SMA

Learning Diary
Interim Submission
Submitted by
Rutuja Borade
1801169
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Main elements of marketing strategy are

• Differential advantage
• Sustainability
• Customer perspective
• Enhancing firm performance
• Guides decisions and actions

Customer should be the ultimate goal of the firm as they determine the strategy and failure of any
firm.

E.g. Phillips have always innovated their marketing strategy to be in the competition by being
customer centric.

Both corporate and marketing strategy go hand in hand. They influence the HR, Rnd and operations
decisions. That is how they create value for stakeholders.

We should provide value to the customers. They should have sustainable competitive advantage

You have different chain ratios:

Firms sales revenue = market demand * firms market share * avg selling price

Principles of marketing strategy:

• Customers differ → manage customer heterogenicity

• All customers change → maintain customer dynamics
• All competitors react→ manage SCA
• All resources are limited → resource trade off

Full nest – disposable income

Markav model

Brand + offering has WTP. It again depends on the Brand equity .

Markstrat- 4 industries+ 5 teams

Market up to 5 brands AIDA model to follow

Learn → feel → do

We should always do demand forecast for new products. The marketing efforts should be in
objectives, capital, distribution, and nature pricing of the product.

Case : Buhler India

Derived demand framework to be applied

5Cs – customer, competitors, collaborators, company and context

Entry level- growth and size of the market.

Challenges: they have min 125 tonnes, whereas only 20 tonnes is required . Milling was least
importance 30-40 competitors more. Got more number of customers almost around 6 times of the
previous they are very price sensitive. Relationship based and sales force will not be happy.

Niel Boidem marketing mix

Macarthy 4Ps

Dunlack MRF- first to produce nylon tyre and positioned was taking as nylon

To communicate positioning-

• Confused (1 product, multiple target groups)

• Under ( not claiming your objectives)
• Over
• Doubtful (credibility is questioned)

Repositioning is always like near death situation. You really need lots of efforts to undo our
perceptions.

The current position to your desired position you should look at your perceptual map.

• Messaging can be denotative or connotative

• TG- who is it for
• Recipient- who does it speak to
• Insight
• Promise/ covenant
• Support / quiddity
• Benefits/employees

Different – types of ads

Hospital Fear- fear, danger, heart patient, wife or souse, helplessness, risk mitigation, PUFA content\

Sehat Se – Health relationship, family, lady, saffola food, family stays together
Kal Se - first step to healthy life, insurance ,lazy go lucky

Always check brand attractiveness and segment attractiveness and growth rate.

Springfield case

Larry’s dilemma is about the pricing and attendance

25% of the family is below poverty line

• HH kids<18 yrs 60%

• Elderly 10%
• Singles<65 yrs 25%
• Others 5%

Sample population size is 55338

Nature of the product is service and it is perishable made to order simultaneous productions and
consumption.

There fire the total fixed expenses would be 1051879

Non ticket rev = 1005879

Stadium capacity is 136800

Planned utilization is 77%

Therefore 22% idle capacity

For the remaining seats they have promotional offer, group sakes- school, college and association.
Bulk rate ad concession revenue for merchandising item.