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Marketing  strategies Marketing strategies Presentation Transcript

  • 9/30/2012 CONSUMER DURABLES1 Presented to Ms. Pallavi Chandwaskar Madam
  • INDUSTRIES TAKEN Gadgets 9/30/2012 Home Appliances Jewellery Automobiles Power batteries 2
  • PRESENTED BY 9/30/2012 Name Roll No. Sachin Golamwar P31 Sushant Nadarge P41 Jyoti Rajavat P51 Suhas Tompe P55 Sonal Machale P56 3
  • 9/30/2012GADGETS By Sushant Suryakant Nadarge P41 4
  • COMPANIES TAKEN 9/30/2012  Apple  Black Berry  Samsung  Lenovo 5
  • APPLE 9/30/2012  2011 iPhone lineup strategy 6
  • BLACK BERRY PLAYBOOK 9/30/2012 Aggressive pricing strategy. Rim slashes „Playbook‟ price in India 7
  • SAMSUNG GALAXY TAB  SAMSUNG VS APPLE 9/30/2012  “The tablet that apple tried to stop” 8
  • 9/30/2012 9
  • LENOVO 9/30/2012 “Protect and attack” “For those who do……..” 10
  • SAMSUNG –PLAYING SMART The Challenge 9/30/2012 The strategy 11
  • CONTINUED… The implementation 9/30/2012  Innovation.  Competitive pricing.  “Smartphone for everyone”.  Advertising.  Samsung smart cafes.  Leader in SMART TV territory. 12 Results
  • 9/30/2012 13
  • CROMA – GUIDED SELLING The challenge 9/30/2012 The strategy 14
  • CONTINUED…. The implementation 9/30/2012 we help you buy! Diversity and better range of products. New format stores. Result 15
  • 9/30/2012 16
  • 9/30/2012HOME APPLIANCES By Sonal Machale P56 17
  • COMPANIES TAKEN 9/30/2012  Samsung  LG  Panasonic 18
  •  SAMSUNG strategies for SMART TV  Samsung smart utsav offer 9/30/2012  3D videos on demand  ATL & BTL marketing strategy 20
  •  Panasonic 9/30/2012  Targeting masses to drive volume sale.  Pricing strategy  Removal of unnecessary features from products. 22
  • TOSHIBA-LEADING INNOVATION  Power of 100 strategy. 9/30/2012 23
  • LG PRODUCT PROFILE 9/30/2012 24
  • LG STRATEGIES 9/30/2012 LG SLIM TV  SMART THIEF campaign on YouTube. 25
  • CASE STUDY -SAMSONITE  The challenge 9/30/2012  The Strategy  The implementation  The result 26
  • 9/30/2012 JEWELLERY27 Jyoti Rajavat P51
  • GILI In 1994, Gili Jewellery was established as a distinct brand by GitanjaliJewels. Gili offered a wide range of 18 carat plain gold and diamond. Gili introduced concept of hallmark in jewellery industry. All Gili products came with a guarantee of diamond and gold quality. Gili launched its diamond heart. Collection‘ targeted at teenagers and priced between Rs 500 to Rs.2500 In 2008, award of BUSINESS SUPER BRAND in gems and jewellery segment.
  • MARKET ENTRY STRATEGYJEWELLERY COLLECTION LAUNCHED: Gili should launch 3 jewellery collections  Uber Cool,  Romantique  Sophistique
  • TANISHQ STRATEGY Tanishq worked hard on a two-pronged brand-building strategy: Cultivate trust by educating customers about the unethical practices in the business and change the perception of jewellery as a high-priced purchase To increase its market share . Tanishq formulated strategy for luring people:provide a point of differentiation in a highly commoditized categoryproject Tanishq as an unimpeachable mark of trust
  • CONT… One way to create differentiation was through design Tanishq set up a seven member in-house design team Tanishq decided to focus on quality control: it introduced caratmeters which showed the purity of gold In November 2002, Tanishq introduced a new collectionof jewellery called Lightweights. It also focused on small town markets
  • CARBON In 1996, within the Peacock fold a new brand of 18-caratgold-based jewellery called Carbon was launched Carbon launched its first fashion accessory collection ‘Venus’ at the first Carbon outlet in Shoppers’ Stop in Bangalore. Carbon brand jewellery is manufactured in a modern 15,000 sq.ft. factory in Bangalore.
  • MARKETING STRATEGY Initially it was selling its products only in multi-brand outlets (MBOs), such as Shoppers’ Stop, Lifestyle and Bombay Stores. Carbon is adopting a multi-pronged strategy to expand its presence and increase sales. Carbon is now adopting a franchisee model by opening company-owned franchisee outlets to increase its sales. Carbon wants to be niche brand in fashion accessory market and not as a mass brand.
  • OUTSOURCING Now outsourcing only retail part of jewellery business by opening franchisee stores. Later, it plans to outsource manufacturing of its products. Currently, all its products are made in-house at a factory in Bangalore. Carbon also plans to enter the export market in next three years.
  • STUDY OF TANISHQ• Gold remains favorite among Indian consumer• Not only emotionally but also rationally• Challenges• Local players and family jewellers• Strategy• Focusing on factors such as purity• Focusing on emotional aspect• Promotional strategy
  • • Implementation• Evolution of aspiration• Various campaign like print and digital Tanishq dulhan Sub brand : Mia Results of case study Market share 40 %
  • 9/30/2012POWER BATTERIES By Sachin Golamwar 38
  • EVEREADY 3.2 million outlets in whole India “Give Me Red” campaign, highly succesful for 16 years In 2003- “BIG B” to endorse product New campaign “Kuch To Hai Extra” „Akshay Kumar‟ replace „BIG B‟
  • DURACELL Ability to change as per time- Advanced Lithium Technology “Trusted Everywhere” Campaign “Powered By Prismatics Campaign” Promotion By Online sites & Game sites
  • PHILIPS Wide distribution in Urban & Rural area Campaign “Philips Mahasangram Integrated Marketing Programme Bring innovative products Innovative promotional activates
  • 9/30/2012THANK YOU!!! 43