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Marketing Strategy
Question paper
Year: 2011
Presented by
Pratik Agawane M-11-01
Neha Mitra M-11-32
Roshni Nambiar M-11-34
Aditya Parab M-11-36
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Case Study: Assumptions and Facts
Assumptions:
Competitors of Colgate Palmolive are Oral-B, J&J reach, P&G Crest, Pepsodent and
Aquafresh.
They do not have many variants.
They target only niche market who are concerned about oral health issues.
The price of their products are related to that of competitors.
Facts:
Global leader in household and personal care products.
Market share during the period December 2010-Nov 2011 was 52.5%. They have come up with oral health care products in order to create oral care
awareness in rural and urban India.
Colgate Palmolive products are into plaque removal and gum protection
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Q1.What will be your marketing strategy as a Marketin
Manager of Colgate-Palmolive?
Niche/mainstream positioning Strategy:
Niche by targeting consumers worried about gun diseases and plaque problem.
Sales in mass merchandisers would decrease and hence, mainstream positioning.
Product differentiation Strategy:
Design and packaging of the products
Eg: bristles of different lengths and of different colours
Attractive packaging to gain customer attention
Price differentiation Strategy:
More qualities at or around the same price
More qualities offered at no extra charge
Place: Dentists, grocery stores, large retail stores and department stores
Promotion:
Advertise through commercials, magazine ads, radio ads to be placed in dentist offices,
billboards
Special coupons and rebates through their own products and food products
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Q1.What role does Colgate Palmolive play in Oral Care
market?
Colgate-Palmolive was the global leader in oral
care, with a dominant market share lead in
toothpaste and a growing presence in
toothbrushes.
Oral care awareness in rural & urban India to
build a bond with consumers.
Colgate palmolive held the No.1 position in the
world for the sale of oral care products by 1991.
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Q1.What role does Colgate Palmolive play in Oral Care
market?
Research with the help of dental professional
focus group and product usage tests.
Partnership with Indian Dental Association(IDA), Oral Health Month, programmes like
Colgates Bright Smiles
Created demand in rural areas by low pricedsachets, rural van programmes, etc.
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Q1. What are the Defensive techniques that they can
adopt?
Protect Market Share:
Fortification Strategy:
Tooth decay, plaque removal, bad breath, sensitive
gums Rural: Ayurvedic toothpowder, sachets to buy in
smaller lots
Urban: products suiting to young generation,
functional benefits Pricing and packaging customized on the basis of
price points
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Q1. What are the Defensive techniques that they can
adopt?
Protect Market Share:
Counter Offensive Strategy:
Oral-B- the dentists toothbrush Colgate can come up with tie-ups and rigorous
advertisements- Recommended by Indian
dentists
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Q1.What are the distribution options for their products?
Most important part of marketing is how a
product will arrive from the seller to the buyer.
Intensive Distribution: Indirect because consumers are spread
throughout many geographical areas.
82% of consumer purchases are unplanned.
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Q1.What are the distribution options for their products?
Drug Store: attract consumers with gum
diseases, build-up high-end image
Mass merchandiser: increase the per store shelfspace
Food Store: position themselves where they can
gain attention from consumers
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Question No :6
5 Steps Used in GE Matrix forAnalyzing Market Attractiveness &
Business Attractiveness
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Step 1: Planning out Objectives
Determining the objectives and goals to be
achieved after the analysis of the SBUs on GE
matrix.
Eg. To increase the turnover of LG by 8% this
year, analyzing the product portfolio etc.
To create determinants in which the analysis
is to be carried out and setting the High- Low
parameters.
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Step 2: Determining the Factors of
Market Attractiveness
Factors Features
Market Size $ 1350 billion
Growth Rate 7.8%
Industry Profitability 25%Margins 34% on average
Market Diversity LED, LCD, CRT, Plasma
Competitive Structure Strong R&D
Impact of Technology Technology fades with 2 months
Law Disposal, energy rating
Energy Efficiency 5-Star to 3-Star energy rating
Environmental Impact Electronic Waste
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Step 3: Deciding on the Factors that
position the Business on GE Matrix
Factors Features
Size of Business $ 125 billion
Growth Rate 14%
Market Share MS 28%
Relative Market Share MS 21%
R&D 3 months new product launch
Quality 2 yrs warranty
Product & Services considered LCD, LED, CRT
Branding Akshay Kumar
Promotion ATL, BTL
Price Rs 5000- Rs 2,50,000
Efficiency 84%
Cost Reduction Value Engineering
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Step 4: Deciding the Best Factors for
Comparison
Market
Attractiveness
Features Strength of SBU Features
Growth Rate of
Industry
7.8% Growth Rate of
SBU of LG
LED 9%
LCD 6.6%
CRT 0.8%
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Question No: 7
Short Notes On
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A) Igor Ansoff Matrix
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Existing Products in Existing Market
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Market Penetration
Eg: Cocacola
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New Product Strategies
Bournvita Tetrapack
Maggi
Apple
Marico
SunsilkApple Mcbook
Ipod
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Market Development Strategies
New Segments: Horlicks
New Distribution Channels: DELL
New Geographic Territories: McD New Usage: Ford Engines
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Diversification
Related : Colgate toothpaste & Brushes
Unrelated: Piramal into Vodaphone
Technology: Havells Processes: Toyota
Market: Reliance Fresh
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B) Preparing Marketing Plan
Synopsis
Environmental Analysis (MarketAnalysis & Competitive Analysis)
Gap Analysis
Product ( Design, Style, Packaging)
Promotion ,Distribution, Sales
Forecast
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C) Internet Advertising
Definition: Promotion of product or services
over the internet on a broader scope
Types of Internet Advertising:
Display Advertising
Search Engine, Marketing
Social MediaEmail, Referral, Affiliate, Video Marketing
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Business Model:
One to one approach: Targeting the user of
the internet alone and making the messagereach to him personally
Appeal to Specific Interest: Emphasis onappealing to a specific behavior or interest,
rather than reaching out on a broadly defineddemographic
Niche Marketing: Catering to specific segment
only, Volkswagen FinanceCreating Community
Example: Netflix
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D) Social Media Marketing
Definition Positives of Social Media
Cost effective
Community Feeling
Sharing of Thoughts & Ideas
Feedback
Negatives of Social Media
Ignorance of others
Dominance by some groups
Negative Feedback
Example: Sunsilk Gang of Girls
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Thank You