Marketing strategies adopted by the Lovebird Toffees in order to improve the degrading sales.

2. Reasons of Product Failure
 Quality of products
 New variants and models of the products.
 Change in customer’s taste and preferences.
 Use of old market segments.
 Use of traditional distribution networks.
 Use of old promotional and advertising themes.

5. Market Segmentation
• Market segmentation is the process of dividing
the total market into large homogeneous groups
of customers who share similar needs and
characteristics.
• It is the process of dividing the total market on
the basis of age, gender, lifestyle, language,
religion, income, usage rate, purchase occassion,
etc.

6. Market Segmentation for LoveBirds
 Geographical Segmentation
- Population Density (Urban & Rural)
- Topography and Climate
 Demographic Segmentation
- Life Stage/Age
- Education
 Behavioural Segmentation
- Purchase Occasion
- Loyalty Basis
- Usage Rate

7. • Marketing Targeting is a process of identifying
groups of customers who are highly likely to
purchase the products and services of the
company.
• Evaluating the potential and commercial
attractiveness of each segment
• Selecting one or more segments.

8.  Single Market Coverage:
The marketing strategies
where only one product is selected to be
launched in only one market segment. It is also
called concentrated target marketing.
Ex-
 Multi Market Coverage:
The marketing strategies
where only one product is selected to be
launched in more than one market.
M1(Child) M2(Adult)
P1
P2

9.  Full Market Coverage:
The marketing strategies
where all products Manufactured by the
company is launched in all market segments is
Full Market Coverage.
Ex- M1(Urban) M2(Rural)
P1(Chocolate)
P2(Dairy)

10. Product Positioning
• Product positioning is act of creating the image
of product or services and other characteristics
in the mind of the customers.
• It refers to what the consumers think of the
product when they are making a purchase
decision.

12. Marketing Mix
• Marketing mix refers to the accumulation and
fusion of different marketing resources in an
effective way to attain the organisational goals
and maximum customer satisfaction.
• The concept of the Marketing mix was brought
by the American Professor E. Jerome McCarthy
in 1960s who grouped the elements and termed
as 4ps (Product, Price, Place and Promotion).

14. Product
• Product is a major component of the marketing
mix that creates satisfaction and provides
benefits to the customers . It is the heart of
marketing since all the marketing functions
evolve around it. It includes both the physical
and non-physical.

15. • Product concept is the understanding of the dynamics
of the products in order to showcase the best qualities
and maximum features of the product to the Customers..
Marketers will look into a
product concept before marketing a product towards
their customers.
• A product concept is a detailed description of an idea,
which you describe from the perspective of your
customer. It may be related to what will be the size,
design, packaging, price and quality of the products.

16. Love Birds Toffees
New Product
(Introduction Stage)
Existing Product
(Growth/Maturity stage)
Introduction Stage Maturity and Growth Stage

17. Introduction Stage
Flavor
(Maturity
Stage)
Milk Chocolate
Dark Chocolate White Chocolate
Caramel Chocolate
White ChocolateDark ChocolateMilk Chocolate
Rs 20/35/40
as per
size/Quantity

18. Product Line Decisions
• A product line denotes the group of closely
linked products which the organisation offers.
• It is the set of product offered by company
satisfying similar needs of customers.

19. Product Line Strategies
 Product Line Stretching:
Line stretching is concerned
with the increment in the no. of products in a
product line. New products can be added in the
existing product line.
The product line stretching can
be done in 3 ways. They are:
 Upward Stretching:
The Line strategies in which
the products and services of low Features and
price is served first and new product with higher
price and Features is added in the line is called
upward stretching.
Ex- Strategies adopted by the Maruti Suzuki after
launching maruti 800.

20. Product Line Strategies
 Downward Stretching:
The Line strategies in
which the producer serves the high end
market with high features and price and
extends to serve the market of low end with
low features and price products.
Ex- The Tata Motors used the downward
stretching strategies by launching the Tata
Nano.
 Two way Stretching:
The Line strategies in
which the producer stretches in both the
direction if it is in the middle range of the
market.

21. Product Line Strategies
 Line modification:
Also called product line
modernization strategy which is concerned
with changes in design, size, brand name,
etc of product in a product line to draw
customers attention and meet changing
taste and preferences.
Ex-

22. Branding
• Branding is the symbolic representation of
information associated with a product or
services.
• The process of assigning names to the products
or services is called branding which is done to
differentiate and make products or services
superior than the competitors product.
• It helps to create the brand loyalty.
• Brands has 3 different concepts- Brandname,
Brand Mark and Trade Mark.

23. Branding
• Brand Name: It is the symbol, word, letter,
design, size, etc which can be vocalized.
Ex: Lovebirds
• Brand Mark: It refers to the design, sign,
logo which cannot be vocalized.
Ex:

24. Branding
• Trade Mark: It is the registered brand name or
brand mark of products which cannot be used by
others.

25. Branding Strategies
• Strategies relating to the branding of the product
is branding strategies.
Major Branding Strategies
The major branding strategies are:
 Individual Branding:
It is the brand name given
to each and every product manufactured by the
company individually.

26. Branding Strategies
 Family Branding:
It is the brand name that is
determined for a product line manufactured by
the company.
Umbrella Branding:
The common brand that
represents product manufactured in all the
product line of a company is called Umbrella
Brand.

27. Packaging
• It is providing container or wrapper/cover to the
product which draws the attention of the
customers about the products and also protects
product from environmental damages or during
supply and logistic.
• Packaging strategies:
 Primary Package:
It is the smallest unit of
distribution or use which is in direct contact
with the contents of the product that customers
buy to satisfy their needs. It holds the actual
product which are ready to use.
Ex: Tooth paste in a tube, Gas in cylinder,
Shampoo in a Sachet, Toffee in a wrapper, etc

28. Packaging
 Secondary Package:
Packaging done
outside of the primary package which helps in
grouping primary packages together and also
helps in the promotion of the product is
secondary package.
Ex: Cardboard cover of medicine, toothpaste,
toffees in jars, etc are the examples of the
secondary packages.

29. Packaging
 Tertiary/Shipping Packaging:
The package
which holds secondary package of product is
called Tertiary/Shipping Package. It helps in
convenient distribution of products from one
place to another. It is used for bulk handling,
warehouse storage and transportation.
Ex:

30. Pricing Mix

31. Pricing
• Pricing is another main component of Marketing
Mix which help in determining exchange value,
determining discount and commissions and
formulating pricing objectives policies and
strategies. It is what the customers pay for what
they get.
Ex: Rent for hiring physical assets, salary to the
employees, wage to labourer, Tuition to
education, etc are the forms of price paid.

32. Pricing Methods
Cost Plus Pricing
• It is also called as Markup
pricing in which %profit
margin is added to the total
production cost.
Ex:
TC= Rs. 100000
Mark Up=10%
Price of Product=?
Price of product=TC+TC*10%
=(100000+100000*0.10)
=110000
Full Cost Pricing
• Pricing methods where
the price of a product is
calculated by a firm on the
basis of its fixed and variables
cost per unit of output plus a
markup to cover overhead
costs and profits.

33. Pricing Methods
• Going rate pricing
• Price below the competition- prefer
• Cycle based pricing
• Perceived value pricing

34. Pricing Policies and Strategies
• Penetration Strategy:
Penetration pricing(Market
Entry Pricing) where the product price is
minimum in comparision to other competitors of
the market.
• Price Skimming Strategy:
In this pricing strategy due
to launching of totally different and new featured
product in the market price of the product is very
high initially and decreases gradually within the
time.

35. Pricing Policies and Strategies
• Optional Features pricing strategy
• Product line pricing strategy
• Special event pricing strategy
• Product form pricing strategy

36. Place

37. Place Decisions
• Place decision is also termed as distribution decision in
marketing. Distribution is the process of making
availability of goods in the market or to final consumers
with active participation of channel partners/distribution
channels and means of physical distribution. The
distribution helps to create the utility for the consumers.
• The distribution channel involves the intermediaries of:
 Agent/CFA
 Distributors
 Wholesalers
 Retailers
• Types of distribution channels;
1. Direct distribution channels
2. Indirect distribution channels
3. Multi distribution channels

38. Physical Distribution
• It is concerned with the management of flow of
goods from the point of origin to the point of
consumption.
• It is the physical flow of materials, semi-finished
goods and finished goods from the place of
production to the consumption point.
• The components of Physical distribution is:
 Transportation
 Warehousing
 Order processing
 Material handling
 Inventory management

39. Promotion Mix

40. Promotion
o Promotion is the most useful
component of marketing mix.
o It is the process of informing,
persuading, reminding and
reassuring customers about
products.
o It is an aggressive tool of marketing
that increases the sales of products.
o Advertising, Personal selling, Sales
promotion, Publicity and Public
relation, Direct marketing ,etc are
the few extensively used promotional
tools in marketing.

41. Component of Promotion
Advertising
• It is paid form of One-way
communication which covers a
large population at a time and
through the use of effective
pictures, messages and other
information about product
persuades customer to make
purchase decision.
• Huge investment is done by
sponsors for advertising goods.
• Types of Advertising:
 Broadcast( Tv, Radio, Internet)
 Print( Newspaper, Magazines)
 Outdoor(Billboards, Posters,
Hoarding board)
Sales Promotion
• It is short term incentives offered
to customers for stimulating the
demand of products in the market.
• It is used to create a strong and
quicker purchase response of
customers.
• Samples, coupon, price off,
premium/gift, allowances, credit
facility, Commission, Bonus etc are
some sales promotion tools.
• The sales promotion is mainly
directed at consumers, middleman
and sales personnel.

42. Component of Promotion
Personal Selling
• Personal selling is the personal
communication of information to
persuade somebody to buy
something.
• It is the process by which buyers
and sellers meet together discuss
on terms of purchase and sales and
ultimately conduct marketing of
goods.
• Indoor personal selling, Outdoor
personal selling, Indoor & outdoor
personal selling are some types of
personal selling.
Publicity
• It is unpaid form of
communication of information
through right selection of media.
• A marketer should forward strong
action against negative publicity
within a short period otherwise its
brand equity can diminish rapidly
in the market.
 Press Release( Newspaper,
Pamphlet)
 Feature articles( Magazines,
email, Internet)
 Press Conference etc are the
some types of publicity.

43. Component of Promotion
Public Relation
• Public relation is the process of
establishing good relationship with
suppliers, customers, professionals
& stakeholders to enhance sales of
the product.
• It promotes favorable attitudes &
opinions towards an organization,
its policies and products. It makes
customers loyal to the product and
organization.
• Media relation, Public Affairs,
Internal PR, Financial PR, etc are
the few types of PR.
Direct Marketing
• Direct marketing is marketing
without middleman. Direct
channels of distribution are used
for selling goods.
• Direct marketing is buying or
selling activities which are
performed directly between buyer
and seller.
• Buyers can send or contact directly
through internet, make payment
for the product through debit or
credit card and can receive the
goods.
• Direct mail marketing, Catalogue
marketing, Tele marketing, On-line
Shopping, etc are some methods of
direct marketing.

44. Advertising Budget
• The advertising budget of a business is typically a subset of the
larger sales budget and the marketing budget. Advertising is a
part of the sales and marketing effort. Money spent on
advertising can also be seen as an investment in building up
the business.
• In order to keep the advertising budget in line with
promotional and marketing goals, a business owner should
start answering several important questions:
1. Who is the target consumer? Who is interested in purchasing
the product or service, and what are the specific
demographics of this consumer (age, employment, sex,
attitudes, etc.)? Often it is useful to compose a consumer
profile to give the abstract idea of a "target consumer" a face
and a personality that can then be used to shape the
advertising message.
2. What media type will be most useful in reaching the target
consumer?
3. What is required to get the target consumer to purchase the
product? Does the product lend itself to rational or
emotional appeals? Which appeals are most likely to
persuade the target consumer?

45. Advertising Budget
• Answering these questions will help to define the market
conditions that are anticipated and identify specific goals
the company wishes to reach with an advertising
campaign. Once this analysis of the market situation is
complete, a business must decide how best to budget for
the task and how best to allocate budgeted funds.
• BUDGETING METHODS
There are several allocation methods used in developing
a budget. The most common are listed below:
1. Percentage of Sales method
2.Competitive Parity method
3.Market Share method
4.Unit Sales method
5. Affordable method

46. Media Decision
• Media Planning:
It is generally outsourced to the media agency.
It is the process of finding the best medium or
combination of media and establishing the exact media
vehicles to be used for advertising which helps to achieve
the marketing campaign objectives. Ex: Print Media,
Broadcasting Media, Direct Advertising Media, Outdoor
Advertising Media, Internet Advertising Media, etc.
• The media planning considers the following :
 The target market
 No. of audience reach
 Means of media to be used
 Frequency of ads
 Advertising budget for each medium

47. Media Decision
• Media Buying:
It is the step towards the
implementation of media plan. It is the process which is
used in attainment of media spaces set at obtaining the
ideal.
It is buying the best media vehicles or
combination of media for the advertisement of the
products in media vehicles like TV, Magazines,
Newspaper, blogs or websites, etc.
It entails the negotiation for price and
placement of ads, as well as research into the best new
venue for ad placement.

48. Media Decision
• Media Scheduling:
The programs or plan that
identifies the media channels used in an advertising
campaign, and specifies insertion or broadcast dates,
positions and duration of the messages is media
scheduling.
Media scheduling is one of the
important decisions in advertising programme. Company
should carefully decide on media timing for a maximum
market response.
The media scheduling
considers:
o Time decision-
o Space/duration decision-

49. Recommendations
1. Product
• Search for new market segments.
• Product positioning(Price, Packaging)
• Line expansion or modification
• Changes in packaging.
2. Price
• Selecting best pricing methods(Price below
the competition or Competitive price)
• Selecting either the product line or product
form pricing strategy.

50. Recommendations
3. Place
• Use of multi distribution channel
• Minimizing the channel conflicts
• Use of own exclusive outlets(Especially for dairy) like meals on
wheels.
• Modification of channel arrangements.
4. Promotion
• Use of effective promotional tools and vehicles
• Sales promotion
• Ads in cartoon TV Channels
• Use of cartoon characters in videos, hoarding board, pamphlet,etc
• Ads in Social Media- For Adult Targeting
• Event Mgmt.(Children’s Day, Road shows)
• Use of direct marketing tools
• Use of attractive tagline
 Have Lovebird Today
 The one and only Lovebird
 Love u Lovebird
 Hmmm.. Its Lovebirds