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Module 4
This document summarizes an internship under Professor Sameer Mathur of IIM Lucknow. The internship covered topics like presentation skills, marketing insights, and case study analyses. Modules included understanding marketing management, developing strategies, communicating value, and sustaining growth. A case study on Micromax analyzed its success in India through innovations, affordable products, brand building, and customization. Brand management is shifting from product brands to trusted brands as information access increases customer power over channels and retailers.
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Module 4
- 1. Internship under IIMProfessor SAMEER MATHUR, Marketing Professor, IIM Lucknow; Ph.D. (Carnegie Mellon University) , MS (University of Illionois at Urbana Champaign); BTech (IIT Roorkee) -Sitanshu Gandhi -SIT Pune
- 4. Presentation Skills Marketing Insights HarvardCase Reviews Harvard Article
- 5. Module 1 • ThePresentation Secrets
- 6. Most of thepresentations are boring
- 7. • It’s thespeaker who needs to use the Powerpoint wisely.
- 9. Don’t overload yourslide with information
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- 11. • Don’t lookback towards screen while presenting
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- 14. Start with penand paper and note down your points.
- 15. Rehearse as manytimes possible.
- 17. 3 Key pointsof Garr Reynolds
- 19. Focus on importantstuff
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- 25. Don’t bore theaudience Gore them
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- 28. 2. Assessing Market Opportunitiesand Customer Values Scanning the Marketing Environment, Forecasting Demand and Conducting Marketing Research Creating Customer value and customer Relationships Analyzing Consumer Markets Analyzing Business Markets
- 29. 3. Choosing Value IdentifyingMarket Segments and Targets Competitive Dynamics Crafting the Brand Positioning Creating Brand Equity
- 30. 4. Designing Value SettingProduct Strategy Designing and Managing Services Developing Pricing Strategies and Programs
- 31. 5. Delivering values ManagingRetailing, Wholesaling, and Logistics Designing and Managing Integrated Marketing Channels
- 32. 6. Communicating Value •Designing and Managing Integrated Marketing Communications • Managing Mass Communications • Managing Personal Communications
- 33. 7. Sustaining Growthand Value Tapping Into Global Market Introducing New Market Offerings Managing a holistic marketing organization for the long run
- 34. HBR Article Applicationin INDIAN Market
- 35. Factors in IndianMarket • Social factors • Economic Factors • Political Factors
- 36. Social Factors • Religionand Linguistic Barriers • Difference in Income Level • Literacy rate • Low Education
- 37. Economic factors • Unemploymentrate • Domination of Rural population over Urban population • Basic needs overrules luxurious life
- 38. Specialty of IndianMarket • Large Youth Population • Increase in the Internet and Smartphone users in the previous decade • Increase in the middle income group • Flexible Government Policy
- 39. Micromax • Micromax in2008, entered mobile handset business and by 2010 became the largest Indian domestic mobile handsets company. • Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphone’s that are innovative and unique, Micromax has today become a brand to reckon with.
- 40. Innovation First Long BatteryLife Phone with 30 days battery backup o X1i Marathon Battery phone with 30 days standby time & 17 days Talk time First Dual SIM Dual mode active Phone (GSM+CDMA) o Micromax GC700 is the first GSM + CDMA Mobile phone
- 41. • First GamingDevice o G4 Gamolution phone with motion sensor gaming like Wi-fi • First Women’s Line of Devices : o Q55 Bling phone- First women’s phone
- 42. • First Superphonewith Gesture Control Created a new category called ‘Superfone’ with Gesture Control, powered with 1GHz dual core NVIDIA Tegra 2 Processor.
- 43. Marketing Strategy byMicromax 1. Newer, cheaper and better products One of the earliest phones Micromax introduced was X1i that promised 30 days battery backup. After this it introduced the first dual-sim dual standby phone, the X600 Gravity. 2. Leave no segment In a market where there were almost no gadgets aimed at ladies, the company took the courage to introduce a phone aimed at ladies only.
- 44. 4. Brand building In2012 it went for an International look. It started with TVCs that featured out-of-India landscapes and users. By the end of the year it signed Hugh Jackman as its brand Ambassador for Canvas phones. 5. Grabbing the Market With Samsung as the only company selling 5-inch Galaxy S3 (4.8 inch) and a bigger Note (5.3-inch) in India at premium prices, Micromax zeroed-in on the 5-inch segment.
- 45. 8. Customization The Companyhave realized that in the next year there will be cheaper phones that will move from 4-core processors to 8-core powerhouses. It is the first domestic company that was rumored to launch an octa-core phone in the market next year.
- 46. Recent Achievements • Micromaxis planning to launch an IPO of 2.15 crore shares to raise around Rs 2270 million. • Micromax, according to IDC, has a 4.1 percent market share in India and is now valued at over $1 billion. M Financial, Citigroup, Edelweiss and Nomura are the book running lead managers to the issue.
- 47. Competitors in IndianMarket • Samsung is the biggest challenger to Micromax with nearly 22 percent market share. (the company had 19 percent market share in Q1) • Micromax also shipped 2 million devices this quarter and its Canvas range has done well to boost the company’s volume share.
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- 49. Module 4(HBR CaseStudy) • What are Brands Good For
- 50. Why are BrandsImportant? • Brands help in ‘aggregating’ consumers. They reach large people with a promise to deliver clearly stated benefit.
- 52. Promises that attractthe customer, reduce the perceived risks.. Tide washes whiter Volvo is safety
- 53. Disaggregation Sharpening the role ofbrand Opportunities Organize the marketing in a way that challenges centrality of brands Threats
- 54. Facts on Disaggregation 1)Consumer relationship is to shift from product brand towards trusted and credible brand. 2) Tactical activities such as competitive reactions, product trial coupons and selective promotions are implemented.
- 55. • Information Revolutionhelps task to be performed better, less expensively and more profitable.
- 56. Customer Relationship • Individualproduct brands focus on communicating and delivering their specific benefits and value proposition.
- 57. Food & Family •Kraft foods introduced a quarterly magazine called Food & Family. • Centerpiece to build consumer relations.
- 58. Channel Relationship • Inrecent times, most dramatic change is the rise of retailers. • Companies have started implementing, relationship based approach to marketing • Brands cannot afford to be delisted from any of the major retailers that now control the access of the consumers.
- 59. Channel Relationship • Loyaltycard introduced by TESCO LLC, UK proved to be a ‘gamechanger’ for the firm. It’s retailers who delivers the solution, not the branded goods manufactures.
- 60. Brand Management Organization • In1931, P&G pioneered an organizational innovation, brand manager, as a means of focusing the firm’s resources on key market opportunities.
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- 63. A BigThankYou to Prof.Sameer Mathur for guiding us at every step in every possible way and making this internship a wonderful learning experience.
- 64. Disclaimer: Prepared by: SitanshuGandhi, SIT Pune. During an Internship by Prof. Mathur, IIM Lucknow. www.IIMInternship.com