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Valentine’s Day may have come and gone for another year but we can still marvel at this simple yet engaging social media campaign by Heineken.

Valentine’s Day may have come and gone for another year but we can still marvel at this simple yet engaging social media campaign by Heineken.

It was one of their biggest Digital buzz by Heineken launched as ‘Date in a Box’ for Valentines day. It is a box. A glittery, red box. Inside, there’s a date. An adventurous mystery date. It’s a #DateInABox that can only be opened if your man is prepared to instagram his feelings this valentines day.

If he does, well, he’ll get a code sent to him to open the box, making for one very special Valentines day date! now this is again happened in 2014 and people were curious to see how this one plays out! Who’s tweeting to @Heineken_US for a box?

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IMC CAMPAIG

Mercedes  was founded by Karl Benz‘s & Gottlieb Daimler in 1886  AS Benz Patent Motorwagen, origins to Daimler-Motoren-Gesellschaft‘s. The name first appeared in 1926, its one of the biggest German automobile manufacturer a division of the German manufacturer Daimler AG.

Mercedes-Benz SLS AMG, Super car, unique in its type. Very first Mercedes-Benz automobile designed in-house by AMG, unveiled at the 2009 Frankfurt Motor Show, CLASS  Grand tourer.

First market introduction was started in the first quarter of 2010. It was a completely new driving sensation was highlighted by  integrated marketing campaign.The marketing mix comprises all possible communication channels but online activities was in particular playing a key role.

the main motto was to create a buzz and excitement among the target audience and they were too succesful. During the campign people were really thinking that ” IT’S STILL A CAR or SOMETHING ELSE”…

Well they did it very perfectly and this car was superb still have impression on the peoples mind. so how they did please have a lok on the above slides. hope you will enjoy it.

 

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Cadbury India : A fight to worm rumour !!!!

A CADBURY IMC CAMPAIGN

One of its best Marketing and PR Strategies.

How the problem was created in the chocolates, the reason was not to store it properly. But it created a lot of rumor and problem for company which is a giant in itself and it cost to it a lot and the main problem was that it was totally demolishing the brand value and equity  of the company.

But my dear its “CADBURY” , they applied their best marketing and PR  strategies to overcome on this and they did and now again they are on the top. How they did all this please have  a look on above slides..its a good strategical story. Hope you will like it.

Creativity In Marketing……………………. Why It Is So Essential………

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When we are taking about creativity, the first question which comes to our mind is that what is creativity? So creativity doesn’t have any specific definition but we can say that the act of turning new and imaginative ideas into reality. It involves two process: thinking then producing.

Since early schooling the notion of creativity has been associated with artistic creativity (painting, drawing, composing songs, etc…) and in professional life this has been reinforced by the ownership of the term within similar realms – the arts, design, advertising. However, it is important not to confuse this with creativity in marketing, which we define as “putting things together to deliver new value”: in other words, arranging existing things or creating new things to deliver something new that can add value to customers.

In this way, creativity in marketing is not limited to advertising, design or social media agencies, but should be applied to all aspects of marketing and brand strategy and across the marketing mix.

The application of creativity also comes in 4P’s of marketing:

The first P: The creative person.

The second P: The creative process.

The third P: The creative product.

The 4th P: Press (the environment for creative work).

So the things come how?

The product should be innovative and creative to make it unique as unique product always attract the customer most and a unique product would be create b a creative person so person should be creative and the process creativeness means use those technique’s which are most efficient and time saving and cost saving.

There is one more concept of creativity in marketing i.e.

The “4Ts Creativity in marketing framework”

  • TimeImage
  • Task
  • Target
  • Techniques 

Time

Creativity in marketing is not a luxury, it needs to be nurtured and that requires time. Not just snippets of time within a multi-tasking environment but focused, dedicated time: as a recent Harvard Business Review study found, the likelihood of creative thinking is higher when people focus on one activity for a significant part of the day and collaborate with just one other person. For this to happen, teams need to change their ways of working at the times when they need to be more creative.

Task

There are ways to enhance the productivity of ‘creative’ time, most importantly, by having a clear deliverable or end point. It helps to articulate the task at hand, enabling the creativity efforts and energy to be channelled at solving a specific challenge, issue or opportunity (e.g. How to get people to go through airport security in less than 5 minutes?). By having this clarity, there is a far higher chance of getting to creative solutions that can add real value. And this will help define more effectively the scale and scope of the creativity required.

Target

Marketing is about creating better customer value and, as such, is fundamentally customer-centric. It’s no different for creativity: in creative tasks, as in any other, you still need the discipline to specify who you are targeting, what insights you have about them and who you can work with to inspire and apply creativity.

As regards the target, this might be customers/consumers, employees or other groups who will benefit from the new creative solutions being developed. What is important is to define that target and then source or generate insights which can provide a springboard for idea development. Too often, idea generation is kicked off with a business-focused, internal task (what will this give us?) rather than defining which customer we are seeking to create new value for (what can we give to our customers?). 

Techniques

Creativity in marketing is a skill that can be learnt. The reason why we need help with unlocking our creativity is simple: the brain is designed to find efficient ways to operate, so it follows patterns and creates routines to make life possible and to save energy.

By forcing the brain to pause, re-think and process information differently from the normal way, we can start thinking laterally and see new connections and possibilities.

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Now its NOKIA’S turn…………………..!!!!!!!

The Finnish cellphone maker, which is weeks away from completing the sale of its handset division to Microsoft for $7.2 billion, on Monday announced its first phone based on Google’s Android operating system.

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As Nokia introduced a brand new family of smartphones, the Nokia X family, a range of handsets that combines Nokia design, build quality and services with the ability to run Android apps. Devices known as the X and the X+. So the matters come of huge competition and revelry. Specifically in India still Micromax and Samsung are the two leader and they are just because of their budget constraints cell with android application which are user friendly.

Like other cellphone makers, Microsoft Nokia  has focused much of its attention on fast-growing developing economies that are expected to be the main driver for growth in the industry. Nokia has suffered years of declining sales for its smartphones, as the likes of Apple and Samsung have ousted the Finnish company as the world’s largest maker of high-end phones.

By targeting the phones primarily at emerging markets, Nokia said the devices – under the Nokia X brand – would help educate new customers about the company’s existing offerings and connections to Microsoft. The price of the phone is between the company’s high-end Lumia smartphones and its low-cost Asha devices. The aim is to attract consumers in countries like India and Brazil who are looking to buy their first smartphone to access applications such as Facebook and Skype, he added.

The X will have a 4-inch, 840 x 480 IPS screen, 512MB RAM, 4GB of storage expandable storage via microSD slot and 3-megapixel camera, while the X+ sports the same specs but more RAM (768 MB) and an included 4GB microSD card. You won’t be getting Google’s apps or Play store, however as both handsets will be based on the forked AOSP Android OS. Nokia says that’ll have the advantages of the Android ecosystem, but with a “differentiated experience.” So far, Here Maps, MixRadio, Skype and Outlook are being featured on the Nokia Store. You can access the Nokia and third party stores using the devices, but not Google Play, obviously. We’ve heard SwiftKey will be available on the Nokia X range (and for free, too), as will BBM, which is also coming to Windows Phone sometime “this summer.”

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Category First Brand Second

we always think that brand is most important than category and customer always buy from brand perspective, the brand they admire.But this is not like that, tactfully this is totally vice verse. First customer always identifies their need which always comes into a category then after this they think about the brand so ultimately category comes first and brand second.

A brand is like the tip of an iceberg. How big and how deep the iceberg is will determine how powerful the brand is.
The iceberg is the category. If it melts, the brand will melt too.
The objective of a marketing program is not to build a brand, but to dominate a category. Red Bull dominates the energy-drink category. Starbucks dominates the high-end coffee category. Google dominates the search category. The Body Shop dominates the natural-cosmetics category. Whole Foods dominates the organic-food category. BlackBerry dominates the wireless-email category.
It shouldn’t. Big companies are busy burnishing their brands while entrepreneurs are looking for ways to dominate new categories. Big companies think brands. Entrepreneurs think categories.
Brands are important, but they have value only to the extent they stand for categories. Take Coca-Cola, once the world’s most valuable brand, according to Inter brand. But the value of the Coca-Cola brand has been steadily falling. It was worth $83.8 billion in 1999. Today it’s worth only $79.2 billion. Why is the value of the Coke brand falling?

The Coke brand is dropping in value because the cola category is losing its share of the soft-drink market. A brand is only valuable to the extent it stands for a category.
Someday your brand’s iceberg might start to melt. So what. You can always look around for a new iceberg to dominate. With a new brand name, of course.

“THAT’S THE MAGIC OF CATEGORY”

Lets have a look on Key Features of Budget 2014-2015

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  • FY14 net market borrowing revised to Rs 5.63 lakh cr.
  • Direct taxes left untouched
  • Three more industrial corridors under implementation: FM
  • FY15 fiscal deficit target at 4.1%
  • Excise on SUV down to 24% from 30%; auto stocks rally.
  • FY15 revenue deficit pegged at 3%
  • FY14 revenue deficit at 3.3%
  • Excise cut to 10% on consumer durables
  • BE for 2014-15. Fiscal deficit at 4.6% vs red line of 4.8%
  • Excise duty for large and mid-segment cars cut to 20%
  • Service tax exemption on loading, unloading, storage of rice
  • Excise cut from 12% to 10% for capital goods
  • Excise duty cut for small cars to 8%, SUVs to 24% from 30%
  • Excise duty cut for auto sector
  • Excise duty cut from 12% to 8% for small cars, two-wheelers till June 30, 2014
  • Excise duty cut from 12% to 10% for cap goods and consumer durables
  • No change in tax laws, but calls for some intervention
  • No changes in tax laws
  • To set up public debt management agency
  • Appeal to all political parties to pass GST
  • Disappointed that we have not been able to implement GST
  • Need modern tax laws – disappointed that GST not introduced yet
  • Food subsidy shoots up to over Rs 1 lakh crore: Chidambaram
  • FY15 Fuel subsidy at Rs 65,000 cr
  • FY15 Urban Housing Fund Allocation at Rs 2,000 cr
  • Rs 2,600 cr for education loan moratorium
  • RBI must strike balance between price stability and growth: FM
  • Farm loan interest subvention continues
  • Eye 2016-17 fiscal deficit at 3% or lower
  • Rural housing fund get Rs 6,000 cr
  • FY15 total subsidy seen at Rs 2.46 lakh cr
  • To liberalise rupee-denominated bond market
  • To amend FMC act to strengthen commodity & derivatives market
  • Minority affairs to get Rs 3,711 cr
  • Fuel subsidy pegged at Rs 65,000 cr
  • Propose a moratorium period for all education loans taken prior to 2009 upto 2014
  • Food, Fuel, Fertilizer subsidy pegged at 2.46 lakh cr
  • FY15 fertiliser subsidy to be Rs 76,000 cr
  • Ministry of Health and Family Welfare gets Rs 33,725 cr
  • FY15 capital infusion in PSU banks to be Rs 11,200 cr
  • Banks to surpass Rs 7 lakh cr towards rural credit in FY14, FM allocated Rs 8 lakh cr for FY15
  • Proposes 11,200 cr for capital infusion in PSU banks
  • Rs 35,000 cr FY14 fuel subsidy to be rolled over
  • Proposes to transfer Rs 500 cr to defence pension in current financial year itself
  • FY15 non-plan expenditure at Rs 12.07 lakh crore
  • FY15 food subsidy at Rs 1.15 lakh cr
  • FY15 non-plan spend at Rs 12.07 lakh crore
  • Defence Allocation up 10% to Rs 2.24,000 cr for FY15
  • Allocation for defence hiked by 10%
  • FY15 subsidies at Rs 2.46 lakh crore
  • Merchandise export to grow 6.8% to $326 billion
  • Coal output grew to 554 mn tonnes against 361 mn tonnes over decade
  • Declining fiscal deficit, moderation of CAD, stable exchange rate and increase in project
  • implementation result of hardwork
  • GDP growth rate in Q3 and Q4 of 2013-14 will be at least 5.2%
  • Budgetary support to Railways has been increased to Rs 29,000 cr in FY15
  • Panchayati Raj Ministry to get Rs 7,000 cr
  • FY15 Plan expenditure kept at Rs 5.55 lakh crore
  • Plan expenditure at 2014-15 at same level at 2013-14
  • Aadhaar a tool of empowerement
  • Govt remains fully committed to Aadhaar
  • Totally 54 lakh transactions completed under direct benefit transfer
  • 1200 cr additional funds allocated to North-East states
  • Market optimistic as FM makes interim budget speech
  • so far, two proposals will recieve funds from Nirbhaya fund
  • After Mars Oribiter Mission, several more missions planned
  • Proposes Rs 1,200 cr additional assistance to hill states
  • Rs 100 cr allocated for community radio stations
  • To start 4 UMPPs in FY15
  • Rs 200 crore initial capital for a venture capital fund for scheduled castes
  • National solar mission entered second phase
  • 50000 MW of thermal and hydro power plants under construction
  • 7 new power projects being built; target to install 10,000 Mw of addl power in 12th Plan
  • 29300 MW of power capacity added in FY14
  • Eased rules governing infra projects’ funding
  • GDP growth in Q3, Q4 FY14 seen at 5.2%; FY14: 4.9%
  • FDI policy was liberalised to facilitate greater investment in multi-brand retail, pharma etc
  • GDP fell to 4.4% from 7.9% in nine quarters: FM
  • Added fresh power capacity, rural roads, highways in last 3 months
  • Gradual correction of diesel prices, new banking licenses among steps taken by govt
  • Manufacturing sector is not seeing an uptick
  • UPA-I and UPA-II delivered above the trend growth rate
  • Rupee least affected among emerging markets
  • Investment rate estimated at 34.8%; savings rate at 30.1%
  • Govt pegs food production at 263 million tonne: FM
  • Farm credit in FY14 at 7.35 lakh cr vs 7 lakh cr target
  • FY14 Q3 & Q4 GDP growth to be atleast 5.2%
  • Exports seen growing to $326 bn; up 6.4%
  • FY14 GDP to be 4.9%
  • India not facing a ratings downgrade from agencies: FM
  • RBI, SEBI, Govt took measures to stabilise rupee
  • Govt, RBI acted in tandem to curtail inflation: FM
  • Risk to capital flows were accentuated due to global concerns
  • CCI cleared 296 projects
  • Have added more than 39,000 km or rural roads
  • $15 bn added to foreign reserves this fiscal
  • No uptick in manufacturing worrisome
  • Won’t do anything that will affect the foundation of India’s economy: FM
  • FY14 Current Account Deficit seen at $45 bn
  • FY15 food grain production at 263 mn tonne
  • Agricultural GDP growth pegged at 4.6% in the current year
  • Added $15 bn forex reserves in FY14
  • Food inflation still a worry though it has declined
  • Only a handful of countries were able to keep their heads above the water
  • CAD will be contained at $45 billion
  • HOPE THIS FINANCIAL YEAR WILL COME SO MANY OPPORTUNITIES