Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center
The document discusses repositioning the Himalaya Soap brand. It begins by evaluating the launch of Himalaya Soap, analyzing whether innovation was the best growth strategy and the efficiency of marketing actions. It finds the innovation strategy was necessary but marketing could be improved. It then recommends repositioning Himalaya Soap to focus on its natural ingredients and highlight this through more effective advertising that also showcases Indian culture. A positioning statement and perceptual map are provided to describe targeting customers interested in health and belonging while expanding into rural markets through improved distribution and brand promotion activities.
This document provides a comparative study between Himalaya and Patanjali companies. It outlines the objective as investigating consumer perception and factors affecting sales. Criteria for comparison include company profiles, demand drivers, distribution channels, awareness levels, marketing strategies, growth, weaknesses, and product ranges. Key findings are that Himalaya has been operating since 1930 while Patanjali was founded more recently. Patanjali has seen stronger recent growth while Himalaya maintains a wider international presence. Both companies offer a variety of herbal healthcare products with differing strengths in areas like affordability, quality, and celebrity promotion.
Himalaya Face wash is a herbal skincare brand established in 1930 in Bangalore, India. It produces healthcare products and is most popular for its Neem face wash. The document discusses Himalaya's market share and growth, segmentation into pharmaceuticals, personal care, and naturals. It analyzes popular face wash brands like Himalaya, Clean & Clear, and Everyuth through their positioning, targeting, advertising approach, and inferred consumer benefits. SWOT and differentiation of the three brands are presented. The document concludes with attributes, benefits, and examples of television commercials for each brand.
The Himalaya Drug Company was established in 1930 in Bangalore, India. It produces Ayurvedic healthcare products that are sold in 92 countries worldwide. Its flagship product is Liv.52, an herbal liver formulation introduced in 1955 that has been backed by over 215 clinical trials. The company has expanded its product lines to include other herbal formulations as well as nutrition, animal health, baby care, and personal care products. It focuses on researching and developing herbal products backed by clinical studies to ensure safety and efficacy.
A competitive market strategy for Himalaya Drugs to launch a new ayurvedic beauty product in the market and build an competitive advance over its competitors
This document summarizes an advertisement for Neem capsules produced by Himalaya. It discusses the product's herbal properties that keep skin healthy. The ad targets modern urban women seeking confidence through clear skin. Himalaya positions itself as providing purity through nature and the promise of good health. While competitors offer herbal skin products, Himalaya stands out for its marketing strategy of high product visibility on store shelves. The document provides some criticisms of how the ad could be improved.
The document discusses repositioning the Himalaya Soap brand. It begins by evaluating the launch of Himalaya Soap, analyzing whether innovation was the best growth strategy and the efficiency of marketing actions. It finds the innovation strategy was necessary but marketing could be improved. It then recommends repositioning Himalaya Soap to focus on its natural ingredients and highlight this through more effective advertising that also showcases Indian culture. A positioning statement and perceptual map are provided to describe targeting customers interested in health and belonging while expanding into rural markets through improved distribution and brand promotion activities.
This document provides a comparative study between Himalaya and Patanjali companies. It outlines the objective as investigating consumer perception and factors affecting sales. Criteria for comparison include company profiles, demand drivers, distribution channels, awareness levels, marketing strategies, growth, weaknesses, and product ranges. Key findings are that Himalaya has been operating since 1930 while Patanjali was founded more recently. Patanjali has seen stronger recent growth while Himalaya maintains a wider international presence. Both companies offer a variety of herbal healthcare products with differing strengths in areas like affordability, quality, and celebrity promotion.
Himalaya Face wash is a herbal skincare brand established in 1930 in Bangalore, India. It produces healthcare products and is most popular for its Neem face wash. The document discusses Himalaya's market share and growth, segmentation into pharmaceuticals, personal care, and naturals. It analyzes popular face wash brands like Himalaya, Clean & Clear, and Everyuth through their positioning, targeting, advertising approach, and inferred consumer benefits. SWOT and differentiation of the three brands are presented. The document concludes with attributes, benefits, and examples of television commercials for each brand.
The Himalaya Drug Company was established in 1930 in Bangalore, India. It produces Ayurvedic healthcare products that are sold in 92 countries worldwide. Its flagship product is Liv.52, an herbal liver formulation introduced in 1955 that has been backed by over 215 clinical trials. The company has expanded its product lines to include other herbal formulations as well as nutrition, animal health, baby care, and personal care products. It focuses on researching and developing herbal products backed by clinical studies to ensure safety and efficacy.
A competitive market strategy for Himalaya Drugs to launch a new ayurvedic beauty product in the market and build an competitive advance over its competitors
This document summarizes an advertisement for Neem capsules produced by Himalaya. It discusses the product's herbal properties that keep skin healthy. The ad targets modern urban women seeking confidence through clear skin. Himalaya positions itself as providing purity through nature and the promise of good health. While competitors offer herbal skin products, Himalaya stands out for its marketing strategy of high product visibility on store shelves. The document provides some criticisms of how the ad could be improved.
This document provides an overview of the cosmetics companies Himalaya and L'Oreal. It discusses Himalaya's founding in 1930 based on Ayurvedic principles. It outlines Himalaya's mission, history, global presence, branding focusing on natural products and herbs. Himalaya uses the brand ambassador "Dadima" to promote Ayurveda concepts to modern consumers. The document also discusses L'Oreal's founding in 1909, brands it owns, global sales and research centers. It analyzes the strengths, weaknesses, opportunities and threats for both companies and their strategies in India, including dual pricing and expanding distribution.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
The document discusses Himalaya Health Care, an Ayurvedic pharmaceutical company. It provides background on Ayurveda and Himalaya's history. Himalaya was founded in 1930 and launched the first anti-hypertensive drug in 1934 after studying a plant used to calm elephants. Today Himalaya uses modern science to research and validate Ayurvedic treatments, creating standardized herbal products sold in 67 countries. The document also discusses Himalaya's commitment to community initiatives in health, education, sustainability and empowerment.
The Himalaya Drug Company was established in 1930 in Bangalore, India by M. Manal. It produces ayurvedic healthcare products under the brand Himalaya Herbal Healthcare. The company has over 70 researchers studying herbal ingredients and minerals. It has locations across India as well as in the US, Middle East, and Europe, and sells products in over 60 countries. The executive chairman is MR. RAVI PRASAD and the CEO is PHILIPE HAYDON.
The chapter provides an introduction to Ayurveda and the history of Himalaya drugs. It outlines the company profile, including an overview, brand identity, mission, vision, chairman's message, customer testimonials, privacy and quality policy, production processes, global strategies, and management structure. The profile describes Himalaya's foundation and growth into a leading Ayurvedic drug manufacturer with a focus on herbal medicines and international expansion.
A STUDY ON CONSUMER PERCEPTION AND CUSTOMER SATISFACTION LEVEL TOWARDS VARIOU...Nischal16
A STUDY ON CONSUMER PERCEPTION AND CUSTOMER SATISFACTION LEVEL TOWARDS VARIOUS PRODUCTS OF HIMALAYA HEALTHCARE IN CITY OF SAGAR SPECIALLY ON HIMALAYA ANTISEPTIC CREAM
Herbal Ayurvedic Company provides a wide range of pure, effective Ayurvedic products without side effects to address all health issues. As a franchise distributor, you would distribute their products such as green food supplements, Ayurvedic products, health juices, and personal care items to retailers, dispensing doctors, and hospitals in your district. The company offers promotional materials, product samples, profit margins up to 55%, and support to help you succeed as an associate partner distributing their products in your monopoly district.
This document summarizes the marketing strategy of Maharishi Ayurveda Products Pvt. Ltd., an Indian Ayurvedic products company. The company exports over 900 Ayurvedic formulations to over 40 countries and has obtained several quality certifications. Domestically, it markets personal care, OTC, and food/beverage products through doctors, distributors, and organized retail. Globally, the herbal market is valued at $80 billion and growing, with the US, Europe, and Australia being key markets. The company aims to expand globally through new marketing offices. While sales have increased year-over-year, profits have remained limited due to a lack of advertising and internal management issues.
The Himalaya Drug Company was founded in 1930 in India with a vision of bringing Ayurvedic medicine to society. It has developed safe and natural remedies to help people lead healthier lives, and its products are endorsed by over 300,000 doctors and used in 89 countries. The company is headquartered in Bangalore and has expanded globally, opening an office in the US in 1996. It produces a wide range of herbal healthcare products within four segments: pharmaceuticals, personal care, pure herbs, and animal health. The company aims to make herbal wellness accessible to all and establish itself as a leading science-based brand in herbal medicine worldwide.
The document describes a case study about Dabur Honey's marketing strategies in India. It discusses how Dabur began branding and selling honey in glass jars in the 1980s, addressing quality and availability issues. In the late 1980s, smaller regional brands began gaining market share through lower prices and packaging. In response, Dabur increased advertising spending in 1991 with a purity message but saw limited growth. To expand usage and the market, Dabur later repositioned its honey as a tasty, nutritious food and promoted new uses through magazines and demonstrations. This led to 65% sales growth over the previous year.
Ponds Age Miracle - Advertising StrategyBhallaAnurag
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Pond's men brand extension abhinav anand pgp30297_brand managementSameer Mathur
Hindustan Unilever launched Pond's Men, a facial cleanser for men, to capitalize on the fast growing men's grooming category. Pond's was previously seen as a feminine brand. Pond's Men contains coffee bean extracts and menthol to recharge tired skin. It is competitively priced between mass and premium segments. Hindustan Unilever will promote Pond's Men through TV, online ads and events, targeting young urban professionals. Pond's Men positions the brand as a contemporary cleanser that refreshes skin for busy lifestyles. Hindustan Unilever hopes this brand extension will increase Pond's market share in the skincare category.
Patanjali produces a range of personal care products including toothpaste, face wash, soaps, shampoos, hair oil, conditioner and mehendi. The document analyzes consumer perceptions of Patanjali products in Mumbai and Lucknow through 42 in-depth interviews. It finds that Patanjali toothpaste effectively addresses consumer needs around sensitivity, gum bleeding, cavity fighting and fresh breath. Users are attracted to its ayurvedic ingredients and affordability. Similarly, Patanjali face wash is seen as removing dirt, oil and reducing acne while keeping skin clean and fresh.
1) Himalaya Herbals Anti-Wrinkle Cream contains natural extracts like aloe vera, lemon, grape, sandalwood, and red poppy that help tone skin, protect from sun damage, and delay wrinkles.
2) The fast-moving consumer goods sector in India, which includes household and personal care products, accounts for 50% of sector sales. Rural markets are growing faster than urban.
3) Himalaya was founded in 1930 in Dehradun with a vision of bringing Ayurvedic products to society. Their mission is to make herbal healthcare accessible in every home.
Marketing RESEARCH DESIGN for Zandu Ayurveda’s Social Media PresenceNeha Kumar
1) The document outlines a research design to study the impact and effectiveness of Zandu Ayurveda's social media presence.
2) The objectives are to understand user reactions to Zandu's current social media approach and determine if it has achieved its goals of increasing sales, purchases, and brand understanding.
3) The research will involve exploratory interviews, descriptive surveys, and ethnographic research of 225 users in Mumbai aged 20+ to evaluate Zandu's social media language, posts, and activities.
This document provides an introduction and background about Dabur India Limited. It discusses the origin and growth of the company since it was founded in 1884. It provides an overview of Dabur's current structure, including its major business divisions and subsidiaries. It also lists the company's board of directors and shareholders. Finally, it includes enclosures about Dabur's market share and performance, key raw materials, and sales mix by product segment.
This document provides an international marketing plan for Laneige, a Korean cosmetic company. It includes an analysis of Laneige as a company, focusing on its brand image, human resource management emphasizing team-oriented growth, and corporate social responsibility. An organizational analysis examines Laneige's internal structure, target markets, product categories, and international involvement. A SWOT analysis and industry analysis are also provided. The plan evaluates potential European country markets based on various criteria and recommends Germany as the best market for Laneige's expansion based on its analysis of the German market.
The document discusses consumer perception of Dabur products like honey. It provides an analysis of data collected from a survey of 100 consumers on their motivations for and satisfaction with Dabur honey. Key findings include: 1) Major motivations were brand name, product information from TV, and reasonable price. 2) Consumers were highly satisfied with quality, availability, and packaging. 3) While price was important, quality was the top driver of satisfaction. The data provides insights into how Dabur can increase market potential among consumers.
Established in 2006 by Acharya Balkrishna, Patanjali Ayurveda is an Indian FMCG and healthcare company with annual turnover of around Rs. 3000 crore. Headquartered in Haridwar, India, it manufactures over 300 ayurvedic medicines and has expanded into food, cosmetics, and other product categories. Known for its chemical-free and affordable products, Patanjali has grown rapidly to become a formidable competitor to foreign companies in India. It utilizes an umbrella branding strategy across its wide portfolio of goods and relies on volunteer employees and online/physical stores for marketing and distribution.
I did the Raid-de-Himalaya, also known as Himalayan Car Rally in Oct, 2014 in a Honda Civic. Raid is supposed to be the second most difficult car rally in the world after Paris-Dakar. The presentation includes introduction to car rallying but the focus is on my experience of the rally, mainly through pictures and videos. It was once in a life time experience. Anyone interested in adventure should try the Raid once.
This document provides an overview of the cosmetics companies Himalaya and L'Oreal. It discusses Himalaya's founding in 1930 based on Ayurvedic principles. It outlines Himalaya's mission, history, global presence, branding focusing on natural products and herbs. Himalaya uses the brand ambassador "Dadima" to promote Ayurveda concepts to modern consumers. The document also discusses L'Oreal's founding in 1909, brands it owns, global sales and research centers. It analyzes the strengths, weaknesses, opportunities and threats for both companies and their strategies in India, including dual pricing and expanding distribution.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
The document discusses Himalaya Health Care, an Ayurvedic pharmaceutical company. It provides background on Ayurveda and Himalaya's history. Himalaya was founded in 1930 and launched the first anti-hypertensive drug in 1934 after studying a plant used to calm elephants. Today Himalaya uses modern science to research and validate Ayurvedic treatments, creating standardized herbal products sold in 67 countries. The document also discusses Himalaya's commitment to community initiatives in health, education, sustainability and empowerment.
The Himalaya Drug Company was established in 1930 in Bangalore, India by M. Manal. It produces ayurvedic healthcare products under the brand Himalaya Herbal Healthcare. The company has over 70 researchers studying herbal ingredients and minerals. It has locations across India as well as in the US, Middle East, and Europe, and sells products in over 60 countries. The executive chairman is MR. RAVI PRASAD and the CEO is PHILIPE HAYDON.
The chapter provides an introduction to Ayurveda and the history of Himalaya drugs. It outlines the company profile, including an overview, brand identity, mission, vision, chairman's message, customer testimonials, privacy and quality policy, production processes, global strategies, and management structure. The profile describes Himalaya's foundation and growth into a leading Ayurvedic drug manufacturer with a focus on herbal medicines and international expansion.
A STUDY ON CONSUMER PERCEPTION AND CUSTOMER SATISFACTION LEVEL TOWARDS VARIOU...Nischal16
A STUDY ON CONSUMER PERCEPTION AND CUSTOMER SATISFACTION LEVEL TOWARDS VARIOUS PRODUCTS OF HIMALAYA HEALTHCARE IN CITY OF SAGAR SPECIALLY ON HIMALAYA ANTISEPTIC CREAM
Herbal Ayurvedic Company provides a wide range of pure, effective Ayurvedic products without side effects to address all health issues. As a franchise distributor, you would distribute their products such as green food supplements, Ayurvedic products, health juices, and personal care items to retailers, dispensing doctors, and hospitals in your district. The company offers promotional materials, product samples, profit margins up to 55%, and support to help you succeed as an associate partner distributing their products in your monopoly district.
This document summarizes the marketing strategy of Maharishi Ayurveda Products Pvt. Ltd., an Indian Ayurvedic products company. The company exports over 900 Ayurvedic formulations to over 40 countries and has obtained several quality certifications. Domestically, it markets personal care, OTC, and food/beverage products through doctors, distributors, and organized retail. Globally, the herbal market is valued at $80 billion and growing, with the US, Europe, and Australia being key markets. The company aims to expand globally through new marketing offices. While sales have increased year-over-year, profits have remained limited due to a lack of advertising and internal management issues.
The Himalaya Drug Company was founded in 1930 in India with a vision of bringing Ayurvedic medicine to society. It has developed safe and natural remedies to help people lead healthier lives, and its products are endorsed by over 300,000 doctors and used in 89 countries. The company is headquartered in Bangalore and has expanded globally, opening an office in the US in 1996. It produces a wide range of herbal healthcare products within four segments: pharmaceuticals, personal care, pure herbs, and animal health. The company aims to make herbal wellness accessible to all and establish itself as a leading science-based brand in herbal medicine worldwide.
The document describes a case study about Dabur Honey's marketing strategies in India. It discusses how Dabur began branding and selling honey in glass jars in the 1980s, addressing quality and availability issues. In the late 1980s, smaller regional brands began gaining market share through lower prices and packaging. In response, Dabur increased advertising spending in 1991 with a purity message but saw limited growth. To expand usage and the market, Dabur later repositioned its honey as a tasty, nutritious food and promoted new uses through magazines and demonstrations. This led to 65% sales growth over the previous year.
Ponds Age Miracle - Advertising StrategyBhallaAnurag
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Pond's men brand extension abhinav anand pgp30297_brand managementSameer Mathur
Hindustan Unilever launched Pond's Men, a facial cleanser for men, to capitalize on the fast growing men's grooming category. Pond's was previously seen as a feminine brand. Pond's Men contains coffee bean extracts and menthol to recharge tired skin. It is competitively priced between mass and premium segments. Hindustan Unilever will promote Pond's Men through TV, online ads and events, targeting young urban professionals. Pond's Men positions the brand as a contemporary cleanser that refreshes skin for busy lifestyles. Hindustan Unilever hopes this brand extension will increase Pond's market share in the skincare category.
Patanjali produces a range of personal care products including toothpaste, face wash, soaps, shampoos, hair oil, conditioner and mehendi. The document analyzes consumer perceptions of Patanjali products in Mumbai and Lucknow through 42 in-depth interviews. It finds that Patanjali toothpaste effectively addresses consumer needs around sensitivity, gum bleeding, cavity fighting and fresh breath. Users are attracted to its ayurvedic ingredients and affordability. Similarly, Patanjali face wash is seen as removing dirt, oil and reducing acne while keeping skin clean and fresh.
1) Himalaya Herbals Anti-Wrinkle Cream contains natural extracts like aloe vera, lemon, grape, sandalwood, and red poppy that help tone skin, protect from sun damage, and delay wrinkles.
2) The fast-moving consumer goods sector in India, which includes household and personal care products, accounts for 50% of sector sales. Rural markets are growing faster than urban.
3) Himalaya was founded in 1930 in Dehradun with a vision of bringing Ayurvedic products to society. Their mission is to make herbal healthcare accessible in every home.
Marketing RESEARCH DESIGN for Zandu Ayurveda’s Social Media PresenceNeha Kumar
1) The document outlines a research design to study the impact and effectiveness of Zandu Ayurveda's social media presence.
2) The objectives are to understand user reactions to Zandu's current social media approach and determine if it has achieved its goals of increasing sales, purchases, and brand understanding.
3) The research will involve exploratory interviews, descriptive surveys, and ethnographic research of 225 users in Mumbai aged 20+ to evaluate Zandu's social media language, posts, and activities.
This document provides an introduction and background about Dabur India Limited. It discusses the origin and growth of the company since it was founded in 1884. It provides an overview of Dabur's current structure, including its major business divisions and subsidiaries. It also lists the company's board of directors and shareholders. Finally, it includes enclosures about Dabur's market share and performance, key raw materials, and sales mix by product segment.
This document provides an international marketing plan for Laneige, a Korean cosmetic company. It includes an analysis of Laneige as a company, focusing on its brand image, human resource management emphasizing team-oriented growth, and corporate social responsibility. An organizational analysis examines Laneige's internal structure, target markets, product categories, and international involvement. A SWOT analysis and industry analysis are also provided. The plan evaluates potential European country markets based on various criteria and recommends Germany as the best market for Laneige's expansion based on its analysis of the German market.
The document discusses consumer perception of Dabur products like honey. It provides an analysis of data collected from a survey of 100 consumers on their motivations for and satisfaction with Dabur honey. Key findings include: 1) Major motivations were brand name, product information from TV, and reasonable price. 2) Consumers were highly satisfied with quality, availability, and packaging. 3) While price was important, quality was the top driver of satisfaction. The data provides insights into how Dabur can increase market potential among consumers.
Established in 2006 by Acharya Balkrishna, Patanjali Ayurveda is an Indian FMCG and healthcare company with annual turnover of around Rs. 3000 crore. Headquartered in Haridwar, India, it manufactures over 300 ayurvedic medicines and has expanded into food, cosmetics, and other product categories. Known for its chemical-free and affordable products, Patanjali has grown rapidly to become a formidable competitor to foreign companies in India. It utilizes an umbrella branding strategy across its wide portfolio of goods and relies on volunteer employees and online/physical stores for marketing and distribution.
I did the Raid-de-Himalaya, also known as Himalayan Car Rally in Oct, 2014 in a Honda Civic. Raid is supposed to be the second most difficult car rally in the world after Paris-Dakar. The presentation includes introduction to car rallying but the focus is on my experience of the rally, mainly through pictures and videos. It was once in a life time experience. Anyone interested in adventure should try the Raid once.
This document contains biology terms related to genetics and cell biology, including definitions of genotypes, phenotypes, alleles, chromosomes, DNA, RNA, cell division, mutations, traits, and Gregor Mendel, who is described as the father of genetics. It provides a list of key vocabulary words used in the study of genetics and heredity.
This document discusses the oral care industry and toothpaste category in India. It provides information on market size, growth rates, and key players. Research findings show that consumers prioritize toothpaste over toothbrushes and have low involvement in oral care. Most do not visit dentists. The document also analyzes Himalaya Herbal Healthcare's product offerings and recommends strategies for them to enter the niche problem-solving toothpaste category by positioning a premium herbal toothpaste as a natural and fresh solution for oral health problems. This would help develop more positive cognitive and affective beliefs to increase brand attitude and consideration among consumers.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
Cadbury Dairy Milk (CDM) has been the market leader in India's chocolate market since 1948. It currently holds a market share of over 70%. While Western markets still dominate globally, emerging markets like India represent significant future growth potential, with the Indian chocolate market growing at 15% annually between 2008-2012. CDM targets all of India with mass marketing and occupies multiple price segments with products like standard Dairy Milk, premium Dairy Milk Silk, and seasonal variants. It relies on strong brand recognition and emotional advertising to maintain loyalty.
The document discusses the marketing mix, also known as the 4Ps of marketing - product, price, promotion, and place. It explains that the marketing mix refers to the combination of marketing activities and tactics that a company uses to meet the needs of its target market. Each of the 4Ps is then defined in 1-2 sentences, with price referring to how a product is priced, place referring to distribution channels, product referring to the product or service itself, and promotion referring to marketing communication methods. Students are then assigned to groups to focus on applying one of the 4Ps to a specific product.
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center.
This unit introduces students to marketing principles and developing a basic marketing plan. Students will learn theories and frameworks and apply them to real world examples. Organizations of all sizes use marketing to influence customers. Students who successfully complete this unit will gain knowledge, skills, and understanding to enhance their career opportunities. The document then provides learning outcomes on the roles and responsibilities of marketing, the 7Ps marketing mix, and components of a marketing plan including segmentation, objectives, strategy, and monitoring. It also provides examples of Toyota's corporate structure and marketing processes.
This unit introduces students to marketing principles and developing a basic marketing plan. It discusses how organizations like Apple, Google, and Coca-Cola use marketing techniques to influence customers. Students will learn theories, frameworks, and how to relate them to real world examples. Successfully completing the unit will enhance students' career opportunities. The document then provides learning outcomes on the roles and functions of marketing, the marketing mix (7Ps), and developing a marketing plan. It includes an example case study of Toyota Motor Corporation.
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Marketing psychology is the practice of aligning your content, communication, and strategies with the many predictable, often subconscious, human behavioral patterns that have been identified through experimentation and research.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
This document provides an overview of key marketing concepts and terms. It discusses the marketing concept of creating value for customers to build relationships and capture value in return. It also summarizes market offerings, market segmentation, the marketing mix of product, price, place and promotion, and the importance of strategic planning, analysis, implementation and control in effective marketing management. Customer value, satisfaction, and equity are important goals. Partner relationships within a company and across the value chain are also emphasized.
1) Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers. There are various types of marketing such as influencer marketing, relationship marketing, viral marketing, green marketing, and keyword marketing.
2) Marketing management involves conducting consumer research, determining product and distribution policies, and making promotional decisions. The marketing management process includes conducting market research, developing a marketing strategy and marketing plan, and providing feedback and control.
3) The marketing mix, also known as the 4Ps, refers to the set of controllable tactical marketing tools - product, price, place, and promotion. It is the crux of marketing and must be constantly reviewed and adapted to changes in the external environment.
The document provides an acknowledgement and thanks from Yogesh Sharma to individuals who provided guidance and support for his study. It expresses gratitude to Mr. Ramuavtar Dixit, a senior sales executive, for guidance and encouragement. It also thanks the internal mentor Mrs. Malvika Mago for providing facilities to carry out the project work. The document is signed by Yogesh Sharma and dated Pg20090126.
This document discusses McDonald's marketing process and strategies. It explains that McDonald's evaluates market circumstances, develops marketing strategies and mixes, and executes and controls their plans. McDonald's orientation is focused on customers and satisfying their needs better than competitors. This benefits McDonald's but also increases some costs. The document also discusses how McDonald's considers micro and macro environmental factors that influence their marketing decisions, such as customers, competitors, suppliers, and economic, technological, demographic and political conditions in different regions.
This document provides an overview and objectives of the MKTG 436 Marketing Decision Making course. The course will analyze and develop decisions around the 4 P's of marketing. Students will learn analytical techniques and case studies to improve decision making skills. Key topics covered include pricing, forecasting, advertising, market analysis and developing marketing strategies. The goal is for students to understand how to assess costs/profits and make effective marketing decisions for segmentation, products, and implementing marketing plans.
The document provides a syllabus for a Principles of Marketing course that is divided into 3 modules over 12 hours each. Module 1 covers introduction to marketing concepts, the marketing environment, and the marketing mix. Module 2 focuses on consumer behavior and market segmentation. Module 3 discusses product and pricing strategies.
Marketing involves understanding customers, creating value for them, and building relationships. It encompasses functions like buying, selling, transporting, storing, financing, and taking risks. The goal is satisfying customer needs better than competitors to earn their business. Companies must understand customer value as the benefits received versus costs incurred. Maintaining superior customer value leads to satisfaction, retention, and profitable long-term relationships.
This document provides an outline for a strategic marketing plan, describing the key sections it should contain. It begins by outlining 10 sections that every strategic marketing plan should include:
1. Management Summary
2. Economic Projections
3. The Market - Qualitative
4. The Market - Quantitative
5. Trend Analysis
6. Competition
7. Threats and Opportunities
8. Objectives and Goals
9. Action Programs
10. Conclusion
It then discusses guides for developing the strategic marketing plan, including defining the business mission, analyzing competitors, performing a situational assessment using SWOT and PESTEL, specifying a market position, and focusing on
The document discusses key aspects of developing an effective marketing plan and launching a new venture successfully. It covers the characteristics of a marketing plan including having clear objectives, target market analysis, and promotional strategies. The importance of the marketing mix and management team are explored. Regarding legal forms for new ventures, it outlines sole proprietorships, partnerships, limited liability companies, and corporations as common structure options. Tips provided include building a strong management team through role definition, collaboration, and developing a positive work environment.
The document discusses the marketing mix of McKinsey & Company, a global management consulting firm. It describes McKinsey's approach to the traditional 4Ps as well as the extended 7Ps marketing mix. For product, McKinsey offers management consulting services. For price, it uses premium pricing to maximize profits while ensuring client satisfaction. For place, it provides services in clients' offices or its own 127 offices worldwide. For promotion, McKinsey relies on word-of-mouth from past successful projects rather than direct advertising. It emphasizes having the right people and processes to ensure service excellence. The professional workplace and behavior of consultants form the physical evidence of McKinsey's high-quality brand.
Strategic planning involves defining an organization's mission and goals, designing its business portfolio, and developing detailed marketing and departmental plans. It is a key process for identifying opportunities and guiding competitive strategies. The marketing process helps capitalize on opportunities by analyzing markets, selecting target segments, developing the marketing mix, and managing marketing efforts. Key elements include segmentation, target marketing, product positioning, and the "Four Ps" framework. Planning, implementation, control and analysis are core marketing management functions.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It outlines the objectives of understanding the marketing process, the role of advertising and promotion, how different marketing mix elements influence strategy, and concepts like target marketing and market segmentation. The marketing process involves analyzing opportunities, competitors, identifying target markets through segmentation, selecting target segments, developing positioning strategy, and creating a marketing plan that includes decisions around product, price, distribution channels, and promotional strategy.
This document provides an overview of marketing management and objectives. It discusses:
1. Marketing is focused on creating, keeping and satisfying customers through exchange relationships.
2. The major objectives of marketing management are creation of demand, customer satisfaction, market share, generation of profits, and creation of goodwill.
3. The scope of marketing includes market orientation to discover customer needs and tailor products accordingly, as well as analyzing a company's micro and macro environment.
This document discusses key aspects of product management. It begins by outlining the four main types of companies - technology-driven, company-driven, sales-driven, and market-driven - and how they impact the product management process. The core roles of a product manager are then defined as serving as the voice of the customer and coordinating different functional groups. Key tasks are developing market requirements, managing product features, and coordinating launch activities. The goals of product management are ensuring a market-driven product offering, establishing profitable pricing, supporting product distribution, and generating revenue through marketing. The document then explores various product management functions and how performance is often evaluated based on profit and loss responsibility.
The business environment both the external and internal can be measured through marketing
auditing tools. In this assignment, we have discussed the footwear industry in UK. Forces of
Porter are being applied in this particular industry to judge the competitiveness of the external
environment.
Physiological Principles for Health and Social careNovoraj Roy
Nervous system, muscles, reflexes, respiratory system are the core parts of human body.
Disruption in any of these can cause far reaching consequences for other organs. Vein, arteries
and organs in the body interact with each other and perform bodily functions and growth. Human
body can response multifarious way in cellular and tissue structure. Eventually, through aging
bodily functions started to get weakening and different diseases appear but most of them has cure
which are illustrated in this assignment.
Personal and Professional development of individuals add value to any organizations and flow
positive fruitful consequences in life cycle. Self-managed learning through multifarious ways
including internet, team works, social, experience is regarded the best kind of learning for any
individual. When individual perceive the importance of fundamental constituent parts of life to
undertake and execute task efficiently, individual tends to be more reflective, adroit and efferent
in one’s own way.
Organization are being constituted to accomplish certain objectives by accumulating optimal
human resources, forming structures & managing cultures in a systemic way. In City College
from north west London & Enterprise Car Rental from US we find the optimal use of above
mentioned elements of better organization.
CAPCO is a worldwide recognized technology based consulting farm. This well-known farm is
flat structured where every stuffs works under their own immediate seniors. CAPCO follows
democratic leadership where every employee gets equal chances to take part in the decision
making process. Here managers are very much careful of applying different motivational
theories among their employees. Organizational functions, clear communication, achieving
goals sector get influenced by the CAPCO’s flat structure and ongoing culture.
In our day today life we often need to manage project for various reasons. For efficiently
managing a project, project analysis, monitoring team development, controlling, Gantt chart,
critical paths, life cycles, consequences, administration panel are the crucial part. Project
administration is the craft of dealing with the undertaking and its deliverables with a perspective
to create completed items or administration. There are numerous routes in which a task can be
completed and the path in which it is executed is undertaking administration.
Human Resource (HR) is the core element in any organizations. HR has to deal with
documentation, recruiting, selection and retention procedures in all sectors of an organization.
Moreover, linkage between leadership and management is also being demonstrated here. To
make a project up to the “Bench Mark” efficient team building, managerial efficiency,
leadership, monitoring is required for any organization in general. We can find these traits in
British Gas.
Business organization consists of several branches & each sector has its own authorities
®arding responsibilities. In UK there are multifarious types of businesses along with different
structural operations. These businesses can be differentiated through their respective visions &
goals. Accounting is important for an organization because it shows the organisations success
and failure in numbers. Owners and the managers can get a clear idea about the organisations.
Customer relationship can be very helpful as well.
In this 21st era of Globalized business era, communication is one the most important issue to
focus on. Communication theories, methods, ways are very sensitive because they are the
building block of all the managerial function of in any business organization. Correspondence is
a wellspring of data to the hierarchical individuals for basic leadership process as it aides
recognizing and evaluating elective course of activities.
Aspects of contract and negligence for businessNovoraj Roy
Law identified with business can be finished up as all the law which applies to the rights,
relations and behavior of people and organizations occupied with trade, marketing, exchange,
and deals. This report calls attention to the Essential Elements required for the Formation of a
contract, the distinctive sorts of agreements and their effects.
The case study is based on the luxury chocolatier Godiva and it's recent market insight where the
company tried to figure out consumers buying behaviours (when people buy the products and what
consumer perceive about a product) of chocolate products. Godiva has two types of consumer,
first, people who buy chocolate in special occasion
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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2. Table of Contents
Introduction: ...............................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Explain the various elements of the marketing process ..................................................3
1.2 Evaluate the benefits and costs of a marketing orientation for Himalaya........................5
Herbals....................................................................................................................................5
Task: 2........................................................................................................................................7
2.1 Show macro and micro environmental factors which influence marketing decisions ..........8
2.2 Segmentation criteria to be used for products of Himalaya in different markets ...............10
2.3 Elucidation of a targeting strategy for Himalaya ..............................................................11
2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations
..............................................................................................................................................12
2.5 Propose new positioning for Himalaya ............................................................................13
Task: 3......................................................................................................................................14
3.1 Explaining how products are developed to sustain competitive advantage .......................14
3.2 Explaining how prices are set to reflect an organization’s objectives and market
conditions..............................................................................................................................15
3.3 Explaining how prices are set to reflect an organization’s objectives and market
conditions..............................................................................................................................16
3.4 Illustrating how promotional activity is integrated to achieve marketing objectives..........18
3.5 Analyzing the additional elements of the extended marketing mix ...................................19
Task: 4......................................................................................................................................20
4.1 Marketing mixes for two different segments in consumer markets for Vodafone UK. ......20
4.2 Illustrate differences in marketing products and services to businesses rather than
consumers for Vodafone UK. ................................................................................................21
4.3 Show how and why international marketing differs from domestic marketing in the case of
Vodafone UK........................................................................................................................22
Conclusion:...............................................................................................................................23
References: ...............................................................................................................................23
3. Introduction:
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center. On the off chance that division, focusing on and situating are by
and large appropriately met then authoritative achievement can't be halted. In the long run
creating client driven showcasing system, appropriate utilizing of promoting blend and blend of
value item can clearly get an association to high.
Task 1
1.1 Explain the various elements of the marketing process
Marketing can be defined as a set of actual and potential buyers and sellers. Elements of
marketing process are being illustrated as below:
4. Figure: Elements of the marketing process (self-creation)
Process 1: Understanding the marketplace, consumer needs and wants:
Marketing process starts with this step. Here market place is being segmented & well researched.
Every product has its own set of target market, segmented audiences, potential customers. This
process initiated after customer needs and wants.
Needs wants & Demands of Customers:
Process 2: Design a consumer driven marketing strategy:
Segmentation, Targeting & positioning come in this process. Marketer have to analyze the type
of the product. It’s can be homogeneous or heterogeneous. Then marketer divide the market
according to demographic, psychographic or geographic. Then focusing on the target customers
part come. At last marketer have to position the brand in such a way like a simple particular
sound or simple particular image can convey the massage of the brand (Academia.edu, 2016).
Process 3: Conduction and execution of integrated marketing program:
5. Marketing Mix comes in this process. Marketing mix refers 4P (Place promotion, product, price).
Product refers the type, quality and amount, place refers the location of availability of the
product for the customers, pricing refers the penetration, premium or comparative pricing
strategy. At the end promotion refers the marketing campaigns which have undertaken in order
to increase the brand value and customer engagement with product (Scribd, 2016).
Process 4: building profitable customer brand relationship:
Rather than increasing market share and sales a farm needs to perform certain responsibilities to
its customers and for society. Corporate Social Responsibility (CSR) comes in this point. It
refers, firm has certain duties towards the society and its faced social problems. Firm performs
such responsibilities and increases its brand value and customer satisfaction in particular
(Academia.edu, 2016).
Process 5: Capturing value & creating customer equity:
Customer Lifetime Value term comes in this point. Product has five life cycles:
i. Development
ii. Introduction
iii. Growth
iv. Maturity
v. Decline
Market value, sales, advertising cost differ from one stage to another. All the firms want to
capture the maturity band growth level because this two are the most optimum point of
production life cycle. So, marketing process refers its long term goal is to increasing its customer
equity by capturing the maturity and growth stage of production life cycle (Academia.edu, 2016).
1.2 Evaluate the benefits and costs of a marketing orientation for Himalaya
Herbals.
6. Business organization builds products, marketingcampaigns & strategies on the basis of its
focused orientation plans. Here marketing orientation refers that business organization need to
give the customer what they want. Marketing orientation is being undertaken when the market
and the product are too homogenous. Normally there is huge competition exist in market
oriented strategy. Among all the macro environmental factors, political factor exercise most
influences on the business. The benefits and costs of a marketing oriented strategy for Himalaya
Herbal is illustrated as following:
Figure: The benefits of marketing oriented strategy (self made)
Market oriented campaigns and initiatives are basically customer centric as there are lots of
brands out in market & customers will buy the product which has comparative advantage. This
process is focused on customer needs & Himalaya gives essentials to its customers. Moreover,
this can create market value as well as create a buzz among the existing and potential customers
which leads to an increase in customer loyalty and equity. Such process can also play an
effective role in competitiveness over market competitors and challengers.
7. On the other side, marketing oriented strategy development has some costs. To build such long-
term strategy it requires huge cost research on market potentials, common threats, external
environment, next move of competitors & so on. After research part, when the product is being
manufactured, additional prices are added. Here small organizations can’t take such big initiative
like Himalaya. Moreover, risk lies, if the existing consumers don’t accept the new product line
then brand loses its reputation. This may happen because different customers have different
mindset and choices.
Figure: The costs of marketing oriented strategy (self made)
Task: 2
8. 2.1 Show macro and micro environmental factors which influence marketing
decisions
Business builds and executes their activities under micro and macro environment. These
environments have multifarious factors which influence organizational marketing decisions to a
great extent.
Micro environmental factors influencing Marketing decisions:
These environmental factors influence on the root level of marketing decision making. These
factors are small enough to fit in any futile sector but strong enough to exercise impact on big
decisions. Some of the factors are being illustrated as following:
Consumers: Consumers are the key focusing factor of any organization. Himalaya retains its
consumers with great herbal services. Good customer brand engagement can mobilize
organizational market share as well as sells (Scribd, 2016)
Personnel: Personnel of organization need to be very skilled, adroit, motivated in order toensure
that he or she is giving their best on their day to day organizational performances.
Suppliers and Intermediaries: Another important sector of Micro environment is the suppliers.
Organization should have good supply chain in order to make business successful (Scribd, 2016).
Competitors: Every business has its own sets of competitors. It’s very important for an
organization to perceive its competitors next potential move.
Shareholders: In order to draw capital from the market place, organization needs to sell shares
to increase capital. Perceiving shareholders wants, their preferences & maintaining their rights
are organization’s one of the most important objective.
Macro environmental factors influencing Marketing decisions:
Macro environmental factors behold longer lasting effect on the organization than micro
environment. Macro environmental factors are being illustrated as following:
9. Demographic factors: Demographic factors consists of target marketed consumers age, gender,
class, income, location etc.
Political Environment: Among all the macro environmental factors, political factor exercise
most influences on the business. New laws and foreign exchange policy may pass which may
have adverse or optimal impact on marketing decisions.
The technological environment: Modern technologies play an important role in marketing
decision making process. For instances, Facebook, tweeter, YouTube, Instagram have become
the most widespread form of portioning activities.
Cultural Environment: Taking marketing decisions, marketer have to assess the culture of the
country. For instance, rough marketing can’t be prevailing in Arab nations. (Scribd, 2016)
Figure: The macro and micro environmental factors influencing market decisions (Scribd, 2016)
10. 2.2 Segmentation criteria to be used for products of Himalaya in different
markets
Himalaya has different types of products for its diverse customers in Herbal market. The
segmentation criteria used for Himalaya products are illustrated as following:
Geographic Segmentation: Himalaya can divide its target market on the basis of the location,
population size, tropical region, climate, season of any particular geographic area.
Demographic Segmentation: Himalaya can segment the market on the basis of age, sex,
gender, income, color, literacy (Learnmarketing.net, 2016)
Behavioral Segmentation: Himalaya can segment the market on basis of customer reaction
towards similar kind of Herbal products in the market, customers’ expectations, customer market
size and equity. This segment is the most powerful and reliable segmentation among others.
Psychographic Segmentation: Himalaya can segment the market on the basis of customer’s
belief, thinking, lifestyle, values, class and psychographic elements (Learnmarketing.net, 2016).
11. Figure: Segmentation Criteria
2.3 Elucidation of a targeting strategy for Himalaya
Every organization has its own segmented market to serve. There are so many ways of
penetrating segmented market. Such as Undifferentiated marketing or mass marketing,
differentiated or segmented marketing, concentrated marketing or niche marketing. Himalaya
Herbal brand follows segmented marketing strategies. As because this Himalaya brand has so
many diverse product for its diverse customers, so Himalaya have to take different segmented
marketing strategies in order to reach Target Group. After research part, when the product is
being manufactured, additional prices are added. Here small organizations can’t take such big
initiative like Himalaya and make most total sales. Most contemporary marketers have strong
believe on this strategy in today’s competitive environment. Eventually to reach the target
audience Himalaya have to make direct marketing, public relation, sales promotions, sales
promotion, TVC, digital marketing and affiliated marketing. The inevitable result of this market
12. segment is huge competition. But segmented marketing produces more sales and market shares
than mass marketing (Learnmarketing.net, 2016).
Figure: Differentiated Marketing strategy for Himalaya Herbal
2.4 Demonstrate how buyer behavior affects marketing activities in different
buying situations
Customer Engagement with the brand basically depends on the tangible(prduct) or
intangible(service) value. Here four kinds of buying behavior are being explained as following:
Cultural factors: Cultural factors influences most on the consumer buying behavior. It refers
subjective, social class, religious value etc. viewpoint from product’s positioning criteria. So
when a marketer undertakes a marketing campaign or a plan he or she needs to focus on the
cultural perspective of the nation (Learnmarketing.net, 2016).
Social Factors: Social factors define reference group, class, family, roles and status are related
with product’s targeting and proportioning activities. For instance, when a TVC is made, the
producer has to think about the targeted social group for which the TVC will convey its massage.
Personal and Motivational factors: There are some personal and motivational factors are
related with consumer buying behavior. Personal factors refer age, income, economic status, life
style.
13. Figure: The way buying decision process works
2.5 Propose new positioning for Himalaya
Himalaya Herbal currently is positioned as the “increasing fairness and removing dark spot”
brand. If they want to position themselves as something new, then they can come up with
“antibacterial” herbal solutions. Point to be noted, Margo soap also positioned themselves as
dark spot remover as well as antibacterial product in the market. So, it’s possible to entitle with
these two elements. Himalaya currently existing in a Differentiated market where it has
homogeneous products with low comparative advantage. This can be an new starting for a
portion of Himalaya herbal. As it’s very tough to bring entirely new positioning with such brand
where competition is very much intense, Himalaya can come up with subsidiary positioning
strategy (Learnmarketing.net, 2016). Himalaya need to rival Loreal, Fair and beautiful, Lakeme,
Boots etc. Fundamentally product improvement is one of the key components to manage upper
hand. New element can be added to existing item or new item can change the current item
totally. Himalaya items are more than homogeneous items. The greater part of the Herbals has
basic characteristics, effects and dealings. Along these lines, thought era and itemized building
ought to be set on the item improvement arrange. Here is a chart of demonstrating the basic way
of item advancement issue and its effect on the promoting choices on the viewpoint of
maintaining upper hand.
14. Task: 3
3.1 Explaining how products are developed to sustain competitive advantage
Products are being developed by applying multifarious analytical techniques to gain competitive
advantage over the external factors. Himalaya has to compete with Loreal, Fair and lovely,
Lakeme, Boots and so on. Fundamentally product development is one of the key factors to
sustain competitive advantage. New feature can be added to existing product or new product can
alter the existing product completely. Himalaya products are more than homogeneous products.
Most of the Herbals have common traits, impacts and dealings. So, idea generation and detailed
engineering should be placed on the product development stage. Here is a diagram of showing
the critical path of product development issue and its impact on the marketing decisions on the
perspective of sustaining competitive advantage.
Critical path starts with the project feasibility measurement study, after that preparation of
schedule plan and estimation comes where actual statistical data are represented. Then upper
class needs to give project approval to execute the plan. They can even kick off the project if it
lacks necessary potentials. Then marketers analyze preliminary design of the project.
15. Figure: Critical path of sustaining competitive advantage for Himalaya products
3.2 Explaining how prices are set to reflect an organization’s objectives and
market conditions.
Three factors need to ensure before setting prices which reflect organization’s objectives and
market conditions:
Figure: Factors need to ensure before setting prices which reflect organization’s objectives
Perceiving Client value and cost: When prices are set marketers need to focus on the target
group’s income and cost. As marketers design their 4P(marketing) mix on the basis of their
target audiences, so it’s very important for them for perceiving the income and cost of their
target customer in setting product prices.
Reflecting strategy and market condition: When marketers set prices he or she needs to keep
in mind about current marketing demand, market status (elastic, inelastic, perfect inelastic or
perfect inelastic), existing reseller relationship and the nature of the economy.
16. Optimal Price balance profit with sale: In all marketing mix elements, price is the most
sensitive one. Generally, over pricing will lead to lower sales where as under pricing can lead to
higher sales but more market share. So if brand’s target is to capture the market share in long
term then the brand may follow optimal pricing whereas brands having milestone of making
profit for short run, can undertake overpricing.
3.3 Explaining how prices are set to reflect an organization’s objectives and
market conditions.
According to the objective of the firm, there are different kinds of pricing strategies. Marketer
undertakes multifarious pricing in order to sustain competitive advantage through the product life
cycle. Some of the pricing strategies are being illustrated along with their objectives and market
conditions:
Penetration Pricing: When companies set low initial price to enter the market rather than
premium price, it’s called market penetration pricing. It’s the quickest and deep way to attract
potentials customer group and make them potential consumers. Penetration pricing works as a
“Sniper effect” for the differentiated and niche marketing (Zeepedia.com, 2016).
17. Figure: Pricing objectives
Prestige Pricing: Prestige or Premium pricing refers to set high price to enter into the market.
Generally, hotel, restaurants, café undertake such pricing strategies to grasp the market. Prestige
pricing works strongly with Niche market.
Market Skimming Pricing: Marketers set price skimming by increasing the product price when
Market is experiencing inelastic sensitivities. It is believed that, lowering the price will reduce
revenue in short run. So, it’s a useful technique for short term policy but not good for long term
if the product is too homogeneous and lacks proper competitive advantages. Generally, tourism
industry undertakes market skimming pricing (Zeepedia.com, 2016).
Here Himalaya follows prestige pricing in Herbal market to attract its customers.
18. Figure: Types of pricing strategies according to market condition (Zeepedia.com, 2016)
3.4 Illustrating how promotional activity is integrated to achieve marketing
objectives
Promotional activities are the key factors for maintaining public relations, advertising or personal
selling. Promotional activities are the coordinated form of initiatives use for creating larger brand
value and strengthening brand positioning into consumer black box. Firm spends lots of money
in promotional activities of firms. Promotional activities can be analogue or digital in accordance
with the perspective of the product. Himalaya generally focus on digital marketing like
undertaking campaigns, hosting events and conducting CSR activities (Zeepedia.com, 2016).
Fundamentally product improvement is one of the key elements to maintain upper hand. New
element can be added to existing item or new item can adjust the current item totally. Himalaya
items are more than homogeneous items. Marketing oriented strategy development has some
costs. To build such long-term strategy it requires huge cost research on market potentials,
common threats, external environment, next move of competitors & so on. The vast majority of
the Herbals have regular characteristics, effects and dealings. Along these lines, thought era and
natty gritty building ought to be set on the item advancement organize. Here is a chart of
demonstrating the basic way of item improvement issue and its effect on the showcasing choices
on the viewpoint of maintaining upper hand. Basic way begins with the venture practicality
19. estimation think about, after that arrangement of timetable arrangement and estimation comes
where real factual information are spoken to.
3.5 Analyzing the additional elements of the extended marketing mix
Price, place, product and promotion are the first four elements of marketing mix and the later
three elements are illustrated as following:
Figure: Extended Marketing Mix
Process: Marketing activities are followed by systemic IMC (Integrated Marketing
Communication) planning. It’s a uniformity of offering, product delivery and services. Marketers
need to focus more on the processing aspect of marketing mix
People: People refer the Human Resource Management involves with the decision-making
process of marketing. They expose organizational cultures and efficaciously promote
organizational products and services. Sometimes personnel need training, monetary rewards and
satisfaction to work diligently to meet the millstones made by the upper-class management
(Thimmesch, 2016).
Physical Evidence: It refers intermediaries like suppliers, infrastructures used in production and
promotional activities. Moreover, stores, booth, campaign events are also part of this sector
20. Figure: The entire Marketing Mix including people, process, physical (Thimmesch, 2016)
Task: 4
4.1 Marketing mixes for two different segments in consumer markets for
Vodafone UK.
Vodafone is being said world’s largest telecommunication community with 65k personnel from
256 operating countries. There are approximately 22k people in UK uses Vodafone. Vodafone in
UK generally follows premium pricing with mass marketing. Two different segments for
Vodafone are as following:
Birthday Holidays
Target Market: Age(12-60) are the prime target of this segment, basically friends, family and
relatives
Segmentation: Mixture of Socio-economic and psychological segmentation
21. Prices: Market Penetration prices because teenagers are involved.
Product: Heterogeneous
Place: Product sells by random local travel agents
Promotion: Promotion involves digital marketing through Face book, twitter, Instagram,
newspaper, billboards, TVC
Raise Healthy & Live Healthy
Target Market: All ages are targeted who want to have healthier lifestyle but adults are the
prime target
Segmentation: age and lifestyle focused
Prices: Market prestige prices because economically matured adults are involved.
Product: Heterogeneous
Place: Product sells by random local supermarkets
Promotion: Promotion involves digital marketing through Facebook, twitter, Instagram,
newspaper, billboards, TVC
4.2 Illustrate differences in marketing products and services to businesses
rather than consumers for Vodafone UK.
Business organizations consist of intermediaries like whole selling and retailing. The business
markets deal with the larger part of these intermediaries. As markets are geographically
concentrated, business buyers are more adroit than the consumer buyers in terms of
professionalism. When a company takes any promotional activity, it needs to look into
22. consumer’s insights, potential black box factors. For instance: Jack Dicky the former CEO of Ge
said that “The best way to build your customers is to constantly figuring out how to give them
more from less”. They strive to offer just the right combination of quality and good service at a
fair price. Business consumers exhibit inelastic price behavior and leisure for an comparative
elastic price response (Thimmesch, 2016).
4.3 Show how and why international marketing differs from domestic
marketing in the case of Vodafone UK.
There are multifarious factors in international marketing differs from domestic marketing in the
case of Vodafone are as following:
Currency Price changes: This fluctuation in currency surely needs more attention in
international trade.
Competing Domestic Producers: Sometimes Vodafone needs to compete with domestic
telecommunicate industries which lead to a tough comparative challenge (Thimmesch, 2016).
Foreign Policy: Sometimes changes in the foreign policy often retard in telecommunication and
vice versa.
23. Figure: Vodafone in UK (portrait)
Conclusion:
Organizational success largely depends on the dynamic marketing strategies it takes to sustain in
the competitive market place. If segmentation, targeting and positioning are being properly met
then organizational success can’t be stopped. Eventually developing customer driven marketing
strategy, proper using of marketing mix and mixture of quality product can surely get an
organization to high. Purchaser needs and needs are loaded with market offering of items and
solid client mark engagement. In associations significance of promoting procedure, introduction
components, STP, Marketing Mix, Consumer Insights are being represented here. Over all the
part of advertising in making values for clients and methods for keeping up solid brand reliability
and client engagement with functional cases are portrayed in this task.
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