This document discusses key concepts related to product and brand management. It defines a product as anything offered to satisfy a need or want, and a brand as a name or symbol intended to identify goods/services of one seller. It describes different types of consumer and industrial products, as well as product levels in the customer value hierarchy. It also covers topics like product mix, new product development process, diffusion of innovation, brand architecture, and the product management process.
This document provides an overview and analysis of Walmart through a 12-point presentation. It begins with an introduction to Walmart, providing statistics on its size and scope of operations. The presentation then outlines the topics to be covered, including Walmart's history, business description, vision/mission/values, corporate and competitive strategies, SWOT analysis, five forces model, supply chain management, success factors, and criticisms. For each main topic, supporting details and explanations are provided through text, charts, and diagrams. The overall summary focuses on profiling Walmart as the world's largest retailer through analyzing its business model, strategies, and performance over time.
Introducing Rooh Afza in UAE | Marketing Research ProjectEhsan Mahmood
Rooh Afza is a popular herbal drink invented in 1907 and manufactured by Hamdard Laboratories in India and Pakistan. The document discusses introducing Rooh Afza in ready-to-drink packaging in the UAE market. It outlines conducting market research in the UAE to understand consumer demographics, behaviors, and preferences. It also discusses market segmentation, target markets, positioning, competitors, and developing a marketing strategy involving product, price, place, and promotion to target families and gain a 35% market share.
The document outlines different types of attack strategies that can be used against competitors, including frontal attacks, flank attacks, encirclement attacks, bypass attacks, guerrilla attacks, and combinations of different strategies. It discusses when different attack strategies would be most effective based on factors like market homogeneity, brand equity, product differentiation, and customer loyalty.
Shezan Marketing Report - Final Project - 2017 - UCPFaHaD .H. NooR
Shezan is a Pakistani beverage company established in 1964 that produces fruit juices and other products. It has a wide product line of juices but faces challenges with weak distribution, lack of creativity in advertising, and weak positioning of products. The document recommends that Shezan improve its marketing mix by increasing distribution areas, using more promotional strategies like print and electronic media, and increasing its advertising budget to build its brand image.
Rocket Internet is a large venture capital firm and startup incubator that identifies successful internet businesses and replicates them in emerging markets. In Pakistan, Rocket Internet operates Daraz.pk, an online retailer that sells over 9,500 products from more than 300 brands. Daraz focuses on fashion items like clothing, footwear, and accessories. It has grown rapidly since its founding in 2012 and now employs 51-200 people.
The document discusses the evolution of sales management from ancient times to modern times, outlining how sales roles have changed from order takers to consultants. It then provides definitions and objectives of sales management, describing the key functions of sales executives and management including planning, organizing, directing, controlling and coordinating sales operations. The roles and relationships between sales executives and other departments such as marketing, finance, and production are also examined.
This document provides an overview and analysis of Walmart through a 12-point presentation. It begins with an introduction to Walmart, providing statistics on its size and scope of operations. The presentation then outlines the topics to be covered, including Walmart's history, business description, vision/mission/values, corporate and competitive strategies, SWOT analysis, five forces model, supply chain management, success factors, and criticisms. For each main topic, supporting details and explanations are provided through text, charts, and diagrams. The overall summary focuses on profiling Walmart as the world's largest retailer through analyzing its business model, strategies, and performance over time.
Introducing Rooh Afza in UAE | Marketing Research ProjectEhsan Mahmood
Rooh Afza is a popular herbal drink invented in 1907 and manufactured by Hamdard Laboratories in India and Pakistan. The document discusses introducing Rooh Afza in ready-to-drink packaging in the UAE market. It outlines conducting market research in the UAE to understand consumer demographics, behaviors, and preferences. It also discusses market segmentation, target markets, positioning, competitors, and developing a marketing strategy involving product, price, place, and promotion to target families and gain a 35% market share.
The document outlines different types of attack strategies that can be used against competitors, including frontal attacks, flank attacks, encirclement attacks, bypass attacks, guerrilla attacks, and combinations of different strategies. It discusses when different attack strategies would be most effective based on factors like market homogeneity, brand equity, product differentiation, and customer loyalty.
Shezan Marketing Report - Final Project - 2017 - UCPFaHaD .H. NooR
Shezan is a Pakistani beverage company established in 1964 that produces fruit juices and other products. It has a wide product line of juices but faces challenges with weak distribution, lack of creativity in advertising, and weak positioning of products. The document recommends that Shezan improve its marketing mix by increasing distribution areas, using more promotional strategies like print and electronic media, and increasing its advertising budget to build its brand image.
Rocket Internet is a large venture capital firm and startup incubator that identifies successful internet businesses and replicates them in emerging markets. In Pakistan, Rocket Internet operates Daraz.pk, an online retailer that sells over 9,500 products from more than 300 brands. Daraz focuses on fashion items like clothing, footwear, and accessories. It has grown rapidly since its founding in 2012 and now employs 51-200 people.
The document discusses the evolution of sales management from ancient times to modern times, outlining how sales roles have changed from order takers to consultants. It then provides definitions and objectives of sales management, describing the key functions of sales executives and management including planning, organizing, directing, controlling and coordinating sales operations. The roles and relationships between sales executives and other departments such as marketing, finance, and production are also examined.
This document discusses retail service quality management. It provides an overview of quality management tools that can be used for retail service quality management including check sheets, control charts, Pareto charts, scatter plots, Ishikawa diagrams, and histograms. It also discusses MetricStream quality management software solutions that can help retailers manage quality across their supply chains and operations. Key benefits of these solutions include standardizing processes, automating quality processes, providing visibility across operations, and facilitating risk management.
Procter & Gamble uses an intensive distribution system in India to widely distribute its fast-moving consumer goods. It has manufacturing facilities in five areas of India and uses a network of state-wise marketing agents and redistribution stockists to supply retailers and stores. Products are first transported by ship and then truck fleets to distribution centers, and the company is investing in a more agile distribution network to optimize inventory levels.
This document discusses category management in retail. It defines category management as the process of grouping similar products into categories and managing procurement, merchandising, sales and other retail efforts at the category level rather than individual product level. The key benefits are increased sales and profits through better organization, planning and management of product categories. The main stages of category management are defining the category, assigning its role, developing a category plan, implementing the plan, and periodically reviewing the category's performance.
Visited National Foods Ltd to make a report for Mangement course. where we met Abdul Munam who gave us every possible ans which we needed. I must say as we studied NFL, there are running a wonderfull corporation, they know their responsibility not only to make revenue but also social and moral responsibility.
From the available source following PPT explains about the strategy applied by walmart and its opreation management. It deals with its operation of obtaining of materials & its mangement.
The document discusses the product life cycle of marketing management. It begins by introducing the four stages of a product's life cycle: introduction, growth, maturity, and decline. It then provides examples like 3D TVs in the introduction stage and tablets in the growth stage. For each stage, it outlines the typical characteristics like low sales and high costs in introduction and rapidly rising sales in growth. Finally, it discusses implications of the product life cycle concept for assessing opportunities, threats, and adjusting marketing strategies.
Walmart uses Porter's value chain analysis to examine its internal business activities. It focuses on logistics and using technology to track inventory and share data with suppliers. This allows Walmart to offer low prices through efficient procurement, distribution, and sales. It aims to replace inventory with information to better meet customer demand.
Walmart has achieved significant success and growth since Sam Walton opened the first store in 1962. It has expanded to over 7,800 stores globally and 2 million employees, becoming the largest retailer in the world. Walmart thrives during economic downturns as consumers flock to its low prices. Key factors in its success include strategic targeting of rural communities with lower costs, strong management practices, cost control, distribution network, and embracing employee ideas.
The document discusses the supply chain of the pharmaceutical industry. It describes the typical supply chain process including raw material sourcing, manufacturing, distribution and dispensing. It highlights several critical issues in managing pharmaceutical supply chains including maintaining temperature control, complex network design, and focus on research and development. It also discusses risks in pharmaceutical supply chains such as uncertainty in demand and the product development pipeline. Finally, it provides an overview of the current distribution system in India which involves clearing and forwarding agents and stockists.
The document discusses the product life cycle, which consists of four stages: introduction, growth, maturity, and decline. Each stage is characterized by different sales volumes, costs, profits, and marketing objectives. The introduction stage involves building product awareness at high costs and negative profits. Growth sees rapidly rising sales through expanded distribution and lower prices. Maturity reaches peak sales with efforts to maximize profits and defend market share. Finally, decline has falling sales and profits as the product is phased out.
Walmart has highly effective supply chain management practices that have contributed significantly to its success. It uses procurement strategies like direct sourcing from manufacturers and vendor managed inventory. Logistically, it employs cross-docking and a hub-and-spoke distribution model. Walmart also pioneered the use of IT in supply chain management, developing systems for inventory tracking, replenishment, and collaboration with suppliers. These integrated IT systems and data-driven practices help Walmart maintain low inventory levels while still ensuring high product availability.
Walmart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores. It is the world's largest company by revenue and one of the world's most valuable companies. Walmart has over 2 million employees worldwide and operates under different names in 15 countries. It sources products from over 2,500 minority- and women-owned suppliers. Walmart uses innovative supply chain and inventory management strategies like just-in-time and radio frequency identification to deliver low prices efficiently. In India, Walmart has a joint venture called Best Price that operates wholesale stores targeting small business owners.
The document discusses the key steps involved in the process of buying and merchandising for retailers. It outlines 8 steps: 1) collecting information on consumer needs and vendors, 2) selecting vendors, 3) evaluating merchandise, 4) negotiating with vendors, 5) buying merchandise, 6) receiving and stocking merchandise, 7) re-ordering merchandise, and 8) re-evaluating. For each step, it provides details on the procedures and factors considered, such as understanding demand, assessing vendor quality, determining order quantities based on lead times and costs. The overall process aims to purchase and promote the right products at the right time and price points.
Distribution Management & Marketing MixAnuj Sharma
Distribution Management and Marketing Mix - Chapter 8 of Sales and Distribution Management - Text and Cases by Krishna K Havaldar & Vasant M Cavale. Presented to the students of Tolani Institute of Adipur as a part of their Sales & Distribution Management Course
This document discusses global product strategies and considerations. It begins by defining what a product is as a bundle of tangible and intangible attributes. It then outlines some key global drivers of product demand and supply, such as higher customer expectations, innovations, and manufacturing rationalization. The document discusses decisions around existing and new global products, and approaches to global product development like standardization and adaptation. It provides frameworks for integrating markets, platforms, and competencies, and discusses issues like customer needs, competition, marketing infrastructure and internal resources at the country, region, and global levels. Finally, it covers topics like brands, brand positioning, brand equity, and strategic alternatives like local vs. global products and brands.
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
International marketing refers to marketing activities that cross national borders. It involves identifying foreign markets, selecting market entry strategies, and developing marketing mixes tailored to compete abroad. The main approaches are exporting, joint ventures, and foreign direct investment like assembly or manufacturing plants. Effective international marketing requires understanding differences in cultures, laws, and economies between countries while maintaining a consistent global brand. It presents new opportunities but also challenges of adapting to varied international consumer behaviors and business environments.
Positioning involves designing a company, brand, product, or person to occupy a distinctive place in the target market's mind. It is based on customer experiences and perceptions rather than just advertising. Marketers use pricing, promotion, distribution, and advertising to maximize their positioning strategy. Positioning should be simple, creative, and unique. There are different bases for positioning, including attributes, benefits, technology, user categories, competitors, and leadership versus follower status. Repositioning and de-positioning are also strategies. Positioning can be measured using perceptual mapping, surveys, and statistical techniques.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
The document discusses the key steps in the new product development process, including idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. Idea generation involves brainstorming new product ideas internally or externally. Ideas are then screened for marketing potential and feasibility. Selected concepts are developed and tested before a marketing strategy and business analysis are conducted. The product is developed, tested on a sample market, and commercialized.
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
This document discusses retail service quality management. It provides an overview of quality management tools that can be used for retail service quality management including check sheets, control charts, Pareto charts, scatter plots, Ishikawa diagrams, and histograms. It also discusses MetricStream quality management software solutions that can help retailers manage quality across their supply chains and operations. Key benefits of these solutions include standardizing processes, automating quality processes, providing visibility across operations, and facilitating risk management.
Procter & Gamble uses an intensive distribution system in India to widely distribute its fast-moving consumer goods. It has manufacturing facilities in five areas of India and uses a network of state-wise marketing agents and redistribution stockists to supply retailers and stores. Products are first transported by ship and then truck fleets to distribution centers, and the company is investing in a more agile distribution network to optimize inventory levels.
This document discusses category management in retail. It defines category management as the process of grouping similar products into categories and managing procurement, merchandising, sales and other retail efforts at the category level rather than individual product level. The key benefits are increased sales and profits through better organization, planning and management of product categories. The main stages of category management are defining the category, assigning its role, developing a category plan, implementing the plan, and periodically reviewing the category's performance.
Visited National Foods Ltd to make a report for Mangement course. where we met Abdul Munam who gave us every possible ans which we needed. I must say as we studied NFL, there are running a wonderfull corporation, they know their responsibility not only to make revenue but also social and moral responsibility.
From the available source following PPT explains about the strategy applied by walmart and its opreation management. It deals with its operation of obtaining of materials & its mangement.
The document discusses the product life cycle of marketing management. It begins by introducing the four stages of a product's life cycle: introduction, growth, maturity, and decline. It then provides examples like 3D TVs in the introduction stage and tablets in the growth stage. For each stage, it outlines the typical characteristics like low sales and high costs in introduction and rapidly rising sales in growth. Finally, it discusses implications of the product life cycle concept for assessing opportunities, threats, and adjusting marketing strategies.
Walmart uses Porter's value chain analysis to examine its internal business activities. It focuses on logistics and using technology to track inventory and share data with suppliers. This allows Walmart to offer low prices through efficient procurement, distribution, and sales. It aims to replace inventory with information to better meet customer demand.
Walmart has achieved significant success and growth since Sam Walton opened the first store in 1962. It has expanded to over 7,800 stores globally and 2 million employees, becoming the largest retailer in the world. Walmart thrives during economic downturns as consumers flock to its low prices. Key factors in its success include strategic targeting of rural communities with lower costs, strong management practices, cost control, distribution network, and embracing employee ideas.
The document discusses the supply chain of the pharmaceutical industry. It describes the typical supply chain process including raw material sourcing, manufacturing, distribution and dispensing. It highlights several critical issues in managing pharmaceutical supply chains including maintaining temperature control, complex network design, and focus on research and development. It also discusses risks in pharmaceutical supply chains such as uncertainty in demand and the product development pipeline. Finally, it provides an overview of the current distribution system in India which involves clearing and forwarding agents and stockists.
The document discusses the product life cycle, which consists of four stages: introduction, growth, maturity, and decline. Each stage is characterized by different sales volumes, costs, profits, and marketing objectives. The introduction stage involves building product awareness at high costs and negative profits. Growth sees rapidly rising sales through expanded distribution and lower prices. Maturity reaches peak sales with efforts to maximize profits and defend market share. Finally, decline has falling sales and profits as the product is phased out.
Walmart has highly effective supply chain management practices that have contributed significantly to its success. It uses procurement strategies like direct sourcing from manufacturers and vendor managed inventory. Logistically, it employs cross-docking and a hub-and-spoke distribution model. Walmart also pioneered the use of IT in supply chain management, developing systems for inventory tracking, replenishment, and collaboration with suppliers. These integrated IT systems and data-driven practices help Walmart maintain low inventory levels while still ensuring high product availability.
Walmart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores. It is the world's largest company by revenue and one of the world's most valuable companies. Walmart has over 2 million employees worldwide and operates under different names in 15 countries. It sources products from over 2,500 minority- and women-owned suppliers. Walmart uses innovative supply chain and inventory management strategies like just-in-time and radio frequency identification to deliver low prices efficiently. In India, Walmart has a joint venture called Best Price that operates wholesale stores targeting small business owners.
The document discusses the key steps involved in the process of buying and merchandising for retailers. It outlines 8 steps: 1) collecting information on consumer needs and vendors, 2) selecting vendors, 3) evaluating merchandise, 4) negotiating with vendors, 5) buying merchandise, 6) receiving and stocking merchandise, 7) re-ordering merchandise, and 8) re-evaluating. For each step, it provides details on the procedures and factors considered, such as understanding demand, assessing vendor quality, determining order quantities based on lead times and costs. The overall process aims to purchase and promote the right products at the right time and price points.
Distribution Management & Marketing MixAnuj Sharma
Distribution Management and Marketing Mix - Chapter 8 of Sales and Distribution Management - Text and Cases by Krishna K Havaldar & Vasant M Cavale. Presented to the students of Tolani Institute of Adipur as a part of their Sales & Distribution Management Course
This document discusses global product strategies and considerations. It begins by defining what a product is as a bundle of tangible and intangible attributes. It then outlines some key global drivers of product demand and supply, such as higher customer expectations, innovations, and manufacturing rationalization. The document discusses decisions around existing and new global products, and approaches to global product development like standardization and adaptation. It provides frameworks for integrating markets, platforms, and competencies, and discusses issues like customer needs, competition, marketing infrastructure and internal resources at the country, region, and global levels. Finally, it covers topics like brands, brand positioning, brand equity, and strategic alternatives like local vs. global products and brands.
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
International marketing refers to marketing activities that cross national borders. It involves identifying foreign markets, selecting market entry strategies, and developing marketing mixes tailored to compete abroad. The main approaches are exporting, joint ventures, and foreign direct investment like assembly or manufacturing plants. Effective international marketing requires understanding differences in cultures, laws, and economies between countries while maintaining a consistent global brand. It presents new opportunities but also challenges of adapting to varied international consumer behaviors and business environments.
Positioning involves designing a company, brand, product, or person to occupy a distinctive place in the target market's mind. It is based on customer experiences and perceptions rather than just advertising. Marketers use pricing, promotion, distribution, and advertising to maximize their positioning strategy. Positioning should be simple, creative, and unique. There are different bases for positioning, including attributes, benefits, technology, user categories, competitors, and leadership versus follower status. Repositioning and de-positioning are also strategies. Positioning can be measured using perceptual mapping, surveys, and statistical techniques.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
The document discusses the key steps in the new product development process, including idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. Idea generation involves brainstorming new product ideas internally or externally. Ideas are then screened for marketing potential and feasibility. Selected concepts are developed and tested before a marketing strategy and business analysis are conducted. The product is developed, tested on a sample market, and commercialized.
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
Product, Service and Branding Strategeis (MARKETING)Patricia Samonte
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product types include consumer goods and industrial goods. The document also covers branding, packaging, positioning, and managing services.
This document discusses various levels of product decisions including product classification, consumer and industrial product types, branding strategies, packaging, new product development process, and product life cycle. It provides details on the three levels of a product - the actual product, the product line, and the product assortment. It also explains the eight stages of new product development from idea generation to commercialization and the five stages of a product's life cycle from development to decline.
Maanagement of Marketing UNIT-3 &4 product.pptetebarkhmichale
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
When we think of an object in our mind, we then send that image to our hearts and act on it with emotion. A formula makes this easy to follow: TFAR (Thoughts, Feelings, Actions, and Results) When we take necessary action, the universe shows up and gives us the results we wanted.
The law of attraction works by performing three steps. And these steps must be done for the process to work. These steps are:
1. Getting clear. You must know what it is you want or else you won’t get it. The universe won’t know what you are asking for, so how can it deliver?
2. Vibrate to the level of energy corresponding to what you want. If you want something and you think about it, feel it, and act on it, you must keep that level of energy going until you achieve the results you are after.
3. Attract what you want like a magnet. If you focus on what you want but don’t allow it to come into your life, it won’t. You have to be willing to accept it and acknowledge it. Then when you act, it will occur.
Whatever you do during the course of a day, whatever thoughts you think about, you are attracting. If you use it every day, regularly, and practice it this way, you will eventually find that it becomes a habit that you will subconsciously practice.
You may not believe it, but the steps you need to take are easy. But you must do them, believe in them, and believe in yourself, or they will not work. Are you ready to get tuned into the universe and get clear? Can you work in harmony with the laws of the universe and become successful?
If so here are the steps you need to follow:
1. Get clear. You must know exactly what it is you want. If you are in doubt, vague, or too general, you won’t get anywhere. You must know exactly what it is you want first. Only then will you be able to focus and concentrate on that thought?
2. Visualize what you want and vibrate to it. You must form a mental image in your mind so you can see it as if you had it in your possession. For women, you can do the
This document discusses products, services, and brands. It defines what a product is and classifies products into consumer and industrial products. It describes the decisions companies make regarding individual products, product lines, and product mixes. It identifies the four key characteristics of services and additional marketing considerations for services. Finally, it discusses branding strategy and how companies build and manage their brands.
This document defines key concepts around products, services, and branding strategies. It discusses that products can include tangible goods as well as services, experiences, organizations and ideas. Services are intangible activities or benefits offered for sale. Products and services can be classified as consumer, industrial, or unsought. Branding strategies aim to build strong brands by differentiating products from competitors through names, packaging, labeling and quality. Product lines and mixes are determined based on relatedness, width, depth, length and consistency.
This document discusses product strategies and the marketing mix. It covers the following key points in 3 sentences:
1. It defines what a product is and discusses the three levels of products - the core customer value, the actual product, and the augmented product.
2. It classifies products based on durability and tangibility as nondurable goods, durable goods, and services. It also classifies products based on use as consumer products or industrial products.
3. It discusses product life cycle strategies and how products progress through five stages - product development, introduction, growth, maturity, and decline - and how companies should adjust their strategies accordingly across these stages.
This document discusses various concepts related to product management, including:
1. It defines a product as a bundle of utilities that can satisfy customer needs, and classifies products as physical goods, services, ideas, or persons.
2. It outlines the 5 levels of a product - core benefit, basic product, expected product, augmented product, and potential product.
3. It discusses classification of products based on durability, tangibility, and consumer goods.
4. It covers concepts like product line, line stretching, product mix, branding, pricing objectives, and the procedure for setting prices.
5. It describes the stages of new product development as idea generation, screening, concept development,
Product management is an important organizational role that typically involves analyzing market conditions, laying out a product vision, and providing cross-functional leadership between different departments like engineering, sales, and marketing. The role spans both strategic and tactical activities. At its best, product management bridges gaps within a company to deliver unique customer value based on demands.
This document discusses product decisions, including the three levels of product classification. It defines products and services, and describes how consumer and industrial products are classified. Consumer products are further broken down into convenience products, shopping products, specialty products, and unsought products. The document also discusses quality dimensions for goods and services, branding decisions, packaging decisions, managing product lines, new product development strategies and processes, and the product life cycle model.
The document discusses key concepts related to products, services, and brands. It defines products as anything offered for consumption and services as intangible offerings. It also discusses levels of products from core benefits to augmented offerings. Brands are defined and classifications of consumer, industrial, and business products are outlined. The challenges of managing intangible services are described. Major decisions around branding, product lines, and developing brand equity are summarized.
The document discusses product and distribution strategies, including:
1) Defining a product strategy and the components it includes, such as product classification systems for consumer and business goods.
2) Describing the stages of the product life cycle and new product development process.
3) Outlining the major components of an effective distribution strategy, including various distribution channels and factors that influence channel selection.
This document discusses product marketing concepts including the nature of products, classifications of consumer and business products, and services. It defines the three levels of a product - core, actual, and augmented. Consumer products are classified as convenience, shopping, specialty, or unsought. Business products include materials/parts, capital items, and supplies/services. Key characteristics that differentiate services are discussed. The document also covers extending product classifications and the firm's product decisions around attributes, branding, and brand strategies.
The document discusses new product planning and the product life cycle. It begins by defining what a product is, including both tangible goods and intangible services. It then outlines the stages of the product life cycle: introduction, growth, maturity, and decline. The document also discusses the different levels of a product from the core benefit to the actual product to augmented services. Finally, it outlines the process of new product development from idea generation through test marketing to improve the odds of success.
The document discusses new product planning and the product life cycle. It begins by defining what a product is, including both tangible goods and intangible services. It then outlines the stages of the product life cycle: introduction, growth, maturity, and decline. The document also discusses the different levels of a product from the core benefits to the actual product to augmented services. Finally, it outlines the process of new product development from idea generation through test marketing to improve the odds of success.
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRAND...CHRISTIAN CALDERON
This document discusses product, service, and branding strategy. It defines a product as anything offered for consumption that might satisfy a want or need, including physical goods, services, and ideas. Services are intangible activities or benefits offered for sale. Products exist on a continuum from pure tangible goods to pure services. Key aspects of developing individual products and services include defining core benefits and attributes like quality, features, style, and packaging. Branding and brand strategy are also important decisions involving brand name selection, protection, and extending or introducing new brands. The document also covers product classification, lines, mixes, and the unique characteristics of services.
M9 L1 Products and Services That Make Up the Product MixNCVPS
The document discusses product and service planning, including key terms like product mix, goods, and services. It describes the process of developing a product mix, which involves decisions about features, new product development, and product considerations like selection, monitoring, and eliminating weak products. New product development involves generating ideas, screening, prototyping, testing the market, and introducing the product. A company must also consider its product mix strategies and how to develop existing products through line extensions or modifications.
This document discusses key concepts related to product management. It defines a product and outlines three levels of a product: core product, actual product, and augmented product. It then discusses a product's life cycle, including the introduction, growth, maturity, and decline phases. Finally, it covers product portfolio analysis and management, which involves assessing a company's product mix, improving market performance, and setting goals.
Products, services and brands building customer valueFahad Aziz
This document contains questions and answers about products, services, and brands. It discusses:
1. The three levels of products - core, actual, and augmented products. Core products address customer needs, actual products deliver core benefits, and augmented products offer additional services.
2. The four types of consumer products - convenience, shopping, specialty, and unsought - with examples like toothpaste, appliances, and luxury watches.
3. The three groups of industrial products - materials and parts, capital items, and supplies and services - with examples like raw materials, buildings, and operating supplies.
4. Individual product decisions around attributes, branding, packaging, labeling, style, quality, features, and support
Bharti Airtel Limited presented an investor presentation in May 2011. The presentation provided an overview of Airtel as an integrated telecom company offering wireless, fixed line, broadband, DTH, and enterprise services across India and international markets. It summarized Airtel's growth trajectory since 1996 and highlighted its leadership position in the Indian telecom market with over 220 million customers as of 2011. Key performance indicators such as revenue, EBITDA, and operating metrics were also presented to demonstrate Airtel's continued strong financial and operational performance.
The document is a project report submitted by Soumya Ranjan Sahoo, a 3rd year BBA student at Asian School of Business Management in Bhubaneswar, India. The report focuses on market communication in the new digital world for Reliance Fresh, an Indian retail chain owned by Reliance Industries. The report includes an introduction to Reliance Industries and Reliance Fresh, an overview of the global and Indian retail industries, descriptions of various digital communication technologies, and an analysis of Reliance Fresh's market communication processes and the digital environment.
This team building exercise involves teams of two working to recreate domino diagrams by only verbally communicating instructions. In the first round, the receiver cannot talk or ask questions while trying to build the diagram. In the second round, both partners can ask and answer questions. The goals are to improve communication skills like providing clear instructions and feedback through practice with limitations and open dialogue. Discussion questions help teams reflect on what worked, problems encountered, and how to strengthen communication.
This document discusses Airtel's presence and market share in the mobile telecom market of Odisha, India. It provides statistics that show Odisha's mobile subscriber base growing rapidly above the national average. Airtel has the largest market share of 34% in Odisha, followed by BSNL and Reliance. The document lists the top mobile operators in Odisha and their respective market shares based on total and active subscriber numbers.
This document provides a profile of Bharti Airtel Limited, one of the largest telecommunications companies in the world. It operates mobile and fixed line services across 19 countries in Asia and Africa. In India, Airtel is the largest mobile service provider with over 164 million subscribers. The company provides 2G and 3G mobile services as well as fixed line, broadband, and DTH television services. Airtel's strategy focuses on maximizing revenue and market share by offering multiple telecommunication services and satisfying customers.
The document appears to be a dissertation report submitted by Satyam Kumar Jaiswal to H.N.B. Garhwal University on the marketing strategy of Airtel, including an acknowledgements page, certificate, declaration, table of contents, and executive summary providing an overview of Airtel, its vision, business divisions, advantages, milestones, and the Indian telecom market.
This document outlines Vodafone's process for handling customer complaints in India. It details the complaint registration process through Vodafone Care, as well as escalation procedures to the Nodal Officer and Appellate Authority if unresolved. Key details include contact information for various customer support channels, expected resolution timelines for different complaint types, and responsibilities at each stage of the process to ensure customer issues are addressed in a timely manner.
The document appears to be a project report submitted by Neha Jain for her Master's degree in International Business from the University of Jaipur. The report analyzes and compares the cellular services of Vodafone and Airtel in the Jaipur region of India. It includes sections on the cellular industry profile in India, company profiles of Airtel and Vodafone, research methodology used including data collection and analysis, findings and conclusions. The objective is to understand which brand, Vodafone or Airtel, is more strongly positioned in the Jaipur market based on factors like customer loyalty, awareness, satisfaction levels, and perceptions of users of both networks.
Airtel is a major Indian telecommunications company that provides cellular, internet, and landline services. It is owned by Bharti Airtel and has over 7 million customers across India. Airtel was the first company to offer GSM mobile services in India and has since expanded to offer 3G and 4G services. Airtel also offers prepaid services which allow customers to pay for talk time in advance, giving them control over their cellular expenses. According to a survey in Noida, 40% of customers preferred Airtel for its coverage and schemes compared to competitors like Reliance and BSNL.
This document analyzes the telecom sector in India and the key player Bharti Tele Ventures Ltd. It provides an overview of the growth of the Indian telecom sector since 1994 and the various policy changes that liberalized the sector. It also summarizes the major service providers, key players, and the demand for telecom in India. Finally, it analyzes Bharti Airtel's market share performance, recent recognitions, and key focus areas, with the company's mission to be the most admired brand in India by 2010.
This document discusses the Hofer method of business portfolio analysis. The Hofer method uses a matrix to plot strategic business units based on their competitive position and stage in the product life cycle. The positioning of units in the matrix suggests different strategies. For example, units with strong market share and position should receive investments to maintain their performance as "cash cows" or "stars". The Hofer method provides insights but has limitations as it only considers one factor, the life cycle stage, in determining market attractiveness. Overall, the analysis of a company's portfolio is best done using multiple methods to get a comprehensive view.
Hindustan Unilever Ltd. (HUL) is India's largest fast moving consumer goods company with leadership across home and personal care and food and beverages. The document discusses HUL's company overview, strategic position analyzing Porter's five forces, SWOT analysis and market segments. It also covers HUL's strategic choices regarding corporate strategies like acquisitions and joint ventures, business strategies around product innovation and pricing. Finally, it discusses HUL's strategy implementation covering their organization structure, balance scorecard, managing people and more. In summary, the document provides an in-depth analysis of HUL's business strategies across various levels to achieve their mission of adding vitality to people's lives in India.
The document discusses various types of mergers and acquisitions including horizontal mergers, vertical mergers, conglomerate mergers, and the procedures involved in mergers and acquisitions. It defines key terms such as merger, amalgamation, absorption, tender offer, asset acquisition, and joint venture. It provides examples for each type and highlights advantages such as economies of scale, increased market share and revenue, cross-selling opportunities, and tax benefits.
- Bharti Airtel is India's leading private telecom provider, launching cellular service in 1995 but seeing slow initial growth as fixed lines were preferred (Paragraph 1).
- The 1999 National Telecom Policy introduced tariff rebalancing and replaced license fees with a revenue sharing plan, increasing subscriber growth and decreasing average revenue per user (Paragraph 1).
- Bharti Airtel has expanded to offer services in 19 countries across Asia and Africa, with over 200 million customers, and is the fifth largest telecom operator worldwide (Paragraphs 7-8).
Reliance Fresh was established in 2006 as a subsidiary of Reliance Industries Limited. It operates over 560 convenience stores across India selling fresh produce, staples, groceries and dairy. Its vision is to generate prosperity for farmers, vendors and customers. Key marketing strategies include promotions, signage, customer feedback, and integrated marketing communications. It targets housemakers, older customers and Generation X who value convenience. Positioning focuses on merchandise, image, personnel, design and promotion. Strengths include financial backing and farm contracts, while weaknesses include inventory and poor parking.
The document provides background information on the Indian telecommunications industry. It discusses key milestones such as the introduction of telephone service in India in 1881 and the privatization of the industry in the 1990s. It also outlines the major players in both the fixed line and wireless segments, with BSNL, MTNL and VSNL as the major public players and Reliance Communications, Airtel, Hutch, Idea and Tata as leading private players. The telecom industry is growing rapidly in India and is poised to continue its strong growth trajectory.
The acquisition of Tetley by Tata Tea was the largest cross-border acquisition by an Indian company at the time. Tata Tea formed a special purpose vehicle called Tata Tea (Great Britain) to acquire Tetley for 271 million pounds, funded primarily through debt financing. This made Tata Tea the second largest tea company in the world by combining Tata Tea's domestic market presence with Tetley's international operations and brands. The acquisition was expected to provide synergies through vertical integration, expanded distribution networks, and leveraging of both companies' strengths.
Vice President
General Manager
Deputy General Manager
Manager
Assistant Manager
Supervisor
Executive
Trainee
The management structure of Airtel is very flat and empowering. The employees
are given a lot of freedom and responsibility. The focus is on performance and
results rather than process. There is a culture of openness, transparency and
meritocracy. The top management is highly approachable and encourages
feedback and ideas from all levels.
The key to Airtel's success has been its ability to attract, retain and motivate top
talent. It provides a challenging and learning environment where people are
given opportunities to take on higher responsibilities.
This document provides a study on Bharti Airtel conducted by students of Jaipuria Institute of Management, Lucknow. It includes an introduction to Bharti Airtel, the company's history, market position, social responsibilities, vision, mission, goals, planning process, SWOT analysis, organizational structure, and culture. Key points covered include Airtel being India's largest telecom company, its financial performance, services offered, social initiatives in education, and long term goals of expanding into new businesses and becoming a leading conglomerate.
2. Product
A product is anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy
a need or want including physical goods, services,
experiences, events, persons, places, properties,
organizations, information and ideas”
Brand
A name, term, sign, symbol or design or a combination of
them intended to identify the goods and services of one
seller or group of sellers and to differentiate them from
those of competitors
4. Consumer Products and Industrial Products
Consumer Products- These are products and services
bought by final consumers for personal consumption
Convenience Products- are consumer products and
services that customers usually buy frequently, as soon as
they feel the need for them and with a minimum of
comparison and buying effort
staples, impulse goods, emergency goods
Shopping Products- are less frequently purchased
consumer products and services that consumers compare
carefully on suitability, quality, price and style. Here
consumers spend much time and effort in gathering
information and making comparisons
5. Specialty Products- are consumer products and services
with unique features and brand identification for which a
significant group of buyers are willing to make a special
purchase effort. They are more expensive than
convenience products and are not purchased so frequently
Unsought Products- are consumer products that the
consumer either does not know or knows but does not
normally think of buying
Industrial Products- A product bought by individuals
and organizations for further processing or for use in
conducting a business like Materials and parts, Capital
items, supplies etc
6. Product Mix (Product assortment/Product portfolio)
Home & personal care Foods
Personal wash Laundry Hair care Deodorants Color Tea Coffee Foods Ice-Cream
cosmetics
lux Surf excel Sunsilk Axe Lakme Brook Bru Kissan Kwality-
bond Annapurna walls
lifebuoy Rin Clinic Rexona Lipton
liril Wheel
Dove
Pears
Rexona
7. Product Mix (Product assortment)-is the set of all
products and items a particular seller offers for sale. It
consists of various product lines.
Product line- A group of products within the product class
that are closely related because they perform a similar
function ,are sold to the same customer groups, are
marketed through the same outlets or channels, or fall
within given price ranges. It may be composed of different
brands or individual brand that has been line extended
Product class (product category)- A group of products
having a certain functional coherence. Eg Financial
Instruments
Product-mix Width- It refers to how many different
product lines the company carries.
Product-mix length- It refers total number of items in its
product lines
Product-mix depth- It refers how many variants are
offered of each product in the line.
8. Line stretching-It occurs when a company lengthens
its product line beyond its current range
9.
10.
11.
12.
13.
14. New Product Adoption Process
Awareness
Awareness
Interest
Interest
Evaluation
Evaluation
Trial
Trial
Adoption
Adoption Loyalty
15.
16. Diffusion of Innovation
The process by which the use of an innovation whether a product
or service spreads through out a market group, over time and
over various categories of adopters is known as diffusion of
innovation. It helps marketers to understand
The rate at which consumers are likely to adopt a new product or
service
It also helps the marketers to identify the potential customers
for their new products and services and also predict their
potential sales
18. Innovators
These are those buyers who want to be the first to have the new product
or service. These buyers enjoy taking risks and are regarded as highly
knowledgeable
Early Adopters
These are those buyers who generally do not like to take as much risk as innovators
but instead wait and purchase the product after careful review and sometimes
are also regarded as opinion leaders
Early Majority
This group differs from buyers in the first two categories. Its members do not
like to take as much risk and hence tend to wait. When early majority customers
enter the market the number of competitors in the market usually also has reached
its peak, so these buyers have many different price and quality choices
Late Majority
It is a group of buyers who adopt a product or service when it has reached its
full market potential. By the time the late majority enters the market, sales
tend to level off or may be in decline
Laggards
These consumers like to avoid change and rely on traditional products until
they are no longer available and even sometimes they may never adopt a
certain product or service
19. Brand Architecture How an organization structures and names
the brands within its portfolio.
Monolithic Brand - Here the corporate name is used on all
products and services offered by the company. e.g. Mercedes,
BMW, Sony, TATA, Apple
Endorsed Brand - where all sub-brands are linked to the
corporate brand by means of either a verbal or visual
endorsement. It generally a product or service brand name that
is supported by a Masterbrand - either dominantly e.g. Tesco
Metro, Nestle Kit-Kat, Virgin, General Electric
Freestanding Brand - the corporate brand operates merely as a
holding company, and each product or service is individually
branded for its target market. A brand name and identity used
for a single product or service in a portfolio, which is unrelated
to the names and identities of other products in the company's
portfolio
20. Co-branding- The use of two or more brand names in support of a
new product, service or venture
Masterbrand- A brand name that dominates all products or
services in a range or across a business. Sometimes used with sub-
brands, sometimes used with alpha or numeric signifiers. Audi,
Nescafe and Lego, for example, are all used as master brands
Power Branding- A strategy in which every product in a company's
range has its own brand name which functions independently,
unsupported by either the company's corporate brand or its other
product brands. Power branding is a resource-intensive strategy,
since each brand must be commercially promoted and legally
protected. This strategy is used mainly by manufacturers of
consumer goods. Lever's and Procter & Gamble's detergents are
good examples of power brands
Sub-brand- A product or service brand that had its own name and
visual identity to differentiate it from the parent brand.
21. The Product Management Process
‘The product management process consists of
generating, analyzing, organizing, planning,
implementing and control of the firm’s existing
and new products so as to satisfy the needs and
wants of chosen customer segments while
fulfilling organizational objectives’
The Major elements include:
Generation, analysis, organization, planning,
implementation and control of products
Products include both current and new products
Customer satisfaction and customer delight
Fulfillment of firm own objectives
22. The Product Planning System and Strategies
Process of Product Planning
1. Determination of Corporate objectives, resources
and constraints
2. Monitoring the current and anticipated environment
3. Situation analysis
4. Product/Market portfolio analysis and decision
5. Analysis and implementation of changes in the
current product portfolio
6. Development of product and marketing programmes
7. Evaluation of alternative programmes
8. Organization for marketing action, implementation
and control
23. Situation analysis
Product Performance Matrix- It consists of four
parameters like Industry sales, company sales, Market
share and profitability of a product. This matrix also
helps to identify and analyze which products should be
continued and nurtured and which product should be
dropped
Product/Market portfolio analysis and decision
Ansoff matrix (Product/Market Matrix)-
Penetration of existing products in existing market
Entry into new markets with the current product
Development of new products for entry into the current market
Development of new product for entry into new market
24.
25. Boston Consulting Group (BCG) Approach
The Boston Consulting Group is a consulting company
which developed this growth-share matrix to evaluate
the position of business units on the basis of market
growth rate and relative market share
General Electric Approach
General Electric developed this model with the
assistance of McKinsey & Company. This is an
improvement over BCG Growth-share matrix. It focuses
on two dimensions
Industry Attractiveness
Business strength
27. General Electric Approach
Analyzing Current SBU’s:
GE’s Strategic Business-Planning Grid
Business St rengt h
St rong Average Weak
C
I ndust ry At t ract iveness
High
A
Medium
B D
Low
32. The Product Development Process
Concept testing
Concept testing
Idea generation
Idea generation (Testing the new
(Testing the new Product development
Product development
(Development of
(Development of product idea among
product idea among (Development of prototypes
(Development of prototypes
new product ideas)
new product ideas) aaset of potential
set of potential and/or the product)
and/or the product)
customers)
customers)
Evaluation of results
Evaluation of results Market testing
Market testing
Product launch
Product launch
(Analysis of the
(Analysis of the (Testing the actual
(Testing the actual
(Full scale
(Full scale
performance of the new
performance of the new products in aafew test
products in few test
commercialization of
commercialization of
product and making
product and making markets)
markets)
the product)
the product)
appropriate modifications
appropriate modifications
33. Concept testing
Ideas with potential are developed further into concepts, which in
this context refer to brief written descriptions of the product; its
technology, working principles and forms ; and what customer needs
it would satisfy. A concept might also include visual images of what
the product would look like
Product development
A prototype is sometimes also developed, which is the first physical form
or service description of a new product, still in a rough form, that has the
same properties as a new product. The product prototypes are tested
through,
alpha testing- here the firm attempts to determine whether it
satisfies the need for which it was intended. Rather than using
potential customers, alpha tests occur in the firm’s R&D
department
beta testing- here it uses the potential consumers to examine
the product prototype
34. Market testing
Premarket test- Here the firms conduct pre-tests before they
actually bring a product or service to market to determine how
many customers will try and then continue to use the product or
service according to a small group of potential customers
Test marketing- A method of determining the success potential of
a new product, test marketing introduces the offering to a limited
geographical area prior to national launch. It also uses all the
elements of marketing mix
35. Commercialization or Launch
Methods of Launching
Immediate national Launch
Rolling Launch- This is an alternate to national launch.
In this method, the initial launch begins with two or
three cities and increases its reach to other places
36. The Launch Cycle
Pre- Launch preparation
It consists of the activities before the point at which the
product is officially offered for sale. These activities typically
include marketing pre-announcements, building marketing
capability, establishing service capability, promoting the new
product via public relations and filling the distribution channel
etc
Announcement
It is the second phase when the product is officially offered to
the market with the announcement
Beachhead
In this third phase, efforts focus on achieving market awareness
and generating an initial flow of sales
37. The Launch Cycle
Early Growth
This is the fourth stage of launch when usually sales
grow as customer interest in the new product grows.
If sales are not growing than few strategies are
applied to create demand for the product
38.
39. Launch Control Protocol
It is a tool that is useful during pre-launch
preparation. The launch protocol is used to
monitor and control activities during the launch
Identifying the problems that might occur during the
product launch
Develop plans to monitor and control these problems
40. Innovation
Continuous Innovation
It is built on an already established idea or product.
The user will typically use the product in a similar
fashion as he used it before, although it has been
changed in some respects
Dynamically Continuous Innovation
This type of innovation revolves around either the
creation of a new product or a radical change to an
existing one
Discontinuous/Disruptive Innovation
This is a totally new product in the market, the
product is new and unique and has not been seen by
consumers before
44. Key Elements of Brand Equity
Brand loyalty
Brand awareness
Brand Equity Perceived quality
Brand associations
Other proprietary
brand assets
45. Few Brand Strategy Decisions
Line Extension
Brand Extension
Multi-branding
New Brands
Co-brands
46. Brand Extension
Types of Brand Extensions
Product form extension- It is a line extension like Amul
Condensed Milk is a product for extension of Amul Milk
Companion product- For example a toothpaste brand
offering a toothbrush under the same brand name
Extension in unrelated areas
Umbrella branding
Line Branding
HUL
Denim shaving Denim
Denim Soap Denim Talc
cream After shave
47. Co-Branding /Dual Branding
Here two or more well known brands are combined
in an offer. It is a form of cooperation between
two or more brands
Ingredient co-branding- Here one of the combining
brands advertises that it uses the other brand(s) as
its ingredient like IBM or Compaq advertising that it
uses the Intel Chip displaying ‘Intel Inside’
Value and endorsement co-branding- It is the
shared value creation and the strength of relationship
like P&G’s tie up with National Association for Blind
Multiple Sponsor co-branding- Where more than
two brands combine for a specific cause like Citibank
combining with IOCL and MTNL to be used to pay bills
and in petrol pumps
48. Brand Identity
‘a unique set of brand associations that
the brand strategist aspires to create
or maintain. These associations
represent what the brand stands for
and imply a promise to customers’
55. A camera captures a muddy and way... if you let it." At the tip of the axe a tiny shoot is growing.
dry tree root and moves on... ...to an old and rusted axe lying there. VO: "Life will always find a
‘Issued in public interest by vivid motions pictures’
56. Max New York Life Insurance
The film opens with On her way she asks the After entering the house,
a woman hurriedly security guard, “sahab she quickly starts her
climbing up the aaye?” to which he replies kitchen chores and calls
stairs to her house “haan memsahab” out for Sanju, her
husband
On getting no response, she calls on Adding to her suspicion, the call is not
his mobile and starts looking for him answered as she finds his phone
all over the house carelessly lying under a pillow
57. Finally she manages to find her husband at the terrace,
but is startled to see him lying still on a rocking chair.
SS
oo
uu
rr
cc
Very nervously she moves him and shouts with mixed
ee
::
emotions of relief and fear to find him alright
TT
VV
A
A
d
d
II
nn
dd
xx
//
w
w
w
w
Cut to a shot of an equally scared Sanju hugging his wife
ww
..
ii
BB
aa
nn
kk
LL
ii
vv
ee
..
cc
“Musibatein bata ke nahin aati, isliye Max New York
o
m
o
m Life ke life insurance plans. Life mein rahein hamesha
taiyaar.”
58. The film opens on a father The boy tells his father Surprised at his ambition the
and son in their car waiting that he will open a cycle father asks him why he would do
for the signal to turn green repair show when he so
grows up
This leads to our man
“Jis tarah aap sab petrol waste thinking who in turn puts off ...Please. Kam se kam signal
kar rahe hain, future mein toh the engine .“Khud hi sara
petrol bachega hi nahin.Tab toh pe toh engine off keejiye.”
petrol khatam karegein ya (Save fuel yaani save money)
sab cycle hi chalayegein na?” kuch apne bachchon ke liye
replies the son. bhi chhodegein?
59.
60.
61.
62.
63. Emotional Appeals
Fair and Lovely- Beauty that empowers a woman
to change her destiny
Tanishq- Jewellery that wants to make you
marry
HDFC- Sar uthake jiyo
Tata Tea- Har subah sirf utha mat. Jaago Re
Haywards Soda- Haywards hai to honsla buland
hai
Tata Salt- Desh Ka Namak
Mountain Dew- Kyonki darr ke aage jeet hai
Raymond- The Complete Man
66. Brand Identity- Horlicks
Inner Core
Nutrition and Health
Outer Core
User- Anybody who needs nutrition and health by targeting
various customer groups with varied product mix
Extensions- Horlicks Junior, Mother’s Horlicks, Horlicks
Biscuits etc
Personality- Protecting, caring, supportive and concerned
Heritage- The Company has been in the business of providing
nourishment for decades
Value Proposition- Helps you perform your role better in
life. Good health and living
67. Brand Identity- Dettol
Inner Core
Protection against germs
Outer Core
User- children, young adults hygiene conscious etc
Extensions- Dettol soap, Dettol handwash, Dettol shaving
cream, Dettol hand sanitizer etc
Personality- Reliable. Trustworthy and strong
Heritage- The Company has been in the business of
protecting against germs to keep healthy
Value Proposition- Provides protection against possible
harmful effects of germs and bacteria. Feeling of security
and protection
68. The Six Stages of Brand Evolution
Unbranded Goods
Brand as Reference
Here the brand moves on to create differentiation on unique
functional benefits and it is given a name
Brand as Personality
Amidst the clutter of functional promise brands make
emotional appeal
Brand as Icon
Brand as Company
Brand as Policy
At this stage brand evolves beyond the business concerns to
identify with social, political and ethical issues
74. Bases for segmentation
Geographic
Mc Donald's- McAloo Tikki Burger, Mc curry Pan, Times of
India, Nilgiri Tea etc
Demographic
Age
Gender
Income
Occupation
Family size, Family life cycle
Education
Religion, Nationality
Marital status
83. Psychographic
Values & Lifestyle
Social Class, Health oriented, culture oriented, busy
professional, active outdoor enthusiast, believers, strivers
etc
Personality
Ambitious, introvert, extrovert etc
84.
85. Primary Motivation: Ideals, Achievement, and Self-Expression
The concept of primary motivation explains consumer attitudes and
anticipates behavior. VALS includes three primary motivations that
matter for understanding consumer behavior: ideals, achievement,
and self-expression. Consumers who are primarily motivated by ideals
are guided by knowledge and principles. Consumers who are primarily
motivated by achievement look for products and services that
demonstrate success to their peers. Consumers who are primarily
motivated by self-expression desire social or physical activity,
variety, and risk
Resources
A person's tendency to consume goods and services extends beyond
age, income, and education. Energy, self-confidence, intellectualism,
novelty seeking, innovativeness, impulsiveness, leadership etc play a
critical role. These psychological traits in conjunction with key
demographics determine an individual's resources. Various levels of
resources enhance or constrain a person's expression of his or her
primary motivation
86. VALS Segmentation
The four groups with higher resources
Innovators
Successful, sophisticated, active people with high self-esteem and
often prefer niche oriented products and services
Thinkers
Mature, satisfied and reflective people who are motivated by
ideals and who value knowledge and responsibility. They seek
durability, functionality and value in products
Achievers
Successful, goal-oriented people who focus on career and family.
They favor premium products that demonstrate success to their
peers
Experiencers
Young, enthusiastic, impulsive people who seek variety and
excitement. They spend a comparatively high proportion of income
on fashion, entertainment and socialising
87. Four groups with lower resources
Believers
Conservative, conventional and traditional people. They prefer
familiar products and are loyal to establish brands
Strivers
Trendy and fun loving people who are resource constrained. They
favor stylish products that emulate the purchases of those with
greater material wealth
Makers
Practical, down-to-earth and self-sufficient people who like to
work and seek products with a practical or functionality purpose
Survivors
Elderly, passive people who are concerned about change. They are
normally loyal to their favorite brands
88.
89.
90.
91.
92. Behavioral
Purchase, use occasions
Benefits
User Status
Non-user, ex-user, potential user, first time user, regular user
Usage status
light, medium and heavy user
Product knowledge
Loyalty status
Hard Core Loyal- consumers who are loyal to only one brand all the
time
Soft Core Loyal/Split loyal- consumers who are loyal to two or
three brands
Shifting Loyal- consumers who shift loyalty from one brand to
another
Switchers- consumers who show no loyalty to any brand
Attitude towards the product and Extent of involvement
93.
94.
95.
96. Market Targeting
“The Act of Developing measures of Segment
attractiveness and selecting one or more market
segments to enter”
“Process of evaluating each market segment’s
attractiveness and selecting one or more segments to
enter”
97. Evaluating/Analyzing the Market Segments
Segment Size and Growth
Segment Structural Attractiveness
(Porter’s Five Forces Segment structural Attractiveness)
98. Five patterns of Target Market Selection
Single Segment concentration
Selective Specialization
Market Specialization
Here the firm concentrates on serving many needs of
a particular customer group
Product Specialization
The firm makes a certain product that it sells to
several different market segments
Full Coverage
Undifferentiated marketing
Differentiated marketing
99. Determining how many segments to enter
Undifferentiated marketing
This involves ignoring any differences among consumers and
suggests offering just one product or service to the entire
market. This mass-marketing strategy focuses on what is
common in the needs of consumers rather than what is
different
Differentiated marketing
The marketer decides to enter several market segments, or niches
and develop separate offers for each. For instance Maruti Udyog is
producing cars for various segments. Coca-Cola and Pepsi are offering
different versions of their soft drinks
Concentrated marketing
Here the company targets a segment and goes for a large market
share. For example Recycled paper producers like Wizard India
focuses on the market for Greeting cards or wedding cards etc
100. Niche Marketing
A Niche is a more narrowly defined customer group seeking
a distinctive mix of benefits. Marketers usually identify
niches by dividing a segment into subsegments
The customers in the niche have a distinct set of needs
They will pay a premium to a firm that best satisfies their
needs
Niches are fairly small and normally attract only few
Ezee (liquid detergent for woolen clothes)
Crack Cream (primarily targeted at women for prevention and
treatment of cracked heels that develop due to inadequate
protection and care)
Himalaya Herbal Health care in ayurvedic products
D’cold NATURAL (cough syrup for kids)
Aastha (in India that targets on the basis of religion and
spirituality)
STAR Sports- (STAR Cricket for cricket lovers)
Kellogg's Special K- (for women who are fitness conscious)
Women’s Horlicks - ( New generation women balancing between
family and career)
102. A little girl is racked by a bout of coughing as Just then her sympathising aunt asks, "Ghar
mein D'cold Syrup nahin hai kya? Is mein hai
her parents get ready to summon the doctor doctor vaala tatv."
The girl is fully recovered and she celebrates
"D'cold Syrup mein hai doctor vaala tatv jispe her birthday in style as she chimes with her
sabhi bharosa karte hain. Yaani chain ki
saans."
aunt, "Is mein hai Doctor vaala tatv."
103.
104. Shot of a girl touching up She is applying eye liner ...hypnotize her, swinging in a
when suddenly a dude tries chain. whispers, "Look into my
her make up in the campus to eyes."
In a little while, the girl Product window. Elle 18, the
She snatches the chain from
cooling eye liner with a
finds him hypnotized our spellbound fellow and steady grip brush. Ellie 18,
instead . moves ahead as , "Look
Look into my eyes for eyes that hypnotize
105.
106. Market Positioning
“Positioning is the act of designing the Company’s
offer so that it occupies a distinct and valued
place in the target customer’s mind”
110. A lady admires an expensive pair of sandals. The
salesman takes...
... a closer look at her cracked heels as they settle
down to try it
The salesman shows a cheaper shoe but she insists on
the red pair. "Woh wala aapke budget mein nahi... ayga
madam", replies the man. MVO: "Afsoos, pairon ki
dararon se koi bhi aapke zindagi mein jaank sakta hai ."
111. Pesh hai Vaseline ka aviskari
ek do crack relief. Pehle liquid
saakht chamri nikale phir...
... cream dararon ko boar daale. Now, even at the jewelers
they don't refuse her
122. Marketing Communications Mix
(Promotions Mix)
4P’S
Product Place Promotion Price
Personal Sales Direct
Advertising
Selling Promotion Marketing
Personal
PR / Publicity
Selling
123. INTEGRATED MARKETING COMMUNICATIONS
“ A management concept that is designed to
make all aspects of marketing communication
work together as a unified force, rather than
permitting each to work in isolation”
124. Budget Allocation
Top-down approach
The affordable method (all you can afford method)
Arbitrary allocation
Percentage of sales method
Competitive parity method
Build-up approach (bottom-up approach)
Objective and task method
The experimental approach
125. Advertising
“ Any paid form of nonpersonal presentation and
promotion of ideas, goods & services by an
identified sponsor”
The definition highlights the following features of advertising
“ a paid form’ of presentation emphasises that advertising space or
time must be purchased
Its ‘non-personal’ nature emphasises the fact that it is not a direct
presentation to one individual but to the masses
‘ Identified sponsor’ refers to the identification of the brand or the
advertiser that is communicating
127. The Five M’s of Advertising
Mission Money Message Media
Setting
Setting Set the
Set the Determine
Determine Deciding
Deciding
Advertising
Advertising Advertising
Advertising the Key
the Key which
which
Objectives
Objectives Budget
Budget Advertising
Advertising Advertising
Advertising
Messages
Messages Media to Use
Media to Use
Evaluating
Evaluating
the Results
the Results
Measurement
of
of
Advertising
Advertising
Campaign
Campaign
128. Media Planning and Strategy
To whom do we advertise? (Target Audience)
Where do we advertise? (Geographic Area)
When do we advertise? (Scheduling)
In which media should we advertise?
Media Class- It is the generally category of message delivery system for
carrying the ad message to a selected audience such as print media,
broadcast media or outdoor media etc
Media Vehicle- It is the specific message carrier within a medium such as
Times of India, Zee etc
Media Reach- It is a measure of the number of different audience
members or households exposed at least once to a media schedule within
given period of time. Here reach is also called OTC (opportunity to see)
Media frequency- It is the average number of times that an individual or
household is exposed to a message carrying media vehicle within the
specified time period
Media Scheduling- It is concerned with timing the insertion of ads in the
selected media vehicles
Media Impact
129. Media Scheduling
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
130. Pop-Outs ; Ads which popped on the screen occupying a quarter
of the screen
131. Action Replay ; Logos that come on when replay of the last
score or the last wicket
132. On Screen Logo ; Brand Logos that pops on the
screen while a match is on
133. Push Backs ; Brand Logo popping out during the match
135. Paste-Up ; Brand logos that appears along with the score card
or graphs
136. Newspaper Advertising
Display advertising- This is a form of advertising that, more
often than not, contains graphic information, text, logos, images,
illustrations etc. It is available in many different sizes and is
spread throughout the newspaper
Classified advertising- It is grouped under subheads
classifying the product being marketed. (e.g. headings such as
employment, automobiles, real estate etc)
Special ads and inserts- These are usually ads by
government or political parties sharing their achievements, giving
notices, advocating an issue, promoting a candidate etc.
Sometimes financial reports, initial public offering
announcements etc are also published by organisations as special
advertisements
137. Paid circulation- The number of sold copies
Pass-along readership
Total audience or readership=readers per copy (total
primary+ pass along readers) circulation
Audit Bureau of circulation of India (ABC)
Registrar of newspapers for India (RNI)
The Indian newspaper society (INS)
National Readership survey (NRS) & Indian Readership
survey (IRS) by Media Research Users Council (MRUC)
138. Buying Newspaper space
Rate units- column inches or column centimeters
Standard Advertising Unit (SAU)- Square centimeter (sq cm)
Rate card- Newspapers print their rates in a document called
rate card that contains prices and descriptions for the various
ad placement options
Flat rates- standard advertising rates with no discounts
Open rate- various types and levels of discounts based on
frequency, volume, desire to sell last minute unused space etc
Contract rates- these are lower than open rates and are
offered to advertisers who plan to run a series of
advertisements in a particular period usually one year and within
a specific space purchase
139.
140. Magazine
Advertorial-(combination of advertisement and
editorial)
admazines – These magazines are published by the
advertiser with the main objective of exclusively or
selectively promoting their products. They may also
carry editorial content. Airline inflight magazines
featuring articles on destinations that the airline flies
to, carrier’s ads and related editorial articles etc
141. Magazine advertising units
few columns
half page (vertical half page, horizontal half page)
full page
quarter page
spread (two full pages opposite each other)
column inches or sq cm
island position- surrounded by editorial matter
bleed ads- where in advertisements can be
extended beyond the normal margin of the page to
the edge of the page
165. Packaging and Labeling
Package- as all the activities of designing and
producing the container for a product. A package
is the physical container or wrapping for a
product
Primary package
Secondary package
Shipping package
166. Functions of Packaging
Promoting and selling the product
Defining product identity
Providing information
Expressing benefits and features
Ensuring safe use
167. Mixed Bundling
Sometimes multiple complementary items
are bundled together in one package. Mixed
bundling is the practice of packaging
different products and services together
Price bundling
It occurs when two or more products are
placed on sale for one package
168. Blisterpack/bubble pack
These are packages with preformed plastic molds
surrounding individual items arranged on a backing
Aseptic packaging
It involves separately sterilizing the package and the
food product, and filling and sealing the package in a
sterile environment. Canning and bottling are
examples of this method, which keeps food fresh for
a particular time duration
Cause packaging
involves using packages to promote social and political
causes. The issues on the packages may be totally
unrelated to the products inside
169.
170.
171. label
A label is an information tag, wrapper, seal, or
imprinted message that is attached to a product or
its package. Its main function is to inform
customers about the product’s contents and give
directions for its use. It might contain a brand
name or information. So it is the written, printed
and graphic material on the package
Statutory component
Optional component
172.
173.
174.
175. Branding through Advergaming
Types of Advergaming
Above the Line or custom Advergaming
In this form of advergaming companies provide an interactive game
in their website to attract customers and hope that they spend
extra time on the website. The games developed by companies
feature its products so as to increase awareness about the product
among the potential customers
Below the Line Advergaming
In this type of promotion companies generally develop games
related to their products and services and distribute these to their
prospective clients
For example KID (Kindle Imagine Develop) created a video game
known as Pepsiman
Through the Line Advergaming
In this form of advergaming, URL hyperlinks are provided in the
games in order to prompt the players to visit the website which
contains advertisements
Editor's Notes
The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner: Continuity – continuous pattern of advertising; every day, every week, or every month Flighting – intermittent periods of advertising and no advertising Pulsing – combination of the first two; continuity is maintained but at certain periods advertising is increased. A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis. A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods. A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times such as cold beverages in the hot summer months.