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ADL02MarketingManagementV1

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ADL02MarketingManagementV1
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ADL02MarketingManagementV1
AssignmentA
Question1.DefineMarketing,distinguishbetweenSellingandMarketing.What
arethefourComponentsofMarketingMix,brieflyexplain?
Question2.Howwouldyoupriceanewproduct(sayaMix)whatoptionsyouwould
employtogeneratequickrevenue?
Question3.DefineConsumerBehavioranddescribeitsrelationinpurchase
decisionmaking?
Question4.Marketingisaprocessexplainwithsuitableexamplesandaflow
charttheconceptofMarketingprocess?
Question5.WriteShortNotes:
Question1.MarketingConcept
Question2.ConsumerBuyingMotives
Question3.Markerupprice

AssignmentB
Question1.Itisoftensaidthatmiddlemenareunnecessary,theycauseprice
inflation,doyouagreetothisstatement,explainwithsuitableexamples?
Question2.DefinePromotionexplainwithsuitableexamplesthe4typesof
promotionsadoptedbyconsumerproductindustry?
Question3.Therightmarketingmixcanbeadoptedonlyaftersegmentation.
ElucidatewithexamplesthebasisofsegmentationasappliedinTelevision
Marketing?
Question4.WhatdoyouunderstandbyBranding?Isqualityimportantthan
branding?
Question5.HowwillyougoaboutdescribingaMarketingPlanforaconsumer
product,explainwiththehelpofMarketingPlanProcess?

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CaseStudy
GOODNIGHT
TranselektraDomesticProductsPVT.Ltd.,thecompanymanufacturingGoodKnight
Themosquitomatisarelativenewcomertothebusinessworld,albeitahighly
successfulone.In1984,themosquitorepellentmarketcomprisedofsprays,
creams,coilsandmats.IncidentallyGoodKnightwasnotthefirstmatbrandto
beintroduced.OtherbrandsalreadypresentwereVape,DeemosandLion.Thebulk
ofthemarketcomprisedofcoilsandbrandslikeTortoiseandRooster,with
tortoisebeingthebrand1eader.IncreamsthemostpopularwasOdomosandin
spraysbrandssuchasFinitandBaygonshadamajorhold.
Atypicalelectricalmosquitorepellentisasetof2units.TheEMDisalso
knownaselectricalmosquitodestroyerandisaonetimeinvestment.Italso
consistsofamalboxconsistingof30matswhichneedstobereplacedevery
month.1n1984,themarketwasdominatedbycoilswithseventypercentshare.
By1988,thishadchanged.In1984,R.Mohan,aqualifiedelectricalengineer
andaminordistributorforVapeEMDfelttheurgetobranchoutonhisownand
marketacompetitivebrand.Abrandwhichwouldensureconsistenthighquality
andincorporateprovenJapanesttechnology.Theadvertisingagency,Creative
Unit,wasinvitedtoassociateitselfwiththelaunchfromtheconceptstageand
advisetheclientonadvertisingandotheraspectsofmarketing.Thebrand
developmentexercisebeganbyananalysisoffixedfactors,theprimaryone
beingtechnology.1twasmageveryclearthattheproducttotheintroduced
wouldbeanEMDasitwasunderstoodinthemarket.Thiswouldconsistofan
electricalplateandchemicallyimpregnatedpapermat.Thetechnologywastobe
importedfromSumjtomoofJapanThemanufacturingcostfortheEMDwouldbe
aboutRs.50andforthematboxhaving30matsaboutRs.14.Theclientgavean
openbrierregardingotherfactorslikethebrandname,packagedesign,
advertisingplatform,itstreatmentandpresentation.Atthispointtheagency
hadverylittletimetogobywayofhistoricaldataorpastexperienceasEMDs
werestillinthenascentstage.Todesignandshapeofbrandwhatwasrequired
wassoundandgoodqualityinformation.Twofocusgroupdiscussionswere
conductedinMumbai.Oneamongstnonusersandtheotheramongrepellentusers.
Thepurposeofthisstudywastoidentifytheperipheralmotives,product
knowledge,satisfaction/dissatisfactionwithcurrentbrandinuseand
psychologicaltriggersrelevanttotheproductcategory.
Highlightsofthefindingswere:
1.PrimaryMotive
VerbalisedTodriveawaymosquitoes
LatentToenjoyapeacefulsleep
2.Mosquitorepellentusagewascompulsiveandhabitual,especiallyin
householdswithchildren.
3.Thegroupswereequallydividedontheefficacyofcoilsandcreamsagainst
mosquitoes.
4.Fearswereexpressedwithregardtosideeffectsofsmokeassociatedwith
coilsandcontinuoususageofcreamsonskin.Motherswereparticularly
concernedaboutlittlechildren.
5.Odomoswasconsideredsaferthancoilsforbabies.
6.Poorornoknowledgeofelectricalrepellents
MARKETOPPORTUNITY
Onthefaceofit,thefocusgroupsresultswouldseemquitediscouraging.
Acceptanceofcoilsandcreamswerewidespreadandnomajordissatisfactionwith
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theirmosquitorepellingpowerwasvoiced.Thepricingtoowasveryaffordable
betweenRs.5/toRs.I0/perpack.Distributionwasverygood,aswasretailed
evenbythepaanwalls.
Ontheotherhand,thefewbrandsofavailableelectricalrepellentssuffered
frompolarbrandawarenessarisingfrommeageradvertisingsupport.Therewas
almostnoproductknowledge,inconsistentproductqualityandaboveail
disadvantageouspricing.
Thekeytosuccesswouldbeforadvertisingtocreateahighvalueperception
forthepricedifferentialbetweencoils/creamsandtheclientsEMDbrand.The
agencyandclienttookthefollowingdecisions.
MARKETINGOBJECTIVES
1.Graduatedissatisfiedcoil/creamusers.
2.MakeEMDfromthepremiumproductsegment.
3.Marketshareofatleast5percentinthefirstyear.
ADVERTISINGOBJECTIVES
1.EncouragetrialbyhighlightingEMDsasthemoremodemrepellentform.
2.Productconceptsellingamust.
3.Demonstrateeaseoruse.
CREATIVESTRATEGY
Brandnameshortlisted:Theagencydevelopedanumberofbrandnamesoutof
whichtwowere
1.Sukhami
2.GoodKnight
SukhamiWasdevelopedasanIndoJapanesehybridtoconnoteaJapanese
technologypromisingsukhorahappyandpeacefulsleep.
GoodKnightliterallymeanstheGoodProtectorButmoreimportantlythebrand
nameverbalisestheconsumerbenefitinitsentiretyBetweenthetwo,Good
Knightofferedbetteradvertisingpossibilitiesandalsounmistakablypositioned
thebrandasoneforthenight.Besides,asaword,itwaspartofcommon
parlanceinmostIndianlanguagesandaverywellunderstoodfromasalutation.
Itwas,therefore,decidedtoproceedwiththisname.
PRIMETARGETGROUP
Motherandfathersofhouseholdswithyoungschoolgoingchildrenwerethe
primarytargetgroup.Parentsdidnotwanttheirchildrentobeseenwith
mosquitobitesandtheywerealsoafraidofcatchingmosquitobornediseases.
MEDIASTRATEGY
ThelaunchwastobelimitedinitiallytoMumbaiandKeralaonly.Thechoiceof
theseareaswasmadebecauseofpresetchannelsalreadyfamiliartotheclient.
ThetotalbudgetearmarkedwasRS.2lakhforthefirstfourmonths,uptoMarch
1985.Further,allocationsandmarkedspreadoutwoulddependontheoutcomeof
thisventure.
Intheselectionofmedia,theagencydecidedtorestrictonlytodaily
newspaperstohelpinsellingintothetradeandalsosimultaneouslyreach
outtotheprimarytargetgroup.Asthebudgetwaslimited,anintensive
approachwasfeltmoreappropriate.ThefirstlaunchadappearedintheTimesof
India,Bombayedition,on2January1985.SundayMidDay),MalayalamManorarna
andMathrubhumifollowedthereafter.Theresultwaselectric.Byendof
February,Rs.12lakhworthofEMDsandmatswerepickedupbythetrade.With
moneynowflowingin,theclientfeltemboldenedtogetinfortelevision
advertisingovertheMumbailocalchanneltogiveanimpetustotheretail
movement.ThenetresultwasthattheclientspentRs.2.50lakhtogetasaleof
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aboutRs.20lakh.
Sincethen,themediamixhadheavyleaningstowardstelevision.GoodKnighthas
beenoneofthefewbrandswhichhaslatcheditsgrowthtothatgrowthof
television.Consequently,thesaleandavailabilityofthebrandcloselymatches
theconcentrationofTVsets.
CAMPAIGNEVALUATION
Thebrand,fromthetimeoflaunch,hasbeenhighlysuccessfulintermsofthe
sailandmarketshare.Ahighleveloftrailhadbeenachievedinaveryshort
periodarethebrandhadlargelybeenreceivedbytheconsumersintheway
intended.Besidethis,italsohada75percentmarketshareofallelectrical
repellents.Apolicycreatingconsumerpullratherthandealerpushhashelped
inthelongrun.Advertisinghasbeensimpleandconcentratedonthesingle
largestconsumerbenefit.
Thebrandnamehaseffectively)usedtoconveytheadvertisingproposition.
Question1.CriticallyevaluatethecommunicationstrategyofGoodKnightwith
referencethefactsgiveninthecase.
Question2.Atthetimeofthiscasepreparation,GoodKnightwasprobablythe
onlyproductionintheEMDwithmatcategory.Asnewinternationalcompetitions
withknownbrandnamesenterthemarket,whatchanges,ifany,wouldyousuggest
inthemarketingcommunicationstrategyofGoodKnight?
AssignmentC
1.Marketingrefersto:
(a).Developingaproductandmakingpeoplebuythem
(b).Persuadingconsumerstobuytheproducts
(c).Producingproductsanddisplayingthem
(d).Understandingtheneedsofconsumersanddeliveringthem
2.Asurvivalpricingobjectivesaimsto:
(a).Coversfixedcostsandsomevariablecost
(b).Sellingatbreakevencost
(c).Obtainminimumprofit.
(d).Coversvariablecostsandsomefixedcost.
3.Thefirststageinproductdevelopmentis:
(a).Businessanalysis.
(b).Commercialization.
(c).Screening.
(d).Ideageneration.
4.Warehousingandphysicaldistributionfunctionsare:
(a).Unrelatedactivitiesandseparatelymanaged.
(b).Besthandledbymanufacturersonly.
(c).Synergisticallyrelatedactivitieswhichmustbecloselycoordinated.
(d).Relativelyunimportantactivitiesinthepresentdaymarket.
5.MarketingConceptisbestillustratedbywhichofthefollowingmarketing
systemgoals:
(a).Maximizingcustomersatisfaction
(b).Maximizechoice
(c).Maximizeconsumption
(d).Maximizelifequality
6.InConsumerdecisionmakingspecifierisonewho:
(a).Isonewhoisuserofproduct?
(b).Isonewhosellstheproduct?
(c).Isonewhohasbeenaskedtoadviceontheproduct?
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(d).Isonewhosignsthechequeforthepurchaseoftheproduct?
7.UnderglobalizationofTradestrategies,themarketerwillhavetoadopt:
(a).Productdifferentiation
(b).Localisation
(c).Standardisation
(d).Reductionofcost
8.ProductLifecyclemeansthat:
(a).Productslivearoundthe4stagesofcycle
(b).Productkeepsmovingfromonetonextstageinturns
c.Products
9.InDELPHImethodofMarketingResearch,theopinionof:
(a).TheopinionconsumersinDELHIaresought
(b).TheOpinionofexpertsissought
(c).TheOpinionofDEALERSissought
(d).TheopinionofDealersandEmployeesaresought
10.PremiumPricingrefersto:
(a).Settingapriceabovethecostprice
(b).Settingapriceabovecompetitiveprice
(c).Settingapricewhereonlytherichcanbuy
(d).Settingarangeofpricesatdifferentmarkets
SayYesorNo
11.TQMreferstoTotalQuantityManagement.
12.Marketingmeanspushingtheproductsinthemarkets.
13.Penetrationpricingmeanssellingathighpriceinitially.
14.Wholesalerssellproductstoalltypesofconsumers.
15.DirectMarketingmeanssellingtoultimateconsumer.
16.ObjectiveofDistributionofproductsistorestrictavailabilityof
products.
17.Priceisnoconsiderationifthesellerdelivershighqualityproducts.
18.CRMhelpstoretaincustomers.
19.MarketingMixmeansPeople,Policy,PartnershipandPolitics.
20.MissionarySalesPeopledonotaskforsalary.
Writeshortanswersinjustfivesentences
21.Listout5stagesinconsumerdecisionmakingprocess.
22.Writeasimpledefinitionformarketingandselling.
23.Listout5benefitsofadvertisingaproduct.
24.Give5examples(each)ofconsumer,consumerdurablesandindustrial
products.
25.Listout5functionsperformedbywholesellersinconsumerproduct
industry.
26.Listout5functionsofpackagingforcosmeticproducts.
27.Give5examplesofFamilybrandsinconsumerproducts.
28.Listoutthe5stagesinnewproductdevelopment.
29.Give5reasonswhynewproductsfail.
30.WhatarethefourstagesinProductLifecycle?
Differentiatebetweenthefollowing(Justin5sentences)
31.ProductdiversificationandProductdifferentiation.
32.MarketingandSelling.
33.PenetrationPriceandSkimmingPrice.
34.IndividualConsumerandIndustrialConsumer.
35.VerticalMarketingandHorizontalMarketing
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36.PackagingandPacking.
37.IndividualBrandandFamilyBrand.
38.PersonalSellingandMissionarySelling.
39.WholesellerandDistributor.
40.FullCostPricingandMarginalCostPricing.
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