Introduction

Qualification
• PGDM (Strategic Management & Marketing) from
IIM Indore, Class of 2009.
• Bachelor of Arts from St. Paul’s C M College,
Kolkata, Calcutta University in 2007.
• XIIth, AISSCE (PCM) from Kendriya Vidyalaya,
Silchar, Assam in 2000.
• Xth, AISSE from Kendriya Vidyalaya, Silchar, Assam
in 1996.
 Work experience
Managing Partner (Business Development & Operations) September ’10 to
Current
 Looking after direct sales to HNIs
 Managing channel sales
 Developing new markets and entry strategies
Independent Consultant (Brand management and Business Strategy)
October ’09 to August ’10
 Provided brand management related consulting to India’s one of the top company
in education sector
 Developed numerous collaterals for product marketing of two recent start-ups
 Provided brand management related consulting to eastern India based Book Café/
Art Gallery
 Provided HR management related consulting to eastern India based one of the
largest construction firms
 Work experience
Unicon Securities Pvt. Ltd. Assistant Vice President (Privilege
Customer Group) May ’09 to September ’09
 Acquiring new business and monitoring the existing business.
 Taking adequate measures to ensure the optimum utilisation of surplus funds
towards the accomplishment of targets.
 Mentoring, training & developing Investment Planners, Retailers, Relationship
Managers & Sales Executives to ensure operational efficiency and product
knowledge.

Hindustan Petroleum Corporation Limited, Internship

Strategic Management (Intern) Apr’08 – Jun’08
Additional Work Experience Pre-PGDM
 Freelance Design Consultant for Albatross Software Pvt. Ltd
 Buzz Marketing

“The most powerful force in the universe is gossip.” 

Dave Barry  (American Writer and Humorist)
© Dibyak Das Sarkar | 2011
 Need for BUZZZZZZZ….
• A friend had recommended • Did you hear this?
• I had past experience of the company • Can you tell me where I can
• I had plenty of written information find…?
from them before I decided • Can you get?
• I know where the company is based/I • Do you know someone using
know their address
it?
• I could find out enough about that
company/product from other sources • How this happened?
• A newspaper/magazine had • Who made this?
recommended them
• I had seen advertising about their
service/brand/product
• I had seen their website
• Used it/know someone used
 Mass marketing
• Satisfying widespread
market needs
• with standardized
mass-produced
products and services
• promoted through
standardized mass
media advertising
 New Marketing Environment
• New personal communications technology
(blogs, instant messaging, mobile phones, e-
mail, etc.)
• Increased marketing literacy among buyers
and consumers
• New ad blocking technology
• Acute advertising clutter
• Media fragmentation
 Change of Paradigm
Intrusive advertising Permission marketing
Push Pull
Mass messages One-on-one messages
Isolated communication Relationship marketing
events
Clear identification of Integration of promotional and
advertiser entertainment content
 What is BUZZ Marketing?

• Marketing initiative that

captures the consumer/
media to an exclusive
point where they start
talking about your
brand/ product/
organization
– becomes self sustaining
with rapid organic growth
 Simply put: BUZZ starts conversations
• Powerful
• Long Range
• Dangerous
• Organic Growth
• Brand recall
 Publicity & Buzz
• Question in
Parliaments?
• Other Media Vehicles
are talking about it –
TV Channels!
• People are discussing
it!

 Is it Advertising?
 Publicity & Buzz?
 How does Buzz work?
• Marketing BUZZ resembles to the Worm
marketing strategy, consisting of transmitting a
message from one person to another
• This communication (Hook & Hang) serves to spread
the news of a newly launched product or service,
positively and with the creation of a certain curiosity
feeling in order to urge the usage and the seek of
this designated production
How does Buzz work?
 Geometric Progression of spread

The Alphas and the Bees

Buzz with social media
 Models of Media Influence

MYTH REALITY
Advertiser Advertiser
 
Marketing communications
Marketing communications 
 Opinion leaders
   
Target Audience   
 Mass Majority
   
     

 Objective
• To maintain or boost a cost-effective level of brand
awareness
• To kick-start consumer-driven interest in new
marketing communications activity

Additionally:
• Reach beyond core target market
• Create buzz around products
• Accelerate organic growth
• Reinforce existing ad messages
• Extend other marketing activities
 Buzz Vs Traditional
• Traditional Marketing is • Buzz breaks through
controlled & directed at Clutter
TG. Yes there is • Near very high level
Overflow.
of attention
• But Buzz is Uncontrolled
• Traditional Advertising –
• Buzz – Lower cost
Company talks about its • Cost of Traditional
Brands Media rising
• Buzz makes customer • Advertising –
talk about the Brand Manufacturer Claims
 Buzz Vs Traditional
Traditional Marketing Funnel Buzz Marketing Pyramid

Flip the funnel by putting customer first

 Weapons of buzz creation
• Unusual: Innovative/ Creative
• Outrageous: Shock and Awe
• Remarkable: Quality/ Genius
• Humor: Whacky/ Funny (hardest of all)
• Taboo: Sex/ Toilet Humor (easiest among
all)
Unusual: Innovative/ Creative
Outrageous: Shock and Awe
Remarkable: Quality/ Genius
Humor: Wacky/ Funny (hardest of all)
Taboo: Sex/ Toilet Humor (easiest among all)
 Buzz Components
• Ammunition: Creative material (catalyst for
the buzz creation)
• Drop Zone: Seeding (distribution of the buzz
story – right places, right people)
• Tactical intelligence: Tracking (measuring the
results)
 Rules of engagement
• Images stays longer than text
• Audio/Video stays longer than images
• Buzz can happen overnight but it takes long time to
Plan
• Use Clutter Free Media to capture Attention
• Packaging
• Contextual Advertising
• Negative Buzz spreads faster than Positive Buzz
• 1 Negative Buzz = 300 bad Buzz
 Rules of engagement
• Its not about freebies: Not sustainable in long range
implementation
• Help User to make a move: Keep it interactive
• Add value to users: Create a delight/ patch a gap
• Trouble Free: first impression is mostly the last
impression
• Guidance as promotion: Personal touch
• After Work: Buzz is just a touch point, be ready with
answers

"Give them quality. That's the best kind of advertising." - Milton S. H

 Zero (Marginal) Cost Buzz
• Visiting Card
• Hold Music – Phone
• Stationary & E Mail
• Online presence (Social
marketing)
 Zero (Marginal) Cost Buzz
• Air Time Barter
• Brand Experience
• Creating Hooks & Hang events
• Limited Distribution for early
conversion
 Buzz to Bust
• Low control on who will receive it
• Hard to measure and evaluate
• Users could feel it as a spam

• Measurement
• Integrated Marketing
Communications
• Perception Mapping and future
trends
 Preferred research direction
Capacity Building through Rural
Entrepreneurship
• Employment-Health Care-Education
• Self sustaining
• Community partnership
• Connecting Rural-Urban Consumers with IMC
• Grass Root Innovation in Management
 Long term professional goals
• Develop Expertise:
• Opportunity to Innovate & Inspire:
• Balance:
• Advisory & Consulting:
• Traditional career success:
Thank You!