Marketing mix of mamypoko pants, pvr multiplex and London dairy ice cream

1. VAISHNAV PREMJI
S2 MBA(2021-23)
MAR ATHANASIOS COLLEGE FOR ADVANCED
STUDIES TIRUVALLA(MACFAST)
KERALA, INDIA
www.macfast.org

2.  A marketing mix includes multiple areas of focus as part of a
comprehensive marketing plan. The term often refers to a common
classification that began as the four Ps: product, price, placement, and
promotion.
 Effective marketing touches on a broad range of areas as opposed to
fixating on one message. Doing so helps reach a wider audience, and by
keeping the four Ps in mind, marketing professionals are better able to
maintain focus on the things that really matter.
 Focusing on a marketing mix helps organizations make strategic
decisions when launching new products or revising existing products

3.  Depending on the industry and the target of the marketing plan,
marketing managers may take various approaches to each of the four
Ps. Each element can be examined independently, but in practice, they
often are dependent on one another.
Product
 This represents an item or service designed to satisfy customer needs and
wants. To effectively market a product or service, it's important to
identify what differentiates it from competing products or services. It's
also important to determine if other products or services can be marketed
in conjunction with it.

4. Price
 The sale price of the product reflects what consumers are willing to pay
for it. Marketing professionals need to consider costs related to research
and development, manufacturing, marketing, and distribution—otherwise
known as cost-based pricing. Pricing based primarily on consumers'
perceived quality or value is known as value-based pricing.
Placement
 The type of product sold is important to consider when determining
areas of distribution. Basic consumer products, such as paper goods,
often are readily available in many stores. Premium consumer
products, however, typically are available only in select stores.
Another consideration is whether to place a product in a physical
store, online, or both.

5. Promotion
 Joint marketing campaigns also are called a promotional mix. Activities
might include advertising, sales promotion, personal selling, and public
relations. A key consideration should be for the budget assigned to the
marketing mix. Marketing professionals carefully construct a message
that often incorporates details from the other three Ps when trying to
reach their target audience. Determination of the best mediums to
communicate the message and decisions about the frequency of the
communication also are important.

6.  Mamypoko is another global brand to hit Indian market. Mamypoko is a
Japanese brand of baby diapers. The brand belongs to Unicharm which
has its interests in Baby care products, Health Care and Female hygiene
categories.
 The company has launched its premium brand of baby diapers into the
Indian market.
 Indian diaper market is small with a rough market size of Rs 110 crore
but growing very fast due to the economic growth and rapid urbanization.
 The market still faces the issue of 'penetration ' and the tough task of
changing consumer behavior.
 The market is dominated by brands like Pampers, Snuggy and Huggies.

8.  Mamypoko but entered the market with a powerful differentiator. It
launched Mamypoko Pant diapers as the brand builder. Mamypoko
pants is a pant-type baby diaper - in the sense that instead of the
stickers(tape- style) that conventional diapers have, Mamypoko Pants
is a " pull up" type of diapers. There is no need to stick the two ends
of the diapers together.
 Actually Mamypoko is not the brand which has innovated pant-style
diapers. Another brand from Unicharm - Moonyman was world's first
brand to launch such a innovative product.
 Pant-type diapers is indeed a powerful differentiator because it offers a
convenient solution to the consumers. Parents especially fathers often
find the task of putting diapers to their child a difficult task . If the child
is very active, the task becomes even more difficult. Having a pant-style
diaper is something that makes parent's life a little more easier

9.  The brand is also making use of its brand mascot/ character which is
named Pokochan.
 Mamypoko has done the right thing by launching itself with a powerful
message. There is a greater chance that consumers will remember this
brand for its USP. But the vital question is whether Mamypoko can
sustain its differentiation . It will not be difficult for other brands to
launch similar products. Mamypoko can breath easy because it has a
pipeline of such innovative features within their global portfolio.
 The launch of Mamypoko will open up another set of marketing war in
the Indian diaper market.The Indian market is highly price conscious and
it has to be seen whether consumers will be willing to pay more for
Mamypoko.

10.  PVR Cinemas is associated with the entertainment industry. It is a
publicly traded company of Indian origins. It was a joint venture between
Village Roadshow Limited and Priya Exhibitors Private Limited on 40:60
ratios.
 The company started operations from the year 1997 and was founded by
Mr Ajay Bijli. PVR Cinemas has the distinction of being the first
multiplex cinema in India and recently it became the largest chain of
cinema in India after acquiring CineMax.
 It has several firsts to its credit as it introduced ticket booking and
payment option via online channels. PVR Cinemas faces competition
from following companies
Adlabs film
Fun Cinemas
Inox Leisure
Wave Cinemas

11.  PVR Cinemas operates as a multiplex and is the most popular one in
India. The company realised the potential of innovative technology and
hence operated and developed state-of-the-art multiplexes.
 These offered qualitative and superior ambience and were able to draw
crowds in droves because of novelty. PVR Cinemas used updated
technology systems like Xenon Technology, Digital-Cinema Technology
and Dolby Stereo-Sound-System. It was able to earn exclusive rights for
numerous screen blockbusters from well-known distributors like 20th
Century Fox and Warner Brothers.
 PVR Cinemas operates single-screen, double-screen and multiple screen
theatres and offers luxurious seating arrangements and comfortable
viewing with best food options.
 PVR Cinemas is also involved in distribution and production of Hindi,
English and regional movies. It has entered into partnership deals to
manage and operate coffee shops, pubs, food courts and setting up and
running of ice-skating rinks, karaoke centres and bowling alleys.

12.  PVR Cinemas has a Pan-India presence with its headquarters base at
Gurgaon in Haryana.
 It has spread its activities to one hundred and twenty-one locations in
forty-seven cities and towns like Delhi, Noida, Faridabad in NCR Region,
Jalandhar and Ludhiana in Punjab, Bhopal and Indore in Madhya
Pradesh, Raipur and Bhilai in Chhattisgarh, Allahabad and Kanpur in
Uttar Pradesh, Kolkata in West Bengal and Mysore and Bengaluru in
Karnataka.
 Its widespread distribution network includes magnificent viewing with
help of five hundred and fifty-three screens.
 PVR Cinemas operates with help of its subsidiaries namely Lettuce
Entertain You Limited, PVR bluO entertainment Limited and PVR
Leisure Limited.

13.  Advertising and marketing are two important aspects in relation to
services.
 PVR Cinemas has a strong brand equity and recall. It has implemented
several promotional activities to create positive brand awareness in the
consumer market.
 It uses print media to gain exposure and create a market for its products.
 PVR Cinemas advertises its multiplex theatres via informing the public
about its numerous shows and their timings.

14.  PVR Cinemas has targeted upper and upper-middle class from a semi-
urban and urban section of society as its potential customers.
 The company is committed to offering the best possible products and
services to its esteemed customers. It has gained a first-mover advantage
over rival brands and does not bother much about ticket prices.
 Besides cinema broadcasting, PVR Cinemas earns further revenues from
advertisements, product displays and sale of beverages and food items in
multiplex premises.

15.  PVR Cinemas has adopted a mid-premium pricing policy and has kept its
ticket prices marginally higher than other brands.
 It is sure of its customer loyalty because it offers premium and quality
services and products at mid-premium prices and today’s generation
wants the best even if they have to shed a few bucks extra to gain them.
 PVR Cinemas has implemented a promotional pricing policy and offers
incentives in form of free tickets and coupons for beverages at reduced
prices and other vouchers to increase its sales volumes and garner further
revenues.

16.  London Dairy, an international premium ice cream brand, had entered the
Indian market with the aim of launching an exotic range of ice creams in
the country.
 The brand is already present in 31 countries across the globe

17.  The premium ice-cream brand had said last year that it wants to double its
India revenues to Rs 100 crore by 2020, and that it plans to ramp up
distribution to 5,000 outlets.
 The company introduced 46 SKUs that were customized for the Indian
market. The brand hopes to start manufacturing in India in the next three
years as well.
 The need of the hour was to design a creative communication campaign
that would create a premium position for the brand and build a strong
emotional connect with the target audience.
 The challenge was to upgrade the consumers to prefer a premium brand
like London Dairy by creating a need in the minds of the consumers with
a compelling communication design.
 The work for crafting the entire communication campaign and retail
branding was undertaken by WOW Design, an independent strategic
brand design consultancy.

18.  Understanding the dynamics of the market, it was essential to primarily create
a premium brand style and strong presence for the brand in the retail segment.
 The communication was required to be designed in such a way that it grabbed
the attention of the target audience and compelled them to buy London Dairy,
making it the preferred premium ice cream brand in the country.
 Capturing the functional as well as the emotional aspect was essential to
building a strong association between the brand and its target segment.
 In view of the approach, the communication was crafted tactfully by
incorporating the chef from the TVC, in the key visual for the TG to identify
and relate to the brand (maintaining the synchronization).
 The key visual depicted the unique brand personality of London Dairy with an
elegant drool shot well integrated with real ingredients, an appealing recipe
shot.
 The use of brand colours in the key visual and a clean architecture reflected
the premium image of the brand.
 The tagline – ‘Timeless creations, specially made just for you!’ was proposed
to strike an emotional chord with the target audience.

19.  The retail elements had an exclusive and premium appeal in line with the
brand’s imagery, to keep it far apart from mass brands.
 One of the retail elements created and strongly recommended was the
‘Victorian Stand’, which was to take apt advantage of the brand name
‘London Dairy’ and build the association further.