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Frugal Marketing

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Jessie PaulChief Marketing Officer

Wipro Technologieshttp://www.flickr.com/photos/alancleaver/ 1

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Do YOU need to be frugal?

1. New business model challengers

2. Old model, new market challengers

high

high

low

low

Rela

tive

Mar

kets

hare

Relative Growth Rate

Mature Champions

Laggards Challengers

Upstart brands take on brands that are larger, more established than themselves

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Think Experience: Investing in Cheese or Mousetrap?

PeopleDelivery Facilities

Price

Country of origin

Executive Management

Vision

Corporate Governance

SURROUND

Delivery Process

Business Benefits

Quality

CORE

Photo Credit: Rennett Stowe

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Think Narrow• This allows you to

operate without mass media

• Enables focused offerings

• One-to-one communication is possible

• You can own a superlative - first/largest/only - in a smaller space

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Think Collaboration

Industry Associations

Analysts

Consumer Reports

Consulting Firms

Sourcing Advisors

Other Customers

Journalists

Partners

Government

Academics Internet Pundits

Friends & Family

Employees

SalespersonDecision Maker

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Think Frugal Marketing

Thought LeadershipPRAwardsOnline presence

• Executive Branding• Pricing• Country of Origin• Sustainability Ch

anne

ls

Leve

rs

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Lever: Price as a differentiator

Use Extreme Pricing – Either Low-cost or

Premium

Pricing determines ability to experiment

Reproduced from No Money Marketing

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You can CHOOSE your home country

Does your “home” add value or detract?

Have you invested in relationships at home?

How much of national flavour is differentiating and

not overbearing?

Lever: Country of Origin

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Channels: Build vs Buy• Customize mass-media

to be more narrow eg “power-jackets”, IP-based targeting

• Negotiate your own packages

• Operate with a “mall-and-mainstreet” approach to online media

• Create your own customer community

• Institute an award

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jessie_paul

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