Marketing management

Epitome of Marketing

Management

MODULE 1

Lessons learnt from Jesse Desjardins

Lessons Learnt from Garr Reynoldsand Nancy duarte

Story telling is the Most powerful wayto put ideasin the world today

A common pattern found among all great speakers

Module 2

Defining Marketing

In this chapter, we learn how top marketers balance discipline and imagination to address these new marketing realities.

1

Developing Market Strategies

• Developing the right marketing strategy over time requires a blend of discipline and flexibility.• This chapter begins by examining some of the strategic marketing implications in creating customer value.

2

Marketing Research

In this chapter, we lean how companies can develop processes to identify and track important macro-environment trends, develop good sales forecasts, conduct more customized research, and develop effective metrics for measuring marketing performance.

3

Creating Customer Value and Relationships

In this chapter, the ways companies can go about winning customers and beatingcompetitors is learnt.

4

Analyzing Consumer Markets

This chapter explores individual consumerbuying dynamics• Consumers are constructive decision makers and subject to many contextual influences. They often exhibit low involvement in their decisions, using many heuristics as a result.

5

Analyzing Business Markets

In this chapter, some of the crucial similarities and differences for marketing in business markets are learnt• explores the buying dynamics of business buyers.

6

Identifying Market Segments and Targets

This chapter focuses on below steps:• Identify and profile distinct groups of buyers who differ in their needs and wants (market segmentation).• Select one or more market segments to enter (market targeting).

7

Competitive Dynamics

• In this chapter, the role competition plays and how marketers can best manage their brands depending on their market position and stage of the product life cycle is understood.

8

Crafting The Brand Positioning

In this chapter, we outline a process by which marketers can uncover the most powerful brand positioning.

9

Creating Brand Equity

The strategic brand management process hasfour main steps:• Identifying and establishing brand positioning• Planning and implementing brand marketing• Measuring and interpreting brand performance• Growing and sustaining brand value deals with brand positioning

10

Setting Product Strategy

• To achieve market leadership, firms must offer products and services of superior quality that provide unsurpassed customer Value.

11

Designing and Managing Services

In this chapter we systematicallyanalyze services and how to market them most effectively.

12

Developing Pricing Strategies

In this chapter, the concepts and tools tofacilitate the setting of initial prices and adjusting prices over time and markets are understood.

13

Managing Integrated Marketing Channels

In this chapter, the strategic and tacticalissues with integrating marketing Channelsand developing Value networks are learnt.

14

Managing Retailing, Wholesaling, and Logistics

In this chapter, we consider marketing excellencein retailing, wholesaling, and logistics.

15

Integrated Marketing Communications

This chapter describes how communicationsWork and what marketing communicationscan do for a Company.

Designing the communication requires solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it (message source). Communications channels can be personal (advocate, expert, and social channels) or non-personal (media, atmospheres, and events).

16

Managing Mass Communications

In this chapter, we examine the nature and use of four mass-communication tools–advertising,sales promotion, events and experiences, and public relations and publicity.

17

Managing Personal Communications

In this chapter, we consider how companies personalize their marketing communications to have more impact.

18

Introducing New Market Offerings

Designing affordable and innovative new products that address genuine consumer needs helpcompanies engage with consumers in the rapidlyevolving markets of South Asia.

This chapter provides a detailed analysis of the new-product development process.

19

Introducing New Market Offerings

In this chapter, we review the major decisionsin expanding into global markets.

20

Managing a Holistic Marketing Organization for the Long Run

We look at how firms organize, implement, evaluate, and control marketing activities in a context heightened by social responsibility.

21

MODULE 3

Case 1

What have we learnt from springfields Nor’easters Case of maximizing the revenue at Minor League?

How to prepare a pricing matrix

How Nor’easters use the Existing researchto obtain relevant data

Designing the survey

Calculating the expected revenue from snacks,souvenirs,Arcade games.

Understanding Breakeven point &

calculating if Nor’easters can Break even

Mountain Man: Bringing the brand to light

Case 2

Mountain Man Lager was known as “West Virginia’s beer”

We leaned what were the challenges ahead mountain man

Major challenges Chirs was facing to take a desicion were,

His father’s belief that the Mountain Man brand would never capture the same loyalty among younger beer drinkers that it had from blue-collar workers

Will Mountain Man Light would just replace facings we have earned for Mountain Man Lager?

Will The light beer would only draw time, resources, and attention away from lager?

Will launching Mountain Man Light would alienate the core customer base and ultimately erode and dilute the Mountain Man brand equity?

Can the loss in sales of Mountain Man lager be recovered by selling Mountain Man light?

Taking Chris assumptions into consideration, Will the company break even if they launch Mountain Man Light is understood

The Goodyear: Aquatred Launch

Case 3

Launch issues

• Right product or not• Timing• Distribution channel• Initial inventory• Communication at touch point• Pricing and promotion

Module 4

Making the most of a polarizing brand

Miracle whip is a polarizing product

If a company can harness the power of it’s polarization effectively,It will surely cause rush in to profits

Placate thecustomer

Try to change their minds

Poke the Haters

Some companies succeed by intentionally antagonizing their haters

Drive a wedge in the market

Trying to be all things to all peoplecan backfire, marketers often targeta specific consumer segment, in some cases such segmentation increasesPolarization which inturn increases revenue

Launch a provocative ad

These slides were Created by V.Sushmitha Reddy, IIITD&M Kancheepuram, during an internship by prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com

Thank you