The growth triple play: Creativity, analytics, and purpose

Objective :- How pandemic change the marketing strategies of companies.

o Brief Summary:-

o The year 2020 was unlike any other, as lives and livelihoods were upended by the
pandemic. COVID-19 affected every aspect of our lives. Pandemic changed the role of
marketing leadership and the chief marketing officer (CMO). According to McKinsey’s
new research, in these “no normal” times, 78 percent of CEOs are now banking on
marketing leaders to drive growth. In the process, we uncovered three elements—
creativity, analytics, and purpose—that constitute a “growth triple play” that provides at
least two times the growth of peers who don’t invest in all three in tandem
o The companies that use the three elements of the growth triple play together—
creativity, analytics, and purpose—achieve dramatically higher average growth rates.
Each element of the triple play is critical. Creativity is part of the origin story of
marketing. It’s in the breakthrough ideas that have always underpinned bold,
imaginative campaigns. The last revolution in marketing was all about the fusion of
creativity and data analytics. What’s new today is partly the addition of purpose.
o Deploy analytics with purpose, analytics helps to discover customer intentions, interests,
and unmet needs, however, purpose serves as the anchor for marketers to determine
which insights matter most and to focus their efforts there.
o Chief marketing officer is now seen as most important person in an organisation as he is
now responsible for expansion of company. CMO will be responsible for getting new
customer, come up with new policy, and use Creativity, analytics, and purpose in most
appropriate way

Key Learnings:-

o How balance between different aspects is key ingredient of success for organisation.
o How marketing become most important thing for growth of organisation.
o Creativity is must in this competitive market.
o Technology along with values or a good purpose is key to growth.
Apple, Facebook, Google are going big on immersive tech. Here’s AR,
VR, XR et al. decoded for you.
Objective:- How world is moving toward new technologies like augmented reality (AR), virtual
reality(VR), and mixed reality (MR)

Brief Summary:-

 Work on these technologies has been going on for decades. But it’s changing
fast, as an array of immersive technologies emerge from the labs for mass
commercial roll-out. On the one hand, this development opens a range of choices
and use cases for consumers and enterprises. On the other, its impact will go
beyond obvious sectors such as gaming and filmmaking and touch a range of
others from e-commerce and tourism to manufacturing and medicine.
 Social media giant Facebook is gearing up to launch Ray-Ban Smart Glasses with AR. Apple
has ramped up its AR/VR play over the past few years and the iPhone maker could launch a
product early in 2022. In April, Microsoft bagged its largest contract — USD22 billion over 10
years — from the US Army for 120,000 AR headsets. These will help soldiers use a modified
HoloLens to improve their situational awareness, target engagement, and decision making.
 VR- Virtual reality creates a simulated environment via a head-mounted display. “We don’t
have to walk five feet to leave our world. We just have to put something over our eyes. But VR
has some issues like its’ bulky, high level of brightness makes VR headsets uncomfortable for
long use. Low refresh rates, latency, and poor battery life
 Augmented reality: - In the immersive tech world, VR is big, but its cousin augmented reality is
bigger.
 Virtuality reality and augmented reality is different like VR will take you to somewhere else like
moon while you are seating at home but AR will project information on top of what you are
already seeing.
 VR will shutout the physical world completely, but AR will add to only what you see its much
like additional information on your eyes.
 Mixed reality (MR)
 MR is a blend of AR and VR and uses an HMD. However, unlike VR, a user is not shut out
from the rest of the world. Instead, the HMD is more like a pair of glasses that overlays digital
images on top of the user’s environment, just like AR. Because of this, MR is sometimes called
AR 2.0.

Key Learnings:-
 How big tech companies like Facebook, apple working in field of AR and VR.
 How AR, VR & ML will solve many complex challenges in many field
 Future expectation and needs of a company from technology point of view.
 Strategies for unpredictable Market…
Objective
 To take a survey through account executives in health care, technology, industrial
goods, and other sectors.
 To know about experience of market today and their expectations in future to form
market strategies.

Summary
This survey was conducted to deal with such unpredictable situation to know pricing and
sales best practices provided in BCG’s COVID Readiness Assessment, which helps
organizations understand how well they are configured to weather the current storm. This
survey includes the question like 1) How long will the effects of COVID-19 last? 2) asked
about the recovery 3) ask for concessions.

after getting a lot of responses. They come up with new strategies to cope up with
problems by taking their responses into consideration like delayed payments, reductions in
volume, customers try to negotiate lower prices and internal supply challenges in delivering
to customers was the biggest challenge.

For sales and pricing practices, need to apply the techniques like

1) setting up a digital war room- dashboards showing key metrics on volume, price
realization,etc
2) Create a COVID response strategy by segment and key account - game plan for
every segment and large account, taking into consideration 
3) Establish preapproved flexibility options - Be ready with predefined and
preapproved flexibility options that can help your customers get through the
downturn but that don’t lock in lower prices.
4) Implement deal escalation and pricing controls - Set clear discounting guardrails and
ensure strict but rapid escalation processes.
5) Plan a rebound strategy - offer lower entry points when customers are price
sensitive but scale up when demand returns.

Key Learning : - Surveys are efficient tool to provoke discussions on strategic

Summary : -
 The description of the Adichie’s experience with the single story led to her main point
in a talk : That is how you create a single story, show a people as one thing. As only
one thing, over and over again and that is what they become.
 Power is the ability to not just to tell the story of the another person, but to make it the
definitive story of the person.
 The single story creates stereotypes, and the problem with stereotypes is not that they
are untrue, but that they are incomplete. They make one story become the only story.
 The consequences of the single story is that : it robs people of the dignity. It makes our
recognition four equal humanity difficult, it emphasizes how we are different rather
than how we are similar.
 When we reject the single story. When we realize that there is never a single story of
any place, we regain the paradise.
 The risk of the single story, the on perspective, is that it can lead us to default

assumption, conclusions and decisions that may be incomplete, and may lead to
misunderstanding.

Key Learning : -
 Do not stereotype.
 Operating from the context of a single story can prevent us from a more complex, nuanced view of
the situation- operate from the perspective of hearing and knowing a single story about a person , a
situation or perhaps a conflict.
 It helps remind me of the importance of openness to others lived experiences.
 How airtel beating jio
Objective:-

 To showcase how airtel survive in telecom sector by creating its own ecosystem.
 Strategy of entry level product and retainer.

Summary:-

 When jio come up with new marketing strategy in 2016 other telecom companies are on
urge of extinction because jio was giving unlimited data for free of cost to new users. It
gained more than 50 million subscriber in exactly 83 days. Jio brought digital revolution
in Indian.
 Before the rollout of jio, there existed more than 10 telecome companies in the industry
but after its arrival the whole scenario changed jio with its cutthroat and latest technology
swept away most of the telecom industries except airtel.

 Airtel come up with new strategies they adjusted its rates too and then there was little difference.
The price difference did not matter when Airtel’s rates were slightly higher than Jio as they offered
better quality. The main USP that Jio held onto was now washed away. Also, Jio faces concerns about
active user numbers as their older customers are shifting to other networks or simply using Jio as a
backup sim on their dual sim phones.
 Jio’s network quality has suffered severely because of the limited spectrums available.  This bet by
Airtel on quality has also bought it more quality users who are willing to spend.
 When it comes to data consumption Airtel’s users consume 16 GB a month per user and 1,005 min a
month per customer. On the other hand, Jio customers consume 12 GB a month per user and 776 min a
month per customer.
 Then airtel come up with broadband, airtel xtreme, they started giving ott subscription along with there
package. This created ecosystem for airtel user and it was difficult to come out of that ecosystem. This
strategy used by airtel to survive in telecom sector and as of 2021 it has 3rd largest customer base.
Key Learning : -
 It is fine to bear some losses in entry level product because retainer and
upsell gives actual revenue.
 Create a ecosystem to rule the market
 Best product is nothing without better service.