What isthecommunicationsmix,andhowshoulditbeset
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The document discusses factors to consider when setting a communications mix, including the type of product market, buyer readiness stage, and product lifecycle stage. It outlines different communication tools like advertising, sales promotion, public relations, direct marketing, word-of-mouth, and personal selling. For each tool, it provides examples of their abilities and contributions. The key factors to consider when setting the mix are the type of product market, buyer readiness for the product, and what stage the product is in its lifecycle. The appropriate mix will vary based on these different factors.
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The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional view and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois argues they lack the grapes for expansion, while Claire believes a lower-priced wine could attract young consumers and grow the brand. The estate manager Jean Paul's expertise could help determine if brand extension is feasible without compromising quality or relations with their negociant partners. Gaspard's final decision will set the family business's strategy for the future.
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The document discusses strategies for a minor league baseball team in Springfield with a population of 55,000. Key points:
1. The team sells single game tickets for $6 each and targets families as their market.
2. Their objectives are to understand pricing strategies and how pricing impacts auxiliary sales.
3. Their marketing plan includes community events to promote the team and create memorable experiences.
4. The executive summary states the goal is to break even in their first year over 38 home games.
Brands vs private label
This document discusses private label products and strategies for brand name manufacturers to address the threat from private labels. It notes that private label strength varies with economic conditions and brand manufacturers can influence private labels. While private labels pose a threat, an overreaction is not the solution. The document recommends that brand manufacturers invest in brand equity, innovate wisely, use fighting brands sparingly, build trade relationships, manage price spreads, exploit sales promotions, manage each category separately, and take private labels seriously to stem further private label gains in market share.
Apps or ads ASSIGNMENT 4
This document discusses the rise of mobile app usage and how it presents opportunities and challenges for advertisers. It notes that people now spend 10% of their media time on mobile devices, with 82% of smartphone time spent on apps rather than calling, texting or browsing. Games and social networks account for most app usage. The document outlines various app-based strategies advertisers can use, such as adding convenience, unique value or incentives. However, it also notes challenges in India, such as skittish consumers, lack of exclusive content and high phone costs, though mobile advertising is growing as a portion of the digital advertising market.
A brand is forever! A framework to revitalizing the declining and dead brand
Managerial actions, environmental factors, and competitive actions can all contribute to brand decline over time. However, some brands are able to be revived through strategic revitalization efforts. There are three key steps to reviving a declining brand: 1) assessing whether the brand is still worth investing in based on residual value and equity; 2) developing a long-term strategy to reposition the brand, invest in improving its image, and educate the market; and 3) correcting any past mismanagement issues by improving quality, refining the target market, and resisting urges to lower prices. With the proper diagnosis and execution of a revitalization plan, declining brands can potentially be strengthened and revived.
Goodyear - The Aquatred Launch
Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
Gino SA distribution channel management
Gino SA manufactures burners and sells through distributors. Its largest distributor, Jinghua, opposes a direct sales offer from Feima, a boiler company. Gino's marketing manager must decide whether to accept Feima's offer and risk upsetting Jinghua, or maintain the distributor relationship. The document analyzes alternatives like declining Feima, accepting them through Jinghua, or developing Feima as an OEM partner. It concludes the best option is accepting Feima as a customer through Jinghua to increase sales while strengthening distributor relationships and reducing their bargaining power.
A brand is forever!a framework for revitalizing declining and dead brands
A brand's equity and power lies in its relationship with consumers. Over time, a brand's equity can decline due to various factors, leading to its demise. Some common reasons for brand decline include compromised product quality, brand neglect, inability to stay relevant to the target market, and failure to evolve with consumer preferences. To revitalize a declining brand, managers should address prior mismanagement issues, re-establish product quality, reinvigorate brand messaging and positioning, and reconnect with the target consumer base. Correcting past mistakes is key to restoring a brand's vitality.
What are brands good for?
Brands are no longer the focal point of marketing in the era of disaggregation. Segmenting customers based on their individual needs and communicating with them directly through personalized channels allows marketers to be more responsive. This approach builds deeper relationships through two-way communication rather than one-size-fits-all branding. As a result, brands now play a supporting role by delivering their value proposition to targeted consumer segments rather than acting as individual stars.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
Gino case study
Gino Burner Co. is a leading burner manufacturer based in France that wants to expand its market share in China. It currently distributes products through distributors like Jinghua. A new opportunity arose with Feima proposing to be an OEM customer, but this could damage relations with Jinghua. Two alternatives were considered: 1) maintaining relationships with distributors or 2) signing a deal directly with Feima. Financial analysis showed the Feima deal would boost revenue and profits for both Gino and Jinghua. Thus, alternative 2 of directly supplying Feima while offering discounts to Jinghua was recommended to penetrate the industrial segment and meet growth goals in China.
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Syllabus
Chapter-1
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Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
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What isthecommunicationsmix,andhowshoulditbeset
- 1. WHAT IS THE COMMUNICATIONS MIX, AND HOW SHOULD IT BE SET ?
- 4. ADVERTISING CAN - BUILD LONG TERM IMAGE OR TRIGGER QUICK SALES
- 6. B) AMPLIFIED EXPRESSIVENESS DRAMATIZING THE COMPANY AND ITS BRANDS AND PRODUCTS THIS IS A HAPPYDENT AD SHOWING IT CAN BE USED TO LIGHT THUS SAVING ELECTRICITY
- 7. C) CONTROL ADVERTISER CAN CHOOSE ASPECTS OF BRAND AND PRODUCT ON WHICH TO FOCUS COMMUNICATIONS
- 9. A) ABILITY TO BE ATTENTION GETTING THEY DRAW ATTENTION AND MAY LEAD THE CONSUMER TO THE PRODUCT
- 10. B) INCENTIVE THEY INCORPORATE SOME CONCESSION, INDUCEMENT,OR CONTRIBUTION THAT GIVES VALUE TO CONSUMER
- 11. C) INVITATION THEY INCLUDE A DISTINCT INVITATION TO ENGAGE IN THE TRANSACTION NOW
- 12. 3. PUBLIC RELATIONS AND PUBLICITY
- 13. A) HIGH CREDIBILITY NEWS STORIES AND FEATURES ARE MORE AUTHENTIC AND CREDIBLE TO READERS THA ADS
- 14. B) ABILITY TO REACH HARD-TO-FIND BUYERS THEY CAN REACH PROSPECTS WHO PREFER TO AVOID MASS MEDIA AND TARGETED PROMOTIONS
- 15. C) DRAMATIZATION THEY CAN TELL THE STORY BEHIND A COMPANY, BRAND, OR PRODUCT
- 16. 4. EVENTS AND EXPERIENCES
- 17. A) RELEVANT A WELL CHOSEN EVENT CAN BE HIGHLY RELEVANT BECAUSE THE CONSUMER IS OFTEN PERSONALLY INVESTED IN THE OUTCOME
- 18. B) ENGAGING GIVEN THEIR LIVE,REAL-TIME QUALITY THEY ARE ACTIVELY ENGAGING FOR CONSUMERS
- 19. C) IMPLICIT EVENTS ARE TYPICALLY AN INDIRECT “ SOFT SELL”
- 20. 5. DIRECT AND INTERACTIVE MARKETING
- 21. THESE MESSAGES TAKE MANY FORMS- OVER THE PHONE,ONLINE,OR IN PERSON
- 22. A) CUSTOMIZED IT CAN BE PREPARED TO APPEAL TO THE ADDRESSED INDIVIDUAL B) UP-TO-DATE THESE CAN BE PREPARED VERY QUICKLY C) INTERACTIVE THESE CAN BE CHANGED DEPENDING ON THE PERSON’S RESPONSE
- 23. PEOPLE TO PEOPLE COMMUNICATION RELATING TO EXPERIENCE WITH PRODUCTS 6. WORD-OF-MOUTH MARKETING
- 25. 1) INFLUENTIAL BECAUSE PEOPLE TRUST OTHERS THEY KNOW AND RESPECT 2) PERSONAL IT CAN BE A VERY INTIMATE KNOWLEDGE THAT REFLECTS PERSONAL FACTS,OPINIONS,AND EXPERIENCES
- 26. 3) TIMELY IT OCCURS WHEN PEOPLE WANT IT TO AND ARE MOST INTERESTED AND OFTEN FOLLOWS NOTEWORTHY EVENTS
- 28. FACE TO FACE INTERACTIO N WITH ONE OR MULTIPLE BUYERS TO BUILD UP BUYER PREFERENC E, CONVICTION AND ACTION.
- 30. A) PERSONAL INTERACTION IT CREATES AN IMMEDIATE AND INTERACTIVE EPISODE BETWEEN TWO OR MORE PERSONS. EACH IS ABLE TO OBSERVE OTHER’S REACTIONS
- 31. B) CULTIVATION IT PERMITS ALL KINDS OF RELATIONSHIPS TO SPRING UP C) RESPONSE BUYER IS OFTEN GIVEN PERSONAL CHOICES AND ENCOURAGED TO DIRECTLY RESPOND
- 32. 1.TYPE OF PRODUCT MARKET 2. BUYER-READINESS STAGE 3. PRODUCT LIFE-CYCLE STAGE FACTORS IN SETTING THE MARKET COMMUNICATIONS MIX
- 33. 1. TYPE OF PRODUCT MARKET ADVERTISING PLAYS A SIGNIFICANT ROLE
- 34. PROVIDES INTERACTION TO COMPANY AND ITS PRODUCTS
- 35. ADVERTISEMENTS CAN CARRY COMPANY’S PHONE NUMBER OR WEB ADDRESS
- 36. IF PRODUCT HAS NEW FEATURES, ADVERTISING CAN EXPLAIN THEM
- 37. IT CAN REMIND CUSTOMERS HOW TO USE THE PRODUCT AND REASSURE THEM ABOUT THEIR PURCHASE
- 38. PERSONAL SELLING 4 CONTRIBUTINS WHICH EFFECTIVE SALESFORCE CAN MAKE ARE -
- 39. INCREASE STOCK POSITION BUILD ENTHUSIASM CONDUCT MISSIONARY SELLING MANAGE KEY ACCOUNTS
- 41. COMMUNICATION TOOLS VARY IN COST EFFECTIVENESS AT DIFFERENT STAGES OF BUYER READINESS
- 43. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW