How should business market be segmented
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This document discusses different ways to segment business markets including demographic factors like industry, location, size; operating variables like capabilities and technology usage; purchasing approaches considering criteria, policies, decision makers; situational factors such as urgency, specific needs, order size; and personal characteristics such as risk attitudes and loyalty. It was created by Vardaan Bhatia during a marketing internship supervised by Prof. Sameer Mathur to outline segmentation approaches for identifying target markets.
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How should business market be segmented?
This document discusses different ways to segment business markets and targets, including demographic factors like industry, location, size; operating variables like customer capabilities and technology usage; purchasing approaches considering criteria, policies, and decision makers; situational factors such as urgency, specific needs, and order size; and personal characteristics of buyers like risk attitudes and loyalty. It provides a framework for identifying relevant segments within business markets based on these common segmentation variables.
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- Disaggregated marketing allows for two-way communication, lower communication costs, more precise targeting, and increased consumer satisfaction.
- It gives manufacturers a way to influence consumers independently of retailers who control shelf space.
- Indian companies like Cafe Coffee Day and Airtel have successfully used disaggregated strategies like loyalty cards and customizable plans to build customer relationships.
- Customized t-shirt platforms are another example of disaggregated marketing in India.
- Overall, disaggregated marketing is poised for promising future growth in India as consumers demand more customized and one-to-one experiences.
Gino sa: distribution channel management
Gino SA is a French manufacturer of burners that is considering a proposal from Tianjin Fiema Boiler Company in China to become an OEM partner and purchase burners directly from Gino. This would bypass Gino's largest distributor in China, Jinghua, who opposes the deal and has threatened to reconsider their relationship with Gino. The marketing manager Zhou must decide whether to approve the deal with Fiema, considering the risks of losing Jinghua, which accounts for 40% of Gino's China revenue, versus the benefits of expanding into the industrial market and developing an OEM as targeted. The document outlines the situation, key companies and market segments involved, and factors for Zhou to
Goodyear aquatred launch
Goodyear is planning to launch the Aquatred tire, which has an innovative tread design that channels water out to reduce hydroplaning and improve wet traction. Some concerns have been raised about the Aquatred launch, including whether it is the right product, the right time to launch, and how distribution should be handled. The document discusses the tire market in the 1970-80s, Goodyear's past successful product launches, consumer preferences, competition, and distribution channels. It recommends that Goodyear control dealers' pricing before launch and use upcoming events like the Winter Olympics to introduce the Aquatred, as test data shows the innovative tread design could attract buyers and gain traction over competitors.
Goodyear aquatred launch
1) The US tire industry in the 1970s-1980s experienced changes like increased foreign competition, emergence of radial tires, and consumers replacing tires less frequently.
2) This led to sluggish demand growth, declining tire prices, and increased mergers and acquisitions as tire capacity exceeded demand.
3) Goodyear sought to launch the Aquatred tire to create a market-driven organization and better serve customers through segmentation, distribution expansion, and promotional strategies. However, distribution channels and reaching the right customers were concerns.
GINO SA: DISTRIBUTION CHANNEL MANAGEMENT
A very effective case study for learning about distribution channels-how do they work?What problems may emerge ?Etc Etc
Goodyear the aquatred launch
Goodyear is the third largest tire manufacturer globally. It earns most of its revenue from replacement passenger tires sold through independent dealers and manufacturer-owned outlets. Goodyear aims to launch its new Aquatred tire, positioned as a high-performance tire with superior wet traction. It plans a high-profile nationwide launch during the 1992 Winter Olympics with a $21 million promotional budget. The strategy involves promoting Aquatred's safety benefits to travel agencies, rental car companies, and consumers in high-rainfall areas to establish early market leadership for its new wet-traction technology.
How should companies integrate channels and manage channel conflict ?
Companies should integrate marketing channels to ensure consistency across channels. An integrated system coordinates strategies and tactics for different channels. Adding channels increases market coverage but can also lead to channel conflict if one channel hinders another's goals. To manage conflicts, companies can encourage joint memberships, provide dual compensation, and justify channels' distinct roles to reduce perceived competition among members. If conflicts remain acute, stronger measures like mediation or arbitration may be necessary.
What decisions do companies face in managing their channels?
Managing channels is not an easy task. Companies have to take a number of decisions to manage their channels.
How should channels be designed?
The document discusses factors to consider when designing marketing channels, including customer needs, product variety, service levels, and costs. It identifies key alternatives like the number and types of intermediaries used, and terms of trade between members. The objective is to maximize profit while providing good customer service. Evaluation criteria include sales, costs, control issues, and adaptability.
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
What is communication mix, how should it be set
The document outlines the key components of a marketing communications mix, including advertising, personal selling, sales promotion, public relations, direct marketing, events and experiences, and word-of-mouth marketing. Each component is described in 1-3 sentences highlighting their main characteristics. For example, advertising allows messages to be repeated many times (pervasiveness), provides opportunities to dramatize a company, and allows the advertiser to control the focus of communications. The document also notes that the type of product, buyer readiness stage, and product life cycle stage should be considered when setting the appropriate communications mix.
What is the role of marketing communications
Marketing communications is a systematic methodology used by companies to create brand awareness and differentiate their products or services through various communication channels to reach customers. It helps customers evaluate offerings, promotes employee contributions, adds value through messaging, and facilitates customer involvement. The goals are to spread memorable phrases, inform consumers about the company and brand, and create influence over customers by explaining how and why to use products. The overall aim is to build the brand and create a lasting impression that affects consumer views.
What is integrated marketing communications program
Integrated marketing communication is a planning process that coordinates different communication channels like advertising, promotions, and personal interactions to ensure customers receive consistent and relevant messages about a brand over time. This helps build brand equity and create greater sales impact by combining personal and non-personal channels like print ads, websites, and packages to achieve maximum reach and impact of marketing messages.
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How should companies integrate channels and manage channel conflict ?
How should companies integrate channels and manage channel conflict ?
What decisions do companies face in managing their channels?
What decisions do companies face in managing their channels?
What is integrated marketing communications program
What is integrated marketing communications program
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- 2. How should business market be segmented?
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- 4. Demographic
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