A

Disclaime
r The following ideas
expressed by the
personality
are his and his only
and do not
necessarily
reflect the views
Marketing Team of
the
Business
has only two functions

Marketing

and
Innovation

By Peter Drucker
So, connecting these two functions,

we present

Innovations in Marketing
Innovations in marketing…

Is not about creating just one

scoring opportunity…

but the chance for

long-term success
Innovations in marketing…

It is not about playing the game

It is about changing the game

Its about staying

ahead of the game

Creativity and Innovation . . . . . .

. . . . . . . . . is not just in what a

product looks like, feels like or how it
works . . . . . . . . . .
. . . . . . It is in coming out with a product
that satisfies the gap between . . . . . .

. . . . . . what a consumer longs for and what

he gets. . .
 And hence with that. . . .

A Product Innovation distinguishes….

a alfollower
from e a d e r
 on s
a ti
n o v
t I n
d u c
Pro

y
b Na ir
a s h
in
Av
 Social
g
Networkin

Letters to
emails

Business
Cards to
what??
 Poken
• The future of business cards
•
• The branding opportunity
– BMW, Adobe, Microsoft, SAP and
IBM have used Pokens
SV Road

d d ar R o a d
Pe

wa i I I T R d.
Po
 Terrafugia
Innovation by 5 Aeronautical Engineers from
MIT

•
 Serving an ACE

•A “Master stroke” in Segmentation

•India’s 1st Mini-truck-Tata Ace
•
•
•
 Rural
Market
Challenges

Avai lab ilit y of

l e c t r i c i ty serv ice
E
shortage /exp erti se
 Godrej Chotukool

•Disruptive Product
Innovation
•Design: “Crowdsourcing”
 Vortex ATM
•ATM penetration- 0.04 per 1000 people
•“Gramateller Model”

–
•
•
Don’t judge a book by its cover…

REALLY???
 o n s
a ti
n ov
g I n
g i n
c ka
Pa

B y a r i
u d h
c h a
h i k a
As
 Its
gotta
be HOT
 Toys

Sweet
Treat
 Kinder Joy
• Introduced by
•Swiss-born industrial

•designer called Heiri Roth.

• Product line extension of Kinder

Surprise
•
• Half treat-Half Toy
•
 Maggi Pichkoo
•An easy to handle,
squeezable
pack ,Easy to
store, have a long
shelf life

•Utility factor
•
•Easy to carry while
travelling
•
Dr. batra’s hair oil
Colour Changing Milk Boxes
The moment you make a mistake in
pricing, you are eating into your
reputation or your profits.

Hence, creatively designing a pricing

strategy becomes imperative
Without promotion, some thing terrible
happens

N O T H I N G

Hence, it is important to make a big

deal about your product
 t i o n
m o
P r o s
g & t i o n
i c i n o va
r
P in n

y
b dka r
Re
oj a
Po
 DOCOMO
•Disruptive Innovation in mobile
telephony
•
•
•
•
•Pay per Second
Site
 Ma jo r
Co ns id er at i on
s fo r a ho m e
lo an

Ten or
Interests
The Smart Home Plan
•Standard Chartered Home Saver
•HSBC Smart Home
–A current Account
–Repay loan sooner
–Decide the quantum of interest
 How it works
• Outstanding amount as a
debit balance
• Interest calculated on this
amount
• Any excess amount will save
interest cost
• Amount towards the
repayment of the principal
 Example:
• Say, Rs. 10 lacs loan amount
at 9% for 240 months
• Savings of Rs. 3000 pm
• Tenor reduced by 109 months
• Interest savings Rs. 5,77,986
 Promotion
• Lay’s
– World’s no1
– Need for a new flavor
– Need for reinforcement
–
• Give Us Your Dillicious
Flavour (GUYDF)
campaign
•

•
 IBM
• The smarter planet
campaign
•
• Something to demonstrate
how a smarter retail
system can work
•
Salon Branding
•C a sh in g o p p o rtu n ity
•B y K a th a M e d ia tixs
•1 st tie-up with Jawed Habib
•O p e ra tio n s m id O cto b e r
Nobody wants to read an
advertisement. . . . . . . . .

. . . . . . . . . people read what

interests them

Sometimes,
it’s an ad. . . . . .
 o ns
at i
nov
g In
is in
e r t
Ad v

b y ew s
a th
ka M
i ya n
P r
Print Advertising
Vodafone
 A li’l something
called Creativity

The cut-through
arch
Tanishq
 Tanishq

•An in-store experience

•An attempt to dwell in the

minds of the customers
 Volkswagen

A bang was
needed

Break the
f
monotone o
print
 Volkswagen

The experience of two

communication media in one.

The big Question…

What Next???
TV Commercials
 l h a ss l e s
Lega

A stamped
perception

p o s iti oni ng
Re
the brand
Covert Advertising
 In-Film Placements

1.
Silent
2. Vocal

t h e b r a nd
Naming Thro ugh bran d ele
Reality Advertising

KBC

Bigg
Boss
The real test of any product

. . . . . . . . . Is at the retail level

 t i o n
t r i bu s
s
Di vatio n
In n o

by er
d I y
n a n
A
 HUL - Project Shakti
•The Shakti Ammas
•
•1.5 lakh villages, 7.5 lakh
outlets
•
•'Bottom of the Pyramid'
 Shaktiman

Awareness of product range and

operations of HUL
To reach villages with a
population of less than 2,000.
 Vision 2010
100,000
Entreprene
urs 600 million
Consumers
500,000
villages

Shakti shall reach every home in

every village, create sustainable
livelihood opportunities, and
enhance the quality of life in
rural India
 TATA Nano- CKD strategy
•‘ Modular manufacturing
design ’
•
•CKD kits to the local
dealers
•
•Shortens the go - to - market
time
 Parle - Hippo

•Social networking sites

•
•45 % distribution cost
saved
 Volkswagen

•Dresden, Germany plant

 Volkswagen

•Dresden, Germany plant

•
•Final assembly only
We’
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special
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brands
print
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the
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suits
shoes
move
guys
we do all on the move

clever