Lecture Notes: Business Objectives Behind Marketing Campaigns

Key Concepts

Average Weight of Consumption

• Increase the quantity consumed per usage occasion.
• Example: Toothpaste brand increased the nozzle diameter, leading to more toothpaste being used each time.
• Example: Jio's introductory pricing plan encouraged heavier data usage by not offering intermediate pricing between plans.

Frequency of Consumption

• Increase the number of times a product is used.
• Example: Cadbury targeted Indian consumers who traditionally consume rich Indian sweets instead of chocolates.
  • Campaign: Mom relaunch, focusing on chocolates as a dessert option.

Penetration

• Acquire new consumers who have never used the product before.
• Example: SpiceJet focused on new consumers by promoting hot meals on flights as a unique offering.

Importance of Business Objectives

• Crucial for brand managers to define the primary business objective: average weight, frequency, or penetration.
• Directly impacts how the success or failure of a campaign is measured.

Illustrative Examples

1. Average Weight of Consumption: Toothpaste and Jio's pricing plan
2. Frequency of Consumption: Cadbury chocolates
3. Penetration: SpiceJet's hot meal offer

Key Takeaway

• Precise and clear definition of business objectives is essential for marketing campaign success.
• Successful campaigns are aligned closely with their business objectives.

Amazon Case Study: Or the Cow Campaign

• Pending Analysis: Does this campaign focus on average weight, frequency, or penetration?
• Open question to consider in further discussion.