What are the requirements for effective segmentation
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The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help regulate emotions and stress levels.
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What are the requirements for effective segmentation?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow and levels of neurotransmitters and endorphins which elevate and stabilize mood.
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What are the requirements for effective segmentation?
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow and levels of neurotransmitters and endorphins which elevate and stabilize mood.
Final presentation
This document discusses various strategies for polarizing brands. It provides examples of how some companies have boosted sales by increasing the number of people who hate their brand through controversial ads or attributes. The document suggests companies consider placating critics by addressing complaints, while also poking haters to sway neutral consumers. It advises amplifying a polarizing attribute to differentiate the brand. Creating polarization can drive wedges in the market. The key is for marketers to understand and exploit brand dispersion fueled by social media.
Ideas in Indian Context
Assignment 4.
Created by Srujan Dasari, IIT Kharagpur, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com
Everything is Marketing: Insights from the internship
This presentation contains four modules covered during the internship by Prof. Sameer Mathur (www.IIMInternship.com)
journey of learning
- The document summarizes the journey of Marico Limited, an Indian consumer goods company founded in 1987.
- Marico started as a small edible oils business in 1971 and grew to become a market leader through innovation, market research, brand extensions, and international acquisitions.
- Key aspects of Marico's success include extensive research and development, careful segmentation and targeting of consumer groups, line extensions to satisfy diverse needs, and building brand equity through impactful advertising campaigns.
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This document analyzes how companies should respond to competitors offering free products or services. It discusses assessing the level of threat and choosing a response. For a major Indian telecom company facing competition from free internet calling services, some potential solutions are proposed: 1) Charge advertising companies and provide discounted call rates to customers, 2) Offer premium paid services with better features, 3) Bundle free services with paid offerings and provide promotional deals, 4) Offer a lower-cost video calling service optimized for slower Indian internet speeds, 5) Develop a trendy youth-oriented service. Responding effectively through strategies like these can allow companies to deal successfully with threats from free competitors.
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This presentation summarizes the key topics covered in an internship, including how to present effectively, common presentation mistakes to avoid, and how online reviews and social media have shifted marketing strategies. It discusses concepts like the influence mix and O continuum that show people are less reliant on brand and more influenced by others' opinions online. Companies must track what information sources customers use and adjust their marketing accordingly to succeed in this new environment defined by user reviews and social media.
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Branding yoga
This document summarizes a Harvard Business School case study on branding yoga. It outlines different approaches taken by Bikram Choudhary and Tara Stiles in marketing yoga. Bikram strongly branded his hot yoga style, trademarking and patenting his method. Tara Stiles took a more secular approach without explicit branding. This led to debate around whether yoga should be branded or remain unbranded given its spiritual roots in Hinduism. The case discusses the origins of yoga in ancient India and examines the question of whether yoga can or should be branded as a business.
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Saxonville sausage company
The document discusses research conducted for the Saxonville Italian Sausage brand to develop a national product line. It analyzes positioning the brand with emotional and functional benefits. Qualitative research was performed on demographics, psychographics, and consumer sessions. Concepts were developed and tested. Research showed family connection positioning resonated best but may face competition. The brand name "Saxonville Italy's Best" is recommended along with goals for R&D, pricing strategy, and marketing tactics like label changes, celebrity endorsements, and product displays.
Srujan dasari a2_q4
A company should initiate a price change when it has excess plant capacity and needs more business that can't be generated through other means. When initiating price cuts, companies should avoid traps like offering low quality, having a fragile market, or starting a price war. It is generally better for consumers if companies make small, regular price increases rather than sharp increases. Common causes for price increases include delayed quotation pricing, escalator clauses, reducing discounts, and unbundling pricing structures.
Srujan dasari a2_q3
This document discusses various pricing strategies and programs that a company can use to adapt prices based on changing circumstances and opportunities. It covers geographical pricing to account for location-based differences, forms of international trade involving bartering or offsets, the risks of overusing discounts, and types of promotional pricing like loss leaders, rebates, and financing. It also explains differential pricing approaches like discriminating prices for customer segments, product versions, channels, locations, seasons, or early vs. late purchases. The goal is to help companies set prices that meet varying needs.
Srujan dasari a2_q2
This document discusses various strategies and considerations for setting prices, including:
1. Companies first determine their pricing objective such as survival, maximum profit, market share, or quality leadership. They then estimate demand curves and price sensitivity.
2. Common pricing methods include markup pricing, target-return pricing, and perceived-value pricing. Companies also consider competitors' costs and prices.
3. In selecting the final price, companies evaluate the impact of other marketing activities, their own pricing policies, and how the price might affect other parties. Gaining customer loyalty through value pricing is also discussed.
Srujan dasari a2_q1
Consumers process and evaluate prices based on how they perceive them. Traditionally, consumers were seen as price-takers who accepted prices at face value, but they actually compare observed prices to internal reference prices and external benchmarks. Marketers try to frame prices to signal best value through techniques like EMIs. Consumers also use price as an indicator of quality, and some brands adopt premium pricing to justify exclusivity. Price endings like $299 instead of $300 make items seem less expensive to customers.
How should a company respond to a competitor's price change
This document discusses developing pricing strategies and programs in response to competitor price changes. It recommends that in homogeneous product markets, companies should enhance their augmented product or meet the price reduction. In non-homogeneous markets, companies should consider why the competitor changed price and if it is temporary or permanent, and how other firms and the company will be affected. The document also suggests differentiating products/services, introducing low-cost ventures, or reinventing as a low-cost player when facing low-cost competitors. Companies are advised to react decisively to competitor price changes within hours or days.
When should a company initiate a price change
This document discusses developing pricing strategies and programs. It covers when companies should initiate price changes, reasons for price cuts or increases, and potential risks and alternatives. Price cuts may be used to reduce excess capacity or dominate markets, but can trigger price wars or lose long-term customer loyalty. Price increases are often due to cost inflation or high demand. Companies can avoid raising prices by shrinking product amounts, substituting cheaper ingredients, reducing features or services, using less expensive packaging, or creating new economy brands.
How should a company adapt prices to meet varying circumstances and opportuni...
This document discusses various pricing strategies and programs that a company can use. It describes geographical pricing where a company prices its products differently in various locations. It also discusses various types of discounts and allowances like cash discounts, quantity discounts, and trade discounts. The document outlines promotional pricing strategies such as special event pricing, cash rebates, and low interest financing. It also explains psychological discounting by setting an artificially high price and then offering a discount, and differentiated pricing based on customers, products, locations, seasons, and customer segments.
How should a company set prices initially for products or services
The document outlines the 6 steps in developing pricing strategies and programs:
1. Selecting the pricing objective such as maximizing profits, market share, or product leadership.
2. Determining demand through analyzing price sensitivity and estimating demand curves.
3. Estimating costs such as fixed, variable, total, and average costs as well as learning curves.
4. Analyzing competitors' costs, prices, and potential price reactions.
5. Selecting a pricing method like markup pricing, target return pricing, perceived value pricing, or value pricing.
6. Selecting the final price after considering additional factors like marketing activities and company policies.
How do consumers process and evaluate prices
This document discusses pricing strategies and how consumers evaluate prices. It notes that Tata DoCoMo was an early adopter of market penetration pricing. Customers pay for products and services through various forms like cash or frequent flier miles. The pricing environment is changing due to factors like access to credit, unique products, and marketing. There is a small affluent customer segment and a larger aspiring/struggling segment in South Asia, so different pricing and value propositions are needed for different groups. The document also discusses how buyers and sellers discriminate through tools like instant price comparisons, negotiating auction prices, and tailoring individual offers. It recaps that price is more than just a number and influences quality perceptions.
What are the requirements for effective segmentaton
This document discusses the requirements for identifying market segmentation and targets. There are five main requirements - measurability, being substantial, being accessible, and being differentiable. The segments must be measurable in size, purchasing power, and characteristics. They must also be large enough to be profitable. Additionally, segments should be highly accessible to consumers and have distinct defining features that differentiate them from other segments.
In what ways can a company divide a market into segments
This document discusses different types of market segmentation including geographic, demographic, psychographic, and behavior segmentation. Geographic segmentation divides the market by countries, states, districts based on climate, politics, and socioeconomic factors. Demographic segmentation considers age, gender, income, and generation as factors. Psychographic segmentation targets people based on preferences, lifestyle, personalities, and patterns. Behavior segmentation divides the market according to knowledge, attitude, use, and response.
How should business markets be segmented
There are five ways to segment markets and identify targets: 1) Demographic segmentation based on industry and size. 2) Operating variables including technology, resources, and capabilities. 3) Purchasing approaches based on relationships, policies, and structure. 4) Situational factors like urgency and order size. 5) Personal characteristics including loyalty, risk attitude, and similarities between buyers and sellers. The document discusses market segmentation and targeting techniques.
How should a company choose the most attractive target market
There are five ways to identify market segmentation and targets: 1) Industry competitors where there are price, advertisement, technology, quality and service wars; 2) Potential entrants where the target market should have high entry barriers and low exit barriers; 3) Substitutes where the target market should not have existing or potential substitutes; 4) Buyers bargaining where the target market has the least buyer bargaining power; 5) Sellers bargaining where the company chooses a market where suppliers do not raise prices or reduce product quality. The document was created by Parampreet Singh during a marketing internship.
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The document discusses different types of consumer decision making processes. It describes low involvement decisions which are based on peripheral cues rather than careful consideration. It also mentions variety seeking behavior where consumers shift brands for variety. Finally, it discusses heuristics in decision making such as predictions based on similarity, ease of recall, and first impressions.
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Disney consumer products, marketing nutrition to children
This document discusses Disney Consumer Products' (DCP) efforts to address childhood obesity by introducing healthier food options. It provides background on DCP's business segments and growth over time. In 2006, amidst concerns that Disney was contributing to obesity, DCP launched "Better For You" nutritional guidelines, reformulating products and limiting treats. It established partnerships, conducted research, and developed three product distribution models to provide healthier choices appealing to both children and parents. The challenges of influencing children's food preferences and balancing nutrition with taste and fun are also examined.
Saxonville sausage company parampreet singh
1. Saxonville Sausage Company produces various pork sausage products and wants to expand their Italian sausage brand called Vivio nationally.
2. They form a task force called Project Score to research expanding Vivio, including focus groups and customer analysis to identify target markets and develop positioning concepts.
3. Project Score recommends positioning Vivio around "Clever Cooking" to attract more buyers, and estimates expanding nationwide could increase Vivio sales over 10 times to $464 million annually.
Branding yoga
This document summarizes the key debates around branding yoga. It discusses how Bikram Choudhary strongly branded his Bikram yoga style through extensive trademarking and patenting, while Tara Stiles took a less regimented approach without intentions to develop a strong brand. The Hindu American Foundation campaigned to acknowledge yoga's Hindu roots, sparking debates around whether yoga belongs solely to Hinduism or can be practiced independently. While history provides some evidence that yoga predated Hinduism, it is also part of other religions. There are reasonable arguments on both sides around whether yoga should or should not be branded.
Branding yoga
This document summarizes a Harvard Business School case study on branding yoga. It outlines different approaches taken by Bikram Choudhary and Tara Stiles in marketing yoga. Bikram strongly branded his hot yoga style, trademarking and patenting his method. Tara Stiles took a more secular approach without explicit branding. This led to debate around whether yoga should be branded or remain unbranded given its spiritual roots in Hinduism. The case discusses the origins of yoga in ancient India and examines the question of whether yoga can or should be branded as a business.
Grey worldwide - strategic repositioning through crm
This document discusses Grey Worldwide, a communications company, and its strategic repositioning through customer relationship management (CRM). It outlines Grey Worldwide's history, principles, current market situation, challenges, and CRM approach called Grey Relationship Management (GRM). The GRM framework uses four principles to build brands and develop/manage customers through creating positive brand experiences and building brands via customer knowledge. The document asks how Grey Worldwide can adapt to new technologies and which CRM tools it should use to reposition its brand and boost customer loyalty.
Saxonville sausage company
The document discusses research conducted for the Saxonville Italian Sausage brand to develop a national product line. It analyzes positioning the brand with emotional and functional benefits. Qualitative research was performed on demographics, psychographics, and consumer sessions. Concepts were developed and tested. Research showed family connection positioning resonated best but may face competition. The brand name "Saxonville Italy's Best" is recommended along with goals for R&D, pricing strategy, and marketing tactics like label changes, celebrity endorsements, and product displays.
Srujan dasari a2_q4
A company should initiate a price change when it has excess plant capacity and needs more business that can't be generated through other means. When initiating price cuts, companies should avoid traps like offering low quality, having a fragile market, or starting a price war. It is generally better for consumers if companies make small, regular price increases rather than sharp increases. Common causes for price increases include delayed quotation pricing, escalator clauses, reducing discounts, and unbundling pricing structures.
Srujan dasari a2_q3
This document discusses various pricing strategies and programs that a company can use to adapt prices based on changing circumstances and opportunities. It covers geographical pricing to account for location-based differences, forms of international trade involving bartering or offsets, the risks of overusing discounts, and types of promotional pricing like loss leaders, rebates, and financing. It also explains differential pricing approaches like discriminating prices for customer segments, product versions, channels, locations, seasons, or early vs. late purchases. The goal is to help companies set prices that meet varying needs.
Srujan dasari a2_q2
This document discusses various strategies and considerations for setting prices, including:
1. Companies first determine their pricing objective such as survival, maximum profit, market share, or quality leadership. They then estimate demand curves and price sensitivity.
2. Common pricing methods include markup pricing, target-return pricing, and perceived-value pricing. Companies also consider competitors' costs and prices.
3. In selecting the final price, companies evaluate the impact of other marketing activities, their own pricing policies, and how the price might affect other parties. Gaining customer loyalty through value pricing is also discussed.
Srujan dasari a2_q1
Consumers process and evaluate prices based on how they perceive them. Traditionally, consumers were seen as price-takers who accepted prices at face value, but they actually compare observed prices to internal reference prices and external benchmarks. Marketers try to frame prices to signal best value through techniques like EMIs. Consumers also use price as an indicator of quality, and some brands adopt premium pricing to justify exclusivity. Price endings like $299 instead of $300 make items seem less expensive to customers.
How should a company respond to a competitor's price change
This document discusses developing pricing strategies and programs in response to competitor price changes. It recommends that in homogeneous product markets, companies should enhance their augmented product or meet the price reduction. In non-homogeneous markets, companies should consider why the competitor changed price and if it is temporary or permanent, and how other firms and the company will be affected. The document also suggests differentiating products/services, introducing low-cost ventures, or reinventing as a low-cost player when facing low-cost competitors. Companies are advised to react decisively to competitor price changes within hours or days.
When should a company initiate a price change
This document discusses developing pricing strategies and programs. It covers when companies should initiate price changes, reasons for price cuts or increases, and potential risks and alternatives. Price cuts may be used to reduce excess capacity or dominate markets, but can trigger price wars or lose long-term customer loyalty. Price increases are often due to cost inflation or high demand. Companies can avoid raising prices by shrinking product amounts, substituting cheaper ingredients, reducing features or services, using less expensive packaging, or creating new economy brands.
How should a company adapt prices to meet varying circumstances and opportuni...
This document discusses various pricing strategies and programs that a company can use. It describes geographical pricing where a company prices its products differently in various locations. It also discusses various types of discounts and allowances like cash discounts, quantity discounts, and trade discounts. The document outlines promotional pricing strategies such as special event pricing, cash rebates, and low interest financing. It also explains psychological discounting by setting an artificially high price and then offering a discount, and differentiated pricing based on customers, products, locations, seasons, and customer segments.
How should a company set prices initially for products or services
The document outlines the 6 steps in developing pricing strategies and programs:
1. Selecting the pricing objective such as maximizing profits, market share, or product leadership.
2. Determining demand through analyzing price sensitivity and estimating demand curves.
3. Estimating costs such as fixed, variable, total, and average costs as well as learning curves.
4. Analyzing competitors' costs, prices, and potential price reactions.
5. Selecting a pricing method like markup pricing, target return pricing, perceived value pricing, or value pricing.
6. Selecting the final price after considering additional factors like marketing activities and company policies.
How do consumers process and evaluate prices
This document discusses pricing strategies and how consumers evaluate prices. It notes that Tata DoCoMo was an early adopter of market penetration pricing. Customers pay for products and services through various forms like cash or frequent flier miles. The pricing environment is changing due to factors like access to credit, unique products, and marketing. There is a small affluent customer segment and a larger aspiring/struggling segment in South Asia, so different pricing and value propositions are needed for different groups. The document also discusses how buyers and sellers discriminate through tools like instant price comparisons, negotiating auction prices, and tailoring individual offers. It recaps that price is more than just a number and influences quality perceptions.
What are the requirements for effective segmentaton
This document discusses the requirements for identifying market segmentation and targets. There are five main requirements - measurability, being substantial, being accessible, and being differentiable. The segments must be measurable in size, purchasing power, and characteristics. They must also be large enough to be profitable. Additionally, segments should be highly accessible to consumers and have distinct defining features that differentiate them from other segments.
In what ways can a company divide a market into segments
This document discusses different types of market segmentation including geographic, demographic, psychographic, and behavior segmentation. Geographic segmentation divides the market by countries, states, districts based on climate, politics, and socioeconomic factors. Demographic segmentation considers age, gender, income, and generation as factors. Psychographic segmentation targets people based on preferences, lifestyle, personalities, and patterns. Behavior segmentation divides the market according to knowledge, attitude, use, and response.
How should business markets be segmented
There are five ways to segment markets and identify targets: 1) Demographic segmentation based on industry and size. 2) Operating variables including technology, resources, and capabilities. 3) Purchasing approaches based on relationships, policies, and structure. 4) Situational factors like urgency and order size. 5) Personal characteristics including loyalty, risk attitude, and similarities between buyers and sellers. The document discusses market segmentation and targeting techniques.
How should a company choose the most attractive target market
There are five ways to identify market segmentation and targets: 1) Industry competitors where there are price, advertisement, technology, quality and service wars; 2) Potential entrants where the target market should have high entry barriers and low exit barriers; 3) Substitutes where the target market should not have existing or potential substitutes; 4) Buyers bargaining where the target market has the least buyer bargaining power; 5) Sellers bargaining where the company chooses a market where suppliers do not raise prices or reduce product quality. The document was created by Parampreet Singh during a marketing internship.
Consumer decision making - In what ways do consumer stray from deliberative, ...
The document discusses different types of consumer decision making processes. It describes low involvement decisions which are based on peripheral cues rather than careful consideration. It also mentions variety seeking behavior where consumers shift brands for variety. Finally, it discusses heuristics in decision making such as predictions based on similarity, ease of recall, and first impressions.
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Disney consumer products, marketing nutrition to children
Disney consumer products, marketing nutrition to children
Grey worldwide - strategic repositioning through crm
Grey worldwide - strategic repositioning through crm
How should a company respond to a competitor's price change
How should a company respond to a competitor's price change
How should a company adapt prices to meet varying circumstances and opportuni...
How should a company adapt prices to meet varying circumstances and opportuni...
How should a company set prices initially for products or services
How should a company set prices initially for products or services
What are the requirements for effective segmentaton
What are the requirements for effective segmentaton
In what ways can a company divide a market into segments
In what ways can a company divide a market into segments
How should a company choose the most attractive target market
How should a company choose the most attractive target market
Consumer decision making - In what ways do consumer stray from deliberative, ...
Consumer decision making - In what ways do consumer stray from deliberative, ...
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3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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