Learnlngs from MarkeLlng ll

SloL vl
Croup 1WC SecLlon u
Cverall Learnlngs
W 1hlnk wlLh Lhe markeLlng mlndseL
W uo noL assume wlLhouL Lhe beneflL of
concreLe markeLlng research
W LxecuLlon(vla dlsLrlbuLlon) ls as key as
plannlng
SloL vulsLrlbuLlon
W SLrlke Lhe rlghL balance beLween conLrol and
reach
W no sysLem ls perfecLso llve wlLh lL lnsLead of
reachlng an uLopla
W no sysLem ls Lhe besL for all purposesselecL
Lhe rlghL channel Lo reach your LargeL
segmenL
SloL vCommunlcaLlons
W 8rand bulldlng ls Lhe LoughesL and Lhe mosL
rewardlng(flnanclally) parL of markeLlng
W Changlng Lhe cusLomer's mlndseL ls dlfflculL so
aL Llmes uslng a brand exLenslon/launchlng a
new brand may be Lhe only opLlon
W 8e conslsLenL ln your oLher declslons(channel
warranLy prlclng) whlle adopLlng a markeLlng
communlcaLlons sLraLegy
SloL vllannlng CrganlzaLlon
W CrganlzaLlon pollLlcs can klll Lhe besL plans
W uo noL abandon your uS/core whlle pursulng
apparenLly proflLable plans
W noL all lncumbenLs wlll respond Lo a new
enLranL so look for Lhe dark horse
W keep your pro[ecLlons reallsLlc
W So Lleups may noL lead Lo brand dlluLlon
W 1echnologlcal change upseLs LC
W 8e careful wlLh producL cannlballzaLlon
SloL vlemerglng lssues
W 8e ready Lo lose conLrol of your brand whlle
soclal medla markeLlng lf LhaL bullds beLLer
cusLomer engagemenL and loyalLy
W undersLand LhaL ln lndla reLall ls a LCCAL
buslness whlch ls fronL end sLore drlven and
LhaL back end sysLems are a hyglene facLor So
do noL needlessly fear MnC reLall
kASP
W MarkeLlng concepLs Lechnlques frameworks
and case sLudles
W ALLlLude never underesLlmaLe Lhe cusLomer
and Lake a long Lerm vlew
W Skllls analyzlng dlsLrlbuLlon sysLems and
markeLlng communlcaLlons
W PablLLhlnk from Lhe cusLomer's mlndseL(noL
[usL Lhe company's)