Marketing Strategies and Campaigns

Understanding Business Objectives

• Importance of defining business objectives in marketing campaigns
• Clear objectives help measure success or failure
• Essential for brand managers to identify core objectives
• Avoid pursuing multiple or unclear objectives

Key Concepts

Average Weight of Consumption

• Definition: The amount of a product consumed per use
• Example:
  • Toothpaste brand increased nozzle diameter
  • Increases amount used per brushing, thus increasing overall consumption
• Modern Example:
  • Jio's pricing plan
  • No mid-tier plan between ₹500 and ₹1000, pushing heavy users to higher plan, increasing data consumption

Frequency of Consumption

• Definition: How often consumers use the product
• Example:
  • Cadbury's strategy to increase chocolate consumption in India
  • Challenges due to Indian cultural preference for traditional sweets
  • Campaign: 'Kuch Meetha Ho Jaye' targeting dessert occasions

Penetration

• Definition: Acquiring new users who haven't used the product before
• Example:
  • SpiceJet campaign
  • Emphasizes hot meals on flights to attract new customers
  • Aims to convert non-users into customers

Importance of Business Objective

• First and foremost task of a brand manager
• Directly relates to real-world marketing success
• Defines measurement criteria for campaign success

The Amazon 'Aur Dikhao' Campaign

• Question posed: Is the objective average weight of consumption, frequency of consumption, or penetration?