Course: BUS - 620Marketing Management

Section: 4

Additional Bonus

All Micro & Macro Cases of Chapter-11, 12, 13 &17

Submitted To:

Professor Dr. M. Mahmodul Hasan

School of Business

Submitted By:

Name ID Signature

Hasib Imtiaz 1512747660

Hasib

Page | 1

Date of Submission: 30th August, 2015

Table of Content

For Micro Cases

Chapter-11

Setting Product Strategy

Page

11.1 Ginger Hotels 5

11.2 Mercedes-Benz 5

11.3 Top Design Companies and Countries 6

11.4 Hawkins 6

11.5 Wipro 7

11.6 BMW AG 7

11.7 Good Knight 8

11.8 Volkswagen 8

11.9 Hewlett-Packard 9

11.10 DuPont 9

11.11 Kitchens of India 10

11.12 Tropicana 10

Chapter-12

Designing and Managing Services

12.1 Shahnaz Husain Group

12.2 Singapore Airlines (SIA)

12.3 Whirlpool

12.4 United Breaks Guitars

12.5 ICICI Securities

12.6 Gupta Ji ka Dhaba

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12.7 Transport Corporation of India

Chapter-13

Developing Pricing Strategies and Programs

13.1 Blue Denims 9

13.2 Bangalore Metropolitan Transport Corporation 9

13.3 Meru Cabs 10

13.4 Gillette 10

13.5 My Dollar Store 11

Chapter-17

Managing Mass Communications

17.1 Campaign To Prevent HIV/AIDS 14

17.2 Volkswagen Vento 14

17.3 Bingo Potato Chips 15

17.4 Amul Butter 16

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Table of Content

For Macro Cases

Chapter-11

Setting Product Strategy

Page

11.1 Caterpillar 11

11.2 Toyota 13

Chapter-12

Designing and Managing Services

12.1 The Ritz-Carlton 26

12.2 Mayo Clinic 30

Chapter-13

Developing Pricing Strategies and Programs

13.1 eBay 35

13.2 Southwest Airlines 37

Chapter-17

Managing Mass Communications

17.1 Coca-Cola 39

17.2 Gillete 44

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Ginger hotel

Ginger hotels, a chain of hotels in India in the “smart basics” category, have

set new standards of service quality at affordable prices. The concept of the

hotel is loosely inspired from the success of low-cost airlines and targets the

modern experienced traveler who does not relate low tariffs with poor

standard. Ginger has created a new category in the Indian hospitality

landscape, while giving a fillip to tourism and other ancillary industries in

the country. Perfect for leisure and business travelers, the Ginger hotel is a

fine combination of comfort and efficiency. Ginger offers a wide range of

modern amenities such as self-sufficient rooms, a multi cuisine restaurant,

gymnasium with modern accessories, meeting/conference rooms, along with

other facilities such as Wi-Fi and Net Zone, Safe zone, water dispensers,

laundry service, etc.

Mercedes-Benz

Mercedes-Benz is a German automobile manufacturer, a multinational

division of the German manufacturer Daimler AG. The brand is used for

luxury automobiles, buses, coaches, and trucks. The headquarters of

Mercedes-Benz is in Stuttgart, Baden-Württemberg, Germany. The name

first appeared in 1926 under Daimler-Benz, but traces its origins

to Daimler-Motoren-Gesellschaft's 1901 Mercedes and to Karl Benz's

1886 Benz Patent-Motorwagen, which is widely regarded as the first

gasoline powered automobile. Mercedes-Benz's slogan is "Das Beste oder

nichts" (English: "The best or nothing"). Mercedes-Benz is one of the most

recognized and best-selling automotive brands worldwide

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Top Design Companies and Countries

Some countries have developed strong reputation for their design skills and

accomplishments, such as Italy in apparel and furniture and Scandinavia in

products designed for functionally, aesthetics and environment

consciousness. Finland’s Nokia was first to introduce user-changeable cover

for cell phones the first to have elliptical-shaped, soft and friendly forms and

the first with big screens, all contributing to its remarkable ascent. In 2009,

Samsung won eight awards, Apple seven, Dell Experience Design Group six

and GE Healthcare five. One of the more successful design companies is

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Hawkins

Hawkins has been in business since 1959. Today, it has two offices, three

factories and about 800 persons working. It is the leader in the pressure

cooker market in India and has exported its products since 1974 to various

countries in each of the six continents of the world. Each pressure cooker

made by Hawkins features an inside fitting lid. This design is inherently

safer than conventional pressure cookers. To open any Hawkins cooker, you

have to first lower the lid slightly into the body of the cooker; and that

cannot be done until the steam pressure inside the cooker falls to a safe

level. Thus Hawkins pressure cookers are pressure-locked for safety - like a

jetliner door.

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Wipro

Wipro Ltd is a global information technology, consulting and outsourcing

company with 160,000+ workforce serving clients in 175+ cities across 6

continents. Wipro helps customers do business better by leveraging our

industry-wide experience, deep technology expertise, comprehensive

portfolio of services and vertically aligned business model. Wipro is globally

recognized for its innovative approach towards delivering business value

and its commitment to sustainability. Wipro champions optimized utilization

of natural resources, capital and talent. Today we are a trusted partner of

choice for global businesses looking to ‘differentiate at the front’ and

‘standardize at the core’ through technology interventions.

BMW AG

BMW AG, is a German automobile, motorcycle and engine manufacturing

company founded in 1916. BMW is headquartered in Munich, Bavaria,

Germany. It also owns and produces Mini cars, and is the parent company

of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW

Motorrad, and plug-in electric cars under the BMW i sub-brand. BMW is

one of the best-selling luxury automakers in the world. BMW was

established as a business entity following a restructuring of the Rapp

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Motorenwerke aircraft manufacturing firm in 1917. The company

consequently shifted to motorcycle production as the restrictions of the

treaty started to be lifted in 1923, followed by automobiles in 1928–29.The

first car which BMW successfully produced and the car which launched

BMW on the road to automobile production was the Dixi.

Good Knight

The Good Knight brand of mosquito repellents started its entrepreneurial

journey as a technically superior alternative to mosquito repellent coils that

emit smoke. The company found initial success in the mosquito repellents

paper mats infused with allethrin, a substance that is highly toxic for

insects, but not for humans. These mats, when heated on a small plug in

electric device, deactivate mosquitos. After the brand was acquired by

Godrej Sara Lee, the company started expanding the product range guided

by consumer-need gaps and technological innovations.

VolkswagenVolkswagen has four different core brands of particular importance in its

European portfolio. Each brand has its own character and operates as an

independent entity on the market. The product spectrum ranges from

motorcycles to low-consumption small cars and luxury vehicles. In the

commercial vehicle sector, the products include ranges from pick-ups,

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buses and heavy trucks. The Volkswagen is also active in other fields of

business, manufacturing large-bore diesel engines for marine and stationary

applications (turnkey power plants), turbochargers, turbomachinery (steam

and gas turbines), compressors and chemical reactors. It also produces

vehicle transmissions, special gear units for wind turbines, slide bearings

and couplings as well as testing systems for the mobility sector.

Hewlett- Packard

The Hewlett-Packard Company (HP) is an American global information

technology company headquartered in Palo Alto, California, United States.

It develops and provides a wide variety of hardware components as well as

software and related services to consumers, small- and medium-sized

businesses (SMBs) and large enterprises. Major product lines include

personal computing devices, enterprise and industry standard servers,

related storage devices, networking products, software and a diverse range

of printers and other imaging products. HP markets its products to

households, small- to medium-sized businesses and enterprises directly as

well as via online distribution, consumer-electronics and office-supply

retailers, software partners and major technology vendors.

DuPont

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DuPont is a science company dedicated to solving challenging global

problems, while creating measurable and meaningful value for its

customers, employees and shareholders. Our dynamic portfolio of products,

materials and services meets the ever-changing market needs of diverse

industries in more than 90 countries. We unite around a set of core values—

safety and health, environmental stewardship, highest ethical behavior and

respect for people—just as we have for two centuries. We introduced our

Innovation Delivery System to bring new products and patent applications

to market. This system bridges our unrivaled market and supply chain

expertise with our unparalleled science and engineering know-how.

Kitchens of India

An ITC endeavor, Kitchens of India entices your taste buds on a mystical

voyage through the legacy of authentic Indian gourmet cuisine. It

encompasses ancient recipes safeguarded and passed down from

generation to generation by royal cooks of the Maharajas. Further,

perfected by ITCs Master Chefs with passion and an eye for detail, using

age-old techniques to deliver nothing short of an enchanting experience.

And packaged in ‘keep fresh’ packs, so that you can enjoy in an instant,

what has taken centuries to perfect. Kitchens of India assures a complete

authentic gourmet dining experience.

TropicanaPage | 10

Tropicana Products, Inc., a division of PepsiCo, Inc., is the leading producer

and marketer of branded fruit juices. PepsiCo experienced great success

with its Tropicana brand, acquired in 1998. Then in 2009, the company

launched a redesigned package to “refresh and modernize” the brand

Tropicana markets its products in the U.S. under a variety of brand names

including the Tropicana not-from-concentrate line of juices, Dole juices and

juice blends, Tropicana juices, Trop 50 and Tropicana Twister juice

beverages. The Dole brand name is licensed from Dole food Company Inc.

CaterpillarQuestion 1: What were some of the key steps that led to Caterpillar’s

becoming the industry leader in earth-moving machinery?

Answer: Caterpillar produced over 300 different kind of machinery for

sales around the world. Its products give solution to eight industries such as

residential, nonresidential, industrial, infrastructure, mining and quarrying,

energy, waste and also forestry. Besides that, the use of Caterpillar’s

trademark farm treads on the Army tank in World War 1 and World War 2.

The huge postwar construction and also strong overseas demand made the

sales of Caterpillar’s products increased. Due to the recession of the early

1980s, Caterpillar lost about $6.5 billion and the company was forced to laid

off thousands employees, closed several factories and suffered a long United

Auto Workers strike. Therefore, Caterpillar recognized that a change in the

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company would overcome the crisis. The company undergoes the new

leadership and it was successful pull off one of the biggest turnarounds in

corporate history.

Caterpillar boldly fought the United Auto Workers and outlasted two strikes

and seven years of disagreements. Due to that, it decentralized and

restructured into several business unit and each of the business unit will

responsible for its own P&L. Caterpillar invested a significant amount of

money about $1.8 billion in a factory-modernizing program that automated

and streamlined its manufacturing process with a combination of just in

time inventory and flexible manufacturing. By automating its manufacturing

system, the company became more efficient and competitive, although it

also was forced to lay off more its workforce. Furthermore, the company

realized that the research & development will made the company even

better than its competitors. Caterpillar invested hundreds of millions of

dollars in new technologies, products, and also the machines. As results,

CAT construction trucks became higher tech, competitive and

environmentally friendly. Besides that, the focusing on the innovation also

made the company ranks in number one or two in every industry it serves.

Other than that, the company also divided its product strategy into three

segments: World Class, Mid-Tier and also Low End. The company is also

focused on innovating high-tech machinery for the growing World Class

segment and leaving the Low-End segment to local competitors that will

eventually be consolidated. The business model practiced by Caterpillar

also made contribution to its dominance in the market. Caterpillar provides

machines support and support for a wide range of industries. The Global

Dealer Network which is a specially trained independent CAT dealers who

can provide services on a local basis, giving the global company a personal

feel.

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Question 2: Discuss Caterpillar’s future. What should it do next with

its products line? Where is the future growth of this company?

Answer: Due to the demand of its products in U.S still in sluggish, thus the

Caterpillar has switching it focus more on the emerging economies such as

China, Brazil, Russia, India and those region which will be a strong point for

the company. The developing countries would demand more construction

equipment in their economy growth. The company must able to continue

provide the high performance equipment with highest reliability and

durability. This two quality features is the key purchase consideration in

purchasing of heavy industrial equipment. While Caterpillar is well known

for its large premium machines sporting with many features, customers in

China may be looking for something simpler with fewer bells and whistles.

For instance, Japan’s Komatsu Ltd, competes against Caterpillar with

smaller, simpler machines. Thus, Caterpillar should take concern of these

problems and continue supply the idea products for the consumers. Besides

that, Caterpillar should continue in doing the R&D for its product line. For

example, the company should understand the segment of market they

currently and future served. Benchmarking their product with the

competitor such as Japan-based Komatsu, Netherland-based CNH would

make them growth faster and bigger. The company move forward by

focused on reducing the greenhouse gas emissions in its machinery,

innovating the green technologies. Due to its position as a leader of the

heavy-equipment industry leader, its competitors will also following the

change in order to compete with Caterpillar. According to the Wall Street

Journal, Caterpillar is doing a good job of supplying customers on a timely

basis. The superior sales and service functions will continue act as the heart

of the Caterpillar’s successful product strategy.

Toyota

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Question 1: Toyota has built a huge manufacturing company that

can produce millions of cars each year for a wide variety of

consumers. Why was it able to grow so much bigger than any other

auto manufacturer?

Answer: Toyota has built a huge manufacturing company that can produce

millions of cars each year for a wide variety of consumers and has products

for different price points demanded by consumers. They analyze what the

customer want and they deliver according to their need. Toyota Company is

the master of lean manufacturing and continuous improvement. Its plants

can make as many as eight different models at the same time, bringing huge

increases in productivity and market responsiveness.

The Toyota Company grow so much bigger than any other auto manufacture

because of the act according to preference of the customer

Market segment: Toyota Company produce large range of subcompacts to

luxury and sports vehicles to SUVs, trucks, minivans, and buses. They

segment their product according to need of customer. They create their

market segment. They produce Scion car that is target the teenage and it

becomes famous among the teenage.

Customization: customization is a process of modifying the some feature

of the product. The Toyota Company give high focus on customization to

satisfy each customer. They are more flexible and they do a lot of

assignment before introducing the customized auto. They can customized in

the auto in the section like music player, color of the auto, stereo

component to wheel even the floor mats.

Performance quality and the design: The Toyota Company listen to

different customers for designing the new car. They build the car in the

design that is suggested by the consumer and they are timely updated. They

develop various design of automobile that is different from the competitor.

Another feature is the performance quality. The performance quality of all

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the Toyota company auto is high and they provide high performance quality

auto in low budget.

Product line: Toyota uses two way line stretching strategy. They produce

high luxury car to simple car that satisfied the need of both the customer. In

the market there are very expensive automobiles as well cheaper. It

manufacture various design of the automobile focusing different income

level of customer.

Guaranteed Auto Protection: Toyota Company provide the insurance of

the automobile. They provide guaranteed auto protection service to all types

of the auto mobile. GAP is only available at the time of purchasing or

leasing new or used Toyota.

Toyota is integrating its assembly plants around the world into a single

giant network. The plants will customize cars for local markets and shift

production quickly to satisfy any surges in demand from markets

worldwide. And the Toyota marketing strategy focuses on perfection. They

will analyze the people perfection and make a market strategy according to

people perception about Toyota automobile.

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Question 2: Has Toyota done the right thing by manufacturing a car

brand for everyone? Why or why not?

Answer: Toyota makes automotive parts for its own use and for sale to

others. Popular models include the Camry, Corolla, Land Cruiser, and

luxury Lexus line, as well as the Tundra truck. There are wide range of line

product of Toyota Company automobile. I think Toyota Company done the

right thing by manufacturing a car brand for everyone. They manufacture a

really great range of exciting new cars which will open people’s eyes and

minds. They analyze what a customer need and develop the same feature

automobile in the comparable price. They divide their market segment. In

the market there are different people with different perception, someone

may view automobile as only transportation mean someone may take as self-

pride. For those customer Toyota has to design differently. They have to act

what a customer want. . Its plants can make as many as eight different

models at the same time, bringing huge increases in productivity and

market responsiveness. That’s prove they produce wide variety of the auto

that will use by different types of customer. They try to develop the auto

according to the customer perception. They want to satisfy each customer.

It has been successful because has products for different price points

demanded by consumers. The price range of the Toyota Company is lies

very expensive to inexpensive. Toyota auto mobile are in the reach of

middle class to high class such that the user of the Toyota automobile are

very much higher than other automobile company. Toyota understands that

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each country defines perfection differently. Toyota company produces and

distribute their automobile all around the world and they know depending

upon the country, perfection towards the companies automobile are

different so they have to act according to people perfection at that place.

They develop wide variety of the product. But the core system of the Toyota

is same all around the world but outer design and other part may be

different according to the choice of huge number of customer.

Question 3: Did Toyota grow too quickly as Toyota suggested? What

should the company do over the next year, 5 years, or 10 years? How

can growing companies avoid quality problems in the future?

Answer: Since 1997, Toyota has sold more than 3.3 million full hybrid

vehicles worldwide, representing more than 80% of all global hybrid sales.

Toyota Company offers full line of cars. Popular models include the Camry,

Corolla, Land Cruiser, and luxury Lexus line, as well as the Tundra truck.

Toyota is striving to develop automobiles that meet the needs of

customer’s .Toyota Company grow too quickly as their suggested. Toyota is

integrating its assembly plants around the world into a single giant

network. They do customize on the car according to the need of the

customer. Toyota’s need to keep their product’s selection and quality

superior to their competition. Toyota company are become one of the

successful manufacturing company due to their consistent quality. They

have to maintain their performance quality. Whether they customized the

car or develop new model according to customer need they need to

maintain same core quality all around the world. They need to maintain

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reliability on automobile. The same superior quality and dependable should

be maintain.

The design of the automobile should be unique and while developing new

model design car they need to maintain core material as same. They need to

customize regular according to the customer. They need to maintain

extraordinary look for each model. Such that it will look very distinctive

than competitor. They need to produce high quality and high specific design

automobile. They need to give services after the purchasing the product and

more ever they have to delivery every item in the time. They need to create

more value of automobile by giving some of the discount or either by

various services. They need to provide e-support for their customer and

they need to update their information through the media.

As we know people perfection are different according to the geographic

area. A great product by itself is not enough so the Toyota need to advertise

themselves according to customer perfection at that place. They need to

make market strategy differently in different country. The Toyota Company

is giving Guaranteed Auto Protection to their customer. They need to keep it

up.

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Sahnaz Husian Group

In this case indicates Shahnaz Husain Group are everywhere by providing Services. Sahnaz

Husain came to be known for her specialized clinical treatments and therapeutic products

for problem like acne, pigmentation, scars and blemishes, dandruff, and hair loss. Over the

last three decades, the Sahnaz Husain Group achieved a global presence, having sold at

leading international stores such as Selfridges and Harrods (London).Continuous

improvement and innovations in customer service can have a big pay-off, as indicated by

the success of the Sahnaz Husain Group.

Singapore Airlines (SIA)

Singapore Airlines continue their business with new service realities. It has up update it

web site monthly to keep up to date- in large part due its stellar holistic marketing. Famous

for pampering passenger, SIA continually strives to create a “wow effect” and surpass

customers’ expectation. It was the first to lunch individual vedio screens at airplane seats.

“Transforming customer service (TCS)” program includes staff in five key operational

areas: crew, engineering, ground service, flight operation and sales support. Some of the

most skilled marketers now are service firms. One that wins praise for its marketing

success is Singapore Airlines.

Whirlpool

Whirlpool extended their service shifting customer Relationship. Whirlpool India offers an

extended service plan- value plus-for its product range at a nominal cost, saving customer

from unexpected costs even after a product’s warranty period has expired. The plan

assures the use of genuine spare parts, and is transferable to a new buyer if the customer

sells the appliance during the contract period. In addition to enhancing the re-sale value of

its appliances, the plan saves the consumer from the stress caused by unexpected repair

cost. Ensuring that they have access to round – the – clock service seven days a week.

ICICI Securities

ICICI Securities providing wide range of services for achieving marketing excellence. A

company become pioneer when its maintain spread relationship with customer by giving a

lot of services. Here, ICICI provides investment banking, retail broking, private wealth

management, financial product distribution. the web site allows seamless trading of a wide

range of product- equity, derivatives, mutual funds, life insurance, loan, general insurance,

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IPOs, currency, fixed deposits, and new pension system through the internet or on mobile

phones.so for their vast area of services they have deserve a trade mark line on a service

provider industry.

Gupta Ji Ka Dhaba

Gupta ji provide inherent services by using excellence service marketing. Placing order

over the phone and give services time to time when train is placed station and made

transaction with in few seconds. If a passenger needs something urgently – say medicines

or milk for a young child- Gupta Ji ensures that is delivered to the passenger at cost price

along with the food. By ensuring a hassle free transaction and the delivery of quality food

at the consumer’s “doorstep” Gupta Ji has built a loyal customer base. Gupta Ji’s

willingness to cater to urgent customer requirements has managed to delight his customer

and to keep them coming back to him.

Transport Corporation of India

Transport Corporation of India incorporates primary and secondary services along with

their supply chain strategy. Each of its services, s- modal transportation to express delivery

solution, from freight forwarding and customer clearances to warehouse management

service, is linked with a single customer relationship management system for maximum

benefit to customers. It has displayed strong corporate social responsibility in the area of

health, infrastructure, education, natural resource management, and disaster relief. TCI is

a part of the world Economic Forum’s community of Global Growth Companies that

engages companies with the potential to drive social and Economic Changes. TCI is an

example of an organization that keeps ahead of its competition continuous innovation.

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The Ritz-Carlton

Question-01

How does the Ritz-Carlton match up to competitive hotels? What are the key

differences?

Answer:

Match Up to Competitive Hotel:

The Ritz-Carlton doesn’t just “match-up” to its competitive hotels in its

market, it actively exceeds the expectations of the guests in that

competitive set. I think the 2 main steps the Ritz have taken to ensure their

guest success has been taking care of their internal customers and by doing

that they are taking care of their external customers, this makes for very

happy guests. The second step is that they are empowering their staff to

satisfy customers’ needs and make them loyal to the Ritz name. By using

the credo, “We are Ladies and Gentleman Serving Ladies and Gentleman” It

gives the staff a sense of pride in their presentation, themselves and who

they work for. The Ritz-Carlton takes the time to ensure their staff is well

trained and therefore reduces turnover, this helps the morale of the staff

and offers opportunities for them to move up within the organization.

Key Diffrences:

The key differences are how you train and treat your staff as well as how

they are empowered. By the Ritz-Carlton empowering their staff members

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to be on the lookout to create remarkable or “wow” moments for the guest,

is one sure way to be on top of anticipating guest needs. Once one of these

moments is created the guest has automatically become a walking billboard

to promote the amazing deed the staff of the Ritz has performed and how

they will refuse to stay anywhere else. Not all of their competitors have that

going for them.

Question-02

Discuss the importance of the “wow stories”in customer service for a

luxury hotel like the Ritz-Carlton.

Answer:

The importance of the “wow stories” in customer service for a luxury hotel

like the Ritz-Carlton is what differentiates itself from the competition. Ritz-

Carlton for years has been practicing on anticipating customer needs, but

something that many of us haven’t done is to intentionally listen to our

customers wants, provide the finest personal service and facilities for their

guest who will always enjoy a warm, relaxed, yet refined ambience. Wow

stories represent true stories recognize an individual employee for his or

her outstanding customer service and also highlight one of the 12 service

values, For example, one family staying at the Ritz- Carlton, Bali, needed a

particular type of egg and milk for their son who suffered from foo allergies.

Employees could not find the appropriate items in town, but the executive

chef at the hotel remembered a store in Singapore that sold them. He

contacted his mother – in- law, who purchased the items and personally flew

them over 1000 miles to Bali for the family. The example showcased service

value 6: won and immediately resolve guests,’ Problem.

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The daily wow story is the best way to communicate what they expect from

their ladies and gentlemen around the world. Every story reinforces the

actions they are looking for and demonstrates how each and every person in

their organization contributes to their service values and performance.

Mayo Clinic

Question-01

Explain why Mayo Clinic is so good at customer service. Why has it

been so successful practicing medicine differently from other

hospitals?

Answer:

The Mayo Clinic is so good at customer service because they have taken the

time to invest in creating an atmosphere within their staff and employees

that say that no matter what the patient’s interests is what will always be

considered first. They keep everyone informed at all times and they

maintain healthy records to better serve their patients.

Reason behind different from other Hospitals:

Mayo Clinic provides exceptional medical care and leads the nation in many

specialties such as cancer, heart disease, respiratory disorders, and

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urology.it has reached this level of success by taking a different approach

from most clinics and hospitals and putting a relentless focus on the

patient’s experience. The Clinic two interrelated core values trace back to

its founders and are at the heart of all the organization does: Placing the

patient interests above all others and practicing teamwork.

The most important difference in serving patients is Mayo Clinic concept of

teamwork. A patient can come to mayo clinics with or without a physician’s

referral. At that time, the patient’s team is assembled, which can include

the primary physician , surgeons, radiation oncologists, radiologists, nurses,

residents, or other specialists with the appropriate skill, experience, and

knowledge.

Question-02

Do conflicts of interest exist between wanting to make your patient

happy and providing the best medical care possible? Why or Why

not?

Answer:

No, there is no conflicts exist between wanting patient happiness.

Because, Teams of medical professional work together to diagnose patient

medical problems, including debating test result for hours to determine the

most accurate diagnosis and best treatments. Once a team consensus has

been reached, the leader meets with the patient and discusses his or her

options. Throughout the process, patient is encouraged to take part in the

discussion. If surgery is necessary, the procedure is often scheduled to take

place within 24 hours, a dramatic difference from the long wait patients

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experience at many hospitals.Mayo Clinic’s doctors understand that those

who seek their care want action as soon as possible.

Mayo Clinic is a not for profit, so all its operating income is invested back

into the clinic research and education programs. Breakthrough research is

quickly implemented into the quality care of the patients. Mayo Clinic offers

educational programs with mayo’s motto: The best interest of the patient is

the only interest to be considered.

Mayo Clinic has been recognized by third parties for decades for its

independent thinking, outstanding service and performance, and core focus

on patient care and satisfaction.

Blue DenimsThis case describes the importance of Customer Psychology and Pricing. Marketers, recognize that consumers often actively process price information, interpreting it from the context of prior purchasing experience, formal communications, point-of-purchase or online resources, and other factors. Purchase decisions are based on how consumers perceive prices and what they consider the current actual price to be, not on the marketer’s stated price. Customers may have a lower price threshold above which prices are prohibitive and the product appears no worthy the money. In case of Blue Denims, the large part consumer psychology plays in determining three different prices for essentially the same item: a pair of blue denims.

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Bangalore Metropolitan Transport Corporation

This case describe how Bangalore Metropolitan Transport Corporation (BMTC) setting their price. A firm must set a price for the first time when it develops a new product, when it introduces its regular product into a new distribution channel or geographical area, and when it enters bids on new contract work. The firm must decide where to position its product on quality and price. Most markets have three to five price points or tiers. Firms derive their branding strategies to help convey the price quality triers of their products or services to consumers. BMTC has implemented this strategy. The Vayu Vajra Airport Service of BMTC is a high-end service that connects the city to the airport. BMTC has earned daily traffic revenue of 37 million rupees from its 6098 vehicles carrying around 4.26 million people per day in 2011 by offering several categories of bus services.

Meru CabsThis case describes the importance of Perceived-Value Pricing. An increasing number of companies now base their price on the customer’s perceived value. Perceived value is made up of a host of inputs, such as the buyer’s image of the product performance, the channel deliverables, the warranty quality, customer support, and softer attributes such as supplier’s reputation, trustworthiness, and esteem. Companies must deliver the value promised by their value proposition, and the customer must perceive their value. Firm use other marketing program elements, such as advertising, sales force, and the internet, to communicate and enhance perceived value in buyer’s mind. Maru Cabs using this strategy successfully.

GilletteThis case describes how Gillette successfully used Value Pricing. In recent years, Gillette and some other companies have adopted value pricing. They win loyal customers by charging a fairly low price for a high-quality offering. Value pricing is thus not a matter of simply setting lower prices; it

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is a matter of reengineering a large number of value-conscious customers. Gillette conducts exhaustive consumer research in designing its new products and markets aggressively to spread the world. The company spent over $ 1.2 billion on research. Gillette enjoys enormous market leadership in the razor and blade categories, with 70% of the global market, and sizable price premiums.

My Dollar StoreThis case describes the importance of Value Pricing and use of everyday low pricing (EDLP). Value pricing can change the manner by which a company sets prices too. One company that sold and maintained switch boxes in a variety of sizes for telephone lines found that the probability of failure and thus maintenance cost was proportional to the number of switches customers had in their boxes rather than to the dollar value of the installed boxes. EDLP provides customer benefits of time and money. My Dollar Store bases their entire marketing strategy around extreme everyday low pricing. This is how they make their success.

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eBay1. Why has eBay succeeded as an online auction marketplace while

so many others have failed?

EBay was one of the first online marketplaces on the world-wide web. It was

created as an online auction website, but it has now become the largest

online marketplace that exists. EBay’s success truly created a pricing

revolution by allowing buyers to determine what they would pay for an item;

the result pleases both sides because customers gain control and receive

the best possible price while sellers make good margins due to the site’s

efficiency and wide reach. This is what we know as perceived value pricing:

The customer’s value perception is estimated on the image of the product

etc., then the price is determined, and later this will be observed. Nowadays

even companies first check items on eBay before they estimate the price

they will charge for their products.

2. Evaluate eBay’s fee structure. Is it optimal or could it be

improved? Why? How?

EBay doesn’t sell or buy anything itself. It earns its money by collecting

fees: an insertion fee for each listing plus a final value fee based on the

auction or fixed price. This pricing structure was developed to attract high-

volume sellers and deter those who list only a few low-priced items. This

price setting is also known as second degree price discrimination: eBay

charges less to buyers who buy in a larger volume. This pricing strategy is a

good way to attract larger volume buyers, but I think that eBay should not

forget the small consumer who will also buy more and more online. It is not

a good idea to charge the small consumers with high fee’s because this can

scare them off to other online marketplaces.

3. What’s next for eBay? How does it continue to grow when it needs

both buyers and sellers? Where will this grow come from?

When a company needs more buyers and sellers it will need to expand.

EBay should invest more in mobile applications. They must develop a mobile

application that tells you where you can buy it, or sellers nearby you. This

way it can create more a social media idea and it will become more

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personal, in marketing terms this is called personal selling. Personal selling

refers to a set of activities directed at the attainment of marketing goals by

establishing and maintaining direct buyer-seller relationships through

personal communication.   Also it is important for eBay to become more

active in developing countries, like for example the BRIC countries. But not

only the BRIC countries can provide growth, eBay should invest in western

Africa. In this part of the world people are already very familiar with buying

on market places and the development of better internet can help them do

the same online.  As the video underneath shows us the internet is

becoming better and better in Africa.

Not only the video tells us that the internet is becoming bigger in Africa,

also charts from the past tell us that there are already over 100 million

people online in Africa. This means that when I am CEO of eBay I wouldn’t

wait any minute more. The market for eBay is growing in this part of the

world and eBay should directly become more active in Africa.

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Southwest Airlines1. Southwest has mastered the low-price model and has the financial results to prove it. Why don’t the other airlines copy Southwest’s model?

Southwest is a low-cost airline that focuses on fast, no-frills service. It has never served meals, does not have advanced seat reservations, and flies only Boeing airplanes. These decisions have helped Southwest be flexible in the face of the recent decreases in airplane passengers caused by the 9/11 terrorist attacks and the world economic crisis. Southwest is one of those airlines who are consistently earning profits despite the problems the industry is facing. With such stability, the corporation is able to make decisions and adjust policies, which other heavily burdened airlines may not be able to imitate. Southwest’s business model is based on streamlining its operations, which results in low fares and satisfied consumer. Following are the steps taken by Southwest to save money and pass to customers through low fares:

Flies over 3100 short and point to point trips in a day, Fast turnaround service Unique boarding pass Operate Boeing 737 for all its flight which simplifies the training proces

for employees and save time and manpower, Program to hedge fuel prices by purchasing options years in advance

long term contract Lighter planes as lighter planes use less fuel.

Southwest Airlines is also well-known for having a very productive and loyal workforce. Such loyalty and productivity among the employees were brought by the way Southwest’s management treats them. Southwest is a people-oriented company and uses that orientation to leverage its advantages. It cuts costs by having employees who work for a company they love, instead of for a simple paycheck at the end of the week. The company also plans for the future and is not afraid to take the risks necessary to stay ahead of the competition.

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2. What risks does Southwest face? Can it continue to thrive as a low-cost airline when tough economic times hit?

The risk faced by South West airlines are as follows: · Firstly, South West

Airlines have to run their flight even if only half of the seats are full. In such

situation goes on prevailing, in that case the airlines have a risk of earning

really low revenue. · Secondly, South West Airlines is at constant price wars

with its competitors. In such price wars, sometimes South West is forced to

keep the prices of tickets really low. Thus in this case to the airline runs a

risk of eventually earning low revenue. Southwest Airlines Co. said last

week it plans to accelerate integration of its AirTran Airways with a goal of

fully folding the business into its own brand by the end of 2014. In the view

of analyst at Imperial Capital, the integration is not without "hurdles", and a

smooth transition remains in doubt. "LUV's Chief Commercial Officer

indicated that on a trip connecting across the two networks, whether or not

you pay to check your bags would depend on which website you used to

book the trip. Book your journey on southwest.com and your bags fly free,

even on the AirTran flight. Book the same flights on airtran.com and your

bags do not fly free, not even on the Southwest flight," said analyst Bob

McAdoo. The confusion carries over to early bird booking. McAdoo said "we

got the impression that either the company had not completely thought out

the possibilities or that the solution was not going to be customer-friendly

and that it was working on the best way to explain the policies. Southwest

also announced higher bag fees last week and, interesting, has already

lowered them. McAdoo said he feared LUV could face very negative press,

as did United/Continental when it merged its reservation systems. Imperial

Capital has an In-Line rating on Southwest with a modified price target of

$10.50 (from $9.00).Southwest Airlines already has an investment-grade

debt rating at BBB, but Fitch Ratings indicated Monday that the Dallas

carrier could see an upgrade. It revised its outlook on Southwest to

“positive,” up from “stable. The Positive Outlook reflects Fitch’s view that a

positive rating action could be warranted over the intermediate term should

the company continue to strengthen operating margins, control unit cost

inflation, generate solid FCF [free cash flow], and exhibit stable or declining

leverage,” Fitch said in its release. It also noted that risks involved with its

AirTran Airways merger are largely behind Southwest as it heads for late

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December absorption of the final vestiges of AirTran. Southwest faces the

same risks that other airlines face, such as the potential for rising fuel costs

or a downturn in the economy, the ratings agency said. “Southwest may

also face continued pressure from rising labor costs. Most of Southwest’s

major union contracts are open for amendment, and the ultimate cost

impact from those negotiations is uncertain at this time,” Fitch said.

“Concerns also include increased competition both from Southwest’s large

network rivals that are now financially healthier than they have been in the

past, and from rapidly growing low-cost carriers. Southwest had long been

the only major U.S. air carrier to be considered investment grade, i.e. BBB-

or better. But Fitch in June added Alaska Air Group, parent of Alaska

Airlines and Horizon Air, to the elite list when it rated Alaska BBB-.

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Coca Cola

Question-1: What does Coca-Cola stands for? Is it the same for

everyone? Explain.

Answer:

First, let us look at their mission. We can see that their priority is to make

Coke refreshments drinks for people from all over the world. Refreshments

here might mean differently for different people around the world. One of

coke’s strength is that how well the company weaves the soft drinks, Coke,

into people’s definitions of refreshments no matter where in the world they

live.

Question-2: Coca-Cola has successfully marketed to billions of

people around the world. Why it is so successful?

Answer:

Coca-Cola has created a highly-current, uplifting global campaign that

translates well into different countries, languages and cultures. Coke

advertising has primarily focus on the product’s ability to quench thirst.  

(These are the several different languages that represents the brand in

different countries). Other than that,   they also have different strategies

that contribute to their success such as advertising, sponsors and “band

wagon”. They advertised thru radio, television, billboard and even its own

museum. Coca-Cola sponsors for the Olympics and other sporting activities

such as NBA, FIFA World Cup and English Football League. “Band wagon”

aimed at showing the customers that their product is the number one

product and customers who are on the winning side will tend to purchase

their products.

Coca-Cola main charity that it supports is the World Wildlife Fund (WWF)

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Question-3: Can Pepsi or any other company ever surpass Coca-Cola?

Why or why not? What are Coca-Cola greatest risks?

Answer:

I do not think that other companies can ever surpass Coca-Cola because

they are the most known brand throughout the world. Coca-Cola did a good

job at spending their brand name internationally. For other companies to

surpass Coca-Cola is to become known nationwide. Coca-Cola greatest risk

is that their customers knowing that it can lead to diabetes. Son people

might stop drinking Coca-Cola because they want to live longer. Coca-Cola

does not sell any drinks that are healthy which might affect them in the long

run.

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Gillette

Question-1: Gillette has successfully convinced the world that "more

is better” in terms of number of blades and other razor features.

Why has that worked in the past? What's next?

Answer:

Gillette is one of the well-known razor brand targeted at men. The razor has

received popularity and accepted by men who entrust their faces and skin

to Gillette.

Gillette has been successful in convincing the world that more is better, in

regards to the number of blades and other features of a razor. To be

successful in the business, it is imperative that, a company understand the

needs of its customers and ensure that those needs are met and available to

customers. Gillette Company understands what men desire in their use of

razors for their grooming and also understands and know how to market the

Gillette brand to all men around the world. Also the technological

innovations and breakthroughs has created the most quality and well

soughed razors by men around the word.   From the twin blade Trac II, The

Ara, the introduction of the triple blade shaving system, and the six bladed

fusion, Gillette has become the best grooming kits for men who seek fresh

feeling.

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Gillette believes in quality and channels its resources into new invention for

men. Gillette basically thinks of men and how to improve their grooming

state, this has led Gillette to practice positive   cannibalization , where it

continue to improve and create better and more innovative razors from

exciting razors. The company launched its five bladed fusion line in 2006

with a 40% price premium over the previous razor Mach3 which had three

bladed offering.

Question-2: Some of Gillette's spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette's brand equity or marketing message? Explain.

Answer:

Some of Gillette’s spokespeople such as Tiger Woods have run into

controversy after becoming endorsers for the brand. This does not hurt

Gillette’s brand equity or marketing message in the long run as it uses many

different athletic models worldwide. Gillette has also been very smart about

dropping such spokesmen as it did with Tiger Woods during that

controversy so that it ensures the brand will not be hurt. They focused on

other sports figures and men still continued to use their products so it

shows that their brand in itself is already strong even without the important

athlete models.

Question-3: Can Gillette ever become as successful at marketing to women? Why or Why not?

Answer:

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I believe Gillette can become as successful at marketing to women because

these same strategies and marketing message can attract women to want to

buy these personal care products for their male significant other. Gillette is

great at innovation that they can be successful at creating great. As Gillette

tries to extend its grip on the global grooming market, a company that built

its reputation tackling hirsute masculinity is trying to conquer the tricky,

but rapidly expanding business of understanding what women want.

Women's shaving is Gillette's fastest-growing blades and razors division,

and Venus, the brand it launched for women in 2001, took in more than a

half-billion dollars in sales last year.

To that end, Venus has stepped up customer research, introduced six new

female shaving products in the last four years, and boosted its marketing to

women worldwide. Despite the recent success, women's shaving is one area

Gillette does not entirely dominate - longtime rival Schick makes the best-

selling woman's razor, Intuition - and that has added to the urgency for a

company that is not used to being second best.

Campaign to prevent HIV/AIDS:

In order to create awareness about HIV/AIDS and to send out informative

and persuasive messages to prevent its occurrence, the West Bengal State

AIDS Prevention and Control Society adopted an interactive communication

campaign. The campaign chose a mascot in the form of a cuddly doll with

the name “Buladi” as a symbolic incarnation of an Indian women, clad in a

sari and carrying a traditional Indian jhola depicting a repository of

solutions, even willing to listen to the problems of common people.

Volkswagen Vento:

Volkswagen created a buzz with an innovative audio ad in print media for

its newly launched sedan in India, the Vento. A battery powered, voice

recorded device that “talked” about the new Volkswagen Vento was pasted

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on two English dailies, namely, The Times of India and The Hindu. When

readers turned the newspaper page, suddenly the newspaper started

“talking” to them, taking them by surprise. This “talking” ad of the

Volkswagen Vento grabbed consumer’s attention.

Zoozoos:

Zoozoos were featured in Vodapone television commercials during the

second season of the Indian Premiere League Cricket tournament in 2009.

Each day, the same character –the Zoozoos – appeared in different

situations. This stoked viewers’ inquisitive about what the Zoozoos would be

doing the next day in the advertisement. These character were perceived as

cute, lovable, and a bit funny on account of their physical appearance. The

success of Zoozoos helped Vodafone connect with the consumers and

achieve significant brand recall.

Bingo Potato Chips:

Bingo Potato Chips used the medium of the Indian Railway’s public address

system at select railways stations. The company, realizing the opportunity,

approached the Indian Railways and received permission to air their audio

advertisement through the Indian Railway’s public address system at select

railway stations. Many passengers were surprised by this announcement.

According to company, the campaign was successful as the sales in these

stations increased significantly.

Amul Butter:

The Amul Butter campaign had been one of the most successful campaigns

in India since the appearance of the first ad in 1967 featuring Amul Butter’s

moppet. The campaign utilizes hoardings at strategic locations as the main

communication medium to comment on current events related to policies,

television, etc. The message strategy, with the Amul Butter girl as a social

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observer, succeeded in connecting with the target consumer, thus,

enhancing the brand image.

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