BITS WILP MBA - Assignment

1. BITS Pilani
Pilani Campus
BITS Pilani
Pilani Campus
MarketingAssignment
CourseID:MBAZC411
By
S/HANISHSHAN(2019HB58013)

2. Brand Positioning
Concepts Definition Illustration Remarks
Brand
Positioning
Brand positioning is defined as the conceptual
place we want to own in the target
consumer's mind — the benefits we want
them to think of when they think of your
brand.
"The act of designing the company’s offering
and image to occupy a distinctive place in the
mind of the target market”. In other words,
brand positioning describes how a brand is
different from its competitors and where, or
how, it sits in customers’ minds.
Dindigul
Thalappakatti
restaurant
Dindigul Thalappakatti Restaurant is founded by Mr.
Nagasamy Naidu under the name Anandha Vilas Biriyani
Hotel in Dindigul in 1957.
The unique traditional home-made taste with
meticulous selection of ingredients prepared from
quality masala products attracted the people to visit the
restaurant once in his lifetime.
Once a person in Tamil Nadu thinks of biriyani, dindigul
Thalappakatti biriyani will be the first brand that strikes
in his mind.

3. POP / POD
Concepts Definition Illustration Remarks
POP / POD POP refers to the attributes or benefit associations
which are not unique to the brand but would
actually be shared with other brands.
POD are the attributes or benefits that consumers
strongly associate with a brand, positively evaluate,
and believe that they could not find to the same
extent with a competitive brand.
Superia
Soap from
ITC
The pack resembles that of a cake of soap.
The points of difference have been
mentioned on the cover viz. the presence
of Gangajal as an ingredient as well as
coconut and neem. They have also been
represented pictorially.

4. Brand extension
Concepts Definition Illustration Remarks
Brand
extension
Brand extension (also called brand stretching) is
a marketing strategy where the company makes
use of its existing established brand name for a
new product or a new product category.
This new product or product category (called a
spin-off) substantially different yet logically
related to the well-known original product.
Dettol Antiseptic Liquid was first produced by
Dettol. Later, to achieve fast growth and
leverage the strong brand equity of Dettol,
Reckitt Benckiser India Limited (RBIL) rolled
out several brand extensions by introducing
soaps, sanitizers, shaving creams, etc.

5. Psychographic Segmentation
Concepts Definition Illustration Remarks
Psychographic
Segmentation
It is a method used to group
prospective, current or previous
customers by their shared
personality traits, beliefs, values,
attitudes, interests, and lifestyles
and other factors. These
characteristics may be observable
or not.
Lipton Tea Lipton has introduced a variety of products for the
people with different psychological and
psychographic traits.
It includes the innovators, thinkers, achievers,
experiencers, etc.

6. Value Proposition
Concepts Definition Illustration Remarks
Value
Proposition
A value proposition is a
business or marketing
statement that summarizes
why a consumer should buy
a company's product or use
its service.
This statement is often used
to convince a customer to
purchase a particular
product or service in order
to add a form of value to
their lives.
Crazy Egg
(Website
Behaviour
Tracking Tool)
Crazy Egg is an analytical tool that allows users to view heatmaps
of how people are interacting with a website. Users can see
cursor movements, scroll depth, and all sorts of other cool
behavioral tracking features that let them really understand how
people are interacting with their website.
No other service provides more functionality and insight for a
better price, with as little hassle, as Crazy Egg does.
Its Value propositions are :
1. Inexpensive
2. Easy to Use
3. Zero Technical Overhead on using Crazy egg

7. Production Concept of Marketing
Concepts Definition Illustration Remarks
Production
Concept of
Marketing
The production concept thrives on the ability to
increase output while decreasing costs. Companies
that manufacture their products overseas are a
perfect example of the production concept in
action.
It is the oldest marketing concept on higher
production efficiency & wide distribution.Customer
will favour the products that are widely available
& Low cost
VKC Pride VKC Pride has taken advantage of using the
cheap material (PVC and PU) to produce
non leather footwear at cheap cost and
good quality.

8. Co - Branding
Concepts Definition Illustration Remarks
Co-
Branding
Co-branding is a marketing
strategy that utilizes
multiple brand names on a
good or service as part of a
strategic alliance. Also known
as a brand partnership, co-
branding (or "cobranding")
encompasses several different
types
of branding collaborations,
typically involving the brands
of at least two companies.
Apple pay -
Mastercard
When Apple released the Apple Pay app, the brand effectively
changed how people perform transactions. This app allows
people to store their credit or debit card data on their phone, so
they can use them without physically having the card with them.
To succeed, it needs credit card companies to integrate with this
technology. The same time, credit card companies also face
more competition themselves if they aren’t compatible with the
latest consumer purchasing tool.
To get out ahead of its competition, MasterCard became the 1st
credit card company to allow its users to store their credit and
debit cards on Apple Pay..

9. Ingredient Branding
Concepts Definition Illustration Remarks
Ingredient
Branding
Ingredient branding is a marketing strategy where a
component of the business is branded as a separate
entity. This helps to add more value to the parent
company and make their product/service seem
superior to its competitors.
Ingredient-branding is creating a brand for an
ingredient or component of a product, to project the
high quality or performance of the ingredient.
Android OS . Smartphone manufacturers
Nokia,Redmi,moto,Huwaei,etc use
“Android” as the OS platform .
Android focusses on differentiation,
communicates with market, associates
with stronger brands, created unique
brand identity and keeps upgrading.

10. Escalator Clause in Pricing
Concepts Definition Illustration Remarks
Escalator
Clause in
Pricing
An escalator clause, also known as an
escalation clause, is a provision
allowing for an increase in wages or
prices. They are inserted into contracts
and are activated under certain
conditions, such as when the cost of
living or inflation rises.
BHEL Tender It may happen that during the tenure of BHEL
project contract, there may be a hike in the
price/cost of various materials or services. In these
situations, the final value of the product increases.
In order to protect the interests of the purchaser,
the escalation clause includes equitable adjustments
when the price of raw materials, labor, and other
expenditures involved in the project increase.

11. Push Strategy
Concepts Definition Illustration Remarks
Push
Strategy
Push strategy is a strategy in which a firm attempts to take (“push”) its
products to consumers. In a push marketing strategy, the goal is to use
various active marketing techniques to “push” their products to be seen
by consumers starting at the point of purchase.
It focuses on taking the product to the customer and putting the product
in front of the customer at the point of purchase. This type of marketing
strategy hopes to minimize the amount of time between a customer
discovering a product and buying that product.
EUREKA
FORBES
WATER
PURIFIER
On launching the
water purifiers and
operating in a niche
market, Eureka Forbes
used the push strategy
via bulk mailers,
telemarketing, direct
marketing, providing
offers, etc.

12. Bulk-Breaking As A Channel Management Function
Concepts Definition Illustratio
n
Remarks
Bulk-Breaking
As A Channel
Management
Function
Bulk breaking is a method or process to divide
larger quantities into smaller when products
reach to the final market for selling it to the
end consumers.
Bulk-breaking involves dividing larger
quantities into smaller quantities as products
get closer to the final market.
BUYING
HATSUN
MILK AT
PARLOUR
Milk produced in 5000+ farms are collected,
transported to plant, processed and packed at
the plant. It is distributed to the retail stores
/ parlor by distributors (self /3rd party) in a
large quantity.
Customer buys a limited quantity (say ½
liter),where the bulk break by retailer occurs.
Another example : buying two toffees.

13. Communication Establishing Need for Category
Concepts Definition Illustration Remarks
Communication
Establishing
Need for
Category
Category need becomes a communication objective
when it is necessary to remind your target audience
of his or her need for the category, or when an
organization must sell the target audience the need.
Buyer’s perception of requiring something to remove
or satisfy a perceived discrepancy between his
current and desired motivational states.
ATHER 450X
ELECTRIC
SCOOTER
Ather E scooters was targeted at the
people who had the urge to be eco
friendly. It was targeted at eco friendly
motorcycle riders, who can be the
cause for reduce in air pollution. Thus
the need of such people has been
changed by the introduction of high-
end electric scooter.

14. Communication for Building Brand Attitude
Concepts Definition Illustration Remarks
Communication
for Building
Brand Attitude
Predisposition to respond favorably or unfavorably
towards a brand based on the shopper’s beliefs
regarding product performance relative to key
evaluative criteria.
Helping consumers evaluate the brand’s perceived
ability to meet current relevant trends. Brand
attitude portrays people perception about a brand ,
whether it justifies the need of the consumer and
will solve the future needs.
Royal Enfield
Bullet
“Made like a Gun, Goes like a
Bullet”.
RE is the iconic brand that gives the
sense of pride, freedom and respect
,matchless stability(no alternative
till 1978),favorite of Army and Police
Personnel, manly, leisure and
adventure, rugged looks, tailor made
for Indian roads.

15. Captive Product Pricing
Concepts Definition Illustration Remarks
Captive
Product
Pricing
The Captive Product Pricing is the pricing strategy adopted by the
marketers wherein, the price of the core product is generally kept low,
whereas the captive products are highly priced.
This specific pricing strategy involves a retailer selling a base product
for an inexpensive price or even giving it away for free. However,
additional products are required to receive full benefit of the item
received.
CAR REPAIR
AND
MAINTENANCE
COST
The price of the car
becomes affordable
,whereas the
replacement of parts as
a result of repair and
maintenance will
increase over the years.

16. AIDA Model
Concepts Definition Illustration Remarks
AIDA Model The AIDA Model, which stands for Attention,
Interest, Desire, and Action model, is an
advertising effect model that identifies the
stages that an individual goes through during
the process of purchasing a product or service.
The AIDA model is commonly used in digital
marketing, sales strategies, and public
relations campaigns.
BMW M2 COUPE A – BMW does search engine
marketing, TV ads,etc.
I - explains the special features.
D – Attracts by the appearance and
look of the car.
A- Introduces special leasing and
financing option for immediate
buying.

17. Views of Society in a socio-cultural environment
Concepts Definition Illustration Remarks
Views of
Society in a
socio-
cultural
environment
Sociocultural factors are customs,
lifestyles and values that
characterize a society. More
specifically, cultural aspects include
aesthetics, education, language, law
and politics, religion, social
organizations, technology and
material culture, values and
attitudes.
1.China Grill
Restaurant
2.Burger king
3. Amul
China Grill Restaurant has introduced the menu in
accordance with Ramadhan festival.
Burger king promotes quarantine sale during
COVID 19.
Amul promotes its product based on the current
economical and political situations of the country.

18. Multi-channel marketing
Concepts Definition Illustration Remarks
Multi-
channel
marketing
Multichannel marketing refers to the practice of
interacting with customers using a combination of indirect
and direct communication channels – websites, retail
stores, direct mail, email, mobile, etc. – and enabling
customers to take action in response – preferably to buy
your product or service using the provided channels.
IQVIA
Pharmaceutical
Industry
IQVIA Pharmaceutical Industry
has an extended communication
channel with the patients,
thereby providing online
consultations, insurance
assistance, pharmacy
engagements, call supports ,etc.

19. Appendix

20. BITS Pilani
Pilani Campus
BITS Pilani
Pilani Campus
THANK YOU !