MARKETING MANAGEMENT

(MBAZC411)
- Bhagawanth Kaushic V
2020hb79047

MARKETING MANAGEMENT 1
Instructions
• The objective of this assignment is to stimulate and check your understanding as well as your ability to apply the
marketing concepts covered during the course. The assignment carries 15 marks.
• There are sixteen concepts mentioned. One of them has been solved as an example for clarity leaving you with fifteen
concepts to
attempt.
• The assignment has been presented in a tabular form where you need to add illustrations and remarks as shown in the
next slide.
• Youare free to fill up the definition part from the lecture slides. They don’t carry any credits. However, omission or wrong
definition would lead to a complete forfeiture of marks for that question.
• Please use real-life illustrations. They could included ads (print, bill boards, shop signage, TV or radio ads), packages
or any other form of marketing communication. You may put them up in the annexure with a suitable identifier. This is
very important.
• Each question carries one mark which would be allotted based on the illustration and explanation supplied by you.
• In the remarks column please use give your justification for the illustration. Explain why you think the example used by
you serves as an apt illustration of the concept.
• You are encouraged to use examples of small companies or regional brands. You are free to use examples of
locality clinics, coaching centres or restaurants etc.
• Hope you enjoy the assignment.
• Feel free to contact me for any clarification at 8929422011.

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Concept Definition
POP Attribute/Benefit associations that are not
necessarily unique to the brand but may in
fact be shared with other brands.
Associations that are not necessarily
unique to the brand, but may be shared by
other brands (i.e. where you can at least
match the competitors claimed best).
While POPs may usually not be the
reason to choose a brand, their absence
can certainly be a reason to drop a brand.
There are two points of parity
types: category and
competitive.
Category Point-of-Parity: A category
point-of- parity means that a brand offers
perceived necessary category features.
Concept Table
Illustration Remarks
Category Point-of-Parity: Nowadays a consumer is A competitive point-of-parity is designed to negate a
likely to look over a bank that doesn’t offer a convenient competitor's point of differentiation
andsecure mobile deposit feature. In another example, The solution is to change a liability into a point
German auto manufacturers resisted adding cup of parity, meaning the brand is “good enough” at
holders to their automobiles as they insisted vehicles are the dimension, thatit’s no longer excluded from
“driving machines, not open beverage carriers.” Eventually, consideration. The points-of-parity concept is
cup holders became a must have for many and the another perspective on how to make or keep a
German auto manufacturers were forced to incorporate brand relevant.
the feature.
Jaguar executives saw their brand we being
perceived as irrelevant by those who wanted four-
wheel drive. When the group of four-wheel drive
buyers grew to 50 percent of the purchasers in their
top geographic markets, Jaguar introduced an all-
wheel-drive model. The vehicles they
introduced weren’t intended to be seen as superior to the
Audi Quattro and similar models, but rather good
enough that most buyers wouldn’t exclude Jaguar from
consideration.
MARKETING MANAGEMENT 3
 Concept Table
Concept Definition Illustration Remarks

POD Attributes/benefits that Thought both the brand are known globally and
consumers strongly competing in the category of highly competetive
associate with a brand, soft drinks category have been able to sustain
positively evaluate, and their customer base with some unique PODs.
believe they could not Coke represents happiness and moments of Joy,
find to the same extent while it protects culture and maintains status quo.
with a competetive Pepsi on the othert hand, creates culture and
brand embraces individuality.
Pepsi and Cola has the same core benefit for
their products, which is to satisfy the thirst of
their customer as well as selling non alcholic
soft drink. Core bebefit is the fundamental
need or want that consumers satisfy by
consuming the product or service, still their
Coke:Joy, Family moments, Happiness, Americal Dream
product positioning with strong PODs
characteristics.
Pepsi: Sweeter taste, Young tragert, Adventure, Fun.
Forward thinking attitude, Image of being action oreinted. Iconic
relevant brand positioning.

MARKETING MANAGEMENT 4
 Concept Table
Concept Definition Illustration Remarks

Brand Brand extension is a comapny’s Nestle Indian Ltd, one of the fast growing multinational Nestle has used its good image in
use of an established brand companies extended it ’Easy to cook and good to eat Maggi brand of ready to the ÉASY AND FAST TO COOK
Extension to introduce a new product. use noodles to other product categories like soups and sauces. High recognition AND GOOD
A brand extension is when a on the consumers’ part and product specific association of ‘quickness’ may be TO EAT brand of Maggi
company uses one of its considered as one of the reasons for the success. noodle to examnd into other
established brand names on a products like Soups and
new product or new product Sauces.
category. It's sometimes known
as brand stretching. The
strategy behind a brand
extension is to use the
company's already established
brand equity to help it launch its
newest product.

MARKETING MANAGEMENT 5
 Concept Table
Concept Def Illustration Remarks
Psychographic PSG is defined Lifestyle Based Psychographic Segmentation: D-Mart and Big Bazaar present the All the slogans carried with
Segmentation as a market most relevant examples of such kind of market segmentation in India targeting middle- their logo with of targeting
(PGS) segmentation class budget savvy consumers who intend to save money at every given place and time. Big those consumers who prefer
technique where Bazaar designs messages like “Isse Sasta Aur Achcha Kahi Nahi” and discounted goods for saving
groups are ‘Spencer’s Retail’ the Kolkata based chain of retail stores comes with a tagline “Makes Fine money.
formed according Living Affordable”. “Daily Discounts Daily Savings..!!!” is the tagline of the retail group ‘D Mart’
to psychological and “Value for money” is the
traits that tagline of ‘Vishal Retail Group’. If we consider the case of Walmart, we can see the message
influence like “Special Discounted Online Offers” and “Unbeatable Prices” which are again targeted at
consumption budget savvy customers. Because these messages resonate with their target audience,
habits drawn it becomes easier for them to strike the right cord with their consumers and reach out
from people's to them in a more efficient and well-organized manner.
lifestyle and
preferences. It is
the process of
creating clusters
of customers who
share similar
characteristics &
then grouping
them together.
These clusters
will form subsets

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Concept Definition
Value A value proposition is a simple
statement that summarizes why a
Proposition customer would choose your product
or service. It communicates the
clearest benefit that customers
receive by giving you their business,
a promise of value to be delivered,
communicated, and acknowledged.
It is also a belief from the customer
about how value will be delivered,
experienced and acquired. A value
proposition can apply to an entire
organization, or parts thereof, or
customer accounts, or products or
services
Concept Table
Illustration Remarks
Uber – The Smartest Way to Get Around. Uber expertly highlights “Uber's value proposition, offering
everything that sucks about taking a traditional taxi and points out uber convenience”- Uber has a
how its service is superior. the Uber homepage, excellently conveys very strong value proposition and
the simplicity and ease that lies at the heart of what makes it such a through its app it has been able
tempting service: to stand upto its committement for
• One tap and a car comes directly to you the values it speakl about- The
• Your driver knows exactly where to go same is evident from the fact that
• Payment is completely cashless it is one of the largest online taxi
booking portal.
Everything about this directly
contrasts the typical experience of
getting a taxi – no phone calls to
disinterested dispatchers, no
painful conversations trying to
explain to a stressed-out cabbie
about where you need to be, and
no fumbling for change or worrying
you’ve got enough bills in your
wallet. Just a fast, efficient way to
get where you’re going. This is
reinforced by the aspirational
messaging toward the top of the
Uber homepage,
which states that “Your daybelongs
to you.”
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Concept Definition
Productio n The Production concept
Concept of assumes that consumers
favor highly available &
Marketing
affordable products, and
therefore, management
should focus on production &
distribution processes.
Production Concept is a
belief that states that the
customers would always
acquire products which are
cheaper and more readily
available (or widely
available). The production
concept advocates that more
the products or production,
more would be the sales.
Concept Table
Illustration Remarks
1. Ford Motor Company – Ford’s Model-T The focus of manufacturers in the
The whole philosophy on Henry Ford was to perfect the production process of production concept is to produce
Ford Model-T. The initial cost of the Ford Model-T vehicle was roundabout 800 low-cost goods with the efficiency
US dollars, and it was high at the beginning of the 20th century. The company of various processes. The focus
followed the production concept and developed its assembly line and other of the product concept is to
manufacturing processes. The price jumped from $800 to $300 and $300 was an manufacture products according
affordable price to many Americans at that time. to the needs and wishes of the
customer. At the time of
production era, the focus of
businesses and industries was to
increase production, and the
economies of scale would lower
the cost and increase the
profitability of the business. In a
developing market, the
production concept gives the
option of expanding the market.
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Concept Definition
Co-Branding Co-branding is
a marketing strategy that
utilizes multiple brand names
on a good or service as part
of a strategic alliance. Also
known as a brand
partnership, co-branding (or
"cobranding") encompasses
several different types
of branding collaborations,
typically involving the brands
of at least two companies.
Co- branding is the strategy
that strives to capture the
synergism of combining two
well-known brands into a
third, unique branded
product
Concept Table
Illustration Remarks
DMRC & CITIBAK CARD: The first of its kind in India, the Both established brands,
card combines the benefits of a Metro Pass with the coming together enhancing
advantages of a Citibank Credit Card, and will be the value and convenience
available to customers. This new product is a pioneering to the Delhi residents.
initiative introduced by DMRC and Citibank India, to offer The reward points
enhanced value and convenience to Delhi`s residents. It accumulated on this card
is India`s first credit card that doubles as a contact-less can be redeemed for
access card for the Delhi Metro stations, allowing Metro rides.
customers "tap and go" entry into DMRC stations. In
addition to convenience, the Delhi Metro Citibank Credit
card will offer several benefits, including exclusive
shopping deals and discounts in Delhi and the NCR
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Concept Definition
Price Price skimming is a product
Skimming pricing strategy by which a firm
charges the highest initial price
that customers will pay and then
lowers it over time. As the
demand of the first customers is
satisfied and competition enters
the market, the firm lowers the
price to attract another, more
price-sensitive segment of the
population. The skimming
strategy gets its name from
"skimming" successive layers of
cream, or customer segments,
as prices are lowered over time.
Concept Table
Illustration Remarks
Apple is one of the best examples of price skimming used most This is often used for the
effectively. During the run-up to a new iPhone release, there are launch of a new product which
sufficient rumours before the announcement even happens. faces little or now competition
Once it’s time for the actual announcement therehas already – usually due to some
been enough excitement drummed up that increases the buyer’s technological features. Such
appetite for a purchase. products are often bought by
You’ll have seen the news, where wannabe iPhone owners “early adopters” who are
would camp outside the store to be one the first to get their prepared to pay a higher price
hand on the newest model. Others would pre-pay for their to have the latest or best
model weeks before they even get the phone. product in the market.
Apple’s approach to product
pricing epitomizes price
skimming in a way that almost
anyone will recognize. With
each new product offering,
Apple’s prices for newly
released products seem to be
so high that they’re almost
dissuasive —and yet, there are
always queues outside Apple
stores on iPhone release days.
MARKETING MANAGEMENT 10
 Concept Table
Concept Definition Illustration Remarks

Push Push strategy uses higher • Direct selling to customers – e.g., a car salesman who meets A production company may
Strategy margins, trade promotions etc. customers in the company’s auto showrooms try to convince a retailer to
to induce channel partners. A • Point of Sale displays (POS) stock its product. Once the
push marketing strategy, also • Trade show promotion retailer stocks the product,
called a push promotional • Packaging designs to encourage a purchase the manufacturer or
strategy, refers to a strategy in
wholesaler may further
which a firm attempts to take its
“push” the product at
products to consumers – to
“push” them onto consumers. consumers with an eye-
In a push marketing strategy, catching and informative
the goal is to use various point-of-sale display.
active marketing techniques to
push their products to be seen
by consumers, sometimes right
at the point of purchase. One of
the main objectives with push
marketing is to reduce to as
small as possible the amount of
time that elapses between the
customer seeing a product and
making a purchase decision to
buy the product.

MARKETING MANAGEMENT 11
 Concept Table
Concepts Definition Illustration Remarks

Bulk- Breaking bulk- (a) One Level Channel: Automobile manufacturers sell their The basic function of a
Breaking as An activity performed by cars through authorized dealers. Specialty products like distribution channel is to
a channel intermediateries in a Washing Machines, TVS, Refrigerators, or industrial provide a link
manageme DISTRIBUTION products are sold between production and
nt function CHANNEL which involves (b) Two Level Channel: distribution channel for consumer products, consumption and to create
the buying in of products food items drugs time, place and possession
in large quantities and on- (c) Three Level Channel: It is suitable for manufacturers of limited utilities which constitute the
selling them in much small product line with customers spread over a wide geographical area, added value of distribution
er quantities. In this Items like cloth, grocery where producer wishes to totally pass on the
method a manufacturer burden of distribution to intermediaries.
sells the material to a
wholesaler also called
stockist or distributor, the
wholesaler to the retailer
and then the retailer sells
to the consumer. Here, the
wholesaler after
purchasing the material in
large quantity from the
manufacturer sells it in
small quantity to the
retailer.

MARKETING MANAGEMENT 12
 Concept Table
Concept Definition Illustration Remarks

A product system is the
Product combination of end products
System and the enabling products for
those end products.
• Cell phone, charger, headphone, screen guards, covers A group of diverse but related
• the extensive iPod product system includes headphones items which function in a
and headsets, cables and docks, armbands, cases, power, compatible manner.
and car accessories, and speakers. A complete set of item is
required for its functional
utility.

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Concept Definition
Captive The Captive Product Pricing is
Product the pricing strategy adopted by
Pricing the marketers wherein, the price of
the core product is generally kept low,
whereas the captive products are
highly priced.
Captive product pricing is the
pricing of products that have both a
“core product” and a number of
“accessory products.
Concept Table
Illustration Remarks
1. Razors and razor blades. Captive product pricing
2. Printers and ink cartridges. increases sales of several
products by offering core and
accessory items that require each
other for full use.
Within the captive
pricing strategy, core products
usually require a one-time
purchase of relatively low value.
The core product is priced more
affordably than the captive
The captive product is meant to enhance the core product. product. It’s the main item that
Essentially, without the captive product, the core product serves you only buy once. Customers
no value. This is why the captive product is priced more are attracted to the low price
expensive than the core product. People are attracted to the offering of a core product, but
low price of the core, main product, then have to continually companies can still make a profit
buy the more expensive captive product in order to continue off of the captive product.
gaining value.
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THANK YOU

MARKETING MANAGEMENT 15