Session 1 & 2: Introduction to Marketing

 C: HSBC Corporation
 R: Marketing Myopia
 R: Chapter 1 of CTB

4A, 4p, 7P, holistic marketing

Theodore lewit. – What business are we really in

US train example. Thought in railway business but actually in transportation business.

Session 3 & 4: Creating Value

 C: TiVo
 TIVO –
 Setop box – recording 30hrs, suggestions, main problem – how to do promotion and
price the product, did not identify their specific consumers,
 4 P, how to communicate value to the customer,
 R: Chapter 5 and 6 of CTB

 Consumer behaviour – social, cultural & personal

Session 5 & 6: Segmentation and Targeting

 C: Biopure Corporation
2 products- Animals & human. FDA approval not sure. In animal – 1 st mover advantage – can
earn money.
Advantage – bovine blood, therefore higher shelf life

How to target segments and sub segments – identifiable, profitable, sizeable, ensures
optimum utilisation of resources

Impact on – market share, competitor, climate, profit. Legal influences

 R: Chapter 9 of CTB

Session 7 & 8: Brand Positioning

 C: Château Margaux
How do I craft my brand in the minds of the customers? Need to create an experience of
consuming wine.
Identify who the consumers are, what they drink and why they drink it?
Brand positioning - CLV
 R: Chapter 10 and 11 of CTB

Session 9 & 10: Dealing with Competition

 C: Steinway and Sons
 R: Chapter 2 and 12 of CTB
 Take decisions based on strategic strengths and weakness of the company. There by
create a competitive advantage.
How do I position my product in different stages – introductory, growth, mature etc.
Product life cycle
BCG matrix
SPUs
Market expansion

Ch 2 – Value chain analysis – if you focus on any 1 activity or set of activities – you will have
a competitive edge.
Ch 3 – Customer lifetime value –
Retention dynamics – marketing funnel

Session 11 & 12: Analyzing Business Markets and Assessing Demand

 C: HubSpot
 R: Digital Marketing
11 & 12th session – Hubspot
th


 B2b – websites are bad, target only business, low churn rate – cause it’s about
networking, more effort & longer process,

 B2c – customer centric, so good UI, high churn rate, quick decision – generally for
low value,
 Inbound (pull)- vs outbound Marketing (push) – social media

 MM – marketing mary

 OO -

 Framework for digital marketing –
 Solution – have a decent mix of both

 Inbound marketing - prospect generate, lead generate,

 AIDA – awareness (2 important things – customers problems & company’s solution –
address customer demographic), interest(consumer began to explore product,
creates desire), desire (just give them enough info to lure them), action (customer
buys or not)and efficacy ( takes place after sale, will customer retain and recommend
to others)
 Marketing funnel illustrate the customer’s journey.

 R: Chapter 4 and 7 of CTB

Session 13 & 14: B2B Marketing: Building Trust Among Channel Partners
 C: HCL Engineering R&D Services: First Flight into the Future
 R: Chapter 7 of CTB
– Value chain analysis – used same in HCL case – as HCL wanted to move up the value chain,
4 primary activities, 5 secondary activities
Realised that supply chain is rigid but value chain is multifold.
HCL didn’t want to get into commodity trap

Session 15 & 16: Communicating Value through Advertising

 C: Mountain Dew: Selecting the New Creative
 R: What Becomes an Icon Most?
 R: Chapter 17 and 18 of CTB

Do the Dew –
5 filters
1) Branding – benefits if products displayed in the ad or not – quenching the thirst,
exhilaration etc.
2) Symbolism – what brand symbolizes is being displayed in the ad or not, like Dew is a
lifestyle brand. Is it being displayed in the ad or not?
3) Resonating with customer – that is why we never go with one creative; we make 2-3
ads to catch all target groups
4) Story telling – simple, wow factor, excite, catchy
5) Product integration – in entire ad how well your product is placed in the ad

Role of marketing communication? –

Inform (when introduced the product), persuade (when people know about your product –
growth phase) & remind (maturity – trying to remind the value to the customer) according
to the product life cycle

Marketing communication mix –

Sales and promotion – to promote the product

Publicity – by a 3rd party
Mobile marketing – through mobiles and tablets (like ads on mobile aps)
Personal selling – door to door

Marketing communication working –

Macro model –

• Major Parties:
1. Sender: The brand offering a product. (brand Lux Cozi)
2. Receiver: Potential customers, target group. For Lux Cozi, the viewers of television,
particularly entertainment channels see the TVC;
• Major tools:
1. Message: What is to be conveyed. Here the message is “Apna luck pehenke chalo”
by buying Lux Cozi’s vests.
2. Media: Channel of communication. The media being used for Lux Cozi is television.
• Major Communication Functions:
1. Encode:
2. Decode
3. Response
4. Feedback: In order to assess the effectiveness of the marketing communication
process, feedback from the customers is important. This may be in terms of increase in
sales, direct feedback on social media channels.

Communicating in a digital world – customer becomes co-creator – ikea, by allowing

customers to give feedback

Macro – for all

Micro – for individual target audience

Effective communication – see target audience

Session 17: Retailing and Channel Management

 C: Natureview Farm
Outright distribution case
Price, product, size, pereception
Why and for whom
Retailing and channel management
Integrated marketing channel
 R: Chapter 21 and 22 of CTB

Session 18 & 19: Formulating and Implementing a Comprehensive Marketing Strategy

 S: Managing Segments and Consumers
 R: Foreground Reading from Simulation