BRANDWAGONTHE MARKETING CLUB

under the aegis of The Marketing Society at IIFT

PRE – INDUCTION ASSIGNMENT

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We can neither accept nor deny the above stated definition!

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large. (Source:
American Marketing Association Board of Directors. Accessed 2012)

There are many ways in which marketing is done depending on the target
market. To get a product or service to the right person or company, a
marketer would firstly segment the market, then target a single
segment or series of segments, and finally position within the
segment(s).

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 There are multiple levels and types of marketing and lots of
complicated jargons that we use. But the most integral part of
marketing is always the customer.

In marketing we tend to use the word customer / customers and

consumer almost interchangeably. However, our customer and the
consumer are not strictly speaking the same. A customer is a person or
company who purchases goods and services. A customer becomes a
consumer when he or she uses the goods or services i.e. where there
is some consumption.

Marketers spend millions of dollars trying to understand why people

buy products and services. Sometimes it seems that there is no reason
for a purchase, but in reality, there is always a reason.

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 Advertising is an important element of the marketing communications
mix. Put simply, advertising directs a message at large numbers of
people with a single communication. It is a mass medium.

Advertising communication takes funny forms sometimes:

If your toilet isn't clean, a TV crew will burst into your house and
point their camera at your commode.

When you have a chocolate, you have to slather it all over your face
first

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 You can taste the thunder of a fridge at home also, you don't have to
jump from helicopters.

Advertising agencies and their clients plan for advertising. Any plan
should address the following stages:
● Who is the potential TARGET AUDIENCE of the advert?
● WHAT do I wish to communicate to this target audience?
● Why is this message so IMPORTANT to them?
● What is the BEST MEDIUM for this message to take (see some of
the possible media above)?
● What would be the most appropriate TIMING?
● What RESOURCES will the advertising campaign need?
● How do we CONTROL our advertising and monitor success?

Task for you!!

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 This task is based on what you have learnt above. Here’s what you have
to do:

● Choose any brand which interests you

● Pick a particular TVC of that brand (The quirkier the ad, the better it is!!)
● Make a PowerPoint presentation with the following deliverables:
1. What is the need the brand solves for the customer?
2. Who is the typical customer the brand is targeting? (in terms of the
targeted gender, age group, behavioral characteristics etc.)
3. What is the category the product is competing in? (For ex.- A
shampoo belongs to the category of Haircare products and Renault
Kwid belongs to the Automobile Sector)
4. What are the competing brands in the category?
5. What is the market share of you brand? (Some quantitative data
would work well!)
6. Who is the customer and the consumer of the brand?
7. What are the brand extensions, if any? (For ex.-ITC’s brand
Sunfeast further ventured into instant noodles category with its
sub-brand Sunfeast Yippee)
● Create a TVC video of 30 seconds for that brand

Guidelines:
● For PPT, max 10 slides including title and thank you slide
● The video can be a self-shot video or can be created through tools

Some links for Video Making:

● For Powtoons tutorial you can watch the video
● For Cyberlink tutorials, click here
● For Windows Movie Maker- follow the link
● You are free to use any other tool of your choice

Note: The above links cover the basics of video making, however they
are not comprehensive. For advanced editing, you are required to
watch more such videos.
Please feel free to reach out to us in case of any doubts or queries.

ALL THE BEST!!

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