ROLL NO X-BBA-2010

SUBJECT MARKETING MANAGEMENT

Q.1

Coca cola is well known brand in the world and has kept its position quite safely ever since it was
first launched in the market. Coca cola chairman’s state that it has kept its position because it is
globally known.

Factors:

1) sizable & profitable market segment

The size of the market must be large enough that that it makes profit for the company,I.e The
market must have enough interested buyers to make profits off of it.

2)Designing creative product features

Coca cola creates a lot of variants of its original products to keep the buyers interested. For example
they created Cola cola zero which has 0% sugar. This shows that the company is trying to be
innovative and is interested in the market. If the product features are more impressive and
appealing than that of its competitors such as PepsiCo.

TYPES OF POSITIONING STRATEGIES FOR COCA COLA

1)Competitor Based Positioning

In this the product are positioned claiming to be better than its competitors. In case of cola cola they
claim to be better than PepsiCo.

2)Price positioning: The product is positioned as offering the better market price for its consumers.
Coca cola can try offering its product for a bit lower price than its competitors to gain new
consumers.

3)Attribute positioning: A company can position its product stating that it can used as an attribute.
For example coca cola zero which has 0% sugar will gain new consumers who are not in position to
consume products which has sugar involved.

TARGET MARKETING

MASS MARKETING: coca cola use mass marketing in which the company ignores the segment sof
the market and focuses on the market as a whole. In this strategy the company focuses on those
common needs of the consumers and then accordingly the marketing strategy is designed.

Coca cola has a total of 6.3 billion or more who are interested and thus there is a great demand for it
so coca cola will use mass marketing/undifferentiated marketing to its advantage and make profits in
the market.

Q.2 Telecommunication market

 Legal factors

The telecommunication industry is often impacted by legislation. In particular these issues are with
the government, monopolies and the consumers. The industry has allowed importing and exporting
of telecommunication devices. This envinronment often change because it is influenced by monetory
and fiscal policies.

Business enterprises cannot indulge in unfair trade practices for example price discrimination and
false advertising.

Environment factors

Climate changes and global warming can affect how the telecommunication products reach out to
consumers. Products come and go and are often replaced by something which is termed to be better
than the product you are currently using. The previous product version becomes unnecessary and
results in unemployment of the employees who worked on it.

It is not guaranteed that the current technology will stay forever and sooner or later it will be more
advanced and will cost more to achieve.

Technological factors

Telephone companies install fiber wire in their builds over copper wire nowasdays.Phones are
becoming more advanced and support the use of 4G.Nowadays consumers need faster internet so
4G net was introduced.The needs of the consumers leads to more investments in companies who
hold a strong influence over telecommunication industries such as Jio,Idea,Vodaphone And also
those companies which develop computer and smartphones.

Social factors

Telecommunications growth is very limited in countries like India. Meaning it is very expensive for
people who live in rural areas of the country. Consumers are left with only a handful of options when
it comes to buying internet or mobile phones.

Telecommunication has become a very important aspect of the daily life of a individual who likes to
keep track of what’s happening in the country.

Basic needs in phones require calling and receiving mail which requires internet connection so in
various public places in the urban areas has wifi available.

Economical factors

These factors deal with function like purchasing power parity, Income level savings and interest rates
etc. Interest rates, inflation and taxes affect the telecommunication industry by a lot. These affect
the prices of the plan offered by the company. Since it is expensive to build towers in rural areas the
consumers who don’t live in cities are affected. Growth is dependent on the customers and
technological advancements. Most businesses use internet and mobile phones for marketing
purposes. They create advertisments on sites to reach customers worldwide. It also helps finding
employees to work with since they advertise the opening of a job.
Q.3)

AIM: to achieve high sales and provide consumers the best experiance of electric cars

Objectives: to provide a car that can be used for daily work and touring and which is best in comfort

SAMPLING PLAN

i)Sampling Method : Social Media

ii)Sampling UNIT: Working employees over the age of 30

iii)Contact method : Instagram and other social media and telephonic interviews

iv)Sampling size: 1000 people

II)Case Study

Q.1) Ikea has changed the way people how people shop for furniture and other home necessities.
They are looking at different countries and cultures necessities at home and then providing them the
products at a affordable price most of the time at a discount.Ikea is known to keep their prices low
so that people can buy better looking furniture and making their homes better. Ikea transports their
furniture in a box and consumers have to set it up rather than buying it as a whole.one disadvantage
of Ikea is that some people do not know how to build the furniture and refer to buying furniture as a
set then building one.

Q.2) The major psychological factors are

i)Perception: the customers perception towards a product or a brand influence his decision to buy a
product. This is a process in which the consumer selects which product to go for, organizes it and
then finally interprets the information to get a final result.

ii)Motivation: The level of motivation also influence the decision of a consumer.In this we take
maslows heirachy theory which comprises of basic needs,social needs, esteem needs, self
actualization needs etc.

iii)

Q.3)

Customer value: This refers to the satisfaction received by the consumer in terms of time saved and
money saved.The current technology benefits and influence the customer and his future
purchases.It also in return helps the organization grow faster than before.

Customer satisfaction: this can used to check how profitable the organization can be i.e If a
organization is providing goods and services and the consumers are satisfied with the results they
tend to stay loyal with the brand for the upcoming years which results in more profits for the
organization.If the performance of the product/services provided falls short of the expectation of
the consumer that it may result in a loss for the organization.
Customer Loyalty: if a brand has loyal customers than they make up for the major portion of the
sales. If they end up being dissatisfied with the product will result in a loss for the business. They can
be termed as brand ambassadors since they can suggest this product/service to their friends and
family which will definetly result in more consumers.

Ikea’s business model is based on aesthetically pleasing goods that are sold at a discounted prices

Loyalty plan for Ikea

i)giving away deals and offers to its loyal customers.

ii)Providing the price for the product

iii)Maintaining good relationship with consumers and getting feedbacks from them.

iv)Providing them with in store credit/coupons.

V0rewarding your customers by giving them loyalty points.