Advanced Marketing session

Team Disha 2013

Agenda
Case studies Pidilite Case study Ad evaluation FAQs Interview Process

Case 1: Sales decline

You are the brand manager of ABC coffee. The sales are declining since the past two years. Please bail us out.

Since when has it been happening? Its is an industry trend or company specifics? How have the competitors been doing?
Qualifying Questions

Nature of the product Features/benefits delivered? Any special USP? Price range? Channel strategy? Target audience?

Possible problems

Geography Particular state? Urban/rural?

Channel problem? Modern trade? Whole sale? Mom & Pop stores

Benchmarking Better VFM? Lower prices? New avenues Promotions? trade

Others? Supplier-dealer relationship? Negative publicity? Wrong target audience

Consumer

Case 2: Market Entry/Launch

You are the Regional brand manager and have been given an option to launch Bath and Body works in India.
You need to evaluate and come back with whether or not to launch it in India. How would you arrive at this decision?

Yes/no

Qualifying Questions

Company What categories d o they operate in? Nature of product they plan to launch Background about the company Strengths & weakness( 4ps)

Competition Is it a saturated market? Other similar offerings? price points? CSFs

Customers? Cost-benefit What all segments? Funding? Most profitable Sourcing? segments?

If the answer is yes

Recommend ations
Product Features POD Proposition Hot to pitch? Place? Price? Promotion Retail outlets? Skimming? Media? D-T-D Penetration? ATL/BTL? JV

Case 3: Promotional Campaign

A waterproof sports watch is about to be launched. Plan a promotional campaign for the same.

What are the objectives of the campaign?

Qualifying questions

Marketing objectives Increase penetration Increase sales by targeting new market

Communication objectives Build awareness Increase liking preference

Segment-Target-Position Segment the market Choose the most profitable segment Position your offerings based on needs Check for the budgetary constraints Strategy Media Strategy
Channel & Vehicle options

Creative Strategy

effectiveness

Scheduling

Ad theme

Layout

Ad appeal

Case 4:Opportunity Identification

Ad analysis : Parameters
Retention value Build a connect with its TG Reach Solve a problem/evokes interest Design matters Forces the audience to act Unique/involving Proposition in-line with TGs needs

Ad analysis : example
Hunny bunny campaign-success/failure? McDonalds ad campaign Cadbury ad campaign

FAQs
Name a brand you like and give reasons for choosing that brand. Segment the category chosen
ex- Zara why?

Is it VFM?

analyze the 4 Ps product- quality, latest designs, fashionable, esteem needs price- pocket friendly vis-a vis CK, Armani stores- atmosphere, location services- refund policy, staff promotion- ? brand value for me- has a badge vale

FAQs
Which brand do you relate to the most and why?
How to answer?
Name a brand Begin with describing yourself. Some qualities, adjectives that describe you Explain by bringing out similar qualities and brand attributes.

How to find the answer?

Brain storm about a brand and its features
Does any adjective match with your traits?

If no, move to the other brand

For eg, Apple stands for Creativity Style Good looks Excellence World wide acceptance/loyalty/love

FAQs
Projection : name 4 places that you have seen and give them a brand identity. Further, sell your favorite place to me.
Amritsar Delhi Singapore Mumbai Loving, enjoyable, hospitable Demanding, mysterious, exciting Fascinating, indulging, fun loving Welcoming, beautiful, addictive

How do you sell?

Break the ice Introduce the product What is in for him? How is it different from others?

Interview Processes
Dashboard Marketing FAQs Know your CV Read about companies

Any further questions?

Through Interview

Through GD

Good luck

And you have your offer