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Comprehensive exam review
BM635 : current issues in MKT
Comprehensive exam
Current issues in MKT
• Agenda
– Case study
– MKT Theories
– Exam
Case study
• Narrative exam
– Structure the exam
• Example of
– RESONA
– SOKEN
Key take out: Resona
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Info: Market size : 2400 Mio baht
Info:First time “ Men” market
Info:Gross market share up to 16%
Info:Men grooming market grew 9%
Info:Resona is a Global brand
Info:Nevia market leader with 35% share
Issues: Brand positioning : Resona/Exe
info: “Stick” is key focus segment
Insight : Men have twice sweating more than women
Info:Resona Men launched in other countries
Info: Key message: product efficiency เพื่อการปกป้อง
Info: Resona is a mutibrand in global position
Segment: 30% Smell is the first creteria for brand selection: ( AXE )
Segment: 20%Protection is the second creteria ( Resona )
Segment: 40% Whitening is led by NEVIA.
Insight: consumer only 50% using deodorant
Key issues: Resona
• Execution:Resona introduce product in First time “ Men”
market
• Brand: Consumer perception: Resona is brand for
women.
• Brand: Difference of Brand positioning : Resona/Exe
• Segmentation: How to grow “Stick” segment , how big is
this segment
• Marketing message: product efficiency เพื่อการปกป้อง
• Insight: consumer only 50% using deodorant
• How to grow the category
Marketing strategies
• Branding/Product ( ATL communication)
– Packaging/color of packaging
• Black/Gray color
– Advertising/communication ( marketing message )
• Benefit of product “ twice protection for men only”..
• Men media
– Fragrant
• Men Fragrant
• Consumer experience ( BTL communication )
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Where are men ??
Product sampling ( 50% using deodorant )
Where is the rest of consumer never try the product
Event marketing:
• Other theories !!
Case study
• Apply marketing theory
– Theory
• Example of
– RESONA
– SOKEN
Key take out: Aconetic
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Shop in shop: “ The Inpiration life “ at Siam paragon
Aim: Perception : Local brand to life style brand
Info: Pressure from price competition: china/Local brand
Info: key player : Soken/ Family in this segment
Info: Service center 2 branches at Rama II, Bangna
Strategy : Experiences of product to consumers
Corporate shop: Boutique Digital at Panthip ngamwongwan
Channel conflict : ????????
Shop in shop: uplife brand image of Aconetic ?
Channel info: 300 dealers only 100 working
Partner classification: Exclusive/ gold members
Marketing program: CRM, consumer promotion ie premium
Marketing initiative : Emotional marketing
Move to low to mid to… Mid to high segment
Pricing: 10-15% lower pricing
Focus value pricing > branding pricing
Key issues: Aconetic
• Brand: Consumer perception : Local brand to life style brand
• Execution: Is shop in shop is enough to uplift brand image
• Concept: Experiential /Emotional marketing : how Aconetic
applies.
• Channel :How to grow channel partner from 100 to 300
dealers
• Segment : Mid to high segment
• Pricing: 10-15% lower pricing is this help brand image
• Positioning
Marketing strategies
• Channel : shop in shop / boutique
• Experiential marketing
• Uplift Brand image
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Innovation: Technology ..no 1 in……
Pricing strategy. Reduce pricing gap with competitor
The proper Advertising/Communication is powerful
Promotion: can ruins brand image if it is too heavy on
pricing
Other related marketing
• 4Ps , 5Cs
Key take out : 0 calories
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30000 Mio LY xxx
0 calories : 400 Mio 2 % contribution
Growth : 30 % rate /year
Strategy: new favor is a key driven
– PEPSI: Latte/Twist / Blue/Ice
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Consumer trend: Health
Fact: consumers switch to other beverage
Target group: men : women : 60:40
Product benefit : not enough product benefit
Men perception: beverages for women !!
Consumer perception taste: No delicious
PEPSI: COKE
– First launch
– COKE: launch : COKE DIET ( taste not accepted
PEPSI is market leader
Marketing issues: COKE ZERO
• Brand differentiation:
COKE/ PEPSI
• Brand portfolio : Diet / Zero
– COKE/ COKE ZERO (
98:2) ---- (70:30 )
• Brand perception: Men /
• How to accept 0 calories:
Favor
• Product taste !! Consumer
acceptance
• Protect market share
• Differentiate PEPSI MAXX
from ZERO
• Gain market share
• Grow 0% category
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Brand communication
– Strong message : product
benefit
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4Ps
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PRODUCT
POSITIONING
BRANDING
CONSUMER