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Abheri das
This document discusses marketing and products. It provides examples of successful and unsuccessful products. Some key points: - Marketing is about providing benefits to customers, not just products/services. Goals include increasing sales, building brand awareness, and growing market share. - Factors like product design, quality, features, pricing, branding, understanding customers, and promotion influence product success. - Successful products mentioned include Colgate, Lux, Amul, Lifebuoy, Horlicks, Dettol, Britania. Unsuccessful ones include Vanilla Coke, Apple Lisa, and Pepsi Crystal. - Thums Up soft drink is analyzed as a historically successful Indian product that was later acquired by C
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Abheri das
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- 2. Content • Products andMarketing • Product success • Product failure • Successful product • Unsuccessful product
- 3. PRODUCT A productis a good ,service or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value . MARKETING Marketing is not about providing products or services, it is essentially about providing benefits to the changing needs and demands of the customer Goals of marketing o Increase sales o Build brand awarness o Grow market share o Creating new customer o Enhance customer relationships PRODUCT
- 4. Factors and decisionshave to be taken into consideration. • PRODUCT DESIGN • PRODUCT QUALITY • PRODUCT FEATURES • PRICING POLICY • BRANDING • UNDERSTANDING YOUR CUSTOMER • MARKET PLACE • EFFECTIVE PROMOTION Product success
- 5. Reasons of failureof a product • Failure to understand consumer consumer needs and wants • Targeting wrong market • Ineffective promotion • Incorrectly priced • Delayed market entry Product failure
- 6. Example Successful product • Colgate •Lux • Amul • Lifebuoy • Horlicks • Dettol India • Britania • Reliance • Close up • Airtel • Pulse Unsuccessful product • Vanila Coke • Apple Lisa • Godrej Gang Soap • Tata sierra • Maruti versa • Honda street • Onida Candy • Coors Mountain Spring Water • Pepsi AM
- 7. Successful product -ThumsUp • Launched in India • Founded by Parle Agro Pvt. Ltd. • (Parle brothers Ramesh CHAHUN Prakash chauhan) Now owned by Coca-Cola • Carbonated soft drink • Introduced - 1977 • Country of origin – India
- 8. Stage at ProductLife Cycle: • except decline stage • introduction - When the Brand was doing well was taken away from the market because it was giving stiff competition to Coca-cola • but Coke had to bring out the brand again to attack all the promotional policy of Pepsi and it was introduced once again. • Current scenario - Maturity stage. It has grown like anything, Successful in attracting more and more number of customers has a huge market share. successful in capturing the minds of the consumers. communication policies -informing consumers that the brand is in the market and doing well. The objective -is to remind people about the strength and status of the brand
- 9. SWOT Analysis: Weakness •Negative Publicity •Decline incash for operating costs •No autonomy Strength •Strong brand image •Good marketing tools •Strong distribution channels •Brand loyalty •Reasonable price Threat •Cut- throat competition •New entrants •Government regulations •Economic instability •Health Issues •Market instability Opportunity •Growing Market •Innovation •Overtake competitors •Creative marketing tools
- 10. Market Scenario: • enjoyeda near monopoly with a much stronger market share • beating its other rivals - Camp cola, Double seven and Dukes. • major advertisers throughout the 1980s • Sponsorship - Pepsi had starred with famous bollywood actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship. • Coca-cola re-entered Things became even more complicated when Coca-cola re-entered India after its absence from 1977 to 1993. Now the fight became a three-way battle. • Parle Agro, finally sold Thums Up to Coca-Cola • Relaunch of the product:
- 12. • Launched inIndia • Launched by - Pepsico • Introduced - April 1992 • Country of origin – India • Removed caffeine and caramel color • Taste similar to original pepsi Unsuccessful – Pepsi crystal
- 13. Why Unseccessful • Didnot exactly meet consumer’s need and wants. • Clear color was to target the group of people who are health conscious • Did not have significant point of difference compare with other regular colas • Company decided a smoother and lighter taste than traditional colas • Clear color • Lack of market attractiveness
- 14. Successful story behindthe failure It was not total mistake to come out with Crystal pepsi Still counted as a innovative product Still selected as a best of all among others grocery Initial sale was enough to cover the company’s costs