2. MARKETING MIX
Prerak
Khidbide
Patil
Ashutosh
4Ps
Pankaj
Kalambe
Priyanka
Kadam

3. PRODUCT LIFE
CYCLE

4. PLC CURVE

5. A.
PRODUCT
INTRODUCTION STAGE
 GROWTH STAGE
 MATURITY STAGE
 DECLINE STAGE
 TURN AROUND

B.
Celebrity

6. INTRODUCTION STAGE
GIVES YOU
WIIIIIIINGS

8. DIFFERENTIATING FACTOR

9. Create Uncontested
market space
Make competition
irrelevant
Create a demand
Break value-cost trade off

10. PROMOTION STRATEGIES

Rapid penetration

Ubiquitous presence.

One on one communication.
Humorous advertising
video1
video2
 Video games


11. PROMOTION STRATEGIES

Association with sport teams

Association with sporting events
Celebrity sportspersons as Brand
ambassadors.
Felix Baumgartner.
video3


12. MARKETING MYOPIA
ENERGY DRINK MARKET SHARE
RED BULL
5.2BN CANS SOLD

13. Growth Stage
Increased consumer awareness
 Sales rise
 Revenues increase
 Profit increases
 Monitor market – competitors
reaction?


15. Corporate Profile

One of the leading mobile companies in the World today

2nd largest selling Brand in India and 12th largest mobile
brand in the World.

Micromax has been able to differentiate itself from the
competitors through innovation and design.

The company has focused their efforts towards creating lifeenhancing mobile phone solutions.

Micromax aims to be a billion dollar company with a
significant double digit market share by 2014 (current market
share is 8%).

16. Journey of a homegrown
brand

Micromax started as an IT software company in the year 2000
working on embedded platforms.

By 2008, it entered mobile handset business and by 2010
became the largest Indian domestic mobile handsets
company.

This transformation was steered by four friends who divided
responsibilities on functional lines, which haven‟t changed
since.

Through its emphasis on adapting to the changing market
dynamics, introducing feature-rich phones and smartphones
that are innovative and unique, Micromax has today become
a brand to reckon with.

17. Meet The Founders

18. Micromax Today
“Our Strategy focuses on innovating, designing
and using the latest technologies to develop
products at affordable prices”




Today, Micromax has presence across India
and global.
Micromax sells around 1.3 million mobiles
handsets every month, with a presence in more
than 500 districts through 100,000 retail outlets
in India.
MicromaxMicromax Qube TV
Commercial.mp4
MicromaxMicromax Ninja 3.5 and Ninja 4.0 TV
Ads.mp4

19. What made Micromax a
Success?
Long Battery life
 Dual Sim
 Continuous innovation
 Connect to the Youth
 Value for Money


20. Maturity Stage






Widespread acceptance in the market
Enough supply from competitors
Reduction in sales growth
More Price competition
Intensifying distribution and promotional
efforts
Profits go down

21. Samsung- Galaxy Grand
As Big as Your Ambition
 Launched in Jan 2013
 Features
 5-inch (12.7cm) Capacitive Touch
 Multi Window for Multi-tasking
 Android v4.1 (Jelly Bean) OS
 Dual Sim
 Competition from Micromax
and Karbonn


22. Samsung- Galaxy Grand
Strategies of Samsung

Price reduction
Price (in Rs)
22,000
21,000
20,000
19,000
18,000
17,000
21,500
20,500
19,500
18,500
Jan
April
June
Aug
Price (in Rs)

23. Samsung- Galaxy Grand

Payment Options
1. EMI scheme with 0% interest and 0%
processing charges
2. 15% Cash back

Advertisement
1. Print
2. Digital media
3. Mobile phone retailers
4. TV
SamsungOWN NOW @ 0% EMI & 15%
Cashback.flv

24. Samsung- Galaxy Grand
Offering freebies like flip covers, data
plans, online storage options
 Wide Distribution Network
 Launch of Grand Quattro in May 2013


25. DECLINE STAGE
◦
◦
◦
◦
◦
◦
Downward drift and profit erode
Fashions change
Technology changes
Sales decline
Cost of supporting starts to rise too far
Decision to withdraw may be dependent on
availability of new products and whether
fashions/trends will come around again?

26. IPOD SHUFFLE

27. Apple‟s
entry into the low-end digital
music players.
White stick of gum
Internal hard drive and flash memory
Features
 Goes anywhere and with anything
 Hundreds of songs to go
 Give songs a voice etc.


28. Decline stage of iPod shuffle
Brand cannibalisation
 Decline sales
 Reduce in profit

Strategies Implemented
 Reduce in Price
 Marketing objective
 Distribution
 Advertising

30. Coca Cola- An Overview
FIRST GLOBAL BRAND
 Forbes Lists
 #79 Global 2000
 #182 in Sales
 #49 in Profit
 #285 in Assets
 #26 in Market value
 #3 World’s Most Powerful Brand


31. 
ONLY Product in the Market in 1880

Invented a NEW Category & the
Brand Name became the product itself

For the next century it retained its
“ORIGINAL” status in various
advertising campaigns

32. 
„Sublimated essence of all America
stands for a decent thing, honestly
made, universally distributed, and
conscientiously improved with the
years.‟
-William Allen White, Pulitzer Prize
winning editor, Kansas
Newspaper, 1935

33. 
In 1942, magazine adverts appeared
across the United States declaring:
„The only thing like Coca-Cola is
Coca-Cola itself.‟

„Welcome back to earth, home of
Coca-Cola.‟
-Coca Cola while greeting Apollo
astronauts

34. Houston, we have a problem!!!
Soft drinks share decreased from 60%
to less than 24% in 1983
 Market Capitalization dropped by
500M$


Largely due to its rival brand Pepsi

35. NEED TO TAKE RISK....

Pepsi challenged Coke‟s Supremacy
OPENLY

Coke came down to the Product itself
“New Coke” launched based on
200,000 taste tests
 Original Coke scrapped


36. BIGGEST MARKETING
BLUNDER
40,000 letters with continuous phone
calls demanded Old Coke back again
 Market Share fell to as low as 1.4%
 Pepsi declared itself the Victor of the
Cola wars


37. We Have Heard You!!

Within 72 days of its launch they
started supplying the original Coke
again labelled “Coca-Cola Classic”
Returned to Numero Uno spot within
months
 COKEvideosFunny Indian Coca Cola
Commercials Aamir Khan.flv
