Assignment 4

Module 1

Improving YourPresentation Skills

Approximately

99% of the presentations

suck.

Mistakes to Avoid..

TOO MUCH OFINFORMATION ON ONE SLIDE

NOT ENOUGH VISUALS.

POOR DESIGN.

VISUAL VOMIT

Whitespace is a good thing.

LACK OF PREPARATION

To ace your presentation..

Follow the three step model-1. Prepare2. Design3. Deliver

Plan Analog

Storytelling

Rehearse

Module 2Basic Principles

Of Marketing

Segmentation

Identify meaningful group of customers

Target Markets

Select which segments to serve.

Positioning

Delivering somecentral benefit tothe target buyers.

Tasks required for Marketing…

Assessing Market Opportunities

and Customer Value

Robust scanning mechanism to spotProfitable market opportunities by

closely monitoring marketing environment.

Choosing Value

Divide the market into segments, evaluate each one, and target those

it can provide the best value .

Designing Value

Includes product quality, design,features etc.

For competitive advantage, provideServices such as leasing, delivery,

repair and training.

Delivering Value

Identify, recruit and link various marketing facilitators to supply

products and services efficiently.

Communicating Value

Adequately communicate to

the target market the value embodied by its

products andServices.

Sustaining Growth and ValueInitiate new product development,

testing and launching as part oflong term view.

Developing Marketing

Strategies and Plans

Identify potential long-run opportunities

given market experience and core

competencies.

Module 3

3 Cases

Case 1

Overview Minor League Baseball TeamSingle game tickets at $6 a piece.Target Markets Families Population in Springfield- 55,000Positioning Local, affordable entertainment for the whole family Distribution Tickets sold at box office and team website.

Objectives1.Illustrate the design, implementation, and interpretation of research surveys.

2. To use quantitative analysis methods to develop a "scaled" pricing strategy for a perishable service that reflects constant costs per production unit.

3. Understand the relationship between pricing and its impact on the sales of auxiliary products.

Marketing Plan1.Promote team through various events through out the summer.

2.Get community involvement before the start of the summer.

3.Events create unique and memorable experiences that other IMC tools can not.

Executive Summary

Case 2Mountain Man

Brewing Company

MMBC

Strong Brand.

Top market position in premium segment in West Virginia.

Popular among blue collared working man.

Family owned independent image.

Situation Analysis1.

• High Brand equity in premium segment.

2. • Mostly sold at off premise location.

3. • 2% decline in revenue.

4.• 4% growth in light

beer segment due to youth preference.

How to capture Light Beer market segment.

Its effect on Brand Value and current product.

Investments and returns on the new product.

Objective

Option 1Introduce Light Beer by Mountain Man Brand name.

Advantages• Increase in revenue.• Low advertising costs.• Cater to a market growing at 4% CAGR.

Disadvantages• Product Cannibalization• Brand erosion.• May not be perceived well.

Option 2Introduce Light Beer by a different brand name.

Advantages

Disadvantages

• Expected increase in revenues.• Cater to the growing and untapped market.• No brand dilution, no product cannibalization.

• High advertising costs.• Can not leverage strong brand name.

Analysis• A complete analysis of all the data reveals that the product is expected to cover all its investment costs and become profitable by 2007.

• Launching Mountain Man can uplift the brand value.

• Mountain Man Light will help increase company’s market share.

Chris Prangel should launch Mountain Man Light..

Case 3A brand is forever!

A framework for revitalizing

declining and dead brands.

Situation AnalysisOver the years, numerous brands have met untimely deaths. Some have steadily declined into oblivion while others have been revived.

Significant investments made to build the brand also lost.

New product introductions are both expensive and risky.

Objectives1. Examine how big companies have revived after facing Brand Decline.

2. Analyze conditions that may lead to brand decline and brand death.

3. Highlight signs that may suggest an impending decline.

4.Offer insights into assessing the viabilityof reviving a brand.

5.Suggest various approaches that can be used to strengthen the brand and give it a second life..

Beginning Revitalization Address the cause of decline.

Adjust this, and educate the market if necessary.

Module 4Three

Questions you need

to ask about your

brand

While positioning a brand,managers must ask the following

three questions in order to be successful.

Have we establisheda frame of reference?

•A frame of reference signals to the customers the goal they can achieve throughbusing the brand.• It may change as the product goes through its life cycle.

Are we leveraging ourpoints of parity?

•Think through the points of parity your

brand needs to have with competitors if it is to be accepted.• New brands – normally points of parity

are thought of new brands.• Established brands – over time points of differentiation becomes points of parity.

Are the points of difference compelling?

Three types of difference:• Brand performance – Does the product do what it says?

• Brand imagery –Who uses the brand and under what circumstances?

• Consumer insight associations – show you know the customer

Don’t

•Build awareness before position.•Talk about what customers don’t care about.• Invest in differences that are easily copied.•Focus too much on the competition.•Reposition unless absolutely needed.

Disclaimer

This presentation was madeBy Sakshi Babel, IIT Delhiduring an internship with

Professr Sameer Mathur,IIM Lucknow.

www.iiminternship.com

A big THANK YOU toProfessor Sameer Mathur

for guiding us at every stepand making this internship

a wonderful learning experience.