MARKETING MANAGEMENT ASSIGNMENT 1

Topic : What is Marketed ?

1) GOODS
Ads, social media campaigns, promotions, partnerships, influencer endorsements, content
marketing, SEO, email marketing, PR, and personalized customer engagement are all used to
attract customers and retain them.

• Mahindra Cars –Mahindra marketing emphasizes ruggedness, innovation, and reliability by

showing the versatility of the vehicle on both urban and off-road excursions. Their campaigns
outline the novelty in technology, performance, and commitment to sustainability..

• Fevicol Glue- Durability and reliability lie at the heart of Fevicol's marketing, making it a partner
in everyday fixes. Many of their ad campaigns make use of humor and relatable scenarios to drive
home the strength and versatility of the product. In fact, we colloquially refer to glue as 'fevicol'.

2) SERVICES
Benefits are thus highlighted in promoting services; quality and reliability get emphasized;
examples of customers' feedback are showcased, and digital platforms used to offer promotions
while creating emotional connections for building trust and loyalty.

• OLA Cab Service- Ola claims convenience and affordability in its marketing pitches. They are
promoting the ride-hailing app as an easy way to get around urban places. It touts convenience,
safety, and a variety of cars.

• Urban Clap Service- UrbanClap positions itself as convenient and of high quality through its
marketing—essentially, a single point of sale for services related to a home. Its core competencies
are based on reliable professionals, easy booking, and a seamless customer experience.

3) Events
Events are marketed through targeted social media campaigns, engaging visuals, email marketing,
influencer partnerships, engaging content, strategic partnerships, and leveraging SEO to engage
the target audience.

• The Goa Carnival- Dynamic social media campaigns and engaging websites are developed,
complemented by strategic PR efforts surrounding pre-Carnival events and cultural shows, to
create interest. The marketing strategy focuses on the youthful spirit of this festival—the joy and
excitement of the revelers, pride in their culture, community bonding, and the nostalgic
connection that goes with it, bearing a semblance of tradition.

• Sunburn Festival- The marketing of Sunburn Festival reflects a musical vibe featuring
international DJs and immersive experiences. Campaigns are just full of energy and excitement,
capturing this global party atmosphere that appeals to music lovers and festivalgoers alike.

4) Experiences
 Marketing experiences is about those singular moments, emotions, and benefits, just like
capturing visuals and testimonials, attempting to create a sense of urgency, and highlighting the
long-term memories and personal growth the experience will yield.

• IMAGICA- Imagica has thrown a tingle of magic, adventure, and family fun into its marketing,
conveying the experience of these enchanting moments using well-known characters. Campaigns
have stressed the immersive attractions, memorable moments, and experiences that await in a
theme park that brings stories to life.

• Delhi University-Delhi University Festival marketing focuses on the vibrant student life,
diversified performances, and cultural richness. Campaigns talk about exciting events, engaging
activities, and the opportunity for students to showcase talent and connect.

5) Persons
People are branded by touting their one-of-a-kind qualities and achievements, and their personal
brand through messaging directed toward target audiences via social media presence, professional
networking, testimonials, and getting media airtime to attract opportunities, strengthened by a
good reputation.

• MS Dhoni- Brand marketing for MS Dhoni protrudes in his leadership, cricketing expertise, and
simplicity in his personality. Success stories, endorsements, and inspirational journeys—telling
campaigns to talk to both fans and brands looking for credibility and excellence.

• Akshay Kumar-Akshay Kumar's marketing strategy rides the versatile image and mass appeal.
His endorsements provide high visibility, while his credibility creates the right consumer
engagement and product recall.

6) PLACES
Places are marketed through vibrant images, compelling stories, social media campaigns,
influencer endorsements, events, unique experiences, cultural highlights, and strategic
partnerships to create an attractive and memorable destination for visitors.

Odisha– Odisha is promoted as an ideal treasure house of heritage with its ancient temples,
pristine beaches, vibrant festivals, and diverse landscapes. Touting its rich cultural heritage,
picturesque beauty, and unique experiences that draw tourists.

• Kashmir- It is an adventure-laden paradise, full of serene landscapes and vibrant valleys and
lakes. Rich cultural heritage, a kaleidoscope of crafts, warm hospitality, and unforgettable serene
retreat—this is Kashmir.

7) Properties (Intangible Rights of Ownership)

Properties are marketed through online listings, social media, professional photographs, virtual
tours, open houses, email campaigns, targeted ads, brochures, real estate websites, and word of
mouth to reap maximum features and location benefits.
• NFTs-NFT marketing involves promoting unique digital assets using social media, influencer
collaborations, virtual events, and targeted ads to create buzz, engage communities, and drive
sales by highlighting their exclusivity and potential value.

• Domains -Domain marketing encompasses all aspects of brand acquisition, branding, and
marketing through websites by driving SEO practices, developing content, targeted branding, and
the partnering of content creators to draw business growth online.

8) Organizations
Branding, social media, content creation, collaborations with social influencers, PR campaigns,
targeting of advertising, community building, and SEO—everything is included in how
organizations market themselves to increase visibility, credibility, and customer connection.

• IIT-IITs have been marketed as premier institutes of technology, known for their rigorous
academics, leading-edge research, and exceptional faculty. They attract only the very best talent
due to their international reputation for innovation and strong industry links.

• RCB -RCB(Royal Challengers Bangalore, IPL Team) is a brand that is marketed through star
players, dynamic performances, and fan experiences. Social media, vibrant branding, and high-
energy matches are elements that raise a lot of passion within the fanbase and a strong identity for
RCB.

9) Information
Information is marketed, highlighting relevance, credibility, and value. It applies the techniques of
targeted messaging through engaging content in the right channels, leveraging influencers, and
optimizing for search toward reaching the right audience.

• Articles and E-Books-Market your articles and eBooks with content promotion, SEO, and social
media directly to drive visitors and enable lead generation, establishing your authority and
thought leadership in the space.

• Press releases and Research Papers-It uses media outreach, targeted distribution, online
platforms, and academic networks to raise visibility and drive media coverage to impactful
findings and updates, to ensure that marketing press releases and research papers reach relevant
audiences.

10) Ideas
Ideas are marketed through highly relevant messaging, engaging stories, and the right channels.
Attention becomes visible, interest is created, and action is compelled by ideas when there is an
understanding of the audience, persuasive communication, and harnessing digital platforms.

• Smart Home Technology: It is marketed with its associated devices for convenience and energy
efficiency, such as smart thermostats, security systems, and voice assistants.

• Fitness Tracking: It has been marketed as key to health monitoring, personal motivation, and
devices from fitness bands to smartwatches.