Definition: Observing the craft of successful marketers and studying their work to understand their intent from a marketer's perspective.
Process: Similar to reverse engineering a product or process to analyze what works and what doesn't.
Impact: Participants experience significant learning and growth; transitioning content from offline to online.
Campaign Analysis
Amazon's E-commerce Campaign (2015)
Context:
Amazon dominated the US e-commerce market by 2014 but lost to Alibaba in China.
Ambitious goal to succeed in India's e-commerce market after massive investments from competitors (e.g., Flipkart raised $1 billion).
Amazon announced a $2 billion investment in India in 2014, aiming to tap into its growth potential.
Campaign: Launched "Or Dikhaav" campaign in response to competition.
Steps in Reverse Marketing Process
Identify Business Objectives:
Understand the source of growth envisioned by the brand team.
Useful starting point: Growth Equation.
Growth Equation Components
Formula:
Market Size: Number of available people in a given market/geography.
Penetration Percent: Percentage of people who consume your brand.
Frequency of Consumption: How often consumers engage with your brand.
Average Weight of Consumption: Amount consumed in a given order/location.
Size Calculation:
Multiply all components to estimate either the size of the brand or the category.
Pricing is assumed constant in basic calculations.
Business Objectives
Brands typically aim to drive one of the following:
Penetration: Increase the number of consumers.
Frequency: Increase the frequency of consumption.
Average Rate of Purchase: Increase the average purchase size.
Conclusion
Reverse marketing is an effective tool for understanding marketing strategies and objectives, leading to better decision-making in marketing practices.