Post on 12-Dec-2014
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LittLe ThumpersPropagating Value
ByJaaziel Charishma Ragland. S
I MBATSM – Mdu 5
Who is the target consumer? A group undergoing a sea change A global people with Indian perspective –
Truly Glocal The Modern Indian (the today’s and
hopefully tomorrow’s consumer from the case!!!) – this says a lot Frugal in spending Advertisement sensitive (cricket) Kirana stores – still a favorite Brands – have a long way to reach the remote
consumer – time is the byword
Consumer Behaviour – An Indian Perspective
Will they ever change???
Ans: yes they are changing
But it is a slow process having barely perceptible growth
The Product – Speaker(s)A brown consumer durable product
The bundle of benefits from AVAL
Core competency of the Industry – shorter journey time of product from a concept to the market
Core Competency of Little Thumpers ( The ‘little’ Firm) – Intricate design, the outcome of which intoxicates the consumer ( In detail later)
Why Speaker??? Core competency Technologically competent Market savvy Seasoned marketing team Pucca distribution system The only felt downside rectified (i.e., insight
into consumer Behaviour
What kind of product the speaker is? A manufacturer brand An augmented product (competition
management) that aims at becoming the potential product
A product that meets The stated needs of the consumer The real needs of the consumer The secret needs of the consumer
Speaker… Shape/Size
Compact No of speakers depending on segment No of speakers may vary as per order (gift
speakers, speakers for valentine’s day, Friends day, wedding day, Birthday, etc…)
Performance Directly proportional to the target consumers
(Quality assured – at a cost!!!) Continuous improvement on quality – feedback
taken positively and productively
Speaker… Durability
Comparatively high (2 years guarantee) Subject to handling by consumers Also subject to technological change
(though not in the near future) Reliability
Time is the watchword here Conformance quality
High (it’s an augmented product)
Speaker… Style
One of the vital factors for success Youngsters – key influencers in purchase
decisions and post purchase decisions Youngsters and Style go together Style coupled with performance – an
invigorating combo In built 8 GB flash memory* for storage
Speaker… Delivery
Pre made products reach consumers within 2 hours of ordering (Within madurai) {Speed}
Accuracy – the right product to the right consumer
Care – Handling with care… always
Speaker… Installation
Zero setup time Consumer friendly product with procedures a
baby can do First time buyers get a special treatment of
getting speakers installed by qualified personnel from LT
Uses flash drive technology for plug and play
Speaker… Maintenance and Repair
Separate website for with FAQs and trouble shoot tips and methods
A chat room with at least 2 CGHO’s answering queries
Free MP3 songs and announcement of the next innovation in file
Cognitive dissonance removal tactics followed – kind of a brain wash through quality assurance and zero feedback time
Our Marketing MixProduct
Quality – segment based Design – Conducive, compact and hi-fi Features
In built radio transmitter 8 GB Memory storage*
Brand Name – Little Thumpers
Our Marketing MixProduct (contd…)
Packaging – Simple and safe (refer slide no: 23) Size – Small, Smaller and the Smallest Services – Online trouble shoot tips, 24/7 chat room
for trouble shoot, Delight in usage, customer design competition held every 2 months( the winner comes to the market in the next 2 months)
Warranties – 2 years guarantee* Returns – Customers and Monetary benefits
Our Marketing MixPrice
List Price – Indian product for the Indian consumer with global standards at a competitive price
Discounts – Design suppliers given openhanded discounts
Payment period – 60% on spot payment*
Our Marketing MixPromotion (pull promotion)
Sales promotion – code in the manual gives access to premium songs on website
Concerts and exhibitions at metros and rural centers
Advertising – Propagating value (Innovator’s showground) billboards, video clippings, etc…
Our Marketing MixPromotion (contd…)
Sales force – Competent and devoted (Incentives speak though!!!)
Public relations – Seminars, charitable donations and the imminent company magazine
Direct marketing – Telemarketing, e-mail marketing (non-spam certified!!)
Ambush Marketing – any key concerts will be taken care of!!!
Our Marketing MixPlace
Channels – No channels!!! Coverage – 5 branches, one plant Assortments – 3 categories
Thumper black (Premium) Thumper Grey ( Thumper Red/Yellow (Economy)
Our Marketing MixPlace
Locations – Outlets placed at strategic locations
Logistics – 2 hours delivery time all through Madurai
Inventory – located at each outlet ( Rather small)
Segment Segmentation variables
Income Background Demographic Exposure
Occasion segmentation Concerts CSR activities
Life style segmentation Speakers speak the life style Psychographic
Targeting Target market
College going youngsters
Market offering based on life style
Positioning ‘Made for you’ packages establish
offerings Catching the prospect’s mind through
contemporary offerings such as in built flash memory and free MP3 downloads
Tagline plays a vital role Propagating value
Packaging Protects contents from damage and
deterioration Part of sales promotion Adds to appeal Protects both the product and the user Legal considerations Ease of transportation A distinguisher
Sources http://www.tutor2u.net/business/prese
ntations/marketing/productpositioning/default.html
http://www.Pragmaticpositioning.com Marketing Management – A south
Asian perspective Kotler, Keller, Koshy and JhaTwelfth edition
Thank YouThank you Queries are convivial
The Video that was shown in the classroom could not be uploaded owing to large file size….