MARKETING MANAGEMENT ASSIGNMENT

1. Tesla Motors is a manufacturer of electric cars based out of California. With electric cars
and renewable energy solutions, Tesla is bringing the world closer to sustainable energy.
Tesla Model 3 is an expensive Electronic Vehicles, and has an estimated production cost of
$28000, and would be marked at a price of about 60 Lakhs Rupees, making it significantly
costly compared to the Indian Motor Vehicle Market which has an average cost of just 7.7
lakh rupees per car owned by an Indian citizen.

Taking the above factors into consideration, the steps I will

suggest as a marketing consultant for the launch of this product
into the Indian market are as follow:

I. Know Your Target Audience: The first step is to know your target audience as
knowing your target audience will give direction to your marketing strategies,
allow you to deliver consistent messages, and allow you to connect more
authentically with your customers. If we check the average income of an Indian
household, it is estimated to range from 10 lakh to 20 lakh per annum, and the
average income required to own a luxury car would be around 78 lakh per
annum, making it target just about the top 10% of the buyers in the Indian
market. Moreover, it is important to consider how your target audiences will
interpret your ads and where you should target them. Understanding the buyer’s
pain points, how they get their information, and who influences their decisions
is of utmost importance.

II. Know Your Competition: How do your company and your product differ from
those of a similar brand or product? Why should consumers choose your product
over your competitors'? The brand? The taste? Cost? Who is the consumer? Find
out what makes your company unique. How can you get your audience's
attention so they trust that your product will do what no other company can?

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III. Building the Key Infrastructure: Tesla Motors manufactures fully electric cars
that do not depend on gasoline (petrol/diesel). Consumers view electric cars as
innovative and environmentally friendly but the availability of limited number of
charging stations in India stops the potential customers to buy a Tesla. Therefore,
to boost the sales, Tesla should set up a network of fast-charging stations in key
cities, where buyers can afford this car.

IV. Emphasizing Affordability: Tesla's market price is a lot higher than the premium
models offered by other premium car brands. In order to compete with the Tata
Motors and Maruti saturated market as well as to maintain a brand on par with
other premium brands, it is a must that Tesla offers payment schemes that make
the car affordable to every above-average income household. That would not only
help Tesla sell sufficient models, but also help it gain popularity among Indian car
buyers.

V. Distribution Strategies: Tesla is a big company with a great reputation. Tesla

does not work with franchised dealership rather the brand have their own Tesla
Stores. But these Tesla Stores are only meant to give customers information about
the cars and educate them about the products. The customers have to purchase
their cars online. Due to its online-based business model, this brand has removed
the scaffold of third-party interactions. The company to launch its car in the
Indian market should strongly consider opening stores first only in metropolis and
then should expand to Tier 1 cities as well.

VI. Promotion Strategies: As Tesla cars are novel in the Indian market, the company
has to promote the product in a big way and to inform the potential customers
about the product. The promotional strategies should be designed in a way that
will induce the customers to buy and test the car. Today the best way to reach the
most number of customers is through digital platforms such as Instagram,
Facebook, and Twitter, where the company may collaborate with influencers and

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 celebrities, host live chats, and use hashtags. As Tesla is going to make its entry
with Model 3 it should focus on creating awareness and curiosity among
customers. Therefore, it should use all advertisement media i.e., digital media
along with the traditional media like the print media (newspaper, magazines),
mass media (run ads on television and radio), and outdoor media (put up hoarding
at busy market places where the most number of people can see them, promoting
in exhibitions and fairs).

VII. Event Launch: At the time of launching the brand be prepared in all the ways
like team coordinator, arranging media, invitation, and also keep one person to
handle social media like do live video, use hashtags, posting a video and picture
be focused to make it a success.

VIII. After-Sales Services: Market offering is a mixture of products, services,

information, or experiences that are designed to meet consumer needs and wants.
We, as market consultants, have always kept in mind consumer satisfaction and
needs. For example-offers, free services, warranty, gift offer or hamper, customer
services, easy payment, insurances, EMI, a good treatment by salesperson, well
known to the features, testing/test drive.

IX. Feedback: It involves letting customers share details about their experience with
a product or service through the marketing department. A company with an
effective feedback program understands its customers. People who feel like they
have to say are more likely to remain loyal.

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 The above-given point summarizes the effective steps that will make the launch successful. If
we follow all those steps in the correct manner we may definitely target the right audience
and increase the sales. Opening a showroom in a metropolis is a great initiative because we
all know that India is a developing country so opening in all cities is badly reflected the
company because everyone cannot afford a tesla car.

Also, as a marketing consultant, one must make sure that all activities are executed so that
they will create an impact on the customers' minds. Planning and execution need to go hand
in hand with the marketing program.

2. As we all know that Parle Company is very well know brand in India, which was
founded in 1929. It was owned by the Chauhan family of Vile-Parle Mumbai. The Parle
Company is split into three separate companies by the original family. Parle Agro Company
founded in 1984 and owns brands such as Appy
Fizz, Frooti, LMN, Dishoom, and so on. In India,
they are the largest food and beverages company,
with brands that win the hearts of consumers
everywhere. So, we can find their products in
almost every household.

As we all are aware that Parle Agro decide to enter in diary segment with its new launch
“SMOODH” which is a premium and high quality range of flavoured milk products. It has 2
different flavours which is Chocolate Milk and Toffee Caramel in 85ml Tetra pack only at a
price of Rupees 10.

Now Parle Agro decided to promote its products to make them successful. So here, I
discussed some points for promoting their new launch.

The term promotion refers to any form of marketing communication used to inform target
audiences of the relative merits of a product, service, brand, or issue that is often persuasive

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in nature. It aims to generate awareness, interest, sales, or brand loyalty. The Promotion Mix
combines Advertising, Personal Selling, Sales Promotion, Public Relations and Direct
Marketing.

● Advertisement: is a method of communicating with customers about a product or service.

Messages are paid for by the ones who send them and are intended to inform or influence
recipients when they are received. Advertisement can be done in various ways like-
1. Print media
2. Television
3. Radio
4. Hoarding
5. Internet advertising
The marketing management have to take important decision on the following points for an
effective advertisement program such as:
⮚ A mission is a set of objectives for advertising. There could be a need to inform,
persuade, remind or reinforce. It should match the marketing strategy adopted by the
company. As the product is newly launched the focus of the advertisement is to aware
and induce the customers to try and purchase the product.
⮚ The advertiser would be interested to find out what it would cost to him to reach the
target audience and how much funds are available with the company for advertising.
During advertising budget and money decision-making, many factors need to be
considered, such as the stage of product life cycle, the market share, the consumer
base, competitors, advertising frequency, and product substitutability.
⮚ An effective message is divided into four phases: message generation, message
evaluation and selection, message execution, and social responsibility review.
⮚ Once a message is decided the next step to follow is to finalize the media to deliver
the message to reach the target customers. The best choice for advertisement is in
newspaper, magazines, TV ads by the celebrities, outdoor hoardings, pamphlet
distribution, internet advertising.
⮚ It is also important to evaluate the reach of the advertisement i.e., the number of
persons or households exposed to the message.

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● Sales Promotion: Sales promotion consists of a wide variety of incentives directed at
customers, intermediaries or sales personnel which aims at increasing the sales of the
products. Through it several objectives can be accomplished, such as to attract new
customers, reward existing customer, or increasing the consumption of occasional
consumers. Promoting sales usually targets those who are on the fence of considering or
switching brands.
1. Consumer Promotion: At consumer’s level Parle Agro may give: Free sample
of the products to induce customers to try the product, Buy one get one offer,
price deals, consumer contest.

2. Trade Promotion: These strategies aims at obtaining maximum cooperation

from the wholesalers or retailers. Parle Agro should give incentives to dealers on
sales made by them to induce them to maximize the sales. It may include price
deals, gifts to dealers, merchandise allowance, dealers contest.

● Direct and Digital Media:- It can be done in a direct way by the brand to reach
numerous numbers of customers through social medial like Facebook, Twitter, Instagram,
YouTube ads, E-mail marketing, Selling on e-commerce platforms.

These are the point that help the brand to aware of the product and also increase sales and
make a profit. As we all know that Parle Agro is a famous brand and their product are mostly

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 consumed by the customers in Indian market so it is quiet easy to promote its new product
also.

3. (a) Kia used a blend of Micro-marketing along with Mass marketing. They want to cater their
product to as many people as they can, thus using Mass Marketing, and are giving every
individual the power to customize the product in their own way, thus also using
micro-marketing strategy simultaneously, which proves to be very effective for their brand.

(b) In my opinion, Kia has adopted a Demographic Segmentation strategy in order to

promote their products. They are emphasizing their products to the available market and
giving them sufficient choice options to ensure that all the requirements of the customer are
met through the option of customization.