Yesss !!!! 



Well, what exactly do you mean by becoming a Brand ?

A product which has a large consumer community who hardly gives a thought

 about the second option ;Right ? 

Or may be a product which has made its place in the market in such a way

 that consumers just go for it by its name …

Scott Cook says : 

 “A brand is no longer what we tell the consumer it is —

 it is what consumers tell each other it is.”

yesss… many thoughts  like this but make it very simple ….in my words 


A Brand  Sells PRODUCT  & A Brand gains TRUST 

Isn’t it sounding cool and simple ?


But it’s not that simple the way it sounds .

Lets have an outline of this process step wise :

  • Idea Generation 
  • Conceptualization
  • Discussion
  • Positive Inputs /Negative inputs
  • Determination 
  • Funding 
  • Manufacturing 
  • Product on table 
  • Product in the Market 
  • Revenue generation 

This is a very simple framework :

 conversion of idea to product and product to money . 

So where is the challenge ? Well at every step we have challenges 

but if  you want to be an entrepreneur you have to overcome all the obstacles …right ? 

Of Course Yes !!! And this is in our hands.

Then what is the issue ? 

Well the main challenge is selling the product in the market …… 

MARKETING : this is the main key to success and 

main area of concerns as well. 

Market is flooded with similar kinds of products so we have to make 

some features of our product different from others and we have to do 

the marketing of USPs of our products  . Now the question is how to create USPs and how to do the Marketing .So I’m going to brief you on the fundamentals of Marketing. In this article I will  explain few concepts of Marketing 

  • Definition of  Marketing 
  • Aspects of Marketing
  • Science of Marketing
  • Types of Marketing 
  • Tools of Marketing 


       WANT  to    GENERATE    More   REVENUE

       COME With me  TASTE     Your    SUCCESS

       HAVE  a dive   UPDATE     Your        VALUE

So before taking you  to the world of MARKETING I would like to quote 

 Alvin Toffler here first : 

 The illiterate of the 21st century will not be those who cannot read and write, 

but  those who cannot learn, unlearn, and relearn.

Isn’t  this quote so relevant in the present scenario ; in this age of Information and Technology

 when everything is getting upgraded on a very regular basis be it any app be it any software , 

your gadgets even your wardrobe then why not upgradation of your knowledge , of your skills ???

And today when at each step we have competitors we just can’t sit with our so called bookish 

knowledge what we have learnt in our last universities ….. No … we need to upgrade ourselves

 in fact we are required to upgrade our skills with time, with new experiments, 

with new information , with new requirements   etc etc  IN SHORT we need to RELEARN .

“Learning is an ongoing Process”


Questioning is the first step of learning

So Let’s start with a question: what Marketing does mean ?

There are many answers to this particular question , let’s  make it very simple. 

A layman answer of this is that through  

Marketing we create awareness about the product in the market and try to

 grab the attention of consumers and try to convert them to our customer .

Here I would like to  quote  Philip Kotler for a better understanding ; who defines 

 marketing as “the science and art of exploring, creating, and 

delivering value to satisfy the needs of a target market at a profit. 

Marketing is a vast area to be mastered : 

we need to learn and master the fundamentals &principles of marketing .

 Marketing depends on :

  • Human psychology 
  • Concepts of  sociology 
  • Needs of customer 
  • Conspicuous consumption 
  • Global Economy 
  • Economy of particular countries where product has to be sold
  • Paying capacity of consumers

Actually a very common thinking is that marketing is all about Creativity 

but contradictory to it  “ law of Marketing “ is based on science , 

it starts before a product is created . 

When a product is conceptualized  the foundation thought process is 

“ Understanding of  customer , their need , their requirement “.

Here I will simplify it with an example .

 Pears Soap long ago was made to cater a highly paid customers and for this particular

 product they had a particular market ; a limited market with high paying customer 

and a profitable business converted into a brand .

So this product already had a marketing strategy .

On the other hand Nirma is a product made to serve a larger community with low price 

and for this product also a marketing strategy was there in mind  ;

that was to reach in every house of a particular community 

So this is a completely statistical Marketing .

Marketing is about communicating the right message to the right person at the right time .

Marketing is targeting the consumer arena , focusing on domain ,

 touching or contacting the consumer’s mind and converting them to a 

valuable customer.So basically marketing is rooted in human psychology ,

it is based on perception . One needs to understand the trend of the market ,

create a perception for products and make customer . 

To understand  creating perception we need to understand this quote by

 Peter Nivio Zarlenga

 “In our factory, we make lipstick. In our advertising, we sell hope.” — 

 this is marketing !!!

So if there is a question in your mind “Why to study marketing ?”

 the answer is here only 

 Marketing  is an essential part of business .

 It has a long shelf life. It was there long back in different forms and it will be there…, 

yes, medium will keep changing. If product is there, marketing has to be there .

Even if you are founder of a company you should know the basics of marketing , 

one can not outsource it completely . So one should study Marketing and its new 

tools as well .


Basically there are two types of marketing :

  • TRADITIONAL MARKETING : It does mean that this is an old fashioned way of marketing ; basically it refers to any type of marketing that isn’t online. This means print, broadcast, television ads , through radio ,phoneand outdoor advertising like billboards , hoardings etc . It plays an important part in reaching local audiences. This type of marketing is good for low cost products or daily needs based products where you just need to promote the product .Traditional marketing reaches a larger group for example in India TV ads reach almost 197 million audience . Similarly Radio covers 65 % . So it has power to cover a larger area .
  • DIGITAL MARKETING : Very obvious by the term  Marketing which uses an online platform is Digital Marketing . Any marketing that uses electronic devices to convey promotional messages to sell the products. In digital marketing advertising is being done  through digital channels.Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.

 Few main categories of online marketing are :

  1. Search engine optimization (SEO)
  2. Search engine marketing (SEM)
  3. Content marketing
  4. Social Media Marketing (SMM)
  5. Pay-per-click advertising (PPC)
  6. Affiliate marketing
  7. Email marketing

Apart from these categories of Digital marketing there is a direct response marketing 

tool which is designed to get an instant response for your product where you have

 to show your audience encouraging prospects .

Another very important thing what I have learnt recently in Digital Marketing 

as an intern from Digital Deepak internship program is :


C : Create Content : Creating content in a powerful way to attract people .

There should be a connection with your audience and your content . 

Content is an essential aspect of Digital Marketing .The content should not be 

based on complex vocabulary , it should be the way you communicate ; 

write like you talk.While creating a content one should join in the conversation 

that is already there in people’s mind . It should be as if one was looking for a

 particular thing and you served it ; this is a very powerful way of communication .

                          Different forms of Content Marketing are :

  • Blog Posts
  • Lead Magnets 
  • Live webinars 

        A: Attention : Grabbing the attention of consumers and for this we need to use  

             few tools such as SEO , Social Media , Paid Ads etc .

T : Trust : With this we need to get connected with our customer on a deeper level .

 With good content one can grab the high quality attention and that attention 

builds TRUST . 

Once trust is developed we can brief about the product with confidence .

T: Transaction : this is the ultimate goal of Marketing ;

converting your lead into your customers .

 This journey of Trust To Transaction is actually CATT 

Content →(Creating high quality content )


 Attention →(Grabbing qualitative attention)


Trust→ (Building Trust with deep marketing )


Transaction →(Converting lead into customer )

This is what CATT is . Interesting right !!!

Now the main aspect is to convert this CATT into Monetary form .

Here is the formula for this also.

Wealth = n^CATT

If we choose the right Niche and follow the CATT marketing funnel success is there

 in terms of money name and fame .But choosing the right niche is also very important .

One  can choose it as per your passion It’s easy to blog about what you’re passionate about.

One can choose a topic on which he/she has  reasonable amount of knowledge about.

 At least enough to hold a conversation on that subject. 

Like this there are many fields to be explored as per one’s passion , information 

and of course trending topics .

The best way to choose the right Niche is combination of Talent ,Passion and current Market.

Now what I have discussed till now is a framework of Marketing ; 

a road map to marketing  that has several milestones 

  • Marketing skills 
  • Selling skills
  • Conceptualization
  • Effective communication skills 

In the beginning I asked a question “Want to become a BRAND” 

Here is the final hit to it . Along with all this you have to create an Integrated approach 

for marketing i.e Integrated Digital Marketing framework

This is the engine which drives CATT and makes a way to success .

  In this framework you have to focus on all the respective aspects ;

you just can not rely on one tool . after creating a content If you are using social media 

platforms , make usage of all platforms , then spread it with E mail Marketing , 

use paid advertising  etc . Here is a diagram for overview of this process IDM framework.

Last but not the least we should always remember few pointers as Success mantra :

⇉ A happy and satisfied customer is your customer forever .

⇉ Stay connected with your customer .

⇉ Product is reality .

⇉ A great product sells itself.

⇉Word of mouth marketing is the best channel of marketing.

well I have tried to explain outline structure , Tools , Essence and 

Importance of Marketing .I am sure it will work for you whether you are a beginner 

or experienced . You can learn many aspects of marketing from this article .

Let me know what topic you liked most.

Leave comments .

( Note  : If you want to join this internship program for digital marketing please go through this link )

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