401 workshop 3 28th feb-1

PNG Institute of Banking and Business Management

Unit 401

Sweta Sud

Chifley Adjunct Fellow

Marketing Management


In this Unit..

Week 1

• First workshop

• 31st Jan, Friday

Week 2

• Read the Study guide

• Read the book – Fee Refund

Week 3

• 2nd workshop

• 14th Feb, Friday

Week 4

• Do the assignment

• Due on 24th Feb

Week 5

• 3rd workshop

• 28 Feb, Friday

Week 6

• Exam on 6th March – return 7th March


Today’s Agenda

08:30 to 10:00

•Marketing by Numbers-Appendix2

•Morning tea@10:00

10:15 to 12:30

•Feedback on Assignments

•Lunch @ 12:30pm

1:30 to 2:30

•Delivering Value, APSP (Chap 12,13,14,15,16,17)

•Evening Tea@ 2:30pm

2:45 to 4:00

•Competitive Advantage(Chap 18,19,20)

•Preparation for Exam

•Enrollments to the next unit

Unit-401, Workshop1, 31st Jan 2014


Sample assignment

file://localhost/Users/swetasud/Documents/Director/MBA /Sweta - Faculty/401 Marketing/SAMPLE ASSIGNMENT .docx


Good Points

Case Study and Analysis

• Case facts

• Additional Data or reference

• Analysis by the use of marketing tools

• Present your analysis well

• Marketing Strategy recommendations


Principles of MarketingChapter 12 to 18

Delivering Value

Delivering Value

Marketing Channels Managing Retailing, Wholesaling

Communicating Value Advertising, Sales Promotions,


Value Add Vs. Cost of CHANNELS


{ Commercial Break }

This time is for real…


Communication Mix


Communication Platforms


Communication Steps


Communication Forecast


Communication Stages


Communication Comparisions


Advertising Mix


Media Mix


Promotion Mix


Trade Promotion Mix


Sales Force Mix


PR Mix


{ Commercial Break }

This time is for real…


Principles of MarketingChapter 2

OK, We’re back. Again.


It is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.

What is Competitive advantage..?


Analyzing Competitors


Cost leadership Advantage

Differentiation Advantage.

Focus on Few Market.

Customer Intimacy.

Product Leadership.

Strategies On Competitive Advantage


The cost Advantage is that the Firm competities theother Firms in the industryby lowering the price of theProduct.

Eg; Discounts.

Cost Advantage .


In this the company concentrates on creating a highly differentiated product line and marketing program so that it comes accross as the CLASS LEADER in the industry.Eg:Mercedes Benz.

Differntiation Advantage .


Here the company focuses its effort on serving a fewmarket segments well raether than going afterwhole market.Eg; Hohner owns a stunning 85% of Harmonica(music) Market.

Focus on Few Market .


Its the company targets the customers precisely, and provides products and services exactly the needs of the customers.

Eg:Raymonds Suitings.

Customer intimacy .


The company provides superior value by offering a continous stream of leading-edge products orservices.It aims to make its own and competiting productsobsolete.Eg:Bajaj(pulsar 150-180-200-220).

Product Leadership .


Competencies are the human capabilities andwork -related behaviours that provide acompetitive advantage to an organisation.

What is Competency...? .


Types in Competency

Information and understanding needed to fulfill the responsibilities

Acquired ability or experience needed to fulfill the responsibilities

Way of thinking or behaving needed to fulfill the responsibilities

Natural ability that prepares the person to fulfill the responsibilitiesAptitudes

Attitudes

Skills

Knowledge


COMPETENCY CLUSTERS .

Business Knowledge

Proactivity

Collaboration

Customer Focus

Leadership

Innovation

Conceptual Thinking


Understands the Industry.

Financial decision making.

Knowledge of company products.

Overview of business.

Business knowledge .


Anticipates and forecasts customer requirements.

Defines quality standards for customer service.

Develops partnership with the customer.

Enhances long term relationship with customer.

Creates new solutions to meet customer needs.

Customer Focus .


Seizing opportunities as they arise.

Handling crises swiftly and effectively.

Exceeding the bounds of one’s formal authority.

Proactivity .


Leadership .

Sets out clear standards and goals

Motivates others to achieve and maintain high standards

Works to reach consensus and agreement wherever possible.

Welcomes constructive criticism.

Identifies and shares success stories.


Adapts and applies different new approaches to situations

Modifies standard approaches for more effective outcomes

Develops original approaches to non-routine situations

Encourages innovation and creativity in others , supports new ideas

Innovation .


Builds effectively team within a function/ country.

Encourages and supports colleagues to achieve goals.

Develops information-sharing networks.

Creates team effectiveness using people skills.

Collaboration .


Develops concepts/ patterns perceived in a set of facts.

Rapidly identifies key issues/ actions in a complex situation.

Seeing connections or patterns.

Using vigorous, original analogies or metaphors.

Conceptual Thinking .


Competative Advantage is that makes a firm towithstand in the market for a longrun. Competitiveadvantage is achieved only when the company has the effective competency.

Conclusion

401 workshop 3 28th feb-1

Business

business management

business management

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docxpng institute of

cost advantage

value advertising

product leadership

consumers greater value