sites don’t say buy X product, but the way that the content is formulated and structured will hint at which pill is the most valuable and best to use.  *As long as it does not get spammy, this is a good way to use stealth marketing on the internet.
  24. 24. *During the year 2008-09, the Corporation achieved a total income of Rs. 618.77 Crores as compared to Rs. 527.66 Crores in 2007-08 thereby registering a growth of 17.30 %.  The increase was achieved in spite of the fact that bed roll and cleaning business has been transferred back to Railways.   The major increase in the income in the year 2008-09 over previous year was achieved due to licensee catering (from Rs. 289.20 Crores to Rs. 341.02 Crores), quantum jump in internet ticketing (from Rs. 39.18 Crores to Rs.74.81 Crores) and tourism activities (from Rs. 9.72 Crores to Rs. 27.94 Crores). *The income of licence catering increased on account of higher number of units put on tender, efficient tendering system and increase in licence fee from static units. Quantum jump in internet ticketing was witnessed due to good marketing efforts, upgraded infrastructure and improved customer care. The growth in tourism business was achieved due to IRCTC's foray into educational tour business, tour package business take over of Bharat Darshan trains by IRCTC.  
  25. 25. .
  26. 26. *. *
  27. 27. “Ab tera kya hoga Kaliya?” “Bade bade shehron mei aisi choti choti baatein hoti rehti hain” “Mere paas maa hai”
  28. 28. Cloverfield (2008) The viral sites helped Cloverfield to a $40m opening weekend and laid down the gauntlet for future campaigns. The Dark Knight (2008) Knight’s inspired campaign cemented viral marketing as a legitimate way of adding ticket sales. Artificial Intelligence (2001) Spielberg’s android epic took the viral phenomenon one step further with the introduction of an ARG (alternate reality game) nicknamed ‘The Beast. TV shows like Lost and Heroes have since inspired effective ARGs; ;(while the movies didn’t produce another real success until a certain ‘Why So Serious' campaign).
  29. 29. CASE 4 : ixigo.com
  30. 30. Introduction  India’s leading online travel search and planning website  Based in Gurgaon, India  Infomediary that aggregates travel websites to compare information and deals  Principal founders - Alok Bajpai and Rajnish Kumar  Started the company in June, 2007.
  31. 31. *Reach the rising Indian middle classes and global travellers alike. *Belief- if the product was good enough, it would succeed and people would tell others about it and it would start to take off. *Put the product out there, introduced it to the market and they just let people naturally talk about it.
  32. 32. *Within 6 months, visited by more than 105,000 unique visitors *attract the quality target audience - those with money to spend on travel excluding window shoppers *Money that might have gone into conventional advertising instead used for ixigo’s search engine technology *Today customers arrive via buzz and social media marketing (Facebook, Twitter etc.) rather than from traditional marketing channels
  33. 33. OBJECTIVE *Launched in November 2013 to highlight pitfalls of blindfolded travelling. *Used television, radio, outdoor and print mediums in addition to social media *Achieve substantial reach for ixigo.com
  34. 34. EXECUTION *Answer the TVC related questions using the hashtag #PattiBandhKe. *The most number of right answers become the winner *Followed by a contest where the users had to Tweet about the #PattiBandhKeMoments, situations good or bad, arising due to unplanned travel.
  35. 35. RESULT *Big success attracting impressive traction *Increased buzz around ixigo’s first television commercial *Gained meaningful interaction and followers.
  36. 36. They had to identify and get progressive farmers and opinion leaders to interact with the brand. So, * created an event around the product that encouraged interaction * gave test rides and sold it to opinion leaders. carried out in villages of Punjab, Haryana, and Maharashtra in a very sustainable manner. MAHINDRA TRACTORS
  37. 37. ASIAN PAINTS *Participating in an ongoing activity *Objective was to create ‘reference sites’ *Opted for high visibility spots such as the village head’s home, the Panchayat office etc.
  38. 38. October, 2003- Apna Bazaar, chanted "Jassi, Jassi, Jassi" and dispersed-to promote Jassi Jaisi Koi Nahin. [India's first flash mob with a marketing objective]
  39. 39. In Gurgaon -promotion of Don 2 started with a group of guys indulging in a fake fight and asking each other where is Don. They then danced over “Zara dil ko thaam lo” from the film.
  40. 40. In December, 2011 -“Dance India Dance” promoted the third season in the capital. Several mobs were organised at the popular marketplaces of Delhi.
  • RichardMacwoodsOwusu

    Aug. 5, 2017
  • ghelleann

    Jul. 16, 2016

CASE STUDY ANALYSIS ON UNDERCOVER, STEALTH AND BUZZ MARKETING Undercover marketing is a subset of Guerrilla Marketing where consumers do not realize they are being marketed to. Undercover marketing strategies involve introducing a product to consumers in a way that does not seem like advertising. It is a strategy within the broader technique of stealth marketing, where agents pose as regular people and show products to others who are unaware of the marketing push. It is common for companies to employ people in positions of power or respect in their undercover campaigns.

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