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Marketing to WinMarketing to Win
Murali ParnaMurali Parna
55thth Dec10Dec10
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 22
Win with FundamentalsWin with Fundamentals
Customers
MarketCompetitors
You
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 33
Know your customersKnow your customers
-- Demographics &Demographics &PsychographicsPsychographics
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 44
Why they buyWhy they buy
-- Need statesNeed states
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 55
What they buyWhat they buy
-- Brands, Packs, Taste,Brands, Packs, Taste,Texture etc.Texture etc.
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 66
Where & how they buyWhere & how they buy
-- Shopping mission,Shopping mission,channel preferences etc.channel preferences etc.
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 88
Win with FundamentalsWin with Fundamentals
Customers
MarketCompetitors
You
Why we will
WIN ?
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 99
5P Framework for Marketing5P Framework for Marketing
strategystrategyProductProductPricePrice
PlacePlacePromotionPromotion
PrecisionPrecision
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1010
ProductProduct
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1111
Whats the product made of ?Whats the product made of ?
-- ContentContent
++
+
+
+
+
+
+
+
+
+
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1212
Whats outside ?Whats outside ?
-- PackagingPackaging
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1313
PricingPricing
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1414
Price to demand profitPrice to demand profit
pools & not to marketpools & not to market
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1515
Leverage the valueLeverage the value
equationequation(Value=Benefit/Price)(Value=Benefit/Price)
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1616
Drive differentiationDrive differentiation
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1717
Build & manage a logicalBuild & manage a logical
GoodGood--BetterBetter--Best priceBest pricetradetrade--up architectureup architecture
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 1919
PlacePlace
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2020
What is your cost to reachWhat is your cost to reachthe Consumer ?the Consumer ?
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2121
PlacePlaceManufacturer
C&F
Distributor / Stockist
Consumer
Retailer
Semi-Wholesaler
Wholesaler
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2222
PromotionPromotion
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2323
-- Build brand equity/ LoyaltyBuild brand equity/ Loyalty
-- Increase franchiseIncrease franchise
-- Increase market shareIncrease market share
Strategic
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2424
TacticalTactical
-- Attract switchersAttract switchers
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PrecisionPrecision
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5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 2626
Winning is simple if weWinning is simple if we
can keep all thesecan keep all thesevariables as simple asvariables as simple as
possible.possible.
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Thank YouThank You
