Session 1
About this course
Marketing Research
Marketing Management 2
Marketing Management 1 (4Ps)
(PESTEL, STP)
Session Session Topic Resources
1 Go-To-Market Strategy Marketing plan development (HBR)
2 STP Case: Ontela PicDeck (A&B)
3 Customer Journey Map, Customer strategy Case 1: Bombay shaving company
4-5 Product Mix Decisions Case: Cambridge software corporation
6 Strategic Product Management Case: Kookaburra Cricket Bats: Dealing with Cannibalization
7 New Product Development Case: TruEarth Healthy Foods
8 Brand Management Case: The park hotels: revitalizing an iconic Indian brand
Case 1: Skudge Foods Inc.: Exercises in Price Bundling
9-11 Pricing Management
Case 2: (i) Evernote (ii) Evernote (B)
12 Strategic Pricing Management, B2B pricing Case: Signode industries
13-14 Integrated Marketing Communication Case 1: Reliance baking soda, Case 2: Hubble contact lenses
15 Content Strategy Case: AccorHotels and the Digital Transformation
16 Sales Promotion Case: Giant consumer products
17 Sales Force Management Case: LinkedIn: selling Zoom on a digital marketing strategy
18-19 Marketing Channels Case: An irate distributor: the question of profitability
20 Retailing Fundamentals Case: Best buy
These sessions/topics are foundations to marketing electives offered in second year.
Assessments
One Assignment (30%)
One Project (40%)
One End-term (30%)
Assessments
Group assessment; each group with 4 members ONLY.
You decide your groups.
You may form groups across the two sections – A and B.
You identify a new product (but not a service) for the assessment.
Assessments
For the new product:
1. Educate TWO prospect customers from your TG (15%)
2. Interview ONE marketing professional (15%)
3. Use 1 and 2 to propose eight hypotheses for each P of 4Ps of marketing
4. Plan a social media campaign to test the hypotheses (10%)
5. Execute the social media campaign
6. Analyze results of social media campaign to evaluate hypotheses (15%)
7. Relate results of hypotheses with 4Ps of marketing (15%)
This is NOT same as the assessment for your seniors.
Assessments
One Project (40%) One Assignment (30%)
One End-term Examination (30%)
No quizzes! No case submissions!! No mid term examination!!! No CP!!!!
• 30 to 70 is the ratio of in-class learning and outside-class learning
• Live the Experience you will remember, grades will anyway follow
Assessment
components
Absolute grading
Grade range:
A+ 91-100 A 83-90
B+ 75-82 B 67-74
C+ 59-66 C 51-58
D+ 43-50 D 35-42
F 0-34
Academic Integrity
• An acknowledge form
• Your signature indicates you understand
and have complied with the Institute’s
policy on academic integrity.
Name of the course: ________________________________________________________________
Professor’s name: __________________________________________________________________
Student’s name: _____________________________________________ Student’s ID: ___________
Assignment / Project title: ____________________________________________________________
Due date: ____________________ Date of submission: ____________________________________
I hereby declare that the work in this project was carried out in accordance with the regulations of XLRI Xavier
School of Management Jamshedpur. It is original and is the results of my own work, unless otherwise indicated
or acknowledged as referenced work. This assignment/project has not been submitted to any other academic
institution or non-academic institution for any degree or qualification. I acknowledge that I have been supplied
with the Academic Rules and Regulations for XLRI Xavier School of Management Jamshedpur’s PGP students,
regulating the conduct of my study and exams. I hereby declare that this assignment/project is written by me and
DECLARATION my group mates and:
i. is a result of our own work;
FORM ii. has not been used for another assessment at another university in India or another country by any of us;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text and in the
reference list;
iv. mentions explicitly all sources of information in the reference list;
v. will go through similarity check (Turnitin), if recommended; and
vi. other members have equally contributed in the assignment/project as myself except _________________
______________________________________________________________________________________.
I am aware that disciplinary action (which may include the deduction of marks in the project) will be taken
against me if I am found to be an offender.
Myth 1: I already know
marketing!
Myth 2: Marketing
is gas!!!
Impression:
processes,
sequence of activities,
frameworks e.g. BCG matrix
Challenge:
Afraid of
numbers
and the
math
A number-crunching approach
to case analyses and exercises
Assessed in end-term only
Income Statement
How good are you with
numbers?
• Income statement Profit and Loss (P&L) account
• Marketing budget
• Market share (volume and $)
• Basic math – Addition, Multiplication, Subtraction, Division
• % Change in revenue - $280M in 2020 and $310M in 2021. At the same
growth rate, how much revenue should you expect in 2022?
• Price of a product was INR 20 and you could sell 50 units from a store,
you increased price by INR 2 last month and you could sell 40 units
from the store. How much change in price did trigger how much loss
in sales?
Customer
value
propositi
on
A concise statement of the benefits
that a company is delivering to
customers who buy its products.
Value proposition
• A value proposition tells prospects why they should do business with you rather
than your competitors, and a value proposition makes the benefits of your
products or services crystal clear from the outset. It describes your target buyer,
the pain point you solve, and why you’re distinctly better than the alternatives.
• Grammarly - Great writing, simplified
• Customer: Anyone who wants to make their writing better.
• Problem: Makes mistakes (grammar, spelling, formatting, clarity, etc.)
• Solution: A powerful AI that picks up writing errors and suggests improvements/
corrections.
• https://blog.hubspot.com/marketing/write-value-proposition
Example
• AirBnB:
• Travelers benefit from a truly local experience and hosts benefit
from extra income.
• Customer segment:
• Problem:
• Solution:
Example
• A sustainable fashion retailer:
• For eco-conscious fashionistas who want to look good without
harming the planet, our clothing is the latest fashion that is made
from sustainably sourced and recycled materials.
OR
• “We help eco-conscious fashionistas to look great and lower their
environmental impact by creating sustainable clothing in the latest
trends.”
What does a value proposition
consist of?
Headline. What is the end-benefit you’re offering in one short
sentence? It can mention the product and/or customer. Make it an
attention grabber.
Sub-headline. A specific explanation of what you do/offer, for whom,
and why it’s useful.
3 bullet points. List the key benefits or features.
Visual. Show the product image, the hero shot, or an image reinforcing
your main message.
What does a value proposition
consist of?
What makes a good value proposition?
Clarity! It’s easy to understand.
It communicates the concrete results a customer will get from
purchasing and using your products and/or services.
It says how it’s different or better than the competitor’s offer.
It avoids hype (like “Never seen before!” or “Amazing miracle product!”),
superlatives (“best”) and business jargon (“value-added interactions”).
It can be read and understood in about 5 seconds.
Changes in value proposition –
Zoom 2020
Changes in value proposition –
Zoom 2022
Changes in value proposition –
Zoom 2024
How does this happen?
Value proposition canvas
Let’s
talk
busines
s!
Let’s talk business!
Vision
Goal for a financial year (growth, sustain, survive, enter in a new market)
Goal for marketing function (increase in revenue, profit, or market share)
Prepare a marketing plan (STP and 4Ps) and request for budget
Implement marketing plan and its activities
Review and modify the activities
Let’s talk business!
• Company has a vision e.g. to become one of the top five in industry, to survive
the technology change, most innovative,
• Samsung's vision statement is “to inspire the world with our innovative
technologies, products, and design that enrich people's lives and contribute to
social prosperity by creating a new future.”
• To achieve the vision, the company sets a goal for next financial year – 2022-23
(growth, sustain, survive, enter in a new market)
• Marketing dept has the responsibility to bring in money to the company, so,
this target for marketing department is generally profit increase or market
share increase ($ or volume) or revenue increase
• So, you make a marketing plan and you request for a budget
• You implement the activities, you review the activities regularly and anticipate
whether they may lead to meeting the target
Let’s talk business!
• Now, go reverse!
• You are not able to meet your sales targets in a quarter, what will you do?
• You will refer to your marketing plan that is approved for the financial year
(that has a budget too)
• The marketing plan has everything – STP and 4Ps. And, the marketing plan is
made to fulfill a target in the company
• Whatever changes you decide has to align with the goal of the company
• The goal is linked to vision of the company.
• Either you think top-down or bottom-up approach, the facts remain the same!
Marketing plan (i.e. Go-to-
market strategy)
• Define the market (product-market matrix, develop STP, consumer value)
• Analyse the situation (i.e. industry, competition, SWOT)
• Identify problems or opportunities (i.e. segment needing tailored strategy,
counteracting strong competitive move)
• Break the goal [market share (i.e. $ or volume) or profit or revenue] into sub-
goals
• Develop integrated strategy for 4Ps
• Determine budget and responsibilities
• Measure and monitor
MP vs GTM: https://www.aha.io/blog/marketing-strategy-vs-go-to-market-strategy
Marketing plan (i.e. Go-to-
market strategy)
• It is a plan that can serve to persuade other stakeholders that the plan
is a correct one and should be funded and supported.
• The plan is objective and fact-based. Careful analysis of
unimpeachable data, analogies for new-to-the-world products
• No room for – “trust me, this will work!”
• Marketing plan should explain carefully about each element and the
veracity of information that supports it.
