The Strategic Role of Product Management
The Strategic Role of Product Management explains why product management is a critical, strategic role in a technology company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.
The Strategic Role of Product Management
The Strategic Role of Product Management explains why product management is a critical, strategic role in a technology company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.
IB Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
If you have your own business, small or big, and are wondering how to build your growth plan along with your brand and marketing strategy, then you can find clear, guided steps in this presentation. You can see the steps for both strategy and execution.
Not sure whether you even need a brand and marketing plan? What benefits you can get out of investing in it? Read this presentation to find your answers!
Retailing Management unit - 5 - IMBA Osmania universityBalasri Kamarapu
Retail Management Information System and Retail Research:
Retail Technology and Automations;
Retail Technology and CRM;
Human resources and Executive information systems;
Developing a research Methodology;
Retail audit
Remineralize the Earth promotes the regeneration of soils and forests worldwide with finely ground rock dust as an economically and ecologically sustainable alternative to chemical fertilizers and pesticides, creating fertile soils much as the earth does.
Transforming ecological, economic and social challenges on a regional and global scale.
Presentation by Remineralize the Earth
Advancing Renewable Energy in Latin America and Integrated Farm Energy Systems, RELACCx, Puerto Rico, November 19, 2014
IB Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
If you have your own business, small or big, and are wondering how to build your growth plan along with your brand and marketing strategy, then you can find clear, guided steps in this presentation. You can see the steps for both strategy and execution.
Not sure whether you even need a brand and marketing plan? What benefits you can get out of investing in it? Read this presentation to find your answers!
Retailing Management unit - 5 - IMBA Osmania universityBalasri Kamarapu
Retail Management Information System and Retail Research:
Retail Technology and Automations;
Retail Technology and CRM;
Human resources and Executive information systems;
Developing a research Methodology;
Retail audit
Remineralize the Earth promotes the regeneration of soils and forests worldwide with finely ground rock dust as an economically and ecologically sustainable alternative to chemical fertilizers and pesticides, creating fertile soils much as the earth does.
Transforming ecological, economic and social challenges on a regional and global scale.
Presentation by Remineralize the Earth
Advancing Renewable Energy in Latin America and Integrated Farm Energy Systems, RELACCx, Puerto Rico, November 19, 2014
Basalt Powder Restores Soil Fertility and Greatly Accelerates Tree Growth on ...remineralize
Dr. Thomas Goreau's Study on Restoring Soil Fertility with Basalt Powder in Panama
Authors: Thomas J. Goreau, Marina Goreau, Felix Lufkin,
Carlos A. Arango, Gabriel Despaigne-Matchett,
Gabriel Despaigne-Ceballos, Roque Solis, & Joanna Campe
Agroforestry: Addressing Climate Challenges and Improving Social Conditions remineralize
V. Miranda Chase, Research Associate, Remineralize the Earth
Advancing Renewable Energy in Latin America and Integrated Farm Energy Systems, RELACCx, Puerto Rico, November 19, 2014
FACULTY OF COMPUTING AND BUSINESS MANAGEMENTVILA COLLEGEBM.docxmydrynan
FACULTY OF COMPUTING AND BUSINESS MANAGEMENT
Vila College
BMMK 5103
ENTERPRISE DEVELOPMENT
ASSIGNMENT
Date Assigned: 2nd t March 2013
Due Date: 6th April 2013
Lecturer: Mr.Hamid Sodique
Student ID: s111023248
Student name: Imad Mohamed
Imad MohamedACKNOWLEDGEMENT
First of all I would like to thank God as I am able to finish this assignment given by Mr.Hamid Sodique, lecture of the Module: Marketing Management.. This task cannot be completed without guidance and continued support of from lecture. Therefore I would like to take this opportunity to tank lecture, Mr.Hamid Sodique for his guidance for and explanation of the subject, and kind extension of deadline for submitting the assignment. I also appreciated those Villa College’s facilitations, to grant me late registration and extension for submitting the assignment.
I am a civil servant having heavy workload especially during the time there is much challenges for our work to uphold decentralization system in Maldives. My studies and work towards this assignment is completed because of the flexibility and support given by my office management and staff as well. I recognized the support of office management and thanks management of Local Government Authority
This task has been done with the help of and discussion with colleague students of the class, and I would address big thanks to all fellow students.
Finally I thanks to my beloved family and friends that always stick together and also work hard to produce good assignment.EXECUTIVE SUMMARY
The case presented discusses Singtrix’s activities that outline its strengths and weaknesses. This paper clearly identifies the company’s life in the industry. The paper also provides information that will help in depicting a clear picture in the company’s operations and activities.
This paper discusses the strengths and weaknesses of the company and the main reason behind these occurrences. This paper clearly explains the position of the company in the musical instrument industry. It will outline the main strategies that the company needs to adopt in order to ensure that the new product penetrates and is fully accepted into the market. The information provided best explains what the company needs to do and what it needs to change when introducing a new product into the market.
An analysis of the internal practices of the company help outlines the company's SWOT. The strengths related to the company are; producing quality, producing unique products with unique features, changing the unthinkable, that is, making bad singers good singers and producing user-friendly devices. The company's weaknesses include; poor marketing; its products get only known by a certain class of individuals and limited brands. Its opportunities include; its quality products help attract new clients, stands a great chance of becoming one of the best in the industry, its ability to make music stars acts as a way of advertisement and have a chance of creating new p ...
- Provide you with skills to aid your team in making business decisions
- Marketing Strategy 101
- Determine the role your CMO should play
- Evaluate the effectiveness of your CMO
Why competitor analysis is crucial for your marketing strategy.pdfAmruta Relekar
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Marketplace business simulation, Game Scenario, Strategic Market.docxinfantsuk
Marketplace business simulation, Game Scenario, Strategic Marketing
~ 1 ~Welcome to Marketplace
A large international electronics firm has decided to enter the microcomputer business. It has formed a new PC Marketing Division to pursue this business opportunity. You have been asked to manage the PC Division. You will be responsible for introducing a new line of microcomputers into several international markets.
Corporate Headquarters will use a balanced scorecard to measure the PC Marketing Division's performance. Your total business performance will be based upon its financial performance, market effectiveness, marketing performance, investments in the firm's future, and creation of wealth. You will be able to see this performance score starting from quarter 4. A total score will be computed for each firm competing in Marketplace.
Being the best in the industry will not be easy. It will require all you already know about marketing as well as everything you will learn during the game.
Virtual Business World
Your company will be responsible for introducing a new line of microcomputers into Asia, North America, and Europe.
Within the PC industry, other firms will be entering the market at the same time as your division. The microcomputer industry is in its introductory stage of the product life cycle. There is no history and there are no established competitors. All competitors, including your own division, will start with exactly the same resources and knowledge of the market.
All manufacturers will sell through company-owned sales offices in major metropolitan markets around the world. Your target market will be the business sector. You will not be selling to the home market and you will not sell through retail stores. Thus, your marketing strategy will be tightly focused on direct sales to business customers.
There are five market segments to serve in the PC market. They are referred to as the Cost Cutter, Innovator, Mercedes, Workhorse, and Traveler segments.
The Cost Cutter segment is a large segment that is looking for a computer that’s very easy to use for basic office applications. The segment is extremely price sensitive.
The Workhorse segment is the largest group of customers. They want a PC for a variety of office workers to use. It should have substantial capability and flexibility, although not top of the line. Ease of use is more important than high performance. It should also be modestly priced.
The Innovator segment is a small segment that needs a computer to handle large computational problems (accounting, inventory management, engineering). This segment wants the latest technology and will pay a small premium for this high performance.
The Mercedes segment is looking for a high performance computer to use in sophisticated engineering and manufacturing applications. Mercedes customers are willing to pay substantially more for high performance.
The Traveler segment wants a practical computer to use on the ...
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center.
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center
CDSCO and Phamacovigilance {Regulatory body in India}NEHA GUPTA
The Central Drugs Standard Control Organization (CDSCO) is India's national regulatory body for pharmaceuticals and medical devices. Operating under the Directorate General of Health Services, Ministry of Health & Family Welfare, Government of India, the CDSCO is responsible for approving new drugs, conducting clinical trials, setting standards for drugs, controlling the quality of imported drugs, and coordinating the activities of State Drug Control Organizations by providing expert advice.
Pharmacovigilance, on the other hand, is the science and activities related to the detection, assessment, understanding, and prevention of adverse effects or any other drug-related problems. The primary aim of pharmacovigilance is to ensure the safety and efficacy of medicines, thereby protecting public health.
In India, pharmacovigilance activities are monitored by the Pharmacovigilance Programme of India (PvPI), which works closely with CDSCO to collect, analyze, and act upon data regarding adverse drug reactions (ADRs). Together, they play a critical role in ensuring that the benefits of drugs outweigh their risks, maintaining high standards of patient safety, and promoting the rational use of medicines.
Basavarajeeyam is a Sreshta Sangraha grantha (Compiled book ), written by Neelkanta kotturu Basavaraja Virachita. It contains 25 Prakaranas, First 24 Chapters related to Rogas& 25th to Rasadravyas.
- Video recording of this lecture in English language: https://youtu.be/kqbnxVAZs-0
- Video recording of this lecture in Arabic language: https://youtu.be/SINlygW1Mpc
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
These lecture slides, by Dr Sidra Arshad, offer a quick overview of the physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar lead (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
6. Describe the flow of current around the heart during the cardiac cycle
7. Discuss the placement and polarity of the leads of electrocardiograph
8. Describe the normal electrocardiograms recorded from the limb leads and explain the physiological basis of the different records that are obtained
9. Define mean electrical vector (axis) of the heart and give the normal range
10. Define the mean QRS vector
11. Describe the axes of leads (hexagonal reference system)
12. Comprehend the vectorial analysis of the normal ECG
13. Determine the mean electrical axis of the ventricular QRS and appreciate the mean axis deviation
14. Explain the concepts of current of injury, J point, and their significance
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. Chapter 3, Cardiology Explained, https://www.ncbi.nlm.nih.gov/books/NBK2214/
7. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Local Advanced Lung Cancer: Artificial Intelligence, Synergetics, Complex Sys...Oleg Kshivets
Overall life span (LS) was 1671.7±1721.6 days and cumulative 5YS reached 62.4%, 10 years – 50.4%, 20 years – 44.6%. 94 LCP lived more than 5 years without cancer (LS=2958.6±1723.6 days), 22 – more than 10 years (LS=5571±1841.8 days). 67 LCP died because of LC (LS=471.9±344 days). AT significantly improved 5YS (68% vs. 53.7%) (P=0.028 by log-rank test). Cox modeling displayed that 5YS of LCP significantly depended on: N0-N12, T3-4, blood cell circuit, cell ratio factors (ratio between cancer cells-CC and blood cells subpopulations), LC cell dynamics, recalcification time, heparin tolerance, prothrombin index, protein, AT, procedure type (P=0.000-0.031). Neural networks, genetic algorithm selection and bootstrap simulation revealed relationships between 5YS and N0-12 (rank=1), thrombocytes/CC (rank=2), segmented neutrophils/CC (3), eosinophils/CC (4), erythrocytes/CC (5), healthy cells/CC (6), lymphocytes/CC (7), stick neutrophils/CC (8), leucocytes/CC (9), monocytes/CC (10). Correct prediction of 5YS was 100% by neural networks computing (error=0.000; area under ROC curve=1.0).
New Drug Discovery and Development .....NEHA GUPTA
The "New Drug Discovery and Development" process involves the identification, design, testing, and manufacturing of novel pharmaceutical compounds with the aim of introducing new and improved treatments for various medical conditions. This comprehensive endeavor encompasses various stages, including target identification, preclinical studies, clinical trials, regulatory approval, and post-market surveillance. It involves multidisciplinary collaboration among scientists, researchers, clinicians, regulatory experts, and pharmaceutical companies to bring innovative therapies to market and address unmet medical needs.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Knee anatomy and clinical tests 2024.pdfvimalpl1234
This includes all relevant anatomy and clinical tests compiled from standard textbooks, Campbell,netter etc..It is comprehensive and best suited for orthopaedicians and orthopaedic residents.
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Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
SURGICAL ANATOMY OF THE RETROPERITONEUM, ADRENALS, KIDNEYS AND URETERS.pptx
The eyes of marketing
1. 9/15/2013
THE EYES OF MARKETING
Sanleen Narendra Pal
SENIOR EXECUTIVE PRE SALES, NEWT GLOBAL CONSULTING
Email: sanleen@gmail.com
Contact No: +91-8939779661
2. Table of Contents
WHY MARKETING NEEDS THE EYES?.........................................2
WHAT ARE THE EYES?......................................................................4
HOW TO USE THE SPECTACLES? ..................................................5
WILL THE EYES WORK?.................................................................10
3. WHY MARKETING NEEDS THE EYES?
Starting from the very first day of marketing, which might be initiated on the day the first wheel
had been sold, the world of business has evolved in all the aspects. Today each small aspect of
business changes in a whisker of time. So is the marketplace. No product has a guaranteed long
term value. Neither a company nor a brand can sit idle and enjoy the success they are cherishing
today and bound to be busy in making next strategy for the uncertainty they may face tomorrow.
In this constantly changing marketplace and altering consumer behaviour it is very hard to set a
certain process to gain success and stop strategizing. Moreover with this shifting environment
competition is getting tougher every day. The relentless up gradation and innovation of new
technologies and solutions adding fuel to this war of existence in the market for the businesses.
Needless to say the work for the marketers at present is no more limited to sketch a plan and
supplying the same to the sales team but they have to be more active, knowledgeable, responsive
and energetic to decipher the combination of problems to get the business on right track.
At present the Marketing Team should not get restricted to create only Customer focused plans but
they also have to come up with the innovative strategies through which they can beat the shrewd
tactics of the contenders. To accomplish that they have to ponder over the three aspects of present
competitions listed below:
New Competitors
• Increasing Opportunities and Investments resulting into increase in new
competitors to grab the share of the existing companies
New Strategies
• Each new competitor enters in the markets with its own inventive
strategy which compels existing companies to think out of the box
New Technologies
• Due to the emergence of competitors with new updated technology
(BA, BI and WEB) tools existing companies have to tighten their
defence for the newcomers to break
4. If we revisit the early 90’s we notice there were major companies who used to have one strong
category in their product mix and used to raise most of their profit from that and relished a hefty
market share creating almost a monopoly. They used to face only two to five competitors who
were feeble in either monetary strength or unclear about the market environment or had a dearth
of knowledgeable management with strong strategy.
In reverse today the scenario has completely transformed in last few years. Consider the Indian
market at present. We can see brands like Britannia is constantly getting challenged by Parle and
ITC. Airtel and Vodafone constantly fighting with their new offers or advertisements. Micromax
and Karbonn is coming forward in mobile segment to challenge Samsung or Nokia through their
marketing strategies. In one word competition is getting fierce in each and every industry and all
the companies are taking full advantages of the available Marketing Metrics to attract new
customers and to cement their place in consumer-mind for a longer duration.
All the businesses want to be ahead by some steps from the nearest competitor or want to reach
some steps closer to the competitor ahead. But that is not possible if there exists a little gap in the
whole process. It’s always tough to rise while people are waiting there for one to slip and to crush
him to reach a higher position. This is why the businesses need the “Eyes of Marketing” to
succeed in this cut – throat competition (Figure 1).
5. WHAT ARE THE EYES?
Eyes are integral part of a human being for vision. Similarly the marketing team in a business
needs a vision to aim for. For a marketing team the two elements of vision are:
Revenue (in turn Profit) Generation &
Sustainability
- The core aim of a business in current market scenario.
There is no sense of running a business which is incapable of generating revenues and fetch profits
from the market. Without revenues a business will never be able of fulfilling its basic needs such
as paying salaries to employees, upgrading itself through Research and Development, filling the
government regulations like taxes and will not be able to prove its worth to the customers resulting
a downfall and gradually closure of the company.
In present market with fierce competition the main aim of any business is to sustain the fight and
continuing to be in profit. If it lacks strategy to sustain, other companies will crush it and clinch
off its business resulting a massive setback for the company which can result in complete
shutdown. So a company should regularly exercise its marketing strategy to be up-to-the-mark in
market ensuring its long run regardless of the competition.
So the question is how can we achieve the vision of the eyes of marketing?
For this we need to see the problems with a clearer vision using a component just like spectacles
provide our eyes with. The most two important steps for “Marketing Spectacles” (Figure 2) are:
Market Analysis
Marketing Strategy Building
A proper Market Analysis provides us with multiple useful data including Consumer Behaviour,
Competitor Analysis, Retail issues, Sales issues etc.
Building the correct Marketing Strategy is not only the remedy of all the problems but the
instrument for bolstering the future of the business also.
So if we fit these elements of the spectacles properly over our eyes the vision will get cleared and
we can achieve what we want to see in our business.
6. FIGURE 1: EYES OF MARKETING
HOW TO USE THE SPECTACLES?
Often we notice a company is trying to turn up with a new product and as soon as the product
passes all the preliminary tests it is released in the market only to raise the eyebrows of the existing
competitors. The sole aim is to infiltrate the target market with pace to lure the customers by the
new product leaving the existing rivals in total disarray. Before discussing the “Marketing
Spectacles” we will watch out for these three scenarios when new competitor enters the market:
1. Strong existing companies: How can it protect its product consumption and increase intake of
the same overriding the new products to play for a longer time?
2. Weak existing companies: How can it protect the few customers and its constant revenue to
save itself from getting eliminated?
3. New companies: How can it hit the market so hard that all other companies gets thrashed away?
How can it sustain in the market for a long time?
These scenarios are mentioned to give an idea on the thinking process of the companies so that it
will be easy to understand how the tools of “Marketing Spectacles” can solve the different needs
of the companies – new or existing.
Market
Analysis
Marketing
Strategy
Building
FIGURE 2: MARKETING SPECTACLES
7. Market Analysis: With various efficient tools in reach companies are in a better position than
ever to conduct proper Market Analysis through different procedures. As the fast-growing
technology offers easiest methods to measure the marketing metrics Market Research has become
lot more easier and time saving. We will discuss some of the Market Analysis methods in brief to
have a clear view.
Consumer Behaviour Analysis: Consumers are impatient today and they easily get bored
with same products. At the same point of time they are enthusiastic to discover new
alternatives of a product category. They are less brand loyal nowadays and will easily
change a brand if they don’t get the proper commodities. To satisfy their fluctuating mind-
set and shifting choices thorough behaviour analysis is needed.
Competitor Analysis: As the transparency increases with posting company reports
through various mediums so increases vulnerability to competitors. And one company thus
can be benefitted collecting important data of competitors to evaluate its position in the
market. Proper Competitor Analysis gives one company the plus of understanding the
junctions where the competitors have an advantage or disadvantage. Strengthening those
positions can give the company proper boost to rule over the market.
Promotion Analysis: Through researching on Advertisements trends through various
media the pattern of successful advertisements can be found. Promotion Analysis gives a
proper idea of leading advertisement trends and the ROI of various advertisements. It also
Market
Analysis
Consumer
Behaviour
Analysis
Competitor
Analysis
Promotion
Analysis
Retail/
Distribution
Analysis
Sales
Analysis
Gap Analysis
8. tells about the viewers’ or users’ behaviour. Depending upon that the Advertising strategy
can be built upon.
Retail/Distribution Analysis: During the distribution of products a company can face a
lot of challenges like rejection, disinterest, back-of-the-store symptoms etc. So proper
analysis on the same will tell on what basis retailers give one product more importance
than others. As retailers and distributors are the gateway of selling the product inadequate
analysis can block the product from reaching to the customers.
Sales Analysis: As marketing and sales are correlated heavily, marketing has to take care
of the sales to guide it into the proper way. Otherwise all the efforts put by the sales team
will return with little value. Sales Analysis will illustrate the acceptance of the customers
to certain kind of products.
Gap Analysis: With the emergence of smarter technologies the competitors are always
trying to find out the gaps in a company to get their roots through the hole and grow with
the help of that advantage. So it’s very necessary for a company to find out the gaps in its
strategies before the competitors do and fill them up fast denying the competitors the time
for getting the undue benefit.
Except these there are many analysis processes which are coming handy for the marketers of the
leading companies at present. As one will dig deeper into the market he will be more benefitted.
Marketing
Strategy
Building
Deciding
Target
Segment
Consumer
Focused
Product
Planning
Promotion
Strategy
Key
Distribution
Channels
CRM
Channelizing
Sales
Budget
Planning
9. Marketing Strategy Building: The reports and insights of the analysis are not significant until
and unless they are converted into an effective and actionable strategy. A marketing strategy team
should have members who are up-to-date with current market, innovative, willing to take
calculated risks and adaptive to change. Though there are numerous steps of building an efficient
strategy we will scan some of the important ones:
Deciding Target Segment: There is nothing worse than a right product at a wrong place.
The whole effort of distributing the product goes into vain and in reverse a company loses
the trust of customers and distributors. So before stepping into the market it’s mandatory
to have a proper strategy of deciding the correct segment to target.
Consumer Focused Product Planning: This is one of the very important part of a
successful strategy. A consumer wants certain amount of attributes in a product. If that is
not delivered correctly then a business will have a hindrance capturing the market. It is
compulsory for a business to build a strategy to supply a product with a balance of needed
amount of attributes and of reasonable price to seize the attention of the market. From
Matrix 1 we can see fifth area adds value to both the company and customer and will tie
them up in a longer relationship.
MATRIX 1: CFPP MATRIX
10. Promotion Strategy: From the Promotion Analysis productive insights can be obtained.
Based on the same it is necessary to build an effective advertisement strategy. Strategies
should be created for both Online (Social Media, Websites and Blogs etc.) and Offline
(Newspapers, Magazines, fliers and Billboards etc.) Advertising. It is important to
remember an advertisement is acknowledged as successful only when it is able to stay in
consumers mind for a long time rather than just penetrating the market. In case of Print
media the location and size of the advertisement can hold tremendous value.
Key Distribution Channels: Determining the key distribution channels to reach out the
target segment is a vital part of a strategy. Keeping the retailer and distributor happy by
providing them more benefits than the competitors can lead a business steps closer to sell
their products with higher priorities than the competitors’.
Customer Relationship Management: Effective customer relationship management
works through the product lifecycle and in turn relationship with the customers plays a
pivotal role in the longevity of the product. To build a fruitful relationship with customers
a business should concentrate on the basic things like customer penetration, customer
retention, fast service, quick customer support etc. To enhance customer loyalty it can
come up with offers, discounts and promotions. It’s always advantageous to give
importance to customer issues and build strategies based on that to ensure the service or
product gets better.
Channelizing Sales: From the insights of Sales Analysis one can get the idea where the
market rests for a certain kind of product. The marketing team has to stream the sales
process mainly towards that market so that the effective sales team captures the market.
Moreover fixing the tasks of the sales team is a major responsibility of marketing team.
Budget Planning: One crucial step of Marketing Plan is to control the budget and
channelize it in proper ways to get the optimum ROI. It is very difficult for the marketers
to have a pre-defined budget plan on certain sectors as success of the sectors are fluctuating
time to time. So considering the probability of success and to obtain utmost return an expert
budget planning for each sector is required.
While creating a strategy the marketing team has to consider all the existing gaps and should fill
them up properly. They also should take care of the pitfalls that can show up during the strategy
implementation and prepare themselves to solve those readily.
11. WILL THE EYES WORK?
If the Marketing Spectacles get fitted to the Eyes of Marketing there will be negligible chance of
not being able to achieve the vision. Appropriate analysis and strategy are the gateways to achieve
steady revenue (in turn profit) and sustainability. While companies are busy fighting each other
they forget the basics of war and leaves some important weapons untouched. The spectacles helps
to find out those weapons through its tools. If a company invests quality amount of time in Market
understanding and in preparation of a concrete strategy it can have guaranteed success when it
steps into the market regardless of the status they are in. For a business the “Eyes of Marketing”
are inseparable as it is aligned to the core business goals.
So YES the eyes will work if you furnish them with exact gears!