Intuit Inc. develops financial and tax software such as Quicken, QuickBooks, and TurboTax. Founded in 1983, Intuit focuses on small businesses, accountants, and individuals. The company revolutionized people's lives by solving important business and financial problems. Intuit uses extensive customer research to understand needs and develop easy-to-use products that create satisfied, loyal customers, leading to the company's success through word-of-mouth marketing.
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
This presentation talks about how Dominos launched Pizza, tasted failure and then made a massive improvement via a polycentric strategy to capture the market. The success of Dominos proves the adage that - success is all about being there at the right place at the right time.
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
This presentation talks about how Dominos launched Pizza, tasted failure and then made a massive improvement via a polycentric strategy to capture the market. The success of Dominos proves the adage that - success is all about being there at the right place at the right time.
MAR431 New Product Development - IKEA new Wireless Charging Desk Product LaunchJeff Schneider
Pace University MAR431 New Product Development Group Project (Presentation Version)
Task: Idea Generation, Concept Evaluation, Product Development, Launch
Introduction of a new generation of technology furniture: RAGNVARD. Empowered Design.
A unique customizable design desk that allows to charge a multitude of mobile devices through surface contact.
This case study is about a multinational company which sells ready to assemble furniture and home accessories. According to the economics records as at 2008 this is the world largest furniture retailer. (Forbes, 2013)
This report describes about the main strategies which IKEA use to approach to different markets with different consumers and with them IKEA has evolved into the largest furniture retailer in the world with approximately 300 stores in 38 countries and revenues topping $21.5 billion in 2009. Its top countries in terms of sales include Germany, 16 percent; United States, 11 percent; France, 10 percent; United Kingdom, 7 percent; and Italy, 7 percent. (Business week, 2005)
According to the final decision IKEA has made a different way of shop for furniture with the time develops and it has reach to the expectations of its customers according to their expectations.
Finally, in the conclusion of the report shows the final view of the researcher about the finding regarding to the IKEA strategies throughout the research and final judgment which make about the given case.
Nestlé the infant formular controversyEric Nhan Le
Most of the charges against infant formulas focus on the issue of discouraged breast feeding among Third World mothers and have led to misuse of the products, thus contributing to infant malnutrition and death....
MAR431 New Product Development - IKEA new Wireless Charging Desk Product LaunchJeff Schneider
Pace University MAR431 New Product Development Group Project (Presentation Version)
Task: Idea Generation, Concept Evaluation, Product Development, Launch
Introduction of a new generation of technology furniture: RAGNVARD. Empowered Design.
A unique customizable design desk that allows to charge a multitude of mobile devices through surface contact.
This case study is about a multinational company which sells ready to assemble furniture and home accessories. According to the economics records as at 2008 this is the world largest furniture retailer. (Forbes, 2013)
This report describes about the main strategies which IKEA use to approach to different markets with different consumers and with them IKEA has evolved into the largest furniture retailer in the world with approximately 300 stores in 38 countries and revenues topping $21.5 billion in 2009. Its top countries in terms of sales include Germany, 16 percent; United States, 11 percent; France, 10 percent; United Kingdom, 7 percent; and Italy, 7 percent. (Business week, 2005)
According to the final decision IKEA has made a different way of shop for furniture with the time develops and it has reach to the expectations of its customers according to their expectations.
Finally, in the conclusion of the report shows the final view of the researcher about the finding regarding to the IKEA strategies throughout the research and final judgment which make about the given case.
Nestlé the infant formular controversyEric Nhan Le
Most of the charges against infant formulas focus on the issue of discouraged breast feeding among Third World mothers and have led to misuse of the products, thus contributing to infant malnutrition and death....
This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
In economics, demand is an economic principle that describes a consumer's desire, willingness and ability to pay a price for a specific good or service. Demand refers to how much (quantity) of a product or service is desired by buyers. The quantity demanded is the amount of a product people are willing to buy at a certain price; the relationship between price and quantity demanded is known as the demand relationship.The term demand signifies the ability or the willingness to buy a particular commodity at a given point of time.
You can't ignore your data.
Even the smallest organization generates data these days.
Robust organizations develop an insatiable appetite for data, treating it as an asset to be hoarded, not a business cost to be avoided.
Innovation is the glue between invention and investment, and transforms ideas into businesses. The process of innovation shapes your idea into something people will value and ultimately purchase.
The innovation process cycles through 4 key steps:
1) Ideas and Solutions
2) Business propositions
3) Business feasibility
4) Business planning
Describes the work of Lucidity London, a marketing consultancy, in turning around the fortunes of the ailing leisure centre media proposition on behalf of management at In Situ Media.
ISPMA White Paper - Ensuring continuous PMF - Hans-Bernd Kittlaus - SPMS Indi...ISPMAIndia
Slide deck of the presentation on " ISPMA White paper- Ensuring continuous market fit" by Hans- Bernd Kittlaus presented at SPM Summit India 2023 at IIM Bangalore
7Escaping the Marketing MorassJoe Sinfield and Scott D. .docxalinainglis
7
Escaping the Marketing Morass
Joe Sinfield and Scott D. Anthony printed in Marketing Management, March-April 2007 | Volume 5 | Number 2
It is one of the holy grails of marketing: predictability in new product innovation. Yet again and again, smart companies spend tens of millions of dollars doing the best research they can do only to have products flop in the marketplace.
Our perspective is that the way that companies assess and analyze markets shoulders at least a portion of the blame for this unpredictability. Segmenting markets into demographic segments, or assuming that product categories divide the world, can consistently lead to offerings that don’t connect with consumers and miss opportunities for innovation. Companies continue to push for improvements along dimensions that overshoot consumer needs and then complain that commoditization has set in when looking at the market the right way can highlight attractive avenues for differentiation.
There must be a better way, one that allows companies to identify real opportunities that promise extraordinary returns. We believe that focusing on the “job” a customer is trying to get done can help companies break out of the marketing morass. This article describes how this jobs- to-be-done framework can help companies master the “innovation lifecycle,” improving their ability to spot high-growth opportunities, optimize existing products, and inject life into even the most stagnant categories. Jobs and the innovation life cycle
The concept of jobs to be done is described in Chapter 3 of Clayton Christensen’s 2003 book The Innovator’s
Solution
. The concept is simple. It holds that customers don’t really buy products, they hire them to get jobs done. To identify opportunities to create new growth, then, look first for important “jobs” that can’t be done satisfactorily with available solutions. You can think about a job as a problem a customer needs to solve. Remember the phrase attributed to Harvard Business School marketing guru Ted Levitt: “People don’t want a quarter-inch drill — they want a quarter-inch hole.”
For example, Intuit’s QuickBooks software makes it easy for small business owners to accomplish an important job: Make sure my business doesn’t run out of cash. Before Intuit’s innovation, existing alternatives, such as pen and paper and Excel spreadsheets, weren’t good enough to get this job done. Professional accounting software packages were actually too good — confusing and filled with unnecessary features. QuickBooks did the job better than any alternative and took over the category.
The jobs-to-be-done model is simple but powerful. It shifts focus from solutions that customers utilize to the problems they can’t adequately solve. Instead of categorizing customers into demographic groups that can be poor predictors of behavior, attitudes that might influence purchasing behavior, or activities that people currently perform (often because they have no better alternative), it zeros.
7Escaping the Marketing MorassJoe Sinfield and Scott D. .docxevonnehoggarth79783
7
Escaping the Marketing Morass
Joe Sinfield and Scott D. Anthony printed March-April 2007 | Volume 5 | Number 2
It is one of the holy grails of marketing: predictability in new product innovation. Yet again and again, smart companies spend tens of millions of dollars doing the best research they can do only to have products flop in the marketplace.
Our perspective is that the way that companies assess and analyze markets shoulders at least a portion of the blame for this unpredictability. Segmenting markets into demographic segments, or assuming that product categories divide the world, can consistently lead to offerings that don’t connect with consumers and miss opportunities for innovation. Companies continue to push for improvements along dimensions that overshoot consumer needs and then complain that commoditization has set in when looking at the market the right way can highlight attractive avenues for differentiation.
There must be a better way, one that allows companies to identify real opportunities that promise extraordinary returns. We believe that focusing on the “job” a customer is trying to get done can help companies break out of the marketing morass. This article describes how this jobs- to-be-done framework can help companies master the “innovation lifecycle,” improving their ability to spot high-growth opportunities, optimize existing products, and inject life into even the most stagnant categories. Jobs and the innovation life cycle
The concept of jobs to be done is described in Chapter 3 of Clayton Christensen’s 2003 book The Innovator’s
Solution
. The concept is simple. It holds that customers don’t really buy products, they hire them to get jobs done. To identify opportunities to create new growth, then, look first for important “jobs” that can’t be done satisfactorily with available solutions. You can think about a job as a problem a customer needs to solve. Remember the phrase attributed to Harvard Business School marketing guru Ted Levitt: “People don’t want a quarter-inch drill — they want a quarter-inch hole.”
For example, Intuit’s QuickBooks software makes it easy for small business owners to accomplish an important job: Make sure my business doesn’t run out of cash. Before Intuit’s innovation, existing alternatives, such as pen and paper and Excel spreadsheets, weren’t good enough to get this job done. Professional accounting software packages were actually too good — confusing and filled with unnecessary features. QuickBooks did the job better than any alternative and took over the category.
The jobs-to-be-done model is simple but powerful. It shifts focus from solutions that customers utilize to the problems they can’t adequately solve. Instead of categorizing customers into demographic groups that can be poor predictors of behavior, attitudes that might influence purchasing behavior, or activities that people currently perform (often because they have no better alternative), it zeros in on circumstances and.
Innovation is the glue between invention and investment, and transforms ideas into businesses. The process of innovation shapes your idea into something people will value and ultimately purchase.
The innovation process cycles through 4 key steps:
1) Ideas and Solutions
2) Business propositions
3) Business feasibility
4) Business planning
Sarah e Caterina!.
La customer co-creation è il coinvolgimento diretto dei clienti (user e rivenditori) nella progettazione di nuovi prodotti. Qui sono stati riportati gli effetti dell'impiego della Customer co-creation su indesit
Similar to Intuit inc marketing management case study (20)
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Intuit inc marketing management case study
1.
2. About the Company:
What they do?
Intuit Inc. develops financial and tax solution softwares.
What are their best-selling products?
Quicken, QuickBook and TurboTax etc.
Who is the target audience?
Small to medium sized businesses, accountants and individuals.
Who are they?
Intuit is an American company founded in 1983 by Scott Cook and Tom Proulx.
What is their mission?
Revolutionize people’s lives by solving their important business & financial management problems.
3. 1983 Intuit Inc. founded by Scott Cook & Tom Proulx.
1984 launched Quicken in the US markets.
1992 Launched QuickBooks, a book keeping and payroll software product for small businesses.
1993 Intuit goes public.
1995 – 1997
Intuit buys 70% of the company;
Microsoft tried to acquire Intuit & The Justice Department intervenes attracting controversies;
Also, Intuit’s stock prices fell by 72% in this period.
Early 2000s
Intuit focused on online banking capabilities and new product development based on consumer research.
2009 Intuit won 18-year long legal battle against software giant Microsoft.
THE -IVE STORY:
4.
5. • Understanding consumer needs or wants
• Offered easy-to-use software products
• Exceptional customer service
• Creating satisfied, loyal customers
• Effective positive word of mouth marketing
• Decision making on the basis of insights
from consumer research
• Forecasting consumer demand in
accordance to market trends
• Understanding the work environment
• Analyzing response to new products
• Investment in research & development to
produce high quality products
6. Q.1 Elaborate on Intuit’s use of customer research. Why did it work so well for the company?
MARKET RESEARCH:
Understanding the consumer’s need/want,
the work environment of product in use.
Analyzing consumer experience and forecasting
demand.
Recording consumer response to marketing strategies
of competitor and understanding consumer’s
response to new product/service in market.
Intuit invests 20% of annual
revenue on .
7. Q.1 Elaborate on Intuit’s use of customer research. Why did it work so well for the company?
“…create a CUSTOMER
who creates CUSTOMERS.”
Creating satisfied and loyal customers: Building Value
“One customer well taken care of could be more
valuable than $1000 spent on advertising.”
- Jim Rohn
“Your most unhappy customers are your greatest
source of learning.”
- Bill Gates
“Marketing is NOT the art of finding clever ways to
dispose of what you make. It is an art of creating
genuine customer value.”
-Philip Kotler
8. Q.1 Elaborate on Intuit’s use of customer research. Why did it work so well for the company?
Concentrated marketing around tax preparation time
Promotional campaigns in association with OEMs and major retailers
Forecasting global trends
Email marketing, web marketing, print, radio, TV commercials, blogs, technology review platforms,
complaint forums etc.
9. Q.2 Could anything go wrong for intuit now that it has beaten Microsoft? Why or why NOT?
VS
1995-1997
Microsoft tried acquiring Intuit Inc.
The Justice Department sued Microsoft and this was the beginning of 18-year long
legal battle.
2009
Intuit won the lawsuit forcing Microsoft to stop developing its financial-tax solution
service, Money.
10. Q.2 Could anything go wrong for intuit now that it has beaten Microsoft? Why or why NOT?
Intuit cited the changing trend in markets and analyzed consumer needs at the time of
Money’s demise.
Intuit should continue to follow the same strategy and invest its resources in research
and development to produce high quality products in accordance to changing
technology and market trends.
Intuit can now dominate the market with highest market share as eventually all
Money users will be shifting to other substitute products available in market.
“Invest in customers because competitor’s may be temporary but
competition is permanent.”
11. Q.3 How should Intuit gauge the results of its research among younger
consumers with mobile devices?
12. Summary:
• About the company: Intuit
• The Intuit-ive story: a timeline of major events
• Marketing strategy
• Case Study Questions
13. Disclaimer
Created by Devansh Jain, IIT Madras, as a part of marketing
management internship under the guidance of IIM Lucknow faculty,
Prof. Sameer Mathur.
