Professional Documents
Culture Documents
2 PDF
2 PDF
RekaCem: Learning: Ientifying the customer. And Chapter 2 IDEAL MARKETING PLAN
differentiating between customer and consumer.
• Financials were around house painting dimensions. • Situation Analysis – 1) Demographics / Georaphics /
Subtract window size. How many 1.5 kg packs used, Behavior factors 2) Market needs of different segments
5 kg packs. Smaller packs come out cheaper. 3) Market trends
• Customer was retailer and not contractor/end • SWOT Analysis + Competition Analysis
consumer. They will push it to the contractors. • Product service offering – Value proposition
A-One Starch: • Marketing strategy
• Learning: Targeting has to be correct o Target markets
o Positioning
• Financials: Revenue contribution by segments vs.
Sales contribution by segments • Marketing program
o Pricing
• Decision: High quality pharma + Unorganized
o Distribution
confectionary Branded products. Don’t focus on
o Promotion
smaller players
o Product i.e. Basically 4Ps
Aqualisa Quartz:
• Financials
• Learning: Innovation. Value proposition. Positioning.
• Implementation
• Decision: Focus on showrooms and high end
customers. Eventually plumbers will come to know.
Plumbers cannot be called to convention.
CHAPTER 6 (ANALYZING BUSINESS MARKETS)
• Financials: Pump. Price is currently okay (Pumps)
Fashion Channel: • Problem recognition (Requirement for new product or
• Learning: Segmentation has to be correct. (Sule told new supplier as prev. was high cost / low qual.)
age based segmentation) • Need description (General characteristics, reqd. qty.,
• Decision: Focus Fashionistas only. Financials clear. tech specs., PRODUCT VALUE ANALYSIS)
Cash lying around. New programming cannot be • Supplier search (Trade directories, contacts, ads, trade
produced shows, Internet). E-procurement : Vertical hubs (based
Southwest: on industries) vs. Functional hubs (Logistics, Advtsng)
• Learning: Marketing decision when company’s • Lead generation (Supplier to ensure it is considered.
future and past are conflicting Know customers. Balance b/w qty and qlty. of leads)
• Decision: Go ahead and buy, Busy airport, Business • Proposal solicitation + Supplier selection
travellers in NY, Long Island is far away. • Counter price pressure using services, productivity
Huge Cash lying around. Need to show shareholders • Order routine specification
that growth is happening
Clean Edge Razor:
• Learning: Positioning CHAPTER 5 (CONSUMER MARKETS) -
• Decision: Niche segment - gives higher profit. Assignment
Prevents cannibalization. Name - Clean Edge by
paramount. • Buying decision factors – Cultural, Reference grp.,
Sony EyeToy: Status in society, Self concept, Personality, Lifestyle
• Learning: Positioning • Perception (Selective attention, sel. Distortion, sel.
• Financials: Very few Groove to get profits Retention)
• Decision: Don’t focus on gamers. Groove includes
CONSUMER PURCHASE PROCESS
songs of 70-80s. Don’t focus on children, as doing
currently. Focus on middle income age. • 1) Problem recognition – Need theories
Biopure: • 2) Info search – Personal sources, Commercial (Ad,
sites, salesmen, dealers), Public (Mass media),
• Learning: New product offerings
Experience based (Examine / use of product)
• Decision: Oxyglobin first. Earns less revenue. Plus no
o Search dynamics – Total set -> Awareness set ->
competitor
Consideration set -> Choice set -> Decision
• Financials: Market of dog higher than expected. Do
• 3) Eval. Of alternatives – Beliefs and attitudes,
some calculations.
Expectancy – valence theory
Green Ox:
• 4) Purchase decision – Heuristics like Minimum
• Learning: Pricing
acceptable qlty., best brand, elimination. Others
• Decision: Multiple flavors. Don’t go into vegetable
attitude and perceived risks change decision
juice and pills. Compete with sports drink.
• 5) Post-purchase behaviour: Satisfaction / Stop buying /
Antioxidant should not be your USP. Compete head
Warning friends
on in price with Croc-ade. Focus on young people
athletic. They don’t care about antioxidant.
CHAPTER 7 (SEGMENTS / TARGETS) Steps in segmentation
• Geogrpahic segment – Nation, state, city, locality • Need-based segmentation: Group customers based on
• Urban vs. Rural (Works in India) needs and benefit sought
• Demographic – Age/Family size / Family life cycle / • Segment identification: Determine the demographics,
Gender / Income / Occupation / Edu / Religion / lifestyle, behaviour that make a segment actionable.
Generation / Social class • Attractiveness: Determine attractiveness of each
segment using market growth, competition, access
• Profitability: Determine segment profitability
Psychographic – VALS Framework
• Positioning: For each segment create value proposition
and price strategy based on segment needs
• Acid-test Create sgmnt-storyboard & test attractiveness
• Marketing mix: Expand positioning to include 4Ps
LOW RESOURCES
• Believers – Conservative, traditional.
• Strivers – Trendy, fun loving but resource constrained.
Stylish products that emulate wealth
• Makers – Practical, down to earth.
• Survivors – Elderly, passive ppl. Loyal to brands
Assess which factors can change and which will have • Product: Needs of customer, Features to meet needs,
greatest impact How and where will customer use it, Appearance, Size,
Name, Differentiation, Branding, Packaging
• Pricing: Value of product to buyers, Established price
points in market, Price sensitivity, Discounts, Bundling,
AIDA MODEL
Competition price, Variation across product lifecycle
• Place: Where do buyers purchase product, What kind List of events when consumer engages with
of store do they buy from, Distribution channels, Use advertisement
of sales force / trade shows / Online / Samples, • Attention – Existence of product / Service
Service levels Visual stimuli. Surprise buyers
• Promotion: Communication routes to get across Place ads in unexpected situations, Shock factor,
marketing message, Promotion timing (Seasonality, Personalization
Environment), Press vs. TV vs. Radio vs. Billboards vs. • Interest – Retain attention
Direct mailers vs. Internet, Competitor strategies for Establish a need. Personal link
promotion Entertaining and memorable commercials
Easy to read ads with illustrations
• Desire – Create desire for product
PRICING STRATEGY Infomercials.
• Know how buyers value offerings (Economic value to Link product to consumer problem. Show they cannot
customer, competitor pricing) live without the solution
• Assess price sensitivity (Elasticity) • Action – Desire leads to action
Special offer, free gift, limited promotion
• Variation across segments, geographies
Website, phone call, show that they need to act
• Anticipate competitive response
• Check consistency with strategy (Sales vs. Profits)
• Assess whether it’s worth to serve customer
Pricing Options
• Rapid Skimming: High launch price + High promotion.
Makes sense when large market size is unaware of
product.
• Slow skimming: High price + Low promotion. Makes IDEAL STRATEGY:
sense when limited market size + Aware market.
Buyers willing to pay high. Less competition. 1. Situation Analysis: 5Cs, Porter’s five forcers
• Rapid promotion: Low price + High promotion. Large (Industry analysis), PESTEL (External environment),
market + unaware of product. Price sensitive market. SWOT (Internal situation)
Strong competition. Economies of scale. 2. Define objective
• Slow penetration: Low price + Low promotion. Large 3. Market definition: Potential market, STP (Need for
market. Highly aware. Price sensitive. Competition. segmentation, requirements of segments, basis;
Criteria for selection of target market; What image
will you portray)
------------------------------- X ------------------------------ 4. Key value proposition
5. Marketing Mix – 4Ps
6. Pricing strategy, Distribution channels
CHANNELS 7. Product communication - AIDA
FINANCIALS
• Communication Channels: Used to deliver and receive
messages from target buyers. E.g. E-mail, Toll free 1. Breakeven analysis (Var. vs. fixed costs)
number 2. Market share / Market size
• Distribution Channels: Display and deliver physical 3. Cannibalization
product. E.g. Warehouses, Transportation vehicles, 4. Whole sale price vs. Retail price
Trade channels like Distributors, Wholesalers, 5. Markup / Discounts
Retailers
• Selling Channels: Distributors, Retailers Don’t mention framework name