A Guide to Entrepreneurial Marketing: Unlocking Asian Market Case Studies explores the power of entrepreneurial marketing in the global arena. The book provides insights from different angles by introducing the effectuation approach. It expresses the various ways of creating value with an innovation radar that resonates with the target market. The book also features two case studies demonstrating the use of marketing tools and techniques to maximize reach and effectiveness in the Asian market.
One of the case studies included in the book is on Zestio, an imaginative smartphone brand targeting young, tech-savvy individuals in India. The case study explores various aspects of Zestio’s marketing strategy. Zestio emphasizes its AI-driven camera features as its unique selling proposition, and its brand personality is that of an innovative disruptor that introduces cutting-edge technology.
Moreover, the book provides a study case for Toyota Aspire, a hypothetical car model that uses AI technology to target specific customer groups with AI-powered features. The value offered emphasizes competence amplified by AI technology and offers personalized AI cutting-edge technology as points of difference.
The book emphasizes that the key to successful entrepreneurial marketing is creating a memorable and engaging experience for potential customers by understanding their aspirations, concerns, pain points, and expectations. It emphasizes the importance of winning the market by introducing matching value with fresh ideas and creating new offerings unrealized by the market.
