1

COMPETITIVE MARKETING STRATEGY

PGP Year 2016

Term: Sep 2016 Dec 2016

Faculty: Nagasimha Balakrishna Kanagal

Office: E-205; Phone Ext. - 3185
Secretary: Ms. Pooja
E-Block, II Floor
Please note that the syllabus below is tentative and subject to change.
1.0. Objective

To outline the context of Marketing Strategy in the overall purview

of Marketing Management.
To illustrate both decision making situations as well as conceptual
tools to the process of marketing strategy.
To enhance the ability of the participants to the process of marketing
strategy formulation.

2.0. Pedagogy
Classroom sessions will be a combination of lectures, conceptual discussions,
discussions on chosen articles and research papers in the area as well as
analysis of cases - presentations and discussions. The students will also be
conducting a project study exercise on the marketing strategy simulation
software Markstrat.

3.0. Evaluation
Evaluation will consist of the following:
Group Project
:
25%
Case Presentations / Analysis :
20%
Quizzes
:
20%
Final Exam
:
30%
Class Participation / Attendance :
05% (Please see the end
of the syllabus after the session outline for a specification of the
attendance evaluation).
4.0: Course Book
David A. Aaker and Damien McLoughlin Strategic Market Management
Global Perspectives. (Special Edition), Wiley.
5.0. Group Exercise
The Markstrat Exercise is the group project.
Book: Participant Book comes along with the license
Markstrat is a marketing software simulation to learn strategic marketing
concepts such as brand portfolio strategy, segmentation and positioning
strategies, as well as operational marketing. It is an experience based
learning tool.
Participants must go beyond strategy formulation and
implement their strategic plan through decisions at the tactical level.
Markstrat has been developed by Jean Claude Larreche and Hubert Gatignon
from INSEAD in cooperation with an experience based training consultancy
firm StratX.
Markstrat is used in leading business schools such as INSEAD, London
Business School, Columbia University, Yale University, Stanford, Kellogg
Northwestern, National University of Singapore. Markstrat3 is also used by
corporate bodies such as 3M, Coca-Cola, Hewlett Packard, IBM, Lucent,
Nestle, Bacardi, and Xerox.

6.0. Session wise course schedule

_________________________________________________________
Module 1
Strategic market analysis
_________________________________________________________

Session 1, 2

Introduction to marketing strategy

Readings:

Kanagal, Nagasimha Balakrishna (2016). An essay on the

realm of performance control in marketing strategy.
Journal of Management and Marketing Research,
Academic and Business Research Institute, Jacksonville,
FL, USA, volume 20, (forthcoming).

Case:

Benetton (A)

Session 3

Introduction to Markstrat

Session 4, 5

Readings:

Customer and market management strategies

Aaker and McLoughlin. Strategic Market Management

Chapter 2, 4, 8.
Customer Management
Kanagal, Nagasimha Balakrishna (2012). Customer value
proposition and its linkages in marketing strategy.
Academy of Taiwan Business Management Review, vol. 8,
no. 1, April.
Kanagal, Nagasimha Balakrishna (2009).
relationship marketing in competitive

Role of
marketing

strategy. Journal of Management & Market Research,

vol. 2, July.
Kanagal, Nagasimha Balakrishna (2006). Creating
customer value: Successful competitive marketing
strategies. Third All India Management Scholars
International Conference on Management, January.
Market Management
Kanagal, Nagasimha Balakrishna (2014). 'An essay on
aspects of probability in marketing strategy.' Academy
of Taiwan Business Management Review, volume 10, no.2,
August.
Kanagal, Nagasimha Balakrishna (2013). Cross section
pooling as against time series pooling in market analysis.'
Academy of Taiwan Business Management Review, vol. 9,
no.3, December.
Kanagal, Nagasimha Balakrishna (2011). Assessment of
aggregate interaction effect and aggregate persistence
effect in market share analysis. Academy of Taiwan
Business Management Review vol. 8, no.1, April.
Kanagal, Nagasimha Balakrishna (2002). Long run
equilibrium and its impact on brand choice and market
share analysis. SSRN eJournal on Managerial
Marketing, August; Copyright Registration
No: TX 4-599-061 effective DEC 5, 1997; Register of
Copyrights, United States Copyright Office, USA.
Case:

Federal Express: The money back guarantee (A)

Case:

IDS Financial Services

Session 6

i) Market scenario building

ii) Internal analysis

Readings:

Aaker and McLoughlin. Strategic Market Management.

Chapter 5, 6.
Kanagal, Nagasimha Balakrishna (2010). Issues in internal
analysis for competitive marketing strategy. Academy of
Taiwan Business Management Review, vol.6, no. 3, August.

Case:

The LEGO Group: Envisioning Risks in Asia (A).

Session 7

Markstrat in Classroom

Module 2

Developing marketing strategies

Session 8, 9

Readings:

Obtaining marketing competitive advantages

Aaker and McLoughlin. Strategic Market Management.

Chapters 7, 10, 11.
Kanagal, Nagasimha Balakrishna (2006). Competitive
marketing strategies through competitive advantages.
Asia Pacific Management Conference XII.

Kanagal, Nagasimha Balakrishna and D V Jagadish (2000).

Obtaining sustainable competitive advantages. The route
of electronic commerce. National Conference on ECommerce, Institute of Public Enterprise, Feb.
Case:

Wipro: Building a Global B-2-B Brand

Session 10

Impact of customer satisfaction and public image on

marketing strategy

Readings:

Kanagal, Nagasimha Balakrishna (1999). Public image and

marketing strategy: an Indian context. Indian
Management. Journal of the All India Management
Association, vol. 38, no.1, 2, Jan/Feb. Business Standard
Publication

Case:

Coca-Cola India

Case:
Flash Forward:

Starbucks: Delivering Customer Service

Starbucks: Delivering Customer Service (2006)

Session 11, 12

Functional Strategies - Markstrat

Readings:

Kanagal, Nagasimha Balakrishna (2015). Innovation and

product innovation in marketing strategy. Journal of
Management and Marketing Research, Academic and
Business Research Institute, Jacksonville, FL, USA,
volume 18, February.
Kanagal, Nagasimha Balakrishna (2013). 'Promotions as
market transactions. Journal of Management and
Marketing Research, Academic and Business Research
Institute, Jacksonville, FL, USA, volume 12, May.

Kanagal, Nagasimha Balakrishna (2013).

'Conceptualization of perceived value pricing in strategic
marketing.' Journal of Management and Marketing
Research, Academic and Business Research Institute,
Jacksonville, FL, USA, volume 12, February.
Study
Presentations:

Product Strategy; Branding Strategy;

Pricing Strategy; Market Research Studies;
Promotion & Advertising Strategy;
Sales and Distribution Strategy; Segmentation &
Positioning.

Session 13 Strategic Marketing: Issues for an Indian firm to go Global

Readings:

Aaker and McLoughlin. Strategic Market Management.

Chapter 13.

Case:

SANY: Going Global

Session 14

Marketing Execution

Readings:

Aaker and McLoughlin. Strategic Market Management.

Chapter 15.
Kanagal, Nagasimha Balakrishna (2014). 'Conceptualizing
objective setting and metrics in marketing strategy.'
Journal of Management and Marketing Research,
Academic and Business Research Institute, Jacksonville,
FL, USA, volume 16, August.

Kanagal, Nagasimha Balakrishna (2009). Issues in

marketing strategy implementation. Paper presented at
the 8th International marketing trends Congress,
sponsored by
the Prime Minister of the French
Republic and held at the European
School
of
Management (ESCP-EAP), January.
Kanagal, Nagasimha Balakrishna (1999). Forming
strategic alliances: Issues in conceptualization. IIMB
Review, Journal of Indian Institute of Management
Bangalore, Dec.
Video Case:

AT&T Geopartners

Case:

Power Play (A): Nintendo in 8 bit Video Games

_________________________________________________________
Module 3
Analytical approach to marketing strategy

Session 15, 16

Readings:

Analyzing competition

Aaker and McLoughlin. Strategic Market Management.

Chapter 3.
Kanagal, Nagasimha Balakrishna (1998). Marketing
strategy and game theory. IIMB Management Review,
vol. 10, no.3, Jul-Sep.

Presentation:

Blades Market

Work Exercise:

Reed supermarkets: A new wave of competitors

Work Exercise:

Signaling Costs

_________________________________________________________
Session 17

Competitive intelligence, competition policy and war

gaming

Readings:

Kanagal, Nagasimha Balakrishna (2015). Intent and

capturing intent in marketing strategy. Academy of
Taiwan Business Management Review, vol.11, no. 2, August.

Case:

Power Play (B): Sega in 16 bit Video Games

Session 18

Life cycle considerations in competitive market

strategies

Readings :

Aaker and McLoughlin. Strategic Market Management.

Chapter 14.

Case:

Snapple

Session 19, 20

Markstrat presentations

*** (Cases and list of readings can be subject to additions /deletions and
change); Syllabus subject to modification.

10

Group Project - 25%

First Presentation -------- 5%
Second Presentation and Report ------ 20%
Attendance Evaluation 5%
___________________________________________
No. of Classes absent
Marks (max marks = 100)
___________________________________________
0, 1
100
2
90
3
80
4
70
5
60
6
50
7
40
8
30
9
20
10
10
>= 11
0
____________________________________________