Global Marketing StrategySessions 15 through 18

July 17 and 18, 2010

Salvador Treviño-Martínez Marketing and Strategy Professor, Director IDEN

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Course Agenda• Friday July 17• Introduction: Marketing strategy core concepts• Developing global product propositions• Chapter 13 and 14 highlights• Social implications of marketing strategies• Case discussion: Fair & Lovely• Saturday July 18• Issues on Services, innovation and competitiveness• Reading “Why customers matter” and chapter 15• Wrap up and farewell

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Marketing Strategy in a Nutshell

Marketing Strategy: Target Market + 4 P´s• Marketing Mix– Product (Good, service, idea)– Price (Value)– Place (Distribution and Logistics)– Promotion (Communication)

• Target Market– STP Process: Segmentation, Targeting, and Positioning

Statement

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Developing “Marketing” Products

• Product: is any good, service or idea (concept) that could be purchased, used, and consumed by any potential or real customer. Anything can be seen as a “product” red cross, a political candidate, a radio station signal or a Twinkie*

* typical depiction of a marketing product: a mass produced consumer good

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Unbranded products are Meaningless

• Unbranded products are “commodities”• A “product” becomes a “marketing product”

when it is branded. • Brands are the identity basis for any concept.• We could see ourselves as “brands” and use

these principle to “market” ourselves as executives, investors, partners and dates…

• See article below and discuss…• http://www.horaciomarchand.com/index.php/m

enu-articulos/17-categoria-vida-marca-personal/121-articulo-20050715marketingpersonal

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Creating a marketing product

• Product: Features + Uses• Features: Attributes– Tangible– Nontangible

• Uses: Benefits– Attributes valuable for consumers

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Fair and Lovely

• A “touchy” social issue in modern India• http://www.youtube.com/watch?v=9gYQ5B5xPD

A• “miracle” product and its market• Why is this important?• http://matrisearch.com/Matrimonial/Punjabi_m

atrimonials/• http://matrisearch.com/events/

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Fair and Lovely India Case• Bollywood stars: reference group Riya Sen

• What are major issues on this case? Discuss.

• Are sun block creams/lotions (e.g., coppertone) a more legitimate product? Compare to Hindustan Lever´s statement on page 620. Discuss

• Would you refuse marketing this product?• How would you market this product?

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On Attributes and Benefits

Product Selling Propositions:

• Clearly Understood

• Attractive to Consumers

• Different/Superior to the Competition

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SERVQUAL DIMENSION EXAMPLE

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A WORLD OF SERVICE

SERVICE-BASED COMMERCIAL COMPETITIVENESS• SERVICE IS “THE” ULTIMATE DIFFERENTIAL

FACTOR…• SERVICE FILOSOFY: SERVICE QUALITY OR SERVQUAL

• IDENTIFYING AND OPERATIONALIZATING SERVICE APPROACHES FOR ORGANIZATIONS

• http://www.infospan.ca/