Low Budget Marketing Strategies

Prasenjit RoyDirector Marketing

Tech Mahindra

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End Customer

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Brand Enablement Business Enablement

Digital Marketing

Media & PR

Branding Services

Analyst / Advisory / Alliances

Direct Marketing /Inside Sales

Customer Intimacy / CRM /Account-based Marketing

Americas

Associate Connect

Broad Structure

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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

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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

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Differentiation

Volume Market (Excavators)

Specialized (Machinery Makers)

Stalemated (Steel Makers)

Fragmented (Restaurants)

Few Many

Number of Differentiation Attributes

Act of designing a set of meaningful differences to distinguish your offering from competition

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Develop compelling USP

Identify your competitors and their offeringsIdentify what your product / service does for the

customer and communicate it wellEvery 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

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Build a Brand

Brand PromiseColour scheme, logo, brand identityUse wherever possible at all customer touch

pointsLive the brand promise /brand experience at

every touch pointDo not overstate benefits of product/services

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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

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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

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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”

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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, e-mails, 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

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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

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Google Rankings

Tech Mahindra continues to be the #1

Result on Google Search, competing with TCS, Wipro,

Infosys, Patni, Accenture and IBM

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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…

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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…..