Download QIP_Marketing_Strategy_Final_735660910

Rahul Gandhi
Congress launched him as their
marketing weapon
He has added a new constituency” the
youth “
Shows freshness , sincerity , positivity
– all of which is a rare combination
amongst the politicians
Political scion gifted with a glorious
smile
Samsung
• Launched 225 products in 2009 against 2000 the
year before
• It is closing the gap effectively with technology
breakthrough / products customized to Indian needs
• They made an exclusive 32” LED TV for Indian
customers as Indians have smaller rooms
• They target to lead in product innovation space & be
relevant to consumers
Aircel
• Till 2006 it was just in 2 circles with 2.2 million
consumers
• Positioning was on non-voice uses –pay
bills/book tickets/network with friends
• Monthly subscriber additions have doubled
from 600,000 6 months ago to 1.4 million
Virgin Mobile
• Decided to target youngistan – focused
exclusively on youth
• Focus on communication where the youth “
gets around “ not necessarily rebels ..they find
a way
• Introduced many first “ including ..get paid to
receive a call” -Cut clutter
• It has achieved a 92 % awareness , and 69 %
consideration a year since its launch
GHAJINI
Before 25th December
• First Look:
Ghajini's marketing started way back from
March 20
• when he came out on the premier of RACE with
his new BALD look.
• It actually gave the perfect sneak peek at the two
looks of Aamir in the movie.
• Notice the jacket and rolled up half sleeves?
• Did anyone say Sanjay Singhania?
• And then
– in November, this photo shot across leading
dailies and Aamir without even showing his
face and his 8 packs instantly became the talk
of the town.
• The 8 pack promotion:
October 2007 and remember SRK and the ho-
•
•
•
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hallah around his 6 pack abs.
It was only around that time that Aamir silently
started working on his own, and just to make it
better, he added a pair and made it eight!
The fact that the man now had a 8 pack and a
fantastic body, he decided to show the world how
he got it!
Up came the videos with 'Making of Aamir's 8
pack' on all news and entertainment channels.
Videos similar to this you tube got thousands of
visits!
He even went a step ahead and called a press conference
to introduce his trainer and explain his diet chart!
–Television appearances
With the TV channels filled with Ghajini
promos, Aamir went into overdrive with his
interviews, which came in by the day on every
news and entertainment channel. Not to forget
the guest appearances on reality shows, which
is now a sort of a norm.
–Offline Promos at
Theaters
– 'Theater personnel's with Ghajini hair cut' act
that he did on the release on Rab neBana di
Jodi. Simply Fantastic. Imagine going to a
cinema hall to watch RNBDJ and you watch all
these Aamir Khan look alkies and his life size
cut outs. You almost wish that you had come
to watch Ghajini!
Co branding
• Tata Sky started running Ghajini
“specials” complete with behind-thescenes stories of the upcoming
film. Samsung launched special Ghajini
edition mobile phones of L700 and M200
models. These handsets have preloaded
with Ghajini ringtones, pictures and songs.
Tata Indicom started with a outbound
dialer service with Khan's pre-recorded
voice.
Co branding
• Van Heusen launched Ghajini's apparels in
their stores all across India and is backing it with
in-store campaigns and giant posters of Khan
dressed in formal attire.
Van Heusen also organized a fashion show
wherein models along with Aamir sported the
Ghajini look. Add a little big of jig and a bit
of Guzarish and he had all the TV channels
beaming again!
Viral SMS campaign
• Remember the chain SMS which
threatened to reveal what could possibly
be the climax of the film? For those who
were not on the mailing list, here it
goes...“Someone killed Aamir’s
girlfriend and he lost his memory.
Then he tries to find out the killer.
Suspense… Aamir himself is the killer.
Now enjoy Ghajini!”
• I bet this one was proposed by
someone at Tata Indicom!!!
Digital Promotion
• With so much happening offline, something had
to be done online to and Ghajini makers had
that well covered.
• Websites like www.rememberghajini.com,
www.findghajini.com and
www.wallofsuspects.com were built to drive
curiousity levels around the movie and provide a
movie like experience on the Internet.
Add to that a 3D PC game and a number of
mobile games and applications, and you have
the digital space busy.
Not to forget that he has his own popular blog,
which was a constant source of dope for all those
waiting for Ghajini to release.
Final Week Controversy
 Just to cap it all, we had this 'Ghajini
Release Stayed' court notices which
threatened to stop the release of the
immensely anticipated film a day before
25th December. Naturally, this became
breaking news with minute to minute
tracking on the latest updates. And after
much drama, when the permission was
granted, it was like a whole nation had
taken a sigh of relief and they could all
breath again!
10 month Campaign, where we saw Aamir from 8 pack fighting
machine to turning in to a barber on the streets of Delhi, is a real
case study in motion picture marketing.
•To hear from the
horse's mouth :
With Ghajini we've opened with
the highest number of screens
ever. So the marketing needed
to have depth and width, so we
needed to be very aggressive
with the marketing of the film.
After 25th December:
• 100% opening day collections with
over 1500 prints
• Over 90 crore business by the end of
first Sunday
• Expected 120 crore by end of first
week
• Best Ever Opening
• Top film of 2008 already
The End Result
 It raked in Rs 90 crores in the ist
weekend of its release
 Marketing cost was Rs 7.5 crore and the
global box office off-take Rs 260 crore
 They honestly told the consumers
 what to expect through a major use of IMC –
Aamir’s physical appearance , the haircut , the
in cinema visibility ; ushers having a similar
haircut
 The audience was prepared for what they were
going to see
What is Marketing Strategy?
• A Marketing Strategy is an integrated set of
choices about how we will create and capture
value, over long periods of time.
• A marketing strategy should be centred around
the key concept that customer satisfaction is
the main goal.
•
A marketing strategy combines product
development, promotion, distribution, pricing,
relationship management and other elements;
identifies the firm's marketing goals, and
explains how they will be achieved, ideally
within a stated timeframe
Momentum develops the Marketing
Strategy and prepares the tactics to the
market
Momentum
Agency
Sales & Distribution
Target Market
Marketing
Strategy
Plan
Positioning
Communication
Branding
Objectives
Tactics
Management
Marketing Dept.
Promotion Policy
Product Mix
Pricing Policy
Market
Marketing Planning is a step-by-step
process
Market Research
Bus. Review
Competition An.
Marketing Strategy Development
Target market
Definition
Positioning
Communication
Branding
Strategy
Tactics
4 Main Ways of Approaching Marketing
Strategy
THINKING FIRST
SEEING FIRST
DOING FIRST
SIMPLE RULES
COMPETITIVE
MARKETING
STRATEGY
Marketing Strategy Planning Process
Narrowing down to focused strategy with screening criteria
Customers
Company
S.
W.
O.
T.
Segmentation
& Targeting
Product
Place
Target
Market
Differentiation
& Positioning
Competitors
External Market Environment
Price
Promo
Integrating Analysis with
Planning
CUSTOMER ANALYSIS
Who BUYS What, Where,
When, How and Why
Determine Basis of
Segmentation
ASSESS
MARKETCOMPANY FIT
Define Quality and
Identify Segments You Can
Serve
(Targeting)
COMPETITOR ANALYSIS
Who OFFERS What, Where,
When, How and Why
COMPANY ANALYSIS
Given your objectives
and resources … what
can you do, for whom,
where and when?
Determine Basis of
Differentiation
ASSESS
PRODUCTCOMPANY FIT
Evaluate Relative Quality
and Identify Competitors
You Can Beat
(Targeting & Positioning)
The Segmentation Grid
Consumer Profiling
Contents:
• Who buys…
–
–
–
–
–
What
Where
When
Why
How
Types Of Toys
• Plastic Toys
– capture 80%; earn a profit of approximately 10-20% every yr
• Fabric Toys
• Wooden Toys
• Metal Toys
– Harmful; hence loosing its popularity
• Educational Toys
• Activity Toys
• Soft Toys
• Electronic Toys
• Battery Operated Toys
• Board games like chess, scrabble and monopoly
How could you segment the toy
market?
• Infants (0-12 months)
• Toddlers (12-36 months)
• Pre - schoolers (3 yrs & up)
• Tweens (8 to 12 yrs)
• Teens (12 to17 yrs)
• Upper, Middle and Lower Income.
Competitive Assessment
For Each Competitor, Assess the following:
Marketing Strategy
•
•
•
•
•
•
•
Target Market(s)
Business Strategy
Generic Strategy
Market Share
Key Success Factors
Share of Mind
Competitive Advantage
(Positioning)
Marketing Mix Elements
•
•
•
•
•
•
•
•
Core Offering(s)
Product/Service Quality
Pricing
Communication Media
Personal Selling Methods
Distribution Methods
Location
Post-sales service
Assessment of Current Marketing
Situation
 Current marketing strategy
assessment
 Segmentation strategy
 Target Markets
 Positioning & Branding
 Marketing Mix Elements
 Sources of competitive
advantage
 Constraints
 Budget
 Technology
 Human factors
 Channels
 Suppliers
 Management, etc.
The Tools of Marketing
Mission
SBUs
Business Strategy
Marketing Strategy
 Who to Serve
 How to Serve
STP
Marketing Tactics and Programs
Pricing
Policy
List prices
Discounts and
promotions
Credit terms
Etc.
Product
Policy
Length and depth of
line
Quality
Associated services
Packaging/labeling
Design
Etc.
Promotional Policy
Communication Mix
Elements
the “Offering”
Place/Distribution
Policy
Intensity
Terms
Service
Etc.
STRATEGY FORMULATION
SWOT
• SWOT Analysis
– Identifies Organization’s Strengths, Weaknesses, Opportunities, and Threats
• Core Competency
– A special strength that gives an organization a competitive advantage
Porter’s 5 Forces Model
MACRO (REMOTE)
ENVIRONMENT:
PEST MODEL
PEST:
Political Factors,
Economic Factors,
Socio-cultural Factors,
Technological Factors
A framework that assists in analyzing the
external (remote) environment and
identifying the existing opportunities &
threats
Business Strategy
A Business has customer groups (i.e. markets),
customer needs, core offering
Three generic business strategies (Porter):
1. Overall cost leadership
2. Differentiation
3. Focus
5 Generic Competitive
Strategies
Marketing Strategy (STP)
• Segmentation of customer groups
(markets)
• Selection of specific Target Markets
• Positioning of core offering to each
target market
STP
Segmentation
Targeting
Positioning
Perceptual Mapping
Bases for Segmenting
Consumer Markets
Geographic
Region, City or Metro
Size, Density, Climate
Demographic
Age, Gender, Family size and
Fife cycle, Race, Occupation,
or Income ...
Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits, Uses,
or Attitudes
Market Targeting
Evaluating Market Segments
Segment Size and Growth
Analyze sales, growth rates and expected profitability
for various segments.
Segment Structural Attractiveness
Consider effects of: Competitors, Availability of
Substitute Products and, the Power of Buyers &
Suppliers.
Company Objectives and Resources
Company skills & resources relative to the segment(s).
Look for Competitive Advantages.
Positioning
• The “definition”, “place”, or “identity” of a
product in the minds of consumers, relative
to competitive offerings.
• Assumes
– Differentiation
• A positioning statement
– To defined target segment
– X is the brand of defined category
– That unique selling proposition
Positioning Strategies
• Product Attributes
• Benefits, Problem Solutions & Basic Needs
• Price & Quality
• Specific Use
• Against Other Products
• Product User
• Against a Competitor
Positioning: The Unifying
Theme for Marketing Efforts
What the Customer Gets
Level of
quality
Brand
identity
Features
What the
Customer
Wants
Image
Packaging
Associated
services
Installation
Positioning Reflects Key Elements of Strategy
 How we think the customer views the product
 How we want the customer to think about us
 Who the customer sees as a substitute for us
 What we feel we can do better than the competition
Positioning Shapes Customer Expectations
 A “promise” to potential customers
 The reason they give us trial; the standard we must
meet
All Marketing Elements Must Reinforce the Positioning
 Positioning embodies the principle of market FOCUS
 Focus requires a concentration on a specific type
of customer
 Inconsistencies between marketing tools leads to a
loss of efficiency and effectiveness
Creating a Value Proposition
(Positioning)
• Part 1: What We Do
– For
– Who want
– Our product is
– That features
– As measured by
the target market
the “consumption problem”
(what “need” do you serve?)
our portion of the “solution”
(when do they think about your class of
product in connection with that need?)
key benefit provided
(what’s the one or two things you want them
to remember about you?)
how the customer infers quality
• Part 2: Why We Will Win
– Unlike
– Our product provides
– As supported by
– And protected by
our main competitors
key point's of difference
what makes our difference possible
(why they should believe us…TODAY)
why the competition cannot easily
overcome it
(why they should believe us…TOMORROW)
The Role of the Marketing
Mix
Product
Price
Place
Promotion
Physical Evidence
Process
People
Partnering
Marketing Strategy
Decisions
Tactical
Implementation
Target
Customers
Customer Effects
Some Decision Areas
Organized by the Four Ps
Product
Place
Promotion
Price
•
•
•
•
•
•
•
•
•
•
•
•
• Objectives
• Channel Type
• Market
Exposure
• Kinds of
Middleman
• Kinds and
Locations of
Stores
• How to Handle
Transporting
and Storing
• Service Levels
• Recruiting
Middlemen
• Managing
Channels
• Objectives
• Blend
• Salespeople
- Kind
- Number
- Selection
- Training
- Motivation
• Advertising
- Targets
- Kinds of Ads
- Media Type
- Copy Thrust
- Who Prepares?
• Sales Promotion
• Publicity
• Objectives
• Flexibility
• Level over
Product Life
Cycle
• Geographic
Terms
• Discounts
• Allowances
Objectives
Physical Goods
Service
Features
Quality Level
Accessories
Installation
Instructions
Warranty
Product Lines
Packaging
Branding
Some Decision Areas
Organized by the other Ps
Phys. Evidence
Process
People
Partnering
•
•
•
•
•
•
• Objectives
• Flow of
activities
• Customer
involvement
• Number of steps
• Queuing
• Payment
methods
• Objectives
• HR activities
• Customer
training
• Customer
education
• Objectives
• Loyalty
programs
• Incentive
programs
• Alliances
• Networking
Objectives
Facility Design
Equipment
Signage
Employee Dress
Other tangibles
- Reports
- Bus. Cards
- Statements
- Guarantees
Differentiation
How?
•The creation of
strong Brand
activity
•The consistent
pursuit of those
factors which
customers
perceive to be
important
•High
performance in
one or more of a
spectrum of
activities
Benefits
Possible problems
•A distancing from
others in the
market
•The creation of a
major competitive
advantage
•Flexibility
•The difficulty of sustaining
the bases for
differentiation
•Possibly higher costs
•The difficulty of achieving
true and meaningful
differentiation
Product Differentiation
Form
Features
Performance
Durability
Reliability
Repairability
Quality
Style
Conformance
Quality
Design
Services Differentiation
Delivery
Customer Maintenance
Training
& Repair
Miscellaneous
Services
Ordering
Customer
Installation
Ease
Consulting
Core Competencies -- A
Valuable Company Resource
• A competence becomes a core competence
when the well-performed activity is central to a
company’s competitiveness and profitability
• Often, a core competence results from
collaboration among different parts of a company
• Typically, core competencies reside in a
company’s people, not in assets on the balance
sheet
• A core competence gives a company a
potentially valuable competitive capability
and represents a definite competitive asset
What Are the Key Factors
for Competitive Success?
• Competitive factors most affecting
every industry member’s ability to
prosper
– Specific strategy elements
– Product attributes
– Resources
– Competencies
– Competitive capabilities
• KSFs spell the difference between
– Profit and loss
– Competitive success or failure
Market leadership
Expansion of the
overall market
•Target groups –
currently non-users
•Identifying new
uses for the offering
•Increasing usage
rates
Guarding the existing
market share
Expansion of the
current market share
•Strong market
positioning
•Developing
competitive advantage
•Product / process
innovation
•Heavy advertising
•CRM
•Strong distribution
relations
•Heavy advertising
•Improved distribution
•Price incentives
•New product
development
•Mergers
•Takeovers
•Geographic expansion
•Distributor expansion