SESSION 1

1. Marketing-a value creation process and process of creating the value

2. Things which a marketer can provide to the customers and variables which a customer can
provide to a marketer
3. Hierarchy of needs, wants and demands along with market offering
4. Case discussion- A job oriented starategy efficient than a traditional consumer oriented one
SESSION 2
1. Product must be abreast with the changing needs of the customers to stay relevant
2. The customer value hierarcy helps the maketer identify the stage of the product and what
product strategy can be applied to reach the final stage and differentiate it from the competitors
3. Bais of product classification and the identfication of loopholes(if any) by the product
hierarchy alomg with the product line decisions
4. Renault Kwid at a expected product stage requires startegies to stay relevant in increasing
competition in the Indian hatchback market.
SESSION 3
1.The sigifiance of new product offerings, how leading companies initiated this and the reasons
of the failure of new products mainly for small and medium enterprises.
2.How consumers adopt a new product, what type of consumers (initiators to laggards) help in
the success or failure of a new product.
3. Profitability and sales are not the only criteria for identifying the stage of a product in its life
cycle and there exists a possibility of product life extention.
4. Brand is not just a product, it is an image aiming to build trust and loyalty to create an
emotional connect rather than a logical one.

SESSION 4
1.How a brand equity is created in the market with the help of elements, ATL, BTL startegies
and how a brand can borrow from other's equity or image through 4 major types of secondary
associations
2. 3 factors influencing building of a brand and 3 focusing on protection of a brand which is
necessary as the fforts to build a brand needs safety from being copied
3. Extention of a product life cycle through staries of brand reinfrocements and brand
revitalisation
4. The differing strategies of brand architecture- comparison of P&G and TATA House

SESSION 5
1.Pricing decision depends upon a number of factors including financial costs and positioning
decisions.
2. There exists a difference between how companies actually set the price of the product and how
they should.
3. Consumer psychology plays an important role in setting up the pricing strategies.

SESSION 6
1. Pricing decisions needs to be displined for a long term goal to be achived, keeping inatct the
value in term sof profitability along with being sensitive to the customer's changing needs in this
dynamic environemnt, specifically post COVID-19.
2. Price setting is a complex process invloving a lot of steps- it can be used as a strategic tool to
eleiminate or reduce competition rather than only genrating revenue for the product.
3. The challenges for the marketeers have been on a rise especially in terms of pricing decisions
because customers expect huge benefits at a lower price.

SESSION 7
1. Significance of competitor's price lies in the differentiating factor of your brand or company
2. A company always tries to reach their breakeven point early by modifying their cost line
3. Customers agree to pay a higher price for your brand if you position yourself as a premium
brand providing a differentiating factor to them
SESSION 8
1. The discounts and allowances provided to the buyers especially in the B2B segment is majorly
to build a relation with the seller along with increasing the profit pie.
2. Price discrimination is fair on the part of marketers, specifically for the third degree
discrimination where the marketer chrages high for the image perceived and the ambience
provided to the consumers.
3. Amul's price increase was unique as no brand ever tries to market their price increases but
Amul could creae an emotional connect with the advertisement
SESSION 9
1. The channel or trade partners play a significant role as much as the marketers to convert
the potential cutomers into profitable ones.
2. The hybrid grid is a useful tool to identify which channels to invest for various channel
tasks.
3. According to the customer's needs for a partivular channel, the channel partners are
required to evaluate the demand and supply side channel planning.
SESSION 10
1. Channel members are also responsible for brand building as they try to make the brand more
visible and available in the retail outlets.
2. The decision of the channel design depends upon the type of indutry the marketer operates
keeping in mind the customer's needs and wants.
3. Along with economic criteria(cost) and the value added decision, there exists a lot of factors
such as product type, customer base, location etc which needs to be considered while setting up a
channel management system.
SESSION 11
1. There exists certain power with some channel members which they might exert to influence
the profitability in their favour.
2. Apart from this, motivating the channel members plays a crucial role in sustaining the channel
partners with your brand.
3. An FMCG product like Pepsi is inclined towards intensive distribution giving them the benefit
of increased visibility and due to Pepsi being a low involved product brand.