Marketing Applications & Practices: E-Mba at Met

Marketing Applications & Practices : Sem II
MARKETING APPLICATIONS
& PRACTICES
E-MBA @ MET
Prof. Rajkamal Pandey

(RKP) eMBA
CORE CONTENT
1.
1.Marketing
MarketingStrategy
Strategy
2.
2.Business
Business&&Marketing
MarketingPlans
Plans
3.
3.B2B
B2BMarketing
Marketing
4.
4.FMCG
FMCGMarketing
Marketing
5.Consumer
5.ConsumerDurables
DurablesMarketing
Marketing
6.
6.Service
ServiceMarketing
Marketing
7.
7.Rural
RuralMarketing
Marketing
8.
8.Retail
Retail Marketing
Marketing
eMBA
CORE CONTENT
9.
9.Direct
DirectMarketing
Marketing
10.
10.Internet
InternetMarketing
Marketing
11.
11.Event
Event&&Media
MediaMarketing
Marketing
eMBA
Marketing takes day to learn.

Unfortunately it takes a lifetime to
master
eMBA
ANTICIPATING CHANGE
Chapter :1
eMBA
WHAT’S CHANGING ???
Consumers
Consumers
Economy
Economy Competition
Competition
Change
Change
Environment
Environment Technology
Technology
eMBA
CHANGE IS INEVITABLE…!
Consumers
• Consumers becoming more individualist
Competition
• Competitors becoming more agile
Technology
• Technology becoming more superior
eMBA
CHANGE IS INEVITABLE…!
Environment
• Environment becoming more exigent
Economy
• Economy becoming more volatile
eMBA
Largely companies lack insights and react to change
But,
Those companies who Anticipate change, emerges

as Winners
eMBA
eMBA
eMBA
Connec
• Seamless & Secure t
• Be Intuitive & Natural
Express
• Trustworthy & Transparent
Engage
ANTICIPATE, DON’T JUST FULFILL
DON’T WAIT, ANTICIPATE
eMBA
PRESENTATIONS
Topics for Presentation : Scope of Presentation :
• FMCG Industry
• Industry Overview :
• - Overall Market size
Consumer Durables Industry
• - Industry growth rate
BFSI Industry
- GDP Contribution
• Real Estate Industry
- FII Limits
• Media & Entertainment Industry - Existing Companies
• IT / ITES Industry • PEST Analysis
• Online Marketing Industry • Swot Analysis
• Luxury Brand Industry • Porter’s 5 Force
• Healthcare Industry • Porter’s Generic Strategy
• Service Industry • Case Analysis of the leading
• Education Industry player in that industry
• Automobile Industry - BCG Matrix
• Retail Industry • Future Outlook
• Telecom Industry
eMBA
PRESENTATIONS
Details :
•Total Marks : 20 M
-Allocation : Content : 14 M ( 7 M each for Hardcopy & PPT)
-Commn / Cordn : 6 M
•Time Limit : 30 mins per Group
• Team needs to divide themselves into 2 subgroup : Presentation Group /

Q&A Group, consisting of equal number of students
• Logical & Valid Questions from students will be appreciated
• Marks : Weighted Average of individual scores
eMBA
MARKETING : PANEL DISCUSSIONS
• Customer is a king v/s Customer is a fool

• Selling v/s Marketing
• Market share v/s Profit
• Recession : Spend v/s Hold
• Online Marketing v/s Offline Marketing
• Premium v/s Mass ( Merc v/s Maruti )
• Focus v/s Diversification
• Rural v/s Urban market
eMBA
STRATEGIC MARKETING :
UNDERSTANDING
Strategy : A plan of action intended to accomplish a specific goal
within defined time period.
A strategy is the pattern or plan that integrates an organization's major

goals, policies, and action sequences into a cohesive whole.
A well-formulated strategy helps to allocate an organization's

resources into a unique and viable posture based on its relative
internal competencies and shortcomings, anticipated changes in the
environment, and contingent moves by intelligent opponents.
eMBA
STRATEGIC MARKETING
Formulation of an effective strategy requires marketers

to consider three main components : -
Competiti
Competiti
on
on
Customers
Customers
Company
Company
Strategy
eMBA
STRATEGIC MARKETING
Marketing : Is an organizational function and a set of processes

for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholder
eMBA
STRATEGIC MARKETING :
INTRODUCTION
Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage*.
A marketing strategy should be centered around the key concept

that ( needs to be defined by the company ), which become the
main goal.
Strategic Marketing is the tool available to achieve the defined

( main) goal.
eMBA
STRATEGIC MARKETING : ORIGIN
eMBA
STRATEGIC MARKETING
By 2011 Airtel will be the most admired
brand in India:
Vision / Mission / Core
Loved by more customers
Targeted by top Purpose
talent
Benchmarked by more businesses
Business Objectives
Marketing Objectives
Marketing Strategy
Marketing Plan
eMBA
STRATEGIC MARKETING
“We at Airtel always think in fresh and

innovative ways about the needs of our
customers and how we want them to feel.
We deliver what we promise and go out of
our way to delight the customer with a little
bit more”
eMBA
STRATEGIC MARKETING : CORE

EXISTENCE
Both people and organizations need to establish a strategic
framework for significant success. This framework consists of:
 a vision for your future
 a mission that defines what you are doing
 values that shapes your actions
 goals & action plans to guide your daily, weekly & monthly
actions
 strategies that zero in on your key success approaches
eMBA
STRATEGIC MARKETING
Vision Statement
A vision is a statement about what your organization wants to
become.
It should resonate with all members of the organization and

help them feel proud, excited, and part of something much
bigger than themselves.
A vision should stretch the organization’s capabilities and

image of itself. It gives shape and direction to the
organization’s future.
Visions range in length from a couple of words to several

pages.
eMBA
STRATEGIC MARKETING
P&G :To provide branded products and services of superior quality
and value that improve the lives of the world's consumers.
Toyota :To sustain profitable growth by providing the best

customer experience and dealer support.
Intel :To constantly push the boundaries of innovation in order to

make people's lives more exciting, more fulfilling, and easier to
manage. Our unwavering commitment to moving technology
forward has transformed the world by leaps and bounds.
BMW :To become most successful premium manufacturer in the

car industry.
eMBA Cont…..
STRATEGIC MARKETING
Apple : The best personal computing experience to students,
educators, creative professionals and consumers around the
world through its innovative hardware, software and Internet
offerings.
Google :The Perfect Search Engine
Fed Ex :Leading the way
GE :We bring good things to life
Ford : To become the world's leading consumer company for

automotive products and services
eMBA
STRATEGIC MARKETING
Inference :
 Corporate vision inspires and energizes all employees
 Communicate strategic direction
 Develops an attitude of relentless growth
 And most importantly sows the seed of MARKETING…..
eMBA
STRATEGIC MARKETING : IN A NUTSHELL

It is most effective when it is an integral component of overall firm strategy, defining how
the organization will successfully engage customers, prospects, and competitors in the
market arena
As the customer constitutes the source of a company's revenue, marketing strategy is

closely linked with Growth
A key component of marketing strategy is often to keep marketing in line with a

company's overarching mission statement
Marketing strategy is a method of focusing an organization's energies and resources on a

course of action which can lead to increased sales and dominance of a targeted market
eMBA
ELEMENTS OF MARKETING STRATEGY
MARKETING STRATEGY
Product /
Communication
Market Price Distribution CRM Location
s
Selection
Customization
Technology
4 P’s of Marketing Mix
eMBA
STRATEGIC MARKETING: TYPES OF

STRATEGIES
• Market Dominance Strategy
• Innovation Strategy
• Marketing Warfare Strategy
• Porter’s Generic Strategy

• Growth Strategy
eMBA
MARKET DOMINANCE STRATEGY

Sector Company
Online Search Engine Google
FMCG ( Personal Care ) HUL
Retail Future Group
Mobile Hand Set Nokia
Insurance LIC
Glucose Biscuit Parle G
English News Channel CNBC
Milk / Milk Product Amul
Computer Processor Intel
Edible oil Saffola
Oil Refinery ( Private ) Reliance
eMBA
MARKET DOMINANCE STRATEGY -

ORIGIN
Technology ●
Innovation
Innovation ●
First Mover Advantage ( FMA)
FMA
FMA
●
Control of Resources ( CoR)
CoR ●
Manufacturing
Manufacturing ●
Economies of Scale ( EoS)
EoS ●
Cost Advantage
Cost Advantage ●
Market Growth
Market Growth ●
Market Share
Market Share ●
Market Leader
Market Leader ●
Market Dominance
eMBA
MARKET DOMINANCE STRATEGY
Market dominance is a measure of the strength of a brand,

product, service, or firm, relative to competitive offerings. In
defining market dominance, you must see to what extent a
product, brand, or firm controls a product category in a given
market.
eMBA
MARKET DOMINANCE STRATEGY :

WHY ?
Distribution ●
Penetration
Penetration ●
Availability
Availability
Availability
●
High Awareness ( Visibility )
High Awareness ●
High Recall
High Recall ●
Strengthen Brand Equity
Brand Equity ●
Customer Loyalty
Customer Loyalty ●
Brand Growth
Brand Growth ●
Enterprise Growth
Enterprise Growth ●
Category Growth
Category Growth ●
Industry Growth
eMBA
MARKET DOMINANCE STRATEGY -

LEVELS
Market
Challenger
Follower
Leader
Nicher
eMBA
MARKET LEADER
Typical Characteristics of Market Leader :

• It is the industry leader in developing innovative new business models and new
products
• It tends to be on the cutting edge of new technologies and new production
processes
• It sometimes has some market power in determining either price or output
• The main options available to market leaders are
- Expand the total market

- Sustain & Increase your existing market share
eMBA
MARKET CHALLENGER
Characteristics of Market Challenger :

• A market challenger is a firm in a strong, but not dominant position that is following an
aggressive strategy of trying to gain market share
• It typically targets the industry leader (for example, P&G target HUL), but it could also target
smaller, more vulnerable competitors.
• The fundamental principles involved are:
- Assess the strength of the target competitor. Consider the amount
of support that the target might muster from allies.
- Choose only one target at a time.
-Find a weakness in the target's position. Attack at that point.
-Launch the attack quickly, then consolidate.
eMBA
MARKET CHALLENGER
Some of the options open to a market challenger are:

• price discounts or price cutting
• line extensions
• introduce new products
• reduce product quality
• increase product quality
• improve service
• change distribution
• cost reductions
• intensify promotional activity
eMBA
MARKET FOLLOWER
• A market follower is a firm that is not in a leading position at all and content to stay at that
position. The rationale is that by developing strategies that are parallel to those of the market
leader, they will gain much of the market from the leader while being exposed to very little
risk. This “play it safe” strategy is how Cocaraj retains its position behind Parachute.
The advantages of this strategy are:

• no expensive R&D failures
• no risk of bad business model
• “best practices” are already established
• able to capitalize on the promotional activities of the market leader
• minimal risk of competitive attacks
• don’t waste resources in a head-on battle with the market leader
eMBA
MARKET NICHER
• In this niche strategy the firm concentrates on a select few target markets. It is
also called a focus strategy
• It is hoped that by focusing ones marketing efforts on one or two narrow market
segments and tailoring your marketing mix to these specialized markets, you can
better meet the needs of that target market
• The niche should be large enough to be profitable, but small enough to be
ignored by the major industry players.
• Profit margins are emphasized rather than revenue or market share. The firm
typically looks to gain a competitive advantage through effectiveness rather than
efficiency
eMBA
MARKET NICHER
The most successful nichers tend to have the following characteristics:
• They tend to be in high value added industries and are able to obtain high
margins
• They tend to be highly focused on a specific market segment
• They tend to market high end products or services, and are able to use a
premium pricing strategy
• They tend to keep their operating expenses down by spending less on
R&D, advertising, and personal selling
eMBA
INNOVATION STRATEGY
Innovation Strategy refers to the creation, or reinvention, of a business

itself. Whereas innovation is more typically seen in the form of a new
product or service offering, a Business Model Innovation results in an
entirely different type of company (SBU) that competes not only on the
value proposition of its offerings, but aligns its profit formula, resources and
processes to enhance the value proposition, capture new market segments
and alienate competitors.
eMBA
INNOVATION STRATEGY
Value
Proposition
Business
Model
Innovation
Operating
Model
eMBA
INNOVATION STRATEGY -VALUE

PROPOSITION
The Value Proposition answers the question, What are we offering to whom ?
It reflects explicit choices along the following 3 dimensions :
Target Segment Product / Service Revenue Model
Which
customer do What are we
How are we
we choose to offering to
compensated
serve ? Which customers to
for our
of their needs satisfy their
offerings ?
to we seek to needs ?
address ?
eMBA
INNOVATION STRATEGY -OPERATING

MODEL
The Operating model answers the question, How do we profitability deliver
the offering? It captures the business’s choices in the following 3 critical
areas :
Value Chain Cost Model Organization
How do we How do we
How are we configure our deploy &
configured to assets & costs develop our
deliver on to deliver our people to
customer value sustain &
demand ? proposition enhance our
profitably ? comp advtg ?
eMBA
BUSINESS MODEL INNOVATION
ITC
Innovation
Paper
Value Backward
Operating
Solutions
Proposition Integration
Model
eMBA
BUSINESS MODEL INNOVATION - LEVELS
Kotak
Pione
Mahin
ers
dra
Close
Tata
Followers
AIG
Late
BirlaFollowers
Sunlife
eMBA
MARKETING WARFARE STRATEGY
Marketing warfare strategies are a type of strategies, used in business and

marketing, that try to draw parallels between business and warfare, and then
apply the principles of military strategy to business situations
The marketer’s following Marketing warfare strategy are more “competitor

driven than customer driven”
In regard to what marketing strategists call "first-mover advantage", in

Marketing Warfare Strategy, it is interpreted as : "Generally, he who
occupies the field of battle first and awaits an enemy is at ease, he who
comes later to the scene and rushes into the fight is weary"
eMBA
MARKETING WARFARE STRATEGY
There’s is a saying that it is easier to get to the top than to stay there
But,
Once at the top, a company can use the power of it’s leadership position to
stay there
eMBA
MARKETING WARFARE STRATEGY :

TYPES
Defensive
Defensive
Guerrilla
Guerrilla MWS Offensive
Offensive
Flanking
Flanking
eMBA
DEFENSIVE MARKETING STRATEGY
While trying to expand total market size, the dominant firm must continuously
& actively defend its current business
Defensive marketing warfare strategies are a type of marketing warfare

strategy designed to protect a company's market share, profitability, product
positioning, or mind share
eMBA
PRINCIPLES OF DMS
• Attacking yourself is the best defensive strategy : Introducing products
better than your existing ones pre-empt similar moves by the competition.
• Always block strong offensive moves made by competitors : If the player

fails to do so, the competitor may become entrenched & permanently
maintain market share
• Defend important market / prodcut first : To sustain the advantage over

the competition, focus should never get diverted from core offering to the
defined target market
• Market Leader strategy : Defensive strategies should be the exclusive

domain of the market leader.
eMBA
OFFENSIVE MARKETING STRATEGY
The strength of the leader’s position is of primary importance because the
leader has the top position in the mind of the consumer and it is this position
that must be attacked
Offensive marketing warfare strategies are a type of marketing warfare
strategy designed to obtain a specific objective, usually key customers

segments, high margin market segments, or high loyalty market segments.
eMBA
PRINCIPLES OF OMS
• The challenger’s primary concern should be the strength of the leader’s
position, not the challengers own strength & weaknesses
• The challenger should seek a weakness in a leader’s strength, not simply

a weakness in the leader’s position
• Attack on as narrow a front as possible, avoid a broad attack
eMBA
FLANKING MARKETING STRATEGY
A flanking attack is not a direct attack on the leader, but rather an attack in
an area where the leader has not established a strong position.
Flanking marketing warfare strategies are a type of marketing warfare

strategy designed to minimize confrontational losses.
eMBA
PRINCIPLES OF FMS
• A flanking move is best made in an uncontested area : A product should
be in a new category that does not compete directly with the leader and
should be the first to target the segment.
• A flanking move should have an element of surprise : Surprise is

important to prevent the leader from using it’s enormous resources to
counter the move before it gain’s momentum.
• Follow-through (Pursuit) is equally as important as the attack itself : The

firm should follow through and focus on solidifying its position once it is
established before competitors launch competing products, Too often,
management turns its attention to the products that are not performing
well rather than strengthening the position of it’s winners
eMBA
GUERRILLA MARKETING STRATEGY
Guerilla Marketing is appropriate for companies that, relative to competition,
are too small to launch offensive or flanking moves.

The idea of guerilla marketing is to direct resources into a limited area, using
the principle of force to win that area
PRINCIPLES OF GMS
Identify a segment that is small enough to defend : The scope can be limited
geographically, demographically, by industry or by price
eMBA
PRINCIPLES OF GMS
eMBA

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Marketing Applications & Practices : Sem II

Prof. Rajkamal Pandey

Marketing takes day to learn.

WHAT’S CHANGING ???

Largely companies lack insights and react to change

Those companies who Anticipate change, emerges

DON’T WAIT, ANTICIPATE

•Time Limit : 30 mins per Group

• Team needs to divide themselves into 2 subgroup : Presentation Group /

• Logical & Valid Questions from students will be appreciated

• Marks : Weighted Average of individual scores

MARKETING : PANEL DISCUSSIONS

• Customer is a king v/s Customer is a fool

A strategy is the pattern or plan that integrates an organization's major

A well-formulated strategy helps to allocate an organization's

Formulation of an effective strategy requires marketers

Marketing : Is an organizational function and a set of processes

A marketing strategy should be centered around the key concept

Strategic Marketing is the tool available to achieve the defined

STRATEGIC MARKETING : ORIGIN

“We at Airtel always think in fresh and

STRATEGIC MARKETING : CORE

It should resonate with all members of the organization and

A vision should stretch the organization’s capabilities and

Visions range in length from a couple of words to several

Toyota :To sustain profitable growth by providing the best

Intel :To constantly push the boundaries of innovation in order to

BMW :To become most successful premium manufacturer in the

Google :The Perfect Search Engine

Fed Ex :Leading the way

GE :We bring good things to life

Ford : To become the world's leading consumer company for

 Corporate vision inspires and energizes all employees

 Communicate strategic direction

 Develops an attitude of relentless growth

 And most importantly sows the seed of MARKETING…..

STRATEGIC MARKETING : IN A NUTSHELL

As the customer constitutes the source of a company's revenue, marketing strategy is

A key component of marketing strategy is often to keep marketing in line with a

Marketing strategy is a method of focusing an organization's energies and resources on a

ELEMENTS OF MARKETING STRATEGY

4 P’s of Marketing Mix

STRATEGIC MARKETING: TYPES OF

• Porter’s Generic Strategy

MARKET DOMINANCE STRATEGY

MARKET DOMINANCE STRATEGY -

MARKET DOMINANCE STRATEGY

Market dominance is a measure of the strength of a brand,

MARKET DOMINANCE STRATEGY :

MARKET DOMINANCE STRATEGY -

Typical Characteristics of Market Leader :

- Expand the total market

Characteristics of Market Challenger :

- Assess the strength of the target competitor. Consider the amount

of support that the target might muster from allies.

- Choose only one target at a time.

-Find a weakness in the target's position. Attack at that point.

-Launch the attack quickly, then consolidate.

Some of the options open to a market challenger are:

The advantages of this strategy are:

The most successful nichers tend to have the following characteristics:

Innovation Strategy refers to the creation, or reinvention, of a business

INNOVATION STRATEGY -VALUE